Category Archives: A Digital Perspective

A Digital Perspective: Jonathan Kelly, Mktg Mgr, PayPal


I met JK while doing some social media work for PayPal – a really down to earth guy with a wealth of experience. What I really respect JK for is his attitude to life and work – something we all can take a piece from.  He’ll join the others in my digital perspective series.

What’s your day job? And how long you been in the marketing biz?

Alliance and Vertical Marketing Manager for PayPal Australia  -10 years

What do you do when you’re not on the clock?

I like to golf and recently had a little girl so she keeps me plenty busy when I get home.

Biggest lesson learned so far?

Personal – Nothing is more precious than family.  Business – Always due your due diligence and involve the right people in your projects

Favourite memory of your career?

All the fantastic people I have worked with through out my career

One message for other marketers out there?

Understand finance and business operations as well as your core marketing concepts. Always be up to date read the paper or go online and read at the beginning and end of each day.

ADP: Listed at #5 in the Top 27 Blogs of People Under 27

top27blogsA Digital Perspective how now been placed at number 5 in the Top 27 Blogs of People Under 27, compiled by Julian Cole – the new successor to the list originally created by Daniel Mejia.

So happy with the result. This blog is just over 2 years old, and hope to continue it for much longer. It’s always interesting to think about what would happen if I changed the tone of it later on though. There’s definitely something with my name as the URL being linked to social media, marketing etc. My career as an astronaut might have be under a pseudonym hehe.

Big props to Juju for putting together the list, and massive congratulations on his placement as number 3.  This is a global list!

Blog Name Country Google Reader Tech Authority Score Tech Reactions 10 Total
1 Jack Cheng (25) US 939 410 209 1558
2 Noah Brier (27) US 698 439 139 1276
3 Adspace Pioneers (24) AUS 218 411 82 711
4 Heron Preston (26) US 220 160 24 404
5 Jye Smith (23) AUS 44 291 31 366
6 Selective Amnesia (27) IND 222 92 11 325
7 Confessions of a Wannabe Adman (25) UK 102 121 39 262
8 The-Ad-Pit (27) UK 120 113 21 254
9 Cellar Door (27) US 114 103 28 245
10 Pigs Don’t Fly (20) AUS 44 146 38 228
11 Creative in London (26) UK 133 37 28 198
12 Adgrads (25) UK 96 66 13 175
13 Advertising Pawn (26) FRA 28 71 48 147
14 Nicola Davies (25) UK 64 66 13 143
15 In my Atmosphere (?) AUS 37 79 16 132
16 Way Cool Jnr (25) AUS 86 45 0 131
17 Nil Desperandum (27) HK 20 38 7 65
18 Don´t go dizzy (?) ROM 38 12 9 59
19 Michael Karnjanaprakorn (27) US 31 16 8 55
20 Lexy Klain (25) AUS 23 22 6 51
21 CIIMS (25) AUS 23 16 5 44
22 OMG With Emily (?) AUS 23 9 4 36
23 I hate Ads AUS 17 11 1 29
24 Digestion (?) US 8 7 4 19
25 Joely Righteous (23) AUS 7 5 5 17
26 Gruen Transfer (21) AUS 9 7 1 17
27 Quintessentially Digital (25) AUS 14 0 2 16
28 Love number two (?) AUS 8 7 0 15
29 Who put the devil in you? (?) AUS 10 3 0 13
30 Simon Says (20) AUS 3 3 4 10
31 The Bottom Rung (?) CAN 2 6 1 9
32 Post Modern PR UK 3 3 3 9
33 Kruppy Rants (25) AUS 4 2 0 6
34 Frank, Hayley and the circus (24) AUS 2 2 1 5
35 Michael Allison CAN 5 0 0 5
36 Another Advertising Wanker (?) AUS 2 0 0 2

A Digital Perspective: Alex Fisher

Some advice for Young Professionals

YPBLOGS has just reached 200 blogs.  Every blog participating on the site was manually added and today I’m talking to Alex Fisher – who has managed to talk to all the bloggers at least once, and is keen to meet and talk with more.

When did YPBLOGS start?

YPBLOGS started November 2008.

What inspired you to start YPBLOGS?

A combination of things inspired me to create  I had been running an organization for Young Professionals called Young Professional Connection, had been blogging for a few years, and had seen a couple other sites that were playing around with aggregating blogs.  In reality, though, everything was floating around in my head and I actually woke up one morning with an idea for a site called YPBLOGS.  I was determined to execute the idea and by that night I had programmed a working prototype.  A week later I launched.  A month later I had 50 blogs contributing to the site.  We’re now heading past 200 sites and 11,000 articles!

Your dvice to young professionals out there getting started?

Be persistent, work hard, and focus on being creative.  All three of those traits are super important towards creating a productive career in something that really interests you.

What’s been your biggest achievement to date?

My first thought was being invited to be interviewed on the NBC TODAY show in NYC for a wearable computer I built.  In reality, though, my biggest achievement really is making the transition to starting and running a successful business from the ground up earlier this year after having worked in numerous other companies the past 10-15 years.

So what does the future hold for you?

I’m growing my Digital Media & Technology Consulting firm, Commercial Progression (, into a national consultancy.  We have clients in 3 U.S. states so far.

The Dial Up Guide To Blogging

An interview with Gavin Heaton

Gavin, who presented on the who will be presenting at Creative Sydney next week in Sydney, Australia has been kind enough to answer a few questions about his new book: The Dial Up Guide to Blogging.  By the way, I will wait in the pouring rain to get Social Judgement. Sounds incredible.

Who’s this book for?

The book is really aimed at individuals who have heard about blogging and wanted to give it a go. But where do you start? How do you choose a blog service? What about the technology? What should I write? All these are common questions and I cover the basics in an easily accessible way. Of course, this is also a great primer for the small business owner thinking about starting their own blog – and here’s a hint – don’t spend thousands!

What made you decide to write it?

I moved house about 18 months ago and could only get dialup access to the Internet. This transformed my thinking around blogging. I had to learn new tools and habits. I had to be more efficient and effective (and more patient). I also realised that people with dialup access are missing out on what is perhaps the greatest transformation of our time. I started writing the book as a way of thinking through the things I was learning. And then, recently, a few friends asked me to help them setup a website – so rather than doing it for them, I spent some time finishing off the book – and then gave them a copy. Saved me a bunch of time and helped them learn about the internet and become more committed and engaged with their own site.

Who is blogging for? Isn’t everything about Twitter now?

Blogging is still a fantastic way of publishing content. And while Twitter is a darling, it is really only an amplifier. After all, you might share ideas, thoughts etc on Twitter – but in essence, you are sharing links to websites. And blogging remains one of the easiest and most effective ways of building, maintaining and optimising a website.

Best lesson you’ve learn while blogging?

Online drives offline. It used to be the other way around. We used to use non-digital media to drive online interaction. But now, with 75% of Australian adults now using some form of social networking online, this has been reversed. And this interconnectedness is driving offline interactions. We move pretty quickly now from online interaction to offline experience. Brands that are able to tap into this phenomenon will find great value and opportunity.

Any other books in the pipeline you can tell us about?
I have a couple of chapters written about Social Judgement and the how this relates to branding and marketing. It has been a very popular section on my blog and I find it a useful way of building deep digital and engagement strategies from a customer perspective (rather than strategy as a competitive advantage). I keep thinking this would be a great book – but need to get through some more before pitching to publishers. I am also beginning to think about the next installment of Age of Conversation – which will need to take a new direction this year.

Heard enough? Then get a copy. Now.  Or buy one for a friend.   What you’ll find inside:

The book takes you through a series of steps that will make your life as a dialup blogger much easier:

  • Chapter 1 — Knowing Your Objectives: Blogging is much harder work than it first appears. By asking yourself some serious questions you will be able to frame your blog in a way that is valuable to you as well as to your readers.
  • Chapter 2 — Welcome to Your Domain: Looks at some of the basic elements of web domains — what you need to think about and how you go about getting a “domain” of your own.
  • Chapter 3 — Setting Up Your Blog/Website: Helps you set up your website — either for free or for fee.
  • Chapter 4 — Setting Up Your Social Web Identity: Looks at a variety of ways to create your social web identity, suggesting sites and tools that will make your dialup life easier
  • Chapter 5 — Writing Your First Posts: Is about writing your first posts, establishing a publishing rhythm and finding “your voice”.
  • Chapter 6 — Making Blogging Easier: Explains where you can find ideas for your ideas — that is, how you can find topics to write about, and some of the practicalities of blogging.
  • Chapter 7 — Out and About in the Blogosphere: This last chapter looks at contributing to ongoing conversations and determining where best to direct your reading efforts.

Interview with Art Director for Threadless

Ross Zietz

An interview with Ross Zietz, Threadless

Today I was given the opportunity to interview the Threadless Art Director, Ross Zeitz – this coincides with their symposium tonight in Sydney, Australia.  Thanks for the opportunity, Ross!

What’s been the greatest, or the most rewarding aspect so far?

Looking forward going to my job every morning is pretty cool. When I was studying Graphic Design in college I never thought I would/could end up being an art director for a successful t-shirt company. It’s pretty neat.

Why do you think Threadless has such a cult following?

I think there are a couple factors to this. The first one is that we sell a cool product. T-shirts are cool. Unique interesting t-shirts designed by people all over the world is even cooler. Anther factor would be the whole community aspect of our site. We have about a million registered users now on threadless. They are customers, designers, and dedicated bloggers and we know we wouldn’t be where we are now with out all of them.

Is it the community or the technology that really drives Threadless?

They both do in a sense but I think the community does so more. We just do our best to stay on top of the technology aspect.

Favourite design so far?

Oh man… So many just popped into my head. The one I seem to wear the most is this one:
Threadless - The HIlls Have Eyes

Might be because I am partial to green though.

What do you think Threadless (and maybe the internet?) will look like in 12 months?

Threadless will probably look pretty similar. If it ain’t broke don’t fix it. Our navigation and search system might be a little more concise though to make it easier to find stuff on the site.

The Man Behind mUmbrella: Tim Burrowes – A Digital Perspective

Tim Burrowes - mUmbrella

Tim Burrowes – the founder of mUmbrella – was kind enough to offer his digital perspective this week.

What’s the biggest change you’ve seen in the digital media industry over the past 12 months?

Funnily enough, it’s the apparent collapse of the traditional models, particularly for newspapers and TV. Faced with the combination of the economic roadcrash and the shifting that comes when a new medium arrives, they are finally beginning to face the realities that they are going to have to engage with digital media, not hope it goes away like it conveniently did last time round after the dotcom crash.

But  I’m not, by the way in the camp that thinks all papers are going to die. But just like the radio players eventually got their heads round TV 50 years ago, we’ll see the big media players really join the digital battleground.

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A Digital Perspective: Sandra Davey

Sandra Davey is straight to the point – no bullshit, just action. Sandra is the ex-National President of AIMIA, and currently still holds a position on the board.  Sandra has been a great source of inspiration and knowledge for me since joining the industry, so I’m very happy to present her views on the industry moving forward.

Look forward to your feedback.

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Happy Blogday: A Digital Perpsective Turns 2

Learned From My Mistakes

Yesterday A Digital Perspective turned 2.  I started this back in 2007 with my review of an mp3 player entitled “Found My Zen“.  Originally simply called A Perspective, it originally took a broader focus on technology, marketing, social media and music.

It’s continued to be a journal of my thoughts and opinions which have changed over time.  Big thanks to everyone who’s kept me going over the years, even bigger thanks for the conversations.

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A Digital Perspective: Chris Chambers, Director of Digital Marketing, Tourism Queenland

I don't believe this was taken in Queensland

Chris and the Digital Marketing team are responsible for promoting Queensland’s tourism products and destinations to a global audience via digital platforms.  And guess what, he wants what we want: the awesomeness of Men In Black microchipping.  I don’t believe his photo was taken in Queensland.

Where the fuck are the flying cars already? That was promised decades again. But seriously, here are some experienced views on the industry today. Like my previous interviewees, Chris points out the need to get back to basics.  This is important: you might have the greatest service or product, but if you’re website is unusable, unfindable, or misaligned — goodbye business.

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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.