Category: Marketing

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Is this viral marketing? And whither Stilgherrian Live?

Photo of Cnut sticker with Still Gherrian Live [sic] added

“I almost laughed in the dunny. Props on your viral marketing,” said Dan Animal when he originally posted this photo.

Taken in the men’s toilet at The Clare Hotel on Broadway, Sydney, it shows a sticker reading “Cnut” to which someone’s added “Still Gherrian Live” [sic]. Is it my marketing? Nah, I’d at least have spelled my own name right. And, as Dan noted, I’d have included a web address too.

Now what’s actually happening with Stilgherrian Live, you might ask?

To be honest, I’m not sure. I haven’t been enjoying doing the program as much lately, and it does take up a bunch of time. I want to do something, but I’m not sure what. There is a certain… malaise. Perhaps you have some ideas?

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Talking Telstra and transparency on Radio National

Telstra logo

My world was dominated by Telstra last week. Apart from my writing and a radio spot about the government’s plans to split the telco, I also spoke on ABC Radio National’s Future Tense on Thursday about the sudden closure of their nowwearetalking blog.

I’d already written about that shutdown here and over at Crikey. However the Radio National conversation was in the more general context of how social media is affecting corporate transparency.

You can listen to the program (at least for now) and read the full transcript over at the ABC’s website. The other guests were Shel Holtz, co-author of Tactical Transparency; Mark Hannah, a New York-based communications consultant; Mike Hickinbotham, Telstra’s Social Media Senior Advisor; and ABC economic correspondent Stephen Long. well worth checking out.

Here’s the full text of my section.

Continue reading “Talking Telstra and transparency on Radio National”

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Stopping the junk mail flood 2

It’s a month since I complained about advertising being inserted to my “no advertising material” mailbox. How that’s gone?

The good news is that immediately following PMP Distribution chastising their walker there was a significant drop in unaddressed advertising material, perhaps to only half what there was before. Good. But there’s still plenty of “bad corporate citizens” who I’ll now name, and a few businesses who failed to respond.

First, kudos to David Jones and their distributors PMP Distribution, and also to MiniMovers and Marrickville Metro (AMP Capital Shopping Centres), who responded promptly and dealt with the problem. Well done.

A slap on the wrist to Domino’s Pizza; Go Green Insulation; Kmart; and Raine & Horne Marrickville, all of whom didn’t even acknowledge my email enquiry. Pathetic.

An especially big slap to Kmart, since your website contact form sent me an email which said:

We value your feedback, and wish to advise that the matter you have raised has been referred to one of our Customer Relations Representatives who will be in contact with you in the near future.

I didn’t bother chasing Cavellis Woodfire Pizzeria, Cut & Save Tree Service, or Papaya Thai Eatery since they didn’t list email addresses.

Now, the new bad apples…

This month’s rude pricks are: Broadway Shopping Centre; De Sousa Real Estate (who also camouflaged their advertising to look like a hand-written note); Domino’s Pizza (again! twice!); Franklins & Family Supermarkets; Marrickville First National Real Estate; Mountain Designs; Prestige Cleaning Specialists; Raine & Horne Marrickville (again!); Ray White Newtown (another real estate agent!).

I’ll be in touch with all of these businesses to give them a chance to respond. And, since real estate agents feature so prominently in this list, I’ll be asking the REIA whether they consider this to be acceptable behaviour.

We also got a message from beyondblue, but since that’s not advertising but a public health message about depression I’ll give them the benefit of the doubt. Keep up the good work.

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Telstra closes blog, loses friends

Crikey logo

Australia’s biggest telco closed down their corporate blog nowwearetalking without warning yesterday — and deleted all the content. While I can understand they want to put the often-controversial forum behind them, I think the move was a mistake.

I’ve already written about this for Crikey, Telstra consigns nowwearetalking to the memory hole. It seems odd to kill NWAT just as it was changing for the better – even more so given there’s no replacement. There’s comments from Stephen Collins and Fake Stephen Conroy, as well as Telstra’s official spokesperson Craig Middleton. It’s free to read. Off you go.

But I’d also like to publish the full interviews I did for that story. So here they are.

Continue reading “Telstra closes blog, loses friends”

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Stopping the junk mail flood

Photograph of our broken brick fence and letterbox

OK, some time on the weekend someone broke the brick wall which supports our letterbox. It wasn’t us. But given the poor behaviour of the junk mail merchants, who could blame us?

Despite the presence of a “No Junk Mail” sticker and the more recent addition of Marrickville council’s own “No Advertising Material” sticker, advertisers continue to shove their things into our box. So I’ve decided to name and shame.

This week’s advertisers who failed to follow this basic piece of etiquette are: Cavellis Woodfire Pizzeria; Cut & Save Tree Service; David Jones; Domino’s Pizza; Go Green Insulation; Kmart; MiniMovers; Papaya Thai Eatery; Raine & Horne Marrickville.

Now I do know that in Australia these stickers have no legal force — unlike online, where the Spam Act 2003 provides stricter rules. But if someone communicates a polite request not to receive a catalog, and the first thing you do is give them the catalog anyway… well, is that really a good marketing message?

I’ve also noticed over time that real estate agents are particularly prominent in our junk mail. What is it about these overpaid pricks?

I’ll be inviting each of these advertisers to respond.

[Update 9.15am: Missed one: Marrickville Metro (AMP Capital Shopping Centres). They’re another company that’s big enough to know better.]

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Conversations are not markets, people!

What the F**K is Social Media: One Year Later

View more documents from Marta Kagan.

Ten years ago The Cluetrain Manifesto claimed, in the first of its 95 Theses, that “markets are conversations”. Unfortunately, this has led marketers to continue to believe that the reverse is also true — that all conversations are markets.

Or, more precisely, marketers believe that all places where humans gather to converse are places where they can and should take their marketing message.

Some marketers, anyway.

The marketers I want to slap.

This isn’t helped by some later theses of The Cluetrain Manifesto. Unless you read these next two very carefully…

38. Human communities are based on discourse — on human speech about human concerns.

39. The community of discourse is the market.

… you could end up believing that all human discourse is nothing but a market! That in turn leads to the “marketing everywhere” idea.

This. Belief. Is. Wrong.

Continue reading “Conversations are not markets, people!”