The Search for Australias Top Bloggers and Influencers

The Search for Australia’s Top Bloggers and Influencers

It’s hard enough for the tech savvy to keep up and stay in touch with the latest online trends and developments so you can imagine the challenges for most businesses and the general population.

I remember a conference I spoke at in June to about 100 new businesses and asked how many had email (95%) websites (50%) through to Facebook (20%) and Twitter (1%)

From an online marketing perspective a majority of new customers begin at Google Search. To rank highly you need to optimise your website for search engines. One of the most important elements of SEO is links coming into your site. The more people write about you the better your website ranking and so on. How do you increase market awareness on the web?

Case in hand – for the rollout of our CLIVEvideo Project I’ve been deeply interested in online social media as an online marketing channel – you know the stats – 1 in 6 minutes online now spent on social sites like Facebook.

This interest stems from my old pub days around customer service as a USP with customer word of mouth marketing – for the pub it took time but we ended up with high quality, loyal, repeat customers – a sales force of thousands.

From an online perspective the idea of targeting and developing relationships with Internet influencers and early adopters who then help spread the word.

In a lot of ways this approach of targeting influencers is not much different than the old PR and publicity days of a relationship with a journalist; reporter or politician but in the new online world of heavily fragmented media – influence is also heavily distributed.

The Search

The search for Australia’s top 100 Australian Bloggers and influencers took me to Meg’s Top 100 Aussie Bloggers list a month or so ago.

Funny, Meg, the author of the blog has a photo from Illawong looking back over the Woronora River to my childhood home at Como…but I digress.

I was keen to see who was blogging and what Australians were blogging about. Australia as a whole hasn’t really embraced blogging from a social marketing perspective.

I subscribed to a few of the blogs I liked – either via RSS feed or simple daily email using technologies such as Feedburner.

For a month or more I then let it breathe – wanting to get a feel for the type of content being written and help understand a few of the writers.

One blog I’d been following was Gary Hayes, Director Australian Film, Television and Radio School and LAMPS

At some point you feel confident enough to comment on an article and dialogue begins – you move from a consumer of content to a commentator.

Forresters Research

Social Technographics Explained

View SlideShare presentation or Upload your own. (tags: social media)

Last Wednesday Gary featured CLIVE on his blog and was speaking at a conference I was going to the next day.

Creativity on the Web

Thursday night Chris (Creative Director RidgeFilms and CLIVEvideo project) and I headed into the Museum of Sydney for a debate on creativity and the web put together by old friend Rachel Slattery from Slattery IT.

Speakers included

  • Martin Hosking, Chairman of building and construction collaboration provider Aconex [old BANGitUP and CADX competitor and who just raised $107m two days before the financial market collapse) and founder of art community Redbubble;
  • Gary Hayes, Director, Laboratory for Advanced Media Production (LAMP);
  • Angela Thomas, Lecturer, English Education, University of Sydney;
  • Therese Fingleton, Project Manager, Australia Council;
  • Jeff Cotter, CTO, SIMMERSION Holdings

The debate was whether the internet is helping unleash creativity. What opportunities are there for the creative on the internet? The enormous potential of user generated content, the new business models and whether the technology is driving or restraining creativity.

The debate was good and I was introduced to leading Aussie blogger Lauren Papworth and social media/ Twitter champion (Silkcharm)


I’d been experimenting with Twitter for quiet a while – I have Ubiquity feeding into Twitter which then populates my Facebook status but never really delved into too deeply.

Could Twitter be the thought leaders I’ve been looking for? A search for Australias top Twitters

I check each and look at their webpage and blogs, subscribe to a few and follow.

I was very impressed to see Malcolm Turnbull on Twitter.

Twitter can connects CEO’s directly with their customers – hmm very powerful. I play around and download twirl, hmmm, Twitter is microblogging, like an online SMS broadcast.

Gawd, another communications system I have to incorporate

It will be interesting to watch this unfold.


Build it and they will come

A refreshing article on building your business online an article that I will refer to in my next blog/ email newsletter to friends and clients.

It’s amazing with all the type about press a button type advertising and marketing how many businesses haven’t looked in the mirror and asked themselves what is their point of difference ? What i hope he will attend the Teen Choice awards !!!! i love justin bieber music videos he is my Idol He is my favorite singer ever in the whole entire world to me &. is in it for the customer? How does your product or service benefit them? What is your relationship with your customer (and that takes effort) and the market. If customer attention is scare – then basic supply and demand economics prevails. As more and more people embrace these techniques then like most television advertising the technique becomes less effective – customers filter and don’t pay attention.

To get attention – you need to entertain – the need for your marketing message to cut through – the message has to be relevant to the customers needs and wants.

People buy from people – it is the relationship they have with you and your brand, the face to face, belly to belly that is arguably the most important.


Magazines Digital Convergence

Digital Paper Evolution


Much is said about the end of print and television – yes and no.  Of a weekend I still like to read the newspaper or magazine down the beach or the coffee shop of a morning but yes, day to day, news is mostly delivered via internet news feeds, blogs and email report subscriptions.

Like we’ve seen in music what we’ll see is more of convergence and transformation from analogue to digital – like old vinyl records to CD to online. Conventional media will increasingly incorporate digital elements – website addresses, semacodes, interactive advertising and so on.

The hardware may change – paper vs electronic but not the central communication.

This month Esquire magazine launched a new digital cover – very cool.

Magazines in particular offer a great model for online social community engagement – they already have a central subject matter; readers and advertisers – the challenge is the transformation – to maintain advertising revenues, profits and subscriber loyalty in the highly competitive online space – online, a reader’s attention may only be a click then onto something else – consumer attention is not guaranteed.

The central factor here is maintaining “customer attention”

One of the major costs to magazines is production and distribution and certainly distribution and consumer consumption habits are changing. Many magazines look a bit like Hugh Hefners old smoke jacket – not with times, a sort of Gatsby feel.

Digital production costs are decreasing and digital media will increasingly encroach across all marketing and advertising channels – from interactive billboards to eventually videos on soup cans on supermarket shelves.

I can see it now as I walk past a can of spaghetti on a supermarket shelf. “eh, maxy boy, think spag on toast tomorrow morning after you’ve played touch footy [noise from left] over here mate, the low fat one!”…taking it further, imagine being a bloke (or girl) trying to buy some nice lingerie for your girl…. the mind boggles…back to subject.