Author: Paul Wallbank

  • The new one percent

    The new one percent

    Today San Francisco goes to the polls and one of the many questions being put to voters is Proposition F, an initiative to put restrictions on short term rentals.

    Also known as the AirBnB initiative, Proposition F is also being seen as part of San Francisco residents’ push against the tech community’s takeover of the city.

    In countering the Proposition F supporters, AirBnB hasn’t helped its case with a clumsy public campaign and an aggressive $8 million war chest to support the initiatives opponents, but the real problems for the service lie in the hostility towards the tech and startup community in general.

    A notable thing about the new tech community is how their staff are isolated from the community around them. Probably the worst example of this in Southern California where Google has been accused of harassing homeless people on the public footpaths around its Venice Beach complex.

    While having onsite facilities may make sense in remote Silicon Valley business parks, in city areas like San Francisco this only creates hostility from those who feel displaced by the new elite.

    The remoteness of the new tech elite is also shown in their companies’ attitudes towards customer support. Services like AirBnB, Facebook and Google consistently try to reduce their support overheads by pushing responsibility onto users and contractors by making it difficult, if not impossible for the public to contact them.

    Inevitably that remoteness from the general community breeds distrust and hostility. Which is what we’re seeing now being directed towards AirBnB.

    Paradoxically, despite the hostility towards the tech community and AirBnB, they are probably not the reason for San Francisco’s soaring property prices as around the world the price of homes is soaring as the effects of cheap money filter through investment markets.

    As long as those prices keep soaring beyond the reach of working and middle class residents, AirBnB and the tech community can expect to continue feeling the pressure. Although it’s not hard to think though that a bit of humility might help their case.

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  • Malcolm Turnbull and the task of turning around Australia

    Malcolm Turnbull and the task of turning around Australia

    Watching from afar, the reaction to Malcolm Turnbull becoming Australia’s 29th Prime Minister has been remarkable as suddenly the nation seems to have collectively woken up to the fact they are fifteen years into a new century.

    In a few short weeks Australian public servants have started engaging in hackathons and business leaders whose idea of an investment was a property plan disguised as a casino have started raising VC funds.

    The question though for Australia is this too little and too late after three decades of concentrating on property speculation and betting on a never ending Chinese economic miracle?

    New leadership

    In Malcolm Turnbull – who only rejoined the Liberal Party in the early 2000s after careers as a journalist, barrister and banker – Australia for the first time in forty years doesn’t have a party apparatchik as Prime Minister.

    While this wasn’t a problem during the 1970s and 80s under Fraser and Hawke, by the 1990s the shrinking membership base of Australian political parties meant increasingly the ‘talent’ coming up the ranks was lacking perspective outside the narrow factional groupings most of them were beholden to.

    This became brutally apparent with the last three Prime Ministers who were fully hostage to their party factions. In Gillard and Abbott Australia had two party operatives who were no doubt talented in internal party manouvering but hopelessly out of their depths as government leaders – Abbott often seemed to be more interested in settling the battles of 1980s Sydney University student politics than governing the country.

    Describing Prime Minister Rudd would take a thesis in political psychology which is way beyond the scope, or interest, of this writer.

    The consequences of this were an Australian political leadership that was disinterested in the real economy beyond guaranteeing the social compact that property prices would double every decade and ensure their support in the key swing electorates of suburban Australia.

    An insular business community

    For the business community the insular focus of Australian society and its politicians worked well too. As the economy turned inwards in the 1990s under the Keating and Howard governments, so too did Australia’s conglomerates who realised clipping the ticket of a consumer economy was far easier than competing on global markets.

    The best example of this were Australia’s banks which essentially gave up on lending to business unless it was guaranteed by property. This graph from Macrobusiness illustrates just how the nation’s banks focused on property speculation.

    Australian bank lending, courtesy of Macrobusiness.
    Australian bank lending, courtesy of Macrobusiness.

    That focus on housing and consumer spending underpinned on rising property prices distorted the entire business sector and ingrained in the Australian psyche that the key to riches and prosperity was to get a relatively low skilled ‘safe job’ and borrow as much money as possible.

    A good example of this are the regular stories of sweet twenty something wunderkinds who have built multi million dollar property portfolios while working in pizza shops or as administrative assistants.

    Possibly the greatest damage Australia’s property obsession has been on the nation’s youth where the message has been ‘don’t gain a globally competitive skill set or education, just get an entry level job at the real estate agents and buy as much property as the bank will allow you.’

    Turnbull’s challenge

    Like Gough Whitlam, the last Prime Minister not a creature of their party factions, the reform challenge facing Turnbull is immense as 25 years of complacency have left Australia with an uncompetitive economy – as it had for the incoming Labor government of 1972 – with added complexity of having to maintain property prices to keep its economic miracle and social compact ticking over.

    The similarities to Whitlam are also striking in the support Turnbull has from the population. One of the striking things on returning to Australia after spending most of the last three months in the United States has been the sense of relief that the inept horror movie of the Abbott government (Attack of the Clueless Zombies) is over and a realisation that Australia has actually entered the 21st Century and not regressing back into the 19th.

    Agendas for reform

    Entering the 21st Century won’t be easy though for Australia. Completing the reforms of the education sector, started half heartedly by Gillard and then trashed by Abbott in settling the scores of his student politics days, is one major challenge along with reforming tax and social security systems that focuses on asset hoarding and speculation over productive investment.

    Possibly a greater challenge is to wean the Australia business sector off its ticket clipping mentality and rediscover its desire to compete globally. It may well be that encouraging the startup sector makes more sense in rebuilding the economy’s competitiveness as many of the nation’s insular conglomerates and their well fed executives are too used to milking the domestic consumer rather than taking on the world.

    The end of kitchen renovations

    The biggest challenge of all though will be to wean Australians off their property addiction, particularly those under 50 who have neglected their global skills as they focused on renovating their kitchens.

    Given the scope of these reforms, such an agenda will require a clear mandate from an electorate that has been complacently accepting guaranteed good times as long as refugees are turned back, the terrorists among us imprisoned and gay couples prevented from marrying for the last 25 years. Making the argument for change is probably going to be Malcolm Turnbull’s greatest task.

    For Australia the stakes are high. It’s not likely the 21st Century will be as kind to The Lucky Country as the Twentieth was.

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  • Data and the art of Public Relations

    Data and the art of Public Relations

    The Public Relations industry has been mismeasured and undervalued, believes Rebekah Iliff, the Chief Strategy Officer of PR analytics company AirPR.

    San Francisco based AirPR is an analytics company founded in 2011 on technology tracking the performance of PR campaigns. Despite being relatively young, the business counts among its customers Fortune 1000 companies such as Rackspace, Experian and the New York Stock Exchange.

    Analysing stories

    The idea behind AirPR is by analysing the responses to stories, be they articles in mainstream media sites, social media posts or the client’s own content, PR people are able to get a much better insight into what is working in the marketplace.

    “You can no longer just throw out a PR campaign and say ‘oh, we got 200 million impressions.’ No CEO is going to buy that,” says Iliff. “You’re going to have to have deep data that you can dive into and then report the things that are going to work.”

    Part of the reason PR is failing, Iliff believes, is because practitioners are only making decisions on ten to twenty per cent of the data they have. To make the most of the information they have available involves a rethink on how companies get their message out to the community.

    Shifting PR thinking

    “We’re trying to shift people from thinking about PR in a linear fashion to get into thinking about it in a networked fashion. A really good PR strategy or narrative looks like a spider web, there’s all these things connected to each other.”

    Making those connections is creating a new set of demands on the PR industry as new tools and communications methods evolve.

    “The PR professionals of the future who are be best placed to be successful will be the ones who take an interest in the analytics, who understand how to talk about so they can improve the storytelling.”

    Stopping the pitching

    In Iliff’s view part of the PR industry’s problems lie with how new entrants are taught is how to pitch to journalists, rather than to evaluate what works for their clients. “The second someone comes into an agency on a green level they should be bought into the analytics conversation and be taught how to measure it.”

    “Instead they are taught ‘your job is to create storylines and pitch to journalists’, which by the way ninety percent of what you pitch no-one’s going to return because it’s irrelevant.” She says.

    “Journalists give you credibility and they’re a third party endorsement but they can’t tell the story the way you want to tell it. There’s a disconnect between the role of journalist is, the role of the journalist is not to sell to your customers, the role of the journalist is to tell the story from an objective viewpoint that puts you in the context of where you fit in the industry. I don’t think people get that.”

    “You should be writing the story, following it through and understanding the metrics around it so you can go back and create a better story. It’s like that connective tissue between parts of PR instead of siloing.”

    Breaking the data silos

    The siloing of the analytics functions of PR and marketing remains a problem for the industry as well, Iliff stays and her advice to communications professionals entering the fields is to understand the data aspects.

    “Get a Google Analytics certification, it’s very simple to do,” she states. “Take a couple of Coursera courses on basic statistics and how to analyse data – what’s the difference between prescriptive, descriptive and predictive data – very simple things that if you know how to talk about so you can have a discussion with the engineers.”

    As the media industry evolves as it becomes even harder to pitch to fewer journalists working for a shrinking number of traditional outlets, Iliff thinks the future for the PR industry is with making its own content.

    Focusing on owned media

    “I think in the next five years a lot of things will change because of a couple of things, one is that we have access to data so owned media programs will become stronger for the people who are focusing on it and it will become a huge component in driving leads and sales. So people will stop spending so much time pitching.”

    “Things like owned media will be used in a more comprehensive and compelling manner to offset a lot of the things that aren’t working on the earned marketing side.”

    “My hope is that brands just hire an internal storyteller like Dell has done and Adobe has done and HP to tell you the story and connect with their customers. That’s the closest point between A and B.”

    Taking PR seriously

    Ultimately Iliff believes PRs will be taken more seriously in business is if they show they can use the data they have to show companies how to more effectively communicate.

    “The only way you’re going to get a seat at the table, the only way you’re going to be taken seriously, is if you have data and you have the most relevant data.”

    With data analytics reshaping most industries, it’s hard to see how the PR sector can resist those fundamental changes. How public relations practitioners apply that knowledge to their work is going to be key to their relevance in the business of the future.

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  • Crowdfunding future businesses

    Crowdfunding future businesses

    Three years after the Jobs Act was signed into law by President Obama, the US Securities and Investment commission has proposed the rules for crowdfunding business capital.

    Behind the Jobs Act was the idea that new ways of funding businesses are needed in an era when banks, thanks to the flawed Basel Accords, have stepped away from what could be argued is one of the key functions of a financial systems – funding the wheels of commerce.

    So the new regulations are needed and the idea that funding can be raised quickly from crowds of supporters is one that ties well with the current ideas of crowdfunding products.

    Crowdfunding a business, particularly where equity is involved, is a very different matter than asking supporters for a few hundred dollars to manufacture a smartwatch, produce a music album or write a book. Modern securities law is based upon three centuries of charlatans defrauding investors.

    The SEC’s caution is clear in the guidelines that restrict crowdfunding to a small group of businesses seeking funding through Federally approved services and drastically limit the amounts that can be raised.

    • A company can raise a total of $1 million through crowdfunding in a 12-month period
    • In any 12-month period, individual cannot stake more than $100,000.
    • Individuals earning less than $100,00o per year can invest either $2,000 or 5% of their annual income.
    • People with greater than $100,0000 can stake 10 percent of the lesser of their annual income or net worth

    For companies the eligibility for crowdfunding even tighter with the following prohibited;

    • non-U.S. companies
    • securities trading companies registered under the Exchange Act
    • certain investment companies
    • companies the SEC has disqualified
    • companies that have failed to comply submit annual reporting requirements
    • companies that have no specific business plan
    • Companies that have indicated that their business plan is to engage in a merger or acquisition with an unidentified company or companies.

    That latter provision presents a problem for the tech startup based upon the current Silicon Valley ‘greater fool’ business plan however luckily for them, crowdfunding equity won’t be countered for companies worth under $25 million for other securities reporting requirements.

    What will be interesting is how savvy startup founders can use these rules – perhaps use this system to create a company structure and then use product specific crowdfunding projects to raise working capital.

    Just like project based crowdfunding, it’s likely these schemes will be used as a market test to measure community interest in a business. This may well also be a way to attract investors hungry for hot new startups to invest it.

    What is likely though is the current insider driven model of startup funding will remain. While there’ll be many worthy businesses seeking capital through crowdfunding, we can be sure the bulk of startup money will come through the insular world of VCs and tech investors.

    The main criticism though of these proposals are the low limits. This will make crowdfunding unworkable for all but the earliest and smallest of new ventures. The money will be handy for those who qualify, but more needs to be done to spark investment in the businesses of the future.

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  • Smartwatches miss primetime

    Smartwatches miss primetime

    The US smartwatch market in not yet ready for prime time says Kantar Worldpanel finding most consumers are saying the devices are too expensive and don’t add enough value.

    Kantar’s findings are underscored by Apple’s giving discounts to buyers of its smartwatch, something the company is certainly known for.

    For all the hype, it appears the smartwatch may well have been the classic tech solution looking for a problem.

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