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In the recent edition of Boss Magazine in the AFR an article entitled ‘How to avoid social media death’ explored the reticence behind social media adoption and provided a few handy tips on getting started and mastering the art of social communication in the digital age.
According to the article, only four of the top 100 ASX listed companies had CEO or MDs who had an active Twitter presence – News Corp’s Rupert Murdoch, Wesfarmer’s Richard Goyder, Bank of Queensland’s Stuart Grimshaw and Atlas Iron’s Ken Brinsden.
As the article rightly points out, social media isn’t just about brand awareness stating that “those who get involved in Twitter and other social media will reap intangible but real benefits from being closer to their customers base and ahead of the curve on emerging trends. They will also have the chance to elevate their personal brand and their company’s reputation by displaying a human face”.
So, why such unwillingness amongst Australia’s key business decision makers? The single biggest obstacle for executives looking to become more socially savvy is having the appropriate social media knowledge, time or technical skills. Too often executives will simply put social media in the too hard basket – “it’s not for me”, “there isn’t any value in it”, “I just don’t have the time to tweet”, “people don’t want to know when I’m brushing my teeth”.
A degree of reluctance is understandable. Social media is not the easiest medium to understand not least of all because of constant state of change, new and emerging tools and the omnipresent risk of doing significant organisational and personal brand damage.
As a Queensland recruiting executive recently found out, it is very difficult to divorce a personal account from your professional career. The recruiter posted abusive messages on Twitter directed at radio personality Wendy Harmer. The executive was forced to publicly apologise and his online ‘spat’ resulted in news coverage across a variety of online outlets.
Through knowledge sharing, training and a companywide adoption, CEOs can ingrain social media into their everyday business thinking and activities.
Social media training should be a mandatory requirement for executives and senior management. It does not necessarily need to be a precursor to establishing a presence but at the very least it will give those who are charged with critical decision making the basic knowledge on how social media can affect a business from sales to thought leadership and everything in between.
Those executives who have mastered the art of social media communication have usually undertaken some form of training or digital eminence course.
Executives can undertake a simple three pronged approach to better understand and utilise social media tools:
- Understand the landscape – who is your audience, where are they and what are they saying
- Create content that is relevant to the audience – what insight can I provide that will add value to the audience and properly reflect my business and position
- Begin to engage with the audience through informed and friendly dialogue, providing personal experience and business insight
Social media is not the natural domain of Australia’s business elite. But those who master it sooner, undertake the necessary training and seek to readily engage with the community, will quickly find a competitive advantage and some very addictive tools!
By Thomas Tudehope social@ogilvy
Moore unveiled the company’s EVP on Tuesday (April 23), explaining to the Ogilvy PR team that it was seen as the way to inform current and prospective employees of the values and expectations that Ogilvy PR had of its employees and of what values and benefits the employees could expect in return – the give and the get.
“It’s how we position ourselves as an employer so we continue to attract, engage and retain the best people,” Moore said. “It’s at the heart of what makes us stand out among PR consultancies in Australia. It’s supported by our values and our vision and it clearly calls out the kind of people who will thrive and enjoy their time here.”
Moore also unveiled an Employee Benefits Booklet which outlined the “get” part of the deal and stressed to staff that the EVP was a “living policy” designed to be updated and improved through on-going feedback.
Ogilvy PR is currently aligning all its processes and actions with the four pillars of the EVP: Grow, Know, Mojo and Show.
‘Grow’ outlines to employees the opportunities for learning and professional growth within the company – opportunities which come from fellow employees, from the international Ogilvy network, from clients and from the organisation’s regular lunchtime lecture program.
“Know” represents the need for employees to work hard, to challenge themselves, to be creative and curious, to question and collaborate.
“Mojo” is the buzz and benefits of working for a family of boutique agencies under the umbrella of a national and international network, while “Show” represents the time taken to nurture relationships with colleagues, clients and the community, along with the recognition and excitement that comes from great work.
As Moore says: “At Ogilvy PR we take our work seriously, but we don’t take ourselves too seriously.”
(L-R) Ogilvy Public Relations’ Mathew Jones and David Bell, the Hon Warwick Smith AM, and Ogilvy Public Relations CEO Kieran Moore at the Sydney Business Chamber Corporate Affairs lunch in Sydney on 18 April.
Mr Smith, the Chair of the Australia-China Council, spoke about emerging opportunities in Asia, and what Australian businesses can and should be doing to take advantage of the growth in our region and on our doorstep. The event also marked David Bell’s first week with Ogilvy. David joined Australia’s largest public relations company as Group Managing Director – Corporate after a long career in banking and telecommunications, including heading up the Australian Bankers Association.
Ogilvy Public Relations is a proud and long-time sponsor of the lunch series, which invites speakers from a broad range of fields and backgrounds to address an audience of corporate affairs professionals from Australia’s largest and only truly global city. The topic was one that is very appropriate for Ogilvy, the first international marketing and PR firm to open in China, and the first to open an office in Myanmar.
Ogilvy Public Relations Australia works with its partner agencies across the region on behalf of international and Australian organisations looking to undertake cross-border activity that requires communications, public affairs and public relations support. For more information about our work in Australia and Asia please contact David Bell on 02 8281 3200.
The Public Relations Institute of Australia (PRIA), the national industry body for public relations and communication professionals in Australia, has announced significant changes to its annual Golden Target Awards (GTAs).
“Established in 1981 and ever evolving to keep pace with the PR and communication industry, I am delighted to announce that chair Kieran Moore, Ogilvy PR Australia, Tracy Jones, Creative Territory (NT) and Adam Thomson, Leverage PR (SA) have joined forces to reinvigorate our Awards” said Terri-Helen Gaynor, National President, PRIA.
In consultation with a number of the industry’s best, some significant changes have been made to the Award categories, entry process and the length of entries. The changes have come about to ensure that the GTA’s continue to reflect the constant changes within the PR and communication industry.
The number of sector categories has been reduced from 16 to 11 with some categories redefined to better reflect the nature of the work and campaigns within the Australian PR industry. This year’s GTAs will introduce a number of new “Best Of” categories including Young PR Professional of the Year, PR Consultancy of the Year and In-House PR Professional/Team of the Year. Another new category, Best Use of Analytics, recognises the value of research and insight in creating compelling, audience and insight-led campaigns.
Entry for the awards has been simplified, with a single entry replacing the previous two-step process. The entry word length has been halved from 2000 words to 1000 words and the Awards have been pushed to quarter three of this year with entries opening on July 1, 2013.
“The Awards which have a long history of recognising PR excellence have been revamped to reflect the dynamic nature of the PR and communications industry. We believe these changes will give the Awards an injection of excitement and energy. We are really excited about the changes and believe that they will generate a great platform to celebrate the great work of many great PR practitioners in Australia” said Kieran Moore, Chair of the Golden Target Awards Committee.
For Further Comment:
Terri-Helen Gaynor MPRIA
Public Relations Institute of Australia
Ph: 0409 870 022
April 4, 2013: Mattel, one of the world’s largest toy companies, has appointed Ogilvy Public Relations to work on an integrated marketing communications campaign for one of its most iconic brands Scrabble, across ambient, social and traditional media.
The Ogilvy PR team from Melbourne won the Mattel account in a competitive four-way pitch and will start work immediately.
Ogilvy PR Melbourne’s Managing Director, Alexandra Kelly, said: “We are thrilled to have won such an exciting project that gives us such incredible scope to help reshape this brand. Our campaign is all about disrupting tired brand perceptions and helping Australians fall in love again with one of the most iconic and enduring brands in the last 60 plus years.”
Damian Black, Mattel Senior Brand Manager, said: “We were really excited about Ogilvy’s fresh thinking during the pitch process – we were looking for an idea and an agency that could shake up perceptions and create new relevance for us – not simply produce traditional product based PR solutions. We’re looking forward to seeing the campaign unfold.”
The Mattel account adds to an impressive list of clients for Ogilvy PR Melbourne including BP, the Victorian Department of Health, febfast and Melbourne Airport amongst others.
Ogilvy PR Australia is a joint venture between WPP and STW Group, Australia’s leading marketing content and communications group.
For more information contact:
Ph: +61 403 823 218
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2012, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index, named Public Affairs Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fifth time in six years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. For more information, visit our Web site at www.ogilvypr.com.au or follow us on Twitter at @ogilvypraus.
In the wake of last week’s leadership debacle and the consequent series of high profile Cabinet resignations, the Prime Minister has this morning announced the changes to her Ministry. Parker & Partners thought you would find some background on the reshuffle and its policy implications useful. Please do not hesitate to contact us if you would like further information.
With one notable exception, today’s reshuffle rewards those party members who stood by Julia Gillard and publically put their faith in her to lead the Labor Party to the September 14 election.
That exception is Anthony Albanese who maintains his current role as Leader of the House and Minister for Infrastructure and Transport, whilst adding to his portfolio responsibility as Minister for Regional Development and Local Government.
Albanese supported Rudd at last year’s challenge, yet unlike fellow Rudd supporters did not offer his resignation and, according to the Prime Minister, nor was it requested. Commentators see Albanese as a Minister “too good to lose” and perhaps the most capable Minister in the Gillard Cabinet.
Albanese will be charged with continuing the solid work undertaken by Simon Crean in the Regional Development and Local Government portfolio; a Ministry of particular importance as its creation was one of the original provisos established by the independents when they chose to support Labor in the hung parliament. However Albanese had responsibility for these areas prior to 2010, when Regional Development was part of the Infrastructure and Transport portfolio.
Albanese is a strong and talented player within the Government. Despite his display of favor toward Rudd, he will quickly put the past behind him and focus on his new responsibilities and his quest to help Gillard win the coming election. Crean was passionate about Regional Development and performed well as Minister. For Albanese, his past experience will serve him well, and he will quickly pick up where Crean left off.
Albanese will be assisted by Catherine King in the Outer Ministry as Minister for Regional Services, Local Communities and Territories, and as Minister for Road Safety. This is the first Ministerial position for the Member for Ballarat. During her time in Parliament King has been a strong supporter of rural issues.
Another super-ministry has been created for Craig Emerson, now known as Minister for Tertiary Education, Skills, Science and Research; Minister for Trade and Competitiveness; and Minister Assisting the Prime Minister on Asian Century Policy. While new to higher education, Emerson has previously held the role of Shadow Minister for Innovation.
Of all changes announced by the Prime Minister, it will be the decision to combine these portfolios which will draw the most comment, particularly as the Higher Education and Research portfolios have now had five Ministers in just two months. Besides requiring a large business card, some will suggest that Emerson also requires superpowers if he is to bring himself up to speed on all the inherent issues and complexities of these portfolios. Others will alternatively see this combination as further evidence of the Gillard Government’s view that education is the key to national prosperity with the links between education, innovation, trade and international competitiveness finally gaining traction.
Emerson will be assisted by two junior Ministers, namely Sharon Bird who rises from Parliamentary Secretary to Minister for Higher Education and Skills; and Don Farrell (one of the “faceless men” who backed Gillard to take the top job in 2010) who becomes Minister for Science and Research as well as Minister Assisting on Tourism.
Tony Burke adds Arts to his current portfolio of Sustainability, Environment, Water, Population and Communities. While seen as a jumble of responsibility by some, this is in effect no different to the mix as previously held by Simon Crean. He will also receive assistance in the Arts portfolio from Michael Danby as Parliamentary Secretary.
In a move which is expected to be welcomed by the resources industry, Gary Gray joins the Cabinet as Minister for Resources and Energy, along with Minister for Tourism and Minister for Small Business. Gray is the Member for Brand in Western Australia and from 2001 to 2007 was a senior executive with the major resources company Woodside.
Gray was first elected to the House of Representatives in 2007, winning the seat vacated by Kim Beazley in 2010. He is familiar with the mining industry, and familiar with controversy – relating in particular to his association with the Government’s decision to allow up to 1,715 457 visas for overseas workers for the three-year construction of Gina Rinehart’s $6.5 billion Roy Hill Project in WA’s Pilbara. The decision caused a union backlash potentially threatening Gray’s chances at preselection. In his defence, the Prime Minister described Gray as a “valuable member of the Government” who was a “dedicated, hard-working and effective minister”. Opposition Leader Tony Abbott described Gray as one of Gillard’s “most capable Ministers” and one of the few “who understood the mining industry”.
Gray’s previous roles as Special Minister of State and Minister for the Public Service and Integrity quite sensibly become the responsibility of Attorney-General Mark Dreyfus.
Jason Clare retains his current roles as Minister for Justice; Minister for Home Affairs; and Cabinet Secretary, however is elevated from an observer to a participant in the Cabinet discussions, meaning he gets a vote.
Jan McLucas takes on the role as Minister for Human Services. This will be her first appointment to Cabinet.
In another significant change, the Department of Climate Change will be merged with the Industry Department. Greg Combet will consequently carry the title of Minister for Climate Change, Industry and Innovation. His Parliamentary Secretary Yvette D’Ath will also have a revised title.
Combet entered Parliament in 2007 after an eight year stint as Secretary of the ACTU. He was quickly assigned to the role of Parliamentary Secretary for Defence Procurement and later as Minister Assisting the Minister for Climate Change. Consequently, he is well versed and experienced in the issues relevant to this merged Department. Combet is tagged as a potential future leader, and is expected to play a key role as the ALP focusses on the coming election.
A series of other Parliamentary Secretary appointments have also been made:
- Andrew Leigh becomes Parliamentary Secretary to the Prime Minister
- Matt Thistlethwaite becomes Parliamentary Secretary for Pacific Island Affairs and Parliamentary Secretary for Multicultural Affairs.
- Amanda Rishworth becomes Parliamentary Secretary for Sustainability and Urban Water
- Shayne Neumann becomes Parliamentary Secretary to the Attorney-General and Parliamentary Secretary for Health and Ageing.
After months of leadership speculation and internal politicking, it can only be hoped that these changes will lead to stability within the Government, and therein the ability to focus attention on the needs of the nation. The 43rd Parliament only has five months in which to operate until (assuming a September 14 election) writs are issued and Parliament is dissolved. This will be a testing time for the Government and the ALP in general. Whilst party members will be trying to show that the past is behind them and the internal turmoil is resolved, the Opposition will ensure that the electorate is never allowed to forget the events of 21 March.
Go to the Ogilvy PR YouTube channel.
In 2013, Ogilvy PR is holding a festival of creativity. It’s a festival that will celebrate the creativity of our amazing people in a fun and interactive way.
Building on 2012’s film competition, Ogilvid, SHO+ will open the business to individual forms of creativity. Whether it is through film making, writing, music or photography, each person will be tasked with creating something unique to them to showcase to the rest of the company.
At the end of each month we’ll showcase the submissions and the company will vote. All monthly winners will then be up for the grand prize in September.
We’re looking forward to sharing our stories with each other and discovering hidden talents.
Challenge: Australia Unlimited is a national brand developed by Austrade in response to global research that demonstrated Australia’s global reputation was based more on our physical attributes than our intellectual ones.
While Australia has a very strong international reputation, regularly ranking among the top countries in global studies, Australia Unlimited was tasked with promoting Australia’s credentials in business, technology, creative industries and science to overseas markets.
In an effort to draw attention to the depth and breadth of Australian talent around the world, Australia Unlimited was preparing to launch its Global 50 list comprising of expat Australians who are not household names, but who are doing work that deserves to be recognised.
Strategy: With a million Australians offshore at any one time and many more involved in international work, they are a ready-made corps of promotional ambassadors for the nation. Our people are the best evidence we have that Australia today is a creative, clever and globally engaged nation.
As part of this content driven campaign, Social@Ogilvy identified a list of 32 influential Australian expats living in the key markets of US, UK, Europe and Asia, so that Australia Unlimited could target them to build relationships with these key influencers while also sharing their international success stories and portray a contemporary Australia through its people.
In order to drive awareness of Australia Unlimited’s Global 50 list and mobile apps, and maintain conversation in the lead up to and throughout the Australia Day weekend, Social@Ogilvy developed a strategy encompassing content creation, influencer outreach, and conversation management, drawing new stakeholders to the Australia Unlimited brand.
Results: The integrated digital and social campaign was successful in driving traffic to Australia Unlimited’s website, with social media the top driver of referral traffic, and building key relationships with international influencers.
More than 2.174m Twitter accounts reached
80 retweets representing a 515% increase on the previous week and 100+ mentions over the campaign
8% increase in Twitter followers
70% of all traffic to the website referred from social media channels
184% increase in application subscribers
Challenge: Getty Images believes that mobile photography has made huge strides in a short time, so much so that the company provides its photographers with software tools that allow them to create smartphone-style images that are of high enough quality to be used by their commercial clients.
As the official photographic agency for the Australian Open, Getty Images’ team of photographers embraced the smartphone look by applying special effects to their portraits of quirky spectators, umpires, ball boys, media and event staff.
These images became known as the Faces of the Australian Open.
Strategy: To capitalise on the hype building around the grand final match; Howorth developed a two-fold media strategy.
Part one: offer national metropolitan titles the Faces of the Australian Open album to run as an online image gallery.
Part two: provide national lifestyle tech title, CNET with exclusive access to Getty photographer, Cameron Spencer, to develop a feature on the ever-increasing popularity of smartphone photography from a professional perspective.
Results: The result saw a ¾ page article featuring Faces of the Australian Open images published on page six of the Sydney Morning Herald. Fairfax Media also syndicated an online image gallery across 24 metropolitan and regional news sites.
CNET published two stories including an online image gallery and an in-depth article on how professional photographers integrate smartphone technology in their work, featuring comments from Cameron Spencer.
In total, 27 news clips were generated from this campaign reaching a potential audience of 4,419,355 Australians.