Paul Jacobson

I realised that my camera, a Canon Powershot SX100 IS which I bought in Japan in July/August 2008, has a lot more functionality that I realised. I’ve started learning how to use it better and that largely includes playing around with many of the manual or semi-automated settings which I have pretty much skipped over since I first got the camera. Granted the camera isn’t exactly a digital SLR camera but I have seen a lot of really great photos taken with this camera and compared to what I have been taking lately, I have a lot of room for improvement with this camera alone.

Aside from re-introducing myself to f-stops, shutter speeds, ISOs and other technical aspects of photography, I’ve also been thinking quite a bit about the software I use to process my photos. I’ve been using iPhoto ‘09 as my primary photo management and editing software for a while now and recently started playing around with Picasa 3 which is pretty good at a lot of things iPhoto still struggles with (including face recognition, aspects of photo editing and how it presents images and their metadata). I have seriously considered ditching iPhoto in favour of Picasa (I still am) but I’ve decided on iPhoto as my primary application and Picasa for ancillary stuff for now mainly because I have a tendency to act on software choices impulsively and regret it later.

I thought I’d also try out some of the more specialised applications available so I’ve just downloaded trial versions of both Lightroom 2 and Aperture 2 to test out. I haven’t a clue which one is best and I am sure it will be a pretty spirited debate to boot.

I’d love to have a digital SLR but I reckon that until I am using my compact camera about as well as it can be used, a DSLR will largely be wasted on me. I am pretty excited to be getting back into photography. I was really passionate about it when I was a teenager and I’ve always enjoyed taking photos. I just haven’t paid much attention to the technical aspects for over a decade and I’d like to change that. A couple people have started their own Project 365 which involves taking a photo a day for a year (one photographer doing this is Jeanette Verster who apparently really worked on her technique the first time she did this and she takes awesome photos).

I am not even going to compare myself to photographers like Jeanette but I do want to learn to take even better photos with what I have. I do love taking photos, even if that gets me into a bit of trouble at times, and maybe doing my own version of Project 365, together with learning more of the technical stuff, will help me get better.

I just think about how envious I feel when someone whips out a DSLR at an event or social function … that inspires me to take better photos and maybe even get myself a DSLR when I am all grown up.

I had a couple thoughts at about 4am this morning after I put our son back down to sleep. Most of those thoughts were ways that Melrose Arch might find useful and which may just help build a little community of fans about the shopping district (in retrospect, it is a little more than just a shopping mall – shopping district sounds a little more appropriate). Of course I am going to preface this email by saying that I am just a blogger and a lawyer, hardly the social media experts advising Melrose Arch, but there is a chance that I might have a useful idea here and there.

One of the reasons why photography is banned at Melrose Arch seems to be that people were taking photos there for use in adverts or otherwise for commercial use. Those uses were presumably problematic for a variety of reasons so the Powers That Be banned all photography unless permission was expressly given. An example of that sort of permission is the form I had to fill in last year.

If you visit the Melrose Arch website it quickly becomes clear that Melrose Arch is intended to be a lifestyle destination (I made this point in my previous post). Melrose Arch also has its Twitter profile and Facebook page, both have fairly anemic followings considering the organisation behind them.

I may be getting a little carried away with Melrose Arch’s appeal but there must be other people who find the district visually appealing and would love to know more about it. Unfortunately there doesn’t seem to be much attention given to the architecture, the philosophy behind the development or any of that stuff on the site. Melrose Arch has offered me a media pass to take photos and I was invited to join a walk-around but I kept thinking there must be a more sustainable way to make this sort of thing available to all tourists, local and foreign.

This is the part where I actually get to my suggestions. Here goes:
What if Melrose Arch’s security approached people taking photos and gave them a card that –

• thanked them for their interest in Melrose Arch;
• encouraged them to share their photos and videos with family and friends (not for commercial use of course) and even asked them to tag their content with something like “melrosearch” so other people could discover their content;
• pointed out that commercial photography and filming may only be done with permission from the managing agents and how/where to get that permission;
• informed the tourist about Melrose Arch’s Twitter profile, Facebook fan page and website and encouraged them to follow, join and visit (they could even submit their photos and videos to the fan page); and
• perhaps even had a QR code on the card that linked to a site or special offer of some kind for tourists (perhaps 10% off a coffee at any of the local spots serving coffee by displaying the voucher on the mobile phone the QR code links to).

But wait, there’s more. Melrose Arch should take over its Google Maps listing and add more interesting or relevant information like shopping times, profile and site links and more. It could even encourage its tenants to do the same with their Google Maps listings and add to the body of entries for businesses and retail in the district. Imagine if more people added reviews like the one I added?

I didn’t see any links to or mention of Melrose Arch’s Twitter profile or Facebook page on its website. Shouldn’t there be prominent badges on the landing page or something? This one is a little obvious so I am sure Melrose Arch’s agency is working on something already. Another suggestion is to include a dynamic news stream on the “Press Room” page to include mentions across the social Web, as well as mainstream media mentions. Granted there may well be negative mentions but if Melrose Arch manages to cultivate a community of fans, that stream will be a pretty effective way for its fans to share their experiences in a location potential visitors are going to look.

Other suggestions include Melrose Arch shooting videos with people involved behind the scenes like the architect/s, designers, featured tenants and so on which can be posted on YouTube (or various locations) so visitors can find out more about decisions that were taken when developing parts of the district or the symbolism of a particular piece of architecture. That sort of thing. What about a series of sms short codes that give tourists easy access to snippets of information about these same features as they are walking through the district. I’ve seen a phone in version of that in and around Sandton. The idea here is to engage curious tourists on the ground, while they are immersed in their Melrose Arch experience.

All of this is in addition to Melrose Arch’s social media outreach which should include monitoring and commenting on blog posts, tweets, Facebook mentions, photos uploaded to Flickr and PicasaWeb, videos uploaded to a variety of video sharing sites and more. Melrose Arch’s current social media initiatives are a good start but it can do more. It would also be beneficial if Melrose Arch people would engage too. It isn’t clear whether someone actually working there is involved in the Twitter profile and Facebook fan page or whether those profiles are being maintained by its agency. The former is more authentic and more interesting. The latter is just another PR channel.

There seems to be so much Melrose Arch can do to engage more meaningfully, crowdsource its marketing and awareness campaign and build some buzz about itself as a destination. These are just a couple ideas that popped into my head in the early hours of the morning. I am sure the pros can come up with even more amazing ideas that don’t even have to cost all that much! The real question is whether Melrose Arch recognises the possibilities and has the will to do something to achieve them?

I am periodically reprimanded by some security guard for taking photos of or in the vicinity of a shopping mall. I have essentially been told that taking photos in or of shopping malls is banned with no real rationale. I took a photo of a renovated space inside Balfour Park yesterday and I was told about the ban and also that photos have been banned for more than 20 years. No-one has been able to give me a reason for the ban. The closest was Melrose Arch where I was required to complete a film production request for filming before I could take photos.

I don’t think I have talked about why I even want to take photos of malls. One reason is that I am fascinated by some of the designs and architectural elements. I don’t know much about design or architecture but some of these buildings fascinate me and I feel this compulsion to share my experiences.

This compulsion brings me to the main reason I take photos of these sorts of places and other areas I visit. I think of it as local tourism powered by social media. It really struck home for me how empowered we are if we have a decent mobile phone with a camera and access to our social networks the other day when we were at the Joburg Zoo. We were walking from one section to another and passed a family where everyone was holding a camera-phone. Rather than visit all these local destinations oblivious to their various appeals, I like to capture the interesting and attractive things I see and share them with my communities on the various social networks I frequent.

A number of shopping malls in South Africa have undergone fairly extensive renovations in an apparent effort to make them into lifestyle destinations rather than just a series of shopfronts. The owners appear to want visitors, local and foreign, to frequent their malls and spend as much time as is possible there. Heck, the parking rates alone must make longer stays lucrative. It isn’t always possible to travel outside of your hometown for a break so local destinations are so important. Consider this tweet I noticed on Melrose Arch’s Twitter page:

When you overlay a social media and the social Web, experiencing local destinations becomes a social event if we can capture our experiences and share them. Geolocation means you can take a couple photos or videos while you are having lunch somewhere or just taking the little ones out for a walk and have that content show up on a map. Those maps can be pretty handy for other people who want to have similar experiences. You know, they guide those potential visitors to the locations their predecessors frequented.

I don’t know why shopping malls prohibit photographs and I wish someone in the know would explain it to me. It just seems to me that the people who make the decisions are missing a valuable opportunity to put their destinations on the map in a very meaningful context, literally. Visitors should be encourages to share their experiences at these destinations and interact with them as much as possible. What about QR codes on shop windows linking to their websites or information about the shopping malls themselves (design, history, future plans). Visitors to these malls are increasingly online, mobile and connected and shopping malls have thusfar only managed to achieve lackluster engagement with the social Web. Here are how two of the higher end shopping malls are doing online:

• Sandton City
• Twitter: 568 followers
• Facebook: 511 fans
• Melrose Arch
• Twitter: 148 followers
• Facebook: 36 fans (JB’s Corner, one of its tenants, has 358 fans)

Imagine if visitors were encouraged to capture their experiences and share them? It must be possible to manage security and safety concerns and still facilitate this? I don’t think that shopping malls can really afford to neglect the social Web as a tool in their marketing toolkits. These malls need to realise that engagement with their customers is more about just throwing up a Twitter account and a Facebook fan page. What about engaging with those customers in the malls themselves and encouraging them to share their experiences on location with their social networks. Remember “word of mouth”? Well, this is how it works.

Melrose Arch opened a new shopping section last week and my wife and I decided to go take a look. The centre with the slogan “the space to be yourself” has opened a pretty funky shopping space. I thought it would be visually appealing so I took my Canon point and shoot along with us. We parked underground and entered the centre through the Woolworths (it is apparently the flagship store and goes a few levels up.

I pretty much started taking photos as we exited the Woolworths. I was hoping for movies in there somewhere together with some take out spots. That would quickly make Melrose Arch our preferred entertainment spot but, alas, no movies in this phase. That being said it is a nice little centre. Not nearly as big as some of the centers nearby but there is a great selection of shops and the design really appeals to me. Here are a couple photos I took:

Highlights for me included the iStore (great find) and some of the open spaces. I love the glass ceiling in the main centre too.

Out tour became interesting when a noticeably nervous security guard sidled up to me and informed me that photography in the centre was not permitted. I pointed out I hadn’t seen any signs and, besides, I wanted to write about the place for everyone else’s benefit. He said there were no signs but he was there to tell me I couldn’t take photos.

I said that if the centre didn’t want me writing about the place then I wouldn’t and he was very quick to say they would like to be written about. By this point I was a little irked at being told I couldn’t do what I wanted (yeah, I know … !). He politely told me I had to get permission from centre management so, crusade launched, my wife and I trundled along to the management office and proclaimed that I was there to get permission. I told the one marketing person who the receptionist turned to that I have 1 000 people following me and I wanted to write about the place and share my experience (ok, not entirely true but it sounded good). I offered not to write about the new section and she quickly said I could write about the centre but needed to get permission for security and marketing purposes. They gave me a form to complete:

Armed with this piece of paper I returned to the new section of the complex and took a couple more photos. I was stopped by yet another skittish security guard who wasn’t too sure about my document (I took a copy) but let me carry on when he saw the branding on the document.

I suppose I can understand security concerns but surely photographing a public space in the mall can hardly be that serious a security risk? I mean, I could understand it if I was wandering around in closed off areas taking photographs but I just don’t see the threat I posed taking photos of these publicly accessible spaces.

As for the contention that permission is required to photograph the malls for marketing reasons … well, that is just silly. If everyone who whips out a camera needs permission to take photographs of the buildings or their companions in the complex there is much less incentive to take photos, share those photos with friends and family who may develop a desire to visit the place based on what they see in the photos. Heck, if I heard that a friend or family member was hassled for taking photos of a place, I’d be less inclined to visit there. Heck, I thought twice about whether to even publish my photos and write a post about the new section after I was hassled about taking photos. After all, I took my camera with me with the intention of taking photos to supplement a blog post about the place. No-one is paying me for the post. I am publishing this post because I want to tell you about my experiences this afternoon. Unfortunately a big part of that story is about how I wasn’t incentivised to share my experiences.