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At a digital media conference gig the other night I met Silkcharm one of Australia's leading bloggers (see below) and her comments were enough for me to revisit the Twitter space again. 

"Yeha that sounds like a party" I hear you cry! 

From a business point of view, remember the techie geeks are driving online innovation, they invented PC's, email, the web, mobile phones, Ipods and Facebook that we all now take for granted and rave about - it's the Devil wears Prada of web stuff and if you want to know what's happening you need to be in their space.

When you think about it's not much different than drinking at the pubs that horse trainers drink to get the hot tips - you need to tap into the relevant social space and constructively contribute (who's got time for neg heads?) - it's the age old lessons of gaining trust and building relationships.

Anyway some dude at the conference said something like the Internet is for people with too much time or something like that - yes and no.  The same dude (my old competitor Aconex) had just raised $107m from private equity just days before the stock market crash so you have to question that one as well.

Moving on, over the last week I've been looking Twitter again. For the uninitiated Twitter is basically a Free, 140 character chat system, microblogging or social networking, but is much more than that - one comment I liked was that it is like an online pub where people meet, chat and share! (see video) 

Hmmm, I'll think about that, I still prefer a real beer...(yes for those who know me face to face that is very obvious I know!)

I'm interested to see what sort of growth over the last year and a half and to look at the challenges and opportunities for business.   For those who like numbers Wikipedia reports that as of October 2008, Twitter claims to have over 3,200,000 accounts registered. I wonder how many Aussies? A search for Aussie Twitterers reveals 8,109 Aussies.  I'd say that's too low - on most stats Australia is about 1% of the global market, so at a guess I'd say about 32,000 and then apply Parato's 80:20 rule - ie the top 20% represent 80% of the influence.  

problogger   Darren Rowse Following : 5264 Melbourne Australia Followers : 13522 Blogger, Author, Social Media Participant. Get a peek behind the scenes with my Tweets. Favorites : 12   http://www.problogger.net Updates : 6699     Last update : I'm starting to wonder whether launching a new blog today was a good idea if I want a day off tomorrow :-) Kitta   Kitta Following : 333   Perth, Western Australia Followers : 3674 Self confessed high heel worshipper who suffers from multiplefirefoxtabitis. Blogger, student & monkey tamer. Favorites : 239 http://kitta.net Updates : 2474     Last update : Having a random dinner to match my random day. duncanriley   Duncan Riley Following : 1653   Melbourne, Australia Followers : 3439   Favorites : 7   http://www.duncanriley.com Updates : 9077     Last update : nothing nicer seeing memory use fall as traffic grows. Cache fixed. Need a stiff drink now :-) SilkCharm   Laurel Papworth Following : 1583   Australia Followers : 1980 Social Networks Strategist, World of Warcraft addict, goddess of the social media workshop. lpapworth at gmail.com Favorites : 54   http://silkcharm.blogspot.com Updates : 6849     Last update : @WaCh_Meg which one should I be following? trib   Stephen Collins Following : 857   Sydney Airport, New South Wales Followers : 1824 Knowledge economy and knowledge work consultant, web strategist, information architect and social networking evangelist. Please @ and tell me why you follow me. Favorites : 69   http://www.acidlabs.org/meet-stephen-collins/what-is-an-trib/ Updates : 12423   Last update : AWIA folks... You website seems to be down... http://www.webindustry.asn.au

Anyway, if this is where the techno thought leaders, influencers and cool kids are hanging out then we need to check it out.

Twitter growth?

I found this image from a Costa Rican Blog

I'd say Australia follows pretty much the same curve.  I'm interested to know what these Australian thought leaders are Twittering about?

Back In the beginning- what are you doing now?

I look back through my posts to my first entries - 9.21AM, Jul 28th, 2007.  My first "tweets"

• Out of bed, quick emails check - Google Alerts article on Telstra staff banned using Facebook - writer mentioned Twitter "fun" - investigate! 9:21 AM Jul 28th, 2007 from web 
• In about an hour we've added the twitter feed to a new article then digged it. Now time for a coffee!!!! 10:38 AM Jul 28th, 2007 from web 
• Back in the office - took time out this morning over coffee to explore "SMS is dead" article in Fortune and then brand loyalty and the web 9:47 AM Jul 30th, 2007 from web 
• Writing an article on social booking options - which ones to add from the hundreds available - what you then have is "social marketing" 12:48 PM Jul 30th, 2007 from web 
• Having a quick chat with the very beautiful Monique from Creative Stars (events and experiences) about social bookmarking marketing 4:51 PM Jul 30th, 2007 from web 

• I'm awake but in pain - yesterday my dad, my best mate and mentor died suddenly in a boating accident. A man of honour and integrity. 12:37 AM Aug 2nd, 2007 from web
• Getting my head around writing the eulogy for my dad who died the other day. Though sad we celebrate a great life - finding the words...... 4:43 AM Aug 5th, 2007 from web 

• Seven months on - just finished some internet marketing for a client. 3:23 PM Mar 28th 2008 from web

People to people and matters of priority communications technology 

Clearly, as demonstrable by the gap in time, Twitter was not the central communication mode during the gap.  Face to face, phone, email and text ruled the day as this was the communication mode of most friends and family. 

How much different would that be now - for me not a lot just yet - most of my  business relationships are only just getting used to Skype, may have a Linkedin account and have dabbled with Facebook - it'll be a while before they're blogging and Tweeting. 

The example above makes you wonder when you consider what matters most how much of all this technology is all complete bullshit?  How long before this space is also full of doof doof try hards and multilevel marketers - constantly jumping on the next big thing for the quick buck? 

Maybe that's the biggest challenge of the space?   I post a question on Twiitter to see what sort of response?

Anyway, if you are slightly introverted like me then the idea of publishing your thoughts out into cyberspace for all to see is not something that initially sits comfortably BUT, like all things you need to experiment to learn and build confidence and really it's much like riding a bike, writing a blog or exploring your own creativity.

One of the Twitters I found is a work at home mum Michelle Zamora's Beginners Guide to (online) social networking that encapsulated much of these thoughts.

The need to speak your own voice and get out there.

The key is to create good original creative content from your own perspective and create cut through (I'm still not happy with this blog but practice makes perfect).

From a creative framework I've been incorporating this black to white element in my photography, marketing and writing - the use of contrast in story and image to get "cut through".  Without day there is no concept of night.  How we can we imagine what we haven't experienced?

 New Epsilon CMO Survey Highlights Shift to Digital Marketing;

Decrease in traditional Marketing Budget

Chief Marketing Officers at many of the biggest brands in the nation are seeing a major shift in the marketing landscape. Almost two-thirds (63%) of the 175 marketing executives surveyed see an increase in their spending on interactive/digital marketing while 59% report a decrease in traditional marketing spend. 

Marketing Mix:

CMOs of the biggest brands have been early adopters of new media with social computing and blogs receiving the most interest whereas instant messaging and interactive TV ads were the least popular.

* Social computing (including word of mouth, social networking sites, viral advertising, etc.) was the most popular emerging channel with 42% of marketing executives expressing interest in adding it to their marketing mix.
* Blogs were the second most popular emerging channel: 35% of marketing executives want to pursue blogs and 19% already use blogs
* Almost one-third of CMOs mentioned Podcasting as an area of interest: 31% are interested in adding Podcasting to their marketing mix and 18% already have.
* Mobile devices also elicited interest: 29% are interested in Mobile Devices (Phones/PDAs) and 22% have added them to their marketing mix.

Australian Tourism Campaign Update

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Last week we looked at the new Australian Tourism Ad by Baz Luhrmann 

24,684 views on YouTube/ 31 comments.

Influential American Media "Creativity" website  had this feedback

" we looked at work for Tourism Australia that was produced by Baz Luhrmann, who just happens to be gearing up for his newest movie, an epic love story called "Australia" starring Nicole Kidman and Hugh Jackman. The Australian filmmaker, known for "Romeo + Juliet" and "Moulin Rouge!" teamed up with Australia's tourism board to conceive the spots, which also feature an Aboriginal actor who's in the movie. With both the place and a character in common with the film, we wanted to know how well this campaign sells content and commerce simultaneously. Do these spots make you want to pack off to Australia? How 'bout the movies?

While Rate the Adsters liked the campaign, most—other than the proud Aussie, that is—just couldn't swallow all the magical desert dust. Commenter "AndrewR" says, "I think the insight (need for revival & escape) is interesting, and the truism about the brand (incredibly grand nature & escape) is spot on....What bothers me though is the dark, moody and seemingly one-trick gravitas of it - and the seemingly narrow target audience this will appeal to. To be truly effective it'll need a number of different moods and executions to provide a bigger story and emotional connection with the 'brand' of Australia. I only hope Tourism Australia has deep pockets, because Baz ain't cheap!"

"Grafbob" points to how Tourism Australia might be a wee out of touch with the global economic climate: "I tend to be an American workaholic. The spot did rekindle my memories of discovering the Cascade Mountains nearby. Being mostly broke these days, Australia seems like Mars. ...Given the current economic situation, I feel that it might be a long time before I would be able to get down under."

Shallow rivers run fast and by comparison the internet world is flat with ideas and news spreading like water across a flood plain.

Barriers to entry are low but deep saturation takes time.

Old business models challenged - an record label company or Hollywood Studio- power back to the consumer. I verify my 

Fads versus trends.

News and media once delivered through a process of company> press release/ news> journalists > editors > newspapers and television > you and I as consumers spread the news down the pub, on the phone, at work - conversation. Timeline - days, weeks, months (the old war showreels in the cinema)

Advertising - David Ogilvy, the father of advertising once said "50% of advertising works, I only wish I knew what 50%"

Internet Guru Seth Godin says today advertsing is about 1%

Today in an instant, news > a Google search, a referred link, an email, a video, a blog found, consumed and subscribed, CLICKed to favorite, add to Facebook, send to a friend, comment, blog, share, create > mass media.

From innovators to early adopters as marketers we seek to engage and bridge the gap.

The top blogs like mountains on the plains rise above like the newspapers of old - the landscape may change but the fundamentals the same.

Creative quality, such as writing will rise to the top.  New models challenged.

Publicity and Media for your Small Business

One of the tools in your business marketing armoury is the "Press Release". That one page of your fantastic news blasted out to all those lovely media outlets and bloggers around the world, with the aim to get your story into the mass media, in front of your potential customers, into the blogosphere and on the tips of everyone's lips - all for FREE.

Yeah right! Now let's get back to reality.

In terms of Return On Marketing Investment then Press Releases are a very effective strategy BUT with one proviso - the content HAS to be newsworthy.

In a past life, we once put a laptop in a surfboard connected to the web as a publicity stunt to highlight a mobile technology "work anywhere" concept - it caught the media's attention. That release generated a major Sunday night new television headline story and about twenty radio and newspaper stories in less than three days.

The upfront PR investment was $3,000 for writing and publicity management, the value of the coverage received an estimated $100,000+

It doesn't always work out that way.

Making News

With the recent launch of Maxys cool transparent video service CLIVE we once again put the writing of our media release in the hands of professional journalist - Fran Molloy from Ultraverse - tech savvy mum of four.

Note: From a business point of view at the moment we're mainly concerned with organic online growth (without the big bang of a product launch) to give us time to develop all our marketing collateral based on initial market feedback.

If you are time poor then using a professional writer for your press release gets a far greater return on marketing investment and time BUT, another proviso, you need to be selective in your writer - select a writer that knows your marketplace and by their nature they tend to be distant enough from your business therefore more objective in terms of how your potential readers will respond.

In terms of return on expenditure we've found a huge 10:1 difference when articles were professionally written by a writer who fully understands our market and the needs of their peers - publishers and other journalists.

The key is a good clear brief.

If you follow the article links below to draft your brief for your writer you can then spend more time making sure the marketing message is what you want to say and more time on getting the message out there.

Once your article is written it then comes down to distribution.

Press Release Distribution

There are basically three levels

1. High end more traditional media distribution systems like Reuters
2. New web based services (both FREE and paid) like PRWEB
3. Create a direct, personal relationship with journalists/ bloggers.

CASE STUDY - MAXYS CLIVE

Objective:

Test Press Release Services for Maxys CLIVE with the aim to include Press Release Distribution in our marketing service offerings to our clients.

• When we have more budget then we'll look at the higher end solutions. This is where a large number of journalists get their articles.
• We've used PRWEB very successfully over the years so I decided to hold off PRWEB until we've launched the CLIVE promotional video (currently being produced)
• I'm also holding off dealing direct with local journalists just yet until we've got a few more local case studies and testimonials to discuss.

So what's left?

A search on Google for "FREE PRESS RELEASE" finds the following good article on Publicity & Media For Your Small Business and includes

• Benefits of marketing with Press Releases
• Writing your press releases
• and websites to submit your Press Release

Press Release Submission

We submitted our carefully crafted Press Release to each service. This took a few hours.

The following table represents the results so far from our mass Press Release Distribution exercise after 14 days

Original Release: http://www.maxys.com.au/The-Face/News/Press-Releases/

Observations:

• Want Clicks - pay.
• An interesting point: Some of these services automatically syndicate their content to other websites = more articles in Google/ search engines. We will run a further analysis later to see which sites this content comes from and the number of links and new customers these derivative sites bring in.

Next steps

We have some new announcements coming up in the next few weeks. I'll then run this process again spreading the budget over a wider sample and look to include PRWEB and others in the analysis.