To pin or not to pin?

April 19, 2012

Amnesia Razorfish, an agency of many facets and faces, has joined the Pinterest train. Why may you ask? Well because it’s the big man on campus, socially media speaking.

Plus we get to pin cool stuff like this:

Freddy Mercury riding Darth Vader.

According to Google Ad Planner, Pinterest drew 38 million unique visitors globally in March, which is up from 23.7 million in February and 3.5 million in September last year.

The Los Angeles Times reported how Pinterest is ranked the third-most-popular social networking site behind Facebook and Twitter and the trend is set to rise.

There are articles dedicated to fighting or nurturing Pinterest addictions and Repinly is a page created for the sole purpose of monitoring the most trending Pinterest topics (Food & Drink for now).

So it seems that every marketer, trend observer and media analyst wants a piece of the Pinterest pie, with twitter streams full of answers to the power in a pin.

However for brands, Pinterest is not always the miracle solution for reaching target audiences and, particularly in Australia, the site is yet to prove itself to cautious digital strategists.

For now, these Australian based statistics, found using Google DoubleClick Ad planner, show that while Pinterest is a creative and connected platform, it may not be suited to everybody.

March Pinterest demographics

Pinterest in Australia attracts an older audience, with 34% of users in the 45-54 age bracket.

Of these users, an overwhelming majority (62%) attended ‘some college’ and based on the ‘Audience Interests’ below, the types of colleges become clear.

The most interesting statistic shows that where globally women comprise 72% of pinners, in Australia men are leading the game taking their 52% cut of people pinning.

So what does this mean? Are Australian men less averse to the pictures of cupcakes, Martha Stewart-esque home renovations and wedding dresses dominating Pinterest?

This ostentatious display of everything girly is responsible for the Pinterest inspired site, Gentlemint, that with its mustache logo and promise to be a ‘mint of manly things’ abhors anything with glitter or kittens.

Just like Pinterest, Gentlemint is invitation only and once accepted, men can pin images on “one of the more manly websites on the planet”.

So, what’s on Pinterest that Australian men go gaga over?



Little Fish, Big Pond

February 13, 2012

“I wish I could’ve done that when I started”

That is the standard response from most in the office who hear about my graduate program. Nine months of experience rotating through all of Amnesia’s departments, from Account Management to Creative, Strategy to Emerging Technology, and even a short stint with Finance (my apologies to the finance department in advance). Nine months of new and different. Nine months of digital, Amnesia style.

Of course it is an enviable program, and I intend to make the most of it. And whilst it may be all about learning the digital ropes, in a lot of ways it is a chance to show nine months worth of proof – proof that this little fish can swim.

So who am I? I am Dean, a new fish in the pond that is Amnesia Razorfish.
Seinfeld makes me laugh. I conduct limb transplants on gummy bears. I think great food is, well, great. A world map has pride of place on my wall. And I always “find the fun” in any situation.

I am a lover of media, both online and offline. My professional background lies within children’s television at Network Ten, where I worked as a Production Coordinator and freelance Scriptwriter, creating ‘riveting’ work such as this.

For me, it’s time for change and adaptation – from sleepy Brisbane to bustling Sydney, offline to online. I’ll be documenting my time at Amnesia Razorfish with a no holds barred look at agency and digital life. I have a lot to learn and you can read all about it here, or follow me on twitter.


Welcome Jay

November 18, 2011



Amnesia Razorfish has a new Creative Director – meet Jay Morgan.

This much we know: Jay was formerly National Digital Creative Director at Southern Cross Austereo, he roasts his own coffee beans and (perhaps surprisingly considering point twoWinking smile) is a really nice guy.

You can read some more about Jay’s appointment on AdNews or follow him on Twitter.

Why I’m an Amnesiac (oh, and check out BRW!)

July 1, 2010

As an ex-PR professional, I’m used to the workings of the media and profiling clients and CEOs in mainstream media outlets such as newspapers, radio and magazines.

But, and I’m embarrassed to admit, it’s a different kettle-of-fish when you’re the one being profiled!

Interviewing for a piece about my role here, I was nervous and felt the pressure. I had to stay on message, had to sound ‘intelligent’ and above all, call the agency Amnesia Razorfish.

Today the latest issue of BRW Magazine came out. And my mug is in it. On a full-page no less thanks to the lovely Jessica Gardner at BRW. My little ego has grown just a bit today, but the reason why I’m posting here (well, blame Jennie Bewes my gorgeous boss, who made me do it) is because the article highlights why I’m so passionate about my role here at Amnesia Razorfish.

You can read the profile here as it’s not pay-walled, but some highlights include:

“Late 20-something” Evans had handed in her notice as communications and partnerships Manager at headspace, the youth mental health foundation, to see work at an advertising agency…. to publicise her campaign, in true generation Y, social media savvy style, Evans began blogging anonymously and set up a Twitter account under the moniker ‘skirt for hire’….

“I was impressed that the agencies that I had on my wish list were the ones that did indeed contact me.” Digital marketing agency Amnesia Razorfish hired Evans as a social strategy manager. Her role will be to push for social media integration into marketing campaigns for clients.

So there you go. I’m passionate about communications, community, innovation and people who have the balls to push the boundaries and the team here at Amnesia Razorfish do just that. That’s why I chose this wonderful agency. And you know, one month in, I’m loving this agency even more!

Amnesiacs: the cool kids

Ok, done. Now enough about me, no more PR and back to work 😉

~ Karalee Evans, Social Strategy Manager (and the Skirt).

Fluent: The Razorfish Social Influence Marketing Report

July 14, 2009


It’s been over six months in development but this week has seen the release of the inaugural issue of Fluent: The Razorfish Social Influence Marketing report.

Why did we create this report? There’s a lot of fluffy thinking and hype surrounding social media and this report highlights how Social Influence Marketing encompasses every part of marketing and every dimension of an organisation, as well providing a new metric for the measurement of SIM

You can download the full report here or view it on Slideshare, but here are the highlights

Social Influence Marketing Survey – By Shiv Singh

The study, which consists of a Razorfish survey of 1,000 consumers, examines the importance of social media and social influencers in consumer purchasing decisions. Results show that traditional top-down marketing will become increasingly ineffective as the importance of social media grows.

If a brand provides current, relevant content, consumers will engage with it. Survey results show that consumers are willing to stay actively involved with a brand on social networks if the brand gives them a reason to do so.

Brands need to understand the different roles influencers play throughout the purchase decision. They must identify which type of influencer – offline peers, blogs, anonymous reviews, etc. – is most affecting their customer’s brand affinity and purchase intent. This group will change as the consumer moves through the marketing funnel.

Measuring Social Influence Marketing, introducing the SIM score – By Shiv Singh

The old ways of measuring brand strength don’t effectively take into account conversations that consumers have about a brand. The SIM Score is a new index Razorfish developed to determine how a brand is being talked about online. Two factors – a brand’s “reach” and “likeability” – were used to establish the company’s SIM Score relative to its competitors.

This report determined a SIM Score of 5-6 companies within four industries- financial services, pharmaceuticals, media and auto.

With the help of TNS Cymfony and the Keller Fay Group, Razorfish also accounted for offline influence like word-of-mouth data in calculating the SIM score.

We believe the SIM Score could become something akin to the Net Promoter Score.

Complementing the report is a number of essays from the folks at Razorfish on the Future of Social Influence Marketing

– Can social ads do better than display ads? – By Chris Bowler

– Viral marketing through social: No free lunch – By Greg Pomaro

– Have social graph, Will travel – By Andrea Harrison

– Social media: The last quarter mile of customer relationship management – By David Baker

– Ten ways to make the Twitterverse work for you brand – By Diana Stepner

Please feel free to contact us with any questions relating to the report and we would love to get your feedback. Enjoy! @carlmoggy