A Day in the Life of a Cube Intern

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Alex Pugliese

Hi there, I’m Alex – student, lover of travel and fashion, concert-goer, chocolate addict and the resident Cube intern! Time has certainly flown since I began my internship in mid-2011, and with it I have gained an incredible amount of first-hand experience and insight into the world of public relations. Choosing a career path wasn’t easy though and I actually got off to a bit of a rocky start. This is my story and a snapshot of my role as Cube’s intern.

In 2011, I began a media degree at Macquarie University however quickly became unsure of what I wanted to get out of it. I decided the best option for me was to leave the course and take a year off– surely it couldn’t hurt? My plan was to take a year to enjoy ‘out of school life’, and hopefully gain clarity on which direction I wanted to head in.

Little did I know, within six months of my ‘gap year’ – I would know exactly which path I intended to take. In June 2011, the Cube team opened their arms to me for what was originally a four week work experience stint so I could gain a better grasp on the real PR world – and I’ve been a part of the Cube team ever since! After a couple of weeks working with such a brilliant team, I knew PR was where I wanted to be. With that, I re-applied for university and am now a year deep into my media degree at Macquarie University.

Cube has been such a fabulous and vibrant place to have been introduced into the exciting world of PR. During my time at Cube I have assisted team members across many projects and clients – from sourcing media contacts to assisting with project evaluations to pitching stories to media outlets. As my experience has progressed at Cube, so have the tasks I’ve been involved in and thus the overall knowledge I’ve gained.

So what does a normal day as an intern at Cube look like? The beginning of my day always begins with some media monitoring and a few media contact updates – from there I could be working on anything  from digital strategy, new business research or even helping the team with client presentations. I guess it would be right to say there is no ‘standard’ day at Cube as each is different – which has to be one of my favourite aspects of working in PR at Cube, the variety!

Another favourite…the social perks! The monthly social is always something each team member looks forward to, especially me! We always have something fun and different planned – most recently The Swisse Colour Run and a visit to the Noodle Markets during Sydney Festival. And of course weekly Friday night drinks, the office lunches, internal celebrations and annual volunteer days. Working amongst the Cube team never gets boring!

Helping out at the local Waterloo Neighbourhood Centre for their annual Salvation Army community Christmas lunch in 2012

Where to from here? First and foremost, I’ll be finishing my degree within the next few years and I will definitely be aiming to develop a career in the PR industry with my internship at Cube forming a very solid basis. But I also intend to make the most of my time and travel (a lot!) while enjoying university life. For anyone tossing up whether PR is the career choice for them, I highly recommend getting out there and getting some real world, hands on experience!

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Being Creative: Are You or Aren’t You?

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Jade McCudden

“Think left and think right and think low and think high. Oh, the thinks you can think up if only you try” Dr Seuss.

Creativity: What is it? Who has it? Can you ‘get it’? And what does it mean for those in the world of communications?

Over the years there have been many past and modern figures who have offered insights into the concept of creativity. Although a difficult concept to pin a single definition to, Tim Bills and Chris Genasi in their book Creative Business (2003) sum it up well, stating creativity is:

“The capacity to challenge the existing order of things, by deliberately forcing ourselves out of our usual way of thinking, to see the status quo from a new and enlightened perspective, to form new ideas and find practical ways to implement change in light of fresh insights.”

With this in mind, when you hear the word creative, who do you think of: an artist, painter, graphic designer, architect, musician? The role of creativity, however, does not limit itself to those in the arts. Jan Phillips of The Huffington Post argues:

“The world is not divided into two groups of the creative and the uncreative. If there’s a distinction, it’s between those who are creatively productive and those with unexpressed potential…Each of us, to varying degrees, is intrinsically motivated to create, to be original and to solve challenging problems. The question to ask is not, ‘Am I creative?’ but rather, ‘What inspires me to create?‘” 

For those in the communications industry who work to deliver creative campaigns, the challenge is to deliver fresh, differentiating ideas that will ultimately meet and deliver on business objectives.

So what are some basic tips and tricks to open one’s mind and inspire creative thinking? We asked communications expert and global facilitator Andy Eklund (@andyeklund), author of blog Creative Streak, for his favourite ways to spark creativity.

1. Create light bulbs every day. Creativity isn’t a skill, it’s a behaviour. Hemingway demanded that writers write every day. Musicians of all sorts have spoken on how they force themselves to write music, every day. It’s not the outcome that’s important: it’s the practice and discipline. Start small. Keep a diary. Write a visual journal. Make an environment for yourself that encourages your creativity. Find a second – or third, or fourth – answer to any problem you face. Think of it as mental calisthenics.

2. Get a point. The key to creativity is clarity and authenticity. What is your goal (clarity), and why’s it important to you (authenticity)? Write down a problem statement about your creative challenge in the form a question. It begins with: “How can I …?” Once you have your first question, re-write 7-8 times until you find a question that’s provocative and stimulates your imagination.

3. Clear the trash out of your head.As much as 90% of your day is spent in the Closed Mind. Responding to the day’s tasks. Reacting to other’s requests.  Organising, sorting, prioritising and deciding. They’re all retroactive thinking, and worse, it fills your mind up with debris more relevant to the past than the future. Open Mind is forward thinking, pro-active and constructive. Call it daydreaming if you like, but considered, thoughtful and focused thinking on future problems is how creativity begins.

4. Stop talking to yourself. Self-talk – a powerful but not very objective voice in the back of your head – speaks to you all day long. On one hand, it gives you balance and context, but more often than not, it’s critical and deflective. At its worst, it tells you your ideas aren’t good enough, it assumes the pre-judgment of others, and destroys any idea before it has a chance for improvement. Remember: your negative voice is just one voice, not the voice.

5. Visit alien cultures. If you have a cat or dog, you know they’ll stop drinking from their water dish if the water gets too stagnant. Strange as it may sound, your brain easily turns into a stagnant pool of water. To be creative, it needs constant refreshment. Absorb as much as you can from the life that swirls around you. Act like an alien. Soak up anything foreign to you – fashion, sport, art, architecture, music, movies – particularly things or events which you’d not immediately respond to. You’ll never know when something might spark an idea.

6. Be a creative cheerleader. Sad but true, it’s unlikely that every single person will eventually turn into a creative zealot with ideas spewing out on a regular basis. But these people – which can be any of us, depending upon our mood – still have a creative duty. We must be creative cheerleaders. Champion ideas around you, at work and in your community. Recognize and allow others to run full-tilt with their ideas, even if it might not be immediately apparent, cost-effective or timely. Improve ideas without killing the passion. To suppress ideas in others is as bad as suppressing ideas in yourself.

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World Public Relations Forum 2012: Day 2

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Off the back of a hugely successful first day at the World PR Forum (WPRF), Day 2 did not disappoint! Not only did the insightful presentations continue, but the morning saw the #WPRF Twitter hashtag hit the number one trending topic in Australia, and the exciting announcement that the 2014 World PR Forum will be held in Madrid, Spain, followed by Kenya in 2015.

First on the agenda after the welcome address was the keynote presentation via Skype by Richard Edelman, president and CEO of Edelman (Richard was to attend the conference but was unable to travel due to personal circumstances). Richard’s presentation was self-branded as ‘provocative’, discussing ideas and notions such as the ‘flip of the influencer pyramid’ i.e. the idea that communication is increasingly horizontal and peer-to-peer as opposed to top down. He also discussed the drastically changing media landscape and the perception / trustworthiness of PR as a profession – discussing the question, is the term PR toxic?

Continuing  the Forum’s theme of ‘Communication Without Borders’, a plenary discussion followed titled ‘The Future of PR in a Borderless World’ involving Paul Druckman, International Integrated Reporting Council, Anne Gregory, Leeds Metropolitan University, Paul Holmes, The Holmes Report and Daniel Tisch, the Global Alliance for PR and Communications Management. Each speaker shed a different perspective on the topic, and interestingly, like Richard Edelman, the speakers also discussed the idea that top down message control is no longer the name of the game, rather influence is now based on dialogue.

After the plenary discussion, Jane Burns, Young and Well Research Cooperative, Allison Lee, IMPACT Communications Australia and Roger Marshall, Bite Communications, took to the stage to discuss ‘Communications and Connecting in Digital and Social Spaces’. Amongst other topics, the ever-evolving landscape of social media was discussed as well as the role and importance of bloggers and best practice for engagement. Allison Lee also raised the question, in the era of the blogger – should all PR practitioners be bloggers also?

After a jam-packed morning, the early afternoon session was one the Cube duo were particularly looking forward to – ‘Social Media for Social Change’ with Paull Young, Charity Water and Michael Sheldrick, Global Poverty Project. Both speakers were truly inspiring (even having a few of us shedding a tear at one point) and emphasised the role social media plays globally in engaging an audience and beginning a two-way dialogue that can provoke action and behavioural change. What’s the key to encouraging audience engagement / participation? According to Paull Young – inspiration and providing a platform where people can create and share their own story and experiences.

A quick 30 minutes was spent attending a ‘Lightening Talk’ session – ‘Content Obesity: an Organisation’s Silent Killer’ was presented by Sally Bagshaw (key message – lose the junk and produce lean, high quality content), while Warren Kirby spoke about the importance of truth and trust in communications.

To bring the day and Forum to a close, there was a final discussion and presentation of the revised Melbourne Mandate where amends to the document were shared based on the feedback received by the Forum attendees. With the incorporated feedback the Mandate received the stamp of approval from attendees and formal endorsement of the Forum. A final ‘Insights and Foresight’ session was then held by Daniel Tisch and Nick Turner, Public Relations Institute of Australia, which summarised what was a successful and informative two-day, international event.

We will be posting a couple more blogs regarding the Forum in the coming weeks – looking at key topics in more depth, so keep an eye out and be sure to follow us at @CubeBytes for all the Cube news!

 

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World Public Relations Forum 2012: Day 1

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Melbourne is currently playing host to the biggest contingent of PR professionals ever to descend on Australian soil at the World PR Forum, and a couple of ‘Cubans’ – Niki Hennessy and Jade McCudden – have joined the more than 800 delegates from 21 countries to talk about all things PR and communication! Here’s the duo’s overview of the highlights from Day 1.

The Forum is being facilitated by the ABC’s Virginia Trioli – who is doing a great job of keeping enthusiastic communicators in-line and on schedule, and apparently enjoying getting a look behind the scenes of ‘the dark side’!

After the welcome address from Nick Turner, PRIA, Robina Xavier, Queensland University of Technology (QUT) and Dan Tisch, Global Alliance for PR and Communications Management, we were treated to a keynote presentation from Wadah Khanfer, who is described as one of the world’s few gentlemen in broadcast TV. Khanfer is President of the Sharq Forum and former Director General of Al-Jazeera.

The presentation was a huge highlight, providing insight into the changing face of broadcast journalism, the emergence of the ‘two speed newsroom’ and the impact of social media in empowering the populace as agents of social change.

Khanfer’s presentation then moved onto a panel discussion that further explored communication without borders (or communication across borders) with Wadah Khanfer, Andrew Beswick from Amnesty International, Jehan Bseiso from Medecins Sans Frontieres and Archie Law from Action Aid Australia.

After morning tea the Cube team attended the Marketing and Brand session with Marne Fechner, Netball Australia, Brian Finn, Ideas Shop and Peter Young, Cricket Australia. The session focused on transforming and revitalising your brand by re-engaging with traditional fans/brand advocates and reaching new ones. According to Brian Finn, for Rugby New Zealand’s 2011 World Cup bid, this meant strong themes, taking an inclusive approach, engaging its stakeholders, demonstrating ways for people to get involved and actively managing risk. Moving forward it apparently involves Taylor Swift.


As part of the 2012 Forum the Global Alliance is producing the Melbourne mandate, a ‘dialogue on how communication is changing our world, our organisations and our profession – and how communication must change as a consequence’. During the first afternoon session we participated in a working session to discuss and critique the draft mandate. We’ll share more about the mandate at a later date, so stay tuned!

The afternoon also saw Professor Mark Pearson from Bond University and Claire O’Rourke from Essential Media discuss some of the legal and ethical issues presented by social media. As Prof. Pearson summed it up, ‘this is the new media literacy’, and something every communications professional should be aware of, so we’ll have more on this later as well.

After a day of inspiring and informative sessions it was time to glam it up as we headed to the MCG for the 2012 PRIA Golden Target Awards and the World PR Forum Gala Dinner.

Highlights of the night included Prof. Jim MacNamara from the University of Technology Sydney (UTS) – where quit a few Cubans graduated from – being awarded the Educator of the Year Award, and the retro photo booth at the gala dinner.

Niki and Jade having fun playing dress-ups at the World PR Forum Gala dinner.

Congratulations to all of last night’s winners at the Golden Target Awards! Stay tuned for more on Day 2 of the Forum. You can also stay up-to-date on all the action as it happens by following us on @CubeBytes.

 

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Getting the balance right ….for all Australians!

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Accredited practicing dietitian and nutritionist, Kate Di Prima, shares her thoughts on the ‘Australia’s food and nutrition 2012’ report

Australians have access to one of the best and healthiest food supplies in the world, however it appears that a balance between unhealthy foods containing excess fat and sugar, and more nutritious choices is not being DAA Kate 22641_cropped achieved. The Australian Institute of Health and Welfare (AIHW) recently released its report ‘Australia’s food and nutrition 2012’, looking at the dietary habits of Australian adults and children.

The major findings highlighted in the report were that many adults and children are still not eating the required serves of fruit and vegetables per day and many are consuming more fat and salt in their food than is recommended. The lack of balance means that children’s and adult’s diets fall short in providing the required nutrients for healthy growth and development. Excess fats and sugars consumed in the diet contribute to excess energy measured in kilojoules or calories. Children and adults consuming more energy than needed increase their risk of gaining excess weight.

The common foods in the Australian diet that contribute to excess energy with very little nourishment include chips, biscuits, cakes, chocolates, soft drinks and takeaway foods, and are often referred to as ‘treat’ foods. The report indicated that ‘treat’ foods were contributing on average over 1/3 of an adult’s calories and 2/5 of an average child’s intake – well and truly more than is recommended by health professionals such as doctors and dietitians.

Poor dietary intake in infancy may lead to nutritional inbalances; this in turn increases the risk of developing chronic diseases such as diabetes and heart disease as an adult. Unbalanced diets favouring excess energy from fat and sugar can also lead to obesity. The report indicated that the latest figures show a staggering 60% of adults and 23% of children are overweight or obese.

The Dietitans Association of Australia welcomes the findings from the ‘Australia’s food and nutrition 2012’ report and believes preventing poor health has been overlooked for too long. Getting the balance right is a major priority for the health of all Australians and starts with healthy habits in infancy.

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The truth about YouTube

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Yesterday the Cube team attended a fascinating digital breakfast hosted by Galaxy Research with guest speakers Kate Mason and Henning Dorstewitz from Google.

With the explosion of viral videos, we explored and busted the top five myths about video content and YouTube.

But before we delve into that, can you guess what the most popular viral video was in Australia last year? To give you a clue, think of the wedding we were all talking about and combine it with some flamboyant dance moves. Yes, the T Mobile Royal Wedding viral was the most popular video in 2011 and has received over 25 million views to date. According to Henning Dorstewitz there are three reasons for this:

1) It’s timely and was developed when the Royal Wedding was on everyone’s minds

2) It’s well executed. It’s shot from the side isles of the cathedral and you feel like you’re there at the wedding amongst the guests

3) It’s funny. Flashmob trends are incredibly popular and this was the perfect opportunity for T Mobile to reinvent their brand

Now here’s to the top five myths about viral videos:

Myth #1: I need to have a viral hit to be successful on YouTube

This isn’t the case. You can be very successful and have a strong presence on YouTube without a viral hit. The most important thing is to think about is what will appeal to your audience!

Myth #2: Only funny videos are popular on YouTube

It’s actually ‘how to’ videos that instruct the end user about something informative that are the most popular videos on YouTube. If a company or business can make use of this strategy for their brand, then they should. An example is this shoe designer tutorial.

Myth #3: YouTube is only for young people

Statistics reveal 55% of women aged 18-57 access YouTube once a month or more.

Myth #4: A successful YouTube video needs to be unique and something nobody has done before

The most popular videos we’re seeing coming through often follow a trend. You only need to take a look at the T Mobile flash mob as the perfect example.

Myth #5: Videos have to be professionally produced to gain traction

Many fantastically produced virals cost less than $300. It’s what you’re telling the viewer that really matters. An example is this very funny and popular video about razors!

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The extra ‘P’ at APP

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By Lisa Burling, Director Consumer Health

I’ve been lucky enough to escape Sydney for the sunnier climes of the Gold Coast this week, spending a couple of days at the APP conference.

APP stands for ‘Australian Pharmacy Professional’ and is the annual conference of the Pharmacy Guild of Australia. But after listening to various talks and having conversations with delegates I think a ‘p’ is missing – and that’s one that stands for PEOPLE.

Why?

Because I’ve discovered that, behind closed doors, pharmacists spend a lot of time talking about us which is fantastic and hugely positive. Of course there are conversations about other ‘p’s – price points and politics to name just two. But it’s me and you – in our role as their customers – that they’re most interested in.

Senior Drug Information Pharmacist at the Mater Hospital in Brisbane, Dr Geraldine Moses urged pharmacists and their teams communicate the facts to people about pain relief medication – rather than what they think is right. Can we take our pain killers without eating first? It turns out we can. Are all pain relievers the same, and appropriate for all of us? Absolutely not.  This is why it’s so important a conversation takes place.

Dr Colin Mendelsohn, a GP who sits on the Australian Association of Smoking Cessation Professionals painted a vivid picture of people who smoke – and why they do it. For some it’s genetics and the ‘reward pathway’ which increases levels of dopamine in their brain; for others it’s cue-induced cravings like coffee or just the generally positive feelings these people get when they inhale. I didn’t know that 75% of smokers want to quit, but the success rate of trying to do it on their own is extremely low. In fact, 50% of quitters will relapse after 12 months.  Pharmacists and pharmacy assistants who sat in that room with me will take this information and apply it to their customers – people who need professional guidance and support to finally give up and live a healthier life.

Pharmacists also know a lot about the different types of people who walk through their pharmacy doors. Grocery channels like Woolworths and Coles have put their kit on and walked onto their playing field. It’s no secret that Woolworths is looking at healthcare as a source of growth in the coming years.

According to Dr Gary Mortimer from the Queensland University of Technology Business School, pharmacists ask “who walks through my door instead of going to supermarket, and why are they doing it?” Interestingly, Dr Mortimer says the real opportunity for pharmacy and supermarkets is affluent people aged 55 and over. He also highlighted that the basic fundamentals of relationships with people – trust, legitimacy and value – are what differentiate a pharmacist from a shelf-stacker in aisle four. Supermarkets simply can’t operate in this space; professional advice from a real person cannot be addressed with signage and a shelf wobbler. 

Perhaps Dr John Bell from the PSA Self Care Program summed it up best: “Optimal staff selection and training is likely to be the greatest asset and most important investment for ensuring pharmacy success.”

Or put more simply: “employing the right people, trained by the best people, to give the best possible help and advice to people who need it.”

I vote for a name change – APPP in 2013!

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The real impact of Australia’s e-health system

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Australia has one of the world’s best healthcare systems, but that doesn’t mean there isn’t room for improvement. In the digital age, it’s hard to believe collecting and sharing health information such as medications, test results, scans, or hospital discharge reports is still by paper – an arrangement which undoubtedly has its limitations.

Australia’s move to an electronic health system was only going to be a matter of time. Coupled with the estimated national investment of $466.7million to launch the e-health system next year, healthcare professionals and patients are contemplating the real impact this will make.

According to the Federal Government, the digital management of health information has the potential to transform the way we do things now, streamlining processes, facilitating information sharing and ultimately, making it much easier and efficient to look after the health of the nation. The specific tools that will make this happen include:

  • Personally controlled electronic health records: enabling the communication of patient data between different healthcare professionals including GPs and specialists;
  • Telemedicine: physical and psychological treatments at a distance;
  • Consumer health informatics: use of electronic resources on medical topics by healthy individuals or patients;
  • Health knowledge management: an overview of latest medical journals, best practice guidelines or epidemiological tracking;
  • Virtual healthcare teams: consisting of healthcare professionals who collaborate and share patient information through digital equipment;
  • M-health: including the use of mobile devices in aggregating patient data, providing healthcare information to practitioners, researchers and patients, real-time monitoring of patient vitals, and direct provision of care (via mobile telemedicine);
  • Medical research using grids: powerful computing and data management capabilities to handle large amounts of information;
  • Healthcare information systems: appointment scheduling, patient data management, work schedule management and other administrative tasks surrounding health.

The digital system will increase communication between healthcare professionals and the public – but what difference will it make to their everyday lives?

Patients will be able to access their personal health records and support will be at their fingertips. Ultimately, treatment will be more streamlined resulting in clearer records and more immediate access to healthcare professionals.

For healthcare providers, a seamless roll-out will enable them to access patient information at the click of a button. An electronic system will translate to improved methods for disease surveillance and being able to get a second opinion – resulting in improved patient care.

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General Practitioner and former Australian Medical Association president, Dr John Gullotta says, “It’s inevitable that an implemented e-health system will alter the way patients and GPs interact. Key elements of personalised health information will be brought together and patients will be able to access their own health details and benefit from streamlined GP visits.”

Despite the anticipated benefits, there are some concerns about the implementation. The media has voiced doubts about the security of patient’s records. In addition to this, there is concern a digital system may isolate people who do not have access to a computer, particularly people living in remote areas, older generations and low socio-economic families. And like all sophisticated IT systems, there is also the risk of technical failures.

The opportunity for patients and healthcare professionals to have access to personal health information whenever needed, and the predicted streamlined treatment journey, paints a very positive picture. But until Australia’s e-health system starts operation and is assessed in practice, nobody is willing to fully sing its praises quite yet.

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What does Australian consumption of the internet say about us as a nation?

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Internet usage in Australia has been hitting the headlines. Last August, Facebook publically announced that Australia has 9.5 million subscribers and that we’re spending more time on the social networking site than any other country. The Australian Bureau of Statistics revealed earlier this year that the number of internet subscribers in Australia has increased by a sizable 10% to 10.4 million in the past ten months. So what does this say about us as a nation?

Australia image

You could argue that it’s something to do with Australia being an island – we’re a long way from everyone else and we use channels like Facebook and Google+ to communicate with long lost friends and relatives overseas. But then wouldn’t the same ring true for the UK, New Zealand and Japan? Perhaps it’s down to us being the stereotypical “friendly, laid back, social” Aussies who like to communicate with our mates. No! What it’s really got to do with is that we are informed, online users and data suggests that we like to do our research on the web before spending our hard earned dollars.

As a nation, we’re spending on average 22 hours a week online and a fifth of that’s using social media channels. You see, we like to browse, make informed decisions and see what other people are saying about a product or brand before making a decision. And this explains why there has been a huge surge in the number of Aussies contributing and using online reviews, discussions, comments and ‘Likes’ before making a purchase.

And the same rings true for the medical profession. In August this year, Cegedim Strategic data released new stats about doctor’s digital habits. The research suggested that 30% of doctors own an iPad and 56% plan to buy one in the future. Out of those who own an iPad, 17% said they use it for both work and personal reasons.

We’re also seeing steps being taken by the government to electronically coordinate patient care across the healthcare sector. It’ll be interesting to monitor the success of the initiative to roll out the Personally Controlled Electronic Health Record (PCEHR) system for Australians. From 2012-13, if we register, we’ll be able to see important health information in one consolidated view and share it with healthcare practitioners during our medical appointments. 

Nielsen published some very interesting data earlier in the year showing that we’re also leading the way in social media consumption. 73% of us read reviews, discussions and comments on brands, products and services at some stage and 26% do so on a regular basis. 46% have clicked the Facebook ‘Like’ button for a brand/organisation and 17% do so frequently.

Luckily we don’t have to stay glued to a computer to do our browsing. Nowadays, doctors can readily access mobile medical applications while in the hospital. Migraine patients can track their condition on the move, diabetes patients can log their glucose levels with a glucose buddy and smoking cessation apps motivate quitters while they are socialising by keeping a note of cost savings.

One thing’s for sure – Australian use of the internet is predicted to rise. In terms of what this says about us as a nation – it’s simple. We’re digitally savvy. We like to chat to our friends and family online, conduct web based research and shop around before we buy. Who knows what next year’s stats will suggest about our national digital habits. There’s only one way to find out – keep browsing.

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Integrating digital into your marketing strategy

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Consumer interaction hasn’t changed. The consumer journey is the same as it always has been; people browse, buy and use. What is different in today’s digital environment is people start their research online and to influence this, offline and online marketing needs to work together.

Through blogs and social media channels your marketing content needs to facilitate two way dialogue. Previously, customer relationships worked via a one-way conversation – the company speaking to the consumer. Now discussions are collaborative and work both ways via channels such as Facebook, blogs and forums. To work with this, there has been a shift to ‘inbound’ marketing – marketing that focuses on getting found by customers.

Inbound marketing uses digital channels including:

Content: Blogs, videos, white papers, e-books

SEO: Search engine optimisation and keyword analysis

Social media: Twitter, Facebook, Google+, LinkedIn, YouTube, Flickr

The more materials and content you post online, the more chance people have of finding your content.

Here are some key components to consider when thinking about your digital marketing strategy if you haven’t already:

1)      Create a keyword strategy using Google AdWords

2)      Search engine optimise your website

3)      Develop a business blog

4)      Promote content and participate in social media

5)      Nurture engagement with email marketing, e.g. eDMs

6)      Consider online advertising

7)      Be mobile friendly

8)      Analyse and refine strategies

marketing strategy

You may have heard it before, but the power of digital is growing rapidly and it is important you capitalise on the opportunity as part of your marketing strategy. Now the average time spent online (13.7 hours/week) tips television viewing time (13.3 hours/week). In just 20 minutes on Facebook over one million links are shared, two million friend requests are accepted and almost three million messages are sent. Every day 300,000 new users sign up to Twitter and 48 hours of video is uploaded to YouTube every minute! It is therefore necessary to promote content and participate in social media to open up the discussion and to encourage engagement for your business.

Ultimately when integrating digital into your marketing plans, you need to define your strategy and vision and understand how digital media interrelates with traditional media. With the evolving nature of digital, you also need to be flexible and engage your audience, which may mean reinventing your content to accommodate varying trends and discussions.

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