ABOUT RUBY SLIPPEr

Ruby Slipper’s categories of expertise include:
  • Real Estate and Property Development
  • Law
  • Finance
  • Accommodation and Tourism
  • Hospitality
  • Franchises
  • Technology and Software
  • Allied Health Services (Psychologists, Counsellors)
  • Government
  • Retail and eCommerce
  • Services (Coaches, Trades)

More Than Likes

Ruby Slipper is Melbourne’s social media agency.

Since 2009, Ruby Slipper has delivered exceptional outsourced social media content for businesses, brands and individuals. Steeped in digital culture and focused on creating meaningful and intelligent content for their clients, Ruby Slipper is one of Australia’s most experienced specialist social media agencies.

Ruby Slipper offer a full suite of content services including social media management, copywriting and blogging, newsletters and eBooks.

THE Team

iolanthe gabrie melbourne

IOLANTHE GABRIE

Digital polymath, Australian culture and commerce influencer, and Director of Ruby Slipper, Iolanthe Gabrie pairs rich ideas founded in classical education with brave guerrilla strategy to create inimitable content of depth, humour and interest. 

A sought-after brand collaborator and authority in Melbourne's digital strategy, commercial writing and blogging communities, Iolanthe specialises in building exceptional online voices and developing productive, engaged communities across social media platforms for businesses, individuals and organisations.

Iolanthe is an award-winning commercial blogger and popular digital identity with strong communities across her two digital publications: Ruby Slipper and Hometruths Melbourne

Regularly called upon to deliver keynote addresses on digital media and the commercial application of social media, Iolanthe is a tutor at RMIT and also facilitates popular courses including 'What to Expect When You're Expecting a Business' and 'Leader of the Pack'. She is also the curator of Serious Women's Business: Northside.

Get to know Iolanthe better by following her on Instagram.
 

WHAT IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM?

My favourite social media platform is Facebook. I thought long and hard about this question: my initial response was Instagram because of the attractive, purely visual feed it provides (and the shopping tips it offer me). But despite the advert-heavy mix of content on Facebook, I remain steadfastly enamoured with Facebook Groups. It is within these quasi-private group spaces that I learn the most, and feel the greatest sense of connection with my peers.

WHAT IS YOUR FAVOURITE APP?

Slack! This magical app allows the Ruby Slipper team to share our work securely with each other and our clients in real time. Slack helps us to work collaboratively from our beautiful Brunswick East studio, from our home offices and from our regional retreats - it makes modern businesses truly mobile and improves our lifestyles in one intuitive package.

WHY DO YOU THINK SOCIAL MEDIA IS SO CRITICAL FOR AUSTRALIAN BUSINESSES?

Australia is in an interesting place socially and economically. Consumers are spoiled for choice when it comes to the retail market - they’re being courted by multinationals with huge purchasing power, offering inexpensive consumer goods both online and in shopping megaplexes. At the same time, the community are aching for real world connection and trusted referrals. It’s in this space that local businesses can cut a swathe through their competition (whether they’re in the next postcode or the next hemisphere). Social media is the most cost-effective, intelligent and targeted method of introducing new clients to your business. Simply put, being active on social media is now essential for all businesses and identities - it’s the basic level of accountability and brand hygiene expected of legitimate concerns.


emma edwards social media

EMMA EDWARDS

Moving from the United Kingdom to Melbourne 2015, Emma Edwards has been part of Ruby Slipper since day one of her Australian adventure. “Little did I know that a coffee with Iolanthe at Pope Joan on Nicholson Street would lead to a life-long friendship and a stellar career in digital strategy” she says. Emma’s honours degree in Marketing forms the basis of her passion for communications and the digital space. Having completed her thesis on consumer psychology and brand perception, Emma delves deep into an audience’s mind to create clever content that connects on a deeper level. When Emma’s not behind the keyboard, she’s checking out the latest flavour of Kombucha at the health food store after an activewear-clad HIIT class, or collapsed on the couch glued to Masterchef and real estate shows.

WHAT IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM?

Instagram! How millennial of me. Instagram is beautiful. It’s a really positive space, an outlet that allows people to be creative. It’s also the foundation platform for many startups. The fact you can create an account in seconds and begin curating content is amazing. People can be whoever they want to be.

WHAT IS YOUR FAVOURITE APP?

My favourite apps are fitness-oriented. Technology has made health and fitness knowledge so accessible, so easy and so affordable that there’s absolutely no excuse not to be active. The digital age is changing people’s lives for good!

WHY DO YOU THINK SOCIAL MEDIA IS SO CRITICAL FOR AUSTRALIAN BUSINESSES?

Say what you want about the digital era: it’s changing people’s lives. It’s taking small businesses and making them into multi-million dollar corporations. It’s taking startup concepts and making them a commercial reality. It’s giving any business, anywhere the chance to directly connect with their audience for a relatively low cost. Twenty years ago it was only big businesses that could afford a full-page ad in a glossy magazine with a circulation of 500,000. Today, a small business can access thousands of potential clients - locally and globally - for very little investment. Social media platforms have captured a community of real customers that are waiting to hear from businesses they love. Your audience is saying ‘Hello, hi, here I am! Connect with me, tell me stories, show me what you’ve got!” Ruby Slipper helps businesses connect with their audiences, sharing meaningful aspects of brands to the right people in a beautiful and memorable way.


georgia castricum melbourne

GEORGIA CASTRICUM

Georgia Castricum is a Brunswick-based digital strategist and copywriter, hailing from North East Victoria. Having relocated to Melbourne to complete her tertiary studies, Georgia has been managing brand identities across a variety of categories in the social media space for nearly a decade. ‘Whether our clients are lawyers, recruiters or arts organisations - creating thought-provoking content in unexpected ways is a pleasurable challenge,’ she says.

A creative individual with a passion for storytelling in the digital landscape, Georgia spends much of her time reading and writing young adult fiction, inspired by her childhood amongst the bushfires, floods and snowfields of Victoria’s Alpine region. Georgia loves a snappy Instagram caption, has a passion for pop culture and uses Twitter primarily for keeping track of her favourite boybands when they’re in town - including (but not limited to) One Direction, Hanson and the Bee Gees.

WHAT IS YOUR FAVORITE SOCIAL MEDIA PLATFORM AND WHY?

It’s a tie between Instagram and Twitter. I consume much of my news through Twitter and appreciate getting a short, sharp, 140-character snapshot of what is going on in the world. At the same time, I love crafting a good Instagram caption.

WHAT IS YOUR FAVORITE APP AND WHY?

The Macquarie Concise Dictionary app! I purchased this app at the beginning of 2017 and have used it religiously since. Working with words every day, spelling mistakes are inevitable (and embarrassing!), so the Dictionary app is my go-to.

WHY DO YOU THINK SOCIAL MEDIA IS SO CRITICAL FOR AUSTRALIAN BUSINESSES TODAY?

Facebook is climbing to the 2 billion user mark. Instagram currently has around 700 million users - that’s 100 million users for each year that Instagram has been in use. If you want your brand’s voice to be heard, social media undoubtedly is your platform. Go where the people are!


georgia gallo

GEORGIA GALLO

At 15, a wee Georgia moved from a small country to the big city of Melbourne – and she hasn’t looked back since. Before applying for her job as a digital strategist at Ruby Slipper, Georgia recalls Googling the business and immediately sending through her job application: ‘Reading Iolanthe’s content, I could hear the voice of a smart, ambitious and kickass business woman. I observed that Ruby Slipper’s professional portfolio was original, creative and executed with passion. I knew this was a workplace where magic happened!’ Now studying her Master’s Degree in publishing and communications, Georgia believes successful digital content should be always specific to brand, voice and audience. In her spare time, Georgia likes to watch 80s horror flicks, read short stories from the New Yorker and bake desserts while listening to Motown records.

WHAT IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM AND WHY?

Instagram. Not only is it pleasing to the eye, it’s ideally a quick, concise read! I can get all the information I need in under 10 seconds (even if that information happens to be celebrity goss).

WHAT IS YOUR FAVOURITE APP AND WHY?

I’m a sucker for Candy Crush. Not only is it entertaining - I’m convinced puzzles are good for your brain.

WHY DO YOU THINK SOCIAL MEDIA IS SO CRITICAL FOR AUSTRALIAN BUSINESSES TODAY?

Social media offers businesses and brands a tailored, targeted way to connect and communicate with customers. Looking at a business through their social media, I understand who they are, what they do and what they can offer me as a customer. Acquiring business can feel often feel impersonal, but with social media, a familiar bond is immediately formed between the business and consumer – now that’s what I call a virtual icebreaker!


LET RUBY SLIPPER’S EXPERT TEAM OF DIGITAL STRATEGISTS
AND COPYWRITERS ELEVATE YOUR SOCIAL MEDIA PRESENCE
AND AMPLIFY YOUR INFLUENCE