Is the Celebrity Ambassador Dead?

It was the sure fire way to brand success in the 90s.

Find a high profile person, call them an 'ambassador' (sounds flash, right?), find an excuse to gather the media flock at an effortlessly fabulous venue (usually a private mansion, or the soon to be launched night spot to be seen) and let your star Ambassador tell everyone how fabulous your company and its products are.

Celebrity Ambassdors were the secret to brand success! It worked a treat, and in some parts of the marketing communications business-scape, still does!

But is it the sure fire road to success in todays globally mobile marketing communications environment?

New digital technologies have changed the way we communicate.

What we say, when we say it and how we say it, is increasingly dictated by a nineties launched commercial entity known as the Internet which houses information systems like the World Wide Web, (an intricate system of interlinked hyperlinked documents) that enables everyday people folk like yours truly, to store and share information (or what academia would proudly deem: knowledge).

Before most of us get up for the day, we have already reached for our smartphone to check the time, date or latest news from social networking hub, Facebook.

We may in fact be listening to BBC radio on our phone as we walk outside in search of a rolled up newspaper delivered by a spotty teen (or their supportive parent) somewhere in the vicinity of our front door. Why?

Because traditional media is not dead, it is simply a part of an enlarged mediascape that shares some of its formality, but very few of its regulations.

Awkward Social Media Moments: We All Have Them.

Awkward Social Media Moments (ASMM) are inevitable.

Especially, when most of us can only stumble around the 17 year old web (the World Wide Web was commercialised in 1995) as toddlers, or tweens at best.

Facebook is a social utility (just like gas and water?) that enables people to connect with friends (strong ties), strangers (weak ties) and everyone else 'online' who dares.

Unlike my current utilities providers, Facebook is constantly refining its product and service offering to community members via 'new releases' or user interface updates.

Most of us turn a blind eye and deaf ear to these changes. That is until we notice a new tab, or that our profile looks different and we can't find that short cut button or right click where we use to.

So we grumble and moan for a post or two, but then continue with our daily business online unperturbed.

However, with the increased frequency of user interface updates of high-use and high profile online platforms, like facebook, come increased opportunities for ASMM, TAT's (Troll Attacks on Twitter) and moments of SMR (Social Media Remorse).

Such was my experience recently...

The other day, a friend posted a video of his daughter on a swing. I made a comment on what I thought was his wall, however, I inadvertedly reposted his video onto mine.

I'm still not sure how I did it, but when I eventually realised what I'd done (a couple of days later!) = #AwkwardSocialMediaMoment.

You see, I've never met this particular child and there was no 'reason' to share the family movie to a wider audience. Thus my repost, simply didn't make sense.

Not surprisingly, I facebook messaged my friend and apologised, explaining what and how it had transpired.

He's a lovely guy and I've known him for over a decade, but is someone I see infrequently (beyond Facebook).

I knew (hoped) he'd be understanding (which he was). But this Awkward Social Media Moment (ASMM) got me thinking...

1. What is the impact of strong/ weak ties (social capital) in resolving/ minimising potential conflicts via misunderstanding in this pseudo-private Facebook environment?


2. How often do user interface upgrades impact public communications/ interactions in social media communities?


3. What is the scope for and impact of misinterpretation in ASMM?

This is especially interesting for me (Governance), given neither novices or seasoned users (who are usually guiding individuals, brands and businesses) are immune to being 'caught' by tech changes.

So thinking practically, how can you manage/ resolve / insulate the individual, team, brand or business?

In looking at possible (plausible) practical solutions, does a communications (control) system need to be introduced (beyond the charter and legal obligations of big business) to better educate / update online users? Will this satisfy any potential breeches of both private,  personal and public communications? Is the current system enough? What is the current system? #WatchThisSpace.

For the moment, I'm still comfortable with my original hypothesis pertaining to the bastardisation of the word 'expert':

There is no such thing as a social media expert.

While some of us are a little more knowledgeable in this space than the majority (probably because we also 'live' online), beyond the clever souls who create the actual social technology platforms, online, as in life, everyone makes mistakes - some inevitable, most avoidable.

Either way, at the end of the day, ALL ASMM are an opportunity for learning.

So, get up, dust yourself off, learn from your failures and keep practicing The Art of Social! :)

Getting my Hoot on

Today I decided to rediscover Hootsuite - a platform I haven't engaged with since 2010.

I love the process of discovery, especially online. Why? Because everything has it's time and place. Don't even try to jump ahead, this is a step-by-step process designed and automated by those who direct your online wanderings through various lines/ blocks/ pages of seemingly incoherent code.

1. Logging In.
Realise you have no idea which email/ password combination you signed up with. Try your three most used email/password combinations. Hope for the the best.

2. Remembering the 'Forgot Password' button.
Enter email addresses until one registers. Punch air in triumph with one hand, while opening corresponding email with other in search of this:
Reset password' link. Enter new password - twice. Enter new password again and this time, make sure both entries match!

3.Logging In.
Enter email/ password. Smile broadly as you read: 'Welcome to Hootsuite'

4.Navigation Made Easy:

To Follow or Not to Follow: Which Twit? Is the Question...

Twitter's 2000 follow limit encourages us all to proactively manage our 'followers' and dedicated Twitter lists.

My modus operandi goes something like this: You pique my interest, for whatever reason, I'll follow you. :)

My follow back policy is equally straight forward: You follow me, I #FB (that's 'Follow Back' for the uninitiated).

Why? Well, because... in the Twitterverse,

1. EVERYONE has a public profile and no one 'Twit' is more important than the other. (Unless of course you're a Belieber, then the rules of the game change completely and turn a late teen into a deity! But that's a whole new discussion thread)


2. A 'follow' represents a turn in time. Someone has taken the time to follow me, so I can take a moment out of my tightly scheduled day to return the compliment.

3. An extended network of associates encourages opportunities for learning, teaching, business and insights into what constitutes the art of conversation.

4. I tend to 'unfollow' the passive aggressive sales Twit and spambots with ninja-like efficiency.

5. I generally give individuals, teams and organisations a week (maybe two) to follow back, after which I generally unfollow and file them into my Twitter lists. (Recent changes to the use of Twitter's #'s has made following/ creating # community conversations a little more challenging without paying for the privilege)

6. At the moment, I do respond to DM's. This might change when I start receiving a thousand a day, however, for the moment I find DM a really efficient and effective communications tool. -Actually I prefer it to email which is so old school! :)


There are however, some exceptions to my follow back rules:

1. Although I can swear like a losing Rugby World Cup final coach at half-time, I don't condone the use of foul language in public. So if you have a penchant for acronyms such as F.u.c.k or referring to women as 'ho's or *itches (you get my drift), thank you for your follow, however, I won't be following you back.

2. Likewise if you promote cruelty to children, animals or individuals based on colour, race or creed, once again, thank you for your follow, however, I won't be following you back.

This is how I roll on #Twitter atm. It's entirely up 2U if U want 2 cyber roll with me or not.

Either way, I hope your face aches from smiling all day today and everyday.

xo

IBRC Conference: Social Media Risk Melbourne, Australia

[slideshare id=15281289&w=427&h=356&sc=no]

Social Media & Footy = The Art of Social from tjunee

1 in 7 people on Earth Facebook

It took a little over 8 years and 1 billion people before Facebook made its first brand ad:
[youtube http://www.youtube.com/watch?v=c7SjvLceXgU&w=560&h=315]

Proof that contextually relevant brands and services intrinsically motivate to engagement...?


#FoodForThought

Not bad for an 8 year old :)

According to the New York Times, this is what the first 200 million looked like:


Wonder how long it will take to reach 2 billion... 12-18 months? #StrangerThingsHaveHappened #WatchThisSpace :D

Future Social Government, Canberra, Australia

The last time I spoke about sport and social media, Black Caviar provided the living breathing example of how great sports brands can tweet.

Today, Quade Cooper's weekend tweets provided a great example of twi-versations that occur during an employer/ employee divide.

Noone likes an unhappy workplace, however, two tweets can say a lot about a person and a company.

While 'toxic' may be an apt description of any organisational approach that uses traditional media management methodologies to 'manage' it's new media relations...

The reality is, social technologies require a socialised approach to communications.

Irrespective of whether the organisation is using them or not,the employee is, and in Cooper's case, actually leveraging the technology the way it was intended.

Could this be the 'nudge' Australian Rugby needs to finally heed the call and develop a comprehensive governance framework (think widely distributed social media guidelines, policy and contracts) for their employees both on and off the pitch around social technologies..? Let's hope so.

Why? Because if Quade Cooper leaves rugby, he'll also take over 580,000 Twitter 'followers' with him, and that's just stating the bleeding obvious. #FoodForThought

[slideshare id=14423713&w=427&h=356&sc=no]

Social Media in Government - Social Technology & International Sport from tjunee

Farah Tweets highlight need for Social Media training and policy

Source: The Daily Telegraph

A message for abusive Tweeters:

I've just woken up to a very abusive tweet and I have to confess it has floored me.


To be fair, I may be a little more emotional than usual given Dad goes in for surgery tomorrow, but this unsavoury encounter has offended on a number of levels...

1) Haven't done your research - Bruh, as if!
2) Women - is the plural I believe you were searching for.
3) Industry - which industry are you referring? My many talents see me cross multiple: from knowledge production, sports, entertainment and education.

Up until this morning, I hadn't experienced the personal impact of trolls (that's how they are commonly referred) on the individuals they assault. Sure, I'd seen and heard the Charlotte Dawson assault, but in my three plus year adventure exploring the Twitterverse this was my first direct encounter. And it has been a little shocking.

For me, @Twitter is actually a really lovely information sharing community enabled by micro-blogging technology. It's my research space, a place where people from all walks of life across the globe exchange ideas. 

What I love about it, is that it democratises communications and enables conversations and connections that would otherwise be limited to the priviledged.

It costs nothing to be nice, so @WeddedBlissSA I double dare you to give it a try.

If you do, you might just find a miracle finds you.

IBR Conference 'Web 3.0 Investigating the future of social media: 2012 Forum

Here are the slides from my recent presentation at the International Business Review Conference: 'Web 3.0 Investigating the future of social media: 2012 Forum' at The Sofitel Wentworth, Sydney, Australia.

My fellow Day One presenters included: Alex Brown of Virgin Media (UK), Simon Townsend of Deloitte, Rod McGuiness of the ABC and Sean Herron of NASA (USA).

Social Technology & International Sport by Tiffanny Junee[slideshare id=13464961&w=425&h=355&sc=no]

View more presentations from tjunee

Cybermedicine Symposia

Following an invitation from Clinical director and obstetrician to the rugby stars, Dr Vijay Roach, I recently presented a lecture on social media and medicine at the Northern Clinical School, Royal North Shore Hospital, Sydney Australia.

Here are a copy of the slides presented [scribd id=99786772 key=key-1omhnvyxqopq6kf2tjt2 mode=list]
As always, please don't hesitate to contact me, should you have any questions.

Jenkins and Fans

Meet the man who stole my post-it notes. 


That's right, the Cat in the Hat reading Henry Jenkins - one of the most fascinating minds when it comes to discussing all things sports and fandom - has single-handedly robbed me of my much-favoured Post It notes collection.


How is it so? I hear you ask. 


Well, it's quite simple really. Jenkins is one of those writers, who write eloquently on the ethnography of television fan communities and participatory culture.





In his book, Textual Poachers, Jenkins identifies at least five distinct (and often interconnected) dimensions of this culture and its:

1. relationship to a particular mode of reception
2. role in encouraging viewer activism
3. function as an interpretive community
4. particular traditions of cultural production
5. status as an alternative social community

Twitter: What's the point?

Last night's dinner conversation centred around 'the point' of Twitter. It's an interesting and often posed question that for me, has more to do about your exposure to micro-blogging technology, than what generation you belong to.

Nielsen Wire have recently asked the same question and provided metrics, by positioning Twitter amongst other social media sites with micro-blogging capability.

While I do not necessarily agree with the blanket 'Twitter as a product of Generation Next's narcissism' I acknowledge microblogging is not for everyone.

I tend to think this is a logical conversation extending from the fact not everyone has used or is using Twitter. Seeing the only way to understand technology is to use it and see where it is nice and how and when it is not so cooperative - this is hardly surprising.

Personally, I find it incredibly difficult to ignore a technology which has the capability to nullify even the best laid search engine and brand marketing plans.

As a marketer, understanding trending is crucial so as part of a broader social media as strategic communications study, I've been researching the practice behaviours around Twitter in order to understand the impact on long term SEM. Not surprisingly, I Googled myself and it was obvious just how effectively the Googlebot - also known as the Google spider - ranks Twitter conversations.

As my research is an evolving beast, for the moment at least, let's just say 'the point' of Twitter really depends on if, how, when and why you use it... we'll get to the impact on brand later.

A reminder why I have this blog...

It has been a long-time since I played phone-tag with an athlete for an interview, and yet I remain tied to this business called sport.

By birth (and not through any exceptional athletic prowess of my own) I am intimately woven into the fabric of professional sport.  Not only the public performance part, but the other side - the 'support' network.

Over the past decade (okay nearly two) while dressing for combat in the pre-requisite corporate suit, I oscillated between managing, pitching, sponsorsing and showcasing professionals (a lot of them athletes) in various marketing, communications and media roles.

But I'm not talking about the faux glitz and glamour of the mediatized version of sport.

I'm talking about the skeleton.  The place where it's all about what's best for the athlete to ensure s/he performs. 

Don't get me wrong...this business called sport is a multi-faceted, highly evolved beast.  So none of what I'm saying is particularly new.  Although...

Managing the brand, as well as, the person in this constantly-evolving, very public intricately networked digital world, seems to be a topic in which very few industry experts in Australia are engaged.

Why? Because very few actually understand how to perform in the new digital media age.

To truly understand the profession of athleticism takes a lot longer than an hour's interview or a lifetime of observation.  It takes practical know-how.

Professionalism, or sometimes simply, the commercialisation of sports, adds a new dimension to an athlete's portfolio.

So where can and do athletes go to train in the art of the integrated media network?

Depending on who you talk to, the answer will vary.  Talent managers, media managers, sports unions, lawyers, stylists, university professors, candle-stick makers - it's really a free for all... or is it?

Speak to a veteran performer and more often than not, they'll tell you they've muddled their way through, with the help of a handful of friends and trusted acquaintances with mixed results.

Then turn to a rookie and watch.  The good ones are already sizing-up every person in the room to see if they are friend or foe, helper or hanger-on.

Understanding is key.  Acquiring knowledge, an assurity of stepping closer to success as a professional; because performance isn't all training, playing and recovery.

It's about agility, as demanded by the 24/7 news cycle, the capabilities of new media and mobile technologies, as well as, the traditional key stakeholders: the sponsors, administrators, managers, medicos, team mates, family and supporters.

Managing the person, as well as, the brand is an integrated and highly specialised skill.  One that has evolved beyond knowing the right editor or producer at the various TV or radio stations.

So where can athletes and sports professionals go to train for the new media age?  Or rather, as they say in the corporate world 'network' to exchange ideas and share experiences?

I'm hoping they'll be brave enough to play here... eventually.

Dinner talk - social media

I had forgotten how interesting (and by that I mean random) dinner party conversations can be.

Last night, I sat next to a lovely couple at a dinner and after introductions settled into a discussion about the pros and cons of social media. And dare I say it, but I think I discovered one of the only businesses that really doesn't have a place (in any manner, shape or form) in social media: Funeral stationers.

Why? Because social media sites are about the conversation and in times of mourning, families just want the orders of service booklets to look good and contain the right information. They're not invested in the product, (quite rightly!) but in the service exchange of being able to 'tick boxes' with regards to appropriate etiquette in honour of the deceased.

Given the way my brain sprints (constantly), I've woken up this morning (way too early for a Sunday) and have been thinking: What other businesses have no real need for investing in social media besides those in the 'death' business?

Are there any?

Why football wants to ban Twittering...

Over in the UK, Leicester rugby boss Cockerill did it earlier this month and back here in the colony, the NRL's Penrith Panthers recently had to defend themselves against having done it.

So what is IT? And why is IT such a big deal? 

IT is social media: sites like twitter.com and facebook.com.

If you're a marketer, you might ask, why are the powers that be publicly discussing at press conferences, how they are directing their advertising spend? Afterall, social media is just another media channel, isn't it? Well, yes... and no.

Social media strategy is different, because social media is fundamentally different to traditional media and marketing channels. Social media requires an entirely new mindset. Social media engagement means ceeding the sense of control and conversing dialogically (in a two-way conversation) in an interconnected globally networked mediasphere (the new mass market?) where anything can and usually does happen.

So, forget the catch phrases like Web 2.0 (that's marketing spin derived from five year old techno-speak), if you're a suit take a deep breath and visualise 'letting go'...then grab your iPhone 4 or blackberry and Carpe diem! Social media wants you two to get to know each other, before all the kids born with a username and password, lap you again in the Twittersphere.

Unlike every other form of mass media - social media is not something you can learn from a textbook or something someone can walk you through. 

YOU have to ENGAGE. YOU have to PARTICIPATE.

Think of social media as the new cafe, club or after match function. The only difference is, you're a novice again. If you can remember back to the time when your hands would start sweating just at the thought of a random social approach, well that's what social media feels like (at first). But just like your adolescent social awkwardness, you're social media stumbles will soon pass. I promise.

So what are you waiting for Mr Cockerill? Now that you've got your head out of the scrum (although I bet it doesn't feel like it sometimes now that you're an administrator), why don't you jump in and lead by example? 

After all, isn't it about time professional footballers got some help with professionally navigating the new form of media in rugby town? (Beyond 'Don't take drunk, naked pictures of you and your friends because they'll come back to haunt you!') Because the traditional benefactors of the game (the sponsors) are well-versed and engaged with social media as they seek new ways of developing intrinsic sponsorship values via integration. 

Worth considering, don't you think?

What is Media?

Twenty-first century media is global, social, ubiquitous and cheap and has transferred to an amateur media environment where the 'audience' are now full participants (Clay Shirky, 2010). What Shirky is describing is a move away from traditional media and communications practice, that was structured around the principle of control.

Traditionally, key corporate messages were distributed from business via accepted channels (ie: fax, telephone, Beta tapes and more recently email) staffed by professional communicators and media production specialists towards a new media reality where the focus is on convening groups of supporters, not controlling them with a single crafted corporate message 'pushed' through the mainstream corporate media entities of print, broadcast and online.

While these professional journalism, media structures and corporate hierarchies still exist and prosper, thanks to technological advances in computers, mobile telephony and new media, they also exist alongside not only each other but new social media platforms which enable an entirely new style of conversation, consumption and participation.

According to Outlook, Australian's were the highest consumers of social media globally in 2009.
Neilsen's global media report released in July 2010, also reported Australian's had the highest global average of social media engagement at seven (7) hours per month, visiting communities of interest ie:sport and parenting sites.

So how do Australian's engage with social media in these communities?

I am currently researching both corporate, player and fan engagement in the online rugby community.

What I have discovered so far:

• ARU uses Facebook and Twitter as a sales and PR space. Fan engagement is juvenille although it incorporates into the design other platforms such as Youtube and yfrog.
• Of the state unions, the ACT Brumbies seem to be the only ones to understand the two-way (dialogic) and interactive nature of social media.
• Only a handful of high profile athletes Tweet (although every now and then a new one sneaks tentatively online and calls out for help - which is GREAT to see - because that's exactly what the social media platform is about: engagement. Although they tend to talk to each other or other high profile sporting professionals across the sports (league and swimming), rather than directly with fans.
• Hardly any players utilise facebook for individual 'brand me' or 'me inc' development
• Current management are not engaged, although past Australian coaches and management have / are developing strong online expert profiles and embracing the new and social media technologies.

Data Visualization: Social Media in Pictures

Blogging 101

I found these videos helpful in orientating myself online.
They're what I'd call enablers :)

Twitter 101

There are many secrets to Twitter but the only chance of understanding them is by 'doing'.

Someone can 'point' you in the right direction across the various sites, show you 'how to' and explain the 'lingo', but like anything in life you have to get your hands dirty in order to really understand.

Could you image booking spots on TV without ever seeing a TVC?

Social media is just another comms platform. The choice of when, where and how you engage should be based on what you are trying to achieve, not because everyone else is doing it.