You just need to know what you’re doing. You need to know, and you need to have a very good accountant. And you have to have people, or maybe it’s just yourself, but you need to be very good at what you do, especially when you’re starting, you need to make an impact is digital marketing a good job. It can be any job can be a good job. If you’re looked after, if you’re paid well. If you’re given time off, if you’re given time to be creative. What are leads in Digital Marketing Leads digital marketing or qualified leads are, for example, you create a website, and you optimize this, so it gets found in Google. Then someone does a Google search. They find your website. They look at your website and there’s a form on your website and they fill in details in the forum because they want more information. So that could be a lead. Or it could be through an Instagram ad, you’re advertising something a new product for a client or for yourself, people click on through. To find out more, or download a brochure.
I used Rytr to make these. Input was company name and what it does: Digital Marketing Strategy.Freaky.
I’ve been a client of Mulley Communications for over 5 years. They’re the best digital marketing agency I have ever met. They helped us navigate through all our campaign strategy and made sure we were always up-to-date with the latest trends. They really know what they’re doing and it shows in their work!
Mulley Communications has been the best company I’ve ever worked with! They know everything about digital marketing strategy and they are always on the cutting-edge. They care about what they do and their clients, which is why you can trust them to help your business. They are so knowledgeable, I would recommend them to anyone looking for an expert in digital marketing.
Are Facebook ads, worth it for an SME/small business?
Yeah, I probably think, for an SME, where you just don’t have enough time to be constantly updating Facebook (and you do have to constantly update Facebook to keep in people’s feeds) then advertising is actually a better way to use your time and use your resources.
Updates or ads – the costs
Work it out. How much do you pay yourself or s staff member an hour, how may hours a week or a month are then tending to Facebook just to keep people seeing you are there.You could have an ad campaign that maybe just cost 40 or 50 euros and you can have that run over a week or two. When you run that campaign, you’re going to (see my other post on Facebook advertising) you want to run a campaign, you can set it to go off and we go back to the main parts of your business, so you don’t have to worry about what content to put up today, or tomorrow, how to create engaging posts, or, or anything like that.
Type of Facebook ads
You choose your audience, put up some content that you think the audience will be interested in, could be sales updates, it could be a video showing off a product could be a discount or anything like that can be just awareness, it could be a new business and a new town and you decide that the best way of getting interest is to run a Facebook ad, you can run that ad, you can run it to a certain age group, you can actually target any neighborhood, say in Cork or suburban Dublin, or just a whole county like Leitrim. You can run that ad, and it just goes out to those people. As the ad is running, you will actually see pretty much live stats on how many people have seen it so far, you can actually see what the device is whether it’s Android, whether it’s apple, whether it’s a desktop or a laptop. All that information is there for you, and you can see how many people clicked on that ad, or if you can send people to the website, or you can have the ad running so that you just get messages on Facebook or Instagram.
Facebook ads might be complicated to start with
The only thing that might actually persuade you not to run ads is the fact that setting up an ad on Facebook is slightly complex. You have to set up a campaign, and you have to put details in that, then you have to create an ad set and in that ad set you have to create an ad. So after the first couple of times you start to get used to Facebook advertising. The system is well designed pretty well. If you run an ad campaign before you can actually go into the ad system, click on that campaign, basically say duplicate that. So run it again but change the dates and change the budget.
Go for it
So for a small business with limited time, a limited amount of staff, you don’t have a full time marketer or you’re the marketer. In an SME you’re the manager you’re the accountant and everything else, then I think Facebook ads might actually work. So I advise a lot of clients to set up a Facebook page, and maybe do a bit on it to keep it ticking over, but actually to run some advertising and time them to go out. You don’t have to worry about that day’s updates and it’s just running there in the background. And hopefully you’ll get a return out of that. And I guess the beauty of all of these digital kind of ads in our systems, is you can measure it, to see, is it working or not and if it doesn’t work, you can just stop it or amended, make some changes and set it off again.
Try, fail, fail better, win!
With a newspaper ad that you commission and it runs once in a newspaper. For some say page ads in traditional Irish media you could be paying €3000 for an ad or €4000 or €10,000 for a full page ad. Once you committed to the ad, you can’t change it, if there’s a mistake or an incorrect website address, tough. With digital, you can change that straightaway. With digital you can make changes, measure what worked, make more changes and keep doing that until you get a very well tested ad.
Ads tested with real people and iterated
From that, then you have a data set, or in a way you have a crib sheet or a document or a template for future ads. So back to the question, I would actually suggest that they spend more time on ads than updates. Then maybe spend time on their website as you can get constant returns from ranking on Google.
Are Facebook ada worth it?
Yes I believe they are worth it, because they’re easy to set up and the targeting is really good. Facebook ads can target by gender, age, location, interests and then you can have the ad running on Facebook or on Instagram or on Facebook Messenger which are all owned by Facebook. You can choose your ad to be a video or an image, you can choose to place it in Instagram stories or Facebook stories, or just in the timeline of people. And because of the way the ads work, you’re guaranteed they’ll be seen.
Your ad is only seen by people that you’re targeting so you only get charged by the number of people that see it. You can pay a daily budget and close to 400 people 500 people or a few 1000 people could see it. All based on your budget. You can set a lifetime budget, which means that you can keep going for two weeks.
Once it runs out over those two weeks, it stops, once you set that. Those ads can direct people back to a Facebook page, or an Instagram page or you can get them to go to your website. I find the ads that work best are the ones that get people to click on the ad, and it brings them into a website where you’re selling something, or getting people to sign up to something. Video ads are very effective and what you obviously need is some of your own video content, and with video it means it starts playing in someone’s timeline and they start looking at that and if you have text in your video it means people will actually start reading that text, so they’ll pause maybe and start reading, and that gets them engaged.
So that’s a very good thing to do. And if you don’t have video content, you can just supply images and Facebook Instagram can turn those images into like a slideshow or a video or you can have multiple images and you can do a carousel, which means when people see the ad, they can swipe on that ad and see the next image. So, overall, I think it’s worth doing Facebook ads. And what you can do is because you can set your own budget you could actually set a budget to be just a euro for a campaign.
If you get a return on that, increase the budget and play around. I keep on using this phrase, fail fast, fail cheap. That idea actually works on Facebook and Instagram. The demographics on Facebook are probably people that are 40 Plus, which is still a couple of billion people and in Ireland, there’s two and a half million maybe on Facebook. On Instagram in Ireland, you have a couple of million and those people would be mostly under 40. In a way that demographic is ageing as well. The teenagers, they’re on Snapchat, and they’re on, Tik Tok.
So yes, do run ads on Facebook, try them. The Facebook ad system might be slightly complex to start with. If you find that is when you go into it, you could just start off by boosting posts on Facebook. Do a status update on Facebook from your business page and click on boost. From there it’s fairly simple, you put in your daily budget, how long it’s going to run for. You can choose targeting, age, location, gender, and interests. So start there. Start with a small budget, get a return from that. You can measure that return within 15 minutes of that starting to run. So go and enjoy playing around with those ads too.
Marc Andreessen is on the board of Facebook too. Zuckerberg comes on to Clubhouse for a chat.
Elon Musk big ups Clubhouse and joins a chat. Millions of more users join.
Then he gets Kanye involved.
Just agree to do Clubhouse with @kanyewest
— Elon Musk (@elonmusk) February 10, 2021
The more users Clubhouse has, the more it can be sold for. It’s at the top of hype lists now. The value will go up as more celebs and tech bros join and the general population flows in. It’s standard for social networks to do that celeb catnip trick. Other tech firms know the Facebook connection too so that might spur them to buy it at an inflated price to block Facebook. This will be fun.
I have far too many domains these days so I want to offload them. I have many of these for years for projects I never got to start/complete. Make me an offer. Or if you want to rent a domain for a year to see if it works for you, let me know. email@example.com Transfer fees are €70ish and you’d pay those too. With a few exceptions I’d be looking for €300 ex VAT min for a domain.
Well this was going to be for tours around Ireland tracing those in 1916. For Irish-American and Irish people from the UK.
One of these blocking purchases. To prevent other orgs with an agenda from using it so spout crap about abortion and what a skewed view of what the bible says. A rogue agency used one of these domains too to ensnare vulnerable people.
For a client that sells activewear.
A conference in 2022 maybe?
aran.ie – Taken
aran sweaters, aran jumpers, Irish fisherman sweaters as the Americans call them.
A one stop portal on AI/artificial intelligence in Ireland.
I went to a gym years back due to shoulder and back pain and it really sorted me out. The plan here was a site to refer you to gyms, chiropractors, physios and advice from real professionals on exercises you can do.
Gay culture, not forestry stuff.
Currently used as a test site for blogging/SEO courses I do.
Plan was to have it as an aggregator of Irish blogs, like what IrishBlogs.ie used to do.
For the business courses I run and for partners/friends.
Brand name for a future business. Named after Agent Carter.
I just saw it expire and it’s a great short domain name with lots of potential.
CEO forum type site. Events for CEOs and specific training courses.
One of these blocking purchases. To prevent other orgs with an agenda from using it so spout crap about the family and what a skewed view of what the bible says.
(Reserved until 2023) Well. This is the jackpot domain. Win the lotto, buy it off me. I love Christmas so you really need to make me a strong offer. We’re talking 5 figures here. Such an easy name for your brand.
Online training portal was the idea for this. Again easy brand to send people to.
A one stop portal on cloud computing in Ireland. Plus ad costs around the phrase cloud computing are huge. Buy me Microsoft, Salesforce.
Nice and easy to remember. Handy for a portal for something.
Another Geo type domain. Surprised it wasn’t taken.
Another one of these blocking purchases. To prevent other orgs with an agenda from using it so spout crap about the family and what a skewed view of what the bible says.
A perfect domain name for a consultant in any kind of area.
Former web design agency. Really nice backlinks. Pointing here now so we’ll see will that boost mulley.ie in rankings.
Well, I had the .com of it. And I have the stickers and keyrings for it too.
Plan was to have it as an aggregator of Irish arts and culture blogs, like what IrishBlogs.ie used to do.
Gay culture or if someone wants to buy it for like new dads or something.
The other way to spell this. I was thinking a directory site for dieticians.
Works well in theory. Perfect for a new party once you’re not Nazis.
And the category is, domain purchasing realness. Drag is big now.
The cousin of Christmas but a bit more miserable as Christmas was about birthdays, this was about the torture of a beardy dude. Joy suck.
I wanted to do an ecommerce awards thing across Europe. I think Ireland isn’t as fast as it should be to get more businesses to trade online but we are starting to.
egypt.ie – Taken, kinda
Fun in the Sun but nevermind all the guns.
Another idea for an awards. Like People’s Choice Awards for the Irish Market. The existing entertainment awards are shite.
The idea for this was a database of experts that the media could call upon for media/radio/tv interviews. People would put themselves forward and link to their media coverage.
To prevent it being used to abuse people. Or to encourage smoking.
This is my current live food blog aggregator. It needs an upgrade.
Grabbing it and I might put something on it. Bought it as I didn’t want to see it used by some donkey-brained expert.
Very. Not sure was this a porn site before. Ideally this would be an online resource for the Irish gay community or a historical repository.
I want to specialise in end of life, dying and death and all of these come with grief. Perhaps an online space for writing on this.
Great town. Great domain name that I was surprised was available to register.
Well, it’s a fine domain. So many options to use this domain around innovation.
For all things diabetes medications.
Kylie, this is perfect for you!
Gay culture? Be a good site for a leathersmith and leather products too.
After equal marriage came in, thought it would be best to nab this in case of the “not Adam and Steve” lot grabbed it.
Future business. Will explain in due course. Lack of LGBT maternity options in Ireland, I would like to see that change.
Conference on digital metrics that I used to organise.
I like Christmas. You may have noticed.
Just thought it would be a good domain for feminist writings.
Well there are 10s of 1000s of searches in Ireland for people wanting to know about nightclasses in Ireland. The competition is … not great.
Straight up good information and options for those with cancer.
This was a directory website. It has pretty good backlinks.
Bit like carter. For a future business that will grow out of MulleyComms. Simple to remember.
Another health related domain. Could be paired with contraception.ie, pregnant.ie, maternity.ie
I was worried that a fake pregnancy crisis agency would register them and give people bad advice. HSE, buy these!
Should I redirect that to a politician?
Strong three letter domain name. Ideal for people that do PHP development.
Many thoughts on this. From a weekly ratings system for Irish pols to an aggregator when they are mentioned in the news. I had something like this for Politics In Ireland.
Portal for postgraduate courses in Ireland would be the original idea. Great domain for a college/university to buy and use as a brand/redirect for their advertising.
Expired around the same time. I was worried that a fake pregnancy crisis agency would register them and give people bad advice. HSE, buy these!
I offered this and 1916 to a political party before. No takers!
Leaving Cert and Junior Cert revision classes portal. Could originally signpost to all the courses that are on offer and then as traffic and reputation grows, start offering your own online courses.
Did I mention I’m from Cork? I must have failed to mention it til now. Could be used for lots of things travel, tourism and activities related.
Staying on things health.
Another Geo, also surprised it wasn’t taken.
Most businesses in Ireland are an SME. Idea was for a portal of resources for SMEs. Or even as a redirect to a section of another website.
Uhhh, sports? 😉
This was owned by the former computer company that got bought and wiped out by a database company. Ideally a competitor should buy it.
Former domain of a Sunday newspaper. Amazing backlinks. Idea was to download a full copy of the old site from Archive.org and put it back online.
See below or buy me for the Vax passport!
Cos I believe in them and didn’t want anyone to use it to spread fake and dangerous views.
windfarm.ie and windfarms.ie
For a renewable energy client. And to prevent conspiracy theorists abuse it
I have far too many domains these days so I want to offload them. I have many of these for years for projects I never got to start/complete. Make me an offer. Or if you want to rent a domain to see if it works for you, let me know. firstname.lastname@example.org
2200 words, 8 minute read.
A hammer, a machine gun, social media – using force multipliers for good and bad
The below is a Facebook Ad I ran to a subset of Irish TDs. It cost me €1.65 for 39 of them to see it. €0.04 per TD. I would think most didn’t even know it was an ad.
(When Facebook advertising started it was for the U.S. only so I created a U.S. account and this is why my prices are in dollars)
Wikipedia definition of Force Multipliers
factor or a combination of factors that dramatically increases (hence “multiplies”) the effectiveness of an item or group, giving a given number of troops (or other personnel) or weapons (or other hardware) the ability to accomplish greater things than without it
Using digital tools for PR tactics, common enough
Years and years ago a client’s friend had a communications crisis with their firm and asked me how they could solve it. Sadly their board took the advice of a traditional PR company who said shut everything down, say nothing and it will blow over. When you Googled about this issue, the first two pages were mostly negative news articles about it and their website was at the bottom of Page 1. When you Googled their name you got their website and the next 8 results were negative results. You mostly can’t get articles with bad coverage removed from Google. Instead you have to make positive or neutral articles to rank higher than these. Working with bloggers and pumping out PR over the next few months was the solution that worked in this case.
Using Wikipedia to push an agenda
Nowadays if you google that issue, the first result for it is a Wikipedia article of the company with a section about that crisis. Page 2 has some of the original bad news articles but nobody reads Page 2 of Google. That Wikipedia article was created by someone not connected to the company but who did it to aid the company. The article had some basic company history and a section on the crisis. Wikipedia articles always rank well. The Wiki article has been slowly changed over time to add more company facts so the crisis section is one of many sections on the Wiki article. The facts on the Wiki are all true verified facts but the narrative is positive towards them. Years back I did a talk on Crisis Communications that covered some of these areas, I need to update this as I’ve learned so much since.
With media people being under huge pressure to produce quantity over quality and despite media articles shitting on Wikipedia so much, the media copies and pastes from Wikipedia the whole time. Now look at the start of this article … who came up with that definition of Force Multipliers? I didn’t check, how many check where their Wikipedia information came from?
Influencing the influencers with digital
For another gig I researched how teens decided what colleges to apply for. For Leaving Cert students, one factor that actually influenced them moving away from home to college was their mothers. Mammy Power. Mammy could veto a move to some college based on her perception. So to keep Mammy happy we sent Facebook ads to Mammy. The kids don’t use Facebook but their parents and Grannies do (and those that think they can market to Leaving Cert students on Facebook). We also boosted articles about how great the college was to those Mammies. “Don’t take our word for it, look at what the Irish Times have said.” Was there a PR pitch to that paper with that Mammy angle you ask? Hmmm.
A State body a while back asked me to research how an American startup built up their media profile so quickly. At that stage they had been in the Wall Street Journal, Techcrunch and all over “the blogs”. Lots of research later and we had a plan on how Irish companies could build up their media profile like they did. What was lovely about what they did was that they started building relationships with specific bloggers that wrote about that industry area. The startup was small but they gave advanced access to the smaller bloggers who never get exclusives and spend most of their time reporting what was already covered and rewriting Mashable type sites. Uncritical coverage in fairness. Then the company started doing PR with larger blogs, who when they Googled their name (as media always do) and they saw positive coverage and also “seemed” to copy and paste these opinions. And then the company went up higher again to the big media sites and eventually to “traditional” media types. All iterations. Influencing the influencers who influence the Influencers. Boy does this work well. See Mark Ecko on “swag bombs”.
(Aside: In the Digital Strategy Workshops I do, we always find the satellites of influence of your clients, same idea, not at all new to marketing people and PR people have done this since they did a great PR job of getting propaganda changed to PR post World War I)
Ryan Holiday talks about this in Trust Me I’m Lying where he had Wikipedia articles created that referenced facts he seeded on smaller blogs that then got copied into articles from bigger media orgs. Then he edited the Wikipedia pages to reference the new media coverage. Wiki article says “according to Xblog Company Z made 10 million dollars”. Later the New York Times copies this fact in an article. Then changed Wiki article to “according to New York Times Company Z made 10 million dollars” and removed the old blog reference.
So far this is slight use of digital for what are traditional PR tactics…
Along Comes Facebook
Facebook is a political tool or a political weapon, mostly a weapon
One of the biggest protests ever in State history was the water charges protest and the Irish Times didn’t even assign someone to cover it as it wasn’t in their bubble. FF, Sinn Fein, FG, Labour all misjudged this issue yet everyone on Facebook saw the updates before, during and after. Millions on Facebook saw the size of the crowd and the videos.
A hammer is a tool, is a weapon, is a negotiating tactic, is a precise instrument. She who holds it, decides what it is. Back to that Facebook Ad to TDs.
For €0.04 each I got a positive news story about Ireland into their timelines. And one clicked it.
I did the same with a bunch of Cork politicians with a ‘local kid does well” story into their timelines:
What was great about that is while I paid next to nothing for them to see it (€1.55) just €0.036 each, some of them shared the story to their connections and so I got an extra 178 free views from this. (you only see the paid views above)
So the cost per view was actually €0.007 – 0.7 of 1 cent! This is what makes Facebook so utterly scary. The ads to reach people are cheap but when they interact with your ad you get a lot more people to see it and the politician or whoever it is spreads the story on your behalf.
Changing election results with your pocket money?
I have also run tests where some of the Advisors to TDs and Ministers saw an ad from a Facebook Page of mine that shared a news article. This was a much smaller list but we are getting “news” into the timeline of people that have strong influence over Ministers and TDs.
And yeah I ran some tests where I got news stories into the timelines of political correspondents. These tests as you can see are single digit euro budgets.
So basically you can get stories into the face of a large number of national politicians, local politicians, their advisors and those who write about these people and who these people read, for mere pennies. Fucking! pennies! get! you! this! influence! Now, consider multiple Facebook Pages with slightly different takes on things going into timelines of this bubble = “oh my God everyone is talking about this, what are we doing about this?”
What it really means is = Look at all the ads in my bubble who are targeting me. Again, none of this is new for people that work in PR and marketing. Just like you run ads in the Farmers Journal if you sell to farmers.
This is what some of the Brexit campaigners did. Business People for Brexit, Muslims for Brexit, Catholics for Brexit, Racists pretending to be Patriots for Brexit, Doctors for Brexit. Each one of these groups had a set of talking points specific to them and for their audience and off they jaunted with them. Decentralized but with the talking points decided by 1 person.
Read “All Out War” to understand the not-rocket-science stuff that the Leave Campaigns did. We’re seeing this in Ireland around Repeal the 8th. 10 people or less seem to represent 20 different groups but all seem to have the same mailing list. And they always get into the media.
Targeting a constituency
€67 – the cost to me if I want 16,000 people in a constituency to see a news story in the next 24 hours about their TD who barely got in at the last election.
Force multiply that article about your local FF TD who voted against the Repeal Referendum, for example. If 500 less people gave them their number 1 and left them off the ballot paper or put them way down the line, would that be enough to lose their seat? €67 spent by someone else could cost you €90k a year, outside of expenses. 0.07% of your salary. That’s a force multiplier.
(Light entertainment break)
And this is a force multiplier:
Force Multipliers for Media Coverage
Just like you can use Facebook to send updates into timelines of politicians and political media you can do the same for many different media types. A client recently got themselves on television. A follow up press release was sent out to the media “as seen on T.V.) which got them a little more coverage, here the media came to them after the release with new angles for their publication. Great! Then a promoted update from them was also sent out on Facebook to media types and that got them more media coverage too. Being in the media can get you into more of the media and doing this with a proper strategy can get you into it on a regular basis.
Using all this media coverage, you then do a promoted update to the type of client they wanted with a “As seen on T.V. and in the Times and Indo”. The Sunday Times got crap recently for boosting Facebook posts. I like this idea. Up to now I’ve only seen media boosting posts that are editorial so they can hoodwink sponsors and say “10,000 people on Facebook saw our editorial about you”. Getting into the media is not the end of that PR cycle, it can just be the start.
Force Multipliers for stakeholders
Getting companies into the Irish Times or Sunday Business Post despite their potential clients not being readers still makes sense if you look at who their stakeholders are. Potential investors, existing investors, business partners and media types will be reading it. Investors seeing coverage of their investment will appeased them and give them golf course bragging rights. It’s amazing that you may be burning through cash but an investor seeing their name in a paper can keep them at bay for another while. A positive side-effect is that traditional media coverage gets you nice Google results too as media orgs have really good Google rankings. So when your name is Google, a front page of positive views.
If you’re a B2B organisation then marketing on Facebook at first doesn’t make sense. There are better places to do marketing but if you want to build your reputation then targeted ads to the decision makers in organisations can work. Be nice if a CEO came in on a Monday and said “I keep hearing about this CRM company, look in to whether we should be using them.”
Whoever your stakeholders are, you can get into their Facebook, LinkedIn, Twitter timelines directly or indirectly. You can use Facebook, LinkedIn, Google and Twitter to influence people even when they are not using these places because those who do influence them are in these spaces. You’re really only two hops away from both online and offline people on social media.
And all of this within “the rules”.
And you don’t need the liars in Cambridge Analytica to do this (like they had the brains to do it)
And all of this is adhering to data protection and is legal. You don’t need to hack Facebook and download data to do this and that is not how they won the election in America or how Brexit was won. However a be-bubbled media really want to unlose the Vietnam War of their generation – Trump and Brexit.
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.
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.
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.
Edit: Update Jan 2019
Spiderman: Into the Spider-Verse was released and what a movie it is and a homage to the history of comic books. What I liked was the use of speech/thought bubbles and action lines in the movie and how it was so natural to see and added to the movie too. I think we’ll see more of this.
It’s interesting as Disney and Pixar try and make animation as realistic and film-like as possible, Into the Spider-verse shows that there is probably a richer world out there by adding new layers to video.
And with Instagram Stories really blowing up, the use of stickers to accentuate these videos that are watched mostly with the sound off, it will get people used to processing these enhancements of the videos.
And that will surely get us ready for all the information we’ll eventually see in our Apple Glasses/Heads up displays.
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.