The reality of marketing and comms today

Marketing just isn't the same anymore - customers are harder to reach, they trust brands less and spend their time listening to each other rather than to media or to corporate or government marketers and communicators.

Yet many comms and marketing people are still stuck on the 'shout louder and longer' theory. If someone isn't listening, the theory goes, you keep shouting at them louder and louder until they MUST listen to you.

It's an interesting theory - one that I sometimes see English speakers use to attempt to reach those who speak other languages. The twin fallacies of the approach are that people can simply walk away (switch you off) or may not actually understand you in the first place. They may also find you obnoxious and rude and go tell all their friends that.

The other communications approach I see used a great deal is the 'love'em and leave'em' or 'big bang' approach. An organisation will go for saturation coverage, a big launch event and then - nothing. After launch they settle back to assess the numbers, maybe doing a mini-relaunch every now and then to attempt to regain interest. Big launches are good fun and I've participated in a number of them over the years, but they don't shape lasting impressions.

As most people have discovered, it is hard to build a long-term relationship with another person by leaping out of a box with a bunch of flowers while a plane skywrites their name in the sky and then ignoring them totally for the next year.

So what's another option?

How about starting with a conversation - simply talking to your customers without expectations or attempting to direct or control the conversation. Over time, as trust builds your relationship, you can inject ideas or build on suggestions and co-create a product, service, policy or program in collaboration with your audience.

Sounds crazy? It's been done - with everything from government policy (in New Zealand) to beer. In fact it even has a name - relationship marketing.

Even if you think this approach is too out there, or would take too long, it's clear that our audiences have changed their behaviours. Old marketing techniques are less effective and old marketers need to learn new tricks.

And if you believe that just because we're in government we're different in some way, sorry no. People are bombarded with advertising all the time. Putting an Australian crest into an ad doesn't mystically help it cut through the morass of messages. We have to do better than that.

Steve Collins from AcidLabs recently blogged about the video below in his post Engage them.

As a marketer I found this video tells a compelling story of how markets have changed.

The big question for me is - have government communicators?

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Social Media and the Federal Government - Perceived and Real Barriers and Potential Solutions

The name of this post is the title of a paper published by the US Federal Web Managers Council, the peak body for federal government web managers in the United States.

The US is facing similar policy, legal and privacy issues around the use of Web 2.0 tools and this paper is a step towards consistently addressing them across agencies.

The paper is almost as useful for Australian government web managers and senior public servants.

The full paper is available at usa.gov in PDF format as, Social Media and the Federal Government: Perceived and Real Barriers and Potential Solutions

To help tempt you to read and circulate the paper, topics contained within it (each detailing the issue and potential solutions) include,

• Cultural issues and lack of a strategy for using these new tools - Many [US] agencies view the use of social media as a technology issue, instead of a communications tool, and management decisions are often based solely on technology considerations. In many cases, the focus is more on what can’t be done rather than what can be done.


• Employee access to online tools - Many [US] agencies block their employees from using sites like YouTube, Facebook, and Wikipedia. They make one of three arguments, all of which can be addressed through effective policies and management controls.


• Terms of service - Most online sites require account owners to agree to terms of service that [US] federal agencies can't agree to


• Advertising - Many vendor sites place ads on all their pages; this is how they earn money from free accounts. For some [US] agencies, this raises ethical concerns when government content appears near inappropriate advertisements (pornography, hate, political, etc), because it can give the appearance that the government is endorsing the content. What constitutes “advertising” is interpreted differently across government.


• Procurement - [US] Government procurement rules didn't anticipate the flood of companies offering free tools to anyone who wants to use them.


• Privacy - There is no guarantee that social media sites will protect people's privacy to the same degree as [US] federal agencies.


• Persistent Cookies - [US] Agencies are banned from using persistent cookies without approval from their agency head, which effectively means the [US] federal government isn't using them. This greatly limits our ability to serve customers' needs because our sites can't remember preferences or settings. It also means we can’t take advantage of sophisticated web services and analytic tools that rely on persistent cookies.


• Access for people with disabilities - Many social media tools are automatically accessible because they are primarily text (e.g., blogs). However, some multimedia sites do not currently provide the opportunity to include transcripts or captioning, and many [US] agencies lack sufficient resources to provide these services on their own.

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Does it take a command from the top to create greater egovernment activity?

Does it take a command from the top to kickstart egovernment activity?

It surely varies across agencies and jurisdictions, but in the US there's a clear view that a top-down approach will help unclog some of the channels and create high level attention to generating significant egovernment activity.

On January 21, the new US President Barack Obama released the following executive memorandum Transparency and Open Government. While it does not specifically mention the online area, it is a large shot in the arm for advocates of government transparency and web 2.0 use.

My Administration is committed to creating an unprecedented level of openness in Government. We will work together to ensure the public trust and establish a system of transparency, public participation, and collaboration. Openness will strengthen our democracy and promote efficiency and effectiveness in Government.
Government should be transparent. Transparency promotes accountability and provides information for citizens about what their Government is doing. Information maintained by the Federal Government is a national asset. My Administration will take appropriate action, consistent with law and policy, to disclose information rapidly in forms that the public can readily find and use. Executive departments and agencies should harness new technologies to put information about their operations and decisions online and readily available to the public. Executive departments and agencies should also solicit public feedback to identify information of greatest use to the public.

Government should be participatory. Public engagement enhances the Government's effectiveness and improves the quality of its decisions. Knowledge is widely dispersed in society, and public officials benefit from having access to that dispersed knowledge. Executive departments and agencies should offer Americans increased opportunities to participate in policymaking and to provide their Government with the benefits of their collective expertise and information. Executive departments and agencies should also solicit public input on how we can increase and improve opportunities for public participation in Government.

Government should be collaborative. Collaboration actively engages Americans in the work of their Government. Executive departments and agencies should use innovative tools, methods, and systems to cooperate among themselves, across all levels of Government, and with nonprofit organizations, businesses, and individuals in the private sector. Executive departments and agencies should solicit public feedback to assess and improve their level of collaboration and to identify new opportunities for cooperation.

I direct the Chief Technology Officer, in coordination with the Director of the Office of Management and Budget (OMB) and the Administrator of General Services, to coordinate the development by appropriate executive departments and agencies, within 120 days, of recommendations for an Open Government Directive, to be issued by the Director of OMB, that instructs executive departments and agencies to take specific actions implementing the principles set forth in this memorandum. The independent agencies should comply with the Open Government Directive.

This memorandum is not intended to, and does not, create any right or benefit, substantive or procedural, enforceable at law or in equity by a party against the United States, its departments, agencies, or entities, its officers, employees, or agents, or any other person.

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Do our internationally accessed government sites speak the right language?

Comscore's media release last week indicated that Global Internet Audience Surpasses 1 billion Visitors, According to comScore.

While this is probably an understatement, as it only accounts for those aged 15+, the release highlighted the increasing diversity of internet users, with China very clearly in the top spot with 179,100,000 users, compared to the 2nd placed US's 163,300,000 users.

Australia didn't even make the top 15 list, with the Netherlands scraping in at 15th spot with 11,812,000 users.

It is immediately clear than people with English as their first language are a minority on the internet.

Looking at the top 15 countries, the only ones with English as an official language were the US, UK and Canada (which has French as well). These countries only accounted for 221,173,000 of a total 711,488,000 internet users.

Extending this out to the full 1 billion internet users, only around 31% of internet users are likely to have English as their first language.

This means that for internationally focused government websites there is an enormous need to consider two options:

Rewriting websites to use extremely simple language and navigation for people who have English as a second language (or even as their first!) This is possibly the greatest need for most government websites - speaking to someone at a party last week, although they lecture at an Australian university, English is their second language and some government-speak in websites does not make sense to them.

The other, and harder, option is to co-publish in other languages, such as (written) Chinese, Japanese, Spanish, German, French, Hindi, Russian, Korean and Italian (by rough order of prominence).

Yes there's a cost to both of these approaches. However are you willing to tell your Minister that your internationally focused website is only accessible to 31% of its prospective audience in its current form - and you're OK with that?

Fortunately our tourism industry has gotten this message, Australia's official (government) tourist entry point Australia.com.au is available in eight languages and with localised content for more than 18 countries.

But what about people seeking business ties in Australia, those wanting to register their IP, anyone with a need to understand local laws or to claim benefits?

Over in Europe it is common practice to publish government and commercial websites in multiple languages - they are part of a European community as well as a global one.

How connected is Australia to our global community? Perhaps the languages we use on our websites indicate that we're not as connected as we could be - and one can only wonder at the value of this lost economic activity to Australia.

This is a whole-of-government issue, so perhaps we need a whole-of-government solution. A central team that works with agencies on a prioritisation basis (by economic impact) to convert their material into other languages - centrally budgeted of course.

Or should we rely on the audience to seek their own translators - either machine-based online ones, their employees, friends and families (with potential limited english understanding) or even paid services?

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UK to guarantee broadband access to all households

The UK has become the first country to take the step of placing broadband internet access on the same level as sewage, running water, electricity and a phone line as an essential utility service.

Foreshadowed in the Financial Times on 14 January, the Promise of universal UK broadband is detailed in the Digital Britain report.

It was announced by the UK Communications Minister, Lord Carter, who has previously stated that broadband was no longer seen as a

“niche service for the technologically keen”. “It is an enabling and transformatory service and therefore we have to look at how we universalise it,” he added.

With details to be revealed later this year, the plan would involve both wired and wireless access and is designed to be completed by the 2012 London Olympics (about the same time as the UK will complete their switch to digital TV).

The 86 page interim Digital Britain report was released on 29 January, heralded with a media release

The report makes the case for universal broadband access in the first sentence of the foreword,

The digital information and communications sector is one of the sectors in the economy, alongside energy and financial services, upon which the whole of the economy rests.

Also in the words of the report,

A successful Britain must be a Digital Britain.

The SMH has also reported the story in an article entitled, UK government unveils broadband-for-everyone plan.

Australia's current tender process gets a small mention on page 17 of the report.

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