One of my colleagues was telling me about how their son was involved in the grime scene (funnily enough what Detroit was to soul music, my current neighbourhood of Bow is to the grime scene, but we digress). Like most teenagers he had some friends who were at best aimless if not a bad influence and he was spending the vast majority of his time designing MySpace pages for people on the scene.
Designing MySpace pages is something that I think is a constructive use of time, especially if it blossoms into a creative career. I thought about this when I came across a Starsky and Hutch Appreciation Fan Club wallet around my house. I was given it by some colleagues in my old agency one Christmas because of my love of Starsky and Hutch (it was the only TV programme I was allowed to stay up to watch when I was in infant school).
In marked contrast to the home spun creativity cranking out MySpace pages for grime artists, the true fan in the 1970s would have sent away Post Office vouchers or a cheque in order to receive the pack of fan club materials. This was the age of consumption rather than wholesale creation. TV shows like Sale of the Century and the conveyor belt of goods on The Generation Game seem strangely appropriate in this light, but the role of a fan was rather passive in comparison to their modern equivalent. What value did this passive role give these young fans in the coming years?
Say what you like about the kids of today, but on this score I think that they have it right.
I found out about Debenhams window display on Oxford Street from a friend who was fascinated by them. Once I had got over the original oohs and aarghs I was curious to find out how they had done it.
When I was a child, shop windows with animatronic displays were custom-made and fragile like a wedding cake. Their skillful construction often detracted from their entertaining nature.
The Debenham’s window display was a product of the 21st century. In sharp contrast to the wedding cake approach, this show was based on cheaply made common pieces. There is:
- Three types of cheap stuffed animal characters: owls, deer and foxes (which I presume Debenhams had made en mass for use in their store network
- A set of standardised electric motors
- Fishing line and the plastic tags used to secure pricing information to clothes labels
Everything else relied on the sense of theatre of the window dresser. The amount of slack in a line connected to the electric motor arm governed the ‘organic feel’ of the movement and the line was secured with the tags. One fox lay in the snow and the extremely slack line attached to his belly gave the appearance of breathing. It was impressive the way commoditised really simple dumb technology produced such ‘organic behaviour’ from the characters in way that would have otherwise cost a fortune in animatronic smarts.
I thought of it as kind of a real-world metaphor for modern web services and social media: lots of simple commoditised components being used to make something that is much more than the sum of their parts.
Unashamedly inspired by 25 Not Very Technical Things Journalists Should Know, I thought about the not very technical things that PROs should know. When I first started thinking about this piece, it was more to do with the gaining momentum of digital techniques, but given a recent PR Week article citing a report that claimed PR agencies cut cut staff by 40 per cent it took on a new tone as recommendations for PR people to include in their personal career survival strategies.
If you don’t know these things, acquire the knowledge by reading around; if you are agency-side and no one in your business know these things, start looking for another job – because you will need one soon.
In this time of financial constraints your clients will look for you to maximise the impact of campaigns with little or no additional cost to them. In order to do this, you need to embrace the following skills.
- How to manage your email inbox: this article from The Times is a good place to start
- How to touch type – if you can’t manage your email box or have to do hunt-and-peck typing how are you going to find the time to think about working smarter?
- How to create a link. Look at the source code of this blog post or Google it if you don’t know how.
- How to embed photos and videos
- How to buy a domain name
- How to set up a flickr account
- How to buy an ad on Google AdWords
- How to use an RSS reader
- How to set up Google Alerts
- How to do some advanced searches such as phrase matches, Boolean search terms, and site-specific searches
- How to conduct research efficiently and effectively using online tools
- How to understand the nature of a community and assess a blogs authority
- How Wikipedia works and how to get involved in the process for having a post changed
- Understand the nature of conversations and their appropriateness for your client
- How to upload photos and video to the web
- Understand the basics of how to record audio
- How to take interesting photos and the basic operation of a digital SLR
- Understand the basics of shooting video
- Understand the simple data of web analytics tools
- How to use social networks, beyond Facebook and LinkedIn
- How to use Twitter
- Understand the basics of community management.
- How to use free online survey tools
- How to use tags
- How to use social bookmarking tools and have a collection of useful and interesting resources
- How to share a presentation online
- How to use FTP software to move large files about (I can’t believe that PR people often don’t know this, especially when many picture desks have made use of FTP servers for a good while)
- How to use online calendar services
- How to use event registration management systems
This list is a work-in-progress, I will tag Jonathan Hopkins, Becky McMichael, Jonny Rosemont and Stephen Davies to see if they have any additional pearls of wisdom to share with you. Also feel free to add your own suggestions in the comments box.
Posts in this series
29 things: the basics of how to record audio
29 things: how Wikipedia works and how to get involved in the process of having a post changed
29 things: how to tweet
29 Things: Understand the nature of conversations and their appropriateness for your client
29 things: how to use Google for fun and profit
29 things: how to use an RSS reader
29 things: how to organise a PR account
29 things: how to embed pictures and video
29 things: how to create a link
29 things: how to touch-type
29 things: how to manage your communications platform
29 things for PR people
This was the post that started it all: 29 not-very-technical things that every PR person should know
I have been thinking a lot about James Warren’s essay on inline PR for PR Week’s digital essay’s supplement, which in its breaking down of silo-ed online and offline campaigns mirrors my own thoughts on marketing and the development of the ‘web-of-no-web’. I won’t repeat James’ essay you can go over to his blog and read it there, but instead I wanted to amplify a couple of salient points around it.
Working with our colleagues at Universal McCann we create what we call an Inline Profile for each campaign, an integrated influence model that reflects the audience we are trying to reach and the nature of the communications objective. The Inline Profile enables us to identify which combinations of channels (and therefore tactical execution) will be most effective in driving advocacy.
This profile also needs to really understand the client’s brand, for example, what would that brand be like as a person? And have the insight to really understand the root reasons why the consumer/customer should engage with that brand (Max Factor cosmetics make you feel confident apparently, Surf washing powder makes you a better Mum, Cadbury Dairy Milk makes you smile and Apple products make you hip, cool, creative and more productive).
Secondly there is a big need for ‘Inline’ thinking not only from the consumer side but from the technology side as well, what I call in homage to Bruce Lee the ‘web-of-no-web’. At the moment offline adverts now feature a QRCode, URI or a search box with suggested search terms in it (very popular in Japan). However we are also seeing the linkages coming the opposite way, when you think about technologies such as the Nintendo Wii, Twitter, Flickr, location-based services like Goodrec or Google Maps on the smart-phone of your choice; the boundaries between the web and the real world have been broken down. This is already resulting in changing behaviours: from my own personal experience, I no longer pack an A-Z as I go around London and my social plans have become even more fluid in nature.
Consequently silo-ed (and hence disjointed) online and offline programmes would produce a jarring confusing brand experience for the consumer where messages will get lost or negative consumer sentiment blossom between the ‘cracks’ in the marketing communications.
As part of my work as a trainer for e-Consultancy I occasionally venture north to Manchester. The city has changed a bit from the late 80s and early 90s when I used to go there record shopping and clubbing. Regeneration money has been well spent and the city has made the use of its older buildings as part of its new role as a suave and sophisticated playground.
I usually stay in the ABode in Manchester, a reasonably-priced boutique hotel right by Piccadilly station and within walking distance of the course training centre. The hotel used to known as the Rossetti, with a new brand has come a mild makeover giving the hotel more polish without affecting its character. I have linked to a group of flickr pictures that I took of my suite last time I was there to give you a flavour.
The service and food are very good, but the real star is the building itself. The designers have set off the Victorian space with touches of 1960s design to make a unique combination.The service is great and there is a competent restaurant that provides as indulgent a breakfast as your conscience and waist line will allow.
radio astronomy: a project by r a d i o q u a l i a – great to get to sleep with. I use it when I am travelling
Cookstr – search for a recipe by ingredients, recipes from well-known chefs – remember though US measures are quoted
BBC NEWS | Technology | Online time ‘is good for teens’ – interesting summary of a MacArthur Foundation study
Embankment park is a relic of a more civil society bankrolled from the proceeds of the British Empire, the bronze memorials to daring-do and battles long forgotten sit in gardens tended by the City of Westminster. In the middle of the park is a well-maintained but old brick and wood hut that acts as a cafe. Stepping inside the cafe is like a step back in time as the less efficient fume hoods ensure that there steamed windows and the fantastic smell of bacon being fried in dripping. It has a gentility and Britishness to it that would make it home in a John Le Carre novel.
The service however is suitably modern and the menu ideal for an out-of-office meeting, especially if you want a change from Starbucks. If the weather is sufficiently dry, the seats outside provide an ideal way of living the continential cafe society lifestyle; buy yourself a coffee, enjoy the gardens and watch the world go by.
There is no wi-fi service, but then everybody I know now has a 3G broadband dongle instead and the reception is exceptional, so remote working shouldn’t be a problem.
I was talking with the participants of my course in Barcelona about the Burger King mini-documentary Whopper Freakout. The documentary shows the power of Burger King’s signature dish The Whopper. The documentary is fascinating, touching and mawkish in turn. The film became viral in nature because it was compelling reality television in the vein of Punkd or Candid Camera. Burger King and the advertising agency had to work enormously hard to ensure that the film hits the right note: that it isn’t seen to poke fun at its customer base, but still elicits the kind of audience product endorsement that they were looking for.
The Spanish audience understood the appeal of the film but there was a discussion about whether a similar film would appeal in Spain? The consensus was that if you picked the right, sufficiently Spanish product, consumers would be passionate about it. The example they gave was patatas bravas (spicy potatos) from from Bar Tomás in Barcelona. Bar Tomás is not a chain, its not particularly glamourous but all of the locals in the class agreed that this was the bar’s signature dish and that the city’s residents would say that this was the best place to get patatas bravas if asked.
In fact the patatas bravas are so good that the Spanish Facebook community took it upon itself to develop their own fan page for ‘patatas bravas del Bar Tomás’ with some 13,000 members. If this was measured on a net promoter scale this would be the equivalent of customers answering the question “How likely are you to recommend our product or service? (on a scale of 1 – 10)” with a 10 (<7 are net detractors, 7 & 8 are considered passive, and >8 is considered to be a net promoter) and getting a 10.
Now that’s word-of-mouth marketing! Thanks to Alberto Blanch for the Facebook page link.
I have spent the last week in Barcelona teaching a course in interactive marketing, part of the executive training programme ran by La Salle Business & Engineering School. It was an interesting and hectic few days:
- The Spanish media landscape is huge and complex with over 500 local radio stations throughout Spain
- Twenty is the Spain’s answer to Facebook: it has three million subscribers and had a high degree of engagement
- There is a great amount of interest in blogging and ghost-writing of posts is not unknown. Blog sponsorship was cited as a way of being involved in blogging without placing demands on an organisation’s internal resources
- Being transparent was a huge area of discussion as marketers juggle with the demands often put on them
- I got a general sense that Spanish marketers were more willing to embrace brand marketing than British marketers
- There was a sense that Google was too powerful, one agency-side person admitted that they payed more attention to Google’s guidelines than their client’s requirements for a website
- Like the UK, measurement is a challenge, what’s more many measurement and monitoring services like Radian6 don’t cater for the Spanish-speaking market yet
- Social and digital media techniques were very much being driving by advertising and marketing agencies, PR agencies generally were seen to ‘not get it’ and were very tactical in their outlook
- London was perceived as being a creative hotspot, working in London carried a lot of kudos
- I got asked ‘how long did I think Spain was behind London?’ I don’t think its behind, its just different; it has adopted the web and interactive marketing techniques in a way that makes sense for itself. I look forward to going back in the future and seeing how things change