Pinterest Dos and Don’t s P.5

Trend: RAK P.3

Are you Linked In? P.7

Mentoring Program P.10

EMERGING MARKETERS WANewsletter

June 2012

June 2012

EMERGING MARKETING WA MEMBERS:

Stefan Schoombee - PresidentHolly WaltonAnne CaraireNicole BowtellRenee MannoRhonda ChapmanRebecca StephanieClaire Debliquy

DESIGN:Anne Caraire & Stefan Schoombee

EMERGING MARKETERS WANewsletter

ARTICLES & TRENDS

NEW & EVENTS

EMERGING MARKETER PROFILE

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10

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2. Trend: RAOK

4. The Dos and Don’ts of Pinterest

7. Are you Linked In?

9. Food Marketing

10. Mentoring Program

12. Stefan Schoombee

TABLE OF CONTENTS

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FCustomers have been used to

impersonal, distant and inflexible companies for so long that it has

never been so easy to delight them. Any acts of kindness such as sending gifts, answering to publicly expressed moods on social media or just showing care will be gratefully received and rewarded with positive word-of-mouth.

Why will it work?

First of all, consumers expect to have genuine and enjoyable interactions with brands and prefer them to show humanity, compassion and personality more than simple generosity. Secondly, with the generalised use of social media, it has never been easier for businesses to access consumer’s personal information and know where they go, what they do, in what mood they are, etc. Likewise, it has never been easier for them to react and answer to customers’ needs and desires in

a personalized way and in real-time. Last year for instance, UK based cosmetic retailer BioTherm offered free samples of their Skin.Ergetic anti-fatigue range to people tweeting about being tired. R.A.K. is not an online-only trend. A lot of businesses deliver R.AK. directly to customers like Washington based eco-conscious restaurant chain Sweetgreen. This restaurant has a dedicated street team performing “Random Acts of Sweetness” such as covering people’s bike seats when it rains or leaving gift certificates for drivers who’ve received parking tickets. Putting R.A.K. online has substantial advantages: it is more cost-efficient and it guarantees that R.A.K. is seen by everyone and that the R.A.K. recipients will share their experience with a wider audience. The explosion in both the volume and reach of connections to social media means that R.A.K. can now touch at least thousands of people from only one original recipient.

BioTherm UK offering free product samples from their @BioThermBeauty account

Sweetgreen giving gift certificates to drivers who’ve received parking tickets

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Trend: RAK Anne Caraire

FWhat are the rules?

When done well R.A.K can truly enhance a business’ image. However, badly done R.A.K. may leave customers unmoved, annoyed or even worse, freaked out.

1. Be genuineR.A.K. should be part of the brand’s attitude and not a temporarily strategy. Businesses who think they can fake it will be unmasked in today’s transparent marketplace.

2. Be personal, but not too personalPeople will appreciate personalized R.A.C. but don’t want to feel like the brand has been stalking them. Doing the right gesture at the right time is not the same as intruding into personal issues.

3. Be compassionate, not crassR.A.K. should be just what they mean, not purely self serving marketing stunts.

4. Make it shareableGive people a reason to share their R.A.K. with their friends and family, or make your R.A.K. shareable.

5. Be generousIt’s better to be generous to a few people rather than kind-of-nice to lots of people.

6. Have meaning and purposeEncourage consumers to perform their own R.A.K. and reward them publicly if they to.

7. Get RealOffline R.A.K. delivered right to consumers in front of their family, friends or colleagues will really surprise people and have a big impact too.

8. Don’t intrude, or be pushy, or sellThis is all about the recipient, not your business

9.Don’t make it too frequent Customers will end up getting upset if they don’t get an R.A.K.

Source: “Random Acts of Kindness” trend briefing from www.trendwatching.com

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Trend: RAK Anne Caraire

FPinterest is a pinboard-style photo sharing website that allows users to create and manage image collections such as events, interests, hobbies and more. Users can browse other pin boards for inspiration, ‘re-pin’ images to their own collections and/or ‘like’ photos. And it allows its users to share ‘pins’ on both Twitter and Facebook, so users can share and interact with their broader networks.

Understanding the terms

Pin: A pin is an image added to Pinterest. You can link to an image from a Web site or upload an image from your computer. Pins can also include captions.

Repin: Once something is pinned, it can then be repinned by other Pinterest users. This is how content spreads virally. If you see something you like on Pinterest.com, repin it to share it with your friends.

Board: This is where your pins live. You can have separate boards for subjects such as a wedding, rooms in your house or favorite recipes.

In December 2011, Pinterest became the fastest social media service in history to break through the 10 million unique visitor mark. And it is not slowing down. It has had average growth of 52% from January to February 2012, and boasts 17.8 million users. Its user base is very heavily skewed towards women. Upwards of 80% of users

in the US are female, although in the UK the balance is more even. The greatest response to Pinterest comes from women aged between 25 and 40.There are a few ways of registering an account. Potential users can either receive an invitation from a friend already registered, or request an invitation directly from the Pinterest website. An account can also be created and accessed by linking Pinterest to a Facebook or Twitter profile. When a user ‘re-pins’ an image to their own board, they have the option of notifying their Facebook and Twitter followers; this feature can be managed on the settings page. The visual nature of Pinterest makes it particularly appealing to visually-based businesses such as retailers, weddings websites and graphic designers. Pinterest won’t replace Facebook or Twitter. It’s really more of a sharing tool. The big benefit for small business is that it expands your visibility and can become a lead generator because it can potentially increase the number of people who see your board. As they share what they find, the number of incoming links to your site will increase—and that builds credibility for your brand.The clever folk at Pinterest have also created a page on their website that catalogues useful articles that will help your business to grow using Pinterest (http://pinterest.com/pinterestbiz/) It includes tutorials, marketing tips and ideas, statistics, case studies and useful tools.

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Pinterest Dos and Don’tsHolly Walton

FTips for Marketers:

Legalities: Only post content you own the rights to or share content from others who own the rights.

Stay Relevant: Pinning photos that relate to your brand and are organized in the proper board is suggested. Stand a chance at getting your pins seen by tailoring them to the topics popular on Pinterest. These popular pins show on category pages that receive many more Pageviews and can result in traffic and expanded reach.Optimize: From file naming to description length, each of these areas are important to understand and optimize. Additionally important is optimizing each pin description. Remember to add a call to action when applicable and you can even drop a link.

Become Pinteresting: Find ways to create your own niche on the site. Garner a following; get known as the expert in a specific niche or topic on Pinterest by sharing interesting content.Hashtags: Pinterest understands hashtags, so use them. Use categories or keywords as hashtags, or even joke around with them to add some humor just like on Twitter.

Add $: Adding the “$” in front of a price will automatically add the pin to the Gifts section on Pinterest. When applicable, remember to add “$” to your pins.

Like any other social media channel, Pinterest has its benefits for marketers and business. Each individual marketer and business nneeds to analyse whether dedicating resources to building and maintaining a Pinterest channel would benefit the bottom line. Pinterest will not be for everyone but its worthwhile visiting the site and navigating around to familiarise yourself with it and how it may be of benefit for you.

Sources:http://en.wikipedia.org/wiki/Pinteresthttp://searchenginewatch.com/article/2167238/Pinterest-An-Introductory-Guide-for-Marketershttp://www.smartcompany.com.au/information-technology/049341-meet-the-smes-making-pinterest-work-for-their-business.htmlhttp://www.openforum.com/articles/how-to-use-pinterest-in-your-small-businesshttp://www.usatoday.com/tech/news/story/2012-01-17/how-to-pinterest-mark-

smith/52615856/1

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Pinterest Dos and Don’tsHolly Walton

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Pinterest Dos and Don’tsHolly Walton

FLike it or not, your future employers are on LinkedIn. You do not have to be looking for work to be on LinkedIn, but in the meantime you can start building the network that you will need once you do start searching for that next opportunity.

10 Reasons to Join LinkedIn

1. Be part of the professionals networking website: Career websites do not offer a community like LinkedIn does. On LinkedIn you can actually see the individuals who are looking for employees and possibly mentees.

2. Network with the people you already know: Your friends and the people they know and the people they know and so on. That is already a lot of people you could potentially get connected to.

3. You can join groups: There are many groups for based on your current studies, career, and dream job or purely for networking. Some are open while others are moderated. Give both a go. Do not forget the EM and AMI groups!

4. Follow companies you hope to work for: You may receive emails when they advertise internships or paid positions in marketing. It is also fine to contact them directly through the website and ask questions, such as what they look for in new marketing graduates. You can also ask their employees for tips on how to improve your chances of getting an interview.

5. Connect with people you met at events: Someone gives you their card at the next Emerging Marketers event? Put it to good use by keeping in touch on LinkedIn.

6. LinkedIn is a resume and you do not need permission to send it through! Those seeking potential candidates can simply use certain keywords in their search. Find out what keywords to use in your profile to ensure you end up in the search results.

7. Jobs section: Although it is not used as a careers site, LinkedIn has a section where employers can list vacancies. You can subscribe to it to receive notifications. Some groups also advertise jobs.

8. Find a mentor: When unable to find a mentor offline, you can search and connect online with those who have the professional experience in the field. Connecting with an alumni or a networking group can benefit you.

9. Be recognised for your skills, knowledge and experience in “public”: Through your profile you can ask for recommendations from those you have worked or volunteered with. These appear on your profile for all to see.

10. It is global, multilingual and mobile.

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Are you Linked In?Rhonda Chapman

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The State of LinkedIn in February 2012 by Vincenzo

Cosenza, www.vincos.it

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Are you Linked In?Rhonda Chapman

FWho can we blame, food marketers, perhaps?

Colourful rainbows, nursery rhymes, pictures of other kids eating happily and enjoying themselves depicts a fun picture, makes junk food looks even more appealing. However, are these so called ‘fun’ food considered healthy? Is this deceptive marketing effort a contributing cause to obesity? Of course, we cannot discount breakfast cereal advertisements or yummy fruit juices as deceptive, when they generally have a healthy, nutritious ‘agenda’ to it.

Children are at a growing stage whereby advertisements mean the world to them. Naïve, innocent and ‘pure’, they would generally believe everything an appealing advertisement would say. This has been a worrying trend. According to the National Secondary Students’ Diet and Activity (NaSSDA) survey amongst 1500 children in WA, more than one quarter of the children were exposed to direct marketing efforts such as email or a text by afast food company. The findings presents a worrying trend, as more than half of the children surveyed had tried a food or a drink because it was advertised. A parent’s ability to educate and counsel their children about the effects of fast food are slowly failing. Who can we blame, food marketers, perhaps?

Some companies in the USA have voluntarily taken part in an initiative to ‘shift the mix of food advertised to children under 12 to encourage healthier dietary choices and healthier lifestyle’. Big companies such as MacDonalds, Nestle and the Coca Cola Company are part of this initiative, In fact, Coca Cola, Mars and Hershey will not advertise to kids under 12, period. This is a huge step in recognising the government’s effort to combat obesity.Though small, at least, there is a change rather than none. With big companies joining the bandwagon, there might be, after all, hope for growing obesity amongst children.

Photo from the Sydney Morning Herald, http://www.smh.com.au/

Food MarketersRebecca Stephanie

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AMI is connecting young marketing enthusiasts with industry experts later this month. The mentoring program initiates relationships to encourage the

development of driven students and young professionals.

BENEFITS TO THE MENTEE

u Self directed learning – Mentees choose specific learning objectives

u Complements ongoing formal study and development activities

u Receive encouragement and support to achieve success

u Develop new networks

u Develop new and/or different perspectives

u Be challenged to use talents and share expertise

BENEFITS TO THE MENTOR

u Obtain a greater understanding of the barriers experienced at lower levels of organisations

u Enhance skills in coaching, counselling, listening and modelling

u Demonstrate expertise and share knowledge

u Learn new perspectives and approaches

u Foster future marketing leaders

AMI challenges all young emerging marketersto apply to the WA Mentor Program here: http://www.ami.org.au/Events/Emerging_Marketers/wa_mentoring_

program.asp

“Go out and find the most qualified or talented mentor, coach, or manager you can, and subject yourself to everything they can throw at you.”

Jodi Glickman, Harvard Business Review.109

WOULD YOU LIKE TO BECOME A MENTOR ?

Western Australia’s marketing community is continuing to grow. Help us reach a new high by inviting old/new mentors, university friends, and marketing colleagues to join this fantastic

program. Join the 2012 AMI mentoring program today!

Nicole Bowtell :

Perth born Nicole Bowtell graduated from The University of Reading, UK in 2009. Her career journey to date has been diverse and exciting.

“I always try to be proactive. I’ve made oppor-tunities for myself by listening, asking questions, and being ready and willing to try new things. I’m renowned for saying ‘quick question’, and always having a smile on my face. Relocating to Brisbane as a graduate in 2010 would have to be my career highlight to date. My rotation into BD was exciting and new. I learnt a lot and sought a BD Mentor in Perth when I returned. He’s infectious about his career. I look forward to meeting with him to hear what crazy/amazing thing he’ll say next. I recently left a marketing team and would like a marketing mentor. I’m excited about the AMI program. The opportunity to be paired with someone new in a different industry is going to be both exciting and beneficial for my develop-ment.”

Resume2011 - PresentMarketing & Business Development Coordinator, SapuraClough Offshore Committee Member, AMI Young Emerging Marketer

2010 - 2011Marketing & Communications Assistant, Clough Limited

2009 - 2010Graduate Marketing Assistant, Clough Limited Graduate Program

2006 - 2009Graduate, BSc Food Marketing & Business Economics, The Univer-sity of Reading, UK

2006 -2009Student Representative and School Ambassador, School of Agricul-ture, The University of Reading

2008Marketing Assistant - Information Builders, Uxbridge UK (3 month placement)

2007Events and Project Engineering Assistant, Foster Wheeler, Reading UK (3 month placement)

2005 - 2006Project Engineering Assistant, Foster Wheeler, Reading UK (3 month placement)

2005 - 2009Dance teacher, Stagecoach UK

Nicole is also applying to be a mentor herself. She has the experience to be able to connect with university students to discuss the transition from student to full time employment. If you would like to be paired with Nicole request to be her mentee when you register today.

WOULD YOU LIKE TO BECOME A MENTOR ?

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Stefan Schoombee

POSITION Emerging Marketers WA President

QUALIFICATIONS Current: Bachelor of Commerce (Marketing & Advertising)Adschool (Communications Essentials)Diploma of Audio Industry (Technical Production)

I’VE WORKED WITH Commonwealth BankNational Heart FoundationPerth Fringe World Festival

I’M KNOWN FOR Wearing Yellow shoes

WHAT MOTIVATES YOU CollaborationCreativityCaffeine

WHY DID YOU ENTER THE INDUSTRY? You are going to spend a large portion of your life in the workforce. Make sure you are getting something out of it. Money is a nice reward, but ultimately satisfaction will stem from an area you’re passionate about.

WHAT”S GREAT ABOUT MARKETING? Marketing is dynamic, strategic and rewards innovation. And it can be a lot of fun.

BEST ADVICE SOMEONE GAVE YOU “Lucky people create, notice and act upon the chance opportunities in their lives. Being in the right place at the right time is actually all about being in the right state of mind”Richard Wiseman, author of The Luck Factor

ADVICE FOR EMERGING MARKETERS Be social, be proactive, take risks.

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EMERGING MARKETERS WAf www.facebook.com/emergingmarketerswat @MarketingWest* emwa@ami.org.au: http://www.ami.org.au/Events/Emerging_Marketers/emerging_marketers_perth.asp