Marketing

Social Marketing - What I Do

Ultimately I’m a digital storyteller, who happens to know how to market really well too. First and foremost I’m a creative content producer and that has always meant focussing on the story before ever trying to sell or market to anyone. That’s worked perfectly as the shift has gone from the selling and marketing era into the social and customer centric one. That doesn’t mean you don’t need to sell obviously but it does mean the mode of doing it has all changed. I was definitely born into the right time!“Content is King” was the old saying that’s stuck and is still true today.
 Great content still rises to the top but it’s now in a very crowded market. Eye catching content inevitably found its way much easier during those early years of glorious organic reach and a hashtag free environment.
Now context, connectivity and connection are just as important. Wow that’s a lot of C’s! Knowing which platform to be on, the nuances of each, the content that will work and how to really, truly connect with people is what now separates the good from the bad. Organic will continue to fall behind paid as these platforms evolve – just like TV, Radio and Newspapers did before them.
The beauty is they offer far more options, the ability to reach almost anyone in the connected world and be incredibly cost effective. If you know what you’re doing. That’s where I come in. I know this inside out. I live and breathe this. I’m the first to know Facebook has changed it’s algorithm or Instagram has changed it’s font. And why that matters. I test and learn what works and what doesn’t to pass that info on to clients I work with. I’m a content producer who has lived in a social marketing revolution. It’s a great mix.


Why I Do It

I started my career as a wannabe filmmaker so I headed to university to learn the trade. I didn’t take long to realise while I loved TV and filmmaking there were other creative endeavors that drew me in too. Photography was calling me louder at the time and part of it was probably the sense of independence that came from it. This was the first part of my content producing career and I’m so thankful I’ve lived in the time that has seen the photography technology merge into the video space and enable me to pursue that part again. With good content inevitably comes the desire to get eyeballs on it. Like any creative it gives you that incredible sense of fulfillment when someone’s face shows you their feelings with no words spoken.
But like anyone else that’s ever shown their work to the world you also discover the nasty side of that particular double edged sword. The now all too familiar living room critic was just as soul destroying then as it is now in the social space. Those mixture of emotions is what really drew me to my marketing career.

I was determined to understand why the photo or video I loved got resounding silence when I put it out there. Was it me? Was it my work? From there it was like a switch was flipped. Since those early days I’ve worked with some incredible people, companies and organisations helping to create content and market their work. I’ve helped to tell countless stories and share what makes them unique and had millions of the right eyeballs on it.

Social media marketing is what finally brought my passions together and while I’ve spent loads of my own time telling my particular story, I love to work with others to share theirs. I’m passionate about what I do and thankfully I’m also damn good at it too. If you want to stand out from the crowd get in touch. And if you don’t reach out via social I won’t hold it against you. I still go old school and answer my phone and emails.


Previous Work

U.S. Embassy, Canberra

It pains me to say that I’m unlikely to ever have a job quite like the one I had at the U.S. Embassy in Canberra. I was their content producer, photographer and social marketer and if that wasn’t enough I was also the fortunate person called on when a VIP like Barack Obama, The Wiggles or Buzz Aldrin came to town and they wanted that captured.

I’ve met the most incredible people, not only the ones that visited but also those that worked at the Embassy. I refer to that place as Top Gun because there simply was the best of the best that worked there. I shot videos and photos and told stories of the most incredible people on the world stage and then got a chance to hone my skills and market those to the Aussie public. It was phenomenal and life changing and it’s going to be one hard thing to top!

Producer, destination marketer & influencer

While content production got me into this, marketing has sustained it and that can’t be truer than my travel work. It’s an industry that’s felt the change of technology like few others but that challenge has also opened up worlds of possibilities. Social influencers used to be movie and TV celebrities, National Geographic ruled the photography world and we all had no idea AirBnB would be booking more rooms than the largest hotel chains that spent decades achieving the same.

The landscape has changed and being a content producer and social marketer in this industry I’ve been able to help some incredible companies stand out from the crowd. I’ve flown in a chopper over Melbourne with Adrenalin, showcase Marriott’s new smartphone app by giving it a test drive in a ‘mystery shopper’ style hotel stay, showing how awesome Gogobot is and proving why Wonderful Indonesia isn’t just a catch phrase. I pride myself in over delivering and breaking the mould of what content producers, marketers and influencers are currently providing.

I’ve built up an incredible community across social media with my Facebook, Instagram and Twitter accounts  allowing me to reach well over 80,000 people regularly. While some  bemoan the decline of organic reach I not only saw it coming but have welcomed it with open arms. Organic reach is fantastic and I still regularly see numbers over 50% but paid reach just as powerful if you know how to use it.

I provide incredible content that makes people stop and look, an audience of over 80,000 and creative, clever marketing to help showcase the organisations I work with. It’s a unique value proposition that I’m fortunate to have.

Australia Post

My most recent, and in some ways my most challenging marketing adventure. If I thought the travel industry was in a transition period, the mail industry may eclipse it. Email and technology has all but ended the letter industry in Australia but also brought with it a phenomenal opportunity with online shopping exploding. Australia Post has a front row seat with these changes and understood they needed to evolve and have repositioned themselves as the leaders in parel sending and deliveries.

I’ve been given the exciting challenge of connecting with small businesses around Australia to help them build and grow to lift an already expanding market. It’s incredible to work in a place that is willing to utilise social media the way it was intended and genuinely help a market that powers the country.

I work across the small business segment at Aus Post to provide them the best social marketing expertise possible. My goal is for others in the industry to look at what we’ve accomplished and admire the work we’ve done. It’s not finished by a long stretch but I’m thrilled to be playing a small part.