Freelance writer and content-marketing consultant:
Contributing
writer 
to Memphis Business Journal, Fodor's, Memphis Magazine, Lonely Planet, Memphis Flyer, Utne Reader, Restaurant Marketing, Nightclub & Bar and other trade magazines. details

Recently: Corporate marketing manager at Tata Consultancy Services and Smith & Nephew Orthopaedics. Previously, six years of advertising agency experience (client services and PR) and five years with editorial departments of industry magazines. specifics

Web content producer, CMS editor and digital photographer in corporate extranet, wiki and social media spaces.














  • fresh content
    a weblog


  • Deloitte's John Hagel: "Moving from Story to Narrative"
    This was one of the keynote presentations at SXSW Interactive 2013. 

    I should be plugging my freelance writing practice right now, but I'm still digesting the slide-free presentation by Deloitte's John Hagel at South by Southwest Interactive last month, entitled "Moving from Story to Narrative."*

    Most of my freelance writing practice involves reinforcing companies' marketing strategies with actionable content.  So Hagel really got my attention describing how the "old" way of marketing with content—telling stories—has always been less effective than the practice of creating "narratives." 

    STORIES are finite and they are about the storyteller or others, not about you. 
    But NARRATIVES are more open-ended and the resolution is yet to be determined. 
    Importantly, narratives invite us to participate to help collectively determine the outcome (often involving a purchase).

    "Less filling, tastes great" is a story that was once told to TV viewers. But "Think Different" is a narrative that is still unfolding for Apple product users, many of whom never saw the "Think Different" ads. 

    Storytelling is an easier deliverable for me to sell, like a customer case study, a ghost-written white paper or a refresh of all the text in a web site. But identifying and nurturing a company or product's true narrative still requires the story teller's art. 

    Hagel explained that narratives take root organically, growing from the actions of people, and they evolve over time. As one SXSW blogger noted, "they aren’t the product of a brainstorm session." 

    Hell no, they aren't. But this doesn't mean your customers are going to write web copy for you for free, either. 


    *If you were in Austin for SXSWi and are wondering why you didn't see me, I "attended" this session via Soundcloud: 


    Posted Apr 2, 2013, 1:02 PM by Gary Bridgman
  • 19th century ISP
    The "Telphone Tower" hub in Stockholm (1887-1913) that serviced 5,000 literally direct connections.
    Posted Feb 15, 2013, 11:27 AM by Gary Bridgman
  • Applebee's and a Catch-22 of social media marketing
    What happened to Applebee's on Facebook, Twitter and Reddit last week has been described with many metaphors: "implosion," "meltdown," "disaster" and others.
    Anti-Applebee's protest page on Facebook
    I liken it to the Battle of Little Bighorn that cost General Custer his life in 1876. However, Applebee's isn't going to "die," and the company is not a victim of its own hubris like Custer. But the "action" on the Facebook page may resemble the final hour of Custer's life: Thousands of current and former waiters "circling" the normally bland/cheerful corporate page, furiously pumping arrows and spears into every new post the company made in an attempt to explain its actions during the last week of January. 

    Slate
    coverage:
    When Applebee’s tried to impose an automatic 18 percent tip last week on the bill of Atlanta pastor Alois Bell, she crossed it out, reduced the tip to zero, and added the note, “I give God 10%, why do you get 18?” A waitress posted the receipt online, earning Bell nationwide derision and the server a pink slip for violating Bell’s “right to privacy,” according to Applebee’s. Over the weekend, the restaurant chain suffered an avalanche of criticism. [Note: I neglected to include "avalanche" in my list of metaphors!]

    No matter how Applebee's tried to explain itself, the criticism continued to snowball [that was my final metaphor]. 

    Now I've helped manage content on a number of Facebook pages, ranging from my church to a $10 billion Indian tech giant, and the most common PR challenge in that space is the problem of being ignored. People just don't want to read about your new product launch or your Milwaukee plant's ISO 14001 certification. The only people who are going to seriously discuss Applebee's new "Pick 'N Pair Lunch Menu" are, frankly, people with no lives. Then, something bad happens and you can't get people to shut up: Catch 22.0. 

    As a former waiter, I have little pity for Applebee's or the disgraced pastor. But as a marketer, I wince at the thought of those arrows whistling over my head! 

    Applebee's PR/social media staff made a few decent efforts, given the reality of the situation: The company fired a waitress in response to the cheapskate customer's complaint over an infraction that was not really an automatic termination offense. So, if Applebee's or the franchisee's operations management isn't going to reverse the termination, then reality is going to trump any spin about "corporate policy."  

    I wonder if the CEO thought that his PR department could magically make the problem go away without suffering the "humiliation" of reversing a decision. Come to think of it, General Custer was pretty stubborn about reversing his decisions. 


    Posted Feb 7, 2013, 8:25 AM by Gary Bridgman
  • Have WWII saboteurs infiltrated your company?
    In 1944 the Office of Strategic Services (the precursor to the CIA) created the formerly secret Simple Sabotage Field Manual [PDF] for OSS operations officers
    and resistance organizers living in Axis-occupied countries.

    There are tips on physical sabotage common to insurgents, but the list of methods (and desired outcomes) for volunteers to interfere from within organizations reads startlingly like the dark sides of today's American corporate and government workplaces. The common weaknesses of executive and middle management as well as front-line workers (specialists, coordinators, analysts, etc) are clearly evident in this list of
     "universal opportunities to make faulty decisions, to adopt a noncooperative attitude, and to induce others to follow suit...may involve nothing more than creating an unpleasant situation among one's fellow workers, engaging in bickerings, or displaying surliness and stupidity."

    In short, it's the Dilbert Principle, as practiced against Nazi occupiers:
     
    (11) General Interference with Organisations and Production
    • Insist on doing everything through "channels." Never permit short-cuts to be taken in order to expedite decisions.
    • Make "speeches." Talk as frequently as possible and at great length. Illustrate your "points" by long anecdotes and accounts of personal experiences.
    • When possible, refer all matters to committees, for "further study and consideration."
    • Attempt to make the committees as large as possible — never less than five.
    • Bring up irrelevant issues as frequently as possible.
      OSS Simple Sabotage field manual
    • Haggle over precise wordings of communications, minutes, resolutions.
    • Refer back to matters decided upon at the last meeting and attempt to re-open the question of the advisability of that decision.
    • Advocate "caution." Be "reasonable" and urge your fellow-conferees to be "reasonable" and avoid haste which might result in embarrassments or difficulties later on.
    • Be worried about the propriety of any decision — raise the question of whether such action as is contemplated lies within the jurisdiction of the group or whether it might conflict with the policy of some higher echelon.
    • "Misunderstand" orders. Ask endless questions or engage in long correspondence about such orders. Quibble over them when you can.
    • In making work assignments, always sign out the unimportant jobs first. See that the important jobs are assigned to inefficient workers of poor machines.
    • When training new workers, give incomplete or misleading instructions.
    • To lower morale and with it, production, be pleasant to inefficient workers; give them undeserved promotions. Discriminate against efficient workers; complain unjustly about their work.
    • Hold conferences when there is more critical work to be done.
    • Multiply paper work in plausible ways. Start duplicate files.
    • Multiply the procedures and clearances involved in issuing instructions, pay checks, and so on. See that three people have to approve everything where one would do.
    • Apply all regulations to the last letter.
    • Pretend that instructions are hard to understand, and ask to have them repeated more than once. Or pretend that you are particularly anxious to do your work, and pester the foreman with unnecessary questions.
    • Never pass on your skill and experience to a new or less skillful worker.
    • Snarl up administration in every possible way. Fill out forms illegibly so that they will have to be done over; make mistakes or omit requested information in forms.
    • If possible, join or help organize a group for presenting employee problems to the management. See that the procedures adopted are as inconvenient as possible for the management, involving the presence of a large number of employees at each presentation, entailing more than one meeting for each grievance, bringing up problems which are largely imaginary, and so on.
    (12) General Devices for Lowering Morale and Creating Confusion
    • Give lengthy and incomprehensible explanations when questioned.
    • Report imaginary spies or danger to the Gestapo or police.
    • Act stupid.
    • Be as irritable and quarrelsome as possible without getting yourself into trouble.
    • Cry and sob hysterically at every occasion, especially when confronted by government clerks.
    Thanks to WBF for sharing the manual with me.



    Posted Sep 3, 2011, 7:21 PM by Gary Bridgman
  • Bridgman Pottery summer sale July 15-16
    Made this postcard for my wife, Melissa, using her wonderful photography (and her pottery).

    Posted Jul 5, 2011, 9:44 AM by Gary Bridgman
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