Instincts Magazine - Edition 5

FREEDOM TO FOCUS

MASTERING FACEBOOKYour guide to climbing the social ladder

TAKING OFFTravel hacks for business trips

HAPPY BIRTHDAY INSTINCTSCelebrating our first year in print

don’t

building creative designsBlackOwlDesignC O N T A C T U S T O D A Y F O R A N O B L I G A T I O N F R E E Q U O T E

P. 4 9 4 2 6 9 6 8 E . I N F O @ B L A C K O W L D E S I G N . C O M . A U W W W . B L A C K O W L D E S I G N . C O M . A U

LOGOS . WEBSITES . CORPORATE BRANDING . FLYERS

over branding

tie yourself

let us help

IN KNOTS

www.instinctsmagazine.com.au 3

Cover and article: photographed by Just One Moment. Cover: jacket by Portmans

Mackay’s Premier Business Magazine. OWNER/EDITOR: Jade McAuley. CREATIVE DIRECTOR: Amy Sherlock. SALES MANAGER: Kimberly Bailey. ACCOUNTS MANAGER: Dannielle Walz. WRITERS: Lee Brake. Jessica Grant. Alanna Marslen. Samantha May. Jade McAuley. DESIGN AND LAYOUT: Black Owl Design. PHOTOGRAPHY: Just One Moment. Nicole Hatfield. Forsyth Digital.

14. HAPPY BIRTHDAY INSTINCTSCheck out what we got up to in Year 1

34. TAKING OFFSave big on business travel expenses

Is life/work balance a myth? Not according to Melissa Green – Owner Manager of BOQ Mackay City. Find out how she does it.

04. INSIDER SECRETSYour office by design

06. NuTS N BOlTS Calling all professionals

16. MACKAY uPDATESA snapshot of our coal, sugar and economy

20. DATE PlANNERWhat’s happening in the Mackay business community

30. FIT FOR WORKCreate your own breakthroughs

32. WORKING SPACESEnter the “man cave”

PAGES: 22. - 29.

23. WIN-WIN SITuATIONBecome a champion at running Facebook comps

24. YOuR FACEBOOK INSIGHTS TRAVEl GuIDEThere’s plenty of treasure to be found

27. GETTING BANG FOR YOuR ADVERTISING BuCKCash in on Facebook advertising

28. CASE STuDY: MACKAY TOuRISMHow to set up for success on Facebook

All information and images are subject to copyright. No part of this publication may be reproduced, stored or transmitted in any form without the prior permission of the publisher/owner of Instincts Magazine. The views and opinions of writers and advertisers do not necessarily reflect the opinions of the publisher. While every effort has been made to ensure the accuracy of information at the time of print, the publisher accepts no responsibility or liability for any errors, omissions or subsequent consequences, including loss or damage from reliance on information in this publication. © Copyright 2015 Instincts Magazine

4 Mackay’s Premier Business Magazine

InterIor DesIgn: From an office building to a home office, a well presented working space can have a big impact on how your business is perceived.

Camille Armstrong from Camille A Interior Design gave us an insight on how to get the best value from your interior designer.

WORDS JaDe Mcauley . PICTURES nIcole HatfIelD


What qualifications/experience should I be looking for in an interior designer?

Depending on what type of service you’re looking for, there are varying designer specialities. From interior stylist to interior architect, in residential to commercial interior design, a professional interior designer should have at least two to three years of formal education in the relative field.

What should I bring along to the first meeting?

As much as possible! Any photos, imagery of interiors (bathrooms, kitchens etc) or furniture you like. Paint samples are always good. Anything that will give the designer a good indication of your style and interests. Also house plans or photos, if the designer isn’t coming to you.

What’s the base level of service that a designer can help me with, if I’m just starting off?

Layout of furniture, drawing up a floor plan for the most functional use of space, recommendations on colours for the existing space, plus selecting art, rugs and/or lighting.

What benefits do I get from going to a professional?

Their contacts – which may include exclusive suppliers that most would not be aware of. They can also assist with custom furniture design (if you want your own unique pieces) and save you time in running around.

How do I ensure I get value for money?

Enlisting a qualified professional may be more expensive upfront but they will save you time and additional costs in the long run, as they’ll be able to give you the best quality and service for what your budget allows.


WORDS Jessica Grant

a professional phone manner is a Great indicator of a professional person.reGardless of how busy you are, takinG the time to be polite and reliable in your phone communication makes for a favourable impression.


think before you text

When getting in touch with someone on a business matter, carefully consider which method of communication would best suit the status of your professional relationship. Taking into account the immediate nature of a text message, it may seem like a tempting option when compared with making a phone call. However, in a business context, texting can come across as overly familiar and unprofessional, especially when relied upon as a first point of contact.

With many organisations still dependent on landline numbers as their main form of communication, texting may not even be possible. Actually hearing the sound of your voice can make a huge difference in the impression you leave on someone, as it presents the opportunity for them to get an accurate sense of who you are, allowing them to learn more about you and your business.

leave messaGes with confidence

It’s perfectly normal to feel a little self-conscious when leaving a voicemail on a professional contact’s phone, particularly when the message relates to important business matters. You have just a number of seconds to convey vital information, without forgetting anything or stumbling over your words.

If you struggle to leave articulate voicemails, try writing down exactly what you want to cover, before making the phone call. Whether they pick up or not, you know what information you need to get across. Be sure to clearly state your name and contact number, and get to the point as quickly as possible.

record a dynamic voicemail GreetinG

Call yourself right now and listen to your message. Do you sound professional? Does the greeting provide clients with alternative methods of contact if the matter is urgent? Do you waffle on, or hardly say a word?

When recording your message, be sure to limit background noise as much as possible. If people can’t hear you clearly, they might not bother to leave a message at all. Use a friendly tone of voice when speaking, and try to sound as relaxed and natural as possible, like you would in normal conversation. Your name, organisation and directions for the caller are the main points to cover. Depending on your preferred communication style, it is even acceptable now to request that your caller send a text rather than leave a message.

always call back

Seriously, always call back. To ensure no one ever gets overlooked, try to implement a routine for returning calls. When you have a voicemail, jot down the caller’s details and add it to your call list. Then dedicate a regular time each day to make batch calls – including return calls. A quick tip – if you tend to be on the move throughout the day, using Bluetooth to speak with clients whilst driving, can allow you to use travel time productively.

Despite being considered a basic skill, good phone etiquette can go a long way in making a good impression. Sometimes the simplest things – such as speaking well and having the respect to return someone’s call – can make you stand out in the best way possible.

There’s a secreT weapon in The world of business ThaT is arguably The mosT imporTanT key To a successful adverTising campaign. iT’s a niche profession formerly used only by markeTing companies and mulTi-naTionals, now soughT-afTer by businesses, sTarT-ups and enTrepreneurs - a professional copywriTer.

inTroducing

advertorial

a professional copywriTer? whaT’s ThaT?We are the word-nerds who write the clever advertising tags and punchy one-liners that you know and love. We compose the headlines that grab you, the commercials that inspire you and the content that motivates clients and target markets to use products and services without a second thought.

professional copywriters are skilled, innovative advertising wordsmiths, harnessing the power of language and emotion to connect the soul of your business with the heart of your clients.We are the difference between a campaign that works and one that flops. You can have the most amazing images, beautifully crafted designs and well thought-out marketing plan, but if your copy (the actual writing in your ad) is confusing, complicated and downright terrible, then you’ve wasted hundreds, if not thousands of dollars on a campaign that not only doesn’t work, but damages your business.

Top 3 reasons why you need savvy scripTs1. We save you time, money and tears. If you’re a business owners and you’ve been writing your own copy, you’d know that it takes you (a lot of) all of these. At Savvy Scripts, we can write in half the time, for a quarter of the cost, and with zero tears. 2. We are the masters in message refinement – power packed advertising genius. 3. We are a Mackay based business, offering personalised local service with ongoing support.

If your advertising copy doesn’t flow, has the wrong message or too many messages, then your customers and target market will get confused or annoyed… or worse – they’ll lose interest. Here’s what a copywriter does: We ensure that your customers – existing and potential - take notice and care about your business! We want them to know exactly what it is that you do and what you stand for. It’s a copywriter’s life’s purpose to ensure that your customers know that you have the answer to their problem and that you are, without a doubt, the best business that can deliver on this need.

wow! my business needs a copywriter, sTaT! But where can I find one of these literary experts?Good news! A brand new copywriting business has now opened in Mackay. Run by copywriter extraordinaire Michaela Boyd, Savvy Scripts is about harnessing the unique characteristics of Mackay’s industries and promoting these in the most innovative, effective and memorable way.

for the secret weapon in advertising, contact savvy scripts today

p. 07 4958 5187 e. [email protected]


When sharing Excel documents, protecting the worksheet means that changes cannot made without your knowledge.

To proTecT a documenT so no changes can be made:1. Click on the worksheet you would like to protect.2. In the ribbon click on Review.3. In the changes group, click on Protect Sheet.4. The protect sheet box will appear, it will prompt you for a password – type a password and then click Ok. The password is case sensitive, and can be retrieved if forgotten.5. A confirm password box will appear, type the password again and click Ok.

To unproTecT a documenT so changes can be made:1. Click on the worksheet that has been protected.2. In the ribbon click on Review.3. In the changes group, click on Unprotect Worksheet.4. The unprotect sheet box will appear and will prompt you for the password. This is case sensitive, once the password has been entered click Ok.

The sheet has now been unprotected and can be edited freely.

{ How to protect an excel document }

WORDS dannielle walZ, Training ahead ausTralia

We are passionate word-nerds at

Savvy Scripts

Professional copywriting services including:

Connecting the soul of your business with the heart of your clients through innovative, effective and memorable copy.

Online content including sales pages and blogs | Advertising/Marketing PR copyBrochures/flyers | Electronic/Print newsletters | Corporate/Government contentRadio/TV advertising copy | Corporate video scripts | Magazine articlesSpeech writing | Ghost writing | Not-for-profit material

If you’re passionate about innovative, effective, memorable advertising, contact Michaela Boyd today.

P. (07) 4958 5187 E. [email protected] www.savvyscripts.com.au


WORDS Lee Brake . PICTURES Just One MOMent PhOtOgraPhy . MAKEUP & HAIR BOdytech Mackay

My BrIeF: the edItOr sent Me IntO the Bank OF QueensLand (BOQ) Mackay cIty Branch wIth a MIssIOn – “FInd Out hOw MeLIssa green dOes It aLL,

whILe stayIng sO caLM and In cOntrOL”.


It was a fair question. For those who don’t know Melissa, she’s not only been with BOQ Mackay City for 20 years and holds state and national business awards (including BOQ Owner Manager of the Year for both Queensland and Australia in 2010), she is also a mother of two and wife, who somehow manages to maintain a healthy and relaxed home life. And, most remarkably, to the outside world, she makes it look easy. Now funnily enough, Melissa started answering my question before I’d even asked it. As I entered her office, she looked up from a small pile of paperwork, smiled, dotted some i’s, crossed some t’s, and then stood up, neatly filed the forms in a filing cabinet that stretched almost the length of her office, put her

mobile phone in a drawer, switched off her computer screen and shook my hand. Her motions were unhurried, focused and proficient, but within seconds, I had her complete attention. And that, as it turns out, is a big part of her secret.

“So many people seem so stressed and so busy because they are trying to tackle everything at once, even if they don’t realise it,” she explained. “For me, it’s all about eliminating distractions. If I’ve got an open computer or phone beside me, some part of my brain will be looking for incoming emails and messages. If there’s paperwork all over my desk, part of my mind will be worrying about that, rather than what is the task at hand.”

>>>


Melissa also admits that to keep a clear head, she works at letting go and not micro-managing. “I honestly believe that for a business to grow, you can’t be attached to every core task and project.

“I’ve forced myself to empower my staff more. I still want to be involved in the initial consultation process – I value that personal connection with clients. But after that initial meeting, I’ll have a one-on-one sit down with the team member handling the account, where I will literally unload everything that is in my head and pass it on to them. We discuss what they think needs to be done – so they learn – and then I clearly set out the task and what they need to do. Taking the time to do this at the start of a project saves a lot of time down the road.”

Melissa also revealed that each team member has an individual ‘updates board’. “Once they have their tasks, the team will keep writing updates on the board – where the task is up to and what needs to be done as the next step. This keeps them on track and is a great way for me to understand where the loan process is at, and make sure that my integrity is intact with the client. I can look at the board and know that everything is progressing, without me personally having to worry and micro-manage.”

When I asked for an example of how eliminating distractions has helped her on a sales and business level, Melissa’s answer was so simple, it really struck home.

“It’s all in a name,” she revealed. “How often are you introduced to someone, while still mentally completing a previous task or glancing at a screen and then by the end of the conversation, you have no idea what their name was?

“Give a person your complete, unwavering attention and respect. Be polite and courteous and most importantly, learn and remember their name – whether they are a CEO or a secretary. Often times the secretary is the gatekeeper to the CEO, whose business you want, and you need their help to arrange the opportunity to meet.”

As an example, after leaving high school and discovering an interest in banking, Melissa secured an interview for her starting

job at BOQ. “The interviewer was a gentleman by the name of Paul Krause and I took the time to ask one of the tellers how to properly pronounce his name. I actually found out later from one of the tellers, that it was one of the key reasons I got the job. Quite a few others pronounced it wrongly or didn’t care enough to make the effort to pronounce it correctly.”

Lastly, when it comes to keeping a cool and calm persona, Melissa revealed that buckets play a big role. Yes, big ol’ metaphorical buckets.“You need to be able to look at your life and your needs as a person and realise where things need work. Think of different aspects as buckets; often our work bucket is full to overflowing, but you’re not taking that quality, distraction-free time to spend with your children or your husband or just let loose with your friends. It’s about realising when one of those buckets is getting empty and doing something about it... which reminds me, I really need to go and visit my Mum.

“The other thing is realising that you can’t do everything; you need a support network. Know your limits and know when to ask for help. I’m not a super Mum. My husband, Jason, and I don’t have ‘Mum and Dad jobs’. He’ll pick the kids up from school and put dinner on or I will do the mowing sometimes. And I love that my kids have so many people in their lives to learn from: their grandparents, the neighbour, their teachers at school – I’m a big believer in ‘It takes a village to raise a child’.

“And don’t be a perfectionist. If someone helps you and you criticise them, they might not do it again. Know when close enough is good enough, or maybe you need to be clearer about what you expect from the outset.

“Lastly, the healthiest thing I have found for myself and my business, is to go on an annual holiday, preferably somewhere without access to a work phone or emails. Whether it’s local or somewhere further afield, and two weeks minimum, it takes at least that long to switch off. By being out of touch, it forces you to rest your mind properly, spend quality time with the family and it also empowers your staff to make decisions and grow as leaders.”

Mackay City Face Recognition Ad 120x210.indd 1 18/02/2015 3:41 pm

1. Know what you want and be confident. “During that very first job interview I told the interviewer that I wanted to manage a bank one day and that I was willing to do the work to get there.”

2. be good at your job first and then looK to learn and advance. “If you want to move up in a company, excel at the role you were hired to do first. Don’t go looking for more, if your actual job is suffering – that’s arrogance. Also you will be surprised what you will learn if you read what you file.”

3. apply for jobs and asK questions. “Many people, women especially, will see an open position and then discount it because they don’t have one or two of the prerequisites. Just go for it, and if you fail, then follow up and politely ask why. Ask about areas and skills you need to brush up on, to be successful next time.”

4. MaKe a decision – even if it happens to be the wrong one. “I heard a story once, that likened making a decision, to being stuck in the middle of a wooded valley with hills on both sides. Sometimes the only way to find out the right way, is to pick a direction. Even if it’s the wrong way, at least you’re on top of a hill and you can see where you went wrong, and where you need to go.”

Melissa Green is one of those select few people who left school, joined a company at the bottom and worked their way up to management level. With that in mind, before saying my

goodbyes, I got her top tips for aspiring leaders who want to rise through the ranks.


EDITION ONE LAUNCH @ K&CO . 1: Tania Begg, KimBerly Bailey, melissa green . 2: HeaTHer Woods, Claire sWanepoel, amy sHerloCK . 3: lisa davis, dannielle Walz, david WesTman, maree WesTman

EDITION TWO LAUNCH @ K&CO . 1: roz Borg, sHarmin messer, deBBie Warren . 2: pHilip marsHman, sTepH Kerr, alanna BraKe, lee BraKe . 3: Jade mCaUley, HeaTHer Woods

EDITION THREE LAUNCH @ MINDS ALLIGNED . 1: sandy KoKas-magnUssen, roWena Hardy . 2: sTepHen sCHWer, JUlie Boyd, niCK BenneTT . 3: Jason CHeTCUTi, TaHnee KHalU, melissa green

1. 2. 3.

1. 2. 3.

1. 2. 3.


What a fantastic year! The Instincts team would like to say a massive THANK YOU to all of our readers, advertisers,

contributors and supporters - we couldn’t do it without you. Here’s cheers to a bigger and better Year 2 of

Instincts Magazine!

EDITION FOUR LAUNCH @ TRAINING AHEAD AUSTRALIA . 1: Joel KHalU signing mags . 2: roWena Hardy, CHris evangeloU, miCK pope . 3: saraH maTHeson, miCHaela Boyd

1. 2. 3.

BeHind THe sCenes: WHere magazine magiC Happens


World sugar prices have taken a beating over the past few months with the lowest prices witnessed for many years and reaching lows of around the 12 cents/pound mark.

Brazil is the main influence on prices, with increased tonnages resulting from ideal growing conditions. The strengthening of the Brazilian Real has also given Brazil’s growers an edge in their cost of production.

India and Thailand have also exceeded production expectations, adding to the surplus. These signals of over-production are being sent to the market place, pushing prices even further down.

On the home front, we are experiencing a strengthening of the Australian dollar, which has made export prices less attractive. These prices are now below cost of production. If this continues, there is a high probability there will be an impact on Australian cane growers’ ability to service debt and input costs and still maintain production.

The positive news is that further interest cuts have been announced recently, giving growers the opportunity to investigate refinancing.

Contributing to the tight cash flow for growers is the dry conditions resulting from a failed wet season. This has significantly reduced tonnages expected to be crushed this season. Mackay Sugar expects to crush 5.1 million tonnes through its three mills while Wilmar Sugar’s estimate for the Plane Creek region is 1.32 million tonnes.

These quick reads will get you up to date on what’s happening in some of our largest

industry sectors, and what’s on the horizon for the Mackay business community.

WORDS Kevin Borg, Chairman of CanegroWerS maCKay

Summary reportS on maCKay’S eConomy and Coal and Sugar induStrieS from

leading profeSSionalS in our region.


While there is often a focus in the media on those businesses who have had to lay off staff, for whatever reason, we should note that businesses around Mackay are going through cost cutting exercises as a matter of course. The landscape has changed significantly out there, and it is essential that Australia becomes globally competitive, despite the cost of coal.

The more competitive we are, the more market share we take, and then we will see coal prices return to a more normal level.

Good news for our industry was the Federal Government’s recognition that there is no more pressure on coal mining companies, in the form of taxes in its recent budget.

We can now also look to significant projects such as Adani’s Carmichael Mine and Rail and Port development to provide our region with the investment we need to grow and prosper. Adani’s production is not dependent on coal prices, as 70% of its product will go directly to supplying their own power stations.

According to Adani Australia CEO, Jeyakumar Janakaraj, the project, which includes the expansion to the Abbot Point Coal Terminal, was on track for a September start to off-site work and they were committed to executing their vision.

A $20,000 immediate tax deduction available to small businesses announced in the recent Federal budget bodes well for Mackay and reflects the critical role SME’s play in the Australian economy. It also received a good chunk of the media coverage and industry analysis surrounding the budget.

However there was another key announcement with potentially huge ramifications for Mackay – the announcement of a $5 billion loan facility to promote infrastructure investment across northern Australia.

With the Federal Government’s Northern Australia White Paper due to be released very soon, this loan account, which will lend at cheap interest rates, is set to become hot property with governments and private companies of Western Australia, Northern Territory and Queensland.

What will this mean for Mackay? In a word – development – as local and state governments partner with businesses to develop ports, roads and rail in the nation’s top half. A boost to employment will follow. As a rapidly growing city with significant natural and physical assets, Mackay can position itself as a key player in northern investment.

What will be important, is meaningful engagement and consultation with our community along the way – to make sure we get it right.

WORDS tony CaruSo, Chair of reSourCe induStry netWorKWORDS meliSSa green, oWner manager of BoQ maCKay City


Over the years, a number of events have become iconic on the Mackay calendar – including the highly popular Mackay Marina Run (June), Mackay Mountain Marathon (August) and the River 2 Reef Charity Ride (October). Events such as these draw large crowds and lots of exposure.

River 2 Reef Project Manager, Stuart Cameron, believes that events like the River 2 Reef Charity Ride are great tools to engage staff, while motivating them to get healthier. “We all know the benefits of exercise and how it reduces stress levels, increases longevity and empowers people to be better.”

When signing up as a corporate team, you can make the event as competitive or as fun as you wish for your staff. While your goal as a team is to complete the challenge, there is no reason you can’t set other challenges for your team during the lead up and throughout the event to make it more interactive.

“We’ve found that there are some people in teams that don’t want to engage in these types of physical activities, so this is

where we encourage businesses to make those people their fundraising gurus.”

Allocating training buddies is a good way to help motivate those at different fitness levels, and a great way for the team to get to know members they wouldn’t usually work closely with. Many organisers also offer a training plan in the lead up to the event, which is a great way to get a jump-start on team building, and can be scheduled when it best suits your business and your team.

“Some employers have gotten into the habit of having their team meetings on, or directly after, a ride. People are more productive, more creative and feel more like part of a team, when employers take the time to head out for a ride with them.”

According to Hail Creek General Manager of Operations, Rowan Munro, many companies are making charity challenges a regular event. “The River 2 Reef Ride continues to be a popular event with Hail Creek Mine workers each year.

Turn your work Team inTo an acTual Team wiTh a chariTy challenge. inTernally, iT can be a greaT sTaff moTivaTor and encourage acTive and healThy living.

in The ouTside world, you will be promoTing your corporaTe brand and aligning your business wiTh someThing posiTive for The communiTy.

WORDS alanna marslen


USE A PROFESSIONALget the wow factor

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“With health and safety a core priority at all Rio Tinto operations, it is a great opportunity for our workers to focus on their fitness while also raising funds to support local charities.”

Events like this are also a useful channel to increase brand awareness and promote your business within the community. Most charity runs/rides will throw in a free shirt with early-bird registrations. This is a great tool to get your team looking and feeling the part, with many offering team names or business names to be printed on the back. For those willing to get creative, customised team shirts are another way to promote your business on the day.

So, if you’re looking for a local, cost efficient team building exercise – think outside the box (and office walls) and look at joining a corporate charity challenge. Chuck on your joggers or jump on your bike and get you, your team and your business out there!

rowan munrosTuarT cameron

PHOTOGRAPHED BY: BNA Photography

JULY - SEPTEMBER

Sunset at Shoal Point

BnA Photography


For a full calendar of events head to www.instinctsmagazine.com.au

CHAMBER COFFEE CATCH UPS9, 16, 23, 30 July | 8.00am | Free – just buy your own coffee

Charlie’s at Porters

MACkAY WOMEn In BUSInESS10 July | 12 - 2pm | $35pp

www.facebook.com/MackayWomenInBusiness

TOASTMASTERS – MACkAY CLUB 14 July | 7.30pm

St Paul’s Uniting Church Meeting Room, 21 Macalister Street, Mackay mackay.toastmastersclubs.org

CHAMPIOnS OF IndUSTRY PAnEL dISCUSSIOn24 July | 12 - 2pm | $TBC

Mackay Grande Suites, Gregory Street, Mackay | mackayregionchamber.com.au

BOWEn BASIn MInIng CLUB LUnCHEOn31 July | 12pm | $TBC

South’s Leagues Club, Mackay | bbminingclub.com

TOASTMASTERS – EYE-OPEnERS CLUB 14 August | 6.45am

St Paul’s Uniting Church Meeting Room, 21 Macalister Street, Mackay 6311.toastmastersclubs.org

MACkAY WOMEn In BUSInESS14 August | 12 - 2pm | $35pp

www.facebook.com/MackayWomenInBusiness

YP COFFEE MORnIng3 September | 7.30 - 8.30am | Free – just buy your own coffee

Woodman’s Axe, City | facebook.com/groups/YPMackay

feature

Whether you’ve already taken the plunge, or are still wondering whether to dip your toe into the water – Facebook is without a doubt, the strongest social network in our region (and the world). The following feature is entirely dedicated to helping you to get the most of what Facebook has to offer your business.

In first place we have how to run a Facebook competition (including where to find Facebook’s own guidelines) followed by a travel companion for the world of Facebook Insights.

Next up, we explore Facebook advertising and to finish up, a case study with Sarah Matheson from Mackay Tourism looking at a local example of setting up a page, and making it a social success.

For more tips and tricks, hints and ideas, news and hacks – follow Instincts on Facebook: www.facebook.com/instinctsmagazine.

mastering FaCeBOOK


the ‘other’ F word


feature

Guidelines for brand pages, including competitions/promotions, can be found on the Facebook Pages Terms page: www.facebook.com/page_guidelines.php. Long story short, you are responsible for the lawful operation of the promotion, the rules, terms, compliance and pretty much enter at your own risk. Sounds ominous, right?

It’s really not. Follow these simple do’s and don’ts to reap the rewards of a successful Facebook competition:

Not only does a well-run Facebook competition encourage interaction with your page and increase brand awareness, it can also turn your winners into advocates for your page. Give it a try – what have you got to lose?

DO> Use a prize that is relevant to your business and will encourage future sales. A gift voucher for a product or service you offer is often a good fit – but make sure you make it valuable enough to attract participation.

> Comply with Facebook’s permitted entry methods. You can ask your audience to “like” a post, “comment” on a post, “private message” your page or “post” to your page to enter.

> Take the hassle out of running a competition yourself, by using a third party app. Try Agora Pulse, Woobox, Wishpond – there are many free and paid options available.

DON’T> Ask your audience to “share” your page or post, “invite” others to your page or “tag” themselves in your content to enter a competition, as per Facebook’s page terms.

> Use the overdone, common prizes like an iPad. Unless you are working for Apple, this is not going to encourage people to continue to follow or utilise your business.

> Forget to cross promote. A competition on Facebook can still be advertised across your other marketing channels.

W I N-W I N

RuNNINg a FacebOOk cONTesT Is a gReaT way TO bOOsT FOllOweRs, aTTRacT New cusTOmeRs aND INcRease yOuR bRaND awaReNess. sO whaT Is The mOsT pRODucTIve – aND “FacebOOk legal” – way TO DO IT?

WORDS alaNNa maRsleN

Insights is a great tool for business development. From getting a better understanding about your business’s target

market to finding out what posts are the best received by your audience – there’s a lot to be gained from Facebook.


WORDS Jade McauleyPICTURES Rosie Joyce PhotogRaPhyHAIR & MAKE UP on tRendCLOTHES thRee WoRds styling


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Meet Yvette Adams, multi-award winning business owner and founder of The Creative Collective (marketing services, web development/design and a wide array of digital marketing solutions) and The Training Collective (teaching people how to rock at social media and digital marketing).

Yvette is the busiest person I know – she’s a Mum, an author, and a speaker in high demand, and for good reason. Her knowledge of digital and social media is unfathomable and her resume includes personally assisting thousands of business owners to start, grow and prosper online and offline.

We started with the basics – why venture to the Insights tab in the first place?

“Insights collects free statistical information from Facebook, including information about your page’s performance and the people who have come into contact with your page.”

But it’s what you can do with that information that’s really exciting!

“Insights is a great tool for business development. From getting a better understanding about your business’s target market to finding out what posts are the best received by your audience – there’s a lot to be gained from Facebook.”

likes: When PeoPle click (oR unclick) that like button on youR Page

“This tab tracks your ‘Like’ growth over time, so, for example, if you see a big spike in the number of likes in your graph, you can consider what marketing activity happened there to generate so many.”

WelcoMe to the WoRld of facebook – PoPulation: PRetty Much eveRyone. likes, Reach, engageMent – facebook has its oWn language, and instincts sPoke to one of the best social inteRPReteRs in austRalia to helP you navigate that innocuous tab at the toP of youR facebook Page called insights.


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If cross referencing that spike can be attributed to a particularly interesting Facebook post, an effective TV ad that ran during a popular show or an eye-catching press ad that appeared that day – you’ll know which of your marketing efforts are having an effect on your Facebook page growth.

Reach: whetheR they like it oR not, these aRe the people who have seen youR page

“At the start of 2014, you might have noticed a drop in your organic (unpaid) reach. Facebook changed their newsfeed algorithm to completely monetise their network, meaning they’re charging businesses for the pleasure of gaining a good reach, even from their existing ‘likes’ base.” If you are doing paid Facebook advertising, this tab will show you the size of your reach, ie how many people ‘eyeballed’ your post, the level of engagement (likes/comments/shares) and which were paid/unpaid.

visits: foR those who went beyond the newsfeed oR website to pop along to youR page

“Visits shows you where people are coming from – such as your website, Google etc – these are your external referrers. You can then use this information, along with your website’s Google Analytics (if installed), to define your marketing loop, and track the journey that your visitors go on, when finding out more about your business. You’ll see some interesting trends here. Some people will start with a search on social and then go to your website, while others will find you online, then check you out on social media later. Either way, it’s useful information to know.”

posts: all about the content that you’Re putting out theRe

First up, this tab shows you what days and times your fans are online, and then a list of your posts and how they performed.

“There is no standard perfect time to post – it varies from business to business, and on which audience you are trying to reach. Parents tend to look at Facebook at a different time to retirees, students tend to be on at a different time to professionals and so on.”

There’s a lot of practical information in the Posts tab, but another of Yvette’s favourites is the engagement tracking. “You can see which posts did really well, giving you the

opportunity to leverage off that and produce more content along those lines. Sometimes the content you find is performing well in Insights can be useful to translate to other marketing mediums too.”

people: demogRaphics galoRe

“Whether it’s face to face or on social media, women tend to be good talkers so don’t be surprised that many businesses tend to have more female likes on their Facebook page.” Overall, this tab shows who has liked, seen or engaged with your page and their age, gender and geographic location.

“You can use this information to customise your content. For example, you may notice a lot of Gold Coast people are starting to follow your page and you may have an interest in expanding there – you can start providing this audience with info about your business and grow into that area.”

So apart from the occasional quick glance through the Insights tab when you’re scheduling Facebook posts for the week, how else can you use this abundance of information in the long-term? “For ourselves and clients, we regularly export Facebook data for further analysis. You can select a date range in Insights, click the Export button and save the spreadsheet that’s generated. This report features up to 500 posts at a time, so depending on how much content you are posting, you may do it monthly. Or if you have a new page and are posting quite frequently to grow your page, or operate in a highly competitive environment and really want to get this right from the get go – then you may need to export every week or every fortnight.”

Like any other marketing channel, Yvette says the bottom line is that you need to be clear on what your objective is for Facebook, and also who your target markets are. This will determine your messaging, timing and placement, and will help you connect at the right time, with the right people, in the right way.

“And Insights can help you every step of the way.”

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The key to a successful online campaign (or any marketing campaign for that matter!) is to target the right audience for your business. Facebook have made some big changes recently to provide more effective targeting, by expanding their demographic selections – now including age, sex, politics, interests, occupation, connections – the options are seemingly endless.

With social media becoming such an everyday part of life, Facebook advertising can be a great – and economical – way to drive online sales, direct both existing and new customers to your website or app, increase local sales, promote your business and raise brand awareness.

With the ability to set your own daily, weekly or monthly budget, you choose what you want to promote, when to advertise and who to target.

1. set youR goal – what do you want to achieve by advertising on Facebook?

2. select youR method – click the down arrow in the top right of Facebook, and select ‘Create Ads’ – then just follow the prompts.

3. define youR audience – just like with any marketing, every ad can’t appeal to every person. Choose one of your more lucrative target markets and make an ad just to entice them.

4. set a budget – Facebook will show an estimation of how many people will see your ad, so you can adjust your budget to suit your goal.

5. give it a whiRl – it’s relatively cheap to do, you can try out a few ideas and keep tweaking, until you find the best way to get results for your page, and your business.

flaunting it on facebook WORDS samantha may

Instincts caught up with Sarah Matheson, Marketing Officer for Mackay Tourism, for a look at how the Visit Mackay, Queensland page has gone from zero to hero.

Q: What’s first When setting up a brand page?

a: The best thing is to make sure your page represents your business’s brand. Not just the logo, but your business’s personality and the experience that you give customers. Also, make sure all your contact details are up to date and that direct messages are responded to, as a lot of customers now find it convenient to make contact through Facebook. It seems basic, but you would be surprised at how many don’t do it! And make sure that it links back to your website – the cornerstone of your online presence.

Q: hoW do i demonstrate our “business personality”?

a: The Mackay Tourism Facebook page was established but wasn’t being utilised and needed a boost in fan numbers and engagement. I learned the power of social media in influencing decisions, particularly in tourism, and looked at best practice destination pages like Visit Queensland, Australia and Australia.com and got some inspiration! I rebranded our page to be a consistent, consumer facing, inspirational platform for visitation to the Mackay region. I also ensured our look and feel was

consistent where possible across all social media platforms, so we were easily recognisable.

Q: hoW did you gain Quality folloWers?

a: My goal was to not only increase likes but also engagement – with new and current fans. There is no point in having 2000 likes when you only engage three people per post! This meant posting great content our fans wanted to share – such as photos, tips, tricks and things to see and do in the region.

Finding our stark-raving fans was key in gaining that content to share. Encouraging them to share their photos and tips with us, allows us to now have a content bank we can pull from and post in the future.

Q: What Were your initial goals?

a: Getting the basics right – ensuring our channels were brand aligned, engaging with our fans, generating content to share and keeping the messaging consistent. Through all of these things, we achieved substantial organic (unpaid) growth. Then with strategies such as photo competitions and campaign advertising, this increased even further. Now, the focus is on keeping existing fans engaged with what we do and gaining more likes where and when we can.

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{ Case study: maCkay tourism }

start a faCebook page, they said. it’ll be easy, they said. and you meant to – but haven’t Quite gotten there. or you did –

but you’re not Quite sure hoW to make it “Work”.


WORDS samantha may

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1: Use high quality images in your posts. We live in a visual world – and you will find posts with pictures generally get more engagement.

2: Share content that is relevant for your target market, even if it’s not a sales pitch. For example, if your target market is Mums, share some memes on parenting. Your engagement will increase and your brand will become more personable.

3: Resize photos to fit Facebook’s image sizes. This ensures your pictures are the optimal size for PC and mobile newsfeeds, and aren’t skewed or off-centre!

4: Ask questions in your posts – engage with your followers. It’s called SOCIAL media for a reason. Don’t talk to them like an advertiser. People want to engage with real people – like yourself.

5: Run competitions. Contests are a great way to generate likes and engagement. Just make sure you follow Facebook’s competition rules!

6: Utilise the new ‘Call to Action’ button. While Facebook is a great tool for raising awareness – it can also be utilised for making sales! Link this button on your timeline and also posts to your website or sales channels – make it as easy as possible for the customer to engage with you.

7: Do one or two channels and do it well. If your market isn’t really on Twitter or Google+ or Pinterest – don’t waste your time. Pick a few and give them 100%.


In our lives, “blockages” can come unexpectedly at inconvenient times, giving us seemingly limited options like:

> Be headstrong and push through, ignoring the signs.

> Take the detour and try handling the delays and changes with a positive outlook.

> Park in front of the sign until it’s moved and you feel safe to proceed.

Obvious blockages such as road signs are external to ourselves and can most often be seen and read. Internal signs and feelings are often the real blockages in our lives. They affect our relationships in business, family, community and the relationship we have with ourselves.

Internal blocks can be divided into two groups:

1. Situational2. Constant

Situational is basically thought-driven. The thoughts can be intermittent, with easy access to change. For example, “I only like myself when I’m on holidays” can be changed to “I like myself all the time”, and reinforced by choice and repetition.

“Constant” is relayed to us and others 24/7. It’s part of our internal operating system with limited access, and it can block what could be described as our “field of potential”. This invisible blueprint may be held in place by beliefs that can interfere with our success. Studies show it is relayed or broadcast out to the world in quantum waves from our abdominal area (not our heads).

WORDS Michelle Mclean, alive & Brilliant naturopathy


To challenge those beliefs, and update what you’re broadcasting, try asking yourself some of the below questions:

1. identify. Honestly look at where you are now and accept this. Acceptance of your current position will give you a point to navigate from. Are you on track with the life you want to lead, or are you feeling a bit derailed?

2. focus. In a quiet, calm environment – identify what drives you. Is it negative or positive? Work on turning off negativity, allowing yourself to feel comfortable with where you are now and opening yourself to potentially more prosperity.

3. expectation. Have you set yourself and your environment up for success or failure? What is the condition of your environment? Does it reflect the way you want to live? Can you breathe easily? Where do you spend most of your time? Emotionally, do you have a space you feel calm in?

4. your Why. Identify clearly your personal “why”. Keep it simple. Your why can be a driver – what gets you out of bed? What makes you feel really alive? What does success look like to you? This affects your intentions and motivations. You own it, and you can change it.

Being aware of what your blockages are and what is stopping you from achieving what you want in life, puts you in the driver’s seat. Breaking those blocks down is not a once off action, but an ongoing process that will reoccur throughout your life.

Face life’s challenges proactively and infuse passion, purpose and planning into your world.

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NothiNg but Net... Playful objects encourage playful thinking. Some of our most creative ideas come about when you let your mind relax, and allow yourself to really think outside the square.Stimulate your miNd... Moodboards can come in all different shapes and sizes, but their purpose is to be a visual reminder of what inspires you and what you want to achieve. Quotes, images, colours, cards, notes – whatever gets your brain ticking, stick it on your wall.

See the light... Something as simple as switching around your office lighting can have a huge impact on your mindset and your work. Lamps don’t have to be all boring white or black – try something different with an industrial-looking or brightly coloured light to really “brighten” up your space.


Working An office can be what separates the men from the boys. Rather than let your office be where files and stationery go to die, look at how you can incorporate your personal interests into your professional space to liven up your workday. Plus injecting your office with some personality can subliminally demonstrate to your clients and associates just how unique you and your business are.

Clock, jacket, dress shirt, shoes and office accessories: myer . Executive chair, mobile pedestal and bin: empire Furniture . Basketball hoop: amart allsports

STYLING Camille a iNterior deSigN, 0478 084 052 . PICTURES NiCole hatField WORDS Jade mcauley

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1. ReseaRch youR accommodation options

Accommodation is often the most expensive part of a trip, especially if you are staying for a number of days. Services like Airbnb allow people to list and rent their houses online. Every time I travel personally or for business, I use Airbnb and have taken my accommodation bills from $1500 down to roughly $600. Not only can I stay in the CBD to save on travel, I also have access to a full kitchen, meaning I can save money on not having to eat out.Corporate package deals are also becoming popular with hotels and are worth looking into – especially if you are paying for someone to come stay in your town. You want to ensure that they’re impressed by your business and your town, while you get a good deal.2. use fRee tRials at gyms to stay fit

It is hard to stay fit while travelling, usually because motels don’t have a gym or a kitchen. A casual gym pass (1 visit) is usually around $15-$20, whereas an actual gym membership is about $15-$20/wk. I don’t know about you, but I can’t afford or justify spending $20/day for a gym visit. However, the majority of gyms offer free 7 day passes. If you want to use the gym while away, simply sign up for a pass!

WORDS dannielle Walz, tRaining ahead austRalia

3. ubeR instead of taxis

Uber is an on-demand car service that allows you to request private drivers through a smartphone app. While it’s a global company, it is only available in Brisbane, Sydney and Melbourne in Australia at this stage. Most cars offer free Wi-Fi in them or bottled water and because it is a phone app, via GPS tracking you can see how far away the Uber is, meaning there is no more guessing if the car is going to be late.

4. make tRavel time pRoductive time

People don’t realise how much productivity time there is while travelling. When you are on a plane, there is usually no Wi-Fi, no phones ringing and no colleagues distracting you. Use this time to get some work done, whether it be: writing blog posts, reviewing figures or simply planning. Then at the motel, instead of eating out every night, which can be very time consuming, have your meals delivered and once again, focus on work at the hotel.

I thoroughly enjoy traveling with work. It breaks up the routine and gives me inspiration, however when I first started, I wasted a lot of time and money. Spend an extra 30-60 minutes planning your trip in advance and reap the rewards, both financially and through better use of time.

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Ok, that’s not the proper dictionary definition, but it is the main goal behind SEO. There are many ways to optimise your website to gain a high search engine ranking – some you can do, other methods require professionals. There’s sooo much that can be done – but let’s start with an easy one.

Know your Keywords: There’s none better than Google’s own keyword finder. Head to adwords.google.com and sign in to your Google account or set one up (free!). At the ‘Your first campaign’ section, skip down to Keywords. If someone is trying to find the product or service you provide, what would they type into Google? Type those words into this section to find out how popular that keyword is (how often it is searched) and other popular keywords that are similar to what you’ve written.

Build a Blog: Google loves new, relevant and popular content. Add a blog and update it consistently (new), use your keywords naturally in titles and body copy (relevant) and let people know about it, so they can start regularly visiting your page (popular).

social Butterfly: Pick one or two social media networks – based on your business type and target market – and start posting. While racking up your followers, post links to your website and individual blog posts – let people know you have free, expert, interesting information just a click away. And as you build your relationship with them, they will build your search engine ranking for you.

But keep in mind – SEO is a process, not an overnight winner.

search engine optimisation (seo): worKing towards that #1 spot on google

WORDS Jade mcauley

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When you want to make a good first impression, it pays to go professional. A quality headshot can help to give people a sense of who you are and what you are about.Instincts Magazine spoke to Doug from Just One Moment Photography to get a professional’s opinion on the importance of a noteworthy headshot. According to Doug, physical appearance plays a crucial role in the corporate world.

“With people connecting online these days, someone might be looking at your website, or on LinkedIn or Facebook, and nine times out of ten they’ll be drawn to a person’s face. They’ll think to themselves, that person looks good, they look like they know what they’re doing.”

And there are a variety of different factors can influence the quality of a headshot.

“Clothing, posing, lighting; a photographer pays attention to all of these things. It’s important that the person having their picture taken feels relaxed, because if you feel uncomfortable, you’ll look uncomfortable in the photo.”

Doug believes it’s necessary to give a certain amount of context to a professional headshot, by capturing what is known as an “environmental portrait”.

“Instead of using just a white wall as a background, we will photograph them in their place of work. For example, a lawyer could be standing in front of a row of books. In a subliminal way, it gives people a chance to see what they actually do.”

Putting a face to a name can make your business more accessible, leading to potential new opportunities and improved brand recognition. Rather than try to capture your best side with a blurry selfie, a professionally taken headshot will give a polished and unique representation of you. WWW.ZOETIC.NET.AU

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Editor

“Pressure is a privilege”During Andrew Morello’s latest visit to Mackay, he dropped this gem (along with many others) and I haven’t been able to get it out of my head since.

We all have many roles that we play in our lives. In my professional life, I work full time as a marketer, I’m the volunteer marketing coordinator for Mackay Animal Rescue Society and I started this awesome magazine that you’re reading right now. To some this seems like a lot, but I chose not to take up the wife and mother roles in life, so my time is pretty much my own. And for those of you out there that do have the crazy full-on professional life while also being a partner, parent or carer, more power to you – you are inspiring!

What it really comes down to though, are the choices that we make. Even when it feels like life is whirling around so fast and you’re barely keeping up – you have choices. It’s your own decisions that have put you in the place that you are now, and will govern where you go. Your choice to start a business, to accept a job, to get married, to stay together – these decisions are up to you. And the consequences of those decisions may be tough,

and they may carry a lot of responsibility – and that pressure is a privilege.

Your life is completely in your hands – and that pressure is also a privilege. It’s a privilege, because there are many people who don’t have that. Their lives and their choices are in the hands of someone else, or have been taken away from them completely.

When life gets stressful and overwhelming, I remind myself of how damn lucky I am, to have so much – and how lucky I am to have had the ability to work hard to get it.

And that’s what Instincts is about. We work hard to provide you with practical information, useful tools and local inspiration to help you make the best, most informed business decisions possible. We want you to succeed – and to support you, no matter the pressure.

Cheers,

Sign Off

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AccommodAtion: Lanai Riverside Apartments . page 36 . lanaiapartments.com.au Business BAnking: BOQ Mackay City . page 13 . boq.com.auBusiness insuRAnce: Elders Insurance Mackay . page 7 . eldersinsurance.com.au/mackay copywRiting: Savvy Scripts . page 9 . savvyscripts.com.au FinAnciAl plAnning: Zoetic . page 37 . zoetic.net.au FiRst Aid supplieR: Mackay First Aid . page 31 . firstaidmackay.com.augRAphic design: Black Owl Design . page 2 . blackowldesign.com.au moRtgAge BRokeR: Maven Capital . page 27 . mavencapital.com.au photogRAphy: BNA Photography . page 19 . facebook.com/BnAPhotographyMackay pRinting: BB Print . Back Cover . bbprint.com.ausoFtwARe tRAining: Training Ahead Australia . page 35 . trainingahead.com.au

Business gRoup memBeRship: Mackay Tourism . page 29 . mackayregion.com

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