A Digital Perspective: Daniel Oyston

The Oyston. Top bloke with great jokes. JC and I got the chance to catch up with Daniel when he made a trip to Sydney.  Once again, some great insight from real experience.  He’s straight to the point, no bullshit and real — something to appreciate.

Describe what you do:

I work for Tanner James, a programme and project management consulting and training company, and I am responsible for the marketing and sales in the ACT. We mainly assist Federal Government departments in Canberra but have loads of state and private clients in the other states. Its a great company with unreal staff and I have been there for 10 months. I love it and every day is a challenge because as I continue to learn in a new company and culture (after being in my last job for 5 years). We are about to finish a new website and I will then be building SM into it and our overall marketing.

Best digital memory of 2008?

Its gotta be Obama! But now he is the President I haven’t heard a tweet out of him. I kinda feel like he used the space for what he needed and now he isn’t interested. A close second would have been the Rick Rolled videos.

What’s the best lesson the industry could learn?

Don’t get hung up on the so called rules. We harp on at companies about how they should be embracing social media but then we watch them like a hawk waiting for them to slip up so we can all blog and tweet about it and sound important. Really, we do not have the full story and are only watching from the outside. Instead we should treat them like kids (not in a patronising way) but in a way that educates them and then encourages them to have a go but then be there to pick them up and dust them off if they should stumble.
What’s emerging for 2009?

I think the fact that SM is being picked up more and more in the mainstream media. This means that the awareness of the general public beyond connecting with their friends and families is emerging.

What will be big in 2013?

The Hawks. They would have won 5 premierships in a row and going for their 6th!

Ok, seriously, I think that ordinary consumers will come to expect SM engagement from every business much the same way as we now expect excellent customer service regardless of what we are buying (at the supermarket or at the car yard), As such, being involved in SM will have stopped being a differentiator for businesses.

Jye Smith is currently Senior Vice President, Head of Strategy & Operations, Asia Pacific at Weber Shandwick. Ranked in B&Ts 30 Under 30, Jye a regular keynote speaker and workshop facilitator who specialises in digital and social media strategist.

There is 1 comment for this article
  1. Lee at 1:39 pm

    I think that Daniel is spot on with regards to mainstream media picking up on social media more and more this year.

    It’s an interesting time to be alive!