The Alchemists

Episode 09 // Organic content: the hottest takes

In this episode, Andrés is joined by deputy content director at ABC Radio Brisbane, Scotty McDonald, Instagram expert and founder/CEO of social media consultancy The Social Sandwich, Edwin Smith, and social media and marketing consultant Georgia Tappy. Our panel of Alchemists bring their spiciest opinions to the podcast on everything from content fatigue (is it even a real thing?), defining what organic content is (and what it isn't), lo-fi VS high-production values, and the best ways to leverage organic content in paid placements, answering questions like: * What is a useful definition of 'organic content' in 2024 given how social platforms and tech have changed? * What's driving the shift from high-production value video to lo-fi video? * Which social media channels are on the leading edge of content and audience trends? * Is our industry to blame for creating a sense of content fatigue? * How do we better align our approach to social media with the intended purpose of these platforms? You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.  For more information, visit www.stateofsocial.com.au.

Episode 08 // The end of Search (as we know it)

In this episode, Andrés chats with account director at performance marketing agency Bonfire, Will Bal, and Emma Hollins, principal experience designer at Western Australia's largest energy provider, Synergy. Our panel of Alchemists dive deep into the seismic changes happening in Search right now, zooming in on the transformative impact of Generative AI, the ways that different age groups and communities search online and the role for brands in being present in meaningful ways for their audiences, answering questions like: * What can we learn from previous generational shifts in the way Search operates and has been used? * What are the the biggest factors driving the current disruption of traditional Search leaders? * Is there a playbook for how brands should adapt to this new evolution in Search? * Is Google's dominance and influence shrinking in this new world?  * Does this shift away from traditional modes of Search reflect broader societal changes? You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.  For more information, visit www.stateofsocial.com.au.

Episode 07 // Building bridges: fandom and brands

In this episode, Andrés is joined by fan engagement expert, Dr Georgie Carroll, brand and gaming strategist James Whatley, and intellectual property lawyer at law firm Bennett slash comic book editor, Dave Stewart. Our panel of Alchemists share their insights about the emerging power of fandoms and how brands can tap into them to build communities with deep, meaningful connections and how to know when and where your brand is welcome, answering questions like: * How should marketers and brands go about engaging with existing fandoms? * What's the best way to work with these communities in authentic, respectful ways? * How can brands add value to fandoms, rather than just stealing or appropriating from them? * When should brands not get involved with passionate communities of fans? * What's the role of 'gamification' for brands looking to add value to fandoms? You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.  For more information, visit www.stateofsocial.com.au.

Episode 06 // Mental health and social media

In this episode, Andrés sits down with general manager of social media and community management company Quiip, Larah Kennedy, CEO and founder of mental health social enterprise Happiness Co, Julian Pace, and co-founder of inclusive communications agency Brandable, Tess Palmyre. Our panel of Alchemists reflect on how social media is affecting our mental wellbeing and what we, as marketers, can do to improve the connection between positive mental health outcomes and social media use, answering questions like: * What are the biggest mental health challenges created by social media? * How important is it that we, as an industry, help to lift social media literacy in society? * How do we actively manage and reduce bias inherent in social media platforms and the way we interact with them? * What should best practice in social media marketing look like in 2024 and beyond? * How do we look after marketers' own mental wellbeing, given our heightened exposure to these platforms? You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.  For more information, visit www.stateofsocial.com.au.

Episode 05 // The power of the big platforms

In this episode, Andrés is joined by managing partner at social media consultancy Frankly, Michael Corcoran, creator economy expert and author of the ICYMI newsletter, Lia Haberman, and the 'only writer' at Mobile Tech Journal and founder of Emojipedia, Jeremy Burge. Our panel of Alchemists dive into the big, messy conversation about why the big social media platforms operate the way they do, where they're headed and how we can re-negotiate a better relationship with them, answering questions like: * Are social media companies good or bad for society at large? * What forces are dictating how social platforms reinvent themselves? * What role should regulation play in the future of social media? * How can our industry help to hold these platforms to account? You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.  For more information, visit www.stateofsocial.com.au.