Australias most influential internet users

Australia’s Influential Web

This is a follow on from my blog article the other day

Online Word of Mouth


You’ve a product, service or concept to sell and you need to find customers.

Current Situation:

In the old days you’d buy some advertising space, direct mail, telemarket cold call, network or do what ever you could to get attention – hoping to hit a prospect who falls into your sales funnel and then filters down eventually into a customer and advocate.

But, the old mass shotgun, interrupt forms of advertising are losing effectiveness. Customers are smarter, have easy access to Introducing our new ad with The Muppets! See how they live life with a #BeMore tea spirit!TEA-time takes on a whole new meaning for Bigelow Tea as The Masters golf tournament kicks into high gear. information via the web and are time poor – they don’t want to be interrupted and their time waisted. The most important factor in today’s marketplace is trusted word of mouth referral – “influencers”.


Today it is more about generating online word of mouth amongst market influencers.

From a business point of view you are looking for the best, most cost effective return on your marketing time.

As a salesperson and marketer you don’t want to waste potential customers time.

Australia’s Influential Web is a new photography project.

As you know influence is relative to subject so we’re asking to name Aussies you’d love to interview/ a chat with and what one question would like to ask and what is the subject keyword?

Form (please click here to submit),com_rsform/Itemid,999…

The idea is to then approach them for a portrait photoshoot and put on an exhibition at the end of the year.

Flickr Group

Scott Maxworthy Photography


Australias most influential web – photo portrait project

Design – From the broad to the specific

Like a lump of clay on a spinning wheel the Australia’s Most Influential Photo project is beginning to take shape.

With any new idea you need to start with a broad idea in mind, let it spin and take shape. 

What do you want to do?  What is the objective of the exercise?  How will success be measured?


  • Increase awareness of CLIVE and generate sales.
  • Incorporate online social media marketing into the marketing process and use as a case study.
  • Incorporate my photography (particularly portraits) interests into customer engagement process (build photography skills and customers).
  • Start now


So, what have we done today.

  1. Further conceptualisation of the project.
  2. Created a website page for the project.
  3. Created an Influencer submit form on the CLIVE website (using RSFORMS) for people to submit.
  4. Created a Flickr Group
  5. Created this blog entry – this will automatically feed into Twitter, then into my Facebook; RSS feeds etc.

What to do next?

  1. Fire these links off to a few friends and start to get a bit of traction.  Note to self:  This is not a short term project so it is going to take a year or two to really evolve.
  2. Short-list my own influencers and contact them (this will enable me to work through the next part of the process).
  3. Develop some database reports and marketing ideas

A marketing view of personal skills development in a recession

There are no limits but those we place upon ourselves. Well sort of – there are some real physical limits but let’s focus on a “can do” attitude!

With the real threat of a long market depression what skills will be most important over the next twenty years? For that matter what skills are most important right now and over the next one, three to five years?

At the core the central key element is you – developing your skills and a positive attitude. I suppose life is a constant learning and adaption. If we don’t adapt to the environment then we go the way of the dinosaurs.

The next few years will be a challenge but the old adage – “Tough times don’t last tough people do” stands strong.

To put things in perspective even if economic activity dropped say 50% (which would be a catastrophe – there’s still 50% of work to be done!)

There will be increased unemployment.

Develop new skills – from little things big things grow.

A skill in nothing but allied knowledge and talent. Talent equals practice. Recent research has shown it takes two years to turn a daily practice into an automatic instinctive habit. For example – eating well, fitness, thinking positively, not stressing, writing daily, smiling, learning photography, playing guitar, web development, gardening etc.

Nothing of real value comes quickly – with persistence any new skill can be developed.

So what skills?

From a marketing view of the world there are two things we look at –
1. What is the product/service (ie you/ me) and
2. Who is the customer and what are thier needs (now and in the future).

I then like to borrow on “back of a Napkin’s” 6w’s – Who/What?, How Much, When, Where, How to and Why.

The objective is then to try and best match Buyer and Seller, to make a SELLER feature into a BUYER “want” then a perceived “need”. ie – a prerequisite to your day. eg Coffee in the morning; emails and mobile phones, a faster computer, creative skills, marketing skills, accounting and so on.

The leading jobs of today did not exist four or five years ago. The leading jobs of tomorrow are still evolving.

So what markets are recession/ depression resistant and where are the growth jobs.

Obviously it’s luxury items which get hit immediately whereas as fundamentals like food, health, education are resistant. You then look at downstream examples – people put off changing tires as often in a recession, dining out, overseas holidays etc.

But what of new opportunities – telecommunications, the Internet, creative services etc

What changes in BUYER/ consumer habit and spending?

Do we buy more local?

What about information and entertainment? Do we opt for lower cost options – a drink at the local club or a bbq at home. Do important issues become more localised? Does gaming, gambling, alcohol, drugs etc increase as people try to escape their daily pain?

How to you re-engineer yourself and your business for the changing market?