Archive for the 'Book - International Communications Strategy' Category

I’ve been invited by the Institute of Directors (IoD) - along with my co-author Silvia Cambie and usability expert Giles Colborne - to give a talk on how businesses can take advantage of Web 2.0 to build networks and communities around their products, services and brands. The event will take place on Monday 22 June at 6.30pm at the Guildhall in the City of London.

The details are below, with booking information at the end. If you are able to come along, do add a comment to let me know and I’ll keep an eye out for you. Or just come and say hi afterwards.

Also, if you have any specific questions or topics you think it would be helpful for us to cover, please do add a comment. We’ll see if we can cover it in the talk or in the question time afterwards.

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Creating Value through Web 2.0

Venue: City Marketing Suite, Guildhall, Basinghall Street, London EC2P 2EJ
Time: 6.30pm to 8.30pm on Monday 22 June 2009

Internet communication is evolving the way we do business. Blogging, podcasting and social networks like Linkedin and Facebook are extending the ways we engage with people via digital means.

Web 2.0 is creating a business environment based on knowledge sharing and collaboration. The cyberspace is a new landscape with its own cultures and accepted rules of behaviour.

Social media offer businesses a powerful means of building networks and communities around their products, services and brands. However it is not a simple matter of ‘Build it and they will come’. A strategic approach is needed to produce ‘sticky’ content and create value from on-line interactions.

The speakers will give an overview of the social media and social networks used by businesses. They will introduce ways of engaging effectively with on-line communities and will discuss the intersection of commerce and social networking.

Silvia Cambie ( Director, Chanda Communications ) and Yang-May Ooi are authors of “International Communications Strategy Developments in Cross-Cultural Communications, PR and Social Media” to be published in July 2009 by Kogan Page. Silvia is a cross- cultural communicator and a journalist. Yang-May is a writer specialised in social media and a blogger.

Giles Colborne is an expert in User Experience. He is Managing Director of cxpartners and former President of the UK Usability Professionals’ Association.

Tickets: £25 for IoD members inclusive of VAT of £3.26 and £28 for non members inclusive of VAT of £3.65
Contact: Mei Sim Lai OBE DL, Hon Secretary, IoD City Branch, IoD Hub, 35 New Broad Street, London EC2M 1NH
Tel: 020 7194 8385, Mobile: 07903 153793, Fax: 020 7194 8386, Email: MeiSim@LaiPeters.org

Photo: thanks to Daniel F. Pigatto from flickr.com (CCL)

I think the writers and book readers amongst you could find this behind-the-scenes process interesting in terms of seeing how the publishing world works and also, understanding the importance of a book title, whether in the fiction or non-fiction sector.

When I was writing my first novel, The Flame Tree, that was the working title I used and when I submitted it to Hodder & Stoughton, that was the title they went with. The flame tree is the central symbol of that novel and it also evokes the Asian setting of the book.

With my second novel, my working title was Mindgame but Hodder were not initially keen on it. I remember sitting down for days coming up with a list of over 30 different alternative titles in response to their feedback. In the end, they looked at my list of 30 something titles and came back to say that Mindgame was the best of the lot!

For the last year, my co-author Silvia Cambie and I have been using the working title New Trends in International Communications/ PR for the business book on cross-cultural communications that we’ve been writing. The title seemed to us to sum up what the book was about and whenever we talked about it to friends and people we met, they would nod in recognition and understanding so we wouldn’t have to go into a long-winded explanation.

Originally, our publisher Kogan Page were keen to ensure that the title included the words “Public Relations” but Silvia, an experienced business communicator, always preferred the word “Communications”. She explains that in the world of business communications, marketing and PR, “communications” is the wider expertise, of which marketing and PR are subsets and that a title that encompasses that wider context would have a wider audience. From my point of view, coming from the world of social media, I also prefer “communications” as, unfortunately, “PR” has a bad name in the online landscape, being associated with spin and hype without authenticity in the minds of bloggers.

So when we submitted the manuscript to our publisher Kogan Page, it was time to discuss the final title of the book in some detail. After some discussion about the issues around “communications” and “PR” with her marketing and editorial team, our editor came back agreeing with the choice of “communications.”

There was another issue, however, she told us. The problem was with “new trends.” The book is going to be published in July this year and the aim is to keep it in print with good sales over the foreseeable future. What is “new” now is not going to be new in a few years time. Similarly, what are “trends” now are likely to have become mainstream in time. But what we are writing about - the case studies, the concepts etc - which are the meat of the book will remain relevant for businesses and communicators because they have practical and useful applications beyond newness and trendiness. So the publishing team felt that the phrase “new trends” did not fully or accurately capture the thrust of the book.

So what to do? We batted some ideas back and forth in a series of emails and finally, we all agreed on the final title: International Communications Strategy: Developments in cross-cultural communications, PR and social media. We introduced the word “strategy” to capture the aspects of the book where we discuss how businesses can take advantage of developments in technology and cultural sensitivities. From the publishers point of view, the word also emphasise that the book is aimed at high-level executives within businesses and communications professionals who will need to be thinking strategically in today’s globalised world.

It always amuses me when I see writers portrayed in films. Our hero — and it is invariably always a man — who is a moody and sensitive sort, arrives in the big metropolis with his typewriter, a packet of cigarettes and a whiskey bottle. We see him sitting at a desk facing window, tapping away at his typewriter and occasionally dragging on his cigarette. If he is swept away with creativity he types feverishly through the day and night. However, if he is stuck, he pulls out sheet after sheet from the typewriter roll, flinging them into the bin in exasperation and working his way through the bottles of whiskey. Occasionally, he stares broodily out of the window. Eventually, he finishes his manuscript and ties up in brown paper to post off to the publisher.

The next thing you know, he has received a letter from the publisher and is waving it around in his local bar, buying drinks for his friends to celebrate the publication of his book. In the next scene, he is swanning around at a swanky launch party, the toast of the town and on his way to becoming A Famous Writer.

All this happens within five minutes of film time!

The movie version of writers came to mind recently because I have been preparing the draft of my third book to send to the publishers. This is the book on New Trends in International Communications which I am co-authoring with Silvia Cambie and although it is not a novel like my last two books, the process of manuscript preparation is exactly the same. You have to keep drafting and redraft thing until you are absolutely happy with what you’ve written, checking and rechecking for typos, grammatical mistakes and errors in context and sense. You then had to make sure that the formatting is consistent e.g. that each paragraph is justified and consistently spaced, that key terms that recur are consistently spelt or capitalised alright italicised and that your page numbering is seamless from chapter to chapter. You need to check the word count of each chapter and add them all up together to see whether your total word count falls within the required thresholds. You need to make sure that the header and footer has the correct references to the book title, your author name and the relevant chapter. It is tedious, tedious, tedious…

We are due to deliver the manuscript at the end of November and Silvia and I have been having regular meetings to make sure that the sections that we are respectively writing work together. She is putting the finishing touches to her chapters and we then need to collaborate on the Foreword before the final bundle is ready to go. And the last thing we will need to do is to collate the hard copy into the correct order, prepare 2 copies to send to the publisher and further copies to retain ourselves. These days of course we also had to prepare the electronic version to send out at the same time.

Once it is with Kogan Page, our editor will no doubt come back with notes and there’ll be another period where we will have to do some further rewriting and re-crafting before the final version will be ready to go to print. The publication date has been set for July 2009, which is around nine months away to give us and Kogan Page sufficient time for the editorial process, the copyediting process, the print preparation process and also to fit in with their overall 2009 catalogue.

A lot longer than five minutes, wouldn’t you say?

I remember that as a teenager, one of the reasons I was inspired to be a writer was the way that the lives of writers are portrayed on screen. In the movies, it all seems so glamorous and intense — and easy. Well, now that I’ve actually become a writer, I have to laugh at my youthful innocence!

Photo: thanks to (waltzing) matilda from flickr.com (CCL)

Ever since the start of this year, I’ve been working like mad on my third book, the business book on New Trends in International Public Relations. It’s been fascinating exploring the web in search of great examples of how businesses and individuals are using blogs and other social media and also making contact with bloggers and others to interview them for their views and experiences of using social media tools for communications. But it’s been very “full on” and exhausting as I’ve been working on the book at weekends and on my days off as well as following up contacts in the evenings after work or during my lunch hour. I’ve now got one more chapter - the rounding up and final views chapter - before I finish the first draft.

So I’m taking a break from the book for the next couple of months.

I’m really enjoying having the time to do a bit more of my own blogging, which I’ve neglected somewhat due to all my time being taken up with the book. I’ve also got into reading books again - having spent almost a year, maybe more, reading blogs, newspapers and magazines to keep my finger on the pulse of what’s going on in fast-moving world of social media. What books I have read related almost entirely to blogging, marketing and social media so I’m really enjoying indulging my eclectic and varied taste again. I’ve recently finished the e-book version of 1968: The Year That Rocked the World, a social history of that tumultous year and an audiobook of 1776: America and Britain at War, a history of the critical year of the American Revolution and I am currently reading Steven Pinker’s The Stuff of Thought:: Language as a Window into Human Nature (Penguin Press Science), about how our use of language reveals the way we view or construct the world. And my poor garden that has been unloved for so long is finally getting some love and attention - it’s been great getting out there, pruning and chopping and mucking around in the dirt, getting it looking tidy and lovely again.

Hopefully, the break will give me perspective on what I’ve written so far and help me with forming my conclusion for the upcoming final chapter. It’ll also mean that I can go back to the book refreshed and rested and ready for the next stage, which is reviewing and editing the first draft into a more publishable form. After that is stage three, which is to review with my co-author Silvia Cambie both my parts of the book and hers and work with her to sew the patchwork of the two manuscripts into one cohesive whole, ready to be delivered to our publisher, Kogan Page, in November.

Photo: thanks to Gianluca Neri from flickr.com (CCL)

The following forms part of the book I am co-authoring with Silvia Cambie on New Trends in International Public Relations. This follows on from the sections on the Commercialization of the Web and Computers Get Personal, which I have also posted on this blog and my social media blog ZenGuide.co.uk.

The text is a verbatim section from the book and the links are set out at the bottom of this post as footnotes rather than embedded links. The text is copyrighted and all rights are reserved.

Connection speed is the other significant factor in the online revolution. Connecting to the internet from the mid-1990s to around 2003 was generally via a dial-up modem and a telephone line. Connection speed was slow and the cost meant that most people used it for email primarily and only surfed during off-peak periods. For the average user, sustained video and audio interaction was practically impossible.

And then along came broadband.

The broadband story is similar across the globe, with the amount of take-up by consumers being directly linked to availability and cost. In 2002, broadband connection in the UK promising 40 times the connection speed of regular dial-up cost £55 a month, plus an additional set up fee and the cost of a broadband modem. By 2007, it was down to around £18 a month and became available nationally. By 2005, broadband connections outstripped dial-up and by 2007, 60% of UK households had broadband[i].

Across the European Union. 25% of all households were connected to the internet via broadband by 2006[ii]. In Asia (excluding Japan), a survey of internet usage in 2006 revealed that “broadband access continues to have a major impact on consumers lives” with the highest broadband usage being in Korea, closely followed by Taiwan, Hong Kong, Singapore, Th iland and China[iii].

In 2007, Hong Kong came top in a survey of the best cities in Asia for getting a broadband connection due to robust competition and web-enabled mobile phones[iv]. In India, the home broadband market is growing while internet café access is slowing, with 23 million home users accessing the internet via broadband during 2007[v]. In South Africa, business leaders and communicators there have indicated to us that the lack of cheap, universal broadband is a factor in the slow growth of online engagement.

When considering your web strategy across borders, it is crucial to assess the range and cost of internet connectivity not just for businesses but for personal users. But there are also other factors which are likely to be relevant, such as language and literacy. Take India, for example. We think of it as a country where English is universally spoken. It is often referred to as the Silicon Valley of the East, especially with tech-savvy, internationally well-known entrepreneurs like Sabeer Bhatia[vi] returning home to develop internet-based businesses over there. As we mentioned, growing personal affluence is enabling 23 million Indians to purchase computers for the home. But dig a little deeper and there are other factors in play that will be relevant for your communications strategy there. There are still just over 18 million internet café users, indicating that cost remains an issue. Also, for every Sabeer Bhatia, out of India’s of over 1 billion people, only 52 % are literate. And for those who can read, there is little online content available in India’s many local languages[vii].

It may be that you are only aiming to reach the population who can read and write English in their own homes, as they will be the most affluent and attractive target demographic. If so, then your web strategy may not look all that different from one for any other affluent, literate, English speaking market. But if you are aiming to reach those beyond that group, you may need to think beyond English or even text-based content – and perhaps beyond online communications to mobile outreach or you may have to stick to good old-fashioned travelling roadshows[viii].

In general across the globe, however, cheap, universal broadband has been a significant factor in evolving our relationship with the internet from the specialised domain of geeks to an always open window in our households that lets us reach out to the world out there. As we will see, in particular, there is a close correlation between the growth of broadband in the Asia-Pacific and the rise of social media engagement in that region, with a number of countries such as South Korea, China, Singapore and Malaysia topping the charts of worldwide blog readers and blog creators[ix].

Photo: thanks to Edward B. from flickr.com (CCL)

Following my post about the Commercialization of the Web on my social media blog ZenGuide.co.uk, which forms part of the book I am co-authoring with Silvia Cambie on New Trends in International Public Relations, here is the section from the book that outlines the rise of the personal computer. What fascinates me about the history of the Personal Computer (PC) is how it developed from a military machine to something that most of us need to function in the modern world today - and how that evolution has changed society and human culture across the world.

The text is a verbatim section from the book and the links are set out at the bottom of this post as footnotes rather than embedded links. The text is copyrighted and all rights are reserved.

Computers Get Personal

The evolution of technology is a mega-trend today that no business can ignore. A brief tour of the evolution of computers illustrates the importance of keeping your eye on technological developments.

In 1948, IBM´s Selective Sequence Electronic Calculator, which was to calculate the position of the moon for the 1969 Apollo mission to the moon, took up floor space of 25 feet by 40 feet. In 1951, the computer for the US Census Bureau was one of the early commercial computers and it took up 943 cubic feet, selling at US $1million each plus US $185,000 for a high speed printer. By 1968, the cost of a computer was down to US $8,000 with Data General Corp’s Nova which was the size of small writing bureau.[i]

In 1975, the MITS Altair 8800 could be bought by computer hobbyists from Popular Electronics magazine for US $395 as a kit or US $495 pre-assembled[ii]. The next year, Steve Wozniak and Steve Jobs created Apple 1, which sold at just over US $600[iii]. In 1981, Radio Shack’s TRS-82 Model III retailed for US $699. By now, computers were housed in boxes that could be used on a normal office desk and had the shape and set up that we are familiar with today. There is a screen and keyboard and a joystick for navigation. Software came via cassette tape, which was beginning to be replaced by the floppy drive. The data appeared as text or figures and there were no graphics. While available for consumer purchase, it was still the math and science geeks who were the main market demographic for these personal computers.

In 1984, the first Apple Macintosh appeared, with a graphical interface – ie the data could be accessed by activating icons on the screen and navigation was by way of a device called a “mouse”[iv]. At around the same time, Microsoft released the first version of Windows, its own graphical interface sitting on top of MS-DOS, the text-based version of Microsoft software used by most computer manufacturing companies at that time, including IBM and Compaq[v].

By the mid-1990s, you were also getting more bang for your buck when it came to computer processing chips with Intel unveiling its Pentium chip at under US $1,000[vi]. While business and industry had been using computers for decades, plummeting costs, greater processing power and increased ease of use meant that for the first time, it made sense for the public to buy a computer for personal use. People were becoming used to computers from their work environment. It was a natural transition to getting a computer for home use. PCs, as personal computers soon came to be called, were also fun – computer games loaded by CD-ROM became a serious contender to TV-based consoles in 1994[vii]. With PCs arriving in many homes bundled with Internet Explorer for access to the internet, Outlook Express for email and a host of other useful (eg Calendar, Paint and CD-ROMs packed with dictionaries and encyclopedias) and not-so-useful applications (eg Minesweeper and Solitaire games), our personal relationship with our home computers as a source of productivity, fun, information and communication truly began.

In 1995, there were 50 million personal computers sold globally.[viii] By 2000, computer sales in China alone were growing faster than any market in the world, with 4.1 million PCs bought in that one country during the second quarter[ix]. Now in the first decade of the 21^st century, there are over 257 million personal computers sold worldwide[x] and sales are likely to increase over the next few years, in particular of laptops and other mobile computing equipment as affordability, performance and wireless access improve. Gartner, the IT consultants, calculate that emerging markets made up 70% of the growth in overall computer sales and projected that laptop sales during 2008 would grow by 11%. They are confident that a looming global recession would not slow sales[xi]. Experts elsewhere in the industry also seem to agree that mobile computing will bring the next wave of growth for the sector. Loren Loverde, the Director of data firm IDC’s PC Tracker, says, “It will be increasingly important for PC vendors to have a strong portable offering to stay competitive as the market continues its rapid shift to mobile computing.”[xii]

It took 30 years for computers to evolve from military and government use via business and industry to become affordable for a limited geek market, with prices dropping from US $1,000,000 to stabilise around US $700. But from the 1970s onwards, major developments in processing power, size and ease of use surged ahead in leaps and bounds. And with each technological leap and bound, we adapted the way we communicate, relate and work. Even as some businesses are only now thinking about getting their first website (and there are quite a few of those still around), the market is already surging ahead towards online social media and mobile communications. For anyone engaged in business nowadays, it is critical to keep one eye on the latest technological and communications advances if you don’t want to be left behind.

I will be posting to Fusion View once a week for the next little while, usually on a Wednesday. I am focusing my writing energies on my latest book project, New Trends in International Public Relations, during this time. I am working on the social media aspects while my co-author Silvia Cambie is writing the main sections on international PR. You can check out my online wiki for the book project where I’ve been collating my research. I’ll also be writing about my research and reporting on progress on the book on my communications and social media blog, ZenGuide.co.uk - and also here on Fusion View.

Wishing everyone a great New Year’s Eve and a successful 2008!

The Australians are not known for their reticence or their polite turns of phrases. With the Australian General Elections coming up, the Ozzies have taken their outspoken and vigorous style of public debate online. Videos on YouTube and other platforms have been the media of choice with shows by established satirical magazines like The Daily Grind and The Ministry of Truth alongside clips by outspoken individuals. The political parties have also taken to the e-waves with their own channels on YouTube.

Here is a quick romp through the Ozzie political videoscape:

Government supported satire

The satirical The Ministry of Truth has uploaded an episode on their Ning-based online platform. The video features sketches laughing at the obsession with Australianness. The sketch about the Australian barbie made me laugh out loud (possible because I’d make a good Ozzie carnivore if I weren’t already British).

It’s striking that the show is sponsored by the Queensland Government Arts Board. I can’t imagine an Asian government sponsoring this kind of satirical show on their national channels.

Party Political Broadcasts

The Australian Labor Party has its own YouTube channel. The only problem with their very slick videos is that - well, they are very slick. They feature actors playing “ordinary” Australians talking about their “lives” and negative “responses” to John Howard’s statement that “Australians have never been better off”. The series of videos are all typical party political broadcast style ads that don’t sit very well on YouTube where the millions of other user-generated videos are have more quirky, spontaneous content. Take a look at this one featuring a “housewife”:

I reckon they would be more credible interviewing a few real people with all the “ums” and “ers” and a less slick presentation.

Amateurs join the fray

This one is a satirical song featuring Elvis and animated collages of the main electoral candidates John Howard and Kevin Rudd by someone(s?) called Captain Rant and the Knee Jerk Reactions. I couldn’t find out much more about them on the net - so if you know who they are and what else they’ve done, let me know by adding a comment.

There are plenty more satirical videos of this nature on YouTube - try typing in the candidates names in the search box and then follow links and related videos to explore them for yourself.

What is impressive is the standard of the animation and satire - although many are made by amateur film-makers they are pretty watchable and also clever and funny. They seem to be made by people who are older than the usual teenagers who populate user-generated spaces like these and who have a message they want to get across. The tone is also particularly Australian, I think - there’s no earnestness in these videos though clearly many of the creators feel strongly about their nation and the issues being debated and their irreverent humour and wit is what really comes across. In contrast, the American presidential debate currently taking place online is much more serious and earnest with bloggers - rather than film-makers - taking the lead.

The year of social media

2007 seems to be the year for social media to be taken seriously in the political arena, from what we’ve seen in America and now in Australia. This will be increasingly common around the world and will no longer be “news” in itself. I think that social media has the potential to engage populations in political debate in a fresh way and hopefully, this will mean less apathy and more involvement in the electoral process. In particular, peer-to-peer discussion and debate may prove to be a very powerful way for drawing otherwise uninterested citizens into the issues.

I am also currently exploring the use of social media for political debate in Asia and Africa and will be blogging about that in the future.

What do you think? If you’re an Australian, have these videos made you more interested in the elections and/ or politics?

Share your thoughts and add a comment.

Other resources

For a great review of other satiricial videos about the Australian elections, you can check out Australia’s ABC Radio National’s Street Stories podcast. Their show notes page also gives a list of links to various film-makers featured in their programme such as Shan Jayaweera who uses John Howard and Kevin Rudd puppets.

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This post and others in the category New Trends in International Public Relations is part of my research project for the book of the same name that I am co-authoring with business communications expert, Silvia Cambie. I am focusing on the social media aspects while she is working on the wider public relations issues.

To find out more about my research for this book, see my book wiki.

To see who has contributed to my research for the book, take a look at my Contributors List.

If you can help with my research for the book, please contact me via the book wiki contact link or email me via this blog.

This is a cross post from my social media blog ZenGuide

This is a cross-post from my social media blog ZenGuide

I set up my International Public Relations bookproject wiki a few weeks back but I’ve been hesitating about announcing it on my blogs. I finally blogged about it a few days ago and invited comments and input - and I hope very much that you will help me with my research by getting involved in this project. But the reason I hesitated is that having set up the wiki online, I found that I have a strong streak of “command and control” in my character.

I wrote my two novels all by myself and did not show them to anyone until I had finished typing “The End” on the last page. I did invite input from experts on some of the background information that I needed to create a real world for my characters to inhabit and I did occasionally discuss motivation and plot points with my writer friends. But I kept the bulk of the story and text to myself during the 18 months or so that each book took to write. And I felt very much in control as the author and creator.

So while the “social media”, open and transparent part of me is all for having a go with writing a book via a wiki online, the old-fashioned author in me has been feeling somewhat uncomfortable about this new way of doing things. Will people nick my ideas/ thesis? Will people give me unsupportive criticism? Will I feel pushed and pulled by others’ input? Will I no longer feel like the author of the work?

My worries took me by surprise as I had always considered myself an open and trusting sort of person. (Though perhaps my years of training as a lawyer has overlayed that with an armoury of suspicion…?) Friends and colleagues gave me differing views. Some advised, no way should I put it up online as people might steal my work. Others were more of the attitude: well, try it and see. The advantage is that I can invite the help of others who may have more expertise of a particular issue than I have and I always liked the saying, “two (or more) heads are better than one”. And since I may be approaching experts with whom I have no personal connection, I can refer them to the work online for them to get a sense of what the book is about and whether they feel comfortable contributing to it. Also, as I would like to include a strong cross-cultural focus, having an online presence accessible from all over the world can only be a good thing.

A number of much more well-known authors than me have shared their books online while they’ve been work in progress. Chris Anderson blogged his book The Long Tail and developed it with readers’ input. Marc Wright over at simply-communicate.com is also using a wiki for his book Handbook for Internal Communication, due for publication in March 2008. So I reckon, if it’s good enough for them, it’s good enough for me.

So far, I’ve put out a few feelers to a number of experts and I hope to have spoken to an Italian writer this week and also a Korean social media / tech CEO based in Japan.

Do go and check out the bookproject wiki - and let me know if you have any thoughts on any of the issues I’m researching. Drop me an email via the Contact form above or add a comment.

Photo: thanks to smackfu from flickr.com (CCL)

The article I was researching and writing earlier this year about blogging in Malaysia has now been published in Communication World, the journal of the International Association of Business Communicators (IABC). It is featured in a special Asia-Pacific supplement under the title “Blogging Thrives in Malaysia.” The article examines the tension between political bloggers and the authorities as well as highlighting the success of non-political personal and business blogs in the country.

It has come together with the help of various journalists and bloggers who generously shared their views and experiences - thanks, guys! Much of the information they have given with me will also be useful for the book that I am working on about New Trends in International Public Relations.

Please feel free download the pdf of the article Blogging Thrives in Malaysia. By all means forward it to anyone who may be interested, with a link back to this post.

You can also download the article plus other articles I’ve written about social media from the box below.