Oct 112008

There have been a few lists published in blogs and mags recently attempting to filter out the most reputable marketing and/or media Australian blogs but which one should we pay most attention too, if any?

I was surprised when this (personalizemedia) ‘rather personal’ intermittent blog appeared 9th place on the local Australian Adspace’s list back in June but even more surprised when it charted in the top 250 on the international AdAge Power 150 Marketing and Media list. Things have gotten a little more confusing as there is now another list compiled by BandT marketing magazine, based on AdSpace’s list which itself is based on AdAges.

Julian Cole (AdSpace) has further created an updated second list which is already different from the one published a week earlier in BandT, includes a new metric and also now includes Australians working overseas (vs just those based on these shores). But I am not going to delve into any of the politics but rather wonder what the purpose of these lists are really for? Independent voices promoting themselves, a resource for local Australian companies looking for good social media advice or just plain vanity on the part of those (like me here and now) bleating on about it?

Regardless I have created another list, but this time a direct lift of the top ten Australian ‘registered’ media and marketing blogs on AdAge’s Power 150 – if they are good at marketing then they should be on this list. AdAge has had a consistent nine categories of measurement vs other lists that are in flux. They are:

  1. Todd’s Rank
  2. Yahoo Inbound Links
  3. Technorati Rank
  4. Technorati Inbound Blogs
  5. Technorati Inbound Links
  6. Collective Intellect Rank
  7. Alexa Traffic
  8. Bloglines Subscribers
  9. Google Page Rank

So without further ado these are the top ten Australian media and marketing blogs as at mid Oct 2008 – I include their overall international position to aid reputation assessment internationally.

1. ProBlogger – Darren Rowse

“Blog Tips to Help You Make Money Blogging”

AdAge Power 150 Position (Oct 08): 6

2.Bannerblog – Ashley Ringrose

“Where Banners Click”

AdAge Power 150 Position (Oct 08): 76

3.AcidLabs – Stephen Collins

“Strategies, Tools and Processes to Empower Knowledge Workers”

AdAge Power 150 Position (Oct 08):132

4. Servant of Chaos – Gavin Heaton

“There is much to write and much to read … we are essentially living in a world of chaos.”

AdAge Power 150 Position (Oct 08): 133

5. Social Network Marketing – Laurel Papworth

Online Communities & Social Networks are changing the way our society interacts, at a local, Australian & global level. Participatory journalism & user generated content provide us with the mechanism to observe, record & dissect the changes. Marketing & P.R. are changing. Interesting times bring interesting discussions – the DIALOGUE is the CONTENT!

AdAge Power 150 Position (Oct 08): 137

6. Young PR – Paull Young

“Discussing issues affecting PR Students and New Practitioners”

AdAge Power 150 Position (Oct 08): 147

7. Get Shouty – Katie Chatfield

“This blog is a celebration of: being passionately wrong; being fearlessly right; allowing authenticity to shine; the fold over funny; and, above all, the power of not taking yourself too seriously.”

AdAge Power 150 Position (Oct 08): 207

8. Better Communication Results – Lee Hopkins

“Innovative and passionate communication for innovative and passionate communicators”

AdAge Power 150 Position (Oct 08): 223

9. Personalizemedia – Gary Hayes

“The Digital, Personalized You in Immersive Media Worlds.”

AdAge Power 150 Position (Oct 08): 233

10. Adspace Pioneers – Julian Cole

“Julian Cole”

AdAge Power 150 Position (Oct 08): 305

Jun 082008

We all love lists, funniest, most influential, biggest money earners, largest…and especially top tens/fifties. So it came as a little surprise to find Personalizemedia in the top ten marketing blogs for Australia on Julian Coles ‘Adspace Pioneers’ blog. Personalizemedia was never really set-up as being a traditional marketing blog but more to do with the personal relationship between content and society and/or individual – duh, ah thats what marketing is 😉 Now seeing I am a celeb I might have to blog more than once every two weeks, while waiting for the Oscar style award to arrive on the doorstep. Perhaps I will do my own awards, Top 10 best blog award blogs or how about Top 50 put downs of Second Life or other Social Virtual World by folk who have never used it 🙂 Anyway back to the story…

Julian says he used AdAge Power 150 methodology which sounds good to me – well as long as your in the top ten then the method is academic. He explains more (and I add a snapshot of top ten afterwards)…goes to open the champagne, well OK tonic water…

I decided to make this list in order to shed light on the Australian Marketing Blogosphere and hopefully connect you with some great Australian Marketing thinkers. The ranking system is very similar to the AdAge Power 150 methodology. I have used the same variable to rank the blogs (Google Page Ranks (10), Technorati Authority (10), Technoati Blog Reactions (10), Alexa Page Ranking (10), Bloglines (10). I have also added a Pioneer score (10), this is a subjective score which is scored in terms of the blogs ability to have pioneering thoughts about Marketing. I believe it is our role as Marketing bloggers to discover and inform the rest of the industry about the changing Marketing landscape.

Apr 262006

A piece of advice, don’t do it just because you can. As reported by Reuters a pre-release of Mark Thompson’s state of the BBC’s relationship-with-audience speech. He obviously makes references to the much talked about Integrated Media Player (again!) but interestingly talks directly about personalized content, echoing my question to Ashley a couple of weeks ago.

The BBC is in danger of losing the interest of the young generation unless it develops a new breed of personalized and on-demand programming, according to Director General Mark Thompson. “The BBC should no longer think of itself as a broadcaster of TV and radio (with) some new media on the side,” Thompson said in an advance copy of a speech due to be delivered on Tuesday evening. “We should aim to deliver public service content to our audiences in whatever media and on whatever device makes sense for them, whether they are at home or on the move.”

Yep, the BBC and every other heritage media brand are going through the same evolution pains and adopting emerging media as a plug-in or morphing existing elements, but this may work even for the BBC with its 2.7 billion GBP funding. Today’s new media is more about perceived ‘non-managed’ brands – users prefer corporate ands-off, DIY services. I was speaking recently at the Sydney Opera House and mentioned that MySpace attracts its users because on the surface it appears a non-corporate, computer controlled shell, brand and not one now run by the dark side, News Corp. The BBC though probably has no option. When I joined the BBC in the mid 90s we were actually running a BBC branded ISP called the BBC networking club – a few dinosaurs will remember that 😉 It had a cult, loyal following, mostly off the back of the academic clique of internet alpha 0.1a – but when it got too big the BBC decided switched and became push’er over the web rather than pull and get among the audience, it did become very difficult to manage (staff demands etc). But as I said there is no choice so on top of personalized content Mark goes on to talk about the other stuff the BBC plan to do – the usual mix of copycat social networking, media uploads and collaborative publishing that many larger broadcasters are ‘fiddling’ with:

As part of a shift in its online and digital media strategy, Britain’s publicly-funded broadcaster said it will revamp its Web site to include user-generated content such as blogs, music and home videos, similar to the MySpace service that is hugely popular with teenagers. The BBC will run a contest that asks individuals to redesign its Web page, holding up online services Flickr, YouTube, Technorati and Wikipedia as examples. Other initiatives include a plan to let radio listeners create their own customized stations, and the creation of a teen-focused brand that will span TV, radio and broadband.

I have a great deal of respect for Mark Thomson having worked with a few years ago in the early days of BBC’s digital revolution. He realises that when change needs to happen he quickly responds (well as far as the lumbering machine of 25 000 people can) and the BBC has a great deal to offer still (being the most responsible to its audience broadcaster in the world) – but I have concerns that artificially constructing social networks and so on will do it more harm than good. OK you can throw self-maintaining, AI controlled forum at the problem, but this is more about brand rather than ‘can do’. To raise an alternate voice, given the potential and likely rush of Fox advertising into MySpace, there may be an exodus from that particular island and the refugees may actually be ready to be shipwrecked onto the last ‘commercial free’ piece of rock in the progressive media ocean – BBCSpace. OK back to the argument…
The BBC brand has always been about trusted editorial, quality of service and its amazing archive – I feel that the BBC should ‘connect’ with its audience ‘primarily’ through its this media, and allow the discussion, network to grow organically around that, rather than justifying the license fee by akwardly running a large UK social network – which will grow to where much of it will be unrelated to its media. Also the BBC should continue to push the ‘form’ envelope with more cross-media innovation, Jamie Kane and beyond. Also the initiatives looking at the BBC long tail and attaching rich metadata should now have massive resources (millions of GBP and tens of people) thrown at it before it is too late – I shall leave the last word to Mark…

“The second wave of digital will be far more disruptive than the first and the foundations of traditional media will be swept away, taking us beyond broadcasting,” Thompson said.

Posted by Gary Hayes ©2006

Just received the link to MediaGuardian article about the above…BBC unveils radical revamp of website

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