whatleydude

Sitting on the plane to Spain, listening to Frightened Rabbit, a colleague sleeping to my left and, what can only be described as some kind of Spanish martial arts ninja of the old world, (and yet barely 17) to my right…

I ponder.

See this is another work trip… I’ve been all over the place this year, and now I’m in Madrid to meet with Journalists and Bloggers to discuss the future; Where is blogging going and what Web 2.0 learnings am I able to share with the local geeks etc.

There’s been a massive explosion in Europe within the blogging scene of late with over 2million Spaniards creating blogs, getting online and consuming content etc..

Reading the ‘Briefing Document’ …(all of this is still so new and alien to me y’know, I mean – ‘Briefing Documents’ – What?! Really?! It’s like an actual episode of Mission Impossible)… Anyway, reading the ‘Briefing Document’ just now there was a great quote from a well known Spanish Blogger called ‘Enrique Dans’ that goes as follows:

Companies are basically divided into two types, those that have had a problem with their image as a result of blogs and those that will encounter this problem in the future…

I chuckled when I read this.

It’s pretty much spot on.. for 95% of all companies.

The remaining 5% (and some may argue this number may be larger or smaller with equal vigor) have a presence in this space because they genuinely want to engage with their users and customers in a meaningful way. This doesn’t have to be some kind of ‘preemptive strike’ to head off any untoward conversation/posts that may happen online, it can really manifest itself from a deep yearning to truly understand your consumer.

Zappos are a fantastic a fantastic example of this. Yes, we’re a brand. Yes, we’re a company but also, and ultimately, we’re Human too.
Their strapline being “Powered by Service”… and their Wikipedia entry pointing out their use of ‘Relationship Marketing‘.

I’m a passionate believer in Social Media and all of that which comes along with it (I’ve wrtten about it before) but something that I will always ALWAYS come back to is:

This stuff ain’t rocket science. It’s merely about doing things right.

Recently, when I spoke at Nokia Open Lab, I talked around how the internet (and with that, Social Media), is the great amplifier. So the kind of person that you are, once expressed digitally in the online space, is magnified tenfold, depending on the platform you use and the strength of voice you have/pertain to use..

I think the exact wordage was:

To me, that’s what Social Media does, it amplifies the good things. There are alot of good people in the room and if you’re a nice person and it amplifies, amplifies out onto the internet, you’ll meet other people like yourself, other nice people…

So following that thought through further – but tying it back to the lack of rocket scientists required for this ideology – You could feasibly propose that those who would/will do best in this space are… Good People.

Humans are, by nature, social creatures…

What is Social Media then, if not an extension of this primitive need to connect?

Offline and/or online you’ll always find those who are more social than others; the party people, the polite people the rude people and the rankling people…

S’funny, at this point I’m reminded of an old school friend who, without fail, every Christmas and Birthday would send a thank you note to all that sent her a gift or a card. I’ve never had the patience, time or inclination to place such a high priority on this level of communication, (but I’ll always try and call or something, I’m not that bad).

But that’s not the point.

The point is, this friend, I think she’d be great at implementing Social Media into her place of work. I always thought she was a good person for doing this whole thank you note thing and well…

Social Media isn’t about Technology, it isn’t about being online or offline…

It’s simply about being Human.

….

Published at 17:22 Friday afternoon in Madrid.
Originially written at 10:15 Thursday morning, somewhere over Spain.

In this quite frankly, awesome industry that I find myself working in – I get to meet some really, really interesting folk. People from all over the world who share a zest for life, a passion for creativity and more often than not, a love of technology too.

Parking the latter of the three for a moment, let me tell you about something cool that’s been on my radar
recently.

Y’see a while back a good friend of mine pointed me in the direction of a website called ‘Someone Once Told Me‘. Along with a note along the lines of “Dude, you have to get involved with this!”

The gem of a human being behind this site is a man named Mario Cacciottolo who, as well as being an all round lovely chap, is an excellent photogrpaher. His idea for the site is simple:

…an attempt to gather and chronicle some of the things that people have heard in their lives, the messages and expressions that have stuck in people’s head, for reasons both obvious and odd.

What SOTM actually means is that people are asked, sometimes by appointment and sometimes randomly, to hold up a large piece of paper, upon which they write something that someone once told them. Or emailed. Or texted. Basically something that’s been communicated to them. But told, preferably.

A black and white photograph is then taken of them, and one new picture goes on the site every day…

You with me yet?
Got it?
No?

Well how about I show you the one that Mario took of me at the London Social Media Cafe recently?

- Yes, fairies do live at the bottom of my Mum’s garden –

Lovely huh?
The idea – not the picture of me… well, that ain’t bad either

All of the photos are different in each way and every time Mario posts ones up he accompanies it with a small story detailing the context of the SOTM.

I’ve lost a good couple of hours going back through that site and there really is so much stuff in there, it’s quite astounding. The site itself, is now over a year old with a back catalogue of nearly 400 photographs that cross Continents, Languages and Religions. Happy, Sad, Sexy and Fun – SOTM really is an amazing project.

As I mentioned at the top of this post, I was pointed towards this site ages ago but only met Mario in person very recently at London’s Social Media Cafe, aka The Tuttle Club. It was the last event to be held at the Coach & Horses on Greek St and there was a real buzz in the air and everyone was smiling.

Mario chose a good day to visit!

One of the best things about the project is that it’s not exclusive to Mario to taking your photo. Literally, ANYONE can get involved, there is a page on the website that explains how you can send in your own SOTM images and mark your place on the site for all eternity.

I’m yet to properly sit down and talk to Mario about the future hopes for SOTM, but I know he’s recently started collecting audio clips from his participants to further enrich the pages of the site. One hopes that all of this creative output will one day lead to an exhibition of some sort and, having just spent the best part of two hours putting this post together (I got lost in the site – AGAIN), you can count that I’ll be first in line for a ticket when if and when it opens.

So come on, what did someone once tell you?

“We interupt this broadcast to bring you an important message…”

I mentioned last week (amongst other things) that I would be ‘back once again to some cool BBC-based activities’ that I couldn’t actually talk about. Well, I could but I didn’t want to until it was all done, dusted and in the bag as it were… Well in the bag it is so.. Now I can tell you

This past weekend I was invited onto BBC Radio Five Live‘s ‘Pods & Blogs‘ programme to talk about all things mobile. Well, not all things mobile, (that’d be silly), but just mobile news-based stuff. Things like the T-Mobile G1 ‘Google Phone’, (which I actually got to have a play with a while back), the Firefox ‘Fennec’ Mobile Browser, The Future of Mobile Conference, Mobile Broadband and the new Sony Ericsson W595.

So – for your listening pleasure – I’ve put a little Ovi file together of the whole show. It’s about 24mins long and I come on around the 18min mark. Hope you like it…

You can

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

from the Pods & Blogs website itself but I think it’s only up for a week, so get it quick!

In the meantime, writing this up reminded me of the last time I did some stuff with the Beeb. Which, thinking on it, I don’t think I actually blogged about… Hmm. Maybe I should rectify that then? If it’s not too late..

Yeah ok, so way back in March I was invited onto BBC Radio 4‘s Today Programme on behalf of my employer, SpinVox, to talk about ‘The Business of Blogging’… i.e.: What is it I actually do for SpinVox and why (I think) it is important that brands have a presence in the blogosphere..
Because it is y’know… Important.

Rory Cellan-Jones gave his full write-up not long after the show aired but, in keeping with the Ovi multimedia theme of this post – you can listen to that particular segment of the show down below – with thanks to Neil from iGadget Life for capturing it for me.

As ever, your thoughts and feedback are welcome.

J.

September 10th, 2008.
08:24

One year, to the day that I started my employment with a little company called SpinVox and… Wow, what a journey it has been so far…

The view you see before you is the view that I have right now, as I type this post from the departure lounge of Heathrow Airport’s Terminal 1, (looks familiar huh?). As you know some time ago I got ‘the call‘ and lo and thusly I am on my way to Finland.

But we’ll come back to that…

What I want to talk about, if you’ll indulge me for a moment, is the amazing journey that I’ve been over the past year. Personally, professionally and of course geographically.

Working backwards, I can honestly say I don’t think I’ve ever been so well travelled, (although quite how you can be less travelled I don’t know – heh), with my work so far taking me to such places Barcelona (beautiful) San Francisco – twice (one of my favourite places in the world and a potential base for me the future for certain), Las Vegas (ugh)… and, as we speak, Helsinki.

There of course being no rest for the wicked, straight after this trip I’m headed out to New York then onto Las Vegas once again and by the looks of things Frankfurt too before the year is out.

I used to mock my friends when they used to get the work trips abroad, accusing them of ‘going on a jolly’ and basically being a bunch of work-shy sun-seekers. But guys, if you’re reading this, I take it back. I now know… It’s relentless! Don’t get me wrong, I absolutely love it – wouldn’t change it for the world in fact. But jeeez… talk about taking it out of you! This time round I’ve prepared. Both physically and mentally.

Bring. It. On.

Which dovetails nicely back into the professional part of my journey. So, as I said, one year ago I joined SpinVox. Bright-eyed and bushy-tailed and ready for whatever they had to throw at me.
Having initially secured the interview after being told by a recruitment agent that I was ‘definitely a SpinVox person’ I was taken onboard to apply some ‘Digital Native’ thinking, if you will, to an already rock solid proposition…

Six weeks later I was on a flight to San Francisco after launching Social Networks through SpinVox.

Awesome.

I’ll never forget rocking up to my first CTIA in torn jeans, flip flops and my now trademark MASSIVE white sunglasses adorned across my brow and being told almost immediately:

“Oh, you’re ‘The Web Guy’. You’ve got the look for sure.”

HA!

You’ll be pleased to know that I’ve since smartened up my act somewhat (although the Sunny Gs remain) and I’m now ‘The Social Media Guy’.
Which kind of, in a sense, further demonstrates the journey: Starting with Social Networks through SpinVox, then getting Big Talk (the SpinVox Blog) off the ground, working on and around the digital propositions…
All of which meant that in February of this year I was part of the team that flew out to Barcelona to represent the big SV at Mobile World Congress (MWC – previously known as 3GSM).

This is when my entire world changed.

Suddenly, almost overnight, there was this paradigm shift in how I saw the industry around me… and it was changing. Mobile is my first love and always will be, but in Barcelona the power of Social Media and what it actually means really hit home.

Walking the floor at MWC, finally meeting some of the big names in blogging face to face… Shall I list them?

…

…

Nah. If you’re reading this and I shook your hand in Barcelona, then I’m talking about You

I was saying; Meeting you guys and gals face to face made me understand the enormous sense of community that lives and breathes in this new world of ours… and the enormity doesn’t just stop there either, it also applies to the immense importance that we place on this community as well.

We, you, me, them, us… We are right here, right now. Carving out and pioneering a new digital age for our children to grow up into. What you think and say about this whole space will define how the rest of the world interacts with their digital media for the next 10-20yrs, if not more.

Social Media ‘happened’ (for me at least) this year; I’m going to be able to look back and say ‘Yep, I was there’ …well, you were there too. It’s happening Right Now.

And listen, without getting ranty, understand this – what I said up there – is paramount to any and every business today. It really is.

Arriving back from Spain after the conference finished, with the support of my boss, I got to work on a Social Media Strategy doc that, with the help from the team, would define how SV as a business and as a brand would operate in this space… and so far, it’s playing out nicely.

So yeah, we’ll see on that one shall we?

Building that thing up and playing it out through the year as we have has been an awesome experience. Learnings on the way of course – some things took a while, some things took off straight away and some things you just can’t predict..

Hence the journey I guess. But I tell you one thing, in this job I don’t think I have ever been happier.

And in fear of being a complete link-monkey, ‘not ever being happier’ leads me quite perfectly into the “Personally” part of this little trilogy.

A few of you reading this may follow me on Twitter or even chat to me on Jaiku, in which case you know that most of the time I am of quite a cheery disposition and I take pride in the fact that I truly enjoy life to the fullest. Now I’m not big on sharing personal stuff online.
Not at all.

Gotta keep something back, y’know?

But anyway – the fact of the matter is, right now, for the first time in a long time I am happy.
Truly and utterly.

And I love it.

Thanks to you guys, for all of your kind words, support and just general awesomeness over the past year.
I’m looking forward to the next one with immense relish and I’m rubbing my hands with glee…

I’ve said it before and I’ll say it again – Bring. It. On.

Thanks for reading…

Oh yeah – and there was that small matter of being in Finland.
Guess it’ll have to wait until my next post, (tomorrow – promise).

P.S. It’s taken me all day to get this post up, I’m now in Helsinki and a very happy Whatley indeed.

September 10th, 2008.
20:49

…I’m off to Helsinki to talk Social at Nokia with some of the best in the business.
If you’re one of the lucky few who are going, I guess I’ll see you there.

If not, watch this space – no doubt I’ll write some of it up

More to follow…

There I was, on the train, on the way into work this morning and I’m listening to a couple of chaps in the next seat talk about plans for a new online marketing strategy…

Yes. That’s right. ON A TRAIN.

So before we even GET to the whole ‘Social’ thing that I’m about to rant about, let’s just take a moment to appreciate the stupidity… or maybe even the complete lack of joined-up thinking that goes hand-in-hand with talking about this kind of stuff on PUBLIC transport…

Done that? Goooooooood.
Idiots.

Anyway – so here they were, these two suits fellas, talking about ‘Social Networking’ and how they ‘really need to get involved’ to make this campaign really work.
Well I say ‘they’ it was more like just the older bloke telling the younger bloke, what he needed to get their new campaign off the ground…
The older chap opens:

“Look, I need you to tell me about what you can do with YouTube?”

“I can upload videos…”

“Yes. I’ve seen that. But what can we do with YouTube?”

“Aside from upload the videos, well…er…”

“WE NEED YOUTUBE!”

“We have…er…”

“Listen, we’ve got to hit millions of people! Millions. We won’t do it without YouTube.”

And so the conversation carried on, covering such things like MySpace, Facebook and even Flickr but all the while keeping the same familiar pattern, (I’m actually quite surprised I didn’t hear the classic phrase ‘Right, we need a viral’… I may’ve said something at that point)

Anyway, this whole thing got me thinking. I wrote a post about Mobile Advertising for Mobile Industry Review, (then SMS Text News), a few months back outlining the need for complete alignment when dipping your toe into the mobile ad space.
This one was easy, at least this time round they had some kind of idea as to what they were doing…
These two guys on the 9:53 out of Paddington however? Not a hope.

YouTube, to use the example given, is not something you ‘do’, it’s something you use, (like a tool, see).

The best way for me to illustrate this is with cups.

If your boss turns to you one day and says “I want to do something with YouTube”, what do you say back?

Well look, you’re clearly happy to put anything into the cup as it were; be it lemonade, orange juice, blackcurrant or whatever – But your boss, or whoever’s running the marketing team needs to tell you what that is. The cup is another way of presenting your content. It will speak to different people in different ways. I would not use a cup for anything other than what it is good for… and that is drinking, nay – consuming!

On top of that you also need to ensure that the same blackcurrant you’re using in your cups is being used in the other dispensers that you have at your disposal. I mean, you have other cups right? Right?!
Yeah you do… The banner ads, the traditional print, the skyscrapers, the tv/radio spots etc…
Them. Yeah. They’re cups too.

So when asked, “…like flickr, like YouTube”…etc, they’re just a variation on the cup.

You can help them hold it, you can help others drink from it but what you can’t do is fill it.
Give people some cool stuff inside the cup, don’t just give them the cup.
On it’s own, the cup is nothing.

With planning, time and effort from all parties – the cup can become an integral part of a much larger picnic.

Social Cups, Hugh would be proud.

First official ‘proper’ post of the new blog site, AHOY!

How to make a Minority Report-esque interface using your Nintendo Wii!
(by yours truly and geekyouup aka Richie Hyndman of Mippin fame)

Now, this all happened thanks to the awesome social media world of the internet, how?

Well the thing is, I (along with a few others) like to organise Mario Kart Wii competitions over Twitter.
So far so Nintendo Geek…

But ‘Wadds‘ – aka Stephen Waddington, Managing Director of Rainer PR – spotted this regular occurrence and decided to share that he’d given up playing games on his Wii and how he now is all about creating something like this.

“Wow, cool!”

I took that link, threw it at Richie and he came straight back to me and said:

“Come over Sunday, let’s do it!”

ROCK. ON.

So – Big love to Johnny Chung Lee for showing us the way – and also bonus props to Stephen for giving us some blog love first thing this morning!

Nice work all round,
Cheers.

Please note: It must be pointed out for reasons that will soon become clear that the following is my own personal opinion and not necessarily those of my employer, SpinVox.

Hello folks,

If you haven?t read Ben Jennings? excellent post on his view of how to deal with the iPhone debacle, then go and do that now.

This post is related.

How?

…I’ll tell you.

It was with great interest that I read Ben?s three step proposal for dealing with said horrifying iPhone badness. All three steps were interesting but for me, it was step two that really made me sit up and pay attention?

For those of you that missed yesterday’s piece ? here?s the part I?m referring to:
?Step 2: Hire an Evangelist.

Ben writes:
This only needs to be one person. Heck, they could even be a student, as long as they have the right information. Maybe they could run the information page [in step 1] too. This person?s role would be to engage with the customers on the O2 forums. Wouldn?t it be fantastic if CPW had forums too? Are CPW even aware that they are being talked about on O2?s forums just because there is nowhere else for this conversation to take place? The evangelist would be an invaluable tool to act as a barometer of what are the specific hot issues. The evangelist would also make the customers feel like they were being listened to, rather than ignored. They could even Twitter updates to gain that Web 2.0 cool.?

Why am I interested in this?

Well this actually makes up a part of what I do for SpinVox and, hand on heart, I honestly have NO IDEA why other companies/brands, big and small aren?t following suit.

There really is NO EXCUSE for not at least listening to the web to find out what people are saying about you, your products, you level of customer service, your shops… Basically, if anyone out there is saying ANYTHING about you, you can bet your bottom dollar they’re saying it online.

“Well that’s lovely James, well done. But CPW is everso slightly different from SpinVox…” I hear you cry.

Yes… and no.

Admittedly, not every company is like SpinVox and I do not pretend for one second to have a single clue about the inner workings of Carphone Warehouse, however what I do have is a certain amount of knowledge about being a Product Evangelist.

And rule number one? LISTEN!

OK, so it would seem that someone out there at O2/CPW is obviously ?listening? to the web, (or maybe just to Ewan), or else I doubt very much Dan Lane would have his iPhone activated right now, (which he does by the way ? in case you were worried).

But knowing how to engage with your community once the listening period has begun can be a fantastic way to circumnavigate these kinds of troubles and tribulations.

I cannot imagine for a second that someone, somewhere along the line at O2 and/or CPW didn?t put their hand up in THAT meeting and say:

?Err? But what if it all goes wrong??

What IF it all goes wrong? It DID all go wrong!

Fair enough, it?s going to take some balls for someone to say:
?Well it?s alright, we?ve got an Evangelist, it’ll be fine!?

But by having one as part of an over-arching customer service team (aligned with the PR and the Tech Teams) can and will make all the difference. Hell, why not make it part and parcel of the lead up to launch?

At least those savvy enough to know about said person/representative will know they have someone to turn to who isn?t bound by a single ?Failed Security Check? message.

Like Ben says, an evangelist can help the customers feel like they are being listened to rather than be ignored.

Having sales folk in-store? Standard.

What about on the end of your customer service line? Yep. Got that.

Ok, so how about ONLINE?

….Anyone? Hello?!

Having a reputation manager, product evangelist, community manager, customer champion, social media manager or just ANY kind of digital representative that can talk to your customers for you can and WILL make SO MUCH difference to your online reputation!

If CPW had their own forums then they could?ve redirected their complaints to the static info page that Ben laid out in Step 1, (see post referenced at the beginning of this one). If they had their own representatives on those forums then they could feed back live information.

Hell, it doesn?t even to be their forums. They could trawl the o2 ones!

Also, being an evangelist isn?t just about talking up your stuff all over the place (online and off), it?s about being a trusted face and a trusted place. The first port of call not just should anything go wrong, but also for potential customers, partners or even just for those who are looking for information about you.

(A recent SV example from a day or so ago can be found here, on Twitter).

Sticking with the point – if the CPW website is broken? Get to X.

Oh, not happy with the CPW customer service? You should drop a note to X.

Having trouble with that thing you bought from CPW? You should follow X, (s)he’ll help.

These are all examples where an evangelist would help your brand reputation.

Something, ANYTHING to calm those folk down who think they?ve been misled, cheated, defrauded, messed around, screwed over? (do I need to go on?) ?by CPW (and/or O2).

This isn’t rocket science folks and I am most certainly not revealing nuclear codes here -
A simple Google Alert will tell you who?s talking about you RIGHT NOW.

“It can’t be that simple James!” – No really.

It is THAT SIMPLE.

I just set one up for Carphone Warehouse, (set to ‘as-it-happens’) and within minutes I got a ping?

The first link points to the second link, the second link look something like this:

Familiar story huh?

Well how about hiring an evangelist to monitor this stuff?

To reach out to these disgruntled bloggers and say something like:
?Hi Tom
Look, we messed up. Big. We are REALLY sorry. In equal measure we also REALLY want you to get your iPhone. I honestly do not know when we will be shipping your iPhone 3G out to you, but if you?d like to email me your details I will do my best to find out what the current state of play is regarding your account.
Yours,

John Smith
CPW Evangelist?

Reasonably simple; make it personal, reach out to your critics and let them know they are being heard.

Help them understand that you are here to help and yes, even humans mess up sometimes.
Fingers crossed, Tom?s account details would be passed back, a rapport would build, information would be shared and the next thing you know you might even have a fan who?s happy to tell the world that actually, yeah CPW got it wrong.. but y’know what, they ARE trying to get things done.

CPW, if you’re listneing, engage your online community and ignore them at your peril.

And if you want to tack a bit of science on the end of that just to really hammer it home:
Recent studies show that the internet is the most influential medium when it comes to consumers purchasing decisions; twice as strong as that of Television and almost eight times the influence of traditional printed media.

Source – http://pov.fleishman.com/blogs/fhsocialnetwork/2008/06/new_research_reveals_the_impac.php

Here endeth the lesson.