How to use social media to make your message - Click on the video and see why it has 1.6 m+ views
One of the ways that technology is impacting the way we work is the way we look for a job and the fact we use the internet much more. An organisation which has an effective niche in this area is the London based, GoldJobs who act as a senior executive advertising portal for jobs in excess of £100,000.
At my last blogging seminar, the Managing Director of GoldJobs, Richard Hinde-Smith was in attendance and he showed real insight and strong probing of the material which I put forward. Following the event, Mr Hinde-Smith has started experimenting with a number of blogs including one entitled "Executive Appointments."
The BBC, particularly in the UK is an often derided institution.
Nevertheless in contrast to the main UK newspapers, it is far better positioned to cope with the digital revolution.
Why?
In my view, because of the thinking at the top of the organisation.
Consider these words from Mark Thompson, the BBC boss in an interview with the Observer:
Thompson speaks about 'a migration from an organisation you associate with TV and radio to an organisation which produces lots of content which we get out to people on lots of different platforms and devices. Ultimately the internet's going to be the most important medium we operate in and it's going to be an important way of delivering TV and radio. It already is ... The BBC's had an extraordinary ability to re-invent itself repeatedly. It's a time when it needs to change again.'
You can also read that Thompson visited California before Christmas on a fact-finding mission, meeting executives from Google, Apple and Hollywood studios, among others, to 'swap ideas and experiences."
The BBC will also introduce an interactive player which will become the corporation's answer to Sky Plus, allowing viewers to save programmes and download the previous week's schedule, as well as access its extensive archive which will travel back in time'
I recognise that there is evidence that Rupert Murdoch is embracing the digital revolution but you would struggle to see such a level of radical thinking at the top of any newspaper organisation. Frankly they are reluctant to accept that most people under 30 will not access their information via a newspaper.
One of the ways that organisations can get themselves into costly litigation is with their marketing campaigns.
For example, Barclays is now engaged in litigation with an east Midlands accountancy firm over its new campaign "Barclays, now there's a thought" which has replaced the "Fluent in finance" line which it has used for the past three years.
The reason for the litigation is that the accountancy firm, Cooper Parry have asserted that they have used this slogan "Now there's a thought" for the past five years.
Round one of the litigation has already taken place with Barclays preventing Cooper Parry from obtaining an injunction to stop the multi-million pound campaign.
However, as BBC News point out, the Judge has called for an early trial so that the legal issues can be resolved prior to Christmas.
On the face of it, it is all to play for for both parties.
Nevertheless I have 2 observations on this case:
First, Cooper Parry are not alleging trademark infringement. Effectively they appear to be relying on breach of unregistered rights. This is something more difficult prove than alleged trademark infringement.
Second, if Copper Parry can prove their case they are going to need some mighty good evidence to prove quantum. How can you prove your level of financial losses bearing in mind that you are dealing with something so intangible as how a slogan fits into someone's mind?
It is certainly possible but, is it easy?
Therefore the key in this case is the injunction- Stop the campaign and then the stop the potential losses.
Litigation is always unpredictable but for Cooper Parry my recommendation is this-
Get yourself a nice, detailed (quality) Counsel's opinion and review it very carefully.
