This Business Called Sport: Behind The Scenes

Is the Celebrity Ambassador Dead?

2015-05-25T06:30:00.001+10:00

It was the sure fire way to brand success in the 90s.

Find a high profile person, call them an 'ambassador' (sounds flash, right?), find an excuse to gather the media flock at an effortlessly fabulous venue (usually a private mansion, or the soon to be launched night spot to be seen) and let your star Ambassador tell everyone how fabulous your company and its products are.

Celebrity Ambassdors were the secret to brand success! It worked a treat, and in some parts of the marketing communications business-scape, still does!

But is it the sure fire road to success in todays globally mobile marketing communications environment?

New digital technologies have changed the way we communicate.

What we say, when we say it and how we say it, is increasingly dictated by a nineties launched commercial entity known as the Internet which houses information systems like the World Wide Web, (an intricate system of interlinked hyperlinked documents) that enables everyday people folk like yours truly, to store and share information (or what academia would proudly deem: knowledge).

Before most of us get up for the day, we have already reached for our smartphone to check the time, date or latest news from social networking hub, Facebook.

We may in fact be listening to BBC radio on our phone as we walk outside in search of a rolled up newspaper delivered by a spotty teen (or their supportive parent) somewhere in the vicinity of our front door. Why?

Because traditional media is not dead, it is simply a part of an enlarged mediascape that shares some of its formality, but very few of its regulations.

Media Relations Oscars-style

2013-02-26T13:55:00.003+11:00

Jennifer Lawrence shows how to showcase your personality, while staying on message when quality journalism is elusive.

Super Bowl 2013: Creative is King

2013-02-03T10:57:00.000+11:00

Super Bowl advertising is expensive and represents some of the best known 'spots' in global advertising.

Traditionally, it is the best cocktail of TV and outdoor that has the power (audience) and prestige (position) to make or break a brand, but cash alone (approx. USD 3.5 million for 15 second spot) does not guarantee position. That comes down to creative (and relationships).

With Super Bowl kicking off in the wee hours of Monday morning (Sydney, Australia time), Super Bowl creative is top of mind in corporate and creative circles around the world.

This year, Kia and Budweiser have put together some key spots. Although, Mercedes inspite of the the use of fire, not so hot.And while fellow automotive VW creative was controversial, based on metrics alone, some have Toyota category winners in the pre-match Super Bowl IMC campaign face-off.

While Doritos reverts to its original point of (campaign) origin for Super Bowl creative: story-telling by an amateur creative and Doritos' Crash the Super Bowl competition winner, Pizza Hut keeps it simple in a fabulously contextually relevant way.

GoDaddy.com 's shock and awe tactics has won out in the PR stakes, creating talkability and unpaid media discussion by pairing a Sports Illustrated Swimsuit model and a pudgy, nerdy computer type in a raunchy game of tonsil tennis.

Coca-Cola raises the engagement stakes for gamification, but potentially at the cost of the creative. While also highlighting why Super Bowl ads are not always broadcast outside of the USA, with this gem. Anyone else thinking Bundy?

When it comes to ad creative EVERYONE has an opinion. Talk Super Bowl and quite frankly, it doesn't get much bigger.

Although there are some who think Super Bowl money is better spent on Facebook.

But as with all marketing communications, what works, and what doesn't, is personal.

So what works for you this Super Bowl final advertising season? And most importantly, Why?

For the Quantitatively-minded: Check out the latest Super Bowl consumption infographic:

Media Consumption by Nielsen

For the creatively minded, here is a behind the scenes look at how a Super Bowl ad is made, from the director's POV and the broader production approaches and tactics of cast, crew and creative.

Awkward Social Media Moments: We All Have Them.

2012-12-30T16:07:00.000+11:00

Awkward Social Media Moments (ASMM) are inevitable.

Especially, when most of us can only stumble around the 17 year old web (the World Wide Web was commercialised in 1995) as toddlers, or tweens at best.

Facebook is a social utility (just like gas and water?) that enables people to connect with friends (strong ties), strangers (weak ties) and everyone else 'online' who dares.

Unlike my current utilities providers, Facebook is constantly refining its product and service offering to community members via 'new releases' or user interface updates.

Most of us turn a blind eye and deaf ear to these changes. That is until we notice a new tab, or that our profile looks different and we can't find that short cut button or right click where we use to.

So we grumble and moan for a post or two, but then continue with our daily business online unperturbed.

However, with the increased frequency of user interface updates of high-use and high profile online platforms, like facebook, come increased opportunities for ASMM, TAT's (Troll Attacks on Twitter) and moments of SMR (Social Media Remorse).

Such was my experience recently...

The other day, a friend posted a video of his daughter on a swing. I made a comment on what I thought was his wall, however, I inadvertedly reposted his video onto mine.

I'm still not sure how I did it, but when I eventually realised what I'd done (a couple of days later!) = #AwkwardSocialMediaMoment.

You see, I've never met this particular child and there was no 'reason' to share the family movie to a wider audience. Thus my repost, simply didn't make sense.

Not surprisingly, I facebook messaged my friend and apologised, explaining what and how it had transpired.

He's a lovely guy and I've known him for over a decade, but is someone I see infrequently (beyond Facebook).

I knew (hoped) he'd be understanding (which he was). But this Awkward Social Media Moment (ASMM) got me thinking...

What is the impact of strong/ weak ties (social capital) in resolving/ minimising potential conflicts via misunderstanding in this pseudo-private Facebook environment?

How often do user interface upgrades impact public communications/ interactions in social media communities?

What is the scope for and impact of misinterpretation in ASMM?

This is especially interesting for me (Governance), given neither novices or seasoned users (who are usually guiding individuals, brands and businesses) are immune to being 'caught' by tech changes.

So thinking practically, how can you manage/ resolve / insulate the individual, team, brand or business?

In looking at possible (plausible) practical solutions, does a communications (control) system need to be introduced (beyond the charter and legal obligations of big business) to better educate / update online users? Will this satisfy any potential breeches of both private, personal and public communications? Is the current system enough? What is the current system? #WatchThisSpace.

For the moment, I'm still comfortable with my original hypothesis pertaining to the bastardisation of the word 'expert':

There is no such thing as a social media expert.

While some of us are a little more knowledgeable in this space than the majority (probably because we also 'live' online), beyond the clever souls who create the actual social technology platforms, online, as in life, everyone makes mistakes - some inevitable, most avoidable.

Either way, at the end of the day, ALL ASMM are an opportunity for learning.

So, get up, dust yourself off, learn from your failures and keep practicing The Art of Social! :)

2012: The End Is Near

2012-12-21T17:59:00.000+11:00

Every year the creative souls at JibJab entertain us with their spin on the year that was. Here is 2012's...Enjoy! :)
[youtube http://www.youtube.com/watch?v=G0zf7EWZET0&w=640&h=360]

Getting my Hoot on

2012-12-18T14:13:00.000+11:00

Today I decided to rediscover Hootsuite - a platform I haven't engaged with since 2010.

I love the process of discovery, especially online. Why? Because everything has it's time and place. Don't even try to jump ahead, this is a step-by-step process designed and automated by those who direct your online wanderings through various lines/ blocks/ pages of seemingly incoherent code.

1. Logging In.
Realise you have no idea which email/ password combination you signed up with. Try your three most used email/password combinations. Hope for the the best.

2. Remembering the 'Forgot Password' button.
Enter email addresses until one registers. Punch air in triumph with one hand, while opening corresponding email with other in search of this:
Reset password' link. Enter new password - twice. Enter new password again and this time, make sure both entries match!

3.Logging In.
Enter email/ password. Smile broadly as you read: 'Welcome to Hootsuite'

4.Navigation Made Easy:

To Follow or Not to Follow: Which Twit? Is the Question...

2012-12-05T10:09:00.000+11:00

Twitter's 2000 follow limit encourages us all to proactively manage our 'followers' and dedicated Twitter lists.

My modus operandi goes something like this: You pique my interest, for whatever reason, I'll follow you. :)

My follow back policy is equally straight forward: You follow me, I #FB (that's 'Follow Back' for the uninitiated).

Why? Well, because... in the Twitterverse,

1. EVERYONE has a public profile and no one 'Twit' is more important than the other. (Unless of course you're a Belieber, then the rules of the game change completely and turn a late teen into a deity! But that's a whole new discussion thread)

2. A 'follow' represents a turn in time. Someone has taken the time to follow me, so I can take a moment out of my tightly scheduled day to return the compliment.

3. An extended network of associates encourages opportunities for learning, teaching, business and insights into what constitutes the art of conversation.

4. I tend to 'unfollow' the passive aggressive sales Twit and spambots with ninja-like efficiency.

5. I generally give individuals, teams and organisations a week (maybe two) to follow back, after which I generally unfollow and file them into my Twitter lists. (Recent changes to the use of Twitter's #'s has made following/ creating # community conversations a little more challenging without paying for the privilege)

6. At the moment, I do respond to DM's. This might change when I start receiving a thousand a day, however, for the moment I find DM a really efficient and effective communications tool. -Actually I prefer it to email which is so old school! :)

There are however, some exceptions to my follow back rules:

1. Although I can swear like a losing Rugby World Cup final coach at half-time, I don't condone the use of foul language in public. So if you have a penchant for acronyms such as F.u.c.k or referring to women as 'ho's or *itches (you get my drift), thank you for your follow, however, I won't be following you back.

2. Likewise if you promote cruelty to children, animals or individuals based on colour, race or creed, once again, thank you for your follow, however, I won't be following you back.

This is how I roll on #Twitter atm. It's entirely up 2U if U want 2 cyber roll with me or not.

Either way, I hope your face aches from smiling all day today and everyday.

xo

IBRC Conference: Social Media Risk Melbourne, Australia

2012-11-22T00:44:00.000+11:00

[slideshare id=15281289&w=427&h=356&sc=no]

Social Media & Footy = The Art of Social from tjunee

1 in 7 people on Earth Facebook

2012-10-05T06:39:00.000+10:00

It took a little over 8 years and 1 billion people before Facebook made its first brand ad:
[youtube http://www.youtube.com/watch?v=c7SjvLceXgU&w=560&h=315]

Proof that contextually relevant brands and services intrinsically motivate to engagement...?

#FoodForThought

Not bad for an 8 year old :)

According to the New York Times, this is what the first 200 million looked like:

Wonder how long it will take to reach 2 billion... 12-18 months? #StrangerThingsHaveHappened #WatchThisSpace :D

Future Social Government, Canberra, Australia

2012-09-24T15:00:00.000+10:00

The last time I spoke about sport and social media, Black Caviar provided the living breathing example of how great sports brands can tweet.

Today, Quade Cooper's weekend tweets provided a great example of twi-versations that occur during an employer/ employee divide.

Noone likes an unhappy workplace, however, two tweets can say a lot about a person and a company.

While 'toxic' may be an apt description of any organisational approach that uses traditional media management methodologies to 'manage' it's new media relations...

The reality is, social technologies require a socialised approach to communications.

Irrespective of whether the organisation is using them or not,the employee is, and in Cooper's case, actually leveraging the technology the way it was intended.

Could this be the 'nudge' Australian Rugby needs to finally heed the call and develop a comprehensive governance framework (think widely distributed social media guidelines, policy and contracts) for their employees both on and off the pitch around social technologies..? Let's hope so.

Why? Because if Quade Cooper leaves rugby, he'll also take over 580,000 Twitter 'followers' with him, and that's just stating the bleeding obvious. #FoodForThought

[slideshare id=14423713&w=427&h=356&sc=no]

Social Media in Government - Social Technology & International Sport from tjunee

Leadership & Followership

2012-09-15T15:02:00.000+10:00

Farah Tweets highlight need for Social Media training and policy

2012-09-11T19:51:00.000+10:00

Source: The Daily Telegraph

Disturbing post match interview

2012-09-09T12:33:00.000+10:00

[youtube http://www.youtube.com/watch?v=rnTLPE13DO4&w=560&h=315]

An Australian captain, confronting a former Wallaby, in a post match interview.

This is disturbing for a number of reasons, although, one wonders how insecure a bloke has to be, to lunge for the jugular in a post-match interview.

Although, if you were watching the (delayed) Channel 9 coverage of the Perth test match, you wouldn't have seen it. Apparently, the Programming team determine a 1970's Clint Eastwood movie, far more entertaining than any post-match interviews.

I've been involved in sport for the better part of four decades and I have NEVER seen an Australian rugby captain so precocious or an official broadcaster so apathetic.

Which makes me wonder...

How bad do things really have to get before the power brokers at Australian rugby make systemic changes...?

Never Say Never

2012-08-13T06:59:00.000+10:00

As London 2012 draws to a close, and we 'reflect' on the 16 days that has been, we are reminded that every athlete has a story enveloping the pleasures and pains of sport.

Australian Golden Girls Anna Meares (cycling) and Sally Pearson (100m hurdles) have each had their fair share of challenge, only to taste success at London 2012.

Anna came to #London2012 to settle a racing score with #TeamGB rival, Victoria Pemberton, which is exactly what she did.

http://youtu.be/0nxQ9HmTMnY

While the list of medal winners records the best performers on any given day of Olympic competition, behind the medals, the stories, don't just inspire, some simply defy belief.

Take for instance, South African 'Blade Runner' Oscar Pistorius and Irish gymnast, Kieran Behan:

http://youtu.be/kEvNB3ehbPg

[youtube http://www.youtube.com/watch?v=aGrG37iRxaQ&w=560&h=315]

Sally, arrived in London as the defending World Champion, with a self belief anyone with teenage daughters would love to be able to bottle!

Sally Pearson has said Michael Johnson and Cathy Freeman taught and inspired her in the art of being a world-class athlete.

Alongside Anna, Oscar and Kieran, Sally too inspires, for anyone willing to take up the challenge of striving to be the best they can be.

Get A Life - Fandom

2012-07-30T21:29:00.000+10:00

No, not the Phantom. Fandom.

In his book, Textual Poachers, cultural theorist, Henry Jenkins (1992) explores the culture of fandom.

An invaluable read for all interested in the nature of the beast that is a 'Sports Fan' ...

A message for abusive Tweeters:

2012-07-15T18:04:00.001+10:00

I've just woken up to a very abusive tweet and I have to confess it has floored me.

To be fair, I may be a little more emotional than usual given Dad goes in for surgery tomorrow, but this unsavoury encounter has offended on a number of levels...

1) Haven't done your research - Bruh, as if!
2) Women - is the plural I believe you were searching for.
3) Industry - which industry are you referring? My many talents see me cross multiple: from knowledge production, sports, entertainment and education.

Up until this morning, I hadn't experienced the personal impact of trolls (that's how they are commonly referred) on the individuals they assault. Sure, I'd seen and heard the Charlotte Dawson assault, but in my three plus year adventure exploring the Twitterverse this was my first direct encounter. And it has been a little shocking.

For me, @Twitter is actually a really lovely information sharing community enabled by micro-blogging technology. It's my research space, a place where people from all walks of life across the globe exchange ideas.

What I love about it, is that it democratises communications and enables conversations and connections that would otherwise be limited to the priviledged.

It costs nothing to be nice, so @WeddedBlissSA I double dare you to give it a try.

If you do, you might just find a miracle finds you.

New Media Advertising: Coca Cola 2020

2012-07-08T00:50:00.000+10:00

I was originally excited about this piece of creative. Then I watched it.

I am still struggling to see how this is 'new, let alone something to strive for in 2020 - 8 years in the future!

Messaging should always have stretch. Storytelling should always be robust and timeless...

Come on corporate lions, let's think outside the agency capabilities #IDareYou

[youtube http://www.youtube.com/watch?v=LerdMmWjU_E&w=853&h=480]

IBR Conference 'Web 3.0 Investigating the future of social media: 2012 Forum

2012-06-27T19:34:00.000+10:00

Here are the slides from my recent presentation at the International Business Review Conference: 'Web 3.0 Investigating the future of social media: 2012 Forum' at The Sofitel Wentworth, Sydney, Australia.

My fellow Day One presenters included: Alex Brown of Virgin Media (UK), Simon Townsend of Deloitte, Rod McGuiness of the ABC and Sean Herron of NASA (USA).

Social Technology & International Sport by Tiffanny Junee[slideshare id=13464961&w=425&h=355&sc=no]

View more presentations from tjunee

Web 3.0 IBR Conference, Sydney June 2012

2012-06-27T12:32:00.000+10:00

For those of you who asked, here are the slides for my recent presentation at the International Business Review Conference: 'Web 3.0 Investigating the future of social media:2012 forum' at The Sofitel Wentworth, Sydney, Australia.

My fellow Day One presenters included: Alex Brown of Virgin Media (UK), Simon Townsend of Deloitte, Rod McGuiness of the ABC and Sean Herron of NASA (USA).

Social media in sport by Tiffanny Junee

View more presentations from tjunee.

Cybermedicine Symposia

2012-06-16T10:58:00.000+10:00

Following an invitation from Clinical director and obstetrician to the rugby stars, Dr Vijay Roach, I recently presented a lecture on social media and medicine at the Northern Clinical School, Royal North Shore Hospital, Sydney Australia.

Here are a copy of the slides presented [scribd id=99786772 key=key-1omhnvyxqopq6kf2tjt2 mode=list]
As always, please don't hesitate to contact me, should you have any questions.

Gender, Sexuality and Security

2012-05-25T08:13:00.001+10:00

A friend recently commented how nervous he became, anytime 'The Feminists' got started in a class discussion.

Having had the recent privilege of sitting in a three hour seminar about Gender, Sexuality and Security, led by Dr Adam Kamradt-Scott and featuring guest lecturer Dr Megan MacKenzie, of the Government and International Relations Department at the University of Sydney, I was intrigued.

Preempting his response, I still asked the obvious, 'Why'?

Put simply: He didn't know what he could or more importantly, couldn't say.

He didn't know the correct terminology (ie: what language to use) nor appropriate themes on which to engage i.e.: he didn't know how to avoid offence.

Unfortunately for him, he hadn't been in the New Security Challenges seminar the day before, where our discussions centred on the gendered nation-state, despite the fact gender has been historically ignored within International Relations (IR).

What was so refreshing about this seminar was the fact that we were ALL uncomfortable (read ignorant) from the outset.

What was so enlightening was the simplicity of Dr MacKenzie's approach. Just like a great paper, we started with key definitions and defined our binaries: What is Feminism? How is it different to Gender studies?

By doing so, we were able to apply state-centric and human security lenses for the purposes of critically understanding another approach to IR, without getting lost in what we couldn't do.

When Feminism and Gender enter a conversation, our logic seems to catapult itself into the stratosphere, never to be retrieved again.

That was until Dr MacKenzie lead a straight- talking, logical articulation of our inherent prejudices within the discourse.

So what is Feminism?

My understanding of Feminism (and I suspect this will continue to evolve) in the international security context, is it's an approach with a political agenda, that recognises things are 'not ideal' and looks at what and how to promote change.

Whereas, Gender Studies, refers to a body of work, sans political agenda, concerned with the social aspects and norms or binaries (masculinity Vs femininity) of a society.

While our discussions focused on war, more specifically the Queen Boat Case in Egypt, and the desecuritization and reconstruction of women (read: female soldiers) in post-conflict Sierra Leone, the key learnings and insights were applicable in both a war and peace context.

Just like business, sport and government, in our privileged, democratically developed world, the nation state remains inherently patriarchal: 'a man's world' (Sjoberg 2009:184). Therefore, so too does the dominant IR discourse.

Is this a bad thing? Not necessarily, it's simply the way things are, or how we look at things.

What's important in any form of discourse (formal or informal) is in understanding what you're looking at, and how you're looking at it.

Critically, in the context of a debate, what others, whose opinions differ from yours are looking at and how...

It's usually our ability as leaders (thought, imagined or otherwise) to identify the epistemological differences within a debate that actually enables productive outcomes.

Thoughts...?

When Life Imitates Art

2012-04-26T11:38:00.001+10:00

The Power of Leading Ladies - Politics and Art: Meryl and Hilary

2012-03-15T16:00:00.001+11:00

Sports n' Arts: Rhianna Gets Vito's Rugby Swagger On

2012-03-08T14:49:00.000+11:00

Inspired Use of Twitter for AMEX IMC & Sales Campaign

2012-03-08T14:32:00.001+11:00