For the 10+ years I have been working in the online space, I have waited for everyone to reach the point where “we can all learn, evolve, and get the fuck off this planet” (thanks Bill Hicks)
And yet here we are, some 15 years after the internet hit Australia in a big way and still we have people who find the concept of internet marketing foreign and magical.

I’m beginning to think that maybe this is the way things are and will continue to be.

While this presents a wonderful opportunity to the technically literate, it actually makes their (and by inference my) working life an occasional hell. As an account manager in digital, I have had to deal with so many people client side who have no idea yet talk (and repeatedly email) like they do.

A small sample:

• “But that should not take six hours. Let’s say two?”
• “I know we don’t have an SLA, but I want that done today!”
• “We need to have a document online for staff, but they can’t print or save it”
• “We need the database search to then search inside the PDF itself”
• “Pursuing social media is a sign you’re out of ideas”

The last one was not a client, but a boss.

These are just a few of the many I can think of right now. I used to say with pride that the role of a digital account manager is part advisor, part kindergarten teacher.

And while kindergarten teaching is a worthy and marvellous profession- it’s not what I signed on to do at my various account management roles. In my discussions with prospective clients, I always emphasized how important the client side contact would be. It seems I failed in this regard to get across not so much how important their gatekeeper role would be but rather how important growing their knowledge would be.

So when I was offered the opportunity to jump out of the cesspool of ignorance that is digital account management, I took it.

Recently I received a call from a very clever agency run by a very clever gal and they asked if I would be interested in an Account Manager role with “a boutique agency” (read: small). As an occasionally sensible man, I would normally say yes just to check out what’s what. But in this circumstance I had no hesitation in saying “no thanks” as I really could not stomach the idea of explaining why a customised Open Source CMS was not actually “free”.
Since this rather short sighted and foolish refusal to even consider a role in Digital Account Management, my mind has turned to thoughts of a digital and strategic utopia and the answer has become quite clear; we need geeks to jump the fence and go client side. We need experts in digital strategy, digital brief writing, user experience, social media and digital ROI to take the plunge.

While having a digital expert client side ought to produce results, there’s also the issue of how management handle this “champion of the digital” on their side of the fence. Maybe we’ve just moved the arguments about digital from client v agency to an internal shit fight.

At dmg I’ve been fortunate enough to work with people who either get it or if they struggle then they are prepared to learn and place their faith in my judgement.

Now I’m not blowing smoke just because I’m on contract and keen to continue, but rather I’m seeing the potential of having a digital champion on board. For companies who outsource their digital work (dmg have internal assets as well as some outsource), the agility and rapport between like minded digital people means you don’t just work on making a project happen- you can focus on making it awesome.

And for a huge number of web based projects- from viral to social and plain ol’ e-comm- the difference between serviceable and brilliant is the ability to spend a lot of time and thought on that last 10% of polish and awesome making. Unsure?

Check most Australian web projects and you’ll see what I see- close but no cigar.

As part of my work as the media manager for the Australian Rally Championship, host of Holden Racing Team TV and tech guest on ABC Sydney, I needed a mobile data solution. After asking about, I decided the Sierra 301 on a prepaid plan would be best as I would bill clients on work weekends and then when the key was not in use, I would not pay. Simple.

So I went to the Chadstone Telstra shop and bought it- with 6 gig as it was coming into F1 and Rally rounds back to back. There were concerns (noted below)- such as the paperwork I had to sign (dealer Kurt S: “That’s the form for all new accounts- pre and post paid”) and the fact that the prepaid software I was using did not show me usage and remaining usage. But it all worked just fine. Coverage wonderful, speeds ludicrous and it was frankly the perfect purchase.

The inability to see my data usage was annoying. The button that was suppose to show me said usage was not working (aka “greyed out”) and that worried me as I did not want to run out when streaming an event or sending out a presser etc. I reached out:

My first tweet for help!

Then I got a bill. That was weird after all, I had paid a lot for the product plus the extra 6 gig. A simple mistake surely?

So I rang Telstra, then  Tweeted some more and it’s never been sorted out. The bills were being zero balanced, but I wanted it fixed.

No action still

After some months waiting for the situation to be put right, I have now lost my rag with Telstra. I just got off the phone with a woman who I told “take ownership of this” after she, like many more before her, wanted to palm me off once again. She asked me my story again and wanted to send me off to pre paid data. Then she said “You need to go to the shop.”

Chadstone T-Store is 45 minutes away and I am not going anywhere to fix their mistake! How is getting me to fix their error an incentive for Telstra and Telstra staff to try? Without consequences for failure there can only be inaction.

I had already sent them an email as follows:

There was a fundamental error with the way this was provisioned from the start.

I bought a pre paid USB data service. I paid for 6 gig in advance. I received a bill out of the blue and was told that an error had been made by some and told that it was no an error by others. Here’s the issue – The software I have to run it (screenshot attached) is for prepaid services.

The interface for my USB 3G stick

• You can ONLY buy this product (Sierra 301) as a prepaid device. See: http://www.telstra.com.au/bigpond-internet/prepaid-wireless/get-started/index.htm There it is- I have attached back and front pics for you.
• I keep getting bills for post paid when I did not sign up for post paid.

When I bought it at the Chadstone Telstra shop the sales guy made me fill out a form. I noted: “This is for post paid” and he said “it’s the same form, we just need your details.” There was NO indication what data post paid plan I was on on my “contract” as I did not sign a contract. I am prepaid.

You had a deal at the time to get 6 gig prepaid at reduced rate  but it was something like $60 for 6 gig introductory. I paid $150 for the prepaid USB + $60. $210 or thereabouts.

The only reservation I had at the time was that he made me use a different SIM (I still have the old one) to the one that came with the stick.

It would appear that an honest error was made, or a deliberate deceit to make me go to post paid when I clearly asked for pre paid. I could not access (through the software) my current usage- to work out how much I had used/had left. This was not sorted to my satisfaction at all. The software does not show what I have used- the button for that is not functional/greyed out.

Scott from your dept is across this, but has been unable to sort it out.  He has zero balanced my account previously in recognition of this issue, but no long term fix has been found. I am not calling prepaid, post paid or anyone to sort this. It’s not my mistake.

What I want

• To be on prepaid as I requested originally and multiple times since.
• 6 gig provisioned onto the account with 90 days expiry as originally requested and as a show of goodwill.
• To get on with it.
• If this requires me to visit a store, get a new SIM or jump through more hoops I will do it. (note: I will not do that anymore- they have messed me around too much AND cut me off)

What I don’t want:

• Another bill
• Another bill reminder
• Another month to go by with no action from Telstra
• Any interruption to my service-(note: it has been cut off and I am off to Rally SA in two days) I am in Darwin this weekend for the V8s and we use the USB key to stream live coverage. If you cannot fix this with a flick of the switch, then we need to work out a time to do it as I work nearly every weekend streaming live coverage from motorsport events.
• Any fee associated with fixing your error.

Regards
Tom

Today the service was cut off. I am so over Telstra at the moment.

Here’s the Twitter Direct Message stream (bottom up!)

Check out how long it has taken.

This isn’t social media failure, its just failure.

I am going to talk about Telstra tonight on the ABC in the context of the NBN. Telstra are set to switch off their copper network and throw their lot in with the NBN roll out. Renai LeMay says this will “seal Telstra’s doom” as the deal will:

…transform the fundamental nature of Telstra’s business, changing it from an engineering company which primarily builds and operates telecommunications networks into a retail service provider focused on delivering the best customer service and value-add products in Australia’s telco sector.

As he points out- this is not what Telstra does.

In the end all Telstra will be able to do is offer bundles: NBN based products, Next G products and IPTV/Cable TV all rolled up into one exorbitant price. They will then need to back that with good customer service.

And based on my experience, their wireless broadband after sales service is not going to save them. Perhaps they are doomed‽

Here’s ANZ’s new (and quite funny) fraud protection ad:

And he’s how The Onion did it a few months back:

Astronauts Suffer Agonizing, High-Pitched Death After Helium Leak

Who did it better?

A reminder that the ThomasrDotOrg media training workshop is just a week away.

This is your last chance to join what will be the most useful off bike training you will do all year. While the workshop is in principle a media training event covering Radio, TV, Print and Web, we will also cover sponsorship, public behaviour and fan interaction and more. This workshop will complete you as a rider, team member or team principle.

We are pleased to announce two additional trainers who have joined the lineup:

Dieter Kahsnitz is a star of multi media. Owner of 50 Kaliber Films, by day he makes corporate videos, TV Commercials and the like. On weekends, at night and during his lunch hour he’s the host of “The C-Word” video podcast and award winning community TV show. He manages BSB racer Josh Brookes, hosts MotoGP events and knows how to make every media post a winner. Dieter will be conducting interviews with all attendees, who will then be provided with a DVD of the footage for any purpose.

Marscelle Tully has written more press releases than there have been races in the world. While that may not make sense, Marscelle talks sense. She will show you how to structure a press release if you’re going DIY. If you have a PR staff member/helper/trained monkey, Marscelle will take you through how you can make their life easier (ie tolerable) and how to make the most of the written word.

Already we have announced:

Tom Reynolds is the principal of ThomasrDotOrg Media Services and will lead the media workshop training day. Tom has worked in marketing, PR, advertising, web technology and the media for over ten years. He has worked for (or continues to ply his trade with): Australian Superbike Championship, Australian Rally Championship, Radio 3AW , Radio SEN, ABC Sydney, Holden Race Team, Grand Prix Corporation as well as hosting many events and media calls.

Jay Mueller. Radio MMM Melbourne Breakfast Senior Producer.
Long time producer of top rating breakfast show on 3AW, last year Jay made the jump to MMM to take the senior producer role on Eddie McGuire’s new brekky show “The Hot Breakfast“. Jay will be going through what he finds works on radio. He will explain how to prepare for your interview with people who know nothing about you or your sport. He will also address how to get yourself on radio and what producers (the gate keepers!) are looking for when they decide to put someone to air.

Facebook: http://www.facebook.com/?ref=home#/event.php?eid=254690579194&ref=mf
Map: http://bit.ly/aeqkZM

Total cost $135 includes digital copies of your portrait shoot plus a short HD video interview with **you**.
Bookings essential and numbers will be limited email: training AT thomasr.org to secure your spot!