Posts Tagged ‘social’

Loved the Whopper Freakout

March 9th, 2009 by Daniel Young | No Comments | Filed in Social media

I came across this viral effort by Burgerking today. I think its worth highlighting even though it is really old. The reactions from the ‘actual customers’ are genuine and effortlessly demonstrate what the Whopper means to Burgerking devotees. I particularly like the guy who equated the Whopper with his own coming of age. He talks about how his father used to take him to Burgerking as a boy and that at first he was unable to finish a Whopper. He explains that he felt like a man (for the first time) when he managed to eat a whole Whopper. Priceless!!

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Online Influence: Activity, Credibility, Reach, Quality and Connections?

October 21st, 2008 by Daniel Young | 1 Comment | Filed in Social media, Technology

Nick Holmes à Court has released a list:

Australia’s Top 100 Influential Twitterers

Check it out here.

It’s useful as a guide but influence is subjective and one could argue that Twitterers that post often on personal topics (i.e. respond literally to the question: What are you doing?) are Active as opposed to Influential.

I also came across this tool: TWinfluence, which analyses social networks to provide a measure for an individuals influence. TWinfluence goes one step futher than the Holmes à Court analysis by extending the analysis to the second and third layer of a social network i.e. it goes beyond direct connections.

This type of tool is really useful for agencies when conducting influencer audits.

contactdjy’s Rank: #3302 (38%)

In related news, we are currently trialling a social media monitoring tool. More on this later.

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Implications of Digital News Media in the Context of the United States Presidential Election

October 1st, 2008 by Daniel Young | 3 Comments | Filed in Blogging, Politics, Social media, Technology
Utilitarianism: More votes to clever people

Utilitarianism: More votes to clever people

In 1861, the philisopher John Stuart Mill wrote: the exercise of any political function, either as an elector or representative, is power over others.

We live in tumultuous times. The United State Presidential Election is scheduled to take place on November 4 this year.

The question remains relevant today: Do voters have a moral duty to be informed about politics?

The majority of Americans rely on the television for their political information, not realising that most news networks are highly partisan, owned by corporations and biased.

John Stuart Mill argued that the impact of political ignorance should be offset by giving extra votes to the most highly educated portions of the population.

Who is responsible for generating an informed population? Is it the moral responsibility of the individual? Perhaps – It’s rarely (if ever) in the interests of the political elite or governing party to educate the electorate about its shortcomings and failings.  

Edmund Burke coined the term, the Fourth Estate. He is quoted in Thomas Carlyle’s book:

“Burke said that there were three Estates in Parliament, but in the Reporters Gallery yonder, there sat a Fourth Estate more important far than they all”.

Journalism is seen as having a critical role to play as an institution that holds the other institutions to account. Sadly, our society has lost faith in the media.

2b or not 2b informed

2b or not 2b informed

A Pew Research Centre Study found that 66 per cent of people consider the press “one sided” while only 9 percent of journalists are concerned with the media’s credibility.

Technology is challenging and transforming the Fourth Estate. 

The Internet is perceived to have democratised information. It has placed the means of production in the hands of the consumer, hence User Generated Content. It has enabled the audience to engage in conversation, to provide feedback and to challenge one sided arguments and vested interests.

The Internet presents fantastic possibilities and potential as means of sharing information and mobilising communities around a cause or issue but I don’t think its safe to assume that this potential will necesarily be realised to the benefit of all.  

I think we can draw parallels between free markets and de-regulation and the impact of the Internet on media and information. Recent events clearly demonstrate – if proof were needed – that a laissez-faire attitude does not always lead to a positive or sustainable outcome. Fundamentally, free markets (of information or finance) may be self correcting but often that process is too painful to bare.

We cannot claim that traditional print media has been effective in establishing an informed population (whatever one of those is) but my fear is that new media, digital media will have a downward effect on the degree to which the community as a whole is achieving an acceptable level of informed-ness.

Contained conversation

Contained conversation

Sure, it will expose active and aware audiences to a much wider and active array of content and opinion but that’s an echo chamber. A situation in which information, ideas or beliefs are amplified or reinforced by transmission inside an “enclosed” space. This was one of the primary objections to the role of the media in the lead up to the Iraq War.  

History tells us that the general public has no inclination and accepts no moral obligation to be informed about events in the world and in the world of digital media where the reader is the editor this concerns me. 

For the majority of the population, the Internet means memes, it means funny videos, it means games, it means shopping, it means entertaining news and opinion. It has little or no relationship with political consciousness.   

The following table captures the characteristics of traditional print media as I see them and compares them with that of digital and new media.

My fear is that if we move to a world where the characteristics of the media and the way that we engage with media reside in the right hand collumn we will utlimely become less informed and not more.

I don’t know what the solution is to this problem given the fact that media is moving irretrievably  along a digital path but I think it’s worthy of discussion.   

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Six Reasons Why Corporate Australia is a Social Media Laggard

September 25th, 2008 by Daniel Young | No Comments | Filed in Public Relations, Social media

Where the bleeding hell are you?

Where the bleeding hell are you?

OK, I want to start this post with a disclaimer. There are plenty of companies operating in Australia that are active in social media. I have seen some great case studies…

Examples include – wikis at Janssen-Cilag, BlueTube for the Victorian Police Force and the ever present case study: Now We Are Talking.

And I have worked with companies in this sphere.

As a side note: It seems to me that Telstra entered the social media space with a very specific agenda (T3) and objective. The approach delivered value and has since permeated other areas of their business in a positive way.

For the purposes of this post, I want to focus on externally facing social media projects by Australian corporates.

Laurel Papworth recently posted on the topic of CEOs that use twitter, as a follow up to a BusinessWeek story about tweeting chief execs in the US. The list is made up by the leaders of web 2 and tech companies on both sides of the Pacific.

Talk to any PR in Australia and they’ll tell you that the corporate sector remains unwilling to dip its toe into social media in a meaningful or strategic way. Maybe that’s an exercise in PR business development, either way I’d like to suggest a few reasons why this might be the case.

1. A small corporate sector which remains well connected via traditional offline networks
That sense of the old boys network in Australian business still feels very prevalent to me. That concept of mateship and personal connections comes through quite strongly. The people that run Australian businesses are not using social media as a prmary means of communication.

2. The retail sector has not led the way
Amazon and eBay were the Web pioneers in many ways. Their success gave the Web a lot of credibility in a market (the US) which has a very rich catalogue mail order retail culture. The Australian retail sector on the other hand has been very cautious and reticent when it comes to establishing an online presence, resulting in a lack of leadership.

Too many cultural stereotypes for one post?

Too many cultural stereotypes for one post?

3. The old chestnut: Australia the follower
Why would we expect Australia to lead the rest of the world or even be up there when history tells us that this market is typically a follower? Corporate Australia is watching to see what happens in the US and Europe before it dives in.

4. Abscence of high speed national broadband
Internationally, Japan leads the way when it comes to national broadband speeds. The NBN project in Australia has a long way to go still – a nationwide broadband network in Australia is five years away, at the very least. This has impacted the sophistication, the uptake of Web applications, interaction etc. Australia is way down the rankings in terms of broadband quality, as this study shows.

5. There has been no high profile reputational crisis on the Web in Australia
Corporates will only recognise the power of the Web when they see one of their peers suffer major reputational damage as a result of online activity. Until then, corporates will sit back and focus on the risk of getting involved.

6. Corporates aren’t being sold on the benefits effectively
Marketers, consultants, PRs have to accept some responsibilty for the current state of affairs. It’s their job to educate decision makers. It’s their job to prove the business case. Marketers and communicators in Australia aren’t strong on this stuff.

As I said at the beginning, there is activity out there. It’s happening but Australia continues to lag behind the rest of the world. My sense is that the multi-nationals operating in Australia are leading the way. It can only be a matter of time until we see the large corporates follow Telstra and usurp the telco as the outstanding Australian corporate in social media.

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MicroHoo Applications # 1

February 22nd, 2008 by Daniel Young | 1 Comment | Filed in Social media, Technology

Welcome to the first (and possibly the last) post in ‘The MicroHoo Applications’ series.

I will cast into the future to dream up new Microsoft products and services should the company complete its acquisition of Yahoo!

MicroHoo logo


Applications #1: Microsoft Office + Flickr Service Pack

Flickr content is made available in Office in the same way that Clip Art is accessed via:

Insert> Picture > Clip Art…

A preview collumn similar to the working area on the right hand screen in PowerPoint, where you chose slide templates, insert clip art, re-format slides etc, would present images from Flickr. The images offered up would be related to the words that the user is using in the Office document or presentation.

Flickr users could opt in or out of the program i.e. they could choose to make some, all or none of their pictures available to Office users. They would sign a copyright waiver in return for a share of the fee (paid for by Office users). The rest of the fee going to Flickr obviously.

This would bring social to Office, it would benefit users who would otherwise go to iStockPhoto or something similar and it would monetize Flickr, something that Yahoo! has failed to do, up to now.

Here is a mock up. I’ve used PowerPoint to provide the example. You can see that the images relate to the words that are being used.

Mock up of flickr integration with Office

Stay posted for MicroHoo Applications # 2.

I’d be interested in any other ideas.

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