Wednesday, November 19, 2008
Here is a copy of a presentation i did recently at the ABIC conference in Sydney, on how web 2.0 and social networks are changing consumer purchasing decisions.
The key point for the travel/adventure/backpacker industry is that their entire customer base are search & social media savvy and that they are creating reviews and telling stories about their experiences online.
This is a massive change in influence for this industry, in which even as little as 5 years ago travel agents and lonely planet were the sources of all wisdom for a large number of travellers. Now bottom up consumer generated content is fueling much of the decision processes for travel, accomodation, hostels and destinations.
It was a great presentation (for me anyhow) and i hope this added alot of value for some of the audience who were unaware people were talking about them.
The call to action is - your customers are actively seeking recommendation for your products and services on social websites - are you going to join the conversation?
Hopefully we will have some video of the presentation for you soon.
Labels: communities, consumer generated media, consumer influencer, conversations, social networking, web 2.0
Posted by Nick HaC @ 1:35 PM
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Wednesday, September 24, 2008
There is much buzz about social media marketing in Australia at the moment, which is great news for us. We have been delivering social media marketing to our customers for around 2 years and have a few stories to share.
One of the interesting things is oldskool advertising agencies trying to setup Social Media Marketing divisions without much experience in delivering real results. At the end of the day, they are all experimenting with their clients budgets.
At shifted pixels, we have been pulled into failed Social Media Marketing campaigns for a number of large marketing and advertising agencies to help them recover their positions and not look like complete jackasses to their fortune 500 clients.
So what can we share with you about Social Media Marketing? Well here are the tips of what not to do.
1. Social Media Marketing is not about spreading old creative in new ways
2. Social Media Marketing is not about shouting your traditional media marketing message in new channels
3. Social Media Marketing is a dangerous space. Your audience can revolt and take your message and use it against you
4. Bloggers are smarter and more influential in their networks than you are. Don't abuse them, dont spam them.
5. You need to approach social media - relationship first.
6. If you are interesting enough to create an environment in which social media groups care about you, you might then earn the opportunity to talk about your product.
7. You can't "polish a turd". If your product stinks - Social media marketing can't help you.
We will share more Social Media Marketing case studies in upcoming posts. Make sure you subscribe via email in the sidebar.If you are interested here are some older / related posts in this space
- Social Media Marketing - How to choose a Social Media Marketing Agency (June)
- Social Media Networks & Hyperconnectivity (May)
- Here comes everybody - Organising without Organisation (May)
If you have any questions or feedback, be sure to leave a comment.
Labels: communities, consumer, marketing 2.0, social media, Social Media Marketing, social media optimisation, Sydney Marketing Agency
Posted by Nick HaC @ 5:23 AM
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Tuesday, August 12, 2008
Labels: communities, consumer generated media, video, web 2.0
Posted by Nick HaC @ 8:55 PM
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Sunday, August 10, 2008
I came across a new Australian concept for a social networking site:
complementu.com.au
"A social networking interface connecting people who shared a moment. Despite age, sexuality, geographic location. ComplimentU is an outlet for positive comments guaranteed to put a smile on the face".
Interesting idea. Great website. But will it be popular in a world where every second startup is a new idea for a social network? Or on a web where every second site is some form of social network?
It strikes me that this site may work better as an app on Facebook. But who am I to judge.
Good job on the site - always happy to plug an Aussie web entrepreneur.
Labels: communities, Fun, internet, social media, social networking
Posted by Matt Vaughan @ 7:17 AM
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Wednesday, December 12, 2007
I turned on the radio for the first time in a long time this morning ... i found their marketing slogans rather curious.
"
If i was running a radio station, i would probably look to have a different slogan than "Today's Hit Music"
What is Hit Music anyways? Who decides what a "hit" is? I'm pretty sure its not the consumers of the hit music, i'm pretty sure its a bunch of fat old cocaine using, yacht sailing music execs... I'm also damn sure at best its not a democratic process
I think increasingly today and tomorrows consumers like to see themselves as cultural entrepreneurs, people who find cool new songs, artists, video clips, blogs, website etc - and try to be the first to share it with their friends.
Hit Culture is fighting uphill against this trend, Hit culture is trying to tell you than because everyone else is listening to it that its the best for you, Not the other way around.
I mean, sure JT and Brittany get a lot of play, but i think less and less people want to be listening to stuff that everyone else is listening to. New economy consumers crave the niche, the new, the unique. They want to be the first.
Combine the attention economy, the long tail, consumer generated media, bottom up publishing, social aggregation and voting systems and we end up with a situation where consumers don't need radio stations telling them what is cool to listen to today.
Sites like The Hype Machine consistently prove this. They ongoingly have the coolest music way before even the studios have released this music, and often enough some of the material the The Hype Machine makes great ends up on the radio.
On the other hand, im sure im a little bit wrong ... some people just love turning on the TV and watching Today Tonight or E! Entertainment news...
Labels: communities, consumer generated media, conversations, music, new economy, web 2.0, youth
Posted by Nick HaC @ 3:55 PM
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Thursday, November 1, 2007
We have been having some interesting discussions recently about what happens when social networks meet.
For example we recently hooked up out Twitter account to Our Facebooks, and all of a sudden you realise you send messages to Twitter that you probably don't want your Facebook Friends to see.
It is our understanding that different social networks often have different types of social contacts and require different types of communications.
- Twitter are my geek/blogger/influencer friends
- Facebook are my school buddies
- MySpace is all the Cool Bands i like
- LinkedIN are all my serious contacts i know through work.
- WAYN/Hi5 etc are my Travel/Global Buddies
According to the Google Press Release, Google OpenSocial will unite MySpace, Bebo, Engage.com, Friendster, hi5, Hyves, imeem, LinkedIn, Ning, Oracle, orkut, Plaxo, Salesforce.com, Six Apart, Tianji, Viadeo, and XING. A fairly large list.Here's the big question - Will Facebook now be forced to join OpenSocial? Google says they are talking to "everyone." This is a major strategic decision for Facebook, and they may have little choice but to join this coalition.
Some people are saying this is Google Attack on Facebook. Instead of buying a right in facebook, like microsoft, google decides to compete.
I love Seth Godins take on this one
"Usually, when you destroy the barriers in an existing industry, everyone loses... except you."
Have you had any experiences of social networks colliding? What do you think of Googles Plans? Please leave a comment or reply to this on your blog :o)
Sources:
http://www.alleyinsider.com/2007/11/myspace-joining-google-coalition.html
http://www.alleyinsider.com/2007/10/will-googles-antifacebook-plan-work.html
http://sethgodin.typepad.com/seths_blog/2007/11/changing-the-ga.html
Labels: communities, consumer, social media, social networking, web 2.0
Posted by Nick HaC @ 3:53 PM
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Source: http://www.pcrm.org/magazine/gm07autumn/health_pork.html
Labels: communities, consumer, government
Posted by Nick HaC @ 3:14 PM
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Labels: communities, consumer, conversations, Sydney Video Production, youtube
Posted by Nick HaC @ 3:06 PM
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Monday, October 29, 2007
While the US has engaged Online PR much more rapidly than many other countries, it is interesting to see some early activity in Online PR in Australia.
As far as we can see the Australian Online PR industry is evolving in several ways
- Traditional PR agencies are adding digital media to their services ( with little understanding of the depth and technical aspects required by Online PR)
- Boutique Technology PR agencies sprouting up - who are reasonably solid and do embrace social media or SMO (but don't cover SEO)
- Web and SEO agencies rebadging their work as Online PR (without the holistic approach required)
The reality is, PR has changed. PR is all about influencing the influencers. But as we have seen, the scope of influences have changed. No longer do TV, Newspapers and Radio hold the greatest influence over toady's consumers. A recent stat we came across mentioned that 65% of all Australian consumer purchases greater than $200AUD were researched online (ABN 2007).
When researching online, bloggers and social recommendation often hold significantly more influence than spun up Press Releases on any of the major news outlets.
So how do we deliver real value Online PR in Australia?
Well, if PR is about influencing the influencers, then Online PR is about influencing Online Influences, weather the influences are search engines results, bloggers, consumer review sites, forums, social media and community networks such as Facebook and MySpace.
So how to you influence online?
- Find out who is actually influential. We use BuzzNumbers Online Media Measurement to evaluate just where and who is influencing
- Target these Influencers and evaluate who can be contacted (you may require some technical research methods to find out exactly how to contact these people)
- Engage in relevant, honest, authentic, spin-free conversations with these Influencers
- Be prepared to take negative feedback, and to openly and honestly address the critisism.
- Offer influencers something of real value.
--
Shifted Pixels provides Online PR Services and Consulting to Sydney and Australian based businesses, and we also offer white label consulting services to Traditional PR and Marketing agencies who may be looking to get ahead in this rapidly emerging space.
Call us for a quick chat with one of our friendly staff.
Labels: blogs, communities, consumer, conversations, Online PR, Online Reputation Management, pr, PR 2.0, seo, Sydney Online PR, Sydney PR
Posted by Nick HaC @ 3:33 AM
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Its cool to see lists of Top local australian bloggers, whats even cooler to see is a list of Australian Female Bloggers.
Given most bloggers are male and US based, its nice to see this niche being represented.
http://www.allforwomen.com.au/top-50-australian-womens-blogs/
Labels: Blog, blogs, communities, consumer, online blog monitoring, Online PR
Posted by Nick HaC @ 3:02 AM
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Wednesday, October 24, 2007
New economy consumers are different. Selling traditional mass market products in the new economy doesn't work.
We are almost back to in the pre-industrial era of the fundamentally open market place, where buyers and sellers are 100% equal.
I think is is a broader change, markets are efficient and business as usual has changed. It will be increasingly more difficult to sell rubbish products and add some fancy marketing and become successful.
Social media, bloggers and online community's will see through the lies and talk about it. This will lead to negative online conversations.
Negative conversation about your company/brand/service WILL impact your search engine reputation, which consumers DO read
The frightening part is what people say about online can never be erased, and can be searched for all time! With services like Google and Archive.org, your bad press online can never be erased!
If what your selling isn't authentic, honest, real and of measurable value... start selling something that is, or it will damage you in the future. If you wouldn't buy it yourself, don't expect your customers too.
Labels: communities, consumer, conversations, Online PR, online reputation monitoring, pr, PR 2.0, reputation management, reputation monitoring
Posted by Nick HaC @ 5:41 AM
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Sunday, October 21, 2007
Check out this unfortunate clash on SMH.com.au.
This kind of Editorial/Advertising clash would be difficult to find in traditional media, however with computer assisted banner ad placements we might see more and more of this online.
On one hand it may make sense for telstra to advertise here, maybe to try and overcome negative sentiment from the editorial. On the other hand telstra might be upset by this computer generated irony, and may request their adverting dollars back from SMH.
Labels: advertising, communities, Online PR, reputation management, reputation monitoring
Posted by Nick HaC @ 5:31 PM
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Friday, October 12, 2007
This story does a good job of pointing out how Legal Prosecuters can trash anyone's reputation just by filing suit.
With increased social media intensity, blogs, and other new media forms this threat is even worse than it was a few years ago.
It is interesting how bloggers, combined with Google Rank, can trash someone on the Internet without the slandered having any recourse.
Call us to find out more :)
Labels: behaviour, communities, consumer, conversations, online blog monitoring, online reputation monitoring, reputation management, reputation monitoring, sydney media monitoring
Posted by Nick HaC @ 1:09 AM
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At Shifted Pixels, we deliver services that leverage the measurable business benefits of the online engagement.
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Monday, October 8, 2007
The web is a sea of conversations navigated by search. We have talked alot about search in our blog but what about conversations?
If you havn't read The ClueTrain Manifesto, then you will enjoy the following
- Markets are conversations.
- Markets consist of human beings, not demographic sectors.
- Conversations among human beings sound human. They are conducted in a human voice.
- Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
- People recognize each other as such from the sound of this voice.
- The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
Read the Full Book Online for Free
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.
But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.
While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets literally too smart to buy it.
However, employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets.
Corporate firewalls have kept smart employees in and smart markets out. It's going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in....
Labels: behaviour, communities, consumer, conversations, Ideas
Posted by Nick HaC @ 5:32 AM
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Thursday, October 4, 2007
Apparently sprinters reach their highest speed right out of the blocks, and spend the rest of the race slowing down. The winners slow down the least. Its that way in most new business too.
The earliest phase is usually the most productive.
The striking thing about this phase is that its often completely different from what people think "business" looks like. When you think business you think suits, offices, boardrooms, reports. However most successful businesses are the opposite of this, and whats more they are probably the most productive part of the whole economy.
Why the disconnect? I think there's a principle at work here: the less energy people spend on performance, the more they spend on appearance to compensate.
Whats worse is that the energy people spend on seeming impressive, actually makes their performance worse!
Suits, for example, don't help people think better. I bet most executives at big companies do their best thinking when they wake up on Sunday morning and are making coffee in a bathrobe (or in the shower or reading a bedtime story to their kids). That's when you have really big ideas! Just imagine what a company would be like if people could think that well at work all the time.
I don't have a proposal for how to achieve this in the real world, but it did seem interesting to pry this topic open.
Sometimes i think professionalism is a dieing fad from the 1970's. Today we want authentic, genuine products, partners, clients, suppliers and friends. Real people who do real work. No longer does the bland, fake "take a number and get in line" sterility of professionalism cut it for the informed, seasoned, advertising-hardened consumer.
What do you think, leave a comment on the blog...
Disclaimer: Thanks to Jessica Livingstone and Paul Graham for Inspiration
Labels: advertising, behaviour, communities, consumer, internet, Marketing
Posted by Nick HaC @ 3:35 AM
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At Shifted Pixels, we deliver services that leverage the measurable business benefits of the online engagement.
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Wednesday, September 19, 2007
Every new project (or job, or hobby or company) starts out exciting or fun. Then it gets harder and less fun, until it hits a low point: really hard and not much fun at all.
And the you find yourself asking if the goal is really worth the hassle.
Maybe you're in a Dip - a temporary setback that you will overcome if you keep pushing.
But maybe its really a Cul-de-sac, which will never get better no matter how hard you try.
What really sets superstars apart from everyone else is the ability to escape dead ends quickly whilst staying focused and motivated when it really counts.
Winners quit fast, quit often and quite without guilt - until they commit to beating the right dip for the right reasons. In fact, winners seek out the Dip. They realise that the bigger the barrier, the bigger the reward for getting past it.
Losers, on the other hand, fall into two basic traps. Either they fail to stick out the Dip - they get to the moment of truth and then give up - or they never find the right Dip to conquer.
Whether you;re a graphic design, a sales rep, an athlete or an aspiring CEO, this fun little book will help you figure out if you;re in a dip thats worthy of your time, effort and talents. If you are, The Dip will inspire you to hang tough. If not, it will help you find the courage to quit 0 so you can be number one at something else.
The Dip - http://sethgodin.typepad.com/the_dip/
Labels: behaviour, communities, Ideas, Marketing, Startups, web 2.0
Posted by Nick HaC @ 9:55 PM
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At Shifted Pixels, we deliver services that leverage the measurable business benefits of the online engagement.
Give us a buzz! We want to talk to you!!!
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Give us a buzz! We want to talk to you!!!