Down with silver surfers

September 2nd, 2010
surfer

It’s been hard to miss the efforts going into transforming the nations over 55s into “silver surfers”.

Online workshops, niche networking sites like Saga Zone and even Sir Terry Wogan as a Silver Surfer Day ambassador (Yes – it really exists!) and all urging the over 55s to log on.

It all seems to be working. According to the latest research from Pew Research, the average age of users of social networking websites such as Facebook, LinkedIn and Twitter are getting older.

According to the research, the number of online users over the age of 50 has nearly doubled to 42% in May 2010 from 22% in April 2009, as older people use social networks to keep in touch with relatives and catch up with old friends.

So what? Well to many brands, the rise and rise of social media has been considered a youth phenomenon (or under 35 anyway). Encouraging brands to reevaluate this, even with the latest stats is challenging. Just like all social situations – understanding who you’re talking with, and why, is key.

I don’t think many do – and what’s more, I believe that the ‘silver surfer’ title may be doing us all more harm than good.

Lumping everyone over the age of 55 in one group in any other sense seems ridiculous.  At 55 you may have taken early retirement and be pottering around the garden, but you may also be a high flying businessman or woman. At 65, 75, 85 and 95, life, commitments and challenges are different. (For those who think 95 might be pushing it, then remember Ivy Bean, the world’s oldest tweeter, who died aged 104 this year.)

Mixing an older audience into current social media communications means that we all need a greater understanding of how all of the people over 55 use that space.

Just like the niche communities that spring up in our teens, twenties and thirties – this 50 year age block wants different things, from different people at different times.

They may be on Facebook but are they watchers, commentators or broadcasters? Do they actively look up brands that they engage with to share their opinion, or do they silently read, absorb and relay the news to their offline community?

It’s time for brands to consider the people behind the tag and gain a greater understanding of their desires.

by hannah and tagged , , ,
Posted in Democracy, Gone surfing, Technology, Uncategorized, social media | No Comments »

Facebook gets square

September 1st, 2010
you are here

There have always been rumours about Mark Zuckerburg , if the strapline of the new facebook film is anything to go by anyway:  ’You don’t get to 500 million friends without making a few enemies’.

If you’re not familiar the story goes that the world’s most successful social network may not have been entirely his idea, but then are any ideas ever totally original?

The inspiration for these philosophical ramblings is the launch of Facebook Places, essentially an introduction of the services already offered by the likes of Foursquare and Gowalla into Facebook’s smartphone app.

In brief users log their locations or ‘check in’ from a list of places generated by the app in response to GPS technology. In the existing apps users can earn points, rewards and badges.

Clearly in a commercial sense brands investing in rewards and prizes makes more sense on Facebook because of its superior user numbers, but as with the rest of the online world you have to decide who you’re after. Because of their release policies and early adopters Gowalla and Foursquare have difference audiences and it remains to be seen which sectors of the Facebook community take up the offer of Facebook Places.

In a true lesson from Zuckerburg himself we’ll be keeping a close eye on how things pan out in America in the run up to the UK release, and learning from the experiences of others.

by Charlotte Morley and tagged , , , ,
Posted in Uncategorized | No Comments »

Everything is Just So

August 23rd, 2010
Picture 22

This weekend for BabyDeli we’ve been at the delightful Just So festival with a pop up gastro restaurant for the under 2s.

It’s the first time that Louise has invested in live event activity to support brand building and the team at Democracy managed every aspect of the campaign – from the design and production of the vinyl branding, the management or the kitchen and the data capture tool – all supplemented by a social media campaign.

The event was fantastic, the visitor profile matched the BabyDeli target customer perfectly – and the cafe proved a real success with some parents popping along twice a day to feed their little ones delicious BabyDeli food.

The lovely Hannah also managed to secure a break at luxury family hotel Calcot Manor to encourage parents to check out the new facebook.com/LoveBabyDeli page.

We’ll upload more photos and some video footage later today. Can’t wait for next year!

by Jennifer O'Grady and tagged , , , , , , , , ,
Posted in Uncategorized | No Comments »

All the gear, no idea ….

July 19th, 2010
Picture 59

Given everything that the internet can tell us about our clients, customers and ourselves, it’s almost unforgivable for new business approaches to be made without some basic desk research.

Our landing page gives you an idea of what we do, who we work with and a quick click to the team page tells you who the team are. We really do make it easy.

For the sake of saving their blushes, I’ve removed the details of the ad agency who sent this, however … let’s be honest, I don’t think they’ll ever see it.

SUBJECT: Digital PR

Sent to: info@democracypr.com

Hi

Do you guys offer your clients any digital services , or do you include them in any pitch work? e.g social media – facebook apps, iPhone apps, micros sites, games, data collection sites etc?

Mark


From: Jennifer O’Grady [mailto:jennifer@democracypr.com]

Sent: 19 July 2010 10:46

To: Mark

Yes we do

Sent from my iPhone


SUBJECT: Digital PR

Sent to: jennifer@democracypr.com

Hi Jennifer

In house or do you outsource?

I’m actually after a partnership – we have all the skills to make iphone app, mobile apps, facebook applications, custom facebook landing pages microsites, games , viral – all the things clients want as we see a shift from traditional media and move to have campaigns which have a digital element or elements to them.

In recent months we have started working with PR agencies , so that they can be confident when pitching campaigns or for new clients that they can include a digital element.

If you want pop into our Leeds HQ – top floor penthouse office, I’d be happy to spend 20 mins with you and explain how we can help.

+ don’t worry we are very used to working with NDA’s so you can rest assured that your clients are kept safe!

From: Jennifer O’Grady [mailto:jennifer@democracypr.com]

Sent: 19 July 2010

To: Mark

Hi Mark

We do everything in house outside the app building, however, we also work with a number of different agencies to deliver that.

We have reciprocal arrangements with them, meaning that we send business in both directions.

I’m unlikely to be in Leeds over the next few weeks, but if you’re ever over in Manchester feel free to pop in, I’m sure I have 15 minutes that I can spare.

I can’t see him making the journey over to Manchester for a 15 minute chat, but that’s OK, because the truth is that they don’t really want our business, if they did, they’d have put the effort in.

Taking time to get to know your target consumer, to understand what they want and be able to apply it is a basic communication tool that every business benefits from.

This weekend, we’ve been working on the launch of The Rock in Bury, staging a social media campaign that has amassed almost 3,000 fans in less than two weeks.

The heart of this campaign has been to really get to know and understand what the people of Bury want from their new retail and leisure destination. Some love it, some have areas where they believe it can be improved – but every one of those 3,000 fans know that The Rock is listening to them and cares enough to want and keep their business.

by Jennifer O'Grady and tagged , , , , , ,
Posted in Democracy | 1 Comment »

Social Media Virgins

June 9th, 2010
cross

Last night, i  headed into Manchester for my first experience of a Social Media Surgery. Held at the offices of the MDDA and attended by a rounded mix of people eager to understand the hows and whys of social media.

Social Media Surgery is like a beginners guide to helping people struggling with how to maximise the opportunity and to someone living and breathing it on a daily basis – it was something of a reality check.

Friendly and informal, the debate of the night Facebook vs LinkedIn. Although eager to learn, the group was apprehensive. Struggling against the self imposed barriers that they’d already placed on themselves or their business. Who could or should be a friend? How to say no to requests on Linked In? How can this help my business? Why doesn’t bombarding my social group with special offers not work?

Twitter inevitably became a strong topic of conversation. As a platform the announcement of everything from product launches to births and deaths was supported by the panel’s discussions.

I found it an easy going and informative environment. The reality is that people with true experience of using social media for business are few and far between. As each new topic was explained and then questioned I could see many faces filled with fear start to brighten as they considered how the boom in social communications would change their business.

Social Media Surgery events are informal, free-to-attend and are clearly doing a great job of giving people real world advice about how to use social media in every day life. Why not take a look.

by hannah and tagged , , , , , ,
Posted in social media | No Comments »

Facebook gets private

May 27th, 2010
padlock

I do feel sorry for Facebook at the minute. They’re getting battered again over their privacy settings in the papers today;  The Mail tastefully adding its previous headlines of deaths its attributed to the site.

The changes are simplified here by the BBC but essentially Facebook is now forcing you to choose who sees all your content. It sticks to the same options as ever: ‘friends’, ‘friends of friends’ and ‘everyone’ but now pushes these options in your face rather than having them sit on a privacy settings page.

Facebook is feeling the internet bite back. No longer is the internet the utopia of a group of Californian nerds, all humanity is there and we’re starting to get to grips with the need to apply the same caution in the online space as we would in the street.

We’re anticipating a big positive PR push from the Facebook gang as they attempt to squash the privacy issues. Watch this space for a focus on re-kindled relationships, friends reunited and the important moments of life shared wherever your network extends around the world.

by Charlotte Morley and tagged , ,
Posted in Uncategorized | No Comments »

Yesterday’s Daily Mail; what follows will sicken Facebook fans

March 11th, 2010
panic

If I’m honest I didn’t bat an eyelid when I read the Mail’s article yesterday morning entitled “I posed as a girl of 14 on Facebook. What followed will sicken you”.

We’ve blogged in the past about the popular press’ general negative mood around social networking sites and pointed out that people who are going to commit awful crimes have always found a way to do so.

It would seem now though that those sites are ready to take a stand. Facebook is used as an easy catch all term to whip up an aura of fear amongst parents about what their kids are up to online; in the case of The Mail’s article yesterday the journalist wasn’t even referring to Facebook and an over-zealous sub-editor had selected the network for the headline.

Facebook is taking admirable measures to safeguard its younger members who are undoubtedly much safer there than in some unmoderated forum. It’s definitely important for parents to be aware of what their children are up to online but it’s equally important that the press act responsibly in their portrayal of the online world.

by Charlotte Morley and tagged , ,
Posted in Media, Uncategorized, social media | No Comments »

Call my bluff debuts on 6 Music

March 10th, 2010
call my bluff

I blogged a little while ago on the internet being the new location to protest and ‘Save 6 Music’ fever is currently maintaining an impressive momentum after more than a week, which is years in internet time.

It struck me this week though that perhaps the BBC is engaging in a little round of one of its stalwart programmes of yesteryear and calling our bluff.

After years of battering by politicians and the press for being bloated, inefficient and a waste of public money the BBC couldn’t really be blamed for trying to make a point about the service they provide and the support they command.

If the BBC were to follow this strategy then 6 Music would be the perfect target. They couldn’t reasonably threaten to cancel Radio 4 or 2 but 6 Music has a niche enough listenership to be identified as an efficiency saving.

If the plan was to make as much fuss as possible then the listeners of 6 Music are perfectly placed to whip up an online storm; 30 something, affluent, likely to be tech-savvy. It’s an instant facebook group and trending hashtag.

So 6 Music ticks off the popular support angle allowing BBC News to write pieces referencing Facebook and Twitter, how about a spokesman, a figurehead, a champion? Well 6 Music has plenty of them and it has struck me as a little strange that ‘the talent’ have been able to speak out during their shows and to the press about the proposed closure. And if all else fails invoke the spirit of John Peel.

I for one love and treasure 6 Music, Cerys Mathews is a delightful addition to mid-morning and nothing beats Craig Charles’ Funk and Soul Show for heading out on a Saturday. If I wanted to make the rest of the country appreciate it I might just threaten to cancel it and see what happened…

by Charlotte Morley and tagged , , , , , ,
Posted in Media, social media | No Comments »

Scruffs get dirty with Democracy

February 1st, 2010
mantips-logo-b

How pleased are we? Scruffs – the cheeky brand of workwear – has decided that they want Democracy to launch their new MAN TIPS campaign due to launch in Feb. MAN TIPS is a cheeky national campaign developed in conjunction with our friends at Manchester advertising agency CBJWT and features been-there-and-done-that Uncle ‘Arry as the ultimate brand advocate.

We adore uncle ‘Arry – he’s always on hand with wise words to help the nation’s tradesmen get out of the sticky situations they face when the opposite sex becomes overwhelmed by seeing them in their Scruffs work gear.

We’ll be working in partnership with the Scruffs in-house marketing team, led by the wickedly creative Chris Mellor-Dolman and CBJWT to exploit the social media opportunities across Twitter, Facebook and YouTube as we engage tradesmen with the MAN TIPS concept through traditional and online channels.

It was a competitive pitch, so we were chuffed when Chris from Scruffs told us the news, but even happier when he told us why:  “MAN TIPS is a great creative, and Democracy PR understood that what we needed was a campaign to support that, not another campaign all by itself. Their social media strategy will be at the heart of everything we do and the tactics they have developed will help deliver on our ambitious sales targets.”

On return to the office (they’re based in Nottingham) even Uncle ‘Arry had something to say: “What can I tell you? Those birds at Democracy know that my words of wisdom could mean a lucky escape for one of my boys next time Big Mrs O’Reilly wants more than ‘er drive layin’.”

What we love about Scruffs is that they aren’t afraid of what social media can do for their brand – in fact, they can’t wait to start talking with their online community. Their cheeky approach to marketing is reflected in the ideas we pitched – we know it’s going to get dirty and that’s just the way we like it!

by Jennifer O'Grady and tagged , , , , , , ,
Posted in Democracy | No Comments »

Social media: The battle of good vs evil

January 25th, 2010
Facebook

As a lover of all things social – it’s remarkable how many people feel the need to share their (or their friends) social media ‘experiences’.

Gone are the days when you’d hear. . . . “you’ll never guess who joined facebook?” Now it’s more about the outrageous and the outraged as social media integrates itself in every day life. Here are a couple of examples, let me know which you think is the force for good:

Story 1: Over Sunday lunch I was treated to the tale of the husband in a recently estranged couple, who decided to divvy up the friends by hacking into his former wife’s facebook account and simply removing anyone he deemed to be ‘his’ friend from her friend list, then going onto his own account to remove the people he left her with from his own account. The lady I was chatting to felt divided, she had been left as a friend of the wife, while her husband was stuck with the hubby.

Story 2: Another friend today, while sharing how he was planning a surprise for his girlfriends birthday, revealed that for Christmas he bought her an iTouch and an upgraded account to Spotify. A an extra special treat, he even hacked into her account to create a series of playlists of her favourite tracks to add to the Christmas surprise.

I know who i think is on the side of good, put perhaps it’s not as clear cut as that. Perhaps the husband wanted to save his ex-wife from the heartache of working out who she should trust. Or perhaps the girlfriend felt invaded at having her password hacked and her personal information viewed – even by the man she loves.

I guess in the battle of good versus evil, social media is just like all the other battles of the world. It’s simply down to the reasons behind why you’re doing it and understanding the effect on the audience.

by Jennifer O'Grady and tagged , , ,
Posted in Democracy, Gone surfing | No Comments »

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