YouTube your invention to world awareness#

Great example of the power of YouTube to help disseminate information to a global audience through word-of-mouth and viral marketing.

Johnny Lee is a researcher in the Human-Computer Interaction Institute at Carnegie Mellon University in the USA. In this TedTalk he shows his work at applying innovative ideas using low cost objects.

What is equally impressive is how fast news of his work has spread globally, the level of interest and the speed of a commercial application of one of his inventions.

5/31/2008 4:11:33 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Blogging is for male geeks - correct? Wrong...#

Interesting article in AdAge about how women use blogs...

Some highlight statistics:

  • 35% of all women in US aged 18 - 75 that go online participate in blogs weekly (read, write or comment)

If a 'heavy' user of the internet this increases to 53%.

Why do they participate in the blogosphere?

  • 46% for fun
  • 41% to get info
  • 40% to socialise with friends and family
  • 34% to keep updated on specific topics
  • 28% to connect with others

That is a lot of online conversations. What is being said about your products and service? How well is your online brand reputation holding up? Unsure? Certainlt worth checking out!

 

 

 

5/31/2008 10:35:24 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Social media - everything you need to know if less than 4 minutes#

Social Media explained in less than 4 minutes by those clever people at CommonCraft

5/31/2008 10:12:20 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Levis - viral video#

How Levis are using YouTube for a viral campaign. Check at the stats - loaded 5th May and 3.5 million views in less than a month. 

Looks like they had fun doing it too!

5/31/2008 7:24:54 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Creative use of video podcasts#

A great example of the use of video podcasts from Usher. The video will show show the behind-the-scenes work on making and releasing his new album.

How could a corporate use the same technique? Imagine a series of videos showing the design and development of the product to help create and maintain the online buzz.

How would that work? Let's take an example from my past.

When at Tektronix we launched solid ink colour printing as a new technology to the world. Now that was standout event in itself but even more amazing was its ability to print on a wide range of materials - tissue, fabric, flexible plastic. It was - and still is - amazing technology. That was near on 17 years ago and the company is now a division of Xerox who still market the Tektonix Phaser colour printer line.

We launched the product to a big PR and marketing push and did CeBit and other trade shows with a lot of 'smoke and mirrors'. It was a great roll out and we did make a product demo video and supply tapes to resellers as part of their product training programme but we did not have the internet platform to help distribution nor the fact that desktop (and mobile phone and PDA) content delivery was possible to EVERYONE who is online.

We also produced information packs and technical documents explaining the technology. There are still many around today.

What could I do now using video?

  • Go into the labs and interview the R&D team
  • Interview the project leader about innovation - from concept, to working model to scaled production
  • Show the print head design and testing process
  • Show the R&D - success and failures - of printing on multiple types of materials
  • Have a completely perspex cover made of the printer so all the internal print head and paper feed mechanism was viewable (I bet I could have charged people an extra fee at trade shows to go behind the curtain and see it - a real peep show for people!
  • Talk to the beta testers - what they think about the product
  • Interview customers and get their feedback from the 'coal face'
  • Look at some of the more unusual applications - artists selling works of art on various materials, proofing designs on fabrics, an artist using the waste wax to craft designs etc

I would not create a single 'corporate video' of senior managers 'suited and booted' but a mini series - 3 - 5 minute podcasts showing the story of the products development.

In the case of the Phaser solid ink printer and print technology I would still be making video updates today as the product and technology is part of the Xerox product line.

The great news for marketing is that the cost of such a communication programme today is a fraction of what it cost then. To record and edit the video would be about the same price but back then we had to duplicate and ship over 5k videos across Europe. That cost us over £35k. Today that cost would be a small hosting charge of £20 a month if that. We never did duplicate any more than that initial batch as it was such a large and expensive logistics exercise.

Today we host clients audio and video podcasts for them (or they do on their own site) and month and month they are accessed by people online at virtually no cost to the client. Great for the marketing and PR budget!

What is even more interesting is the 'echo chamber' effect of the internet. I have no idea where those tapes are now. Just as years later old materials turn-up somewhere in a box or an attic or back cupboard in an office one of those videos exits. If it had been delivered online everyone could still be accessing it today. Now think of that in terms of corporate branding value?

5/31/2008 6:53:31 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Journalist CV - rich media experience required#

It is interesting to see what sort of skills publishers are looking for when hiring a journalist. Nature, the magazine has a current vacancy. What are they looking for apart for experience in scientific matters?

'..Working primarily online, she or he will be able to report on and analyse news developments under tight deadlines, but will also have many opportunities for other forms of journalism, from feature writing to podcasting......

......Experience in and/or aptitude for editing, audio journalism and the development of interactive web projects will be an advantage....'

 

 

 

5/31/2008 5:51:11 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

How journalists can use Twitter#

Spotted on Twitter a post by a journalist on how journalists can use Twitter. Now follow that if you can!

5/30/2008 4:07:07 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Social Media 'cascade' effect#

Research has just been published into the cascade or 'echo chamber' effect having an action orientated impact within a social media community (Source: Washington Post via WOMMA).

The researchers were looking at group behaviours relating to people stopping smoking. It seems that group behaviour spreads within the group very quickly causing many in the group to stop smoking. As they say:

'...the influence of a single person quitting nevertheless appeared to cascade through three degrees of separation, boosting the chance of quitting by nearly a third for people two degrees removed from one another.

"It could be your co-worker's spouse's friend or your brother's spouse's co-worker or a friend of a friend of a friend. The point is, your behavior depends on people you don't even know.....Your actions are partially affected by the actions of people who are beyond your social horizon but in the broader network...'

What does this mean for corporates?

Imagine creating a group or community around your products or services and communicating to them. Influence some of the group and as a result they recommend or comment positively about you to their friends. In turn those people tell their friends. In effect your message has reached three levels. Not everyone will contact all their friends. Nor will their friends mention it to their friends too. But as this research shows a lot will. Enough to cascade down the community.

Let's take a practical example and do the maths. Poundland has a blog where it posts details of its special offers and product availability. They have over 200 Facebook friends and blog subscribers. From research it is known that the average number of 'friends' these people have is 100 each. that gives an 'Opportunity to Influence' (OTI) of 20,000 (200 friends with an average of 100 friends each). If we extend the OTI one level more we end up with 2 million (20,000 x 100). The actual numbers will vary depending on the nature and popularity of the recommendation. But even with a lowish number it is easy to see how a viral campaign take off or why social networking campaigns should be of interest to companies.

5/29/2008 11:47:33 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Video communications strategy#

Post by Ogilvy PR on the value of having a company video strategy.

Couldn't agree more...

Technology has moved faster than video production in many ways or at least how companies think about using it. When a corporate video is mentioned most people usually think mass distribution DVDs with extra postage and packing costs.

Internet or mobile phone/PDA delivery is now feasible so it is opening up a whole new world of communications.

Where would I use video in corporate communications?

  • Training and education (must make every list list but how about refresher courses or updates and not just the 'set-piece' one off course? With so much health and safety regulations why not create a resource library so people can watch 'on demand'))
  • Virtual Open Days for potential employees and graduate recruitment (costs enough to organise so why not make it available 365/24)
  • Employee communication (video senior management teams messages to staff to ensure the message cascades through. This is especially true at product launch events. Sales team goes off to get trained but sales admin, customer service and others miss it. Why not capture it and use it for further communication.)
  • Customer communication - marketing and technical support (use it as a pre-sales and post-sales tool. Why produce a white paper without a video introduction or presentation. If a picture is worth a 1000 words how much is a 3 - 5 minute video worth?)
  • Channel communications (if selling indirect why leave your distribution partners out of it?)

 

5/29/2008 7:53:08 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

A blog a day keeps the doctor away#

According to Scientific American researchers are to explore the health benefits of blogging. It has long been known that self expression is a useful therapy in helping people communicate and deal with stress and other other emotional issues. Scientists want to explore other benefits of blogging. 

To quote '...expressive writing produces many physiological benefits. Research shows that it improves memory and sleep, boosts immune cell activity and reduces viral load in AIDS patients, and even speeds healing after surgery. A study in the February issue of the Oncologist reports that cancer patients who engaged in expressive writing just before treatment felt markedly better, mentally and physically, as compared with patients who did not....'

Corporates should take note: What a double win! Blogging helps CRM and employee health! 5-a-day fruit in the company cafe and a blog post a day to a healthy, motivated and efficient work force.

Next step: A Government campaign.

5/29/2008 6:57:10 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

New revenue stream for newspapers? #

Interesting news about the NY Times (thanks to JD Lasica) planning to open its web site to 3rd parties.

As JD points out this opens up a whole range of possibilites for people to access and manipulate data to provide a variety of applications. Many of these will be free but some I am sure could provide such a valuable service that there could be a charge for them. Newspapers could levy a small licensing charge so helping their declining revenue streams. A win-win?

 

5/27/2008 11:31:49 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Blogs and social media influence on the press#

Brodeur and Newswire in the US have just completed a survey of journalists in the US into how journalists view social media.

Almost 500 journalists responded from the 5 subject areas ('beats') focussed on - technology, lifestyle, health care, travel and politics.

What were the top line results? From the Brodeur web site....

"....According to the study over half of all reporters from all beats said social media and blogs are having a positive influence on the editorial direction of reporting.  Reporters were also overwhelmingly positive on the influence of social media and blogs on the diversity of reporting with approximately 4 in 5 reporters indicating a positive influence.  However, views on tone, quality and accuracy varied by beat...."

Last year Brands2Life did a similar survey in the UK and again found that journalists were using social media as a 'story source' and a way of keeping an eye out for breaking trends and news. With the recent use of Twitter by 'citizen journalists' to break news before even the traditional news sources like Reuters and AP have got the news out it is interesting to see how many journalists now use Twitter.

 

5/26/2008 10:01:24 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Social media use globally#

For those wondering what is happening with social media globally Universal McCann have just completed their 3rd global survey (Thanks to Taly Weiss of Trendspotting for the heads up). It is interesting to see the trends over the last 3 years and the rapid expansion on digital images and video.

Report on UM site

Some highlights summarise by Taly

1. Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development.

2. Asian markets (not including Japan) are leading in terms of participation, creating more content than any other region

3. All social media platforms have grown significantly over the three Waves: Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3

4. Social Networks: 57% have joined a Social Network, making it the number one platform for creating and sharing content: 55% of users have uploaded photos, 22% of users have uploaded videos

5. The widget economy – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates

6. Blogs are a mainstream media world-wide and a collective rival to traditional media (184m bloggers world-wide, China has the largest blogging community in the world with 42m bloggers) – 73% have read a blog, 45% have started a blog

7. Social media has strong impacts over brand’s reputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs

 

5/26/2008 8:48:10 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Twitter customisation #

If you are wondering what Twitter is and what it can do then it is worth checking out this post that details 140+ Twitter tools. Each extends the functionality and use of Twitter.

5/26/2008 6:58:14 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Using social media to improve company productivity#

Business Week article on how IBM is using Social Networking tools to improve employee internal communication and knowledge sharing.

Many companies are banning employees use of social networking software such as Facebook. When you look at what companies such as IBM and others are doing you can see the longer term strategic advantage they will have.

5/25/2008 10:12:28 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Audience decline for traditional TV #

Yet more research (via Podcasting News) indicating that traditional TV is now showing the same decline as traditional press as more and more people move online to consume news and entertainment.

For companies using press and broadcast media to advertise to the market they will need to start to seriously look at online content delivery. The global brands have already started to look at creating platforms targeting 'communities of interest' where people can interact with the brand and each other. This investment in 'customised communities' is bound to increase as traditional media continues to lose its audience. The loss of ad revenue can only speed this shift.

 

 

 

5/25/2008 6:32:22 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Social Media Measurement#

Great interview by Shel Israel of KD Paine on Online Brand measurement. As KD explains the software tools used (she mentions Radian6 and BuzzLogic) do a great job but cannot always track sentiment (how would software rate a phrases like 'cool',  'well wicked' or real bad'?). This is where her team of consultants comes in. Adding the human element of analysing and judging tone and sentiment from the blogs and online social media world. She also gives some great examples of companies using knowledge of the online buzz about the company to judge if stating a company blog would have value or not and which parts of social media should be targeted.

 

5/25/2008 6:09:00 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Facebook and its community power#

An interesting article about the Barack Obama campaign and its use of social networking tools to engage with and motivate a community to action. In this case it is supporting and helping to fund his campaign. Whilst UK political parties could take note it also has lessons for business in terms of an outreach programme for both employees and customers.

5/25/2008 9:50:43 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

PM - citizen outreach programme#

Gordon Brown is sure to get more 'brick-bats' that plaudits for using YouTube to ask for video questions. Shame. To my mindthis is a great initiative. I feel it works on multiple levels. I have never met him personally but relatives of mine (not labour supporters and members of the public) have said he is a very nice person to meet and talk to. YouTube maybe less adversorial and suit his communication style better. Equally it gives him a direct contact with his 'customers'. What a great way to get feedback on some of the issues the electorate feels unsettled about. Opinion polls and research by others can never replace hard-wired feedback. Policians do hold regular clinics for constituents but being in the Westminister Village does cut you off from reality. YouTube sould help reconnect.

So what lessons can business learn?

  • Too many senior executives live in the 'boardroom bubble' where they become detached from the daily issues facing their customers. they see and hear 'massaged' and presented data from their management team. In some cases the boards attitude means that the 'messangers' present the data in the most favourable way possible. YouTube feedback could help the management team engage better with customers. What are the hot issues? What are management doing to address them?
  • It is a great 'dip-stick' research tool. Instead of the annual satisfaction surveys that are virtually out of date before being presented why not use YouTube as a form on ongoing 'sentiment' checking?
  • Why not extend the principal to employees? Look at research. How many times does it say management is 'out of touch' with employees? Employees do not understand senior managements strategy or their personal role in it? That they are de-motivated as they feel disengaged?Could a YouTube type initiative but behind the 'firewall' help? 
5/19/2008 4:02:46 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Using online video to engage with the 'fan' base#

Great use of online video. Fans of the Indiana Jones series posted questions on Seesmic and had members of the cast and crew - including Harrison Ford and Steven Spielsberg reply. One of the fans happened to be a journalist who never even went to Cannes. As she says, the video interchange has a dynamic to it that makes it feel more intimate and direct. Not like the stage managed interviews that many stars undertake. The journalist (Jemima Kiss of the Guardian) was in her PJ's when she recorded the question!

Now imagine senior management of a company using Seesmic or similar products to engage with customers around the launch of a new product or service or respond to feedback following an 'open beta' programme. What sort buzz would that create amongst their customer base? How would that enhance customer relations? Imagine you could get some of the design team to also answer questions? Such a 'corporate outreach programme' would have a positive effect especially when senior management is usually so inaccessible to the customer base (and many employees too!) 

 

5/17/2008 5:24:07 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Support communities of interest#

News here of two charities using social media platforms to create 'communities of interest'. Two interesting points. The use by charities of social networking platforms and mutual co-operation.

Charities know that people who give to one charity are likely to continue to support them. Equally other charities focussed on similar good causes are lilkely to be supported by those same people. By linking two complimentary charities there will operational efficiencies and an ability to target donors with a propensity to support both. The item of focus is sometimes called the social object. The product or service that people can identify with.

For commercial organisations it is sometimes not easy to visualise 'communities of interest' or what the social object will be. Fanatics, fans, followers and friends exist for almost everything. Name it and a group is likely to exist. As a company the challenge is finding those groups and plugging into them by listening and joining in the ongoing conversation.

It is not 'in-your-face' interrupt marketing and PR but participating and releasing information the community requests, in a format they find useful. It is building a rapport with them and finding out what you can help them with. For many organisations that will sound a lot like 1to1 marketing and CRM and in many ways it is, but without the expensive software. But it is still a cultural shift for many organisations. Remember 30 years ago the adverts for the Midland Bank - the listening bank? That is what organisations need to become. Many have outsourced many of the customer facing functions. Customer service and customer support is now often outsourced and if not they are not usually integrated into marketing. These are not usually 'barriers' the customers want or enjoy using. They want to engage with the company direct. 

You will find members of your communities are only too eager to help you by making useful suggestions (not always what you want to hear!) on what you can do to improve your customer service or product By monioring the internet buzz you will find out just what people think about you. By engaging with your online community you will be able to get a 365/24 feedback on how you are doing.

 

5/16/2008 4:28:48 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

MeasurementCamp08 - social media measurement - more details#

Further to my earlier post here is Will McInnes take on the meeting giving much more detail in his blog post about the aims and work-in-progress of the group and how others can participate.

If you are at all interested in social media its use, value and measurement/ROI do check out the measurementcamp wiki and make a date to come to the Coach and Horses in London on June 4th 2008. We will be in a room on the 1st floor above the pub. If the pub doors are closed just knock and go through the bar and up the stairs to find us. Coffee and good conversation will be found...

 

 

 

 

5/16/2008 1:22:07 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Twitter - latest version of the 17th Century London Coffee House?#

I was talking to someone the other day about Twitter and trying to find a simple explanation of what I personally got out of using it.

 

Not sure why but the London coffee house phenomena of the 17th to 19th Centuries sprung to mind. In those days this is where people ‘hung out’ to chat, pontificate, argue and in the words of some academics debate and start movements that were to change the world. It was also the place where news and information was exchanged in the days before newspapers existed.

 

Lloyds of London started as a coffee house business. John Cadbury supplied teas and coffees to London and other provincial city coffee houses before deciding to expand into chocolate. The rest is history and now seems to include a gorilla and Phil Collins!

 

Sheridan and other famous authors sketched out their ideas for plays and books. Pamphleteers and even scientists held court to present and refine their ideas. It became a social, intellectual and informational melting pot.

 

Back to Twitter. What do I use it for? I get to hang out with some really interesting people. I listen to their conversations and add my own opinion. I can even start a conversation and see who joins in. I get to mingle with 'cyberpals' and also people I know in 1st life. We exchange information, social chit-chat and I can ask questions of the Twitter community – and get quick responses. I find out about news and information sources. Things I may have missed through my other sources. Every few hours the ‘coffee crowd’ changes as the globe turns and different people wake up and take in their ‘coffee’. The constant threads of thoughts and conversation moving and changing during the day is amazing and great to be part of.

 

Just like a real coffee house I can drop back in at certain times of the day for another quick refreshing shot. I can quickly and simply pick up of the conversation threads as they are short and sweet. I also do not follow thousands of people as I want to listen and participate and maybe have a ‘one-on-one’ conversation with someone on a subject or other. Or arrange to meet up somewhere in 1st life. The conversation can be serious. It can can be humorous. You can get boring monologues from some people and others almost everything they say is emotional or intellectually stimulating. Sometimes both.

 

In other words if you haven’t realised by now…. a shot of Twitter has become part of my daily routine…  

 

Here is what others are using Twitter for.  

 

If you want to find out more about the London coffee house phenomena check out this resource. I did not know the Muslim origins of coffee until I read this.

5/16/2008 12:55:38 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [1]  |  Trackback

 

HPA exercise - the use of video as an education tool#

We recently undertook a project for the Health Protection Agency in the UK. They are a special class of NHS Trust and their role is "to protect the community (or any part of the community) against infectious diseases and other dangers to health" (HPA Act 2004).

At the UK level, the Agency is responsible for providing information and services to support a coordinated and consistent UK public health response to national level emergencies – natural and terrorist.

To achieve this the HPA is constantly evaluating and checking systems and procedures. This is done via ‘desktop’ exercises and also ‘live’ exercises. The later really tests the interfaces, processes and systems in an operational setting to the ultimate level. ‘Desktop’ exercises do much of this but ‘live’ exercises just have that ‘operational’ edge.

We were recently asked to make a video documentary on the planning and undertaking of one the largest and most complex multi-emergency services exercises organised in the last few years. In fact it was two scenarios in one. A double emergency which stretched both the operational commanders and emergency services staff both logistically and physically. The value of such ‘stress’ testing of the processes, operations and people cannot be under-estimated. One can speculate if BAA and BA had really ‘stress tested’ T5 they would have not had the ‘go-live’ problems they did have. The lessons from such tests are invaluable which is why a full video recording of all stages of the exercise is so important.

Our own logistics and management of 12 video cameras and crew plus 2 stills photographers and video from a police helicopter were dwarfed by the effort by the HPA to plan and manage the project. They worked for many months with a big group of stakeholders to ensure that the exercise could replicate a real life scenario as closely as possible. Realism is the key.

With over 400 people and 100+ vehicles involved from across the whole of the UK it was no wonder the HPA’s planning took months. The equipment and rescue scenarios were carefully scripted but once the exercise started it took on a life all of its own. The script on the day simply said ‘10am start. 4pm ends if not everyone rescued before then’. For all intents and purposes it was real. The emergency services command structure ran it as a real exercise. Many observers were on hand to monitor what was happening as well as our crews videoing the action and the observers as they undertook ‘hot debriefs’.

The ‘final’ icing on the cake as far as reality was concerned was the work of the Casualties Union and Amputees in Action. Their members participate in these exercises. But it is not just their participation that is important it is the lengths that they go to in replicating injuries that the emergency services would face in a similar real life situation. They are a self-help group doing their own make up. The quality of it has to be seen to be believed. (Have a look at my flickr picture feed - please note: Some images contain graphic make-up). Without a doubt the level of realism of the injuries and the accompanying role play acting of moans and groans plus placement under rubble and in awkward areas really does stretch the emergency services as if they were in a real emergency.

Being the Producer for the documentary was like nothing I have ever experienced before. I was involved in the later stages of planning. I also had to evaluate and select the locations of the fixed crews and plan for the crews who followed the action. We even had a camera operator under the rubble filming some of the rescues from a 'worms eye view' as it were. My role meant I was far closer to the action compared to any television or newspaper reporter would be able to. Not a ‘behind-the-scenes’ look but really an ‘in-the-middle-of-the-action’ one. It was amazing.  I was able to see how the unsafe areas have to be physically shored up before the rescuers are even allowed on the site to start (no point risking rescuers lives whatever the urge they may feel to get into action). I saw first hand how multiple teams of people  – police, fire service, ambulance and medical staff - have to all work together in a coordinated way to focus on the injured. You can see in some of the pictures the team extracting a casualty from below the rubble by first having to use ‘jack’ hammers and cutters to open a space to reach them. The emergency teams often do not have enough room to stand up or easily move around. They literally have to crawl to reach the injured, comfort them, stabilise them and then extract them. This can take a long time. In some cases it was hours. Canned noise, smoke and simulated burst water pipes add to the realism of the situation.

In the end we had over 70 hours of video to distill into a production the HPA would be using for internal debriefing and education.

5/15/2008 11:07:38 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Measuring Social Media #

If you care about PR and marketing communications in the new online digital world you should check out what is happening with Social Media MeasurementCamp 08 and if you can come along and join us at the next meeting!

Thanks to the enthusiasm of Will McInnes a wide range of people (clients, PR agencies, web design agencies, consultants and digital/social media agencies - check out the list) are gathering once a month to pool their collective experiences, knowledge and contacts on all things social media. A sort of ‘best practice’ community.

At the heart is the need to better understand what has to be measured, how and with what?

We know at one level we need qualitative metrics. Just what are people saying about a our clients, their products and services? What is the tone of the conversations and what is the trajectory (more, less or the same)? Equally we need to understand quantitive metrics.  How many comments are there? More or less than the competition? Better or worse? Who is making them? On what subject areas? How influential are those commentators? What makes them influential apart from them being a customer or prospect in their own right? Which influencers are tracked and monitored by the traditional media and so become the source of stories there? Where do online media versions of press and broadcasters fit in? What about journalists who blog? How do we influence this mix of bloggers and measure the outcomes and cross-compare with other strategic communication projects?

What have companies and agencies learnt that works well and what works less well? Do we know why?

What tools exist to help the tracking and analysis of the online digital world? Can it be fully automated or has sentiment and tone to be judged by human analysis? What paid for services and tools exist? What free or low cost tools exists? Can we combine multiple measures into a single client ‘dashboard’? Can all the same measurements be used across all campaigns? What about the different analysis and measurement tools - can the same ones always be used on every campaign?

We have just started the work of answering these questions. It is work-in-progress and will take a while to reach a conclusion (or at least some conclusions) but in the meantime the wiki is the place to go to keep updated on our work and also check out the next meeting date if you want to come along. Our objective is not to search for the ultimate answer as we generally agree that different clients will need different things for different campaigns. One size will not fit all. We want the wiki to become a 'guideline resource centre'.

If you are interested then come along. The more the merrier. Remember in the new Web 2.0 era  - ‘wisdom of the crowds’. Join the MeasurementCamp 08 crowd and help improve its wisdom. 

5/15/2008 12:33:56 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

PR agency spamming bloggers - take 2#

The other day I posted about how some bloggers are reacting by blocking e-mail pitches from some PR agencies.

I mentioned Todd Defren who had found his agency had fallen foul of a blogger blocking them along with many other agencies big and small. A sort of one strike and you are out rule. Ouch!

Todd left a comment on my post that I have not responded to yet. Sorry Tom. I will. In it Tom mentioned that one reason he felt the blocking was unfair was that the 'do not pitch/private' e-mail address of the blogger was in fact published as the contact address by a directory listing service. In this post by Kami Huyse she confirms the point Todd made and adds some additional thoughts of her own about the subject and how it can be resolved satisfactorily for all sides.

One of the challenges in PR terms as I mentioned in my earlier post is volume versus customisation and targeting of messages. A client tends to expect to see results based upon a volume metric. I know I did when I was a Marketing Director in industry. It just did not feel right to be targeting less than what we could. All other communication is measured by a mix of 'reach and volume' and response volumes. Will clients pay for agencies to invest the time and resources to check every blogger before contacting them? Does the campaign deadlines allow the time? Equally is it fair to expect bloggers to receive generic and largely untargeted press releases?

I don't think there is an easy answer except for PR agencies to keep trying their best to target what they can and push back on clients when either time or client expectations do not match what needs to be done.

5/14/2008 10:38:28 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [2]  |  Trackback

 

Dell and using social media to engage and build customer relationships#

Shel Israel has another great interview this time with Richard Binhammer, Director of Corporate Communications at Dell.

Richard talks about how they had become detached from their customers and suffered the loss of their number 1 position. They have been working hard over the last two years to use social media to help engage with their customer base. They have made mistakes, learnt and come back again the stronger for it. Richard talks about how listening and then acting on customer feedback has reduced negative sentiment by over 50%. Listening he feels is key.

Whilst ROI measurement is needed it is not the only driving force behind their strategy. Having customer communication pipelines via social media tools and knowing who is saying what about you online could be considered basic business needs.

Richard also comments on how they identified, tracked and analysed what the online community was saying about them. Whilst they are looking at a richer set of online reputation tracking and management tools much of it is still 'cut,paste and manually analyse'.  

5/14/2008 9:05:46 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

How are US CxOs using technology/social media#

So how are US CxO's using social media tools and digital technology? (Thanks to Steve Ruebel via his twitter account)

A new research report from IPSOS MediaCT details the information. The full pdf is here. Highlights from the report:

  • 71% own cellphones with cameras and multi-messaging,
  • 68% own laptops.
  • 40% own iPods.
  • 36% have Blackberries 
  • 68% have downloaded videos or clips from websites or received email newsletters/alerts on their computers.
  • 49% have streamed or watched broadband videos from websites on their computers.
  • 78% make flight/hotel bookings online
  • 57% regularly buy products or services online.
  • 72% believe keeping up with the latest technology is vital to the success of their businesses 
  • 30% read blogs
  • 4% contribute to blogs.

 

5/14/2008 3:40:00 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Who are most influential tech bloggers?#

Ever wondered which bloggers you should be talking to about your technology clients? Here is a great list

5/12/2008 5:30:07 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us