-
Opinion | Features
Disclosure in Social Media: How transparent should bloggers be?
In this guest post, blogger and digital creative Laura McWhinnie argues for more disclosure in the bloggersphere.
The bloggersphere has always been a bit like the Wild West. Bloggers could post about products to their heart’s content without having to disclose their relationship with the brand. This meant that consumers had no idea who was behind the marketing messages influencing their purchasing decisions. But in 2009 that all changed
Liars, cheats and thieves
Is our industry full of cheats and liars or do people of honour who stand by their word still exist in business? In an article that first appeared in Encore, Cameron Boon investigates. The recent court case involving Paul Fishlock suing his former employer The Campaign Palace brought into focus more than just the struggle of one man. It highlighted that there are some in adland whose word cannot always be relied upon.
Q&A with Adshel's Rob Atkinson
Online trading is the next big thing says Rob Atkinson in a piece that first appeared in Encore. Who is the most powerful person in Australian media and why?
Harold Mitchell because of his influence and the footprint he has left. He’s built a huge brand in Mitchells, offloaded it into Aegis, Aegis has obviously done extremely well to be then sold on to Dentsu. So if you think about it, he is very much a father figure of the industry.
Making it overseas
Is the best way of being successful in Australia not be here at all? In a feature that first appeared in Encore, Lee Zachariah speaks to Aussies making it big abroad.I always wanted to work in New York,” says Julian Cole. “I thought it was the number one place to work in advertising; a lot of the best campaigns were coming out of there. So I moved over and was lucky enough to have a couple of interviews in the first couple of weeks.”
Cole’s story is indicative of the somewhat contentious idea that the best way to be successful in Australia is to not be in Australia any more.
Got a book in you?
From journos to ad execs and PRs, these days everyone seems to have a book in them. But what does it take to get published and will you actually make any money? In a feature that first appeared in Encore, Brooke Hemphill finds out.Attention wannabe authors. Forget big fat advance cheques and living off royalties. The reality of having a book published today is another story altogether. There are only two reasons you should even consider sitting down at your computer to bash out a manuscript – passion or profile.
Savage counsel
In an article that first appeared in Encore, Chris Savage tackles your career and agency dilemmas in his weekly advice column.Hi Chris,
My clients seem to be demanding more and more from us. At the same time, it seems many of the younger people in our industry simply don’t have the client servicing skills my generation grew up with. How do we instill in our executives some of the good old-fashioned behaviours that would keep a client happy and loyal?
Fake it til' you make it... as an ad agency receptionist
From dressing the part to playing the gatekeeper, Leo Burnett Sydney’s Susie Henry tells us how to make it as the face of adland in a piece that first appeared in Encore.What does a receptionist in an ad agency actually do?
Well, there’s the frantic every-day, all-day stuff of deliveries, courier bookings, doing expenses for directors – always challenging – plus arranging all the travel. But one of my main jobs is counselling the account service people. I also keep up with all sports information to discuss with our sports-loving clients – because who wants to be bored while they’re waiting? And I know how they like their coffee. You need to know everyone – from accounting to HR. I’m also the go-to for all catering and sending flowers.
Whose views skew the news? Media chiefs ready to vote out Labor, while reporters lean left
Most journalists lean left-of-centre, says Folker Hanusch of the University of the Sunshine Coast, in a post first published on The Conversation.Most Australian journalists describe themselves as left-wing, yet amongst those who wield the real power in the country’s newsrooms, the Coalition holds a winning lead.
But while the media’s political leanings will no doubt be debated in the lead-up to September’s federal election, our study has also found other largely unscrutinised biases remain – particularly whose views disproportionately shape the news.
It's time for a new New Wave in the film world
Government funding bodies are lazy and decadent, says industry veteran Michael Thornhill but in a piece that first appeared in Encore, Ed Gibbs begs to differ.I vividly remember the time I first saw Animal Kingdom, David Michod’s breathtaking labour-of-love feature debut. The press screening was half empty, despite the film winning the Grand Jury Prize at Sundance just months earlier, in 2010. Yet its superb performances, stylistic flourishes and overall polish left me speechless. Could this really be a feature debut, an Australian one at that, I wondered, almost out loud? It seemed too good to be true.
Going cold turkey on an agency addiction
Life is sweet for freelance writer Max Kitchen, but in a feature that first appeared in Encore, he admits his struggle against returning to the agency fold.I’ve never taken heroin. But I suspect if I had, the temptation to try it again would not be too dissimilar to the lure of returning to agency life.
Can sport save Ten?
First there was the Grand Prix. Next came the reported $500m bid for cricket rights, then Ten secured the 2014 winter Olympics. So, can sport save the ailing network? In a feature that first appeared in Encore, Nic Christensen investigates.The television sports rights bidding process is a bit like a game of poker.
Check, fold or bet. Those were the options for the Ten Network last week when it had to finalise its bid for the cricket rights.
Andy Lark: good for the marketing of marketing
I can still remember the first story I wrote about Andy Lark, when it emerged that he was to be the new chief marketing officer of CommBank.
It was immediately clear that Australia was about to meet an interesting marketer, one who blogged and tweeted and thanks to his time at Dell in the US was digitally savvy. Even two years ago, that was a big deal. The fact that he also had a stint in public relations gave him an absolutely intriguing background before he even arrived.
Storming the media barricades - advice for young journalists
This week Mumbrella’s Nic Christensen, who began his career four years ago, gave the keynote address to would-be journalists at the Media, Entertainment & Arts Alliance’s Student Day. This is an edited version of his speech.Good afternoon, I can remember distinctly the last time I was in this room.
It was 2009 and I was sitting where you are. I’d come to this event, a friend and myself — from memory we sat up the back — and I can remember at the time wondering if I’d ever get a job as a journalist.
It was only four years ago and then as now getting a job was ultra competitive but I’m not sure there was quite as much media ‘doom and gloom’ as there is now…
Paywalls will help fund campaigning journalism
In this guest post, News Limited’s group editorial director Campbell Reid responds to the views of ninemsn’s Hal Crawford that the company’s push into metered paywalls is about data rather than dollars.Hal Crawford is both right and wrong in his article which argued that our digital subscription plans are all about the data.
Fake it 'til you make it... as a features editor
Cosmo’s Kate Leaver tells us how to bluff it in her job in a feature that first appeared in Encore.What do you do, as a features editor?
Really, play with words and ideas all day. At any one time, we’re working across three issues of the mag – getting one on its way to the printers, pooling all the words together for another, and planning the issue after that. It’s busy but it’s a pretty magnificent process.
Why this is NOT the Twitter election
If you read the last few days’ papers, you would think that the Twitterati will decide the outcome of the election.
I’ve almost suggested as much msyelf.
But actually, we’re only half way there. This is not going to be an Obama-style social media-led uprising.
Social media has two potential types of influence on the outcome of an election – firstly, accelerating and magnifying the news cycle, and secondly – and potentially more powerfully – activating the advocates.
The first part is now just a fact of communications, but the second relies on planning and engagement from the political parties. They should have got serious about that months ago – this time round, the major parties have left it too late.
So inevitably there will be some gaffe that goes crazy on Twitter. The speed with which Gordon Brown’s Bigotgate blunder spread on Twitter was a classic example in the UK election.
But less so the planned, focused use of social media demonstrated so well in the election of Barack Obama.
Where social media – Twitter, maybe, but more so Facebook – becomes a huge potential tool is in not just getting getting out the vote, but turning these supporters into an informed and engaged army.
In the US, Sarah Silverman’s The Great Schlep persuaded engaged young Jewish people to travel to Florida and talk to their grandparents about voting for Obama. The state swung from Republican to Democrat.
But that kind of engagement relies on creating your army long before the battle is called so they are already listening when you need them. It’s a bit late to raise your army as you are already charging into battle.
When the PM only started tweeting a fortnight ago and Labor only embedded social media capabilities into its own website a week ago, that’s far too late.
Even chucking up an ad on YouTube and hoping it goes viral and gets you some free media will only get you so far. Particularly if it’s boring, and especially if the song is as bad as this one for the Liberal Party:
The best any party can hope for this time is to not make a mistake that kills them when it gets sucked into the Twitter news accelerator.
Next time round, they may be able to use social media in a positive way. But they’ll have to start now.
Tim Burrowes
-
-
Email Newsletter
Latest Jobs- Account Manager – Top Media Agency – To $80 package
- Client Service Manager – Fantastic Media Agency – To $80 package
- Business Development/Marketing Manager – Consumer Tech Experience – $100-150k
- Top Jnr to Midweight Creative Team
- Digital Copywriter with big thinking
- Super Art Director/Copywriter Team with 360˚ thinking
- Junior Community Manager | Sensis | 6 months contract
- Mid Level PHP Developer- Creative- Up to $67K + Super Ref 6488
- Account Executive
- Communications Manager
-
RSS
Comments
19 Jul 10
3:44 pm
Agree Tim, its all too broadcast and same-same. Neither party is talking back to any of the voters and debate rages on all the social channels they’ve set up with no responding. It all smacks of social for social’s sake. I’ve done an analysis of the net sentiment Liberal vs Labor up until last night, and there’s not even a point between them. http://www.digitaltip.com.au/i.....h-fitness/
19 Jul 10
4:04 pm
Dude… the song sounds like “stand up Australia, stand up, for RE-ELECTION.”
19 Jul 10
4:21 pm
Obama’s campaign laid out in the easy to understand detail how social media can help to get a rank outsider elected to the most powerful political job in the world.
Surely it’s not that hard for even half aware pollies and/or their parties to get the potential power of social media. AND that it should extend beyond some lame tweets and even more lame YouTube videos.
The UK election and now, seemingly, the Australian election demonstrates that political decision makers don’t get it and perhaps feel that what happened in the US was an aberration and it won’t work here.
Hopefully, we’ll be blown away by a candidate that does get it and does do a meaningful job of leveraging social media in this election. If nothing else, it’s a pretty good way to stand out from the pack.
19 Jul 10
4:27 pm
Check out ninemsn for people response to the question..Tweetrace – Which party Really gets Twitter? http://news.ninemsn.com.au/nat.....home-state
Seems like only Kate Ellis has any understanding, yet ninemsn users think the Libs have a better understanding. Hmmm! What does this say about the 9msn audience????
19 Jul 10
4:35 pm
Come on Bob Brown, get on Twitter, at least you talk sense.
19 Jul 10
4:39 pm
That Sarah Silverman clip is hilarious. I laughed embarrassingly loudly at my desk and everybody looked at me.
19 Jul 10
4:40 pm
Spot on Tim. Build your community before you need it. This applies to brands as much as it does political parties and dare I say both are as guilty as each other i.e. wanting instant results via one-way blasting of messages.
Genuinely engaging people and building trust and respect takes time and considerable effort (both on and offline) so little wonder the major political parties aren’t yet ready to take full advantage of the social web.
19 Jul 10
4:52 pm
But but but…don’t both parties have advertising heavyweights advising and handling their campaigns?
And surely those icons of the advertising world would know how to build communities using social media?
19 Jul 10
5:00 pm
Tim, landed in Sydney Saturday morning from London and had to chuckle about the whole “Twitter election” the TV networks were wanting us to believe.
I blogged about this at http://lc.tl/auelection and compared the hype to what happened in the UK for the recent general election.
Andrew Grill
I’m here for 2 weeks so will be able to see first hand if my theory is correct.
19 Jul 10
5:05 pm
As I outlined on Twitter earlier today, http://twitter.com/martinwalsh/status/18892804463 the fundamental difference in Australia is that the politicians and political parties don’t have a strategy; they simply have a checklist and then hope for the best. And, hope is not a strategy!
The politicians and their consultants do not understand that Social Networking is NOT Social Media Marketing. You will never succeed if you simply have an approach of ticking a checklist of social networking sites.
I also see lots of people from time to time comment about the Obama campaign but they are misinformed and keep perpetuating the myth that Obama succeeded because of social media.
The Obama campaign succeeded because of email first, mobile second and social media marketing third. It was strongly supported by ATL and therefore it was a great 360 degree marketing campaign which used digital marketing in the most effective way to support the campaign goals and objectives. The team who led the Obama campaign has stated this on numerous occasions but it keeps getting lost in translation.
Social technologies are not simply Twitter, Facebook, MySpace and YouTube. It is blogs, forums, communities, product reviews & ratings, RSS, chat & WIKI’s, social media newsrooms, social media press releases, social bookmarks and widgets to name a few.
As Tiphereth points out social influence marketing is about engagement and conversations. Social Influence Marketing is not just another monologue broadcast channel and yet so many marketers (and politicians) continually treat Twitter and Facebook as an RSS feed to broadcast yet more messages.
We’ve moved on from the Conversational Marketplace pre 1949 to the era of Mass Marketing Advertising circa 1949 to 2000 we are now in the current era of Conversational Marketing 2001+. But it seems a lot of people cannot grasp the fundamental changes in consumer behaviour underlying these new rules. If you don’t understand your target audience, where they are and how they use the social technologies then you will fail.
I won’t even go into the art of storytelling and content but simply stories sell, facts and figures don’t and this is particularly true across digital marketing.
Lastly, influence is not about the number of followers a person has or the volume of their tweets or status updates or blog posts. True influence by its very nature is the power of that individual to influence another person’s behaviour or opinion. Sadly way too many people are also using the wrong KPI’s to measure social influence marketing and are spending way too much time on speaking and or engaging with the wrong people.
This failure to understand the power of digital marketing and social influence marketing is probably the single biggest lost opportunity of this election.
19 Jul 10
7:13 pm
TWEET OFF! How dumb of prime media promoting another media over their own.
No wonder more people spend more time online than watching TV or reading newspapers. Think about it. Your client spends $10,000 for a spot in ACA and then ACA tell their audience to go online for more about this story. No wonder clients are leaving TV and Press advertising in their droves. FREE TV, newspapers and radio need to take a good look at themselves. Or they wont be here in this form in 10 years tiime. So then you can forget about your kids becoming news readers and reporters. They will be boring BLOGGERS on Twitter with no income.
19 Jul 10
9:27 pm
@Carole Ann Goldsmith – he is on twitter @SenatorBobBrown
20 Jul 10
10:00 am
@martinwalsh couldn’t agree more. My blog post with an example the social media “gurus” missed. http://jimboot.com/the-twitter-election. @tim I agree I dont think the parties will harness the power of online but individuals may.
26 Jul 10
2:48 pm
What election…
27 Jul 10
8:00 pm
I really think the social media buzz , especially twitter is a bit too hyped – I mean Kevin was all over twitter and look what happened to him – people vote for whos making the best policy decisions NOT on their twitter skills.
30 Jul 10
8:03 am
The usual content of Twitter hashtag streams like #auselection are pretty ignorable but where it does come into its own is when politicians appear on tv programs like #qanda or in a #debate and you get immediate feedback on their performance. Similarly the #insiders tweet stream attracts are a fair selection of larrikan commentators. Journos admit they monitor (and participate) in the tweet streams and this can in turn feed into their articles the next day so in this sense I would say Twitter has an impact. Facebook I would say has had 0 impact.