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Remember how the internet was going to be a world of highly targeted advertising and messaging, picking up on past consumer behaviour and everyday habits and activities to offer exactly what we wanted? We’re not quite there yet and no statistic illustrates this better than the fact people in the APEC region click on an average of just six social media ads a month. For all the volume of social media use and the proliferation of advertising, our engagement remains very limited. The reality is that advertising hasn’t yet fully evolved to provide the kind of personal experiences social media and its

For many years, the traditional art of storytelling was seen as being of high importance to the delivery of content – and you can see why: the best storytelling has creativity at its heart. It’s almost as if the teller takes his audience and puts them in the story. But what if you could actually, really do that? Wouldn’t “old school” storytelling lose a little bit of its bite if there was an alternative that placed the audience directly into the thick of the action? That’s exactly what’s playing out on social media, as storytelling makes way for storyliving. Storytelling, for all its

We’ve all marvelled at the harmonious sounds of a symphony in full flight. It’s a joy to behold and an exercise in true teamwork. If you took each of the highly talented musicians from the orchestra into a room and asked them to play something, I’m betting the end result would still sound pretty good. But if you then placed them back together and got them to each play their favourite individual songs, what you’d have wouldn’t be a symphony… it would be a cacophony. The results would be disastrous. It’s worth thinking about social media the same way. In the same way that

What’s the difference between public relations and advertising? I get asked this a lot, even by people in each respective field, and I’ve eventually settled on an answer that doesn’t cause eyes to glaze over and induce mild migraines. In a very simple way it is this: PR companies earn attention whereas advertising companies buy it. Saying “buy it” might be a little simplistic. People build entire careers analysing budgets and carefully crafting media spends to get specific message in front of specific target audiences. That’s not to say PR is free. In PR there are countless ways to earn attention – events, articles,

Warning: the following story contains lots of rude words — sort of. It’s not that they are really rude, but more that they don’t fit the strict rules imposed by our digital world. You know, the kinds of rules that seek to clean up websites, stop smutty posts being added on Facebook, or prevent you writing body parts randomly on forms instead of your real name. And that’s the kind of thinking that caught out Natalie Weiner. https://twitter.com/natalieweiner/status/1034533245839450113 Natalie, as we will call her to get this post through your spam filter, wasn’t alone. Her pain was shared by James Butts, Ben Schmuck, several blokes named

So, you’ve signed up to Twitter and to your disappointment no one is reading your tweets or responding to your brilliant insights. It’s a common complaint for many Twitter users: if you’re not already famous, no one is listening to anything you say. So, to help you get a little more out of the platform here are some top tips to assist you with being heard. Use your real name If you want to build a professional network and for people to take you seriously, you need to use your real name. People are much more likely to trust you and what

A lot is made of how being smart leads to business success – and deservedly so. Achieving results is a by-product of making informed (and ultimately, correct) decisions at the right time. But you’re selling yourself short if you underestimate the importance of emotional intelligence, particularly in an era in which social media is at the heart of how so many people live their lives. I’d argue that no platforms tug on the emotions like social media channels. If you can understand the concerns, issues and emotions faced by your clients, you can start working on delivering content via those channels that

It’s that time of year when gym memberships soar and everyone drags out their lycra for a spin. But what about your social media profiles? Ruth Callaghan suggests some New Year resolutions for your LinkedIn. Is your professional profile looking a bit flabby? Is your CV four years out of date, your contact list in a stack of lacky-banded business cards and your staff photograph of a much younger, wilder you? Perhaps it is time to give your most important social profile a 2018 makeover. LinkedIn is the most important social media account most corporate workers own — but it is

Even though it’s a digital world, traditional media matters for monitoring, writes Consultant Emma Britton. There’s nothing like a social media slam to give business leaders a wake-up. It might be a cranky customer who has hopped on Facebook in the wee hours, adding angry-face emojis to their diatribe. It might be criticism of your staff on Twitter by an upset ‘egg’ with three followers and a disdain for punctuation. Something about the immediacy and human face of social media means that comment, and the scattered retweets or likes that follow, can cut to the heart of a business. But while social media monitoring is

Using social media to promote your brand is a no-brainer these days, our CRM Officer Lauren Pow discusses the problem with thinking that means every tweet or post needs to be about themselves. We recommend the 80:20 principle as a cardinal rule for social media content marketing: 80% of what you post on your business accounts should be educational, entertaining and interesting to your audience. Only 20% should be directly promotional. One of the content solutions we’d recommend adopting in your 80% would be sharing the success of your clients. And while it might not seem obvious to promote someone else’s business above

There's been a mad rush of enrolments as Australians register to make sure their voices are heard in the upcoming plebiscite, CRM Officer Lauren Pow analyses what the data can tell us. To get an idea of how these people are likely to vote, we’ve broken down the numbers and found a few surprises. Copy: Counting on marriage equality Infogram

It is the social media question everyone is asking and our Consultant Emma Britton has the answer. Social media is about immediacy, the here and now, keeping your finger on the pulse. You like what your friend ate for breakfast this morning, your business responds to customers in seconds, and your intelligence team stays up to the minute with trending topics … yes? But since humans need to sleep, and your people have other things to do than hang out on Facebook, how do you maintain that instant engagement over time? The answer lies in social media content scheduling, but finding the right balance

In politics today – as in business – social media forms a key part of the modern arsenal. It’s the new home of political debate, and social media is increasingly being used as a tool to deliver messages and connect to voters across the full political spectrum. But while it’s easy to see who’s got a Twitter account, who’s live streaming their announcements on Facebook and who’s kissing babies on Instagram, how do you tell which political players are actually effective on social media? And why does it matter? Cannings Purple has turned its analytical eye on the use of social media

If you are operating publicly in 2017 it’s likely you will face at least one social media crisis, Ruth Callaghan a Cannings Purple Associate Director explores what you need to do to get prepared. And even before you know the crisis has happened, much of the damage can be done. Like an earthquake that threatens your building or a flood that undermines your foundations, the public opprobrium fuelled by social media — and the long-lasting implications — can be stunning. But it wasn’t always this way. Back in the 1990s, a group of researchers asked 1000 corporate leaders to name a potential crisis which worried them.

You’ve followed every election announcement and scrutinised every promise made – but just how well do you really know the policies? An analysis of candidate statements and policies proposed by a range of minor parties contesting the Western Australian election reveals a diverse and colourful grab bag of positions. And pinning the policy to the party is often more difficult than you might think Cannings Purple Senior Media Strategist, Ruth Callaghan, said some of the minor parties were expanding policy platforms in a bid to target specific voting blocks which were identifiable and active on Facebook. “The jostling for first preferences is resulting in

Speaking to the grandchildren of the Baby Boomers — the nebulous group known as Gen Z  — can drive marketers and communications teams to tears. Associate Director Ruth Callaghan discusses what happens now as Gen Y finally gets a haircut and a real job, and the emerging demographic of Gen Z is picks up pace. They are one of the biggest demographics in the world, born at a time of immense social change, and will be the most educated population in history. Born after 1995, the group is estimated globally to have 2 billion members, with the oldest just 21 and the youngest

10 years ago social media didn’t exist in politics, Associate Director Ruth Callaghan discusses how today it plays an increasingly vital role in how a politician is perceived and his or her ability to cut through election noise. With the US election primaries still running hot, and a faux Federal election already underway in Australia, it’s worth looking at four ways social media is making an impact. 1. Welcome Snapchat. This is already being hailed as the first Snapchat presidential election in the US with the app making inroads in influencing election messaging and coverage. So far, though, it has had less impact in