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

Why Radio 3AW is a Social Media Stand-Out

I've been pretty impressed of late with how Melbourne talk-back radio station 3AW has been approaching social media.

As a rule, broadcast and print media outlets have struggled to get their heads around the nuances and dynamics of the social web. Understandably, I suppose...it's the antithesis of what they've been about for decades.

If you look at commercial radio, it has been such a successful and well-entrenched business model, I mean, why change?

Well, of course you do need to change if you want to adapt to, thrive, indeed remain relevant, in today's hyper-connected marketplace.

Which is why 3AW - the conservative and well-entrenched entity that it is - is starting to stand out like the proverbial.

Several things have caught the PR Warrior's eye of late:

The station's main Twitter account (@3AW963) is a joy to follow.

Where virtually every other media-based Twitter account I've come across is all one-way traffic with zero interaction with fellow tweeps, @3AW963 is not only timely and informative but also funny, incisive and inclusive. Interaction blended with headlines, a really good mix.

The station's main Twitter account - driven by Ben Wise (@benwisemelb) - also manages to bring its on-air talent into the equation but not in a way that's overtly promotional.

Another indicator of getting amongst it on Twitter? The station - which is followed by 4327 people (at time of writing), follows back 3422. By contrast, Radio 744 Melbourne (@744melbourne) has 18,500+ followers (I believe it's been going a lot longer though) but only follows 935.

The station's heavy-hitting talent has also embraced social media, specifically Twitter - check out:

• Ross & John Breakfast Show (@RossAndJohn) - initially dismissive of Twitter, the high-rating pair are starting to find their feet, albeit in one-way fashion; some more interaction from the fellas would be great.
• Neil Mitchell (@3AWNeilMitchell) - still very one-way broadcast mode, but his tweets are generally interesting sharp bursts of opinion.
• Derryn Hinch (@HumanHeadline) - Hinch is really getting into it after (if I recall rightly) being somewhat anti-Twitter in the early days. His tweets are hard-hitting, questioning, often amusing...and he's pretty good at interacting with 'the great unwashed'. Also, loved the Derryn Hinch Caption Competition (below).

The competition had its own hashtag (#hinchpic) - check out the responses here.

But wait, there's more...

Other 'social media elements' 3AW is incorporating into its mix include:

• blogs (reflecting content from specific programs, albeit they're a bit hard to find on the website);
• podcasts (of each show so people can catch up if they've missed their favourite program)

I also like the video below - a behind-the-scenes look at the 'work' that goes into making a 3AW Breakfast Show on-air promotion.

Social media is not just about the tools and the technology. It's not just about having a Twitter account or a Facebook page.

It's about the spirit in which you use such platforms. It's about the content you create and share, the connections you make, the relationships you build, the interactions you have with your network, the broader community in which you operate, and broader still, the online world generally.

Importantly, it's this social media spirit that appears to be permeating the walls of 3AW. I shall continue to watch with interest but suffice to say, there are huge opportunities for the radio station should it go further down the 'social path'!

NOTE: I believe the ABC generally has led the way in terms of social media adoption; they're very good at packaging and distributing content but not as good - as far as I can see - with loosening up and interacting with the public. Unless I have missed something?

What are your thoughts about the media in Australia and their attitudes towards the social web?

Would love to hear from you :)

What Celebrities Can Learn From Dannii Minogue

Can't say I ever thought I'd write a post like this, but here you go...

In one fell swoop, Dannii Minogue - sister of singing star Kylie and a recording and TV personality in her own right - has managed to change public perceptions of her 'brand'.

Unless you've been living in a cave, you'd know that Dannii and boyfriend Kris Smith have just had a child, a little boy named Ethan.

Now, Dannii has always been a bit of a publicity junkie and is no stranger to the tabloid press or women's glossies. 

We quite rightly could have expected her to do what most other celebrities seem to do after giving birth - keep the bub under wraps before emerging several weeks later in some lowbrow glossy rag. 

The story would be an exclusive, of course, complete with airbrushed photos of the couple gushing about the new addition to their family. 

Often, money has changed hands. Celebrities and their babies are popular with readers so the glossies don't mind spreading the cash to get the 'behind-the-scenes' story.

Refreshing Tweetphoto

Thus it was refreshing for Dannii and Kris to take a Tweetphoto of their happy moment and share it with the world via Twitter. No exclusives, no fashion spreads, no airbrushing.

Just an 'real-life' shot of the happy couple. Now, I don't know about you but I reckon Dannii looks the best she has like, forever! Glowing, happy, authentic...real.

By eschewing the exclusive in a women's glossy and instead sharing the special moment with her fans, Dannii's image has not only received a credibility boost but she may well have won herself a slew of extra admirers. Oh, and the rest of the media probably loves her that little bit more 'cos they got the pic the same time as everyone else.

Other celebrities - especially the B-graders - take note. You could do a lot worse than what Dannii Minogue did this week.

 
Here are a couple of comments made to the story on The Age website:

Good on you Danni - nice to see a celebrity who is just happy to share with her fans. You've gone to the top in my estimation!!

Congrats Danni and Kris......and thanks for sharing your precious moment with us....for nothing. You have certainly gone up many MANY notches for this act..

Best practice celebrity PR in action!

I Urge You to Ignore Facebook, Twitter, Foursquare et al

With all the noise about social media today, it's very easy to get caught up in the hype of Facebook, Twitter Foursquare et al.

So here's some sage advice for companies and organisations from the PR Warrior.

Ignore 'em!

DO NOT set up a Facebook page or open a Twitter account. 

DO NOT blog. 

PUT AWAY that video recorder and under no circumstances should you record a podcast or attempt to get involved in a geo-tagging service such as Foursquare.

Not yet anyway.

Okay...now, take a deep breath.

What is it you're trying to achieve from a marketing and corporate communications perspective?

Answer that question first.

Then - still resisting the urge to rush head-long into social media - start thinking about a few other 'big picture' questions:

• What do you want people to think or talk about when they hear the name of your company or organisation?
• What topics do you want your brand to be associated with?
• What 'category' do you want to 'own' in the mind of consumers and stakeholders?
• What conversations do you wish to ignite/be part of?

Content = 'building blocks'

Social media can be used for a lot of things including customer service, recruitment, brand communications and customer engagement.

Whichever way you slice and dice it, however, it still has a lot to do with content. 

Think of content as the 'building blocks' of your social media efforts - in this case content could be a blog post, a free downloadable e-book, a video interview, a podcast, a tweet, a comment on someone else's blog...even a simple link.

That being the case, if you haven't thought through answers to any of the questions above, then you could be muddying the waters and not being anywhere near as effective as you could be with your communications.

Only then should you start letting the 'tools of social media trade' invade your headspace.

Twitter Turns Four - How's It Been For You?

On the eve of Twitter's fourth birthday, I thought it apt to reflect a little on the micro-blogging platform and how it's affected me personally, the PR/media/marketing industry specifically, as well as broader populace generally. 

In true Twitter form, I've kept my snippets to 140 characters. A hard call, I know, but my sweat is your gain! (Inspired by @AdamVincenzini)

But firstly, how's Twitter been for you?

I would love to hear from you - in 140 character bursts if possible :) - how has Twitter affected your life? Your business? Your cause? Put it out there folks! I would love to hear from you...as would other tweeps!

Before we kick off, here's the first tweet - from one of Twitter's three founders, Jack Dorsey (the other two are Evan Williams and Biz Stone). Not exactly awe-inspiring, but hey, they've had a pretty big impact, heh?

 

Okay, on with the rest of the post:

Through Twitter I have been lucky enough to have met some of the most fascinating, interesting, clever, motivating and inspiring peeps!

My company @parkyoung was launched on Twitter - I took a pic of my new business card & put it out there for all to see (making it official).

Twitter is the 'glue' that holds together all of my social media efforts - the oil that keeps my 'connection engine' running at full steam!

Twitter provides momentum for my thoughts and ideas - it takes readership of my blog posts and Posterous posturings to the next level.

When bored, I can always count on Twitter to provide me with endless laughs and opportunities to interact with a whole bunch of cool tweeps!

Twitter has significantly expanded my network of friends and contacts - who I hang with today doesn't resemble who I hung with 1-2 years ago.

Twitter allows me to share the shizzle with @sammartino and @IdeasCulture at the RACV Club.

If it wasn't for Twitter, there would be no Tweetupmellers events or, for that matter, Social Media Melbourne brekkies or @SMCmelb.

Twitter enables me to see 'the other side of the story' It's always good to take into consideration other points of view!

Twitter is proving to be one of my key sources of news and information - if it's not my number one source, it's damn well close to it!

IMAGE SOURCE: Theroxor 

Twitter has been great for non-profit organisations.

Not a day goes by when I'm not inspired in some way by the odd tweet or five! Keep it up folks! God knows, we all need inspiration!

One of my fave pictures - the Lingerie Football League in action #justsaying. Where else but Twitter could I share such gems?

My company @parkyoung recruited its first employee via Twitter - ladies and gentlemen, introducing Mizz @KimberleyL!

Through Twitter I've met that many new people over coffee that some Melbourne cafes are worrying if Twitter carks it, so will their trade!

Apparently 'We're all a 'Twitter'? If not for Twitter, what would newspapers have to write about?

This Twitpic (actually, yFrog) was one of my more popular offerings (big spelling mistake by the Fin Review). Thank God for newspapers!

This is one of my favourite T-shirts, as announced on Twitter. 

Twitter is the source of a lot of insightful posts & articles - here is a selection! 

Tweeps thought Julia Zemiro looks hot! (ahem...they're RIGHT!).

In April '09, @IggyPintado and I created a one-day 'TweetBlitz' for Iggy's book Connection Generation. Crazy times, huge buzz!

Twitter has become a fertile hunting ground for newspaper and broadcast journalists hunting for a 'news' story. Oh for art thou Tweetdeck!

I love toying with tweeps! Who is this mysterious blonde? Hint, she's a prolific Melbourne-based tweeter!

Quite a few PR Warrior blog posts have been about Twitter - here's a selection. 

If it wasn't for Twitter, I wouldn't have been in The Age newspaper.

Twitter helps tweeps discover the PR Warrior's weakness! Trust me, only in a moment of weakness will I reveal my weakness!

Twitter allows me to convert people to the Geelong Football Club cause! Go boyz!

If not for Twitter, how could I have possibly written this post about 'plundering the Twitter Treasure Trove'?

Without Twitter, you wouldn't need to come up with the 11 Commandments of Corporate Tweeting.

Where would the New York Times be without Twitter?

If not for Twitter, how on earth would the PR Warrior make the Top PR People Worth Following on Twitter?

I bet the producers of the film Bruno wished Twitter never had existed!

Thanks to Twitter, more people are talking (and hearing) about Starbucks!

Apparently Twitter will change the way we live.

Why the New York Times should acquire Twitter.

Apparently Twitter is dead anyway! Who would have thought?

(Oh, and journalists hate Twitter - can't see the need to be on it).

Here is one CEO who loves Twitter!

Who needs 140 characters? Sometimes, one word is all that's needed to create interest!

Would Zappos ever sold for close to a billion dollars had it not been for Twitter?

Crowdsourcing the True Meaning of Social Media

 

UK-based PR consultant Adam Vincenzini called upon the Twitterverse to crowdsource the meaning of social media.

Adam's idea was to get 140 'communications characters' to submit their definitions of social media in 140 characters. Great concept!

Within no time Adam received the full complement of responses which he duly posted on his blog The Comms Corner.

Here is a snapshot of some of the definitions submissions:

@DannyBrown Social media is the human engine oil. It doesn't matter if you're a Mini or Mercedes, you get an equal shot to compete in the race.

@dreamteamroman Sharing thoughts, ideas and experiences with others around the globe in a fast and efficient way. consumer=producer of info.

@ThatGirl_Chloe social media is a way to connect with people around the world & use these thoughts, experiences & conversations within real-life situations.

@hermioneway ''Media that's social ...it's about everyone taking part and having a voice.''

@geetarchurchy Social media is the consumer's realisation that they have the power to induce institutional change through online behaviour.

@NikHewitt Where friends, fans, & evangelists are your PR team. Where everything is immediate. Where personal opinion is valued over direct marketing.

@litmanlive Social media is one of the biggest opportunities to brands online in recent history. It's the real time web in motion.

@dbreakenridge Social media means listening carefully and learning to share valuable information that bonds people and builds strong relationships.

For the record, here is the PR Warrior's contribution:

@trevoryoung Social media is a catalyst for change - change in the way we connect with each other, change in the way businesses communicate with the world.

@EmilyCagle - who submitted this response: "Adapt, answer, broadcast, collaborate, communicate, connect, create, engage, follow, lead, learn, listen, question, share" - subsequently produced a tagcloud of the words used (via Wordle). Here is the result!

Deidre Breakenridge provides her own take on Adam's experiment here.

While on the subject of Deidre, I've read a couple of her books and highly recommend them - 'PR 2.0: New Media, New Tools, New Audiences' and 'Putting the Public Back in Public Relations' (with Brian Solis).

Check out Adam's full post on the Comms Corner.

Will Twitter Become the 'Pulse of the Planet'?

I just devoured a fascinating article in Wired Magazine (here's the online version). It's a great read if you're interested in the evolution of Twitter. 

"Twitter's founders created a simple messaging service.

Its users turned it into something huge.

So the question now:    Who's in charge?"

Titled 'Mob Rule! How Users Took Over Twitter', the article looks at the challenges Twitter faces as it works towards achieving its rather immodest ambition - according to author Steven Levy, in an internal strategy document that was leaked to TechCrunch by a hacker earlier this year, the company professed that if Twitter had a billion users, it would be "the pulse of the planet." 

Indeed! 

In the meantime, Twitter needs to fend off attempts by the likes of Google and Facebook which have "the potential to blunt Twitter's uniqueness by commoditizing short bursts of information". 

Crucially, the company also needs to negotiate its way around the diehard Twitter community that is not always enamoured with the changes founders Evan Williams and Biz Stone have been employing.

Twitter is the source of immense fascination. 

How it pans out - whether Williams and Stone can hit their magical billion users, whether the company is bought by a larger player and reduced to bit part status, or it simply runs out of juice and crumbles under the weight of massive expectation - one thing is for sure: it's going to be one hell of a ride, and one that PR and communication professionals will need to keep an eye on.

*** Illustration: Christoph Niemann

How (and Why) I Squeeze Posterous Into My Day!

I'm declaring my love right here, right now, for Posterous. Just sayin'.

While I'm not generally prone to making sweeping statements about 'the next big thing' when it comes to new media, I reckon Posterous has a pretty bright future.

I'm reasonably active on Posterous (interestingly, I didn't really have as slow a start with it as I did with Twitter).

Given I blog regularly here (obviously!), here and here, I tweet quite often and regularly update my LinkedIn page (and to a much lesser extent Facebook) - do I need Posterous in my life right now?

I guess I don't. Not really. But as someone who is constantly immersed in social media as part of their day-to-day gig as a public relations consultant, I signed up with Posterous in the first instance to see what the fuss was all about and to ascertain if the platform had any relevance for my clients (or could be used in my talks or presentations).

And you know what? Now I'm hooked.

Posterous fits neatly between blogging and tweeting. End of story.

Sometimes I have relevant relevant information or stories to share - I've just checked out an interesting video or seen a great photo or image. I could tweet about it but it may get a bit lost in the Twitter stream, and damn it, sometimes 140 characters just isn't enough!

But maybe it's not worth going to the trouble of blogging. 

A-ha! Posterous!

Super-quick to post (just email to Posterous) and voila, within seconds it's online!

I've also set up Posterous so it automatically sends a link of my new post immediately to Twitter, so you get the benefit of additional exposure for your post. It can do likewise with a growing number of social media platforms.

This halfway measure between blog and Twitter makes Posterous a handy addition to the two social media 'bookends'.

The applications for Posterous from a communications perspective are endless.

It is great for events such as conferences where speakers and participants can build on, and bring to life, the content presented - for example, check out Marketing Now.

Or small businesses where people want to promote their brand but don't want the hassle of a blog or the demands of Twitter. 

And perfect for community groups and not-for-profit organisations where you need to get news (and videos and images) out fast in chunks bigger than 140 characters.

Check it out. You might be surprised!

See, I'm not the only one who thinks this way :) ... Damien Basile loves his Posterous as well!
 

University Creates Talking Point with Tweepr

You're in charge of lifting the profile of a university's Master of Business (Public Relations) course.

Part of the gig is to ensure the program's 'brand' is relevant, sits at the contemporary edge of public relations, and reaches/interacts with Australia's PR fraternity.

What do you do?

Well, if you're the Queensland University of Technology, you create a really cool app called Tweepr that covers "the thoughts and observations of Australia's most followed public relations specialists".

Tweepr has compiled a Top 100 List of Australia's top PR tweeple, and also features their live tweets.

What a fantastic idea!

A simple, timely, relevant word-of-mouth driver if ever I've seen one!

Great stuff!

Marketing Now Conference Mash-Up

I attended the Marketing Now conference in Melbourne this week. The event was organised by marketing and communications advisor, Siobhan Bulfin.

In true social media form, the conference was comprehensively tweeted (search under the #mktgnow hashtag) and blogged about by a range of participants. Here is the 'official' Posterous stream, courtesy of @Servantofchaos and others.

So for this post, I'm going to add a few bits and pieces that got my attention plus load you up with links - a bit of a mish-mash of stuff for the mind!

Speakers were Simon Young, Gavin Heaton, Laurel Papworth, David Armano, Jim Stewart, Darren Rowse and Stephen Johnson. They were all excellent, and each brought their own unique (and expert) perspective on marketing in today's social media age.

A HUGE hat-tip to the fabulous Yvonne Adele (@IdeasCulture) for the video interviews featured in this post - please check out Yvonne's YouTube channel.

Here are some points from Simon's presentation:

REVOLUTION = "The violent transfer of power and property in the name of an idea"

Meet 'Generation C' - not age-determinant but rather, based on shared digital experiences.

Blogging - the original social media - turns 10 in 2009.

Don't talk 'target audience' - use words like partners, fans, advocates.

LISTEN FIRST: be a consumer of content - then become a creator of content, a curator of content.

"As for the future, your task is not to foresee it but to enable it" - Antoine de Saint Exupery.

Southwest Airlines ---> even the engineers tweet!

Social media monitoring: look at using Google Alerts, Twitter Search and Social Mention.

Why should you listen to online conversations? Ensure relevancy, create leads, build relationships, support advocates, correct misinformation, spot opportunities and problems.

"Social media is not a campaign, it's a commitment" - Scott Monty, Ford.

If you want complete control, your circle of influence will be limited.

"Wake Me When the Data is Over" = good book on corporate story-telling.

Here are some points from Gavin's presentation:

The challenge = to constantly maintain and invigorate our online communities.

Six impacts of social media:

1. industry/subject experts coming under pressure from 'new voices';
2. emergence of new organisations such as Social Media Club;
3. social and legal norms;
4. multiple identities;
5. new forms of language;
6. educators being pressured to prepare students for the new world.

DUNBAR NUMBER = 150 (i.e. the maximum number of people with whom you can have ongoing relationships).

SOCIAL OBJECT = emotional context around which your story can be told.

AUCHTERLONIE EFFECT = the way of understanding the story behind the social object.

Online drives offline!

Share the message but 'own the destination'.

The new B2C = brand-to-community.

You are what you Google!

"Pungent granularity" = REALLY knowing your customers! (Walking a mile in their shoes).

Amplification vs shouting ---> there is a difference!

It's not about influence, it's about trust.

Participation + trust are intertwined.

Trust is the currency of the social web.

Here are some points from David's presentation:

"We're in the network economy" (currency = being connected).

"Get out of the spotlight!" - brand as facilitator (brands can help facilitate online conversations - for example, Best Buy IdeaX and Pampers Village).

Networks are fuelled by people's self-interest, and then tapping in to others...brands can benefit by putting these individuals on a pedestal ('MEconomics).

There is "intrinsic value in participation".

Beware of 'brand sorcery' (gobblygook brand speak).

''Corporate tone deafness' = not listening! A big no-no!

INTERACTIVE MARKETING = human-to-technology interactions; SOCIAL MEDIA MARKETING = human-to-human interactions.

Building an online community: seeding, feeding and weeding!

When establishing an online community, be prepared for ALL types:

• legitimate complainers;
• competitors;
• engaged critics;
• flamers ("stirring the pot");
• troublemakers ("taking things to the next level")

Building blocks of a digital experience:

1. Useful (e.g. Craig's List)
2. Usable (e.g. Posterous)
3. Desirable (e.g. Apple)
4. Sustainable (e.g. Twitter)
5. Social (shareable, open, distributed, dynamic, collective).

GUEST POST: A 'Two-Second Guide' to the Future of Newspaper Journalism

THIS IS A GUEST POST BY KATE KENDALL, ONLINE EDITOR FOR MARKETING MAGAZINE.

Kate responded with a comment to the previous PR Warrior post - 'Twitterrific' Time Magazine Shows Up the Australian Newspaper. It contained some insightful comments regarding the future of newspaper journalism, and I felt it appropriate Kate's view was not buried in the comments section but rather given 'centre stage'.

Great post Trev. OK, here is the hack's two-second guide to the future of newspaper journalism. (Well, someone's got to have a hack at it!).

• There is definitely a place for a tangible offering, although not in the current format. It needs to be more portable to cope with the changing consumer behaviour – being out of the home more. This doesn't necessarily mean it has to be digital.  

• Employ community managers across masthead sections and new media specialists – and by specialist, I don't mean promoting the old-school reporter who started with the paper as a cadet at 17! They need to have a fresh and critical eye. If you can get someone who can transcend into the weblebrity sphere, then you have a portion of your traffic sorted. 

• Walled content is a tricky situation to trial since most content is available for free a click away. If you go by the 'content is king', then if something is truly outstanding/remarkable and unique, people will pay. Specialist news sites work well e.g. Crikey and the WSJ. Most would hardly expect to pay for something like News.com.au since it's mainly what I'd call 'stock' content. 

• Complement online content with print. Print crusaders don't have to replicate all of their stories online – sure the breaking news is a must, but longer features could be a print treat – give people a reason to buy it. 

• Hire knowledgeable people – people who can research well. The problem with the bashing of Twitter by old-school outlets is that they don't understand it and haven't done enough to try to. One of the benefits of reading peer-related content online is that I hear from people who don't try to be generalist – they are specialist reporters. Bloggers who actually understand what they are writing about (well most of the time). If a journo has covered local political beats for an eternity and then moves across to a story about Twitter without ever being on the platform, then surely it will turn out to be a compromised report. 

• In my opinion, the people who are keeping the cred up online of papers, are the technology and digital reporters. Often, these evangelists have more followers and online connections than the masthead itself. If you search the following keywords 'Sydney Morning Herald Twitter' into Google, you almost get Asher Moses – the tech reporter - before the actual official account. 

And yes, perhaps News's new MySpace are sites like The Punch? But, I still question the innovation and longevity of the offering. Especially since it is not paying for contributions when it has the capacity to – hardly encouraging sustainable journalism (*currently trying to source the link where I read this*).

Anyway, why didn't they buy something like 'The Bulletin' and use the masthead equity to launch a solid site with a strong and full editorial team? Good on them for getting it up and running though.