Being a Denver Nuggets fan, I was recently reminded that Mark Cuban has said some off the wall things. Having said that, he often provides some very interesting and thought provoking ideas on the world of social media. His recent post in late May “Who Cares What People Write?” is a good example of the latter.
Cuban shares some interesting ideas around “Outties” (content creators that fit into professional “Outties” as well as amateur “Outties”) and “Innies” (who are “passive consumers of web writings” or consumers who “read watch and listen to the professional “Outties” and ignore the amateur “Outties”"). The idea being that professional “Outties” are generally established, branded sites with strong/large readership and amateur “Outties” are people looking for an audience (commenters, retweeters, reposters, etc.) who are creating content to be discovered. Read his post for the full scoop and he closes with a pretty interesting wrap up of the concept…
The moral of the story is that on the internet, volume is not engagement . Traffic is not reach. When you see things written about a person, place or thing you care about, whether its positive or negative, take a very deep breath before thinking that the story means anything to anyone but you.
It was also a concept expanded on by the Progress & Freedom Foundation’s Senior Fellow and Director, Center of Digital Media Freedom Adam D. Thierer. Adam’s blog does a nice job of framing Cuban’s thoughts and adding some additional parallels to them around Power Laws as well as Chris Anderson’s Long Tail theory.
I think the one area that is not captured in either blog is the importance of recognizing the conversation that is happening — whether they are driven by the professional or amateur “Outties.” While I agree with Cuban that volume is not engagement and traffic is not reach, but I also believe that all comments, re-posts, link backs, tweets/re-tweets, blogs expanding on a topic or theme, etc. (like this one) are part of the conversation that is taking place. The collective conversation is the piece that matters for brands.
A simplified example of this would be to search for your brand on Twitter and see what’s being said. One person with 15 followers may be saying something that may be able to be dismissed, but if 10, 20 or 50 people with 15 followers each are saying something, after you take your deep breadth, it may be worth taking a closer look and joining the conversation.
The role of communications is indeed changing and how we think about creating or sharing a message is something that needs to be considered. I think this is one of the key reasons companies are starting to act more like publishers or content providers — to ensure anyone (either professional or amateur) can participate in their story, share it and share their perspectives on it.
Regardless of which outtie you are thinking of or the innie you are trying to reach, always consider the importance of helping foster conversation through your communications initaitives.
Over the past few months, I have had the opportunity to embed myself at a couple of my clients’ sites. In tech PR, face time is crucial to an agency/client relationship, and sitting at the client site every couple of weeks has positively changed the dynamic with my clients.
Now, I realize that not everyone has such a unique opportunity. However, if you do have the opportunity or are thinking about it, I offer a few suggestions for how both a PR professional and client benefit from this approach.
Once you have successfully spent one day onsite with your client, do it again! The more time spent at the client site, the more you and your client truly reap the benefits of an agency-client partnership.
A few weeks ago I finished reading Talent is Overrated by Fortune Senior Editor Geoff Colvin. It’s a good book; the kind that makes you sit up straight as you’re reading it, as if slouching would do it a disservice.
The book makes a persuasive argument that nature is decidedly subordinate to nurture — at least in regard to concepts such as ‘work’ or ‘performance’. Pointing to a range of examples from the athletic (Jerry Rice, Tiger Woods) to the historic (Benjamin Franklin, Wolfgang Amadeus Mozart), Colvin demonstrates that excruciating and deliberate practice improves performance in a way that no other factor seems to replicate.
As I read the book I began to wonder what forms of practice might best apply to PR professionals. It’s one thing to acknowledge that practice improves performance; it’s another to know what forms of practice are worthwhile.
I’ve given it some thought and here are some initial ideas for types of practice that might improve foundational PR skills. I don’t think it begins to scratch the surface however, and would be interested in getting ‘the wisdom of crowds’ on this:
I have some other ideas, but I’ll stop here for now. Let me know what you think.
Yes, I do get excited about SNW. I’ve been fortunate enough to attend nine of the last 12 ‘SNWs and it has grown to be a part of my annual plan.
Almost without saying, it has been interesting to be a part of this conference as it has evolved over the last six years. Not long ago press conferences were the daily norm, vendor news was flying across the wires, on- and off-site parties, dinners and comedy shows (it was only about 4 years ago that Sinbad was the evening entertainment – yes, that Sinbad) were all just ‘the norm’ for SNW.
This Spring the shift I’m starting to hear and feel is that social media is starting to take hold at the conference. This feels a bit overdue, and rightfully so, as social media has been engrained in almost every large event for the last two years or longer. Truth be told, there is so much great information created and shared at this conference, it will be interesting to see how much of it will be shared outside of the confines of the Rosen Shingle Creek.
Here are some interesting developments and new additions to this years’ SNW conference that may help you keep a finger on the pulse of what’s happening at the conference this spring:
So, cheers to another SNW and lets hope the social media buzz around the event avoids “Storage Smackdown” status from Byte & Switch.
Feel free to follow me around during the show as I’ll be posting live updates whenever something interesting comes my way…@dlarusso15.
I’ve been meaning to post this for a long time. I give you, in all our glory, members of Ogilvy PR’s DC tech practice.
And for the record, while I am scary good at the Wii tennis, next time someone asks me that question, I’ll remember the correct answer.
If you haven’t been following this Australian story, it’s a stark reminder on why you cannot deceive people through social media campaigns. And if you get caught telling fibs, please admit it.
Naked recorded a video of an actress who claimed to be trying to find the man of her dreams who had left his jacket in a cafe, and put it on YouTube. It quickly became the most talked about stunt, but for all the wrong reasons. It suffered a backlash from social media commentators who opposed the deception involved in the campaign. Then a second video was produced, and so it went on. The hole was getting bigger by the day. It would only be a matter of time before someone fell in that hole, and that person was Naked’s CEO in Australia, Mat Baxter, who quit last week.
There entire saga moved at such a fast pace and there were plenty of twists along the way – first denials, then admissions, then defence of the stunt and finally more finger pointing. Naked said it was all fun and harmless, but the bottom line is that people don’t enjoy being lied too.
The last straw was when The Australian’s Wish magazine published a full page advertisement from Naked for Witchery naming the journalists and media that had been fooled into writing about the stunt. Ouch! As you can imagine, this didn’t please those journalists.
Whilst the CEO has now moved on, can Witchery recover from this mess? If you check the company’s web site, it’s still trying to turn this situation into a positive (if that is at all possible?), offering customers the opportunity to meet the ‘famous’ model from the YouTube video. Perhaps the named journalists will turn up looking for revenge!
Not quite best practice and further reinforcement that you need specialist advice to play in the social media space.
Not a bad way to start 2009
More at http://podcasts.prweek.com/
Happy New Year to everyone!!!
PRWeek is turning 10 in the US and I was asked to write a brief post for their blog. You can find it here. Below the ”longer”, original version.
Happy birthday, PRWeek!
I first arrived at Silicon Valley 10 years ago, almost to the day. Most people were still using Altavista and Netscape. The word “social” was rarely used, and never before “media” or “networks”. But at every Starbucks - from Santa Cruz to Pleasanton — everyone was talking about the next big thing. Everybody had a business plan. Everyone was able to “get funding.” Companies were changing their names, often adding a .com to the brand so their valuations could go up. Apple was launching the iMacs, then the iPod. It was “boom” time. Things were crazy. I had just arrived from Italy and my country had never seen such madness, at least not since the Renaissance! (we would a few years later, with the World Cup in 2006.)
Most of the PR professionals I knew left their “boring” corporate or agency jobs to join a dotcom. The mirage, the hollow promise of becoming an instant millionaire was just too tempting to turn down. I was new to this market, loved my job, and was not interested in putting it at risk. And then, the bubble burst. And were in the middle of it. People who a few months earlier had left to get rich were calling me to get their jobs back.
What did we all learn? The strategic importance of PR during a downturn. It can help companies gain market share and end up much stronger than before. From an agency perspective, obsessive client service and compulsive focus on your talent base - all these things helped us get through that difficult time. And they’ll help us again.
And at every Starbucks now, I still hear about innovation, about the next big thing. The difference is that now I’ll tweet about it before draining my coffee cup.
With much uncertainty and chatter on how the economic crisis will impact the technology sector in 2009, I thought now would be a good time to share some thoughts and seek other’s opinions.
In Australia, the panic button has not been hit, but keen to get a sense from our global friends on the mood elsewhere.
If history is a measure on what may happen, those hardest hit in times like this have tended to be the hardware and software vendors, especially the consumer sector. But on the flip side, other segments like the IT services industry have done ok and continue to enjoy growth with cost conscious CIOs keen to outsource to third parties to save on their dwindling budgets.
Gartner has just released its top 10 strategic technologies for 2009 (not sure if this list was produced before the latest melt down), but nonetheless it would indicate that for some software categories it may not all be doom and gloom. If there is direct business value and associated cost savings that bodes well. If there isn’t, then trouble looms. But that should be the case at any time regardless of a recession.
Personally, I still think some of these technologies may still be a low priority if the funds start to dry up. What do you think?
For ease of use here is Gartner’s 2009 crystal ball:
Incredibly, Green IT was number one last year. At a time when the environment needs all the protection it can get, this forecast is a tad disappointing. Other technologies that have dropped back in priority include unified communications, which was number two last year.
However, an analyst here in Australia, Bruce McCabe, at S2 Intelligence disagrees with Gartner. In an interview with ZDNet Australia he says everyone is still very focused on power consumption in IT hardware and there is no question that green IT has continued to move up the list of priorities.
With much commentary to come on just how the technology sector will weather the economic downturn, many of our clients will be adjusting their tactics and strategies for 2009 and into 2010.
Is there going to be a major slowdown in technology spending, or will organisations still take advantage of the benefits that technology can and does represent?
Ogilvy MediaXchange: Pitching the Right Reporter