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Does Your Video Pass the “I Should Certainly Hope So” Test?

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GUEST POST

By Jay Carter, Beyond Measure Media

This post is borrowed from BeyondMeasureMedia.com

I have to admit, I was a little nervous when the team at AM:PM PR asked us to come into their office to present our “pro secrets for making powerful videos.”

As a video production professional, the truth is, I was afraid to share with a large group of people just how simple creating powerful videos can be.

As a buddy of mine likes to say, “this ain’t rocket surgery.”

There is, of course, a certain level of knowledge that is required to capture “pro-level” images. But I think even the most clumsy, inexperienced videographers will have a huge edge if they’re an innately good storyteller.

Strip away all the fancy bells and whistles of video production, and what you’re really left with is a deceptively simple form of communication with an extraordinary ability to connect people with the largest numbers of other, like-minded people.

Video Moves Mountains

Video is, hands-down, the most powerful form of leverage I have ever seen when it comes to marketing.  It can move mountains.

It can motivate large numbers of viewers to take action.  Seeing those kinds of results is the part of my job I love most.

We were recently invited by AM:PM Public Relations in Portland, Oregon to present some ideas in their regular series of “Speakeasy” events.

Afterward, they asked me to share a series of blog posts re-capping the list we shared in part 1 of our two-part discussion.

Here now, is secret number one.

Secret #1: Story is Everything

Now, hang with me here.  You might think this “pro secret” is a bit obvious.

So let’s imagine you’re about to produce your very first video about your business or organization.

What would be in the video?

What would you say to the camera?

What facts or elements would make it into the video, and what would be left on the cutting room floor?

Most first-time video makers tend to emphasize “features” over story.  That is, they feel their video must be a comprehensive list of all the features and services of their business.  And that could be a bad idea.

Story Beats Statistics

Why?  Because story beats statistics.

Telling a story will engage an audience much more effectively than if you were to present a list of your company or organization’s features or services.

There’s an undeniable correlation between the quality of the story told in your video and how effective it will be in getting the result you want.

So let’s really dig into what this means:  If we deconstruct the most powerful videos that are out there, they all seem to pass one basic test: It’s what I call the “I-Should-Certainly-Hope-So” Test.

Specifically, if someone who is watching your video is able to respond to what is being said in the video with, “Well, I should certainly hope so!,” then the video just might be a ‘fail.’

This is one of the biggest mistakes businesses make when creating their first video.

Watch this quick video to see how I explained the “I-Should-Certainly-Hope-So” test to the Speakeasy guests at AM:PM.

In my next post, I’ll share Pro Secret #2:  Forget what camera you’re using; there’s a whole other – and often forgotten – technical part of your video that can make or break it.

Also, if you’re in the Portland, Oregon area, stay tuned for Part 2 of “Pro Secrets for Making Great Videos” in November.

Beyond Measure MediaJay Carter is a former Texas TV news anchor and reporter, with numerous awards from the Associated Press and the Edward R. Murrow Award for excellence in broadcast storytelling. He has worked as a radio news anchor and voiceover talent. He works with his wife and business partner, Michele Kim Carter, at Beyond Measure Media creating video stories and testimonials for businesses and nonprofits.

Twitter puts it all out on the Vine

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You may have heard of micro processors, micro blogging and micro machines – but have you heard of micro video? Well if Twitter has its way, their acquisition of a new company called Vine will help them branch out to the next big thing … an app that allows you to share 6-second video clips.

I can hear your eyes rolling from my office. In fact, you may be asking, “Cam, why should I pay attention to yet another app?”

Here’s why:

Debuting on January 24th, this product has already caused quite a stir in the social media world. In two weeks, online Vine users shared 113,897 videos on Twitter on over a single weekend. That’s over 2,000 videos every hour.

Major brands like Urban Outfitters, Lucky Magazine, GAP, Red Vines, Moose Tracks, Coke-a-Cola and Pepsi have already put up videos.

Brands are currently using this format to demonstrate how their products work, to hold contests and to share creative content that they hope will resonate and connect them with their target audience. Still skeptical? Check out three of my favorite videos, and perhaps I can change your mind.

1.


2.


3.

 

4. BONUS – If you want to be endlessly entertained follow James Urbaniak

 

For more information:

Wired Magazine – “Why Vine’s Going to Grow Into Something Huge”

Entrepreneur Magazine – “The Pros and Cons of Using Video App ‘Vine’ for Marketing”

 

Darth Vader and King Arthur's Sword

The Force is strong with Disney’s marketing of Star Wars buy

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Pat McCormick as Walt Disney with his grandson Ian as MIckeyI confess I’m a Disney fan. Disneyland opened the summer before I entered 8th grade, but I never got to go until we went 30-some years later with our kids.

When Disney announced on Halloween that it had acquired Lucasfilm, owners of the Star Wars franchise, it was big news. It also was an opportunity for someone at Disney to invest a little bit of time to make a brilliant marketing move.

Remember the long-running series of Disney “What’s Next?” commercials featuring Super Bowl or NBA or Olympics champs being asked what they plan to do after winning their championships? “I’m going to Disneyland,” was the reply.

Well, on the day of the Lucasfilm announcement, some creative Disney marketer got Darth Vader and some Imperial Storm Troopers to cut a video asking Darth Vader “What are you going to do next?” The YouTube video shows Darth and his entourage enjoying the fun of Disneyland.

What I love about it is that someone, probably with no budget, could execute the idea so quickly. For those of us who visit Disneyland with some frequency (I take each of my grandkids for four days in the parks between their 9th and 10th birthdays), we know that Darth and the Imperial Storm Troopers have Jedi training sessions six times a day, so the costumed characters are easily available.

So is the whole park. Get a video crew Disney marketing team, shoot some video, edit and post.

In one day, the quickly posted YouTube video has had almost 500,000 plays. Congratulations to the marketer that had that idea. Brilliant.

new year fireworks

My 12 expectations for 2012

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time protester

As I look forward to 2012, here’s a short list of my PR, social media and technology expectations for the year.

1. Counsel will be king. PR firms wrestle with their responsibilities as new tools and technologies reshape how people communicate. PRSA, the largest association of PR professionals, recently launched a “Public Relations Defined” conversation to modernize the meaning of PR. The review is timely. PR professionals, at their core, are (or should be) strategic counselors. I expect 2012 will see more clients looking for strategic help from PR pros, rather than just tactical support for their media relations, social media and community outreach.

2. “Power to the people.” When John Lennon recorded that song in 1971, it became an anthem for a generation opposed to the war in Vietnam. This year’s Arab Spring and the Occupy movement pushed Time Magazine to declare The Protestor as its Person of the Year. The biggest difference in today’s protests is individual empowerment facilitated by ubiquitous, low-cost communications technologies – cell phones, smart phones, social media, texting, etc. I expect empowered and disgruntled protestors will shake up and redefine politics in 2012.

3. It’s a mobile world. Windows we opened a few years ago on our desktop PCs are now with us wherever we go. I expect 2012 will accelerate the obsolescence of desktop computers. I expect one item pushing that accelerator pedal will be Apple’s iPad 3. That’s the technology toy I want most in 2012, with its rumored high-res screen and Thunderbolt connectivity. (Apple, please release it in March, as rumored. It would be a great way to celebrate St. Patrick’s Day.)

apple logo
4. Apple still leads. Steve Jobs’ passing worried Apple fanboys like me, saddened by the loss of such a visionary leader. But I’m convinced part of his leadership is evident in the deep talent pool he built and the company’s commitment to the exceptionalism Jobs instilled. I’m expecting to be blown away by at least one Apple announcement next year, in addition to the iPad 3.

5. More video, more places. TV (video) is the emotional heavyweight in communications. It’s also the heavyweight in bandwidth consumption and cost. I expect we’ll continue to see technology improve delivery and simplify production. Websites, social networks and online demand for video programming will speed acceptance of second screens (computers, smartphones, tablets) as almost interchangeable video platforms.

6. More B2B social networking. Social networking dominates Americans’ online time. Employers that previously sought to limit or block workplace access to social networks will increasingly embrace social tools to support internal collaboration, customer relationship management and marketing. Most early adopters have been consumer-facing companies. I expect fast growth next year among business-to-business firms.

7. Authenticity vs. professional polish. There’s a dilemma in the digital world. On one hand, many businesses feel uncomfortable or unprepared to produce their own online content. They rely on professionals to help them communicate in blogs and social media. On the other hand, online content produced outside the company can lack the credibility of content produced by the credited author. I expect we’ll see more companies seek training and support for internal authors in order to make their digital communications more authentic.

8. The Oregonian on the iPad. There’s a lot of speculation about the demise of newspapers. Count me among those saddened by changes in the news business. It’s disturbing to see news staffs shrinking. As news media experiment with new delivery platforms, I expect The Oregonian will be among the newspapers developing an app to deliver content to tablet devices like the iPad. I can’t imagine NOT starting my day with a print copy of The Oregonian, but I’d still pay to get their newspaper content on my iPhone and iPad.

9. Romney vs. Obama. After all the Republican presidential candidate debates, the months of campaigning and the ups and downs in polls, I expect Republicans will nominate Mitt Romney to face off against President Obama next fall. Mr. Speaker, I reserve the right to revise and extend my remarks.

10. Basics continue to matter. With so many shiny new communications toys to explore, it’s easier than ever to get caught up tinkering with tactics. But I expect, as the experimentation with new platforms and tools is analyzed, we’ll see that communications basics still prevail. Success in public relations will always be rooted in research, targeting to connect with the right audiences, persuasive writing, effective execution and thoughtful evaluation to measure success in achieving goals.

11. More of our lives will be in the clouds. As huge data centers spring up across Oregon (and around the world), it’s evident that much of what we consider private is no longer locked up for safe keeping in our homes and offices – or even in our computers and hard drives. We’re willingly sharing more about ourselves on social networks, and depending on others to store our music and photo libraries, as well as much of the rest of what we consider personal or proprietary. I expect we’ll see even more such sharing in 2012, and we’ll hear just as much angst about the erosion of personal privacy.

US seal
12. Partisanship will keep Congress paralyzed. There’s no joy in this expectation. But watching the chaos in Congress is beyond disappointing. Something serious has poisoned our political process. If elected officials can’t resolve it, I expect this year’s Occupy protests will pale in comparison to civil unrest we’ll see.

Those are my expectations for 2012. On behalf my colleagues and my family, I wish you the best this Holiday season and in the year ahead.

revolution image

5 reasons to say “Viva la Television Revolution”

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by Cam Clark

Viva la Television Revolution! TV has come a long way since 1926. If you think of the DVR as the Wright brothers’ airplane, then we are on the cusp of the jet engine of TV – a fundamental shift in how we consume, interact with and distribute video media. If you look at recent industry developments, a crystal-clear picture begins to emerge.

John Logie Baird

Jan 23, 1926 John Logie Baird gave the first demo of a television apparatus.

Lets start with a Neilson Poll that states “Online Video Usage was up 45% in 2011″ It increased to “68.2% of US internet users, or 158.1 million people watching video content online each month,” as stated by eMarketer. The site also said that “by 2015, that figure will increase to 76% of internet users, or 195.5 million people and In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion.” Those are some impressive numbers.

tv graph
More people than ever are turning to online video for their video entertainment. Add in a report from The Diffusion Group that states “Likelihood to downgrade PayTV Services is increasing for those that watch online video” (Netflix in particular in this study.) and you start to see a trend of people moving to online video in masses.

If that weren’t enough, services such as Netflix, YouTube, Hulu, iTunes, Amazon Video On Demand, Blockbuster Video Online and Vudu, just to mention a few, are rapidly growing in number and popularity. Netflix streaming alone is now the single largest source of peak downstream Internet traffic in the U.S., according to a new report by Sandvine. The streaming video service accounts for 29.7 percent of peak downstream traffic, up from 21 percent last fall.

Finally, many hardware companies are throwing their hat in the ring to make the next box to deliver these services. A few of these devices are: AppleTV, Google TV, Roku, Boxee Box, PS3 and XBox. Sony’s CEO says the company is investing heavily in “a different kind of TV set.” In Steve Jobs’ biography, he was quoted as saying, “I’d like to create an integrated television set, It would be seamlessly synced with all of your devices and with iCloud … It will have the simplest user interface you could imagine. I finally cracked it.”  Apple has single-handedly changed the music, computer and mobile phone industries, and now has the television industry in its sights. Apple’s had a rumored game-changing TV for some time now. Two big hints of big moves by big companies coming soon.

Let’s recap:

  1. More people then ever are watching video online.
  2. Internet video usage went up 45% this year.
  3. Once people start watching video online, they tend to “cut the cord” of old methods of consumption.
  4. Internet video has become the No. 1 source of downstream traffic on the internet.
  5. Major companies are investing in industry-changing moves.

By now, the picture I was talking about earlier should be transmitting to your brain in high definition. Are you as excited as I am about the revolution that is about to unfold? If the answer is no, why not? If the answer is a resounding yes, then I bid you happy watching!