360DigitalInfluence

Ogilvy Public Relations Worldwide
Lexy Klain

by Lexy Klain
Category: Technology

So I’ve been toying around with Twitter a lot more these days. So much so, I have been abandoning my blog. I think more and more we will start to see the quality of blog posts decline with the emergence of microblogging - thanks to Web 2.0 tools such as Twitter. Twitter gives you the option to update your network/ neighbourhood on what you are doing in a mere 140 characters.

The instantaneous nature of this means that you can easily update those that are following you on what you are up to and track what others are up to as well. I was originally critical of Twitter but I am starting to find it more useful in a professional work sense. In fact, in my perception it is taking over Facebook as one of the most valuable social networking sites.

The interesting thing here for me is that you can apply it to every day work. My Twitter neighbourhood, albeit small, is a circle of PR people and journalists. The aim = to expand my small neighbourhood! Anyway, I digress…

Although many of the posts that we upload don’t necessarily provide too much insight - I find out when people need to go to the bathroom, what they had for breakfast and when they are on the train but on several occasions it can really useful. You can pick up a lead on a story that a journalist is working on, what topics he/ she covers, when he/ she is going overseas, find out what they think of products they are reviewing and reporting on, what topics light a fire under them and so forth. It’s a great way to keep your finger on the pulse and stay in contact. Now that I think about it more, I would actually compare this to LinkedIn - it seems to be quite valuable as a professional networking tool.

I’d be surprised if blog subscriptions weren’t in decline due to the rise in Twitter feeds. This has strong implications for mobiles as well. These days, new and emerging technologies are mirroring the lifestyle trends of today’s consumers’. As people want to access to real-time information from friends, access to news, entertainment, and be able to communicate from anywhere at anytime - we are finding that today’s technologies such as mobile phones and web 2.0 tools such as Twitter are accommodating these needs.

Feel free to pipe up if you have some answers because I haven’t done all my homework in this area. Are we seeing a trend now - as people become more time poor are we seeing blog posts getting shorter? Rather than well-researched, quality blog posts - are these increasingly becoming short excerpts and randon bursts of one’s thoughts?

I’d love to hear your thoughts on this…

Jun 23

Twitter…

Lexy Klain

by Lexy Klain
Category: Technology

I was reading an article about Twitter on Silicon Valley’s Mercury News today. It raised a good point and one that I wanted to talk about here. The sites describes Twitter as the “…Seinfeld of the Internet”. This can also be interpreted as ‘the website about nothing’. I have blogged about the use of Twitter in the Marketing/PR industry previously so with this comment, I think it is time to revisit my thoughts on this new(ish) Web 2.0 tool.

Are we wasting time frequenting Twitter? Is there really any inherent value that we can take away from this online tool? To be perfectly honest, i’m not too sure if my Twitter updates, such as those below, would provide any use to any of those that follow me:

  • “Just having a caramello koala - hitting the 3pm sugar cravings”
  • “Getting fed up with fuel prices…so my car stays in the garage”
  • “I want to go home because it’s been a long day”

It might make them laugh at me but i’m probably wasting their time (and mine). These people, however, have requested to follow me which makes me think people actually want to hear about my daily rants and whereabouts - as pointless as it may seem.

I don’t want to be too pessimistic about the value of Twitter. Mercury News reports that Twitter had “…1.2 million unique visitors in May…”. We are seeing it gain value in some parts of the world - particularly with regards to political applications in the United States. For example, Barack Obama has used Twitter to provide updates to the public from his campaign trail.

We are also seeing the tool used for PR purposes. These days, many journalists are also using Twitter as a means of communicating the stories/ features they are researching and writing. Savvy PR consultants are utilising tools such as Twitter regularly in order to keep abreast of relevant engagement opportunities for their clients.

As I mentioned, I see this tool gaining traction in the United States but I don’t think we are seeing similar traction across the Asia Pacific - at least not at this point in time. Will we see the journalists/ analysts on this side of the world use the tool to put the word out regarding what they are working on? We’ll just have to wait and see.

As far as reaching a wider audience, would my mum or dad ever use Twitter? (No - I really doubt it). I don’t even think my friends working at large IT-centric companies would.

The questions I am toying with at the moment (and I ask for your input) - Will we see Twitter move into the mainstream? Will it ever attract a truly global audience? As communication experts, should we be using Twitter on a daily basis?

Lexy Klain

by Lexy Klain
Category: Technology

Imagine my surprise when I arrived at work only to find a few blog post links in an email mentioning that I ranked number 29 in the Top 50 Australian Marketing Pioneer Blogs. This said list was compiled by Julian Cole. See below.

Total
1 Banner Blog 6 6 8 6 8 9 43
2 Servant of Chaos 9 5 8 6 6 5 39
3 Duncans Tv Adland 6 5 7 6 8 5 37
4 Corporate Engagement 8 5 5 4 5 8 35
5 Better Communication Results 8 3 6 5 6 6 34
6 Young PR 7 5 6 5 5 6 34
7 Small Business Branding 7 3 0 8 7 8 33
8 Get Shouty 8 5 7 5 4 4 33
9 Personlize Media 8 5 4 4 4 5 30
10 Brand DNA 6 4 6 5 5 4 30
11 PR Disasters 7 5 4 4 4 5 29
12 Ettf.net 6 5 5 4 4 3 27
13 Oneplusoneequalsthree 5 3 5 4 5 5 27
14 Business of Marketing & Branding 6 5 6 4 4 1 26
15 Media Hunter 7 2 6 4 3 3 25
16 Australian SEO Blog 4 4 5 4 6 1 24
17 Wide Open Spaces 8 5 4 3 3 1 24
18 The Marketer 7 3 6 4 3 0 23
19 Three Billion 6 4 0 4 4 5 23
20 Innovation Feeder 6 5 3 3 3 2 22
21 Campaign Brief 6 4 0 3 5 3 21
22 EcioLab 7 5 2 3 3 0 20
23 Adspace-Pioneers 7 3 3 3 2 2 20
24 Publicity Queen 8 4 1 1 2 3 19
25 Filter Media 6 4 0 2 3 3 18
26 Marketing Easy 6 3 0 3 5 1 18
27 Hothouse 6 4 1 2 4 1 18
28 Mark Neely’s Blog 7 3 2 2 3 0 17
29 Lexy Klain 7 3 1 3 2 1 17
30 Peter Sheahan 6 4 0 1 4 2 17
31 In my atmosphere 6 4 0 3 2 1 16
32 Elbow Grease 4 4 0 3 2 3 16
33 Falkayn 5 4 2 0 2 1 14
34 Pigs Don’t Fly 6 4 1 1 2 0 14
35 Diffusion 7 4 0 1 1 1 14
36 Australian Small Business 6 3 0 0 4 0 13
37 The Jason Recliner 4 4 1 2 1 1 13
38 The Wayfarer 7 3 0 1 1 1 13
39 Adnotes 6 3 1 1 2 0 13
40 Ryan’s View 6 4 0 2 1 0 13
41 B&T 7 4 0 1 1 0 13
42 Zero Budget Marketing Ideas 6 3 1 1 1 0 12
43 Blackwatch 5 3 0 0 0 3 11
44 Fresh Chat 5 2 1 1 1 1 11
45 Latin Ocean 5 2 1 1 1 1 11
46 Arrow Internet SEO 7 2 0 0 1 1 11
47 The Sticky Report 7 0 1 2 0 0 10
48 Naked Communications-The Flasher 8 0 0 1 0 1 10
49 Pixel Paddock 5 1 0 1 0 1 8
50 Send up a larger room 7 0 0 1 0 0 8

The blog list was compiled using a set of criteria, including Google Page Ranks, Technorati Blog Reactions, Alexa page ranking and Blog Lines. Additionally, a subjective ‘pioneer’ score was also included, measuring the ‘blog’s ability to have pioneering thoughts about marketing’.

The Top 50 Australian Marketing Pioneer Blog list will appear in the August edition of Marketing Magazine. It will also be updated every three months, with the next update this September.

I try and give my blog as much love and attention as possible, but unfortunately find that my time tends to get cannibalised elsewhere. This new found, albeit short, burst of fame is exactly what I need to give me that extra bit of motivation to make sure that I am regularly contributing my thoughts on the latest emerging technologies and Web 2.0 developments and how these are impacting on the marketing and PR disciplines.

Here’s to crawling up the ranks :) Stay tuned for the next instalment!

Ogilvy Public Relations Worldwide