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Design your own Instagram Highlight Covers without posting them to your Stories first!

Now you can create your branded cover images (using Canva if you need a helping hand, or a graphic designer) and upload them to make your Instagram feed look totally on pointe.

(Note - your Highlight Covers need to be pre-designed prior to this process.)

Here’s how:

Hold your finger on a Highlight button

Click “Edit Highlight”

Click “Edit Cover”

Press on the “image” icon at the beginning of the list

Choose a cover image from your camera roll

ET VOILA!

Now go give it a try and share yours with me over on Instagram, using the hashtag #digitaldandy

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Connect. Create. Consider.

Be confident. Be courageous. Be curious.

Wear red, ask questions, don’t take no for an answer.

Trust your gut. Don’t hide behind empowerment. Use your power.

Just is not the word you use to self-describe. You are what you do, don’t deny it.

Don’t be afraid of hard work. Be nervous. Ride that wave until you master it.

Be self-aware. Be self-assured.

Be yourself. Everyone else is taken.

Still I Rise

BY MAYA ANGELOU

You may write me down in history

With your bitter, twisted lies,

You may trod me in the very dirt

But still, like dust, I'll rise.

Does my sassiness upset you?

Why are you beset with gloom?

’Cause I walk like I've got oil wells

Pumping in my living room.

Just like moons and like suns,

With the certainty of tides,

Just like hopes springing high,

Still I'll rise.

Did you want to see me broken?

Bowed head and lowered eyes?

Shoulders falling down like teardrops,

Weakened by my soulful cries?

Does my haughtiness offend you?

Don't you take it awful hard

’Cause I laugh like I've got gold mines

Diggin’ in my own backyard.

You may shoot me with your words,

You may cut me with your eyes,

You may kill me with your hatefulness,

But still, like air, I’ll rise.

Does my sexiness upset you?

Does it come as a surprise

That I dance like I've got diamonds

At the meeting of my thighs?

Out of the huts of history’s shame

I rise

Up from a past that’s rooted in pain

I rise

I'm a black ocean, leaping and wide,

Welling and swelling I bear in the tide.

Leaving behind nights of terror and fear

I rise

Into a daybreak that’s wondrously clear

I rise

Bringing the gifts that my ancestors gave,

I am the dream and the hope of the slave.

I rise

I rise

I rise.

Maya Angelou, "Still I Rise" from And Still I Rise: A Book of Poems.  Copyright © 1978 by Maya Angelou.  Used by permission of Random House, an imprint and division of Penguin Random House LLC. All rights reserved.

Source: The Complete Collected Poems of Maya Angelou (1994)

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Matthieu Venot

One topic that is constantly set to repeat at our Digital Ready sessions is planning. Whether it's a one-on-one session or group workshop, the art of planning your socials, when done well, can be the difference between success and failure. When you sit down to brainstorm your content ideas, it's important to set your goals, build timeframes and incorporate them into your overall marketing structure. We build our content strategy on our social media calendar.

What is a social media calendar? 

A social media calendar can be used to plan your social media posts in advance, allowing you to be more organised, more consistent, and more efficient. This enables you to become more focused and the best part, it saves a heck of a lot of time. (Honestly, it’s the best thing to grace the Digital Dandy office)

No more scrambling, or those "it's 7 pm and I should probably post something" groans. Calendars are a great way to pre-schedule content so that you don't have to think about it when you're making dinner!

A calendar can be a list in your notebook, using an online calendar, a template you stick on your office wall. Whatever works best for you.

Our tips for creating an effective social media calendar: 

  • What audience are you targeting? Always start with your audience. Ask yourself, will they love this content? Images and content that feature your demographic will relate to your demographic. We have a guide on this right here.
  • Keep your content consistent: Posting a client success story? How about a new range of doughnuts in store?  Post about the same theme next week, next month, and so on. That way your audience becomes familiar with your content and your brand.
  • Quality: Always opt for quality over quantity. Not sure if a post will fit with your brand? Is the photo slightly blurry? Then don't post it. Your readers, fans and customers will thank you for it.
  • Relevancy: Is a photo of your lunch relevant on your business page? Maybe it is, but most of the time it’s probably not. Save it for your personal page.
  • Create a visual mood board: How do you want your social media to look? We suggest creating a visual mood board of colours, fonts and types of content you want to use. We’ve got a really great mini-visual content planner that is perfect for your this kind of planning.
  • Find out what content works best with your audience: Start by trialling video, images, text or even sharing through some links on Facebook – pay attention to which ones work and then repeat, repeat and repeat.
  • Use themes: Is your business having a sale? Launching a new product? Is it Christmas? (5 months and counting!) National Cat Day? Creating themes within your calendar will allow you to effectively create relevant content and expand on existing content.
  • Schedule: We recommend using our mini-visual content planner to get you started, and then using a scheduling app to automatically post your content such as Planoly, Later or Hootsuite.

 

We are always here to help, so if you have read this and need help with implementation, get in touch. Email hello_at_digitaldandy.com.au

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It was yet another pink designed book jacket, dedicated to women in business. Despite it’s predictable aesthetic, it was this simple question that made my heart skip a beat;

“Why can’t you study literature and become a CEO?”

I spent three years in Dublin studying English Literature and Art History. Now the big girl business owner in Hobart, I’ve lived with 20+ years of legitimising my Art’s Degree. Reading Chiquet’s words was suddenly like the permission, the approval, the YES you are good enough, love letter I have waited so long to receive:

“Every discipline in the humanities - literature, history, art history, philosophy or religious studies - teaches us how to question how we see and interpret the world and who we are as human beings. These courses of study call upon us to become close observers of people and images, of so called facts of variegated points of view. They ask us to draw relevant connections and to develop our own narratives about their significance. We do the same thing in nearly any business and in our lives all the time.”
— Maureen Chiquet. Pg.40

Maureen Chiquet, a graduate herself of Literature, albeit from Yale University, never followed the traditional path of business executive, instead using her distinct ability to blend creativity, curiosity and tenacious self-belief to find her seat at prestigious boardrooms across Europe and the US.

She writes with a clear empathy for the everyday woman in her part-memoir, part leadership journal, which I found was distinctly devoid of ego. The Converse-wearing fashion executive challenges the traditional principles of the Executive, sharing her unique approach and the strategies she used to build her career from L’Oreal sales rep to Global CEO of Chanel.

If you’re like me and often queried her Jack of all Trades career path, then Beyond the Label might be the read you need.  For someone who accidentally landed in marketing after a life in the Creative Arts and the world of Interiors, it’s these reassuring words from someone who also fell in love with France, is fascinated by subversion and values the power of listening that made me swallow this book up and dog-ear many of its pages.

“A great marketer has to learn the rules, to read the score, as it were, before trying to come up with her own riff. But coming up with an original riff, is, ultimately, the whole point. Ask customers who they want, and they’ll tell you pretty much what you expect to hear. But ask them what they crave, and they may not know the answer. Great marketers provide products and communication that have unexpected, and therefore compelling emotional appeal.”
— Maureen Chiquet. Pg.85
Maureen Chiquet: "Beyond the Label: Women, Leadership & Success on Our Own Terms" | Talks at Google - YouTube

Beyond the Label is published by Harper Collins and can be found in your favourite bookstore. Mine is Fullers Bookshop, Hobart

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The GDPR (General Data Protection Regulation) comes into effect today, May 25th, 2018, and whilst there has been a lot of hype about the updated regulations, the core essence of the policy is to protect the data of people collected by businesses.

LET US eXPLAIN....

General privacy policies are related to information attached to an individual and these can be broken down into:

Anonymous data, which is data that is not specifically personal but can be classified as ' personally identifiable information' when used in connection with other types of data that can lead to the identification of an individual.

Any business or website that collects data (as outlined above) is subject to this law and are applicable to the following platforms:

  • Websites
  • WordPress blogs (or other platforms)
  • E-commerce stores
  • Mobile apps - across all phone platforms (iOS, Android, Windows)
  • Facebook apps, desktop apps, Saas apps
  • Digital products or digital services

The GDPR is applicable to any individual or business that offers products or services to citizens of the EU and / or collects information from EU citizens, regardless of where your business is located. This means that Australian based businesses that collect data, whether emails or data related to e-commerce transactions are required to comply with the GDPR

Part of the new regulation outlined in Article 12 of the GDPR stipulates how your business communicates with customers about the way personal data is processed, and it must be:

  • Intelligible and concise, in clear plain language that is easily understood
  • Easily accessible
  • Free of charge

In addition to the new GDPR regulation, more information is required in your business Privacy Policy, which like the GDPR needs to outline the following points - 

A sample email marketing permission consent form

  • What personal information you collect
  • How and why you collect it
  • How you use it
  • How you secure it
  • Any third parties with access to it
  • If you use cookies
  • How users can control any aspects of this data  

Dense legal jargon must be avoided, the purpose of the legislation is to allow individuals to easily understand what your privacy and data protection policies are.

Privacy Notices are also a new mandatory requirement, and these are a short, concise note to let the user know why you are collecting their data (see image for an example)

How to get started

Enabling GDPR fields in your sign up forms will not make your business compliant. It's a multi-step process

1. Set up a GDPR friendly sign up which has the following:

Sample information about how an individual can contact the DPO (Data Protection Officer)

  • Marketing permission text - advise sign-ups that you're collecting their information and how you'll use it.
  • Opt-in checkboxes for all of your channels - Customers can choose how and where they hear from you, including the most common marketing channels you use e.g. email, direct mail, customised online advertising (Facebook, Instagram, Google ads)
  • Your company privacy policy and terms - Advise people where they can find your privacy policy and how they can contact you
  • Data storage policy - Let people know how you will store their data, if you plan to keep all data within a marketing platform, for example, MailChimp, provide links to their Privacy Policy and Terms of Use, to ensure both you and your email marketing provider are GDPR compliant. 

2. Send a re-permission email to your existing email list. Most email marketing providers, like, MailChimp, have templates you can use to get contact permissions that are GDPR compliant. Once re-consent has been received this will be stored with your emails and collected user data.

3. Stay compliant with data management and security. This means enabling 2 Factor Authentication (known as 2FA) and allow users to modify their contact information through a link to their profile, this includes deleting all personal data.

4. Provide information about how an individual can contact the DPO (Data Protection Officer) in your business (in the case of small businesses this is the business owner / sole trader who responsible for data management and compliance) 

Creating these Privacy Policies and GDPR compliant guidelines can be daunting, but there is an option to have a Policy created that is compliant with both Australian law and the updated GDPR. They are:

  • Privacy Policies - free for personal use and a fee for business, after inputting your information a Privacy Policy is created (please note that this is a generic privacy policy and may not cover all the legal requirements of your business and/or the updated regulations of the GDPR - if in doubt, please seek legal counsel) USD $29.99 per policy
  • Terms Feed - create legally binding agreements for users, they create Privacy Policies, T&Cs, EULA, Returns and Refunds, and Cookies policy. Prices start at USD$14.00 and increase according to the complexity of your website, services and products. This is considered to be the best option to cover all regulations - specifically GDPR, CalOPPA and Australian data protection laws)
  • WordPress offers a free plugin that generates a privacy policy for your WordPress site. Download the free Auto Terms of Service and Privacy Policy WordPress plugin from the Wordpress plugin directory. 

 

Please note, the above information is not legal advice, please seek professional guidance should you have any doubts or queries as to how to protect and make your business compliant with the new Data Protection regulations both within Australia and internationally.

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Welcome... 

to a new series of conversations, loosely based on one topic, always centred around genuine conversation. Think of it as an invitation to join our chat, one that ranges from self-care to productivity hacks, goal setting to reflective processing. We'll introduce you to the people we meet, love and respect, because, well, we believe it's important to share the gems you find. 

Life Lessons will be simple, nothing fancy, but hopefully, a little nod to your inner soul, to say - ah yeh, I get that. We'll cover a range of topics that relate to anyone who's working (professionally or voluntarily) and figuring out as best they can, all the bits in between. That's our intention and we'll keep learning with you, along the way. Where does it fit with digital marketing? It's storytelling, story sharing, digital connectivity within our local community.

To begin we talk about skincare, something I have become more aware of now that I've hit my 40's. Tanya Ahmed is the CEO (and all-round good soul) of SHARKRA MEDI SPA in Hobart. We sat down during a busy morning at her salon (thanks everyone!) to look at why we need to invest in ourselves, the importance of collaboration and investment in truly understanding 'your people'. 

So, dig in, my friends, we hope you find lots of juicy bits. Let us know now, won't you?

Life Lessons #1 Tanya Ahmed, Sharkra Medi Spa - YouTube
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Get ready for a big and juicy post that is all for you if you are looking for some social media direction! We've been talking trends all February with clients and at public events, so it's about time we shared the highlights right here with you.

Dig in, ask questions and be sure to spend some time indulging in our brilliant Digital Ready coach panel where we delved super deep into digital marketing for 2018.

Trend

spotting

Facebook and Instagram tips for your business

We all know there have been massive changes to social media algorithms, processes and requirements. How are we supposed to get ahead without losing our heads and submerging ourselves in overwhelm?!

We've delved into the trends and done the research into what's going to help us with our marketing efforts. Concentrating on Instagram and Facebook, because - well, that's where the majority of the Dandy folk are hanging out and finding value - we hope you find this post will help define your goals, maintain your focus and lighten up those notifications.

Let's take a look:


Big Picture Themes for Social Media  

Topics

you can't ignore

  1. Video! Get onto it - it's just going to keep growing.
  2. Organic Content for Businesses is hitting 0% reach, so planning and strategy is GOLD.
  3. Live Streaming
  4. Create better connections with your customers 
  5. Honesty - get real with your audience and have proper conversations.  Add genuine value and provide quality over quantity.
  6. Email marketing - remember, you rent space on social platforms. Email addresses allow you to speak directly to customers. Don't ignore the importance here. 
  7. Collaborate - partner with like minded businesses and hustle together!
INSTAGRAM
  • Instagram Stories are where it's at. They are the new norm, and with over 300 million active daily users there are plenty of opportunities to grab the attention of people who could translate into collaborators, colleagues, customers and clients. NOTE: The first 3 seconds are crucial, so grab them with a truth bomb or something of instant value. Instagram stories highlights mean there is greater focus on your profile and opportunities to drive traffic (those who use Shopify will benefit with the new partnership between the two platforms), key points to doing this will be tagging yourself, products and their location (whether physical or online)
  • Curate your content, use Instagram archive to hide old posts to better manage and craft your brand aesthetic, consistency is key. While I'm not a massive fan of an overly curated feed, at least try and consider the look so that your style of post is easily recognisable HINT: Get yourself in some photos if you are part of the brand. 
  • Use Linkin.bio or Bit.ly to create links from your profile to website, these will be useful for publishers, bloggers and anyone driving traffic to specific pages, your profile is your new business card, make sure it's easy to understand who you are and what you do.
  • This year also sees a big shift in content management and permissions to use and share content (visual or otherwise) of other users whether brands, products and services or UGC (user generated content). 
  • Micro and macro influencers are continuing to reign supreme, however research shows that we're more inclined to levitate towards the words of someone we can relate to, and this has been identified as people who have between 1,000 and 10,000 followers, after that they're considered to be a 'celebrity' and therefore likely to be doing endorsements for money. If you're planning to work with an influencer, make sure you have clear goals and expected outcomes, and align yourself with someone who compliments your brand and vision, don't just choose someone because they have a lot of followers. 
  • Set your targets and measure, measure, measure! Get into the habit of looking at your Insights (only available to Business Profiles) Some common performance metrics you can use are: engagement rate (likes, comments, shares), brand sentiment (how people are talking about your brand), foot traffic (customers visiting your physical store), website traffic (customers clicking through to your website), sales (conversions and generated revenue)
FACEBOOK
  • Invest in advertising. If you are serious about growing your business, stop using Facebook like a blog.
  • Invest in photography and great video. Upskill yourself and use the amazing (often free) tools we now have at our fingertips. (Let me know if you need any good leads)
  • Know your audience! Nothing new here but please be sure to check your Insights and be clear about who your page is attracting.
  • Live streaming will be rewarded but only if it adds genuine value to your audience. Fundamentally, if there isn't a good reason to go live, don't. No one likes to have their time wasted. 
  • Always keep your content moving, interesting and engaging, plan for failures or glitches and roll with them, done is better than perfect.
  • Include a CTA (call to action) asking people to join your email marketing database, your Facebook group, your event...

And, the most important thing to remember, is to be yourself, all the time. Because that's what people are buying.

LIVE VIDEO? YES PLEASE! 

We used Facebook Live to record our Digital Ready coaches panel this month. This not only added value to our content offering but can be repurposed and broken down into chunks for lots more content development. And it was free! So grab yourself a tripod, a good wifi connection and hit record!

Our third Social Exchange Session with Digital Ready was held this month in Hobart. We talked trends with Ionata Digital, Polly McGee, Kingthing Marketing and CAPTAIN + CO. Enjoy!

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Hi there - thanks for joining us. You can read or listen, whichever you prefer. The podcast can be found if you click the black bar just below.  If you have something to share, please use the comment box, it's always great to receive your feedback.

Imagine running your business like your home… Notes on the fridge, scribbled down plans on shopping lists and sticky notes that get lost somewhere between lunchboxes and soccer boots.

You’d fire yourself, right?

So love it or never quite nail it, PLANNING is ermm, kind of important.

For me, ok there are a few areas that are still a work in progress, but when I get the planning right; it makes a HUGE difference to my workflow - and stress levels. I used to cram everything in my head or write things down and then forget where I put the diary or scrap of paper.

Uh huh.

Stressful.

So does planning sound like extra busy work for you? Or could better planning save your soul?

Positive planning – here’s why

1) Organising your work life boosts efficiency and productivity.

2) Planning ahead reduces repetition of tasks and helps you to avoid half completing projects.

3) Better planning helps you prioritise what’s important and therefore give it the most energy and time.

4) Using online organisers or schedulers such as Google Calendar and BookedIn save you time by reducing extra emails, texts and calls.

5) Having a clear picture of what has been achieved in a day is motivating.

So how do you become a better planner? Where do you even start?

How to do it (and stick to it)
  • Pick your online organisers such as Asana or Evernote. Pick your methods - and stick to them.
  • Prioritise tasks in order of importance - and be realistic. Can you really achieve all that in a day? Try not to overcrowd your plan.
  • Be specific. Make tasks short and measurable.
  • Factor in some flexibility. Not all plans are perfectly executed, especially when parenting calls. Leave some space - an hour in the morning for example - for the unexpected or the unavoidable; that birthday present you forgot to buy, the soccer socks that need to be washed, the personal call you have to make.
  • Keep checking in on your plan – what has been achieved?
  • Involve others. Good planners get help when they need it. So if you have a deadline looming and a friend or grandparent offers to help with children – take them up on it and block that time for work.

But better planning is not just about lists and ticks. Planning also means setting goals, being accountable and reviewing – all major tools in your business success arsenal.

Setting goals

Goals help you to see yourself, and your business clearly. What are your desired outcomes? How realistic are they? Write down your goals for this year and where you’d like to be five years from now.

Being accountable

Accountability and reliability go hand in hand. Being accountable means taking responsibility for your actions, “turning up” and showing that you not only trust yourself, you can also be trusted.

Reviewing

Just as important as setting your goals is reviewing them. You might find some goals shrunk in importance while others became the focus. And remember, it’s actually okay to press re-set on your goals sometimes!

So, do you like the sound of reducing the stress? Are you ready for some serious online organisation game changers? This is by no means an exhaustive list, (and no, I’m not being paid to promote anything I suggest), but here’s what I use after testing quite a few options:

Asana
  • Helps you to know exactly who in your team is doing what - and by when.
  • Allows you to create, store and share documents with your team using - Dropbox and/ or GoogleDrive.
  • Helps messaging and communication across teams with Gmail or Slack.
Google Calendar – Free with Google Account
  • Gives you reminders about meetings and appointments via SMS, emails or popups.
  • Allows you to see your schedule (in read-only mode) without Internet access – no matter where you are.
  • Shares your calendar with colleagues so you don’t need to over email or call to schedule events and meetings.
Evernote – free and paid service options
  • Syncs your computer, smartphone and tablet – allowing you to access your notes wherever you go.
  • Allows you to copy and paste files directly into folders. You can also transfer and save web pages.
  • Helps you categorise your notes into folders – helping you stay even more organised.
BookedIn- free and paid service options
  • Enables clients to book your services online 24/7 directly on your website. Or even via Facebook.
  • Allows you to collect custom information about clients – great for getting to know new clients.
  • Helps your business get ranked on search engines!
Xero
  • Uses fast cloud software so you can access your financial accounts from any device with an Internet connection.
  • Gives you multi-user access which means you can collaborate online with your team and advisors.
  • Gives you a clear picture of your financial position – in real time.

So there are some tools to help you improve your planning! Now it’s up to you. Save yourself some stress with a more organised approach to your business in 2017. Sound like a plan?

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Hi there - thanks for joining us. You can read or listen, whichever you prefer. The podcast can be found if you scroll to the end.  If you have something to share, please use the comment box, it's always great to receive your feedback.

GUILTY AS CHARGED

I remember sitting in the school car park recording a video for Facebook. My laptop was open on the passenger side, groceries in the boot, swimming gear thrown on the backseat. I had missed two phone calls, had a 5pm deadline and remembered my husband was working late.And there I was, portraying myself as a centred, focused freelancer while my head was dizzy with all the jobs that needed to be done. Multitasking – What The @$*! Could it be that successful multitasking is a myth? Is it that no one is ACTUALLY, seamlessly multitasking, but rather juggling those greasy balls in the air - something we all practice a lot, but rarely get good at?

THE FREELANCE FRAZZLE

As a business owner and mother of two, I wholeheartedly admit to the freelance frazzle. Don’t ever come into my laundry room or peep in at my bedroom floor. Never check the mantelpiece for dust or assume I have weekly meals home-cooked and stored in the freezer. Quite the opposite - I struggle with it all, but who doesn’t? Multitasking is nothing new but “if we used to ride a cognitive horse-and- buggy, now we’re in a race car”, according to pbs.org. Basically, with all our screens and devices combined with everyday tasks, if we “do two or more things simultaneously, we’ll do none at full capacity.”

LETS STOP AND FOCUS

Over the summer, as I wrote about before, I had three deliciously disconnected days - no phone, no social media, no news. On reflection, I may have had a mini epiphany. What I discovered while staying away from my smartphone was how quickly I can lose focus. For instance;

- I can easily skit from job to job and lose my core focus

- I suffer from information overload

- I check my phone in bed, morning and night

- I don’t eat properly

- My social life gets left behind

Why are these things important? Let me break it down. When I get busy, I admit to checking notifications when I’m supposed to be writing a newsletter. I can’t remember the facts when relaying a story because my brain is taking in too much online. I bring my phone to bed and check it during breakfast and yep, then it takes double the time to get the school lunches made.

When I’m trying to do too many things for others I forget about myself and my health suffers. Contrary to popular belief, multitasking doesn’t save us time - it actually slows us down. It’s even been said that tasks completed by people who do multiple things at once are nowhere near as good as non-multitaskers. Is this resonating yet?

So what’s our solution? “Complete tasks in batches,” says health.com. “Each task requires a specific mindset and once you get in a groove you should stay there and finish.” Following my epiphany, and thanks to the glorious sunshine and salty air, I made The Plan for my year ahead. It’s a work in progress but I’m already feeling the difference.

THE PLAN

1. Make The Plan! (don’t just think about it and make it pretty in your head). Stick to it.

2. Create systems at work that keep you focused. I use Evernote and Asana – TOTAL game changers!

3. Read a book. Retrain your eyes to read left to right slowly, not rapidly up and down. I couldn’t believe how much I noticed the difference…and how I became more relaxed.

4. Avoid the distraction and physically put the phone somewhere else when you really don’t need to be on it. If you must have your phone in your bedroom, at least turn it to airplane mode – less brain frazzle.

5. Future proof yourself. After the summer rest, I consciously chose to make better food choices and have upped my exercise. I’ve also given up wine and coffee this month. My head is so much clearer.

6. While I do love to cocoon myself in my home, it’s vital to connect with your friends, especially your besties. Once a month, I’m trying to gather a few and make sure we all get to laugh out loud.

This month, the practice of balance between work and home life is top of my list. If I don’t reset myself now the rest of the year may just be another busy blur. And I’m kind of done with that.

Multi-tasking is out. Completing tasks is in – but on my terms.

Over on Instagram, I’ve been using this theme, along with the #28daysofcreativecare project, to generate content that reminds me of my purpose, as well as hopefully helping others along the way. Go check Amy Kuretsky out - if you haven’t already.

Do you have any tricks for tackling the multi-tasking myth? Let me know, I'm always keen to keep learning. Leave a note in the comments below, as who knows, you might just trigger some truth for someone who chose to stop and check out this post today…

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Modern marketing is changing in 2018.

This weekend my regular routine was interrupted by some big BIG Facebook news. (News that has many businesses and social media marketers scrambling for a paper bag to breathe panic into).

Mark Zuckerberg announced a new direction towards more 'meaningful social interactions' for his 2.5 billion users. (See his statement below) Public content is clogging our feeds and has been interrupting the genuine connections with our friends and family. Facebook has been watching and after the hot water they swam in during the US elections, it appears Zuck is acting with conscience.

The new focus for Facebook this year for everyone is not on finding relevant content but having more meaningful interactions online, which as research shows is clearly better for our wellbeing. And we all know how vital that is in a world of regular social media mayhem? 

So why the panic?

Quite simply, businesses who churn out content to convert will be penalised. Organic reach is heading towards zero and if you aren't adding social advertising, video and LIVE broadcasting plus have a Group page strategy added to your 2018 plan, then folks, it may be time to kiss your Facebook success goodbye.

So what can be done?

Again, and yes quite simply; 

Businesses whose content creates COMMUNITY will be favoured

We are all fed up with the clickbait, engagement bait memes with the 'try this to discover your ideal pet' quizzes. It's time to get back to basics and think deeply about who we are working with. What is it our that we can offer our community that will genuinely add value to their product or service offering? What will save THEM precious time, energise their potential and encourage their growth? THAT is what we need to consider and THAT is the future of marketing online.

Seth Godin couldn't have explained it better. In his latest Facebook LIVE broadcast (watch it, he's brilliant) he suggests modern marketing has turned on its head and sits directly opposite anything and everything written in marketing textbooks. These texts teach mass marketing, treat everybody the same and take what you can get. For Godin, we need to look to empathy, humility and effectiveness. 

  • Empathy means 'we are making it for you and with you.'
  • Humility means 'I have no right to your attention or no right to your money.' 
  • Effectiveness means 'I will cycle and learn, in a lean way making assertions correcting and repeating until I figure out what works today.'

Sage advice.

Not only are the big heads of about social talking, but so are leaders in our local marketing world. We talked to three Tasmanian thought leaders and asked them what their strategy for 2018 would be with this news.

Here's what they had to say:

“We all rail against fake news, then we are aghast in the business against our news not being seen. The real question we need to ask is what is OUR authentic story, forget the algorithms, forget gaming the feed, who are we serving and what do they truly need to hear. When we stop serving ourselves, the real business begins.”
— Dr. Polly McGee, business strategist and author The Good Hustle
“It will be a challenge. But a good one. Hopefully it will mean less ‘bad’ content. A great opportunity for businesses to get more creative. More strategic. Tell their true stories. And engage with the right people. Heck yes.”
— Kim Saunders, social media manager, Captain and Co.
“Facebook now tells us that people want to hear more from their family and friends? We only work with brands that ARE family and friends to their customers. If you aren’t in a close relationship with the people you want to give you money, you’re in a relationship that is exploitative and frankly unsustainable.”
— Darren Alexander, CEO, Beetle Black Media

So what do you think? We are working on lots of new strategies for clients which will include social advertising, live broadcasting and video content, but above all else, a LOT of investigation into what the audience genuinely wants and needs. We'll keep working on ways we can support you through these changes, so please reach out with questions so we can best serve YOU.   

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