
Poor Telstra,
The school yard bully has been sent home with a bloody nose. They’ve been completely kicked out of the NBN bidding process because they didn’t comply with the rules. To be fair, they’re Telstra and have never had to play by the rules. How were they to know this was going to be different?
They were meant to submit a bid to build a broadband network in Australia that has some criteria. Not a big deal. Everyone else managed to do it. 15 minutes before the deadline, they submitted something they referred to as a proposal… “Uh, we wanted a bid”. Telstra was like “Nah, just take this. I think you’ll find it will do. When do we start?”
Instead the Government said, no way buddy, in a move that has just about everyone else laughing at Telstra who now have some hideous PR nightmare on their hands and their shares losing a collective 6 billion. Sheesh.
Wouldn’t you hate to be over there?
At the same time, they have employees striking compounding their already terrible record for customer service and we have the Telecommunications Industry Ombudsman telling them that they’ve had the worse level of complaints in 10 years with a 300% increase this year. Things aren’t looking good.
I’m finding the whole thing kind of hilarious, and I am relating this to you as something you have to think about in Online Marketing, a company does have a personality. It’s a combination of its decisions, its policy and PR. Once you assign a reputation and personality to a company it’s hard to break.
If you’re fairly neutral in the market you have a great opportunity to stand for something. As the failed social marketing project “Now We Are Talking” demonstrated, you actually can’t lie about your personality, it has to be real or people won’t buy it.
If you want to lie, go do advertising, if you want to bring about change internally so you can stand by your slogans, then get into marketing. Much harder, but much more rewarding.