Ch…Ch…Ch…Ch…Changes in our Social Media

by Lee Hopkins on January 30, 2008 · 9 comments

in Uncategorized

As part of the preparation work around the ‘Digital PR’ session at the ad:tech conflab in Sydney in March, Trevor Cook, Marnie Macdonald (and on Facebook), Steven Noble and my humble self teleconf’d with Beth from the organisers.

Much of what we spoke about we agreed upon, but Marnie and Steve also shed interesting light on the state of play of Web2.0 in the Australian corporate scene.

To wit, whereas I was expecting an avalanche of outward-facing social media offerings from corporate Australia this year, Steve and Marnie are suggesting that it will be the ‘internal’ focus that will be the ‘killer’ in 2008 and that any outward facing stuff might come later in the year, but only as a result of ‘test bed’ work internally.

Which makes some sort of intuitive sense… Australian businesses are incredibly ‘gun shy’ and so only do anything once they see that

  • someone else has done it, and
  • it has been a success for them.

I REALLY look forward to moderating the panel discussion on 13th March — and yes, I will open the floor to questions VERY early in the session! Bring your best questions to us!

And I’m also looking forward to meeting some of the wise, witty and erudite readers of this blog there, too. Laurel Papworth has already expressed her relief at the exquisite but so far unrelieved tension caused by repeated blog- and twitter-love, believing as she does that we haven’t actually met face to face (although I think we did jointly attend a PR session in Sydney that was put on by PR agency Text100 around a woeful Social Media network for 40-somethings that was being hyped pre-launch).

The whole ad:tech conference looks blimmin’ brilliant: I shall be taking copious notes at as many sessions as I can (I wonder if they will allow live blogging?)

Oh yes, and the tie-in with the title of this post? Well, whereas the USA and Europe seem to have taken more to external social media, we in Australia may well be ‘testing the waters’ internally first, launching a whole fleet of internal social media initiatives amongst ‘safe’, ‘we know who you are’ internal audiences before Aussie companies broach and interact with the great unwashed public.

  • http://youngie.prblogs.org/ Paull Young

    Hopkins, Cook and Noble on the one panel? They’ve got a good representation of Australia’s best.

    Wish I could be there!

  • http://youngie.prblogs.org Paull Young

    Hopkins, Cook and Noble on the one panel? They’ve got a good representation of Australia’s best.

    Wish I could be there!

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

    Hi Lee, internal is definitely where many orgs are first implementing social media, but 2008 will be the year for action on all fronts in my view.

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

    Hi Lee, internal is definitely where many orgs are first implementing social media, but 2008 will be the year for action on all fronts in my view.

  • http://silkcharm.blogspot.com/ Laurel Papworth

    I think 2008 will be the year of the NON-social media social network. Eg. social finance and social telecommunications. We’ll finally get away from the focus on video and fotos and blogs. But you guys don’t want to hear that :P <3 ya work, see you at ad:tech, i’m on a panel on day one, bring rotten fruit (I will).

  • http://silkcharm.blogspot.com Laurel Papworth

    I think 2008 will be the year of the NON-social media social network. Eg. social finance and social telecommunications. We’ll finally get away from the focus on video and fotos and blogs. But you guys don’t want to hear that :P <3 ya work, see you at ad:tech, i’m on a panel on day one, bring rotten fruit (I will).

  • http://splashjumanji.wordpress.com/ David Gillespie

    I don’t think it is necessarily fair to say there will only be internal initiatives, I do think though it will come down to how compelling the argument is that is put forward by particular marketing folk to their stakeholders (internal or otherwise). We lag behind only as long as our arguments fail to swing the HIPPO (Highest Paid Person’s Opinion).

  • http://splashjumanji.wordpress.com David Gillespie

    I don’t think it is necessarily fair to say there will only be internal initiatives, I do think though it will come down to how compelling the argument is that is put forward by particular marketing folk to their stakeholders (internal or otherwise). We lag behind only as long as our arguments fail to swing the HIPPO (Highest Paid Person’s Opinion).

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