digital art science

Hello friends, colleagues and clients,

Digital Art Science has been trucking along for a few months now.  There’s some excellent work under the belt and a lot of promising developments sitting just over the horizon.  With the end of the financial year over and done with, and a fascinating digital landscape taking shape for the new financial year, I thought that now would be the time to breathe new life into the type of commentary and attitudes that prevail online in Australia.

I don’t know if you noticed, but by and large, digital evangelists are a cynical bunch. I would say that narry a day passes where I do not witness a brand, organisation or individual being dragged across the coals by members of my previously named ‘digital nobility’. Critique (some measured, some not so) abounds for anyone for not tuning in, logging in and opening up. I understand the motivations behind this, heck, I’m probably guilty of it, but what riles me, and what motivated me to begin this post (and subsequent activities soon to be revealed), is what we do to those that actually do make the leap.

For the most part, they’re torn to shreds; “You’re doing it wrong!”, “You’re marketing to us!” or “This is a cursory/bumbling attempt to engage customers online in a faux innovative and technically clumsily executed and inaccessible way”, I’m para-phrasing, and censoring here, but you get the gist (if you add significant vitriol, awful grammar and txt-spk-esque shortenings and smileys).

So, onto “The Good Apple”.

It’s not a(nother) Macintosh fanboy rant. I firmly believe that much like one bad apple can spoil the bunch, a good apple can have a positive effect. And I take it upon myself now, with you as my witness, to be that good apple.

So sign up to the newsletter, I’ll aim to get it out every week or so and it shall contain insights into digital branding, marketing and innovation, respect where respect is due, encouragement where confidence falters, puns when a smile is needed (and because I can’t help it), and anything else that’s crossing my screen (and should grace yours too). I might even make some more videos…

Thanks team, I look forward to engaging with your inboxes.

Hey! See that up there? That’s my new business card. It’s index card sized (3in x 5in) I call it my big-ness card and it’s been doing the round with my clients in it’s previous form. Complete with Sudoku puzzles on the back for when things get a little dull (that would be AFTER meeting with me).

Anyway, onto what I’m writing about this afternoon.

Those of you that know me, may or may not know that I dabble with painting.  Have done for many years.

Well this weekend (Queens’ Birthday weekend), I’ll be setting up my easel in the St Kilda Botanical Gardens and taking part in the ‘Paint these Gardens‘ art competition. Sounds like fun! Even if it rains.

I’ll be tweeting updates of my artwork as I go along, so please follow me on Twitter (@morgwn). And if you’re in the area, pop down on Monday afternoon and vote for MEEEEEEE in the people’s choice awards.

Hope to see you there. I can’t tell you exactly where I’ll be, it depends on the weather, but what better excuse to explore the lovely gardens!

Never has the individual had so much power at their disposal as they do online today. What started as a ‘get back in touch with’ or stalk your old classmates and colleagues phenomena, has evolved into… well, basically millions of individual digital PR agencies, servicing one demanding client, themselves. And it’s being powered further by Twitter, Tumblr, FriendFeed, Plurk, Digg, StumbleUpon, etc, etc. It’s called, whether you like it or not, Social Media (pfui).

The amazing thing is, most businesses and brands have yet to break into it with any real or lasting success.

Some would argue that they missed the boat. I advised my clients to jump in at the start and ride the wave while it was going up. Brands were the catalysts for people signing up to services like Twitter, before they were splashed all over every newspaper, every day. The logic being that the users are going to sign up eventually anyway, so why not give them a push and be their first pleasant memory of web 3.0 (sorry).

I haven’t seen anyone really jump in yet, with the exception of Skittles, but that was just weird.

Perhaps it was the pool of clients active at the time, or a general sense of wwworld weariness that surrounds anything online. The fear that it may be just a fad (Hello, Second Life!)

In my book they missed an absolutely stellar opportunity. I hope that some client-side marketing people have learned, and are willing to take a little risk with something different next time. Oh well, that’s my personal beef out of the way. Onto something more meaningful…

Businesses, small, medium but potentially not so much large, can reap some real benefit from the Social Media phenomenon and earn brownie points for partaking in the spirit that it is intended.

I’m talking about personal profile management. Anyone on a social network, or dabbling in social media has a profile of some description. A physical one (for want of a better word) that contains personal information and links, photos, videos, quizzes (gggaaarrrggghhhh, just stop it Facebook friends! If the data and results are not qualitative, quantitative, justifiable or pretty damned funny, I just don’t care!). Then there is the broader definition of ‘profile’, meaning what that persons connections think of them. Or put simply, what kind of recall and memorability their personal brand inspires in their ‘audience’.

Businesses could really benefit by putting in place some soft social media policy, and encouraging their employees to generate, propagate, discuss and engage with content and connections about their place of employment.

So often a company, particularly SME’s, are built around the personality, passion and skill of one, or a small handful (a pinch?) of people, who inevitably become the company’s directors. These guys are the magnets for referrals and new business and often the lonely advocates out there networking and spruiking.

All I am saying is give employees the scope to build their own ‘profile’ by hitching it firmly to the wagon of the company’s profile, and vice versa. Share the responsibility for letting everyone know what a company does and why its the best. I’d certainly be inclined to approach a company if I knew a handful of their heroes through Social Media.

There’s some risk about disgruntled grunts despoiling your brand image (and theirs too), but I always sanity check tweets, status updates and the like by asking myself, ‘Would I stand up on my desk and shout this to the office?’ If the answer is no, don’t post it. If the answer is yes, post it, and if you work in an office where all sorts of off-colour things are screamed from atop the desks…there’s quite often a delete button.

Two things hit me when I watch ABC’s ‘The Gruen Transfer‘.

First of all, it’s a reminder that people outside of the advertising industry don’t think about brands, advertising and marketing in the same way, or as consistently as we (and the guys on the show) do. That may not sound like much, but it’s pretty shocking for me to realise that for the last 12 years or so, I’ve been analysing and dissecting brand and marketing messages much more thoroughly than they are intended to be.  Probably explains how and why I have gravitated to this industry.

The second thing is just how old-guard and traditional they are. With the exception of Todd Sampson, the panelists are caricatures of advertising industry stereotypes.

But all this has been said before by people with more time and insight than me.

Last night was the episode where the ‘The Pitch’ segment challenged two agencies (JWT versus The Foundry) to sell Obesity to the general public. JWT stuck their tongues in their cheeks and called on fatties to up their consumption for the sake of the economy. While The Foundry decided to shock everyone into silence by drawing a parallel between massively, horrendously bigotted insults and a fat joke. Kind of off piste if you ask me.

My fingers are too cold in my breezy Elwood flat to rant coherently about it, so I’ll kick it bullet point style.

• Obesity is NOT comparable in any way shape or form to being black, gay or Jewish
• Discrimination against fat people is virtually non-existent. Was the trade in fat people for cheap/free labour abolished only last century? Were millions of fat people killed in death camps before and during WWII? Do fat people get beaten up and killed by marauding gangs of redneck teenagers? Bugger, I started to rant there.
• Being fat is a choice (with the exception of glandular problems). Being black is not a lifestyle choice, nor is being gay, or Jewish. A fat person can change their situation and actually improve pretty much every aspect of their life, they wouldn’t be giving anything up, or going against their beliefs.

In a word “grrrrrr”.  I could go on.  But that wasn’t even the most offensive and ridiculous thing about last nights programme.

Did anyone else balk at Bridget Taylors little campaign extension idea? Let’s put a fit bird and an ugly bird on the Speight boat to the UK and see if we can get the Kiwi’s mate to knob the ugly one in the ultimate test of mateship?

Now I’m not ugly, or a woman, but I can imagine that ugly women face more discrimination and have fewer avenues to change their situations, especially when they shouldn’t have to. As always, it’s society that needs education and enlightenment, and let’s face it, a little more maturity and humanity. Perhaps ‘The Pitch’ challenge should’ve been to sell ‘Ugly’, but that might’ve dragged the attitudes of the panel, and TV-land in general, a little close to the sweaty and unforgiving spotlight.

There’s lots of talk about innovation, and digital and digital innovation and innovating digitally, but how much does it really achieve? Tweeters, Bloggers, Facebook junkies and technology advocates, the Web 3.0 harbingers, 2.0 monkeys and social media specialists… most of what I see makes life easier for people that have spent a lot of time complicating their digital engagements (myself included). How much use is a tool like Ping to someone who doesn’t even use one of the channels it aggregates? UnHub is awesome, but if it only links to one page, what USE is it?

The train of thought I’m on at the moment is all about applying this stuff to something other than marketing and keeping my browser tabs to a minimum.  The power of the tools we boffins use every day is largely unrealised, and in order to take best advantage of it, we need to roll things back a bit and really look at the core functions these tools carry out.

What better way to introduce new users and audiences to a tool than by integrating it into their lives to solve a problem that they already actually have?

I am finding blogs to be the hub of this, and they are super-awesomely useful.

I run blogs as the central portal for projects, with key milestones and documents hosted there-on. Nice, hey? Means that the stakeholders and influencers can log on any time and check progress, even comment on it and feedback. And if they’re up for it, I can make users ‘admins’ so they can post and edit along with me.

From a blog you can run a plain old RSS feed and use it to update people wherever they like, ping, Facebook, twitter, the lot.

And running multiple projects can get complicated, so I feed the RSS from all these blogs into one blog (and my feedreader) and I generate a to do list. Well, I say I, but it’s really the internets doing it all for me.

There, I just circumvented email as the core contact channel and made a trackable, time based, version controlled project management sytem.

That’s enough for this afternoon, I have a lot of coffee to get through yet.

Don’t normally rate this kind of thing, but after I ranted last week about the VB and Legacy ‘Raise a glass’ campaign, I noticed a lot of web traffic coming from searches for the advertising campaign.

It culminated in my blog being quoted in The Australian. 

While not entirely relevant to the digital world, perhaps the campaign instigators should’ve been a little more wary of their digital ‘footprint’.  From the second it was posted, my vitriolic post was in the top 5 results for a search on the campaign keywords and strapline, and now, thanks to The Australian, it’ll stay there, and among the results will be the Raise a glass website, and a bunch of negative news… clever none.

I was consulting for the DSE the other day on new digital technologies and it set off a fruitful train of thought.

Much is said about the democratisation and freedom offered by the internet. Freedom of speech and the possibility for real, human voices to tunnel their way out from beneath oppressive regimes of violence, fear and censorship (Hi Stephen Conroy and your blasted internet filter). I’m not questioning the opportunities for expression, growth and freedom. That would be silly.

What I’m wondering about is a little more rooted in technology and levels of understanding and engagement achieved and achievable from various groups and individuals.

In my musings on web 3.0 I often refer to aggregation and personalisation. Tools like Twitter, Yahoo pipes, RSS and the like. They make it easier to filter rubbish, or just the stuff that I’m not interested in, so that it never even reaches my eyeballs. I like it, it saves me time and makes me look and feel smart. But what I realised is that in order for web 3.0 to exist, there has to be hordes of peeps still languishing in web 2.0 creating the content that I am filtering. Does that put us web 3.0 users at the pointy end? Or the ‘early-adopter’ end of a bell-curve? And what of our attitudes to the stragglers?

Like it or not, and much to the chagrin of innovators, there’s still a lot of Web 1.0 content and attitudes around. And what happens when a brand, individual or government body tries to bring itself up to date? More often than not, they’re subjected to a hail of vitriol from innovators who ‘could’ve done it so much better’ (but let’s face it, didn’t).

So I’m going to apply a mental filter of a simple capitalist ’social class’ system over use of the web today and see what jumps out.

I’d argue that there is a three tiered system in place. Obviously, within each class there are varying degrees of cross-over and grey areas, but hey, this is only a blog, not a sociological study.

The Underclass and Working classes are still wallowing in Web 1.0. How often do you come across a site that was developed in 1997 and still serves as the hub for a business, individual or government/administrative department? Heaps. It’s all still out there, and heck, it’s enough for some people. Why would they need to innovate and bring themselves up to date? A lot of stuff happens in the real world that doesn’t need a widget, iPhone app or blog (although it pains me to admit that). So your common, garden variety luddite could be that way by choice, ignorance of anything different, or by an inability/lack of skills and resources to drag themselves up. Content with their ‘lot’, or unable to struggle out of it… sounds both apt and clear to me…

Which brings us to the Middle classes. The lower echelons still may dip a toe in Web 1.0, while the upper may have a grasp of 3.0, heck, they might even be silently following us on Twitter. These guys get blogs, maybe make them, they understand and use google and search and are prolific creators of content. Thrashing about in the fertile grounds of Wikipedia, YouTube, Flickr, free Wordpress/Blogger/Blogspot accounts and the like, these are the guys at the butt of the Web 3.0 joke (being that 3.0 is filtering the crap out of 2.0). They’re happy and connected. They spend a lot of time on Facebook, today’s suburbian garden party (they might refer to it as a soiree). They aspire to improve themselves and attempt to get ahead of the curve. Again, if they innovate or update, the 3.0 pundits look down their collective noses at them and shun (filter out) 99.9% of the content these little battlers put their hearts and souls into. Comfortable, competent, striving for improvement, but always that little bit behind… I give you, the sprawling middle class that is Web 2.0.

And now on to that envied and enviable group. The Digital Nobility. They take what they want, like and need from the classes below, and leave what they don’t. Lording it over everyone. Headpatting, golf-clapping and hand-shaking occasionally, but more often snickering behind velvet gloved hands at the attempts to be web-savvy and digitally hip. Internet A-listers that are whispered about by the lower classes for their celebrity (real, imagined or digital) activity, visibility and their apparent propensity to not actually do much of anything except sit in ivory towers mocking or applauding the sound and fury taking place ‘down there’ in areas they’re too good to tread. Prime targets as the subject of the question, ‘What are they for, anyway?’.

Sorry, boffins.  That was a little harsh, but in exaggeration you get to the nuts of a theory, and by and large it works.

As for the Hardcore, who actually create the tools, portals and technologies that all classes interact with the web and each other through? They’re , um, like, Wizards or Magicians or something.  They’ll love that, the Dungeons and Dragons playing nerds.

I’ve been waiting for this moment all my life (well, a few weeks),

I could feel it coming into my bank last night.

Kevin Rudd’s handful of sweaty stimulus dollars. Given so that I may go forth and invigorate the Australian economy.

Well, I got straight on the case and went out a-stimulating.

Thanks Kevin! from Morgwn Shaw on Vimeo.

I try not to blog about TV.  I have been known to run around predicting its demise, so admitting that I saw something on TV, not to mention that I am thinking about something I saw? It damages my street cred. I can’t help feeling that something has to be said about the VB/Legacy Australia, Raise a glass campaign. The Raise a glass campaign is dirty and wrong. Word.

Let me clarify. Legacy is good. And beer is good, in moderation. But putting the two together for this campaign irks me.

For those that have not been assailed with this commercial, there are a few of them, but the concept is the same. Veterans of various wars sit and tell stories about a mate they lost. The ads end with the viewer being urged to raise a glass to our fallen heroes. And then you’re driven to the website where VB try to sell you a slab with a specially printed thingo on it, with a view to raising a million bucks for Legacy.

I feel a little dirty for complaining about this, but I think it’s justified.
Do we not have a problem with binge drinking and alcohol abuse in this country?
Do we not have problems with underage drinkers? And ‘at-risk’ demographics turning to alcohol at the expense of their friends, jobs and families?
Do veterans not struggle with alcohol abuse as they come to terms with the aftermath of their involvement in a conflict?
Hasn’t anyone at VB/Legacy’s agency ever listened to Khe Sanh?

Alcohol is wrongly used as a means to dull pain. Whether it’s plain old civilian pain, or the result of mental scarring that armed combat can bring.

And along comes VB and tells us to ‘Raise a glass’ to fallen heroes. They’ve twisted a negative association into a positive action by shoe-horning in some veterans. And they’re hoping that the message is ‘cleaned-up’ by our grateful feelings towards both the fallen and the non-fallen heroes.

Can I tell you something? It didn’t work.

People drink to excess because of exactly the message you’re pushing on us. Loss, hurt, pain? Raise a glass! Raise another one! We’re giving you an excuse to keep going at it as well. And a warm, fuzzy feeling because a couple of bucks went to a charitable and decent organisation. Your carton even has a specially printed thingo on it.

Maybe the pretty printed thingo will jog your memory as to why you got annhialated on VB last night? Why your liver hates you, your mouth tastes like a pub floor and your brain feels like it was squeezed into a skull three sizes too small for it. And the warm fuzzy feeling might get you through the morning ’till the Berocca kicks in.

Hell, that would be a better campaign than Raise a frickin’ glass.

My eyes have been opened. Web 3.0 is upon us and is rapidly becoming the norm for those of us lucky enough to be at the aforementioned pointy end.
Those of you still wallowing in the quagmire of Web 2.0, prick up thine ears. We on the bleeding edge are filtering out the crap and basking in the bright sun of aggregation and personalisation. And conversely, we are ensuring that our utterings are broadcast to the largest possible audience and reaping the webby benefits. Is there any greater achievement in the golden age of digital narcissism?

For me it all started with UnHub. Briefly, Skittles short web 2.0 campaign saw them replace their brand site with links to their web 2.0 portals, twitter feeds and wiki entries, with varying degrees of success. So, a couple of fellas latched onto the idea and built an interface that allows you to import all your blogs, feeds and websites into a simple toolbar, from whence the user can marvel at your eloquency and intelligence. Nice!

And that simple experience sent me on a little aggregation journey. And I found that there are indeed some very useful and incredible tools out there. Some known, some not so much so.

By spending some time setting up ping, I can update all my statuses, micro-blogs, even blogs and LinkedIn statuses at once.  Gone are the days of 17 browser tabs being open at once and losing myself in a complicated world of, well everything really.

And then there was Triond. It purports to be a portal that can get your content read and viewed by the right people, and pay you for the privelege! I uploaded and article that was plagiarised by The Age recently and it’s already kicking back some returns and hitting eyeballs that I woudl never have the time to go after. Nice. And everytime I get published through that, it sends out a tweet about it.

And you can’t go past Twitter, which I believe sits on the cusp of webs 2.0 and 3.0. the harbinger of aggregation. No longer do I hunt around the web for content to keep me up to speed.  There’s literally millions of people out there doing the job for me.  I just need to follow the right people.

It’s all getting quite fascinating and exciting. But I know you guys have short attention spans. So I’ll leave it at that and say, go and check some of this stuff out, find your own wonders and let me know about them.