Melbourne Business School Goes Web 1.9

Recently, Melbourne Business School has started participating in various online social communities such as Twitter, YouTube and Facebook. When I worked at MBS, I advocated using some of these services for different reasons and to see them using all of them at once leaves me with some mixed feelings. I thought I'd drop some initial thoughts on the use of some of these services.

Twitter

MBS is using Twitter to promote the "Melbourne Experience." This is definitely targeted at international students and tweets point to things like Melbourne bars and breakfast spots (aside: for those considering Melbourne, we have plenty of such venues). I've been using Twitter for a while now, but I have NEVER used them to scope out a future destination and I probably wouldn't. If I was interested in Melbourne, I would follow a known MBS student and if I was interested in Melbourne, I would follow someone (anyone interesting) who lived in Melbourne.

Advice: Tweet for the benefit of current students. Potential students might take an interest.

YouTube

I advocated YouTube as a no-frills way to host video on someone else's server and get maximum exposure. MBS has gotten this one right; now that the videos are on YouTube, they are easy to embed on their web site and someone else can foot the bill for bandwidth.

Advice: Replace existing videos on the website with their YouTube embeds.

Blogger

Again, this blog seems to target those international students considering studying in Melbourne. I'd say its a better choice than Twitter for this purpose; you really need pictures and a good amount of text to give Melbourne its full accolades. I'm much more likely to browse this blog when considering MBS than I am to do Twitter-related activities.

People's experiences in Melbourne are diverse, and Melbourne has a lot to offer. For example, I don't care much for footy, but I do know a lot about where to eat and the IT industry in Melbourne. I'd like to share, but I don't have a proper outlet.

Aside from this blog, students also have a Dean's Blog and I see no reason why they can't be combined.

Advice: Combine multiple blogs into one. Consider guest authors covering niche topics for potential students.

Facebook

The most likely to be vandalized or result in some PR disaster (except for perhaps MySpace which I'm not going to cover because I'm not a teenage girl), Facebook is a high risk, high return adventure.

The duplicate content between here and the blog worries me, mostly because if this process is not automated, it can become very difficult to manage. But let's face it, people are Facebook-addicted and what kind of social media experiment would be complete without Facebook?

Advice: Try to synchronize content across the blog, YouTube and Twitter to Facebook. Watch the posts carefully.

LinkedIn

The problem with LinkedIn is that it fails to draw a distinction between people who work at MBS and those who study there. This a problem, as students generally don't care about the career path of former MBS employees nor do they particularly care to link up with, say, a former IT business analyst there. New students are not "new hires" and seeing that on LinkedIn just seems wrong.

Advice: Keep LinkedIn for staff. If staff, especially faculty, keep their engagements up to date, this will intrigue potential students who are interested in research and general academia.

Conclusion

This post is really nitpicking. MBS has taken a great step forward and should be commended for pursuing different channels for delivering their message and connecting to current and future constituents.

Marketing Syndicate Assignment Wrap Up

Last night was the climax of my syndicate work for this term at Melbourne Business School. My colleague has already blogged about our presentation, and I have to agree with him that overall, we had a very engaging presentation and a very successful syndicate. However, we did face numerous challenges, probably faced by other syndicates as well:

• we had trouble coming to a consensus about the topic. I really pushed for alternative fuel vehicle, while others pushed for mobile devices and music distribution.
• I had some trouble working effectively with a particular member of the team and while there was no major conflict, I don't think there was a good synergy between us

On the other hand, everyone contributed their own strengths to the team such as:

• taking ownership of the final paper, creating a unified document out of what was effectively 5 different "mini papers"
• organising samples of wine in a can as well bottles of wine featured in our paper
• handling the logistics of distributing the wine (which included a thoughtful consideration that we should present immediately after the dinner break)
• offering high quality, constructive feedback on the presentation run-through. This helped Shoaib and I improve our presentation style and content tremendously.
• pooling some money to purchase professional images for the slides

For those that might be interested, you can download a copy of our slides. I'd be interested in getting feedback on that, or if you were in class, your impressions of the presentation.

Reflections on Marketing Class: Using Apple as a Case Study in Marketing Channels

Today in my marketing class at Melbourne Business School, we examined distribution channels vis-à-vis marketing. Not surprising, we examined the distribution of music, tracing it from a technological standpoint (vinyl to MP3) and its channels (independent shops to iTunes).

The lecturer's main point with regards to Apple's success was the control over the hardware, software, and content of their "ecosystem" which allows them to control the channels of music distribution. While I don't disagree with Apple's dominant position, I take issue with some of comments and perceptions with regard to Apple's technology approach that were made in passing.

Primarily, the point was made that Apple is successful because their system is "closed", as compared with Microsoft that must struggle to handle software from a multitude of vendors. In fact, the underlying assumption, it seems, was that you simply could not develop any custom software for a Mac. Of course, this is simply not true.

Let me briefly explore the development options for both systems.

Unlike Windows where developers need to spend hundreds of dollars on software development products like Visual Studio, all Macs come bundled with X-Code, their development environment for building Mac software. One could argue that this alone makes it easier for a developer to create software for a Mac compared to a Windows PC.

Of course, it doesn't stop there. There was many who would argue that the Mac development environment is superior to Windows in other respects. The Cocoa framework seems to be a very elegant paradigm for developing applications, and Mac applications can often be created without writing any code. This doesn't mean anyone can create software for a Mac, but it does mean that more software can be created faster with fewer defects. (As an aside, Automator for Mac does mean that some tasks can be automated by someone without any development knowledge, and there simply isn't anything like it on Windows).

Steve Jobs understood the benefits of having a superior development environment (as well as other marketing principles such as segmentation, targeting and positioning) as demonstrated on this now-famous video from when he was at Next:

This philosophy was brought to Apple when they purchased Next, and brought Jobs back into the fold. Mac OS X is based on Next technology.

In class, it was also mentioned that the iPhone is Apple's first device which supports third-party applications. This, too, is not true (although it is the first iPod which can supports third-party applications). The Newton supported application development,although I don't know if it was a good environment or not.

Finally, Apple has success not just on Macs, but also on PCs with their iTunes software, showing they can success even when they don't control the hardware. Microsoft, too, has had success on Macs. Internet Explorer was highly regarded, and Office for Mac is sometimes regarded as superior to its Windows counterpart.

In summary, I'm making the point that Apple computers and devices are not closed systems; they do support software development, and provide a robust environment at that. Steve Jobs not doubt continues to realize the contribution that software developers make to the value proposition of a computing platform.

The End of ColdFusion

The marketing gurus at Adobe have just released an Evangelism Kit for ColdFusion [via Damon Cooper's Blog].

For as long as I've been using ColdFusion (over 3 years), I always heard detractors saying it was a dead or dying product. We never got much help from Adobe (or Macromedia) in justifying ColdFusion; we were forced to speculate on the future of the product, and the number of customers using it. I suspect that Adobe never had the need to justify CF; sales were fine, and so too, most likely, were revenues from the product.

So now I am going to become one of those detractors. Let's just say that this kit hasn't inspired me. On the contrary... I can't but feel that this Evangelism Kit spells the decline of ColdFusion. Here are few things to consider:

• Why now? 10+ years without such an offering. Why create this document now? I suspect that some of the major clients listed are actually migrating away from CF, so better to indicate that these companies are using CF while it is still technically true.
• Where are the exciting new features? I mean, look at the roadmap. Sully features "enhancements". I'm surprised "bug fixes" didn't make it onto that list.
• Open source competition: Blue Dragon, Railo and more
• Leveraging other products and scripting languages as middleware in the RIA stack: Groovy (the boys at Broadchoice, filled with names synonymous with ColdFusion, are using Groovy more and more these days: 9 posts tagged with "Groovy", zero posts tagged with "ColdFusion"), PHP, and Ruby.

I like ColdFusion, so I hope Adobe can keep it alive and keep its developers highly productive, but just when I think Adobe will push to make CF mainstream, I feel they took at least one step backwards, and may not have any more momentum to move forward.

Happy Banking = Weird Web Site

Bank West has an interesting campaign called Happy Banking. Going to their campaign landing page, you can create a "music video" featuring singing kittens, a ukulele, and your name (sort of). Interesting, to be sure. Reminds me of an old Burger Kind campaign featuring a subservient chicken which was so popular, it's still live. And creepy.

Enjoy.