Damien Mulley

I was going to put this into a Fluffy link but think this deserves a full post by itself. Toby Moores gave a presentation on the idea of the cool curve. I got the video via Sizemore.

Moores is the CEO of SleepyDog, makers of the Playstation game amongst other creative projects. In the video he talks about being creative and matching your output and work to an audience and potential clients. He talks about Van Gogh being highly talented but his curve did not align with potential audiences of his time. It’s a fascinating talk and concept and might help people to guide their own work so as to tie into a paying audience. All without becoming a sell out. Worth watching.

Measurement Camp on Wednesday was inspiring and amazing and other things that end in ing. The great benevolent dictator Will McInnes runs this event and the people that turn up are some very very clued in people. We’re still back in caveman times compared to what’s happening in social media in the UK. When I hear the term social media used in Ireland I cringe as it’s used by so many muppets without any kind of clue, just an urge to empty wallets of dumb companies.

This month’s Measurement Camp was hosted in the lovely offices of Hotwire PR and it was nice to meet some of the people in there including Drew Benvie. Another blog subscribed to!

I was sitting next to Simon Collister who’s blog I had started reading a few days ago and didn’t realise he was the same guy til after. D’oh. This blog post on 10 immutable laws for measuring conversation is great and highlights what can be measured.

Also there was David Jennings of Net, Blogs and Rock and Roll book fame. Yup, that blog subbed to as well.

Chris Applegate from Outside Line and who does the LG Blog was there too. Subbed.

And loads more too. Talent, lots of it.

Photo owned by Editor B (cc)

Lots and lots of terms and phrases from the 2 hours:
Sizemore, Seesmic, whoofie, goodwill, emotional reactions, spray and pray, net promoter score, The One Number You Need to Grow, Ken Thompson, brand recall, fail fast fail cheap, retrospective metrics, sentiment, prompting, advertising value equivalent, “robots are stupid and people are slow”, territories, buzz monitoring

So yeah Measurement Camp, very educational, very eye-opening, very much worth the trip to London. But I have a lot of study to do.

We’ve already seen a group of fans gettting together and buying a football club. Some of the UK clubs have been hugely innovative deriving more revenue from those that attend matches and making clubs more family friendly. I wonder though (and this goes back to the personal brand thing) about how long before soccer players demand a piece of their strip for their own use? Will the left sleeve be given to Ronaldo to sell his own sponsorship on when he moves clubs as a way of the club paying less for his transfer? How much is the space on his left shoulder worth? 10k a week? A million a year? Will we see kits starting to become like Formula 1 drivers?

Photo owned by wjarrettc (cc)

For the ickle clubs it might be a nice way for the players who probably earn a comfortable but not fantastic living to make some money back with local businesses also sponsoring them. A local business might not be able to sponsor the strip, but an individual player, perhaps.

Have a good weekend.

Photo owned by Mikey G Ottawa (cc)

There’s a great post by Todd Defren on PR Squared called “Got Some Personal Branding I Could Borrow?”

The idea is that some people have impressive personal brands and are superstars no matter who they work for and as such can move from company to company and still be as followed and impressive. Scoble and Jeremiah Owyang being prime examples. While it generally focuses on PR, marketing, blogging and so forth, it will probably refer to more and more industries as more industry segments become “socialised” and we’ll have less faceless brands and more companies with personalities. How many companies now encourage their staff to become superstars? Most have such heavy rules that it can’t happen. Most companies want homogeneity, shamefully.

I really love this quote though:

We’ve made many more hires than this handful, of course, and expect great things of all of them – but, specific to these “well-known” people and their personal brands? We consider them to be “on loan” to SHIFT for the duration of their tenure. And I expect more and more of our employees (and future employees) will have their own personal brands either well-established or on the rise.

That’s progressive. Many companies know staff will move on but I doubt many say it publicly (or even to the staff) and say it with such respect for their staff. There was a slightly related conversation on Piaras’ blog post on networked PR companies. With PR people on LinkedIn and Facebook, they will still have a highly connected network no matter who they move to next. I don’t think companies can go back to the old days. Many people will bring clients with them when they move but nowadays they’ll bring their fans too and while fans are not clients, they are free evangelists, R&D teams, friends and so much more. I wonder how much weight in the future will a company give to “followers”? – “Great CV, good qualifications oh and he has 1100 blog subscribers and 540 on Twitter and have you seen his LinkedIn?”

A Chris Brogan quote was also included:

“The age of half-owned brands is upon us,” Chris writes, citing Robert Scoble as the impetus for this trend. “…Is Jeremiah Owyang about Forrester, or is he a half-owned brand that Forrester can claim for the time being?”

Photo owned by giango (cc)

I still haven’t fully gotten my head around this concept but to me it’s fascinating. How does a company attract these “personal brands” and how do they have them fit into their existing structure and then how do they work when these brands move on? Soccer clubs seem to manage well enough, though they get transfer fee. Todd shares the Shift manifesto here.

I’m in Engerland at the moment. Sans laptop. I know I know. I’ll survive. I’m at MeasurementCamp.

Back soon:

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Meanwhile, via Jason, check out this Foxrock SUV luvvies docu (mp3)

So you’ve decided to get your blog up and running on your business website. What now?

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Here’s what I’d advise:

Listen:
Before you even set up your blog you should actively be reading blogs. Blogs that talk about your business area, Irish Business Blogs, general and respected business blogs and anything you find fun. Make sure there’s an entertaining mix. See how the masters do it and see how general bloggers write blog posts.

Participate:
Leave constructive comments on the blogs you’re reading. Share links with the bloggers. If you like a blog post than tell the author. Feedback is good. You’d want the same on your blog right?

Set up and go private:
When you have your blog installed, consider making it private to start with and give a few people access to it and have them evaluate your writing. Ask some of the bloggers who you subscribe to to participate in this private evaluation of your blogging style. Take their advise and amend your blogging while still remaining comfortable on what you’re doing. If you feel this new style is not you, don’t do it. The private option is a nice baby step too before going totally live on the big bad web and for some is a better and less nerve-wracking way to start.

Launch:
If you want, wipe your first few test blog posts where you got private feedback and launch with a new blog post announcing who you are and what the purpose of your blog is. Add your favourite bloggers to the blogroll/link list of your blog. Don’t go asking for a link or asking for a link exchange, you’re too new to ask for a link when the blog is but a day old.

Talk it up:
Ask those who were giving you private feedback to introduce you to the world though they’ll probably do it anyway. You have an address book. Email those on it telling them about the new blog. Without spamming people. Change your email signature and add in the blog address. Announce the blog on the front page of your website. When leaving comments on blogs, use your blog address as your website address. Don’t leave comments on blogs announcing your blog. That’s cheap and old-school. Add your blog feed to your Facebook profile. Add your blog address to your LinkedIn profile.

Listen:
Listen to the comments from the public and take in their feedback too. Appreciate their feedback. Set up Google Alerts or Google Blogsearch alerts for your blog address and blog name. See what others are saying about it.

Have fun:
Enjoy what you are doing.

Photo owned by SideLong (cc)