Har du ønsket at gøre det her?

(nej, jeg taler ikke om at give kunderne “fuc- finger” og gÃ¥ fra arbejde).

Web 2.0’s inflydelse pÃ¥ kommuikation kan ses i genfødslen af borgerjournalistik pÃ¥ godt og pÃ¥ ondt. Sites som CNN iReport og Newsvine nu giver næsten hvem som helst med en camera mulighed for at lave deres eget nyhedsindslag os sende den ud til hele verden.  Tidligere har borgerjournalistik været meget begrænset til det trykt media, men Web 2.0 har ændret det. Og min mening er at video er meget mere velegnet borgerjournlaistik end trykt medier nogensinde har været.

Okay, okay… de journalistiske standarder er ikke den mest professionelle, jeg nogensinde har set, og der et have af mækværk derud - men det her kan sikkert ikke være det billede Hertz ønsker at vise frem. Især pÃ¥ noget som helst med en CNN logo pÃ¥.  Og det er netop CNN’s brand som giver sitet troværdighed.

Og hvis billedet ikke er nok, så læs kommentarer på iReport sitet.  Der kan man bl.a. få et link (her også) til en employee blog, som giver et kigge bag kulliserne også. Hertz PR har, i hvert fald, forsøgt at ligge et svar på iReport sitet.

Ikke siden Hertz brugte ham her som talsmænd har de haft sÃ¥ stor en forklaringsopgave. Forskellen er naturlgivis at OJ’s opførsel var ikke forudseligt.

Det var det for i aften. Tak til Hertz for underholdningen og held og lykke til dem i Web 2.0 land.  Indtil næste gang:

“I’m off the clock!”

(Tak til PR Junkie blog hvor jeg første læste om denne historie.)

Og se det her list af borgerjournalistik sites på nettet

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The Crowdsourcing phenomenon is about to hit 1600 Pennsylvania Avenue, but will it be a Jeffersonian triumph or a Machiavellian misstep?

Obama’s team has put together a crowdsourcing initiative, called the Citizen’s Briefing Book, which encourages citizens to submit ideas on everything and anything from energy policy to national defense.

To date, Obama’s team has done a good job of using social media in their communications, as can most recently be seen in the change.gov website. I wonder if the idea was inspired by the New York Times, who used a facebook page to essentially do the same thing.  The Times received 35,000 suggestions on their page and has since created an interesting microsite with sugestions for the incoming president.  Click here to look through it. If nothing else, this is a noteworthy bit of news reporting for its use of social media to conduct such a broad survey - although the editorial staff of the Times had nothing to do with the survey (it seems to have been collected by the Times marketing department).

But can and will this kind of government by actually work?  Plato, Aristotle, Machiavelli, Locke, Jefferson, DeToqueville…well, this could quickly turn into a history of western civilization discussion but lets not go there.

Because it is for now the means, and not the ends that interest me.

For this kind of thing to work, Obama’s team really has to make a commitment.  Or, well, the CEO - Obama -  really has to make a commitment. It is the “post-promote-discuss-see” approach to crowdsourcing and it is the last of those four that is probably the most important.  Showing how participation makes a difference is the payoff in the Social media world.  But without a solid commitment to the “see”, implementing crowdsourcing is at best trendy and at worst patronizing.

It is an innovative attempt on behalf of the Obama-Biden transition team, but without a solid commitment to doing something with the results - besides presenting them to the president in a book, the whole idea reaks a little of Machiavelli, who, if I remember right, believed that the prince should give the appearance that he is listening to keep the masses satisfied, but not let their opinions motivate him.

I’d be interested to hear of other government-based crowdsourcing intitiatives.  Have they worked?

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“Er det endnu et tegn pÃ¥ hvad vi kan forvente af den kommende krise,” tænkte jeg tidligere i dag da jeg læste denne overskrift pÃ¥ BureauBiz:

Sonofon vil Skære Kraftigt i Klassisk Kommunikation

Det siger jeg fordi jeg kan huske hele 10 år tilbage, da dotcom krisen begyndte, og jeg var ansætte i reklamebranchen i USA.

På dette tidsunkt gik spekulation ud på at internet medier var ved at dø. Bobblen var brastet og festen var slut. Snip, snap, snude internet! Long live the newspaper!

Ja sådan lod det fra mange af mine journalist venner og gammel professorer fra journalistskolen. Jeg kan se at det samme var diskuteret i Danmark (se her, for eksempel).

Og hvad sket der? Netop en nedskæring i klassisk kommunikation og en fremgang i markedet for internet reklame igennem 2001 og 2002.  Markedet næsten fordoblet sig hver kvartal i perioden lige efter krisen (se statistik/nyheder fra FDIM her). Internet medier blev, for første gang, valgt over traditionelle medier i større og større omfang og det var faktisk i denne periode at internetmedie (især reklame) kom for alvor i gang.

De sociale medier er siden blevet født og har andret internet landskabet.

Først har de taget segmentering til et uforstÃ¥ligt detailjeret og samtidigt ugennemskueligt niveau. Næste, de social medier har givet klassiske reklame hovedpine - dels fordi man skal være super dygtig for at slÃ¥ igennem med film og viral video og dels fordi folk ikke længere har tillid til reklame generelt (især i deres “privat” rum).  Like it or not, klassisk reklame færdes ikke i de sociale medier.

Sociale medier er i dag en af de vigtigeste kommunikationskanaler på nettet. Læs Edelmans 2008 Trust Barometer (især side 15) for lidt insigt. Og bemærk at jeg bruger ordet kommunikation og ikke reklame. Det gjorde Peter Engholm fra BureauBiz i sin artikel også. Og det var netop det jeg blive fanget af og begyndte at spekulere over.

“Er det endnu et tegn pÃ¥ hvad vi kan forvente af den kommende krise,” Spørger jeg igen. Er én af Danmarks største annoncører i en branche kendt for store, spektakulær og dyre reklame kampagner pÃ¥ vej ud i sociale medie for alvor? Vil andre følge efter og hvordan vil de hÃ¥ndtere kommunikation, segmentering og den nye internet i krisetden?

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At the Wemind conference in Copenhagen on Wednesday, March 12, Per Ladegaard, Concern Director for Nykredit, a Danish bank, made a presentation on how his organization is using both new media and social media for improved customer service and product innovation.

The banking industry has never struck me as being particularly creative and certainly not as early adopters, but the fact that the Concern Director came to a small conference to talk about Web 2.0 says a lot about why NyKredit is surprising and why they are leading the pack in this area.

Per understands the paradigm of dialog and is brave enough to find a place for it in Nykredits communication.

Per talked about how important online activity has been for the bank since the mid 1990s and showed how, little by little, they have added web 1.0 and web 2.0 offerings in a way that both better serve their customers and (perhaps more importantly) fit in with their company’s core value proposition: “Tænk nyt” or “Think New”.

Being a credit union, Nykredit is blessed with some realities that surely make it easier for them to “think new” in the banking industry. They have a large capital base and the fact they are relatively small in comparison to banks like Nordea and Danske Bank makes them more flexible. In fact, they seem to relish the role of being the class “daredevil” and frontrunnner.

Some of the programs they have been the first to implement - such as webcam based tellers who can walk customers through complex web banking transactions via screencontrol, the ability to upload personal photos for use as credit card themes, online video tips and online loan calculators are not truly web 2.0, but show how Nykredit embraces digital media to create a competitive advantage and build their image as a company that uses new technology to improve stakeholder communication.

Nykredit has been using blogging as part of a “dialog” program with customers for several months and it recently won an award from Computerworld for its efforts.

Nykredit is now also using crowdsourcing - or user-based innovation - to improve its financial products. In the short couple months they have been live, the bank has already started a no-fee account based on user suggestions. Per also pointed out how top executives are constantly looking at the feedback and votes as it gives a direct channel to customer insights.

In the end, two things really struck me about his presentation:

1.) the fact that when he was presented with the concept of crowdsourcing that he immediately asked himself how the idea fit in with the company’s values.

Wow! Looking at a lot of company’s stated “mission” or “values” it might be easy to come the conclusion that such things are nothing but HR babble and PR spin. Refreshing to see a CEO who really considers them in making calculated decisions.

2.) When asked about the ROI of the Crowdsourcing initiative, Per responded, “It has already paid for itself in terms of the image boost it has given us”.

Yeah, pretty refreshing to meet a CEO who thinks this way too.

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