The Way We Watch

Please Don't Make Yourself At Home

 
Last night I was stuck at 42nd Street and the West Side Highway and needed to stay put in the neighborhood for 90 minutes while my son was a bowling party.  I ambled into the nearest food establishment.

  Seemed kind of welcoming to me from the outside.

 

 


 After I bought my slice and soda at the counter I sat down and saw four signs:

 

 
The sign to the right says, "Is not permitted food or beverage from outside."

Luckily, my slice and soda were $5.00 (over the minimum). I didn't plug my phone in to charge it and I didn't bring any food from the outside in with me.

Syntax aside, rules are necessary, for sure.  But when you want repeat customers to your blog or service, figure out ways to keep the conversation going.  If you don't want repeat customers do what this restaurant does - bombard us with rules.

It's like putting up a sign in the window that says,  "We don't want you here for very long."

If I'm stuck at 42nd Street and the West Side Highway again.  I'll walk to tenth ave.

The Most Fun iPhone App Around...

I'm not a professional photographer - nor do I ever aim to be one - but I sure feel like one since I've been using Chase Jarvis' Best Camera App for the iPhone.  He's created an easy three button app that simulates his editorial photo work.  The full story on Chase and the app is here

I wanted to quickly show you some before and after shots using the app so I made this simple iMovie.  Take a look.  You'll be surprised to know the composer of the music is the marketing blogger Adam Singer who makes his electronic music available to everyone at his site: adamsinger.org. 

Also via the app, Jarvis has created a very easy way to share your pictures with Facebook, Twitter, the best camera app community and your own iphone photo library.  My pictures can be seen at http://bestc.am/photographers/7921. What is neat is seeing how other people are using the particular filters.  If you click on http://www.thebestcamera.com/ and double click any photo you can see what filters and what order they were used.

I've always wanted to be Duane Michaels and now I can be (in my own mind)! 

Makes Me Want To Watch - Makes Me Want To Share

Awesomeness.  My impulse upon seeing this was to spread it.

The stuff that cuts through the clutter gets shared.

Would I buy the camera?  Not so sure.  Will I remember the brand?  You bet.

Do you want to share this? 

Can't see the video. Click here.

5 Lessons Learned On Producing Viral Video

Last month I produced and directed (via Wheelhouse Communications) the book trailer to Libba Bray's Going Bovine for Random House Children's Books. This video lit up Twitter when it debuted on EW.com and continues to build a growing audience through Young Adult blogs and other sites.  I wanted to tee up the valuable lessons learned in this experience for you to bear in mind on the next video you make:

1. Be Different.  A standard Q & A  author video with cuts to the cover art is not going to stand out or be remarkable.  In this video, we started with a wacky premise: the author wore a cow suit and did not mention it at all.
   
   
2. Spend Time On The Edit.  Most beginning web video makers want to concentrate all on the shoot. Here's my advice: spend more time on the edit. If you're hiring professionals make sure you've budgeted ample time for the creatives to digest all the footage, try out sequences, and then some more time to add some zing and polish.
   
   
3. It Takes A Village To Go Viral.  With the video done, it was time to get people to notice it. Everyone involved in your video should have a strong or fledgling social web prescence to shout out to the world, "Hey, watch this video!"  In the case of Going Bovine - Random House has an incredible in-house publicity department that worked all the blogging and twitter angles to their advantage. 
   
   Libba Bray, the author, has a well trafficked blog and sizable twitter following @libbabray. Her twitter following includes fans, other authors, librarians and bloggers.  Bray blogged about the making of the video (see here) and then tweeted out the link when it was first available.  Lastly, yours truly, the filmmaker pointed all my contacts to see the video by posting on twitter, facebook and linkedin. Through some social networking, I was able able to get it posted on the popular eguiders.com site. (see here).
   
   
4. There Is A Place For Traditional PR. A month before the book's publication, the video premiered on the highly trafficked EntertainmentWeelkly.com's site (EW.com =  nearly 4 million visitors/month) Shelf Life.  Random House did a great job getting this eyeball friendly placement and it was the initial engine that drove views.  I think it was a good strategy.  It forced the truest and most loyal fans to go to the EW site and read the positive review of the book and the video - See here.
   
   
5. Video Feeds The Conversation.  The second life of the video started a week after the EW.com blog premiere.  RH posted the video to YouTube. Fans of Young Adult (YA) literature are all over the web. It's an extremely vocal and supportive group that includes readers, librarians, teachers, publishers, authors and agents. Again, it was traditional PR relationship building at work that informed this audience about the book's release and the video.
   
   When thinking about spending the resources and time on a video think about if there is an existing online community that is already in place.  For this video, it was interesting to see how many blogs embedded the youtube clip or linked to it. See here, here, and here for examples. I would show you the plethora of tweets that the video received but time has erased them from twitter's memory. Believe me - the link chirping was plentiful.

Summary
Be clever with your video - first and foremost. No one is going to link to plain Jane video anymore.  Use your budget for editing; it's the most essential part of your process.  Create videos for audiences that have strong social platforms in place.  Lastly, everyone involved in the making of your video should have a strong social web presence.

Why The "I Love You Beth Cooper" Viral Video Marketing Failed

The Wall Street Journal reported today the story of Kenya Mejia, a real life valedictorian from Los Angeles who was paid by the marketers of the movie, I Love You Beth Cooper to pronounce her love for fellow classmate Jake Minor at the end of her speech.
 
Marketing executives for Twentieth Century Fox produced this stunt as part of a campaign to generate YouTube buzz before the opening weekend of the film.

The WSJ article does a great job of explaining how FOX, through a unit of Creative Arts Agency (CAA) found Kenya, got buy in from her and her parents and then filmed the speech with help from another company.  Apparently school officials and the student body were unaware that they were players in the marketing effort.
 
There are a lot of ethical issues here:

1. Should school officials been told of what was happening?  
2. Should Kenya have been paid for her efforts. 
   
3. Should she have accepted. If I was graduating that day in Kenya's class I would have felt used.  
4. Should her parents have let her do this.
   
5. Should personal release statements been signed for all the graduates that can be seen and heard in the video (they may have done this, but I doubt it).
   
6. Should we always be transparent in our marketing? 

 
My thoughts (as a producer of video) lead to why didn't the video do better?  As of this writing the video has only claimed about 2000 hits. Considering the effort and resources that FOX, CAA and the production company put in, why aren't they getting their eyeball's worth.
 
Here is the video:

 
My reasons as to why this didn't go viral:

• The video starts too neatly, "To summarize it all..."  I would have chosen to start earlier or later in the middle of a sentence ... (in media res) that's how the Greeks did it.

• "I was recently watching the trailer for the upcoming movie...."  This sounds fake.  How's this: "I'm borrowing this idea from the new movie "I Love You Beth Cooper." (perhaps also making a joke about citing sources).  Small point but it may have helped. By the way, Kenya's performance was spot on.  They picked the right person.

• There are five cuts in the video. This sets off my radar immediately. No one edits their graduation footage. It's a tip off that this is manufactured.  I would have done it all in one take. Harder to pull off, for sure, but that's what it requires.
• Maybe anyone who quotes a movie trailer in her valedictorian speech isn't worth watching?
  

What do you think?  Forgetting the ethical marketing issues aside, how come this didn't work?

Post script: 24 hours after the WSJ article with tweets and blogs as the engine the video now has 10,000 hits.  Was this the aim all along?

The New Media Mogul: 10 Questions For Daisy Whitney of The New Media Minute

Daisy Whitney is working it. She co-produces and hosts her own show The New Media Minute which is produced in partnership with NAPTE (National Association of Television Program Executives) and can been seen on NAPT'Es site, Beet.TV, TVWeek.com, on ABCNews.com, Jugular's Advertising’s blog, James McQuivey’s blog, ChicagoConvergence.com, Midwest Media Now!, and United Pixels.

She also writes for a slew of online publications and has just published her first e-book, Keeping You and Your Content Out of Court which we'll get into later. As an industry expert, Daisy has been interviewed by CNN’s Showbiz Tonight, CNBC’s Closing Bell and G4’s Attack of the Show. She has also been interviewed by NPR and the Wall Street Journal. Not to forget, she is also the host of the podcast, This Week In Media.

Parlaying her knowledge and experience, Daisy has been consulting to organizations and companies on entering the the new media on-line space.
 
Here's her latest show:

 
Where is the best place to to upload your webisodes and why?

Daisy W: This varies widely depending on your business or brand. Sometimes it’s YouTube, sometimes your own site, sometimes a service like blip.tv, sometimes niche sites. It truly depends on the content, audience and release strategy. Generally, I advise posting to more than one place though so you have a better chance of being found.  I picked blip because I know the founders, because they take care of me and their other producers, because they are always accessible and helpful and can solve all problems quickly.  Also, many of the most popular episodic web content uses blip so that seemed a good fit.
 
If you're not on YouTube, why not (I did a youtube search for you and got some old new med. minute shows from long ago)?
 
Daisy W: Um, I should be! I have a YouTube account and I admit sheepishly I need to be on there because I just did a New Media Minute on how every brand needs to be on YouTube, so I better follow my own advice and update my YouTube videos!

How did you go about finding sponsors for your shows?

Daisy W: One came as a result of an ongoing relationship with the CEO of the sponsoring company. I asked if he wanted to try a charter sponsorship with the New Media Minute and he was game, so we struck a deal over email in a day or two. The second sponsor is also a company I know well and follow. The marketing director approached me at NAB and we talked more and I put her in touch with NATPE, my presenting partner which now sells the ads for me in the New Media Minute.

Do you use a teleprompter? If you don't, then you're amazing. Even if you do use one - you're still amazing. Very natural. Any secrets?
 
Daisy W: Thank you. Sometimes I do, sometimes I don’t! It depends. Originally I did not and just memorized each script. Then I had access to a prompter and loved not memorizing. Now I have found that I actually prefer simply writing the script, reading it a few times and then going off memory, rather than a strict memorization. It makes it more natural, I think. I feel comfortable with this “technique” now because I’ve been hosting the audio podcast This Week in Media for more than a year and because I speak frequently at conferences and these opportunities have helped me hone my ability to “riff” so to speak and just talk without a prompter.
 
Tell me a little about your new E-Book. How did you happen on this subject matter? What will buyers of the book find that's important to making video on the web?
 
Daisy W: I wrote an e-book on fair use of online video and other internet content because I received numerous emails from creators wanting specifics on how to adhere to fair use guidelines. My hope with the ebook (daisywhitney.com/ebooks) is that media producers can learn for $15 the basics of how to avoid getting sued for violating fair use and NOT have to pay lawyer fees!
 
Your work flow for your New Media Minute... Do you have ideas stored away or take it week by week. Do you have a crew helping with shoot and edit?
 
Daisy W: My husband shoots and edits the show. I usually save ideas and batch shoot 2-3 at a time for efficiency reasons. If I am at an event, I do a “live to tape” version and run the next day. Otherwise they are usually shot a week or so before they air.
 
Video is impactful. But many times I'd like to link to some of the stuff you talk about in your pieces (that piece of YA writers for instance). Do you feel like there should be some interactivity within web video? I'm a big fan of youtube annotations but of course you're stuck in a youtube world.
 
Daisy W: Yes, interactivity and links are good things in Web video.
 
Posting a weekly show is grueling. But what has it done for your career?
 
Daisy W: It is grueling! But it’s done a few things. It’s become a revenue stream! And it’s also helped me finetune my presentation skills, reach new audiences, win new clients, earn speaking engagements, and become an important voice in the new media world. I’m delighted that media executives and indie producers alike find it valuable. A talent agent once actually thanked me for doing the show and said he found it informative and useful every week – that’s why it’s worth doing.
 
You consult companies on their online video branding. Should companies think like you do in terms of creating a sustained series or should they call the perlorian brothers and get some eyeballs by making insanely funny viral video that speaks to their unique selling proposition?
 
Daisy W: It totally depends on the company or brand! Making video needs to be tailored to your company and your brand and it could be a series or a viral video. But a viral hit is tough so I generally advise aiming to build a sustained and targeted audience over time with ongoing videos germane to your area of expertise.

Where do you see New Media Minute going in 2010?

Daisy W: I hope it continues to be a profitable show for NATPE and me and that I can break stories, provide analysis and help educate media execs and producers.

Thanks Daisy!

My favorite line that she said was this one about her paid advertising on her programming, "I asked if he wanted to try a charter sponsorship with the New Media Minute and he was game." It's a good lesson to remember: if you don't ask, you don't get!

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19 Social Media To-Do's

If you are a new reader or an old one, thanks for stopping by.  What I do here is help readers with video, social networks, vlogging, and converse about the changing nature of marketing/PR and communications within the social web.

Let me know if what you see and read is helpful with a comment or tweet. Click @chrismingryan.

Today is a great day to:

• Start using RSS to make yourself an editor-in-chief of the social web.
• Send a Tweet.
• Be in the social networking game because Obama did it and look where he is now.
• Become an expert.
• Make a subtle change that makes something more truthful.
• Recharge your batteries with a classic film and tell someone about it.
• Interview your kids or a friend on what they reading, watching, and playing (you will learn something).
  
  

• Spice up your blog.
• Write a rant and share it in an email or post.
• Produce video - it's easier than ever before.
• Publicize others (hint: it's the secret of the social web) and help your tribe at the same time.
• Get the person who works for you a promotion by doing this.
• Make something beautiful. 
• Direct a video classified
   

• Surprise your audience.
• Develop an analogy.
• Create a Wordle and share it (they are fun).
• Introduce yourself with a joke.
• Encourage a blogger by subscribing to their blog.

photo credit: robinn.