Author: Mark Cameron

Mark Cameron is CEO of Working Three, a digital strategy and implementation agency. He strives to keep the company focused on emerging technologies and industry trends. Speaking regularly around Australia (and the world) on the future social media and digital strategy, Mark stays focused on customers and outcomes, not the technology. He carefully guides his audience through the maze of online connectivity, leading to simple strategic conclusions.

Blogs | Marketing & Media | Tech & Innovation

Sport’s digital future: cloud technology, social media, and other breakthroughs on the horizon
ByMark Cameron Apr 15, 2011Apr 14, 2011

Advances in technology – including cloud computing, Software as a Service and the next generation of CRMs – are all changing the landscape for sporting organisations. However, the primary influence on sport’s digital future is not – strictly speaking – technology-based. Social media, and the ways organisations and their stakeholders are using it, are redefining what it means to interact with a community. So, how is the digital landscape changing and what future does it hold for Australian sport?

Read More Sport’s digital future: cloud technology, social media, and other breakthroughs on the horizon
Blogs | Marketing & Media

The Rise of the Social Economy, Part 3: How to begin a social media strategy [in six steps]
ByMark Cameron Feb 28, 2011Feb 27, 2011

Many companies have been adopting an approach to social media based on an assumption that it is ‘free’. They have set up accounts and hoped it will work. It won’t. Hope is not a strategy, and social media takes time to get right – so it can’t be free. So let’s walk through the basic steps.

Read More The Rise of the Social Economy, Part 3: How to begin a social media strategy [in six steps]
Blogs | Marketing & Media

The Rise of the Social Economy, Part 2: The new web and its market opportunities
ByMark Cameron Feb 10, 2011Feb 11, 2011

The web is no longer a digital version of print. It is the space where conversation is facilitated. Websites are becoming applications that feed information out to various social-based platforms. This means that most brands need to start thinking about their website as a database that organises and distributes information and features to specific groups within the world of social media.

Read More The Rise of the Social Economy, Part 2: The new web and its market opportunities
Articles | Marketing & Media | Tech & Innovation

Finally, a big corporate has learnt how to exploit Twitter [Twelpforce]
ByMark Cameron Feb 2, 2011Feb 2, 2011

This is not a story about Twitter being used to influence an election or kick-start a sit-com. This is a story about using Twitter commercially. Retail giant Best Buy has moved social media intelligence and online engagement toward the core of its marketing strategy. But one of its latest moves pushes that philosophy even further. It’s called Twelpforce, and it appears to be a bold and brilliant move.

Read More Finally, a big corporate has learnt how to exploit Twitter [Twelpforce]
Blogs | Marketing & Media

The Rise of the Social Economy, Part 1: What is social media really?
ByMark Cameron Jan 31, 2011

It seems as if every company is now looking to social media as a marketing panacea for the woes of the GFC. In this three-part series, Mark Cameron takes a close look at the social media landscape, describes some of the ‘platforms’, examines how these are changing the market place and outlines a strategic framework for deploying social media as a branding, marketing, PR and intelligence tool.

Read More The Rise of the Social Economy, Part 1: What is social media really?
Anthill Magazine | Anty-Climax | Format | Marketing & Media | narrow

Segmentation and the fallacy of social media
ByMark Cameron Feb 24, 2010

Perhaps the biggest misconception about social media is that it creates market segments from nothing.

Read More Segmentation and the fallacy of social media
Articles | Marketing & Media

The power of instant democracy
ByMark Cameron Sep 22, 2009Feb 22, 2010

Companies can no longer hide behind the “official company line” or rely simply on media spend to influence the public’s thinking on any given subject. Take the recent tempest caused by on-air remarks made by conservative US television commentator Glenn Back when he called Obama “a racist”. Ignore social network-driven campaigns at your peril.

Read More The power of instant democracy
Articles | Marketing & Media

How to save MySpace
ByMark Cameron Aug 20, 2009Feb 22, 2010

With a simple change in policy and little additional investment, MySpace would no longer be the place where people simply try and get famous enough to make it to TV or newspapers. It could become the destination. Mark Cameron thinks he knows how to save MySpace from terminal decline.

Read More How to save MySpace
Articles | Marketing & Media | Tech & Innovation

The Twitting Point
ByMark Cameron Aug 3, 2009Feb 22, 2010

Unless you are Osama bin Laden’s roommate, you’ll know that 2009 is the year Twitter took off. It has grown by over 1,000 percent and the phrase “tweet it” has become part of the popular lexicon. While many people still “don’t get it”, it has become incredibly powerful. How did this happen?

Read More The Twitting Point
Featured Slider | Marketing & Media

Advertising is Dead. Long Live Advertising
ByMark Cameron Jun 22, 2009Feb 22, 2010

Brand leadership through social media Not so long ago, the relationship that brands had with their customers was a one-way street. The brand was the boss. They told their customers what to like and how to like it. The only say the customer had was the decision to buy. This is no longer the case….

Read More Advertising is Dead. Long Live Advertising
Articles | Funding & Finance | Management Matters | Marketing & Media

Marketing wisely in an economic downturn
ByMark Cameron May 19, 2009Feb 22, 2010

Historically, the marketing budget is the first to get cut back when companies feel the squeeze. As Darwinian principles take effect, the unprepared marketer can end up on the scrap heap. In tough times, as well as the good ones, panic is the enemy. With some clear thinking, careful planning and clever spending, it is…

Read More Marketing wisely in an economic downturn
Featured Slider | Marketing & Media

Is Twitter the start of Web 3.0?
ByMark Cameron May 13, 2009Feb 22, 2010

The people at the pointy end of the internet pecking order are already talking about and planning the Semantic Web – or Web 3.0 – which is meant to help us make sense of all of this data.

So what is Web 3.0 and what does it have to do with Twitter? To explain, let’s start back a few years…

Read More Is Twitter the start of Web 3.0?
Articles | Marketing & Media

How social networks are transforming TV
ByMark Cameron May 6, 2009Feb 22, 2010

Social networks are fundamentally reshaping the newspaper and TV industries worldwide. In an earlier article, “What the newspaper industry needs to do to survive”, I explained the changing dynamics of the newspaper industry. In this article I look at where TV is headed.

Read More How social networks are transforming TV
Articles | Featured Slider | Marketing & Media

What the newspaper industry needs to do to survive
ByMark Cameron Apr 29, 2009Feb 22, 2010

Frankly, it sounds like newspapers are struggling to understand the opportunities and rules that govern the online world. There is a whole generation that has grown up with the concept of freemium economics. Try to charge them for something they have always had for free and you’ll lose them altogether. They need to remember that their main customers are advertisers.

Read More What the newspaper industry needs to do to survive

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