Trevor Young | PR Warrior blog | Where PR meets social media meets content marketing

See, You Can Make Money on Twitter!

I'm not going to extrapolate too much on this story suffice to say it's a great example of how Twitter can be used for tangible commercial gain. 

If you're interested in innovative ways of using Twitter for business, I urge you to read it. The post was written by Erica O'Grady from the wonderfully-named Peanut Butter Media.

Twitter To Go: How one local coffee shop used Twitter to double their clientele. What’s YOUR story?

Links of the Week Jan 19, 2009 >>>

This week has been a busy, busy one for the PR Warrior. Checked out a heap of good stuff. Here's a snapshot of what's been on my computer screen in recent days:

9 Ways Twitter Can Help in the Real World (Mashable.com)

Amanda MacArthur provides some real-life examples as to how Twitter can make your life easier.

How Stephen Fry Lost Britain Hundreds of Man-Hours of Work (Marcom Professional)

Vero Pepperrell takes a look at Stephen Fry's unique challenge to celebrate reaching 50,000 Twitter followers - in short, Tweeps were asked to submit tweets containing 50 Ls (you may have to register to be able to read - Marcom Professional features some great stuff if you're into PR, marketing and social media and is well worth having on your must-read list).

Inclusive Language Ratio comparing first Obama presidential address with last from Bush (Web Ink Now)

Fascinating post by David Meerman Scott who analysed the inauguration speeches given by George W. Bush and Barack Obama, and demonstrates the new President's strong use of inclusive language when compared with his predecessor.

The Future of the Internet (Communication in a Web Saturated World)

Jill Kurtz gives a topline overview of a major report by Pew Internet and American Life in which experts and analysts provide us with a glimpse of the future. Includes a link to the report itself. 

Generation G - That would be 'G' for Generosity, Not 'G' for Greed (Trendwatching.com)

Giving is the new taking, and sharing is the new giving. What are the three trend drivers for Generation G? Highly recommended! As Trendwatching.com states: "...in this business climate, can you really afford not to spend some time figuring out how to get a little closer to your customers?".

40 of the Best Twitter Brands and the People Behind Them (Mashable.com)

Jennifer Van Grove has penned a thoughtful, well-researched piece with stacks of up-to-the-minute examples of brands that are 

Other Stuff:

Discovered Jennifer Van Grove.

Followed Groundswell co-author Charlene Li from Forrester Research to her new gig Altimeter Group.

Read Smart Company.com's article on top 20 online trends for a faltering economy.

Attended the Melbourne Social Media Coffee Morning (great gig, now a weekly event - if you live in Melbourne and are into social media, get on down - Fridays, 8 am, Mr Tulk).

Enjoyed reading about Veet's 'Goodbye Bush' press ad-cum-viral success story - and followed the conversation sparked by Mumbrella's post-with-a-long-heading: 'How the Blogosphere Views Naked's Fake Video Episode - and YouTube Viewers Start Posting Their Responses'.

Oh yeah, and the PR Warrior came in at #41 on the Top 129 Australian Marketing Pioneers Blog list, compiled by Julian Cole, with help from cohorts Zac Martin and Peter Wagstaff. Thanks guys!

Should You Blog? Take the PR Warrior Test!

In my day-to-day travels when I’m talking to people about blogging, invariably the question will come up – should I, or should I not, blog?

My answer is generally along these lines:

If you have a point of view, a specialisation, a desire to tell your story and share ideas, well yes, if there’s passion there, and a commitment to get involved and join the conversation, then absolutely, go for it!

However, what the world does not need is another blog that contributes little and will end up festering in cyberspace hell. Enough - it’s full already! Maybe the world did need blogs in the beginning in order to to get the trend underway, but the last thing you want to be doing is simply adding to what is an immensely crowded space.

So, with this in mind, I thought I’d whip up a quick and dirty test so ‘would-be’ bloggers could ascertain whether the medium was right for them.

PLEASE NOTE – this quiz is not anchored in any scientific fact whatsoever and is skewed towards business bloggers and those wanting to raise their online brand (as opposed to personal bloggers who tend to write mainly for family and friends).

Take the test – check your score at the bottom!

1. On average, I would read:

__  10+ blogs per week (4 pts)

__  5-9 blogs per week (3 pts)

__  3-5 blogs per week (2 pts)

__  1-2 blogs per week (1 pt)

__  I don’t read blogs (no pts)

2. On average, I would comment on:

__  6+ blogs per week (4 pts)

__  4-5 blogs per week (3 pts)

__  2-3 blogs per week (2 pts)

__  1 blog per week (1 pt)

__  I don’t comment on blogs (no pts)

3. If I did blog, I could commit to:

__  6+ posts per week (4 pts)

__  4-5 posts per week (3 pts)

__  2-3 posts per week (2 pts)

__  1 post per week (1 pt)

__  I’m a commitment-phobe (no pts)

4. Are you in a position to blog?

__  I work for myself & answer to no one, except maybe the taxman (4 pts)

__  I’m the boss (or senior employee) of a small enterprise employing <30 people (3 pts)

__  I’m a passionate employee of an organisation employing between 31-50 people and keen to raise my profile (2 pts)

__  I work in the ‘C Suite’ of a company of a major corporation - or am a rising gun in said organisation – and it has a legal department, a very big one, plus some controlling PR types! (1 pt)

__  I’m a working stiff with minimal attributes, zero passion for sharing of thoughts, stories and ideas, and – if truth be known – little or no specialization or point of view to speak of (no pts)

5. How active are you in the social media space?

__  I’m an active participant on Twitter, LinkedIn and have a Facebook/MySpace account (4 pts)

__  I’m active on two social networks/communities and am keen to join more (3 pts)

__  I have a Facebook/MySpace or LinkedIn account that I use semi-regularly, but that’s about it (2 pts)

__  I have a Facebook/MySpace or LinkedIn account but haven’t looked at it for 3+ months (1 pt)

__  What’s Twitter? I don’t belong to any social networking communities and think the whole scene is over-rated (no pts)

RESULTS:

18-20 points – you’re a social media machine! WTF? Why haven’t you got a blog already?

15-17 points – you’re a ready-made blogger. Get to it dude! NOW!

11-14 points – you’ve got a few social media rough edges but a blog beckons…definitely!

5-10 points – you’ve got a bit of work ahead of you, but don’t give up! Preparation is the key.

0-5 points – ummm, probably best you give blogging a miss. In fact, I’m very surprised you’re actually reading this blog post :)

So there you have it rock stars. 

How did you rate?

Should you be blogging? 

If the answer is 'yes', get on to it TODAY and add your two bobs’ worth to the conversation!

Hudson River Plane Crash Demonstrates the Power of Citizen Journalism

Here's an interesting example of the power of citizen journalism and how it can actually help traditional media.

It's the story of Florida man Janis Krum who took a pic on his phone of the crashed US Airways plane in New York's Hudson River and immediately posted it on Twitter >>>

From that point, Janis' life went a little crazy as he was besieged by media requests including GMA, Inside Edition, NYC ABC, BBC, CNN and the MJ Morning Show.

He blogged about the experience here.

The pic of the crashed plane - reportedly the first one taken - immediately went viral on the social web.

As we're starting to see more and more, social media - specifically Twitter (in combination with the likes of Flickr and blogs) - is proving to be a genuine source of fast-breaking news.

Thanks to Suzi Dafnis for the tip off.

Links of the Week Jan 12, 2009 >>>

Wanna know what caught the PR Warrior's eye this week? Some good reading (and listening) here:

Ford, Fansites and Firefighting (Ron Amok)

Ron Ploof has written an interesting case study on how the Ford Motor Company used social media to extinguish a PR Fire in Less Than 24 Hours - check it out here.

Twitter Power 150 (A Source of Inspiration)

Armando Alves has created a great list detailing who's who in the Twitter zoo.

The Power of Twitter with Christopher Penn (Six Pixels of Separation)

Great podcast with Mitch Joel interviewing Christopher Penn (co-host of Marketing Over Coffee, also recommended) about his new e-book, The Twitter Power Guide (download a free copy here).

How To Ruin a Great Concept in Three Easy Steps (Bonafide Marketing Genius)

The pictures tell the story. The Genius (aka Marta Kagan)...and if anyone wanted to know 'Where the f*%k' is the Genius, watch the video. Classic!

Other stuff:

Signed up to the blog of Mark Borkowski, UK PR guru and author of the book The Fame Formula.

Got into Shelfari (an online community for book enthusiasts).

Had fun reading Stephen Fry's Twitter stream (observations while he's visiting Sydney).

Reacquainted myself with CC Chapman's new media podcast, Managing The Gray. Recommended.

Read This, Get Personality

I've been reading *Personality Not Included in chunks over the past month or so. 

The book, by PR consultant and prominent blogger Rohit Bhargava, is worth a look if, like me, you enjoy reading marketing books that are relevant and written with energy by authors who don't take themselves too seriously.

*Personality Not Included explores the theme of the 'faceless corporation' and looks at how many of today's companies lack authenticity and personality. 

It's up to date and is littered with short, sharp examples (from the relatively obscure i.e. Sister Hazel, Personality Hotels, Timbuk2) through to the more bigger names (ING Direct, Virgin etc) which help provide colour and context.

Check out the following presentation (sourced from Servant Of Chaos - thanks Gavin) which details step-by-step how Rohit got his book published.

The Making Of Personality Not Included

View SlideShare presentation or Upload your own. (tags: personalitynotincluded pni)

Herald Sun 'Wish List' Shines Spotlight on Dumb TV Network Practices

Just read a great article in the 'Guide' section of today's Herald Sun (yes folks, a hard copy - I couldn't find an online reference) in which five journalists combine to offer their TV 'wish list' for 2009.

Of the 15 'wishes', three in particular highlighted the boof-headed nature of Australia's commercial television networks. Unless the network executives live in a cave, they know the things that annoy viewers, yet they persist with them anyway.

Big companies are adept at angering consumers but few (that I recall anyway) - with perhaps the exception of banks and their fees and charges - flagrantly brush aside strong public criticism again and again and again. I mean, from a commercial perspective, it doesn't make sense, does it? 

Here are the three Herald Sun 'wishes' in question; I, along with millions of Aussie viewers, would probably call them 'pet peeves' at the very least:

#6  BAN CLICHES IN PROGRAM PROMOS

• "...we do not want to hear 'the most shocking episode ever', 'must-watch TV' or an 'episode you can't afford to miss' ever again."
• "...'fast-tracked from the US' has to go too. Toddlers can download shows from the internet faster than it takes for the networks to air most programs."  

PR Warrior Verdict: Spot on. Ever heard of the 'boy who cried wolf'? On the odd occasion when the networks genuinely do have a breakthrough episode, people don't believe the hype because it's the same rubbish they've been subjected to (bludgeoned with?) on a nightly basis for years on end.

#7  NO MORE COPYCAT SHOWS

• "It happened with Backyard Blitz and Groundforce, now it's happening with Find My Family and Missing Pieces. Copying someone else's idea or re-packaging your own idea 'with a twist' to cash in on a trend is not only unimaginative, it's insulting to viewers."

PR Warrior Verdict: * punches air * Yeah, that's what I'm talkin' about! No wonder TV viewers are drifting away from free-to-air to other more stimulating entertainment options - pay-TV, video games, the internet and do-it-yourself tax returns etc. Despite what network execs think, consumers aren't stupid - in fact, they're more sophisticated than they're given credit for. Be brave Take a chance. "Thank God You're Here" was a bold move, not a rehash, and it paid off in spades. Hello? Chris Lilley? Remember Ries & Trout's 22 Immutable Laws of Marketing, in which they say:

1. It is better to be first than it is to be better.
2. If you can't be first in a category, set up a new category you can be first in.  

#8  START SHOWS ON TIME

• "Television is a competitive business but starting programs late, running programs overtime, shuffling timeslots and playing episodes out of order drives viewers away. Advertisers may pay the bills, but if nobody's watching, it hardly matters."

PR Warrior Verdict: I tend to take a pretty hard line on this shameless practice by TV networks, and that is, if you cannot tell time, then you shouldn't be running a network, simple as that. I'd like to see the Australian Broadcasting Authority pull the networks in to line with exactly that argument. Either sack the entire senior layer of management or get in a couple of Swiss watchmakers to run the show.

The other Herald sun 'wishes' include:

#1  AMBITIOUS HISTORICAL AUSTRALIAN MINI-SERIES - "There are many fine Aussie stories yet to be told: are any of the networks up for it?"

#2  PARENTS STOP FILMING KIDS HAVING ACCIDENTS - "...turn the camera off and make sure they're safe".

#3  A NEW SERIES FROM CHRIS LILLEY - "We hope Lilley...gets his mojo working for a new series this year".

#4 AXE TOP GEAR AUSTRALIA - "Charlie Cox has bailed as one of the hosts - he knows it's a lemon".

#5 SIGRID THORNTON GETS A GREAT ACTING GIG - "We'd like to see Siggie back on a quality drama..."

Jump to...

#9  CROSS PROMOTIONS ON THE RICH LIST - "Enough already!"

#10 SIMON COWELL OR PAULA ABDUL HERE - "Now bring out the big guns..."

#11 - THANK GOD SHANE BOURNE'S HERE - "...wouldn't it be great to see him...walk through the blue door for at least one episode of TGYH..."

#12 - SOMEONE TO TELL US WHAT LOST IS ABOUT - "...hopefully the writers will finally give fans some answers".

#13 - A BALANCED TELEVISION DIET - "Networks either give us too much of a show...or, when shows are yanked mid-season, too little (Fringe)".

#14 - MAKE VOTING MORE TRANSPARENT - "...viewers are never told how many votes a contestant gets".

#15 - NETWORKS GIVING US TOP AUSSIE DRAMAS - Underbelly, Packed to The Rafters and Rush were proof that investing in good storytelling will return healthy dividends".

Two major themes stand out in this article: 

1)  The commercial networks' arrogance is breath-taking; the first network to show the audience a little respect will win plaudits from viewers = more ratings = more revenue - I state the obvious because, while millions of Australians 'get it', there are others employed in the upper echelon of the TV industry who don't.

2)  Australia's TV industry is in dire need of a creative refresh. Bring in people from outside the industry. Be bold. Open your minds to new ideas and innovative ways of doing things rather than cling unflinchingly to a model that's steadily breaking before a diminishing number of eyeballs.

This is not a bashing of the television medium. I love TV, as do most Australians, and we want to see it grow and flourish.

However, the media landscape has changed irrevocably and unless TV can get its act together - as opposed to simply beat its collective chest telling everyone how good it is - then it will continue to lose relevance. The upshot of course is that advertisers, whose confidence in the medium has already eroded, will be even harder to convince to spend their dollars on the box.

PR Warrior Reveals Contents of Little Black Book - Part 1

Like many people (yes, even this digital age), I jot down a lot of notes in my little Black Book. 

It's a Moleskine notepad. I love it. In fact, I actually run a number of notepads at the one time. But this particular Black Book is my favourite. Therefore, I put all my good stuff in it!

Now, in a world first, I am going to reveal - within reason of course...I will not divulge Paris Hilton's cell number, for instance :) - the 'gems' of random information I glean from all quarters and squirrel away in said Black Book.

I'm quite a note-taker, so this post may go over one, two or even three posts - hey, we might be still here this time next year! But you'll look, of course, because you know you want to...

Please note: I tend to jot down stacks of words and phrases and ideas; where possible, I have included an attributable source.

So without further ado - here goes:

'PASSEGGIATA' (passej-ahta) - the custom/art of strolling, chatting, drinking coffee & checking out other people.

BOPD = barrels of oil per day; MMBOE = million barrels of oil equivalent - Note: 'cos you needed to know that :)

Reputation drives revenue!

"Delightful Rain" - a celebration of Australian surf music (label = Bombora2)

ASDRU SIERRA (trumpeter).

Tactical support and strategic guidance.

PR = You don't measure performance in terms of column centimetres".

Trust & understanding is what PR is all about

Check out: Hank Mobley and Freddie Hubbard.

WORD OF MOUTH

- a credible shareable story

- buzzability factor

- work with people to build a story

PEOPLE LIKE TO CONSUMER, BUT THEY ALSO LIKE TO PRODUCE AND THEY LIKE TO SHARE.

"Trust and shareability"/credibility and transparency

- core value proposition: discussion points around a product or service.

Determined detractors = critics.

www.thenumberbook.com/book = "The Number" by Lee Eisenberg

There is a major difference between sustainable WOM and buzz (buzz = limited windows).

CREDIBLE, COMPELLING AND CREATIVE CONTENT.

CUSTOMER ENGAGEMENT AND BRAND ADVOCACY.

PR stands at the nexus of science and art.

Clients require strategic and tactical integration of communications.

THE HAWTHORNE EFFECT = give attention to a small exclusive group and ask for their opinion (WOM kickstarter).

Vintage stuff: Codename Tom, shop 2, 102 Gertrude St, Fitzroy.

Headspin.

Multi-platform communications i.e. Grand Central Station - source: Harold Mitchell

THE POWER OF RESTRAINT: George Clooney's acting style...

 

PIC: sourced from askmen.com

Clint Eastwood's style: economy of words, movement.

CLOONEY: "It's more fun to be the painter than the paint" i.e. director, not actor

BRAND EXPERIENCE: integrating brands into people's lifestyles, adding value to the consumer experience of the brand...engaging rather than interrupting.

5-point comms plan:

1. immerse

2. plan

3. implement

4. monitor

5. measure

"The jazz band works best when participation is shaped by intelligent communication" - Wynton Marsalis

PASSION/EXPERIENCE/INTELLIGENCE/COMMITMENT

Entertainment marketing and lifestyle branding.

Book: Alistair Campbell Diaries - the Blair Years

Brooklyn Brewery.

SPONSORSHIP = tapping into passion, emotion and interest.

Good band: GOTYE

INFORM * INFLUENCE * INSPIRE (Typepad mantra)

GUERRILLA ADVERTISING/unconventional brand communication by Lucas and Dorrian - below

Blogs aren't a new marketing tool - it's a new opportunity to engage customers and cultivate relationships.

PEOPLE REALLY WANT TO BE HEARD!!!!!

What's going on in communities affect your business. 

www.kaneva.com

Hyper-connected world.

Online thought leadership.

Return of the Mack: whatever happened to Mark Morrison? (see below)

Hot UK PR agencies: threepipe communications, Band and Brown, Four Communications

THE SOCIAL AND CULTURAL REVOLUTION THAT IS BLOGGING

Twitter Hooks the Media

For anyone in the PR and marketing industry who doesn't believe Twitter serves any purpose and is confined to a small contingent of 'geeks', then check this out - it's a list of journos and newspapers using Twitter.

Note, the list is American but it will give you an idea as to how Twitter is spreading throughout the realm of traditional media.

In Australia, newspaper organisations such as News Limited as well as individual papers including The Age use Twitter, as well as an increasing number of journalists (although to my knowledge they seem to be more specialist writers and freelance reporters, but this is a very topline observation only).

While media outlets tend to 'blast' the headlines into the Twittersphere (very one way, which is to be expected - old habits die hard - and some Tweeps don't like it), there are others such as John Grey, editor of the Courier Mail couriermail.com.au in Brisbane, who totally 'gets it'.

John - aka @jg_rat on Twitter - gets involved, has a point of view as well as a bit of fun. If you want to see Twitter in action, at its most powerful and effective, check out this guy.

Thanks to Graphicdesignr who compiled the US media list. Awesome effort!

The PR Professional of the Future

Just latched on to this video (via Shel Holtz), produced by Ogilvy PR Worldwide for PR Week magazine's recent 'Next' conference.

Here is a snapshot of what some of America's brightest and best PR exponents had to say when interviewed for the video:

• "What we do for a living is we tell stories that move people," - Christopher Graves, Ogilvy PR.  

• "We're going to be what I call direct content creators and have an opportunity to actually tell the story very directly to audiences," - Paul Bergevin, Intel. 

• "Communications advisors have got to know research, some experience in crisis, how to understand a rapidly changing communications environment," - Mark Penn, Burson-Marsteller. 

• "I think a really high level of aptitude around all of the new applications that are emerging...understand how you can fit those in with your PR programs," - Andy Lark, Dell. 

• "You actually have to apply the internet and web 2.0 and social media to your life to be able to really understand how it can apply to your clients' life" - John Bell, Ogilvy PR. 

• "The PR professional of the future needs to transform PR from public relations to personal relations," - Ted Smyth, H.J. Heinz.

It's a quick video and worth a look if you're interested in the future of public relations.