Category Archives: Work

Wotif

Wotif GroupAfter over nine years with Mantra Group, today I resigned from my current position of Ecommerce Analyst and I accepted a new job offer at Wotif Group to head up their search engine optimisation team.

First impressions of Wotif Group are excellent, their recruitment process is very organised. First off the bat was a phone interview which was relatively brief and took about 10 minutes to cover off some basic requirement type questions. For both in person interviews, I received an email from their human resources department in a clearly structured format outlining address, dates, times, interview panel members and instructions once I arrived at the office all ahead of time.

The two interviews I had were great, first was a technical based interview which lasted for about 90 minutes and went very well – I could have kept discussing search engine marketing with Joe for another hour. Second interview with the executive general manager of the department was about 75 minutes in duration and also went very well, easy interview format that felt more like a two way discussion than a one way flood of questions.

I love that the Wotif Group office has LCD screens throughout the office with real-time key performance indicators about how the company is performing today, this week, this month and so forth. While a subtle thing, it indicates that they are measurement based which I think is critical in today’s ultra competitive online environment and that they want everyone in the business to be ever mindful of what they can do to help meet the companies goals.

Exciting times ahead, can’t wait to get started on 6th January 2014!

Public Speaking

A few months ago I was asked to present at the Online Retailer Roadshow in Brisbane, which is a single day conference organised by Reed Exhibitions covering a broad array of topics associated to online marketing.

Historically, I’ve found a lot of one day conferences to not have enough depth in them or they aren’t able to attract the really great speakers but I was completely impressed by the line up for the conference & was in the esteemed company from people like:

  • Kieran O’Hea
    Chief Digital Officer – Brisbane City
  • Faye Ilhan
    Head of Online – Dan Murphy’s
  • Joshua McNicol
    Head of Marketing – Temple & Webster
  • Steve Tosh
    Director Omni-Channel – Dick Smith

My presentation was on unbeatable SEO tips or search engine optimisation for the uninitiated, ie how to make my website have great visibility in Google. 

Since the conference was about online retailing, I decided that I’d cover off a raft of foundation items, technical problems that aren’t handled well in ecommerce websites, tips on building links to their websites, outpacing their competition with great content and maximising the effect that social media can have on a site – which while not a ranking factor for Google, correlates well with rankings due to the fact that great exposure/awareness for a website generally leads to things that do affect rankings taking place such as links.

After getting the majority of my presentation organised, I gave myself a practice run through in the boardroom at work and despite the fact that the boardroom was empty – I felt really nervous for some reason. After I got going, everything began to fall into place and I worked my way through the content without a great deal of effort.

During the run through, I thought I was going fast – spending a limited amount of time on each of the slides and topics but despite that I was way over my 30 minute time allotment – so I cut slides out of the presentation.

It turns out that I should have cut even more slides out of the presentation as even with the reduced content and me still feeling as though I was tearing through the topics – I went over the time limit at the event as well but the organisers gave me a few more minutes which was great.

It’s difficult to find the balance of going too advanced or diving deep into a topic and not providing enough detail for the audience. I know from conferences I’ve attended that nothing frustrates me more than a presentation that I don’t learn something from – so I tried to avoid that with my content by focusing on items that could genuinely improve their online business if they took action to address the problems.

For my first public speaking engagement with an audience of over 100 people, I feel it went really well. There were a lot of people taking notes and photos of my slides while I was presenting, so I think that is an indication that they were finding value in what I was speaking about.

Now that my first one is out of the road, I will definitely be keeping my eyes open for more opportunities – it is a lot of effort but it’s good fun and you get to meet other business owners and professionals which I really enjoy.

Mantra Group Wins Circle on Cavill Trade Mark Court Case

Mantra Group have been involved in a Federal Court case since September 2009 which involved the company taking action against Stephen Andrew Grant and Tailly Pty Ltd who were allegedly breaching the trade marks owned by Mantra Group for the popular Circle on Cavill building located in Surfers Paradise on the Gold Coast.

Mantra Group own the management rights to Circle on Cavill, which provides them exclusive access to the onsite letting business. While the management rights provides Mantra Group exclusive onsite letting, it does not prohibit an individual owner from renting their apartment on a short, long or permanent basis.

The accommodation business that Tailly were operating relied on individual owners providing their apartment to Tailly to manage for them or Tailly renting the apartment from a real estate agent and subsequently sub-letting the apartment to consumers. Tailly marketed, advertised and sold the private apartments using various names that were derivatives of the Circle on Cavill trade mark owned by Mantra Group.

Mantra Group claimed that the third parties in question, were deliberately infringing on the companies trade marks and set up elaborate networks of web sites specifically built, promoted and advertised to mislead and deceive consumers in an attempt to source bookings for the Tailly accommodation business.

On Friday 26th March, the Federal Court of Australia handed down a landmark judgement which relates to web sites misusing a companies trade marks. The court found that Stephen Andrew Grant and Tailly Pty Ltd had been infringing Mantra Group trade marks by owning domain names, which were identical or deceptively similar to the Circle on Cavill trade marks and by setting up web sites on those domain names to offer a service in the same category that the trade marks where registered in, was a clear violation.

John Swinson of Mallesons Stephen Jaques has provided a detailed synopsis of the ruling and its implications within the hotel and accommodation industry titled Federal Court decision enforces trade marks over internet marketing of strata-titled property.

Federal Court Observations

For the last few months, Mantra Group have been involved in a court case against a number of different businesses and individuals which revolved around trade mark infringement and breaches of the Trade Practices Act by off site letting agents – specifically those relating to Circle on Cavill.

Due to my familiarity with what was going on, I was asked if I would be willing to provide an affidavit for the court case – which I was more than happy to do. That also meant that it was possible that I might be needed when the trial date arrived, however at the time of submitting the affidavit – that wasn’t really on my radar.

A few days before the court case was to go before the Federal Court judge in Brisbane, I was notified that I would in fact be needed during the case as a witness and would be cross examined by the party Mantra Group were up against. I’m not the sort of person that tends to get too nervous but as soon as I found out, I had butterflies in my stomach and was excited and scared by the proposition of giving evidence in a court case of this magnitude.

I arrived in Brisbane much earlier than I needed to, not that it was my intention – I simply allowed enough time in case I got hit by poor traffic from the Gold Coast to Brisbane. Just in case, I took along Always Be Testing to pass the time – turned out to be a good decision. By about 9:30AM all of the official parties started to arrive and there was lots of preparation happening within the court room – making sure the literal volumes of evidence were in order and accounted for. Legal teams have bookcases on wheels to move all of their evidence and paper work around, which they appear to prefer over builders wheelbarrow – though they carry considerably less. The first session went from around 10:00AM until 1:00PM, at which point we broke for lunch and returned just after 2:00PM. Our barrister finished off his opening statement (4.5 hours, not a bad effort) and then the opposition questioned our witness list in about an  hour and the judge called it a day. I was expecting the questioning to be quite lengthy and rigorous, attempting to disarm or discredit the evidence we had submitted against them but that didn’t appear to be their strategy on that particular day.

There were a number of things that I thought were quite interesting about the whole experience:

  • The Federal Court building in Brisbane is very nice
  • Apparently silence or near enough to it is a virtue, you could hear a pin drop most of the time even outside of the court room
  • Barristers and other legal staff bow when entering and leaving the court room
  • You can now give an oath or an affirmation to swear that you’re telling the truth. An oath can be performed over a Catholic bible, Qur’an and many others.
  • Not knowing the line of questioning from a barrister is unsettling.
  • Knowing the line of questioning can be unsettling as well, as you wonder why they might pursue that line of questioning in the first place and what they hope to achieve out of it further down the road.
  • Court reporters can apparently hear nearly everything that happens within the court room, regardless of how softly it might be spoken. While they can record the conversation taking place are break neck pace, you still need to slow down slightly to allow them to take it down accurately.
  • Instead of a barrister referring to other barristers as Mr Smith or Smith, they are referred to as ‘my learned friend’
  • There are a lot of terms for various elements of a court case, evidence and processes. Due to their respective significance, barristers always use the correct name for each element to avoid confusion. However, it makes their speech patterns very different from everyday life.
  • Barristers need to stand before addressing the court. When there is a lot of to-ing and fro-ing between each party and the judge, watching the barristers stand and sit is humorous.
  • Only the barristers are permitted to address the court, other legal staff are not – regardless of how qualified they might be. I think even if the judge requires clarification, that will go from the other legal staff to the barrister to relay to the judge
  • Barristers cannot provide documents to the judge directly, they must go through a court assistant and subsequently through an assistant for the judge.
  • I think an assistant for a judge might be the most qualified personal assistant on the planet, having at least a legal degree under their belt.
  • The pace of a court case can vary dramatically, from watching paint dry boring to short, sharp and quite snappy.
  • Respect for one another and courtesy appear to be a requirement and highly regarded
  • Judges appear to be very patient people

The whole experience has been a real eye opener for what is involved in a court case and doing a great job. While I think everyone appreciates what legal teams generally need to do – the effort they expend attempting to be as thorough and complete as possible is quite remarkable. Aspects of this case, which I was involved in were related to internet marketing. A colleague at Mantra Group and I were concerned we weren’t going to be able to adequately explain the intricacies of it to the legal folk, as it is a specialist field and quite in depth, such that they could explain it to a judge. Despite that, the ability for our senior counsel to comprehend what was going on and apply it to a different circumstance was quite impressive, especially given it isn’t something they deal in regularly or at all.

Now we just need to wait for the judge to deliver his ruling, pretty exciting!

Danger, No Break Lights

Earlier in the year I came very close to having an accident when the car in front of me had his break lights reversed. This meant that breaking turned off his tail lights – thus making red lights meaning go, no lights meaning stop. This afternoon on the way home, in a very very similar stretch of road I nearly came unstuck as the minivan in front of me had no break lights whatsoever.

I was heading west on Smith Street, approaching the intersection and traffic lights of Kumbari Avenue and was increasing speed heading down the hill. The lights had been green for a little while so the dozen or so cars in front of me were all accelerating, due to the decline, green light pressure and the faster speed zone on the other side of the lights. With less than 50 metres before we cleared the intersection, the car in front of me decided to break suddenly as soon as the light went amber – when the car to his left and four more went through on the orange.

Had at least one of the minivan’s break lights been working, I would have slowed down with plenty of time to spare. However, it took another fraction of a second before I closed enough distance to realise he was breaking and aggressively.

Fortunately, I allow a little more breaking distance when driving my Ford Telstar; which has a striking similarity to a small tank and even smaller breaks!