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Simon Collister, PhD

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Digital strategy

Dear Lord Carter, please read this blog post – Why The Government’s Digital Britain Report Worries Me

10/28/2008 by simoncollister 2 Comments

The UK Government made a significant announcement last week as it unveiled plans to seriously review and examine everything digital and its relation to business and culture.

As far as I’m concerned, the announcement, by Lord Carter, Minister for Communications, Technology and Broadcasting, is is a vitally important topic and while it gained some coverage in the UK blogosphere (notably posts by Wadds, Stephen Davies and Dominic Campbell), I think it deserves a lot more debate.

The reason it deserves more debate is that while the Government is appearing to take seriously the opportunities – economic and cultural – offered by digital convergence the language it is using to drive forward a review of these opportunities is worrying.

One phrase in particular I find intriguing:

“We [the Government] will seek to bring forward a unified framework to help maximize the UK’s competitive advantage and the benefits to society.”

Now, while no one will argue that maximizing the benefits the Internet brings to UK society is not desirable, and while some would argue that maximizing the UK’s competitive advantage is not a necessary priority it cannot be denied that the Internet is throwing up enormous economic benefits.

But what concern me here is the term “unified framework“. This brings to mind the idea of an extremely top-down, bureaucratic regime of Internet governance for certain industries or social/cultural groups that the Government decides is a priority or that would benefit specifically from support.

Of course, I’m prejudging what the government has in mind. However, I am prejudging to illustrate a point. namely, that as any fule kno – the beauty and power of the Internet is that it is a decentralised network where the power of creativity or production is in the hands of the individual user.

As a result, production and methods of production are as unique and *non-unified* as there are individuals involved.

It is perhaps worrying that the Government’s announcement seems to indicate a failure to grasp this idea.

Related to this point of decentralised production by end-users is the notion of what actually gets created (and “digital content development” is one of the key Government areas for review).

The announcement observes that digital convergence is “critical to every business in our economy, acting both as a catalyst for creativity and allowing efficiency gains.”

But if we look specifically at ‘social or peer production’ – the user-generated content I suspect the Government is alluding to (especially with reference to “efficiency gains” – then again it is acutely important that the *user-generated* element of this creative content and production is just that: created by the user.

This is significant because it means the Government can’t just pick a key industry and say “Right. This is the sector in which we need efficiency gains and more creative content.” This, of course, is for the individual with a PC in their study or bedroom to decide.

But don’t get me wrong, we are experiencing a major transition in the way economic models, businesses, creativity and social relations behave. And the Internet is at the heart of this transition – both driving it and being driven. The fact that the UK government has woken up to it is extremely heartening. key issues are under review, such as:

  • “Broadband Development – examining options for maximizing participation and levels of service across the UK 
  • Spectrum: identifying the barriers to the release of spectrum and a fully functioning market in the trading and use of spectrum
  • Universal access to high quality, public service content through appropriate mechanisms for a converged digital age
  • Intellectual property: the UK Intellectual Property Office will take forward work to deliver a digital copyright framework which supports creativity, investment and job creation in these important sectors”

My concern comes from experience of the way government and organisations function which is usually highly top-down and hierarchical. Culture Secretary, Andy Burnham, who is sharing ministerial responsibility for the Carter Review, says as much in the press release:

“Over the last year we’ve worked with experts to get a clear understanding of the issues to address and obstacles to overcome if our businesses and citizens are to take full advantage of technology.” [My emphasis]

IMHO speaking to self-appointed ‘experts’ about how other people (“citizens”) should make use of technology is the old way of doing things. And in my view approaching the opportunities of the Internet in this way will achieve the exact opposite of what the Government intends to achieve.

Former Yale academic, recently appointed Professor of Entrepreneurial Law at Harvard University, Yochai Benkler, has written extensively about emergent economic models in a digital age.

As suggested above these models rely on social and/or non-market forces to achieve the “efficiency gains” flagged by the UK government. In his Wealth of Networks, Benkler observes that in this emerging economic and institutional ecology:

“the State plays no role or is perceived as playing a primarily negative role … Just like the market, the state will have to adjust to this new emerging modality of human action.”

Benkler suggests we are on the cusp of a new era for economics and creative opportunity as the UK government seems to acknowledge in its planned Digital Britain Report. However, Benkler is explicit that these new opportunities for the economy as well as democracy and human freedom are contingent on the key players (governments; regulators; gate-keeping corporations etc) getting it right from the outset.

The UK Government’s announcement doesn’t fill me with optimism that this is likely to happen.

Technorati tags: UK Government, DCMS, BERR, Carter Review, Digital Economy

Filed Under: Current Affairs, Digital strategy, Internet, Jobs, Net Neutrality, New media, Politics

Thoughts on the Internet as a ‘game changer’ for PR and communications consultancy

10/21/2008 by simoncollister Leave a Comment

Doc has a post about Internet regulation in Canada where after nearly 10 years of regulation free Internet, the Canadian Radio and Television Commission has just announced that it is to look again at ‘broadcasting using the Internet’.

The issue of Internet regulation is a major one and not for this post – although it is edfinitely something I want to follow up in the UK.

Instead. what I wanted to share was Doc’s neat summary of why the Internet is important to everyone and everything.

Doc asserts that: 

“the Net isn’t just a game-changer for everything it touches, but a subject of transcendent importance, so unique, so unlike anything that preceded it, that it wasn’t like anything.”

And this is precisely the problem. All too often (and more like all of the time) people want to know how they use the Internet to improve what they already do, or want to know what impact the Internet will have on their organisation.

But how do you give these people an answer when they are asking the wrong question?

Of course, it is the PR consultant’s job to tell the client the right question to ask and then answer it. But it is often difficult to get beyond traditional expectations.

Take this as an example: a client may call on their PR consultant to tell them how to communicate better using the Internet. However, the right answer might in fact be that before the client can change its communications, the way the company operates must be transformed to bring it in line with the expectations, identities, social norms etc of a digitally networked society. Now this is traditionally seen as management consultancy and *not* what the PR agency is paid for.

This position – of course – supports what Grunig has said about PR all along. Unfortunately, it has been an uphill struggle to sell Grunig’s ideas first time aprund, let alone when we are working in a digitally networked world which operates as an entirely different paradigm.

Technorati tags: Net Neutrality, regulation, Doc Searls, consultancy, management, paradigm shifts

Filed Under: Digital strategy, Internet, Net Neutrality, PR

Interpreting the Macropocalypse: Umair Haque at his finest

10/03/2008 by simoncollister Leave a Comment

I awarded Umair Haque’s portmanteau term “Macropocalypse” one of the best neologisms of 2008 earlier in the year. With hindsight it turns out that Umair was absolutely on the money with his prediction.

Umair brings all his thinking on the macrocalypse, business strategy decay and the atrophy at the heart of global organisational infrastructures in this powerful post for Harvard Business’ Edge Economy series: How to Build a Next-Gen Business Now.

Anyone interested in how the Internet can be the driving force for salving the current commercial meltdown should take a read.

Here’s a tidbit:

“No wonder so many think anything “corporate” is a monstrosity. They’re right – if the implosion of the investment banks tells us anything, it’s this: when what we do is meaningless, it’s neither economically valid, strategically viable, nor truly value-creating.”

Technorati tags: Umair Haque, Macropocalypse, Business Strategy, Credit Crunch

Filed Under: Current Affairs, Digital strategy, Internet

Meme: Social Media Best Practices

09/30/2008 by simoncollister Leave a Comment

I’ve been tagged with couple of memes recently and have finally managed to get round to converting ideas to words in the second case.
In the first instance my apologies to Nicky and Andy as I’m so late with their question as to who are my three most admired communicators I can’t imagine my comtribution is relevant!

More recently I’ve been tagged by Badger Gravling aka Dan Thornton who passed on the meme to share best social media marketing practices.

If we put aside the idea that I am uncomfortable with the term social media marketing then I want to approach this issue from the more fundamental position of what best practices should organisations adopt to make their communications relevant and effective in a digital age, rather than what’s the best way to secure maximum traction for my "viral".

The emphasis – to me at least – is on social media best practice, rather than marketing best practice.
This is encapsulated in a three word maxim that we talk about a lot at Edelman:
Be, Do, Say.

Let me elucidate:

Be – as Dan points out in his post, companies cannot turn on a social media marketing strategy overnight. It takes an (often) significant investment of time and understanding to review an organisation’s business goals to make them compatible with the expectations of a contemporary, digitally enabled society.  This is the first big hurdle organisations must overcome before they can deliver any kind of social media activity successfully

Do – If they can cross this first hurdle then the organisation should e able to deliver its corporate promises. This is the ‘Do’ bit. Companies must put their money where their mouth is and prove their commitment to open, transparent and authentic business practice through action

Say – Once the first pieces of the jigsaw are in place then – and only then – can organisations shout about how good they are. But even then it isn’t enough to simply change your ways for a sort-term campaign or brand/product re-launch. A commitment to this new way of working and communicating is essential. I call this approach ‘sustainable communications’. It requires a long-term, far-sighted approach to your business in order to sustain a long-term, far-sighted approach to communications.

So there are my views – and possibly the first and only meme I have followed up this year! Given I’m already behind on this one I think I’ll not pass it on.Apologies to Dan!

Technorati tags: Social Media Marketing, Social Media Best Practices, Dan Thornton

Filed Under: Digital strategy, Edelman, PR, social media, Web 2.0

The Berocca Blogger Relief pack lands

08/15/2008 by simoncollister 4 Comments

My Berocca goody-bag arrived last night full of cool stuff. For all that I have blogged (which I stand by) I still think this initiative was a great idea – only it could have been better executed.

I also still stand by the fact it has been executed by Bayer‘s marketing team or agency in conjunction with the legal department.

The blogger’s pack contains a letter telling us our email addresses will be used to send us occasional emails about Bayer’s future blogging initiatives, but we can opt out if we want. That’s fair enough.

The letter is as impersonal as the rest of the campaign, beginning ‘Dear Blogger’ and ending ‘The Berocca Team’ which is unsurprising.

And as per the rest of the campaign it takes a very tactical – dare I say narrow-minded – approach to blogging by emphasising the great link love we get from Berocca’s blogger relief page on their website.

All in all I think it has been – and continues to be – a really interesting foray into blogger engagement; certainly different from most.

Likes – the origins of the initiative, the news story about bloggers’ stress levels, was spontaneous and fun and was something Berocca could really piggy-back.

Dislikes – the impersoanl communication with bloggers: generic intros and sign-offs to emails and letters; infrequent communications and periods of radio-silence.

Tips for next time –  "Hey, Berocca, this cool thing called email means it’s really easy to contact people directly, cheaply and quickly. You should try it sometime!"

Technorati tags: blogger outreach, Bayer, marketing

Filed Under: blogs/blogging, Conversation, Digital strategy, PR, Word of Mouth

Berocca Blogger Relief Update

08/07/2008 by simoncollister 10 Comments

After my bitterness tainted whinge/objective critical analysis (delete as applicable) post last week about the Berocca Blogger Relief engagement programme stunt what turned up in my inbox today? Lo and behold an email from Berocca saying I could expect my blogger relief pack some time soon.

Am I satisfied? Not entirely. This is partly because I’m vindictive and hold grudges, but mainly due to some unanswered questions I have about why I am being sent a pack now, at least a month after the first batch was mailed out to recipients.

In particular: why am I being sent a pack now, a week after critiquing Berocca’s campaign? Is it coincidence? If it is in respnse to my post it would be nice to get a personalised email explaining so.

In fact, the email I received appears to be an automatically generated one. In double fact, don’t take my word for it:

Hi Simon Collister
 
Thanks for your submission; your blog has been accepted!
 
Look out for your Berocca Blogger Relief Pack that will be on its way to you soon.
 
The Berocca Team

I could be wrong but I don’t start many emails with ‘Hi Simon Collister’.

While I’m on a roll, my blog has "been accepted"? Um,. Sorry, what? Has been "accepted"? I didn’t know I was undergoing a vetting process. Thank you. I’m deeply grateful.

Maybe I am being overly harsh. Perhaps I may have gone a bit overboard for the sake of some fizzy vitamins and a USB stick. Perhaps.

But I simply think that what was a really good idea to connect with a potentially target audience has turned into an impersonal marketing exercise.

Perhaps that was the aim at the outset. But if it wasn’t, then I really feel Berocca have missed a good opportunity for quality online engagement and the opportunity to build some long-term relationships with their consumers.

Still, I’m not complaining about the fizzy sweets though!

Technorati tags: Berocca, blogger relations, PR fail

Filed Under: blogs/blogging, Conversation, Digital strategy, New media, PR, social media, Word of Mouth

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