I’m gonna put this dream in motion…Never let nothing stand in my way…”

..Billy Ocean

”….  It’s still just the start…and a long journey to take.

2009 to cross before we see hope and new waters our way

 The economy continues to dip…but that’s not all that’s at stake

It’s our spirit that needs to stay afloat to make us see the light of the day

It’s a tough long walk and a steep climb

And all we have is but one chance to do what is right

Let’s hold on together and help each other stay afloat

Let’s not close our eyes to the good around us…but spread the word louder to make people hear what is equally right

Lets cheer and rejoice for the good around us..and let’s keep the spirits soaring high…”

…Anubha

An offshoot of the Podcamp discussion was Blogger code of ethics. There are pages on it when you do a Google search.

So what’s the big deal about bloggers and ethics? Why so much fuss….?

The discussion began during Brian Koh’s session at Podcamp Singapore and a question rightfully asked by Melvin Yuan….’Ethics are ethics. What’s so different about blogger ethics? Why hype it so much?” The next question was “Why are agencies saying different things? A PR agency proactively comes with a big list of ‘cannot do la..!’- no financial implications, no discounts/ freebies etc while the Marketing/ Advertising arm of the same firm may come with financial benefits for writing about their client.”

Why such confusion?

To understand why agencies behave the way they do one needs to look at the way they function.

The function of communication be it advertising/marketing/direct mailing/events/PR is to reach out to people that matter. The most common medium used to do this is media: print/television/radio/new media. So the vehicles are the same…but the route to reach out to customers is different.

Public Relations believes in ‘influencing the influencers’ by building relationships. They provide material, arrange for client meetings and hope that information will result in coverage. In the end what is covered is the sole discretion of the writer. PR has strong policies against what they term as bribing. For them media and message cannot be bought and I guess that is why people still believe in the credibility of the press. By initiating code of ethics they are simply trying to maintain the way PR fundamentally works.

Advertising/marketing has always worked on the concept of buying media space. They usually plug client fed information in the space that they buy and this is most commonly known as ads. Since traditionally they have been doing this, they continue to offer financial benefits for the write-ups.

Though traditional agencies have separate departments for each function and are able to avoid confusion- it is not possible to replicate the format with blogs. That leads to mixed messaging.

So what can a blogger do?

1. Ask questions and be upfront to first know who you are talking to…PR or Advertising

2. Define the path you want to take and make it clear to the agencies upfront. You may consider writing a disclaimer in your blog that clearly clarifies your stance on PR/Advertising.

3. If you do not want your write-ups to be influenced and still want to earn, try adding an advertorial section to the blog

4. Consider external links so there is no messing up with your content

Have more ideas…please post them as your comments.

Many of my co-attendees (Claudia, Derrik… to name a few) have already covered the entire camp or parts of it….so no point going through the series again. What I would like to share however are the ‘good’ and the ‘can do better’ parts of the event. Please feel free to share your feedback in the comments.

The good stuff…

1. A great initiative in getting together like-minded people, who were trying to contribute by sharing insights and learnings and trying to crack the thoroughly webbed new media space. I liked the sessions of Coleman Yee and to some extent Brian Koh ….for their ability to stir some healthy discussion. There were no answers…but it definitely set the thoughts rolling.

2. What I missed and really regret is the Charlie Pownall session on Online Influencers. The last bits that I caught were on Obama and how he magically used ‘word of mouth’ to his favour…got to know some more from Claudia’s blog post.
(…so now you know…my next reading will be trying to analyse Obama’s success secrets from the communicators perspective…and maybe later…if I get the opportunity, discuss my thoughts with you, Charles.

3. Another session that was reasonably good was Preetam Rai’s on twitter. Though purely by selection of topic…I was attending Brian’s session, Preetam…what I heard about you from fellow bloggers and liked- was your idea of networking and understanding (not just superficially) about how bloggers/writers in other markets work. Good stuff..you are surely working that extra mile to bridge the gap between markets and people.

4. My comments will be incomplete if I did not mention the Tech 65 guys and Joshua Nair. You guys truly rock and it was a pleasure having you around. Joshua, a special mention to you….you were the youngest of the lot and very well prepared. I wish you luck and am sure you have a bright future.

5. The next best thing about the event was the presence of a lot of PR people…the presenters and the attendees(…Weber Shandwick, Burson Marsteller, Text100…to name a few) which talks about the seriousness and the lead that PR people are trying to take in the new media space. I may have missed many…but must mention the presence of two …great guys- Shalabh and Melvin. Melvin was also one of the keynotes speaker at Podcamp. Sunita, Su from Text 100 and Daphne Maia great meeting you too.

How it could be better….

Content overall could have been more in-depth. Its great to have a discussion but there should be some key take away from the session. Some speakers got a bit too carried away about personal achievements. So maybe a little balance on that front could make the sessions more fulfilling.

Signing off statement: Great initiative guys. Keep up the good work!!

Of late I have been meeting a few MARCOM managers…primarily to gauge the impact of recession on budgets and communication strategies ….for my article. During these ‘Starbucks’ sessions (that’s where we end up, eventually), following were the noteworthy comments: ‘Social media marketing is like an open sea…our communication teams are full of ideas but these appear as ‘one size fits all’ type of stuff. Everybody wants to do everything in a hurry not to be left out and more often than not are all over the place!… we came up with a blog but now we are stuck- it takes so much resources to maintain and promote…how can we make the best use of what we have without investing a penny more…’ . Well then, maybe this post is for you -creating winners with blogs…. in 5 simple steps. Of course, there are not just 5 steps, but these are the building blocks- I’ll be adding more in future posts, but will be looking for your additions in comments

How could companies gain leverage and traction through blogs:

Brand monitoring: Just like you practice what publications write about your company and competition everyday, monitor closely what people are talking about you. (Yes- there is someone out there that ought to talk about your brand) Determine brand sentiment and its triggers.

Employees are enthusiastic spokespeople. Leverage: Social networking unlike traditional media is more complex and its huge. You need all the help you can to effectively track what’s happening. While all employees are not spokespeople, encourage them to communicate what they see and hear about the company. Determine what needs action and decide the next steps.

Engage your audience and communicate – have a dialogue: Be open and use this as a platform to discuss the latest in the company. Structured and consistent messages are the key.

Leverage influential bloggers: There are millions of blogs out there. And probably a sizeable proportion exercise good influence. Learn about like-minded bloggers and make them your brand ambassadors. Engage with them regularly.

Measure and optimise: For accurate audience metrics, relevance of content, effectiveness metrics.

It is interesting to note how globalization has changed through the years and the power to change that was once in the hands of the powerful is now in the hands of those who have the knowledge. Change is no longer driven by nations or by huge multinationals. Individuals today drive change. Those who have the knowledge, are connected, and dare to share drive change. Similarly, easy access to information has transformed the average man on the street into a knowledge based world citizen. Empowerment of masses has made it all the more important for corporates today to use tools that are end-user centric.

Philip Kotler’s book Think ASEAN, shows some interesting observations on Globalization, its impact and future trends. Immensely impressed by this book, I will focus on some of the observations from this author and the relevance (cause and effect) of this with the changing times.