Time for a new School of the Web experiment. I thought we'd try a chat Q&A/teach-in sort of thing.
I've very rarely used any kind of chat stuff so I might need some technical advice. I have iChat on m'mac - will that do? is it interoperable with all the big popular chat things you lot might be using? Or do I need to get some thing off someone else? Hotmail or Google or someone? Any suggestions?
I'm thinking of 6pm (BST) on Tuesday 23rd of May. How does that work for you, where you are?
If this works I think it might be fun to do it regularly, maybe in conjunction with feedback on the assignments, speaking of which, I'll get a new one up soon.
Or maybe we'll move on to that skypecast thing. Or does anyone know how to jaunt?
Sounds to me like the difficulty you have is creating the desire in the students to want to have a (different) relationship with the fire-fighters. Most, if not all, of the relationship aspects I mentioned are two way. The fire-fighters have to be something that the students want to seek out. I think this comes from improving / altering the students view on other aspects of the relationship they have with the fire-fighters. What I mean is, there has to be a sensation that the fire fighters are as interested in the lives of the students (knowledge), that they listen, that they understand their problems (and offer advice if required), that they are comfortable in their company, that they want to exchange points of. And that the reverse holds true – the fire-fighters listen to the advice the students give to them, that they have an interest in the emotional states of the students etc etc. This is where a lot of brands seem to go wrong – they just talk at their audience, not with them.
Empathy, commitment and mutual rewards are only possible if the students feel there is something in the relationship for them. And if there is, it has to be ongoing, it has to have history, it can’t just be a one time thing.
Hope this makes sense - I’m in a bit of a rush.
Posted by: Mr. P.H. Colman | May 10, 2006 at 11:44 AM
Yes it does-and your comments also speak to key differences between commercial and public sector marketing-or indeed if the term is even appropriate for the latter.
The reason I say this is that many of the young people on the programme aren't there entirely by choice-some are sent because they are fire offenders, some because they have been excluded from school. So, initially at least, there isn't the sort of "seeking desire" that you identify. Indeed the reverse can be true. In this case, do you think rebranding analogies are appropriate?
Posted by: Andy Ruddock | May 10, 2006 at 11:53 AM
One of the points I’m making (and I sort of do and don’t believe this depending on the weather) is that I’m not sure ‘branding’, in the traditional sense, is that useful to solving marketing problems anymore, no mind problems like yours. For example I relate to brands like Innocent in a way that can’t usefully be summed up in an onion.
Posted by: Mr. P.H. Colman | May 10, 2006 at 04:53 PM
Well now that's interesting, since the project I'm doing is actually coming from a communication studies perspective, particularly regarding the concepts of framing and agenda setting. I think that one of the problems facing the programme is that it is swimming against a tide of ASBO stories painting young people as villains rather than people with needs and rights. And the young people's awareness of this inhibits their desire to interact. Maybe this isn't the right place...
But thanks for the comments-very useful
Posted by: Andy Ruddock | May 10, 2006 at 08:51 PM
Russell, having a group chat is a terrific idea. If you dogo the Skypecast route, (or whatever chat client for all I know,)we could also try and record the chat with Audio Hijack or Wiretap or something, to archive/share with folks who can't make it in real-time. Cheers, Mike in Scotland.
Posted by: Mike | May 10, 2006 at 10:03 PM
Skypecast!
Since you're on TypePad you can use the widget...
http://www.sixapart.com/typepad/skypecasting/
Posted by: Gabe Scelta | May 11, 2006 at 07:55 PM
Seems as though someone has already posted an Account Planning School of the Web skypecast on May 24th. https://skypecasts.skype.com/skypecasts/skypecast/detailed.html?id_talk=4117
Is that you Russell or someone masquerading as you?
Posted by: Michelle | May 12, 2006 at 01:02 AM
that's me, masquerading as Darth Strategist, I think. I guess date and time depends upon your time zone.
Posted by: russell | May 12, 2006 at 08:21 AM
That's funny because there is 'Dark Planner' in France.
http://www.darkplanneur.com/
He is planner at Publicis...
Darth Vador french translation is Dark Vador, because french people don't know what darth mean!!
Posted by: Corentin | May 12, 2006 at 09:48 AM
In Spain 'Danger Mouse' is called 'Super Ratton'.
Posted by: Colman | May 12, 2006 at 12:06 PM