Strategy

Analytics: The Signal and the Noise

Analytics: The Signal and the Noise

Every week there's a conversation about analytics, online and social media monitoring, and more and more, we're identifying the long list of problems associated with it. Here's my approach to social media monitoring: Analytics should be about outcomes, not just outputs We're looking for trends and not absolute values Correlation…
User experience and engagement

User experience and engagement

Engagement is not an on/off switch. It’s an experience. Marketers, PR pros, SEO gurus and the humble digital strategist are enterprising the face, voice and touch of brands and campaigns today. Today isn’t just digital and mobile.  It is a seamless transition through online, offline and everything in between.  Brands…

Sick of hearing about authenticity

Authenticity has got to be one of the words I'm sick of hearing, but here's my take on it. When we're talking someone through how to "be authentic"  I don't mean in it in the bullshit buzzword term of a way about 'being real' - I simply mean  be 'true…

How to build a digital empire

One of the most common questions I've come across is when is a brand to build a second website, second Facebook page, or even a new logo to support a new initiative, event or approach. The bigger question I've deal with in the past is when to create a new sub-brand.…
Social media and issues management: FireBell

Social media and issues management: FireBell

Over the past 12 months I've been working with Weber Shandwick in Australia to develop a rigorous programme around online issues and crisis management. I've been lucky enough to work with some very experienced crisis management professionals and to date, we've been using the FireBell program to run live simulations for clients…
Tactics: Be a better strategist

Tactics: Be a better strategist

Almost every one I meet wants to do strategy, be a strategist or marry Mark Pollard.  But why? Imagine this, you're a solider in a war, a general even, and the enemy has broken through, and it is hand to hand combat. Where the fuck is your strategy now? Another…

Creatives, strategists and music

A photo of the guys and I from a time where all there was, and was going to be, was music. I miss that. Myth of creative Recently, Weber Shandwick held our global digital summit in NYC.  We learned heaps.  Not only from our own digital leaders, but also from…