Nowwearetalking, now we are glad that you are gone

By Stuart Corner
Monday, 07 September 2009 11:06

Opinion and Analysis

Telstra has, without warning, closed down its controversial nowwearetalking website and will replace it with what it promises will be "a more engaging, interactive site under the main telstra.com umbrella." Few will mourn NWAT's passing.

As one of the worst manifestations of the corporate culture created by the leadership regime of former CEO Sol Trujillo, its closure is a welcome sign that the new CEO, David Thodey, is determined to create a less confrontational organisation.

The site went off the air around mid-day today, Monday 7 September and iTWire received an email announcing the closure. The site itself has been replaced with a one pager giving no explanation for the move. It says simply: "Telstra's nowwearetalking website is no longer active. Thanks to everyone who contributed stories, blogs, comments and questions to the website. Telstra will launch a new corporate blogging website later this year. If you're already registered as a nowwearetalking subscriber or Telstra Active Supporter, we will email you automatically when the new site is up and running."

The stop-gap page also solicits user input on how the new site should look: "In the meantime, we'd love to know how you'd like to see our new website shape up. What are the topics and themes you like the Telstra team to address?"

The email, signed by "the Nowwearetalking team" says: "Since we established Nowwearetalking almost four years ago, much has changed in the online landscape. In Telstra's world, it is also a different climate now compared to when the site was launched in December 2005. After a review of where we were headed with our online communications and how best to engage with important stakeholders like you, we have decided to close our nowwearetalking website and develop a new, more engaging, interactive site under the main telstra.com umbrella.

"In the process, we will make some changes to the content and the way we interact online with people who have an interest in all things Telstra. Be assured that the new site, which is under development, will provide ample opportunities to engage in genuine online conversations.

"The new site will be dedicated to allowing us to talk with you, but more importantly – to listen to your views, opinions and ideas. In the meantime, we have set up a temporary home where we can receive your comments/input and share our perspectives on the new site moving forward. You are invited to visit www.telstrablogfeedback.com.au and tell us what you think."

The maiden entry on the new site is from Telstra PR executive, Craig Middleton, who writes: "As you are aware, our innovative experiment in customer and stakeholder communications, nowwearetalking, has been retired after four exciting and sometimes controversial years.

"But the end of NWAT will not mean the end of Telstra's online outreach – far from it. We're putting together a more engaging, interactive site under the main telstra.com umbrella. It will use the latest online tools so visitors can post quickly and easily, and we will be more responsive than ever to your feedback...We've learned a lot through nowwearetalking.com.au about the online conversations we can have with our customers and stakeholders and it will continue to be a major part of our relationship."

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