Content Creation Panel

how are you guys it sounds like you're not caffeinated enough how are you guys oh come on my two-year-old can do better than that how are you guys okay i'll check again after lunch um all right hi everyone i'm super excited to be hosting this panel of lovely women we're going to talk about all things content um it'll include we'll talk a bit about strategy developing content budgets versus investments um working

with an agency working with third parties influencers there's a lot to cover so um be sure you're taking notes or tweeting however you guys want to do that we love it so kicking things off i'm going to let each robina's done a great job introducing everyone but i want to let each of the panelists do a bit of an introduction of themselves and just tell us a little bit more about yourself

thank you jen thank you um nice to be here um my paid job is to oversee the running of the enemy hotel in amenka hotels um a little pub way up in the far northeast of south australia um so um i don't i don't live there all the time i spend a little bit of time here in adelaide um but i it's certainly what ground smears when i'm when i'm at at

any inca um my other the other things that i i'm involved with are the flinders rangers and outback tourism organization um and the outback loop travel itinerary which is sort of something that i was just a an idea i had about 25 years ago that we needed to be creating itineraries to help people understand how to to drive and travel in the outback so that's the outback loop and just recently uh

i've been very much involved in a marketing campaign called the aussie travel code which uh seeks to to promote responsible tourism in south australia so that's the biggie for me at the moment there's really thinking about how we can do tourism better that's a little bit about me um thanks um thanks for having me here today my name is louise i work with the ceiling travel group in adelaide here and i've

been there for um for just over four years now so creating online online content for all of their different channels and so i predominantly work with the c-link kangaroo island brand so i'm promoting the um the ferry travel to kangaroo island tours and charters um and then we have a very elegant um paddle wheeler the ps murray princess that travels on the um the murray river and um yeah it's beautiful so

i'm really creating content for um a lot of different demographics um and trying to capture people and talk to people um at different stages of their unlike travel and their um their purchase journey as well so um i myself have a really keen interest in storytelling and i do a lot of influencer marketing i'm in my role so work with a lot of different travel influencers and photographers to tell some great

stories and i think that that really helps us tell some unique and inspiring perspectives thanks cool hi everyone my name is emma dignon i am one of the og adelaide bloggers i'm the iconic blonde on instagram i also have an online blog um where i write saint louise i love storytelling i love crafting brands and i created it about six years ago now because i wanted to have a reason to stand

out in the crowd when i was trying to find a job which did eventually happen thank god i moved into public relations where i did a few national campaigns with rhetoric pr i've done a few things here and there i'm contracting for some great prs including working within the vogue festival and tasting australia most recently i was at pinot ricard in the wine industry alcohol industry you might know them better as

the owner of jacob's creek so in the last two years when i was there we it was super easy we had covered we had bushfires we had the worst sav blanc vintage of all time and we had china tariffs and then now i'm at unisa luckily um i can sleep now i'm at unisa's innovation and collaboration center so we focus on startups and space and high tech and social enterprise which is

really exciting and fun but today i'm going to try and bring a little bit of a viewpoint into the mix of creating content of my own um as that's something that i've done over the past few years thanks guys all right we will jump in let's start with strategy so just like you wouldn't build a house without a plan or have you like my notes here have a company without a mission

statement um you know it's really important i think to when you're thinking about content creation to start with a strategy um so one of the first things i want to ask you guys is can you tell us a bit about your plans around content creation when it comes to this do you start with a strategy document which i think is a very traditional thing to do or is it all about brainstorming

with your team do your businesses or brands you work with kind of go oh we'll do it for each campaign yeah just some insight around that would be fantastic with us it's just a bit of both so i'm going to talk today really from an operator perspective and i can tell you right now that marketing is not my skill i know my product but i'm not i'm not i'm not a marketer

i'm not a blogger i am a storyteller because i have to be in hospitality but i i would not be sitting here today if i wasn't working with if i didn't wasn't surrounded by really good people you help me to get what i want but before i can before i can advise them i have to have a business plan so pretty much our content is driven by our business plan and the

strategies that we've got within that business plan help us get to where we want to go so without that basis then any creative a photographer or a video referrer an agency can't really get any outcomes so i guess that's my big message today i'm a little bit intimidated by clever people like you guys who who do all this stuff online it's not really my gig and if anyone's had a little bit

of a look at me online you don't see much about me but if you look at the enemy hotel or you look at the outback loop or you look at the aussie travel code you'll see you'll see a lot of content there but that content's got to have come from someone with the vision so that's that's where i come from so i hope i've answered that question um so for for me

um i am writing a lot of content um myself and then um we kind of get people around our business to kind of help us out with that as well so um we've got some tool guides who are kind of like out you know um on the island every day like chasing wildlife and seeing all the really cool stuff um so we get a few of those guys to help us out

as well um from a strategy perspective um it's it's very um you know i think strategy is really important so you have to have like a clear direction of um where you're going um and i guess what your um your tone of voice and your key messages and all of that um so definitely start with the strategy document um and then i might do a bit of campaign planning and a bit

of ad hoc as well um yeah definitely so just being able to have that flexibility to um have a bit of movement in your strategy yeah absolutely yeah and um i um like i guess following on from what we were saying before about um ugc um like the i guess with travel there's just so much inspiring content that people who are out on holidays and um are capturing and it's really great

to be able to share that as well yep awesome i agree i think that strategy is super important we know that when it comes to marketing strategy it is not a bow and arrow you don't just shoot it and then hope that it lands in the right location it's more like a guided missile you kind of know where you want to be having it head but then you're guiding it along the

way as well i think that when you are developing even if it is a mission statement or a vision or key messages then it's going to allow you to understand um how you want to be fitting into conversations i am absolutely obsessed with the tech talk right now and i have been for a while and when it comes to these upcoming trends and what's going on it is good to have a

strategy to understand if your brand fits in to what is currently taking place within that space knowing when you are putting bringing in agencies etc and helping people understand your brand knowing what you stand for and what you want to be a part of is super important that being said i think for some brands it is a good idea to have it all mapped out um and know what kind of tactics

and implementation techniques you want to be working in as well um louise question for you so when you create these strategies these documents i know you work with people like on kangaroo island how much of that do you share with them like if you are writing a whole strategy document is it oh you know they need to see it or do you just pull out key highlights um we might go through

it um probably about once a year um but yeah definitely just having a look at the key highlights like the perhaps different campaigns or products we're looking at promoting i guess a lot of our content is um around seasonality so um you know i guess it's very cold over on kangaroo island at the moment and yes you really do need to rug up but there are also some incredible wildlife experiences you've

got a kidney trains running around and all those like um warm and like fuzzy and wildlife experiences that yeah that are really nice okay um obviously a lot has happened in the last 18 months it's been super easy for everyone um but i want to know you know of everything that's happened obviously bushfire's covid um all of that is there anything um in your strategy that's been hard to stick to or

anything that you go this is actually going to be a permanent part of our strategy going forward um i think i think that you can yeah that it's pretty hopeless trying to plan things too far ahead because even as we're sitting here today things are changing here in south straight so that's that's slightly unnerving for someone like me he's a bit of a control freak and i like to know exactly where

we're going and exactly what we're going to do and we haven't been able to do that since march last year but as far as content goes there is some content i think that can stay for the outback because those sunsets sunrises boosters vast open spaces the actual beauty of the outback is never ever going to go away and so that sort of content i would sit on that and keep pushing i

will be continuing to push that out because it's something real that is the one constant that we can rely on at the moment um i guess for something like aussie travel code our content with that would be really appealing to people's idea of doing the right thing when they do get to travel again so reinforcing some particular message messaging about respect in the outback not just the outback it can be any

trouble at all really respect for where you're traveling being the being the kind of traveler that you'd like to be in your own home that's take on that yeah on top of that as well in the last 18 months a huge thing that i've had to reevaluate is kpis and going to my boss or manager and saying hey well that was socials all marketing campaigns haven't worked as well as the data

that we are comparing it to from two years ago let's be realistic um a huge thing as well that i have changed especially when i was at panora card um using our social media and our marketing uh channels our own channels to put out educational information that isn't hot it's not sexy it's not selling anything it's giving people information when our brands brand homes closed we had to let people know when

covert was running rampart in new zealand or in sa and everything was different all over the different brands that we were owning we had to make sure that we were using our channels they were the first point of call for a lot of the people who were coming to find out about our information they're not really going to go into our about us page on the website they're not going to go

on and give us a call directly they want to go on our social media and see if they can go get a glass of wine on a saturday i just want to know raising hands how many of you go how many of you guys go to twitter as like the first point of if something if you have a question about a brand or if telstra's down um how many of you guys

go to twitter to see what's happening yeah oh not as many as i thought what about facebook go to the brand's facebook page and what about their instagram all right oh poor twitter for me it's uh yeah it's definitely been about keeping up to date with all the messages and um about travel restrictions and just being flexible where i can and um and yeah it's good to see that yeah a lot

of people are going to those social media accounts because they are um you know very up-to-date um you can you know update them very regularly and put the latest information and you know um put links and and things like that as well so yeah i think um one thing i've seen over the last 18 months is you know there are times when businesses and brands kind of go oh social media that's

just going to sit over here and we are going to deal with it at 4 30 in the afternoon tomorrow um but one thing it's shown us is that like you guys a lot of people do turn to the social brands um social accounts to find out what's going on and so it's kind of reprioritize this oh yeah social media is an important thing and we need to pay attention so it's

very it's been refreshing for me working with brands and businesses to see that all right so content creation um there's a lot that can be said about content creation so we'll try to touch on as much as we can if you guys do have any questions there's a slack channel but we will be around during lunch so we be around during lunch so be sure to um hit them up for any

questions um so obviously each business each brand each company creates content in a different way um what i'd like to know or if you guys could tell us a bit about how your business goes about creating content so obviously joe you work with third parties do you have a set content creation in place do you give them liberties to take the reins on things um and you working with um tourism operators

do you have guidelines set in place um those types of things so anything around that you guys can share that would be wonderful yeah content creation um for the work that i do our content creation is pretty much always directed to our ideal customers the people that love us the outback and regional australia is an acquired taste there is absolutely no point trying to sell dust heat flies and long lonely roads

to people who would rather stay on the coast on sealed roads and be able to go out to cafes every night lunch whatever so that our content creation is driven at at talking to the people who love us however our content creation is also it's also about appealing to people's emotions and to the idea that maybe one day they could do that so the aspiring traveler yes our content comes from um

people who who live and work in the outback people who work for us myself and then it's i see it as my role to ensure that our agency knows everything that they need to know put those posts together even down to the point of using some of my quotes or some of our staff's quotes was some things that i would think that aren't really interesting at all our agency picks up on

and says that's great and they grow with it and that's why i have a very very close connection with the agency that i work with and that's why we've had a great success particularly in growing the innerminka brand um and uh to a lesser extent i guess the outback loot branding that's been around a little while but particularly in aminka i guess here i probably should just a little bit of history

i i used to be one of the owners of the birdsville hotel so i was really experienced in what bigger brands and more known and and visible places could do with the power of social media and innominco of course within birdsville's little sister so we had to start and work there and work on in amenka's point of differences so um i don't have to worry about birdsville goodness but but working hard

on in a minka and working on that content from those things so working with your agency what and obviously you've got staff in naminka what tools do you have in place do you guys have a slack do you have do you encourage that um that open communication so obviously you can email and text and things but what have you found to be the most efficient way for your staff to get information

back to the agency that's like slacks useful messenger is useful selects probably the most useful if you need to get quite a lot of information across the miles fast but generally speaking i suppose we might use emails yes it's like if you need to get something there fast quick it has to happen that has to happen today because poop is coming down because it's rained and and no one can get in

or out or i i guess the example i can use for slack was uh birdsville races things happened fast we needed to get information out it might be whether we were this is going back a couple of years but we were you know needing to get five dollar notes to a particular area of the birdsville hotel so we sent out a slack message which went all the way to canada that came

back to let the people in birdsville know that we needed five dollar notes in the front bar it worked it's like works it just depends on what you you know how urgent your message is for us living in a remote and working with an agency and having your agency absolutely by your side when something big's going down or when something's not going down at all and you need something to go down

can you tell we love slack we really do um so in terms of myself working with um tour operators um to promote um destinations um i find that um if we try to give them as much um as many tools as we can it just makes it a little bit easier for them and um and a bit of direction as well um so at the moment we have um an overseas road

trip to kangaroo island um going at the moment um and kind of just playing on that you know everyone would love to to go overseas right now but um they're not able to and we give you um when you arrive on the island a passport and we're running a competition at the moment where we encourage our travelers and guests to take photos with their passport and posted at the locations um that

um that they really enjoyed on kangaroo island so it's really um great way at the moment of um getting the tour operators to um to talk to people about it and get them to take a photo and um and just gives us some different stuff to work with as well quick question how often do you get to go to kangaroo island probably every few months but um yeah it's good fun it

will be your plus one anyway perfect next car races yeah me too um so i'm very naughty because i'm a pr background so i'm extremely reactive i think the most i plan ahead majority of the time is just looking through media holidays and figuring out which ones that i can make the most of um but kind of like will was saying with the user generator content it's that quite bespoke not all

too polished content which i'm finding i'm leaning towards to when it comes to creating stuff whether it's at the icc and we're hosting an event and i'm snapping some cute pictures of kids playing with the new um program that we just launched or if it's me as i mentioned out at the bar with my friends and posting on my personal account the iconic blonde itself is quite a a brand where people

can live vicariously through um so i might be in bed in my row pretending that i'm at the bar but that works quite well i would say that from my top tips if you are doing your own profile management for example if you are posting on linkedin or instagram um pre before you even head out the door to be patting out like the notes in your phone with all the relevant handles

and the people and the hashtags to make sure that you're spending as little time in the corner on your phone like i usually do when i'm editing and filtering my photos and then you can just copy and paste it and pop it in post it and you're good to go thanks ladies um i want to follow that up with some best practices i'd love for you guys to share best practices joe

especially with you and you've touched on a few of them already but if you have any more working with an agency or a third party when you and your team are not the ones creating the content and publishing them to the social channels i mean if you don't work with an agency or i guess all of you kind of do would work with um you are the third party um maybe some

best practices on your end about you know what can help you create like if is it a brief what's included in that to help you create some really great content but i also want to know on top of that your favorite apps and technology i'm always i'm always downloading stuff so um i think everyone here we probably all have our favorite things but we love hearing about new ones so if you

have any please share um jen i've got to just try to remember the beginning of that question now working with an agency best practices working with an agency yeah tips trust get to know them not not every agency is going to work for you maybe you don't even want to work with an agency maybe you want to work with an aspiring individual because it doesn't really matter as long as you i

think if you're an operator as long as you're working with someone so that you're getting the um you're getting a third opinion other than yours your opinion and your staff's opinion because most of us in as operators we're too close to our business and if we didn't love our businesses we wouldn't do our businesses so having that third party having an agency or or significant other is like an insurance for your

business um and it takes it takes the worry out of making some decisions if you if you've built trust in an agency and you come up against a big cruncher like should i advertise here should i do this should i do that you then have your agency to call upon to get advice just like you would go to a banker your accountant or your lawyer that's what your agency is in europe

for me i guess it's different for everybody but my success has been embedding the agency in my business um and and very often becoming quite good friends with those people too because you do get to know each other really well um what was the other part of your question ever that i hate being online i would much rather be doing anything else at all um what did i tell you about my

agency they're my best friends so yeah look i i i don't do much for myself i everything as far as i'm concerned it's for it's from a it's getting information out to to the people who need to know so that they can have a better time when they travel up the birds will track stress leki track or eden data track um that's what it's about for me it's it's not my big

it's not my be all and end all though i will say when i get to inner minka the first thing i do is probably just scroll into insta and make sure nothing's happened while i've been off or have a look at facebook to see where what where the where the rain's been or not been or or what the roads are doing or who's doing what and where that would be very quick

5-10 minutes that's it i'm off and outside and doing something if they're very like information based yeah yeah yeah um okay so my my tips for working with third parties um would be i guess i work with a lot of um with a lot of influences and i find that the um the best way of managing this is um to have like a brief agreement um that really sets out um like

what all the deliverables are and it's just very clear about the message um when i would like to get the the content any articles imagery um and i just find that um that's a really good way of just just putting it down and so everybody knows what's going on um yeah favorite apps more technology sorry um favorite um favorite apps um i guess like there's uh like i love um there's just

like a few photo editing ones that i really like so um snapseed and um there's another one called um lens distortion which kind of just puts like really pretty uh like um little sun rays and stuff on things it's um a bit of fun um but also at our workplace we've also been playing around well our designer has with them with giffies as well so we've been creating some giffies that um

i guess show up on stories and um snapchat and um tick tock as well that's fun so you know you're on the ferry you can um get your little hey i'm going to kangaroo island giffey out and i just yeah just doing things like that to engage with people see i did not know that you edited in sunrise that is about downloading the app now no wonder no one trusts us um

as a blogger influencer npr myself i have been in the room at events where i've heard people from agencies grumble about how influencers aren't creating enough content or the content that they want we want to be making it as easy as possible for these people sometimes even if you have good relationships with influencers you're going to be asking them hey what can we be doing that will make this easier for you

come on have a photo wall have something that is you know pretty and aesthetic there's a lot of people out there that will be able to go at events but won't be able to take an actual picture because it doesn't fit their feed or whatever it might be i've also worked with a few fashion brands nationally we were sending them hundreds of dollars of worth of couture garments and the owner was

like oh yeah i mean we'll send in and then they'll post for us that's right and i was like no we're going to tell them exactly what we want we're going to give them examples we're going to tell them how much we want obviously this is all agreed upon and everything but make sure that you're defining this information again as an influencer myself there has been a lot of questions that i've

had to ask and there has been a lot of times when this has not been outlined for me but it's been an expectation that hasn't been mentioned um if you're doing like a marketing event or a launch or something and you see someone hanging around grab their phone off them and take a picture of them for them to upload again that's the pr side of me being a little bit pushier um

but sometimes you've got to do what you got to do especially if you want to get that content from people um again delivering them the messaging the handles when i get reached out to sometimes and i get media releases there's not enough information there's no hyperlinks um i get hi at the iconic blonde love your feed and i'm like bin um so there's a few ways to do that um but yeah

i reckon i get it all the time it's terrible um so be a little bit more personalized in your approach with that and that being said some of my favorite apps um there's a few of them so feel free to come up to me afterwards if you want me to send them to you or show you um canva as well has talked all about but even for little things like dropping your

logo on top of a picture just to brand it a little bit extra or play around with different templates and branding ideas that you could be inputting feed preview for content planning on instagram i used to use and it annoyed me because it kept on not working so that's one way to get your consumer to move to your competitor um lensbuddy for photos that take themselves so you can download the app

and you can put your phone up and it will just take a whole bunch of shots one at a time and you can set the timer um so that's perfect for someone like me who has friends but they're not always around um camus k-a-m-u-a for resizing videos so this is great if you have like a youtube video but you want it to sit on tick tock or instagram and you want to

make sure that you're grabbing just the very vital parts of that video answer the public for engineering content so you can put a keyword into your answer the public and it will come back with all the results all the most popular results that people are talking about or that they are googling this is really great if you're creating like blog posts or content that you want to be living there for a

while and to reverse engineer the content that they are searching initially and finally a whole bunch of really cool editing apps like louise said daz cam dyspo which jen got me on to super super love that um kirakira light leap bisco adobe rush for my videos um and stories edit by planarly love it there's so many apps okay quickly can we get a story put up on the um instagram account with

a question asking because i want to know what apps you guys use again i love you yeah i love that um can we get a story up there just asking like what your favorite app is and then you guys can answer that and then i think after this i want to put a big list together of all the apps everyone should have on their phone that's such a great idea and i

think as well one of the biggest parts is that there are new apps every single day i'm finding i'm finding someone giving me a new recommendation for something new and something cool and i'm like oh my god why have i never had this before and then again it might malfunction or it might be off trend or the trend that it initially was has passed so being keeping your eye on the industry

keeping the finger on the pulse of what's happening within that space is super important um i will say one app that i'm very like happy with lately is the canva mobile app you know in the beginning did anyone ever feel this it was just like oh god the camera like use it on my phone no no way i think they've done a good job it's i find that it's a lot easier

to create that content on the go especially if for clients i need to add a logo or you know we've got a certain look and feel we can i can just pop in images so good for you canva all right um moving on what do you find are some of the common content creation mistakes um and okay we'll start with that what have you found are some of the common content creation

mistakes and then all being too staged not using your own language and i can and i won't mention the name of the business but just recently i just saw this their feed coming through and it was just so different and i thought they're not like that who's doing their marketing for them what's happening knowing full well that those same people still own this iconic business which is in the out back of

south australia but they're messaging and changed and i thought they're not real it's not happening anymore it's not quite the place that i remember so i'd say that's a really big mistake not to be yourself um you know i've just said it's sort of really interesting listening about apps and all of this sort of stuff and i'm going wow wow yeah i'm not really into that i'm quite happy to say that

i'm not really into that i'm quite happy to to let other people advise me on that stuff and that was where just jumping back to the question about what are common mistakes i'm really comfortable in my own skin what i can do and what i can't do and and that's where it comes back to those third parties be the individual agencies that you work with and that's where where you as an

operator if you're not into it absolutely fine make sure that you have someone in your business operation that knows what they're doing so that you don't fall into a trap of coming up with a whole different set of words images and a tone and touch and feel and the whole bit that you get when you're when you're exploring and looking online um about a business that you think my goodness that's been

a big change equally you can i see i see images i see posts and images that are pretty flat not interesting doesn't appeal to anything really basically they're just having a big rant and telling me that i really do need to get into their product and buy it and do it now and then someone else will come along and they do something really creative and lovely so i'll sit on that post

and look at it a bit more and think please who's helping them they didn't do it like this before so that's my perspective as an operator on mistakes and tech um yeah and that's exactly what i had down just being authentic and really following on from um from what joe was saying and i really really hate stock images so whenever i see facebook posts and companies are using stock images it just

makes me like cringe a little bit inside um i try to do lots of work with um with local photographers to try and um get some get some nice imagery to show off our different destinations and and locations and um i saw um heidi here today so we um work a lot with heidi who photography and um and and just having a look through that that ugc and um but yes also

trying to be a little bit conversational um asking some questions and then you know responding to um to to people as well um our most engaged page is our murray princess page and um and we have a slightly older demographic and and they love sharing stories and sharing photos and we really try and encourage that um where we can awesome so yeah that's bad because i love stock photography again again not

playing by the rules i do use unsplash and plex as well which you guys probably know about but i love that stock photography um for me a huge thing is the approval process which depending on where you're working it could be super fast or it could like when i worked at my last job take literal weeks um there are even tick tocks right now that are talking about how you can tell

that the millennials had a really great idea and on a trend that's currently happening and then it comes out two months after the trend was actually a thing because it took them that long to convince the people within their organization to actually care and to understand it and to communicate it and to get it to a place where they feel okay and run past legal that they can then essentially post it

um a big success example of that for me personally which i did hear apparently when i was in the bathroom someone said that no one did the bin isolation challenge well i did and i used a really pink fluffy dress that i wore um at one of the fashion events that i hosted a couple months before got outside in my driveway bossed my mum to take a photo of me when i

was still living at home and uploaded it thinking oh yeah this is cool this is something different this will make me stand out it then got picked up i was at a friend's party instagram popped up cosmo india has tagged you in a post and then that theme rolled to cosmo hungary and l and a whole bunch of other publications where i was being featured next to literal celebrities during isolation and

i even got reached out by an agency who was running facebook's campaigns to be asked to be a part of that which was crazy um so timing knowing that trends can disappear so quickly nowadays and being on the forefront on it again having that strategy having that messaging worked out beforehand is really going to help when you go to your manager and plead your case and why you should do it when

you're talking to someone who is very much in a different demographic than you and absolutely doesn't know what is in that area because you are that subject matter expert how many of you guys use stock photography it's not a bad thing yeah yeah sorry we'll i'll touch on that we're going to talk about budgets versus investments and things like that but but remind me if i don't we'll come back to that

um all right so in the last 18 months what has been the most creative piece of content you or your agency has had to create and what did that mean for your business two things um i'll start with aussie travel code because that came about as uh came from the residents of of the flinders ranges in outback alerting us to the fact that there were a lot more people driving through and

there was a lot more irresponsible and destructive behaviors related with this this with this extra travel and that that that came through loud and clear at the end of 2019 before we'd even hit over the age so um it wasn't new to me um i we uh you know further north along the tracks we'd seen some pretty destructive behavior from from four-wheel drivers or just from just people who didn't really get

it and so um the challenge to develop a campaign a creative um to talk to people who were thinking about traveling to the outback or perhaps had already traveled about that and how that how they could travel in a more responsible manner now if you look at anything coming out of satc at the moment they're talking about sustainable tourism the aussie travel code is the action part of sustainable tourism so that

was um it was challenging because it was a big messy problem and how to draw all the threads of a big messy problem together into one or two messages and then and then market that get that message out that was really was a really tricky it was a really tricky part of that can need to be on that project that planning committee give the agency that we worked with all the information

they needed to do to pull this thing together and we had a really small budget had a budget of 30k build a brand and get a message out so that was that was pretty exciting to be part of that um i'm fairly sure that we're going we've got a substantial uh substantially more funds being invested in this campaign but i'm probably not able to announce that yet but i think watch this

space with aussie travel code and then from a business perspective at easter time just about two weeks before easter this year we were we were fronting into what we thought was going to be a really busy season um with three staff we could not find staff for love omar we see through all of the all of the normal channels we'd always use wouldn't find stuff so um a couple of us hit

the panic button especially with those of us in the in the front line and so along with our agency we developed a strategy and that was just we changed our language we changed the image it was for enema hotel and within two weeks we had found not only or as many staff as we needed but we'd found the skill staff we need we we found the chef we found the extra guide

in hoxson because we have guided uh tours on the cooper creek and so that was a pretty amazing thing um not everybody in those in those staff that we recruited all worked but not one person left because they were not able to do their job they left because once they got to the outback they didn't quite fit with them and they couldn't fit in with the particular standards that we have so

you know and and that those standards some of those standards are just all about things that you do on the aussie travel code like respecting the outback and doing the right thing by the people who live in the outback so that was uh that was pretty huge only downside to that is you know as of yesterday and today new south wales has now gone lockdown or as dodgy don't know what's going

on here in south australia for those beautiful 12 staff that we got i now don't know whether we've got work for them that's that's as i walked in here today i was shaking wondering wow just won this just this fantastic campaign got the people we needed our business is sitting pretty whoa maybe probably will and so go home this afternoon and i'll be thinking about what what am i going to do

next what's it what's my strategy going to be gems that i have so with that um i'm gonna give it a little bit here with everything that's happening currently with new south wales and victoria would you now work with your agency and go okay now we need to turn our efforts to getting people in south australia to come visit instead of kind of keeping that broad um any kind of marketing activity

you do yeah exactly that was that was the exact conversation that i i had just before i left i'm in this forum this morning it was just give me 12 hours i need to think about this i'll come up with a plan and we'll take it from there but yeah absolutely with the agency and that's where i get back to an operator's perspective i need people like these guys and probably a

lot of you out there to assist operators with with getting that message out and you never you'll never feel alone if you've if you've actually made connection with the right individual or agency your own your business um in terms of the um the content that i'm probably most proud of um or that's probably the most creative in the last 12 months i guess on kangaroo island last year after the bushfires everyone

was wanting to come over and support the island which was really great um and then unfortunately we had the um the you know the changes to our travel restrictions and covert um lockdowns and um we still really wanted to showcase um to everyone in south australia and all of our followers and our audience what was going on in the island in terms of the bushfire recovery um and how um i'm different

tour operators and um our guides were were kind of going with everything and we were able to give some work to some of our tour guides to um to film some virtual tours on the island um so they would go out to remarkable rocks and take you on a bit of a guided tour just short little snippets for like five minutes and just kind of let everybody know what was going on

and how how the landscape recovery was was coming along um follow some wildlife around that kind of thing and yeah were your tour guides nervous to do that sometimes i find if you're asking clients or people you are or even within your organization's like hey could you do a facebook live people are like uh what yeah we definitely wanted to do a live but the mobile reception isn't always great over in

parts of the island it's very remote um they were they were very nervous at the at the start but they they gave it a go they had a few practice runs and um and we found like having a few you know guides go out together you know there's only so many selfies you can get so um i guess just um yeah having somebody filming and then um changing it up um as

well and yeah i think they really enjoyed it after a little while a bit of a challenge oh my favorite campaign was when i was with penno and we did the jacobs creek reconnect campaign and this went out a little bit after that first wave of covert it was a national campaign that we did over social and tv where we engaged our internal employees to take their own videos at home with

their friends when they could to take videos of them reconnecting so opening the door and waving to their friends hugging and kissing with a bottle of jacob's creek in hand popping the cork and enjoying the wine together it was a really cool campaign one because we were able to do it with budgets we looked over we were able to engage our own staff to feature within that campaign which made things a

lot easier when it came down to the end of it or convincing management to let us do it um and two because it was playing on a lot of human emotion i'm a big believer in marketing comms and storytelling and it all should fit into one it should make people feel a certain kind of way when you're presenting that information and that made people feel really warm and fuzzy inside um it

was my favorite because uh one it played during masterchef um i was in the in the ad and i know my ex-boyfriend watched masterchef so it kind of made me happy knowing that he would see me every night and two i'm not petty um and yeah it was just a really quick turnaround as well we had the idea we were able to pump it out it was a short campaign because it

was running at the tail end of content that we had initially already had together which just we wasn't able to show that video anymore of people being too close and stuff like that we had to really quickly turn a campaign around and shoot it out nationally and it worked really well the content was great the people looked happy and ended the day our employees felt valued respected and acknowledged which i think

is another part of comms and marketing i have a follow-up question to that so with that campaign you got employees involved so i'm assuming you guys had just like a social media usage guide you know the employee handbook so did you have to come up with a new something else for employees to yeah it was a huge deck it was a huge deck of information with every single thing thought out including

example imagery material and videos that we had made internally to then put it out there it is really really hard to get a new retirement aussie occur bloke in the barossa to take a video on his iphone 4.

and we made all that information we were um internally going to our employees and talking to them and trying to get them engaged and being again that subject matter expert and pulling them in again from my pr point of view being a little bit pushy goes a long way um so guidelines absolutely same thing with the influencer stuff and what louise was talking about earlier is information is power it's king in

these circumstances when you're asking people to do quite a bit for you um do the job for them do everything get them up to speed other than them standing in front of that phone and pressing record thanks ladies um all right next question we're still on kind of content creation process there's obviously this idea of evergreen content and timely content so um with covet i know things change but i want to

know how far in advance like how much evergreen content do you produce do you look at a strategy and you go yeah we'll just produce everything for the next six months or is it now a yeah there's you know a few key things that we create and potentially use over the months or a year but how much time are you spending looking for those opportunities to share timely content yep yep yep

usually about every three months we have a look at what our content is how much of it's going to be evergreen um and and how much of it's going to be you know just what's actually going on how much of it's going to come from the uh i'm speaking for enemy hotel here how much of it's going to come from the manager and a couple of other staff members up there but

yeah it's every three months and and it would that could change it just depends on it might be every one month if if being in right now as that where i'm sitting now we might have to look at it yeah as of today it might be every month but uh normally it would i think about every three months and and that's a sit down discussion here is females ideas sharing it really

for me it's a bit of a mix between and and evergreen um and i guess the the beauty about evergreen is you can put it together and then um go back i guess every three to six months and um and just give it um a bit of an update um so uh yeah just trying to to do both um yeah where we can yeah i'll take my uh experience from working at

the innovation and collaboration center and this one so we run programs throughout the year and we don't have a set time when those programs are going to open on monday we actually launched our social enterprise program so if you have a social enterprise head to our website and check that out um but essentially a big part of the industry that we work in which is innovation and entrepreneurs and collaboration and such

like that is that people don't know what they don't know so when they're coming to our website they're wanting to know okay what is it that we do what does the program have where can i find information our key customer is not someone who's paying us we're not getting money from this we're trying to find the right talent um so i think this can you know help other people who aren't just

in that b2b or b2c kind of market when it comes to gaining sales um but we want to be reverse engineering as i mentioned one of my favorite websites fuse is answer the public so we can see okay what are people typing into google when they search adelaide incubator or adelaide accelerator what can we do to get ourselves up on our google search rankings to be the people who are answering those

questions for them and then to hopefully get them to consider working with us in the future um so i absolutely agree with the other two ladies here it is one of those things evergreen and timely is super important i look at my um evergreen content on a campaign basis thanks um okay so now let's move to money how many of you would love more budget marketing budget not very many of you

what companies do you work for i don't come work for you um so i know personally especially over the last 18 months there's always been like how much how how big is your marketing budget how long is a piece of string it's usually one of the first budgets in my experience that is cut unfortunately um but i am seeing this shift of businesses and brands going from here's your budget to here's

the investment that we want to put in marketing because we know that especially social media and digital are important channels for us when things like look downs happen but we still need to sell stuff um so i guess my question for you guys is content creation that costs money how do you guys view budgets versus investments pretty broad but we can talk a lot about this yeah it depends on what you

can afford it depends on what your balance sheet looks like but um i see marketing as investment so it's it would it's the last thing that i would want to cut from my budget i did have to withhold a marketing campaign a couple of years ago for a couple of months because things were pretty tight but um yeah the va your marketing is absolutely it's very much it's as important as as

keeping your lights on um i guess uh there are just some things where you do need to invest and you do need to allocate budget towards um so yeah it's just um working out where you can afford it and where you can um where you can put it and i guess if you um you need additional resources um to to communicate the message um just finding how you can do it sometimes

i think um looking over your content and when you're looking to outsourcing to other agencies or freelancers etc it is imperative to long long term gain i think a huge part as well when it comes to marketing for our brands as i just mentioned identifying what actually is part of your strategy and what you're wanting to achieve out of this so as i said if you're looking for roi great yes invest

absolutely if you're looking to gain credibility or to get your profile out there or to do something else which we absolutely can use as a kpi in marketing and there's a lot of great campaigns that i have done with no budget no one trusts me with budget yet obviously um but you can do great thing i think investing in yourself as well is expense and that is doing photography courses and doing

editing classes and going on linda linda with a why which is linkedin's educational service and youtube videos and all that kind of stuff i think is incredibly important bringing the right people when you need them as marketeers up school as you need as well so earlier we talked about stock photography which i use some stock photography as well at what point do you think is that tipping point of okay we probably

should invest in a photographer um i guess when you're i'm probably using about more than uh 50 but i i guess with um it's hard to say it changes with every industry but with tourism it's just really nice if you can show actual um images from people who have been there and and just you know show a different perspective as well and some of the more the lesser-known or unique things about

the area one of my biggest things what i hate is when i go on someone's website and they're trying to sell me their services and all of their stuff is stock photography i don't know what their team looks like i don't know what their office space looks like i don't know who they are because they're using they've typed in diverse staff into plexus or canvas and i'm going well who are you

and are you real because there's no credibility behind that um so investing in photography having a staff photo day is always nice the preacher up there i have been asked a million times by people oh who took that photo i bullied my older sister into going outside of florist and i took it and i've used it for ages um so i think that's something to always consider for those of you who

know me you know that i always say you need some money for social media ads ads budget investment budget thing budget line item or you invest in your advertising campaigns depends on what you want to get out of it yes um i discuss i discuss budget with agency but if i need to get a message out i don't pull back just go for it go hard well there's no point mucking around

and you get what you pay for and i'm making it sound really simplistic i know that um but i don't think it's that hard if you really need to get your message out you have to be prepared to spend some money but remember that a lot of you probably don't but the days where we used to spend five or ten thousand dollars on a full page ad how did we ever measure

the outcome now we can measure our outcome in minutes and hours and a day um and and then you know so i i just think don't get it does depend on on what you can afford so you you just have to set as look at you look at your your sale and sorry look at your turnover and just as you know that you need to spend x number of dollars on insurance

and x dollar number of dollars on your utilities or your these or whatever it is um allocate some funding in that budget for your for your advertising and your promotions and then you you take from their decide on actually what you want to get out um in terms of allocating funds i i guess i like to see on some of our social media channels is an advertising platform and i don't want

to put all the effort into creating the content and putting it up there and then having it not go anywhere and not being seen by the audiences that we really want it to be seen by so whether that's putting it behind um ads or um or amplifying um post content as well and videos um it's just uh you know i think it is a pay-to-play platform they're all moving towards that um

and just making sure that you allocate it so you do um you know just get your message out all right thank you all right i want to talk about content distribution now um so obviously strategy tick content creation tick um which are all key elements in any kind of social media plan social media um usage so where are you guys publishing content obviously social media um but do you like what other

channels are you using besides social especially when you create content you know that you can use in multiple places i think my one of my pet peeves um is you have one piece of content and then you just use it that one time and you're like this is so amazing we could have used this elsewhere and then some people don't so i just want to know besides social or if there are

any social channels that you kind of prioritize um where else do you distribute any of the content that you create and the reason behind that um our content i like to think is pretty consistent across all channels so facebook and all the channels that we use which is facebook instagram um and then also our website our website's pretty important to us and and and i i and that would be for enema

hotel as well as the outback group because that's where we want people to go to to leave their mark and and hopefully send us an email as well and so we that that's probably a real big thing for us particularly with the outback loop i spend about an hour a day at least answering email messages from people who picked up on the outback loop and and will message me and ask me

what what will the roads like be like in september when's the best time to travel will my van make it i've got a mini can i can i drive up the words with track those sorts of things so so that's um that's so that that that driving people to our website for now has been a big part of our strategy um definitely the same for us as well i'm so driving people

to our website with our content um hosting it there we have a blog site as well um with a lot of evergreen content and and things about different um campaigns and um seasons as well um and then i guess um if if we can i'm trying to repurpose it um i guess with um some local news type sites as well um perhaps glam adelaide or um adelaidy south aussie with cozzy and

but yeah i do do really like um being able to put it out there multiple times across different platforms especially if it's a great great piece it's of um interest to got some good information in it so my colleagues are sick of me talking about content diversification which i'm not sure if that's even a thing but i've made it it is now yeah it is now let's say it and um yeah

absolutely it's identifying your audiences on which platforms and talking to them diversify your content i have absolutely put on similar content on different platforms but i've told a different story i've done a different angle i've hit them with something different on every single platform that i am engaging on because i want to make people feel like if they are not following me here and here and here they're missing out they don't

want to miss out on anything it's covered when you're sitting in bed and scrolling on your feed you want to be eating up every last bit of it um i think as well we don't do enough investment when it comes to like our profile management on at linkedin so i think that's super important when you're maybe writing articles or talking about certain topics that you know you're trying to position yourself as

a thought leader for i have ghosts written for a bunch of different fortune 500 ceos and they can start conversations there that can then go back at the very end of the article by the way check out our campaign we'll check out what we're doing here and leading people to different areas through those different platforms personally i love instagram i am as i said really getting on tick tock i think that's

really fun there's so many great ideas on there i think as well um more than just we know like i love reddit as well and there's a huge trend of marketers going on reddit and creating organic content that you can absolutely tell that they have made and that they're trying to get away with it there's a subreddit called hail corporate which i love and it's pretty much all of the bad marketeers

and all of their posts that they've tried to get away with um so i think yeah even if you are going to make the absolute most for that content do something different make people care i always say and excuse my french why should they give a so when they're on that platform why does that person in that audience care thanks i'm just mindful of time so i might skip over the last

question ladies sorry um i want to do a bit of a lightning round with you guys so i mean this list started out as like three questions it's now seven questions deep we'll see how far we get um basically i'll ask you something you just let me know the quickly um what the answer is and we'll go through it and then we'll have some time for questions raise of hands how many

of you have questions then i can gauge how many of these questions i can go through none of you have questions one woo okay more questions come on guys um all right so this one we kind of already answered but just to um do it again what has been your favorite piece of content that you or an agency that has supported you has created and why i see aussie travel code and

you know why it's good by the way i just shared that or i did earlier in um the instagram story so it's the one that says if you didn't know now you know um we worked with some travel influencers um who took their caravan and their family across ki um allards across oz and it was just really inspiring and very cool really liked watching it well one of the things i did

for my fashion blog on tick tock was the day in the life and fashion blogger and it was from a launch event called and i always pronounced the wrong voter logs i'm not sure if that's correct it's french um and it got like over 60 000 views on tick tock so many comments and probably a whole bunch of people going to the store after they saw that one ticked up love it

okay i'm already diverting how many of you use tick tock yeah love it you have to give me a lesson on tick tock um is there a brand or a post by a brand that you absolutely love and why um the batuta advocate it's very funny it's very very funny and if you get their newsletter on a friday afternoon it just tops off the whole week i second that it's so good

um i really like our essay police as well on their social accounts they're really able to humanize their workforce and talk about some serious issues but just in a very light-hearted way as a storyteller i love anything that zoe foster blake touches i think that she has a very unique tone of voice i think we can tell by how wide that she has done gone as well that you can teach that

tone of voice the people who are working with you whether it's an agency or in-house and that they can replicate it to continue to build that brand i love that all of you guys have done likes big brands i have one piece of content that i absolutely love and think about often so years ago super bowl does everyone know what the super bowl is it's like america's yeah um the lights went

out and oreo did this like amazing post that was like you can still dip in the dark because you dip oreos and milk i i love that i don't know why but like every time i see it and and everyone you know people like what's a good piece of content i'm like that one it's like a gazillion years old but i just love it i wanted to share that with you is

it my notes all right what has been the hardest part of your job in the last year living in the brace position waiting for the next thing to happen definitely trying to stay up to date with all the covert travel restrictions uh i would say reactive messaging so there's a lot going on not even just in covert and that side is kind of being respectful and empathetic to people who are in

different circumstances than ourselves um to then other sides of social justice issues that are currently happening um when working for a fortune 500 company when you do talk about these issues and you are expected to talk about these issues nowadays it is extremely hard to get that correct and it is our job to do that okay is there anything that you've done in the last 18 months because of covid or the

bushfires that is now a part of your everyday operating rhythm with your business you know living in the brace position um definitely tuning in to the um the daily press conferences by stephen marshall um understanding that if your strategy doesn't go the way that you think it does it's still okay i know personally for my own blog i got so overwhelmed sometimes but i was like i just can't do this and

i can't be bothered doing it and then when i came back to it a while after the brand was established to what i wanted it to be and it was in a place where when i came back i could kind of just slide in all right should businesses outsource their content marketing or handle it in-house bit of both agree a bit of both um get some external resources when you need it

yeah establish where your talent lies so i do not know how to do like media buying or whichever i can do other things i am a pr commons marketing and that's apparently not enough so figure out where you need to fill the gaps and invest in that um okay so tell us what you did at work yesterday well it wasn't before it started quite early because my dog thinks she's part of

my job so i took it for a walk started early before daylight then i reconciled a few accounts and then i answered a few email messages that came in through outback loop um then i did some research and some more writing for the tourism awards submission and then i worked a little bit more on a creative brief we've got um with beautiful heidi lewis next week i have an intermingler and a

videographer heidi's around here somewhere so yeah so we've got it we've got a little job to do it in the next week regardless of what happens um and then i got a phone call from someone in government who wanted me to think about what the long-term uh outcome could be if uh caritanda lake air became as important to australia as the great barrier reef is so that kept me on the phone

for about an hour um an hour of my life which i'll never get back and um and then i finished the day at the gym thank god good on you for heating up the gym um my day also centered around a tourism awards submission and i guess spending a lot of the day on google analytics and facebook insights and and social blade as well looking at our performance um over the last

few years um and uh looking at the um kind of like the i guess the really stand out things that we've we've done as well um as i mentioned on monday we launched our social enterprise program through the innovation and collaboration center so this week has been working on that getting the word out it is for unisa alumni staff or students so making content and reaching out to external sources reaching out

to uni channels etc one of our startups in india as well is releasing this week to the media that they gained 2 million in capital so i've been working on the press release for that that came through i think the night before at 9 30 pm um so just working through my strategy which i created beforehand ah look at you all right last question because i know there's going to be more

than one question to ask the panel when we're done um tell us your favorite cafe and or bar in south australia estia at hemi beach because of the way they make me feel uh and prairie hotel in outback south australia um i thought i'd put my kangaroo island hat on and when you first arrive in peninsula there are just some beautiful cafes so um there's the fat beagle coffee shop um just

best coffee and vanilla slices um and then there's millie mae's pantry as well which is great for like instagramable meals play for coffee hey jupiter in uh around rundle area because of the super instagram aesthetic and for bar mary's poppin which i'm at every single weekend watching the drag queens perform all right well that's all i had for today thank you guys so much for coming out doing this thank you emma

for being our last minute add-in um all right so we're gonna do questions thank you thank you um all three of you that was super insightful i have a question uh actually two questions so one for emma first and that is i know personally i've seen you tick tock from when you started you're probably one of the first i guess group of people along with us in adelaide to really embrace tick

tock um and now i feel personally as if it's started to gain a lot of professional momentum um initially everyone's like everyone's dancing doing these lame dancers what is this how do i use this for my business but now everyone's kind of realizing the power um so in your opinion do you feel that businesses are now taking ticktock more seriously um as a marketing channel and incorporating that into their content strategies

absolutely they are it is incredible the kind of content that is going on tick tock i urge you all to download it and get addicted to it like i am a great account business account that does great tick tock content is ryanair which is an international airplane company um but they you can tell i don't travel much these days um but they do great stuff absolutely a huge trend that has been

going around tick tock as well is that there will be like a younger millennial and they'll say on the screen i promised my boss that i'd make a tick tock account everyone interact with this so i don't get fired and it gets millions of views um to your question will absolutely there can be content that people are making just for themselves it is not just uh you know jumping on trends but

it is also video creation it's credibility building it's another place for your brand to sit if your audience is there and i think as marketers especially you know 10 years ago we weren't taking social media as seriously as a channel and when these new things do come across our desks we need to ensure that we are up to date and up to speed with what's going on because i am seeing a

lot of marketers not care and miss out yeah perfect so that's i'm glad that you answered that because that's what we're seeing as well um and then my second question is for you louise um so with c-link obviously um touching on that kind of wonderlust vibe um with you mentioned your influencer campaigns i think would be awesome for your brand have you considered incorporating tick-tock into your branding strategy and i guess

from the other the other point of view so from emma's point of view as a creator and a publicist from a brand's point of view do you see tick tock as something that you will incorporate into your future marketing strategies or has it been discussed if you can obviously divulge that information yeah sure um thanks phil good question um it's definitely been been discussed um whether i see it i'm being incorporated

right now i'm not too sure um uh like we do have um like i guess a lot of influences that we're working with that are i'm putting together reels and sharing those on the facebook videos um uh part of it um but yeah i definitely need to speak to a bit more of an expert like emma to get um some tips on on how to do that i guess it's always a

resourcing um thing and then um you know what you feel comfortable with but it's definitely like a good option to um to start playing around with just to add on to that sorry um i think we might have all heard as well that the owner i think of instagram recently said that instagram is changing from a platform of image sharing to shopping and videos so it's really much again identifying your audience

i always say a cafe does not need to be on twitter and if you don't believe that tiktok's part of your strategy just yet maybe deeper turn the water with the platform you already have established with instagram reals perfect thank you guys my name's rob i work for stratco and every now and again we get an influence or approaches and say hey build our patio and we'll post it everywhere for you

um i i imagine maybe c link similar like hey give me a ferry ticket and we'll we'll put it on instagram i'm just wondering how you handle those requests how you evaluate those opportunities and if you do go ahead with that how do you make sure you get the most out of that campaign um thanks i think that yeah we definitely do get um quite a few um influencer um requests and

um and it's def definitely like on a case-by-case basis um having a look through their feed and seeing if it's kind of um tying into the the messaging um that we're looking at promoting um at that time and and our objectives um and just really having a look and seeing if they're um if we think their content is authentic and and it fits in um with ours at the moment as well

so we don't always go with them but um but yeah it's um a good opportunity hello um maybe you guys are a bit younger and didn't use this um platform but um using tick tock and saying how important it is to to be on it professionally and for brands what do you see the difference of being between tick tock and vine so vine is very similar and it died very quickly i

don't i didn't use it then for i only watched fine for funny things so i didn't use it as in a brand sense back then but um and obviously not now but what do you see the difference being why did one succeed versus the other good question hard question um i was on vine for a little bit and it was fun it was very community oriented that was what the platform was

for and i think it was also before a lot of brands really started not even doing their own content on their own pages but even paying for like ads and such through that news feed that would come through um tick tock is here to make money um it's got a little bit of a different strategy itself um to answer the question i'm unsure right now and i'm sure with a lot of

platforms but their strategies and how they approach things will change and it's assessing what's best for you on that basis sorry for the vague answer um just wondering about um being able to report on uh outcomes from not necessarily campaigns but just your normal social if you're not apart from reach and hits back to the website you know sentiment etc how else would you explain to your higher arts that something is

working really well when you have nothing concrete how do you how do you explain that what words would you use to say when you have no evidence to support it um i would find that some data um so let's say it is a campaign we have views we have referral links and backlinks maybe for a pr campaign we have people who are coming onto the site through our funnel journey we have

there's a lot of steps and data um i would be walking into a room before that conversation is taking place and understanding what kpis we are reporting on to upper management before that campaign does eventually go through and then i would be in that meeting um telling them all the great things in the last month for example our linkedin page got 100 extra followers does that mean anything to my boss probably

not um but i would say well it means that we're getting a lot more um outreach it means the people are taking notice we are building our brand we're getting our brand salience up which is something super important marketers might know it's from the ehrenberg bass institute of marketing science going through these academic um theories and other conversations that are taking place in the space and linking it back to that and

if you've done all of that and they're still questioning you have a cry um i'm like i said right at the beginning of this talk i don't have anywhere near the experience that most of you guys have but i think that really a really good campaign some really good marketing and can give you something that money can't buy and that's your reputation and i think that's really important to remember that and

and that's and that's an outcome that's really difficult to measure but you will see it in your bottom line maybe not right now this very minute but in 12 months time and and i'm seeing that saying that within a i tell you do you mind if i have an answer to that question oh okay um so obviously we didn't really touch on reporting today but i think that could be a whole

other session itself but for me when it comes to reporting and trying to do that yes social media is important and i need to tell the higher-ups or a board or management like why it is some of the things that you need to have in place it's not just oh yeah we have instagram and facebook make sure you have google analytics make sure you're tagging your content all of those types of

things so that you can create a cohesive report that's closing the loop that's you know okay campaign one was running brand awareness we got this many people to the website we were then able to remark it and then we got this many people to download an ebook or sign up to a newsletter whatever and con attributing that all back to the campaigns that you're running anything that you're running on facebook so

i think that's really important i know that some people go oh it takes a bit of time but set up your dashboards in google analytics set up a template spreadsheet you use to tag content be you know be consistent with it all and i think you'll see that you can start contributing or attributing the work that you're the effort that you're putting in social is helping the overall business goals but in

on the other side you could think that you know execute a campaign and go yeah maybe that didn't work that great so we'll just make a note not to do that but there may be elements of it that you've been able to track along the way that you want to try with other um other campaigns ravine is giving us the oh can we have do we have any more questions one more

coming from local government like bank say we're quite rigid and traditional and i've pitched reels and tick tock to them before and they're not quite sold on it being worth wasting rate payers money on and time what strategy would you take you know like because we're not fun and all that like how would you pitch it to them or do you think it's worth just sticking to the platforms that we already

use and focusing on those um i guess it kind of ties back to the the audience that you're looking to communicate with and i guess whether your your customers are on there and you think that that's going to make them um engage with your brand and um and think about it in a different way and that's like i guess one way to look at it on top of that i would first

of all be walking into my boss with a presentation that's so lovely all made and gives background information and stats and data as marketers are our our wielding sword when it comes to convincing higher-ups to get this stuff over the um line i would also be saying i am the subject matter expert here i need you to listen to me which is something that is extremely hard to do um but it's

more than just uploading a video on a platform and seeing how it goes again there are aspects of credibility that is gained by having your content in different areas you are exposing yourself to a different audience as will said earlier it is maybe something that you can do as an educational aspect of creating content that isn't um as i said hot and sexy but it is giving people more information that they

you might have on your website but bring it to the forefront and be making it extra and in their face and that is the fun part about those video content video content is the future it's we've been saying that for the past three or four years now and um convincing people to get there is hard and but mapping it out for them doing the hard work for them maybe pitching them a

few ideas and storyboarding those ideas before you go into that meeting getting it all together and just being like hey trust me trust me let's have a go the worst thing is that it doesn't work and you delete the platform and for some brands that might not be uh available to them for some brands it might be just hire emma hi orana to do your pitch um all right that's all the

time what oh well yeah oh well lots of people you could hire to do that pitch for you um that's all the time we have for this thanks again ladies i hope you guys enjoyed the panel we have a little thank you gift um before you go all sticking around during lunch yep so if you have any more questions or want to have a bit more of a chat you can grab

one of the ladies i will now hand it off to rabina