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.

Prior to the start of the 2010 motor racing season, ThomasrDotOrg is offering a media training workshop for interested riders, drivers, team members and principals.

This event presents all attendees with training in the following areas:

• Television presenting. How to professionally present your team, sport, sponsors and self. What to avoid (did someone say “wearing sunglasses?”)
• Radio interviews. Whether in studio or in person, you’ll learn how to hit your key points and make it appear you think on your feet like a seasoned pro.
• Press conferences. Pre or post race, it doesn’t matter. You’ll learn how to get your message across, how to prepare and how to react in this pressure filled environment. If you can get a reaction (preferably a laugh) out of a room of tired, jaded journos, you’ll soon be a star.
• Social media. Website, Facebook, Twitter, YouTube and beyond. How a professional racer can make the most of this exciting, but occasionally problematic environment. Watch out for the YouTube Video Of Embarassment For Life.

All attendees will also have the opportunity to have professional portrait photos taken of them in their team uniforms included in the price.

Team/vehicle photos by prior arrangement at additional cost.

Our media trainers are being announced as we get closer to the event (see bottom). All are currently working at the highest level in their chosen media stream, or at least in a field that they’ve found themselves stuck in.

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@thomasr.org to secure your spot!

Presenters (more to be announced in due course):

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, 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.

Today I’m announcing that I am joining the renowned and revitalised Australian Rally Championship (ARC) as their PR/media manager.

I’ll be responsible for the key areas of ARC media relations and PR. I will be writing press releases across many aspects of ARC activity- from pre thru post event as well as stories on the teams, characters and places the ARC visits.

As well as the written word, I will also be hosting press conferences across all event weekends and interviewing drivers for web and TV. Some of these will be available live on the ARC website. Between rounds I will be writing press releases for teams and drivers and augmenting the written word with HD video interviews, podcasts and photos.

I’m genuinely excited to be involved with the peak rally series in Australia. I’ve already had some involvement in the past with Neal Bates, Coral Taylor, Simon & Sue Evans as well as Scott Pedder. So far all have been very welcoming and it’s clear this is a tight knit and professional paddock. It’s my job to ensure the public get to see and feel just how exciting rallying is.

My first event with the ARC will be round one in Tasmania from the 26th – 28th February.

Many thanks to Paul Mullan from Black Magic and ARC Director Scott Pedder for helping make this possible.

You’ll hear from me soon! In the meantime check out http://www.rally.com.au/

—ENDS–

For more information, contact: Tom Reynolds. ph 0409 964 549 email: thomasr@thomasr.org twitter: thomasrdotorg

I won’t apologise for being a bad blogger- I’ve been there, said that, too many times. I will apologise for a distinct lack of posts- but naturally I have an excuse for that too.

I’ve been damn busy!

Australian Superbikes

Shawn Giles and Koby Abberton head out

I accepted a job offer from Yarrive Konsky of IEG, the new oranisers and promoters of the Australian Superbike series. My job description is pretty loose, though it could be summed up thusly: “Get editorial press coverage, do special events and get the punters along”.

My first and major project has been a two seater ride program- not too dissimilar to Ducati (exclusively) does in MotoGP. Our club is slightly less exclusive- currently we have bikes from Woodstock Honda, Kawasaki and Suzuki.

Steve Pizzati on air with Steve Price and Josh Dowling on 2UE.

Overall I was very pleased with the pillion rides at Eastern Creek. We received some great coverage after getting the Abberton brothers on board. Friday is my main focus- this gives us a chance to hit the Saturday papers and Friday websites.

At Eastern Creek one of the support classes for Australian Superbikes was the Aussie Racing Cars. I personally invited Steve Pizzati from Top Gear Australia along to race and he repaid the favour by going on Steve Price’s 2UE show twice. But where we owed him the most was his wonderful kindness in rolling the car 2 1/2 times and hitting most of the major daily papers in the process. Taking one fo the team- literally. Thanks man.

To step up our coverage, I have not only planned website and press release changes, but I have a few other ideas that I think will position our motorsport back in its rightful place as second only to V8 Supercars.

Details: www.asbk.com.au

Twitter: @asbk

Facebook: www.facebook.com/AustralianSuperbikes

Twitter pic posted from the second podium of the day for HRT.

HSV/HRT
I’ve been helping Holden Special Vehicles and Holden Racing Team (more specifically Walkinshaw Racing) establish and grow a social media presence. Sarah W from HSV has been a great student of social media and with the genuine backing of senior HSV management, we’ve really set HSV/HRT apart from the “others”. I set up many Twitter and Facebook Fan accounts (some Twitter accounts simply to prevent squatting) and have advised them at every step about ways to grow the fan base and how and what to Tweet. We have rewarded fans (sent out signed prizes when we hit 1000 Facebook fans) and kept up the conversationand replies- especially on race weekends.

Speaking of race weekends, at the recent Sandown event I joined in the Tweet festival from inside the Walkinshaw pit- a fantastic insiders view.

A more ambitious social media program is envisaged in the future.

Twitter: @holden_racing, @HSV_news, @BundyRedRacing

Facebook: HRT HSV Bundaberg Red Racing

Thomasr and Fiona Mackintosh from Draggin Jeans- Fed Sqr, 2007.

Draggin Jeans
Having briefed in SharpSushi, their new site will be launching shortly. Fiona and Kris from Draggin and Adam and Kere from SharpSushi have collaborated really well. I did my part early on, offering a few ideas, but they have all  really taken up the running. The new site will offer a brilliant online experience, grow their very loyal fan base even more and have a conversion rate that I think will suprise even those inolved.

With new products, new designs, a new website, a new marketing manager and a more aggressive marketing approach, Draggin look good to go in the next year and beyond.

My involvement of late has take the form of some marketing strategy ideas with specific refence to Twitter and the “What is change?” concept. I also set up the fan page.

Beyond web, I am also going to do some “other” work for Draggin’, but for now this must remain a secret!

Web(new one launching soon): www.dragginjeans.net

Twitter: @dragginjeans

Facebook: DragginJeansAustralia

Josh Brookes

Superbike star and current British Superbike series racer Josh Brookes has recently come on board as a web/marketing client. He’s a great talent, though frankly having a very mixed year. I have written an all encompassing web strategy document that I am going to execute on (in collaboration with 50 Kaliber and SharpSushi), along with maintaining his social media presence and offering advice as we go.

Twitter: @joshbrookes

Facebook: JoshBrookes

SharpSushi

As one of the two web agencies I like to deal with, Adam and Kere- directors of SharpSushi- are two of the nicest and more importantly most switched on web people I have had the pleasure in dealing with. I have provided general web strategy and ideas for one specific client (whatcanyoudo.com.au) as well as general web strategy and social media ideas here and there. Eventually they will be building my own new site.

Eventually.

Web: www.sharpsushi.com

Igloo- Digital Strategy Agency

As the best mid sized (though growing so fast they may have gone past that stage) web agency in the country, Igloo can rightfully claim to have grown from a leading design agency into a leading strategy/all round agency.

Some months ago I assisted them as part of their pitch for the Mazda account, providing strategy ideas and on the ground assistance for their pitch. I also wrote a post for their blog site outlining my thoughts on social media with specific reference to the automotive market.

They subsequently won the Mazda account.

Since then I have been busy with my many other gigs, though I am really keen to get back to the Pelaco building and work on some fun stuff with Andy, Tony and the team.

Web: www.igloo.com.au

CarAdvice

Until a few months ago I was hosting a podcast for CarAdvice, Australia’s number one independent editorial site. While it was fun while it lasted, they have gone through a number of changes- from new offices, staff and a new CEO. It was agreed that the podcasts will go on hold for the rest of the year. While I was disappointed at the time, I’m hopeful we can work something out in the future.

Radio 3AW.

It’s hardly a suprise when I tell you I was cut from the Neil Mitchell show weekday lineup for 2009. Once the other 11am-12pm guests were cut, I suspected I was in strife- either they would move me to a new timeslot, or I would fall over utterly. At the time I received a very nice call from Program Director Clark Forbes telling me that I was still a required player for their F1 and MotoGP coverage as well as my summer sessions with Tom Elliott- a segment I really enjoy. Tom’s a terriffic bloke and a really good broadcaster. Summer will be fun!

The C-Word Vodcast

The irrepressible and likeable Dieter Kahsnitz has re invigorated his community TV award winning program as a 5 minute vodcast. At present the episodes are older ones recut for vodcast purposes. Shortly, we collectively head into a new era of the C-Word, with new concepts, segments and some really fun stuff. Stay tuned for that.

Web: www.cword.tv

Grand Prix Corporation

For the last few years I have been hosting the riders parade with Dieter at Federation Square. We’re shaping up to do it all again this year- though with a few extras thanks to my connections within Australian Superbikes.

As well as the Fed Square gig, We’ve also been asked to host a meet ‘n greet/panel show at the Island on the Friday night in the camp ground. This promises to be an cracking good night, so we’re rightly pumped about it. The whole weekend is going to absolutely rock, so book your tickets, do what you gotta do to be at Phillip Island this year.

So that’s me in a nut shell at the moment- busy, but still looking for more to fill my days with…