What Pooping Unicorns Won’t Tell You About Video Marketing

It’s a New Media, New Video World.

Video is a communications technology that is changing everything. I ought to know. I have been thinking, writing and speaking about the digital video revolution for decades, literally.
This blog post includes the following content, all of which is designed to give you a fresh perspective on how digital video is changing our world:
  1. A very successful viral video (with pooping unicorns) that I think is exemplary
  2. The link to the audio recording of my Commonwealth Club presentation on “Understanding Digital Video & The Future of Social Media”
  3. The SlideShare of that same presentation so you can click along as you listen
  4. The recording of a Blab video interview session that I did with Nick DeMartino, former head of the AFI Media Lab and Hollywood new media insider that provides additional insights and resources

1. What Pooping Unicorns WILL Teach You About Video Marketing

Stellar creativity, an approach that grabs your attention right from the start, and crisp, on-target writing (for example, “the stool for better stools”) make this marketing video a true stand out.
There’s no question that this video works amazing well. The close to 9 million views at the time of this writing, place it head and shoulders above almost every marketing video of a similar length in terms of performance and reach. And, it’s fun to watch, which is obviously a big part of why it’s working so well.


But the pooping unicorns video WON’T teach you about the ways that authenticity, human connection, relationship building are at the heart of video marketing. To me, that’s the important stuff; and you will find more about those kinds of things below.

2. Audio Recording “Understanding Digital Video & The Future of Social Media”

[testimonial author=”Gerald Harris, Chair of Science and Technology Forum for the Commonwealth Club”]”Jon, great job! I want to personally thank you for a brilliant, engaging and thoroughly informative presentation at the Commonwealth Club of California.”[/testimonial]
It was my sincere pleasure to speak at the prestigious Commonwealth Club of California in late October. People have asked me for the audio recording. Here’s the link with the slides below that. The Club controls the recording so the only way to listen is to click this link and listen on their site:

3. SlideShare of “Understanding Digital Video & The Future of Social Media”

If you’re in a hurry and just want an overview of what’s covered in my talk, or if you’d like to enhance your listening to the audio recording, here’s the exact slide deck that I used during the talk, via SlideShare:

4. My Video Interview: “Future of TV, Video Delivery & Digital Media” with Nick DeMartino

Nick DeMartino has been a video innovator for decades and we’ve shared information and a friendship that spans his whole career. It was a pleasure to spend more than an hour with him via a Blab.im video chat discussing, among other things, some of the trends that I illuminated in my Commonwealth Club talk. This interview includes lots of resources as well as insights. For your reference, most of the URLs discussed are in the YouTube description. Enjoy!


I’m confident that all of this information will tell you lots that the pooping unicorns could never express, no matter how creative they are 😉

I look forward to your feedback either directly via our contact form or via the social media links above.

And if you are ready for support with your video marketing, your social media strategy or your web presence, please contact me. I look forward to hearing from you and to answering any questions that you may have.
Thanks for reading and/or listening and/0r watching 😉

Live SF Event: The Future of Digital Video & Social Media at Commonwealth Club

YOU ARE INVITED TO A SPECIAL LIVE EVENT IN SAN FRANCISCO

Video-Future-Commonwealth-ClubSome things really do “change everything.” Video is one of those things.

Please join me Wednesday, October 28th at 6pm at San Francisco’s prestigious Commonwealth Club as I illuminate the game-changing mega-trends brought about by the digital video revolution.

As many of you know, I’ve been writing and teaching about The Video Web and the digital video revolution for literally decades. On Wednesday, October 28th, I’ll be unveiling a brand new presentation on the powerful new forms of digital video as they are literally playing out through social media and real time streaming media. Our media landscape is literally being reconfigured.

This will be a powerful and empowering event and I hope you will be there. I’d love your feedback as well as your participation.

To register, please click here: http://bit.ly/videofuture

 

Are You Missing the Boat on Online Video Advertising?

[A Quick Catch Up on Online Video’s Reinvention of Advertising]
As most of my readers know, I’ve been an “evangelist” for the digital video revolution, especially as it applies to the democratization of media, for many years. By now, the explosion and importance of online video via YouTube and other hosting platforms (from Wistia and Vimeo to Brightcove and Ooyala, among others) should be obvious to everyone. What is not so apparent to many people is the opportunity to use online video advertising as a highly-targeted attraction engine.

The game changer over the past few years has been the move to online, streaming video for virtually every kind of communication and entertainment. Advancements in video technology mean huge benefits for society as the power of video is now in everyone’s hands—quite literally due to smart phones, on both the video creation and video consumption side of things. These advancements combined with mobile video’s remarkable reach means even bigger benefits for advertisers. 

In fact, the shift from desktop online video advertising to mobile advertising has been nothing short of astonishing. To give you a sense of how big this shift is, consider this: In the fourth quarter of 2013, the number of ads showing on tablets was almost tripled from the previous quarter, according to a FreeWheel TV report in USA Today. Plus, that leap in growth was ten times (10x!) faster than the consumption of video ads on desktops.

Bottom line, this is just the beginning. Mobile is still in its infancy. The original iPad was just introduced four years ago.

Multiple Types of Video Content and Placements

Vine growth statsOne of the more fascinating aspects of online video advertising is the wide variety of video types that advertisers are starting to use. The traditional broadcast video advertisement, which is served up in 30-second segments and interrupts consumers’ viewing to blatantly peddle a product or service (in a format that is frequently skipped via DVRs), is not what is working in the same ways any longer. In fact, the exact opposite is what is thriving online. YouTube, for example, is full of informative, how-to videos that are less “commercial” and more informative. This approach connects with my marketing philosophy of attracting and engaging, rather than straight sales pitches.

The way video and entertainment is consumed has also driven the adoption of new types of videos that are working in other ways. Skyword reports that a Mobile Marketing Association study showed that video ads of 15 seconds or less and non-skippable were viewed in their entirety 92 percent of the time. If the ads are skippable, only 9 percent were completed. Whether the ad is virtually embedded within an informative clip that “leads with value”( as I like to say), or is delivered in an non-skippable format, these advertising options, again, are just the beginning of a new world that, in my considered opinion, any serious online marketer needs to consider.

In addition, the shorter video formats are getting more popular on stand-alone social video platforms. Between Instagram video and Vine (just to name two), the public is getting more and more accustomed to digesting their video in shorter formats. Few people who are not active on social media realize the reach of these platforms. Some even call Vine “the fastest growing app in the world.”

More Bandwidth Means Higher Quality Video

Another advancement that has made online video an ever increasing opportunity to be considered as part of your advertising budget is the increased broadband data access speeds that consumers are now able to afford. With faster speeds comes better quality video. With mobile comes any where, any time access. Without the distractions of constant buffering, viewers are able to watch longer videos, and companies are willing to invest in better production quality. For example, a large company like LifeLock invested wisely to produce higher quality online exclusive, more informative videos for its target audience to let them know how they can protect themselves and their identity online.

Jacking into Untapped Potential

In many instances, little difference in quality exists between what you would see on television and what is being shown on the Web. And, frequently what’s online is more interesting, more personal, and certainly more highly targeted than what’s on TV. And, in terms of variety, the Internet offers so much more. But perhaps even more significant is online video’s interface options.

According to streamingmedia.com, interactivity is the main function that makes online video consumption different from television. However, many advertisers are still missing the boat on this opportunity. Right now, 85 percent of online video advertisements are simply the same content that could have also run on traditional television, where the audience simply sits back and takes it in. By allowing the consumer to get more involved in the ad or the original content, and by being able to place advertising videos (whether ads or informative content marketing clips) in MUCH more relevant contexts, viewers naturally become more involved and connected to the product or service, and thus, more willing to make a purchase.

The Future of Online Video

The Globe and Mail claims that big things are on the horizon for online video advertising in 2014. Smaller companies that had been hesitant to hop on board will see the light and start spending on the medium. And, speaking of spending, I don’t think there is any doubt that this will be the year that more companies start shifting their advertising dollars from traditional television to social media and online video. Another shift will be that online video production will become more of a specialty for agencies. With the differences between traditional and online video becoming more apparent, through the inclusion of interactivity and highly-targeted contexts, for example, more production companies and marketing agencies will specialize in online video production and distribution (yes, as ComBridges has been doing for some time).

Obviously, the ComBridges team is here to help if you are interested; but more importantly, I wonder whether it will be you or your competition that will take the lead by leveraging the amazing power of online video and online video advertising.

I’ve seen again and again that it’s those market leaders who stick their necks out to engage with these leading edge trends that grab a significant competitive advantage, especially over time. “A word to the wise” should be sufficient. Yes?

Great Video Underscores the Mobile, Multi-Screen Marketing Revolution

One of my mantras seems to be “it’s hard to keep track of how fast things are changing when things are changing this fast.” 

It really is hard to ‘grok’ 67 million iPads being sold in just two years, isn’t it?

The question as posed by this video is “Are You Adapting?” That’s a great question given that mobile web traffic was 1% is 2009 and it was about 12% in 2012 and that’s rising rapidly. I highly recommend this highly visual video via the Associated Press and the international sports video agency, SNTV as a wake up call. (And, if you will please forgive a brief moment of shameless self-promotion, we would love to help your company or organization adapt to and take advantage of these changes. I think it’s safe to say that they will effect every organization either as an opportunity… or an opportunity missed because someone else in your niche got there first… or adapted more effectively.)

Roger McNamee Sees a Future that Empowers Content Creators

Thanks to a tweet by thought-leader, publisher, Tim O’Reilly, I was drawn to a video interview and then a TEDx talk from last summer, both by the very successful Silicon Valley venture capital investor and real life touring rock star, Roger McNamee. Both videos (and soon my concise video commentary via TheTVNews.tv) are embedded below for your viewing convenience.

Bottom line, McNamee illuminates, among other things, why HTML5 is so important and how Microsoft, social media, and I say traditional network TV, are all on the decline. In their place there will be a wave of “highly differentiated content,” and the thusly-empowered creators of this new breed of content will quite literally own their own stores—and, just to be clear, those are media “stores.”

In other words, as if we couldn’t already, HTML5, iPads and mobile distribution will enable those of us with our own “bands” (teams & other creative resources) will be able to seize the controls of our own destiny, in the web sense at least. (And, along these lines, I love McNamee’s concept of “full contact investing” where he uses his rock band’s marketing as an experiential testing ground.)

Obviously, content marketing has laid some of the ground work here, and so has blogging. But his vision is bigger than that.

Content creators with the hutzpah and the resources to develop real destination websites can include new, highly integrated forms monetization to produce extraordinary opportunities in the very near future. The time is now to act on these phenomenally potent changes. Please watch the videos below to understand more.

I’ll certainly be doing my best to do so as well as to educate you how to take advantage of these changes via NewMarU.com. So please STAY TUNED! 😉

If you prefer to read a text summary of some of McNamee’s key points, check out Facebook Investor Roger McNamee Explains Why Social Is Over

Here are the videos:

The first is via Sarah Lacy’s PandoDaily blog and this post:
Roger McNamee on the New Web: “Everything That Mattered Over the Last Eight Years Won’t Matter Anymore”

And the other video is Roger’s TEDx Santa Cruz talk (where he even paces like a rock star)
entitled, “Disruption and Engagement”

Please let me know what you think, via the comments below or any other channel. Are these insights useful to you?

Luscious Links to Unlock Pinterest: Free Resources Show How to Pin Your Marketing

Just when you may have thought that social media marketing has settled down to the “big 4” (Facebook, LinkedIn, Twitter and YouTube), Pinterest breaks new ground. It’s actually fun to use, highly visual and growing like a weed.

I’ll have more to say about why I think Pinterest is a real trend setter in a future post. Meanwhile, here is a choice selection of way luscious links that will help you get started or understand more, no matter whether you’ve already pinned your first board or not. These free resources should be useful in improving your understanding of how to create effective social media marketing via Pinterest. Or, perhaps you might prefer to start by checking out my Pinterest boards by way of example? 😉

Pinterest:  Everything You Wanted to Know About 2012’s Hottest Startup
InfoGraphic and impressive data from Mashable.com

The Remarkable Rise of Pinterest:  Chart
Get the picture literally via this chart from Business Insider.  See how many people are already spending more time on Pinterest than on other big social sites like Twitter and LinkedIn!

The Big Picture, Big Changes.  How Pinterest is Leading the Way for “The Next Social Networks”
An intelligent perspective from “Trust Agent” Chris Brogran

How Pinterest is Becoming the Next Big Thing in Social Media for Business
Jason Falls makes the case for Pinterest for business on Entrepreneur.com

Pinterest: 13 Tips and Tricks for Cutting Edge Users
Mashable’s how to guide will help you maximize you Pinterest activities.

56 Ways to Market Your Business on Pinterest
A cool & comprehensive blog post by Beth Hayden

30 Resources, Tips and Tricks for Marketing Your Business on Pinterest
A very useful collection from Jeff Bullas that also includes many more “luscious links”

The Ten Most Followed Brands on Pinterest
Mashable’s selection shows the woman-leaning bias of Pinterest, except I’m a Whole Foods and Mashable kinda guy and those companies are way into Pinterest too 😉

Dozens Of Major Companies Failed To Secure Their Brand Names On Pinterest
The name game is under way and lots of businesses are not paying attention… at their own peril. Are you and yours all set with the Pinterest name you love and deserve? 😉

Pinterest Data Analysis: An Inside Look
Research firm RJMetrics delivers some fascinating insights about Pinterest’s rapid growth as well as its “growing pains”

A Pinterest Board of Cool Pinterest Stuff
And, what selection of Pinterest links would be complete without a link to a Pinterest Board packed with cool Pinterest stuff? This is also a great example of how a Pinterest Board can be useful, interesting and creative.

Enjoy and please comment. Do you like this kind of link aggregation? Did you find this post useful? Thanks!

Top 3 Social TV Trends Emerge from CES News Announcements [Video]

CES,  the Consumer Electronics Show, happening this week in Vegas, is a sure bet for the inside track on the latest innovations in social TV and the convergence of traditional television and the exploding world of online video. As I explain in TheTVNews video commentary below, three CES news stories stand out for me as big-picture trend indicators. This blog post also provides links to the stories themselves so you can get more details.

Bottom line, the difference between being online and watching TV is blurring as a hybrid experience of the multi-screen experience and social TV comes to the forefront. Contextualized advertising, watching TV with friends who aren’t actually in the room and integrated TV/web browsing are just a few of the changes I expect to shake up the way we think about watching television as well as the TV industry itself.Another CES TV announcement

1. Google TV Isn’t Going Away
Despite its slow start, Google TV is re-emerging as its Android platform is being integrated into more and more Internet-enabled TV sets. Thus, Google is re-entering the TV market via at least four TV manufacturers: Sony, Samsung, LG and Visio. All four will be including Google TV into their internet-enabled televisions.

2. Social TV is Already Attracting Significant Investments 
The social media and mobile Internet revolutions (and I don’t use the term “revolution” lightly) have led to the rapid growth of people using mobile devices to interact while watching TV. This has resulted in an assortment of “second-screen,” social TV solutions, which allows users to hang out on the “virtual couch” with their friends while watching TV.  The fact that one of these apps, Zeebox, has just received at eight-figure investment from the News Corp-controlled pay-TV firm BSkyB shows how serious this new media playground is becoming. Neat Zeebox promo video and more details here. (Meanwhile, Forbes magazine thinks GetGlue has taken the social TV lead.)

3. TV Advertising Gains New Power
I think this is great news for small businesses. Google AdWords has already fueled Google’s approach to becoming a $40 billion/year company. Now its TV Ads product is expanding its reach through a new deal with a major cable system operator (MSO). Google TV Ads has signed a new deal with Cox Media, the ad sales extension of the big cable operator Cox Communications.

We can only hope that our ever-splintering attention level will serve as motivation for content-creators to offer deeper meaning, connection and context, within whatever social platform we happen to be sharing, at any particular moment.

If you’d rather watch than read, my video report starts at about 20 seconds into this clip:

Stay tuned.

 

Luscious Links: Free Resources for Effective Facebook Marketing

Facebook marketing may well be the next “big thing” for marketers. Sure, mobile is huge, and Google still dominates search and pay-per-click advertising. But Facebook has more registered users than anyone, currently in the range of 600 million. And, more importantly, most of these registered Facebook users provide valuable details in their personal profiles— this is very accessible and relevant information (like “job title” for example) that savvy marketers can use to make their marketing particularly well-targeted.

Thus, (in what we hope will become a weekly style of blog post) this week in “Lucious Links” we offer three FREE resources that we found useful in improving our understanding of effective marketing via Facebook, as well as some “bonus” links below:

New From Hubspot: “The Facebook Marketing Update – Spring 2011
If you are interested in do-it-yourself Facebook marketing, this is an excellent, up-to-date primer (it’s free, but registration is required.)

The 8 Success Criteria For Facebook Page Marketing
This is a solid strategic primer on Facebook Page Marketing; and it’s a free download without registration.

Facebook Publishes Guide to Social Marketing Best Practices
You could do a lot worse than this overview straight from the Facebook “horse’s mouth.” Solid, free advice. You can’t go wrong with the five core principles featured in this well-produced, 14-page PDF (direct download link above).

If you don’t believe that Facebook is important for marketing, how about these numbers showing dramatic increases in website traffic just from adding Facebook “Like” buttons?

And in other news…

Comcast Threatened To Pull Nonprofit Funding Over Tweet
This is a classic demonstration of what NOT to do via a real bonehead corporate move that backfired big time thanks to the Twitterverse and social media. Marketing Pilgrim covered it well.

Speaking of Comcast, I did a video commentary / review recently on TheTVNews.tv of the Comcast Xfinity iPad app as well as the HBO Go iPad app with what I viewed as an inevitable comparison to what I consider the state-of-the-art, the Netflix iPad app.

Enjoy and please comment. Do you like this kind of link aggregation? Did you find this post useful? Thanks!

Follow the Data | How Netflix, Amazon & Warner Bros Are Pointing the Way

As I was preparing this week’s New Media / New Marketing report for TheTVNews.tv, my good friend, Nick DeMartino sent me a very timely reference with his post, Can Data Save the (Hollywood) Studios in the Age of Social Media?

As I produced that segment (embedded below) and continued following the news, an immediate theme emerged: The power of data mining as perhaps THE major way big websites like Amazon and Netflix (and now Warner Brothers) gain leverage, and how it motivates major initiatives—including the casting of major TV series. Of course, this same power of customer data is also in the background of the major battle between Google and Facebook! Certainly at the top of the market, user data is the ultimate weapon and differentiator. Here are a few very current examples.

First, Nick’s post led me to recognize Warner Brothers as a new Hollywood studio leader in social media marketing. As you can see in the video which is embedded at the bottom of this post, I not only connect Warner—who is the producer of “Two and a Half Men”—with the casting of Ashton Kutcher, but with their recent Flixster acquisition (see Nick’s post) and with Warner’s innovative move renting movies via Facebook.(Flixster, btw, is my favorite iPhone/iPad movie app. I’ve even posted reviews there.)

Then, in today’s news came the announcement of a major new move by Amazon.com. The power of data mining, their extensive knowledge of customer data, and their knowledge of customer behavior is clearly a big part of the leverage that has motivated Amazon to join the “big leagues” of book publishing.

Finally, my favorite example of using the power of customer data is the Netflix recommendation engine, which certainly is part of what motivated them to license their first original TV production via their House of Cards deal. Along those lines, I think everyone can benefit from listening to Netflix CEO Reed Hastings on Charlie Rose to learn more about how they think.

Below is my new video analyzing Twitter’s impact on the casting of Ashton Kutcher a.k.a. @aplusk in his new role on “Two And A Half Men,” including those Warner Bros tie-ins mentioned above.

As always, I will be very grateful for any “likes” of this video and/or any comments on this blog or on YouTube. I look forward to your feedback. And, whatever you do, be sure to Follow the Data (and if you need help doing that via your own website analytics or Internet marketing campaign, please don’t hesitate to ask). 😉

 

My Personal CES TV & ‘Video Web’ Wrap Up

No, I did not go. But, I launched a CES-related website in 5 days, just for the occasion of CES 2011 (Consumer Electronics Show). And, I watched the media pretty closely.

Here are some of the video-related stories that I found to be most of interest and also mentioned in my video report on the Tuesday, January 11th, 2011 edition of TheTVNews.tv… (along with some related stories):

CBS Makes Exclusive TV Program Sales Deal with Internet-Connected TV Platform,
Boxee
(via GigaOm) In fact, Boxee made a bunch of announcements. More in this Beet.tv interview

Intel Enters the Movie Distribution Game (Intel blog) This announcement lays the foundation for a bigger event which will be WiDi. This will enable movies streaming to your PC to be player on your HD TV.

MSNBC.com Finding New Audiences for Video News via Mobile (Beet.tv interview) The president of MSNBC Digital Networks has a lot to say about the benefits of distributing their TV cable network’s content via mobile devices. This is perhaps the fastest growing form of video distribution; and, as he says, mobile video is more engaging and reaching new audiences that the cable network frequently misses. (Video clip is embedded below.)

RingGuides’ New Website (new ComBridges design & production) This is a start-up with an innovative interface for accessing the new worlds of streaming video—both TV & online video—with a strong social component for distribution. The ComBridges team crafted this website, including a strong writing contribution, including complete design and production of the website in less than five days!

Stay tuned. The worlds of online video delivery across every type of screen imaginable will, no doubt, continue to grow, evolve and morph faster than most of us can imagine.