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!

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.

Breaking Bad Buzzwords (A Marketer’s Guide to Less BS)

Have you ever had an out-of-body experience in a work meeting? One of those did-I-just-zone-out-or-are-these-people-speaking-Martian moments where you hear people as clear as a bell, but no matter how hard you try, you just can’t figure out what in the world they’re on about?

You hear words, pauses, and see nods of approval from others. But sentences are far from sonorous. They’re not easily digestible. You chew and chew on blurted acronyms. And, although you try your best to take everything in and make it stay – the words just slip through the cracks like sand through a sieve.

You know what I’m talking about, right? Buzzwords. Words that aren’t words. Acronyms. Jargon-y sentences. Marketing dogma. Monday-to-Friday speak that focuses in on laddering up to strategic objectives while still maintaining the essence of a brand through targeted audience demographics.

Ugh.

If stopping eyeballs from rolling (my own & those of others in the room) was a superpower, I’d use mine for good. Promise. My goal? To save the world from meeting after meeting of Buzzword Overkill. I’d swoop in and demand clarity. And detail. And real-human-speak.

I’m not sure if I’d don cape and spandex bodysuit, but that’s not the important thing to ponder on right now (or maybe it is?) Spandex is pretty darn comfy.

Honestly though, all sarcasm and irony aside, in my eyes the use (or often over-use) of professional slang can at once be overwhelming and off-putting. When buzzwords and acronyms are thrown around willy-nilly like confetti, I zone out. My internal monologue takes over, and my mind wanders off to greener, more concise pastures.

Looking back a few years, my career was focused mainly in the arenas of social media and digital marketing.  During this time the word ‘viral’ was my Kryptonite. It was – and often still is – overused. The best thing about an evolving digital and social marketing landscape? More and more marketers and agency partners understand that marketing, storytelling, and channel mix all play together nicely if done well. In fact, I haven’t been asked to make a viral video in at least six months now. It’s like seeing a light at the end of a common-sense tunnel!

But, beyond asking for viral videos and shareable Facebook posts – there’s a new Buzzword heading  for (or already at) Overkill Level 10. And, weirdly/fittingly/hilariously enough… it’s in my actual job title.

That said, before I move onto said word/phrase let me just say this – I love what I do. Love. I wake up each day able to practice my passions – and get paid to do so. That’s a big win. Storytelling in all of its shapes, sizes, forms, and nerdy amplification/distribution subsets really keeps my engine revving.

So, let’s hop to it. I’m sure you’ve guessed the word.

Content.

Yep. Content. 

The word ‘content’ gets bandied about these days in so many shapes, forms, manners, and reckless iterations that I sometimes find my head spinning. Literally.

When talking about campaigns and strategy, lots of folks typically define ‘content’ as a singular item, story type, artistic execution, or any mismatched mixture of the above. Video? Yep, that’s content. Images? Uh huh, that too. Social media posts? You betcha. Infographics? Yessiree. Long-form articles? BIG YES! But  what about those folks who, oftentimes in the same meeting – and sometimes in the same breath – mean something completely different to any of the above? They’re human curveballs sent to strike me out swinging – or at least have me knock a foul-ball into catchable territory.

Because of inconsistencies in how each person in a room defines content, I’ve implemented a rule in meetings where the word ‘content’ is actually banned. Why? Because content itself is a catch-all phrase. It can be the most broad definition of branded communication, or drilled down into a singular touch-point. But, most people don’t take the time do define what they mean when they’re talking content. Which is why it can be a confusing and confounded principle to grasp for a lot of people. It’s also why there are so many divergent views on strategy and campaign roll-out when talking ‘content.’

By banning the word itself, or getting people to substitute it with something silly like ‘pineapple,’ I find meetings are more, erm, fruitful.

Really though. Think about how many times a day a typical marketer, agency suit, or creative hears, writes, or reads the word ‘content.’ Then imagine the word pineapple being bandied about haphazardly instead.

The absurdity, and the absolute frustration in using a nonsensical word when you want to use another kind of makes you stop, think, and be really concise and detailed when talking about strategies and ideas. Which, I reckon, is a good thing when money (or the potential for it) is on the line, right?

We need to be super-iterative when we talk about content. When we talk about context. When we talk about placement. And channel. And insights… and, most importantly, when we’re storytelling on behalf of a brand.

When approaching content marketing (AKA storytelling), the first thing I need to begin a journey into the depths of creativity is data. And from the data, insights. And then information about the product/service/offering we’ll be creating ideas from. Then, we crack into iteration. Into channel. Into creative execution. It’s so much easier to talk about a video series, or an infographic based story, or a long-form textual article, or a quiz than it is to talk about, ugh, ‘content.’

So don’t just take it from me. Take it from all of the eye-rolling-content-saturated-modern-marketeers and do us all a favor. The next time you’re tempted to use the word ‘content’ in a meeting, be super specific. Even in your own mind, think ‘pineapple.’ Sometimes simplifying ideas down to their most basic function is difficult – but embracing the hard stuff means better clarity. And, bigger wins.

Also, it means I’ll still be awake at the table, listening to you – taking it all in, actively engaged and impassioned. And, nodding in delight at your, ahem, pineapple creating acumen. Thank you in advance for your clarity.

Now, who’s up for a tropical cocktail? I seem to have a hankering for one now…

 

 

The unintended (happy) consequences of running out of data

Image

At some point on the 25th of December, just before four friends from the USA arrived for two weeks of fun and adventures, my mobile photo data for the month came to an end. Yep, somehow I’d used up every last mega-giga-micro bite thingy that I’m allotted each month.

I’ve never in my adult life EVER used up all of the data on my phone. Ever. There’s always a buffer for those ‘just in case moments’ in life. And by ‘just in case’ I don’t mean having to call for assistance or to get something urgent or even slightly important done – but rather those “OMG! I must Instagram/Facebook/Vine/Snapchat this!” moments.

Having no data felt so foreign. So crazy. So…so weird. Truth be told I felt slightly helpless and a little bit lost. I also felt disconnected. All in the space of 15 seconds or so.

After a moment of deep breathing, I looked up from my phone and made a split-second decision. For the next 10 days (until my data would be renewed again from the font of monthly mobile plans) I’d just turn off as often as humanly possible. I know, I know…shock, horror. Right?

Wrong. After my initial panic from knowing that I’d have to effectively “turn off” for ten days (I’d have to check in for work a few times a day), I embraced the awesomeness that is the silence of being unconnected to a device. No beeping. No little red flags calling my attention away from more immediate conversations and instants. Nope, I lived life in the here-and-now for the first time in a long time. And, wowzah, did it resonate with me!

Do you remember those times as a kid when you’d spend all day with a group of friends? You’d get up in the morning, go to someone’s house, wait for the whole crew to show up and then start adventuring. My best friends and I would hike in the local hills, ride bikes, go to the movies, play games, swim, run around, and so much more. All in a day! We connected on long summer days, before and after school, and on the weekends in ways that I’ve never connected with other people since. We formed bonds that are, to this day, unbreakable. All because we got to know each other down to the deepest parts of our beings. We learned to trust each other. To love each other – warts and all.

In today’s hyper-connected world we’re so pitifully unconnected. Having a cup of coffee with a friend usually involves 14 other conversations on other devices and leaves any of us little bandwidth to concentrate on the people right there in front of us (refer to the photo of my friends in a cafe on a recent road trip we took across New Zealand’s North Island). There are always photos to be uploaded, bragging rights to be posted, blogs to be written. All with someone sitting right in front of us.

It’s a sad state of affairs. Really, it is. Where have our attention spans gone? The worst part is that most people, myself included, don’t know they’ve been sucked into the vortex until someone who’s come out the other side (or avoided it all together) makes a point to call you out on your behavior. Or when your data runs out and you realize how silly feeling anxious about that is.

I, for one, will put my hand up and admit extreme guilt in being over connected. In not spending enough time just enjoying cracking jokes out on the lawn with my kid, in not savoring every sip of wine with my husband sitting next to me. For a long time I was confused, always looking for the next big thing to spark my interest or passion. The truth is, I was never focused enough on living in the moment to actually realize that everything I needed was already right in front of my face – it was just that my face was obscured by technology more often than not!

From here on out though, I’m changing. I will be making one helluva concerted effort to put my phone on silent. Leave it behind more often. Not allow it to record every waking moment of my life and of the lives of people I love. Sorry iPhone, it’s not you – it’s me. And, right here, right now I am changing gears.

Life’s for living. 100% focus on who I’m with. 100% focus on being in the moment and creating great memories…not great selfies. Here’s to the new revolution. The anti-unlimited data revolution.

Go on…turn off everything. I dare you.