MATE 033 – Powerful public speaking tips from TEDxMelbourne curator Jon Yeo

Jon Yeo is an executive speaker coach and the curator of TEDxMelbourne. In this episode of MATE, he gives some powerful tips to delivering an effective public speech, he tells us the key elements to moving TEDx Talk and he tells us what it’s like going to the global TED conference.

Jon Yeo
Jon Yeo

 

Topics:

  •  How Jon’s background in IT at the time of Y2K aka “The Millennium Bug”, incidentally lead him to where he is today
  • Intense focus
  • What does a Speaker Coach do?
  • Content, delivery, composure, and vocal preparation: Is one more important than the other?
  • “Great communication is universal”
  • Make your speech accessible to your audience
  • Thought leadership and reputation trumps features and benefits
  • Apple’s trust relationship with their community of customers
  • Jon tells us what makes a great speech, some of the mistakes speakers make and gives us a taste of his ‘9 Elements’ to a great speech.
  • Jon shares his story of a Nigerian gun runner, and how Jon helped turn his story into a powerful thought-provoking message
  • The power of ideas, and asking the question “what if it wasn’t?”
  • FEAR causes us to lose LOGIC
  • The TEDx experience, culture, the history of TED Talks and the TED mantra: “Ideas worth spreading”
  • Jon tells us about some of the most notable, transformative and surprising TED Talks he’s seen
  • Jon’s heavy involvement with TEDxMelbourne conference, and how he is preparing speakers for their upcoming event on 19th September 2017)

 

TED Talks mentioned:

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 032 – Community Management vs Social Media Management, with Alison Michalk from Quiip

With a newborn baby, Alison Michalk took a crazy leap and started her own business, with the goal of a better “work/life blend”. Alison is the CEO and Founder of Quip, Australia’s leading Community Management provider. She’s also a Founder of Swarm Conference, Australia’s only conference dedicated to online community managers. In this episode of MATE, we talk about why forums are still not dead, how to build and nurture online communities, how Facebook is eating the world (and whether that’s a good thing) and how to manage your business through a crisis. We also dispel the ongoing battle, once and for all: Community Management vs Social Media Management.

Alison Michalk
Alison Michalk

 

Topics:

  • Why online forums are still not dead!
  • The ways in which forums are better than social media sites
  • How Alison’s experience moderating online communities led her to start Quiip
  • What is Quiip?
  • What is Community Management?
  • Community Management vs Social Media Management
  • How nurturing a brand’s community can lead to increased customer loyalty and customer satisfaction
  • Social media’s positive impacts on customer service
  • Alison’s primary motivation for starting her own business: flexibility and freedom.
  • Quiip encourages employees to pursue their dreams outside of Community Management
  • Remote work is the future of employment
  • The “work/life blend” philosophy
  • Starting a business with a newborn
  • Chatbots and the messaging mega-trend
  • How edgy brands can exhibit a cavalier, yet fun, tone of voice on their online communities (e.g. 7-Eleven, Boost Juice and Lorna Jane).
  • The key principals of community management
  • Facebook’s tumultuous relationship with its users
  • Facebook’s tumultuous relationship with brands and advertisers
  • Can we trust Facebook? Do we even have a choice?!
  • The responsibilities of social media platforms
  • Challenges with Facebook Live
  • The thing to remember about Facebook: it’s a business.
  • The genesis of Swarm Conference
  • How to manage a business crisis
  • The key question every manager should ask their employees: “I don’t know, what do you think?”

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 031 – Simon Davenport’s lessons from marketing at Officeworks, Boost Juice and Kmart

Simon Davenport is one of Australia’s premier marketing professionals, with 12 years’ experience in the field. He’s spent the majority of his career working in senior leadership roles at some of Australia’s most iconic retail brands. During this chat, Simon explains what he’s learned about marketing from working at successful businesses like Officeworks, Kmart and Boost Juice. In 2016, Simon was inducted into the very exclusive The Marketing Academy as one of the industry’s most influential and successful leaders. Simon’s main goal is to inspire and motivate the next generation of marketing leaders, something he absolutely does in this episode of MATE.

Simon Davenport
Simon Davenport

 

Topics:

  • Simon reflects on his early years, studying marketing and working in creative advertising agencies.
  • Why creativity is crucial in marketing
  • What Simon learned while working for retail giant Kmart: “No business is too big to benefit from change”.
  • How a youthful culture helped Boost Juice grow to over 250 stores worldwide
  • Boost Juice had a policy for their head office staff to spend time working in customer-facing roles in the retail stores, which helps them better understand the brand.
  • What Simon learned from Boost Juice founders Janine Allis and Jeff Allis (Janine is also a co-host of the entrepreneurial reality TV show Shark Tank).
  • “Passion produces great products”. But can you design for that? And if so, how?
  • What Simon has learned in his current role at Officeworks, Australia’s leading stationery and office supplies chain.
  • The similarities Simon has seen in all of the successful brands he’s worked with
  • Simon Davenport considers his career speciality as being “the fixer”.
  • Simon’s #1 leadership tip: “Ask the experts in your team the right questions”.
  • Does advertising actually work?
  • Simon breaks down the three roles of advertising: (1) sales activation; (2) functional benefits; and (3) emotional priming.
  • What are the consequences of abandoning any of those roles?
  • What does having a “brand purpose” mean?
  • The internal and operational challenges of getting an emotion-driven “brand purpose” campaign launched
  • How Simon was selected for an exclusive leadership program with The Marketing Academy
  • Simon’s advice about leadership in marketing
  • Why Simon keeps a gratitude journal

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 030 – Joel Gerschman and Howard Finger on building a better business and living a happier life

Learn how to build a better business and live a happier life, with the two guests on this week’s episode of MATE. Joel Gerschman (business coach) and Howard Finger (businessman) are the authors of a new book called, ‘The Mindful Entrepreneur’. Their book teaches business owners how to grow their business, and build systems and processes to make it successful. Their advice also helps business owners with tips on how to cope with the stress of running a company and deal with unforeseen challenges. Plus, we take a behind-the-scenes look at the process of creating their book.

Joel Gerschman (left) and Howard Finger (right)
Joel Gerschman (left) and Howard Finger (right)

 

Topics:

  • The real-life events (from Howard’s life) which inspired the book, The Mindful Entrepreneur.
  • The book’s key pillars, which can help the everyday business owner be more successful.
  • The impact on personal lives when business isn’t going smoothly, and vice versa.
  • The importance of prioritising, systemising and delegating for small business owners.
  • The steps Howard took to improve his personal and career well-being
  • The multitude of risks which entrepreneurs take, when running a business.
  • Why content marketing has become so important in 2017
  • Finding the confidence to say “no”
  • What a state of mindfulness can achieve, through good and bad times.
  • How a change of mindset got Howard through the Global Financial Crisis
  • What’s the deal with business books? Why do they always promise so much?
  • Meaning and purpose often outweighs monetary gain, and why that’s not such a bad thing.

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 029 – Vince Parry reveals the secret world of pharmaceutical drug marketing

Vince Parry is one of the world’s leading experts on pharmaceutical branding and marketing. With over 30 years’ experience in the industry, Vince was instrumental in bringing brands like Lipitor, Botox, Colgate and Dove to a wider audience. In this fascinating discussion, we cover: why healthcare goods need a different marketing approach to consumer goods; how to brand products which customers need prescriptions to buy; and the crazy tests a drug name needs to go through before being approved by the FDA/EMA. We also discuss Viagra, Botox, medical marijuana, hair regrowth and … explosive diarrhoea. 😬

Vince Parry
Vince Parry

 

Topics:

  • How marketing and branding healthcare products differs from consumer goods and services
  • The 3-year pre-planning timeframe required to launch a healthcare product
  • The key lessons from Vince Parry’s book, Identity Crisis.
  • “Medicines aren’t soft drinks; hospitals aren’t hotels.” ~ Vince Parry
  • The influence of a doctor’s recommendation to patients
  • Brand awareness in healthcare must consider many audiences, including: doctors, patients and caregivers.
  • Lifestyle brands in healthcare include: Viagra (for impotence) and Propecia (for baldness).
  • Is the negative public perception of the pharmaceutical industry justified?
  • The legalities and liabilities of making claims in healthcare advertising
  • Private label brands—i.e. store brands—are flooding the market due to drug patents expiring.
  • The enormous costs involved in bringing a pharmaceutical product to market
  • Can Silicon Valley can revolutionise the healthcare industry with services like the Lemonaid Health app.
  • Which brand would be better suited to disrupt the healthcare industry: Amazon or Nike?
  • Medical marijuana … the myths, the USA’s state-by-state legislation, the huge clinical benefits of THC and CBD for epilepsy and MS sufferers, the already-evolving industry and Vince’s own experience launching a medical marijuana brand in New York.
  • The fascinating list of rules, regulations and guidelines which companies must follow when naming pharmaceutical brands.
  • Failures and success stories in the healthcare industry

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 028 – Sarah Cooper turned a viral infographic into a comedy career

Sarah Cooper is the author of the viral infographic: 10 Tricks to Appear Smart in Meetings. In this episode of MATE, learn how Sarah parlayed her viral post into a three-book deal! We also discuss the business of comedy, the economics of being an author and why she failed as an actor. Sarah’s work has appeared in The Washington Post, Fast Company, Business Insider and Huffington Post. Oh, and Sarah also reveals how a job working at Google became her “backup career”!

Sarah Cooper
Sarah Cooper

 

Topics:

  • Life as a comedian and an author
  • What Sarah learned working in digital interface design for Yahoo!
  • The struggle of trying to earn a living as a stand-up comic
  • How Sarah’s backup job at Google transpired, and how it got her to her next success.
  • Using humour to connect with the audience when writing
  • The differences between acting and live comedy
  • Behind-the-scenes of creating the viral sensation: 10 Tricks to Appear Smart in Meetings.
  • Thoughts on imposter syndrome, the monkey on the back of many creative people.
  • How Sarah turned her viral infographic into a three-book deal!
  • Why it’s important to have trustworthy advisors when entering a new business relationship
  • The business of comedy and the business of writing
  • The many ways Sarah maximises her income
  • The marketing techniques that have worked for Sarah; and the ones that haven’t.
  • Are Facebook ads worth it?
  • Sarah reveals the biggest challenges she’s faced over the years

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 027 – Thomas Barta on how to succeed as a marketing leader

Thomas Barta is a marketer, turned McKinsey partner, turned organisational psychologist, speaker, consultant and author. His book, ‘The 12 Powers of a Marketing Leader’, teaches marketers how to succeed by creating value for their customers as well as creating value for their organisation. Learn how to shift the perception of marketing being seen as a cost-centre, how to build more trust with your stakeholders and how have a more successful marketing career. Listen to why Thomas is one of the most sought-after leadership experts in the world, as well as why his book recently SOLD OUT in Europe!

Thomas Barta
Thomas Barta

 

Topics:

  • Thomas asks Adam what he thinks of marketers
  • The common issues marketing leaders face: the trust gap, the power gap and the skills gap.
  • The four Ps of marketing
  • How to battle the common misconceptions marketers face within organisations (such as: being a cost rather than a profit-centre, or even being less important than other departments).
  • How to become a truly effective marketer
  • Keys to success when being a good marketer is not enough
  • The importance of having an ever-evolving skillset
  • Getting further by knowing the agendas of stakeholders within your organisation, and working to help achieve their goals.
  • Digital marketing requires strategic leadership; to succeed you must show how digital contributes to your company’s overarching goals and priorities.
  • An effective marketing department is built on team balance

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 026 – Sean Zinsmeister unlocks your marketing stack with big data and marketing automation

Sean Zinsmeister knows his shit when it comes to big data, marketing automation and marketing technology. He has a long history working with marketing technology and is currently the VP of Product Marketing at Infer. In this episode of MATE, Sean explains how to unlock the power of automation and how to use AI to make big data more manageable. Sean is also the host of the marketing technology podcast, Stack & Flow.

Sean Zinsmeister
Sean Zinsmeister

 

Topics:

  • What is Product Marketing? And how is it different to Product Management?
  • Sean explains how his background in music has helped his career in marketing technology
  • The surprising parallels between audio engineering and marketing automation
  • Sean tells us about his early days in software marketing in Silicon Valley
  • What does Infer do? And how does Infer’s software work?
  • What is Marketing Automation, and why is it valuable for businesses?
  • The Unroll.me / Uber user-data sale scandal
  • Sean reveals how to get better conversion rates, rank your leads better, and understand big data.
  • Finally, we dissect the common buzzwords used in software marketing!

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 025 – Joseph Jaffe on consumer empowerment, and other tectonic shifts in the marketing world

Joseph Jaffe is a marketing visionary and serial troublemaker. He begins our conversation by hijacking my podcast from the very first sentence, and continues to shake up my perception of the marketing world for the next 60 minutes. Joseph is an entrepreneur, author and industry observer. We talk about how the advertising world has changed and why consumers are now in control of the interactions they have with brands. Joseph also drops some other tectonic shifts we’re due to see across marketing in 2017. Strap yourself in, this is gonna be a good one!

Joseph Jaffe
Joseph Jaffe

 

Topics:

  • The reality that consumer empowerment has changed the marketing game
  • The philosophy of why ‘the 30-second spot’ in advertising is dead, and examples from Joseph’s book, Life After the 30-Second Spot.
  • Can brands selling everyday products sustain their market share without good advertising?
  • The 4 principles which can make or break a business
  • How brands can leverage their existing customers to generate new ones
  • What Joseph learnt about the perception of value, in his early days as a marketing employee at Nando’s.
  • The key takeaways from Joseph’s book, Flip the Funnel.
  • How Netflix survived their digital transformation and why Blockbuster didn’t
  • The big changes that are coming to the marketing and advertising world in 2017
  • How Joseph’s agency, Evol8tion, connects start-ups with brands.

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.

MATE 024 – Ronsley Vaz, from Amplify, on podcasting and the power of audio

Ronsley Vaz is the Chief Daydreamer at Amplify, an audio marketing agency, and is also a strong podcast advocate. In this episode of MATE, we talk about the opportunities podcasting can create for businesses, the power of audio marketing and what Ronsley is trying to achieve with his agency. Ronsley also tells us about his new book and how to raise your voice, boost your brand and grow your business. And find out what I asked Ronsley for him to respond with: “Wow, that’s the best question I’ve been asked … ever!”

Ronsley Vaz
Ronsley Vaz

 

Topics:

  • How Amplify harnesses the power of conversation to create powerful marketing campaigns
  • The effective and powerful ways we can communicate via podcasting
  • The challenges of creating good audio content
  • Why podcast listeners expect good quality audio in 2017
  • Adam and Ronsley debate whether audio marketing is the right approach for marketing your brand when considering the principles of strategic marketing
  • Ronsley walks us through his book ‘Amplify’ and it’s 7-step framework
  • Ronsley’s advice on how to measure the true success of your podcast/audio content
  • Ronsley’s take on the mistakes made by brands in content marketing
  • Topless hairdressing at ‘Frisky Fridays’ in Cairns, QLD.

 

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MATE podcast is a show about Marketing, Advertising, Technology and Entrepreneurship. Hosted by Adam Jaffrey: Digital Strategist and Entrepreneur. Made with ❤️ in Melbourne, Australia.