Adding More ‘Me’ Into My Days

Lately I’ve been taking stock of things. You know, adult-y, important, life-y things.

And, in taking stock of all these adult-y & life-y things, I’ve come to a fairly heavy, yet ridiculously common sensical conclusion – there’s just not enough time in the day.

Seriously! I work hard. I support my family. I try as hard as I can to stay in good touch with friends. That said, the time to do things beyond the daily routine seems as elusive as something, erm… elusive.

With time coming out as the main winner in the what-I-need-more-of stakes, I’ve gone around in circles (not literally) to figure out where I can cut corners, clip edges, & add more of time into my days.

Ruh roh, Rorge!

Bad news alert: Other than altering the algorithm of the universe & manufacturing more actual time, there’s no short-cut to making more space in our calendars other than doing just that.

In taking the time (see what I did there) to take stock of 37yr old me, I’ve come to find that I am really good at making time for others. And, by rights, I am shockingly bad at spending time on me. That’s set to change though. It has to.

I’m not sure when exactly it was that I stopped prioritizing time to understand my own thoughts, values, & goals – but I imagine it was when I was staring down the barrel of a traditional lifein my early 20’s.

Married at 23yrs old, child by 24yrs old & wanting to fit into templated cultural standards imposed on me, I went with the proverbial flow – even at times when I felt like swimming against the tide.

Living the ideal of Western adulting was an easy way out. I see that now. The few times I tried to fight to find my individuality, I was put squarely back in my place. Plus, I was  safe, content, mostly happy, & cool with how life felt when there wasn’t any conflict.

So I stopped fighting.

That was then. I built my life & my sense of self on pleasing others & helping others to succeed. This filled my soul almost to full, but the last little bit was always missing. The deeper I dug into what made others tick, the more I realized I wasn’t wholly aware of the things that make me tick.

Not knowing myself made it hard to truly know others, though. And, with the end of my first marriage & in falling in love again, I knew I’d have to really invest in myself to be happy & to make any close relationship truly flourish. Yassssss, ain’t flourishing grand??!?

Let me tell you this: the act of trying to understand oneself is an act of unravelling in itself. It’s also a piecing together of a puzzle that I now realize will always be a whole picture, even when incomplete.

So, how have I been adding more me into my days?

A bit like this…

1.      Allow yourself to be complex

Nothing is simple. Not a single damn thing. Especially not human beings. Humans, as being are inherently a state.

To behuman.

To bein motion.

To beanything is to be human.

Right? So when we try too hard to streamline who we are, or in an opposite turn, ignore who we are completely – then we lose ourselves. By allowing ourselves to be complex & to love the minutiae of who we are, we then give ourselves permission to be imperfect. We strive not for the simple, but for the beauty in the details. And, beyond everything else, when we embrace the complexity of being human – we embrace the beauty of who we were, are, & will become all at once.

2.     Say “Bye Bye” to the Binary         

We all reckon there are only two sides to a coin. But, good news, life isn’t like flipping a coin. Our trips around the sun, should we be lucky enough to experience enough of them, are beyond black & white. And, let’s be honest, Yin & Yang only offer us all so much in terms of understanding the world around us. No singular pro or con, expression of self, or way of being is binary. When you look for them, there are grey areas in which to pay, explore, & discover who you are. In doing so, you learn what matters most to you. And, when you know what matters most to you, you prioritize your time differently. You fill your soul more readily.

3.     Know your tipping point & really feelyour feelings 

We’re nuanced. Hugely so. However, when it comes down to it – we’re our own best judges when it comes to whether or not we’re about to speed full-tilt off of a cliff face or not. My coping method for corralling stress for a long time was to keep moving. My favorite quote was (and sometimes still is, but in a different way) ‘motion begets motion.’ By not slowing down, & by speeding towards a cliff-face I ignored all of my ore-determined warning signals that are in place to tell me I’m heading towards disaster.

Lately however, I’ve been making a concerted effort to really feel my feelings. I’ve suited up, grabbed my goggles, & decided to swim in the mire & murk of confusion. I’ve gotten comfortable with discomfort. And, in the process, I’ve become more attuned to understanding when, how, & why I need to slow down. By tuning in to my gut feelings, I’ve been able to sit in discomfort long enough to change tact. In doing so, happiness & relief follow. Halle-frickken-lujah!

4.     Step away from sameness

Same ‘ol, same ‘ol. There’s comfort in routine – to a point. I find I’m at my most creative, passionate, & driven when I am challenged. Challenges aren’t born of monotony. They just aren’t. When we surround ourselves with difference – time flies, innovation happens, & silliness is welcome in spades. Making a concerted effort to change little things, to shake stuff up a bit, & to embrace the opposite of sameness gives us all a better view of who we are & how we feel when we’re learning. I’ve always found beauty in difference, and as I grow older, I now realize that it takes a truly concerted effort to step away from sameness.

5.    Chase your happy

Listen to your gut, and when it’s feeling happy, take note. Then, chase that feeling. If there are big chunks of time in your day to day life dedicated to things that make you feel anxious or unfulfilled, throw them out. Seriously. Chase your happy. Those notes you took earlier when your gut told you that you were having a good time? Keep them close to you & read them back when you need them. Most importantly though, lace up, stretch, & sprint towards the things that fill your soul. I love to mull things over & wade in worry as much as the next person. But, there’s no better way to be happy than to chase your happy willingly. Go on y’all, try it.

10 Things I Know For Sure At 37 (Well, Kinda)

Cassie Roma Wordpress

I turned 37 this week. Holy moly, THIRTY SEVEN!

This means that I’ve now outlived Hank, Jesus, & Marilyn in terms of years spent on this spinning rock we call home.

I won’t lie to you, 36 was an interesting trip around the sun for me. I had some amazingly high highs, & some killer lows. My family grew closer, my friendships grew stronger. I married my best friend & soulmate! I traveled home to California three times, spoke at some of the world’s most prestigious industry events, & was elected Chair to an amazing Pride organization. I still have to pinch myself when it comes to how lucky I’ve been.

That said, it’d be remiss of me not to take a moment to nod to the lows that happened, too. You know those moments in life when you think “I couldn’t possibly handle another kick to the guts.” & then another one happens? And another. And another… ad infinitum.

Yeah, I got kicked a lot. Right in my soft bits. I also had some unsteadiness in my own identity. I guess you could say that I fell upon some rough times. Author & researcher Brené Brown called her own ‘rough time’ (AKA an early-midlife crisis) an unraveling.

So, I’ll say it: Last year, I unraveled.

In fact, if my journey through this world is seen in the light of being a knitted sweater of sorts – yes, an awkwardly ugly-yet-amazing Christmas sweater is just fine with me – last year was the year in which I tugged a loose string far too firmly & everything came undone. I’ve always had a knack for keeping myself on my toes!

And, as a true adult does when struggling, I found myself the most kick-ass of professionals (yassssss, counselling FTW) to help me learn to re-knit myself together. I’m no sweater, yet. But at least all of the necessary parts are right here in my lap waiting to be spun together in time.

So, without further ado, below are 10 things I know for certain heading into my 37thyear that I’d like to share. Hopefully these lessons are familiar to you, & maybe a little bit helpful, too.

  1. Grey hair, it’s there – embrace it (or colour over it)
    I’ll level with you here, there’s no EASY WAY to find your first grey hair (or have your spouse/child/BFF find it.) There just isn’t. I can deal with smile lines, laugh wrinkles, & diminishing eyesight… but the hair change? Wow. It’s a beautiful reminder of how lucky we are to age. But, it’s also a bit of a wake-up call. Time to really buckle down & enjoy the journey, kid. Now’s YOUR time.
  2. Glasses are cool
    Hair changes. Eyesight changes. Waistline changes. And, the older we are, the cooler we look in glasses. Seriously, this is a proven, data-driven fact. Once you’re in your 30’s, you go from a nerd-bird to a cool-cat overnight simply by wearing corrective lenses. I have embraced the four-eyed-factor of my life & have many a pair of tortoise shell glasses filling my days & bringing me literal clarity. Win-win!
  3. Self-care (book in time for this)
    If you’re not prioritizing your own health (physical, mental, spiritual), you’re not doing time management right. Have too many meetings to meditate? Too many errands to be able to exercise? Nah. Recalibrate. You are your most important person (if you’re not, you should be), & you deserve time to take care of you in the ways you want/need. If you’re super busy at work/home like I am, book in time for you. Early in the morning, late at night, or sometime during the day – you’re worth 30 minutes of you, daily.
  4. Exercise more (seriously, book in time for this)
    Get up & move. Seriously, move your body as much as you can. Remember that feeling of being a kid & running, sprinting, jumping, playing, & sleeping like a rock? Yeah, it was the best! As adults, lots of us have forgotten how to move our bodies. How to spend time on doing things we’re built to do – like walking, jumping, lifting things (no, you don’t have to become an Olympic weight lifter…but it is a fun sport!) etc. Moving your body helps to temper your mind. Make time to move. I promise it’ll be the best time you spend all day!
  5. Who are you? Who, who? Who, who?
    Someone recently asked me “How much of you are you filling your days with?” when I did the math the answer was shocking. None, really. I had forgotten who I was, & how to tease out small selfish pleasures from moments in the day. Now? I take time daily to walk & think. To listen to music. To write poetry. And, simply, to re-discover the beauty of childhood imagination & play that has been dulled down with the marching on of time.

  6. Family matters
    More than anything, family matters. I know most people think this is a big “No duh!” statement – but you’d be surprised at how many folks I know that are pulling long hours, emailing whilst at home, spending time on stuff that seems important…that really isn’t. Our modern culture tells us stories about success that include forsaking everything in the pursuit of money, title, & status. I’m here to call bullshit on all of it. The only thing that’ll matter when you’re being buried is how much you loved the people who loved you back. Spend time on family – chosen or given – & you’ll find that success is in the eyes of the people who need you most looking back at you smiling.

  7. Being a good spouse means being 100% you
    I’m not gonna beat around the bush on this one. I’ve been a spouse to two people now. The first person I was married to taught me a lot about love, giving, & being selfless. He is kind, he is worthy, & he is a big part of who I am still. Marrying so young, I know now that I didn’t really know who I was or what I wanted to become. For a decade I floated through life seemingly at the whimsy of the tides. As I came into maturity, I started to uncover who I was becoming. When confronted with the truth, I realized that I wasn’t meant to be married anymore. I wasn’t fully me – which meant I’d never fully be the spouse I could be if I were 100% myself. Fast forward to marriage number two, I am now fully aware of who I am. And, I am a much better spouse & partner for it. I don’t get caught up in my own head anymore or stay quiet when I want to speak. Being a good spouse, it seems, means knowing who you are & accepting yourself enough to accept another. Ah, love!
  1. Know when to listen & when to speak up
    We have two ears & one mouth – use them in proportion. This little bit of advice was handed to me as a small child & I have tried to live my life by this mantra. Sometimes it works, sometimes my mouth outruns my brain. But, after 37 years of learning how to interact with others, I know how important it is to listen…and I mean really listen to others. Listening without the intent to reply is a skill that takes time to build. As does having the courage to speak your truth when it feels scary to do so. The precarious balance of knowing when to speak/send that email/reply to that text vs simply listen & take in another’s opinion is an interesting one indeed. 
  1. Read Maya Angelou
    Every morning I find a passage, poem, or quote by Maya Angelou to help ground me for the day. Her strength, passion for kindness, drive to be courageous, & ability to weave words together fills my soul. Having someone to look to as a human North Star is so important for me when it comes to staying balanced & in the moment. More than reading her words & hearing her voice inside of my own head, hearing her speak her words & taste them before she speaks them is magical. Her kind of magic, even just a moment of it, is what the world needs more of.

  2. Practice thankfulness by the minute
    Not by the hour, the day, the week, or the year… practice thankfulness by the minute. Spread kindness around like it’s the air that you breathe. Share both as far & wide as you can. And, even when you’re at your lowest point – remember that the simplest of actions (a smile, compliment, or kind email) can make someone’s entire world a brighter shade of happy. Saying ‘Thank you.” & writing down the things that you’re thankful for daily also help you remember just how many silver linings there are – even in the angriest, darkest of rainclouds.

Forget Hacking Algorithms! Do This ONE Thing & Your Content Will Stand-Out Every Time You Post

I’m Old(ish). Lately I can’t seem to muster the oomph I need to get to the gym 3 x weekly like I used to. Long runs have turned into ambling walks where I look at flowers & other assorted flora. And, though it’s difficult to admit, the pre-internet-era was a time that existed in my lifetime.

Seriously, Team. I’m old enough to remember what it was like to live without phones in our pockets & screens in front of our faces 24/7/365.

Some argue that pre-technological revolution times were simpler. Less complex. Some would even say that we had longer attention spans (that’s right, goldfish, we used to be able to look at something for more than 3 seconds before growing abjectly bored by it).

I’ve also heard it said many times that, before tech became interwoven into our every waking (& some sleeping) moments, that we made more meaningful connections with others than we do today.

In our tech-drenched modern world, the beep-beep-boop of algorithms rule our world. Seriously, they RULE it. Whether you’re hyper-aware of it or not, computer learning & AI-driven platforms are behind almost everything we see, do, eat, buy, & decide.

Everything? Every. Damn. Thing.

And, while I love a nice spicy hit of hyperbole just as much as the next person to help start off an article for me, the truth of the matter is this: The machines aren’t taking over – they already have.

I’d wager big bucks (if I had them) that you’re reading this right now on some sort of device that’s connected to the internet. Desktop, tablet, mobile phone, old-school projector on a wall… whatever your poison. You’re online, aren’t you? If you’re not, let us all take a minute & send a big shout out your way for being hardcore enough to have printed this out on actual paper. Whoa, throwback city.

Beyond the fact that I’m typing this on a laptop & you’re reading it online, I’d also put more cash that I don’t have on the fact that us sharing this moment right now is due to an algorithmic equation. Somewhere along the line a mixture of our browsing history, engagement metrics, keywords, & shared sass levels, a mathematical equation brought us together.

With a plethora of predilections when it comes to the kind of content we consume, the algorithm goddesses that rule our digital universe have matched us up today. Nawww… my heart’s a bit warm & gooey thinking about it.

I’d like you to think about your day – how it begins, what you do in your waking hours, & how it ends.

I bet you the morning looks something like this:

  • Wake up & groggily grab your phone
  • Squint to check the time (Gah! Time to start getting moving already?!)
  • Check a newsfeed on autopilot (probably Facebook)
  • Check another newsfeed – less autopilot (though denial grows at wanting to get out of bed)
  • Browse your Insta (#YassssssFeedTheFeed)
  • Click through to watch something inane on YouTube
  • Check emails – click through the interesting ones, bin the boring ones without clicking

Sound familiar?

I can’t pinpoint when my waking moments (those unencumbered, quiet times when we all move from dream-land to waking reality) became heavily laden with the white noise of over-information & buzzy technology.

All I know is that this is my new reality. A new reality for most of us. A shared experience determined by machines with built-in biases. Biases that aren’t our own, but that have become so by default.

The freaky part? We can’t escape them. They hunt us down. Those AI, key-word, audience vertical, & segment driven content proliferators. Those tricky little red notifications that pop up on my phone, Mac, & watch send our dopamine receptors into outer-space.

Sweetly named cookies consume us instead of the other way around. Sugary-sweet promises of relevance are promised in their name alone. Tracking pixels know us better than we know ourselves. And, the algorithmic super-sleuths of search find us.

They all work in unison with one goal in mind…

They want us to consume more.
Click more.
Read more.
Watch more.
Share more.
Create more.
Buy more!

Which, if you’re in the business of reaching people, puts us digital/social/new-age marketers in a funny spot.

We spend so much time & effort trying to gather data (the kind of data that means something) so that we can then creatively extract true insight. And we go to lengths hiring on ‘experts’ who charge exorbitant rates to expensively dig their way to the bottom of the ever elusive consumer purchase funnel.

There has to be a better way? A more cost-effective way of achieving both reach & relevance. Because, as it stands, we’re drowning in a sea of over-information – without a lifejacket to keep us afloat. And as much as “purists” out there don’t like to admit it… we need to invest in reach to then have deep engagement metrics eventuate off of the back of exposure.

Which leaves us with quite the conundrum.

In an ever-changing & very very busy marketplace how do we find a North Star by which to find our way home?

Easy (kinda): we face the truth.

The truth:
We’re all being punked by algorithms on the daily.

What do I mean when I say we’re getting punked by algorithms? Simply put, I believe we’re being distracted. By the new & the shiny. And, by jargon. We’re all so busy talking around solutions & looking for ‘innovation’ that we forget the basics.

I truly believe the basics are the basics for a reason. To change hearts & minds you need to be seen & heard. To grow, you must know how to scale.

But before worrying about any of this, there’s something every single marketer or advertising bod worth their weight in salt (or organic tea leaves) needs to remember.

After 15 years working as a leader in digital & social media marketing I can say, hand-on-heart, that you only need to do this one thing to create impactful, successful & memorable campaigns:

Tell a good story well.

If you do this, the algorithms will sort themselves out. Promise.

It’s that simple & that complicated.

The hard part is the empty page staring back at you when you start.

You can’t just magic up a good story. You need data, then you need to find a true golden-nugget of insight to build a story upon. There’s no shortcut to creating amazing work, either. Creating a GREAT story, takes time, skill, & a truly human connection.

Remember, always remember, that humans are at the other end of your communications. Not clicks. Not CPM. Not any other digital metric – human eyes, human hearts, human minds.

I promise you, if you invest in the people you’re looking to influence, & spend the required time & effort on your story & your brand, you’ll be so far ahead of the competition that you’ll never have to worry about algorithm changes or channel shifts again.

Channels come & go – they always have & always will.

The basics are the basics for a reason. Humans have been telling stories since time immortal. Learn how to weave a quilt of mixed experiences, prerogatives, & emotions into a your narrative.

Thread your needle carefully, thoughtfully.
Welcome people into the fold.
Have a reason for being – & always aim to add more value than you’ll ever ask in return.

If you do that & if you include your audience in your narrative then your story becomes their story.

And, when your story is built upon shared ownership, others will share it for you freely. There’s literally no app, website, or social channel that could track, re-target, or plan for that.

Keen to beat the AI newsfeed?

Dig deep.
Be real.
And have fun doing it.

And, if you’re keen to learn how to build your brand & campaign stories to ensure impact & success, drop me a line. I’m happy to help you do this.

Click here for more information on storytelling for business, & to get in touch!

The Case For Writing (And Investing In) Your Brand Story

What’s your story?

No, really. What is it?

Humour me for a minute – let’s try an exercise together.

I want you to think about how you might answer the above question. Try to formulate a storyboard in your mind about your story. While thinking through it, allow your mind to wander. Allow your biases, for just this exercise, to fall by the wayside for a brief moment in time.

This is your story. You get to write it.

First things first. Where would you start? Would it be at the beginning (birth), or would you choose a different beginning that’s not your literal ‘start?’ If you default to a starting point where work becomes a focus – you wouldn’t be the first. We so often live our lives in the context of meeting each other and asking ‘What do you do?’ Swapping corporate titles like social currency. Park the titles & the jobs. This is about your STORY. Start at your beginning…but make it about you. Not society.

From there, head into the gritty, gusty, beautiful middle of your narrative. How do you, in your own mind, segue from the beginning to the middle of your narrative? Was there a big shift in geography, in relationships, in maturity?

Think through the moments that you see as definitive to you & your journey.

You know the moments already. They’re at the front of your mind often. They are those moments that you look back on often, laugh about with people who knew you when, & even the ones that might cause your eyes to leak just a little bit – emotion still just beyond the surface.

Those are your personal narrrative building blocks. They offer depth, authenticity, growth, & change to occur. They are little pieces of stardust.

From your defining stories, it’s time to lead into a wrap-up of sorts. Your story, as yet unfinished, still needs to end somewhere. As humans, our minds need a finite lesson, or stopping point. But, your story continues.

Do you it end now, in front of your computer screen wit a pithy qupte? Or, do you pick a recent moment that allows you an open end?A hope, a dream, a goal.

However you chose to close your story – you’ve just created yourself another starting point. And therein lies the power of storytelling.

The power of storytelling in life & in business is the power of new beginnings.

For me, for you, for all of us – starting over & over again allows us so much beautiful space to fill empty pages of time to come. By going through the above exercise, you as an individual have a story now. A unique voice. A singular journey.

It can be shared, re-told by others, & written into cultural folklore even!

To ensure continual growth in business – whether as marketers, brand strategists, social media OGs, or CEO’s – you need to understand your brand’s story in-depth. Because when a brand stands for something authentic, human, & unique it’ll always rise faster than those businesses without stories.

Stories are currency, you can bank them & trade them.

I’m going to go WAY out on a ledge right now & say that stories are the most valuable asset to a company after people. People first, always. But, as a close second, stories are the secret sauce that spices up a brand’s offerings & products. As such, they should be just as heavily invested in.

The more people understand why they’re buying what they’re buying – the more likely they are to remain loyal to a brand. Why? Because magic happens when our personal narratives & brand narratives become intertwined. It’s very, very hard to untangle stories once they’ve been melded together. Thus, you create camps of people who then tell your story for you.

Me? I’m an Apple girl. A lifelong Nike gym junkie. Someone who buys Coke over Pepsi. Someday I’ll own a Ford truck. When I shop, I take time to notice my biases. I physically stop myself from defaulting to my favourites… and often wonder what it is in the back of my mind that causes me to reach for one brand over another.

In every instance, I can follow my choices back to stories.

Unpacking memories, it’s the happy tickles at the back of my lizard brain that cause me to truly become invested in a brand. That part of my brain simply acts & reacts based on past experience. I can remember Nike ads from the early 80’s (I was a toddler!), & still am able to sing almost every jingle for breakfast cereals written in the USA from 1985-1999. I remember the Say ‘No’ To Drugs campaign with frying pans & smashed eggs as clear as day…

Stories. All of these marketing campaigns, in all of their channels and iterations, are based on stories. On human truths. On simple, succinct messages.

The moral of this blog’s story? Invest in your story. Invest the time, the emotion, & the cash.

Write it, live it, share it.

We can’t believe in things we don’t understand or know. Once you’ve invested in your story, your customers will invest in your story… and then tell it for you. Whether at the dinner table, whether by wearing your logo on their feet/shirt/jeans, whether through social media channels… advocates will share stories for you. This is how brands grow.

Fill that funnel, team! Tell stories. As for me, I’m a lucky one. Happily a dreamer, an author, & a believer in good when it comes to telling stories. In the world where I spend a lot of time, the world of brand marketing, I’ve been absolutely blessed to meet some amazing people. Yarn-spinners so prolific that they have me eating from their palms & yearning to be as magical as they are with words, pauses, imagery & beyond.

Crafting stories for brands is my favourite form of beautiful, creative geekery

Recently I had the opportunity to chat with such a wizard of woven narrative, the amazing Park Howell. Radiating kindness, creativity, purpose, & vision – Park & I hit it off from the word go. We talked about storytelling journeys, heroes that helped shape our own passions for becoming storytellers ourselves…and prolific lyrics from the Brown Dirt Cowboy himself, Bernie Taupin.

If you’re keen to learn more about how to find your own narrative, & if you’re up for a rollicking ride on the rollercoaster of passionate storytelling for brands to really super-charge growth & return, click here. I’m positive you’ll enjoy this podcast that Park & I did together.

The #KindnessRevolution starts here, with all of us.

 

My Top 10 For 2018: Resolutions, Predictions & Trends

It had to happen team. You know me, a sucker for a good ‘ol listicle or resolution post. I mean, would I really be worth my weight in blogger/vlogger salty-sweetness if a New Year occurred & I didn’t post something about fresh starts & looking ahead?

Grab yourself a cuppa, settle in for about five minutes (if you’re a skim-reader, it’ll only take you 2 minutes) & enjoy my take on the year ahead.

Also, if you’re just not having a bar of this ‘reading-stuff’ this year (I mean, reading? It’s so 1500AD), GOOD NEWS! I also made a video about this exact topic which I’ll also add to the bottom of this.

Have a look & if you like the video, please subscribe to my YouTube channel. There will be more vlogs in the coming months. Some, not all, will include gin & hijinks. All will include heart & soul.

And, there will surely be lots of hand movement. #handtalker

As always, your respectful comments are always welcome!
Good discourse lives here…

  1. Concentrate on Health
    This is an all-encompassing statement for me. Health being defined as liberally as you an imagine as that of mind, body & soul. I’ve let my gym routine slip a bit in 2017, which is a sure way to lead me to unbalance in all parts of my life. I’ve always been a gym-goer, moving my body relaxes my mind & allows me to think more creatively. So, there’ll be more moving of the creaky body (we’ve exercised 15 of the last 18 days, which is fab!) Mentally, I’ll be giving myself space & time to think deeply. To ask questions. To search out answers. By doing this, I grow. Sometimes fast, sometimes more slowly. But the growth is visible & my heart is happy. Health, welcome back to Casa Roma in 2018.
  2. Celebrate Small Successes
    This is something that we all should do. I think we get so caught up in big goals & big projects, that we forget to celebrate the smaller milestones along the way that lead to greater things. Being able to identify & celebrate moments that make our days brighter & better mean we’ll all be a bit happier & a go a lot easier on ourselves when we mess up. As our own worst critics, taking time to practice being our own biggest fans is a super-important habit to get into.
  3. Celebrate the Successes of Others
    As with the above, it’s imperative that we start celebrating the good in others more often. Be it a win at work, a new skill learned at home, or a simple compliment to a stranger on the street – celebrating others & their successes helps everyone feel better about themselves & their journeys. I’ve actually scheduled into my weekly calendar a time that’s set aside simply for sending JWD (job well done) emails to others. I can tell you, it feels great to make others feel good!
  4. There Is No Impossible
    Seriously? Yep, seriously. After watching ‘The Crown’ on Netflix over the past week, I’m all about Winnie. Churchill, that is. Always a sucker for a good, pithy quote, I’ve been reminded quite a lot recently that the only limitations we have are those that we set on ourselves. We are allowed to interpret everything that happens in our lives in our own way. Therefore, failure isn’t failure. Failure is an opportunity to learn. And, as Winnie said “SUCCESS consists in staggering from failure to failure without loss of enthusiasm.” Me? I’m as enthusiastic as they come! #TallyHo
  5. Giving Back
    This one is as simple as it sounds. We all get caught up in our daily routines, & because of it, don’t spend as much time as we might like giving back. Small moments of joy in spending time with people in the community or in mentoring others fills my soul to the brim. This year I’ve put into motion dedicating more time to giving back. As Co-chair of the Auckland Pride board, I’ll be able to work more in the LGBTQ+ community. And, as a now elder-stateswoman of the social & digital media community in Australasia (I like to call myself OG to pretend I’m a little bit hip & with-it still!), I’m spending more time mentoring young marketers, storytellers, & social media influencers. Carving out time to give back is just as important as carving out time to ourselves. Both do fantastic jobs at making life more fulfilling in the longterm.
  6. Coffees + Cocktails
    I’ll be saying “Yes!” to both of these more often this year. In fact, in the first month back to work, I’ve already got quite a few catch-ups with old friends, new colleagues, & interesting people I’ve been meaning to see for yonks all lined up. The coffees & cocktails bit is simply to keep ye olde whistle whet while pontificating & lol-ing. I’m telling you, Team, thirty minute chats are sometimes the best chats you’ll ever have.
  7. Read More Novels
    I started reading more novels about entrepreneurs & conscious workplaces last year, & I’ve continued into 2018 doing the same. That whole ‘meaning to get around to reading…’ thing? Yeah, I’m getting around to it now. I find a lot of inspiration in knowing that other people out there have struggled to find their place, found it, & are making a life doing things they’re passionate about. Right now I’m reading Entrepreneurial You by a great author & speaker, Dorie Clark. I’ve also (FINALLY!) gotten around to reading the 4 Hour Work Week by Tim Ferris. I’ve got a lovely line-up of books to jump into by Richard Branson, Kurt Vonnegut Jr. & more. Go on & get yourself some inspo in the form of novels. If you’re like me, you’ll be simultaneously thrilled & fired-up.   
  8. Pride, Yasssssssss
    Ah, Pride! Butterflies, rainbows & love winning the day. After years of raising up a small child, this Momma is ready to do more work with the LGBTQ+ community in New Zealand & beyond. Alongside friends, family, & my amazingly supportive wife, 2018 is shaping up to be quite the year for continuing our commitment to safety, voice, & equality in our rainbow communities. The Auckland Pride Festival kicks off on the 2nd of February & runs though to the 18th, & I’m so excited to be working with amazing people, brands & festival/parade directors to deliver such a diverse range of events & shows over this time. Love always wins. Always.
  9. Spending Time With Family
    This is a no-brainer. But, again, in a world hell-bent on glorifying ‘busyness for the sake of being busy’ we often don’t see a lot of each other as we run from home to work to school during the week. My little nuclear family here in NZ is my world. My wife & daughter are everything to me – so this year, finally, I’ve made a few decisions that will actually put them first when it comes to my time & attention. Firstly, I’ll be doing more drop-offs & pick-ups with my daughter. She’s off to intermediate/middle school this year, & I aim to help her ease into a new routine by being more consistent in my presence in her life before & after school. As for my marriage, we’re already really good with having time to ourselves for date nights, Netflix marathons, filming vlogs, adventuring… this year we’ll maintain the level of fun at home & then some. As for family abroad, I’m committing to heading home more this year. I need to spend time with my parents & cannot wait to welcome another niece into the world early next year. Spending time with the little ones is magical. I guess this means we’ll be seeing you soon, California & Detroit!
  10. Live a Life of Kindness
    This is my ethos, my driving reason for being, & the only way I can understand the world. Through a lens of kindness, everything becomes clearer. I’m not going to lie, there are times when other people act in ways which they shouldn’t, when they become heartless & angry. But, when you live a life of kindness, you see their pain. You recognise their ego, their fears. And, you empathise. It is kindness, not just shared genetics or culture, that binds us together. Together we’re stronger. Together we’re better. So kindness, as saccharine-sweet & cliche as it may be, is the only way to live.

If you’ve made it this far, YEE HAW! Thank you.

Click ‘play’ below & enjoy my first vlog of 2018.
Cheers & Happy New Year, team!

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.

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.

Welcoming Disappointment

Being an adult (a happy one) is a many faceted thing. Happiness being an individual construct, we all get there on our own time, taking our own roads, and learning different lessons along the way that help us distill the good-stuff into such a potent potion that all we’re left with is appreciation.

One of the biggest moments of clarity in the realm of being at peace and finding happiness part of my life came when I realized that everyone’s a little bit messed up. And I mean, everyone. The people you love, the people you don’t. And even the people you most look up to. And it’s this imperfect perfection that binds us all together in empathy and confusion.

Being at peace with the messed-uppedness of the world around us is liberating. Truly. When you’re able to accept that disappointment & futile attempts at understanding the intentions of the universe might either break you or make you – then you’re well on your way to finding firm footing in a world always in flux.

I knew beyond the shadow of a doubt that everyone’s imperfect from a very young age. It was almost as if, as a child of summer and heatwaves, I had a super-powered empathy switch that let me see other children and adults as beings who were searching for something they’d never achieve. Was it perfection they longed for? I think it was. In their quests to become as close to perfect as they could, they stumbled. Often. And, each stumble or misstep broke them. Sometimes a lot. Sometimes they were just a little bit broken. So, while many couldn’t see them, I clearly saw the cracks in their facades in eyes that didn’t dance while lips tried to mislead us with false smiles on rosy cheeks. Both the light and the darkness pushed and pulled in a tug-o-war of shadows across strained, stressed out faces.

They were trying to hide disappointment. Disappointment. Gah! It shatters people – I’ve seen it. I’ve been it. And, over time, I’ve learned to quickly move on from it.

I decided a long time ago, before Pinterest and pithy internet quotes, to not just forgive others for their fucked up states or for disappointing themselves/me/each other. But, to forgive myself first. We carry so much in this world already – why carry guilt, anger, stress, or negativity? Those things are so laden with solitude. With sadness. With bone crushing exhaustion. I instead carry curiosity, forgiveness, and understanding. As cliche as it sounds, we all do get to choose how to act and react to life. To moments. To sadness and joy. This isn’t to say that I never grapple with frustration, soul crushing despair, and other negative feelings. I do. I just accept these feelings. I stop where I am, acknowledge them. Work through why I’m feeling them. And then drop them. I will not carry them – not for long.

Many times in life, recognizing when to close a chapter versus when to keep putting pen to paper will be the difference between being happy – and not. My advice is simple: let go of what you cannot change. Hang onto the people who make you feel invincible and silly. And, forgive yourself quickly – even if you’ve fucked up royally. Beauty is all around in the random, unchangeable, and irreverent ways of the world. All of my heroes have feet of clay.

I know this much is true.

Below is a video I shot recently on the very topic of Disappointment. Have a watch, share it if you like. And, remember to go easy on yourself.

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