Mediaboss Marketing

A glossy newspaper ad selling reimagined luxury apartments in Sydneys iconic Sirius Building has been condemned as tone-deaf and gross for implying the previous public housing tenants did not deserve to live near Sydney Harbour.

The Sirius building was built in the 1970s to provide social housing for low-income residents of Sydneys The Rocks district. The Berejiklian government sold it to private developers in 2019 for $150m as property prices in the harbourside location skyrocketed.

The government said the developers would refurbish the building for private sales, and the $150m would go towards building new social housing in other areas.

The last resident of the Sirius building, 93-year old Myra Demetriou, was forced out of her home in January 2018 to clear the way for the sale.

Developers JDH Capital have converted the building, now referred to as Sirius Sydney Harbour, into multimillion-dollar apartments, to be sold by the company CBRE.

On Friday, a four-page glossy liftout was printed in the Australian Financial Review advertising private appointments for prospective buyers.

The ad has been widely criticised on social media and among those who fought to keep the building as social housing.

The ad asked readers to live on the worlds most iconic harbour, while saying the former social housing block had been reimagined for a modern sensibility, with a level of luxury its harbourfront address deserves.

Quickly your mind says: did people not deserve it previously? Ben Peake, an architect and the manager of the Save Our Sirius campaign, said. It feels gross because it is stained with what we have done to the people who lived there.

We kicked out a 92-year old blind woman and turned her apartment into a multimillion-dollar house. And we rushed her out. The government squeezed her into a house she couldnt properly access.

The Sirius building has been praised by architects and residents for its architectural beauty and for providing social housing in the inner city.

According to my records, Sunday is the 40th anniversary of Sirius opening to the public, Peake told Guardian Australia. In just 40 years we have gone from a society that provides high-quality housing for low-income people to luxury housing for the most wealthy.

Peake and other defenders of the Sirius building said previously that it was important for cities to retain social and public housing in inner city areas even if their property values rose.

Shaun Carter, the former NSW president of the Australian Institute of Architects, said in 2017: Its seeking to create an enclave of the haves by removing the have-nots.

Peake said many campaigners had asked the state government to retain a proportion of social housing in the building, but there was no real interest in that.

Neither Fridays newspaper ad nor the website for the new development mentioned the buildings history as social housing.

The website tells readers: Sirius is Sydneys most famous Brutalist building and a landmark of The Rocks skyline. Designed in 1979 by architect Tao Gofers, its strong architectural presence is visible from bridge, street and shore.

Peake said: The idea of it as affordable housing has been lost. The social value and the heritage value of Sirius is connected to its use. Without any provisions for social housing, it really has lost a lot of its social value. But it does tell a very Sydney story.

It is interesting that they have kept the name. And now the Brutalist architecture of Sirius has been held up as a design icon, when not that long ago even government ministers were comparing it to a carpark.

CBRE and JDH Capital were contacted for comment.

The developments new website says: Spanning disciplines and continents, JDH Capital have sought out a project team with the values and expertise to preserve Sirius with long-term integrity.

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It feels gross: ad for Sydneys luxury Sirius building criticised as insult to former social housing tenants - The Guardian

With live-streaming now available on almost every major social platform, it's little surprise to see Pinterest also looking at its own live-stream options to help promote creators, and boost engagement in the app.

As reported by TechCrunch, later this month, Pinterest will host a three-day virtual event, which will feature a range of live-streamed sessions from creators and celebrities, which will be made available directly in the Pinterest app.

Pinterest communications manager Marie-Jolle Parentalso shared this update on Twitter:

Tapping through on that link takes you to a new Pinterest Live page, which provides an overview of all the live events scheduled in the app.

Pinterest notes that the events will only beavailable to Pinners in the US, and only in the app, on both iOS and Android.

"Pinners can join a session live with Pinterest Creator Jonathan Van Ness and learn new morning rituals and self-care routines or learn how to style your wardrobe with fashion designer Rebecca Minkoff.Other featured creators include Pinterest food Creator GrossyPelosi who will show Pinners how to make an easy summer dessert, Peter Som will show how to make his most saved recipe and Hannah Bronfman will show how to create the perfect at home spa night, among others."

Pinners will be able to comment to interact with creators during their streams, but there will be no shopping functionality in this initial test. But that's no doubt coming - with TikTok airing its own shopping-focused live-streams, you can bet that Pinterest is also eyeing the same, linking its expanding catalog of product pins into a live-stream experience that will eventually enable all Pinners to broadcast live, and promote their products within the app.

Which makes sense, especially given the popularity of food and beauty content on the platform. Through live-streaming, chefs will be able to guide Pinners through their recipes, while beauty creators will have a direct option to better showcase various products.

In this respect, live-streaming seems to fit perfectly within the Pinterest ecosystem - and when you also consider that video views within Pins increased more than 3xin 2020, there's clearly demand for more video content within the app.

It seems likely, then,that we'll see a broader roll-out of Pinterest's live-streaming tools sooner rather than later - but right now, it will be limited to this new test, which will take place between May 24th and 26th, and will help provide Pinterest with more insights into the development of the option.

In addition to this, Pinterest is also hosting a Pinterest Creators Connect event on May 27th, which is separate to this live-stream line-up, but is likely where it will provide a more in-depth overview of the plans for Pinterest live-streams.

If you're looking to utilize Pins in your digital marketing effort, it may well be worth tuning in.

You can RSVP for the Pinterest Creators Connect event here.

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Pinterest Tests Coming Live-Streaming Functionality with New Creator Event - Social Media Today

Social marketing is an approach used to develop activities aimed at changing or maintaining peoples behaviour for the benefit of individuals and society as a whole.

Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way.

It helps you to decide:

Social marketing is not the same as social media marketing. Find out more.

Social marketing is a systematic and planned process. It follows six steps

The goal of social marketing is always to change or maintain how people behave not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing.

This is the value perceived or actual as it is defined by the people who are targeted by a social marketing intervention. It is not what is assumed to benefit them by the organisation that is trying to encourage the behaviour change.

Even if you dont take social marketing any further, just considering these four questions will add value to your projects and policies.

How social marketing helps

Policy: social marketing helps to ensure policy is based on an understanding of peoples lives, making policy goals realistic and achievable. Policy example: water rationing in Jordan

Strategy: social marketing enables you to target your resources cost-effectively, and select interventions that have the best impact over time. Strategy example: lung disease strategy in England

Implementation and delivery: social marketing enables you to develop products, services and communications that fit peoples needs and motivations. Delivery example: child car seats in Texas

Visit our Social Marketing Planning Guide

Social marketing vs social media marketing

See more here:
What is Social Marketing? | The NSMC

Dominik AngererContributor

Search engine optimization, PR, paid marketing, emails, social marketing and communications is crowded with techniques, channels, solutions and acronyms. Its little wonder that many startups strapped for time and money find defining and executing a sustainable marketing campaign a daunting prospect.

The sheer number of options makes it difficult to determine an effective approach, and my view is that this complexity often obscures the obvious answer: A startups best marketing asset is its story. The knowledge and expertise of its team, together with the why and the how of its offering provides the most compelling content.

Leveraging this material with best practice techniques enables any startup, no matter how limited its budget, to run an effective marketing campaign.

I know this approach works, because this is exactly what I did with my co-founder Alex Feiglstorfer when we set up Storyblok. To be clear, we are developers not marketers. However, our previous experience building CMS systems taught us that the main driver of organic engagement for most businesses was customer conversations around content.

Specifically, sharing experiences, expertise and what we learned. We had committed nearly all of our available cash to developing our product, so we knew that the only way to market Storyblok was to do it all ourselves.

As a result, we focused solely on problem-solving content. This took the form of tutorials on web development and opinion pieces on headless CMS and other topics within our areas of expertise. The trick was that what we published wasnt made just for marketing, it was based on our own internal documentation of problems we encountered as we developed our product. In essence, we were learning in public. Through this approach we were able to acquire thousands of customers in our first year.

Retelling this story isnt to blow my own trumpet, its to make clear that you dont have to be a marketer by training or commit a huge amount of time and resources to successfully market your startup. So, how do you get started?

Although theres no one-size-fits-all approach to how you organize your startups marketing function, there are some basic principles that apply in nearly every situation. A recent survey of 400+ executives from CMS Wire helpfully identified the following factors as the top digital customer experience challenges for businesses:

Challenges two to four are the pitfalls that we can focus on avoiding. They are directly related to how a startup produces, organizes and distributes its content.

With regard to the siloing of systems and fragmentation of customer data, the overriding goal is to ensure all your systems are integrated and speak to one another. In practice, this means that the data gathered in different departments whether its feedback from sales, engagement on your website, customer service responses or product development information is collected in a uniform and methodical manner and is readily accessible across the business.

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Even startups on tight budgets can maximize their marketing impact - TechCrunch

As marketers look for new ways to reach out to their target audience, many of them are turning to social media marketing. However, new research suggests that this remains a difficult tactic to measure in terms of return-on-investment.

Nielsen recently published its Annual Marketing Report, and statistics showed that over the next 12 months, the majority of marketers (more than 70%) said that they intend to increase their budget for social media. This was followed by search (approximately 70%) and online and mobile video (nearly 60%).

However, among those who said they were going to increase their budget for social media, more than 70% said they were not very confident in their ability to measure ROI, while just about 30% said they were very confident. This indicates that there is still work to do in this area before marketers can reap the benefits of initiatives in this area.

This is not the first batch of research to suggest that marketers have had problems in terms of measuring the impact of their work with social media. Previous data indicates that revenue is also difficult to attribute to this channel.

DemandLab conducted its Revenue Attribution Outlook Survey, and the statistics showed that out of all top digital channels, social media marketing (44%) is the most challenging to analyze in terms of how it contributes to sales revenue.

Content marketing (39%), display advertising (38%) and email marketing (33%) were also considered challenging. SEO (18%) topped the list of least difficult channels to analyze.

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More than 70% of Marketers to Boost Social Media Marketing Budgets - KoMarketing Associates