wallydownundy

Social media is uniting the world in ways the web was developed for - but never imagined at the time.  Friendships aren’t neighbourhood or school dependent. I’ve got mates in Kuwait, Taiwan, Sweden, America. And these are folks I’ll never meet in person. 

We’re in election mode in Australia with a week to go until elections.  Yesterday Labor candidate Kevin Rudd announced an education policy providing free PCs to school children across the country.  This generation will tighten the gossamer threads of the web around the globe and further the irrelevance of national boundaries, replacing them with like pools of people linked by hobbies, interests, sport teams and friendships. 

At the end of “Charlotte’s Web” the spider babies hatch and float free on gossamer threads that catch the breeze.  The species’ continuation is ensured as children spread further and further from home.  New links are made. Old links are broken. 

Terrific!

What is the cost to businesses of social media? How many hours are lost toggling back and forth between MySpace, Facebook, YouTube and all the other networks?

Bacon was already described as the friendly version of Spam - instead of being unfamiliar and annoying (Spam), bacon is a message from a social media site alerting you to news - someone sent a message, or bit you as a werewolf, or sent you a hug, or posted a video, etc. 

Not so bad if everyone you know is hard at work like you.  But add the global impact and it’s always happening somewhere in the world.  New Facebook friends have been made in Saudi Arabia, Sweden, Connecticut, Sydney, Taiwan, London, Kuwait, South Africa - get the drift? So while I’m hard at work they’re kicking back ready to engage.

“POS” was early texting code for “Parents Over Shoulder.” It alerted teens not to get smutty on instant messaging because Mom or Dad were in the room.  Is there a “BOS” for when the boss takes that spot? Leaving the corner office every boss sees screens toggled back to Outlook so employees look assiduous in their efforts. 

But that Inbox may be clogged with Bacon.  Meredith sent you a hug.  Connie bit you.  Aswani wants to be friends.  I’ll have to calculate the cost to Australian business later.  Someone just voted me as a Hottie - gotta go!

I’m a fan of etiquette.  I collect old etiquette books and like to compare how manners have changed over the years.  I think it set me up well for a lifetime of customer service. 

When I ran a financial communications agency in Hong Kong, I had a black and white portrait in my office.  It was an artist’s close-up of the chief butler at the Mandarin Oriental Hotel.  He was assigned to Margaret Thatcher and Princess Diana when they visited.  I told staff that we’re in customer service - we should make clients’ problems go away while remaining courteous and gracious.

Today as I start a new agency I’ve been thinking about values.  These need to be the cornerstone. 

I’m considering “Micro-Personalisation” as a concept that may morph into the value statement.  It’s there for three reasons:

• Each colleague is unique.  We all have our own skills, passions, likes and dislikes.  I foresee the “Who We Are” page resembling a Facebook pastiche of background and interests.
• Every client needs customised service. Each business has its own challenges - each person within that client company needs personalised service.
• Technology is enabling a level of personalisation and customisation never before seen. It will be woven into all we do - but we are NOT a tech firm.  We can offer expertise in social media and use those same tools to solve client issues. Why not have our own agency gadget on each client’s desktop?

The challenge I see is two-fold.  One is to set yourself up to really deliver on a demanding value (or is it a principle, driving force or unique selling point?).  The second is to add lots of glue to keep these disparate individuals part of one team.  (”I am a rock. I am an island.” versus “We are family!”)

If Kermit were to pen “It’s Not Easy Being Green” today, would he be as soulful? After all, he’s on MySpace and has made lots of green friends…

A friend and former colleague sent me a monkey today.  Have you gotten one? Mine wore a tiara and had a sparkler in its hand. 

The Monkey is a customisable postcard you can build off of Career Builder.  It’s a great way to play off their humorous advertising campaign.  (See the long suffering HR Director in this ad - isn’t she wonderful?)

This is a great example of how to link your above the line advertising program with a below the line viral campaign.  I want people to use Career Builder's monkey email (and maybe I'll recall the brand next time I need a good-looking monkey on staff). 

When you care enough to send the very best…send a monkey. 

Australia’s federal election is 24 November - just six weeks after the date was declared by the Prime Minister. (How can Americans stand a three year election cycle?) We’re becoming more Yank down here but our process is short - but not sweet.

Elections are a great time for publicists. Media follow every the movements of each campaigner. And major issues get released, such as healthcare policies or education initiatives. Journalists demand insights and fresh perspectives so professionals train their clients to speak on the issues of the day. This demands constant attention to the news, messages ready to go, and “talent” able to present lucid views on short notice. It’s a great device to position company executives as leading commentators on topical issues - and thus portray expertise, insights, knowledge, etc.

But it’s also fun for getting your message across in a light-hearted way. As Nancy Sinatra sang, “Are you ready boots? Start walkin’!”