PR and marketing

Last week I was interviewed about mentoring. I was asked about the reasons why we need a mentor. Over my career I have mentored numerous business people and graduates and I see this as part of my contribution to the business community.

Here are the reasons why I believe mentoring is important:

Create a learning culture in your life – I think we’re responsible for our own learning. By seeking a mentor you are creating an opportunity to grow, which is what you need if you really want to be successful.

A source of support and advice – recently I had to deal with a difficult situation with a ex-business associate. The first place I went to for advice was my group of business friends. Informal mentoring is very invaluable so seek out people you trust and admire to provide you with support and advice.

Formal goal setting – mentoring is a great way to help you set a clear career path and set goals for yourself. It also makes you accountable for your own career goals.

Inspiration and a different perspective – spending time with a mentor that you admire can assist with your own perspective and can lead to better decision making.

Expanding your network – I can’t stress how important networking is for your career and business. A mentor can open up new networks with people outside your own sphere of influence. This can lead to new career opportunities you otherwise wouldn’t have access to.

Million Paws Walk – We are participating in the Million Paws Walk 2012 to help raise money for the RSPCA. We hope that by participating in the Million Paws Walk we can raise money and awareness to help neglected animals, but we need your help.

Please support our team and the RSPCA by donating to our CP Communications fundraising page. Help us achieve our (very achievable) fundraising target of $250!

Learn how to do your own PR – My next one day workshop – PR and Media Releases that get Results – is on 24 May. Learn how to construct a PR strategy including how to develop media angles, pitches, media releases, articles, case studies and editorials. You will also learn how to strategically use these tools to maximise your chance of achieving your PR objectives. This event is held at the Sydney Writers’ Centre. Register here.

I hope you enjoy reading this newsletter.
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How to write great content for the internet

Studies have shown that most people only spend 10 – 20 seconds viewing individual websites, which is hardly any time at all. So how do you get people to spend more time on your website and actually read your content?

The answer is to write valuable content that will appeal to your target audience and is presented in a clear format.

The way that we read internet content is different to how we read print text. People read slower on the internet and tend to scan the page, skimming over large chunks of content and focusing on subheadings and summaries. This means that you need to adapt your content for the internet to make it easier for people to read content on a computer screen.

• Make it brief: Cut down your print content by half .
• Break up the text: Small paragraphs of 40 – 70 words in length. Use subheadings, bullet points and empty space.
• Use links: Use hyperlinks to draw your reader’s attention to other articles that support your research or main points.
• Use inclusive language: Write content that will engage your reader by using the word ‘you’ instead of impersonal words such as ‘users’ or ‘consumers’.
• Create a catchy headline: Write a headline that will grab the reader’s attention and quickly convey the articles main point.

Read the full article on the CP Communications website.
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What you need to know before joining social media

Before you dive into social media there are a few things to consider.

Where is your target audience? Before you join a social media platform stop and think about where your target audience is. What social media sites are they using and which ones are they avoiding?

Which platforms suits your business? You don’t have to join all the social media platforms at once. Start by choosing the top two platforms that are right for your business.

Who will manage your social media accounts? Social media can be very time consuming. You need to consider who will manage your social media accounts and who is able to devote enough time to each site.

How will you use social media? You need to develop a strategy about how your business will use social media. This strategy should include what information you will post, how often it will be posted, how your brand will be represented and how you respond to positive and negative comments.

Are you prepared for a long relationship with social media? Social media is not just a onetime thing. It takes a long time to build a following on social media and to position your business as a valuable member of an online community.

Read the full article on our Public Relations Sydney blog.
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Upcoming events
Here are some events coming up that we thought you might be interested in:

The business of blogging – made easy!
Blogging is an essential social media tool for any business because it allows clients to get to know your business. It also demonstrates your business’s expertise and improves your search engine rank on Google. At this event you will learn about the type of content that your readers are looking for. You will also gather ideas for your first 10 blog posts.
3 May – North Ryde

How to write a business book with Valerie Khoo
This Sydney Writers' Centre seminar shows you how to turn your expertise into a best-selling business book. You will gain practical advice on how to position yourself as an expert and gain instant credibility by authoring a best-selling book. You will learn about how to how to keep your reader interested, the basics of publicity, how to structure your book and how to use it as a lead generation tool.
4 May – Sydney

Women in Banking and Finance Business Series Luncheon – Ita Buttrose and Oroton Group CEO Sally MacDonald
This event will host a lively discussion between Ita Buttrose and Sally MacDonald about their careers and the future of women in leadership positions. They will also explore the strategies that worked for them to achieve successful careers. Ita Buttrose is a businesswomen, media editor and bestselling author. Sally MacDonald is the CEO and Managing Director of Oroton Group.
9 May – Sydney

LinkedIn: How to build great personal and professional profiles
This She Inspires event will discuss how to use LinkedIn to promote your personal brand and your business. You will learn how to integrate LinkedIn into your social media strategy and how to complete your online profile. Friends of CP Communications (that's you!) receive 25% off when they book with this code CP05lisb
16 May – Sydney

Professional development program: Magnetic writing
This course will teach you how to improve your text, sharpen your writing skills and keep your readers engaged with your writing. You will be shown how to grab and hold an audience’s attention while communicating your message clearly and simply. You will be given skills to make composition easier, no matter what level of writing you are at.
16 May – Perth

Leaders with a life conference
This annual business event will provide attendees with the energy, ideas and inspiration to take their leadership style from good to great. National and international speakers will provide their tips and personal leadership experiences. This conference is perfect for anyone who dares or dreams of taking the lead.
21 – 22 May – Adelaide

In a competitive market for website development, Next Digital has identified that there are customers looking to partner with experienced agencies who can help them take their existing Sitecore website to the next level. In response to this, Next Digital have launched the ’Next Digital Sitecore Service Package’.

Next Digital Solution Architect and Sitecore MVP, Alistair Deneys, said, “Through our experience with Sitecore, we began to see a niche that was yet to be filled. We found, through developing this package, we could help add value to Sitecore clients who either had no further support by their website developer or no ongoing support program from their current provider.”

The Next Digital Sitecore Service Package consists of two parts. The first is an audit to assess the code base and configuration of an existing Sitecore website, the second is an ongoing ‘Maintenance Package’, which provides access to a dedicated team of certified Sitecore developers.

The audit is designed to assess the health, stability and performance of an existing Sitecore website. With over eight years experience and more than 100 Sitecore websites under their belt, Next Digital believes they are in a unique position to provide this service to the market. As part of the audit, Next Digital provides a report which details the audit findings and recommendations to achieve optimum performance.

“This package allows our Sitecore technical team to sit with the client and discuss issues and ideas around building on their current system. This will be of great value to clients who have an issue and don’t know how to fix it or just aren’t getting enough support from their current provider,” said Mr Deneys.

The ongoing ‘Maintenance Package’ provides the client with access to a dedicated team of certified Sitecore developers, capable of providing assistance and support for the long term.

“We aren’t just targeting clients who want to redevelop their website, we are also providing assistance and support to those Sitecore users who are looking to grow their business through this system and build a long term relationship with a trusted partner.” said Mr Deneys.

Next Digital has been a Sitecore partner since 2004 and within that time has helped build over 100 Sitecore websites for more than 30 clients. Next Digital’s Solution Architect, Alistair Deneys, is the only Sitecore MVP that has been awarded twice in Australia and is one of only 57 worldwide.

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For further information or interviews please contact:
Lauren Milne
CP Communications
Phone: 02 9460 9200
Email: lauren@cpcommunications.com.au

About Next Digital
Next Digital is a leader in creating successful digital strategies for clients throughout the Asia Pacific region. They combine exceptional marketing thinking, regional understanding and technical firepower to develop and deliver broad digital programs.

Their love for all things digital has been going strong for more than 16 years. That journey has helped them hone their delivery and engagement approach, and has shaped how they innovate and keep in front of a fast changing digital space.

Next Digital is a true full service digital agency with over 170 talented digital specialists working throughout offices in Brisbane, Kuala Lumpur, Melbourne, Shanghai, Singapore and Sydney.
www.nextdigital.com  

Next Digital today announced the appointment of Ashley McVey to the position of Senior Digital Strategist.
Ashley’s key objective will be bringing his best practice and innovative thinking into the digital strategies developed for Next digital’s clients.

“I am thrilled to be given this opportunity to help expand the portfolio of an industry leading digital marketing and strategy based agency like Next Digital. I am excited to be working across the existing client base and in helping to secure new business as well,” said Mr McVey.

Prior to Next Digital, Ashley spent six years in London building on his digital marketing experience particularly in ecommerce.

General Manager - Client Services & Marketing at Next Digital, Stephen Lord said, “Ashley will bring with him an excellent understanding of digital marketing channels from the highly competitive UK market and will add significant capability to our fast growing ecommerce offering.”

“Ashley will bring over six years of agency and network experience to this position as well as a strong background in winning new business pitches. We are delighted to have such a talented and experienced strategist join the team,” said Mr Lord.

While based in London, Ashley worked at Digital Agency, Found, as Digital Strategy Director where he was responsible for new business and digital strategy. Ashley also worked at TradeDoubler in London working with both new business and digital strategies.

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For further information or interviews please contact:
Lauren Milne
CP Communications
Phone: 02 9460 9200

About Next Digital
Next Digital is a leader in creating successful digital strategies for clients throughout the Asia Pacific region. They combine exceptional marketing thinking, regional understanding and technical firepower to develop and deliver broad digital programs.

Their love for all things digital has been going strong for more than 16 years. That journey has helped them hone their delivery and engagement approach, and has shaped how they innovate and keep in front of a fast changing digital space.

Next Digital is a true full service digital agency with over 170 talented digital specialists working throughout offices in Brisbane, Kuala Lumpur, Melbourne, Shanghai, Singapore and Sydney. www.nextdigital.com

A survey of the Australian hospitality industry shows that although the boom of online, ecommerce and digital media are well on their way to being powerful business strategies, the hospitality industry is still wary of online business and ecommerce.

The survey conducted by GoHospitality.com.au of more than 850 businesses highlighted that almost a third of the respondents don’t have a website for their business and more than 52 percent do not feel the need to buy or sell any products or services online.

The survey revealed that many businesses in the hospitality industry have been reluctant to adopt an online business strategy.

The survey, however, did show an increase in interest toward the utilisation of online marketing. Although more than half of those surveyed do not use the internet to buy or sell, 82 percent stated they would begin to engage in online buying and/or selling in the future.

Additionally, while 85 percent of business owners surveyed believe that a website is important for their business, a quarter of them do not believe their customers find them online. Furthermore, more than one fifth of business owners in the hospitality industry believe they are unaffected by the internet and mobile commerce.

GoHospitality.com.au Account Manager Kylie Tabrett said, “Although there is indication of attitude changing towards the internet and digital strategies in the hospitality industry there is still very little action going on. Although the internet is the preferred source of information for the hospitality industry their actions just aren’t matching their needs.”

“There seems to be something stopping business owners in the hospitality industry from integrating more with the internet. More than half of those surveyed claimed not to shop online for hospitality products and yet 96 percent believe it’s a viable channel – it’s very contradictory,” said Ms Tabrett.

When business owners were questioned about the internet and an increase to global competition via online businesses and ecommerce:

• Just over one third did not believe the internet helped their business to compete globally in any way.
• 73 percent do not believe their business will be negatively affected by customers going online to shop with overseas suppliers.
• One fifth were unsure whether or not their website helped them to compete with global competition.

“Although businesses in the hospitality sector appear confident about global competition only 26 percent surveyed said their business can compete with overseas pricing. The majority stated they believed they could only sometimes compete,” said Ms Tabrett.

Almost 40 percent of business owners shop online from overseas businesses with 86 percent of those online shoppers claiming to have saved money.

“We see business owners in the hospitality industry shopping online because it saves them money and yet those same business owners are claiming they do not believe their customers will go the same way,” said Ms Tabrett

Australian made products were said to be much more expensive with 74 percent of the surveyed business owners stating overseas products were cheaper but when questioned on quality vs. price 57 percent were confident that their customers would opt for quality even if it meant spending more money.

However, when asked whether the business owners themselves would opt for Australian made over price just over half stated they would in fact go with the cheaper option.

Ms Tabrett said, “The flood of coupon sites offering discount deals in accommodation, dining, and entertainment are signs that the industry is responding to a competitive local market with price conscious consumers. Naturally, businesses are branching out overseas to buy cheaper supplies in order to compete and increase profitability.”

“In addition to leveraging the internet to source products for their business, it seems the hospitality industry is yet to realise the real potential of the internet as a tool to future-proof their business and build on the engagement and loyalty of each customer. Otherwise a discount will trump quality every time,” said Ms Tabrett.

Business and non-business owners in the hospitality industry were surveyed about the effects of major issues in their sector including financial, environmental issues and cost of resources.

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For further information or interviews please contact:
Lauren Milne
CP Communications
Phone: 02 9460 9200

About the survey
The survey of 866 business and non-business owners in the hospitality industry over the age of 18 years was carried out over the months of September, October, November and December 2011, and January and February 2012 covering all states and territories of Australia and representing all demographics.

About GoHospitality.com.au
GoHospitality.com.au is an online business directory servicing the hospitality industry. Owned and operated by Catch, an online division of Reed Business Information Australia, GoHospitality.com.au provides a comprehensive central online source containing the latest product, company and industry news updates.
www.gohospitality.com.au 

KEY FINDINGS FROM THE SURVEY

Online trends and buying habits

• 76 percent reported the internet to be the number one preferred source of information to support purchase decisions.
• The internet is a rich resource for hospitality professionals who claim to use the internet primarily for researching products & services (83.8 percent) – as well as finding suppliers of sought products and services (81.3 percent).
• Of the hospitality professionals surveyed (non-business owners), 48.8 percent claimed they will change their buying
  habits to incorporate products from overseas.
• Hospitality professionals surveyed agreed that while Australian products were more expensive (74.2 percent) – they also agreed that they were a better quality (63 percent).
• Business owners also felt confident that their customers would opt for quality (57.1 percent) over price (42.9 percent).

Search Engine Optimisation

• Of those businesses who reported having a website, more than half (51.8 percent) were confident of their SEO performance.
• 27.9 percent were certain their SEO was not good and 20.2 percent were unsure whether their SEO was good or bad.
• Results indicate a significant portion of the hospitality market has an understanding or awareness of what SEO (and Internet marketing) is.

Hospitality industry outlook on the Carbon Tax

• More than half (53.5 percent) of the hospitality industry believe carbon emissions will not be reduced as a result of the carbon tax.
• 52.5 percent of the hospitality industry claimed they would use alternative energy sources in the future due to the carbon tax.
• 91.2 percent of the hospitality industry claimed they do make an effort to reduce carbon emissions and 41.5 percent already use alternative energy sources for sustainability.
• 91.4 percent of the hospitality industry is concerned about environmental issues of which the majority worried about Water conservation and consumption, followed by climate change.

Future outlook for the hospitality industry

• While 62.1 percent of hospitality businesses felt positive about the future of the industry, the remaining 37.9 percent of businesses were either unsure (27 percent) or did not think the future of the Australian hospitality industry looked promising (10.9 percent).
• The main concern for Hospitality businesses in 2012 were reported as the Global financial crisis, followed closely by the declining retail sales in Australia.

Measuring the value of social media with Tracey Brown

With growing numbers of Australian businesses using social media, the need to measure the effectiveness of social media activity is becoming increasingly important.

Surprisingly, many businesses do not measure the effectiveness of their social media activity, or they’re unsure what to measure or where to start.

Tracey will discuss the importance of measuring social media activity by looking into how success can be defined and measured using simple tools.

She will explain how to get the most out of your social media measurement tools, how to measure the success of a social media campaign and what the future holds for social media measurement.

About Tracey:
Tracey Brown has worked in online for over 15 years, from Westpac eBusiness, to co-founding Tipping Point in Sydney, before moving to London as Head of Digital for Schroders. She also held a global online CRM role for Vodafone Group.

Now back in Sydney, Tracey co-founded eMarketingConnected in December 2010.

Her breadth of experience ranges from online strategy, strategic email marketing, social media strategy, benchmarking and optimisation strategies, to user experience definition and content strategy.

Tracey has delivered workshops and training programmes in USA, Asia, Sth Africa, UK & Europe. She also conducts events and workshops for clients and members.

Tracey’s company eMarketingConnected has recently produced a comprehensive report on the social media activities of Australia’s 500 largest organisations, ‘How the Largest Australian brands use Social Media’. The company has also produced other reports such as ‘Why The Largest Australian Retailers Are Losing The Online Battle’ and ‘How Are Australian Brands Using Facebook’.

Twitter: @traceybrown74

Please note: This month's Social Media Women is being held on the FIRST Tuesday of the month as the second Tuesday falls too close to Easter.

A not to be missed event - learn about the importance of measuring your social media activity by using simply tools.

LUCKY DOOR PRIZE - You could win a corporate headshot session from Polly Street valued at $385! This includes: 30 to 45 Minutes on location photo session, an online preview gallery to select your favourite shots, 3 Edited and retouched high res image files.

Register now for our April event at http://www.eventbrite.com/event/1933221317

Date: Tuesday 3 April 2012 (First week in April)
Time: 6:00pm - 8:30pm
Venue: The Supper Club at the Oxford Hotel,
134 Oxford St, Darlinghurst.
(Enter the Oxford St side of the hotel and walk up the stairs. Metered parking is a few steps away on Bourke St, $1.10 per hour)

Meet amazing women as well as discussing the ever changing world of social media.

For the first time in its 80-year history the Australian Marketing Institute has awarded degree course accreditation to a university.

Macquarie University’s Faculty of Business and Economics has announced an Australian first with accreditation by the Australian Marketing Institute (AMI) for its Bachelor of Commerce (Marketing).

Professor Mark Gabbott, Executive Dean, Faculty of Business and Economics said “We are very pleased to formalise our relationship with the AMI through their accreditation of our program.”

“This continues our drive to get closer to the profession by building long term and sustainable partnerships. We hope the on-going dialogue with AMI will better help us educate the next generation of marketers.”

The course has now been quality assured by the independent industry body and graduates will be encouraged to become professional members of the Australian Marketing Institute.

Mark Crowe, CEO of the AMI said “We’re delighted that the Faculty of Business and Economics at Macquarie University has gained the distinction of being first to market in what is a major milestone for the marketing profession.”

“For us, and our objective of providing the very best in representation and professional development for more than 7,500 members across the country, it is a significant step in our advancement of marketing as a critical value-adding activity.”

The first to meet the Institute’s stringent eligibility criteria, which includes passing an external review of education quality, Macquarie University also becomes the first to have AMI input to curriculum development.

In order to gain accreditation by AMI, Macquarie University went through the process set out by the Institute including a review of the program and documentation by an accreditation team. This required an assessment of the programs objectives and meeting with academics, administrators and receiving student feedback involved with the degree.

The Bachelor of Commerce (Marketing) offered through Macquarie University’s Faculty of Business and Economics is a flexible degree aimed at students wanting a career in marketing, advertising, media, brand management, market research or account management.

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About the Australian Marketing Institute
The Australian Marketing Institute (AMI) is the peak membership body for professional marketers.    Its key objectives are to provide representation and professional development for marketers and to advance the practice of marketing as a critical value-adding activity. The Institute, as the voice of the marketing profession, has established strong links with business, academia and government. www.ami.org.au

About Macquarie University Faculty of Business & Economics
Macquarie University’s Faculty of Business and Economics offers undergraduate and postgraduate courses in addition to strong academic research in the fields of accounting and finance, actuarial studies, business, economics, marketing and management. www.businessandeconomics.mq.edu.au/

Website & Ecommerce - Set-up and beyond: tips, trends and ideas with Nancy Georges "The Retail Miss Fix-it"

Most Australian households now have the internet, which means Australian retailers have an easy path into their customers’ homes.

Online presence, e-commerce and social media are now necessary in every retailer’s marketing strategy. Websites and online stores are no longer optional extras – they are a vital necessity.

Technology is driving business more than ever. Nancy will give you the information to get you started in the world that we are now operating in.

Websites and online stores are essential for EVERY business. There are so many options and decisions to be made, which makes it harder to get started. Once you have the cart, you need to ensure it is future proof.

Your online store needs to be an extension of your existing fabulous customer service, so what questions do you need to ask yourself? Shopping cart format sorted? What about the payment gateways and options available to you? What is the best one for your needs? Integrating your website into your social media & offline activity? (which is as important as the site itself!) - what are the "do's & don'ts"?

Nancy will discuss her own experiences with a wide range of products and services.

About Nancy Georges:
Nancy, "The Retail Miss Fix-it", is a Retail Strategist and owner of Magnolia Solutions, offering retail marketing consultancy, strategy and solutions.

She has over 20 years industry experience; in-store management, customer service, product development, manufacturing, wholesaling and marketing. Evolving from a wholesaling business - Paper Magnolia - she moved to marketing support & consulting.

She has built her own websites and online stores, as well as publishing her first printed book and e-book. Her knowledge and references are all from her own first hand experiences.

Working with retailers, wholesalers, brands & manufacturers to navigate the ‘new world’; Nancy strategically integrates and implements sound retail practices with websites, e-commerce and social media. Nancy is one of the Social Media Women founders.

Nancy contributes insightful retail and marketing articles to trade magazines and websites, and is often asked to provide comment for newspapers and radio.

Nancy has just released her new book “7 Powerful Ways to Boost Retail Profits in Any Economic Climate” to help retailers identify the foundation they need to ensure a profitable retail store and business in today’s economic climate. Retailers need the information and support so that they can adapt and navigate the new retail climate.

Nancy is a speaker at industry conferences and events as well as holding seminars focused on retail and the transition actions needed to navigate the ‘new world’.

Follow her on Twitter: @NancyGeorges

A not to be missed event - learn the ins and outs of websites, online stores and offline integration.

Register now for our March event here.

Date: Tuesday 13 March 2012
Time: 6:00pm - 8:30pm
Venue: The Supper Club at the Oxford Hotel,
134 Oxford St, Darlinghurst.
(Enter the Oxford St side of the hotel and walk up the stairs. Metered parking is a few steps away on Bourke St, $1.10 per hour)

One of Australia’s leading digital marketing agencies, Next Digital, has successfully acquired South East Asian digital marketing agency, FutureLab Asia.  With an ideas led approach and focus on social media, FutureLab Asia was identified as a natural fit for Next Digital to continue its growth strategy in Asia.

FutureLab Asia’s social media strategy skills will be integrated into Next Digital’s service offering across its three Australian offices and its three Asian offices in Kuala Lumpur, Shanghai and Singapore.  

The acquisition will strengthen Next Digital’s ability to create sophisticated social strategies for its clients in addition to the core digital strategy, creative, web, ecommerce, mobile and digital marketing services it offers.

“Next Digital undertook extensive research into digital marketing businesses in the ASEAN region and found FutureLab Asia to be a great business, with world class talent and services that really complement what we already offer,” says Andrew Burke, Chief Executive Officer for Next Digital.

“This acquisition will enable Next Digital to improve the way we deliver on the social media needs of our clients, and reinforces our focus on becoming a creative leader in Australia and the wider region.”

FutureLab Asia has a comprehensive portfolio of clients including well known brands such as Maxis, Johnson & Johnson, AirAsia and 7-Eleven.

“Their idea processes, creative thinking and ability to execute amazing and award-winning campaigns will add that extra level of firepower to Next Digital,” explains Mr Burke. “Acquiring FutureLab Asia is a key step in our growth strategy and follows our continued strong growth in China.”

The founders of FutureLab Asia, Janet Teo and Vic Sithasanan, will be joining Next Digital, and heading up two separate locations in South East Asia: Janet Teo is CEO of Next Digital Kuala Lumpur and Vic Sithasanan is CEO of Next Digital Singapore.

“We are exceptionally proud to have these two talented and passionate professionals driving the Next Digital business in the ASEAN region,” states Mr Burke.

With over 15 years experience with global brands they will be the driving force behind Next Digital in South East Asia.

“Next Digital is developing a strong network across the region, has great talent across its offices and focuses on developing exceptional work. We are all really excited to be part of this vibrant company and feel a close kinship because we share similar values,” adds Mr Sithasanan.

“Being part of Next Digital brings huge benefits to our current clients as we expand our digital offering in the Asian market, and provides us with the scale to compete with global agencies.”   

Effective today, FutureLab Asia will be rebranded as Next Digital.

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About Next Digital
Next Digital is a leader in creating successful digital strategies for clients throughout the Asia Pacific region.  They combine exceptional marketing thinking, regional understanding and technical firepower to develop and deliver broad digital programs.

Their love for all things digital has been going strong for more than 16 years. That journey has helped them hone their delivery and engagement approach, and has shaped how they innovate and keep in front of a fast changing digital space.

Next Digital is a true full service digital agency with over 170 talented digital specialists working throughout offices in Brisbane, Kuala Lumpur, Melbourne, Shanghai, Singapore and Sydney. www.nextdigital.com