Getting Your Household Ready for an Emergency

Christchurch City Council has a really good list of things to prepare in an emergency and if any area knows what to do, it’s them. Hindsight is a wonderful thing and its a good idea to learn from someone else’s hindsight.

It seems obvious, but there is a lot more to it than you might think off hand.

Food. What happens if you can’t visit a grocer for a couple of weeks? What if there is no power? What if you have no water coming from the tap or it isn’t drinkable? If there is no power you can’t boil water. Do you have babies who need special foods? What about pets?

Cash. This was another major in Christchurch, no power, no comms, no EFTPOS. What happens when you need to rush to the store for last minute supplies? How much cash does anyone carry these days? Really obvious when its too late!

Gas for the BBQ is well worth it. Is your cylinder full? Lots of people will leave them over winter unless they also use the cylinder for other things, like a heater.

Medicine. If you can’t get to the doctor or the pharmacy and you use regular drugs, how long can you go without repeats or a new script? What state is your first aid kit in, what about regulars like paracetamol, bandages, antiseptics, slings? Do you have a St Johns or other first aid book? In many emergencies face masks would also be worth having around.

How many things do you have that need batteries? Torches, radio’s, emergency lights, many people only have battery powered can openers. How about your mobile phone, can you charge it if you have no electricity? A product like Cellshot might be worth investing in. Its great to see products like that available in NZ now. Of course candles and matches or lighters are also a must, something that non smokers may not have.

What about your camera? It struck me that it would have been a great idea in Australia with the floods if you could prove what you lost to the insurance companies before things got thrown out. A digital camera would make life much easier when it comes to rebuilding.

While I’m on mobile phones, I never thought about the fact that I couldn’t use my landline when there is no power. It’s well worth having an analogue phone in the house as they are powered by the exchange. Telecom did a great job in helping people donate their old phones to people in Christchurch. There’s a good business opportunity for someone to bring in new analogue phones for emergency back up.

Water is essential for so many things, cooking, drinking, washing, hygiene. Many disasters could mean that very quickly none of the water in your taps or house is usable. Some bottled water will keep for a year or more, but it also needs recycling or rotating.

Meetup plan. A number of friends in Christchurch had family members all over the city. It would be a great idea to have a plan on where to meet if people get separated, a public place, with common friends etc.

Getaway Kit. What if you had 5 or 10 minutes and had to leave in a hurry? What would you take with you? Lots of people have ended up with nothing in an emergency.

Do you have precious heirlooms? Special family items like photos, videos, jewellery etc that can’t be replaced? Do you keep them somewhere safe. Many of us have multilevel homes? If that’s you are those special things at ground level or up high? I have plastic bins that I bought from the Warehouse that stack and seal. They were only around $20 each and all my precious things like letters from grandparents etc are safely protected from the elements. Do you have your computer backed up? All those digital photos? where do you keep your backup?

The point is that these are all logical and simple things to do, but very easy to wish you had done once its too late.

Preparation Lessons from Japan and Christchurch

It’ll never happen to me is probably the first thing. Even in Japan, which I have visited at least 20 times, I doubt many people expected anything like this latest earthquake. I experienced earthquakes on many of my trips to Japan. I have been in office buildings and hotel rooms and felt the vertigo as buildings sway. The thing is it happens so often that people take it in their stride and the evidence was seen with images of people standing on bridges watching rather than racing for cover.

A similar situation occurred in Christchurch, New Zealand. We all expected that if a big one did come, it would be in Wellington, not Christchurch. I used to be a Civil Defence rescue team leader and our earthquake training was all based around Wellington because it has a compact CBD, lots of buildings clad in glass and sits right on the fault line. Like Japan, they experience lots of earthquakes there.

What I really wanted to mention in this blog though, is the survival kits, the essentials required besides shelter and ablutions. That is water and power. Water has proven to be probably the biggest issue in many fronts. Basically water is the most crucial element. We can live longer without food, but not without water. We need water for drinking, bathing, cooking etc and when the water supply either fails or becomes contaminated, this becomes a major problem.

I will certainly be taking this more seriously in future because it was obvious that if you didn’t have any, your chances of getting your hands on water were pretty slim. In Christchurch for example, only one supermarket remained open. Not a lot for New Zealand’s 2nd largest city.

If you don’t have electricity, you can’t boil contaminated water, can’t wash yourself, your clothes and risk hygiene problems. A generator isn’t much of an option but gas is. We saw lots of images of people filling up their gas cylinders and having communal BBq’s because their refrigerators couldn’t run and food would soon perish.

Getting gas after the quake

Of course gas also means you can boil water. We were very lucky in Christchurch to not have outbreaks of cholera or other diseases due to water contamination, not to mention the inability to flush the toilets etc.

In this situation I’m not sure how much it would help, but these are easy things that I will be doing to ensure even though I don’t think it will ever happen to me:

• Stocking enough water and non perishable food to support my family for a number of days.
• Ensuring that I have a couple of full gas cylinders (remember that without power, petrol stations close)

Longer term I will look at replacing my hot water cylinder with gas. Doesn’t help if there is no water, but does if there is no electricity.

Then I get back to my hobby horse of solar power. A hobby horse of mine is that the government should not only be encouraging us, but facilitating solar power for both business and consumers. I’ve blogged before about feed-in tariffs and interest free finance for people to install solar panels as happens in other parts of the world. If we all had solar power, we would be much more sustainable. Obviously New Zealand will not be running nuclear power, even more so given the latest catastrophe in Japan. As I write this a 3rd nuclear reactor has lost its emergency cooling system after the 8.9 quake!

For a country that asserts itself as clean and green, I think this is a big fail. Maybe this would be an opportunity for the Green Party to assert itself. With the election due in November this year, if I was them I would be pushing hard for interest free subsidies for solar energy, especially for water heating. I would also be pushing for the right to sell surplus energy back into the grid .

When I was in the Netherlands a couple of years ago I saw many warehouses and farm buildings covered in solar panels. I also of course saw many wind farms. I thought they looked really cool, although I probably wouldn’t want one in my backyard. Fortunately for the size of our country we have plenty of space.

So have we learned anything and will we act on it?

The following video illustrates how people are so used to earthquakes that they don’t do what they have been trained to do.

The World Dairy Summit and Water

Auckland’s Sky City Convention Centre is hosting the World Dairy Summit this week, a conference which will be attended by delegates from all over the world.

I was pleased to hear that sustainability is a major part of this event, with a day committed to the environment. One of those sections is on knowing your water footprint and water accounting in the dairy industry. Another is zero waste, although I’m not sure if that takes into consideration the leaching of all sorts of bio waste, hormones and fertilizers into the rivers, such as the Waikato River from which we Aucklanders have to drink, but I digress.

In a recent blog about In Vitro Meat I mentioned that according to Fred Pearce who wrote the book When the Rivers Run Dry, it requires around 24,000 liters of water to grow the feed to make a kilo of beef, or 2,400 liters for a Quarter Pounder. Now that’s a lot of water. We’re quite lucky in New Zealand being an island nation, that we get a lot of rain, but a lot of the world is not so lucky.

Of course this water is recycled in some ways, although not scientifically, most of it flows back into the ground together with whatever chemicals and particulates have been absorbed with it. That is why I previously blogged about the water quality issue in Auckland with the Super City Elections, but this was not high on any agendas.

Now my blog has been criticized before by farmers saying I am anti farming. This couldn’t be further from the truth and I love eating meat. I’ve gone off pork in recent times having seen how its farmed, but I won’t say no to wild pork.

I chose the following video because it helps explain the water issue in growing beef, but I won’t be following the advice to become a vegetarian. I don’t think humans were supposed to be vegetarian. I just think we need to stop the outrageous waste of water in our current farming methods and find better ways to grow feed, recycle water and reduce the amounts required in the farming process. I hope that New Zealand will take a stronger leadership position on water and its preservation. We are on the verge of a global water crisis and I believe that we are taking it for granted that we will always have plenty downunder.

Barter, the New Old Economy

I’ve just got back from a break in Rarotonga, which was a wonderful place to visit for peace and rest. It was thought provoking even though thought was not high on my agenda.

I finished a piece of music I had been working on and called it Rarotonga, which you can find on Youtube and my About Songwriting blog. While there I attended a wonderful gospel church service where I had some great singing. This was followed by a bountiful morning tea put on by the open generosity of the locals.

Most of the church service was in Rarotongan Maori, however 2 words that I did understand were Climate Change. In a country where most of the land is very close to sea level this is a real challenge. You need to spend a little time on a South Pacific Island to understand what is at risk.

The one thing you must do when visiting a new country is visit with the people. 3 things stood out:

1. Everyone expressed their gratitude that we visited and explained that their country was entirely dependent on tourism.

2. Every person had at least 2 or 3 jobs and good pay was considered to be about US5 an hour. Other than Sunday’s, most people would be working 12+ hour days.

3. There was a sub economy operating below the cash economy. People trade goods or services. It might be people swapping fish for Taro or playing music in return for food and the ability to promote and sell merchandise such as CD’s.

As you do, when you deliberately disconnect from the grid, you catch up with reading and I got to reading up on Life Inc by Douglas Rushkoff. One of his arguments is that the world’s economies are driven by corporations, banks and other large entities who perhaps care more about themselves and keeping communities reliant on them than helping the people they serve gain any level of independence.

I was blown away by some of the examples of alternative trading systems he came up with, although I don’t know why. Barter as a concept is probably as old as mankind, but a new economy seems to   be reemerging in innovative ways. I’ve known doctors who accepted fish or other produce from patients who couldn’t afford to pay fees in New Zealand. I’ve known plenty of people who share their specialties, a plumber who does work on an electricians home and the electrician is owed a favor by a motor mechanic who then does a job for the plumber for free. The traditional economy still gets revenue from the parts that are used, which includes all the traders and of course tax in all its forms.

From a business point of view, I use Bartercard and they are a great organisation who I recommend. They have Bartercard Maps which uses GeoSmart Maps technology to help you find what you need based on location. However, fundamentally it is still a form of currency and our accounts department and Inland Revenue treat it no different than cash. In some cases, such as accommodation I also sometimes feel that the product you get is a little less quality than you would get if you were paying cash.

One good thing about Bartercard I like is that it is local, at least it encourages companies to use local suppliers. Despite our position, I feel many organisations in NZ from Government Departments through to consumers do not consider supporting their local economy as a major factor in making purchasing decisions.

I don’t want to go into any real detail about the examples in Rushkoff’s book, because that’s what the book is for and you might want to read it. There are some great deals on Amazon. I don’t think you’ll find it in your local bookstore.

Here’s a couple of cool examples.

• CSA or Community Shared Agriculture. The concept is that people not only commit to buying their produce from a particular local farm, but they even commit to doing a small amount of work on it to help support it. This gives some security to the local farmer, but also helps build local community spirit and has people involved and doing something they would not normally do in their daily lives.
• In Japan, the Sawayaka Welfare Foundation came up with a ‘complementary currency’ where young people could earn credits for taking care of elderly people. Those credits, called Fureai Kippu can then be applied to the care of their own elderly relatives who may live in a different part of the country. Because it is by the people and for the people, many say that the standard of support they get is far better than if it was provided by commercial caregivers.

The book also has lots of ideas about local loyalty programs that serve to build greater loyalty to local traders and creates stronger community feeling, which can and should apply to any town or village. The people who work, have restaurants or businesses near your home, are your neighbors. We are  often too quick to go and give profit to multinationals, when we could be supporting our local businesses and then complain when our potential customers don’t use our services.

To a degree this blog was motivated by my trip to Rarotonga and the music I wrote which you can listen to below. But it is also out of concern for our future. New Zealand, like Rarotonga runs the risk of becoming isolated. If a war were to strike overseas and our imports (including oil products, food, clothing and technology) how well prepared are we to continue living to the standard we are accustomed to? People in Rarotonga told us about the island running out of fuel for a few days and the chaos that ensued. How long would we continue our lifestyle without petrol and diesel?

More on In Vitro Meat

A couple of years ago I wrote about the potential to grow your own food including  in vitro meat. The first experiments produced something rubbery and inedible, but things have moved on since then.

For a country like New Zealand the idea of creating artificial meat is anathema. We made history in 1882 when the SS Dunedin successfully arrived in London carrying 4931 refrigerated carcasses  of  mutton, lamb and pork.

Whilst in the past meat represented better than 50% of NZ’s export revenue, in 2009 it was a modest 13.2%. On the other hand biotech is becoming so important in New Zealand that it has even made the Secondary School curriculum. Significant consideration is being given to Animal Biofarming in NZ as evidenced by this comprehensive document from the NZ Foundation for Research Science and Technology FRST.

Why would you consider doing something like this. Simple really. A large chunk of the population of the world is hungry and unable to feed itself. Over 1 Billion people fit the definition of living in hunger. That’s more than 3 times the population of the USA! Then there’s water. There is debate in some places that there is no water crisis, but fresh water represents only 3% of the total water on the planet. I won’t go into the countries where drinking water is an issue, its common knowledge and drought as a news search on Google draw almost 13,000 results.

According to Fred Pearce who wrote the book When the Rivers Run Dry, it requires around 24,000 liters of water to grow the feed to make a kilo of beef, or 2,400 liters for a Quarter Pounder.

Now while a cow also produces leather and pet food, and other product a massive amount of each beast is expensive waste product, even if some of it goes back in the ground as fertilizer. Wouldn’t it make sense to be able to just make the meat if you could?

I’ve focused on some of the why’s. I haven’t even touched on the widely held ethical views on growing animals purely so we can eat them. I definitely like my meat, don’t get me wrong. Anyway I will leave with a link to the In Vitro Meat Foundation and a quote from Winstone Churchill in 1932:

“Fifty years hence (…) we shall escape the absurdity of growing a whole chicken in order to eat the breast or wing, by growing these parts separately under a suitable medium”

The last word goes to Jason Metheny of New Harvest

Food scarcity and arid land

In my last blog post I wrote about the importance of agriculture to our economy. Then I started hearing stories that farm sales were down, especially dairy. Apparently of over 4,000 farms on the market, only around 200 sold last month.

Good news for some of the farmers who want out, because there are foreign investors who want to buy them. One company wants to spend $1.5 Billion dollars buying NZ farms. You would have to wonder if we can’t make a good living out of farming how can other countries do it? If we do sell them, where will the earnings from those farms go? Not into our pockets I would suggest.

China has a problem. They have a large dry land mass and not enough water to grow the crops they need and a huge and growing population. What are they doing about it? They and other countries such as Middle East are buying good arable land wherever they can get it for a good price. For example China is buying farming land in Mozambique, Angola, Malawi, Nigeria and even Zimbabwe. It’s not all bad, they are teaching local farmers better techniques in animal husbandry, improving crop yields etc.

What are the motives of China and Arabic countries in buying this land? They need the food. In Ethiopia, one of the worlds poorest countries, not only are they selling land to foreign countries, they are giving them tax holidays for a number of years, but what is of greater concern is the expectation that most, if not all of the crops will be going back to countries such as China, Saudi Arabia and Kuwait.

I ask myself therefore, again, why can’t we produce high yield crops on our fertile soils and sell it to the countries that need it. Once those countries have bought our land, we won’t be getting it back and I wouldn’t expect us to gain much in GDP from the crops they grow.

As I said in my last blog, the ‘good old days’ were when we were largely an agrarian economy, we had plenty and we also had plenty to export. Now we have fantastic biotechnology and the ability to increase yields, quality and in many cases without using GM technologies.

I would hate to look into our future and see a country that can’t feed itself, that grows crops on farms owned by other countries, go straight offshore to feed them with minimal economic benefit to us. I would welcome someone to explain the logic of this.

We have expertise, maybe we should be assisting some of those countries who are unable to maximise the return on their land, help them thrive and clip the ticket. That would be a win win. While we do that, we also continue to research and improve product, the grasses and other food sources for animal feed etc. We do have some successes such as Fonterra, Livestock Improvements and many other thriving areas of research and results in biotechnology. We should stick with what we are good at and rather than give our farms to the Chinese, Arabs and others who want them, let the Government buy them. They could be run by unemployed people, who would get training on the job and perhaps even interest free loans to purchase some of those plots and use the skills they have obtained to build themselves a healthy asset and income, while increaseing our balance of payments. Is that silly? What’s wrong with my thinking?

In February this year there were around 168,000 people unemployed. Lets put them to work on those farms, teach them a trade, help them make something of themselves and help them earn the money to buy there way in with low interest loans and subsidies. What could we produce with 168,000 people working instead of paying them to do nothing. The single person benefit is around $160. That works out to a wasted loss of around $26,880,000 per annum. I say lets buy those farms and keep them in New Zealand hands.

This Video from TVNZ gives an example of what is happening.

I’ve been thinking

Do what you do well, is advice that is often given. Get back to basics. So let’s think about this for a moment from a New Zealand perspective. At the moment our economy, like many economies is looking grim. We are borrowing lots of money to stay afloat. We look to electronics, bioengineering and other things that we are good at, but aside from a few exceptions we don’t seem to capitalise on it. We are great with ideas, but not so good at doing something about it.

We have some success stories sure, wine does ok, lamb was doing ok until they invented food miles and we are pretty successful at controlling segments of milk and fruit, particularly apples and kiwifruit. The legacy of people like Angus Tait (who I had the privilege of working for 7 years) continues, but without his innovative attitude. We have some success stories, but they are really far and few between.

Many years ago, when we all took it for granted, we were an agrarian economy and very successful at it. We’ve been successful food exporters, right back to when the Dunedin, the world’s first refrigerated ship left New Zealand full of frozen meat carcasses, back in 1882.

New Zealand fed many parts of the world for over a hundred years and life was good. Live sheep have been exported for over 100 years, although a number of incidents where thousands of sheep died have had a negative impact on this. My biggest argument, besides the inhumanity of keeping live animals penned up for so long, was that much of the stock was exported for breeding purposes, which of course reduced the demand for our own product.

But I digress. In today’s economy, we seem to have turned our backs on some opportunities, such as creating large call centres to look after communications needs of other English-speaking countries in other time zones, a market that South Africa has made a huge industry out of. We aren’t doing enough in areas such as science and medicine, possibly because the people with the smarts go offshore.

So lets look at what problems the world is going to face in the near future, in fact many parts of the world are facing right now, food! Scarce water resources, growing populations and growing tracts of land that are becoming so dry and depleted that nothing will grow on them. Then of course we also have oceanic dead zones, which are killing fish and other sea life.

Is this something we could look at with a different De Bono Hat on? Oceanic Dead Zones thrive through a combination of fertilisers and nutrients that leach into rivers and down to the sea, causing large algae blooms. These compound as the phytoplankton absorbs available oxygen and pretty much kills everything off.

Could this be another opportunity? When I need some extra energy before a run, I swallow a pile of Spirulina. Spirulina is actually algae. Of course the algal blooms often contain toxins, but there are many algae that can be used as a food source. Perhaps we could turn a bad situation into a good one.

In New Zealand, since we signed the Kyoto protocol, it has become relatively economic to grow forests (which while gobbling up Carbon Dioxide also use up a lot of water). We have lots of land, a good climate for agriculture and a need to find new sources of income. In fact I have heard that NZ can no longer feed its population without importing food. So why don’t we start looking at ways of growing bulk food?

If we want to do the right thing, we could look at product that has low cost to grow, that we can export for a profit and help countries that have problems at the same time. More than 1 billion people (1 in 6) suffer from food deprivation.

Food Science is something we are very good at. Most universities have food science and biotechnology majors and there is even a Food Science Institute. Many people have a problem with GE Food. I don’t personally know enough about it, but one way or another we either have to put production into overdrive or accept that hundreds of millions of people will die soon through malnutrition and starvation.We have a food crisis now. Grain is scarce and with oil running out a lot of people are now growing grain to fuel cars, creating even less food source.

Whilst human population growth is slowing, there were still 74 million new mouths to feed last year. A large chunk of these are in countries where soils are eroding, water tables falling and wells going dry.

Water politics is becoming a new issue and it could be that future wars are fought between countries that share water sources. This is especially likely where low lands are reliant on water coming from highlands. Think Europe, where many of our recent wars have begun. But again I digress.

Can we go back to agriculture as something we are very good at and the world needs? Dairy is currently our biggest export and apparently Fonterra’s income represented 25% of New Zealand’s total export revenue 2 years ago!

So we are good at growing crops, but could we do more? I think so. First, we should be self sustainable. We can’t afford to rely on other markets, especially when things get to a crisis where 1st world countries start fighting over resources. Then we should look at how we can feed the world and get paid for it. As a country surrounded by sea, we do not face the extremes that occur with countries that have large land masses, including our neighbours Australia.

As to Food Miles, I’m all for sustainability, so lets look at this is an opportunity. This can mean focussing on closer markets such as Australia and Asia, but also on biotechnology to get more for less.

Sometimes I think we try to be too clever. Faster computers, cloud computing, cars, planes, rockets, 3D TV, all things I want to continue to enjoy, are meaningless to the ever rowing numbers of starving and malnourished people around the world. Because of our geographic isolation, we became very good at food. Let’s look for more and new ways to exploit this. Lets make sure that if everything turns to dung, we can still feed ourselves, then lets look at how we can help feed the world and pay off our national debt at the same time.

I’ll leave the last word to NASA who have remote sensing technology to monitor conditions affecting food resources and their management:

Dead zones in the ocean

I was talking with someone recently about the Waikato River water that provides some 10% of the drinking water in Auckland. This was approved despite much protest, on the basis that Metrowater would only use it in emergencies. I suspect that Mayor George Wood at the time knew that it would end up being turned on all the time, as part of his deal with his crony mayors.

The water was declared safe by WHO standards, however councillor Joel Cayford, who is now employed by ARC said that it was unsafe. I attended the public meeting where he explained that WHO standards listed a number of quality requirements, but excluded many ingredients such as dioxins, heavy metals, fertiliser and more. In my opinion the meeting wasn’t helped by constant interjections from rent a protester, which didn’t help the cause.

Not long after approval was given by the regional mayors, including the Mayor Bob Harvey of Waitakere who approved it on the condition that Waitakere water would only come from local dams in the rainforest, thus not having to take this water.

What has this got to do with dead zones in the ocean? Well here’s the thing. A lot of the objections against using Waikato river water were because it contains huge amounts of leached chemicals from farms including fertiliser, antibiotics and much more. It appears that these same types of chemicals are flowing from rivers around the world into the sea and several studies are suggesting that the rise in industrial food production is increasing the number of dead zones rapidly.

Oceanic dead zones are areas where the oxygen levels in the water are so low that they kill of almost all forms of marine life. There are now more than 400 oceanic dead zones around the world and they are growing fast.

According to experts, including NASA a major contributor to these dead zones is fertiliser that flows to the ocean from farms both in the form of chemicals leaching from farms and from the animal manure which still contains these chemicals. The nitrogen and phosphorous feeds the algae and phytoplankton, making these plants grow rapidly.

In New Zealand, we have become aware of algal bloom. This is occurring more commonly now both in coastal waters, such as our local Waiheke Island, and also in freshwater lakes, including many in the Waikato, where 10% of our drinking water is coming from.

So what does this mean? We know that fresh water is going to be on of the important issues in the future, both from climate change and from man-made intervention. We know that our oceans are becoming polluted, much of it from man-made waste. We know that the fish stocks are becoming depleted in many parts of the world, due to over fishing, to feed growing nations. But fish are also now seriously at risk from the oceanic dead zones, where oxygen levels are so low that fish and other marine life can’t survive.

We seem to be in danger of creating the ‘unrealistic and unbelievable’ wasted planet that is often depicted on science fiction movies.Am I exaggerating? Well check these examples out:

A dead zone the size of New Jersey of the coast of Oregon and Washington, may be irreversible.

The Mississippi Delta dead zone is one of the smaller ones in the world, only 3,000 square miles. The US Government is investing $320 million to try to slow it down, but as long as the chemicals keep flowing down and farm production is increased, we have a problem.

The Baltic sea apparently contains 7 of the 10 worst oceanic dead zones and it appears that the surrounding countries haven’t been doing much about them. The end result could be the loss of almost all marine life in the area. This map shows how bad it is in places, where the red areas represent areas where the water essentially contains no oxygen.

It appears that the man-made damage to the oceans and lakes in the world could present an even greater problem than global warming and of course one that is compounded by it. If so much water ends up unable to sustain life, how will we survive, especially the poorer areas on the planet, where water is already scarce. The sea’s health is not something we can take for granted, no matter how vast it appears. The attractive colours of algae bloom that we sea coming back each summer in bigger areas, is evidence that we need to change some of our ways, and quickly.

I’ll leave the last word to Joanne from Rocketboom who explains it far more succinctly than I:

Proximity Based Marketing and Trust

In a previous blog I talked about how brands such as Subway could use Location Based Services (LBS) to promote their products to school students as a next step from their service where you can text your order through to the store. Location (x3) used to be the mantra of the retail industry, especially when consumers didn’t move far from their homes or work area. Of course today people are far more mobile.

I have frequently spoken about the value of PR as being far superior to advertising, which is a major problem for advertisers themselves. With Tivo, MySky and other services we can avoid TVC’s and with more and more people going online for their news, the advertising in print gets less views. The key point I make though is that people don’t trust advertising. In my Geosmart Blog, I wrote about the impact of this and the need to find different ways to deal with this.

Earlier this year in Amsterdam I spoke to a number of people who are developing expertise in the areas of social networking’ LBS and proximity based marketing and a common thread to this was in fact trust.

The marketers tell us that if the guys wear Lynx hygiene products, the girls will come running. In a previous blog, Why Do People Still Smoke? I showed a video of a doctor expousing the benefits of smoking. It’s no wonder that marketers and sales people are often looked at as shiny shoed spin doctors.

In 2006 Gallup asked pollsters to rate the values and ethics of a number of industry groups. Advertisers scored 11% on the high trust scale. Harris did a similar poll the same year and found that in contrast 66% of people trusted the ordinary man or woman in the street.

Amongst the changes that are happening in many areas these days are consumer advocates. Because people don’t trust advertising, and in many cases with good cause, they are turning to other consumers for advice. When I went to Jamaica a couple of years ago, I used Travelocity to read reviews from people who stayed at various resorts and used their feedback to book my stay and was pleased to find everything as I expected. As a consequence, I also used them to make my booking.

If 66% of consumers are happy to trust the man in the street, then what if we could give them access to their peers. This is of course where social networking comes in. Typically in a social networking environment, whether it is Twitter, LinkedIn, Facebook, MySpace, doesn’t matter, we end up developing online relationships (and real ones) with people that we associate with, that share our values and interests.

Mobile phones now offer a vehicle to extend the social networks into location. People now meet up in different parts of the world as a consequence of their location. I can use a number of applications to ask people in my network about local shops, accomodation or anything else. If I’m in LAX  for 6 hours waiting for a connecting flight, I can go onto Twitter on my mobile and see if any of my friends are nearby, or ask them what’s worth seeing, where is a good place for a coffee or a meal etc. I will then get their recommendation based on their local knowledge or experience. I can trust their feedback.

So I was talking about Proximity Based Marketing. If consumer advocacy is the most reliable form of marketing, there is an opportunity for brands to harness this. Off course the codicil is that they have to provide a great product or service because otherwise the mention will be poor and they need to be consistent.

One concept I’ve considered is a loyalty program around a hospitality brand, it could be a chain of bars, cafes or any other organisation. They could have a program whereby you got rewards for bringing other people to their establishment. For example, use a social network around their brand (a starting point could be as simple as a Facebook Fan Page) and then use your mobile to see which of your friends are in the neighbourhood. You could have an impromptu meet up at Starbucks and have the ability to send your friends an electronic coupon on their mobile, together with turn by turn directions and a map, to show them how to get there.

I’ve blogged previously about distressed inventory and Proximity Based Marketing. Imagine you go to the Cirque du Soleil and book via your ticket agency who is also a social networking site, such as EventFinder. A few hours before the show you get a TXT message offering you a deal if you can entice some other people to come along. You then use the location part of their application on your mobile to see where your friends are (as I do with Google Latitude) and send them a message with an electronic coupon to join you at the show, with a 40% discount.

A number of popular web portals, such as AA Maps, Wises, Google, allow you to rate / review businesses or locations on their portal. Wouldn’t it be good if you could access this data on your mobile in real time? But it would be even better if you can link a real time recommendation from a ‘friend’ to a location based service. Where’s a good place to get a coffee at Miami Beach? A friend replies with a name of a cafe, which automatically gets linked to their geocode (location coordinates) and as your mobile knows where you are, it can then request and display turn by turn directions and the map. The friend then adds, “If you can get there for 2PM I’ll meet you there.”

All the pieces are already in place and Beta sites are starting to pop up, offering these sorts of services. GeoSmart can provide the tools and data required for New Zealand and are already working with parties to support better maps and Location Based Service for New Zealand. Perhaps you should start thinking about how you can use location and consumer advocacy to drive forward your business.

If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course http://luigicappel.wordpress.com.

Thanks so much for your support:)

The Swine Flu isn’t going away any time soon

So the story continues. It seems a long time ago (Monday of this week!) when I asked the question, Is the Swine Flu going to be a pandemic? Well on level 4 indicating a significant increased risk of a pandemic, a global outbreak of a serious disease.  It isn’t yet a Pandemic, but it doesn’t show any signs of abating. As it appears that secondary transmission of human to human may now be occurring, a Reuters story says that they may soon raise to Level 5.

Another Reuters story also mentions that many countries have imposed a ban on US pork imports, this could lead to similar bans on pork exports from all countries where Swine Flu has been confirmed. This is despite WHO announcing that you can not catch A/N1H1  Swine Flu from eating pork, and in fact there is no evidence of pigs in Mexico or the USA being sick. There is conjecture that they may have captured the virus from Asian birds, possibly imported into Mexico, but the mystery is if the pigs aren’t sick, how is it that humans have caught it from them. It’s no wonder that conspiracy theories abound, while we have no real answers. A team of WHO specialists are now in Mexico trying to unravel this mystery.

On Tuesday I commented that Swine Flu is a bit close to home as New Zealand is one of the early significant areas where Swine Flu was strongly suspected to exist. This was confirmed yesterday and 360 odd passengers on Air New Zealand Flight 1 from Los Angeles were asked to quarantine themselves.

On Wednesday I blogged about how to get Swine Flu and within 24 hours most large corporates had emailed their staff with instructions about personal hygiene and how to minimise the risk of infection. Whether people are concerned or not is difficult to gauge and I suspect a lot of people are still thinking, this wil never happen to me. Despite this 2 hours ago the number of confirmed infected was increased to 14 and the suspect list includes an additional 56  people according to New Zealand’s TV3 News.

According to the Google Swine Flu Map the Kiwi’s affected are spread from Auckland in the North Island to Otago deep into the South Island. They of course had to use confined public transport to get there, so it is likely they may have spread the virus further.

One question I have is why have people died in Mexico but not in other countries. It also seems that the symptoms have been worse for people in Mexico. One theory is that it is attenuating as it spreads from one person to the other and weakening in the process. This could explain why the people in Mexico, including expats, have suffered far more than people in other countries, although this ios contraindicated by the fact that most if not all of those in New Zealand contracted the virus whilst personally in Mexico. There have been a very small number of people suspected to have Swine Flu who had not been to Mexico, but had been on flights together with people who have been confirmed as having Swine Flu. I have yet to hear of anyone who has been confirmed with the virus who were noton a flight with people who had been to Mexico or hadn’t been to Mexico themselves.

There are still some unsolved mysteries and it is the secondary nature of the spread of this virus that holds the greatest risk of a pandemic.

While this blog is starting to get a good following, I would love to get more readers and encouraging me to keep writing. If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course http://luigicappel.wordpress.com.

Thanks so much for your support:)

And please do leave a comment!