Archive for July, 2009

Mrs. Google and her five lovely daughters

Friday, July 31st, 2009

Have you ever Googled yourself? Feel free to go ahead and try it. There’s no shame. Everyone does it, they just don’t tend to boast about it in public much.

Are you the first search result? If not, someone else owns you. Now if you’re called Amy Winehouse or Barack Obama, the chances of you doing something about it are pretty slim, but all is not lost: bear in mind most people will refine a search for a common name – with a location or profession, for instance.

Search is a funny and arcane little game, but broadly search engines prioritise sites by their popularity using a mixture of relevance, links to the site and traffic. Blogs get treated incredibly well by search engines, as does Wikipedia. If you’re mentioned on a major website or a blog, it’s likely that this mention will pop up first – the minor vertical industry website about melamine production in Kamchatka likely won’t rise to the top of the pile.

If you’re not on the first page of search results, a lot of people won’t bother going on to wherever you are to be found down the pecking order.

Why does it matter? Increasingly, you want people to find you online – because increasingly, people look for people online. A recent ‘straw poll’ we conducted over Twitter saw over 85% of respondents saying that they researched new business contacts online before meeting them. So the person you’re shaking hands with for the first time likely already has a view and opinion of you – and he/she found just what you found when you searched yourself.

Can you do something about it? Sure. Get online and join up for professional networking sites like LinkedIn. Think about how people would find you and use those phrases wherever you are interacting online or writing content for online media (‘John Smith Dubai Creative’). Give your Facebook profile a spring clean and spend a little time trying out some social media interactions.

You never know, taking a look at that search result and putting yourself in the shoes of a recruiter, potential employer, new business prospect or supplier may just be what it takes for you to start working on your online profile and investing a little time in a Google Makeover!

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Mr. Futurist

Friday, July 31st, 2009

The way we talk to technology and the way we talk to each other is changing at a pace that I can only describe as frightening.

You understand, the ‘f’ word is coming from a life-long technocrat.

Right now, we type on mobile keypads to retrieve or dial a number. We sit, fingers crashing down on nasty, analogue keys or dragging mice around in order to instruct our machines to do stuff or to send text to each other. But innovations afoot today are going to change the entire nature of our relationship with enabling technologies.

The keyboard will be a thing of the past in a few years’ time – we’ll use voice and hand movements to manipulate systems and objects on screens, walls or other surfaces. We’ll be able to take our ‘stuff’ and deposit it wherever we want – on walls, products, bulletin boards or public places (‘digital graffiti’ will become a problem) or add stuff from those places to our stuff if we want. We’ll be able to interface to systems and query them about products in supermarkets or people, to send messages or update friends or special interest groups which we belong to with new information. We’ll get used to a world where everyone, potentially, knows everything – and where consumers can access peer reviews, scientific information, manufacturer claims and third party viewpoints at any time.

We’re going to share video and voice more than text – we’re going to become digitally tactile and our world is going to be based on streams of information served up to us through ‘real-world’ interfaces to information networks. We’ll likely access all of that through one ‘network device’ which will be camera, credit card, database access tool, megaphone and information system all in one.

It’ll be smaller than today’s mobile phones.

The totally empowered consumer will be a result – a process that is also evident in the way today’s markets are changing. The game is about putting the right information in people’s hands when they want it – reliable, believable, credible information. Even today, as we look at this brave new future world, consumers are increasingly information-centric.

And they’re already buying the steak, not the sizzle.

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Radio Gaga

Friday, July 31st, 2009

Radio is probably the most undervalued advertising/communication medium of the lot: something of a shame, it’s one of my favourite ‘legacy’ media…

I had always thought of this as a Middle East problem, but apparently it’s the case worldwide. People just won’t invest appropriately in creating compelling executions for radio.

I’ve also always believed that crappy radio advertising stemmed from the relative affordability of the airtime on a slot by slot basis, that it was the consequent underinvestment that lies behind the awful executions that we all know and loathe so well. Because, let’s face it, Middle East radio advertising is mired in awfulness that is beyond simply bad – it’s heroically bad.

However, the almost total lack of data on the reach and influence of radio is, I believe, a uniquely Middle East problem. It’s hard to actually define who’s listening to what, when. And that, of course, makes it difficult to justify investing in radio from a cost per listener point of view.

Taking the issue from the other end of the pipeline might help – what’s the value of radio if you look at results. For instance, if you promote an event in a public place, say a shopping mall, over radio do people actually pitch up? If you ask for a response, for instance a phone-in or an SMS, by radio, do people respond?

The answer is not only yes, but it can also be a resounding yes – depending on how well your message is put together and how it resonates with its audience. Radio can be a very targeted medium indeed – and one interesting piece of evidence for this is to be found in the growing relationship between radio and social media. Thousands of people are starting to follow Dubai DJ Catboy, for instance, on Facebook, YouTube and Twitter – and as that relationship matures and strengthens, new followers are being added hourly. And those followers are active participants – they respond to competitions, give opinions, take part in what has become, in a very real sense, the ‘conversation’ that every Web 2.0 proponent will gladly talk to you about until your ears bleed. (Incidentally, over 4,000 people are currently following Simon ‘Catboy’ Smedley on Twitter).

So I’d like to suggest perhaps a slightly different approach to radio – one that’s not based so much on ‘How many people are getting our message when we scream slogans and benefits at them’ but more on ‘What stuff can radio help us to encourage people to do and participate with them in doing’ – the action in itself being a symptom of a deeper understanding of, and relationship with, your audience.

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Dubai and negative media

Friday, July 31st, 2009

The recent spate of negative media coverage on Dubai has been an interesting phenomenon to watch on so many levels. Firstly, it has served to polarise opinion in the city itself and people have come together in a surprising and, as far as I can see from friends, colleagues and the like, strongly consensual reaction. The pro-Dubai lobby consists of cynical, snarky and critical journalists, bloggers and Middle Mirdif in general – people who last year queued up to whinge, moan, complain and generally put the boot in wherever possible. I might be accused of being in that company.

A second interesting result has been the way in which those new converts to the Cause That Is Dubai have reacted to the articles. They’ve been commenting on them. A few short years (months, even) ago, they’d only have had the opportunity of writing a strongly worded Letter to the Editor, which would quite likely have been ‘spiked’ by the ‘Reader’s Editor’ – in fact one particularly splenetic Dubai blog is subtitled ‘Because my letters to the editor never get published’*!

Nowadays newspapers have woken up to the Internet and have started to post articles up with a facility for reader comment and feedback. Two** of the worst anti-Dubai rants have run recently in The Guardian, the now infamous Germaine Greer ‘Bus ride’ piece and the more recent, and no less uninformed, Simon Jenkins ‘Ozymandias’ piece which combined ignorance and pretension in a quite charming way. And both have seen their ‘comments’ sections closed after a tide of angry riposte from people that knew a lot more about Dubai than the writers in question. The Guardian has even been forced (I can tell you, most ungracefully) to correct a couple of the more glaring howlers in the Greer piece.

This is important. The Guardian is now arguably little different to Wikipedia – the process of two-way communication and egalitarianism that the Internet is increasingly empowering is starting to change newspapers and the way we consume them – it’s become self-correcting. This doesn’t stop the print edition from carrying the rubbish uncorrected. But nobody’s reading that anymore anyway, are they?

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

* The Real Nick has changed the subtitle of his blog since this article was printed, just to mess me up.

** This was also printed pre-Johann Hari and pre the excellent Chris Saul’s parody of Hari’s piece, which I do commend to you most heartily.

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Snarky

Friday, July 31st, 2009

The ability to be cynical, negative and rude is one of the strongest assets of a good public relations practitioner.

If you have someone inside the tent who’s able to take a look at what you’re up to and see the downside, to ask the hard questions that media and the public will ask, then you’ve got an opportunity to factor that likely feedback into your plans. You then have the opportunity to change the plan, if that is what is required, or to prepare a well-thought out and clear response to the question that presents your point of view clearly and cogently. That includes looking at the searching, negative questions you’d rather not have to face, let alone answer.

We call the collection of those responses a ‘rude Q&A’: it’s a document that summarises the worst things you can expect to have thrown at you, that asks the difficult or dangerous questions and that proposes a response to those questions. It means that your team is better prepared – they have had the chance to consider the factors involved and they all have access to a formal, unified response to the most challenging of questions.

A rude Q&A can make the difference between taking and managing the most probing query in your stride or standing around looking like a slightly surprised goldfish while you try and think up some off-the-cuff response to that bolt from the blue. It also avoids the awful situation where more than one spokesperson is in that situation and they both give completely different responses in their panic. Both responses may be perfectly valid, but it still ends up looking like the proverbial left and right hand disconnect.

Putting together a rude Q&A means being realistic about the other point of view, looking at the issue with fresh eyes and challenging it. It means having a downer on your good work, being cynical and snarky about your virtues and focusing on what’s bad about you. It means having the impertinence to ask the most inappropriate and searching questions of yourself. But it’s important that you do – before someone outside the tent does it.

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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How do you manage a social media campaign?

Thursday, July 30th, 2009

How do you manage a ‘social media’ campaign? The breaking down of barriers that Internet communication has encouraged is probably faster and more fundamental than many communications managers realise. One major problem is the challenge of speed – you can no longer take a few days to respond to a media enquiry while your exec finishes travelling or deals with ‘more important’ business. In a social media environment, people expecting total access and answerability from your organisation are beating on the door right now. There’s no gatekeeper anymore, remember?

It’s also worth bearing in mind that social media is user-driven so you’re leading a conversation and, like all conversations, it will have ebbs and flows. You can’t expect relentless positivity but are aiming to have an overall dialogue that puts your position and proposition.

Another issue facing social media campaign managers is that of approvals. In the old paradigm, your agency made sure that every single communication was approved. It would never do, for instance, for the agency to be speaking in your place. And agencies, for their part, wanted to be indemnified from clients’ actions and liabilities. If you’re running a campaign that cuts across websites and interactive, ‘social’ media, someone needs to be posting, responding, commenting, Tweeting, filming and uploading content on your behalf. And that either means that you, as a campaign ‘manager’ need to be 100% engaged 24×7 in your campaign or you need to redefine the rules so that your agency has a wider scope of responsibility, empowerment and response-ability. That means you have to let your agency take more risks on your behalf, and therefore that your agency is sufficiently indemnified to take those risks. Dispensing with indemnity can be an expensive game for the hapless communicator.

Likewise, you need to be sure that you’re working with an agency that understands those risks, that gets where the pain points of social communication lie, but also that understands the issues of corporate governance in this changing environment as well as new expectations of corporate behaviour. It can be a complicated trade-off – ensuring that the company is answerable at every level and yet also responsive at every level, that it is transparent and yet decisive and that it communicates with its stakeholders appropriately, despite the immediacy and ubiquity of online ‘social’ access.

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Social media predictions

Thursday, July 30th, 2009

Here are some ‘social media’ predictions for 2009, just for fun. Why social media? Well, my first prediction is that we’re going to see a lot more fuss about ‘social media’ here in the Middle East in 2009. And the trick there will be sorting the wheat from the chaff – because you’re about to see a load of ‘experts’ talking with great authority on the subject. And, as usual, the expertise on offer will all too frequently be scant. I recently had an advertising agency offer to ‘infiltrate the forums’ on behalf of a client, for instance. That to me is a signal of quite how bad it’s going to get before we settle down and work out who are the practitioners delivering new and insightful programmes using the social media tools that are revolutionising communications practice elsewhere in the world.

So I think we’re probably going to see one or two high profile social media gaffes in our region, quite a lot of weighty pronouncements and agencies rushing to show how they can package their ‘unique insight’ into the social media paradigm for clients. This is what my very good friend Gianni Catalfamo, the uber-geek and European Web 2.0 guru, calls 2.0Wash. Like Greenwash that preceded it, 2.0Wash is when every programme contains a blog, just because, well, they should all contain a blog these days…

In the meantime, I think we’ll see an increasing pressure on regional telcos to stop blocking these social media networks – orkut, flikr and other important components of the ‘Web 2.0’ mix remain blocked. These blocks continue to contribute to retarding our region’s use of some of the most powerful communication tools to emerge since Thomas Caxton started thinking about Ps and Qs.

My final social media prediction for 2009 is that we’ll start to realise quite how powerful the grassroots movement towards using these tools can be. It’s already happened in other world markets and it’s late arriving here precisely because of the blocks. But more people in the Middle East are using FaceBook than read any single newspaper. More people in the UAE are using FaceBook than read any single newspaper. And FaceBook is only one of many, many social media platforms…

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Is the newspaper dead?

Thursday, July 30th, 2009

Is the newspaper dead? And if not, when is it going to do the decent thing?

The question is being posed with a frequency which reminds me of the assertion that we could look forward to a ‘paperless office’ back in the 1980s. It’s this year’s big prediction, but it’s also being accompanied by some amazing ‘nose dive’ statistics about falls in circulation, advertising revenue and even job cuts, with the UK’s The Independent slashing some 90 editorial jobs recently.

Now we’re mightily behind this particular curve here in the Middle East, without a doubt. I don’t think journalists will be looking over their shoulders quite yet. And the insane block on sites like Flikr remains, too, slowing adoption of the technologies that are supplanting newspapers in other markets. For instance, many people online followed the recent violence in Mumbai, mixing ‘traditional’ media sources online with extensive on the spot photojournalism from Joe Public in Mumbai (on Flikr, so you couldn’t see it in the UAE) with a wave of Twitter tweets, blogs and Facebook conversations. Wikipedia’s entry on the violence was up, being debated and updated, as the incident was ongoing. There was little to be known that wasn’t known on the spot – the next day’s newspaper has a hard job staying relevant in a multimedia news environment like that.

Even Rupert Murdoch has said the future of newspapers isn’t ‘printing on dead trees’ and, following the US’ ‘digital election’, the online presence of key media such as the UK’s Guardian and the US’ Christian Science Monitor is growing faster than their paper presence is declining.
Having said that we’re behind the curve, there are some interesting online plays in the region. From AME Info through Zawya, Bawaba and Maktoob through to ITP’s arabianbusiness.com, the region’s websites are a growing presence in people’s reading habits. Newspapers are jostling with websites to get the story ‘up’ first: websites that have far bigger regional reach and immediacy than any newspaper could possibly hope to compete with.

Does that mean that we should all ignore newspapers? No! Of course not!

Not yet, anyway…

This feature orginally appeared in Campaign Middle East magazine.

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