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Filmmaking Advice From Taika Waititi

Claire Morgan
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Filmmaking Advice From Taika Waititi

Taika Waititi stands proudly as one of New Zealand’s finest exports of the 21st century. The Academy Award winner would rise to prominence with his 2007 comedy Eagle vs Shark, giving him the platform to create other titles of the genre including Boy, What We Do in the Shadows and Hunt for the Wilderpeople.

The unique styling of the Raukokore native would see him appointed by Marvel to take control of the Thor property a few years later. It would be a meteoric rise for the director, writer, producer and actor, but it was ‘overnight success’ many years in the making.

For prospective filmmakers in New Zealand who want to know the tricks of the trade from the Jojo Rabbit director, he does have some points of wisdom that he has recognised himself and passed down from his peers.

One of the keys for Taika Waititi to really hash out his concepts and venture forward with confidence is his keyboard on the computer and his pen when he has a pad of paper available. “One of the tricks I’ve learned is to keep writing no matter what,” he argues. “Force yourself to write and write and write. There might be times where I have no idea what I’m going to write.” Although he admits that it is the loneliest part of the job within the filmmaking process, it is the best method to tapping into that creative streak and exploring facets in the script that could not be discovered through other methods.

Those who don’t know the filmmaking process could deem reaching out to peers and colleagues as a weakness. Given the amount of money and egos involved in the project, it can be easy to venture forward in the belief that the director, producer, writer, actor, editor or cinematographer knows everything about their role. Taika Waititi does not follow that school of thought, admitting that he reached out to fellow Kiwi Peter Jackson for advice.

Just as he was given the opportunity to jump from comedic indie filmmaker to taking the director’s chair for the 2017 Marvel blockbuster Thor: Ragnarok, he told the award winner that he was daunted by the prospect. “Hey man, I don’t know what the f*** I’m doing,” he remarked to Jackson. “How do you do one of these big movies?”

The Lord of the Rings franchise director would advise Taika Waititi to just follow the script – metaphorically and literally. Once the call sheet has been formulated, then every participant at every level of the project understands what is expected of them and where they fit into the framework. While there have been many alterations with the movie making process, this is a principle that Jackson believes remains true no matter what.

Existing outside of the comfort zone is not something that many filmmakers will want to embrace. Once they have defined a role, they enjoy staying inside those boundaries. For Taika Waititi, creating a movie is about tapping into heightened senses and exploring new territory. “I like to find things that seem dangerous to me,” he remarked. “Things that feel that I’d be nervous for most of the time that I’m making it.”

It might sound counterintuitive because making something terrible and not knowing about it remains one of his greatest fears in the industry. “Every project I’ve gone into, if I feel like this could be the end of my career, then it’s been a really good experience,” he told Elijah Wood and Daniel Noah.

That bold and unapologetic philosophy has allowed Taika Waititi to realise his talent, even when his own doubts and reservations threated to derail his progress.

Commercial Advantages for Introducing Apple TV+

Phoebe Stevens
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Commercial Advantages for Introducing Apple TV+

Apple TV+ would launch to the general public in November of 2019, giving customers the chance to enjoy a brand new streaming service in the process. The top hitters of the business would all have a creative footprint in the endeavor. This included Apple CEO Tim Cook, Senior Creative Executive Michelle Lee, Head of Domestic Creative Development Matt Cherniss and Head of International Creative Devleopment Morgan Wandell.

More than half of American television viewers say that they were involved in streaming as of 2018, pointing to a new trend that diverted attention away from regular cable providers. With widespread access to online providers and smart television outlets, businesses like Apple understood that there were key commercial advantages for going down this path at this moment in time.

What gives a business like Apple TV+ the chance to succeed is that it is leveraging the Apple brand name and all of its affiliated products. Other developers like Hulu, Amazon, YouTube and Netflix don’t have that same luxury, giving them a global marketplace of shoppers who already buy their smartphone, their tablet, laptop, desktop and smart TV appliances. The business is worth in excess of $1.3 trillion, giving them the capital to innovate and experiment in this field.

Producing new exclusive content is where Apple TV+ is following a tried and trusted business formula. Television is a strong staple in this setting, allowing viewers to tune into an episode at their own convenience. Their lineup features The Morning Show, See, Defending Jacob, Truth Be Told, Mythic Quest: Raven’s Banquet, Central Park and Oprah’s Book Club among other shows. Some of the best Hollywood talent would be involved in these projects, featuring the likes of Chris Evans, Jason Momoa, Steve Carell, Jennifer Aniston and Reese Witherspoon.

Motion pictures have also been a point of focus for the business. Their catalogue would expand to include Hala, The Banker, Dads, The Elephant Queen, Beastie Boys Story, Killers of the Flower Moon and the 2020 Tom Hanks war film Greyhound.

A standout feature that makes Apple TV+ a big seller for the brand is the ability to enjoy cross-promotion. If there are viewers watching a program on their smartphone, they can see promotional spots for a movie they might want to see on their 4K television set. There is an increasing staple of content that gives the business a chance to push their catalogue across the Apple TV+ platform as well as their collection of digital products.

Customers have the chance to tap into the Apple TV+ dashboard through a range of devices. Streaming behaviors are different depending on the individual and rather than making one mode mandatory over another, there is the opportunity to see films and television titles on a handheld device or on a bigger screen in the family room.

Affordability is a key selling point that allows clients to view the Apple TV+ properties. For those who have purchased a new Apple phone plan, they have the chance to enjoy this service for 12 months free on selected plans. Others have the chance to signup and watch this content for a 7-day free trial before paying as little as $4.99 per month.

Customers won’t rush to sign up for Apple TV+ on a whim. This service has to match the high expectations that are set by the consumer base. With such a level of competition for streaming dollars, Tim Cook and his team have to be on the cutting edge of film and television development for the upcoming decade. Netflix might have started the online streaming service, but the likes of Apple and Amazon are building momentum with the commercial advantages incorporated within the package.

Benefits for Reporters Keeping Some Information Off The Record

Phoebe Stevens
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Benefits for Reporters Keeping Some Information Off The Record

When is the idea of off the record talks a good idea for a journalist? With media credibility dropping and public figures railing against their professional methods, there is a strong dose of skepticism about how reporters gather information and whether or not those details are accurate and credible.

For all the secrecy and doubt about this practice, there are key benefits for specialists to turn off the recorder or put down the pen and just have an unofficial discussion with a source. It is a common event that occurs with a majority of reporting.

Establishing credibility with a source is not achieved overnight. Journalists know that their title alone won’t empower people to open up to them about sensitive information. By engaging in off the record conversations, reporters have a chance to demonstrate that they can exercise discretion and withhold details that even their editors would love to print. If they show that they can keep those details private, then they will be worthwhile talking with about this story or future events.

Ideally the goal of off the record conversations between a journalist and a source is to influence and push them towards remarks that will be publicized. This objective will see the speakers name with direct quotes that make for enticing reading for subscribers and media outlets.

One of the benefits of engaging in off the record talks with identities is to get more context with a story. Public officials, celebrities and people considered “in the know” would otherwise feel limited about what they can say knowing that they could receive an amount of backlash. However, by disclosing a certain amount of information that is not for print, they know they will be pointing the journalist in another direction that will be of interest to their story. There will be no footprint of their involvement, but they understand that the further investigations will be made with the correct departments.

Although the identity of the subject with off the record talks will remain hidden, there is still the chance for the reporter to add some generic reference to their profile. “A government department official,” or “an officer on the scene” or “a family member” would be used to add another layer of description to give further context to the story, outlining that the details do come from a trusted party.

There are benefits for reporters and journalists to use the off the record method from time to time, but it is a tool that is also helpful for the subject. Especially in the domain of federal politics, elected officials on all sides of the isle will use these connections to further their own agenda while closing off conversations with media figures who they are not receptive to.

All of the onus and responsibility for off the record conversations do lie with the reporter, but there are moments where hidden sources in business and politics will attempt to use these talks to shape the narrative. That type of abuse could see them lose those privileges and alter the landscape for reporters to publish more information than they would otherwise like.

The very concept of off the record discussions are not legally binding. If something is mentioned at this time and that content is leaked to the press, that will breakdown the trust that has been established, but there is no recourse for legal action purely on the basis that they were not deemed on the record. It is a practice designed to build relationships, add context to a story, create more avenues for investigation and to keep the lines of communication open. When journalists adhere to these principles, they will remain in a position to keep those in power to account without befriending the participant.

Sean Combs and His Diverse Business Interests

Claire Morgan
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Sean Combs and His Diverse Business Interests

Rapper and entrepreneur Sean Combs has developed an entire portfolio of business interests over the course of his illustrious career. The New York native would work his way up from an intern role at Uptown Records in the 1980s before amassing upwards of $740m in net worth in 2019.

The commercial strategy of Sean Combs has not always been so straightforward and even sometimes as confusing as his stage names from P Diddy and Puff Daddy to Puffy and just plain Diddy. Yet it would be his passion and skill within the hip-hop scene that would see Combs rise to new levels and pave the way forward for East Coast rappers to emulate in the years to come.

The bread and butter commercial interests for Sean Combs always remained within music. As the founder of Bad Boy Records, the artist has been in control of the content he creates and promotes internally. This would feature albums that have gone gold and platinum through No Way Out in 1997, Forever in 1999, The Saga Continues… in 2001 and Press Play in 2006. Solo projects have not stopped Combs from joining collaborative hip-hop productions through guest appearances and even as a producer behind the scenes.

To build the brand of Sean Combs, acting has become a staple for the American entertainer. This would see the artist play a role in Monster’s Ball, Carlito’s Way: Rise to Power, Get Him to the Greek, I’m Still Here and Draft Day. These ventures were still considered side projects as Combs collected a string of Grammy Awards and MTV Video Music Awards.

With Bad Boy Records being home to a home of hip-hop artists for Sean Combs to market to a wider audience, he would expand his business interests to other fields. The sportswear apparel line Sean John would launch in 1999, building connections with major retailers that earn upwards of $500m each year. That would be the basis for another purchase in the clothing industry courtesy of Enyce in 2008, grabbing the enterprise for a cheap $20m price tag.

To create that business concept from the ground up, he knew that his marketing credentials were a key asset. If that was another skillset that was part of his repertoire, why not start a marketing organization as well? This is where Blue Flame Marketing Agency was created, connecting with the likes of Universal Pictures and Fox Searchlight as high-end clientele.

The turn of the 2010s decade saw an explosion in reality television shows geared towards the teen demographic. Sean Combs would be one who took advantage of this trend, designing Revolt TV in association with Comcast in 2013 that would focus on this type of content, offering a healthy dose of competition for MTV in this marketplace.

East Coast rappers love their drink labels and in true Sean Combs fashion, he would have to be at the forefront of a new creation. This would emerge in the form of Ciroc Vodka in 2007 where Diddy would be a brand ambassador and investor as well as a 50% stake in Deleon Tequila. It was the perfect level of brand alignment that merged his nightclub and entertainment persona through these drink brands.

Sean Combs has never been shy to take a gamble and take the good with the bad over the course of his stellar career. As far as he sees it, no one can achieve success without experiencing failure, but his adaptability and instinct for a successful commercial business project has given him the tools to amass an incredible fortune. It is indicative of his savvy across a range of different sectors.

Best Investment Advice From Businessman Richard Branson

Ethan White
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Best Investment Advice From Businessman Richard Branson

Being wise with investment decisions in a business context is never a straightforward exercise. There are peaks and troughs that will be experienced along the journey, but there are some principles and philosophies that help to guide participants in the right direction. English entrepreneur Richard Branson is one such example, working his way up to establish the Virgin Group enterprise that expanded to shopping centres, music stores, air travel and even space travel.

That sudden rise to prominence from the London native did not occur by chance. Through strategic developments and savvy investment decisions, he would soon amass a fortune beyond the $4 billion figure. When Branson speaks about investment in the business world, people sit up and take notice.

Risk taking is a central component that Richard Branson believes in above all else. He would famously outline that “the brave may not live forever, but the cautious do not live at all.” Fear of failure will hold people back in life but that willingness and personal drive to make a successful investment decision work requires a degree of calculated risk. If there is a service or commodity that offers value to the community and there is the willingness to bring that concept to fruition, then there should be no major hurdles to reaching the end objective.

Keeping commercial ties and respecting relationships can be difficult to achieve in the investment world, but Richard Branson argues that an amicable parting of the ways is far better than aggressively burning bridges. This works on a number of counts. The first is to uphold a pleasant and respectable reputation amongst peers. The second is to keep those relationships in case there are opportunities down the road for both parties.

Empowering employees to think outside of the box and break with convention might not sound like a sound approach for those businesses that want to micromanage their investment. However, Richard Branson is of the opinion that a stale and uniform corporate culture actually harms the potential progress that could be made. The risk taking philosophy should not just be limited to the owner or the CEO, but those engineers, developers and marketers who have to be on the cutting edge of their field.

Standing out from the crowd with a business name is not an easy task. Given the millions of listings that exist around the globe, developing a unique and organic title can be a major headache. Richard Branson believes that this is essential for those ventures that want to separate themselves from the crowd and to give the project some valuable brand recognition in the process. There are few better examples of that than the Virgin empire.

Collecting a wide canvas of opinion is an approach that Richard Branson finds beneficial before making a key investment decision. Being surrounded by ‘yes men’ or paid consultants is not a healthy environment because it does not challenge assertions or push boundaries. If there is a consensus among community members about key investment strategies, then that will point towards a favourable outcome.

A principle that Richard Branson has lived by for five decades and counting in this environment is to enjoy investing in business ideas. Without this love and passion for commercial concepts like music and air travel, it will be impossible to sustain the motivation to see the investment grow and see its potential realised.

Branson has made mistakes and suffered indignities before. Given his tenancy towards taking risks, it is likely to happen again. Yet these core principles in business should offer a renewed focus for entrepreneurs who have to invest in commercial infrastructure, marketing campaigns, partnerships, product components and human beings.

Why The New Zealand Travel Industry is a Great Career Choice

Claire Morgan
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Why The New Zealand Travel Industry is a Great Career Choice

Young professionals who are looking at the travel industry in New Zealand have a world of possibilities at their door. With institutions like Air New Zealand paving the way for participants to earn a healthy income and see unique corners of the globe for the privilege, this is a path that offers stability and excitement in equal measure.

Tourism remains a core component for the country, contributing approximately 20% of the nation’s total exports and injecting around $16 billion per year. This continued influx of cash makes for an enticing prospect for those that want to get involved in a thriving enterprise through private organisations and public support.

Young Kiwis might be apprehensive about deciding on their future career path too early, but the goods news in this environment is that they can scratch that travel itch and make a living from the exercise while they make up their mind. It is an adventure that only the individual can decide on, giving them the chance to bypass normal convention.

One of the outstanding benefits of working within the travel industry in New Zealand is that there is a wide variety of roles that can be enjoyed. From a hotel concierge position in the North or South Island to working as a regional tourism manager, visitor information officer, airport operations manager, travel consultant, agency manager or tour guide, this is an open field at all levels of the sector.

Discovering new cultures is where the travel industry becomes a real vehicle for people of all ages. It is only through these connections that individuals get the chance to learn more about communities from the Pacific Islands, Asia, Europe, Africa, South America, North America and Central America. While television series on National Geographic are insightful, actually getting to travel to these locations and discover new aspects of these ecosystems is a truly unique experience that cannot be substituted through other means.

Studies have indicated that New Zealanders who operate in the travel industry have a higher level of confidence in their skills and with their professional ambitions. They can see firsthand examples of their peers moving up the ladder and taking their career path in the right direction. With the learning of new languages and different operating practices from Asia to Europe, Africa and America, there is a high degree of independence for those who are making it on their own on the world stage.

By and large the people who work within the travel industry are happy and engaged with their profession. They are regularly meeting new people and exploring new territory that ensures no two days are ever the same. While roles in IT, manufacturing, retail and other sectors can be monotonous by nature, this is a fluctuating and evolving field where different communities and cultures come together in airports, hotels, tourist destinations, cruises and boats, ski lodges and exotic safari landscapes. It is an environment that attracts the romantics, thrill seekers, educators and those who want to push their boundaries and breakout from their bubble at home.

The final benefit for professionals getting their foot in the door with the travel industry in New Zealand is that the world economy suddenly becomes open to possibilities. From working with Richard Branson’s Virgin Group in the United Kingdom the Expedia Group in the United States to outlets across the UAE, Hong Kong, South Africa, Brazil or Australia, the skills that are gained within this domain will be easily transferrable to employers around the world. The professional connections also give workers the chance to build relationships given their commitments, opening all manner of doors that would not be possible in other commercial departments.

Investment Strategies That Everyday New Zealanders Value

Ethan White
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Investment Strategies That Everyday New Zealanders Value

The world of personal and family investment can appear like a daunting prospect for those who have avoided the topic for years. There have been dubious schemes, marketing campaigns and whispers from friends and family about what actually constitutes smart advice and strategy. How is anyone supposed to make sense of it all and where can the gains be made in the real world?

Fortunately there are mechanisms for local New Zealanders to create wealth from just modest savings, allowing them to diversify their assets and create additional streams of revenue without becoming experts in their own right. By adopting a degree of commonsense and a dose of hard work, this is an endeavour that anyone can succeed with if they approach it in the right spirit.

The very first approach that New Zealanders can make with investment strategies for their own wealth is to educate themselves on the subject and throw themselves into it. Speaking with those who have experience in the industry, connecting with friends and family who have tested the waters and reading, listening and watching investment materials will open up new schools of thought. Some perceptions might be challenged while others will be affirmed. Education is a personal investment in and of itself, and this is where the real hard graft begins for citizens.

There will be thousands upon thousands of New Zealanders who will argue that they already have enough trouble balancing their day-to-day costs than worrying about investment strategies. An approach that is beneficial for citizens in this situation is to keep these core costs off the table as far as investment is concerned. From the groceries to the fuel costs and the mortgage repayment, there are just some funds that cannot be touched under any circumstance. This will reduce the risk and ensure that the capital that is used for investment is directed to the right channels.

It is always helpful for New Zealanders to embrace investment strategies that are designed towards a larger objective and financial target. Is this an exercise designed to maximise retirement savings? Is it to save up for a new home purchase? Is it something as short-term as an end of year holiday trip overseas? Putting down a tangible target on paper and working towards that goal helps to drive motivation levels while keeping the participant accountable.

Having a wide portfolio of options helps to improve the chances that these investment strategies will pay off for citizens. This could be achieved through a range of selective measures that are deemed to provide a quality return on investment (ROI) over the span of 5-10 years or more. From a startup business venture to the acquisition of property or the purchase of stocks, there are different methods that can be packaged together under one umbrella.

Working with an accredited financial advisor is where New Zealanders can really embrace the best investment strategies available. Although there will be others who push back against this approach if they feel confident they can educate themselves, this is an exercise that can point individuals in the right direction. There are obligation-free consultations and short-term referrals that limit the financial commitment with these specialists. That can allow the two parties to speak freely, passing on their experience and expertise about the investment market and what they recommend based on the available capital.

Community members can spend weeks, months and even years debating the merits of using investment strategies, but it is only through tangible action that results can be achieved. It is worthwhile starting small and building to something bigger, putting cash away for ventures that return serious dividends over the course of months and years.

In-House vs. Outsourced Research Business Teams: What Works Best?

Nathan Whitford
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In-House vs. Outsourced Research Business Teams: What Works Best?

Research business teams are able to cover a lot of ground behind the scenes for New Zealand companies. While the owner, CEO and management staff are the face of the organisation to the public, it is the key insights delivered by researchers who actually give these figures the tools to succeed.

It is no longer acceptable in the commercial sphere to react to events and stick to a business-as-usual philosophy. Whether it is manufacturing, real estate, hospitality, development or agriculture, using the knowledge and expertise of these professionals is essential to achieving long-term rewards.

The question that will be posed to these brands is whether or not to run this type of program in-house or to outsource it? Each approach has its selling points and reservations, but it is important for domestic enterprises to have that conversation.

Local enterprises in New Zealand know that research business teams from outsourced locations allow them to control their operational costs. They can be introduced to meet specific targets and move on from their obligations. There are firms who will offer their expertise on a rolling contract, ensuring that there is no long-term financial obligations that the company is tied to. Once they assess the key performance indicators (KPIs), the client can decide to continue or separate ties.

Time management is a key domain that underpins why research business teams are introduced from outsourced entities. The hours needed to invest in individual researchers before defining their roles and allocating responsibilities is a major time drain for an organisation. Those established workers already have the skills to bring immediate value to the table. If time pressures are overbearing and there is a need for data insights to be obtained quickly, then outsourcing is the only feasible solution at hand for New Zealand companies.

There is a concern for those operators who decide to outsource with their research business teams when it comes to the ownership of the intellectual property. If they run the data from the outside and then decide to pass it on, who actually owns that content? While that is one issue that owners and managers will grapple with, what about the mechanisms by which they gather the information? That degree of insight cannot simply be transferred from the professional to the client under normal circumstances, but there are programs where an education can take place to learn about their research methods.

A reservation that clients can have about embracing outsourced research business teams is developing a reliance on their service. If they achieve results and offer value to the New Zealand enterprise, why bother investing in any sort of in-house department? It is the Pandora’s Box dilemma, fearing that the action will lead to damaging long-term consequences without an internal research infrastructure to rely on.

One of the major drivers that points towards the use of outside research business teams is the targeting of specific projects. Their data and analytics are brought onboard to focus on digital consumer behaviours, courier pricing schemes, wholesale distribution fluctuations or any other endeavour that requires a research framework. Once they are no longer of service, the business can move on and invest in other divisions.

In an ideal world, a New Zealand enterprise will have the resources and capital to create their own research business teams. Through sustainable growth methods and building upon the brand season in and season out, companies can establish their own research division to add more value to the organisation.

The reality of the commercial landscape is quite different. There are thousands of entities who cannot undertake these projects off their own accord without budgeting for years and even decades in advance. To fill that gap and offer a service that is manageable, these outsourced researchers do provide a mechanism for domestic operators to understand their industry and create pathways to success.

The Rise of Movie Star Anna Paquin

Zoey Cole
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The Rise of Movie Star Anna Paquin

Anna Paquin’s rise to fame would be sudden, but it would be years of graft and smart career decisions that would solidify her as a genuine Hollywood name. Born in Winnipeg, Canada to parents of Canadian and New Zealand heritage, Paquin would be the youngest of three children alongside her siblings Katya and Andrew.

At only four years of age, the Paquin family moved to New Zealand to start a new chapter. It was there where the actor would form her career. Rather it was by chance than design. Filmmaker Jane Campion put out an open audition for the role of a young girl for an upcoming title and impressed those in attendance at the age of nine.

To say that Anna Paquin did not have to wait long to make worldwide headlines is an understatement. It would be her debut role in the 1993 drama The Piano filmed in New Zealand that transformed her world, taking home the Academy Award for Best Supporting Actress at the tender age of 11.

That sudden rise to fame would give her an opportunity to branch out and make acting a real career path in her teenage years. Movies like She’s All That, Almost Famous, Amistad and A Walk on the Moon allowed Paquin to shine, even if they were not leading roles.

In the world of motion pictures, Anna Paquin would make a major splash with her role as superhero Rogue in the Marvel title X-Men in 2000. Starring alongside the likes of Hugh Jackman, Halle Berry and Patrick Stewart, the Kiwi would reprise her role for sequels X2 in 2003, X-Men: The Last Stand in 2006 and X-Men: Days of Future Past in 2014.

The world of theater would keep the actor grounded while honing her craft with fellow professionals. Productions like Manuscript, Roulette and After Ashley would be part of an extended 5-year run on the stage.

Anna Paquin is arguably most notable for her extended run as Sookie Stackhouse for the entire 80-episode run of the fantasy horror drama True Blood. The HBO program would feature the likes of Alexander Skarsgard, Ryan Kwanten, Rutina Wesley, Sam Trammell, Chris Bauer and Jim Patrick, but it would be fellow co-star Stephen Moyer where a real connection was made. His character Bill Compton would be the main love interest during the show as the pair would be dating in real life since filming on the pilot began in 2007. They couple would tie the knot in 2010 where Paquin gave birth to twins just two years later.

The small screen would open new opportunities for Anna Paquin who could demonstrate that she was more than a supporting presence for motion pictures. Starring roles in The Affair and Flack have demonstrated her prowess alongside Dominic West, Joshua Jackson, Ruth Wilson, Maura Tierney, Sophie Okonedo, Lydia Wilson and many more.

It would be her portrayal of Peggy Sheeran in the 2019 Netflix crime drama The Irishman that confirmed her place among the elite performers of her field. Working with Robert De Niro, Al Pacino, Joe Pesci and Harvey Keitel for the Martin Scorsese picture about New York gangster Jimmy Hoffa, the title would take five nominations at the Academy Awards.

Alongside her prestigious Academy Award in 1993, Anna Paquin would go on to be nominated for many other awards. Among her victories would include A Critic’s Choice Award, a Golden Globe and a Satellite Award to name but a few.

The actor would make some major headlines in 2019 by criticising the sexist nature of the Hollywood industry, arguing that she has had to work harder for her success than her male counterparts.

She is also a strong supporter of the LGBT movement alongside advocate Cyndi Lauper, making an announcement that she is bisexual in 2010.

How NZ Businesses Can Use Social Media for Research Purposes

Nathan Whitford
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How NZ Businesses Can Use Social Media for Research Purposes

When social media started to blossom during the mid 2000s, it was widely considered in the commercial sector to be an interesting and fun development, but not something to get too excited about. The years to follow would see the connection between these enterprises and digital sites draw closer together, building followings and engagements that were never possible until now.

There have been plenty of examples where New Zealand businesses have taken a progressive and proactive approach to this domain. Especially in a local business context where community engagement is a key driver of revenue and reputation, outlets no longer had to invest in fliers, radio station spots or television commercials to get their message across.

While this environment offers a multitude of benefits for domestic organisations, there is little understanding about how research initiatives work in this context. Sites like Twitter, Instagram, Facebook, YouTube and others offer a chance for owners and managers to mine data that would originally cost a lot of money to obtain.

Taking stock of quantitative and qualitative data is where social media really becomes a central tool that New Zealand businesses can leverage. Industry trends, sentiment analysis and theme categorisation are part of that package. A butcher in Auckland can assess how their customers are profiled according to their demographics. From their interactions with the account on a positive or negative scale to their gender, their location to the type of device they are using to search, it is information that should inform how these brands present themselves and interact online.

Even for those that have a very generic understanding of the site or the app, they can trace mentions, shares, likes, subscribes and overall reach. It is the type of data that traditional marketing could not receive, especially when it came to the reach of print advertising materials.

A major component that modern New Zealand businesses have to manage is the expansion of search engine optimisation (SEO) or digital media practices across the board. Although this is an exercise commonly associated with Google and relevant Google searches by customers, social media plays a big role in defining the commercial traction of these brands. Clients will scour Facebook, Instagram and Twitter for a presence on these platforms. By researching these trends and determining what keywords are relevant for that niche, operators can enjoy more profile visits, likes and contacts. The intervention of word cloud programs can shine a light on this popularity for brands that want to know what type of language they should be using for their social media campaigning.

A social media exercise that would be considered under the umbrella of optimisation is data cleaning. New Zealand businesses that don’t follow the prompts and quickly create accounts on Facebook and YouTube might miss out on key details in the descriptions, the URL, the meta tags, the alt-text and other domains that drive community members to the brand. Once a thorough research of the account has been undertaken to diagnose the state of the business in these fields, the business can run a data cleaning program that fills in the blanks. This enables the organisation to truly realise their potential just by enacting some fundamental principles.

Knowing which social media site to use is where New Zealand businesses can achieve growth for their consumer base. For some corner stores, gyms and plumbers, they might find that Instagram becomes the commercial outlet of choice given the habits of their clientele. Others in IT and engineering might find that LinkedIn is more beneficial given the establishment of professional relationships in that space.

The good news for those New Zealand businesses who want to tap into the power of social media is that there are specialist firms who undertake these unique projects. A short consultation or set of sessions can open up the company to new ways of working with social media sites.

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