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Anderson Area Chamber New Media Workshop

I was asked a few months ago by the Anderson Area Chamber of Commerce to spend some time working with businesses concerning New Media and Social Media Strategies. This morning was a great workshop with a small group of people inspired and engaged. It is was so much fun to work with small business owners that are so passionate about their business. This post is just for you, all fourteen of you that spent time with me this Wednesday morning. I encouraged you not to take notes, but to take part in the conversation. Here are the two presentations form this morning. The first presentation below was the primer, the place to get us going.

The second presentation below was a way to think about implementing New Media into your strategy. It is full of some examples and case studies.

I am also including the worksheet as a PDF to download. Click Here to download.

Thanks to the Anderson Area Chamber of Commerce for hosting this workshop along those who attended, specifically sitting through two hours of my crazy information.

Hospital Social Media Bandwidth Demand is Heating Up

Evolution, evolution, evolution. Word of mouth gone digital…and the result, a CIO’s worst nightmare: SQUEEZE MORE IN THE PIPES!

BizReport.com reported in April, 2010 stats that we already know intrisically…7% of all business Internet traffic is going to Facebook and 10% of bandwidth used in a business is getting chewed up with YouTube. Makes sense because YouTube has become the number two search engine below Google.

Let’ look at the Facebook stats:

More than 400 million active users
50% of active users log on to Facebook in any given day
Average user has 130 friends
People spend over 500 billion minutes per month on Facebook

WOW…so, we know that people are accessing Facebook at work in some capacity. Let’s look at another statistic that I found interesting: There are more than 100 million active users currently accessing Facebook through their mobile devices and people that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users.

Well…if you can’t get it on the company computer then you can pull out that iPhone, Blackberry, Android, etc. to access you favorite social media site. I have already tackled the reality of why hospitals and organizations should open up the pipes to Social Media, so I wanted to look at what are the hesitations for corporate decision makers. What are the top two arguments for not opening up the pipes to Social Media: 1) employee productivity and 2) bandwidth.

Infrastructure is a huge issue. Think of it this way. I have a house that was built in the 1920’s. The plumbing in the house was probably re-built in the late 70’s. I have a half-inch pipe servicing my house…so when someone is the shower, you better not flush the toilet or turn on the washing machine. And…do not plan on taking two showers at one time or consider doing the ole Navy Shower routine: turn on water and rinse, turn off water and wash, turn on water and rinse.

So…using this analogy…think of bandwidth in the same regard. Lots of hospitals have the same position when it comes to IT infrastructure. Legacy wiring, switches, etc. to support an ever increasing demand for bandwidth. So imaging opening the flood gates to all social media and other resource intensive web based, community platforms. There is only so much a hospital or organization can support given the current infrastructure. So with the demands of increasing bandwidth needs and access to information…there are policies and procedures that have to be put into place to decide how to allocate resources. The Department of Defense just recently opened up the pipes to Social Media but put into place strict guidelines for use…a “Consistent Policy.” “There has to be since 47 million of Americans visit Facebook daily, which is nearly as many who watch TV daily (55 percent),” states Neilsen.

So how do we get hospitals’ and organizations CIO’s and IT Departments on-board with opening up the pipes for Social Media’s:

First – Build a team to assess this demand. This includes heads of marketing/pr, IT (CIO), finance (CFO), and service area department heads.
Second – Build an advisory team built of individuals on the ground level. These are the individuals actively accessing Social Media as brand ambassadors.
Third – Build policies and procedures for implementing Social Media usage on all levels. Whether it is a patient, visitor, employee, or leadership…all users should have guidelines for usage.
Fourth – Assess current infrastructure and how the increase in demand of data will affect infrastructure and costs associated with opening the pipes.
Fifth – Implement a strategic plan for who and when can access Social Media platforms. This is based on access and cost to access data.

Bandwidth costs money, whether if it is the amount of data transfer, the physical pieces of technology that manage the pipes, or the human capital accessing the networks…time and usage is money. So what type of investment should we allocate to this growing demand for information?

Remember the one stat that I mentioned earlier, one that I am sure is making a CIO happy: there are more and more people accessing Facebook on mobile devices. Is this out of necessity because corporate pipes have been locked down or is the mere fact more and more mobile devices have access to fast data and applications. This is diverting the bandwidth issue but raising the problem of whose mobile device is being used to access the Social Media’s? Is the company footing the bill for the device or is it a personal device; regardless, people are accessing Social Media.

People want access to stories and they are connecting with stories via social media’s!

Building a Social Media Presence around Video

Using video is one of those mediums that can really enhance your social media presence and can add so much to your campaign. BUT, you gotta think through this little bag of tricks. If done incorrectly, this integrated marketing tool can make you look like a dummy! (I almost just typed a bad word).

I am not going to talk about message development, that is a whole other ball of wax. I am going to talk about how using video online can help generate traffic, relationships, and enhance your SEO.

First…create a series of short messages around a campaign, event, and idea. When I mean series, I mean more than 3 different video messages. These need to be targeted at a specific audience and a specific topic. This over-arching theme will bring these messages together.

Second…have a home-base for these video messages. Whether it is a blog, a video section of your site, or the homepage; these video messages need a home so people can find them within one consistent place.

Third…these video messages need to have a equal treatment in production quality as the message itself. If it is meant to be shaky and dark…your message better represent the reason why it is shaky and dark. But, be controlled in the delivery of the production quality. The person watching needs to understand your message, the production quality needs to enhance the message not detract.

Fourth…create a channel on YouTube, Blip.tv, or Vimeo to host all of these video messages. Once the messages are created, upload them to these channel and spend time developing the title for each video, the description, and the tags/key words. I sometimes use the URL of the homebase for these messages in the title.

Fifth…schedule a release of these messages. If you have produced 5 of these and you want to share all of them…maybe release them once a week. Use the embed code provided by YouTube, Blip.tv, or Vimeo and place them within the site. Once placed…tell the world!

Sixth…tell the world that they are updated on your home-base. Use TweetDeck and/Hootsuite to regually tell the world that a new video has been updated. Use email marketing and even LinkedIn to tell your spheer of influence that is it live and people can go watch it. Ohh…when you tell them, use the URL where it is located at the home-base and shorten the URL using TweetDeck or Hootsuite. This will allow you to track the clicks. This works well in a blog where you have a specific URL for each blog post.

Seventh…create a discussion around the video that was just updated. Get on your social networks and tell people about the video and ask their opinion about the content, create a discussion.

Eighth…repeat this process. Olivier Blanchard (@thebrandbuilder) talks about consistency and frequency when using new media and social media combined. It is smart thinking.

Video in Blogs: more than the brain dump!

Video production is one of the most time consuming efforts one can take on when trying to create content for online media. It is not only one of the most time consuming but can be one of the most labor intensive and cost prohibited methods to engage an audience via a message. Now, I know that it has become easier to take that small video camera, shoot some video, upload it to YouTube, and post it to the site. But there is a balance: when to use professional based services/equipment and consumer based services/equipment.

As this is one of my areas of offering…I understand the market is shifting with online video content being created and offered by more consumer based models. But, with that said…this leads me to my argument. There are times and places when to use video content for the blog. There are times and places when to use consumer based equipment and when to use more professional based services. Bottomline…it comes down to MESSAGE. Yep!

Regardless of how and why you approach the production, video for the blog can be POWERFUL…Yes, if used the right way! Now, I am not an expert, just a person that understands user-centered applications of video content. I did get my graduate level education based in user-centered design and audience analysis and I been working behind the camera since 1992 with numerous awards for broadcast television excellence. That was the credibility spin for you…but it was to let you know I am not just shooting you a line of bull.

Here are some thoughts to consider when creating video content for your blog:

Do not put all of your eggs in one basket. Basically, no need to feel like you have to record an eight minute video about your thoughts when you can spread out the topics to multipurpose the content.
Multipurpose the content. You are going to invest in time in setting up the equipment to shoot the video, shot lots of short video segments that can be used not only in the blog but in other areas.
Keep the video content to around a minute, and no more than minute and a half. Remember, the attention span of a quick clicking web browser can only engage in video content so long.
Create multiple short video segments within one shoot. I worked with a client and we shot a whole years worth of content in one day, enough to release one video on his blog once a week.
Know that the video content for the blog must either take the complimentary position to the written content or the reverse. Know which is the most important content and shape the post based on this concept.
Research a good technical set-up for the shoot, if you are a one man show. DO NOT sit in front of a mirror or window…the camera will not like that. You can also use a household standing light as your “key light” filling your face to make you not look so dark.
Make sure you have a good audio set-up. This means invest in a microphone that can record you; so you not sound like you are standing across the room.
Consider hiring a video producer/message creator/videographer for this production. This person will help you formulate your message and keep you on task with the message and delivery. They will also help you with the technical side so you can focus on the delivery and not if the camera is going to tip over.
Use the power of YouTube. It helps you with SEO and also with that big homogenous linkage system that powers Google. Plus, it can play on almost all the mobile devices so anyone can view your message within your blog.
If you want to consider private hosting, consider someone that deliver to mobile devices via HTML5 or other javascript based applications. I use Sorenson360 and it has great user analytics from viewership to length of video watched.

So…take with a grain of salt. Give me your thoughts and ask questions.

So you want to have video in your blog? STOP, DROP, & ROLL

So you want to start using video in your blog? You either have a camera, know someone with a camera, or willing to hire someone to produce it professionally? OK…stop, drop, and roll! Seriously, the fire is raging and you better take a chill pill before you pull out the camera!

First…ask yourself this question, why must you use video in your blog? Are you doing it because every other Tom, Dick, and Harry blogger is doing it and the peer pressure to keep up is so overwhelming that you can’t stand it anymore? Are you doing it because you feel like it will bring value to your audience, your customers, or your prospects? Why do you want to do a video blog?

Second, ask yourself…what is your vision for the video blog. Is it going to be this five minute monologue tyraid of you standing in front of the camera re-iterating the very same thing that could bring more value if you just wrote the darn post, and you were too lazy to write it in the first place? What do you really want to communicate? What is your vision?

Third…how do you want this video message to really impact your audience? Do you want to engage the audience with some educational piece that can bring value to their business or life? Or do you want to try to fill them with more useless knowledge that will add to the video noise currently out there competing in this vast space of social media.

Fourth…will the production quality of the video message(s) match the quality of the content? If you hire some jam-up production group to make it look awesome, provide you with high quality deliverables that will look awesome, but the content stinks…atleast they will say it looks good.

OK…now let’s get away from the sarcasm. Before your start a video blog…step back and think about what you really want to communicate and why are you choosing this medium. The video blog needs to bring value to the audiences’ experience and can compliment current content, especially if you have built a readership. The video in the blog needs to be short and sweet and give a true reason why someone will stop and watch. It should be no more than a minute and half! Really 1:30! For it to be effective, you need to do it consistently and provide some sense rhetorically why this blog post warrants a video to accompany the post.

Some of the most successful integration of video in blogs are ones that are unique in content, provide quick usable pieces of information, or shed some light on a subject. They are used on a regular basis where the audience knows there is a reason why someone is talking to them.

I worked with a lawyer where we used a video blog as a means to provide a series of FAQ’s or tid-bits about the law that inform individuals about specific legal statutes. We produced enough video content for close to a year where each video was released once a week. They had a branded introduction and we stored them on YouTube, embedding them on the blog. This provided great SEO especially since we used appropriate tags within YouTube and each blog post. Each one was no more a minute long and we positioned each of them with either a topic, event, or a case.

A great use for video in a blog can be a series of interviews. You can interview a subject and split each video up based on an individual question and response. This will allow an individual to have multiple videos from one interview, then you can spread out a series of post to promote your blog and the topics covered.

So…before you pull out that camera and try to one-up the next person; STOP, DROP, and ROLL. And do not roll the camera. Sit down and plan out the strategy for the video. Think audience, message, and delivery!