whatleydude

Back in late September 2011, I was fortunate enough to be asked to lecture at the Weekend Media Festival in Rovinj, Croatia.

Now in its fourth year, the festival is known for being the key event for the local communications industry and, with an expectation of 3000+ attendees, Nokia were onboard as sponsors; with both a device launch and a booth on site, part of the deal was that they were able to nominate their own speaker for the weekend.

The brief? An introduction to word of mouth marketing; a relatively unknown discipline in that part of the world. Case studies would be a necessity but, while I was permitted to talk a little about the work with Nokia, any heavy-handedness would not be welcome.

‘Perfect’, I thought. ‘It’ll be me, a room of 20 or so people, talking about (and probably kicking ideas around) the idea of word of mouth marketing and what it means to the modern-day brand’. Donezo.

Upon arrival [landing just after midnight, after leaving Beirut in the morning and making a short stopover in London for lunch - long story], I was asked to come down to the venue to meet the team and pick up my credentials.

‘But it’s really late and I doubt it’ll go on for long, I’ll do it tomorrow’, I said.
‘No’, they insisted ‘the party is only just starting. Come now.’

I did, and they were right: the party was only just getting started. However, that wasn’t the only surprise of the night. After meeting and greeting the rest of the people I was there to represent, I was asked if I’d like to see where I’d be speaking on the morrow – ‘Yes’ I replied, ‘that’d be great’, expecting to be shown to some corner/booth somewhere in the main hall.

Oh no. How wrong could I be?

Imagine my surprise as I was shown into the main conference hall and simply told ‘Yes, you’ll be in here’
‘Sorry? How many people can fit in here?’
‘Oh, about 900 sitting but probably closer to a full thousand when we fill up at the back’

Right.

The following day I rewrote the entire presentation (less Q&A and small numbers, more pretty images and big stories). I had potentially one thousand people to entertain. At 5:30pm. On a Friday. Plus, after once reading about Jyri Engestrom‘s tendency to wear bright red cardigans whenever he gives lectures to large groups of people (it helps the audience keep track of the presenter on stage apparently), I thought I should rock the red trousers too.

So I did – and it was awesome.

PS. Rovinj is gorgeous, I thoroughly recommend visiting if you ever get the chance.

*Big Wall of Asia

Moleskine Entry: 24th April, 2011

Up early today, we’re on the 9:30 train out of Beijing to visit the Great Wall of China.

We came, we saw and the Big Wall of Asia did not disappoint.

Tonight most of the friends I’ve made are off home and I’ll be venturing out into the city on my own for another week.

I say ‘on my own’, there other people here, friends I’ve made along the way, plus one of my train buddies has extended his stay to hangout a bit longer. Should be cool.

Can’t believe I’m less than a week from home.

Moscow – nay London! – seems an entire world away.

Other things:

• Photos with locals [they really do love tourists]
• Getting told off by guards
• The AMAZING CCTV building
• Checked out of hostel, checked in to 5* hotel [best. forward planning. ever.]
• Scorpions for dinner. Again.

– – — – Whatley out

Writing up my diaries, it seems that China really did get the better of me and my Moleskine. What lies below is the last full entry, after here it’s just random scattered notes that I’ll do my best to put into some kind of coherent timeline. Wish me luck…

Moleskine Entry April 24th 2011

1. Bejing (and China in general actually) is beautiful. Stunning even. I am more at peace now than I think I have ever been. I am calm and immensely happy.
2. We have been busy.

We arrived on April 22nd. It was raining. Hard, Asian, Bladerunner-esque city rain.
It was perfect.

I had video to show you, but it never saved – this makes me sad, but I think the definition above does it justice.

After checking into our hotel and getting our debrief, we ventured out for some food.

OH MY GOD THE FOOD.

Plus, naturally, my first experience of Chinglish.

Eight ate, total? £40. You can see why we love it here.

After our appetites were full sated, we ventured out to the bizarre food market to try out the the strange delicacies therein.

I ate a scorpion. Nuff said.

The lights, the buzz, the constant chatter of bartering; the atmosphere is enchanting. With my new found friends in tow, we continued.

Our guide had mentioned a lake far north of the city surrounded by bars. It was a fair old walk but we found it, eventually.

Walk far enough around and you’ll make your way past the over-priced tourist spots and find more appeasing, friendly bars who create new prices on the spot (and, when asked nicely, will let you play your phone’s Spotify playlist through in-house sound system).

It was ace.

Which leads us nicely to yesterday; April 23rd:  Mao Money, Mao Problems

Today we did as much as we could. We’ve planned to do the wall tomorrow and as such, the others don’t have much time left to do the tourist bit. Our honcho this time ’round is a bit more hands off, choosing to show/tell us things and then let us find our own way.

Things we did:

• Tianamen Square – It’s BIG
• The Forbidden City – It’s HUGE (and immense)
• The silk market – Very pushy
• The Olympic park – Birds Nest Stadium!
• McDonalds – We had to.

– – — – Whatley out

Moleskine Entry: April 20th, 2011

or ‘things that I’ve forgotten to write down and mustn’t forget that I did them’

Day one in Ulaanbaatar (UB):

• Feeling immensely spiritual (and quite honoured) after catching an extremely rare Buddhist ceremony at the main Monastery (pictured) in UB. So rare in fact, our guide called her mother as it began so she too could hear the prayers and chants around us; incredibly moving.
• Facing down pick-pocketers (my new favourite past-time)
• Crying tears of laughter at the hilarity of Mongolia’s ‘world famous’ International Intellectual Museum. There are honestly, no words.
• Oly (finally) admitting his love for our first Honcho, Marina.
• Beers, pool and then a Mongolian Karaoke Bar until the very early hours.

Yesterday (day two in UB), we drove for an hour out of the city to camp out for the night in a traditional Mongolian Gur camp. It was pretty impressive stuff.

There was horse-riding, local delicacies, a visit to a nomadic family and of course, the sunrise earlier this morning. An additional bonus was that the other group we met on our first night in Moscow were staying at the same camp-site too and now, we’ll be travelling together all the way to China.

Oh yeah, that’s another thing, there’s still China.

<GRIN>

Jasmine flowers of Lebanon,
fall softly on dusty streets.
The fragrance soft, enraptures,
stops me dead upon my feet.

Around me buildings crumble,
scars of war so plain to see.
Yet nature’s beauty thrives right here;
this flower has ensnared me.

Soaring, its scent takes me.
Higher, higher still.
Skies, bright blue. Sun, pure yellow.
I’ve nearly had my fill.

But wait, one second longer.
Let me taste its wonder once more.
Savour this moment, this fleeting kiss,
Fair flower maiden, no more.

Moleskine Entry: April 20th, 2011

Up at 5am this morning.

Last night I jokingly remarked over dinner how awesome it might be to watch the sun come up over the Mongolian mountains. Given that we were literally in the middle of nowhere, camping, there probably wouldn’t be another opportunity like it.

“GREAT IDEA!” they replied, in unison.

It was cold. It was madness.

It was… Beautiful.

Moleskine entry: April 16th, 2011

Growing up on the relatively small land mass known as the British Isles, I guess the longest single train ride you could take would be London to Edinburgh [8hrs, in December snow]. As such, you can’t really get your head around being on a train for four or five days.

It still blows my mind.

Wooden shacks and settlements pass slowly by as our track meanders around the northern border of Kazakhstan. Having been led through tree-soaked hills and over ancient oxbow lakes, the landscape is now quite barren – we are approaching Mongolia.

I slept for about ten hours last night, maybe twelve. We’re easily way ahead of Moscow time now and drinking ’til dawn is a pleasant experience. It’s 13:30 at the time of writing. The gentle clack-clack clack clack of the tracks below make an oddly comfortable sleeping companion and rest has come easy.

We’re living in two time zones.

Outside it’s 13:37.
Inside it’s 17:37.

It still blows my mind.

Moleskine Entry: April 15th, 2011

I did some decorating last night. I figured as we were hosting guests (Ben and Oly have two friends on a different carriage), I should give the Czar’s/Tsar’s Retreat a once over.

What do you think?