w00tonomy?

We make your online spend work harder. We deliver higher returns on your online investment through consultancy, strategy, analysis, social networking, online marketing, web redesigns and targeted, quality content to build a lasting relationship with your target audiences
August 2017
M T W T F S S
« Jun    
 123456
78910111213
14151617181920
21222324252627
28293031  

TED’s life lessons from climbing

We love TED – the annual technology, entertainment and design conference that posts videos of its speakers so the world can share them.  It’s well worth browsing through the talks on offer. (We highly recommend Malcolm Gladwell on spaghetti sauce.) It’s also noticing the very cool functionality surrounding each video (social sharing, embedding, transcripts, “what to watch next”). We were very taken with this talk from advertising bod and veteran climber Matthew Childs  (who also has a vague look of the Scottish Government’s web guru Willie Paul about him) taking lessons from the rockface and applying them to real life. And, yes, “don’t let go” is in there.

 
Share

w00tonomy on the radio

Our Content Marketing Director, Stewart Kirkpatrick, has once again graced the airwaves with his considered opinions. Mercifully for the eyes of the public, he was on the radio this time. (His appearance on BBC 1 Scotland’s Politics Show required teams of makeup artists working in shifts to cover the most appalling crevasses). Stewart was on Lesley Riddoch’s programme talking about the Scottish media and public sector issues with SNP MEP Alyn Smith and the Leader of Glasgow City Council, Steven Purcell.
Share
Share

w00tonomy on the telly

Stewart Kirkpatrick on BBC Scotland's 'Politics Show' w00tonomy’s Content Marketing Director has continued his relentless self-promotion with an appearance on BBC Scotland’s ‘Politics Show’. He was talking about the future of Scotland’s indigenous newspapers.  Unsurprisingly, the former editor of scotsman.com (when it was good) emphasised the importance of targeting quality content at key audiences who would find it of value. As well as taking part in a live panel discussion, he was interviewed while attending the Scottish Government’s recent summit on newspapers. In that vein, he was also quoted in the Sunday Herald on the recent change of editors at The Scotsman.
Share
Share

Online political guru on the importance of dialogue with punters

A leading expert on online politics sees a wonderful future based on user interaction. Phil Noble believes members of the public will enter into dialogue on the websites of politicians and political parties, who in turn will respond to negative as well as positive comments and be more open about what they really think. w00tonomy attended a video roundtable at the US Consulate in Edinburgh with Noble, who is, according to his bio:

one of the leading experts in the US and internationally on the Internet and politics. Noble is the founder of PoliticsOnline and its affiliated company Phil Noble & Associates, an international public affairs consulting firm. Noble is a veteran of over 300 political campaigns and public affairs projects in 40 states and 30 countries. He has worked to elect the head of state in 15 countries.

Noble said that engaging the user in dialogue was the salvation of newspapers (following on from a debate sparked by John McGurk on BBC Scotland ) . Asked if that same principle of user comment and interaction applied to politics, he painted a picture of the power of direct user participation with politicians online leading to a more frank and open public discourse. (This is something we at w00tonomy believe in, too. The best way of handling negative opinions online is to engage with them. Content marketing is very much like this new type of politics. Proactive and reactive, it engages with people to understand their behaviour in order to develop a message that resonates. It is through content marketing that the process of continuous engagement can take place online.) Noble said: “The great sin of the new media age is phoniness. The first commandment is ‘Don’t bullshit me.’ New media can provide a broader, richer window on who these people are. That is its great strength. It works when its warts and all. “It’s about your motives. You can say: ‘Sorry, we screwed up. And we’ll screw up again but this is what we were trying to do.” He also believes (and hopes) that Barack Obama is going to stroll into the White House in the US presidential election, leaving Hillary Clinton and John McCain in his wake. And he’s going to do that thanks to the power of his online campaigning. “We first saw a glimpse of the power of online with the [Howard] Dean campaign in 2004. Obama is light years ahead of where Dean was.” Noble praised the vastness of Obama’s online fundraising but also his ability to recruit activists online, with one million participants as a conservative estimate. “In terms of the primary, it’s over. It ain’t even close. I think Obama is going to change the world. He’s going to win the general [election]. He’s going to raise so much money online and have a unified campaign, fully funded from top to bottom with consistent messages. John McCain is going to be relegated to a bit player. I wouldn’t be surprised if Obama won all 50 states. ” As for the next UK general election, Noble has two things to say: “It’s hard for a party to stay in power for more than ten years. And David Cameron is better than Brown at online but he’s been better at everything.”
Share

Se7en deadly sins of online – ENVY

ENVY – not understanding how others succeeded

Online, your message is fighting for the attention of the user alone against the rest of the internet. There are no sectors, there are no walls. The internet is one vast open playing field. And your message is up against the BBC, YouTube and blogs about kittens. You’ve seen the success that other sites have had and you want that. But your downfall is that you do not appreciate why those others have succeeded. You want what they have but you haven’t done the work they have. The BBC and Amazon are classic sites we all rightly admire and desire to copy in some shape or form. But the one principle many fail to recognise is their commitment to quality and engaging content – content that tells a story that people want to hear . Every organisation has a story to tell about its brand, its products and services and online their is an audience that is receptitive to that message. Understanding the value proposition of your business and your customer is essential to ensuring your content reaches that audience.
Share
Share

Se7en deadly sins of online – SLOTH

SLOTH – failure to plan beyond launch

slothful homerThis is the sin of indifference to your content and failure to make the most of what you have. It always happens after the dust of the project delivery has settled. The hustle and bustle of the project review meetings are a distant memory of post-it notes and cheap cofee. A good job has been done by one and all. But nobody has planned for what to do beyond the launch date. Thinking and acting like a publisher is essential for seeing beyond the go-live date. Content marketing means a delivered site is just a tool to get started on the job of attracting an audience.
Share
Share

Sunday Herald Digital Futures Debate: ‘Transsexual bodybuilders living a lie’

Scotland needs to change its business culture to embrace risk, encourage ideas and get the most from its workers, according to the second of the Sunday Herald debates on the future of digital in Scotland. Gordon Thomson, Operations Director of Cisco Scotland and Ireland, saw a gap between invention and sales. He said that there was a need for collaboration between different companies and bodies to bridge this gap. Raymond O’Hare, Regional Direcotr of Microsoft Scotland, emphasised that while the climate seemed right for innovation to flourish , it seemed like something was missing. He felt there was a need to intensively push those with ideas. Then Steven Thurlow, Technical Director of Graham Technology, called for a greater appreciation of the power of risk in innovation, using the example of the 39 products that failed before WD40 became a success. Taking a different tack, Stewart Kirkpatrick, Content Marketing Director of w00tonomy (yay!), said that in order to reach customers all companies, organisations and public bodies had to understand that anyone trying to attract attention on the web was a content publisher because of the nature of the online landscape. Scotland had failed in this respect, he claimed, adding that Scottish organisations and companies (even ones dealing in content) had yet to produce truly great online properties that made effective use of targeted content and the online innovations that engage the user/customer. (An honourable exception is Rockstar North, which produces the insanely successful Grand Theft Auto games.) All four speakers all emphasised that Scotland needed a change in culture to embrace innovation – a point that was also raised from the floor, along with observations about the need to involve more young people in the debate. The event was fronted by hyperenergetc ringmaster Iain S Bruce, who characterised the format as being like Kilroy, hence his frequent references to “transsexual bodybuilders living a lie“. However, his mind may have been wandering to the trip to Amsterdam he was going to embark on immediately after the debate ended. (In terms on “content people”, the event could have been better attended. But it was good to see Alistair Brown, who – given his record at scotsman.com – is about to do exciting things at STV and Shaun Milne, whose knowledge about journalism and digital media far outweighs his understanding of football.)
Share
Share

w00tonomy director relentlessly delivers nauseating self promotion

Stewart Kirkpatrick, our Content Marketing Director, has induced a bout of vomiting at w00tonomy with this self-serving communique: “I have been elected to the New Media Industry Council of the National Union of Journalists (in a jobshare with Euan Williamson of Imagineering). Like nearly every large body, the NUJ has struggled with what the web means for today and tomorrow. I am delighted to have this opportunity to help guide its thinking.” Stewart will also be speaking at the Sunday Herald’s Shaping Scotland’s Digital Future event – at 9am on 24 April at The Teacher Building, St Enoch Square, Glasgow – where he will be tarred and feathered by the rest of w00tonomy if he comes out with anything similar in tone to the above statement.
Share
Share

RIP the page view: not so sadly missed

Those who have worked in evaluating the success of online marketing campaigns will not be surprised to hear of the death of the page view – after a long illness. After its final death throes, the page view’s demise was confirmed by Nielsen/NetRatings in an announcement in July 2007, where it said that it was no longer using the page impression as the primary metric for comparing websites. Culprits in the shuffling off of the PV’s mortal coil include:
  • The increasing use of AJAX which can refresh content without a page reload
  • The increasing use of video.
Nielsen believes that these trends will continue with technology supporting more in-page viewing. This has led to them to use time on site as the comparison metric since it at least demonstrates the value to the customer of on-site content. The reality is that this reflects a deeper shift in the world of online measurement, as analysts try to get to grips with the impact of Web 2.0 technology such as blogging, user generated content, social networks and widgets. Page views clearly do not give insight into the level of audience engagement and although time on site is a step in the right direction, we don’t believe you can rely on it as a single site metric. What you want to know is whether your content engaged with the audience or not. No one single metric will ever satisfy that question. Comparison decisions will be hard particularly for advertisers. New metrics must be considered such as the number of ratings, number of comments, which parts of videos people watched/shared. And to give you a fuller picture of your audience motives qualitative collection through surveys is also required to support the decision making process. Whichever way Web Analytics 2.0 goes certain rules will still apply
  • It’s about intelligence not data
Share
Share

Online marketing and the shakedown 2.0

It looks as if the financial services market is about to go through a major recession. But within every recession the seeds of recovery are always sown and the commercial realism for the economic failing is brought to light. The result is always a shakedown and a more realistic realignment of the industry. For instance, it now seems patently obvious that house prices can’t indefinitely increase at 20-30 per cent a year. You may remember going through a similar phenomenon in the dotcom crash. At the time we were all excited about the birth of a new economy that didn’t obey traditional financial rules. However, the hard logic of return on investment and profitability exposed the flaws in boo.com and the like. The shakedown came and the internet industry grew up and started to act like a proper business. On a smaller scale there is a shakedown and realignment taking place in our internet marketing industry now. For many years we have read about the impending demise of the advertising and marketing agencies, the decline of the newspaper and PR industries because of the new logic inherent in the internet as a communication channel. The realignment and shakedown is actually coming for the online agencies who hold on to the illusion that the most valuable asset to their clients is website design and build. The real value to your customer lies – as it always has done – in the content and the people who understand how to use it to to influence and engage.
Share
Share