Marketing – Page 3 – Stilgherrian

18 August 201326 August 2013

They’re letting me lecture to students regularly now

Apparently I’m not scary enough for the University of Technology Sydney (UTS). My guest lecture earlier this year, Algorithms and the Filter Bubble, is now a regular fixture.

I was rather chuffed to be told a few weeks ago that the students had voted it the best lecture of the semester, and their course feedback said the material had to remain in the course. So I’ll now be delivering a similar lecture once a semester.

Well, twice this semester, because high student numbers mean that I have to give two performances, at 0900 and 1300 on Monday 26 August.

08 August 2013

Why are corporations so paranoid, Telstra?

With all their constant worrying about whether people would recommend them or not, like this example from Telstra, I’m starting to think that most big corporations are paranoid psychotics — and not in a good way.

The other day I conducted a perfectly routine transaction at a Telstra Shop. I cancelled a mobile broadband service and replaced it with a different one. As with many businesses, my visit was followed up with a brief survey, “Please tell us how you feel.”

There were four questions, but none of them actually asked me how I felt:

Is your new Telstra service working? If you answer ‘no’ to this question, we will present you with options to get in contact with Telstra to resolve your issue on the next page.

OK, that’s fair enough. You need to know that the customer has a working broadband service. But the other three?

When you consider all aspects of buying and connecting your service — how likely are you to recommend Telstra to a friend or colleague?

Thinking about your in-store experience, how likely would you be to recommend the store to a friend or colleague?

What are the most important reasons why you gave us this score?

Guys, this goes way beyond “Does my bum look fat in this?” This is self-obsession. “What are you going to tell people about us? Why, what did I do?”

These constant questions about likelihood of being recommended are a sign of paranoia. I don’t care how you feel, I gave you money. Recommending you or not just isn’t a KPI for me.

How about you ask questions that reflect the customer’s needs and aspirations? Or even just concrete questions about how long I had to wait, whether staff were polite, or whether the service meets my needs?

28 April 2013

Talking Twitter and LulzSec on ABC Local Radio

On Wednesday night I ended up having a long, rambling chat on the radio about Twitter’s new advertising deal and the arrest of an alleged hacker who apparently claimed to be the leader of LulzSec.

This conversation was broadcast on ABC Local Radio around NSW, the presenter was the redoubtable Dom Knight. We begin with Twitter, and then move on to the alleged-hacker’s arrest at around 12 minutes 50 seconds in.

Podcast: Play in new window | Download (10.4MB)

31 March 2013

Algorithms and the Filter Bubble

Here’s the guest lecture I delivered at the University of Technology Sydney on 25 March 2012, “Algorithms and the Filter Bubble”. Full audio and slides for now, a transcript to follow in the next few days.

You might want to read the background material first. You’ll definitely want to look at the slides while listening to the audio.

The recording picks up immediately after I was introduced by lecturer, Dr Belinda Middleweek, using the opening paragraphs of my about page.

The audience was primarily first and second year students at the beginning of their media studies degrees. It seems that almost all of this material was brand new to them — though I did notice one geeky-looking lad nodding enthusiastically at mention of some of the more pervasive tracking techniques.

Podcast: Play in new window | Download (Duration: 50:07 — 32.6MB)

[When the transcript becomes available, this is where it will appear.]

This work is made available under a Creative Commons BY-NC-SA license. This presentation may be re-used for non-commercial purposes within the terms of the Creative Commons license. The non-commercial and share-alike conditions are required to adhere to the licensing of the imagery used. Please contact me if you require an alternative version. As a minimum, attribution should read: “Source: Stilgherrian.” Online versions must link the word Stilgherrian to the website at stilgherrian.com.

23 December 2012

Talking Instagram on ABC 666 Canberra

By the time I got to doing my third radio spot about the Instagram saga, the issues were clear in my mind and I had a few well-rehearsed sound bites. So my final spot on ABC 666 Canberra was smooth.

I don’t think I need to provide any more background. My conversation with Louise Maher stands for itself, I think. We didn’t speak for as long as we’d originally intended, but they also had to update their listeners on the progress of some bushfires and that does have priority.

Podcast: Play in new window | Download (3.0MB)

At some point in the next few days I’ll post further thoughts about this Instagram incident. Stay tuned.

23 December 2012

Talking Instagram on ABC Radio’s “PM”

With ABC Radio National Breakfast out of the way, I settled down to write my Crikey story about the Instagram saga.

By that stage my understanding of the story had evolved.

I was becoming increasingly cranky with so many people, including many who should know better, pushing the “Instagram wants to sell your photos” line. Failing to distinguish between selling a license to use a photo in various ways and selling the ownership of the photo itself was a massive failure. The difference is as clear at that between selling a house and renting it out to a tenant.

There was also a clarification from Instagram, making it clear that they weren’t seeking such ownership, admitting that they really hadn’t figured out precisely what it was they wanted to do with users’ photos, and agreeing that the language was open to misinterpretation.

I incorporated this into my Crikey piece, which was given the headline: Users snap over Instagram, but should have seen it coming.

In hindsight, and had I know this was to be the headline, I wouldn’t have been so blunt in my final paragraph.

The core lesson here is that services like Instagram aren’t free. You pay for them by licensing the operator to use your content and other data in various ways. If you don’t like that, well, pay for your goddam internet hosting yourself.

All I meant by this was that internet hosting is pretty cheap these days, and there’s plenty of low-cost providers to choose from. It’s not as if Instagram is a public service that owes you anything.

In any event, I filed the Crikey story before midday as usual. It seemed to me that Instagram was responding appropriately, and I’d always thought they were at the responsible end of social networking. My thoughts were now moving to the future. Would Instagram be able to prove they were worth their billion-dollar price tag? How would they behave if they didn’t start generating revenue?

But on the way to a lunch in the Sydney CBD, I ended up discussing the issue with a journalist for ABC TV’s 7.30 and a producer with ABC 666 Canberra. It was becoming clear to me that for most people in the media this was a brand new issue. Further media spots were being organised.

The next to be recorded, though not the next to go to air, was with ABC Radio’s national current affairs program PM. What pleases me about this piece, I think, is that the “tape ID” — the bit at the front of a recording where you identify who you are so there’s no confusion later — was included as part of the story. Because I used the word “arsehattery”.

Podcast: Play in new window | Download (2.2MB)

This audio is Â©2012 Australian Broadcasting Corporation, and is an unedited copy of the original audio posted on their website. There’s a transcript over there too, where they spell arsehattery “ass-hattery”. The journalist was Will Ockenden.