Social Web Thing » Ben Cotton

Merry Christmas from Social Web Thing!

Ben — Sat, 24 Dec 2011 12:00:30 +0000

To kick things off, I’d like to wish everyone who has read, commented on and shared a Social Web Thing post over the past 12 months a very Happy Christmas.

All in all, 2011 has been a fantastic year, both personally and for this blog – amongst the many highlights are moving to a new country, gaining promotion and once again being nominated for the CRAPPs.

For something which started as nothing more than a hobby, I find it extraordinary and humbling to see how the Social Web Thing has evolved over the past 27 months. It’s been quite a journey and the growth has been very pleasing; with the blog exceeding 40,000 Pageviews in 2011.

Another source of much pride has been continuing to write for the Edelman Digital blog, as well as penning posts for The Next Web and Clare Siobhán Callery’s excellent blog, both on a topic close to my heart; employability.

Throughout 2011 I’ve learnt so much, from too many people to name, but I’ll be forever grateful to everyone who has made it such a wonderful year. I’m not quite sure what 2012 will hold for me, but I’m always optimistic and I’m sure it will be an exciting, memorable and enjoyable 12 months.

At this time of year, it’s almost customary to make some predictions about what trends we can expect to see in the year ahead, so I’ll put my head on the block and make some predictions – I’d be interested to hear yours too (here’s my 2011 predictions).

2012 will…

Be the year of Social Business
Be remembered for gamification coming to the fore
See us have more control over our online data
See the emergence and use of near-field communication (NFC) technology

2012 will not…

See us any closer to the Rusbridger Cross
See the death of SEO

Again, I’d like to thank you all for reading Social Web Thing and for your continued support over the past year, it’s much appreciated.

Wishing you and your families a Merry Christmas and great New Year,

Ben

Social Web Thing Shortlisted for the CRAPPs

Ben — Sat, 03 Dec 2011 11:46:30 +0000

I was delighted to find out this week that Social Web Thing has once again been nominated for ‘the best PR blogger award’ at the Communicative Relations Awards from PR Professionals AKA the CRAPPs.

Although, the awards take a somewhat light-hearted look at the ‘special relationship’ between PRs and the media, it’s still a real honour to be mentioned in the same breath as Brian Solis, Stuart Bruce, Drew Benvie, Adam Vincenzini, Stephen Waddington, Steve Earl, Jon Silk, Will Sturgeon and Max Tatton-Brown for the award. All these guys are not just outstanding bloggers, they are industry leaders who offer up some fantastic insights in their posts.

There are also a host of other awards up for grabs including ‘The journalist that makes you feel warm and furry on the inside’, ‘Journalist you’d most like to bring to the dark side (employ as a PR)’ and ‘Least twattish Twitterer – the must follow journo’.

Voting is open at http://www.thecrapps.com/ until 14 December 2011, with the winners being announced the following day.

It’s always nice to gain recognition for something which started as a hobby, but developed into a passion. I’ll be keeping my fingers crossed…

6 Lessons I’ve Learnt From 6 Months in Dublin

Ben — Sat, 10 Sep 2011 11:00:41 +0000

Ever since I studied and worked at Leeds Metropolitan University I’ve appreciated the importance of taking a step back and reflecting. This was initially because of Professor Simon Lee, the then Vice-Chancellor of Leeds Met who wrote a daily reflection, but pretty soon I came to realise the personal benefits of reflection. It helps me evaluate my personal effectiveness, understand more clearly the world around me and most importantly learn.

From my time at the institution I also noted the significance the VC placed on anniversaries and commemorations within posts, so it seems fitting that I should reflect on my time at Edelman Dublin six months after joining. Incidentally, Professor Lee once lived in Ireland and continues to blog at his latest venture, Level Partnerships.

So here comes my reflection…

It seems like only yesterday that I joined the Dublin office in what I termed a ‘new adventure’. Its been a juxtaposition of time flying-by, but also a lot happening. Living in a new city, sampling a different culture, meeting lots of people, learning some history, getting to know a different team, taking on more responsibility, operating in a challenging market and winning new business. All these ingredients have fused to create an experience that will benefit me in the future – whatever it may hold.

The six things I’ve learnt from six months in Dublin are:

1. Have an ‘added value’ proposition
We are operating in difficult times where people have less disposable income. This has a direct impact on business’ bottom line and in turn the money they can spend. Businesses are focusing on getting ‘added value’ from suppliers, be it their PR agency or catering company. They are asking for more bang for their buck and if the rumours are to be believed, some PR agencies are dropping their hourly combined rate to below €100 per hour. Therefore understanding how you can deliver ‘added value’ for clients, whether it be thought-leadership, research or simply more hours, whilst maximising commerciality is absolutely vital.

2. Offer a range of PR services
As companies look to make efficiency savings we’re seeing a rise in the number of winner-takes-all pitches; where several agencies go head-to-head and one lucky winner emerges with lots of new business – and the losers with nothing. This is a move which is often engineered by procurement teams as they seek to increase efficiency and lower costs via economies of scale. The growth of this type of pitch means that it is essential for agencies to have both the capacity and know-how to deliver fully integrated campaigns, so a nimble, yet broad service offering is of paramount importance.

3. Become better at educating clients about social media
Media buyers dominate social in Ireland and their modus operandi is to pump money into advertising and watch the number of fans shoot up, but are found wanting when it comes to engagement. The challenge is for us is to become better at educating clients about the importance of engagement and establish a mindset of life after Likes. Succeeding in digital marketing is about having truly creative ideas, delivering compelling communications and developing communities; none of these sit naturally within the realms of media buying, digital or otherwise. Despite media buyers ruling the roost, I can see the tide is turning.

4. Explore opportunities in other markets
As there is little new money coming into the Irish PR industry, agencies are looking to secure revenue and protect jobs. The trend for consolidation is reflected widely across the economy, however, enterprising agencies are looking beyond the Emerald Isle for new business. Consultancies that are part of or affiliated to international networks are perhaps best placed to capitalise on these opportunities. Whilst, there are challenges within the Irish economy, we live in a truly globalised world where excellent technology, transport and communication means there are few barriers to winning and working effectively with clients from abroad.

5. Recognise you are working with and competing against highly qualified practitioners
Since working in Dublin I’ve noticed the high number of professionals with a formal PR education (often at Masters level) or professional qualification. This is in stark contrast to the relatively small number of practitioners in the UK who have PR degrees or CIPR qualifications. Of course my UK colleagues are no less able to do the job, but to land an entry role in Ireland, it appears you’ll need a relevant qualification. I see this as no bad thing and remain adamant that education is the best way to drive up professional standards and increase the standing in which is PR is held.

6. Unpaid internships get your foot in the door
In a sad sign of the times, unpaid internships now offer the best route into the Irish PR industry. Whilst, I disagree with this practice, I’m also sympathetic to the plight of agencies. Downward pressure means that companies have less money to recruit staff, whilst universities continue to pump out a conveyor belt of talented graduates; many of which now expect to work for free. During the boom of the Celtic Tiger graduates would have walked into full-time jobs on a livable wage, but now they must seek out internships, hoping a vacancy becomes available or increasingly they too look for opportunities in other markets.

But it’s not all doom and gloom. Far from it. There’s many things keeping me here; great people, exciting clients, more strategic work, as well as my personal circumstances. The challenge is to continue delivering excellent campaigns that have a measurable impact on the bottom line. It’s a fantastic challenge, but one I’m about to sign up to for another six months and I look forward to reflecting on a year in Dublin.

I’m sure there are many new adventures to be had.

Slides of my Presentation on 10 Creative Ways to Create an Impact Online

Ben — Wed, 13 Apr 2011 08:10:07 +0000

On Monday I gave a presentation at the CIRP Social Media conference in Russell Square, London.

I talked about people, rather than brands who had made a creative impact online, mentioning Jed Hallam, Laura Tosney, Graeme Anthony, Brandon Kleinmann, Josh Halliday and the guys responsible for the ‘A Hug from Taylor Swift’ campaign.

Within the presentation I also spoke about recent ‘internet sensation’ Rebecca Black and how there is a difference between influence, exposure and popularity. Whilst many individuals want their 15 minutes of fame, I would suggest it’s perhaps a better strategy focusing on being trusted, credible and authentic. The people I focused on also demonstrated that it’s the little hings you can do at the start of your career which can go on to mark a whole period of your life.

Overall, I had a thoroughly enjoyable day and had the pleasure of meeting a couple of new people, some readers of SWT and attended presentations given by Tracy Playle, Euan Semple, Gary Gale, Bryan Tookey and Stuart Bruce. All fantastic speakers and real thought leaders in the expanding digital space.

Here is a copy of the presentation – if you have any questions, please do get in touch.

10 Creative Ways to Create an Impact Online

View more presentations from Ben Cotton

Crowdsourcing a Presentation

Ben — Mon, 04 Apr 2011 12:50:12 +0000

I’ve been asked to speak at the CIPR Social Media Conference on 11 April 2011 at Russell Square, London where I’ll be running a short workshop called ‘10 Creative Ways to Create Impact Online’.

I’ve got a couple ideas I’m playing around with for the session and without wishing to give too much away, I plan to talk about industry colleagues who have made a creative impact online, rather than brands.

I have some case studies I’m going to discuss, but this is where I need your help. I’d like to draw on the wisdom of the crowd to source good examples of people who have created an impact online. I’ve been deliberately vague as I’d be interested to hear a range of examples.

For those who are interested; I’ve chosen to focus on individuals as I think there are some great examples of industry colleagues who have used social media as one part of an integrated plan to promote their talent, build their reputation and ultimately, land jobs.

You can follow the event #ciprsm and click here to find out more information on the conference.

A New Adventure

Ben — Thu, 10 Mar 2011 09:00:31 +0000

It seems like only yesterday that I was preparing to start a new role at Edelman’s smart office in London. Well today I find mysefl doing exactly the same thing. The only difference being that I’m starting out a different Edelman office – this time in St. Stephen’s Green, Dublin.

I am delighted and really looking forward to another new and exciting chapter in my career and life. For those that don’t know me personally but read SWT, I’ve moved to Ireland to be with my girlfriend, who as an American citizen had a couple of visa issues back in the UK.

I’m looking forward to the challenges of my new role, learning from some great people and the opportunities this may bring. I’m also excited to meet my new colleagues, settle in and begin exploring the wonderful city of Dublin and further afield (please do let me know of good places to visit). As someone whose grandparents were from Tipperary and Cavan, it’s also a fantastic opportunity to catch up on some family history.

I’ll be forever grateful to Marshall Manson and Mark Cahalane at Edelman for their kindness and understanding to make this move happen for me. I’m delighted to be staying within the Edelman network.

Today is my first day at Edelman Dublin. Wish me luck.

Merry Christmas from Social Web Thing!

Ben — Fri, 24 Dec 2010 09:00:57 +0000

Firstly, I’d like to wish all Social Web Thing readers a Happy Christmas and thank you all for continuing to read and comment on the blog.

2010 has been a good year for me, personally and SWT – the blog has gone from strength to strength, winning an award at the EUPRERA Spring Symposium, as well as being nominated for ‘best blog’ at the some comms and CRAPPs. For something which started as a hobby, I find it remarkable and humbling to see how the blog has evolved over the past 15 months – and SWT looks set to surpass 30,000 views in 2010, which is very pleasing.

What’s also been a source of much pride is that some SWT posts have been published on the Edelman Digital blog – as someone who was and still is an avid reader of the blog, it has been a real privilege to be able to share my thoughts with a much wider audience.

Upon reflection, I’ve learnt a tremendous amount from some great people in 2010 and have been delighted to work with some of the worlds biggest brands. The optimist in me, thinks 2011 will be just as good as 2010, although I expect for different reasons.

Image from Lauren Manning under Creative Commons

Secondly, working in social media is often about trend spotting and trying to predict the ‘next big thing’, so I’ll put my head on the block and make some predictions – I’d be interested to hear yours too.

2011 will…
Be the year of the Community Manager
Be remembered for geo-location going semi-mainstream
See hyperlocal and super-niche continue to grow
See another paywall

2011 will not…
See social media Whitewalling becomeing widespread
See us any closer to the Rusbridger Cross

I wish you all a Merry Christmas and a Happy New Year! Thank you, Ben,

Social Web Thing makes the CRAPPs shortlist

Ben — Sat, 11 Dec 2010 00:01:26 +0000

I received more great news this week – Social Web Thing has been shortlisted for ‘the best blogger PR award’ at the Communicative Relations Awards from PR Professionals – the light hearted awards affectionately known as the CRAPPs.

Once again, SWT is up against some tough industry competition in the form of Wadds PR Blog and Comms Corner. Both are favourites of mine and it is great to be compared to such great blogs. In addition, it is fantastic to be considered in the same vein as Tom Fordyce, Sally Whittle and Martin J Robbins et al, who are all experts in their respected fields with large followings.

There are also a host of other awards up for grabs including ‘The journalist that makes you feel warm and furry on the inside’ and Least twattish Twitterer – the must follow journo’.

Whilst, the CRAPPs aim to celebrate the ‘special relationship’ between PRs and the UK media, I must add that I’m delighted to have been shortlisted for the inaugural award.

The winner will be announced on 15 December 2010 and readers can vote for ‘the best blogger PR award’ here.

It’s always fantastic to gain recognition for something which started as a hobby, but developed into a passion. I’ll be keeping my fingers crossed…

Social Media Monitoring Whitepaper Published

Ben — Sat, 16 Oct 2010 09:34:53 +0000

I thought I’d let you know that the Whitepaper I wrote for DW Publishing was published this week. It’s an Introduction to Social Media Monitoring and lists some of my favourite free tools, as well as paid for alternatives.

Regular readers of SWT will know that social media monitoring and measurement is something I’m fascinated by, so I was delighted to be asked to pen something for DW Publishing. The Whitepaper is designed to offer a brief explanation and appraisal of some of the online monitoring tools available, from the free services which are often basic, yet functional, right up to the comprehensive, in-depth paid-for alternatives

I hope you find the Whitepaper useful and do get in touch if you’d like a chat about some of the tools.

An Introduction to Social Media Monitoring by Ben Cotton (2010)

You can click here to download a copy of the Whitepaper.

Social Web Thing up for some comms award

Ben — Tue, 12 Oct 2010 17:24:15 +0000

I received some wonderful news this week – Social Web Thing has been shortlisted for a social media award at the some comms awards organised by Don’t Panic.

The nomination is for Best Industry Blog and SWT is up against some great competition in Wadds PR Blog and We Are Social. Both blogs are personal favourites of mine and have been part of my blogroll and reader for a while now, so it’s a real privilege to be thought of in the same vein as these two industry big hitters.

I must add that I’m delighted to have been shortlisted for such a prestigious award for the inaugural ceremony at one of the UK’s top event management companies.

The winner will be announced at the some comms awards ceremony which takes place at the Hilton Hotel, Deansgate, Manchester on 9 December 2010.

It’s always fantastic to gain recognition for something which started as a hobby, but developed into a passion. I’ll be keeping my fingers crossed…