My name is Ray, and I’m making this up as I go

19 November 2009 · Leave a Comment

(Reprinted from the Zazoo blog): I was listening to an interview recently with the head of Razorfish, one of the world’s largest digital agencies (If you want to keep up with what’s happening in the digital media, I can recommend Susan Bratton’s Dishymix program, it’s very informative).

It was both surprising and refreshing to hear this fellow, Clark Kokich, frequently use phrases such as “none of us know anything” about digital media, “we’re actually inventing this as we go along” and “there are no experts”.

If the head of an organisation that is billing hundreds of millions a dollars a year in digital media is prepared to admit this, it’s time for all of us working in this space to come clean. This is the guilty secret of digital media “experts” all over the world: no one really knows what consistently works. There are a few principles to be applied, but unlike traditional media – be it advertising, marketing or publishing – there is no established framework that ensures a certain level of response to a program or campaign.

If someone tells you they have a fool-proof way to engage your customer base and turn ordinary customers into raving fans, guaranteeing huge exposure and profits, they’re bullshitting you. We’re all still experimenting with clients’ money.

So why on earth should customers take their money out of traditional marketing and advertising budgets and give it to online? Well, one big reason is that traditional methods are becoming less and less effective as the world’s embrace of online irrevocably changes their life habits (you can hear more about this in a Zazoo-produced podcast interview with Ad Age colunnist Bob Garfield published on the HotHouse blog this week. Be warned, this interview is not for the faint-hearted.). You need to find alternative ways to reach your customers, or else your competitors will get there before you.

Ready or not, your world is changing. Finding your way in the dark with someone who has a torch, however dim, is more effective than sitting there cursing the dark. And those torches are getting brighter all the time.

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Hope I get connected with my friends before I get old

27 October 2009 · Leave a Comment

Matt Thornhill writes on MediaPost this week that the fuss over the over-45s embracing social networking doesn’t stand up to statistical scrutiny.

He writes that “No doubt, Facebook’s growth among adults ages 45+ seems impressive — an increase of about 900,000 users in September alone (76% of whom are women). But Facebook also added over 1.7 million 18-34 years in same month (62% women), more than twice as many.”

He subscribes to Stanford psychologist Laura Carstensen’s hypothesis that “our motivations change as we grow older. When people are young, they perceive their future as open-ended, so they tend to focus on future-oriented/knowledge-related goals. When they grow older, gradually, over time, they feel that time is running out, so their focus tends to shift towards present-oriented/emotion-related goals.

“In other words, with the clock ticking, we don’t want to waste time with relationships that won’t feed us emotionally.”

I agree with his point about the lack of interest in boomer-specific social networks, but I think if he looked deeper and compared the numbers to the percentage of people in that age group who use computers and the Internet compared to the 18-34 crowd, he’d find that the numbers are more impressive. Anecdotally, I know an enormous and growing number of over-45s joining Facebook.

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Content trumps transactions

21 October 2009 · Leave a Comment

Hitwise has released a report based on UK web traffic showing that content-driven websites receive 73% more traffic than transaction-based ones.

Hitwise data over a three-year period shows that entertainment and social networking sites have significantly increased their share of visitors, while shopping, classifieds and travel sites have lost market share.

Overall, transactional websites accounted for 5% more visits than content sites in July 2006, but since then content has grown steadily to now account for 73% more visits than transactional sites.

Content_vs_transactional_websites_chart

Hitwise’s Robin Goad writes: “This data chimes nicely with the findings of the latest Ofcom Communications Market Report. It concluded that the communications market has not been particularly harmed by the recession, and that ‘the internet and TV is regarded as a higher priority than almost anything except food.’ Hitwise would agree with this analysis but, although people are using the Internet more than ever, the way they use it and the sites they visit is constantly changing. In particular, the above charts show that just because people are using the web more, that doesn’t necessarily mean that they are spending more money online.”

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“Prius People” project

20 July 2009 · Leave a Comment

From the Zazoo blog:

Kermit the Frog was wrong: It is easy being green! Our most recent projects for Toyota Australia, created with HotHouse, have revolved around this month’s launch of the new model Prius hybrid car in Australia. The “Prius People” vodcast project employs a social media-oriented relationship-building approach, presenting a slice of life with interesting Australians. We got the chance to work with some inspiring and remarkable people including environmentalists Tim Flannery and Tanya Ha, Eye Foundation CEO Belinda Sullivan, Today Show nutritionist Joanna McMillan Price, and technology experts Peter Blasina and Nick Broughall. Three of the videos launched this week and you can see them here.

Prius People screen shot

Also with HotHouse, Zazoo implemented a blogger engagement program for Toyota as part of the Prius launch, organising information sessions for several of Australia’s top bloggers. For more information see Zazoo’s Our Work page.

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What’s that smell? It might be your campaign

17 June 2009 · Leave a Comment

From the Zazoo blog:

Chris Abrahams, a US & European-based social media and conversation marketing expert who I interviewed earlier this year for a HotHouse podcast, has written a cleverly-titled article in Ad Age this week: “Global Web Means Your ‘Fart Jokes’ Can Be Heard Out of Context“. (I know my wife won’t believe me, but honestly, I am not writing about this just because it allows me to use the word ‘fart’ in a blog post!)

Anyway, Chris cites the example of Grey Advertising Germany’s recent campaign for the Doc Morris pharmacy chain, which advertised condoms by implying that if Hitler, Bin Laden and Mao’s parents had used Doc Morris condoms, the world would be a better place today. (View the ads here). Even though the ads aren’t online ads per se, reaction to them as insensitive, racist, etc. etc. has spread quickly via social media.

Chris points out that “That’s the way it is with humor – sometimes you nail it, sometimes you bomb. Humor is powerful in both directions. A simple allegory for old-media folks who still don’t get it: Standing up and telling a fart joke while drinking with friends in your rec room = low risk. Standing up and telling a fart joke while drinking with friends at someone’s wedding party = high risk.

“With internet advertising and PR, you are always at someone’s wedding party; you are never safely behind closed doors.”

He advises advertisers, marketers and PR flacks to remember “On the internet, you are always talking to the whole world, whether you intend to or not; be cognizant of who your message will offend and decide deliberately if you are willing to offend them; and if you must offend, have your mea culpa machine ready to go before you pull the trigger.”

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This week’s social media links

24 May 2009 · Leave a Comment

From the Zazoo blog:

Here are a few interesting stories about social media that have been published in the past few days:

Social Media Benchmarks: Realities and Myths

“….many clients still ask about benchmarks. They ask, ‘What are good CTRs, CPCs, CPMs, etc. so I know how my programs stack up?’ Well, there’s good reason those benchmarks are hard to find. Lacking a reliable source, I ran my own analysis over the last three years and came up with many eye-opening results…”

Australian Social Media Statistics Compendium

“With so many new social sites emerging it is very important for marketers to have Australian specific intelligence to determine which channels are the most attractive to pursue as part of your marketing strategy….”

How Accurately Can You Gauge the ROI of Social Media Tactics?

“Marketers are under constant pressure to measure everything they do. The result is often a default to tactics that are more easily and accurately measureable, regardless of their effectiveness. This is especially true in social media marketing which often requires qualitative measurement rather than quantitative metrics that are more familiar to online marketers….”

Online Marketing’s Evolution

“What’s the future of interactive advertising? Executives from interactive agencies and marketing technology tech companies tried to answer that question at two conferences this week in New York City. Discussions ranged from the challenges of working in social media, risks for agencies in using pay-for-performance models, one online marketing sector that’s thriving, and Amazon.com’s crowdsourcing initiative. Here are some takeaways….”

Social Media Fails To Manifest As Marketing Medium, Report Likens Twitter To TiVo: More Hype Than Reality

“Social media has reached critical mass, with 83% of the Internet population now using it… But for all the media industry’s hype and buzz surrounding social networks, microblogs, and other social networking platforms, the genre has failed to become much of a marketing medium, and in the opinion of the Knowledge Networks’ analysts, likely never will. The report, “How People Use Social Media,” finds that social media is having a profound impact on the way people connect with each other, but that it’s not becoming a very meaningful way for people to connect with brands, or advertising promoting brands….”

The Social Data Revolution(s)

“In 2009, more data will be generated by individuals than in the entire history of mankind through 2008. Information overload is more serious than ever. What are the implications for marketing?….”

Tags:

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An e-health model for Australia?

20 May 2009 · Leave a Comment

CNET has published a long analysis of Google and Microsoft’s efforts at dominating the e-health market in the US. Apparently, the two technology giants, at war on so many fronts, are having a love fest when it comes to e-health.

An excerpt from the article: “‘I love Google Health,’ said Sean Nolan, the chief architect of Microsoft’s HealthVault service. ‘What they are trying to do is a good thing…We are in the same boat. We’re not really fighting with these guys. We’re all trying to make it work.’

“The love, apparently, is mutual. ‘I think it is critically important that there is more than one company trying to do this. (Personal health records) are very hard to get right,’ Google Health product manager Roni Zeiger said. ‘We certainly haven’t done so yet.’”

Hunh? What’s this about? Apparently they have a few common enemies in this territory. “Perhaps mutual interest comes before brass-knuckled competition. Google and Microsoft face many of the same issues–privacy, bureaucracy, and technological intransigence in the health industry–as they attempt to put their own spin on e-health.”

Read the full article for a detailed look at all the issues raised by Health Vault, Google Health and all their competitors.

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Community building: Do customers want another social network?

6 May 2009 · Leave a Comment

Reprinted from the Zazoo blog:

With the recent explosion in Facebook and Twitter use (the media hype and recent stats are backed up by anecdotal evidence such as the stream of high school and uni friends that have discovered me on Facebook and a bevy of would-be porn stars following me on Twitter), it’s inevitable that some pundits are starting to ask if we’re reaching social media overload.

Judy Shapiro, writing in Ad Age, writes that, “We use our different social networks to enrich different dimensions of our lives. Therefore, as you would expect, we want different things from our different social networks…. This is the heart of the problem. As marketers, our knee-jerk reaction to every community we create is to motivate members to create rich and robust profiles of themselves so they can connect with each other in new and powerful ways. While this approach may be desirable to us as marketers, it may not be best for consumers. We need to be mindful and respectful of the realities our customers live in and the truth is that managing all these social profiles is none too easy, the technology and tools notwithstanding.”

She suggests marketers take a close look at their community-building strategies, asking “Are we being practical about what we expect users to reveal about themselves in our communities? Is our community a hub where users will congregate regularly, where rich profiles are of value or are we creating a secondary ’spoke’ community meant to address narrow or temporary niche needs? In short, as marketers do we demand that users create too many profiles in all our community-building programs?”

The Harvard Business Review has also discussed this issue recently, recommending that companies treat communities as a high-level business strategy that is integrated across business functions, rather than just being the domain of the marketing department. A Facebook group or a Twitter account is not good enough.

The HBR authors advise that companies shouldn’t try to control communities, and should view online networks as just a tool for community building, not an entire strategy. In other words, get out there and meet people face-to-face rather than just via the Internet.

It concludes: “Although any brand can benefit from a community strategy, not every company can pull it off. Executing community requires an organization-wide commitment and a willingness to work across functional boundaries. It takes the boldness to reexamine everything from company values to organizational
design. And it takes the fortitude to meet people on their own terms, cede control, and accept conflict as part of the package”

Anyone up for the challenge?

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The importance of being open-minded

19 April 2009 · Leave a Comment

Reprinted from the Zazoo blog:

I know it’s hard for most companies to acknowledge that they are no longer in control of their marketing, and that their customers now strongly influence what happens to their brand. It’s harder still for them to take active steps to give control to their customers, particularly when stories of what has happened to companies like Chevrolet, Skittles and Domino’s abound.

Believe it or not, it hasn’t been that long that companies have used the Internet to let customers actively play with their brand. I was reminded of this when I read recently about ‘celebrations’ of the fifth anniversary of Subservient Chicken, that creepy guy in the chicken suit with garters who reponds to user commands to reinforce the message that you can ‘have chicken your way’ at Burger King (Hungry Jack’s in Australia). The guys who came up with the idea have written a huge screed about the origins of Subservient Chicken which makes interesting reading.

The most important factor leading to this iconic online campaign was that the client was open to left-of-field ideas. As The Barbarian Group director Rick Webb writes, “To be perfectly frank, even as we were building the thing, I never believed it would launch. We here at TBG are insanely good these days for convincing clients to take risks. But in 2004, there was no way we ever could have sold the Chicken through. Sometimes getting the green light is as important as the idea. Most of the time, if you ask me.”

Of course, the big question is, did it sell more chicken for Burger King? To quote from AdWeek: ”About a month after the sandwich debuted, BK reported that sales had steadily increased an average of 9% a week. Since then the company has seen ‘double-digit’ growth of awareness of the TenderCrisp sandwich and ’significantly increased’ chicken sandwich sales. And the TenderCrisp does sell better than the original sandwich.”

Yes, you can make some mistakes by trying new things. But you might also take on that concept that powers your brand to a new level – and have fun doing it. Go on, try something new this month!

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E-health in a tangle

23 March 2009 · Leave a Comment

Excerpted from Australian Doctor, 20 March 2009:

With so much reform in the offing, does the Rudd Government have the political will to finally make e-health a reality? Ray Welling investigates.

Ordinary Australians can use their bank cards all over the world or seamlessly connect their laptop to a wireless net work from Broome to Berlin, yet their critical health data can’t be shared with their local hospital or even the pharma cist down the road.

This is despite extensive international and Australian research pointing to significant savings in lives as well as public health expense when health IT innovation is applied.

This year researchers in Texas reported in the Archives of Internal Medicine that increasing the automation of hospital notes and records led to a substantial decline in mor tality rates for all conditions studied. An author of the study said that by computeris ing health records, more than 100,000 lives a year could be saved in the US alone.

Closer to home, a 2002 Australian Institute of Health and Welfare study found that up to 18% of medical errors — many of them fatal — were due to inadequate availability of patient information.

According to the study, these adverse events account for as much as 3% of the gov ernment’s total cost of care — $3 billion a year in avoidable cost.

A business case for a national electronic health record program was published last year by the National E- Health Transition Authority (NEHTA), which suggested a net benefit to the Australian economy of between $7.5 billion and $8.7 billion over the first 10 years.

Australia is not the only late adopter of e-health. In the US, just 1.7% of hospitals sur veyed in 2008 had fully imple mented a comprehensive patient e-health records system across all units of their hospi tals and only 7.9% had imple mented a basic system.

However, the US is much closer to fully sharing health data. Electronic health initia tives were specifically men tioned in former US President Mr George W Bush’s last four State of the Union addresses, and USPresident Mr Barack Obama announced shortly before his inauguration that he was dedicated to making 100% of personal health records available electroni cally within five years. He backed that up by allocating $US20 billion in his initial economic stimulus bill to the task. Electronic health records were specifically mentioned in his maiden speech to the US Congress in February.

SO what’s happening in Australia? It’s not that we’ve been ignoring e- health. It is estimated that more than $5 billion has been spent by state and territory governments, GP divisions, and others on e-health devel opment activities in the past 10 years.

Those initiatives include a program by General Practice Network NT to have the entire NT population regis tered for shared electronic health records by 2010, bed side electronic records and clinical decision support tools being trialled in SA hospitals, a $250 million Enterprise Information Repository in Queensland, and a hospital- based electronic health record system deployed in the South Eastern Sydney and Illawarra Area Health Service in NSW, which is soon to be rolled out across the state.

But for e-health to make a real difference, national co- ordination is needed. On a national level, NEHTA was set up with Commonwealth funding in 2005 to develop core technical foundations for e-health in Australia, such as clinical terminologies, infor mation messaging standards and designing unique con sumer and care provider iden tifiers.

Other than this, however, none of the local or state groups developing e-health systems are talking to each other or working to create sys tems that can be integrated across borders. Some can’t even be integrated across hos pitals or surgeries in the same state. It’s a situation that brings to mind the 19th cen tury, when each colony built its railway systems using incompatible rail gauges.

Read the full story here (password required – let me know if you’d like a full copy).

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