Is Corporate Australia on the cusp?

by Lee Hopkins on November 15, 2007 · 20 comments

in marketing

Ahhh... my first cup of coffee in a fortnight - lovely!

My first cup of coffee in a fortnight and already my brain is whizzing.

There’s something happening in the corporate scene in Australia around ‘Social Media’, but I can’t put my finger on it.

I have been giving loads of “Introduction to Social Media” presentations around major corporations in Australia, across all sorts of industries; I have no doubt that some of my colleagues have too.

I don’t think there’s anyone else but me doing this sort of consultancy full-time, but I could be wrong. I have no doubt that my colleagues-in-arms Steven Noble at Hill & Knowlton and Jon Hoel, inter alia, have been giving ‘Social Media’ a damn good push via their agencies. I know that academic Laurel Papworth (the silkworm herself) has been spreading the word vociferously at conferences and client presentations.

The recent Facebook stats from Canada are instructive, but I’d love to know what the Australian experience is. From personal evidence I would say ‘extremely similar’; I am befriending lots of people for whom Facebook is their first foray into the online social world.

The clients that I speak with are all really keen to know about Social Media, and want to start considering how they are going to fit it within their communications matrix. But we all know how slowly the wheels can move in large corporations, don’t we.

Yet it is precisely the large corporates that have the resources to splash a few dollars at this and see ‘what sticks’. As my colleague Mrs Jones says, “I wonder if the public would see blogs as more credible if they knew that media were scouring them for story ideas and sources?”

Something tells me that somewhere someone ‘big’ is about to launch an initiative… I have no evidence to back me up other than just my intuition.

There’s been a number of us making presentations behind the scenes — very shortly one of those presentations will ‘take root’ and give flower.

—–

Currently listening to: Rafa Gas & F3R Delgado feat. Raúl Mendoza – Café Del Mar – Vol 12 – Quiéreme Otra Vez

  • http://blogs.hillandknowlton.com/blogs/stevennoble Steven Noble

    First cup of coffee in a fortnight? Unthinkable…

  • http://blogs.hillandknowlton.com/blogs/stevennoble Steven Noble

    First cup of coffee in a fortnight? Unthinkable…

  • http://leehopkins.net/ Lee Hopkins

    I know… the various medications I’m on, plus pure illness, are the culprits!

    Viva la cappucchino!

  • http://leehopkins.net Lee Hopkins

    I know… the various medications I’m on, plus pure illness, are the culprits!

    Viva la cappucchino!

  • http://www.aptusstrategy.com/ Mark Bradley

    Lee, I am also doing this full time here from Canberra and covering Sydney also. I also have been giving lots of seminars and workshops around the traps to smaller companies and various organisations on Social Media. It usualy generates intrigue and a pretty positive response as I find most participants know a little aboutt it but don’t really see how it can be used to drive business awareness, client engagement or the marketing process. I have seen however a big uplift in overall knowledge by people over the past 12 months – I think its finally getting on the broader radar as you suggest, although I find that most people over 50 are blissfully unaware of the technologies or potential for their own enterprises. Cheers, Mark Bradley, APTUS Strategy

  • http://www.aptusstrategy.com Mark Bradley

    Lee, I am also doing this full time here from Canberra and covering Sydney also. I also have been giving lots of seminars and workshops around the traps to smaller companies and various organisations on Social Media. It usualy generates intrigue and a pretty positive response as I find most participants know a little aboutt it but don’t really see how it can be used to drive business awareness, client engagement or the marketing process. I have seen however a big uplift in overall knowledge by people over the past 12 months – I think its finally getting on the broader radar as you suggest, although I find that most people over 50 are blissfully unaware of the technologies or potential for their own enterprises. Cheers, Mark Bradley, APTUS Strategy

  • http://www.jjprojects.com jjprojects

    I sure hope you’re right Lee, that would be great. As you say, if anyone in Oz would know, you would. It’s certainly about time there was a ‘big’ initiative somewhere.

    Thanks for fighting the good fight on corporate Australia’s behalf. I’m sure you don’t get thanked quite enough yet.

    jj

  • http://www.jjprojects.net jj

    I sure hope you’re right Lee, that would be great. As you say, if anyone in Oz would know, you would. It’s certainly about time there was a ‘big’ initiative somewhere.

    Thanks for fighting the good fight on corporate Australia’s behalf. I’m sure you don’t get thanked quite enough yet.

    jj

  • http://leehopkins.net/ Lee Hopkins

    Hey gentlemen — Mark, didn’t realise you were also ‘fighting the good fight’ – ace, mate! It’s nice to know I’m not alone in hitting my head against corporate glass walls :-)

    Ahh, JJ… bugger the fame, mate, shower me with money! {grin}

  • http://leehopkins.net Lee Hopkins

    Hey gentlemen — Mark, didn’t realise you were also ‘fighting the good fight’ – ace, mate! It’s nice to know I’m not alone in hitting my head against corporate glass walls :-)

    Ahh, JJ… bugger the fame, mate, shower me with money! {grin}

  • http://www.servantofchaos.com/ Gavin Heaton

    While corporations are interested, I daresay they are being held back by a lack of reliable metrics. And while the agencies can sense the potential, the real value will be unleashed when consultants are able to provide some business modelling around Web 2.0.

    Having said that, many organisations are trialling wikis and the like internally, but they would not necessarily classify these as social media. And many of the large tech companies already have active Australian virtual teams using social media (eg IBM, Mirosoft, Accenture etc). So far this is being used as a source of competitive advantage — and kept behind the firewall or VPN. I am sure this will change when we can measure the value.

  • http://www.jjprojects.com jjprojects

    It probably shouldn’t go without mention that Telstra’s locations in Second Life are some of the most visited in SL. I just had a brief exchange about this on Twitter (hat tip to @CameronReilly)

  • http://www.servantofchaos.com Gavin Heaton

    While corporations are interested, I daresay they are being held back by a lack of reliable metrics. And while the agencies can sense the potential, the real value will be unleashed when consultants are able to provide some business modelling around Web 2.0.

    Having said that, many organisations are trialling wikis and the like internally, but they would not necessarily classify these as social media. And many of the large tech companies already have active Australian virtual teams using social media (eg IBM, Mirosoft, Accenture etc). So far this is being used as a source of competitive advantage — and kept behind the firewall or VPN. I am sure this will change when we can measure the value.

  • http://www.jjprojects.net jj

    It probably shouldn’t go without mention that Telstra’s locations in Second Life are some of the most visited in SL. I just had a brief exchange about this on Twitter (hat tip to @CameronReilly)

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  • Fairenza Cheng

    Hi Lee

    I agree that the Australian coporate giants should move more towards social media. However, being as big as they are… their movement arn’t exactly easy to track. Do you have any examples of companies in Australia that have move their attention to social media and perhaps are even success in their transition??

    I live in Singapore so I don’t really have direct access… but i would love to know more about it anyway!

    Thanks so much!

  • Fairenza Cheng

    Hi Lee

    I agree that the Australian coporate giants should move more towards social media. However, being as big as they are… their movement arn’t exactly easy to track. Do you have any examples of companies in Australia that have move their attention to social media and perhaps are even success in their transition??

    I live in Singapore so I don’t really have direct access… but i would love to know more about it anyway!

    Thanks so much!

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