Hello Bath Bombs, Goodbye Social Media – Why I Respect LUSH’s Decision to Leave Social Media

Last week UK company LUSH (yes, the bath bomb brand that I cannot walk past without having either my daughter or my wife – or both – beg to go in!) told the world that they would soon be “switching up social.” And switching things up, they have done! 

In a statement across channels – LOL, yes, social media channels – LUSH took what I see as the first step of brands bidding adieu to paying bajillions of dollars for little community or brand return. Their move will be one which other brands are bound to follow. Increasingly, businesses are paying to fight algorithms for space & attention.

By saying what many of us are already thinking (that social media is actually making it harder for all of us to connect to each other directly), LUSH peeled back a layer of the banality that social media marketing has become.

Increasingly the lazier marketers amongst us have stopped asking questions & simply open our wallets & budget lines to the main platforms. Believing in “success metrics” that have been proven to be fudged time & time again, we blindly trust in platforms that commoditise human attention, but that pay no attention to humanity itself.

A thoughtless like, comment, or share does not a successful campaign make. Strategy is not found in spots & dots on a media recommendation, it is carefully crafted around human insight & strong stories that matter. We seem to have been blinded (sometimes blindsided perhaps?) by the shiny metrics of reach & engagement

Across the inter-webs, LUSH has riled up a lot of anger & angst amongst so-called social media gurus. They’re seeing red, team. My recommendation: Namaste, my friends. Namaste. Let’s all take a deep breath & then rock into how we move forward in ways that better society & drive the purpose of our organisations. In the wake of the disgusting cowardly attack on Christchurch where the murders of 50 people were live-streamed on Facebook, brands need to do better for & by their customers.

Those who have taken to being 100% okay with wading knee-deep in sponsored posts, collection ads, mid-roll interruptions, & beyond must now start rethinking why, how, where, & what they will spend their money on when it comes to serving their customer bases. Should we still invest in social media marketing? Yeah, I think we should. To an extent.

As someone who’s worked in social media since working in social media was a thing, I get it. I see, feel, & have experienced the beauty of social in changing the lives of customers for the better & in opening up conversations where before there was only one point of view being shared.

However, I see LUSH’s side of things, because I remember those good ‘ol days of social media where the SOCIAL aspect was what made all of the connectedness between consumers & brands beautiful.

Now though, it is time for all of us to start critiquing the nature & quality of what we’re served (& what we’re serving) on social.

From the moment brands started trying to outbid each other for a share of our wallet & attention spans, we’ve become datapoints, our humanity seemingly forgotten. Digital pollution is real. We’ve a glut of soulless content being thrown into our lives, & trends seem to be that we’re disconnecting more while opting for online experiences that are individually tailored to our own needs & wants.

We’re also facing bigger issues than a company that sells yummy-smell-good-products going off of Instagram & Facebook. 

We’ve yet to tackle ethical marketing on these platforms. We’ve yet to consider how much data & information we’re giving up as businesses to platforms that aren’t truly concerned with our purposes. We’ve yet to flex our collective muscles in demanding the major social media players put money into protecting the humans they so desperately need to keep on site. The good news is that governments are getting involved now. Rules will be in place mandating safety & the distribution of factual information over the misleading.

Don’t get me wrong here, I always have been quite the fangirl for social media. I love the democratisation of connectedness & of creating content that can be shared far & wide (or not at all). Social is a great tool for driving business & conversations when used with good intentions. But we’re living now in a time where bad actors & brands with budgets begging to be spent in our timelines need to be reigned in. LUSH’s move to lessen time & resource on social media is only the beginning. 

As I see it, until the main channels put money & effort into creating truly safe spaces & until we as global citizens can value metrics beyond a shallow like or share as measures of success, then we can change the game by not playing it.

If everyone is just going to accept the status quo, then nothing will change. And change is what is needed. From a brand perspective, LUSH still has people ready to talk & interact – just in a one-to-one way that doesn’t originate from a social media channel. Email, DM, live chat, & (shock/horror) phone calls still remain.

Businesses spend the dollars that the social platforms are after. By rights, it is brands that stand in a prized position – businesses can change the world for the better. First though, we need to start looking beyond ROI & bottom line as measures of success.

As we move forward into a time where generations growing up now will never know a world without connected technology, it is on us right here & right now to look beyond the sweet fix of shiny reach numbers & dive deeper. It is on us to to better.

While it might not make sense for all brands to quit social media, LUSH as a brand seem to be putting their money where their heart is. And, if that’s the case, I’m all for it. 

VidCon Australia: Defining Influence & Working With Influencers

When I flew to Anaheim last June, I wasn’t simply escaping a cold, wet, dreary start to winter in Auckland. I was on the hunt for sun, surf, summertime…and, something else entirely. Exactly what that ‘something’ was, I hadn’t a clue – but I knew I’d know it when I saw it.

I knew a few things. I knew that the something I was searching for wasn’t as tangible as a cold cocktail in my hand whilst sitting on Santa Monica Beach. Though, when I look back now, there are definite transcendental qualities inherent in beachside cocktails. But I digress…

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When I got to California, I wanted something awe-inspiring. Something surprising. Something enlightening, even.

Is that too much to ask? You see, I’ve been living in New Zealand now for nigh on 15 years, and while I absolutely love my chosen homeland, I sure do miss the diversity & sheer size of home. California stands fairly sturdily on a foundation of desert-heartiness & beachside industriousness. It drips in cool-factor, geekiness, and social awareness. It’s a home to most, a religion to many, and a dreamy fantasy to a chosen few who go through life with rose coloured glasses always on. California, to me, is interwoven into the fabric of my soul. My body and aura react to my home state – a native child grown near the sea.

It was California’s all-encompassing bigness that taught me from early on that I could dream and do anything – as big or as small as I wanted to. But I would have to work hard for what I desired. I’d have to learn to take the hard-knocks with the soft, salty smooches.

Growing up in San Diego was an absolute trip, though. We played lots of sports, studied a lot & spent every stolen moment we could at the beach. But, beyond the sunshine, butterflies, beaches & tanned bodies of adolescence, there was always something in me that yearned for more. Never happy with the somethings in front of me. As to the above – I needed something. More.

Though, I should be clear here from the outset: I didn’t ever need more stuff.

Stuff has never appealed to me – and I don’t think it ever will. I didn’t need more money. I didn’t need more praise. What I needed was more of life. I needed more small moments of joy. I needed more opinions that didn’t quite jive with mine. I needed to discover more. See more. Learn more. Experience more. Be more. And so it was that through this quest for moreness, I developed a very strong sense of curiosity. And, because of this sense of exploration, I’ve been able to consistently see the world through different lenses & experiences.

In fact, it was the curiosity for discovering more that led me to New Zealand in the first place.

And now all these years later, that same curiosity is what keeps leading me back home.

img_5979-1Over the past decade, I’ve been very lucky to attend some amazing world conferences & gatherings that’ve changed who I am. Even in small increments, I’ve begun a huge pivot toward a more fulfilled life. A life of value derived from helping others and telling stories. I’ve also rubbed shoulders with some of the most amazing storytelling minds on the planet, & in doing so gleaned as much knowledge as I possibly could over the course of a workshop, an hour-long session, or a cocktail (the cocktail lessons tend to be the best for gleaning!).

So it was one of the greatest pleasures of my professional and personal life, to have been able to experience VidCon in Anaheim this year from an industry/professional standpoint. If you don’t know what VidCon is, simply put, it’s one of the biggest most inclusive events on the planet. It is a celebration of differences, technology & ideas. It’s also the place to be to watch a beautiful coming-together of different communities and fandoms. For a professional storytelling-social media-strategist-OG, VidCon brought together creative tips & tricks, channel executions, marketing strategies, trends, algorithms, and talk around the morality of modern media.

Geez Louise, I ran around like a nerdy kid in an awkward adult candy store for the entirety of the event! Three jam packed, fun filled, and awe inspiring days turned me into a major VidCon fangirl in California. I met so many amazing people, learned a lot about the media industry vertical that I work in, and found that thing I was looking for all along: my spark.

At a huge convention center filled with 36,000 people, I remembered exactly who I was and what made me tick.

Storytelling. People. Inclusion. And, passion for what we do professionally and personally. Talk about finding ‘something’ in exactly the place you weren’t looking! Magic!

I should also mention that, whilst at VidCon, I realised how much of an important part geography plays in the kind of content we consume. We really do tend towards common, comfortable stories that reflect our cultures, countries, and social groups. Many of the featured creators, while HUGE in the USA, were & still are fairly unheard of here in New Zealand. So, yay for VidCon, I found some new fave creators.

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Fast forward four months from VidCon in Anaheim, and here comes another opportunity to find something else.

VidCon Australia, the inaugural event, was happening…and there was no way I was going to miss it! In fact, after getting to know some of the people from for the industry track, I was beyond stoked not only attend the event in Australia, but to be asked to speak on adapting global storytelling trends to local markets. Talk about excitement!

Taking place in my favorite Australian city, my fiancé and I flew from Auckland to Melbourne on a Thursday night – and we stayed through Monday afternoon.

I was literally so excited that the mood of our trip was nothing short of celebratory.

We splashed out & stayed at a fairly swanky hotel (which always helps set the scene for a good time) and woke up early Friday morning to explore the city a bit.

We wandered down Degraves Lane for our ceremonial avocado on toast breakfast – washed down with the most amazing coffee on the planet. After breakfast we headed to AC/DC Lane and took in all of the beautiful colors and portraits on the graffiti-laden walls there. From there, we spent some time in the National Gallery of Victoria looking through amazing exhibits and getting all cultured – n stuff. All of this before lunch!

At about noon we headed to the Melbourne convention center to check in to VidCon. I was an absolute ball of excitement and nervous energy. Luckily my friend Jim (who I met in LA) was heading up the industry track in Australia, so I knew there would be at least one familiar face in Aus for this conference.

Check in was super easy, and the staff and volunteers were gorgeously friendly. Even before the actual convention started (it took place over the weekend) everybody seemed amped for fun times ahead. And, let me tell you, fun times were had!

Saturday was wickedly fabulous. Like LA, but smaller in scale, VidCon Australia packed a fun-factor punch.

I, of course, was early. If there’s anything I’ve ever been in my life – it’s early. For work, for school, for parties, for planes. Early is my bag, baby! The great thing about being the first person to places is that you see things magically come to life. Empty spaces are transformed into thriving events & memorable moments in time. And I love to watch magic unfold.

Most of the day Saturday, I spent up on the Industry Track floor learning all that I could from the speakers, and networking with friends both new and old from across the world.  Every now and again I’d hop down to the Creator Track or the Community Track events to take in some of the pure rocket-fuel energy of fandom that comes dripping from VidCon. The day flew by, literally. And we closed with drinks and networking with others from the Industry Track – all of us well excited and exhausted in equal, beautiful parts.

Sunday was a big day. Day Two always is!

I really enjoyed digging into all of the tracks on Sunday – running around the convention centre like an over-hyped dici-geek on a cotton candy and pure coca-cola drip. My talk was at the end of the day, and, to be honest – I wasn’t sure anyone (save for my fiancee & New Zealand crew) would turn up. Sunday evening is usually when I’m in my Smurfette Onesie watching Harry Potter with my family. Anyone who came to hear me waffle on would be a wee legend in my book.

Luckily, people showed up! And, kept showing up during my 45 minutes of fun & sharing. On a personal level, I was able to really enjoy the moment & take it in. I laughed with the crowd in the room (who knew Betty White dabbing could be such a crowd-pleaser?), answered some great questions & have been in touch with most of the folks who were present in one way or another since. That’s the beauty of attending things like Vidcon Australia, you meet all kinds of people who will be in your life in some way or another from that point on. Some you’ll throw ideas around with, some you’ll help out with a challenge (or they’ll help you), and some you simply meet for a coffee and to spin yarns with.

Talk about a gift, right? Memories, people, & stories to keep for a lifetime. Yep, sign me up for more.

img_0539After VidCon finished up (soon after my session on Sunday afternoon), we celebrated in style by hitting up an amazing restaurant in the central city, Cookie. My fiancee, my buddy Jim & I sat chatting, re-hashing the three days just gone by, and drinking amazing red wine & cocktails. We lol’d, we pontificated, and we ended the night at a rooftop bar nearby with yummy Australia red wine.

Beautiful times with beautiful souls – that’s what I’ll take away from VidCon Australia. After Cookie & our rooftop tipple, we bid adieu to Jim with warnings of Drop Bears nearer to the coast (he was headed off adventuring, while we Kiwis had to head back to NZ for work on Monday.)

All in all, the first VidCon Australia was an experience of a lifetime – not just for me, but for a lot of people.

I think it was quite a gift to see the conference in its first year, the heaving throngs of fans and creators that are in Anaheim will be on the horizon. But for 2017, I can honestly say that I loved it all. The people, the vibes, the fandoms, the city and learning. It all added up to an amazing event that I can’t wait to return to in 2018.

The best part? Just as I had found in Anaheim in June, I found so many somethings I never expected in Melbourne.

And, if you need more convincing, here are my TOP FIVE REASONS to head to VIDCON MELBOURNE in 2018:

  • Location, Location, Location

    Melbourne is an amazing city. For art, culture, food, wine, sports, music… you name it. I’ve been to Melbs so many times for both work and play, and still cannot wait to get back. The Convention Centre in Melbourne is perfectly placed for an event like VidCon – it’s in walking distance to the central city, scarily near to an amazing shopping complex, and literally steps from great restaurants that sit right on the water (perfect for sunset-gazing.)

  • Access

    The access you get to amazing global speakers and content that’s world-class is second to none from an Industry perspective especially. I didn’t spend a lot of time on the Creator & Community floors in Melbourne, but I’m sure those tracks were superb as well. The secret sauce to VidCon Melbourne is literally access. Whether it was the ABC, Instagram, or Influencer agency leads – access to information was off the charts. And, right now, the conference is in growth mode, which means that this is the time to get in and listen/talk/network/geek out with world thought leaders on a more personal level.

  • Networking

    The networking is strong with this one. No, really. It is. Some of the most magical moments of the conference for me were the quiet times in between sessions when speakers or attendees would simply sit together and pontificate on subjects in depth. Getting to know people from countries, backgrounds, and industries is very important when it comes to being able to compare notes and bounce ideas off of when you’re in smaller places like I am here in New Zealand. I also love just walking the exhibition hall floor, too, to see who else is down there curiously looking into the experiential aspect of VidCon.

  • Fandoms

    Fandoms are the backbone of VidCon. I’ve never seen so many diverse, engaged, and passionate people when it comes to influencers/creators/YouTubers and their communities. I find it absolutely fascinating to just sit and watch how the young people who attend VidCon act and interact with each other – and, on the other side of the coin, interact with their online heroes IRL. There’s literally no better place to get right to the heart of how Gen Z and younger generations are creating content – and consuming it. The fandoms are powerful. They’re fascinating. And, they give me so much insight and hope for the future of storytelling. The kids, team. The kids just want a great story.

  • Inspiration

    Inspiration. It’s something I know I’m always chasing. I’ll keep this point very short-and-sweet: just go. If you can, go. Grab an Industry pass. Go to sessions across each of the three tracks. Do the meet-and-greet hall and feel the buzz of meeting a creator (and being surrounded by their fans!) Magic is all around, as is inspiration.

For photos, vids & stories of my travels to VidCon & beyond, follow me here: www.instagram.com/cassieroma

Social Media Q & A: Influencers, Channels, & Trends

Ah, social media.

My BFF, my Bae, my profession. For the past 11 years, I’ve felt like a bit of a trailblazer. A pioneer of such. But, not one of those old-school pioneers making their way across the plains and the Rockies in covered wagons… more Jean-Luc Picard in a space ship traversing far off solar systems.

Looking back to the very first time social media became a part of ‘what I do’ I clearly remember thinking that, should I go down the route of learning to master the channels (spoiler: no one can master ALL THE CHANNELS), that a) I would be in a super minority in a world of traditional advertising and PR & b) each day would mean I’d have to be more & more clever with how I showed brands the long-term benefit of storytelling & connection in new channels.

Also of note, Cass: if you take on this job for the long-haul, you’ll always be a bringer of change (which makes people feel uncomfortable at best, threatened usually), & you won’t make any big bucks for a wee while. Okay? OKAY!

Fast forward to today, and the below is Q&A I took part in recently. In it, you’ll see straight off the bat that I am still so, so, so excited by, & passionate about, the power of social media. After years of diving into the guts of how digital platforms, websites, traditional media, and emerging trends fit in the great puzzle of marketing & storytelling – I still get out of bed read to learn, ready to share, & ready to see who will make an impact (& how).

Below I talk not simply channels, but more broadly around building your personal brand, emerging trends, and the importance of imbuing humanity into everything a a company does. I loved putting aside some time to think about the state of social media as it is in this moment, after having been a part of the ‘movement’ over the past decade.

Both professionally & personally, I love (YES! LOVE!) social & digital media. I love how the world has become so much more connected. And, how creativity, kindness, & empathy has come to bind us together most of the time. I could probably write a novel worth of answers for each question below (perhaps I will someday) – but for now I’ve tried to keep everything a bit more succinct.

Enjoy!

And, ask questions if you’ve got any. I love a curly question or three.

Thanks,
Cass


You’ve got a large reach and unique personal brand, for candidates looking to create their own personal brand – what would you say is the best way of going about this? And what benefit does this bring?

This is a big question to answer in a few lines. In short, creating your personal brand online & being unique is easy: there’s only one of you!

Depending on your personal & professional goals in a very saturated digital and social media ecosystem – you need to define fairly early how you’ll present yourself, who you’ll be talking to, and what you want an audience to take away/do when interacting with you online. B2B, B2C, and beyond are all inherently similar in that you’re a human talking to, and hoping to influence, other humans.

As a writer & photographer (by both trade & passion) – the hunger to learn & create is inbuilt in my DNA. I’m not afraid to be vulnerable when I need to be. Curiosity & passion drive me forward daily. The innate desire continually learn & adapt is the secret sauce of success in any field.

Also, my rule of thumb for the past decade of fumbling my way through social media (and then becoming an expert) is to be careful in what you post. Be yourself, by all means, have your own voice & brand – but act as if your parents or CEO will see every tweet, every post you send out. Being able to check yourself strategically will ensure that your personal brand goes from strong to stronger over time & grows alongside you.

I recently came across your blog and saw a running theme by the way you talk about social media – “ I kept talking passionately about community and the returns in the long run.” How does this mindset influence your content creation?

Every single post I’ve ever written, created, or curated on behalf of a brand has been with the end recipient in mind. We sell to people, not to clicks or lists of email addresses. To create great stories that engage & hold an audience is magic.

And, it’s not overly complex magic, either. Knowing your audience is easier than ever in our world of insights, but we sometimes overlook creativity and lean on machine learning.

I’m all for clever ads, creative social executions, and for actual heart at the center of community conversations. And, we have to remember that brand is all about the long run. It’s wooing customers & becoming a part of their lives – not the other way around.

I quite often say to my team at work “take off your marketing hat & put on your normal person hat” – ask yourself these questions:

  • Would this resonate with YOU if you were the target audience?
  • Does your content tell a story?
  • Is there an emotive or psychological trigger to get someone to act or react to your content?
  • And, most importantly, what benefit is this bringing to the person consuming your content?

What are your thoughts on the emerging trend of social media influencers?

This is another subject I could literally write a novel on. First and foremost, I don’t think influencers are emerging, or a trend. Think of Nike & Michael Jordan. In my mind’s eye I see Mike & his logo. I remember his college colours (white & baby blue), & I see his smiling face.

Everyone wanted to be like Mike when I was a kid – and we all wanted to wear his shoes just so a bit of the cool-factor from Michael could rub off on us through our feet. That’s the pull of influence.

It’s social currency, it’s tapping into emotions, & it’s corralling popularity in a way that isn’t selling out. In fact, brands have utilised the power of influencers since time immortal. All that has changed are the platforms. With social media now so saturated with UGC & content from anyone who has a smart phone, more and more people are calling themselves influencers – when they’re not.

The idea of macro influencers & using celebrities as a sweet-fix to drive quick engagement with brands isn’t an idea I buy into. I firmly believe in the power of longevity and a genuine relationship between influencer & brand over time to ensure a truly symbiotic relationship between brand and influencer – not to mention the consumer who needs to believe the message and the people telling stories on behalf of a brand.

When we talk about micro influencers, things start to get really exciting. I do not believe for one second that, just because you may be on the tele or radio or have a YouTube channel, that you’re a good influencer.

In fact, micro influencers are the people who really do the hard work when it comes to selling. They’re the WOM (word of mouth) power-horses of the digital age, and there’s huge opportunity for brands to work well with micro influencers globally & regionally to create magic.

With a wealth of social media experience under your belt, what has been the most pivotal lesson you have learnt?

Keep humans, human emotions, and authenticity at the forefront of everything you do. The beauty of social media is that brands not only get to hear from their customers, they also get to interact with them on a human level – tearing down boundaries of the past that existed in expensive, traditional media.

If you work empathy, fun, education, and information into your social media strategy you’ll be far, far ahead of the curve. Also, from a personal brand perspective, remember to interact in the way you want to be interacted with.

If someone sends you a message, asks a question, or wants to reach out – be there & make the time to replying. The art of social media is the art of socialising. The same rules apply for conversations IRL as conversations online.

What do you think are the key social media trends that will prevail or emerge in 2018?

Live video. It’ll be powerful, powerful, powerful… more so than it is now. Why? Because large platforms like Instagram, Youtube, Facebook, Twitter are already all on board & already evolving the tech to involve more people in more places more often.

We’re a bit behind in the NZ Market in utilising live video for brands (and that’s okay!) – but I have a very firm belief that we’ll catch up very soon. It’ll be the brands that start doing live well, now, that seize on this opportunity that grow connections more quickly than those who don’t try.

Getting the basics right & not being afraid to just jump in and get some learning under our belts will be the way forward. Some hints? Try out Instagram live. Watch how influencers & other world brands are utilising the platform. Hop onto Youtube and watch Hannah Hart livestream to her community. She’s a wizard, as are the members of her community.

You’ll learn something new each time. And learning + evolving = winning.
Promise. 🙂

 

For the original link to this story, check out the Razzbri site here.

Disasters in Vlogging (my EPIC mistake)

FULL DISCLOSURE
Whilst I may be a professional storyteller & content creator in my day job (and, long-in-the-proverbial-tooth when it comes to content production & creative expression) I still screw things up from time to time. Especially when I don’t follow my own best practice rules around content, setting up a good story arc, & getting the right footage or images to support a particular story line.

Case in point, my last Vlog. The idea was supposed to be silly, fun, and informative. And, it was going to center around all of the strange & wonderful flavors of chips found in New Zealand that I didn’t grow up with in the USA (meat people, chips here taste like every type of meat under the sun… it’s a trend that’s both weirdly tasty and wildly fascinating all at once.)

To begin with we thought our idea was clever & the narrative clear while filming. After an hour of shooting, we packed up shop & I hit the editing suite. The video we shot was neither clever or clear. My story line was too complex & went off tangent. No matter how I cut the conversation, the end product felt gimmicky & wobbly at best. It was one for the rubbish bin. To say I was disappointed in myself for not getting good enough content for a YouTube channel with only 14 subscribers would be an understatement.

I was livid with myself! C’mon, Cass! This is what you do. It’s what you’ve been doing on behalf of brands for over a decade. I kept asking myself “Why’d you not put into practice the elements you know are needed to make a good, cohesive story?”

The answer: I dunno.

Maybe I got over-confident. Maybe I thought I’d fix any missteps in post. Or, maybe I just was trying to do too much at once (I’m going to go with this one.) The end result is that I’ve binned this video as I’d imagined it in long-form in my head & instead put together a cut-down version of outtakes which are actually pretty funny!

And, whilst I’m kicking myself for not having a video to post for a few weeks now, I’ve learned some good lessons. 

Simplified down, here they are:

Lesson 1: know the story you want to tell before you hit ‘record’
Lesson 2: stick to a simple story line (this is imperative!)
Lesson 3: know the tone of your narrative up front – and plan B roll/supporting shots
Lesson 4: outtakes are sometimes the best takes
Lesson 5: eating chips & drinking gin on a Sunday afternoon with your best friend/soulmate is worth a re-shoot next week

Enjoy our outtakes, they’re all we’ve got this week!

Social Media Is Dead, Long Live Social Media

A few evenings ago, I had the immense pleasure of sharing a room with about 70 local digital and social media minds to talk about the ever fascinating topic of Social Media ROI. I’ll be honest and tell you this: I stopped going to most social media gatherings centered around this topic a long time ago because I feel like I’ve been there, done that.

We’ve hashed, re-hashed, and re-re-hashed the subject a million times as an industry to seemingly no avail. Trying to find a ‘golden measure’ of social media success is oftentimes akin to hitting your head against a brick wall. The brick wall doesn’t budge. But your head does. And, all you’re left with is an achy melon and the knowledge that bashing yourself against an inanimate object for over a decade isn’t good for anyone involved. Especially you.

That said, I went along the other night for a few reasons. Firstly, I knew the person putting on the talk. She’s a cool cat, and amazing at what she does – if anyone could draw interested, interesting, and engaged people to the venue to really get down to nuts and bolts and talk, she could. And, she did!

The night itself was great. The venue was funky, and open plan – mostly brick, too (yikes! protect your heads!) The speakers for the evening were engaging before, during, and after the proceedings. Dialogue fascinating. And the crowd asked important, evolved questions. Yee haw! Though we all took angles in talking through social media ROI, a common thread was woven across the tapestry of topics. And, when boiled down, the most important takeaway for me from everyone in the room was this: humans matter most.

In marketing.
In storytelling.
In channel planning.
In brand and social media ROI.
Yep, humans.
They’re the best.

Seems pretty commonsensical, right? That people matter more than platforms. More than analytical tools. More than data and insights. More than anything. But your brain would boggle and your head spin at the amount of times I’ve been called into a meeting and been told to “prove the worth” of Facebook as a line-item on a community or direct marketing campaign pitch. You’d fall out of your chair in shock (or maybe not) at how often I still get asked about whether audience should go before channel. Here’s something I can tell you without a single doubt in my mind: ROI is driven through the human condition. All of it.

AUDIENCE. FIRST. ALWAYS.

Let’s taking a quick walk down memory lane, shall we? I remember the first time I was hauled into a senior manager’s office to sit next to the CEO and CFO and talk social ROI. The exec knew that that new ” social communication channels” were lining up to be the new next-best-thing, but weren’t sure how these emerging channels would slot into the existing marketing mix. Fair enough to ask the hard questions as bean counters. But, at 25yrs old I wasn’t quite as well versed in the language of cash-flow and P&L ledgers as I am now to be able to have eloquently answered the questions put to me as I could now. In fact, my attempts at speaking ‘marketing talk’ to digital people, and vice versa, were fumbling at best. I failed a lot at convincing people of the value of social media, but also kept at it. I kept talking passionately about community and the returns in the long run. From that, I got more and more wins on the board. It was all simple psychology and basic marketing fundamentals – just on new platforms. Right? If only the IPA study about brand building in the long term had been out a decade ago!

The funny thing is this: social media has always just made sense to me. At all junctures. It’s never been strange, other-worldly, or foreign. Maybe because I’m inherently a creative and love learning new ways to share images, or stories, or video. Social has been another avenue (or, more recently, major freeway) on which businesses and individuals were able to tell powerful stories in a more relevant way than perhaps traditional advertising could. In my life, social media has become a passion, a profession, and almost an obsession. From the beginning, social media ROI has always been in relationships – it still is. Before the tracking tools. Before the analytical powerhouse back-ends. Before the ad platforms. Before custom and lookalike audiences. Before all of that, and to this day, I firmly believe that social media ROI is in all of us. It’s in emotion, familiarity, and trust.

So when I say social media is dead, we all know it’s not. It’ll never die. But, it will evolve and change quicker than Beiber’s hairstyle. Social is powerful. It unites us. It divides us. And it earns us the right to speak about things other than just our products. Social media allows brands banter, heart, and voice. Each touch-point, each piece of content, each story is a chance for you and your brand to differentiate and ingratiate yourself to consumers. Put people first, and your ROI will be ever-growing.

Long live social media.
Long live all media.

Photographs & Memories – June 2017 

Okay, okay… I’ve been fairly lax on the posting-my-best-photos-monthly front. Why? Because, busy.

Busy with work, with family, with travel & adventuring… basically, sneaky ‘ol Life got in the way of being bloggerific. And yeah, the ‘glorification of busy’ is a thing… so I need to stop using busy-ness as an excuse for not doing more of what I love. 🙂

That said, June was an amazing month in my world. And, I can’t wait to share some of our adventures with you! Work was fulfilling, family were/are happily settled, and I was blessed to travel to two beautiful, sunny, summery climes to escape New Zealand winter for two of the four weeks of the month. Speeding up, slowing down… enjoying a change of pace most days.

Winning!

Below are some of my fave images and memories from Queensland, Australia (if you ever have the chance to visit the Capricorn Coast & Great Keppel Island – do it!), and from home – ten sun-drenched days soaking up my people and culture in California.

Shades of turquoise and gold play havoc with my happiness in these images. And, smiling faces remain happy for all times.

Enjoy, Team. As always, if you’re keen to use my images, please reach out and ask.

Cass

Surf spotting, Huntington Beach style. This is, by far, my Happiest Place on Earth. Waves crashing, thrashing and gently finishing their journeys in soft sea foam blankets at the sandy shoreline.

Venice Beach, when you’re there… look up. Always look up. Blue on blue on blue…

No work. No shoes. No worries. And… no gravity? As long as the sun is shining, life’s shining too.

Skateboard serenity at Venice Beach. These cool cats are easy to watch for hours on end.

Absolutely blissing out.

I attended VidCon in Anaheim – it was a pleasure to meet so many people from different places, backgrounds, and dreamstyles. I enjoyed geeking out & spending time with each person who spent their time chatting to & laughing along with this tourist at home. Above is Hannah Hart, YouTuber/Author/TV powerhouse & all-around fabulous human. Let’s be honest – being a Momma & running the rat race means I didn’t have a clue about who most of the ‘stars’ were, but it was a fascinating experience & I’m already looking forward to the next VidCon!

This big geek! Nerding out before the VidCon extravaganza that was.

The Rainbow Hut on Great Keppel Island in Queensland, Australia. It felt like we stepped back in time to a place dripping in multi-colored, sun-drenched amazingness. Cannot wait to return!

This has to be THE ROOM with THE VIEW. Great Keppel Island Hideaways, I could’ve stayed on here for ages & ages… heavenly, mystical, & OTT on the natural beauty scale.

Toes in the water, salty jeans, and a smile permanently painted on. Talk about one heckuva arrivals & departures lounge.

Yeppoon sunrise. Heaven. Heaven. Heaven. #TakeMeBack

 

Photographs & Memories – February 2017

Well I’ll be damned. Where in the world did February go? 

Did I blink and miss it? 

Seriously though. February, you sure flew by at the speed of a speedy-thing.

To find a photographic trend for the month, I’ve had to go back into my camera’s memory (thank goodness for a camera’s memory when mine fails to serve).

What did I find? RAINBOWS! 

Many, many, many rainbows. Which makes a theme for this month a simple one: Pride.

Pride in family. Pride in friends. Pride in the businesses we work for. Pride in our diverse community. Pride in the freedom to love who we choose.

 

An ode to a legend, Ponsonby Rd flair.

Sculpture on The Gulf, Waiheke Island wandering.

Amber waves.

Heaven is post-card perfect, on Waiheke.

#HoldTight, don’t let go.

Family by choice, afire by nature. #BGO17

Searching for sundown, North Shore styles.

Workmates roaring into the night, Auckland Pride Parade 2017.

Fuel set to music. 

Social Media Influencers (one kid’s perspective)

On the drive to school this morning, while sipping a hot chocolate & telling me all about Minecraft and why I MUST LEARN TO PLAY, my daughter paused to ask me what I was doing recently at work – &, if she could help with anything.

My first response was a quick internal conversation with myself that went something like: “WHOA! What a cool little cat to ask how work is going. #proudmommamoment” but what came out was “Babe, I’m thinking a lot about social media influencers & the different channels they make an impact across. And, ultimately, how businesses can work with really cool people to share stories & create some fun moments between customers & businesses.”

Her next question? Brilliant. Simple. Pointed. And, necessary.

“Momma, can you define influencer for me, simply, please?” Um, yep! While coming up with an answer though, my mind was buzzing. Here I had, in my vehicle, an engaged 10yr-old keen on working out factors in her mom’s business & why they matter so much. I jumped on this moment & went with it with a keen eye on selfish learning…from a kid.

To answer  her question, I defined an influencer in the simplest way that I could – not because she wouldn’t grasp a longer winded explanation, but because explaining something simply always challenges me to be a better communicator (& because she asked me to keep it short & sweet).

“So, kiddo an influencer is something like this: a person (or people) who have a large, engaged social media following on one more more channels. They might be famous, or not. But, they’re always someone who people like a lot – enough, in fact, that they’ll follow them, share their stories, and trust their opinions.”

Hmmmmmmmm. She sat quietly for a moment. Looked at me, & said “Mom, I have some ideas… would you like to hear them?” Yes my girl, I would. Hit me with your view of the world.

MINECRAFT (had to happen, right? The kid’s 10yrs old)
If you’re going to work wit influencers – then at least one of them needs to be a Minecrafter. Why? Well, because Minecraft is amazing. Mom, did you know that Microsoft bought Minecraft for something like $2.5B US dollars? $2.5 BILLION! Surely if people are good at that, AND they have millions of followers hanging on their every word & move… then they’d be good to have.

They Should Be Funny (and Nice)
This is a good one. Why? It takes us right back to the start about why we like other people. No business objectives or brand synergies needed, just funny, nice people communicating with like-minded individuals. Seems a great place to start & reminds me that kindness really is the only way to be when professional & personal lives interweave. So, if you’re keen to be a social media influencer, Rule #1 must always be this: Don’t be an a$$hole, & be funny & nice.

They Need To Mess Up Sometimes
We all mess up sometimes… but a lot of people online try to pretend they don’t. That’s not fair to most people, right? Because, it makes it seem like some people are perfect. And, they’re not. By making mistakes, we know our favorite YouTubers are really real, just like us. The more we can see ourselves in others, the more we can empathize with them…the more we want to follow them, to share their coolness, & to be like them.

They Also Need To Know Cool Stuff
That means, they need to know stuff that I (the fan) don’t know yet but could share with my friends for added “cool factor.” The more cool stuff they know & share (it doesn’t have to be BIG stuff…just cool stuff), the more we’re going to want to watch their shows & engage with their stories & videos. For kids especially, feeling like we’re learning – but that it’s fun – is really important.

So there you have it. Four pretty spot-on ideas around social media influencers. What makes them popular, engaging, & worth aligning with as a brand or another influencer. From my perspective, I love how kids can grasp concepts so easily & then give unfiltered feedback that makes so much sense once you take your own preconceived notions out of the equation & truly listen to what’s being said.

Beyond all of the social media & influencer stuff, what did I learn from my daughter this morning? First, to just sit back, slow down, & to listen. Most of the time we talk about Pokemon, school plays, sports & friends. Allowing kids to talk & to be heard is just as much a gift for the child as it is for the parent – I for one can attest to that 100%.

Teaching moments are all around, whether with kids, colleagues or friends…embrace & enjoy them. As for my amazing 10yr old & I, I hope our relationship continues like this through time. An easy, two-way conversation about everything & nothing. A love built not just on blood & DNA, but of a foundation of trust, kindness, and safety.

Thanks, social media influencers (and Minecraft) for today’s talk on the way to school. It was a goodie.