cake media maui

Maui Jim Ocean Shootout 2018

We genuinely love what we do, especially when work means providing social media support for the Maui Jim Ocean Shootout at Kā’anapali Beach!

The annual two-day event sees watermen and women from all over the world competing for a $50,000 purse in 10 individual sprint races and a team relay race. This is across a number of ocean sports, including; Surf-ski, OC-1, SUP, Prone Paddleboard and Swimming.


This was our fourth consecutive year working on the Shootout for competition host Kāʻanapali Beach Hotel. Working closely with race athletes, Maui Jim and the Kāʻanapali Beach Resort Association, we covered the event’s social media live on Instagram and Facebook.


Our weekend also saw us providing coverage for the 14th annual Wa‘a Kiakahi, an important event organized by the Hawaiian Sailing Canoe Association (HSCA) that welcomes sailing canoe crews from across Hawai‘i. Over the course of three days here in Maui, the crews race against each other and share their knowledge about the history of traditional Hawaiian sailing canoes with the public at Ka’anapali Beach.

Such a fun few days at Cake Media Maui!

Staying on Top of Social Media Trends


Do you find it hard to keep up with the ever-changing landscape of social media? With the release of new platforms, features, updates and the continuous shift in algorithms, remaining on top of online trends can be tough, not to mention time consuming.   

However, being informed is crucial when it comes to being a successful online marketer. To give you an insight into how we stay up to date to best serve our clients, we have some suggestions for keeping you in touch with what's new in social media. 


Blogs and News Sites

Blogs and social news websites offer a fantastic way to stay well versed in online trends. Subscribe to blogs or check back weekly (once a month if you are really short on time). Our favorites include:

* Buffer Blog – Thoughts on Social Media and Online Marketing

* Social Media Examiner

* AdEspresso by Hootsuite

* TechCrunch

* HubSpot

* Simply Measured


Google Alerts

A simple, powerful way for keeping up to date on industry news, your own business and competitors is Google Alerts. In short, you will be alerted by email every time Google discovers new search results for the topics you want. Ask for alerts on the social media channels that you use, receive news about industry changes and monitor your own business (and who is talking about it) online. Trust us, you will save A LOT of time!

Sign up here



Twitter may be in decline but we find that it is still a highly valuable resource for staying abreast of what’s happening in the news and across social media. We like to choose who we follow, shall we say, “wisely” and what could be easier and less time consuming than following industry leaders and scanning their 280-character tweets? Don’t forget that checking out what’s trending on Twitter can be helpful too. As well as Buffer, Social Media Examiner and those mentioned in the blog section above, profiles we get a lot out of include:

* Mashable @mashsocialmedia

* Wired @WIRED

* Social Media Today @socialmedia2day

* AdWeek @Adweek

* Tyler Anderson @tylerjanderson



Podcasts are one of the best ways to stay briefed on industry updates. If you feel like there is not enough time in the day to add any more to your to-do list, podcasts could be the medium for you. Maximize your time by listening to a pod while you’re driving, taking public transport, having your morning coffee, taking the dog for a walk, anything – that is really the beauty of podcasting, you can take them with you anywhere you go. Our personal choices include:

* Social Media Social Hour Podcast with Tyler Anderson

* The Science of Social Media from Buffer

* Online Marketing Made Easy with Amy Porterfield

* Social Pros by Jay Baer and Adam Brown


Imua Family Services

We recently had the good fortune of meeting the incredible team at Imua Family Services—a Maui non-profit organization that provides early developmental services for children with special needs, as well as support and resources for their families.

“Imua Family Services’ mission is to, ‘Empower children and their families to reach their full potential.’ Our programs and staff assist children and their families overcome developmental learning challenges in their most critical formative years using play-based instruction designed to help them move forward.”

We were blown away when we found out about the work that Imua carries out here in Maui County and, needless to say, we were delighted and honored to work with them on two very different fundraising projects in the first half of 2017.

Imua Family Services' main headquarters in Kahului, Maui.

Imua Family Services' main headquarters in Kahului, Maui.

The first was the Imua Ball, an annual fundraising gala held at the Hyatt Regency Maui. This year’s event, the Platinum Jubilee, celebrated 70 years of operation for the non profit.

Cake Media were there to help with social media, mostly in managing Imua’s Facebook, Twitter and Instagram accounts on the day of the event. Taking on Imua's voice and using it across all our posts, we built up anticipation in the hours leading up to the ball, then covered the festivities as they happened. Our aim was to raise awareness, while encouraging engagement, new followers and—importantly—donations. You can still donate by the way, right here!

We were also taken on by Imua to manage a team of local social media influencers who were helping to get the word out, thank sponsors and spread the use of the #imuaball hashtag. Cake Media had pre-prepared event guides, with key information about the Ball, its performers and key event sponsors and were on hand to provide support as and when needed.

Social Media Prep Kits, created for the Maui influencers.

Social Media Prep Kits, created for the Maui influencers.

The second time we worked with Imua was Saturday May 6 on the 2017 Bluesmiths Paddle Imua, a race from Maliko Gulch to Kahului Harbor. The annual downwinder is open to a number of disciplines, including outrigger canoes (OC-1, OC-2, OC-6), Stand-up Paddle Boards (SUP), Surf Skis, Prone Boards and Hydrofoil SUP.

All funds raised from this event go to Camp Imua—a week-long camp for Imua’s children aged 6 to 16. Here they have an opportunity to do all kinds of fun activities such as horseback riding, ziplining and flying in a helicopter, to name just a few.   

We know the Maliko race well, having paddled it ourselves a handful of times in an OC-6 and we were in our element working at this event, considering our mutual love of paddling and Laura’s passion for and history of covering sports (yep-that’s my first love! – LG)

Image courtesy of Paddle Imua

Image courtesy of Paddle Imua

Based at the finish line, Jenny took on the social accounts for Imua Family services – covering the day’s events from a human-interest angle that would make sense to existing and potential followers. 

Starting at the Maliko Gulch start line before zipping back to Kahului Harbor to see the athletes cross the finish line, Laura took over the social pages for Paddle Imua, sharing content before, during and after the race. Laura’s content was geared more towards people that might have been entering the race, paddlers, sponsors, water people, etc – focusing less on the human interest angle and more on the sport, the conditions, the athletes and the action. Taking on different “voices” for the clients and the respective social media pages that we manage is something that we love to do.

To make a long story short, we had a blast. We relish new challenges and what could be better than working with such an incredible organization and cause? 

For more on Imua Family Services and Paddle Imua, give them a follow on Instagram!

Thanks for reading! Laura and Jenny

Cake Media Turns One!

Cake Media turns one this week, happy birthday (cakeday?) to us!

We have learned a lot over the last 12 months, as we’ve navigated the ups and downs of being a brand new business, not to mention wearing the many hats it requires. From accountant, to human resources department to contract negotiator to social media manager, graphic designer, editor, photographer and more, we do it all. It has been an interesting learning curve to say the least.

However, more than anything, the last year has been FUN. Being able to do what we love and to work together (in Maui!) as sisters, it really doesn't get better than that.

Not to mention, we have connected and worked with some incredible individuals and companies here on the island and we feel incredibly privileged to have had the opportunity to do so.

Thank you so much to all our clients, family and friends who have helped and supported us in getting Cake Media off the ground. We couldn't have done it without your words of advice, cups of coffee, child and dog sitting, patience, encouragement, slices of cake, referrals and—it would be remiss of us not to mention—your likes, shares and follows on social media.

We have made so many great relationships over the last year and we can’t wait to see what comes next.

Thank you for visiting our site and here’s to the next year of Cake Media!

Laura and Jenny

Facebook Messenger Bot Updates - An Overview

Earlier this month, at the 2017 F8 developer conference, Mark Zuckerberg revealed significant updates to Facebook Messenger Bots.

What are Messenger Bots? In a nutshell, Chatbots (shortened from Chat Robots), are a form of interactive artificial intelligence, designed to simulate human conversation. They assist with simple tasks, such as online ordering, checking into flights and/or hotels, plus helping businesses to answer repetitive questions from their customers.

Image from Facebook Newsroom 

Image from Facebook Newsroom 

They have been around for a while on Facebook, ever since the Beta version was launched in 2016. The initial rollout did experience problems, most notably in terms of users having the ability to search for bots. However, with Messenger 2.0 there is now a Discover tab, where you can search for the best bots, places and businesses on Messenger. This includes bots specific to certain regions, in categories such as Food and Drink, Entertainment and News (note that developers must apply to have their bot included in Discover). 

Also, Chat Extensions now allows groups of friends to interact with a bot as part of a group chat—they can order to-go food together, make a shopping list, choose a hotel and book their stays as a group, paying for this all natively through Messenger.

Facebook also now lets businesses create Messenger Codes. Here, customers can launch a conversation with the right bot just by scanning a QR code (although whether QR codes will experience a surge in popularity is a completely different conversation…).

It’s worth pointing out at this stage that Facebook Messenger has 1.2 billion monthly users Worldwide. These users are already checking back multiple times daily to chat with friends. Now they can chat directly with, buy and receive updates from businesses without having to download any new apps. 

David Marcus, image from Facebook Newsroom 

David Marcus, image from Facebook Newsroom 

As David Marcus, VP of Messenger, said at F8: "We think of Messenger as being like the new social living room for the world, where people can hang out, share, chat, play games or buy things, while still being able to reach nearly everyone, wherever they are. We now think we are combining two tools of the past — the telephone directory (the way we used to find people) with the Yellow Pages (the way we used to find businesses)."

Right now bots are made through third parties and creating a professional one for your company is a job for a web developer. However, small businesses without the necessary resources can experiment with Facebook’s new Smart Replies feature. As Facebook put it, “This is where Page admins can now turn on automatic replies powered by artificial intelligence.” Available to restaurants in the United States and getting rolled out later in the year, this feature turns a company's most frequently-asked questions, such as business hours and location, into automatically generated replies.

Here are the thoughts of Pepijn Rivers, Chief Marketing Officer of "With more than 1.2 billion active users, Messenger gives us the perfect opportunity to extend the reach of our own messaging platform, enabling us to potentially converse with a significant chunk of the earth’s population. It also serves as an additional channel to supply our customers with the information they need - we simply take our chatbot straight to them. Just as with the app, it empowers travelers to reach out to us anytime, wherever they are in the world."

It’s not yet clear whether Messenger Bots will be the resounding viral success that Facebook are driving for but to us it really does feel like the next big thing.

Have you tried using Chat bots yet? Let us know below.