Ogilvy’s Digital Influence team held another Open Room, titled “Journalism’s from Mars, Social Media’s from Venus” and after tonight, I think it’s clear that the problem they have is the problem everyone (businesses, schools, non-profits, the music industry, etc) is having. They were sitting on a model that was working for the last 50 or so years, have been blind-sided by the sudden tidal wave of social media and not only are they not scrambling to catch up, but they’re actually holding on to the old world for all that it’s worth.
As with panels, I was fully prepared for some of the audience to be un-accepting of some young (and even worse, enemployed) punk telling them what the world is like. And it was no different this time, which is fine with me, it makes life exciting! How awfully boring would it be if everyone just nodded their heads and agreed.
I think it was a really interesting discussion. There was as much uncommon ground as there was common, and it’s painfully obvious both sides have to learn from each other. Monetisation is not a dirty word, but neither is trusting a fellow blogger. I think we have to move away from our normal worldviews that content creating is done for passion (for bloggers) or that the man on the street (or the Tweeter on Tweetdeck) is less reliable and/or credible than the journalist.
Thinking about “journalism” from the point of breaking news and real good opinion pieces is one thing. But I think we need to think about where the money comes from. Thinking about subscription models and what not is fine (even though they won’t work), but as Thomas Crampton brought up, mainstream media has enjoyed the monopoly on reaching people and advertising for a very long time, and companies are just beginning to realise that they can bypass the “middleman” entirely, thus crippling the revenue model. Will it provide them the reach? Probably not. Will it provide them the influence? Barack Obama’s YouTube channel suggests yes (yes yes I know it worked in tandem with traditional media).
As a closing comment: someone said that old habits die hard, referring to the staying power of traditional media and being used to opening that Sunday edition of the paper over a slow and leisurely breakfast. Here’s a thought: my “old” habits from the old world started changing by the time I was thirteen, and many were gone by the time I was seventeen. Radio, once a nightly listen for the dedication show, is an afterthought, so are magazines. TV serves my purposes when I want it to, newspapers have flown out of the window, music exists in the form of mp3s, not cds. The only “old world” habit I maintain is the reading of books.
My point is this: as much as old habits die hard, to the new generation, new habits form at an alarming speed that the world has never seen before. When, if ever, has a generation been influenced so quickly and successively like from the transition to Friendster to Facebook? That’s not just the speed of platform change, but the speed of diffusion from half a world away. When and how fast did we take up texting to replace calling? The speed of change is crazy. Geographical boundaries barely exist anymore. And I would ask people who believe in the “old habits” to take a look at their children, their nephews, their nieces or anyone under 20 and tell me how many of their “old habits” they see replicated in them, and ask how different the world will be in five or ten years, and if now’s the time to think about that change, or cling on to “old habits”.
I’m a huge comic book fan. I read tonnes of them each year and like all comic book fans, I get my new from the internet these days, instead of the old comic magazines that used to be published.
So one of the Big Two, DC Comics (the other being Marvel), started a blog called The Source just about a week ago and has been publishing posts fast and furiously ever since. And I think while their industry, being one that sells new product on a weekly basis, certainly fits the speed and delivery of a blog very well, they’ve used it in some interesting ways that have made me sit up and take notice.
First of all, when you get to the blog, you can’t help but notice the “After Watchmen” banner right on top. Absolutely brilliant strategic move to tie in the blog to the hit movie, and let the larger audience know that Watchmen was indeed a product of DC, many many years ago.
The next and most obvious way for DC to utilise their blog, would be to tease upcoming content. And they’re doing just that, with lots of stuff on this summer’s big event, Blackest Night. So they do stuff like that, which certainly helps put their product front and center in people’s minds, but what I really like is the way they’ve used the blog to humanise the company. For example, the blog details a day in the life of a Batman group editor, as well as pictures of certain interiors of the office.
I talk to people about starting a blog all the time, and I’m always astounded when people say their stuff is boring, no one wants to read this, what’s there to blog, the usual excuses.
There’s lots of things that can be done with a company blog. And surprise surprise, it doesn’t always have to be about your product/service/cause/non-profit/school/whatever, and frankly, neither should it be.
Taking a page out of numerous social media sites, this blog post has the sole intention of asking you to subscribe to my rss feed so you can get content delivered straight to you, and never miss a post!
If you have no idea what an rss feed is, I have a nifty little guide to get you started (complete with images). If you’re already subscribed, do you have a friend who’s into social media? Facebook? Vimeo? Twitter? Plurk? Or just trying to figure out this whole Web2.0 space? Why not recommend this blog to him/her?
Here are a few posts which generated some interest recently, if you’d like to pass them along:
Attending Podcamp Montreal, I was inspired by both Mitch Joel and CC Chapman’s challenge to do something you’ve not tried before, and in my case, that would be a full on video post so here is mine, extending on a theme mentioned at the same session about ranting and calling companies out online. In line with “podcasting from the heart” I did this in one take with no edits. Let me know what you thought and if you’d like to see more of this!
Julien Smith gave a mindblowing presentation yesterday on trust agents and social capital. I cannot believe I have never heard of him before because his stuff is nothing short of awesome.
It got me thinking back to my “Blogs worth reading” feature that ran for a few months but has fizzled out recently. There are a few reasons for this. One was that I was getting very busy in summer with freelance work and just had no time to explore blogs the way I used to, the second is that my Google Reader was already getting overloaded, and thirdly, was that these blogposts just weren’t generating much interest for my blog, traffic-wise.
But Julien’s talk reminded me that sharing these links is creating value and social capital. It’s not about me and my traffic. It’s about sharing these resources to people who might not discover them otherwise, and the value that they bring. Even if that’s just to one person.
Stuff surrounding Social Media Breakfast | Singapore and certain events have affected my love for the local social media space over the last few months, but this really made me think back to why I started the blog, why we were helping each other on Twitter, why we went out on a whim and started Social Media Breakfast | Singapore with nothing but faith that it would work out.
And it was captured in one comment yesterday: Because that’s the kind of world I want to live in.
I hope you’ll think back and remember why you got into this space to begin with, and if where you are now is a far cry from that beginning. If it is, why did that happen, and is that something you want to continue to happen? If it isn’t, what changed?
While walking home the other night, I was hit by the opposing view to my earlier post, “Maybe You Don’t Always Need Social Media?”. That post was written very much from an external point of view, someone traveling/visiting Kingston for the first time. But how about utilising social media within the boundaries of the town?
I think there are two factors going for it here:
1) It’s a university town - that means there are many, many people here of the Gen Y age, who are probably connected to their laptops half the time. Especially while they’re in school.
2) It’s a small town - Everyone knows where everything is, it’s easy for word of mouth to get around.
Let’s think about it for a second. The town has 117,000 people. Majority of them are in either of the universities, would it be a good investment to maybe develop a widget with the latest beer sales for one of the many pubs? How about a video showing the latest fashion arrivals at one of the stores downtown?
There aren’t many shops around here, but there is still competition. What better way to stand out and fight for mindshare than to be online?
Random thought, would love to know what you think, especially considering you’re likely to come from a place very different from Kingston, and very different from Singapore.
Van Tan has a very very good post on feedback to PR teams from a blogger’s perspective this week. So good it earned a share on my Google Reader. (Reader Trends tells me I’ve done this exactly thrice in the last 30 days).
I’m not going to rehash what she said here (you need to check out her post), but I will give a few additional points that I’ve noticed having been on both side of the coin (albeit very briefly for the PR side).
#1: Personalisation Is Shitty, But Necessary
Van talks about this in her post and I’ll elaborate on it from a PR person’s point of view. When we organised the HP TouchSmart event, it was absolutely laborious and took half a day to send personal emails to over 40 people. But it had to be done. Maybe with those bloggers you’re close with you could send a two-liner over Facebook, but for those you’re reaching out to for the first time, don’t expect a run of the mill email to get any attention.
#2: Blogger Public Relations Is Still About… Relations
I don’t normally name companies, but one company that does handle the relationship angle very well is Text 100. Whether it’s casual chat about Social Media Breakfast or highly personalised emails with invitations to blogger events, I really feel like I’m being invited to a friend’s event rather than a “company’s” event. Even when I can’t make it, they still make an effort to update me on what went on and direct me to a few links.
It’s a long process, but it definitely creates a difference. And that difference is crucial. Just because a blogger attends an event once, doesn’t mean they are branded yours like cattle. Like it or not, #2 is one of my ways to see how “actively” a company is involved in the social media space. If you’re all talk talk talk about social media but have no visible relations with bloggers, it doesn’t count.
I’d like to hear about this from bloggers and PR folk. What are your pet peeves? Other advice for the companies? Biggest difficulties from PR folk approaching bloggers? Let’s hear it!
I wanted to blog about this last week but in the hassle of packing and flying it slipped my mind until I was listening to a Jaffe Juice podcast while wandering around New York today:
Blogging is not about planting magic beans and expecting beanstalks to sprout up. Your blogs are probably not going to affect activation on a large scale for weeks or months! You’ve got to work at this. You’ve really got to work at this. So if you’re not planting those seeds right now, and you don’t have a plan to grow and promote and nurture and join a bigger conversation, then really what are you doing?
I first thought of this while walking past the Raffles Place train station and saw the Xbox/Sheylara poster I’ve been hearing about over the last week. Think about it: to move from a social media channel (a blog) to getting paid mainstream media publicity at one of - if not the most - heavily trafficked train station in Singapore. How does this happen?
With lots of hard work and patience, that’s how.
And that’s the one thing you should keep in mind when you’re blogging or dabbling in social media, be it as a company or brand or individual. You’re not going to make a hit overnight, but if you stick with your passion, you just might.
The earliest archives I can see on Sheylara’s website is December, 2005, but I have no idea if she was blogging before that. In other words, at the very least it took almost two years to really get established in the Singaporean blogosphere and established enough to be picked up by a big company like Microsoft.
There are probably many more reasons, but I can think of at least three that have contributed to this success outside of just “working at it”.
1) Being relatively focused on a niche.
Be it posing with guitars, talking about the latest Xbox games, pictures of she and her friends playing Rock Band and Gamer Girl Fridays, there’s no doubt that Sheylara is one gamer girl. Heck, when I was trying to tell a friend that at least one person in Singapore is playing Rock Band, I showed him her website. She doesn’t blog only about games, but there is a consistency in it that is hard to ignore.
2) Reaching out beyond offline interactions
I also previously blogged about Sheylara “cold e-mailing” to offer her help when we first started Social Media Breakfast | Singapore. I don’t think that got her the Xbox Xpert role per se, but it probably helped people sit up and notice that this is someone to be taken credibly in the local blogosphere. And as we all know, credibility is everything.
3) Being absolutely professional
Unlike certain other female bloggers I shall not mention by name, Sheylara always deals with her detractors with a touch of humour. In fact, I think more often her community are the ones who fight fire with fire. (The company parallel here is letting your antibodies work for you) Again in the social media space, there’s little to no tolerance for bitchfits. Either you can work things out like adults, or you prove to the world you never mentally graduated from kindergarten.
On the flip side, I give absolute credit to Microsoft and their agency for what they have done in this space. One, for moving into the space at all. Two, for selecting a good choice, and three, for taking time to determine that this choice is the best for them. I don’t think the Xbox Xpert happened overnight, but it was a relationship and mutual effort that was slowly worked on and cultivated, as I mentioned in a previous post. Let’s note also that the three points about Sheylara’s efforts online easily extend to a company like Microsoft too.
Again I emphasise that this is an effort that literally can take years to work. I’ve been blogging seriously for about eight months and still haven’t passed the 100 subscriber mark. You just gotta keep telling yourself you’ll reach it some day.
Maybe I should blog about something else for a year and get some company endorsement deal eh? Just kidding, I probably couldn’t tear myself away from this blog if I tried. Meanwhile, I’ll leave you with a picture that can act as a metaphor for whatever your brand, company, or individual blog is trying to achieve.
(Full disclosure: Sheylara is a friend of mine and we work together on Social Media Breakfast | Singapore. I also do not know the exact details of the Xbox Xpert deal, but am commenting on the process as an observer of the social media space)
You might have read that the Social Media Breakfast | Singapore team had a meeting last week and one of the big issues we discussed (and are still discussing) various ways of partnering up with companies, agencies and organisations for future breakfasts.
The reason why we’re taking so long to come to a conclusion, is because it’s not an easy one to make. Walter mentions the concept of “fit” and that’s something that’s important to us. How does the company view social media? How do they view the community? Is our network something to be leveraged on, or developed? What’s their interest and/or agenda? How transparent are they in revealing this interest/agenda? Does aligning with them discriminate against other brands, companies or agencies?
Lots of tough questions, all not easy to answer. So here’s the challenge: If you’re one of the commercial entities who are looking at partnering with us - send us something that will not only convince us it’s the right move, but leave no shred of doubt that it’s a good move for us, for you and for the community. If you understand social media and community, it shouldn’t be all that hard.
For the bloggers, podcasters and others in the community, how do you deal with this issue? Does any partnership/sponsorship do? Or are there deeper questions to ponder? Comment below!
I’d always thought of the “other” stuff that goes on in lifestreaming as a complement to blogging. They fill in the gaps but they’re not always the main content. Snacks in between meals, if you will. But in this day and age, who really has time to read a 700 word post anymore? Even a 500 one? Especially when it can be done in 140 characters. I fell ill a week back and didn’t have the energy to blog about it, but I did Plurk about it. By the time I was well enough to punch a blog post out, I realise everyone knew about it via microblogging, so it didn’t serve any purpose.
There will be “long form” bloggers as Sarah mentioned who will need to blog just as a way of capturing the content. But how about the average personal blog? If you look at the examples on RWW, my gut feel is they could work.
2) Is there a culture difference
Friendfeed is the epitome of lifestreaming. I know it’s hot, I know it has its’ uses, but it hasn’t caught on here in Singapore yet. Without any proper research, I’m going to guess that culture has a part to play. As a society we’re not that voyeuristic yet (some are, but it’s a small sample), which maybe accounts for some of it.
There’s also the element of privacy and collectivism that exists here which might result in self-censorship when it comes to lifestreaming. For example, it may not be the best thing to flag a certain controversial book you’re reading because it may not be socially acceptable in this setting.
3) It’s already happening
Prior to publishing this post, I asked aloud on Plurk (not that you could ask silently) what people thought about the article and got varied responses. In a sense that’s what lifestreaming is about isn’t it? Come across something in your life, share it quickly, get short 140 character responses back and then everyone moves on to the next item.
It’s all very interesting. I don’t know if it truly replace blogging per se, but it definitely will be exciting to see where this fits in in the next 6 months to a year. And more importantly, if everything (blogging, content, attention spans) are getting shorter, how do companies engage and connect?
