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Mind your manners

I can’t deny it – I’m absolutely guilty of checking my Facebook or emails in social and work situations and staring at my phone in lifts to avoid awkward conversations about the weather. Having said this, I’m increasingly aware that good smart-phone manners (or lack of) are rapidly declining.

Is there anything more disheartening and frustrating than conducting a presentation or leading a meeting and looking up to see your audience or colleagues scrolling through their phones?

Being aware of this, I was unsure how to feel when I attended the Social Media Club Sydney’s Food, Wine and Social Media event last month, and I certainly wasn’t alone. We’d been told ahead of time that we should tweet our questions as opposed to putting our hands up, and I wasn’t exactly sure how it would work.

While the presenter was in full swing, the entire room was glowing from smart phones. Heads were down and people were tapping away, sending their questions via Twitter. This made some of my colleagues and me a little uneasy – it felt like no one was really paying attention.

If this is the way we are heading, then where is the etiquette line drawn? I’m not the only one who’s trying to figure out the rules. I guess I’d better get used to this type of behaviour – it’s just the beginning.

Whilst contemplating how obsessive we have become with the need to be constantly in the loop, I came across these interesting statistics.

Research conducted by Telstra in June revealed Australians’ most common Phone-Pas personalities. So, where do you fit?

The Peacock (34 per cent). You’re constantly posting status updates, checking-in your friends and talking loudly on your mobile phone. Your behaviour is designed to make sure everyone around you knows you have a ‘fabulous’ life.

Mover and Shaker (29 per cent). You’re always on the go and your mobile phone is your lifeline, connecting you to work and your social life. You regularly get caught out answering your mobile phone in meetings or responding to SMS at the dinner table.

Stimulation Seeker (19 per cent). You can’t sit still and need to be in the know, so you pass the time – whether you’re on the bus or while crossing the road – browsing Facebook, downloading the latest apps or checking out your phone’s features.

I see, I Do (18 per cent). You tend to follow the crowd and exhibit poor mobile manners because everyone else does – for instance, you’ll start checking emails during a work meeting because those around you are doing it too.

Regardless of how comfortable you are with your own mobile behaviour, smart phones are undeniably changing the environment for presenters and speakers. In addition to the usual preparation for a Q&A, it has become another element that people engaged in public forums need to factor in and know how to deal with.

Dancing like a Royal for world-class results

A mobile phone company made international news last week following its release of a YouTube video as part of its marketing activity. The viral video was created using Royal lookalikes dancing a mock Kate Middleton and Prince William wedding entrance dance.  T-Mobile’s highly creative video project, supported through public relations, has received global media coverage as a result of engaging people through humour.

Similarly, in September last year Nummies, a maternity bra manufacturer, released a video encapsulating the meaning of becoming a Mum. The video was quickly picked up by parenting and mainstream media. Like T-Mobile, the Nummies viral received a strong following, connecting with parents around the world.

We can learn a lot about videos that turn viral. Short movies, such as those filmed for T-Mobile and Nummies, demonstrate the power of connecting with audiences and consumers through their feelings, telling engaging stories in creative ways as enabled by digital media. Companies that make people laugh, cry or feel better about themselves, and brands that stand for something and influence consumers on an emotional level, are in a very powerful place. Consumers want to be involved with these brands because they understand them and connect with them.

Understanding the essence of a brand, and communicating it in a way consumers understand and enjoy, is at the centre of what we do in lifestyle PR. Award-winning public relations campaigns are developed based on an intimate understanding of consumers and the emotions that drive them. Digital media allows brands to connect with consumers and tell stories in more than just the written form. Embracing and harnessing the power of online channels, such as YouTube and social media, differentiates consultancies with story-selling skills from the ones that don’t understand the power of compelling content.

Great public relations consultancies always remember that people love brands when they can buy more than a product – they can buy an attitude, a belief, a thought. I believe that this understanding is the foundation for campaigns that create change and deliver world-class results for clients.