We’ve published several election themed posts lately – about how the candidates should have campaigned digitally, about broadband, we’ve even published a designers guide to the election. Overkill? Not for a second – here’s another one.

This time, the focus will be a bit less specifically digital. if there’s a big story to emerge from this election, it’s the speed with which the ALP was able to turnaround the mountain of goodwill they generated by ousting of John Howard, saying Sorry to the Stolen Generations and steering Australia through the global financial crisis remarkably unscathed. Even the potentially disasterous sacking of Kevin Rudd as party leader was offset by a wave of goodwill for Julia Gillard. How did they turn this into a disaster?

The reality  is that there are hundreds of reasons reasons, and they’ll be debated  for a long time, in forums more relevant than this one. This is not the place for policy. It is the place, however, to look at campaigns and brand  Brand was a huge factor in this campaign and  it really stuck out for me the way the ALP, particularly the Prime Minister, stuck to their message so closely. They hammered the same lines over and over again, and eventually it was to their detriment. In fact, they stuck to their message so closely they trashed their brand. (more…)

I have blogged a few times lately about attempts publishers are making the price of content on the internet (here and here, if you’re interested). Traditional media sources and content producers have always struggled with creating a profitable online model, and the rise of the smartphone and the tablet both highlights the issues they are facing, and presents new opportunities for a solution.  Two more attempts at this solution have been getting publicity recently. First, Rupert Murdoch’s News Corp has announced it’s plans for a new, national US publication designed specifically for the iPad. The publication is will feature short, snappy news stories (take this to mean lots of pictures, little in the way of analysis) and has been created with the goal of “having young people read newspapers”.   The second thing which got me thinking about it was a story about a series of new magazines created specifically for tablets, called Nomad Editions. Basically, the idea behind is that they’ll produce 5 “editions” around specific topics (food, movies, surfing, viral video, etc), published weekly, which users will be able to subscribe to. It will be built using an interesting technology called Treesaver , which allows users to view ther same content, using the same addresses, on their desktop or mobile device.

These are both nice ideas, but they both seem inspired by a premise I’m not sure I agree with. Mark Edmiston, CEO of Nomad, claimed that Nomad was borne of that fact that “…people reading on their iPads, they’re reading a different way”. Rupert Murdoch made similar claims about his national newspaper concept. The implication in both cases is that the new technology necessitates new content, as well as new content delivery. (more…)

When this 2010 election campaign is over,  Tony Abbott’s stumbling performance on last night’s 7.30 report may well be remembered as a costly moment for the Liberal’s campaign. Abbott was unimpressive generally, but in particular in his  response to questioning about the details of his party’s broadband plan. Abbott struggled with questions about the detail of the plan, then attempted to pass off his ineptitude by saying “I’m no tech head” .

What was stunning about this wasn’t  Abbott  ignorance of the detail of the policy, but the flippancy and complete lack of embarrassment with which he dealt with his lack of knowledge. By saying he “wasn’t Bill Gates”, he was implying, by proxy that technical issues were the concern of computer nerds, and that the details of the policy were beneath hin Which is stunning in both it’s arrogance and Abbott’s lack of understanding of how the real world works.

What Abbott doesn’t understand is about broadband speed is the question isn’t who in the electorate will be affected, but who won’t. What Australian business doesn’t now have a web presence? What person doesn’t pay bills or manage their finances online? What student doesn’t use the internet for study? In fact, who doesn’t go online as part of their day to day life?

The answer, evidently, is career politicians who have advisors to handle that sort of thing for them, and have never had to place an order, or pay a bill, or book a cab, or find a plumber online.  Rather than being the reserve of “tech heads”,  issues relating to broadband speed are part of mainstream life in Australia, and will only become more important.

To put the inappropriateness of the statement in context, imagine if Kerry O’Brien had asked Abbott a question about the wheat industry, and Abbott, unable to answer, had joked “Well, how would I know, I’m not Old McDonald?” Or if he had been asked an economic question and responded with “Who do I look like, Ben Bernanke? Ask a number cruncher, why don’t you?” Unthinkable.

Abbott can take some comfort in one thing, however. The man the ALP have entrusted to take him to task over this howler is Stephen Conroy.

As a Digital Producer one of the most common questions I’m asked (after explaining  that no, I don’t make movies) is “what’s the deal with Twitter?”  Clients  in particular will acknowledge Twitter’s importance as a tool for their organisation, but express a slight bewilderment at how or why it is useful to them on a personal level.  Someone recently said  “I can see why WE need to be using it, but why should I be using it?”pretty much summing the conundrum up. Almost as common are people who flirt with it for a few weeks, then lose interest. The most common reason?  “Oh, I started using it, but couldn’t think of anything to say so I stopped.

In Australia,  the stats back up the anecdotes. There are currently around 277,000 users, or roughly 1.5 % of the population. In the US, the following is far greater(a detailed breakdown of the numbers, with an incorrect headline, here), but still nothing like the level that Facebook’s are or MySpace’s were. The uptake experience of people I’ve talked to mirrors the stats as well. An estimate 40% of users drop off in the first month.

For professionals and businesses, there’s not really much debate anymore about Twitter’s worth. It has proven itself  an outstanding means by which to build a brand,  for business to business communication, and to speak directly to those interested in your band. If you’re already a celebrity, all the better – the opportunity for to connect with fans and to build your fame by giving them a taste of your fabulous celebrity lifestyle, at no cost to yourself, is just outstanding.  If you’re a tech person, or a media professional, or work in an agency, again, the benefits and uses are obvious and immediate.

But what about the average person, you ask? How do they make Twitter more than just “that website with the bird”? Pretty easily. Here are igloo’s tips on making Twitter work for you:

1. Don’t assume you have to say anything.

As  I mentioned, people often express their reservations about Twitter by asking “But what would I write about?”. The answer I usually give is don’t write anything.  (more…)

It was just one remarkable factor in a remarkable campaign, but it’s still surprising just how effectively Barack Obama was able to utilise social media and digital campaigning in his 2008 presidential campaign. He pushed his message and brand, generated support and mobilised financial backers. He attacked and diminished his opponent, without cheapening himself or tarnishing his image. Through this success in the “new media” he was also able to highlight the age difference between himself and his opponent, and add credence to his message of being the harbinger of change and innovation.

In considering the lessons this offers for the upcoming Australian election, there are a few qualifiers. The Obama social media campaign, particularly My Barack Obama, were primarily fund raising exercises. As well as financial factors, the length of the American campaign and the reliance on volunteers to facilitate their campaign rallies (occasionally quite elaborate affairs), so mobilization of supporters is vital just to keep the campaign running smoothly. As well, the Australian campaign is (mercifully) significantly shorter than it’s American equivalent and at a set time, which brings significant planning advantages.

Despite this, there’s a lot both sides can learn from Obama’s campaign, and from what’s happened since. Here, then, are the 5 tips we would give both parties, should they ask, about how they should conduct themselves digitally during the campaign. We are offering the advice to both parties because we are wise and benevolent like King Solomon and Quentin Bryce.

1. The Normal Rules of Twitter Don’t Apply (for the campaign period only)

I’m going to get slightly controversial with this one. For the next week or so, before the campaign hots up, expect to see several stories about Gillard and Abbott’s presence on Twitter. 90% of these will be bookended by a quote from a “social media expert” of some description, who’ll advise them that they are “broadcasting” too much, and that they need to “engage in conversation” (never “have more conversations”, for some reason) with their followers. Ordinarily, fine and sensible advice. Post-election, it’s just what they should be doing.  But right now, I’m not so sure. (more…)

In my post last week, I mentioned a report which blamed the lack of spending on internet advertising in part on the low quality of online advertising campaigns. It’s a claim that you hear from time to time working in the field,  either in the form of stray”I hate those pop up things” comments,  or from serious sources like this 2009 article from TechCrunch, which claims that “the internet is about freedom… and a truly free population will not be forced to watch ads”

The comment stayed with me through the week. I knew it was wrong and could thing of a lot of reasons, but didn’t post about it as I couldn’t think of a succinct way to explain it. Then the Old Spice Man exploded, and it dawned on me. It’s wrong because people LOVE internet advertising.

If you’ve been in a sleeping pill induced coma for the past week, the Old Spice Man is a deodorant campaign which has exploded. It’s mildly amusing bit in the Chuck Norris/ Barry “The Cougar” Dawson vein (you could almost call the humour Anchorman-lite)  which has exploded across the internet. It has 55 million YouTube views, and the campaign’s been given legs with the having the character uploading personal responses to users from various social media sources, answering questions on Yahoo, and so on.

The campaign’s not a great one, but it shows just how deeply internet advertising can penetrate if it is popular – or more correctly, how deeply a popular campaign can disseminate with proper integration and some momentum. This is advertiser created content as a legitimate entertainment source – people are engaging because they like the campaign in and of itself, not the product. Advertisements – not advertiser funded content, advertisements – are now a legitimate form of entertainment. (more…)

Written by Andrew Englisch, CEO & Tony Prysten, Creative Director, igloo for 29 January Adnews

Driving the next generation of brand engagement to getting the most from the new wave of cool touchscreen devices, here’s our hotlist for a great start to 2010 for marketers looking to supercharge their brand’s online activity for the year ahead.

The Top 10

1. Get in touch with a new era of interaction
The iPhone, our new best friend, is moving us away from mouse driven interfaces to touch-based computing. Progression in design frequently follows progression in technology. As we await a potential revolution in tablet computers from Apple and HP, fresh opportunities will be created to exploit with great digital design. (more…)

Article written by Andrew Englisch, CEO igloo

AdNews January 2010 – ‘What’s Next’

You are exploring downtown Sydney, early evening, nicely chilled. Someone takes your eye. You discretely point your smartphone at them. Silent click.

Their cute face instantly fills your camera’s live-feed screen. In a blink you are presented with a full array of their personal data superimposed over their image. Age, profession, fave foods, sexual preferences and Twitter feed. Your data packed screen says that you share a compatibility rating of 95%. Quickly you hit the ‘Drink?’ button. What will they do? How will they respond? Seconds later: ‘Yes!’ they ping you back.

(more…)

Revving up for another year of growth, igloo has recruited eight new team members to its expanding team of digital pioneers. The growth sees the headcount increase to 24 following several new business wins in 2009 and a focus on growth and exceptional client service. (more…)

New igloo hires (left to right)Teall Barnes, Nikki Bannatyne,
Daniel Graetzer, Angie Willoughby, Jonny Schneider, Cecilia Waters

Digital Media, 22 October 2009

Digital agency igloo has added a number of new hires as the company continues to grow in both Melbourne and Sydney. Teall Barnes joins igloo as New Business Manager. Barnes will be the primary igloo contact in Sydney for all new business enquiries. Barnes brings a wealth of knowledge and experience from her previous position as Account Director at Freestyle Media, and various marketing and advertising roles within television and digital media.

Daniel Graetzer joins the Melbourne team as Technical Lead. Having spent the past 4 years leading development teams in the social networking and gaming industries.

Joining the team as Digital Producers are Jonny Schneider and Nikki Bannatyne. Schneider brings with him three years of experience as Producer in Digital Development at Sensis Pty Ltd, plus over 6 years of experience working in a variety of roles across digital and design disciplines. Bannatyne has worked as a Digital Producer and Developer at the Campaign Palace, M&C Saatchi and Sensis. Cecilia Waters brings her passion and obsession with all things digital to her new role as Web Developer and finally, Angie Willoughby joined igloo this week as Executive Assistant to co-founder and CEO, Andrew Englisch.