Interview with Julie Pabion, host of ‘The Bubbling Adventure’ podcast

Audere Communications has recently partnered with The Bubbling Adventure Podcast and so we had the pleasure of sitting down with the host and creator, Julie Pabion, to hear her thoughts.

The Bubbling Adventure is a podcast all about positive education and conscious parenting, which Julie believes has a huge impact on children’s lives as well as society as a whole. Each week on the podcast, Julie speaks to guests on various different topics; everything from school phobia to foster families.

Over the past few years there have been many neuroscience studies that have shown the impact of ordinary educational violence on children, including such things as blackmail or threats, not only physical harm but everything that has been used on children as a means to ‘educate’. And so, from this, Julie understands conscious parenting and positive education as helping to make informed decisions in how you choose to educate your children.

It’s not about being a ‘perfect’ parent, the perfect parent doesn’t exist.  

A few years ago, Julie came across an article all about positive education, which she found very interesting. She also came to the conclusion that even if you are not/ have not been a parent, you were once a child and therefore it is important to come to terms with your own childhood and the impact that it still can have on you today. However, when it came to sharing these ideas, particularly in English, Julie couldn’t find exactly the words to say, so she started The Bubbling Adventure. She believes that this podcast is very important today as it is giving people a voice, and one that is often not as well represented. Many parents have to do things on their own, which can feel very isolating, and this podcast brings those people together so that they can see they’re not alone. On top of this, podcasts are much more personal than an article, for example.

The audience that The Bubbling Adventure brings in is mostly parents, although there are some doctors, teachers, and nannies as well. In the future, Julie would like to see more dads involved and listening to the podcast, as currently, it is mostly mums engaging. Julie said that we don’t hear from the dads as much, but their role is equally important in the development of a child. Julie also has a global audience, explaining that one of the many highlights of starting this podcast is hearing that it has been played in over forty countries, from Taiwan to Finland, to her that means more than simply just the number of listeners because it is easier to visualize, and it shows just how far spread the podcast has become.

This partnership between Audere Communications and The Bubbling Adventure will bring much more variety to the podcast, adding value not only for Julie but for the community she has created as well. It’s always important to hear from a range of voices and branch into new topics that you may not have considered before. Some examples of brands that Julie has already had involved in the podcast are Mindful Champs, a business that focuses on mindfulness in children, a skill that can be so beneficial, especially when learned early on. She has also worked with Parent Ping, a community app for parents to interact with other parents.

Julie said that she has learned many valuable lessons from her guests, but one thing that they always come back to is self-care. You cannot look after someone else before you have looked after yourself, much like the importance of putting your own oxygen mask on before helping others on a plane. Many parents may feel guilty for taking some time for themselves and not being with their child all the time, but the reality is, once you’ve taken that time you come back more present and spend much more valuable time with your child.

Even though podcasts seem like a fairly new ‘trend’, Julie believes that brands shouldn’t be afraid of partnering with them. It’s all about content. Podcasts can provide that, as well as a way to build a real connection between a brand and their consumers. Julie said that selling is not enough anymore and that brands need to have a sense of passion and purpose – a podcast is a great way to transmit those brand values. It can bring a story to life in the way that an article can’t, listeners are able to really get to know the brand and the people behind it, which today is very valuable.

If you have a story to tell and are interested in partnering with The Bubbling Adventure, then please don’t hesitate to get in touch via our contact form!

Podcast highlights from the Digital News Report 2021

The Reuters Institute Digital News Report 2021 has just been released today, looking at digital news consumption across the globe and specifically this year, how COVID-19 has affected this.

The report is one of the most comprehensive of its kind, surveying 92,000 online news users from across 46 markets.

We use this report religiously to keep up to date with podcasting trends and statistics and regularly refer to it in our podcast workshops.

One of the questions we’ve been asked over the last year was that, as many podcasts were listened to on the commute to and from work, would it be fair to assume the number of people listening to podcasts had decreased during the pandemic as people were forced to work from home.  However, other research we refer to in our workshops proved this not to be the case, with listening actually increasing in many cases.  The Digital News Report also confirms listening hasn’t dropped at all, stating that 31% of people listened to a podcast in the past month.

In some regions, that listening figure is much higher, with Ireland topping the chart at 41%, followed by Spain (38%), and then Sweden, Norway, and USA (all 37%).

Here in the UK, the report states that only 22% of people have listened to a podcast in the last month. However, it goes on to comment that the lower number reported in the UK could be due to the fact that many people are listening through public service radio apps, such as BBC Sounds, and therefore perceive this as on demand radio as opposed to podcasts.

On top of this, due to the pandemic, there has been a growth in video podcasting due to recording podcasts online through tools such as Zoom. In fact, we’ve experienced this with our own csuite podcast and many of the podcasts we record for our clients, including Octopus Energy, SAP and Compass Pathways plc.   Having the video version of the podcast widens the range of options for distribution, such as uploading the content to YouTube, and further confuses the definitions of podcasts for researchers and survey respondents.  In fact, YouTube (26%) has overtaken Apple (22%) as the most popular platform to consume podcasts in the US according to the report. 

Finally, whilst we recommend promoting your podcasts through social media, PR, promotion and paid social, the report states that the majority of people still discover new podcasts through recommendations from friends and family.

Full details of our podcast workshop can be found here.

Image by Michal Dziekonski from Pixabay 

Educate, Celebrate, and Take Action this UN World Oceans Day

By Sophie Atherton

When is it: 8th June 2021

What is it?

70% of the earth’s surface is made up of ocean. The United Nations World Oceans Day aims to inform the public of the impact our actions have on the oceans, and the role that oceans play in our lives.

This worldwide movement was created to unite the world’s population through a project on the sustainable management of our oceans. This year’s theme is ‘The Ocean: Life and Livelihoods’.  Scientists estimate that 50-80% of the world’s oxygen originates from the ocean.  With Phytoplankton in the oceans absorbing four times as much carbon dioxide as the Amazon Rainforest, the ocean is pivotal to our survival on earth.

‘More plastic than fish in the sea by 2050′

Ellen MacArthur

Seaspiracy

In March 2021, the Netflix documentary ‘Seaspiracy’ appalled viewers across the world with shocking allegations about the environmental impact of fishing.

The film exposed alarming global corruption and revealed information that has changed lifestyle choices for many, for good. It’s been found that nearly half of Seaspiracy viewers have considered giving up fish.

Surprising facts we learned:

  • Sharks kill 12 people a year. We kill 100 million sharks a year
  • The fishing industry receives $35 billion in subsidies each year
  • 46% of the plastic in the Great Pacific Garbage Patch is fishing nets
  • Fishing takes 2.7 trillion fish from the oceans globally each year

What can you do?

According to the WWF, there are several easy things we can do in our day to day lives:

1. Check the label – is your seafood sustainable? Look for the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) labels.

2. Cut your carbon footprint – It’s as easy as turning lights off and getting up that extra bit earlier to walk to work instead of drive. 

3. Remove unnecessary single-use plastics from your daily habits.

4. Educate yourself about the ocean

the csuite podcast

Our award-winning csuite podcast has been utilised to discuss and promote sustainability trends and issues on behalf of many brands. In March 2020 we recorded a podcast on ‘Sustainable Business’, which featured Natasha Pergl, UK Sustainability Business Innovation Lead, SAP and Stephen Jamieson, Head of Sustainable Business Innovation EMEA North, SAP. Natasha discussed her trip on SAP’s collaboration with eXXpedition, the initiative of exploring the science of and solutions to plastics in the ocean. Stephen discussed how SAP have been looking at ocean health overall and how business can deliver a clean ocean.

The more you learn about the ocean, the better prepared you’ll be to inspire change

This World Oceans Day . . .

  • Spread the word about saving our oceans
  • Show your support on social media with #UNWorldOceansDay
  • Educate yourself – read the facts

Here are some podcasts that we found and recommend to help you get clued up (we should add that these are not produced by Audere Communications)

If you or your organisation are interested in making your own podcast and want to help spread the word about the importance of the conservation of our ocean, don’t hesitate to get in touch.

Learn more:

https://www.un.org/en/observances/oceans-day

https://www.worldwildlife.org/stories/7-ways-you-can-help-save-the-ocean

https://www.seaspiracy.org/

https://www.theguardian.com/business/2016/jan/19/more-plastic-than-fish-in-the-sea-by-2050-warns-ellen-macarthur

Main header image by Pexels from Pixabay

Using B2B Podcasts to engage with the c-suite – Interview with Jon Tipple, FutureBrand

I was recently invited to present a seminar in The Network One’s Business Growth for Agency CEO’s series, one of a number of mini series they run for Agency Owners, CEO’s and Managing Directors. 

The theme of this particular series was looking at client acquisition, and The Network One’s owner, Julian Boulding, asked me to talk about how B2B podcasting can be used to build relationships at c-level from companies you want to engage with and help generate new business.

Ahead of my session, I recorded interviews with two of Audere’s agency clients who we produce podcasts for.

This first one is with Jon Tipple, Global Chief Strategy Officer, FutureBrand.

We’ve produced six podcasts for FutureBrand to date, recorded in partnership with our csuite podcast, but that are also hosted on their own FutureBrand podcast channel, with two more already in the planning. 

When we were first approached to record a podcast about their FutureBrand Index, we were asked to simply to record an interview with Jon discussing the findings of the report.  However, we suggested that the opportunity would be far more valuable to them if they invited senior executives on to the podcast from those organisations that they were keen to engage with and create the content together.  The result was a fascinating discussion between Jon, Jeremy Waite, IBM’s Chief Strategy Officer and, Kerry O’Callaghan, VP for Global Brand at GSK, who also kindly allowed us to record at GSK’s offices (job titles correct at time of recording).

In my chat with Jon for The Network One, he shared his thoughts on why our strategy for B2B podcasting works for FutureBrand. 

Jon said that clients are more interested in hearing from each other than from agencies and so the more you are able to facilitate that conversation and use that content with other clients, the richer and more informed you become as an agency and more valuable you become as a partner. 

He talks about how the value is in the qualitative data and therefore you should create KPIs that are more meaningful to the business as opposed to just measuring things that are easy to measure, such as the number of plays.  For Jon, it is more about how they have built relationships with influential people at some of the major global organizations they want to work with and in fact, he can point to three or four examples where FutureBrand have gained more business with existing clients, grown their presence in a particular sector or category, or have won new business.

Thanks so much Jon for giving up your time to record this.

Digital Impact Award Winners

We were thrilled to pick up another award with our clients, KPMG UK, for our work on the ‘The Business of Brexit’ #podcast that we helped produce and launch – now renamed ‘Perspectives on the New Reality’.

The podcast won ‘Best use of digital from the professional services sector’ at Communicate Magazine’s Digital Impact Awards

This has been a fantastic project to work on and after producing the first twenty episodes, we’ve now handed over the production to KPMG UK’s in-house team.

COP26 – Who knows you’re involved?

The current pandemic has brought our relationship with the environment into stark relief. As we enter a post-Covid world, there are urgent and far-reaching decisions to be taken and none bigger than our approach to tackling Climate Change.

The UK will host the 26th UN Climate Change Conference of the Parties (COP26) in Glasgow on 1 – 12 November 2021.   The summit will bring parties together to hasten action towards the goals of the Paris Agreement and the UN Framework Convention on Climate Change.

Organisations are getting involved by exhibiting, performing or hosting an event within the two-week programme, to highlight their own initiatives and thoughts on this critical issue.  This generation-defining conference will be watched all over the world, creating an opportunity for brands to showcase their ESG credentials. 

However, the challenge will be getting your messages heard in such a crowded environment in the lead up to and during COP26.

So how can we help?

Audere Communications is an audio and video content marketing agency providing end-to-end strategy and implementation.  Clients have partnered with our award-winning csuite podcast to discuss sustainability trends and issues and episodes have featured senior execs from brands including SAP, Coca-Cola, Arrival and Pentland Brands.

Our recent podcast, ‘How Digital Acceleration is Helping to Drive Sustainable Fashion and Beauty‘ with SAP, focused on the role digitisation is playing in creating a more sustainable world. Guests included Joanna Jenson, Founder and Chair of baby and child skin care brand, Child’s Farm and Anne-Christine Polet, SVP Digital Ventures HATCH and STITCH, at PVH Europe, two start-ups that have the aim of digitised the value chain.

We also found that a high degree of digital maturity is necessary for a business to thrive in a more sustainable world when discussing Circklo’s Sustainability Index. Our guest was Natasha Franck, founder of Eon, a connected products platform with a mission to power the future of commerce, essentially by identifying and tracking each and every product from the moment it’s produced, so as to enable circular business models across industry and to create a true circular economy.

We’ve also examined how data is central to increase sustainability within organisations.  Julian Hunt, Vice President for Public Affairs, Communications and Sustainability at Coca-Cola declared in our ‘Sustainable Business’ episode with SAP that data is at the heart of everything Coca-Cola does, especially in the context of sustainability.  In the same podcast, Mike Barry, former Director of Sustainable Business at M&S, also acknowledged that data brings transparency to an organisation and can help inform consumers and then Natasha Pergl, SAP UK’s Sustainability Business Innovation Lead, shared her experience of taking part in eXXpedition, a series of 30 voyages which will see 300 women in total sail around the world looking at the plastic and toxics in our ocean.

In addition to brands partnering with our csuite podcast, in the last 12 months, Audere also been producing Octopus Energy’s own ‘Inside Octopus’ podcast series, giving listeners real insight into the company’s DNA – the way they work, the way they think, their values, and their people, exploring everything that is driving them to deliver Cheaper Greener Energy.

We can put you in front of the people you want to engage with.  

Partnering with our csuite podcast or producing your own podcast series in the lead up to and/or at COP26 is a great way to not only create thought-provoking content, reach your target audience and facilitate the important conversations of the day, but to also allow you to hand-pick key business leaders to sit on panel discussions with your brand spokesperson. It’s a warm way to start what could be a long and lasting relationship.

Podcasts are accessible, can cut through and reach people in very personal spaces and are becoming an increasingly popular medium by which to influence and inspire others.

COP26 could be the ideal platform on which to set out your position on sustainability and get it noticed. 

To get involved in this unique opportunity, take ownership of a specific topic area, and create great podcast content, please do get in touch – we dare you.

2020 Podcast Highlights

Here are a few clips from just some of the podcasts we’ve produced in 2020.

We would like to say a massive thank you to our wonderful clients who have trusted us to help tell their stories during such a difficult year, either in partnership with our csuite podcast, or for their own branded podcasts.

Let us know if we can help you with your podcast strategy in 2021 by dropping us a line via the contact form.

Audere win ‘Leaders in Audio and Video Content Marketing, 2021’ Award

We are proud to announce that we’ve been recognised as ‘Leaders in Audio and Video Content Marketing, 2021’ by The Business Elite Awards 2021 which are handpicked by SME News!

SME Business Awards

SME News Magazine look to celebrate enterprises who consistently provide the best services & products for their clients. They nominate businesses through internal research, they then analyse each recipient, shortlist and select.

The businesses and individuals are selected based on their innovations, achievements and advancements from the past 12 months.

The Importance of Social Business

Incredibly, it’s six years this week since we produced Show 4 of the csuite podcast which was on the topic of Social Business, so we decided to get our own Sophie Atherton to investigate what’s changed in that time . . .

In episode four of the csuite podacst, a Social Business was defined as ‘an organisation whose culture and systems encourage networks and people to drive business value’.

Running a Social Business does not just mean handing all social media responsibilities to the Marketing department to deal with and leaving it there.  Used properly, social media can have a positive effect on the public profile of an organisation and could be utilised by all departments to promote the business.  Additionally, it could provide transparency for stakeholders, and it can be a useful tool to highlight the values of the business.  It should be deeply embedded into the culture of the organisation as a highly cost-effective way to engage with consumers and vice versa. 

Studies have shown that 90% of people use social media to communicate directly with brands.  Modern society has placed much emphasis on popular opinion, and many people consult social media profiles to inform their choices.  Social media is a vastly accessible way to leave reviews, to complain about products or services, or simply to gain the attention of an organisation and its followers.  Businesses can exploit this hugely useful – and free – tool to gain instant feedback, and for the opportunity to take quick action as and when necessary.  It could be used to gauge popular opinion on new initiatives before they hit the market and help with decision-making.  Other studies have shown that 74% of consumers use social media to make a buying decision. The use of social media and a large social media presence is therefore vital to business, and should be incorporated into all aspects of the organisation to allow cohesion between its online and offline profile. 

Some aspects of a social business have changed since we recorded this episode of the csuite podcast, back in 2014. One example is the new social media platform TikTok, which in that time, has gained over 800million users worldwide and is now the most downloaded app on the Apple Appstore. It is hard to imagine that less than 6 years ago it was unheard of! How will Social Media look in another 6 years?  And can business continue to keep up?  It is important for business to constantly evolve and ensure they are up with the latest trends and using the most contemporary of platforms.

Social media campaigns can positively impact communities and brands.  The 2020 ‘Black Lives Matter’ movement is an example of an effective social campaign that increased awareness of an important contemporary issue, and highlights the power of social media. #BlackLivesMatter was used 48 million times in 10 days across various online platforms, and there have been 12 billion views of the hashtag on TikTok. This not only demonstrates the scope and scale of social media, but also how quickly news spreads. YouTube pledged $100 million to support black creators and artists, which proves the hugely positive impact social media can have.  Of course, this can work negatively;  in the past there have been hacked social media accounts, accidental leaks of private information, even Twitter’s CFO accidentally tweeting private information to the public, meant for a private message!

In the 2014 csuite podcast, Ben Smith, founder of prmoment.com, observed that the practical implication of using social media is the method of integration into a business.  However in 2020 businesses have pretty much got that down to a T. The main concerns are trying to keep the message consistent and brand-appropriate throughout all posts and platforms.  In the podcast, Andrew Grill, who at the time of recording was the Global Social Business Partner at IBM, questioned whether brands take social media seriously, and if they simply use it to ‘pump’ their content without any real value.  It might be necessary for businesses to consider appropriate training for members of staff responsible for social media posts to ensure each post has meaning and value.

Unlike teenagers and influencers, followers aren’t everything when it comes to social media with businesses.  Large followings don’t necessarily lead to more sales as they aren’t necessarily targeted. Reaching the right demographic would have a far greater impact and this could be achieved through specific hashtags, or even the use of cookies to gather information on user preferences.

In short, while Social Business reaches wider audiences and potential consumers with low costs and seamless content, in order for it to be effective it should be integrated within the business, with all employees involved and aware of its capabilities.  Owing to the transparent and immediate nature of social media, businesses are able to highlight their values and culture, while maintaining open relationships with consumers and stakeholders.

References:

https://www.businessinsider.com/youtube-pledges-100-million-to-support-black-creators-2020-6?r=US&IR=

https://www.oberlo.co.uk/blog/tiktok-statistics

https://www.oberlo.co.uk/blog/social-media-marketing-statistics

https://blog.hubspot.com/blog/tabid/6307/bid/23865/13-mind-bending-social-media-marketing-statistics.aspx

PRCA Digital Award Winners

We were thrilled to pick up another award with our clients, KPMG UK, for our work on the ‘The Business of Brexit’ #podcast that we helped produce and launch – now renamed ‘Perspectives on the New Reality’.

The podcast won ‘Best Use of Audio in a Campaign’ at PRCA’s #PRCADigital Awards

This has been a fantastic project to work on and after producing the first twenty episodes, we’ve now handed over the production to KPMG UK’s in house team, whilst we now work on a new project for them, creating social assets for their internal WFH Podcast series.

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