This is a question that I think resonates all content marketers. From my days in broadcast television news, we spent hours and hours discussion whether a story would generate enough interest to drive viewership. Now in the digital/social communication world, it is even more of a legitimate discussion.
In-order for organizations to take ownership of their brand message, they have to become their own content marketers. They have to create home bases for audiences to navigate and social strategies to generate conversation portals ultimately for content discovery.
2013 was the year of the social share…people using their digital and social spaces to share stories, information, and content they love the most. Big brands, politicians, special interest groups, and numerous other entities leveraged the online passion of loyal brand advocates capitalizing on the digital word-of-mouth. Why? They want to capture your data.
Yes…big data is the wave of the content marketers’ future, capturing more than just your contact information…but your clicking patterns and social share tendencies. They want to leverage your digital presence to focus more “relevant content” into your digital life…capitalizing on your purchasing habits.
Duck Dynasty is true pop-culture where some believe this A&E television has brought great christian values back into the living room. If you have watched the show…you know it is a mixture of down home humor and a display of christian values that surrounds a multi-million dollar dynasty.
I had the pleasure to meet the first female professor at Furman University. What a great story! She has accomplished so much here in Greenville and at Furman University.
“Laura Thompson doesn’t walk from her office to the classroom, she dashes. In conversations, her train of thought jumps the tracks, careening from one topic of interest to another. When she says she wakes at 6 eager for another day of work, you believe her.
“They probably think I’m the crazy old plant woman,” she says. “But my goal is for students to leave Furman with a good idea of how important plants are to people.”
Thompson has taught biology at Furman University in Greenville, S.C., since 1987. When she was hired, she was her department’s first female tenure-track professor.
“She was such an infusion of infectious energy and enthusiasm, it was like a huge breath of fresh air for me,” says former student Kimberly Chappell. “She was the first real tangible example I had of what a successful woman trained in the sciences looked like.”
It is possible…it is possible to measure success. I have been surrounded by groups that want to bring a visual context to their story. They enlist me to help find and tell those rich elements creating a meaningful story.
The idea of storytelling has become such a passé term. Each day I receive an email, see a pr strategy, get a insert in the my home mailbox advertising how to tell better stories. From rich pr strategies to complex marketing initiatives…we all want to tell better stories.
Groups invest tons of money into these initiatives yet sometimes measuring success is not part of the initial thinking. The hardest question…what is success. Or…is the term “success” an inappropriate representation for the need to see how the audiences interacted with the media.
Let’s think through the term “success” and consider a different lens. When I think of measurement and storytelling, I think in terms of impact and how the audience experienced the media.
From the very beginning, before the creative stage is implemented…we have to set goals. What do we want the media, (the story) to do and how can we measure the impact based on those goals.
Then, we have to identify the story that needs to be told. What is the message and how do we want it to influence the audience. Is this an awareness initiative or is it a marketing initiative?
Here are the fun questions:
1) Can we actually associate measurement to these goals? Well this mathematics graduate knows you can associate numbers/measurement to anything.
2) But, do we really care about all the data we want to collect?
3) Can we experience data overload? So much measurement we are not even sure what to do with the information…often times leaving us overwhelmed and less interested?
Maybe we should just focus our expectations…thus focus our data collection. OR…maybe we should focus on telling better stories?
Facebook just released the newest app in both iOS and Android which bows allow you to see video content in auto-play mode. What does this mean?
As you scroll down your news feed (via your iPhone, iPad, iPod, Android, and other mobile devices), video that was uploaded directly to Facebook will now auto play in the news feed. This means, when you scroll down the news feed to check out all the stories…you will notice a video might start playing. But, you will notice it does this in silently.
Many people have voiced both positive and negative reviews surrounding videos auto-playing when clicking onto a website. Lots of the feedback, mainly negative, specifically addressing the sound during the auto-play.
Other groups are experimenting with auto-play of video like Vimeo with their mobile apps. The Vimeo app on the iPad would auto-play your feed videos when scrolling, catching your attention with the motion of the video. This is the idea I think Facebook is trying to capture.
Here is what makes this awesome…allowing people to explore rich media that they normally would not if the video was paused. By auto-playing the video, consumers see the motion as they scroll through the feed…potentially stopping to watch the whole video. This will be huge for communicators/marketers/digital strategist.
This only works when you upload video directly to Facebook…hence another reason they are trying to encourage individuals to use Facebook as a video distribution channel. This will not work with any video links posted from outlets like YouTube, Vimeo, Vine…etc.
With the competition between Instagram, Vine, and YouTube trying to leverage people with their video distribution capabilities…Facebook recognizes they are the ones how hold the key to the mass audience. So…why not jump into the game.
“If Facebook can make auto-play video feel like a natural part of the feed, it could unlock a new level of proficiency in consuming the world.
Auto-play could give us quick windows into our friends lives that are almost as easy to skim as photos but much more evocative. News outlets could serve up footage from major events happening around the world or recent sports highlights. Imagine watching an epic interception returned for a touchdown silently filling you feed with a remarkable athletic achievement that you might not have clicked and waited to load, but you’re happy to see. And if you want to hear the hits and announcer’s commentary, one click and it’s like you’re watching television.
And that might be the goal of Facebook video. To combine the vividness of TV with the efficiency of reading.”
Here is the one area Facebook really needs to get their act together…offering analytics for video inside their branded pages. If you can combine the opportunity for exploration of rich video via auto play along with an analytics package for communicators/marketers/digital strategist, their will be big play with big brands.
The Final Challenge:
As content marketers…are we pushing too much stuff from our branded pages onto Facebook? We are seeing a shift in demographics, shift in privacy, shift in closeness of this community, and a shift in the Facebook algorithms. Are people wanting less or more rich content? Or do they want rich content from people and brands they trust?
It is time to celebrate! Yes…the first Successful Entrepreneurship series has come to a close and there are lots to get excited about. Sixteen weeks…eighteen speakers including the Governor! Yes, Governor Haley joined us to talk entrepreneurship and business in South Carolina.
A core group of entrepreneurs, led by Leighton Cubbage, formed a series of entrepreneurs teaching aspiring entrepreneurs. Each week a new topic all hosted at Greenville Technical College.
So here is a quick recap:
– 200 people applied
– 75 accepted into the 16 week program
– 16 Week Program
– 18 Speakers
– Averaged 68 attendees each week
– Collected roughly 674 food items for donation
– 69 Members elected to participate in the Secret Facebook Group
– 1129 Unique Visitors to Successful-Entrepreneurship.com
– Uploaded videos have been watch 210 times.
Here is the list of all the speakers:
Leighton Cubbage, Joe Erwin, Dan Waldschmidt, Bob Hughes, Rick Davis, Cy Burgess, Katherine Smoak Davis, Bobby Rettew, Dave Wyman, Ruben Montalvo, Curtis Harper, Kevin Hendricks, Ray Lattimore, Art Seaver, Matt Dunbar, Steve Mudge, Randy Dobbs, and Governor Nikki Haley
We sent a final survey to all the attendees, so I thought I would share a few of the responses!
1) Who was your favorite speaker? (Tell us why!)
I am not able to pick a favorite. I felt that every speaker was unique and gave an inspirational approach to entrepreneurship. I was very thankful to be a part of this group.
2) Did you connect with someone special? (Share the experience!)
The connections that I have made with those in the class have been most special to me. More than just networking but real connection. Getting to know them without any real expectations has been a true blessing.
3) Share one thing you took away from these events?
Almost all of the speaker talked about the importance of SERVICE and giving instead of getting! This truly blessed me.
4) Did you meet a new business opportunity? (Tell us more!)
I have contacted a classmate and plan to help him buy investment properties.
5) What was your favorite quote from all the events?
“Shut up, go to work, and put it in the pipeline!” & “Timid people have skinny children.”
6) What made you attend week after week?
The content really kept my anticipation HIGH each week! Different topics, differnet experiences, dynamic speakers. the FRIGGING GOVERNOR!!!!!!! need i say more.
7) How can we make Successful Entrepreneurship better?
I think it is spectacular you support share the knowledge… not everyone gets it. Your all role models and it was a pleasure to experience it. I would do it again.
I wanted to reach out to you. I serve on the GHS Children’s Hospital Development Council and we are hosting a Virtual Toy Drive. Below is a link to a website where you can purchase items for children who are patients at Children’s Hospital. From electronics, books, movies, even stuff for parents of children…there is something in everyone’s budget.
All items have been identified by Children’s Hospital staff as needed to help us in our efforts to go beyond providing traditional medical care. As a donor, you select and pay for an item and we take care of securing and distributing the item. Any items you select are needed and very much appreciated.