One month on – ‘Pinning’ down that New Year’s Resolution


If 2012 is anything to go by, it seems young Aussie women who’ve pledged to eat better and lose weight as a part of their 2013 New Year’s resolution may need a helping hand to reach to their goals.

The ‘Young Women’s Nutrition Study’, commissioned by the Dietitians Association of Australia, revealed that although around two in three tried to lose weight in the past year, 80 per cent did not achieve what they had hoped and would still like to lose more.

The study also found that this year 68 per cent of 18-24 year-old Aussie women have resolved to eat healthier and 42 per cent are hoping to lose weight.

So now that the first month of the year has come to a close, why not try a new approach to make those newly-found health commitments year-long habits, and consult the digital realm?

Virtual pinboard Pinterest exploded in popularity during 2012, and could be a solution for those who find themselves visually inspired.

According to website Social Media News, about 650,000 Australians were using Pinterest by the end of 2012, making it the 10th most popular social media site. This is a significant increase from the end of 2011 when there were fewer than 48,000 users.

Whether you’re after healthy recipes, exercise tips, weight-loss stories, motivational mantras – or all of the above – to help you stick to your 2013 resolution, you’re sure to find it on Pinterest.

But be warned: the most popular pin of all time is a recipe for cheesy garlic bread, with almost 97,000 pins at last count. If you’re worried such temptations may derail your 2013 health strategy, or are new to Pinterest, refine your search by heading straight to the ‘health and fitness’ category.

Alternatively, below are a few of Cube’s top health and fitness pin-boards to get you started. Happy health-pinning!


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Social Highlights of 2012


Niki Hennessy

To cap off 2012 and welcome the New Year, Cube has decided to jump on the ‘year in review’ bandwagon and compile a list of social media highlights (in no particular order) from last year. Here are some of our favourite trends, milestones and moments in social media from 2012. We hope you enjoy! Let us know if there are any you love or that we’ve missed.

Felix Baumgartner’s freefall from 128,100 feet
Felix Baumgartner’s space jump was not only an amazing feat of human adrenaline-junkie craziness, but a very effective piece of branded content from Red Bull.

The first ‘social’ Olympics

Touted as the first ‘social’ Olympics, London 2012 certainly brought a new aspect to the Olympics commentary. More tweets were sent during a single day of the London Olympics than were posted during the entire 17 days of the Beijing Olympics. For the first time athletes tweeting during the games were given the chance to broadcast their own thoughts, experiences and messages of thanks to the world. While most were positive and grateful, there were some who still needed to be briefed on the ‘dos and don’ts’ of social media as a public figure.
According to Radian6, the first day of the Olympics scored almost 3 million mentions on Twitter alone. Usain Bolt had over 960,000 social media mentions throughout the games, taking gold as the athlete most discussed, whilst Michael Phelps came in second with 830,000.

Ridiculously Photogenic Guy
(We couldn’t compile a highlights list without him :) )
Being snapped turning to smile at a friend while participating in a fun run turned into an internet sensation for Zeddie Little aka ‘Ridiculously Photogenic Guy’. The photo, posted by a photographer Will King, became one of the highlight (we believe) memes of 2012.

The rise and rise of Pinterest
Having only officially become an ‘open’ platform in August 2012, the exponential growth of Pinterest has been incredible. The network drives more referral traffic to retailers than
YouTube, LinkedIn and Google+ combined and sees users spend an average of just under 17 minutes on the site.

With the launch of business profiles last October, 2013 will be an interesting year for Pinterest, and we think we can expect to see more growth and developments from the platform.

The first Pinterest campaign
Kotex in Israel, with help from Smoyz, was quick off the mark when Pinterest began to boom, launching the first Pinterest campaign with Women’s Inspiration Day.
A simple idea, beautifully executed, Women’s Inspiration Day saw Kotex find 50 women and identify what inspired them through their Pinterest boards. Their inspiration boards were then brought to life as a gift pack and sent to each woman – generating chatter on Pinterest, Twitter, Facebook and Instagram.


The most re-tweeted image ever

The Pope joins Twitter

Sh*t Mates Don’t Say

The Cancer Council took a bit more of a risqué approach in 2012 with their play on the popular ‘Sh*t Girls Say’ meme with their own campaign ‘Sh*t mates don’t say’ campaign.

Gangnam Style Hits 1 Billion YouTube views
Knocking Justin Bieber from his perch as ‘Most watched YouTube video in history’, K-Pop star PSY hit 1 billion views with his Gangnam Style video clip in December. Love it or hate it, the song has scored a major social media milestone.


Facebook hits 1 Billion Users

One Small Tweet
In honour of Neil Armstrong and to celebrate his life the John F Kennedy Presidential Library and Museum developed One Small Tweet a ‘tweet-fuelled Luna voyage’ to digitally retrace Neil Armstrong’s famous journey to the moon one tribute at a time.

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The rise of the infographic


By Claire Leggott

‘Infographic’ – a word few were familiar with a few years ago but one that now rolls of the tongue of many seasoned PR or marketing professionals.  So, what exactly is an infographic?

According to the Oxford Dictionary an infographic is “a visual image such as a chart or diagram used to represent information or data.”  I think this simplifies the notion giving the impression that it is merely a bar chart, flow chart or table, when in fact a good infographic is so much more – it is a way of telling a story without words.  Infographics paint a picture to explain complex information via a quick glance.

Infographics have been around for many years  but have recently become mainstream thanks to the ease of sharing them online and via social media platforms.

Are they of use in the world of PR?  We would say a resounding yes.  In a world of information overload and lack of time, the infographic can cut through the crowd to grab people’s attention, be it a journalist or a consumer.  What’s more, their attention doesn’t have to be held for long, within moments an infographic can educate readers about a new topic and inspire them to learn more or take action.

If developing an infographic there are a few top tips to bear in mind:

  • Be clear and concise
  • Don’t cram in too much detail
  • Present ‘nugget’ style information
  • Stick to the facts
  • Limit the number of words used
  • Include interactivity or
    moving images
    to increase impact
  • Ensure it is easy to download, upload and re-post

They aren’t always the ideal tool to use, not every complicated story or set of survey results will translate effectively into an infographic.  However, we would recommend considering presenting a news story or providing background information with an infographic.  They say a picture can be worth a thousand words.  We say a carefully crafted infographic can be worth 10,000 words.


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Back to Social Media 101


76631631129749505_2TjWWdld_cThere seem to be a few high profile brands out there in need of a social media 101 refresher course. In the last few weeks we have seen a number of examples where brands have forgotten the first rule of social media management – do not delete.

The two big examples from the last few weeks are Paspaley and Seven News. Following a story on Four Corners regarding the death of one of its divers Paspaley faced scathing social media backlash with angry comments posted on its Facebook page and via Twitter. Paspaley then made the mistake of deleting some of the comments from its Facebook page. (For more details and the response from Paspaley see this article on Mumbrella)

In a similar example, Seven News also deleted comments on its Facebook page from a mother angry at the coverage of her daughter’s death. (More details here: Mumbrella) We have also seen Gloria Jeans and Comic Con Melbourne commit the same basic mistake recently.

The first rule in community management should be do not delete, (obviously there are exceptions to this where offensive or inappropriate content is concerned) but it seems some of the big brands have forgotten this.

Getting the basics right, especially in an issues management situation, is essential. A well executed issues management plan can ideally turn a crisis situation into a positive opportunity for a brand. But getting it wrong can have a devastating impact, especially when it comes to social media issues management.

The old adage that a reputation takes a lifetime to build and seconds to destroy has never been more apt than in today’s social world of instant information dissemination. Breaking the “do not delete” rule seems to point towards a lack of issues preparedness from a social perspective on the brand’s part. Ultimately, you can’t sweep an issue under the social media rug by deleting a comment; it won’t make the problem ‘disappear’, and will most likely inflame further backlash.

If you don’t have a solid social media issues management plan in place, why not give us a call ;)

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