engagement

Balance is better, crazier

This year’s international women’s day theme is #balanceisbetter. I’m Libran, so balance is in my DNA. However, I dug a little deeper to find out why balance of men to women in the workplace is better. Better for you and better for the organisation’s performance.

This week, I’m organising a corporate breakfast event for International Women’s Day. I interviewed three women and a male in senior roles across male-dominated fields. Here was their resounding response to why balance is better in their corporate world:

  • balance of ideas and innovation

  • balance of opinion and ways of doing things differently 

  • balance of customer representation and direct resonance with the customer persona  

  • balance of opportunity to bring out the best in people

That all makes logical sense to me. But what do we mean by balance, they ask, challenging my question. Indeed, balance does not assume 50/50.

Balance is something much deeper than quotas or parity. They agreed that balance is subjective to each organisation, or industry, or team. Balance is difficult to quantify but they said that progress towards balance should be identified and measured. Programs, projects and teams which are led by women will be great initiatives to measure, as well as flexible workplace practices for all employees; working groups, interest groups and mentor programs all provide a platform to build equality and opportunity.

Communication is also highlighted as key. It’s ok to state that we all have preconceived and unconscious bias because of the environment that surrounds us. They tell me that it just needs to be overtly recognised and adjusted. For eg, hey we don’t have any females candidates put forward for this job. Why? Go back to the recruiter and ask them to cast the net out wider. And if there are some women considering applying but are not quite confident enough, let’s put in place some mentoring to anyone - male or female - to help them through the process. You get the idea? Identify unconscious bias and fix it.

In Nike’s latest ad “Dream Crazier” they explicitly call out this unconscious bias. The ad draws you into the discriminatory sporting landscape. However, the ad turns around with a response. It challenges its female customers to not feel defeated. Accept the bias undertow but prove it wrong through achievement. What have we got to lose? Nothing but everything to gain under the right mindset which I coin as #nobarriers in some of my previous blogs.

Let’s move to another landscape - the media.  Last week the ABC shared its desire to interview more female spokespeople in its news and opinion programs. In order to achieve a closer to parity balance it has set up a register of potential talent for their interviews of which women are able self nominate and be nominated to join. This gives women the opportunity to take the stage and offer balance of ideas, opinion, representation and opportunity. But wait, there’s more. And here’s the key. They say:

For women who have never participated in a media interview or written an op-ed before and feel nervous or unsure, please don’t be discouraged from nominating. All nominees contacted by the ABC’s experienced interview producers and talent bookers will be guided and supported through the process.

I’m really proud to see Ita Buttrose take the helm as ABC Chair and you can be assured that she will not put up with any unconscious bias from her board, given her history of success working under the Packers. 

However, we won’t have many women in Chair or CEO roles just yet. Men in current CEO roles need to listen and take notice to this new mindset of balance. In a stand up comedy show, Hannah Gadsby said that white males have a lot of power in this world and it’s up to them to promote equality and equal opportunity. Some are threatened by this prospect, knowing that a bit more competition could expose them, warts and all. For others, who genuinely care about shareholders and the organisation’s performance and not their own hip pocket, they are already listening to the benefits of balance. My advice is to seek them out and go work for them. Just do it.

Now, for all you Facebook fanatics, I will be recording a Live Facebook feed from my International Women’s Day event. Click going here: https://www.facebook.com/events/267076654213742/?ti=ia

Until then, please share your thoughts on this topic in my comments section below or via my social media post for this blog. I want to hear your opinion, both male and female as I prepare for this exclusive interview!

 Subscribe to my blog for more of my insights, advice on how to blog and podcast as well as inspirational stories of the human kind.

Show them what crazy dreams can do. #justdoit
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Fortune favours the brave

Podcasters are building such a ground swell of influence that advertisers are beginning to take notice. Like blogging, it’s the authentic connection to the customer that makes this channel a powerful influence of which advertisers are keen to explore.

This week, I read a great start up story of a guy who began his podcast on a shoe string budget. Before long, a PR company contacted him with a sponsor to support the costs of the podcast and he dropped his day job to take on full time podcasting. He now travels the world with his portable kit, interviewing highly successful business people for his podcast.

This guy was very dedicated to his concept for a podcast and he had a passion for the topic that formed a solid base for sponsorship investment. There’s no way I could have got to 50 episodes and 4,000 downloads on my podcast without sponsors supporting the cost of the channel. However, I first had to take a leap of faith and invest in building episodes at the business’s expense before seeking the support from advertisers. Now, my podcast engages my community, informs and educates them and drives leads for the business. And my sponsors are happy too. Win/win/win.

Fortune favours the brave.

However it’s OK if you don’t have intentions to be a full time podcaster and drop your day job. In fact, I’m hoping that your podcast, like mine, will be your main marketing effort that drives business to your day job. The point is, your podcast can be quite lucrative in the long run. If you’re brave enough to get started.

So how do you make a podcast that appeals to advertisers and sponsors? My advice is don’t focus on it at all. Focus on good quality content, and building a strong community of followers. Before long, advertisers will hunt you down, via directories where your podcast is available or via contact details on your channel. A PR company could approach you, should you be so fortunate!

The more subscribers you have, the more advertisers will take notice of your influence and reach. Likewise, seeing a consistent volume of episodes and series demonstrates your commitment and longevity. Lastly, the quality of topics and calibre of guests also indicates whether your podcast aligns to their brands and brand values. 

It’s helpful to have a sponsor’s section on your channel to allow for advertisers to contact you. Mostly, however, it will be the buying agency or PR agency that represents the brand who will be reaching out to you. 

Here are my top ten tips for attracting advertisers:

1. Focus on educating or helping your community

2. Share your Podcast’s vision and stand by your genre

4.  Interview influential people and do it regularly, in a variety of ways

5. Focus on recording quality podcasts, always

6. Use social media and use hash tags to grow your community (or hire someone who can)

7. Seek out awards to gain credibility

8. Enter competitions to win podcasting equipment

9. Interview a potential sponsor to reel them into your world

10. Be patient and you will be rewarded!

Sound like a plan? Then it’s time to get started. Let’s talk!

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Start your podcast today!

Start your podcast today!

Soliloquy, one two three

Do you have trouble finishing a sentence at the dinner table before one child or the other pipes up with their story for the day?

Hang on, hang on, let me finish. I was talking.

No, I started first.

Yeh but I hadn’t finished my story from before!

Air time in our home can be an issue, though I wouldn’t want it any other way!

This got me thinking about a theme for a blog this week because, many times, I am asked what’s the best approach to a podcast: is it one person telling a story, two as an interview or three as a panel discussion. And the answer really comes down to the topic at hand.

I ask my keen podcasters to think about their topics, because they can actually have a combination of these options for different series that they record. Let’s not be restricted by a format!

Here are my thoughts and some options for you to ponder..

1. One

If the topic lends itself to a range of academic references and is already stitched up as a topic that your customers will digest and accept as the preferred point of view, then a soliloquy-style podcast is perfect. In fact, you are better able to develop the story telling and build the excitement or complication effectively. The big caveat, however, is that you do not tempt yourself into reading from a script. Big mistake. Your listeners will lose you. Beware!

2. Two or three

If the topic is still in the process of being digested and churned by your customers, then a panel discussion with guests from differing opinions will be more appealing to your audience, helping them see various viewpoints on the topic. Remember, at MONIQUEPR, all podcast recording is done over the wire, so you can afford your guests from any part of the world providing they adhere to our time zones!

3. You and me

If the topic has more of an educational outcome, then an interview in a “how to”  series will go down well for your listeners and will be an opportunity to positioning you as the expert on the topic. The host (in this case me) will ensure that the questions give you the opportunity to share your knowledge and stay engaged with the listener. This is a safe place to start if you are new to podcasting.

4. Your guest and me

Lastly, if your guests have great stories to tell, and should not be interrupted (as I am at my dinner table), then a two way interview with a host is ideal. It adds to your podcast episodes and you don’t have to take time out to record. Your guests can be experts that you hire for the episode, your customers who have succeeded or who’ve had a positive experience with your brand, or anyone really who you think your customers would find interesting.

The key is that your podcast has regular episodes to keep your listeners engaged.

Series of podcast interviews are a great flexible option for podcasters because they allow you to trial different formats without pigeon-holing yourself into one.

Where to start?

A “How To” interview style podcast series is a MUST for those of you who have some education to offer customers. There’s also a fantastic call to action, allowing for you to send listeners to your landing page where you can capture details before giving them a free handbook, white paper, template or other free resource. This will also grow your subscription to your podcast, allowing for you to trial a few other formats as you grow.

Then, once you’re killing it, a series of soliloquies where you offer inspiration and motivation in episodes that go for a neat 25 minute commute is extremely powerful for your brand. It’s your soap box and can results in instant sales.

For me, there’s nothing like competing opinions and I enjoy being host to such scenarios with two experts challenging each other’s view with informed approaches to the debate. Here’s my favourite example where two experts - one from commercial property and the other from logistics - grapple with the future of the “last mile” which is an exciting topic with many possibilities for future solutions.

It can also drive engagement after the recording, in your chosen social media channels for podcast amplification. In my previous blog, I share the power of social media and how one little egg achieved as many likes as there are Australians. You never know where your podcast will travel when you leverage the power of the hashtag and social media.

The other great thing about podcast recording is that the time on air is your air time! No but-ins or pipe ups! Now that gives you space to share your story with the world! How liberating.

Keen to get started on your podcast but not sure how? Let’s talk.

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A winning niche

This month, the podcast channel I host, ASCI Lounge, was nominated for an award under the Industry and Careers category for the Australian Podcast Awards. Until the 14 February, the Australian public has the opportunity to vote. Whilst this is not as exciting as voting for the triple j Hottest 100, it is a worthwhile exercise if you are new to the enriching world of podcasts. Go on, support Aussie podcasts! 

Click here to view award nominees.

When you scroll through the nominees and the categories for which they’ve been nominated, you’ll be struck by the niche themes and topics on offer. For example, my channel, ASCI Lounge, is specific to experts wanting to build a career in supply chain management. Now that’s niche! However, with almost 4,000 downloads and over 50 podcasts, you quickly realise that it’s a “thing.” Here’s my channel on Apple Podcasts and on Google Podcasts.

What will also become apparent when scrolling through nominees is the soft news nature of these channels. Not many are news, but rather, informed views and fiction, based on compelling topics.

These “winning niche” characteristics are what makes podcasts so engaging, popular, and powerful. Podcast channels can even be the driving force behind creating a community, with some podcasters referring to their listeners as their “tribes.”

If you get one take away from this blog - it’s visiting the award website and selecting some podcasts for your own interest! I am honoured to be amongst these podcasters who have paved the way for the Australian podcast industry and I look forward to attending the awards celebration in May.

As a host of a podcast channel, there’s so much to learn from the community about the craft of podcasting. I think Australians are really drawn to its authentic format. I’m passionate about sharing my knowledge with my own clients wanting to podcast or build content for a podcast channel through my services at MONIQUEPR.

It’s an easy format to deliver too, making it a cost effective and time efficient production. Just check out my new price list and special introductory offer when you sign up to my mailing list. Could this be the marketing investment in 2019 that differentiates you from the rest? Let’s talk. 

 

The power of social media (and a humble egg)

This month, a new challenge was set for an Instagram post to achieve the most likes ever. This meant that the newcomer had to beat the record, already set by an incumbent, at 18 million likes. And the challenger post was a simple egg.

Not only did the post surpass the incumbent, world_record_egg, has taken the world by storm with a simple post picturing a humble egg, resulting in a flurry of media articles that PR experts only dream of achieving for their campaigns.

In my previous blog, I explain that content achieves high engagement when it is timely, relevant, accessible and is portrayed through the appropriate channel to reach its audience. 

But there’s one more vital element: capturing the sentiment of the customer. What are your customers currently thinking, feeling, experiencing, struggling to achieve? How can you address this to create a meaningful contribution? 

Orchestrating the right content, at the right time, via the right channels is not easy but it’s what will make you stand out in the crowd. Furthermore, identifying customer sentiment will put your campaign at the top of the social media feed through engagement (shares and comments).

This doesn’t mean that you have to solve all your customers’ challenges. However, the more you understand their persona (the profile that represents them) the closer you are to identifying the winning orchestral ensemble.  

The Instagram post was clever because its authors took a risk and chose a pure form to represent their product in amongst a plethora of highly branded and photoshopped posts on Instagram. It was innocent, yet bold, and it cut through the noise with minimal effort and zero cost. That’s the sunny side up from where I sit. What about you? Want to know how you can create compelling content that captures your customers’ sentiment? Let’s talk. 

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Repurposing for a purpose

We’re currently decluttering our home for more space which is a usual new year activity for our family. However, this time, we’ve pulled out the LEGO and are stock taking the pieces from each box with the purpose of on selling it for some cash for our son. It’s a painstakingly long process (with some outbursts of expletives along the way) but gives me time to think about the topic for my next blog.

What I see after 20 years of experience working with clients on content creation is the effort and expense that goes into creating content from scratch when there’s so much value in what’s already been created and stored or packed away to collect dust, just like these LEGO boxes.

Just last month I launched my new business, MONIQUEPR, a podcasting and content curation service for people who want to leverage the power of podcasting to achieve engagement with their customers. Podcasting is relatively new in Australia but has grown in popularity. Hey, we even have Australian Podcast Awards, of which I’m nominated for the Industry & Careers award as Host. So it’s gaining ground locally.

Further to its huge uptake in popularity and engagement, is the opportunity to offset podcast production costs with advertising revenue, which Forbes believes will grow in the US to $395 million by 2020, resulting in a strong business case for podcasting. 

Despite its appeal, I often get asked, “What will I talk about in my podcast?” Instead, I respond with a counter question: “What will your customers want to hear?” Keeping the topics and content relevant and engaging is most important. 

Just as we are wading through LEGO to seek value for on selling, you can review your content pool to determine its relevance in today’s climate, economy or season.

Select key moments to talk to your customers. Just as we identify the missing LEGO pieces to purchase to complete the set, your content needs a bit of investment to fill the gaps and can be tweaked and updated with latest statistics, news or can be aligned with a Timeline Moment in your industry such as EOFY, Valentine’s Day, Summer or other world days that celebrate your industry or topic to grow your audience.

If you are just starting out, content will need to be built from scratch. The best way to store it is within a blog. Blogs are a great treasure chest of content because tags of key words acts as a catalogue for repurposing content. Every podcast interview I record is transcribed and repurposed into a blog and edited for further reach. So, after time and initial effort, there’s no reason why you need to create content from scratch each time you want to talk to your customers. The key is that you make it relevant, helpful and timely.

So what are you waiting for?  Have a purpose this year and connect more deeply with your customers in a relevant timely manner with MONIQUEPR.

As we plough through LEGO pieces, completing sets and predicting their resale prices, we remember all the fun we had with LEGO and agree that it will bring the same joy to someone else. You too will rediscover the value of your existing content as you review it and bring it to life once again in a relevant and engaging way. Why not do that easily and cost effectively through the power of podcasts?

On selling LEGO is a tough gig but well worth it…..

On selling LEGO is a tough gig but well worth it…..

The most engaging blog I have read this year

It’s difficult at the best of times to engage an audience with a software solution but to do this successfully in the midst of the busy silly season warrants double the recognition. Such a blog is: Supply Chain Wars Episode IV - A New Hope. It certainly grabbed my attention and not because I am a Star Wars fan but because it was a solid argument for continuous planning presented in a compelling way by a global software provider, Logility. Here’s the video introduction to the blog (note, it’s a short video within a blog - another tick from me).

The blog includes best practice advice from Gartner to propel into the right continuous planning processes. This addition not only adds credibility to Logility but also offers readers some quality and sought-after advice for free (a must-have in every blog). It’s author does a great job of encouraging readers to take the next step in their planning and offers insights into the end results (also theme related): “to restore peace and order to the entire supply chain.”

Furthermore it has the famous dead man’s quote (in this case, from Yoda - Already know you that which you need.)

Lastly and importantly, it ends with a call to action for feedback.

My only disappointment was that the video did not include the Star Wars theme song. Royalties got the better of them, is my guess.

Luckily, there’s promise of another episode of Supply Chain Wars coming soon. I’ll be sure to share it with you. Until then, be an Jedi content curator.