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Posted on May 26th, 2010

http://www.dmfreedom.com/2010/05/marketing-insights-from-abarth-and-bsb/

This weekend I was at Cadwell Park in Lincolnshire. The venue was host to the biggest motorsport property in the UK, the British Superbikes (BSB). The event was different, because as well as being supported by other motorbike classes, BSB hosted the Trofeo Abarth 500 GB, a new one-make car series. It could have all [...]

 

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On the Price of Coffee, Tim Minchin and Facebook Questions.

Posted By admin on July 29th, 2010
  • social mean RT @robertloch: All it takes for dull people to triumph is for entertaining people not to bully them on Twitter #
  • @AshRead14 reminds me of bolt.com tag book. been there done that. in reply to AshRead14 #
  • Would pay to see a show with @timminchin and bill bailey. Both comedic music geniuses. Watching repeat of ’so f**cking rock’ on e4 #
  • The best bits of mock the week tomorrow? There’s only been about 4 episodes in this series. Useless. Bring on the next sherlock #
  • Hardly anyone uses Social Media or Blogs to make purchase decisions! RT @InfluenceFinder: http://bit.ly/duzDBc #
  • How can the Hilton in paddington justify charging £5.10 for a (pretty average) coffee? http://myloc.me/9PqKR #
  • Second day thinking about seo as a business fundamental like accounting or tax rather than a techie geeky thing #
  • Funny how none of the social media evangelists in my twitter feed have picked up on the forrestor foursquare story yesterday. #

Of Summer Holidays and Trains and Car Warranties.

Posted By admin on July 27th, 2010
  • Summer train maths a bit like ‘bistromaths’ – if 3 people get off a packed train, 10 should be able to get on. Right? #
  • See you next week. RT @nickmoloney: training for team GAC Pindar resumes tomorrow…good breeze forecast… Real action starts on Friday #
  • @pitchlondon oh, its only a football story. Thought you might be referring to ferrari’s fine or something. in reply to pitchlondon #
  • I liked the clever way last night’s ’sherlock’ portrayed SMS text messages and their pervasiveness in contemporary uk society. #
  • Motorsport head off. cPc / analytics / content creation head on. A day in the world of used car warranties today! #li #

Of Sherlock Holmes and the Silverstone Classic.

Posted By admin on July 26th, 2010
  • “I’m not a psychopath, I’m a high functioning sociopath” – really enjoying Sherlock on BBC. #
  • Three patch problem. Nice what they did there. New Sherlock on the BBC is very very good. #
  • trofeo abarth 500 GB race 2 at silverstone classic (@ Silverstone Circuit) http://4sq.com/8ZhOHD #

Does Your Social Media Use Suffer From Groupthink?

Posted By admin on May 3rd, 2010

There’s something that bothers me about Twitter. It’s the tendency to become lazy when it comes to ideas and arguments. Complex ideas are boiled down to 140 character headlines. Many people never read the articles linked to, they just make a decision about the content based on the pithy headline and retweet, giving the ideas more credit than it perhaps deserves.

You might think that there would be more written about Twitter and Groupthink, but then, when you consider the characteristics of Groupthink it is perhaps not so surprising.

On the surface, Twitter provides a wide variety of viewpoints created by a diverse pool of individuals, but think about how many people you follow who have a contrary view to your own.

Consider the following tests for Groupthink that Irving Janis developed in 1977. Does your experience of Twitter have any of the following ‘symptoms’?

  1. Illusion of invulnerability –Creates excessive optimism that encourages taking extreme risks.
  2. Collective rationalization – Members discount warnings and do not reconsider their assumptions.
  3. Belief in inherent morality – Members believe in the rightness of their cause and therefore ignore the ethical or moral consequences of their decisions.
  4. Stereotyped views of out-groups – Negative views of “enemy” make effective responses to conflict seem unnecessary.
  5. Direct pressure on dissenters – Members are under pressure not to express arguments against any of the group’s views.
  6. Self-censorship – Doubts and deviations from the perceived group consensus are not expressed.
  7. Illusion of unanimity – The majority view and judgments are assumed to be unanimous.
  8. Self-appointed ‘mindguards’ – Members protect the group and the leaders from information that is problematic or contradictory to the group’s cohesiveness, view, and/or decisions.

It’s not just Twitter that can become susceptible to this kind of behaviour. Think about your product development process or the governing body of your favourite sport. Is there diversity of thinking? Are you innovating in a vacuum?

There are remedies if you believe you are at risk of making poor decisions based on either your social media usage or an imbalance in the teams you work with.

Here are some actions you might want to consider.

  1. Assign yourself the role of critical evaluator.
  2. Routinely discuss ideas with a trusted associate and report back to ‘the group’ on the associate’s reactions.
  3. Invite ‘outside’ experts to challenge views of ‘the group’.
  4. Find an articulate and knowledgeable devil’s advocate to question assumptions.
  5. Set aside time to consider alternative scenarios.

Also consider following a couple of people who might have a contrary view. You don’t have to agree with them, but opening your eyes to a different point of view might help you make more well informed decisions.

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Some Observations About Following People on Twitter.

Posted By admin on May 7th, 2009

I picked up a bunch of followers on Twitter yesterday thanks to a mention by Ryan Stephens on Lewis Howes’ Sports Networker Blog.

It’s hard to know what to expect when you follow someone. On the one hand, a reccommendation from someone whose opinion you trust is enough to sign up to the wisdom or otherwise of someone you otherwise might not have come across or followed.

For better or worse, Twitter, or at least the vast majority of the people I interact with on Twitter are in the USA. While I have spent a lot of time working with American sporting brands (some well known and some niche), I spend most of my time these days based in London, UK. It’s a shame that the core sports marketing and business conversation that thrives in the US is not visable here. It’s easy to forget that Twitter is NOT a mass market tool, though it may one day get there.

The point I am making is that if you have followed me and expect content around an ‘N’ sport (NBA, NHL, NFL…) then I’m not going to be able to provide a lot of insight. Hopefully though, the ‘mash-up’ element of Twitter that allows innovative and creative ideas to cross-pollenate across sports irrespective of size or geography will mean that the opinions from where I sit – an Australian living in London have value.

Yesterday, 150 people began to follow my musings. Normally I would get a few a day. A few a day allows you to look at who is along for the ride, look at their recent tweets, visit their blog or company page if available and make a decision about a reciprocal follow. With 150 in the space of several hours, that task is made harder.

Here then are a couple of tips based on how I decide to follow someone. It’s certainly not based on the number of followers someone has. This is not new, there are thousands of twitter tips sites out there – its just my opinion. It’s not a prescription either, just some stuff that came out of yesterday’s experience.

  1. Put up a photo of yourself. The year is 2009. If you are cool enough to be on twitter, you are tech-savvy enough to be able to upload a picture.
  2. Fill out your 140 character profile. Being able to get a quick feel of who you are by hovering over your thumbnail speeds up the introduction process by a huge factor.
  3. Think about your mix of Tweets. What do your last 10 tweets say about you? What do the last 25 say about you?
  4. Be a person. If the last 10 tweets are submitted by Twitter Tools then I get no personality coming through.
  5. On a related note. Personal tweets are ok! I don’t do business with companies, I do business with people.
  6. Add Value. A link without commentary is pretty useless. Are you pro or against? If neither – why post it?

Welcome to those who have followed me over the last 12 hours or so. Hopefully underrated doesn’t become overrated to quickly.

Twitter Won’t Last – But What do I know?

Posted By admin on April 20th, 2009
The Antikythera Mechanism. Computing BC Style.

The Antikythera Mechanism. Computing BC Style.

I always thought I would be a scientist. As a child I was curious, about bridges, bugs, boats; boy stuff perhaps. Toys like Lego and Meccano helped me imagine machines and build them. Unfortunately, science and business were seen as completely separate streams. There was the occasional ‘eccentric’ inventor who got lucky and managed to make some money out of a patent, but eventually I was made to choose – business or science.

So, years later I make a living from marketing. It’s a fascinating, fun field, but as the old cliché goes – it’s not rocket science. Sometimes, if you are lucky, or you specialise, you get to work to promote things that may change human civilisation, incredible machines barely imagined in days gone by – or were they?

I’ve been in Athens for the last few days. It’s hard to imagine the sophistication of the civilizations that once occupied this part of the world. Counter intuitively, it is even harder to comprehend when you see the evidence before your very eyes. Much of what you learn here is that you never learnt anything. You realise that no matter what the intentions of your teachers were in your early years, they taught you what they knew, which in many cases was only a version of events.

Take a simple premise – the Earth is round. Of course, we all know this, and we all know that some Italian in the Renaissance defied the church to convince us that the world was not flat. It’s a neat story and most people accept it without question, but the concept of a round earth has been around for a long time. How long? Well at least as long as 347 BC and perhaps longer.

Great thinkers wrote of all liquids on the planet having a curved surface. Documents show that it was known that each point on the curve was the same distance from the centre of the earth. Ideas and writing are only so interesting. Machines that make calculations are quite another.

Almost buried in the Athens Archaeological Museum is a piece of bronze. By comparison with other objects in the building, it is relatively recent, dating from circa 150 BC. Stop. Think about that. 2159 years ago there existed a clockwork device with complicated gearing. All our high school science and history tells us that this machine should not exist.

The Antikythera Mechanism is not a simple device to tell the time on earth. This machine tells the position of the earth in relation to the sun, moon, planets and constellations of the zodiac on any given day in the past or future.

Modern science is not completely redundant or useless though. For years, the lump of bronze sat without anybody knowing what it was. Only through the application of new-fangled things like X-Rays and MRI technology was it’s functionality understood.

It’s a fantastic story (for more information, see references at the bottom)… but it’s just one piece of evidence to suggest that we really don’t know just how advanced we were or what has been forgotten or erased in the name of some faith or another. What else did humans know that we now don’t?

For as far as we have come, some things are no more advanced than the ancient places. Daily tasks that some think are wondrous when put into context are mere toys. Twitter for example.

Firstly, let me say that not only do I use Twitter, but I am advocate of its use for all kinds of purposes. But let’s face it – it’s not very new and it’s not very clever. Moreover, it is slowly being appropriated by the same old PR machines to deliver the propaganda of celebrity and dumbed down tit-bits of information.

The Twitter API allows for all kinds of interesting statistics, the search functionality allows for a snapshot of opinions of a small set of people – mostly American, mostly early adopters of technology and all self appointed. It’s hardly representative of the wider world, though that may change.

Some will argue that news events are changed forever by Twitter, but when you dig down, you realise that only a handful of those ‘tweeting’ about an uprising, a war, an attack, a sports match are actually there. There is something slightly backwards about watching a High definition feed and converting it back into 140 characters of text.

Worse. The comment offered by many is about the platform itself in a strange self-referencing waste of bandwidth. A post like “I am using Tweetdeck to organise my twitter life,” is akin to beating out on drums “These new cowskin hides take my signalling to a new level,” or waving a blanket over a fire to communicate “what do you think of my new white smoke signals?”

It’s cool. It’s kinda useful in a background information feed kind of way. It’s strangely addictive, but in the grand scheme of things, it’s relatively trivial and unimportant. Take it away and the world would not be any worse.

Who knows what a 4009 museum of the early 21st century would look like, or what it might contain. Hidden in a virtual room may be a 3D immersion that allows those in the future to experience the wonders of Twitter or an archive of all the content.

What would someone reading your contributions think of you from your tweets alone? – For that might be all that survives of you and your part in the collective wisdom. Would your 140 characters of insight compare to the calculations that put the circumference of the earth within 40,000 kilometres in 245BC?

A globally connected digital communications platform is something we take for granted in 2009. Why then, is the most talked about application, one that has less functionality than a newspaper?

Hopefully we’ll use our smarts to create something memorable, to stand the test of time and allow others to evaluate our chapter of history as one of creativity and advancement, rather than a relative dark ages. I’m not sure, but what do I know?

For a great podcast about the Antikythera Mechanism and transcript see:

http://www.abc.net.au/rn/scienceshow/stories/2009/2508608.htm

Playing with Word Press

Posted By admin on August 4th, 2008

For those of you who look at dmfreedom.com regularly, you will notice a recent relaunch. Just to keep my hand in and learn a couple of new things, I decided to use Word Press for the new site.

The functionality is quite rich and there are several hundred plugins to help with extra functionality. From a standing start I managed in 4 hours to create a site, choose and download a template, modify the template header to give my site a unique look, create several pages including a contact page with response form, blog feeds from other sites and a dynamic photo gallery with rollover effects and back end management functions.

Not bad for a someone new to it. I must say that the ‘simple scripts‘ service when offered with bluehost makes installation incredibly easy – just one click from the control panel.

The conclusion? For small simple sites of a couple of pages, this kind of system is the only way to go. Of course you have to be online, but you can still write copy offline and create imagery. No need for flat html, no need for clunky frontpage code. Nice clean sites that can be maintained.

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