Social Media and Videos – Text and Graphics are Weapons of Choice

Just copy Viceland. Until everyone copies Viceland. Then copy someone else.


With so many videos on social media watched with the sound off, the audiotrack is a bonus feature these days and most people won’t bother turning the sound on. For me I’m seeing about 85% have the sound off when watching videos on social media. – Cos they’re at work or in school so shouldn’t be watching. And in the evening they’re probably watching TV at home but also on their phones.

I like the way Viceland and others are creating content at the moment.


The Trixie and Katya Show is really fun and the multimedia aspects of it reinforce what is happening as you watch it with sound on. It helps commit more of the show to memory too.

Pop-up video

This stuff isn’t new though but it is having a new use. Remember Pop-up Video on Vh1? Course you don’t, you’re not that old. Adding facts via pop up bubbles to music videos. Great idea to keep you engaged with the content.


Dare you to play the below and not be engaged.

From Pop Up Video: The New Historicism by Gary Burns & Timothy E. Scheurer:

Pop Up Video is a postmodern recapitulation of music video, television, sound film, and silent film, including almost all of the techniques and conventions ever used to combine music with moving images. Moreover, the oval graphics reassert the conventions of silent film intertitling more strongly than at any time since the 1920s.

Blind Dates USA used to add snarky comments or give you information the person wasn’t diclosing, letting the audience in to some gossip.
Social Media Video Guide - Blind Dates USA 1

Social Media and Video - Blind Dates USA 2

The visual manifestation of the director’s commentary. Sometimes telling you exactly what you are seeing, sometimes letting only you into a secret, sometimes changing your perspective.

Asia and TVmojis

These days we ought to look at South Asia to see what is happening with text and image overlays on content. Shows in China, Taiwan, Japan, and South Korea add context via text and images that pop up and around. In Deconstructing overhearing viewers: TVmojis as story retellers, Xi Cui gives examples of a few shows that are doing this. Also he introduces us to the term TVmojis. This is kind of like what the Trixie and Katya show are doing.

The author argues that by playing various roles, TVmojis help construct the viewer’s sense of being a bystander while concealing the producers’ manipulations of the media’s interactive roles vis-à-vis the viewers.



Hit the Diff on Videos

Why do all of this? On social media you start off at 0% interest unless you have a fanbase of super-engaged people. For purposes of this article, we’ll pretend that this is factual. So you are pitching to get interest and retain interest. The fascinating thing with this is: the longer someone watches, the longer they keep watching. This also means that it is very hard to keep people watching even past 1 second but once you get them past 3 seconds, 5 seconds and 10 seconds they want to skip past the video less. Also, as more timelines are watched over by a sometimes benevolent algorithm, those that have their videos watched longer than 10 seconds will be gifted by having their next pieces of content seen too. These pop up texts/emojis/visual elements are ways to get people more engaged with your content and can almost work like bridges if there are lulls in some of your content.

Your Digital/Social Media Scorecard – Your Wellbeing Performance

For workshops and client consultancies I’ve been using checklists for years. I redesigned the checklists recently to turn them into scorecards that strongly nod at the scorecards that they use in hospitals. The lower the score the better. The higher the score the more attention is paid to a patient. From increased checks, to senior staff having to examine you within x minutes to calling a crash team. You can download the scorecard here. Please do give me credit if you use it for others.

Some companies worry too much about how they’re doing and some others pay attention to the wrong thing. Hopefull this scorecard is simple enough to do a 5 minute evaluation of your social media.

You can download the scorecard here

29 short lectures on Digital Marketing

January 13th 2015, 2pm, Dublin

To kickstart 2015 I’m going to give a seminar in Dublin, possibly 90 minutes to 120 minutes long. What will it cover? Keep reading. It’s “almost” free to those that are clients or came along to the various Mulley Events in 2014. Spaces are limited. That last line was marketing bullshit making you think a resource is limited so you’ll want it more. They are though.

The seminar is called “29 short lectures on digital marketing” which is a total ripoff of the amazing “28 short lectures” given by Mary Reufle. There won’t be 29 lectures but they will be short.

This seminar is going to be on January 13th in Dublin City Centre (not booked venue yet, usually near Temple Bar) from 2pm to 4pm or a little beyond. Bring your own teas and coffees.

If you want to sign up, you can use this Eventbrite link. It’s €5 to book a place which won’t cover operating costs but ensures you might turn up. In Ireland, free events have a 50% no-show rate. 50% don’t bother turning up or letting you know.

And I’ll talk about:

  • Various elements on making Facebook work: Edgerank and all that, what updates are best, why if you ignore it for B2C you’re a dope.
  • Twitter: Growing, automating, lead generation, Twitter cards.
  • LinkedIn: This is B2B and it works a charm. How to use it to build an amazingly rich address book.
  • Google+: Haha, just kidding.
  • Mailchimp: Some quick tips from a non-expert.

Why am I doing this? Testing out new material and to gauge interest in the paid courses I’ll be running in January/February – Lead Generation, Digital Strategy, Advanced Twitter. And because I’m sound.

Barbie joins LinkedIn – Other Barbies on LinkedIn get lots of visits

So it was announced by Mattel that Barbie is going to be “hashtag unapologetic” about being an entrepreneur. iPad, business attire and a LinkedIn profile! You can buy the doll right here now.

Barbie Linked - Fake Plastic Barbie

Plastic ceilings
From the PR blurb:

This year Barbie is once again breaking through plastic ceilings and inspiring girls to follow their dreams. The 2014 career of the year doll is Entrepreneur Barbie. To celebrate her newest career, Barbie is honoring special women entrepreneurs to help start a conversation for girls everywhere, reminding them that — “If they can dream it, they can be it – anything is possible!

Barbie on LinkedIn - #unapologetic

So with that, if you go on to LinkedIn now and look for Barbie, hello Barbie!


Even when you Google for “Barbie LinkedIn” you get:

This guy is going to be getting a lot of views and I’m sure some weird connection requests too.

Link Roundup – June 16th 2014

So then.

Very interesting case study around mobile networks, Facebook and geofencing. There ads to people on Facebook based on their current location as supplied by their mobile network. It will drive more footfall to your store. And with Apple now doing things to prevent stores from logging your phone‘s hardware address, this becomes even more attractive for retailers.

Pinterest now doing self service ads. Good to see.

Twitter now doing remarketing too. So you can run ads on Twitter to people who came to your website.

AKA Fuck you, pay me. Facebook plainly explaining organic reach and Edgerank. The free ride is over for those that produced shit updates on Facebook. If you have updates that appeal to your subscribers, you have a lot less to worry about.

Social signals. So Google says that they don’t take social into account when ranking pages BUT the pre-ranking/discovery of your content seems very reliant on these social signals. Lots of people sharing/tweeting your link? Seems Google will see this as having importance.

These new changes with iOS 8.0, yeah, Android probably can do this but Apple makes it way better. Apps calling apps inside their own app and showing you just the relevant bits. Great for the usual devices but also tiny screens like, oh, hmm. watches?

Now put your café and restaurant menus on Facebook

Facebook made a nice small change for restaurant and café Pages. Now you can now upload your menus once they’re less than 1Mb in size. These can easily be viewed on desktop or mobile.

On your Page go into Settings > Page Info and there should be a Menu option available. Click on that and upload your Menu.
Facebook Pages Menu Setting - Mulley Comms

This is what it looks like on a mobile:

Facebook Restaurant Menu Mobile

Hat tip to someone on Twitter for this, sorry forgot who.

Your Digital Content Strategy – Today it’s SEO and Social not one OR the other

Well it’s even more than those two but for this post, we’ll look at both.

More work but more rewards for digital marketing these days. 50% of the visitors to this website are now coming here because of Twitter. 50%. So each month a few hundred visitors are coming here just from Tweets about our various courses. Twitter indirectly sells most of the training courses Mulley Comms does and Google searches do the rest.

Information consumes attention
What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.

Your future digital/social content strategy – What you need to do

1. Build pages that are search friendly:
You need good titles, good descriptions, well structured pages, fantastic and inspiring content. Yeah, just that. totally easy right? But at least you have a plan. So this blog post has “digital, content, strategy” as keywords in the title and the description will mention digital marketing and social too. Here’s a preview of them:


The post should tell people what needs to be done and so gives readers content that they feel is valuable and they might share that value on Twitter or Facebook. Use Google Keyword planner or other keyword research tools so see what people are searching for and use some of those keywords in your post/page. Unless you are a website that updates non-stop and Google visits you non-stop too, then it will be days but more likely weeks before this page starts performing well in Google. Weeks is a generation in digital. So social is going to help.

2. Create Twitter, LinkedIn, Facebook headlines that are must-click in nature.
Social Media traffic is the quick hit. It is surge in nature. Lots of clicks in a very short time and then traffic falls off a cliff until you Tweet/Facebook about it again. This is the traffic surge from a link that was Tweeted the other day.


Social Media is the first line of attack nowadays with SEO the rear guard that comes in and finishes the job. For what’s on your website, you need to be strategic with the keywords so that over long periods of time, Google will bring you traffic. To get people in social media to click on links to this content though, you need to think like a PR person or a headline maker for a tabloid. The title of this post is useful to a degree, very findable in Google but what about social? What gets the clicks? Well what makes you click on things on Twitter or Facebook? What works for me are amazing stats and then a promise to reveal more. This post could be marketed/PR’d on Twitter as:

  • Well written Tweets are generating thousands in revenue for me yearly. Here’s how:
  • A single Facebook status update or Tweet can send 100s of visitors to my site. Some become clients. A guide for you:
  • Cheatsheet: Writing good website content and creating great social media headlines = How to get business in digital.

Here is a great guide form Upworthy on how to cook great social media headlines. Social Media is noisy though so you also need to be strategic here. Timing is everything. Various tools like Buffer will help you to find the best times to Tweet/Facebook out during the day/evening and time updates to go out then during those “social media prime times”. Once you get a handle on that, line up the most important tweets and Facebook updates for the week/month then it becomes a good deal easier to have your content seen, shared and clicked.

And here’s the sell.

A post with good content that you spent an hour writing has to have some kind of action item! I’m doing a course on Social Media Content Creation on May 28th in Dublin. Why not book a place?

Google Adwords (Advertising) Training Course

  • Date: 9.15am until 12.45pm, May 26th 2014
  • Location: Temple Bar Hotel.
  • Price: Book by May 16th for €147 or €167 after.
  • Ability Level: For those have Google Ads accounts but want to know how to use them efficiently.
  • You can book the course now.

Your trainer is Joanne Casey from Glowmetrics and she receives very high ratings on her courses.

After attending this course you’ll have

  • A clear understanding of the targeting options and settings available in Google Adwords
  • A view of the international search market if you are considering entering into markets outside Ireland
  • A demonstration of how you can conduct smart keyword research
  • Tips on how to write compelling ad copy that customers will want to click on
  • Guidelines on how to optimise landing pages
  • An overview of the Google Display Network
  • Strategies on how to best measure and enhance campaign performance.

This training session is more practical than theory so don’t forget to bring your laptop and get ready for plenty of brain food!

More detail

CPM, CPA, CTR, Maximum CPC, Actual CPC, CRO, Quality Score, VTC…the list goes on and if this is double Dutch to you then don’t worry, you aren’t alone. Running a Google Adwords campaign can sometimes feel like you’ve just walked into a minefield yet understanding and knowing how to improve these metrics is key to running a successful paid search campaign.
Maybe you have an Adwords Account but have a feeling you aren’t getting the most from it or maybe you want to drive more traffic to you website but don’t know where to start? In this training course we’ll be looking at how businesses can run an effective paid search campaign on Google to drive traffic and ultimately revenue.

We’ll start by having a quick look at the current state of the paid search marketplace before we log into the interface and begin to build well thought-out campaigns, taking into consideration keywords, ad copy, landing pages and Display Network opportunities. Once we’ve the campaigns set-up we’ll then finish with understanding how to best track and review performance so you can execute a range of optimisation tactics to boost ROI.

Date and location: May 26th 2014, Temple Bar Hotel, Dublin
Price: Book by May 16th for €147 or €167 after the 16th.
Book now.
Ability Level: For those have Google Ads accounts but want to know how to use them efficiently.

Social Media Consultant dot ie was dropped as a domain the other day so I went and grabbed it. Also of late I nabbed and a few like that.

Right now I’m sticking a holding page up there to see what kind of traffic it gets from a little optimisation but I may eventually use it as a guide for people/businesses on how to figure out how to hire a social media consultant that is good at their job.

Maybe Michele and I can start some kind of TV detective show with him owning the Social Media Expert domain.