I’ve sold 10 books this month, and not once have I mentioned any of them in my Blog posts or elsewhere (with the exception of one Tweet that I can remember.)
The point is this: When I got started with Social Media, I read books like Crush It! and read Bloggers like Chris Brogan and David Meerman Scott first. I watched Gary Vaynerchuk’s insanely entertaining and inspiring videos to learn how the Social Media game is played. And these guys taught me this:
Thank You Economy. One of Gary Vee’s favorite phrases is the “Thank You” economy. I try to follow this rule by creating really good content and giving it away for free. No strings attached. People say “thank you” by supporting my brand, my “stuff” as it were. Even if that means buying novels I wrote about baseball, golf, time travel or a book of personal essays from my days as a syndicated columnist.
Pull, don’t Push. You pull people into your Blog with amazing content, Tweets, comments on others’ Blogs, YouTube videos, etc. Once people land on your Blog and see they really like what you have to say, they tend to support you and your products. I literally bought a book (Socialnomics) based off a cool YouTube video. Author Erik Qualman didn’t say “Buy my book!” anywhere in the video, but the content was so well done I knew I wanted to hear more of what this guy had to say on Social Media. Same with Gary V, Brogan and David Meerman Scott. I’ve bought their books, read their blogs and (perhaps most important) spread the word about them to all my friends and colleagues in PR via Social Media channels and regular conversations.
The Brogan Rule. Chris Brogan is great at practicing what he preaches – constantly pointing out cool stuff other people are doing. On the surface, it seems silly for Brogan to be driving eyeballs off his Web site to another blogger (sometimes a competitor!) or Social Media guru, but Chris has it figured out. (A) His content and talent speaks for itself, and he doesn’t need to toot his own horn. Others will do it for him. (B) He’s so passionate and on the ball with Social Media trends and thought leaders that I know as a reader of his I’ll always get the biggest scoops and coolest new ideas – even if they aren’t Chris’ to begin with. That makes me a loyal Brogan follower and brand supporter.
Be authentic – or else. We all hate a phony, and heaven knows Social Media (especially the Twitterverse!) is filled with self-promoting loudmouths offering yet another Amazon link to their books disguised as a Tweet or telling everyone how their new moneymaking program will have you earning thousands from your office chair in mere minutes. I think it’s awesome that the more honest and authentic a person is on Social Media, the better he or she seems to do. Not only does it resonate with readers/viewers/followers, but it reveals your true personality and style – which to me is what separating yourself from the rest of the Social Media pack is all about!
The lesson is this: Social Media success is based upon creating and/or pointing out really useful, cool and helpful content, and sharing it in a way that makes it (A) Easy for others to digest and (B) Easy for them to pass it on. How do I know it works? Look at the screen grab above! I haven’t lifted a finger with any direct book marketing this month, and I’ve sold 10 books in 15 days! Sure, I won’t be bumping Stephen King off the bestseller lists anytime soon, but it’s enough in royalties for a nice night out with the family.
How about you? What Blogs do you follow? Have you experienced the “Thank You Economy” or see The Brogan Rule pay dividends with your own brand/product?
No matter what any PR or Advertising agency tells you, there is no such thing as a guarantee when it comes to creating a viral video for your brand or business. The one above is from the summer of 2007 and was made for a screen printing company in Omaha, Nebraska, that caters to high school clubs and teams. I love it because the guy in it reminds me of Will Ferrell, and I think it’s a clever attempt done at the beginning of the viral video era. (In interest of full disclosure, my brother-in-law owns this company, called Image Market.)
In search of creating the next big thing for my current employer, I recently read the YouTube Report, a detailed study of several thousand YouTube users and their habits, and was reminded of what combination makes for the most popular and “viral” videos on the site.
Almost all viral videos have three key components:
1. Humor.
2. Music.
3. Length (usually 3-5 minutes long)
Think about your favorite viral videos – JK Wedding Dance, Chocolate Rain, etc. – and you’ll realize they hit these 3 things spot on. I’ll also add a couple of my own points:
1. “Pass-along” factor. Would you share this video with friends? Which ones? Why or why not?
2. Authenticity. Is there a sense of truth and transparency to the video, or is it trying too hard to be cool/funny/etc.?
Every business on the planet would kill to have a viral hit, but very few have. Will it Blend? is one example of a company that has made it. There are others, of course, but many end up getting lost among the billions of videos available on YouTube at any given moment.
I think it’s easy for brands and businesses to forget this key caveat: Making the viral video is the easy part. Promoting it is where the real work comes in. (More on that in another post.)
What do you think? What are your favorite viral video examples and why? What else do you think goes into a great viral video? How would you promote the t-shirt screen printing video above if my brother-in-law’s company hired you right now for a Social Media campaign?
With the predictable result in Tabloids vs. Tiger finally forcing his hand, Tiger Woods has a unique and incredible opportunity from a PR perspective. (If we can, let’s move past the PR blunders and/or naive thinking that got Tiger into this mess in the first place. Also, until the game changes, it’s a moot point to argue and complain that the man is entitled to a private life. Let’s play in the realm of reality, shall we?)
Right now Tiger Woods has a unique opportunity to emerge from the ashes and make his personal brand, reputation and legacy even stronger than before. It would take incredible courage and a complete change of direction from what Woods has been comfortable doing in the past (i.e. keeping his private life as private as humanly possible), but I’d suggest that it’s not only the best PR play for Tiger moving ahead, but also the best play as human being with an amazing chance to bring healing, hope and help to others.
What if Tiger changed the name of his personal yacht from “Privacy” to “Authenticity?” What if he embraced his global platform and, moving forward, used it as a chance to model the kind of authenticity, transparency and honesty that resonates with every single human being on this planet?
What if Tiger led with weakness, admitted his failings (today’s statement was a start) and then used his platform moving forward to help do whatever he could to speak out against the very thing that ruined his parents’ marriage and (potentially) his own? What if Tiger got in touch with his personal stuff (i.e. the issues that led to the affairs), dealt with it in an open manner, and then used his powerful platform to speak to young men (especially athletes and entertainers) about the dangers of going down the road that ultimately tamed the untamable Tiger Woods?
What if Tiger partnered with an organization like All Pro Dads and dedicated himself to helping spread the messages aimed at creating and supporting good, honorable men who strive to be the husbands and fathers their children deserve?
What if Tiger did all this while still being Tiger Woods on the golf course, forcing us to watch every shot because of his breathtaking talents with a 9-iron and a good look at the pin?
Would this be an easy road? Of course not. Tiger would have to completely change his approach to life and his approach to the public spotlight. But what a message it would send to all of us to see a hero of ours struggling with his own mortality, his own failings, and ultimately (and hopefully) being able to overcome those shortcomings and help countless others in the process?
Imagine the forgiveness that would flow from us toward Tiger. Imagine the lives that could be impacted, the marriages saved, the children spared the pain young Tiger (and now his children) came to know because of what their fathers did?
Sure, it’s a big change, but these are the kinds of changes that can be made when your entire empire comes crashing down on top of your head.
The world is watching Tiger Woods – that much we already know. The question is, where does he go from here?
One of the things I’m working so hard at in my day job is increasing our trade association’s video presence online. The video above is a 76 second attempt to get our 5,000+ members and others to support the nonprofit arm of our trade association. I’m fanatical in my belief that Social Media (especially video!) is akin to the invention of the telegraph, telephone and television all rolled into one. It’s that big of a deal, and companies/brands/corporations that fail to see this or jump on board late in the game are doomed.
Although it has a semi-local focus, this is a great article from MinnPost.com here in the Twin Cities about the growing niche of online video services being offered to companies. Here in Minneapolis/St. Paul, there are more than 500(!) video production companies all fighting for these dollars. (I think Ed Heil’s shop runs one of the best, for what it’s worth.)
My thought is this: While I’m all for outsourcing these needs and supporting great vendors like Ed and the other 499 shops in the Twin Cities, I also think it’s imperative that the in-house PR and Marketing departments at brands/corporations/companies have some serious video skills to start with, or at least the desire to learn video. To me, a PR person who isn’t interested in video is like a PR person who isn’t interested in using the telephone or e-mail. If I was hiring someone, that would be a huge red flag during the interview process.
So what has your company/brand/corporation done so far with online video? What is/isn’t working? Share away!
