Vibewire’s #fastBREAK – Take Action

On the last Friday of every month, Vibewire in partnership with the Powerhouse Museum, hosts fastBREAK. Now in its third year, fastBREAK has become an essential part of the Australian creative industries scene – providing a vital showcase for young innovators, artists, creatives and entrepreneurs. The event attracts an eclectic audience, with artists mixing with business people, ballerinas rubbing shoulders with bankers and social entrepreneurs sharing breakfast with venture capitalists and investors. And most importantly of all, it is an event that encourages cross-generational conversations – where people of all ages are inspired to network and engage, fuelled by powerful ideas, great coffee and a creative breakfast from the Black Star Pastry.

Join us for fastBREAK: Technicolour

The next event is scheduled for 26 July and will have the theme “technicolour”. It promises to be provocative and stimulating:

Since the invention of Technicolor in 1916, the world of cinema and television have been brought to life with vivid contrasts and saturated colours, infusing both life and character into the film reel and captivating the imaginations of both adults and children around the world.

By injecting their own character and perspective into real life scenarios, some have been able to bring more colour into the lives of others. Now, that same passion and imagination is being brought back to life through the efforts of this month’s fastBREAK speakers.

You can pick up your tickets here – it’s the best $10 you’ll spend in Sydney.

Adobe Symposium Sydney – Sets the Eagles Amongst the Clouds

Over the last few years, Adobe has been quietly acquiring companies, building and extending their enterprise focused suite of products and – to some surprise – integrating and consolidating their marketing software into a powerful “marketing cloud”.

At today’s digital marketing symposium, Adobe showcased much of this hard work – with products that are focused around their four pillars:

  • Listen
  • Predict
  • Assemble
  • Deliver

They have done the hard work of consolidating the various platforms into a cohesive and comprehensive offering built around marketing roles and functions. But of course, recent acquisitions like marketing automation platform Neolane takes all this to a new level. I fully expect to see a new pillar – “automate” – being added to the pillars in the next 12-18 months.

I will look to take a deeper dive into each of the aspects of the marketing cloud, but this Storify captures the events of the conference – from presentations to case studies and demos. I even tried out Vine as a way of capturing some of the demos.

But one thing is clear in amongst all the hype of the day and the power of the presentations – Adobe’s marketing cloud takes enterprise software to a new UI level. And the promise of the integrated offerings will have traditional marketers wanting to go digital and digital marketers needing to know more about traditional approaches.

The Participatory Revolution

As part of the Vivid Ideas Festival, innovator, Michelle Williams (founder of Ideaction) curated a knock out event designed to transform the thinking of business, creative and innovation professionals. The resulting one day conference brought together an eclectic mix of speakers, audience members and yes, active participants. If you were like me and could not make it in person, this Storify stream is the next best thing. And Michelle promises a video stream some time in the future.

Zen (Version 3) Little Zoker via Compfight

Content Marketing in Australia Needs a Wakeup Call

The Content Marketing Institute’s new report on Content Marketing in Australia is timed nicely for the upcoming Content Marketing Conference (4-6 March 2013). The report contrasts the content marketing approaches taken by marketers in Australia vs the USA and reinforces much that we already know:

  • Over 60% of marketers expect to increase or significantly increase their expenditure on content marketing in 2013
  • Australian B2B marketers prefer LinkedIn as a social channel while B2C prefer Facebook
  • B2B marketers allocate higher proportions of their budget to content marketing activities than their B2C counterparts
  • A large proportion of marketers outsource content creation (B2C 74% // B2B 54%)

These findings, however, should raise alarm bells for CMOs across Australia.

  • Poor digital capabilities inhibit success. While 96% of Australian marketers use content marketing, the tactical choices favour traditional marketing channels with much lower levels of investment in experimentation and digital engagement. Marketers should set aside greater levels of budget to experiment and innovate around digital and social media. Training and workshop/conference attendance  should be provided to help more traditional marketers to transition their skills.
  • Weak digital strategy delivers weak outcomes. Weakness in digital strategy is seeing a misalignment between content marketing objectives/focus and measures of success. Marketers should draw upon skilled digital practitioners beyond their organisation (and even their industry), to begin to correctly align their business and marketing strategies.
  • Conservative channel choice cripples engagement. Marketers the world over are challenged to create engaging content, yet continue to focus on non-digital channels which produce high-levels of engagement. Again, experimentation is vital. Also, look to pure-play agencies to bolster internal skills for particular marketing programs – for example, work with a social media agency on a social media project, bring in a digital experience expert to reinvigorate the online customer experience.
  • Lack of effectiveness is undermining confidence. Content marketing effectiveness levels remain abysmally low, undermining confidence in marketers and the work produced by their agencies and suppliers. After correctly aligning strategy (as noted above), marketers should build metrics and analytics dashboards to report on effectiveness. Investigate options from companies like Anametrix.
  • Executive buy-in to content marketing needs to be revitalised: Connecting results with effort will give marketers the tools to gain buy-in from their Boards and from senior executives. Investments in analytics and reporting software that aggregates multi-channel data should be prioritised.

The detailed report appears below.  Remember to check out the Content Marketing Conference, using the code CMI200 will save you $200 when registering.

Event Report: ConnectingUp.org’s Social Media Forum

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Connecting Up is a not for profit organisation that provides vital products, resources and programs designed to make the Australian not for profit and community sector stronger and more resilient. As part of this charter, Connecting Up recently held a social media forum in Sydney, Melbourne and Adelaide, showcasing the work of local organisations and sharing approaches and best practices.

In each of the locations I delivered a keynote address designed to set the scene – “Signs on the Road Ahead”. Rather than covering the basics of digital strategy and planning, many not for profits have moved beyond the social media basics and are looking for more targeted information. The aim was to provide communicators with a heads up on some of the trends and disruptions taking place in the world of digital communications. From this starting point, the participants then heard case studies from innovators working with not for profit organisations based in each city – rounding out a fantastic day with Q+A and an inspirational wrap up from Connecting Up’s Ben Teoh.

Adelaide – the hotbed of social media innovation

I am always amazed at the vibrance and innovation that emanates from the social media scene in Adelaide. The evening before the forum I was able to spend some time with some of the speakers and some of the energetic people who drive much of the online creativity coming out of Adelaide. It was clear that social media is maturing as a business discipline and Adelaide businesses are fortunate to be able to call upon professionals like Michelle Prak and Mal Chia.

During the presentation from Ben Osborne (University of Adelaide), many around the room were hastily taking notes and jotting down tips for handling challenging and sometimes volatile communities. His communications and crisis management flow chart was a huge hit and showed just how much planning and thought had gone into not only handling issues, but generating engagement and activating students across the campus.

Petra Durvocinova from RiAus sent all the geeks in the audience into paroxysms of bliss talking about science, story telling and community building. Linking curiosity, emotion, imagination and research together, Petra explained how storytelling can help audiences discover the wonders of science. The use of Livestreaming was a great opportunity to test and learn for RiAus, but the identification and nurturing of those passionate science communicators within the community was seen as essential to the long term success of their social media efforts.

Noriko Wynn from Conservation Council SA shared an in-depth dive into the world of Facebook ads and campaigns. Working not only in social media but across a range of communications and media, Noriko explained that the challenge was that sometimes there was too much to say. Social can accordingly, plan an important role in creating relevant and target communications.

CU-Sydney

Sydney – the niche and the scale

I was still a little jetlagged for the Sydney event, but a jolt of strong coffee soon had me ready for a full audience.

Rafi Cooper from WSPA delved into the narrative structure of digital storytelling. Using public narrative to focus and drive change and action (self->us->now), Rafi showed how WSPA campaigns were able to achieve impact at scale via social media. He did hint that WSPA have an advantage thanks to plenty of good stories and cute images of animals.

Yves Calamette from ACON shared a great – but niche case study on the power of social media to engage men on the topic of HIV prevention. While there was a niche focus for the campaign, Yves was able to show specific impact, ROI and best practices that are now being extended for an upcoming campaign.

Dae Levine from Republic of Everyone showcased how social media can help connect policy, planning and persuasion, presenting a case study on the Say Yes campaign. Integrated planning and digital strategy, events, installations, social proof and widespread educative communications were all used to influence the public debate around climate change and carbon pricing. While not all not for profit organisations can work on such a scale, Dae explained how various elements slotted together to create an overall impact. (And yes, the campaign was successful – with a carbon tax now in effect in Australia)

Treassa Joseph hit to podium like a dynamo. Armed with data analytics and a geek’s passion for statistics, Treassa introduced the audience to Twitter, Tweetups and Twitter festivals and showed how social media can mobilise a community to come together and take action around a cause. Expect to see more non profit tweetups in the near future!

Melbourne – from grass root to the oak tree

Cate Lawrence talked through the Green Renters experience – cultivating a niche community with style and grace on a shoestring budget. Many in the room marvelled at Cate’s grasp of social media and the impact that a very small team (see the presentation) can have when focused on the most important channels.

Chris Roberts from the Brotherhood of St Lawrence provided a great case study on how social media can be integrated into advocacy programs. Their efforts focused on a dental care initiative – and required audience education, influencer management, leveraging of existing marketing and integration of all channels towards very specific objectives. Again, this campaign was considered a success with dental now covered as part of the government’s Medicare scheme.

Daniel Lewis-Toakley from the Oaktree Foundation stepped through the Live Below the Line campaign that challenged Australians to live on $2 a day and share their experience via social media. The approach again followed the public narrative storytelling arc to create champions, engage a community and track engagement towards success. Another great not for profit success, the campaign showed the power of enabling a community not just corralling it.

Richenda Vermuelen from ntegrity provided a deep dive into the social media activation of a blogger program for World Vision. From the detailed selection process, storytelling approaches and on-the-ground management, Richenda stepped through the pitfalls and benefits that come from working with bloggers. It was a great presentation for any not for profit wanting to tap into the social media space.

Event Report: Constellation Research Connected Enterprise

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At some events, all eyes are turned towards the shining stars on the stage, but at Connected Enterprise, Constellation Research’s annual conference, the lines are blurred. This weekend long conference is an intimate innovation event for senior business leaders who not only have an interest in disruptive technology – they’re putting it to work within their businesses.

Keynotes and sessions centered around the Constellation business themes:

  • Future of work
  • Next generation customer experience
  • Data to decisions (big data and analytics)
  • Matrix commerce
  • The new C-suite and consumerization of IT

The keynotes and panels ran from the high energy of Endeavor Global’s Linda Rottenberg to the explosive quirkiness of IDEO’s Tom Kelley. Private equity investor, Love Goel set forth a digital vision for emerging and established companies.The Gabriel Institute’s Dr Janice Presser challenged business leaders to understand the nature of teaming and its link to high performance, sharing frameworks and practical examples of her Teamability process in action.

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Anne Lise Kjaer provided a glimpse into the near future through the Kjaer Global trend atlas – calling out a new vision of the 4 Ps of marketing – people, planet, pleasure and profit. SAP’s Vishal Sikka revealed the human creativity behind the global company’s technology success. And R “Ray” Wang fired some hard questions at Microsoft’s Mike Ehrenberg provoking a great fireside discussion.

Box.com’s Aaron Levie sparked some controversy with his comments about the ugliness of enterprise software and Adam Pisoni from Microsoft’s newly acquired Yammer suggested that the enterprise was ripe for disruption.

Interspersed across the jam packed weekend were one-on-one discussions between attendees and Constellation’s team of analysts. This allowed for focused discussion around particular business challenges – with a great deal of passion and insight often exploding from one table or another and rolling, contagiously across the room.

Live Quarks – short case studies from FanAppz and Metaio’s Trak Lord – kept the audience engaged and interacting not just with ideas but with live demonstrations of technology “in the wild”.

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But it wasn’t all work and ideas. There were social events like golf, cooking and a spot of geo-caching designed to take the conference in a different direction – deeper, more personal, interactive.

The panel sessions provided case studies and deep dives into emerging technology and business impact. Talking with GetSatisfaction’s Jeff Nolan, Informatica’s Dennis Moore and Badgeville’s Kevin Akeroyd, we touched on the changing shape of customer experience and the power of big data to transform marketing and our customer relationships.

Fellow Aussie, Ben Haines, CIO with Pabst Brewing joined Leerom Segal from Klick Health, Ben Doyle from Enterasys and Lawrence Housel from Industrial Mold and Machine to discuss the changing nature of the C-suite and the impact of the consumerization of IT. Already many businesses are seeing clear value from this global trend – with panelists able to free up resources to deliver more strategic capability across their companies.

Shellie Molina from First Solar, Richie Etwaru from UBS and Meagen Eisenberg from DocuSign explained how their organizations were transforming business process through technology – linking demand and supply chains with matrix commerce strategies. It’s still early days for many companies, but these disruptive leaders were providing hard facts and figures to back their initiatives and drive further innovation.

A culmination of the event was the announcement of the 2012 SuperNova Award winners. Drawn from literally hundreds of entries entered into the business themed categories, a wide swathe of businesses competed to showcase their use of disruptive technology in a business context. The winners were:

The tight focus on topics and the restricted audience created a pressure cooker of ideas and innovation in a very short time. Those in the audience could easily have been featured on stage – and this made the non-conference program particularly valuable. Constellation’s Connected Enterprise 2013 promises more of the same – and will be a must-attend event for disruptive business leaders everywhere.

Re-invent Your Organisation

ci2012v2 Almost every day we are reminded of the constant onslaught of change. Our customers are outflanking our businesses – challenging us to be more connected, transparent in our dealings and impact not only shareholder value but the world at large. These expectations have permeated our employee cultures, partner ecosystems and business networks. Taken together, they represent a complex problem that many organisations are unable to address.

What we need is to re-invent the organisation. And to do this, we need creative innovation.

The Creative Innovation Asia Pacific conference runs from 28 to 30 November in Melbourne, Australia. It brings together over 40 innovators, thinkers and business leaders who will present strategies, stories and insights to help you address “wicked problems”. Take a look at the full program here.

When you register for the event – use the code wicked to receive a 10% discount. It may be the best investment you make in your business’ future.

Australian Marketers Rock Up to the Marketo Rockstar Tour

If marketing technology vendors had doubted Australian marketers’ hunger for innovation, then the recent turnout to the Marketo Rockstar Tour laid those doubts to rest.

Stretching out of the main bar at Sydney’s Establishment Hotel and down George Street, a queue of 300 or so patiently made their way to the upstairs ballroom to learn about Marketo’s software as a service based marketing automation platform. Punctuated with case studies, driving rock music, audience questions and a keynote from founder Phil Fernandez, it was a glitzy launch with plenty of substance. Follow along with the tweetstream below.


Blog Monetisation at Social Media Club, Sydney

It was a welcome return and a good, vocal crowd at the Shelbourne Hotel, for the topic of Blog Monetisation at Sydney’s Social Media Club event. A panel comprising bloggers, agency folks, digital publishers, journalists, PR and digital strategists kept the conversation going and got the crowd tweeting.

Hannah De Milta from Rocketman Media moderated the panel featuring Karla Courtney from Tiny Times, Daniel Kjellsson from Fellt.com, Patty Huntington from Frockwriter and Matthew Gain from Edelman PR.

There were a large number of fashion bloggers on hand to learn the secrets. ALSO be sure to check out this wrap up by Francis McCarthy.


Blog Monetisation – Social Media Club, Sydney

In a welcome return, Social Media Club, Sydney takes on the challenging topic of "monetization". The panel for the evening, hosted by Rocketman Media's @HannaDeMilta featured fashion bloggers @pattyhuntington and @karlacourteney, PR guru and man about town @matthewgain and publisher @danielkjellson

Storified by Gavin Heaton · Mon, Oct 08 2012 20:38:44

Hanging out at #smcsyd – looking forward to the discussion.Aylin Ahmet
@byrongreens: #SMCSyd oldest woman in the room – have been wkg in online since 1995 – where's my gold watch.Christine
Blog monetisation event about to kick off at #SMCSYD. Speakers: @pattyhuntington @danielkjellsson @karlacourtney and @matthewgainTara Sena-Becker
#smcsyd Social Media Club Sydney gets underway. It's been a while… http://pic.twitter.com/qoh709wSTim Burrowes
How long have you been blogging? In 5 years we've seen a lot of change @HannahDeMilta #smcsydGavin Heaton
Even selling straight ads isn't that useful says @karlacourtney #smcsydGavin Heaton
Loving Karla at the #smcsyd funny and insightful @karlacourtney http://pic.twitter.com/WUCGfLa5Alexandra Mayhew
"The challenge is finding a way to monetise in a way that has ethics." @karlacourtney #SMCSydSmarterBusinessIdeas
Missing #smcsyd to try and finish writing an essay. #lastminute hope it’s a good night!Dave Phillips
Look to advertising as well as network syndication and paywalling says @pattyhuntington when it comes to monetization #smcsydGavin Heaton
The most fashionable #smcsyd crowd,ever.cenkbaban
#SMCSYD @pattyhuntington talking about her 2 income streams for frockwriterSocialMediaClubSYD
Advertisers only interested in blog uvpm – not return visits #SMCSYD @pattyhuntingtonCameron Stead
At #smcsyd hoping that a successfully monetized blog = a successful blog. Whether you want money or not, we all want an audience, right?angela stengel
Bloggers can be more influential than a magazine says @danielkjellsson #smcsydGavin Heaton
Plenty of discussion about "cash for comment" or "cash for coverage" through the night.
Should bloggers be paid? #smcsydKaty Daniells
Should bloggers be paid for time and effort? @matthewgain talks about smaller audiences and content #smcsydGavin Heaton
conglomerate has come up twice tonight. the label paradigm for bloggers #smcsyderietta
#smcsyd idea that individual blogs scale to revenue making models somewhat naieve – possible for minority not majority – blog is part of mixChristine
"Display ads aren't working for big media as well as bloggers. It's more about paying a blogger for expertise or engagement" #SMCSydSmarterBusinessIdeas
Need to think beyond simple monetization says @matthewgain – need to understand niche expertise available #smcsydGavin Heaton
#smcsyd please note hundreds of journalists made redundant b/c content companies don't think they are worth paying forChristine
"Bloggers are sometimes the most expert people in their field". But just as often not… #smcsydTara Sena-Becker
If your blog starts just for you and you later can make money from it, isn't that a win-win rather than being dishonest? #SMCSYDAdam Welch
It's about transparency, says @karlacourtney. Does your blog audience know you're being paid to post? #SMCSYDCameron Stead
RT @HarrisSmyth: RT @HarrisSmyth: #smcsyd please note hundreds of journalists made redundant b/c content companies don't think they are worth paying forDae Levine
Marketers care more about readership than engagement, but do readers engage less because blogs are monetised? #viciouscircle #smcsydNaomi Brooker
#smcsyd monetization derived from connection to audience and/or scarce or exceptional expertise – blog or silo for subject across platformsChristine
Should bloggers be paid? Some differing opinions on the panel. If its authentic & valuable for readers, why not? #smcsydSarah Peacock
There needs to be an exchange of value #smcsydnextforsale.com.au
The conversation shifted to encompass journalism, journalists and agencies. Perhaps there is even a role for consulting companies in this brave new world. The underlying theme remained not just blogging as a business, but on fair value. 
@servantofchaos media planning agencies will need some serious rehaul of their sources and sales model #smcsydFrederic Chanut
Is self-publishing the future of journalism? #smcsydTracey Yong
Question: are bloggers overlooked by big brands when it comes to media placement? #smcsydGavin Heaton
A blog is an excellent platform to establish expertise for consulting firms, which in turn can lead to new business. #smcsydFrancis McCarthy
Traditional media agencies overheads are too high! #smcsydKaty Daniells
That just happened: "Self-publishers are the future journalists." @danielkjellsson #SMCSYDAdam Welch
Chanel should go with @FELLTau over @vogueoz – self publishing is the future … you said a mouthful there @danielljellson #smcsydTania Debono
“@TraceyYong: Is self-publishing the future of journalism? #smcsyd” only if you are an old school VANITY PUBLISHER or exceptional expertChristine
@blurboz @blurbbooks @bronwen you'll love this: @danielkjellsson said 'self-publishing us the future of journalism' #smcsydJosephine Sabin
It was a little hard to hear some of the panelists due to a "dodgy microphone". Sometimes it was easier just to hear comments when shouted out. Or sent via Twitter 😉
Quick poll: Who else is in favour of ditching that dodgy mic? #smcsydFrancis McCarthy
Can I suggest we turn the volume up to 11 at #smcsyd can’t hear at the backScott Rhodie
@ScottRhodie I'd support that but crank it to 13 even #smcsyd hearing ftwAdam Sparke
Audience is quiet because it's hard to hear #smcsydGavin Heaton
Patty Huntington spoke about the experiment of using a paywall on her site. This elicited a lot of conversation amongst the audience but didn't get a lot of coverage in the cut and thrust of the panel. Patty responded later – indicating that traffic dipped initially but has now stabilised again.
#smcsyd @pattyhuntington you mentioned viewers getting around the pay wall, but how did it affect your site numbers?Annabel Jenkins
A blogger making millions is a while off yet – a reasonable steady income is the first step #SMCSYDTheRemarkablesGroup
Again we returned to the topic of expertise, payment and payment in-kind. 
You don't pay bloggers for their reach, you pay them for their engagement and expertise #SMCSYDElise Phillips
Bloggers can be journalists. Journalists can be bloggers. However more often than not there is a big difference #smcsydScott Rhodie
Some bloggers can take the monetisation and 'perk' aspects to the extreme… How do you keep it authentic? #smcsydAdam Sparke
RT @TaraJSB: RT @TaraJSB: "Bloggers are sometimes the most expert people in their field". But just as often not… #smcsydCarly Findlay
What constitutes full time professional bloggers? #smcsydKaty Daniells
There aren't a lot of full-time bloggers. I don't think that's the goal for most bloggers. A blog is a hub for content marketing. #smcsydFrancis McCarthy
#SMCSYD can think of a number of Australian "bloggers" who've carved out careers in their field of passion; their blog as their launch pad..N
athalie Swainston
There are full time bloggers making a living like @problogger @mumbrella etc – but they have a sophisticated approach #smcsydGavin Heaton
Some of the FELLT bloggers earn a full time income from blogging. Figures not disclosed #smcsydVivian M. Yang
"Bloggers are just small business people, like freelance journalists" Thus need to be request that same respect @pattyhuntington #SMCSydSmarterBusinessIdeas
@neesha_a we need 2 b apart of this RT @mumbrella: #smcsyd Social Media Club Sydney gets underway. It's been a while… http://pic.twitter.com/jKTLGlMTNina Le
Patty asks the million $ q's – who actually makes a full time living from blogging? #smcsydTania Debono
I think if you can combine topics you are passionate about into blog(s) and make money from it… Do it! #smcsyd Gotta love what u do…Adam Sparke
Blogging can lead to other forms of paid work: speaking, consulting, design work. #smcsydFrancis McCarthy
RT @natface #SMCSYD can think of a number of Oz "bloggers" who've carved out careers in field of passion; their blog as their launch pad..Nicole Blaess-Smith
Surely as soon as bloggers turn to non genuine recommendations the point is lost? #smcsydKaty Daniells
Much of the discussion and questioning focused on elements like blogger outreach (agency side) and the merits or otherwise of sponsorship, ads and ad placement. Folks like @ProBlogger and @Mumbrella have much more sophisticated business models in place and have been able to successfully grow and develop audiences and shift across niches to varying degrees. Some good lessons from the US market as well as the local market to be investigated.
@brookemorrison @matthewgain plenty of ways to showcase expertise, shift audiences etc. Good digital strategy helps here #smcsydGavin Heaton
But is it appropriate to compare the US blogger landscape to ours? #smcsydTanya Chadha Phull
A blog needs to be niche is order to be successful in advertising, says @karlacourtney #SMCSYDCameron Stead
Audiences can be global 😉 RT @tanyaphull: But is it appropriate to compare the US blogger landscape to ours? #smcsydGavin Heaton
loving #smcsyd tweets … interesting debateSoph
The topic of "what is a blog" seemed to invigorate the audience and the panel. Sites like Mumbrella.com.au have become powerful media properties in their own right – but what can be learned from this? Is it a blog? What is the approach and how is it different from the approaches of the bloggers in the room?
#SMCSYD how do you define a blog? Is @mumbrella a blog?SocialMediaClubSYD
In the US blogs are required to be transparent by law #smcsydKaty Daniells
How do you define a blog? The lines are almost too blurry to tell #smcsydNaomi Brooker
Considering most publishers are struggling with monetization we should be careful about following a failing model #smcsydGavin Heaton
Building a publishing platform involves a digital strategy. Too many bloggers jump in then think they can monetize. Not that simple #smcsydScott Rhodie
. @mumbrella a blog because you're big? Thoughts? #smcsydAlexandra Mayhew
Who needs to be *at* #smcsyd when your feed is filled with the hashtag?! Thanks @ScottRhodie @servantofchaos @katydaniellsNehad Kenanie
blogs are now taking a more professional standard these days then yrs ago, & can be compared to traditional media @matthewgain #smcsydTania Debono
Your company's blog content is probably comparable to traditional media. The power of traditional media but in your hands. #SMCSydSmarterBusinessIdeas
#smcsyd did I just hear Daniel invoices 20k a month for a blog with 300k visitors month? #pleaseconfirm cc @danielkjellssonerietta
@A_Mayhew we happen to use a blog based platform, WordPress, but our commercial strategy is old skool publishing built on a brand #smcsydTim Burrowes
POV: Blogging is more to do with attitude. Do you aim for engagement or broadcast? #smcsydGavin Heaton
Blurred lines between blogs and traditional media; how do we define a blog when traditional media is using same techniques? #smcsydn2n Communications
Is it a blog when you just takes everyone else's pictures eg collage bloggers or one that has original content??? #smcsydTania Debono
You know what most blogs lack. Professional photography and good subbing #smcsydScott Rhodie
@Whereisannabel @natface @StylingYou and @HairRomance are examples #smcsydTheRemarkablesGroup
#smcsyd yes unique content is driver IF it is exceptional – in the 90s we called content curation AGGREGATION – weave the threads – be greatChristine
#SMCSYD blogging as the source versus Tumblr where you reblog other people's content via @karlacourtneySocialMediaClubSYD
Bloggers answer to their audience. If you fail your audience you're on your own #smcsydGavin Heaton
RT @servantofchaos: RT @servantofchaos: Bloggers answer to their audience. If you fail your audience you're on your own #smcsydAdam Sparke
@the_cakeface #smcsyd NO, blogging is original content otherwise just use Pinterest or tumblr.Kimberly Nissen
@servantofchaos Responsibilty lies with the blogger and the brand to keep a balance for readers #smcsydTheRemarkablesGroup
Is having a @tumblr blog really a blog? Sure is! #SMCSYDrach currie
Definitely! RT @rachcurrie: Is having a @tumblr blog really a blog? Sure is! #SMCSYDTanya Chadha Phull
And then that age old debate surfaced … journalists vs bloggers …
Journos v bloggers: 'journalism is fact checking & fact checking and getting right of reply' says @pattyhuntington #smcsydJosephine Sabin
If you are a good enough writer, can create unique content and deliver insightful information your blog still may not succeed 🙁 #smcsydScott Rhodie
Where does the line now begin/end when blogging becomes citizen journalism becomes news source? #smcsydAdam Welch
Only in some cases 😉 MT @roneo: Journos v bloggers: 'journalism is fact checking & fact checking and getting right of reply' #smcsydGavin Heaton
Because no matter what people need to be able to find you content. Tight SEO strategy is important #smcsydScott Rhodie
Want to make money out of your blog? Look to traditional publishing – sell something physical/concrete. New media, old tricks. #SMCSydCitizens of theWorld
Good example in the photog vertical: @52suburbs did a great job monetizing her photo blog (published a book, toured an exhibition). #smcsydJosephine Sabin
@rachcurrie yep! Love @tumblr – share what I find interesting from others as well as my own thoughts. Chaotic nature of it is fun #SMCSYD :)Roslyn McGinty
Let's face it – the age of the "Paid Post" is over. #SMCSydCitizens of theWorld
Advertising on blogs doesn't work- working with brands & gaining recognition to a wider audience is the key #smcsydTania Debono
#smcsyd journalism is also OpEd where we are talking about big $$$ rather than journeyman – own the field, have an insightful perspectiveChristine
Exactly. Personal branding. RT: @FrancisMcCarthy: Blogging can lead to other forms of paid work: speaking, consulting, design work. #smcsydJosephine Sabin
@ScottRhodie @rachcurrie @tumblr Visual storytelling at its best 🙂 #smcsydTanya Chadha Phull
And as the lines blurred, we returned again the personal nature of blogging. Do people start a blog to be successful or do they start from the passion and work from there. 
"I've never met a successful blogger that actually set out to be a successful blogger" @FELLTau founder @Danielkjellson #smcsydTania Debono
I never met a successful blogger that set up to be a successful blogger. #smcs
ydVivian M. Yang
I have! RT @VivianMYang: I never met a successful blogger that set up to be a successful blogger. #smcsydGavin Heaton
There is huge potential for bloggers to make an income for off-blog activity – eg in ad campaigns & brand ambassadors #smcsydTheRemarkablesGroup
#SMCSYD most successful bloggers don't set out to be successful bloggersSocialMediaClubSYD
"Not every blogger wants to monetize their blog" #smcsyd @HannahDeMiltaVivian M. Yang
Digital Buzz Blog was never created to be monitised – the passion for the subject needs to exist first #smcsydKaty Daniells
And then the $64,000 question came from the audience!
How much money are we talking about? Great question from the audience #smcsydGavin Heaton
#smcsyd most of the time blogs start out of passion and during the journey the blogger realises she can make money out of the contentcenkbaban
#smcsyd audience Q&A: "how much money are we talking about?" #bestquestionevererietta
Of course, no one wanted to own up to that answer!
RT @katydaniells: RT @katydaniells: Woah….she asked the question that you're not supposed to ask….$$s #smcsydJames Coyne
And in a cloud tinged with embarrassment the conversation shifted to the concept of burnout. How do you keep it fresh? How do you keep going (almost full circle to the questions at the beginning around length of time blogging).
How many bloggers experienced blogger burnout in the last year? #smcsydTanya Chadha Phull
#smcsyd blogger burnout… I know that feeling!Alexandra Mayhew
Yep, definitely a victim of "blogger burnout". More like 3 weeks than 3 years though… #SMCSYDTara Sena-Becker
Thinking of starting a blog? RT @rocketmanmedia: the challenge is finding the niche and filling it with content @karlacourtney #smcsydMark Woodrow
If you don't get blogger burnout you're just not doing it right #SMCSydCitizens of theWorld
@pattyhuntington likens the blog to art. One blogs because of the passion for subject, the desire to create. #SMCSYDAlexx
Teacher burn out is WAY worse TRUST me #smcsyd #blogging #tbexCaz Makepeace
Blog burnout, defiantly can relate to that one! #smcsydJarryd
So … it seems that this monetisation issue is rather complicated. What is the value to the blogger? What is the value to the brand? What about those media planners who sit in the middle?
Oh man, you can get free cardigans? #smcsydGavin Heaton
Love how the Internet disrupts existing power structures. journos v bloggers, blogs v trad online media. old becomes new again #smcsydJosephine Sabin
News journalist have the hardest job in media which is why there isn’t a lot of news bloggers compared to the ‘other’ areas #smcsydScott Rhodie
Bloggers vs journos – many mainstream media are threatened by online blogging leaders – check your stats who is reading your work #smcsydTania Debono
POV: often blogging is an investment in your own brand that you'd otherwise have to pay for #smcsydGavin Heaton
Monetising your blog doesn't have to have anything to do with traditional paid media. #smcsydMsCritique
YES –> @danielkjellsson: "Monetizing a blog doesn't have to have anything to do with advertising" (and rarely does!) #smcsydNathalie Swainston
Advertising comes from brands looking to push their product. The growth of non-news media stems a lot from ad growth #smcsydScott Rhodie
It's called "new media" for a reason #smcsydHair Romance
During Q+A the topic of disclosure came up.
#smcsyd basic legal advice on disclosure bloggers? CashForComment – audience wont trust you & mediawatch will ridicule you as they shouldChristine
POV: If you sell out you'll become less interesting and lose you're readership #smcsydKaty Daniells
You'll get burned either way says @karlacourtney on product disclosure. Sounds like good advice. #smcsydangela stengel
Disclosure: the cash for comment debate-disclose or be burned. if you sell out you will become uninteresting & lose readership #smcsydTania Debono
Isn't there an element of audience education on how blogs operate, and bloggers are funded, same with marketing or PR? #smcsydAdam Welch
In my opinion, disclosure should be mandatory. #smcsydTanya Chadha Phull
With great integrity comes great *potential* dollars, followers, engagement. #SMCSydSmarterBusinessIdeas
Comparing blogs to magazines in relation to disclosure is bullshit. Just because mags don't doesn't mean we shouldn't #SMCSYDElise Phillips
The UK and US have disclosure nailed #smcsydKaty Daniells
You don't need disclosure here – you will be found out and taken to #alanjonestown #smcsydGavin Heaton
Disclosure laws in Australia needs to be implemented but how does do you police this ? Says @matthewgain #smcsydTania Debono
AGREED! If you want to be seen as credible and professional, this —> RT @tanyaphull In my opinion, disclosure should be mandatory. #smcsydNathalie Swainston
Does Australia need disclosure laws for sponsored blog posts like the US/UK? #smcsydn2n Communications
Photo: #smcsyd the panel talking about the broad (and at time divisive) topic: The Age of Monetisation… http://tmblr.co/ZSCvZyUtyYZ8Josephine Sabin
#smcsyd why ask non lawyers legal questions – the intl approach is industry self regulation not legislation – refer ACMAChristine
Disclosure or no disclosure, I just ASSUME a lot of blogs are influenced (to say the least) by PR and freebies. A little jaded… ##smcsydTara Sena-Becker
Journos must disclose junkets, why not bloggers? #smcsydAdam Welch
There should be more honesty and openness in declaring who supplies holidays/gifts/products to both bloggers and journos #smcsydScott Rhodie
To be fair, there are some agencies + orgs who *are* ethical + demand disclosure from "their bloggers" regardless of post sentiment #smcsydNathalie Swainston
@danielkjellsson says never did he receive freebies as he did in traditional media. If bloggers must disclose, why not trad. media? #SMCSYDAlexx
Agreed… "@AdamDWelch: Journos must disclose junkets, why not bloggers? #smcsyd"Adam Sparke
If blogs need to disclose their sponsors, what about print magazines? Advertisers? PRs? 'Story sponsored by'? #smcsydTara Sena-Becker
Sometimes the lines blur – if you are given a new phone do you disclose every tweet? #smcsydGavin Heaton
Photo: Tonight’s panel… #smcsyd (Taken with Instagram at Shelbourne Hotel) http://tmblr.co/ZSCvZyUtz18pJosephine Sabin
When do bloggers need to disclose not only their freebies but also their income from ads on brand influenced videos or content? #smcsydAdam Sparke
RT @StufThatIBought: RT @StufThatIBought: Very few people make straight cash from their blog, but it's like an online portfolio to make money elsewhere #SMCSYDAdeline Er
thinking of starting a blog?… Don't give up your day job! #SMCSYDDene Gambotto
“@AdamDWelch: Journos must disclose junkets, why not bloggers? #smcsyd” non-disclosed gifts limit $10 at Fairfax – less than a good lippyChristine
If in doubt, disclose – @matthewgain #SMCSYD #bloggingCameron Stead
Fashion and news never sleep – @pattyhuntington. Amen sister #SMCSYD #fashionCameron Stead
@karlacourtney you can tweet and present? Awesome 😉 #smcsydGavin Heaton
In my years in PR I have found some bloggers feel ‘entitled’ to freebies and more… #theotherside #smcsydScott Rhodie
Same… "@ScottRhodie: In my years in PR I have found some bloggers feel ‘entitled’ to freebies and more… #theotherside #smcs
yd"Adam Sparke
You can call me entitled all you want but there is no reason to put brand content on my blog without payment #smcsyd #personalbloggerZoey Martin
#smcsyd much of this discussion reminds me of FREE press – timeout London is now FREE to keep advtg revenue per distribution – also bad payChristine
@HarrisSmyth you'd be lucky to get a beer for that #smcsydAdam Welch
A tale as old as time… RT @ThangNgo The bloggers vs journos argument comes up again… #smcsydMi Casa-Su Casa
@matthewgain If in doubt, disclose #smcsydTheRemarkablesGroup
Proof if proof be needs be… @sullmcintyre #smcsyd 😉 @ Shelbourne Hotel http://instagr.am/p/QhAMHOMN14/Nathalie Swainston
Someone has chips! #smcsydGavin Heaton
No one mentioned the elephant in the room. Darren Rowse (@ProBlogger) is Australia's leading blogger – and has been able to grow a global audience and a massive online following across social media channels. And then Cenk had to bring it up! 😉
#smcsyd interesting not to hear @ProBlogger mentioned in a topic about blog monetisationcenkbaban
RT @cenkbaban: RT @cenkbaban: #smcsyd interesting not to hear @ProBlogger mentioned in a topic about blog monetisationThang Ngo
was thinking same thing "@cenkbaban: #smcsyd interesting not to hear @ProBlogger mentioned in a topic about blog monetisation"Adam Sparke
Yes @problogger casts a silent shadow over this entire topic 😉 #smcsydGavin Heaton
@servantofchaos is there any other kind of shadow? 🙂 #Silent #smcsydDarren Rowse
#smcsyd @matthewgain good on you for mentioning Darren from @problogger he's a success storyThang Ngo
No love lost between @pattyhuntington and @danielkjellsson #smcsydKaty Daniells
Really great panel tonight. Thanks #smcsydTracey Yong
Not just own brand co's 2 RT@servantofchaos POV often blogging is investment in your own brand that you'd otherwise have to pay 4 #smcsydChris Paine
Great folks here (even though I'm present too)! #smcsyd http://pic.twitter.com/7xQMpYBIDaniel Kjellsson
@TheRemarksGroup reading the chatter from #SMCSYD thanks for making me feel confident I can eventually make money from this blogging caper!Angela East
Food for thought. #SMCsyd. In the interests of full disclosure, this tweet was brought to you by American Apparel.kayleigh
@servantofchaos 'Someone has chips' is the funniest tweet I've seen tonite but it doesn't exist unless u take a pic of it @SMCSYD #SMCSYDSimonLeong
@matthewgain Loved your contribution at #smcsyd esp abt how the lines btwn traditional media & blogs r blurring. Wished you spoke more!Vivian M. Yang
My takeaway from #SMCSYD tonight – Making money on your blog via ads is a pipedream. Instead, use your blog to build your profile.Ryan Tracey
RT @mumbrella: RT @mumbrella: #smcsyd Social Media Club Sydney gets underway. It's been a while… http://pic.twitter.com/qoh709wSJohn Carver
Talking to few bloggers today at #smcsyd I came to the realisation that in order to love my job I had to be a little nuts. Try to tell bea…Frederic Chanut