A Digital Perspective » Jye Smith on social media, digital media and story telling

Mobile vs Mobility: 5 questions to ask for your mobile play

Jye — Fri, 11 May 2012 02:19:01 +0000

When most people talk about mobile, most people think about “smart-phones”. But this needs to change.

For an industry that has grown-up quicker in Australia than almost anywhere else in the world, we stumble like awkward teenage boys suddenly blessed with strength and height, well before our minds have had a chance to re-connect.

Last week I talked a lot about digital story-telling, and touched briefly on the importance of the four screens:

Mobile is the future of where content will be accessed – and where stories are heard and re-told. Furthermore, it is the ubiquity of that content across smart-phones, tablets, laptops and TV screens that will ensure its success. Today (not the future) stories are shared via photos (Instagram), scrapbooks (Pintrest) and in locations (Facebook). And for the APAC region, car screens are the 5th screen to consider.

This needs to be a 1ft, 2ft and 20ft ubiquitous story-telling experience for consumers.

What I forgot to make explicit is that when I refer to mobile, I am actually talking about the mobility and access to a brand and or content. Smart-phones are mobile devices, not mobile as a whole.

Context = mobile

The other point worth mentioning is that the reason people access sites via mobile is generally because of one of three reasons:

their need to engage our brand is different (I need your phone number because I’m trying to find your business);
their desire to access content in privacy (a big reason for healthcare companies);
or they are consuming mobile media adjacent to other medium (I’m watching The Project and want to follow along other conversations)

Tablets, are mobile devices. And content for TV’s and even cars (Asia-Pacific, NYC etc.) are mobile screens. Which brings brands and publishers (and most of the time they are one and the same), to a clear list of thinking about how to approach this:

How does our mobile play meet our business outcomes?
Can our advocates and customers engage with our brand across multiple screens wherever they are?
Does our content change fluidly in a channel like Facebook across mobile and desktop where content is served in a very different form since timeline?
Is our content aligned with our tone and style regardless of mobile device?
Is our mobile site actually relevant to the context of our user? See the points above

Think differently next time think about mobile.

Update: here’s a vid on 44% of online retailers are investing more in mobile.

Also of interest:

Story-telling in the digital age

Jye — Tue, 01 May 2012 03:03:40 +0000

This isn’t really about digital: but surprising, powerful story-telling

Tomorrow I’m giving the keynote at SMX 2012 in Sydney. Here’s what I’m saying. -Jye

Digital and social media has not only changed the way we communicate with each other, but also how we interpret and develop perspectives on the world. Search engines have become ‘decision engines’ and have changed our perspective on making both low and high value decisions, and the reputation of organisations. All of which, is powered by content, communities & communications. Built mainly today on an infrastructure of search, social and mobile.

As a result, marketing and communications have changed just as significantly. The evolution of which has meant that we are story-telling in an ever-changing ecosystem of owned, shared and paid media.

Last year, Oscar Nicholson wrote a piece for me on the evolution of story-telling. In short, a long, long time ago we told stories with the voice. These stories were fluid and hence: shared, re-created, embellished and changed by various story-tellers and their audiences. Not so long ago, printed and video stories ensured we thought of stories as linear experiences. But today, in internet-land, stories are once again fluid, and the changes in technology and access have meant we are in a new age of digital story-telling.

YouTube is flooded with stories from budding pre-teen film editors; Instagram has never seen so many “selfies” (photos taken of your self in the mirror with a big pout) by teenagers, and Facebook has never seen so many photo albums of travels and adventures of everyone else.

Then we enter the land of memes. Where content and ideas are created and re-interpreted over and over again. What’s important to remember is memes are not successful because EVERYONE gets them, in fact they are successful because they are incredibly TIMELY, sharp and often are built on a big ‘in joke’ with a group of people. These are fantastic forms of story telling. One of my favourites is Success Kid. But something brand new and topical would be:

So what’s in a story?

Digital has a number of story-telling elements. Digital is an ecosystem: not a series of channels. They are interchangeable, dynamic and ever-moving. Your stories, your brand and your team need to be as well. The key digital elements to story-telling are search engines, mobility and social media.

Search engines

Search is where stories are found and heard. More than simply ‘search’ engines, Google and the like have become “decision engines” and “opinion engines” for most of the population – we search here before most other sources. Advocacy, shared-experiences and that god-awful word of “authenticity” have become vital, but often misunderstood: it is in the eye of the beholder (search engines and people) that they may be truly found (in search engines).

Reputation is also beheld in these answer-machines. BP (following the oil spill diaster) tried to buy up search words to minimise damage. Not everyone has that luxury. Google’s collection of data and features like predictive search also offer up some really interesting (funny) stories about people.

Search should be a listening engine for story-telling.

Mobile and the four screens

This needs to be a 1ft, 2ft and 20ft ubiquitous story-telling experience for consumers.

Social media

Social media is where stories are found, shared and re-told. Social media has changed the way we communicate with each other, but also the way we interpret the world around us. But also the way stories are told: suddenly, ‘adjacent story-telling’ is the everyday. Gavin Heaton put it best:

“Adjacent storytelling is not about naming your brand. The adjacent story is there – the one that you see out of the corner of your eye. It’s the story that stays with you long after you have forgotten the wording. It’s the feeling that reminds you that your experience is not singular and that we are connected more by our commonalities than by our differences.”

Example:

Songs need to be sung; stories need to be told

Creativity, story-telling and digital, should have structures in which they can exist. This forms the infrastructure for your story-telling. This is where content, communications and communities come into play.

Content

This are the words and images that allow your story to take shape. They need tone, style and guidance. They need to be consistent, reflective, and relevant. They need to be understood in which the context they are told. Think of content being the way you want to tell your story.

Communications

This is how you narrate your story. Where should your stories be told? What form should they be in? Which channels should they be found? Which character do you play? What scene are we in? Who’s dead and who’s living? It’s 3D and it is blu-ray.

Communities

Your advocates and stakeholders, your Facebook fans, your Twitter followers and website visitors. Communities are those who narrate your story for you. They are the truest mirrors for brands and organisations, and the change in their perceptions of you are keys to understanding performance and positioning.

They are your most powerful story-tellers. This is truly where “authenticity” lives.

Conclusion

Content is where your brand’s story takes shape; communications is how these stories are told and heard; and of course, communities are those who narrate your brand story for you. These third-party advocates are your most powerful story-tellers and where positioning (perception) becomes reality. Then apply this through your search strategy, social media engagement and access (mobile) points.

When I mapped this out, it literally looks like: content (search? social? mobile?), communications (search? social? mobile?) and communities (search?, social? mobile?) – addressing each point, allows me to understand exactly the context in which my story is going to be told, what story to tell and how to tell it.

This isn’t about digital, this is about surprising and powerful story-telling.

Also of interest:

Tactics: Be a better strategist

Jye — Wed, 15 Feb 2012 22:33:08 +0000

Almost every one I meet wants to do strategy, be a strategist or marry Mark Pollard. But why? Imagine this, you’re a solider in a war, a general even, and the enemy has broken through, and it is hand to hand combat.

Where the fuck is your strategy now?

Another analogy: if you were a painter – how would you paint if it weren’t for your brush tips and hands? The very tactile nature of the process is actually what creates the beautiful image.

Tactics, implementation, the nuts & bolts and getting shit done is one of the areas that agencies truly under value. Planners, creatives and strategists look like drunken generals when the plan goes to shit. And we all cry ‘well if you’d followed my fluffy power point we wouldn’t be in this mess and millions of people would Like your page, download your app and Tweet all over your face’.

Stop. Just stop. And go back to basics. Then maybe you’ll be a better strategist, story-teller, and visionary. Or whatever you want to be.

Be a better strategist

Learn to write. Learn to edit. Learn to seek criticism (not praise). Read a book. Read a book on writing. And pick up a pencil.
Learn to design. Just a little bit. Whether its photoshop, video editing, or mastering PowerPoint. Visual representations of your ideas will help.
Learn to build graphs. Yes, Andy Jamieson, I know – you were right. There I said it. Graphs, data analysis and excel open up insights, realities and worlds quicker than anything else. And learn to write for business while you’re there.
Learn a few more words. Thesaurus. Then learn how not to use even more words. Then start using as few as you can.
Learn to listen. Shut up. Please – until someone else has stopped talking and you’re sure you’ve collected your thoughts. You will sound a lot smart the less you talk.

Stop and think next time you’re about to launch into a pitch or consultation. Think before you grab your minions, ask them to write your next presentation, make it beautiful and get it back to you with some lovely video. Listen and learn from the next CEO who gives you 10,000 points of data and wants your point of view. And stop thinking about agency land for a few days.

Strategy could get you killed.

Photo credit: Dunechaser

Why promotions are like drugs

Jye — Mon, 12 Dec 2011 23:13:53 +0000

Short term fixes to long term issues

Users, pushers, dealers, and addicts. Hierarchy, and the promotions that go with it, can be a dangerous way to recognise the efforts of those around you. And be recognised yourself. Are you a user?

Peer pressure

Your peers become probably your first introduction. You see them all doing it – so why not you? Doesn’t seem hard, or dangerous. Just let out some steam about what you’re upset about or threaten to leave, and boom. You’ve got your first fix: more cred and more money. In fact, the person who gave it to you probably has a little more of your time now. Why not even switch agencies and get that shiny title you’ve always wanted?

Dealers

They think they have heaps of friends. You know why you’re nice to them. Suddenly, you don’t see your friend, or acquaintance. You just see the gate-keeper. You need to keep them onside, so probably invite them to a few parties: but ultimately you’re not yourself around them.

It’s a necessary now

And finally, like all drugs: suddenly you need them just to function. To be normal. Remember before you were introduced to a long ladder, you were happier. People recognised you for who you were – and you got on with what you were doing.

And now think about it: is it really fixing what ever was wrong? Are people treating you any different? How has this changed your relationship with those who knew you best? What are you going to tell your own staff about their promotions? Why not promote everyone?

You’ve lost sight of what really matters. You’re relying on everyone else’s validation.

Rehab

Now I know this seems dramatic: but I think we all go through a period where we know job titles can be important, but rarely mean anything to anyone outside of your context. Whether you’re a creative director, vice president, executive vice president, or chief listening officer – people still remember the things you do, and come out of your mouth: and not your shiny American-Psycho-esque business card approach to those around you.

The sooner you stop worrying about the pseudo-hiercharchy of your current job – which I can assure you will change with your next one – the more you’ll start valuing those around you who actually recognise you for the great things you do. It might be monetary, it might be an email to your boss, it might even be a hand-written card with a bottle of wine.

When I look around the office, it is still most often those little hand written cards that people treasure. So if you’re running a team, a company or the CEO of a board – try something a little more meaningful. I’m sure it’ll get your team clean in no time.

Photo credit: HTB

Twitter Hits The Financial Markets

Jye — Sun, 13 Nov 2011 21:32:39 +0000

Guest post: Dee Mason

Twitter Hits The Financial Markets

Twitter has been used in all kinds of ways – and now it seems it’s the new best friend of hedge fund managers. The now ubiquitous social media and micro blogging service was launched in 2006 and no-one could have predicted the way it has taken hold. Since then, there have been hundreds of tools launched to make sense of the information coming from people’s tweets, from apps to manage tweeting to search engines designed specifically for social media updates. Perhaps it was only a matter of time till the stock markets got involved.

Investor Confidence

We already know that the way people feel and their level of confidence can have a huge impact on the markets. Some market events can cause confidence to drop, causing a momentary dip in prices or even a downward spiral. These include earnings announcements, revised estimates, company alerts about income projections, interest rate changes and more. But there’s big money to be made for investors who can predict market trends, betting for or against gains and losses. And it seems that Twitter just might be the tool to help them do that.

Twitter Mood Prediction Tool

In October 2010, two professors of computing and informatics at Indiana University, Johan Bollen and Huina Mao, said they though that Twitter would be a useful way of predicting the behavior of the Dow Jones. In a paper titled Twitter mood predicts the stock market; they suggested a link between the mood states elicited from Twitter feeds and the behavior of the Dow. They measured some 9 million tweets over a 10 month period to reach this conclusion. Separately, sociologists have worked on studies that show that Twitter knows what you’re feeling, and there are already tools out there that can gain the sentiment of your tweets, though usually as part of other applications.

Derwent Goes Live

This year a new hedge fund based in London, Derwent Capital Markets, has splashed out on the Twitter predictor tool used by the professors in order to start training based on the findings. Co-owner Paul Hawtin is convinced that this is a viable investment tool which will only get better as Twitter continues to grow. Scanning Twitter for keywords to see what the mood is and drive investment may seem like a harebrained idea to those on the outside, but in testing the algorithm had an 87.6% accuracy rate. The program can work out, after a random sweep of tweets, whether the prevailing mood is happy, kind, vital, sure, alert or calm. When the mood drops, so does the Dow, so in theory if you know the mood ahead of time, you can invest or disinvest accordingly.

So is this type of tool really useful? It must be, as it’s not the only one in town. These days business people at all levels are after real-time information, whether that’s about how they are feeling or what they are clicking on a particular web page. This enables a hitherto-unknown level of responsiveness to web customers.

WiseWindow – Another Option

Getting back to investments, another option is WiseWindow’s Mass Opinion Business Intelligence (MOBI) tool (not to be confused with the popular eBook format). This is a way of listening to what customers are saying and figuring out the overall sentiment. This tool measure sentiment on blogs, message boards, forums, Twitter and Facebook, so perhaps gives an even more comprehensive overview of sentiment. In a recent test, the software was used to make a correlation between consumer sentiment on car quality, reliability and problems and the prices of Ford and General Motors stock. The results of a six month period of testing found that there was a 30% improvement in annualized investment returns for some companies and for American Airlines, which was also included in the test, this improvement reached 65% on an annualized basis. Market fluctuations using this tool were also less volatile.

So, is this the wave of the future for investment? Perhaps one day all our social media updates will be used to make decisions not only on investments, but on launching new credit cards, naming new products and more. Until then, maybe it’s time to think about investing in Derwent.

http://commons.wikimedia.org/wiki/File:Philippine-stock-market-board.jpg

Creatives, strategists and music

Jye — Fri, 21 Oct 2011 00:42:43 +0000

A photo of the guys and I from a time where all there was, and was going to be, was music. I miss that.

Myth of creative

Recently, Weber Shandwick held our global digital summit in NYC. We learned heaps. Not only from our own digital leaders, but also from the likes of Gary Vanyerchuck. We also met our new Chief Creative Officer, Josh Rose. He exposed us to a world of the creative. What they do, what they’re perceived to do, and of course, what they don’t.

One of the biggest take aways, is that yes, your job may require you to be creative, doesn’t necessarily mean you’re a creative. Something that I toyed with years ago during my first Vibewire FastBREAK presentation on the challenges of innovation and creativity. And then I looked around: and quickly it became apparent how many people had bastardised the term to describe their job function.

This leads to misperception which, in turn, leads to structural and operational problems. Especially around ‘the creative process’ and exactly how creativity can reach its potential, and more importantly, how it is valued.

What did I learn? Creatives are ACCOUNTABLE for their ideas and creativity. Once you draw that line in the sand, clarity is achieved.

Before joining the PR machine, I knew little about them – but creative, and to an extent the role of the planner – isn’t well defined. PR agencies are generally structured by practice (tech, lifestyle, corporate etc) like a law firm. That’s all changing.

The bane of strategists

Julian Cole recently had a couple of great posts that changed the way I look at both digital creatives - and also the role of the strategist. And for the most part, that’s where I sit. Julian makes a great point that as strategists, we tend to try and work out why shit doesn’t work – rather than why it would. I think it is something we learn to do, because its considering intelligent or decisive. But I really agreed with how it can kill creativity.

While I’m giving JC a heap of link love, I think I also readily took for granted the coding, design and development skills I’d already developed. The ability to craft exactly what I wanted online. Digital creatives, it seems, also benefited from their other crafts. Which in my corner of the world is with my music and the music I’ve created with others.

So what did I learn?

As a strategist, I need to open up and. The way I can do that, is probably the same way that every song generally starts with a few piano keys, or a few words on the page, and I look at every single possibility to make it resonate.

My strategy behind my music is clear. And perhaps now, my creativity behind my music is clear.

Why I’m deleting my Facebook account

Jye — Tue, 27 Sep 2011 06:14:31 +0000

I’ve decided I will be deleting Facebook this Friday.

Not to hide from Mark Zuckerburg, not to escape Timeline. But simply to start again, from a clean slate. Fuck privacy. We never had it and won’t ever really have it. Yes, your company is, can and will monitor your emails, MSN chats and time spent on sites. And yes, your ISP is probably just as aware.

The difference is: will your employer or ISP bother to snoop around? Probably not. Facebook on the other hand gives you and your “friends” (close and otherwise) access to five years of your life. And that’s fine, except, it’s actually me who doesn’t want access.

A good friend said to me: “I’m really glad my 20′s aren’t showcased on Facebook”. And that stuck with me. I found myself flicking through old photos and comments about things that just doesn’t mean as much as they use to, and I should probably stop dwelling on.

So in the end. This is for me. I’m simply going to delete (and yes, there is a big difference between deleting and deactivating Facebook) and beginning a new account. This is the difference between information and knowledge: Facebook allows access to that information in a way that hasn’t been seen before, making it knowledge. So the little control I can have, I will utilise.

The “lists” feature is currently under further development and allows you to segment your friends according to their relationship with you (work, inner circle, random hook ups etc) and it is something that I plan to take great advantage of.

This isn’t me running from my past; nor am I hiding from the big corporations of the world. I’m a little OCD and love clean spaces. And my Facebook account is long over due. Sure, there’ll be a couple of favourite albums going back: but it’s not such a big deal.

This is for me.

I’ll reactivate once it’s all cleared with Facebook.

B&T: 30 Under 30

Jye — Wed, 07 Sep 2011 05:42:12 +0000

Super, super chuffed to be named in B&T’s 30 Under 30 leaders of tomorrow. And big congrats to Ben Hartman who was also named. Ben heads up the Athletes and Personalities division of Octagon (sister agency of Weber Shandwick).

Massive props to all who were announced. I’ve tried to grab the contact details for you all – where possible – but please give me a shout on Twitter or email if you think we should all buy each other a beer or three! ;)

Gual Barwell, director Asia Pacific, Contagious Communications, 27
Aaron Beashel, director of marketing, Launchpad6, 22
Matt Berriman, general manager and executive director, CC Media, 27
Rebecca Bezzina, group account director, Mark, 29
Ashley Brown, national head of digital communications, UM, 29
Stefan Burford, group strategy director (outgoing), MediaCom, 29
Jacob Burke, projects director, Best Group – Signage & Visual Concepts, 25
David Campbell, creative director, Fnuky, 28
Lindsay Chappel, director, GMR Marketing, 27
John Cinquina, managing director, Red Meets Blue Design, 28
Jeremy Ervine, general manager, Fnuky, 29
Brendan Fearn, head of marketing, Play Communication, 29
Steve Fontanot, director/creative director, Chieftain Communications, 28
Sam Geer, strategy manager, MediaCom, 24
Adam Griffith, managing director, Get Started, 29
Ben Hartman, director athletics and personalities, Octagon Australia, 28
Marcus Johnston, art director, Droga5, 26
Landon Kahn, marketing manager, Todae, 24
Chris Maloney, marketing manager – personal financial services, HSBC, 29
Mitchell McBeath, search director, Reprise Media, 26
Lauren Oldham, head of online & mobile, PHD, 29
Elliott Risby, owner/creative director, Design Royale, 29
Emma Robertson, head of activation, Mindshare, 28
Craig Somerville, general manager/director, Reload Media, 22
Alice Stratton, director, Proteus Connection, 25
Jason Tonelli, general manager, digital centre of trading & investment, Aegis Media, 29
Lachlan Williams, communication strategist, Razor Group, 27
Jacki Wong, sales development manager – sections, Fairfax Media, 28
Eb Yusuf, Melbourne strategy director, OMD, 28

An open letter to Optus

Jye — Wed, 17 Aug 2011 07:02:50 +0000

“Optus has a clear, single-minded focus on delivering a superior customer experience.”
- Paul O’Sullivan, Chief Executive

I’m really not so sure. And I think the answer I received will surprise you, especially in the times the company is in. Here’s my letter to Optus.

Hi there,

We have been long-time customers of Optus cable. In fact, I believe we’ve been customers for over 10 years.

I was really disappointed with the fact we had not had our plan updated for sometime. Recently, during a call with a very helpful technician, I asked quite generally “are we on the fastest plan possible?” Because I had recently used a neighbours cable internet, and noticed how much faster it was.

To my surprise (and delight) we were offered a package TWICE as fast, and with twice as much downloads, for $10 cheaper a month.

Needless to say, my family and I quickly calculated how much money we may have saved, or in fact, what a better service (read: experience) we would have relived would have been.

I would like an explanation as to why we were not notified of such a significant update, give that all marketing and communications activity is lead by your service and speed of connection.

I would further like to our account to be considered for credit or upgrade of service as a result of this experience.

Thank you,
Jye Smith

I submitted this via their customer feedback website, and was quickly given a call (big tick). Then I spoke to “Ian” who told me that:

Nothing can be done as the onus is on me to pay attention to advertising (which has been deemed misleading anyway)
That people don’t often check their @optusnet.com.au addresses enough to find out about offers
That their calls to customers (via tele-sales I assume) are often ignored
That’s it is really hard to reach everyone with the amount of channels out there

I’m not even angry: I’m just disappointed. It’s clearly just too hard to value loyal, long-term customers. Especially when we were paying a premium price, for such a ordinary service.

Update:

I’m sure if I missed a payment, their automated system would pick it up. So why couldn’t their automated system check in with me if my plan is 2-3 years old? Let alone more.

The onus is on us to simply pay more attention to their marketing communications. I’m not adverse to ever hear from a company, trying to make my experience better. Am I asking too much? I don’t think so, Vodafone offers many people the same compensation on mobile plans for poor service and experience.

Mr. O’Sullivan, hear me out: are you happy with this? Or should I just pay attention to everyone’s advertising and marketing and select another provider.

Yes, I work at an agency; no, none of these views are theirs. But I’m fairly sure this is what we’re charged to everyday: look after our customers, retain our customers and do what we can to look after them.

Don’t you agree, Paul?

5 must-read posts by @ServantOfChaos from last week

Jye — Thu, 11 Aug 2011 23:05:12 +0000

Gavin Heaton, the Yoda of my world, has a regular slot on his own blog: 5 Must-Read Posts from Last Week. Well, this week I’m tagging some his recent posts, the favourite of mine: The Surprising Truth About What Motivates Us.

Don’t Target Your Fans, Target their Friends: something I’ve long believed in. Making the individual the champion in the minds of the people they actually care about, rather than a strange collective.
#londonriots and the Shadow of Shame: another perspective on the times we live in
A Guide to Typography: one of my nerdy loves in life – the type face. Now everyone can join in.
The Surprising Truth About What Motivates Us: in a world of social media comps, gen y managers, and job titles – this really got me thinking about these things differently
Re-inventing Social Media – A Talk by David Armano

Community Managers Masterclass: SEO

Jye — Thu, 11 Aug 2011 01:09:45 +0000

Community Managers Masterclass: SEO

View more presentations from Jye Smith

Mumbrella Masterclass

Last week I presented with a bunch of clever people around advanced community management. What quickly came apparent is just how varied that term means. Please note: the above presentation is about how to think and utilise SEO strategically as a part of a holistic digital campaign. Here’s the material I referenced too from Bruce Clay.

In short: I wanted to talk about the importance of understanding how community, communications and content plays into story-telling and brand reputation. The theories of best practice content, the role of PR as well as looking into the 90-9-1 rule. I really didn’t want to present the basics here, and I hope I’ve done just that. A lot of this was also talked through too.

Remember: PR is the Sam Whitwicky of online strategy. Think about it. And yes, I needed to remove the Transformers images for copyright reasons – but it made a lot more sense then too. Especially the shot of Megan Fox.

A lot of the thinking was conceived around my recent post on content – the cornerstone of digital content. Happy to also come and present this to your team (and most probably, your agency) – contact me.

Sabir Samtani: the blurred digital line

Jye — Mon, 01 Aug 2011 23:44:23 +0000

The big future of digital questions

Jye: This month sees the return of A Digital Perspective – the original interview style questions this blog was founded upon. For some years now I’ve known and worked with Sabir Samtani – founder of the hottest digital agency today (they have the awards to prove it), REBORN. It’s been a real pleasure to work with someone who you learn so much from, and at the same time, have many, many laughs with.

Sabir, in my opinion, is a part of new breed of digital agencies: he – and his business partner David Easton – represent a new, straight forward approach to digital thinking and high calibre agency. We’re all in this together.

Sabir:

Who looks after a clients overarching strategy?
Who manages their social media?
Who leads the ideation?
Where does search fit in?

It’s these questions that most agencies will put their hand up for and rightfully so, as the digital offering continues to get blurred across digital, above-the-line, media, pr, social media, search and content agencies. PR agencies now offer social media, media agencies now offer creative & search, digital agencies now offer an integrated approach and above-the-line agencies now offer everything…so who leads with the client and its the very nature of this situation that makes it so important for agencies to work together ‘collaboratively’ to ensure that they achieve their clients objectives as one team.

Although used quite freely, ‘collaboration’ is the key to ensuring a successful relationship. Starting internally within each agency, its important for teams to work collaboratively and everyone at the agency to have a say. The idea should be a discussion that takes place across various departments with the strongest, most relevant idea put forward, irrespective of who comes up with it.

For most of us, the bigger collaboration issues occur when each agency has a different vision for the same client . In an ideal world, the client and their agencies (above the line, digital, media and PR in most cases) would work ‘collaboratively’ to deliver successfully on the same objectives. As the responsibilities and offering gets blurred as the world moves further into the digital space, its an area that is getting more difficult to manage as everyone fights to lead the big idea and overarching strategy.

It’s important to a client that their agencies work together towards that common objective. When it comes to digital, a significant percentage of clients are not so savvy and they depend on their agencies to be experts.

When specialists from different channels can collaborate on the same objective, its going to eventually lead to better result for the client…and that’s what its all about at the end of the day…a happy client!

By the numbers

Jye — Sun, 17 Jul 2011 22:57:08 +0000

The last month has been a big one – with not only my birthday passing last week, but also the launch of the brand new Weber Shandwick website. Early days yet, but also marked around 14 months for me with the agency.

So, it’ll be back to business as usual this month and back to the renewal of the interviews (which started this blog) with the world’s brightest minds.

19th most influential Australian-based marketing blog

Very happy to be ranked at number 19 in the latest Edelman’s influential marketing blogs study. And a big congrats to everyone else who made the list including Gavin, JC, and Aden who’s Digital Buzz Blog took out top spot.

18th of August: social media 101

Next month I’ve been confirmed to present at Social Media Marketing for Small Business which is being organised by the Pop Up project. If you’re a small business, grab a ticket.

28th of June: Publishers Australia

Last month I was also given the opportunity to present for Publishers Australia in the ultimate, no-holds-barred, Digital VS Print. By the count of hands, it was an even split. My argument in brief: digital will always win because of reach, access and utility.

A cornerstone of social media strategy

Jye — Tue, 21 Jun 2011 00:31:53 +0000

Content, access & participation

Last night was the 16th official Social Media Club Sydney (#SMCSYD) event. Being the middle of June already, I think I would be close to having MC’d about 12 of them under the leadership of Doug Chapman and Tip Gloria. A great mile stone for all involved.

We had Rachel Lonvinger (@rlovinger) and her partner, Jason Scott (@textfiles), who were both essentially talking about the importance of content. For me, it was a great back-to-basics sessions from Rachel who’s straight forward methodology highlighted the importance of process. And Jason (aka @sockington), was a living, breathing meme who showed us the path to happiness isn’t paved with cash-money, but about sharing some true human spirit. And some nostalgic tales for those of us, who were on Twitter back in 2007 ( I’ve got proof from the first twitter meet up in Sydney).

I believe that content is one of the cornerstones of an effective social media strategy, and I also still believe that utility is a cornerstone to effective digital strategy (read: apps, mobile, tech, websites), and of course yes, you marry the two up and you’re in some digital nirvana.

Content itself gives us something else: access. Access to those who want to participate, but don’t want to create (cue the 90-9-1 rule). And with Facebook that gives us the easy, low commitment “Like”button on just about every web page today, it means we can interact without needing to think too much (that’s the 9) while the smallest percentage who do want to create (that’s the 1) are able do have our work published and shared further than our own means. But these two groups are the smaller percentage, and for business & marketing & PR people, that’s an important difference to remember to remember (Australia in particular). Jason (well, sockington) had the same experience of 90-9-1 through creation and interaction himself.

Our abilities to tell stories are in effect our ability to communicate: and theres always a bigger group who will listen or watch (thats the 90). And without that, we will never succeed.

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Resilience, adaptability & capacity

Jye — Fri, 17 Jun 2011 08:34:06 +0000

Be adaptable, not annoyed.

Another installment on surviving agency-land.

There are lots of facts that we just need to accept: people will let you down, people are resistant to change, people have different levels of capacity, and there are always things you can’t control. Oh yeah, and most people have good intensions.

Resilience:

All these things need to be accepted. But I think all too often we quickly fly off the handle. It is far too easy to let your frustrations explode into the environment around you. Tell everyone how annoyed you, stamp your foot and call your client stupid, or just generally not think much of someone. All of which, is perfectly obvious to the person next to you: and depending on their own experience will either encourage them (generally junior staff) to join in or discourage them from wanting to work with you (generally senior staff).

Both results have different motivators: junior staff want to be seen to be fitting in and will take the lead from the next senior person they see. Having a toxic culture like this isn’t a great outcome though. Senior staff will generally start to mistrust you: if you can talk like that about someone you work with – then what on earth are you saying about them? And having a culture of mistrust is equally as unwelcome.

Most inter-personal and professional conflicts can generally be overcome if you take a second to really think about it, and remember those smaller things to be accepted: there are things you can’t control, and most people have good intentions.

And oh yeah, most people make mistakes.

Adaptability:

The important thing? Is how to overcome these obstacles (and not these people). Without making your co-worker, subordinate, boss, client making them feel like you’ve just crucified them. Like any obstacle: it’s critical to find another way around to achieve success. At the end of the day, having a plan b is just as important as having a plan C.

Again, it’s very easy to try and distil the issue or obstacle down and have only two answers – I see it all the time: problem x can either be solved with a or b. But there is always an option C – and the better you get at finding that, but more importantly, understanding that there is an option c, and you will suddenly be adaptable.

And adaptability means survival.

Capacity:

Believe it or not, you can do a lot more after working for 10 years (regardless of industry) than you can on your very first probation. Another insightful fact I hope (jk). But it’s important to remember that this is just the case for everyone around you: we all have different capacities about certain situations.

I can sit through some situations like a cucumber (public speaking in front of 500 people), and completely have a heart attack in others (no way I’m giving that one away), but the quicker you understand and realise the strengths and weaknesses of those around you, then you’ll learn how to know their capacity and complement your own.

And by being resilient and adaptable, then your own capacity will naturally increase.

In summary

Next time you get annoyed, take a moment to breathe, take a moment to be resilient, and think about how to adapt, and then finally assess the capacity of the situation of those around you.

It’s all about people. But it is still probably more about you.

CrossFit: Breathe

Jye — Wed, 18 May 2011 02:08:03 +0000

“BREATHE” from Paul Schneider on Vimeo.

New video from Paul Schneider

I’ve been into CrossFit for the better part of three years. It’s an addiction. I honestly believe it shaped the way I not only train and the way I look at nutrition, but also the way I live a lot of my life. I’ve always trained at CrossFit Effects (CFX) down in Kogarah, which is lead by Mick Shaw and previously, Steve Willis (aka The Commando) who was a co-founder. Both coaches have demonstrated and instructed an approach that allows for maximum capacity of our athletes, both in terms of human movement and mind set – not just fitness.

It’s one of the hardest things to capture, and something I really believe you need to watch in a live ‘box’ (due to the lack of globo-gym equipment, they’re not really gyms), and be spoken with by the coaches. However, the film above is a really beautiful capture of the relentless effort that CrossFit athletes demonstrate every day and both the literal form of breathing (key to being a great athlete) and the notion of what-it-means-to-be-alive.

“This Crossfit inspired piece is an experiment in sound, small moments, dynamic build and human intensity.

It’s a race against the clock that we all must face, and a reminder to breathe, because you can.”

Main piano track is Fugitif 1 by Swod: bit.ly/jGkUvc
Directed & Shot: Paul Schneider (helloandcompany.com/commercials/paul-schneider)Edit: Andrew Maggio (framecycle.com)Sound Design: Paul Schneider & Andrew Maggiotwitter: @lettershome
I’d like to thank Windy City Crossfit & it’s athletes for their talent, dedication and the fantastic facility.

A couple of years ago i did the photos for our regional qualifiers which are coming up again this May. Check it out (music by my band, Sonixtrip).

People experience process

Jye — Fri, 13 May 2011 03:27:35 +0000

I’ve always been a big believer that timelines, documents and due dates don’t deliver projects: people do.

You only need to ask my former boss, Andy Jamieson (Co-founder of Switched On Media), how unfamiliar I was with process. But I, like a lot of people in the discipline, think process is something that less creative, less enjoyable and all together dry people enjoy and enforce.

No one wants to be process driven: it’s stigma. A fear. When maybe it is just a lack of diligence or professionalism.

Then suddenly your faced with the fiscal, people and client management circuses of agency land. And suddenly, process becomes all that allows you set expectations, manage egos and deliver results.

It was only until recently that I truly appreciated good process. That’s because I suddenly really I was inadvertently in the change management game: digital is new, and it’s unwieldily, and lots of people make it hard. And Gavin Heaton was kind enough to help me understand change is really about positive experience – especially lots of short term experiences.

People experience process

People are not machines – and therefore they experience processes. Rather than just perform them. It’s just like eating: we must eat, but we experience what we eat, and develop tastes favourite sand guilty pleasures. It’s not just for nutrition, because we can’t avoid taste, smell and texture. And just like eating, process is hard to avoid.

What I’ve learned is that process is about delivering results, and most importantly, it can allow success to be sustainable. If the process experience is bad, then chances are people will call it out and the results will decline. However, if we focus on good experience during process, then the opposite can be attained: long-term and sustainable results, time and time again.

All these beautiful gant charts and timelines don’t deliver projects: PEOPLE do.

We always sell “experiences” to our clients. Whether they’re digital and or in the flesh. So why do we fail so often to sell experience internally for our colleagues and staff?

The outtakes

If you’re a manager, leader or it’s your first day on the job: approach process with a positive attitude. It’s about designing people’s experiences to achieve results. Process (and positive experience) allows you to manage expectations.You’ll start designing and experiences process as a person.

So while I still believe people deliver projects: the tools they use and experiences they share can be just as critical.

Becoming digital

Jye — Thu, 28 Apr 2011 03:53:17 +0000

A digital perspective

I’m approaching the twelve month mark here as the digital strategist at Weber Shandwick. Andres Lopez-Varela one of our senior consultants, has been pinnacle in educating, executing, and leading integrated digital projects working with clients like Symantec, Red Bull, and Pfizer to name but a few. For me personally, it’s been quite a journey from the head of social media into the world’s largest PR firm. Andres too is on a journey, he shares his digital perspective with us today. Follow him @hackjack also a reminder we have a position open as a digital account manager.

When people ask me what I do for a living it’s not as easy to answer this question as it used to be. I used to say to them “I’m in PR, I have some tech and entertainment clients and it’s great”. Nowadays I have to think about what I want to say in response to that – I’m one of those ‘digital-traditional-types’, if we’re talking about labels.

It’s been quite an interesting journey which, to be honest, has taught me as much about my professional skillset as it has the discipline of communications. Audience insights, conversation analysis, creative strategy, workplace leadership and channel planning. These are all skills that I’ve found myself stocking up on as part of a broader toolkit of communications skills over the past couple of years because of my transition from traditional to digital communications. In fact, it’s actually turned out to be a real schooling in broader practices and, as a result, I’ve actually become more of a communications practitioner as opposed to just a digital person.

Digital communications has opened my mind up to a whole new way of thinking about how we communicate with audiences and how we develop insights about these audiences in our day to day work. Although I sometimes jokingly tell my mates that my work is ‘talking to the internet’, it’s actually quite comforting to see how the shift in this communications channel (to pick one of many words), has been reflected in my change of focus from traditional PR practitioner to digital stormtrooper. It’s a total ‘victory for Gen Y moment’ and it gives me some comfort, even on a tough day at the office.

This shift has also helped me focus my creative skills as much as my digital ones. It’s immediately apparent when you open up your mind to developing ideas that are channel or platform agnostic, that you are suddenly able to draw out the truly ‘best ideas’ with far greater ease than if you were thinking specifically about, say, a radio, TV or online campaign. The first and most important step for developing a digital strategy, in my opinion, is developing the creative idea based on an understanding of how your target audience is communicating online.

Thinking like this has, for me, converted ideas development from a fluffy cloud of concepts into a process that informs and drives everything to the point that PR practitioners can now truly make their results tangible and accountable. No more number of clips or fudged advertising value, but real impact on business outcomes and audience perceptions. This is the real metric for communications and being able to take this from the digital realm and integrate it with traditional PR creates the most real justification for the existence of the discipline of Public Relations. Ever.

So, really, when somebody asks me what I do for a living, the answer may not be so simple. But, what I do know for sure is that when I go to work and commune with the internet, I feel as if what I’m doing has some purpose in this big, messy, electronic world.

A particular thanks to Jye Smith who has been one of the greatest teachers and mentors in this area for me. He’s blown my mind open to always consider new possibilities when communicating with people and how to really make an impact on the brands and businesses we’re working with.

- Andres

Breathtaking

Jye — Tue, 19 Apr 2011 04:57:38 +0000

The Aurora from Terje Sorgjerd on Vimeo.

Thanks to Jeremy over at We Are Handsome for passing this on. The internet, digital, above all else, gives us access to appreciate the world in a different way. Over and over again.

The Mountain from Terje Sorgjerd on Vimeo.

Why Apple wins, why Nokia loses

Jye — Mon, 18 Apr 2011 12:03:13 +0000

Reviews: Nokia, HTC & Apple

For the past two months I’ve been with out my trusty iPhone. And sure, a devastating issue for anyone addicted to being validated (Twitter) and minutia (Facebook) of daily life.

But what an eye opener. I tried both the HTC Nexus One and the Nokia N8.

Let’s start with Nokia.

Now, I’m am (was) a big fan of Nokia ever since m first 3210, my 8250 and most recently my Nokia e61i. All great phones on some great software for their time.

But Nokia, how dare you ever consider the Nokia N8 a touch screen mobile phone. I honestly would rather to have an ice pick through each hand than use this pile of plastic rubbish, ever again.

Trying to make Symbian a touch screen operating system is like using glue to hold steel together. It was not, and still isn’t designed for the intuition of a total-touch screen device. No clear user paths, poor interface, no battery life, crap email functionality, and data input (the linchpin of access devices) is an utter nightmare.

The HTC was better, but still, the Android OS gave no sense of “environment” the same way iOS does. You don’t really feel like you belong anywhere. I found everything clunky and the touch was very unnatural.

So, here I am, back at Apple. Where they look at the massive crack in the screen and pull my customer record. And guess what? They reward me for my loyalty (read occasional fanboyism). They replace my phone with a complimentary device and send me away happier than ever.

Great phone, supported with amazing customer loyalty recognition. If only other phone companies could get this right.

I know why Apple are winning, I know why I’m an advocate of what they do. But I don’t know what Nokia were thinking.

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