To join Porter Novelli Sydney as an Account Executive or Senior Account Executive, just send us just one Tweet that will make us love you – our Twitter handle is @PN_Sydney and please include the hashtag #socialCV.
You can include a link to any one supporting page or site (not mandatory), whether it be LinkedIn, Vine, Instagram, YouTube or your own blog. So get creative!
If you’re after a glimpse of a typical day at Porter Novelli, we’ve created a Vine… http://bit.ly/16YQ8Zx
The top three Tweeters will be invited in to discuss their entry, and the most persuasive one will be offered a job… it’s that simple! All we ask is that you have a university degree.
All Tweets must be received by 23:59 on Sunday 14th July and we’ll announce the top three on 18th July. Good luck and have fun!
A new media leader and a rock star come together to talk about The End of Business As Usual –Brian Solis and Billy Corgan of the Smashing Pumpkins.
We are in a new age of music consumption. Napster was a watershed moment for the music business, and Corgan says record labels attacked instead of recognising need, and suffered for it. The net worth of the music industry has plummeted by tens of billions in the last ten years.
So how can artists make money now?
“You can no longer think of the thing you make as your main source of income!” Billy says. “The greatest artists are adaptable. Picasso did movies and plays. What’s wrong with that?”
We are used to seeing movies stars and pop stars selling perfume and coffee and cars. Maybe we need to start accepting that rock bands and other musicians need something “commercial” to keep producing the music we love as well.
Corgan is calling for fans to be more sophisticated, and go on a journey with the artist. Let them try new things, and sometimes mess up. The current culture of condemnation kills this; musicians would rather be picked on for lip syncing than suffer the embarrassment of being a YouTube laughingstock.
And while it might be easier to rise quickly to celebrity status via the “Bieber route,” if you don’t have the talent to back it up, you’re not going to go to the next level. Or even worse, “If your inspiration is fame, then you’re not invested in culture at all.”
Corgan is passionate and clear in his thinking, but one point he made I really disagree with. He says you can’t get people interested who aren’t interested already, and they are going to follow the herd so just let them. He’s not interested in pandering, thanking people for listening to or buying his music, which is fair enough. But I think to completely ignore a section of society because they haven’t heard of you or don’t listen to stations that would play your music is really underestimating people.
We love to be acknowledged, our time is precious, and if you go to the effort of reaching out to us on a personal level, we will give you a lot more attention than someone who doesn’t. There are so many channels and duties and marketing messages flying at us on a daily basis, we need to shut some of it out, don’t judge us. And hey, maybe we’ll like it.
We are Generation Connected, so why not take advantage? Just no spamming. We hate that.
What is the solution?
Corgan is clear – the solution is to create content that goes behind the recording, but this is not the Behind the Scenes video. Five thousand people care about that, but a million don’t. That’s not going to cut it against cat videos.
Spotify is a step in the right direction but it is a “transitional technology,” says Corgan. “Artists need to create their own worlds,” and it needs to be visual and self-sustaining.
After hours of planning, my schedule took a six block detour when I found out my social media crush Gary Vaynerchuk scheduled a last minute #eatup (eat and tweet). And I was not the only one, after tweeting the location, a crowd gathered instantaneously, lining up in an orderly fashion to speak to and take photos with the man himself.
Granted, this is his space, this is a crowd that knows his work and his charm. He has never had a TV Show (he turned it down as he feels cable is dying), never been in movies, but he has written books, made countless online videos, and if there is a world record for the amount of people an individual has replied to on Twitter, he would have it.
At the #eatup Gary had time for each and every person, and will not leave that space until everyone has had their turn. He knows the value of connecting with your audience directly, and his reputation shows that. It is interesting to compare this to the traditional “celebrity”.
For most celebrities, when they allow themselves to be available to the public, it is because they are promoting their movie/TV Show/album/tell-all book/perfume range. At that point, the time of showcasing your completed work, is it too late to expect them to care? What story have they told? How do they know how much work has gone into what they’ve produced? Did any work go into it or did they phone it in for a paycheck?
Looking back at the People’s Choice Awards, pretty much everyone who walked away with an award not only has a large presence on twitter, but tweets regularly. Vampire Diaries star Nina Dobrev was the first person to win an award when she wasn’t even listed on the original nomination ballot. How has this never happened before? Perhaps because previously stars didn’t have the almost 2,000,000 followers that they can mobilise in an instant like Nina can. Many stars still don’t, but the saying goes – “Build your network before you need it”, and she has dedicated hours and hours of time engaging and speaking to her followers. If public figures are not building their network now, and dedicating real time to it, they could find themselves being eclipsed by stars who previously weren’t even on the radar.
Or as Gary Vaynerchuk says – “whoever cares the most, wins.”
People from the age of two to the age of 60 use iPads. My parents didn’t even like The Beatles.”
Is it true? Do we have more in common with our parents than ever before? Do we like the same things? Use the same things? Are we Facebook friends?
The digital evolution has been credited with breaking down many barriers – between brands and customers, PR professionals and journalists, politicians and their electorates. But what does this mean for the future?
Don Tapscott, author of “Macrowikisnomics,” believes we are not in an Information Age, but an age of collaboration and participation, enabled by social networks. While social networks might begin as weak ties in your life, they can grow into strong ones, ones that will make a difference in your life, and potentially the lives of others. And it doesn’t matter how old you are. We no longer need leaders for a revolution; self-organisation by communities and peers will contribute to change.
Leaders of the old regime are always the last to embrace the new, and business can’t succeed in a world that is failing. Vested interest might resist change, but it is inevitable and history dictates it will be powered by the youth.
So it’s a good thing those two-year-olds are already practicing with communication technology.
This week, Google announced the launch of the newest player in social networking: Google Plus. Described as “real-life sharing, rethought for the web,” Google Plus – still in trial stages – is being seen as Google’s answer to Facebook. Plus is made up of three key components – circles, hangouts and sparks. Mixing familiar elements of Twitter with differentiating features such as video conferencing and a real-time listing of web trends, Google hopes their version of bringing real-life social interaction to the web will be enough to persuade us to jump on board.
Has Google got it right or is this just another Google Wave?
Regardless of the eventual success or failure of Google Plus, we as public relations professionals need to take a step back before diving head-first into the next best thing and remind ourselves that social media is simply a tool. Since the infancy of social media, we have adjusted the way that we practice public relations. We have amended our strategies to incorporate Facebook groups, Twitter pages and blog activities. We have experimented with new platforms and tailored our communication tactics to fit in with the flavour of the week.
Is it really worth our time to adapt our practices to specific new media platforms that – in many cases – fade away when our basic principles as public relations professionals stay the same?
The introduction of new media is not a new occurrence for our profession – we have coped with the introduction of radio, television and the early days of the World Wide Web. We need to remember the core principles of our job: to influence behaviours and opinions for our clients. We cannot let the ever-changing, exciting landscape that is the internet change our underlying credo.
Myspace, having been sold this week by News Corp for a mere $35 million – a shadow of the $580 million it was worth six years ago, is a prime example of the transient nature of the internet and a reminder of why we need to approach new technological developments with a grain of salt. Though all media have their lifecycle and we inevitably have to adapt how we operate, the fact that the lifecycle of internet properties are so short should play into how we practice.
By developing an adaptable assessment tool to evaluate new technologies, we can better judge the role they will play in our PR toolkit. It’s easy to get caught up in the newness of things, but it’s essential to remember that technology is just that – a tool. By working together to create a framework for the medium, we can test out new platforms without losing sight of the ultimate goals for our clients.
Technological advancements are not going to slow down and the need for strategic advice as these new platforms arise will not fade away. We need to be prepared for our clients while developing a strategy that will allow us to use our time wisely.
Time will tell whether Google Plus will prove itself valuable, but ultimately it won’t change the way that we practice. If we remind ourselves of our core responsibilities to our clients, we will be able to get the most out of our ever-expanding PR toolkit.
What elements would you include in an adaptable platform assessment tool?
A wise Doctor of Philosophy once said: “You can get help from teachers, but you are going to have to learn a lot by yourself, sitting alone in a room.”
That was Dr Seuss writing in 1986.
I mention it because it links with what’s happening in consumer health and self diagnosis.
A 2010 study showed about a quarter of Australians regularly sought health information online.
Health information sites are all over the web like a rash, from credible Government sites like http://www.healthinsite.gov.au/ to those claiming online diagnosis by doctors, albeit with a disclaimer that will read something like:
“We take no responsibilities for anybody using the site, nor for any information obtained from it, or as a result of using it.”
But, credible or not, a whopping 80 per cent of Australians surveyed by international health insurance giant, Bupa – a Porter Novelli client – admitted to going online for health information, with 47 per cent of these people making a self diagnosis based on what they found online.
Let’s say you have pins and needles. It could be – according to readily available online resources – a vitamin deficiency, sciatica……or multiple sclerosis. Got an earache? Check common cold, an ear infection. Or possibly a brain abscess.
As a former healthcare professional, I have to ask what this might mean for primary healthcare, without even considering what the implications are for the many health sector organisations we work with.
The question for us, as communications specialists, is how to beat the clutter?
Simple, really. What if we turn the tables? Instead of consumers having to find “us”, we go looking for “them”?
Our Australian Dental Association (Victoria) client is stepping into social media through the Caring for your kids’ teeth page; Mercy Health is a relative early adopter and keen experimenter; and we like the work of Cabrini here in Melbourne (that we don’t work on).
The one we aspire our health sector clients to be like remains Mayo Clinic. Check it out.
And if you have a nasty, persistent cough, might be worth a visit to the doctor. It’s probably not tuberculosis.
Bloggers have redefined traditional editorial and are growing rapidly in readership. Their audiences are targeted, loyal, sometimes large, and blogger opinions are influential. There was a time when people turned to traditional news for opinion. A recent Kleenex study found that blogs, in particular Mummy blogs, are moving strongly into influence, providing a more authentic outlook, untainted by commerciality.
Blogs and reviews play a large part of the decision-making process with 63% of social-networkers reading an average of six online reviews before buying an item. It’s been found that 46% of mothers read blogs regularly, 23% comment on blogs, and 13% of the Australian mums with kids between 0 and 12 years wrote blogs themselves!
It’s becoming common talk in the US that consumers are more influenced by the opinion of a blogger than a celebrity when it comes to learning more about products or making a purchase. Kim Kardashian gets paid $25,000 to tweet 140 characters about a product. With more than seven million followers, her message gets seen – but is it heard? Do her followers trust her tweets are authentic, or a mere financial reward?
In Australia we have the (small) luxury of being an adaptive market, borrowing the bits that work from other markets. The same is true for blogging: but the bit that really works and makes this so exciting for us is that authenticity will prevail over the long-term.