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Australia: Corporate blogs and AFR


Well golly gosh, The Australian Financial Review has got a crap site. I would’ve probably paid for this article but it’s not clear it’s even on there. I couldn’t find a search button. Went out in the pouring rain to buy the paper instead. I think it’s the last time I’ll do that…

The number of Australian’s using blogs has soared over the past year, but companies are still struggling to find a way use one of the fastest growing parts of the internet as a marketing tool.

– do you think they should do one of my courses, or attend one of my seminars?

According to the research firm comScore Media Matrix, the number of Australian “unique users” aged 15 and over visiting blogs shot from 2.1 million in may 2006 to 3.3 million in May this year, compared with an 8 per cent increase in total online unique users to 10 million during the same period.

It is now my stated goal to teach each and every Australian interested in blogs, wikis, social media and social networks one of my How To Blog computer lab work courses, Creating Corporate Blogs seminars or one of the others maybe – The Business Benefits of Social Media in Australia, Building Vibrant Social Networks Online or YouTube, Blogs and Marketing? How long do you think it will take me to train Australia up, one liddle widdle corporate blogger at a time, hmmm?

realestate.com.au blogs. Big difference from a media company or a web 2.0 pr person doing blogs!
Noelle Waugh spoke with Jennifer Williams from Tribal DDB and Mike Zeederberg from Profero (both such shining examples of Web 2.0 marketing genius. Heh). For the record, Noelle, someone from Hyro would ring truer. Plus, why not talk to some real corporate bloggers. That feller from Realestate.com.au, Rod thingummy from Telstra’s NowWeAreSlagging? The article points out the backlash on antiZeroCoke Movement (zerocoke marketing set up a fake blog by Coke) and Walmart (fake blog by Walmart *fans* who were actually staff).

When I read this sort of thing:

Marketers and marketing services companies know blogging is on the rise: the trick is finding a way to milk it.

I get a bit worried. It’s clear that anyone who tries to “milk” a social network is gonna get a whole lot more than they bargained for and, unfortunately, the more fuckups in blogging and dialogue-with-the-customer, the more companies and marketers that will step back from trying to facilitate these conversations. I have never worked in an area that is so confrontational to the incumbents.

By the way, Enterprise 2.0 or Business 2.0 or Corporate Blogs 2.0 or whatever you want to call the subject matter conference on next month. We need a tipping point in Australia.

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

2 thoughts on “Australia: Corporate blogs and AFR

  1. Laurel, sign me up for the army!

    I’m trying hard to convince the public sector bureaucracy of the value of E2.0 tools, but entrenched silos, closed views of the value of collaboration and openness as a knowledge management benefit, etc. are pretty alien in this space.

    My presentation at WSG in Canberra on 26 June might make a start…

  2. No, no, they’re right. The trick is to milk it.

    We must lie to our customers as much as possible. It’s the only way to win their respect.

    Dazzle them with the bright, shiny Flash animation & we’re away…

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