WHAT IS SOCIAL AUDIO?

The "Leveraged Career Journey Show" with Bez Rengifo explores here the evolving landscape of social audio and livestreaming for marketing your personal brand in the 2020s & beyond. 

The guest here is Keith Keller from Melbourne, Australia.

On the show Bez & Keith discuss the 3 major players in this area as well as Keith's journey from community radio in the early 80s to online presenter and livestreamer in the 2020s. 

Keith has been researching the latest trends for well over a decade now and currently has a number of Social Audio shows discussing the latest strategies. 

"Social Audio" is just like a live radio broadcast but also allows members of the audience to participate directly with the host and other listeners during the show. 

Keith now does weekly shows on Linkedin, Discord & Go Brunch, each of these formats offers it's own unique benefits. 

Here's a quick list of the differences.


(1) LINKEDIN LIVE EVENTS 


LinkedIn Audio Events have been folded into Linkedin Live Events so we are working on finding the best ways to recreate the 'Social Audio" experience here. 

There are a few variations on this idea at the moment so the research continues behind the scenes. 


(2) DISCORD COMMUNITY EVENTS 


Discord Community Events are a special type of voice channel format that you can create within a Discord community. 

They're designed to facilitate voice communication for events, conversations, and other gatherings where some people are talking and others are listening as the audience. 

Stage channels offer a range of great features that allow you to customize your events and are a fantastic great way to engage with your community and facilitate discussions around shared interests and topics. 


(3) GO BRUNCH VIRTUAL EVENTS 


Go Brunch Virtual Events are a unique and customisable solution for hosting virtual meetings, events, and webinars. 

The platform offers interactive virtual rooms that can be tailored to your specific needs, with themes, branding, and even asynchronous content like on demand videos and documents. 

One of the standout features of Go Brunch is the immersive and engaging natural of the virtual spaces you can create. 

These are designed to make your events more memorable and enjoyable. 

Go Brunch Virtual Events offer a versatile and innovative solution for virtual events, meetings, or gatherings and really do create a feeling of "BEING THERE"

Social Audio Meets Livestreaming (AI Summary)

"THE MICROPHONE MATTERS"

Elevating Audio Quality in Content Creation.

Whether you're recording a podcast, hosting a webinar, or fine-tuning your AI voice model, audio quality is everything. 

A great microphone isn’t just about clarity—it’s about capturing depth, tone, and presence that keeps your audience engaged.

🔊 Why does mic quality matter? 

(1) Clarity & Intelligibility

Poor audio is distracting. A crisp, well-balanced mic eliminates background noise and ensures every word lands with impact.

(2) Professionalism 

Whether in a Zoom meeting or a narrated video, high-quality audio commands attention and builds credibility.

(3) Listener Fatigue 

Harsh, distorted, or muffled sound forces listeners to strain, leading to disengagement over time.

🎛️ Choosing The Right Mic 

 ✔ Dynamic vs. Condenser? 

Condenser for studio-grade detail 
Dynamic for noise isolation  

 ✔ USB vs. XLR? 

USB for plug-and-play 
XLR for pro-level customization 

 ✔ Directional Pickup? 

Cardioid for solo work 
Omnidirectional for room recordings

No matter the setup, investing in a quality mic pays off in engagement, retention, and professionalism. 

What’s your go-to microphone, and how has it transformed your recordings?

Why The Microphone Matters (AI Summary)

Mastering Livestreaming Etiquette (AI Summary)

Career Success Radio was a pioneering podcast that began in 2008, co-hosted by Keith Keller and Annemarie Cross in Australia. 

This show marked the beginning of their podcasting journeys and laid the foundation for their future careers in the digital media space.

The Show's Origins 

Keith Keller, who had recently left his job to pursue a new path, becoming a career counsellor and decided to start the radio show to promote it.

Despite facing skepticism from others, Keller was determined to try something different. 

The show aired every Monday for two years, attracting listeners in over 120 countries around the world, including Peru, Ecuador, and London.

Impact & Legacy 

Career Success Radio played a significant role in establishing both hosts as influential figures in the podcasting and career development spheres:

Recognized as one of the Top 20 Business Coaches in Melbourne, Australia

Keith Keller

Evolved into a Global Twitter Marketing Specialist

Hosted and appeared on numerous podcasts and radio shows worldwide

Developed expertise in social media coaching and Twitter marketing strategies 

Annemarie Cross

Became known as 'The Podcasting Queen' and an award-winning podcast host

Founded the Ambitious Entrepreneur Podcast Network and Industry Thought Leader Academy

Authored "Industry Thought Leader: From Invisible to Influential (and Profitable) with a Podcast"

Continuing Influence 

The success of Career Success Radio inspired both hosts to continue their work in podcasting and digital media:

Keith Keller has since focused on Twitter marketing and social media coaching, helping clients worldwide. 

Annemarie Cross went on to host several other podcasts, including the Ambitious Entrepreneur Show 

Their early collaboration on Career Success Radio set the stage for their individual successes and contributed to the growth of career-focused podcasting in the digital age.

Career Success Radio - Podcasting Pioneers (2008 - 2010)

Perfecting Your Livestreaming Content (AI Summary)

A Recent History of Content Consumption (1976 - 2024)

VCR (1976 – 2006)
DVD (1996 – 2020)
BLU-RAY (2006 – Current) 
STREAMING (2007 – Current)

(1) VCR (1976 – 2006)

•	Start: VCRs were first introduced in 1976, with the VHS format becoming widely popular.
•	End: VHS began declining around 2001 and largely phased out by 2006. 

(2) DVDs (1996 – 2020)

•	Start: DVDs were first introduced in Japan in 1996 and became popular worldwide by the early 2000s.
•	End: DVDs peaked in popularity around 2005 but began declining as streaming services rose, with significant decline by 2020. 

(3) BLU-RAY (2006 – current, though declining) 

•	Start: Blu-ray was officially released in 2006.
•	End: While Sony has stopped producing Blu-ray discs, other manufacturers continue to support the format. However, its popularity is declining due to streaming services.
 
(4) STREAMING (2007 – current) 

•	Start: Streaming began gaining traction with Netflix's launch in late 2007.
•	End: Streaming continues to grow and remains the dominant form of media consumption today.


What’s Next?

A Recent History of Content Consumption (1976 - 2024)

Cost-effective ways to improve sound quality in noisy environments.

(A) Soundproofing Techniques 

1.	Use Moving Blankets or Thick Curtains: 

Hang these on walls and windows to dampen noise. 

Leave a small gap between the material and the wall for better sound absorption. 

2.	Floor Insulation: 

Use rugs, carpets, or soundproof underlays to reduce noise transmission through floors. 

(B) Acoustic Adjustments 

1.	Rearrange Furniture: 

Position soft furnishings strategically to absorb sound reflections within the room. 

2.	Add Plants: 

Incorporate large plants as natural sound absorbers to reduce echo and soften noise levels. 

3.	Optimize Room Setup: 

Ensure your space is as quiet as possible. 

Use rugs and cloth furnishings to reduce echo. 

(C) Budget Friendly Materials 

1.	Moving Blankets: 

These are cheap and very effective for dampening sound. 

2.	Foam: 

Use foam materials to add mass to walls and absorb sound.

How To Improve Your Sound Quality In Noisy Environments (AI Summary)

The Benefits of Linkedin Live "Audio Only" Events

LinkedIn can be a fantastic way for professionals and businesses to engage with their audience and achieve their marketing and networking goals. 

Here are some of the key benefits:

(1) PROFESSIONAL AUDIENCE

LinkedIn's user base is primarily made up of professionals, making it an ideal platform for B2B marketing and networking. 

Hosting live events on LinkedIn allows you to reach your target audience directly and build meaningful connections with them.

(2) LARGE REACH

LinkedIn has over “1 Billion users worldwide”, making it a great platform for amplifying your message and increasing your visibility.  

Hosting live events on LinkedIn allows you to reach a much larger audience than you might otherwise be able to reach through other channels. 

(3) INTERACTIVE FEATURES

LinkedIn offers live Q&A and comments during events, which can help keep your audience engaged and make the event more interactive. 

This allows you to answer questions in real-time and get valuable feedback from your audience. 

(4) COST EFFECTIVE

Hosting events on LinkedIn can be a very cost effective way to reach your audience compared to other marketing channels. 

You can leverage LinkedIn's existing audience and tools to promote your event and get more bang for your buck.

Overall, hosting live events on LinkedIn can be a powerful strategy for professionals and businesses looking to engage with their audience, build brand awareness, and achieve their marketing goals.

What Are The Advantages of Doing Live Events On Linkedin? (AI Summary)

How has audio content changed over the years?

Here's a timeline of some recent changes of how audio content has evolved over time.

1877

Thomas Edison invented the phonograph, which recorded and played back sound using a cylinder coated with tin foil. 

1887

Emile Berliner invented the gramophone, which recorded and played back sound using flat discs made of hard rubber. 

THE TWENTIETH CENTURY 

1920s

Commercial radio broadcasting began, bringing news, entertainment, and music to a wide audience.  

1930s 

Vinyl records (also known as LPs) were introduced, offering improved sound quality compared with earlier recordings. 

1940s 

Magnetic tape recording was developed, leading to the creation of reel-to-reel tape recorders. 

1960s 

Cassette tapes were introduced, offering a more portable way to listen to music and other audio content.

1980s 

CDs were introduced, offering improved sound quality and durability compared to cassette tapes.

1990s

MP3s were developed, allowing for digital compression of audio files and enabling online music sharing. 

THE TWENT FIRST CENTURY

2000s 

Podcasts emerged, offering on-demand audio content covering a wide range of topics. 

2010s  

Streaming services like Spotify and Apple Music became popular, offering vast libraries of music and other audio content for a monthly subscription fee.

The 2020s

Smart speakers like Amazon Echo and Google Home have become popular, offering voice-activated access to audio content.  

SO WHAT'S NEXT?

How Has Audio Content Evolved Over The Years? (AI Summary)

Why does good sound matter for your podcasts and live events?

Good sound quality is crucial for both podcasts and live events because it significantly enhances the overall experience and engagement of the audience. 

Here are some reasons why good sound matters:

PODCASTS

1.	Engagement & Retention

High-quality audio makes podcasts more enjoyable to listen to, which can lead to higher listener retention. 

Poor sound quality can be distracting and may cause listeners to stop listening, even if the content is excellent.

2.	Credibility & Trust

Good audio quality can enhance the credibility and trustworthiness of the podcast host. 

Listeners are more likely to believe and respect the message when it is delivered clearly and professionally.

3.	Professionalism

High quality sound gives a podcast a professional edge, which is important for building a loyal audience and maintaining a strong brand image.

LIVE EVENTS

1.	Immersive Experience

Good sound production at live events creates an immersive experience for attendees. 

It ensures that speeches, presentations, and performances are clear and engaging, making the event more memorable.

2.	Engagement & Atmosphere

High-quality sound helps create an atmosphere that matches the mood of the event, enhancing audience engagement and participation.

3.	Professionalism & Success 

Professional sound production is essential for the success of an event. 

It requires the right equipment and setup to ensure that the audio is clear and consistent throughout the venue. 

In both contexts, good sound quality is not just about technical aspects but also about how it influences audience perception and engagement. 

Whether it's a podcast or a live event, high-quality audio is vital for delivering a compelling and memorable experience.

The Importance of Good Sound For Podcasts & Livestreams (AI Summary)

The rise of mobile first content consumption has been driven by several factors, including:

1.	Increased Smartphone Ownership

The widespread adoption of smartphones has made it easy for people to access and consume content on-the-go. 

2.	Faster Mobile Networks

The availability of high-speed mobile internet connections, such as 4G and 5G, has made it possible to stream high-quality video and audio content on mobile devices. 

3.	Mobile Friendly Content 

Content creators and platforms have optimized their content for mobile viewing, making it easier for users to consume content on smaller screens. 

4.	Social Media 

Mobile-friendly social media platforms like Instagram, TikTok, and Snapchat have become major channels for consuming and sharing short-form video content. 

5.	Streaming Services

Mobile apps for streaming services like Netflix, Hulu, and Spotify have made it easy to access a vast library of video and audio content on mobile devices. 

6.	Podcasts 

The rise of podcasts has created a new category of mobile content consumption, allowing users to listen to on-demand audio content while on-the-go.

Overall, the shift towards mobile content consumption has transformed the media landscape, enabling users to access a wide range of content anytime, anywhere.

The Rise of Mobile First Content Consumption (AI Summary)

How To Position Yourself As The "GO TO GUEST" On Podcasts.

Here's how you can leverage this strategy to position yourself as a valuable guest:

1.	Repurpose Interview Content

Transcribe your podcast interviews and turn them into blog posts, articles, or social media content. 

This allows you to share your insights with a wider audience and showcase your knowledge on specific topics. 

2.	Create Bonus Content

Develop additional content related to your interview topics, such as cheat sheets, checklists, or video tutorials. 

Offering these resources to podcast hosts as exclusive bonus content can make your appearance more appealing. 

3.	Write Guest Blog Posts 

Offer to write guest blog posts for the podcast's website, providing in-depth analysis, personal experiences, or case studies related to your interview topics. 

This can help drive traffic to the podcast's site and build credibility for your personal brand. 

4.	Share Your Media Coverage 

Highlight your podcast appearances on your website, social media, and professional profiles. 

This can help potential hosts recognize your experience and the value you bring as a guest. 

5.	Network With Other Guests

Connect with other podcast guests in your industry to share insights and explore collaboration opportunities. 

Building relationships with fellow experts can lead to referrals for future podcast appearances. 

By creating and sharing valuable content related to your podcast appearances, you can demonstrate your expertise and provide additional value to hosts and their audiences. 

This can help position you as a valuable guest and increase your chances of being booked on other podcasts.

How To Position Yourself As The "GO TO GUEST" (AI Summary)

Social Audio Events Versus Podcasts (AI Summary)

How To Build Your Personal Brand Using Social Audio

Social Audio is a powerful tool to build your personal brand and establish your expertise in your industry. 

Here's how you can leverage Social Audio to build your personal brand:

•	Host Live Discussions 

Host live discussions on Social Audio platforms like Linkedin Live Audio Events, where you can share your knowledge and insights on topics related to your industry. 

•	Collaborate with Influencers: 

Collaborate with influencers or industry experts on Social Audio platforms to tap into their audience and gain credibility for your personal brand. 

•	Create Engaging Content: 

Share engaging and informative content on Social Audio platforms, such as interviews, panel discussions, or Q&As, to showcase your expertise and build your brand.

•	Be Authentic

Use Social Audio to showcase your personality, values, and passions, and connect with your audience on a more personal level. 

•	Engage with Your Audience

Encourage your audience to ask questions or share their own experiences on Social Audio platforms, and engage with them to build relationships and create a community around your personal brand. 

•	Consistency

Consistency is key when it comes to building a personal brand. Make sure you're consistently creating content and engaging with your audience on Social Audio platforms to maintain their interest and loyalty.

•	Encourage User Generated Content (UGC)

Encourage your audience to share their own audio content on Social Audio platforms, using branded hashtags or challenges, to increase engagement and brand awareness. 

•	Host Interactive Events

Host interactive events, such as live Q&As or virtual panel discussions, on Social Audio platforms to create a two-way conversation with your audience and build trust and loyalty. 

•	Conclusion

By leveraging Social Audio in these ways, you can build your personal brand and establish yourself as a thought leader in your industry.

How To Build Your Personal Brand Using Social Audio (AI Summary)

WHAT IS THE PROXIMITY EFFECT? 

The proximity effect is a phenomenon that occurs when a directional microphone is placed close to a sound source, resulting in a boost in low-frequency response.

This can improve your podcasting in several ways

(1)	Adds warmth and depth 

The proximity effect can add warmth and depth to your voice, making it sound fuller and more engaging. 

(2)	Reduces background noise

By positioning the microphone close to your mouth, the proximity effect can help reduce background noise and focus on your voice.

(3)	Enhances vocal dynamics: 

The proximity effect can enhance vocal dynamics, adding more emphasis to softer parts of your speech and making your voice sound more expressive.

(4)	Creates a more intimate sound: 

By positioning the microphone close to your mouth, the proximity effect can create a more intimate sound, as if you are speaking directly into the listener's ear.

(5)	Can be used creatively: 

The proximity effect can be used creatively to achieve different vocal tones and effects, such as a deep, gravelly voice or a rich, velvety sound.

What Is The Proximity Effect & Why Does It Improve Sound? (AI Summary)

"PERSONAL BRANDING IS MUCH MORE THAN PRETTY PICTURES" 

While visuals can certainly be an important aspect of personal branding, they are only one piece of the puzzle. 

Personal branding goes much deeper than just aesthetics. 

It's about defining who you are, what you stand for, and what sets you apart from others in your field. 

Personal branding is about building a reputation, creating trust and credibility, and establishing yourself as an expert or thought leader in your industry. 

It's about creating a consistent and authentic image that reflects your values, strengths, and personality.

While visuals can certainly help to communicate your brand, they should be grounded in a deeper understanding of who you are and what you offer. 

A strong personal brand is built on a foundation of self awareness, authenticity, and a commitment to continuous learning and growth.

Personal Branding Is Much More Than Pretty Pictures (AI Summary)

To prevent echo during call in interviews, try these tips: 

• Use Headphones 

Encourage your call in guests to use headphones rather than speakers
to prevent audio from their computer from being picked up by their
microphone. 

• Use Quality Microphones

Encourage your call in guests to use a high-quality microphone and
avoid using built-in laptop microphones or other low-quality
equipment. 

• Reduce Background Noise 

Encourage your call in guests to find a quiet environment for their call
and use a microphone that is good at isolating their voice from
background noise. 

By following these tips, you can minimize echo and ensure clear, professional-
sounding audio during interviews.

Preventing Echo Problems On Your "Call In" Interviews (AI Summary)

Social Audio Tech Check: YouTube & Beyond

The provided text and subsequent livestream examines the strategic advantages of utilising YouTube for livestreaming, highlighting its significant potential beyond mere real time broadcasts. 

It emphasises YouTube's extensive reach and discoverability, noting its status as a highly trafficked site where live content can gain enduring visibility through search and recommendations. 

The show also points out the platform's capacity for real time audience engagement through interactive features, fostering stronger relationships. 

Furthermore, it details how livestreaming on YouTube contributes to brand building and authority by positioning creators as experts and facilitates collaboration and community growth through guest participation. 
 
Finally, the text underscores the flexible streaming options available, accommodating various production needs and enabling advanced scheduling.

The discussion explores the benefits and challenges of YouTube as a primary and/or backup platform, highlighting its vast user base and the sheer volume of content uploaded daily.  

WHY YOUTUBE?

YouTube is a powerhouse platform for livestreaming, and integrating it into your strategy can unlock a range of benefits that go far beyond just going live. 

Here's why it’s worth considering:

✅ Massive Reach & Discoverability

YouTube is the second most visited website globally with over 2.5 billion monthly active users.

Livestreams can appear in search results and recommendations, increasing visibility.

Content lives on after the stream ends, continuing to attract views and engagement.

✅ Real Time Audience Engagement

Interact directly with viewers via live chat, Q&A, and polls.

Build stronger relationships and trust through authentic, unedited content.

✅ Brand Building & Authority

Livestreams position you as an expert or thought leader.

Great for product launches, tutorials, interviews, and behind the scenes content.

✅ Collaboration & Community Growth

Easily invite guests or co hosts to join your stream.

Collaborations can expand your audience and boost credibility.

✅ Flexible Streaming Options

Stream via mobile, webcam, or encoder depending on your needs.

Schedule streams in advance and promote them across platforms.

Social Audio Tech Check: YouTube & Beyond (AI Summary)

Keith has been researching the latest trends in Social Media Marketing for well over a decade and currently has a number of weekly Social Audio shows about this now.

"Social Audio" is just like a live radio broadcast but also allows members of the audience to participate directly with the host and other listeners during the show. 

Keith is thoroughly researching this new trend and now does regular shows on Linkedin.

You can find out about the upcoming shows here.

http://WhereIsKeithToday.com

WHAT IS SOCIAL AUDIO?

KeithKeller