Walking A Tightrope: Braving The Unknown

Here’s the thing about young, handsome Argentinian lifeguards on beaches… they’re very convincing.

VERY.
CONVINCING.

Maybe it’s was his accent, my broken Español, or the casual way in which his eyes lit up when I said “Is that hard to do?” that I decided to go out on a limb yesterday. Literally.

(NOTE: my decision may have been swayed simply by the fact that I am competitive as f*ck, & a cute kid decided to go before me – I couldn’t wimp out & still be a semi-cool-Mom after that!)

Tightrope walking, I can assure you, is not for people afraid of falling. It’s also usually not something 36yr old mother’s who have never tightrope-walked before do at a public beach on a super windy day.

But, what the hey. My inner voice whispered seductively to me “New year, same me… let’s do this, Cass. You wanted to adventure more. You wanted to make memories & try new things. Here’s your first shot at it. And, you’re only three feet above the ground.”

Damn you, seductive inner voice. As awkward as you are, you sure are convincing. Potentially just as convincing as our new, tanned friend from Argentina. So, with a little gust of wind catching me up the backside & along the path towards the tightrope (as well as a healthy cheering on from my beloved & my bestest pal) – I kicked off my jandals & climbed a tree trunk (not very high) to the springy, stringy thing I would soon be walking – or falling – across.

Lucky for me, mi amigo nuevo, saw I was nervous & gave me his hand. Though he was there to steady me as I took my first VERY uncertain first step, he also talked me through where my line of site should be, how to relax & unravel the tension in the rope through my balance, & showed me how to have fun while completely terrified.

Anyone who knows me well, knows I used to be terrified of heights. Strangely, over the years, I’ve gotten much better with heights – but walking that uneven & unsteady rubber-band was pretty nerve wracking for me.

I may have only been three feet above Terra Firma, but it just as easily could’ve been 30 or 300 feet as far as I was concerned in the moment!

Making it all the way across, I learned a few things in the minute I spent without my feet firmly planted on the ground.

Mostly, I learned these key lessons:

  1. Be courageous
    This is seriously not as easy as it sounds. Most of us like to think that we’re daring… at least a little bit. But, in practice, I personally end up turning down opportunities to try new things for fear of what others – and even my own inner-voice – might think. I consistently tell my daughter that she can’t be good at everything. You have to start somewhere, and somewhere is usually right at the beginning. No one starts off as a master. Masters were always once beginners. So, while I might end up sounding like a $.50 fortune cookie, I reckon we should all start at the beginning. Without fear. Without judgement. But, more so, with hope, joy & a sense of adventure. Courage is contagious – pass it on.
  2. Don’t Look Down
    As my Argentinean friend told me as I started walking from one tree to another “Look only ahead, not down, not to the side.” This really resonated with me in the moment – and resonates even more now thinking back on his words. We oftentimes spend so much time looking in a direction other than that in which we’re heading that we lose sight of our end destination. Even with strong winds whipping at your back, or with wobbly footing, if you look ahead & focus on what you’re hoping to achieve – your chance of getting there inherently grows by leaps & bounds. I always tell my teams at work that, as a manager, it’s my job to provide a ‘North Star’ for them to steer towards. It’s their job to get there – whether it be swinging across Orion’s Belt or sliding through the big dipper. Keep your eyes up. Move with intent.
  3. Have fun falling
    This is something I’ve grown to embrace & love over the past few years. Falling, itself, is fun. It’s the landing, if you’re not prepared for it, or it comes too soon, that hurts the most. It’s taken time, but I’ve started to not just face my fear of falling (and, failing) but to embrace it with my eyes wide open. Most probably squealing all the way to the bottom where a soft landing (or slight thunk) awaits. Falling, like flying is all part of the journey. If you embrace each moment, you’ll find fun just around every corner.

 

So, there you have it. A small moment. But, big lessons. Here’s to more travelling South Americans on Auckland beaches this summer, helping us all face our fears – while reminding us, there’s no shame in having a helping hand to steady us while we learn.

Gracias, amigo mio. Que te vayas bien.

 

Tightrope walking!
Tightrope walking!

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

The #MeToo Movement Matters, So Does Your Reaction To It

I hope you feel uncomfortable, uneasy, and understandably upset while reading this.

Super uncomfortable, even. Uncomfortable enough to want to click away to something more jaunty, more on-the-surface. Less laden with hurt, and less truth-filled. But, fight the discomfort. Keep reading.

Why? Because I want you to change, even in the smallest way. I want you to quiet that voice in your head that automatically puts this blog into ‘another story of men treating women badly’ bucket. And, I want you to care enough by the time you reach the last word to actually do something about sexual predatory behavior against women.

I want you to feel uncomfortable as you read this for a litany reasons. So many reasons. And, if one thing comes of you reading or sharing a story like this, I hope that  you’re able to empathize with, or start to understand how I (and many women) feel in public when we leave the fortress of our own safe spaces – that is, if we’re among those who have safe spaces at all.

Put simply, when we’re out in the world full of rushing, commuting, hustling, working, moving people – we’re at risk. Constantly.

This is our world today.

A world where men still belittle, sexualise, harass, stifle, and expect women ‘just take it.’ Openly. Randomly. Continually. At work and at home – and beyond. And, before we start off with the ‘not all men’ argument, I’ll put this right up front: I know not all men objectify and harass women. Good men are all around, but most good men don’t speak out. Don’t act out. Don’t stand up against daily micromoments of sexual harassment. I, for one, have been lucky to have grown up with – and in adulthood been surrounded by – good, strong, kind men. I’m under no illusion that some men truly do work hard to ensure women are safe. Because of this, I love men as I love women. As equals. As friends. As colleagues. But, I’m also a realist. We’re not equals. Not by a country mile. Not yet.

Let’s get real.

Men objectify women constantly – even when they don’t know they’re doing it. It happens in small moments, in big moments, and in the moments in between where a long glance, a throw-away statement, or a slight unwarranted touch still go unmentioned or unnoticed. It’s in-built into even the most liberal of societies that masculinity, at its core, is synonymous with being somehow bigger, brawnier, and entitled than women. And these traits transcend physical size (Believe me, I know. I’m a big woman.)

As you read this, and as you read article after article about Trump, Weinstein, and other depraved men, I want you to feel lots of things, but mostly gross. Gross because my story is average. In the great bell-curve of humanity, my experience and existence is akin to that of most other women. Right in the middle – but to both ends of the extreme curve, too – we have similar stories to tell. That in itself is gross. I also want you to feel as gross as I did when an old man on public transport in Rome thought that dry-humping me in public was okay. As gross as I do every time a man puts his body in my personal space and touches me without consent. As gross as I do every time I speak, type, post, or otherwise communicate while having to wonder ‘will this be read as flirting?’

I want you to feel the fear of walking alone after dark. And the intense anger I have to internalize when I walk to work in the morning while men in trucks lean out of their windows shouting degrading, disgusting words in my direction. You want to see my tits? That’s too bad. It ain’t happening, asshole. There’s a reason I’m wearing three layers on a hot day. You like my legs? Well I’d like it if you kept that to yourself. I’d rather you, Mr Catcaller (and all of your friends who laugh & think that public harassment is okay), knew just how intrusive your jeering looks, non-consensual touching, and degrading words make me feel.

I also want the other guys in said trucks to shut their friends up. To make everyday sexual harassment taboo. If you don’t speak up, out, or against – you’re part of the problem.

If you’re still here, keep reading.

If you’re online at all, I’m sure you’ve noticed the #MeToo posts across Facebook, Instagram, and Twitter this week. Hundreds of thousands (perhaps, by now, millions) of women are using this succinct, powerful hashtag to show just how prevalent sexual harassment and abuse is against women. It’s disheartening. It’s scary. It’s banal in that we need to keep coming up with impactful ways to show just how widespread the mistreatment of women and girls in EVERY DAY LIFE is. Last night I thought about the #MeToo hashtag. I thought about my mother, my daughter, my fiancee, my friends, my colleagues, my heroes… and I realized that I don’t know a single woman who doesn’t have a story about male predatory behavior.

Not. A. Single. Woman.

In thinking long and hard on the subject, and in trying to find ways to make meaningful discourse commonplace across the world – I retreated to the place I always retreat when I’m feeling ponderous. My own head. I started writing this blog before every putting pen to paper, and hands to keyboard. I thought about the innumerable times I’ve been harassed, felt unsafe, and been talked down to because of my gender. The unwanted gropes in rugby clubs. The unwarranted catcalls and professional moments of being called Sweetie while being talked over by men. I hoped beyond hope that my own daughter would suffer less vile behavior over the course of her lifetime. I hope.

It’s fair to say that I don’t know how to force a change in male behavior or shift the narrative around poison views of masculinity that drive such behavior. But, I have some ideas on where to start.

What follows are a few things we can all do to stop the normalization of sexual harassment. Hopefully, together, we’ll not see another generation of #MeToo posts. But, the cynic in me, sadly, thinks we will.

1. (Dudes) Get comfortable with being uncomfortable

In the world we’re living in today, masculinity is judged in thousands of different ways – and most of them all lead back to sexual conquest. In fact, potentially all of them do. That means that even the idea of standing up for equality for women, and in treating them as equals goes against everything society says makes a man. My take is simple. Get uncomfortable in your own skin. Actively challenge how you measure your own worth as a man – and as a human. Dig into learning about what bothers/scares/worries/belittles women in interactions at work, in public, at home. Read blogs by women who have been raped, assaulted, or harassed. Don’t click away. Feel anger on the behalf of those who’ve been hurt, yet see their words as harrowing. Also, know that painful memories are shared with in hopes of stopping similar behavior in others. The truth of the matter is this: women feel uncomfortable almost all of the time. Those who say they don’t are either magical unicorns who never leave the house, or are absolutely drinking the proverbial Kool Aid of patriarchy. Here’s a quick win, don’t get all up in my grill. Don’t think it’s okay to put your body in my space without express consent. Don’t exacerbate the problem at work and come up to my desk, or any woman’s desk, and put your foot up on my chair so that your crotch is in my face. Don’t. Do. This. I’ll call you out on it. Loudly. It’s gross. It’s in appropriate.

2. Be hyper-aware.

Be aware of your body. Your voice. Your aura. Your manspread. As women, we’re aware of all of this all of the time. We know how much space we’re allowed to take up. We know how much we’re supposed to say in meetings before being spoken over or not spoken to at all. Be hyper-aware of the fact that all women have, in one way or another, been objectified (if not worse) by a man.  And every time it happens, it hurts. Here’s a good rule of thumb: Treat all women like you’d treat The Rock. I mean, you wouldn’t inappropriately touch, fondle, catcall or speak down to (or over) Dwayne Johnson would you? Not if you valued your life and physical well-being you wouldn’t! Not only would The Rock immediately let you know of his displeasure, he’d probably go to great ends to make sure you never displeased him so again. Also, an important fact to be aware of is that most women really like most men. We do. But just because we laugh at a funny joke or smile at you, doesn’t mean we want to go to bed with you. Most often, we only want to interact as equals. Be aware.

3. Stand up, Act Up, Speak Up

If your friends are the idiots leaning out of car windows wolf-whistling and shouting obscene sexual profanities at women while they walk or jog in public, and you don’t shut them down or speak out – then you’re an active part of the problem. If you’re in meetings at work where women are spoken over, call others out on this and make space for female voices to be heard and acted upon. And, if you see someone who is uncomfortably close to a woman and feel her discomfort, help. Do something. Don’t just shrug and move on. To be better, you need to do better. Act better. Speak out more. Standing up for women is a great first step in bucking a centuries-long tradition of belittling them. We all have the ability to do this in moments both big and small, day in and day out. We’re all in charge of our actions and reactions. Take ownership. Even the smallest actions you take powerful ones.

While the above is just the tip of the proverbial iceberg when it comes to changing how society views sexual harassment and equality, I think there are some good nuggets to chew through when it comes to making sure women are respected in daily life – not harassed.

Women, we need to speak up, too.

Loudly. I know it’s scary, and it’s hard being that b*tch who calls people out on their bullshit. But we need to do it. The onus falls on us to act in solidarity. This doesn’t mean we all need to go out and burn our bras (but oh, a life without bras!), it simply means we need to be vigilant. We need to actively speak about our consent or non-consent. We need to yell right back at the catcallers if that’s what it takes. If all we do is giggle at jokes that men in power tell (jokes that are meant to put us in a subservient, cliche, weak position),then we’re propagating the problems as much as our male counterparts are. We all need to work together on this one, Team. We need to read more, learn more, act more, speak more, do more. Be more.

I hope this made you feel uncomfortable, uneasy, and understandably upset.

I felt that way writing it. I feel that way living it.

#MeToo

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.

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.