Digital Era II

Quit your tantrums and just hire the one that’s better than you

Sofia — Mon, 30 Aug 2010 10:50:40 +0000

Being exposed to start ups from time to time is one of the most interesting things I do in my working life. I hate calling them start ups cause somehow it seems like I am talking about technology companies and I am not. I’m just talking about small and new companies that do interesting stuff.

The good thing with small companies with passionate people is that they are extremely flexible. They take advantage of everybody’s skills, let them do exactly what they love and capitalise on it. Yes, it’s that simple.

Today though I am reminded of bigger companies who are not so flexible. Some of them – sometimes – see a project and go ‘I wish that was us’. I mainly see this in the creative sector. Some niche little studio tucked away in some London neighbourhood comes out with a project that is just incredible and lovely.

Now, for one reason or another, I am accustomed to people bad-mouthing good work that they hope they had thought of first. It’s not nice but hey, it happens, especially in markets that are small(er) and more difficult to develop (for example Greece and being Greek I am allowed to say that).

Yet the best big companies just follow Ogilvy‘s advice and just aim to hire people that are better. And so I know that this little studio got a fair offer in terms of money and an extremely good offer in terms of staff. Come in and work for us – they said – we love your work.

I’ll not go on since I wouldn’t like to reveal who and what but there is a very good moral to this story I feel.

Quit your tantrums and just hire the people who created something you envied. Get them on your side.

This is the best advice I ever received from a manager as well. We were working together for some time when I realised he didn’t know something about the job. ‘I don’t have to know’ he said ‘it is your job to know and it is my job to make sure you’ll be able to apply that knowledge here’.

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You’re gay? Who cares?

Sofia — Fri, 13 Aug 2010 10:26:25 +0000

Oh dear. I shudder to think what horrors will be sought for and unveiled from people’s private lives now that apparently being gay fails to raise the proverbial eyebrow.

The Sun may have been proud of its front-page scoop outing X Factor winner Joe McElderry on 31 July, but the general public seems to think the singer’s sexuality is far from breaking news.

Nearly 50 per cent of the 3,000 respondents to PRWeek/OnePoll’s latest survey said sexuality was no longer newsworthy, while a further 37 per cent said they had already assumed McElderry was gay. Just five per cent said they considered the story to be ‘news’.

via: Reputation Survey: Media Attitudes Towards Homosexuality | PR Week, UK

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BP and the Greek proverb

Sofia — Wed, 21 Jul 2010 18:17:26 +0000

So there is this story doing the rounds that BP managed to photoshop some pictures – check out the blog post by Andrew Price on the GOOD blog.

I’ve spoken about the fundamentals of policy before. You can communicate all you like, but if you ain’t got the policy, I’m not convinced.

Having said that, this story about BP and photoshop reminded me of this Greek proverb “Όποιος καεί στο χυλό, φυσάει και το γιαούρτι″ – which loosely (really loosely) translated means that if you’ve burned your tongue with soup you probably blow on yoghurt before you taste it as well.

It would be good to keep this in mind in times of crisis.

At times like that isn’t better to make sure that every single part of the organisation – especially the outwards looking ones – are just like saints? (or nuns. or whatever)

Fine, I get it, it was all a bit of an aesthetic change, nothing significant. Still, when confidence in a company has taken a grave blow, perhaps it’s time to make sure that everything is 100%, crystal clear and transparent quite unlike the Gulf of Mexico.

I’m just saying. Think yoghurt.

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The orange dresses and FIFA – is it time to review the marketing rules?

Sofia — Wed, 16 Jun 2010 15:22:07 +0000

Orange Dress Uploaded by betsyjean79 on 21 Oct 06, 1.22PM BST.

Innovative marketing is upon us. I admittedly need to work a bit on that phrase since it sounds like I’m talking about the plague but that might not be miles away from where I want to take this post.

If you’ve read this blog more than once you’ll know that I’m not into marketing and so I am ill-equiped to judge whether getting 36 women clad in orange to promote your product in a football game is a good idea or not. (judging by the pics of males following the bra action rather than the football pitch action I would say it at least got people’s attention).

Anyway, because of my job the first thing that comes to mind when I see this debate is this: Policy.

The women were arrested under the Contravention of Merchandise Marks Act, which prevents companies benefiting from an event without paying for advertising. The 36 women were accused of being part of a campaign to promote a Dutch brewery.
(via World Cup 2010: Women arrested over ‘ambush marketing’ freed on bail in the Guardian)

The rule looks sound. FIFA organises and so it retains the right to the game. I have personal issues with sports for sale but it’s a discussion for another time perhaps.

On the other hand marketing has evolved. It’s not just about the posters and TV spots. Flash mobs, ambush marketing, take your pick – they are upon us (kinda like the plague – get that first paragraph now?)

When I see a debate like that I’m not seeing a “should they – should they not” type of discussion. I’m seeing a policy that is probably outdated and is in serious need of review, along with better external relations regarding the existing and developing policy.

Is it perhaps time for FIFA to revisit the rules?

What is important here is not to change the rules as such – I have no position on that one. What is important is to engage with stakeholders and communicate the actual benefits of the current policies. And who knows, maybe a better policy will come out of it all.

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No stakeholders? Forget good policy.

Sofia — Tue, 15 Jun 2010 09:47:05 +0000

put your hand up if you are having a good time Uploaded by micn2sugars on 18 Jun 07, 3.16PM BST.

As anyone working in policy will tell you it is impossible to plan, analyse and set up good policies without stakeholder engagement.

Since policies are usually set by government or regulators it would be easy not to engage. Power is after all a heady thing. However, government or regulator priorities are completely different than industry and consumer priorities. Not to mention that each partner usually works in a silo and is under the – mistaken – impression that their priorities are the most important ones.

Most UK government Departments know this. I have been fortunate in my career so far to have worked with some marvellous people in Whitehall who reach out and want to both learn and share what they know with stakeholders. Good consultations in the UK are marvellous examples of this.

In some countries – or some sectors – industry meeting government or government Departments (by they way – they are NOT the same thing. Engaging with politicians and engaging with civil servants serve completely different needs) is frowned upon. There is this idea that perhaps politicians and civil servants are unduly influenced by businesses.

However, influence is exactly what results in good policy. A good mix of stakeholders will push in all sorts of directions. Priorities that matter for everyone will be put on the top of the list while those that are only important for one quarter will be scrutinised more. This is a healthy process which – when managed properly – can result in well-rounded policies.

Sometimes friends ask me if there are rules in this process but it all depends. There is one pre-requisite however that you cannot escape from. MAP your stakeholders. I mean that quite literally, put them down on paper, in circles or in lists, whatever works. Discuss the map with colleagues and stakeholders – you never know who you might have left out. What you should end up with is a constellation of organisations and people who can make a significant difference to the policy you are writing.

No policy is ever perfect, a sad but true fact. However, good policy people make sure that it’s the best it can be – and that can never be an isolated act.

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Nicholas Christakis: The hidden influence of social networks

Sofia — Tue, 11 May 2010 17:33:02 +0000

Nicholas Christakis talks about social networks (in the good old traditional sense) and how in his medical research he found that these influcence people.

Highly recommended – viewing. If nothing else he talks about social networks off line which we tend to forget with all the on-line activity nowadays that are still extremely important.

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Crisps and UK elections. No connection? Think again

Sofia — Thu, 06 May 2010 17:42:30 +0000

This lunch time at a central London location these crisps were given out.

A promotion – I assume – for REAL crisps. Their people approached you and offered you the crisps, you had to choose according to what you intended to vote. Not that you had to, you could take all three if you wanted.

Each pack had a ‘thank you’ message and a prompt to register your vote on their website.

I think this is a brilliant and cheeky way to product promote during the election.

Can I please be introduced to the person who thought this up so that I can declare myself their humble student?

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UK Elections today

Sofia — Thu, 06 May 2010 07:51:48 +0000

A bit of a surreal UK election from my point of view.

Facebook reminds me to vote…

and then THE SUN finds hope (but no shame)

Let’s see.

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May 5th, Athens

Sofia — Wed, 05 May 2010 22:00:03 +0000

I’ve started writing something and deleted it numerous times.

It is a horrible, horrible day.

Athens Uploaded by Verani Federico on 2 May 10, 11.15PM BST

Athens Uploaded by Verani Federico on 3 May 10, 12.21AM BST

GREEKS PROTEST AUSTERITY CUTS Uploaded by PIAZZA del POPOLO on 5 May 10, 3.25PM BST.

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Lufthansa epic win in communications, beer, life, the universe and everything

Sofia — Fri, 23 Apr 2010 22:10:31 +0000

Beer O'Clock Uploaded by Ben Harris-Roxas on 24 Feb 06, 4.44PM BST

Stan Schroeder reports over on Mashable that the poor bloke who lost that iPhone has been offered a free trip by Lufthansa. (Original story on CBS news)

In a few words this is how it went. Gray Powell, Apple engineer, goes for a drink at a German beer place and looses an iPhone prototype. Apple being legendary for its secrecy you can realise that all hell broke loose. On a completely unconnected note (you would have thought), Lufthansa opens up a Bavarian Beer Garden Business Lounge in Munich.

Enter the brilliance of the Lufthansa staff in terms of communications, engagement, marketing, beer, life, the universe and everything.

They actually write to Gray Powell in a very very nice tone and offer him a free business class trip to Munich so that he can enjoy his German beer and relax from all the onslaught.

Now if that is not an epic win I don’t know what is.

Why can’t companies be as innovative as this and as engaging as this more often?

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UPDATE: Thanks to my twitter chums (@fotious and @larios) for asking some questions after publishing this for giving me an opportunity to clarify a bit more what I think about this one.

1. Lufthansa was nice
Their letter was lovely and polite. They didn’t make fun of him, just offered a break in a lovely and friendly way.

2. Lufthansa realised the opportunity that a disaster represented
And they took advantage sensitively and with good humour (unlike others in the recent volcano disruption)

3. Lufthansa let others do the talking
From what I understand (correct me if I am wrong) the company approached Powell and he chose to make the letter public. Kudos to the big bad corporate monster for keeping quiet in the meantime.

4. Lufthansa made a brilliant connection
Between geeks, bloggers, travellers and the social media world. A lot of people who will discuss this and write about it and advertise it and and and…

5. Lufthansa created value
Let’s say Powell never made the letter public. Lufthansa has given away a flight but gained a happy customer – who’ll probably chat about it to some of his friends. Let’s say Powell made it public (he did). Lufthansa effectively gives a free ticket and gets a free, huge, self-perpetuating marketing and communications campaign. Which strikes people as basically smart, funny and honest.

In the meantime other companies are trying to discuss return on investment and other management speak gobbledygook. While the true value comes from real actions with real people.

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UPDATE 2 (24 April, 14:45): I initially read that Powell made the letter public but I now found this - from Lufthansa – which shows the letter as an Open Letter. Disregard all my comments on privacy – I still think it was a stroke of genius but a touch cheeky if they really did put it out there as an open letter.

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