All posts by Shari Weiss

I have been writing and teaching most of my life -- and have enjoyed both vocations. However, the advent of the Social Media Revolution has turned my life around in the most exciting fashion. Rather than think about retirement, I want to help change the world -- particularly the business world -- into a "kinder," more ethical, transparent, and authentic place to help solve people's problems.

Many of us who have taught Shakespeare know that the Great Bard based his renowned plays on history or legend — in other words, his genius was not in the originality of plots, but in the art of his storytelling.

Art, imagination, creation are products of passion. Passion is the way we move forward. Passion is the way I, personally, am moving forward.

Book Review – Part One

This blog is a chronicle of my newly embraced career as a Social Media Evangelist. And one of the people most responsible is Brian Solis, who graciously and enthusiastically accepted an invitation to speak to two Public Relations classes at San Francisco State last spring — despite his hectic schedule advising clients, speaking at conferences, attending mashups, and promoting his most recent book Putting the PUBLIC Back in Public Relations.

To my mind, Brian’s book, co-written with Deirdre Breakenridge, is a conversation about a clash — the confrontation between old thinking and new realities.

Change is hard. People like the comfort of the Way it Was, and the Way They Know: but that is hardly a roadmap for progress.

How Social Media is Reinventing the Aging Business of PR

Below is a listing of passages I particularly liked from Part I: THE TRUE VALUE OF THE NEW PR

Public Relations has always been about building relationships. It should never have been about spin.
The first thing a PR practitioner should learn is to uphold integrity and credibility at all times.
Listeners make the best conversationalists.
PR 2.0 is creating a new toolkit with which companies can share content with new influencers as well as customers.
PR has begun to look less like a typical broadcast machine and more like a living, breathing entity capable of also participating in conversations with publics.
The new goal for PR is to understand the communities of people we want to reach and how to engage them in conversation without marketing to them.
PR is rooted in democratized content, strengthened by enthusiasm and market intelligence, and powered by conversation.
We no longer Pitch — we Participate. We no longer Sell stories — we Tell them.
The New PR is all about 3 T’s: Transparency, Truth, and Trust.

The Social Media Book Club discussed Part I of the book last week, and here is an archive of the remarks. Tonight at 8pm EDT [5pm PDT] you can catch the discussion of part II: Facilitating Conversations: New Tools and Techniques on Twitter #smbookclub. Here is a Book Club calendar. For more info, contact @ready2spark

Sharisax Is Out There

Convince your boss to GO SOCIAL

September 3, 2009 Shari Weiss 8 Comments

While it’s true that we are clearly in the “early adopter” stage of Social Media for Business, that does not mean that your gut feeling is wrong: SOCIAL MEDIA/INTERNET MARKETING is the Way We Will Do Business.

So the sooner your organization hops onboard, the faster you will be able to build the customer-concentric community that will inevitably lead to a more profitable business.

Here are some ideas on how to convince your boss that he’ll learn a whole lot on social media platforms like Twitter and Facebook:

Ten Step Program

1. Listen and hear what people think about your company and your industry.

2. Discover that fear of public opinion is unjustified; your community simply wants transparency and authenticity.

3. With thousands of bright minds online, you’ll get lots of ideas and help formulating solutions for problems in your marketplace.

4. Honesty and generosity cost little, but reap Huge Rewards.

5. Garner “brownie points” just for being “out there.”

6. Experimenting is fun, necessary, creative, and guaranteed to produce positive results.

7. Successful companies will all be customer-centric.

8. Prospects will become customers; customers become loyalists; loyalists are your new influencers. You can’t buy that kind of advertising.

9. Get the jump on the competition. Everyone will be “out there”‘ get out sooner.

10. Finally, realize that isolation from your community cannot be a model for profitability.
JUST DO IT!

And for those of you who have DONE IT, please add to this list of ways to convince the boss.

Facebook

Is Social Media THE ANSWER when traditional marketing “sucks”?

August 31, 2009 Shari Weiss 15 Comments

Five incredibly talented and deeply entrenched social media THOUGHT LEADERS fielded questions about “How to get the word out” and win more business now that there’s so much FREE stuff out there.

THE VENUE: Grand Hyatt in San Francisco

THE SPONSOR: San Francisco chapter of the American Marketing Association

THE “WHY”: To discuss whether or not today’s marketing and PR “sucks,” and, if so, What To Do About It.

THE PANEL OF NOTABLES:

Moderator & Alltop creator: Guy Kawasaki

The Silicon Valley Blogger: Louis Gray

French entrepreneur: Loic Le Meur

Community builder: Renee Blodgett

LinkedIn Sales VP: Steve Patrizi

Super Tweeter Guy Kawasaki

QUESTIONS POSED TO PANEL MEMBERS:

What would you do if you had a great product in a niche and zero dollars in marketing?

What would you now do if you now had $10,000 in marketing? How would you put it to use?

What is the role of agencies in today’s environment? Should companies simply do their own marketing?

Headlines from the discussion:

PR NEEDS A NEW NAME

NO TRUST IS OBSTACLE FOR PR & ADVERTISING

CROWDSOURCING IS THE NEW INFLUENCER

KNOW WHAT YOU WANT TO BE

BECOME AN EXPERT IN A UNIQUE NICHE

“TRUTH IN MARKETING”: [Who’d a thunk?]

EVERYONE IN YOUR COMPANY WILL BE FINDABLE

BE YOUR OWN MOUTHPIECE

PR AGENCIES ARE PASSÈ

Selected clips from the discussion

: Silicon Valley blogger Louis Gray

“For marketing on a shoestring: Tap into personal network for word of mouth. Leverage the people who are your biggest fans.”

Seesmic founder: Loic Le Meur
“The problem with old styles of marketing is No Trust. What I trust are my friends telling me about products they like.”

“Twenty years ago there were 20 influencers. Today there are 6,000.”

“When you engage with customers on Twitter, you can learn what problems need to be resolved.”

“Social Media Marketing: Find the fight people in the right places and offer the right message.”

Steve Patrizi and Renee Blodgett round out the panel of experts

“Online Social Media: No difference between personal and professional.”

“Professionally distributed news releases may only be necessary with major launches.”

“Break out of old marketing by teaching your people to LISTEN and then to RESPOND.”
“The speed of innovation is directly related to the speed at which we are sharing information.”
“Rules are different for social media platforms: MySpace is like your neighborhood bar. Facebook is the backyard BBQ. LinkedIn is your office. You’ll need to act accordingly.”

WHAT DID THE ATTENDEES HAVE TO SAY?

Mark Evans, SFAMA President
Marketing is going through a revolution. The SFAMA is here to embrace this change and help bring together all the moving parts. — Mark

Julia Francis - Ubiquity PR, Wendy Fisher - Moxie Mtkg, Sharon Lee - Shamiko Design, Kelly Connelly - Kelly Connelly Design
MARKETING AND PR “SUCK”? — People will always need them, suck or not. It depends on the approach for them “not to suck”: Change the name of PR to a more friendly and real term like SOCIAL CONNECT, for instance. — Sharon

Bill Bralye
After listening to the panel, I want to devote more time identifying best practices used by companies that are effectively widening their marketing tactics by adding social media to the mix. — Bill

Deb Kockos
I can tell you that most people do not spend their day online exposed to ads or blogs about certain products. Most of the world doesn’t even know what Web 2.0 means. When referencing a conversation on LinkedIn during a recent presentation, the audience looked at me like I was nuts. No one even knew about LinkedIn. We’re definitely in the early adopter stage here. — Deb

John Meyer - UC Berkeley, Laura Dantes - Engagement Strategies
We do need to filter the Hype and remember basic marketing principles. As Renee put it, “What is the problem we are trying to solve?” Focus on strategy, messaging, and reaching the right stakeholder groups using multiple channels. I don’t believe the zero budget Twitter solution is sustainable. — Laura

Cory O'Brien
Marketing and PR don’t suck. They’re just changing rapidly, and the companies that can’t keep up with the changing environment are using marketing and PR methods that “suck.” Social media has closed the gap between the company and the consumer, and there’s a level of speed, honesty, and transparency that is required to play in this field that many companies are not yet comfortable with. — Cory
FOR THOSE WHO’D LIKE TO VIEW GUY’S QUESTIONS AND THE PANEL RESPONSES AND DISCUSSION:
Here are links to several short YouTube videos:
Do Marketing & PR suck? Guy Kawasaki introduces panel.
Louis Gray says BE YOUR OWN MOUTHPIECE
Loic Le Meur says problem with ads is LACK OF TRUST
Renee Blodgett advises companies to ask What They Want to Be
Steve Patrizi says that companies still need ads
Guy Kawasaki asks panel How to Market with $10,000
Renee Blodgett has tip to spike video views
QUICKY: Not much can be done with $10K
Louis Gray says, YES, $10K can fund successful marketing plan
Are PR agencies still necessary and relevant?
Steve Patrizi: Companies will continue to need help getting the word out
PR needs a New Name, according to Loic
TRUTH IN MARKETING: Who would have thought of those 3 words together?
What if your customers are not on Twitter?

San Francisco AMA members: Please add your comments below, and everyone else “out there”: DO YOU THINK TODAY’S TRADITIONAL MARKETING SUCKS, and WHAT SHOULD BE DONE ABOUT IT?
Can’t get enough of thought leaders in panel discussions? Here’s my report on Steve Rubel, Michael Brito, Richard Brewer-Hay, and Angela LoSasso discussing “Beyond the Hype: Roadmap for Social Media”
Next post: HOW TO CONVINCE YOUR BOSS TO GO SOCIAL

Sharisax Is Out There

SFSU Alum John Gumas came back to school and changed our course of study . . . and our lives

August 26, 2009 Shari Weiss 3 Comments

When I invited John Gumas to participate on a panel for my advertising students at San Francisco State back in February, I had no idea that his views and insights were going to change the direction of my life.

That panel discussion and the meeting I had with John and the other panel members opened my eyes to the huge changes in the world of advertising and marketing.

I put aside my textbook and relied on marketing professionals like John, as well as Internet Ebooks, blog posts, webinars, podcasts, and news stories to help me blaze a trail down the Social Media Revolutionary Road.

SFSU Grad JOHN GUMAS Heads Strategic Marketing Firm GEARED to the Future

Right after graduation in 1984 with his College of Business degree in advertising and marketing, John Gumas opened his advertising agency to serve the needs of Challenger Brands — companies that were being out-spent by larger, more established competitors.

“It was clear to me that Challenger Brand companies needed to be marketed differently. How could these organizations compete?”
“They couldn’t out-spend or out-research the Goliaths. We’ve built our business helping these companies grow profits by distinguishing them in ways that set them apart from their competitors.”
“It was all about helping them play to their strong points, especially those that resonated with their target customers.”

Today, Gumas Advertising is an award-winning strategic marketing, advertising and interactive marketing agency with a host of regional, national, and international clients.

“Cultural Relevance”:

Companies must understand the new world of marketing

John acknowledges that things are changing faster than ever before, but not the basic strategy:

“Marketing is all about anticipating change so your programs are ahead of that change. When brands and companies don’t realize that their offering, messaging, or marketing strategies no longer match the needs of the marketplace, they fall behind the pack.”
“It is all about understanding when you have to do things differently.”

Integrated & Targeted Marketing is the future for advertisers

You have to provide relevant content, and your message is key.
The vehicles to deliver that content are changing all the time.
People want to be courted.
They want to make decisions on their own.
Consumers still want to be sold to, but in a different way.
Marketers need to think more deeply to reach their target consumers.
You can’t be everything to everyone: You must STAND OUT.
You figure out what is working, and what isn’t. Drop the Bad and do more of the Good.

John’s first lesson was his Best Lesson

John loved what he was doing when he first began, and he continues to love it to this day:

“Figure out early on that if you are passionate about what you do, you’ll never have to work a day in your life.”

John’s advice to students:

1) Know who you are and what you want to do.

2) Don’t get a job for the wrong reasons, like money or prestige. Do a job because you are passionate about it.

3) Find an internship to test the waters. It’s the greatest experience you can have.

His advice to clients:

1) Have a vision.

2) Make a commitment.

3) Commit to make it happen.

NEXT POST: My report on the Great Panel Discussion DOES PR SUCK? with Guy Kowasaki, Louis Gray, Loic Le Meur, Renee Blodgett, and Steve Patrizi

Blogging, Twitter

Old Hat press releases will no longer cut it

August 25, 2009 Shari Weiss 8 Comments

Part II: My notes on PRWeb Social News Release show

Images are now expected: photo by my friend Susan Ambrosini

For a long time I’ve been telling my students the “dirty little secret” that the term PRESS RELEASE is passè — and people-in-the-know have been referring to these outreach communiquès as NEWS RELEASES.

However in the New Media World, we now have the SOCIAL NEWS RELEASE with entirely new rules and capabilities. Naturally I was excited by the prospect of sharing the tips for online news releases offered in the PRWeb/Vocus webinar.

SNR’s — VITAL SEO TOOL

Here are three of the broad-based benefits of Social News Releases:

Their incorporated “links” build Google juice
They provide content for both news aggregators and bloggers
They can create viral exposure through social networks

The Webinar listed five steps for a Great Online News Release:

Focus on two or three relevant key phrases — and get one of those in the headline and the other in the first sentence.
Content is Key: Make certain that your story has news value and is not just a veiled sales pitch.
Distribute the release to all social media platforms including Twitter, Facebook, and LinkedIn.
Optimize with key words and videos or images.
Use targeted anchor tags [URLs with recognizable labels].

It’s All About BACKLINKS

Go to slide #26++ on Optimized Press Releases for examples of SEO-enhanced social news releases. Notice the embedded video, social bookmarking, live search tracking, and embedded hyperlinks. Multimedia has become an expectation.

Here are two organizational points from the webinar transcript:

The Process has changed: new way of working, new approval procedures, new metrics
Leadership must discuss and adopt a new way of defining success for Public Relations

You can use this template for a Social News Release provided on the Web by Todd Defren, widely respected PR/Social Media expert whose blog PR-Squared debuted the recommended format. For more information check out this Fact Sheet on Todd and the relevance of Social News Releases.

Next post: SFSU alum John Gumas was one of the SF marketing pro’s “responsible” for sparking my passion for All Things Social Media

Blogging

Get FOUND on the Web — through Online News Releases

August 23, 2009 Shari Weiss 2 Comments

Part I: SEO

PRWeb and Vocus sponsored a webinar on “How to Use Online News Releases to Drive Social Media Campaigns” : so I thought I’d “ruminate” over the material by “taking notes” as a blog post. That way, we all can get smarter.

Steps to SEO

A. Identify a profitable target key phrase

B. Create content page around your target key phrase

C. Build backlinks with key phrase and content relevancy

Where should key phrases go on your content pages?

(a) Title tag; (b) Meta description tag; (c) Meta keyword tag; (d) header; (e) body copy; (f) ALT text

NOTE: Robyn Tippins told my PR class that it’s not just the key words. You also need related words, or Google may think you are spamming.

In addition to key words, Google uses “backlinks” i.e., clickable words or images that take you to other sites like the two in this sentence.

NOTE: Not just any old links will work, though. Google judges the the quantity, quality, and relevance of the links.

HINT: Links with .gov and .edu add authority, and that’s a good thing

ARTICLES ARE A GREAT WAY TO GET BACKLINKS

And here are some recommended sites to submit your stories to:

Forums and Blogs also offer great places for relevant backlinks, but you need to take care: Participate in a MEANINGFUL way, which means Adding Value and Making Friends.

Note from Google

Google’s Matt Cutter posted a webinar and transcript further explaining SEO and how you get more “Google Juice”:

The more PageRank you have, the faster you are likely to be found, the deeper we [Google] will crawl in your site, and the more often we will visit your pages to see if they have been refreshed.

PageRank at a 50,000 foot view is this: it is the number of people who link to you and how important those links are.

So PageRank is not just getting as many links as you can. It is also how important they are. So having high quality content can really make a big difference.

Now it’s time to check out some of the sources listed above.

Why not research one of the article publishers and see if you’d like placing your content on that platform?
Read one of your favorite bloggers and leave a thoughtful comment.
Check out a forum that discusses issues of interest to you; you can simply Google your area of interest with the word “forum,” i.e. “car forums” or “writer forums.”

Then, of course, JUST DO IT — Write your comments.

Next post: Part II of Notes on PRWeb’s webinar: Online News Releases are one of the most important SEO tools out there.

Blogging, Featured

Beyond the Hype: Roadmap for Social Media’s Future . . . and Ours

August 20, 2009 Shari Weiss 8 Comments

A few weeks ago, I felt like I’d died and gone to Heaven.

That’s the sensation one has when a passion is being filled to the brimming [tipping?] point.

For a student of the Social Media Revolution, nothing could be more gratifying and fulfilling than to hear a panel of highly influential Social Media Mavens describe what’s happening “out there” . . . Now . . . and what’s likely in our Future.

EVENT DETAILS

Sponsored by The Next Bench, an official HP destination for innovation and computing enthusiasts.

Wednesday, Aug 19 – San Mateo, CA

Moderated by Tony “Frosty: Welch, Community Manager for The Next Bunch, responsible for Web, Community and Social Media Strategy.

Panelists:

Steve Rubel, SVP Director of Insights for Edelman Digital, div. of the world’s largest independent PR firm.

Richard Brewer-Hay, Senior Manager Social Media Strategy & Chief Blogger for Ebay

Michael Brito, Social Media Strategist at Intel

Angela LoSasso, Social Networking Manager at HP

Selected HEADLINES from the panel discussion:

THE ENTIRE WEB WILL GO SOCIAL

FISH WHERE THE FISH ARE

YOU DON’T KNOW WHAT YOU NEED UNTIL YOU NEED IT

IT’S ALL ABOUT STORY-TELLING

THE MORE YOU LOWER THE BAR, THE EASIER IT IS FOR THE WORLD TO GO ROUND

IT’S NOT ALL ABOUT CONVERSION — CONVERSATION IS CRITICAL

Selected quips from the conversation:

* Experts are looking to lower the bar.

* Being “Gracious” is vital to being IN with Social Media.

* The Social Media Revolution is like a fast-moving sushi train.

* The Four Basic Means of Measuring Social Media Value: (1) Reach; (2) Engagement; (3) Reputation; (4) Trial/Transaction

* The Top Ten websites from a decade ago had one social network site; today more than half are social media.

* Digital Embassy Strategy: Fish where the fish are — have Embassies in all the venues where your customers are

“People don’t buy products; they buy LifeStyles.”

* Companies are screwing up as they experiment with social media, BUT these mistakes don’t seem to hurt the Bottom Line.

* Innovation really matters: *****INNOVATE IN SMALL WAYS – Those who innovate and iterate in small ways are positioned to pull ahead when things go mainstream. When something becomes a winner, you’ll be there.

* Social Media is NOT YET MAINSTREAM!

“Those who innovate and iterate in small ways are postioned to pull ahead when things go mainstream.”

* Smart companies will take advantage of people with strong personal brands.

* Do not look at Social Media in a vacuum: Look at all stakeholders and determine where social media fits. Where’s the HIGHER PURPOSE?

* Social Media, conversation media, whatever you want to call it — it’s all about one-to-one.

* We’re on THE CUTTING EDGE: The Internet is always changing.

Richard, Ebay

VIDEOS

for SOCIAL MEDIA ROADMAP

panel now posted onYouTube:

Steve Rubel opens #hpsmr panel discussing lifestreams

Richard Brewer-Hay says “Fish were the fish are”

Social Media Tools will change, #hpsmr panel agrees

Steve Rubel discusses “embassy strategy” for businesses

Michael Brito – Bloggers need passion

Starbucks and Dell listen to people

Richard Brewer-Hay: “Human Connection” at Ebay

Richard Brewer-Hay evaluates his Ebay web presence

Michael Brito’s “Twitter Manifesto”

Michael Brito: “A lot of what I say doesn’t matter”

“An entire generation growing up will never call 800 number”

Respect & Graciousness win points in Web 2.0

Michael Brito: Opportunities & Risks of Online Personas

Social Media Roadmap panel discusses personal brands

Richard Brewer-Hay says if social media works well, he will be irrelevant

Will Social Media Super Stars become irrelevant?

Steve Rubel & Angela LoSasso offer predictions for social media

Don’t miss the next in HP’s series. Just check with Frosty.

ALSO Do Not miss my report on “Does Marketing/PR Suck? And what to do about it” – a panel discussion featuring Guy Kawasaki, Louis Gray, Loic LeMuir, Renee Blodgett, and Steve Patrizi

Next Post: Notes about SEO from PRWeb webinar

Facebook

The Life “Well-Led” – career and living advice from Marty Nemko

August 18, 2009 Shari Weiss 4 Comments

With his distinctive voice and great tips for finding money and work, Marty Nemko was certain to be a household name — or so I’d thought.

But many people, whom I told that I’d be going to hear him at the Marin Professionals meeting this week, didn’t know him.

So that’s one of many reasons I wanted to share his advice and relate it to “our” journey down the Social Media Revolutionary Road.

WHEN “FEAR OF FAILURE” IS NOTHING MORE THAN L-A-Z-I-N-E-S-S

Many people try to work as little as possible, so they have time for family and fun, according to Marty Nemko, but that’s why they are either un- or under-employed. And that’s why they are neither passionate about their work, nor satisfied with their lives.

Marty wanted us to think about this:

The life well-led is lived by the person who spends as many hours as healthfully possible making the world a better place

Too many people are procrastinators, but they’re really just plain lazy. And laziness will NEVER cut it.

Our work is defined by how much we make the world better.

Marty feels that the “vaunted” family is over-rated and the best role models — both moms and dads — are those who work hard and then spend quality time with family members.

People who feel good about their lives are very productive. Focus and effort are key. Dabbling is suicide. Real passion comes from being the Go-To Person, no matter what the job title.

So how do I connect the dots from Marty’s advice to Social Media?

1) Developing an Online Presence, whether personal, professional, or for an organization will take time, focus, and effort.

2) Understanding the unique opportunities we have — as individuals — to connect with family, long-time friends, and brand-new friends through social media platforms can build deeper relationships more easily.

3) Translating these practices from the simply personal venues to the marketplace will bring much needed changes to our business lives– AND MAKE THE WORLD A BETTER PLACE.

I’m reminded of a golden lesson learned from Margaret Mead’s Coming of Age in Samoa: In her research, Mead learned that for the aborigines, “Work was Play, and Play was Work.” That was an idea, a message — a mantra, even — that I have never forgotten. And it really has made all the difference.

Next post: Beyond the Hype: a Roadmap for Social Media

Guest Post

Advertising or Entertainment via Online Video — What’s the difference?

August 16, 2009 Shari Weiss 3 Comments

Many “fortune-tellers” are saying that the Future of Advertising is on YouTube, and some of my PR students from this semester agree.

In fact, surveys show that Online Video is the Focus of Digital Marketing for 2009. Two reasons: Videos build brand awareness and enhance customer engagement.

Here is the third in a series of student guest posts:

THE FUTURE OF ADVERTISING ON YOUTUBE

by Osvaldo Munoz

So what lies ahead for YouTube? Can we say three-dimensional interactive ads. YouTube has unveiled a stereoscopic imaging platform that allows users to view videos in three dimensions, but the today’s technology requires us to take small steps first as Google [who bought Yahoo in 2006] keeps trying to find ways to generate more revenue from the video-sharing site.

Overlay ads, which last about 10 seconds and are semi-transparent, have started the trend for new ways to advertise without upsetting YouTube viewers. Other recent additions have been e-commerce platforms and the introduction of sponsored videos.

The e-commerce platform is based on a click-to-buy option that allows YouTubers to directly link with corresponding affiliates like iTunes and Amazon — and be able to buy or download a song or video game.

But plans are to offer more products soon. In his blog post on the subject, Glenn Brown, YouTube’s Strategic Partner Development Manager wrote:

This is just the beginning of building a broad, viable e-commerce platform for users and partners on YouTube. Our vision is to help partners across all industries — from music, to film, to print, to TV — offer useful and relevant products to a large, yet targeted audience, and generate additional revenue from their content on YouTube beyond the advertising we serve against their videos.

Google is not finished with its platform as it is still in test mode and only available in the United States. Glenn Brown also suggested that YouTube built its sponsored video platfom on its search and discovery system like how Google uses Adwords so that they will provide “useful, appealing content, available to advertisers of all kinds.”

But how do sponsored videos work?

In essence, you place bids on keywords. Then after a user searches using those keywords, your video will appear clearly labeled as a sponsored video. These are charged on a cost-per-click basis, meaning the advertiser pays every time a user clicks on the ad. It’s not all positive though because an advertiser still has to be able to create content that will keep the user interested enough to convert from viewer to buyer.

YouTube has just begun to break into the ad game and there seems to be a lot more in store: YouTube should continue to push the e-commerce platform, partnering up with more affiliates and expand its product range.

I can see a cell phone promo or even a runway model fashion show with a click-to-buy link for its users.

On a similar note, sponsored videos will be able to expand with the development of YouTube XL, a site created to optimize viewing on any large screen. Furthermore the extension of YouTube into gaming consoles like Playstation 3 and Wii will be able to provide advertisers with a wider reach and maybe even seek out niche markets.

Here are a few recent online opinions on YouTube advertising:

How do you feel? Do you think that EVERYONE “can” and “ought” to advertise through video? What will happen to TV if ad dollars leave? Will online ads make us buy . . . or buy more?
Next post: Marty Nemko’s career advice related to Social Media practice

Guest Post

No guarantees, but here are tips to “Go Viral”

August 14, 2009 Shari Weiss 8 Comments

The great thing about the Viral Video Phenomenon is that you don’t need a professional film crew. Let your imagination be Director and your “sense of fun” do the scripting.

Although it is virtually impossible to create a Web marketing program that is guaranteed to go viral, according to David Meerman Scott and other pundits, you can stack the deck in your favor by (a) following some guidelines and (b) avoiding the pitfalls.

PR student Synang Chhan wrote this guest post on “Helpful Tips for Going Viral on YouTube” as a result of her classroom research:

Give People Something To Talk About

by Synang Chhan

The whole point of going viral on YouTube is to create a piece of content that goes beyond mediocre videos. The focus is to get people talking about and sharing the content. Here are some Do’s and Don’ts to make that happen:

The Nine DO’s

1) Define the audience: Think about the types of viewers that your video is trying to reach and give them something to talk about with their friends, family, and peers. Keep in mind their thoughts and feelings to create positive feedback. Top Ten Videos list

2) Generate a viral trigger: Pick and choose an element that will “hit the spot.” Start with something shocking and/or hilarious and/or completely unique to get the buzz going. Manhattan Bridge sways with subway traffic

3) Stay homemade: Make sure to be yourself. The best way to gain the audience’s trust is to show a natural and organic personality, so the audience sees a real person, not a robot. Fellow student Christine Ferraris promotes “‘new” company

4) Mimic a public figure: Involving a celeb-inspired imitation may lead to viral success. People take pleasure in getting a kick out of their favorite stars goofing off antics; better yet, people enjoy watching celebrity imposters because there is the added element of checking out how close the copier can get. Also, the high publicity value of public figures makes them especially easy to search for. Who can forget Tina Fey as Sarah Palin

5) Take it to the Max: With more than a million videos uploaded worldwide, you have to give yours something extra to even get noticed. Yours needs to be TEN TIMES BETTER — 10 x Funnier — 10 x More Exhilarating — 10 x More Original — 10 x More Inspirational! The Law of Attraction

6) Bring the exposure to your audience: The purpose of the viral video is to share the content. On the other hand, DO NOT WAIT for people to find your content. Even the most creative videos on YouTube can go unnoticed as a result of lack of exposure. Seeking a platform approach to viral sharing is a good idea. some suggestions are Digg, StumbleUpon, HeySpread, Facebook, Twitvid, and TubeMogul in additiaon to YouTube. Viral Video Blog

7) Make it portable: Allowing the video to be shared easily is to make it portable, downloadable, and obtainable. Moreover, allocating friendly links to your video will make it simple for people to spread it effectively. A site for the funniest videos

8- Timing is necessary: Keep in mind that luck and timing is essential because most videos are often “stumbledupon” by someone who then passes it on to another person who passes it on, and so on. Basically, you will need to be in the right place at the right time in order to have the potential for that viral spread. In the meantime, you can acquire lots of views to happen fast after upload by making the front page of Digg or as a YouTube Video of the Week. Top rated videos on Digg

9) Track the viral activity: Since your video has hit the web, you may want to track where all the downloading activities are coming from. many sites such as Unruly Media, Google, or YouTube Insights can tell which keywords people use to find your video, which then helps you effectively advertise it. Unruly Media and YouTube Insight

And NOW what you should NOT do if you really want to go viral

1) DON’T create a fake campaign: Being REAL is essential. If you act insincerely, people can tell. You will be misrepresented in a way that will hurt, not help. Be who you are, not someone you are not.

2) DON’T be a commercial: While a few companies have been able to produce viral commercial videos, most do not make it. Audiences are looking for something to talk about, not something to buy.

3) DON’T post bad quality: While your videos don’t have to be professional, if the quality is too poor, that can be a big turn-off. Keep the style of America’s Funniest Home Videos as a model, not The Blair Witch Project.

4) DON’T make the video too long: When videos play more than five minutes, viewers will stop watching and look elsewhere — in most cases, but not all. Susan Boyle and the Battle at Kruger both went on for more than 7 minutes but were so great that viewers keep coming back.

5) DON’T mislead the content with an SEO title: Keywords in a title will not guarantee viral success and may backfire by misleading the viewer. No one wants to waste time clicking on a video for one reason and then seeing something totally different. You will lose credibility and earn a bad reputation.

6) DON’T pick an unappealing background: If your background is all plain, it will give your video a plain vibe. If you film in a home office with a messy desk, most people will think you are lazy and unorganized. First impressions do count.

7) DON’T keep your videos to yourself: Distribute to EVERYONE you know and to all the social bookmarking sites.

8- DON’T be negative about competitors: Keep your videos classy and sophisticated by avoiding trash talk, which will only be viewed as rude, disrespectful, and in bad taste.

9) FINALLY, DON’T Stop Having Fun!: Although you may have serious messages to get across, adding fun can make all the difference.

Now Just Do It!

Next post: Future of Advertising AND YouTube

Facebook, Guest Post

Viral Video — Advertising left Madison Avenue for Your Avenue

August 13, 2009 Shari Weiss 2 Comments

Who knew that back in Feb 2005 three former Pay Pal employees would introduce a video-sharing website that would be gobbled up by Google a year-and-a-half later and now seems very likely to herald a powerful new way for people to sell products and services?

What’s viral and how do you do it?

My Public Relations students studied many of the top Social Media platforms this summer and one group focused on “Maximizing the Power of YouTube.” This week’s blog will feature three of their reports.

The Viral Virus

Guest Post by Ashley Hall

A few years ago, the term “viral video” wasn’t in the vocabulary of the average person. In fact, the word viral was always considered a bad thing, insinuating an uncontrollable replication and spread. Currently, that is exactly what has happened as ordinary people’s videos have gone viral, spreading to our email inboxes, being posted on our Facebook feeds, and showing up continually as tweets and retweets to our Twitter accounts.

On July 19, a video of a fun-loving wedding party featured the bridesmaids and groomsmen dancing down the aisle to the Chris Brown song “Forever.” Within one week, the JK Wedding Entrance Dance had accumulated more than a million views and was picked up by both local and national TV shows including “The Today Show.”

Amateur production reveals real life

Shot by amateurs, the video lacked professional sound quality and a high resolution image, but it has now received more than 19 million views, 80,000 comments, and a five-star rating.

How is it that an amateur video that wasn’t intended to be broadcast very far from friends and family has now been seen around the world?

Answer: Because it fits the criteria of a successful viral video perfectly: it wasn’t meant to go viral.

The Wedding Entrance Dance is funny and engaging, but most of all, it is real. These people could have been our college roommates or people in surrounding cubicles.

An interesting side effect of this viral sensation is the impact it has had on Chris Brown, the artist of the song used in the video. Chris Brown has had some very public problems with the law. In February, he was arrested for domestic violence against his girlfriend, singer Rihanna. On July 20, a day after the JK Wedding Entrance Video was posted, Chris issued an apology video on YouTube, which to date has gotten just under three million views. There are so many parody videos of his apology that it actually takes a bit of digging to find the original.

Public has forgotten they disliked Chris Brown

After unsuccessfully trying to repair the damage done to his reputation, Chris’ record label Sony decided to embrace the use of the song in this video. That was the best decision they could have made because just three weeks after the video’s appearance, the public has forgotten they hated Chris Brown.

A year since its release, “Forever” is now back on the iTunes and Amazon Top Ten singles chart and the pop-up ad to buy the song averages twice as many sales as other click-to-buy items.

Good news doesn’t stop there

The Wedding Dance video has increased profits to Google, but also to a new fund set up to dontate money for victims of domestic violence. You simply can’t put a price on this kind of publicity: Without spending any money, Chris has gotten back on the charts with a year old song. When people hear “Chris Brown,” chances are they think about the dancing wedding party, not the images of him pleading guilty to domestic violence in court.

In this case, the viral video was pure luck for Sony and Chris Brown. However, a few companies have successfully released publicity videos that went viral. Blender company Blendtec has released a series of videos showcasing their blenders blending their blenders blending things like glowsticks, and iPhone and Bic lighters.

British mattress company, Bensons for Beds, recently released a video of their attempt to bread the world record number of people playing Mattress Dominoes, which is quickly catching on.

Though Blendtec and Bensons for Beds have successfully created viral videos, the key for success is really luck and timing. You can never predict what will catch on; you just have to be prepared for it when it does.

Have you caught the viral video virus?

Check out these classics: sneezing panda, chocolate rain, laughing baby, and Numa Numa.

So keep uploading your videos onto YouTube. Maybe you will become the next viral sensation.

Next guest post from Synang Chhan: “Helpful Tips for Going Viral on YouTube”

Blogging, Facebook, Sharisax Is Out There, Twitter

How am I doing? My online presence roadmap 2-week checkup

August 9, 2009 Shari Weiss 11 Comments

Two weeks ago I made a commitment to manage my online presence. Discipline is key, but broadcasting intentions into cyberspace has a way of keeping one on the straight and narrow. Too many people to make excuses to if objectives aren’t met.

So how have I done?

Below is my “roadmap” list, followed by my actions:

1) Make a list of WEEKLY goals {I believe I can hold to that) and check off my accomplishments EVERY Sunday night.

OOOps, I didn’t exactly write the list — except on my blog. But I am checking this Sunday night.

2) Prioritize those goals to make certain that the ones on the top of the list are done for sure.

The priorities were in my head since I didn’t write the list . . . except on the blog. Is this admission helpful to anyone? Maybe it’s a way to show the importance of ACTUALLY WRITING DOWN the list, especially if it’s a “check off” list.

3) My original intention, way back when I first posted on April 23, was To Become an A-List Blogger — and that continues to be my Long Term Goal —

Blogging is my NUMBER ONE priority; the first week I only got to write two posts. This week, though, I’m doing well . . . one-a-day since Friday.

🙂

4) Next, because I really believe that Twitter will become all that its creators are envisioning, my goal will be 3-5 Tweets Every Single Day! I will continue to follow my own advice on What to Tweet.

I went to check on my exact progress by looking at my profile page @sharisax: That was actually Cool as it reminded me of some of the “insights” that I’d tweeted, especially one that was RT’d several times: “If success=receiving, then first comes giving.” Anyway, I met my goal of at least 3 Tweets a day.

Most of my Tweets are posted via Friendfeed, but not always. Even though both are “microblogging” platforms, I don’t personally feel they are “interchangeable.” Friendfeed’s capacity for conversation makes some updates more appropriate for that site.

5) Facebook is a HUGE priority, especially since my partner Les Ross and I are building our Social Media/Internet Marketing consulting business Performance Social Media, which recently set up a Fan Page. We’ll be including the opportunity for small and large companies to find social media interns through us, so I’ll be monitoring and updating both my Facebook Profile and my Facebook Page EVERY Day. That means NEW content on the Facebook page at least four days a week.

Check 🙂

I’m even adding more Business Apps to the Page, and I’ll continue reading everything I can on “Facebook for Business.”

6) I may be running out of time for Daily Tasks, but I thinking checking in and updating LinkedIn is essential. So besides that commitment, I plan to contribute to at least two LinkedIn Group Discussions every week.

OOOOps, I really did want to engage with LinkedIn groups, and TSK TSK . . . have not gotten to that yet. 🙁

7) Finally, my new Road Map will highly suggest that I check out at least one New social media tool, strategy or app every week; by checking out, I do mean more than reading about it.

HOORAY, this one I did in spades. My previous blog post is the proof: 15 social media sites my students and I checked out last week.

Looks like I get a few gold stars and a few TSK TSKs. But the great thing is that I’m traveling faster along Revolutionary Road. And I hope I’m pulling some of you along with me. Anyone else want to report progress in managing online presence? Let us know.

Next post: Viral videos – the future of advertising