Amy Feldtmann

Reporting Australia’s social cohesion

Today the Scanlon Foundation, at Melbourne’s Monash University, released its annual research report on social cohesion in Australia. The report is formed from the findings of the sixth Scanlon Foundation Mapping Social Cohesion National Survey, conducted in July 2013.

Tim Soutphommasane, Australia’s Race Discrimination Commissioner, was discussing the findings on ABC 774 Melbourne morning radio.

Following a year of long election campaigns, incredible profile given to refugees (both positive and negative; to different degrees), I find this report especially interesting.

Here is the good news for Australia, or ‘big ticks’, as the Commissioner said:

The vast majority of Australians feel a connection to their country, with 92 per cent saying they feel they belong to Australian society.
There are strong levels of support for multiculturalism: 84 per cent think multiculturalism has been a good thing for Australia.

These are very positive findings, and for me, they resonate personally. And the report itself states that by Australian and International standards, Australia is highly cohesive. So why do the media and commentators — here and abroad — bang on about Australia being racist, if people like people coming to Australia from all around the world, and people feel like they fit in when they get here?

Well, the not so great news is that 19 per cent of recently arrived immigrants report having experienced racial discrimination in the past 12 months, which is up from an average of 10-15 per cent on previous years; and the change is considered statistically significant. The Commissioner said that this is reported at higher rates amongst people from Asian countries, which shows there is still some very targeted work to do. An analysis of country of birth shows highest experience of discrimination was by respondents born in Malaysia (45 per cent), India and Sri Lanka (42 per cent), Singapore (41 per cent), Indonesia (39 per cent), and China and Hong Kong (39 per cent). Let me state the obvious: these are groups of people who ‘look different’ and likely easier targets (by recognition) for idiots.

The report also found:

Less than one in five survey respondents agreed that asylum seekers arriving by boat should not be eligible for permanent settlement; an increase in negative view since 2011 (completely unsurprising given how this has been politicised in recent times).
Recent arrivals were asked what they most liked about life in Australia and were presented with a list of ten attributes. Three attributes proved to be most popular: lifestyle/ way or life (24 per cent); standard of living (17 per cent); and freedom, peace, democracy (14 per cent). However, a notable finding is that we Australians often like think of ourselves as kind, caring and friendly, but this (grouped) attribute was ranked last by immigrants.

It was pointed out in the radio discussion between host Jon Faine and the Commissioner, that while racism is prevalent in Australian society, we haven’t (yet) started a movement like what the UK has with UKIP, or Greece has with the Golden Dawn party. Arguably the One Nation party in Australia did have momentum in 1998 with 9 per cent of the national electoral votes. However, compared to the 17 per cent UKIP polled earlier this year, its nine seats in the EU Parliament, and three in the House of Lords; and Greece’s Golden Dawn receiving 6.92 per cent of the vote in June 2012, translating to 18 seats in the 300 member parliament, I agree with Faine and the Commissioner that we aren’t ‘there’ yet. This isn’t to say that racist people don’t vote with, or sign up for membership of, major Australian parties; or that the major parties have installed controversial policies pull voters away from One Nation but that is another discussion.

While it is disappointing, upsetting even, to know that one in five have experienced discrimination, the great thing about these reports is that it keeps the discussion going, the awareness raised, and helps identify where we can be better. I’d be interested to know if anyone has a similar longitudinal study on Indigenous Australians.

You can read more about the report at the foundation’s website. If you only have time for the four-and-a-half-page executive summary, I encourage it.

*Cover photograph by me at the Turkish Pazar, Queen Victoria Market, Melbourne, March 2011

Advertising searching for gender equality

I came across this new United Nations Women advertising campaign on the TIME Magazine website today. Using genuine Google searches, it is strikingly clear in showing the attitudes held by too many towards women.

Dookie waking

Having returned from New York last week, I’m having a few days in Dookie, in country Victoria, where I grew up. It is quiet, and with the wheat crops yet to turn golden just yet, it is very green and pretty. My jetlag also means that I am waking full of energy before 6am (which will without doubt wear off and I’ll be back to my usual ‘not a morning person’ self soon). The early rise means I can jump on the bicycle and head to the edge of the town to watch the sunrise. Here are some photos, and a short video (complete with the moon going down, the sun coming up, and birds waking), from this morning.

Getting your blog noticed & shared #SMSS13

Last week’s sessions of the the Social Media Success Summit 2013 included two great presenters who discussed blog marketing:

Marcus Sheridan, discussing ‘How to make your blog stand out in a noisy world’
Jeff Bullas, talking ‘How to create blog posts people love to share’.

Each presenter took a slightly different angle (and style — Marcus’ presentation was full of adrenalin and his energy infectious, even over the internet; and Jeff was classic laid-back Aussie). Here are some of the topics they each discussed in their presentations that that I think make for some great advice:

Thoughts from Marcus Sheridan:

Address things that move the needle, the hot buttons: Cost. Problems. Versus. Reviews. Best.

Speak properly: Write your blogs in the same language your customers think, write and say.

Share the lot: We’re afraid to put out what the consumer wants (e.g. service/product price) because we are afraid of the competition — so become ostrich with head in the sand. If price can vary, or depend on e.g. order size, location, complexity — say so.

Never make a marketing decision based on competition or those customers who are a bad fit for your company — Marcus Sheridan

Think outside the box: Just because it has always been done that way doesn’t make it right.

Google it; tag it: Check what the most common question is that people ask Google about your topic by doing a search — what are the suggested phrases? That is what people want. Use tags, and make them relevant.

Don’t be all things to everyone: It is ok to say if a product isn’t right for someone — because you want the people who want you, who will pay your money and your bills — the actual customer. Focus on the customer who will buy from you, who you want to do business with — not the others.

Thoughts from Jeff Bullas:

Takes some to make some: If you want to write a lot, read a lot. Tune your antenna to find inspirations.

Be generous: Need to give away as much value as you can — for free — until it hurts.

Keep it simple stupid: Simple and shorter is often better. Also, your blog is talking to a global audience, where often English is a second language, so keep it simple. Don’t use acronyms, big words or corporate speak.

If you blog about something you are passionate about, easy to get up early and stay up late — Jeff Bullas

Audience is everything: MUST understand audience because people have preferences how they consume, so mix it up with video, PowerPoint, podcasts, screen shots etc

Marks of quality: Must have structure to blog — a good intro, pithy paragraphs, bullet points, sub-titles. Good copy often looks fluffy rather than dense. And do learn how to write headlines.

Persist in publishing: Ideally publish posts 4-5 times per week; but at least once a week. Need to show that blog is active and content is up to date.

Getting shared: Just some of the things that people like to share are: lists, negative headlines (e.g ‘What no to do’), how-to, research, case studies, images (usually the most often shared), reviews (anything that saves time for your audience), and solving problems.

Do it for love, not money: If just blogging for money, that is hard — passion is important. is engine for your journey.

It’s not all about you: Don’t talk about yourself — put self into customer’s and prospects shoes. When blogging, you need to add as much value to people’s lives as possible. The categories that add to people lives are informing, educating, entertaining, inspiring. That means giving away free content until it hurts as that is what builds trust and credibility. It will take time. Persist.

Hold that thought: When you have an idea — just write notes about it on iPhone so as not to forget. (This is one I do often — thoughts have come to me on train, waiting in queues, making breakfast, watching TV, walking in a park — my phone is usually with me so it is a great was to store the thought).

Make time: Set aside time to blog based on when suits you — early morning, late at night — but make it a regular thing.

Fail to plan, plan to fail? Jeff Bullas said he plans his blog content intuitively as new ideas and issues appear each day. So it is good to have a plan for content, but be ready to be responsive too.

Motivating yourself: Just start. Start every day. Each post needs to just start. Turn off Twitter and Facebook and just start. Nothing will take place of persistence — just persist.

The Social Media Success Summit runs for one more week, concluding on 23 October.

My memorable New York City meals

Food is such a big part of discovering and enjoying a new country. Seeking out the local delicacies that you have read about in books or magazines, comparing if the ‘new country’ or the ‘old country’ does it better, and understanding a bit of background about a dish all help to understand the culture. Of course, there is also just enjoying food for the taste, view from the table, or fun of it.

As I am preparing to depart New York City this coming week, here are my most memorable meals (across two visits to this city) — from the simple to the fancy. Many have been eaten in the company of friends; some while alone. I’m sure I’ll be back to read a Big Apple menu again, and add to this list.

Maine-style lobster roll from Red Hook Lobster Pound at ‘Smorgasburg‘, Williamsburg: Sitting on the grass, buttery toasted-roll, filled with bright red lobster and dressing, looking back to Manhattan skyline. The way to enjoy a New York summer.

Quick Turkish breakfast at Gulluoglu Baklava Cafe, Midtown: On 2nd Avenue, just one block down from the apartment I am staying in, is Gulluoglu — an authentic Turkish cafe. It is usually filled with Turkish voices behind the counter, Turkish businessmen having breakfast meetings, locals familiar with staff, and excited/exhausted tourists examining street maps, seated at the tables. I loved this place for my favourite quick breakfast: a cheese boregi, Turkish coffee, and cheeky pistachio baklava seated at the street-window, watching New York go by.

‘My’ vegetarian pizza, Angelo’s Pizza on 2nd Avenue: One night I had a craving for vegetarian pizza, so wandered down the street to Angelo’s. My chosen toppings were to be broccoli, olives and mushrooms, on the standard tomato, ricotta and mozzarella base. It hit the spot. I’ve been back more than once to satisfy cravings.

Fried Green Tomatoes, Tipsy Parson, Chelsea: In July, I wrote about Tipsy Parson being one of my favourite things in Chelsea. If it is one of my favourite ‘things’ in Chelsea, the Fried Green Tomatoes here were one of my favourite meals in the city. Tipsy was the first place I’d ever eaten this little soul food dish, and in cosy surrounds, it was a winner.

Coca-Cola Float, Lexington Candy Shop, Upper East Side: I discovered this pre-war luncheonette thanks to my ‘How to Find Old New York’ map from Herb Lester. It really was like a living-museum, from the old-school menu and service, to the antique, green-enamel milkshake maker still used today. Sitting at the counter with a ‘float’ (or ‘Spider’ as we Australians would say) made the visit feel like an extra-special step back in time.

Truffle Burger at Umami Burger, West Village: My friend was visiting the city and when we arranged to meet up, she said she’d heard good things about Umami, so we went to see if the hype was warranted. It was — especially for the Truffle Burger (with a side of sweet potato fries). I think biting in to this was the only time our chatter and conversation fell a bit silent that afternoon.

Lamb chops at Eataly’s Birrera, Flatiron District: I’d been to Eataly many times before I’d eaten at their rooftop restaurant Birrera — but mainly for coffee, gelato and takeaway pizza — and I was pretty impressed with those delights. However, the lamb chops were really something — perfectly cooked (medium rare, thanks), with roast artichokes, and a delicious pesto sauce. It was simple and perfect in the summer sun with friends.

Breakfast at home, with McCann’s Madagascar vanilla bean with honey oats: I was never good at eating breakfast as a youngin’, but porridge helped me get better at it in my adult years, and I continue to start the day with oats when I can. I came across these ‘artisan’ oats at Chelsea Market, and they, topped with fresh blueberries, and maybe a drizzle of honey, were the taste (and aroma) of my New York summer mornings.

Dumplings; and ricotta gelato at The Beatrice Inn, West Village: The dumplings weren’t the Chinese variety the four of us expected when we ordered a plate to share at this swanky place with the old-world charm; they were better. The softest gnocchi pillows I’d ever tasted — buttery, cheesy, with a sprinkling of freshly grated parmesan, and crushed, crunchy prosciutto to finish off. Later, my dessert choice was ricotta gelato on a honey-walnut toffee, and drizzled with honey sauce. A dead heat for the delicious prize.

Moroccan Scramble at Five Leaves, Greenpoint: If you have to queue for half an hour for somewhere popular, in a crowd of people wearing tuxedos, beanies, and tied to pet dogs, knowing that Moroccan Scramble awaits you for brunch, is a pretty good incentive. The thick toast covered in a generous serve of avocado, topped with scrambled egg, merguez sausage, chickpeas with Moroccan spices, and fresh coriander (cilantro) looked great, and tasted even better. This was the last brunch I’d have with a new Australian-expat-in-New-York friend, and it was a fitting farewell.

Takeaway coffee next to Conservatory Water, Central Park: After a regular ‘power-walk’ to, and into, the park, I’d usually head to the cafe at Kerbs Memorial Boathouse to order a $4 takeaway latte, as part of a halfway pit-stop before the return journey. The coffee wasn’t necessarily awesome, but buying one, and sitting under the trees and watching life in the park was one of my favourite rituals.