Archive for ‘Education’

22 March 2012

Sh*t My Dad Says: On Joining The Creative Economy

I’ve started a new gig, writing a column/blog for Smarter Business Ideas, a magazine and website for small businesses who use Telstra services. Here’s an excerpt from my first post:

When I was at high school, the adults in my life told me I could be anything I wanted when I grew up. By “anything”, they meant a doctor, a lawyer, a professor or a business tycoon.

Instead, I chose to go down a creative path and studied journalism. For this I blame Robert Redford and Dustin Hoffman and their representations of crusading journos Woodward and Bernstein bringing down President Nixon.

After graduating from uni I spent months looking for a job, and ended up taking one as a technical writer for a management consulting firm – not at all what I had imagined to start my career, but at least I was using my writing skills.

Since then, I’ve had a series of creative and not-so-creative jobs, in a variety of industries, always related in some way to writing, and now I run my own consultancy. I’ve never regretted my career choice, but I sometimes reflect that life would have been easier if I’d just become a more traditional desk jockey in a more lucrative field.

Fast forward to 2012, and the sins of the father have been revisited upon the children. Both of my kids have just finished uni, with creative-type degrees, and they’re now trying to find a role that fits with their passion and what they’ve studied.

So from the perspective of someone who has worked in the creative space for a generation, what advice do I have for my Gen Y kids as they start their careers? In the spirit of “Sh*t My Dad Says” (but with less profanity), here are my words of wisdom:

• Regardless of what you read about successful people, a creative, stimulating job that starts at 9 a.m. and finishes at 5 p.m. is probably non-existent – at least I haven’t discovered it yet.

• Chances are you will feel caged in by a ‘normal’ job and will want do your own thing. But though you may hate working for The Man, it pays the bills….

Read the full story

16 August 2011

A healthy market opportunity

I was interviewed recently on the latest developments in digital pharma marketing. Here’s an excerpt of the story from the HotHouse blog:

The rise of digital in all its forms – Internet, mobile, social media, online video – has fuelled the shift from selling and marketing products to selling and marketing services, as consumers have replaced manufacturers at the centre of the marketing universe.

Everything from product development to promotion to post-purchase evaluation is today built around understanding and meeting customer needs.”

This is abundantly apparent in an area like healthcare. From a product-focused sector based solely on convincing doctors to prescribe medications based on scientific evidence (and a few educational dinners), drugmakers are building portfolios of services aimed at patients and doctors around their brands, helping healthcare professionals tackle issues like patient compliance and health education as direct promotion takes a back seat.

Big numbers

I discussed the implications of these trends with healthcare digital strategist (and HotHouse content producer) Ray Welling in this month’sHotHouse podcast. And while the growth of online generally as a medium and a marketing tool has been impressive, the numbers for healthcare are truly staggering.

Read the full story

16 August 2011

Feeding the beast without going broke

From my NETT blog:

I’ve written in this blog previously about the extra demands on your business time created by new technology. One of the biggest pressures is the pressure to publish.

Rebecca Lieb, former chief editor of ClickZ and head of information merchant Econsultancy in the US, said to me in an interview, “Brands are not just businesses; they’re now media companies.” As a result, she said, all businesses now have to think like an editor.

That means you need to stop viewing your marketing with a campaign mindset (with a beginning, middle and end) and adopt a long-term perpetual strategy.

Constantly changing content is a necessary feature of this approach. Your online presence – your website, your social media activities, etc. – is now, to use one of my favourite phrases, “the beast that must be fed”.

I make part of my living out of helping large organisations “feed the beast”, while some companies hire their own in-house team of writers and editors to produce search-friendly content for their various online outlets. But most small businesses don’t have a big budget (or any budget at all, in some cases) available to feed this hungry mouth. What can you do?

You need to work smart and plan how you will feed the beast effectively and efficiently. Thinking like an editor, you will want to develop an annual editorial calendar for creating new content for your site, as well as publishing regular features and “sticky stuff”, quirky things that keep people coming back to your site.

So what types of interesting content can a small business produce without breaking the bank? Here are a few examples..

Read the full article

14 January 2011

The more things change…

From my NETT blog:

When the iPad was released last year, there was a cacophony of ooohs and aaahs as geeks, early adopters and visionaries welcomed Apple’s shiny new thing. But if you listened carefully, you could also hear sighs and mumbles. That was from the people who were saying under their breath, “Oh s@!?# – another new technology to try and master – I give up!”

As a small business operator, it can be frustrating to try and stay on top of all of the technologies that may or may not be relevant to your business. It’s easy to question the justification for learning new things that may turn out to be a flash in the pan. Why get immersed in Facebook when it might turn out to be the next MySpace? So tablets are buzzing at the moment – didn’t the Palm Pilot have its day in the sun, to end up on a shelf gathering dust next to my Ipaq Pocket PC? Has Twitter peaked? Should I hitch my star to Foursquare, or Facebook Places – or neither? And I just signed up for a long contract with my iPhone 4 – don’t tell me that Android is the next big thing!

No one has a crystal ball that can tell you which technologies and platforms are going to be winners, or how things will evolve in the future.

Classic examples I use with my marketing students include the VHS vs. Beta wars of the 1980s, or the Blu-Ray vs. HD-DVD stoush this past decade. Many people – and retailers – who invested in Betamax players and tapes or HD-DVD collections were left with expensive but useless equipment when they lost the marketing battle with their technologically inferior rivals.

It’s an understandable human reaction to say “Enough!” and refuse to adopt a technology until they work out the bugs, or until the winning format becomes clear. When I was a kid, my older brother installed a state-of-the-art 8-track player in his first car. When that technology collapsed soon after, he was so annoyed that he refused to buy a cassette player in case that technology became superceded, too. It did eventually get replaced by CDs, but in the meantime he spent more than 10 years in the music wilderness.

Read the rest of the article

- Ray Welling

18 August 2010

Online technology and the 8th P of marketing

(Excerpted from this month’s column in Nett magazine)

We all know that online technology has irrevocably changed the way we do business. It’s high time that it changed marketing theory, too.

If you’ve read up on marketing theory, you’ve no doubt heard of the four Ps: product, price, place, and promotion. They form the elements you need to consider when planning your marketing strategy, and were recently joined by three more Ps: people, process and physical evidence.

I’d argue that because of technology changes of the past 40 years, particularly the rise of online, an eighth P needs to be added: partnership.

The technology-fuelled exponential increase in information sharing has fundamentally changed the relationship between businesses and their customers. Ever since the Industrial Revolution, businesses have been firmly at the centre of the universe, with information from the business (advertising, product information, product development, etc.) travelling in one direction to customers, with little or no information travelling back.

But the net changed all that. Businesses are no longer at the centre of the universe; the customer is now firmly at the centre, with the power to choose from a huge number of businesses and information sources. This has been described as a Copernican shift, because in business terms it’s as radical as the shift in thinking from believing the Earth was at the centre of the universe to the realisation that it was just another planet revolving around a huge and powerful sun.

There has also been a shift from one-way communication flow (business to customer) to two-way flow. Customers can and do tell you what they think of you, your products and your customer service.
As a businessperson, the simplest way to understand this new situation is that it’s not about you, it’s about them. The master-servant style of relationship doesn’t work any more.

Read the rest of the column here: http://nett.com.au/blogs/online-tech-and-the-8th-p-of-marketing/152.html

Ray Welling

25 January 2010

An Apple for teacher?

To those of us who remember school as a distinctly low-tech experience, it may come as some surprise that teachers are turning increasingly toward digital content to make education more engaging and effective.

A report on THE Journal highlights a recently-released study showing that more than 75% of K-12 teachers were using digital tools in the classroom last year, up from 69% in 2008. Meanwhile, 72% of teachers reported they stream or download content from the Internet, up from 65% in 2008.

According to the study, “A majority of preK-12 teachers indicated they strongly agree that TV and video content is more effective when it is integrated with other instructional resources in the classroom. A majority of teachers are more likely to use five- to 10-minute video segments rather than entire programs. This is one indication that teachers are becoming more strategic in their selections and targeting use for specific purposes.” Or it could just mean that they are reacting to the fact that attention spans are getting shorter and shorter.

This means that companies will need to rely on digital content more and more as the next generation graduates into the workforce.

Reprinted from the Zazoo blog

3 March 2009

Big Pond content coup for West Australian portal

The Virtual Medical Centre has struck a deal with BigPond to provide health content for Australia’s biggest ISP.

The West Australian-based health site, which has been in operation for more than five years, operates websites for consumers and healthcare professionals across more than 20 therapy areas.

BigPond visitors can link through to the Virtual Medical Centre site, which provides information on diseases, pharmaceuticals and practical remedies, as well as healthy living and diet tips.

It also gives users access to a GP directory, educational videos and a medical dictionary, as well as interactive tools including a BMI calculator, a pregnancy calculator and a blood count evaluation tool.

Medical specialists who join the site are given access to “professional members only” tools which allow them to evaluate a patients’ health, including tools to calculate how many migraines a patient may suffer a month, a durogesic dose calculator and a body surface access calculator.

There are also separate sections for women, men and children, which group together relevant medical topics such as pregnancy, immunisations and prostate health.

More than 1000 medical specialists have contributed to the site.

5 January 2009

MJA online – who are they kidding?

The Medical Journal of Australia announced today that it was going to lock down content on its website to subscribers-only. David More from the AusHealth IT blog points out the many fallacies in the rationale for this decision. He writes that: “If the MJA thinks it is of similar prestige to the Annals, JAMA, the BMJ or Lancet it is smoking a very strong brew of something which I suspect is not legal…. we now find Australia lacks an open professional platform for discussion of Health Policy….  (C)losing a professional health publications is a retrograde step in an era when we are working to improve information flows in health.”

I agree – the MJA needs to take a dose of reality pills and embrace the fact that the searchability and easy access of the journal over the past 10 years has added value to the MJA, and it will become a lot less useful and used.

19 December 2008

I don’t need no steenkin’ map

This is off-topic, but as an expatriate American this struck a chord with me. Here’s hoping that Barack Obama initiates an education revolution in the US, similar to what Kevin Rudd has promised in Australia. A recent Gallup/Harris poll has said that 37% of Americans can’t find the US on a map! What’s worse is some of the quotes from typical Americans about the survey, as reported by the Huffington Post.  

“Stuart Weiss, senior sociology professor at Boston College, said although these findings may be surprising to some, they’re by no means atypical.

“‘The sentiment of many Americans is that there’s little intrinsic value in studying a map of a place you’re already at,’ noted Weiss. ‘It’d be like driving to Graceland and then asking for directions once you’ve arrived. Not much point.’

“Shirley Matheson, a part-time Arby’s employee residing in Dayton, Ohio, agreed with Weiss’s assessment. ‘I live in the U.S.A., so why would I need to know where America is? Or the United States for that matter?’

“Added Matheson: ‘As long as there’s still room on that map for all three of those countries, I’m sure everyone will keep getting along just fine.’”

Ooooh boy… but wait, there’s more:

“Of the respondents actually capable of pinpointing America on the map of America, their accuracy decreased considerably with each additional query about the country. Asked for the name of the U.S. capital, those polled placed Washington, D.C., fifth behind ‘Minneapolis-St. Paul,’ ‘Mount Rushmore,’ ‘America City,’ and ‘Whitewater.’

“Despite Americans’ seemingly underdeveloped sense of their own geography, history and domestic policy, they did score high points on the issue of patriotism, calling America ‘the greatest country in the world’ (47 percent), ‘the best state of all the Unites States’ (31 percent), and ‘a place to definitely explore when I finally get my passport’ (22 percent).”

No comment. No comment at all. No, really, I mean no comment at all…

17 November 2008

That’d be right – blame the parents

I remember my mother bemoaning the fact that my sister took a psychology course at college and announced that all her problems were due to the dysfunctional way she was brought up. “Sure, blame everything on me, don’t take any responsiblity for your own actions,” she grizzled. I thought to myself, “Hmmm, it’s all someone else’s fault – I’ve got to check out this caper!” When I went to university I minored in psychology so I could examine this theory in more detail. Sure enough, everyone from Freud on down had been blaming adult issues on mothers. It was a great way of excusing everything from relationship breakdowns to career frustrations over the next several years. Finally, while co-writing a book with a psychologist about men’s issues, we were talking about mothers and childhood and I had this great epiphany as the psychologist turned to me and said, “Ray, your mother is who she is, and she did the best she knew how to do. At your age, you need to start taking responsbility for your own actions!”

I’d like to say I completely changed my life that day, became a perfect husband, father and son and my career blossomed as I released my mother from her role as child-thwarter. Yeah, pull the other one… let’s just say I became more self-aware and have led a life with a bit more balance since then.

Anyway, to pull this huge digression from the topic of this blog back to the business at hand, I was reminded of my early studies in psychology by a new book about the Net Generation by futurist Don Tapscott, Grown Up Digital. A sequel to Growing Up Digital: The Rise of the Net Generation, Tapscott studies the generation of children who have grown up not knowing anything other than the Internet. While media reports decry the kids of today, accusing them of being unfit (well, that one is probably true) and brain dead through playing video games and Facebooking instead of dealing face to face with real people, Tapscott says that, in fact, “Net Geners” are, as he told a reporter for The Economist, the “smartest generation ever”. He says the experience of parents who grew up watching television is misleading when it comes to judging the 20,000 hours on the internet and 10,000 hours playing video games already spent by a typical 20-year-old today. “The Net Generation is in many ways the antithesis of the TV generation,” he argues. One-way broadcasting via television created passive couch potatoes, whereas the net is interactive, and, he says, stimulates and improves the brain.

The book sounds fascinating and I think I’ll buy a copy, if for no other reason than to get some insight into how my kids’ brains work. But I can’t believe how things have come around; now, any misunderstanding of my children and their contemporaries is being blamed on that generation of people who grew up frying their brains through too much television. So again, it is the parents’ fault. Wait a minute, who was it that let me watch too much “Gilligan’s Island”, “Get Smart” and “Lost in Space” when I was a lad?…

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