Jumping into the river of bliss!

Jumping into video editing with Animoto

Getting my toes wet in video editing with Animoto and YouTube

Getting my toes wet in video editing with Animoto and YouTube — it was time consuming, but the results were worth it.  Photo above: Tony Bisson, http://www.bissonphotography.com

I took the plunge into video shooting and editing with Animoto and a Canon DSLR camera. Here’s my experience and how you can get professional caliber video for your business on a shoestring.

 

 

 

 

 

Video is de rigeur for social media these days. You need video to convert those customers you send to your website with Facebook. You also need it to tell a story that can’t be told in still photos.

For my longtime client RiverGuidess Adventures, a pioneer in the “transformational river rafting” retreat, we’d been struggling for years to convey the magic of these events and falling short.  These retreats combine dance, yoga, healthy food and rafting in a very upscale and comfortable fantasy estate that is more golf course than wilderness.

Video is the best way to convey the magic of this property, the lavish catered meals and the very special vibe of the heart-opening transformation that happens on these retreats. They appeal to the lucrative and mostly untapped older Baby Boomer market and families with kids — an age group often ignored by events of this nature that tend to market only to younger Millennials.

The trips fit into a new category called: "Summer camp for grownups," or "Transformational micro festivals." It's an ever-competitive market with so many competing dance, yoga and festival retreats vying for people who can afford a $500 weekend.

The trips fit into a new category called: “Summer camp for grownups,” or “Transformational micro festivals.” It’s an ever-competitive market with so many competing dance, yoga and festival retreats vying for people who can afford a $500 weekend.

The retreats are pricey – $580 for a long weekend. To convey this value, and help transform the image from “hippie” to upscale, we have been sending pro photographers to each trip.

But every time, something was missing. Each photographer had a different artistic and personal vision of the experience that was not always compatible with our marketing goal — to attract the affluent “transformational” consumer and shift our appeal to a slightly younger demographic.

After struggling to direct outsiders to give me the results I wanted — I finally caved in and learned how to shoot and edit video myself.

I used a Canon DSLR  camera ($299 on sale at BestBuy) and a high speed 64 GB card ($200) to shoot  the video. Then I blended it with photos shot by four different professional wedding and event photographers plus a few images I shot on Instagram with an iPad.

I edited the photos in iPhoto and then imported the video clips and photos into a video editing app called Animoto.

This process took me more than 48 continuous hours — and resulted in 4 minutes and 30 seconds of video. This is about the average for how long it takes to edit video — generally one day per minute of finished video — so keep this in mind if you’re getting your feet wet. It’s time consuming!

The Canon DSLR is known as the camera of choice for Indie film photographers in Hollywood, but I found it clunky and hard to use. It also did not shoot well in low light (unless you add an optional lens.)

The quality of the resulting footage was sometimes very good, though (if I can just learn to hold it still and remove the lens cap!) I still found a DLSR awkward and heavy to hold and will be looking into smaller, lighter cameras in the future.

Animoto is an app that lets you host your images in “the cloud” — this solves one of the critical difficulties with video editing, storing all those huge clips. It also makes it very easy to share the process with the client or a team as the project evolves, and it includes some fantastic ready-made templates. It’s really not more difficult than making a Powerpoint and in some ways easier.  The other beauty of Animoto is that it can time your clips to the beat of the music– generating very professional and engaging results.

We added the royalty free songs from Animoto’s library of 10,000 songs. I did a keyword search for “summer” to find the uplifting song that conveys our “summercamp for grownups” theme.

Taking the plunge on the rope swing. (The woman in this photo is over 50 years old. The client wants to create an experience for older Boomers who want more comfort. We call it “glamping.”)

Taking the plunge into video

 

 

 

 

 

 

 

Animoto for Business costs $39 per month. (www.animoto.com)

Here’s how the video looks when hosted by Animoto – sharper than You Tube:

You can reach 1,000,000 people within a few minutes with great post on Facebook -- if it gets shared and syndicated. Only a few newspapers can reach that many readers (such as the New York Times or LA Times.)

Is Facebook fan page advertising useless?

This week, a controversial Gallup poll declared that social media was all but useless, and that nobody was influenced by social media ads and it was all a bunch of hooey.

I was immediately suspicious that results from the Gallup survey were skewed by the print and TV media. Mainstream media are late to the social game and totally threatened by the amazing reach of Facebook, Twitter, Instagram, Pinterest and You Tube — now reaching millions and even hundreds of millions–numbers that vastly exceed print media.

They’re also probably very threatened by Facebook advertising, which is much cheaper than print/broadcast, and reaches that oh so desirable Millennial demographic that doesn’t read or watch TV anymore.

Since I live in Facebook stats all day long, I know the truth — one post can reach more people than an article in the New York Times. Sure, Rupert Murdoch and Ted Turner are no doubt losing sleep over that.

Facebook ads, and Yelp, also, can be targeted with laser-like focus on extremely niche local demographics — something print media can’t do quite as well because print is either niche and national or broad and local . Print media and TV are rarely niche and local.

Internet radio still does a lousy job of targeting its ads to any meaningful niche. Local radio still thrives because it’s both targeted and local.

I’ve been doing PR (press relations) since the days when we used fax machines and FedEx — before the Internet existed. Back then, print media was king. Getting an article that reached 100,000 readers in a national print magazine was a big deal. I think some people are still attached to the “prestige” of Print but do not realize that they can actually reach bigger numbers with social media, with far more control over their message.

Print is still very valuable — but now more because it drives traffic to your website and gives you SEO rank in Google.

In the good old days, it was an even bigger deal to end up in a big newspaper like the New York Times and reach 1 million readers. If you got on TV you might (woo hoo) reach an aggregate of 2 million people through multiple TV news stories and a video news release after spending $250,000 on a press conference and a product launch.

Times have changed. Now you can reach just as many people in a few minutes with a single Facebook post or self syndicated blog post — or half a billion with a You Tube video.

PR IS DEAD — LONG LIVE SOCIAL MEDIA?

I’ve been saying “PR is dead,  long live Social PR” for a few years now. I was a little ahead of the curve. I was also sitting around listening to the phone not ring from PR clients, and watching stories not appear in publications that were disappearing, so I was ahead of the curve and got into social media.

Now it’s clear that shift has happened.

Social media is not optional anymore. If you’re not leveraging social media to amplify your message, it’s as if you don’t exist.

Social media is now the front line of most successful marketing programs. Social media is where you distribute your message first — and later it’s picked up by the news media.

(The exception is if you are a publicly-traded company. If so, then SEC regulations require that you announce news on the newswire first, and your key media are pre-briefed under a non disclosure agreement.)

Traditional PR is still very important, but it serves a different role now–in tandem with social media. After your story appears in the news media, they use their larger networks to “syndicate” your message to their networks. You then in turn amplify the message further by syndicating their content on your networks.

Articles and reviews in mainstream media also provide credibility and great content for your website and social media to leverage, and they will boost your search rank (SEO) in Google forever.

WITH SOCIAL MEDIA, YOU MAKE YOUR OWN NEWS

Social media is the “information hub” of your marketing wheel — and your personal social networks at the “hub” that links to other social networks and communities worldwide. The press and publications are some of those networks–but no longer the primary one.

In the old days, you sent press releases to actual members of the press for distribution. Newswires were only available to the press.

Nowadays, you are the press and you syndicate your news over social media, in addition to the press. A press release on the wire now reaches everyone on the planet at once.

Here’s an example of the reach a press release typically gets now on the Internet. As days go by, this number increases, infinitely, and many of these impressions remain on the web forever.  A press release mentioning a company traded on NYSE or NASDAQ would get much more impressions — this was what I got for a small business — 32,000 in two days. This doesn’t include the amplification from self syndicating this story on the client’s social networks. It would be difficult for a small business to get out the word that fast with traditional media.

Example of the traffic generate in two days from a well written, key word tagged press release.

Example of the traffic generate in two days from a well written, key word tagged press release for a small business.

 

 

 

 

 

 

 

 

 

SOCIAL MEDIA CONNECTS COMMUNITIES GLOBALLY

Here’s another example of that from the Unify.org campaign that illustrates how the Unify Facebook fan page links to other Fan pages and organizations, creating huge amplification for each post. (A single Unify post is often shared more than 5,000 times, reaching literally millions of people worldwide with no advertising.) Even with Facebook’s new restrictions, by utilizing this kind of networking, you can spread your message very rapidly and globally.

Illustration of overlapping social media communities. This strategy helped build Unify.org into one of the largest communities on Facebook. I helped write the strategic plan for Unify and was part of the core group of social media experts behind Unify.

Illustration of overlapping social media communities. This strategy helped build Unify.org into one of the largest communities on Facebook. I helped write the strategic plan for Unify and was part of the core group of social media experts behind Unify.

This strategy helped build Unify.org into one of the largest communities on Facebook. I helped write the initial strategic social media plan for Unify and was part of the core group of social media experts that helped ramp the page up. This is now one of the most viral social media communities on the planet.

As you can see in the screen shot above, it’s very possible to reach 1 million people with a single post if it’s shared, tagged and amplified with well targeted paid Facebook “boosting.” 


 

Social media is a virtual party.  Is your fan page a backyard barbecue, a formal cocktail party, a corporate conference or a drum circle?

Is your Facebook fan page a cocktail party, a barbecue, a conference or a drum circle?

Social media is a virtual party.  Is your fan page a backyard barbecue, a formal cocktail party, a corporate conference or a drum circle?

Social media is a virtual party. Is your fan page a backyard barbecue, a formal cocktail party, a corporate conference, a yoga class or a drum circle?

The funny thing about social networking is…we often forget that it’s just a virtual party. It’s not about amassing tons of “fans” so you can have the biggest party — it’s about inviting the right people and serving tasty snacks and drinks.

It’s about playful banter, music and laughter.

You know what happens when you talk sex or politics at a party — dead silence.

A cocktail party is NOT the place to pull out a gigantic billboard and say HEY BUY MY PRODUCT! (Unless you are a paid sponsor with a table or booth.)  And imagine if you pulled up your shirt and showed off your appendix scar?

But people do this all the time on Facebook! They forget it’s a party.

A great Fan page is an authentically engaged community where you have a conversation — even better if your tribe cares about what you have to say and shares it with their communities. At a party this is called gossip and word of mouth. On Facebook it’s called sharing and viral marketing.

Remember — a great party is not about QUANTITY it’s about QUALITY. Be selective. Invite the right people. Dress to impress — or stand out in the crowd. Serve good spirits and keep the music upbeat and the conversation as bubbly as champagne.

We are not collecting fans or contacts for Ego — we are collecting real human beings and we should care about them as much as we hope they will care about us.

Think about the real world equivalent of your Fan page. How would you interact in these different real world parties or events?

50 friends or less = backyard barbecue, workshop,  a drum circle.
150 friends or less = a tribe, a retreat, a big party, wedding, etc.
1000 friends or more = a conference
2000 friends or more = industry trade show, music festival
10000 fans or more = sporting event or concert
100,000 fans or more = gigantic stadium event
1 million fans or more = broadcast on television

And here’s a great metaphor for Fan pages from #socialmediamixology:

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It used to be paid media vs PR. Now you also have the choice of social media.

15 free tips to boost your “organic” SEO and get more traffic for your website.

 

Can anyone find your old static website?

Use the right words so people can find your blog in Google.Advertising, as the saying goes, is the awareness you pay for.

Advertising is the awareness you pay for. And PR is the awareness you pray for.

Today, “PR” includes social media and “content marketing” — and that means “the visual stuff with words on it.”  But to make people aware of your content, they need to be able to find it in Google. And this is why “organic” reach or Search Engine Optimization (SEO) is so important.

Great traffic means a lower Alexa rank. The lower your Alexa score, the more people are visiting your site, and the more “relevance” it has in the search engines like Google. (Alexa.com is the site that ranks other websites according to their popularity.) My Alexa rank continues to soar, and has surged from the top 12 million sites in the world, to the top 4 million.  (I started the blog about two years ago.)

This is pretty amazing considering the fact that I am not specifically trying to drive traffic to this site, which is primarily a personal blog to promote my consulting practice.

My traffic is 100% “organic” reach — that means I get these visitors without paying for for advertising, Google Ad Words, Facebook ads, banners or link exchanges.

Here’s what I do to boost my SEO — and how you can use these techniques to boost traffic on your own site.

1. Content, content, content.

That is, just write interesting stuff. Write well. Be opinionated. Be a little controversial. Controversial, emotional, engaging content will get read and spread.

2. Teach and inform. Don’t just talk about yourself.

Create “how to” articles that teach others how to do what you do. Share information and don’t just promote yourself all the time. In fact, don’t promote yourself, ever, except in your bio and “about” section. Tell, don’t sell.

3. Use WordPress.

Build your website on WordPress — not a static website. If you already invested in a static website, add a WordPress blog tab to your site.  Why? Because WordPress is very well optimized for search engines.  WordPress also automatically syndicates your stories to other WordPress sites, and it also makes it very easy to tag your stories, videos and photos with juicy keywords.

4. Use lots of words on WordPress.

I know the current fad is towards “visual” websites and not a lot of words — but the fact is, Google and other search engines search for words, so use lots of them, and use the right ones.

Also make sure to write captions and search-worthy tags for every photo you use, so these photos can be found in search engines.

5. Think like a search engine.

What phrases do people search for? What questions do they ask that apply to your field or product? Answer those questions with your content.

7. Syndicate to all of your social media pages.

You can set this up in WordPress to syndicate your posts automatically when they are published so your posts go to Twitter, Facebook, LinkedIn, etc. Services like Networked Blogs also help amplify your reach. A new service, Thunderclap can dramatically amp up posts for cause-related content and non profits.

8. Feed your social media pages into your site.

Syndicate the content into your page — and out of it. The more it flows, the more traffic you might get.  There are free widgets that make this simple to add a fan page, Instagram or Pinterest

feed to your blog.

9. Add easy to find “share this” buttons to make it simple for others to share your content.

Sounds obvious, but you would not believe how many businesses bury these icons on the bottom of their website. Bring them to the top and make them big, easy to see and find if people are reading on a small screen mobile device.

10. Comment on other people’s blogs, especially major news sites.

Once a week or so, while reading the news, make relevant comments as an authority in your field on other blogs and news sites — particularly if they are comments on topical news of the day. This brings curious people to your page and builds links to your site.  Share these stories with #hashtags that refer to the Trending Topics and news of the day.

11. Discipline yourself to post at least once a week.

The more you write, the more you post, the more you share — the higher your Google rank and relevance and the more traffic you get.

12. Send out press releases

Press releases are the most amazing traffic generator, period. Ever. You can use free press release sites if you can’t afford a professional news wire, but I recommend paying for PR Web which is highly SEO optimized.

13. Get mentioned in “real” media. (That is, do PR.)

One fantastic article in a major newspaper like the New York Times can permanently shift your business to a new level, boost page rank — and generate traffic to your website forever.  Yes you will need to hire a professional PR agency (like me) to get this kind of coverage. Be patient as it can take many months, and be prepared to pay through the nose. It’s worth it.

Or try this yourself — some people naturally have a gift for PR and can do it themselves.

14. Use Pinterest to generate permanent links back to your site.

Publish your WordPress photos from your WordPress articles as Pinterest posts — and then go back in and “tag” the posts with keyword-rich phrases and URLs so the pins show up in Google. Tremendous traffic builder.

15. Make your website worth coming back to.

I know this sounds obvious, but why are you wasting your time driving traffic to a website unless it’s going to close the deal and make the sale once people arrive? Make sure you have a way to sign up subscribers to your newsletter, capture visitors’ emails and lead them to follow your Social Media pages so you can bring them back again and again.

 

Pinterest is now used by 1/3 of the women in the USA! I recommend that all clients get a toe hold on Pinterest now by reserving their name and starting with at least 9 boards so they begin their following.

Why I’m not excited about the #Twitter IPO. (I’ll wait for @Pinterest.)

English: Red Pinterest logo

Twitter IPO hysteria? No thanks. I’ll wait for Pinterest.

Unless you’ve been under a rock you know the @Twitter IPO is soaring into the stratosphere right now — “from the Moon to Mars” says the Mercury News.

Yes, Twitter has triple digit growth — but no profit. Just like the good old days of the 1990s dot com boom.

It is very exciting for to watch the Twitter IPO soar to over $75 (now it’s settled down to $60).

But I’ll wait for the #Pinterest IPO–and the apps that will capitalize on that. Because Pinterest is the future of social media. Twitter is the past.

Watching the construction cranes and the building frenzy in San Francisco next to Twitter HQ and Silicon Valley where a boring little 3 bedroom house in Palo Alto just sold for $3.3 million  — we are officially seeing the beginning of “Web 3.0 — the next Internet boom.

Web 3.0 is going to be the combination of mobile devices, touch screens, social media, big data, cloud applications and wearable computing. Some call this the “Internet of things.” It’s really the Internet of everything — music, commerce, shopping, maps, flight and hotel reservations, coupons, banking, film, literature, news — it’s all been replaced with a little device you can fit in your hand.

The new computer is a telephone — a touchscreen device built for two way communication with both voice and video with a GPS built into it.

And what is built from the ground up to take advantage of the mobile touch screen device with a video camera in it? Pinterest.

1. Pinterest is tactile. The other social networks all require a keyboard. Pinterest is made for touch screen devices. Facebook and Twitter are both stunted on a touchscreen interface and LinkedIn is almost impossible to use on a phone.

2. Pinterest is elegant, simple and MUCH easier to use–which is why women in particular love it. One third of all women in the US are on Pinterest now. That is a stunning statistic. And women do two things more than men — communicating and shopping.

3. Pinterest respects your privacy. (Facebook totally disrespects the privacy needs of its customers.) Twitter is somewhat more respectful, but it knows your phone number, and that’s not very private.

4. Pinterest encourages commerce. (It is still impossible to directly sell anything on Facebook–a huge missed revenue opportunity. Who sells stuff on Twitter?)

5. Pinterest is visual. When Facebook and Twitter started, the Internet and devices could not handle the rich media content they now are capable of. Twitter required special apps to use photos and just recently got photos that show up in the feeds.

6. Pinterest encourages ubiquitous sharing and search beyond your friend list. You can only share content to people you know in Facebook. You can only communicate with people who follow you on Twitter. LinkedIn is a totally closed network.

7. Pinterest is very searchable. (Even with Graph search, search still sucks in Facebook. It only works with #hashtags in Twitter)

8. Pinterest lets your content be shared to other social networks, blogs, websites. You can only do that in Facebook if you use an app. Twitter is somewhat more sharable, but really, it’s primitive compared to Pinterest.

9. Pinterest is creative, inspiring, positive and uplifting. Facebook … people get clinically depressed when they use it. Twitter…um, does it ever inspire you, emotionally? LinkedIn? Zzzzzzzz.

10. Pinterest recognizes and respects that your content is yours and ties it back to your website url. Forever, as a Pin is repinned, it virally drives people back to your site. Brilliant!  Facebook tries to “own” your content. Twitter can only point back at a url if you add the @ symbol as a courtesy. LinkedIn: Content? What content? We’re pretending to be professional here and afraid of anything creative or expressive.

11. Pinterest is built from the ground up to handle rich content and video–this is the future of social media.

The future of social media is television. As investor and film angel Sheridan Tatsuno of the Silicon Valley Global Network group on Facebook says:

“All social media bloggers and group admins are like TV network producers since social media already incorporates audio, video, photos, etc. Remember the million-channel Interactive Television that people talked about? We now have it. Soon, the advertisers and marketers will cherrypick the top social media producers and turn them into full-service Amazon-like lifestyle e-commerce sites. User attention is the scarcest resource so top social media creatives will be worth a fortune, sort of like rock stars and top athletes.”

I am already seeing the most engaged folks on my Facebook friend list getting TV shows and book deals. They are the ones who know how to get a conversation started and moderate it, kind of like a talk show host with a live, interactive audience. They know how to create moving content that gets shared. And they know how to monetize this audience with conferences, events, festivals. ebooks, products, consulting services or seminars that bring in revenue.

As we move into this next wave, it will be obvious why Pinterest is the future of social media.

I predict that someday, not far away, interacting in social media is going to be a lot more social — like talking at the front of a room, to an audience. We will do this with a device, like an iPhone, that recognizes speech. It will be mobile, and it will both send and receive video.

Basically, you will be live streaming, in two way conversation, to millions of people, who participate on their devices — kind of like a talk radio show, but it’s television, and it’s interactive. This will be the future of everything — music, learning, seminars, sermons, conferences, communication, film, theatre.

I know is sounds a little scary now — but it will not replace the live experience which will only become more valuable and prestigious.

It will continue to accelerate the information sharing and consciousness raising enabled by the Internet and free, ubiquitous shared social media.

We will still have live events, but these will be more like the live audiences that watch the Academy Awards or the the Tonight Show — much smaller than the televised audiences.

Which social network is most poised for the future of interactive media, at least today? Pinterest.

PS — there are rumors on the street that #Yahoo will buy Pinterest. It certainly fits in with Yahoo’s role as a content provider and media empire, rather than search engine.

You're not building a "fan page"  -- those are real people. Real human beings. Treat them like people, not like a target market.

You’re not just building a fan page — you’re building a community.

cropped-socialmediabanner.jpg

 

 

 

 

 

I just designed a new banner for my Facebook, Google + and WordPress blog today — it’s a collage of photos of some of the conferences, festivals and events I’ve promoted with social media marketing.

The audiences are now the real world manifestation of the online communities we create to promote an event. The social media and the event are the same thing!

When you bring an audience together today, you are creating a community of customers and you need to maintain communication with them year round. It’s a huge commitment.

In other words, your fan page represents exactly what your product or event is — a community of real people. It can tell you their demographics, age, sex, education, where they live and even what time they are online. You can dig deeper and learn just about everything about them, personally and professionally.

This is a lot deeper than email. Think about it. “olive007@yahoo.com”  is about all you know a about someone on your email list. But on social media we know intimate personal details about each customer and what they look like.

With this unprecedented access to our customers comes a commitment to treat them with respect, humility and to pay attention to them. It’s not a one way message anymore, it’s a conversation.

 

 

You can reach 1,000,000 people within a few minutes with great post on Facebook -- if it gets shared and syndicated. Only a few newspapers can reach that many readers (such as the New York Times or LA Times.)

Social media marketing isn’t free — you get what you pay for

0fe856038a37ce3f84af53823c5afb99I get at least one inquiry per day from someone begging me to help launch their product, their festival, their conference, fix their online reputation or get them better SEO results for their site.

But 9 times out of 10 people somehow think that because Facebook is free, getting someone to post for you is free. Everyone wants it. Nobody wants to pay for it.

If you want quality social media, expect to shell out as much as you’d pay for a web designer, graphic designer, publicist, branding agency or writer. If you’re paying $150-500 to go out on a mail list to reach 10K+ people, well, you should pay the same to reach 10K people on Social Media. It’s more valuable.

We’re getting you customers — customers you can see, know the names of, know every possible demographic detail about. It’s exponentially more valuable than buying an email list. We’re giving you a way to interact with people — that’s so much richer than a one-way ad.

Social media has tipped — everyone realizes they need it. They just still have a trouble grasping the concept that it’s they need to pay for it.

1. You need a strategic plan or it’s a waste of time. 9 out of ten clients who approach me do not even remember what social pages they have, or the passwords. Having a ton of neglected, half-baked You Tube channels and un-tweeted Twitter pages does not impress anyone. Do it right or don’t do it at all.

2. You need to support it with great branding. logo, website, name, packaging, video and advertising. Get your act together on all fronts before you start blasting it out to the public.

3. It’s not free and it’s not cheap. A good Facebook post that gets engagement can take 30-60 minutes to research, write, tag and post — longer if there’s original content like photography, video or an infographic.  You need to post 3-5 times a day. That can take someone a full 8 hour day on all of your channels–more if you want to approve all the content they produce.

4. You’ll need to supplement it with a Facebook ad campaign, video, good banner design and online branding, contests, apps and services that cost money. If you can’t afford these things, maybe you need more funding for your business before you decide to do a social media campaign.

5. It takes writing skills, wit and good taste. I find that journalists, photographers and other content creators are the best at social media, because it’s about storytelling. Talented creative is rare — and costs money.

6. It has to be proofread, spell checked, high resolution and not look junky. That means it takes time and care, and you’ll need to hire educated, thoughtful, creative people.

7. It takes technical skill. Building a Facebook page takes more knowledge than using WordPress or building a website. By far. Just because billions of people use it, lamely, does not mean that using it intelligently is going to be easy.

8. It’s a specialty. You really need to specialize in this and do it all the time to stay on top of the technology. It changes every day.

9. There is still this myth you can farm social media out to interns or outsource it.  Or worse, just by a bunch of fake followers for $5 on Fiverr. This is the front line of your brand and you’re going to trust it to someone entry level?

10. If you want to reach consumers under 40, you need to be online. Period. Statistics and marketing research have consistently shown that younger people, especially Millenials, don’t watch much TV, listen to broadcast radio, read print media or read email anymore. They’re glued to smart phones — and social media.

So if you paid for email campaigns and lists, TV ads, print ads, Google ad words, and PR — expect to pay for qualified, experienced and competent social media too.

The One Billion Rising Dance Flash Mob on Valentine's Day, 2013.

Will synchronized global dance/meditation live streams soon surpass the Superbowl for global viewership?

On December 21, 2012, 20 million people worldwide turned in to watch a global simultaneous broadcast of every Solstice ceremony via Unify.org. There's a huge missed opportunity for sponsors and brands to leverage these global synchronized moments.

On December 21, 2012, 20 million people worldwide turned in to watch a global simultaneous broadcast of every Solstice ceremony via WorldUnity2012, Unify.org, Shift Network and Birth2012. There’s a huge missed opportunity for sponsors and international brands to leverage this growing movement of global synchronized events for visibility. Photo: Jeff Eichen.

On December 21, 2012, I had the opportunity to help coordinate one of the largest global synchronized moments in history — millions of people participating in a candlelight ceremony at dawn (5:11 am UT) to celebrate the Winter Solstice and the end of the Mayan Calendar.

We succeeded in getting more than 20 million people to watch a live streaming video broadcast for 72 hours continuously for three days.

It’s quite possible that these global events, streamed over the Internet and self organized by volunteers will soon surpass those numbers. It’s an enormous, overlooked opportunity for global brands to capture the attention of the Millennials, a fickle group that doesn’t watch TV anymore.

When have we ever had the technology to simultaneously watch the sunrise at ever sacred site in the planet before? This was that moment when it shifted.

How significant is this?

- 7.4 million people watch Oprah.

- Only 8.5 million people watched NBC Nightly News and 21 million people watched 60 Minutes in 2010 — network news has been on a gradual decline for years and these numbers are sinking.

- 40.2 million watched the Academy Awards in 2011 — a number that is also in decline.

- 113 million people in the US watched the Superbowl in 2012 — which was most watched television event in American history.

3.1 viewers saw a television PR campaign I participated in for Hewlett  Packard in 1992 for the launch of their first wireless palmtop device — which was then thought to be an incredible number. This involved an astronomical budget, multiple PR agencies, a press conference at the Rainbow Room and professional b-roll.

It’s quite possible that these global events, streamed over the Internet and self organized by volunteers will soon surpass the SuperBowl. It’s an enormous, overlooked opportunity for global brands to capture the attention of the Millennials, a fickle group that doesn’t own a TV anymore–let alone watch one.

Synchronized Internet meditations and dance flash mobs  like this are becoming more and more common. Recently, a group called One Billion Rising had an impressive turnout for Dance flash mobs on Valentines Day 2013 — so we can expect this trend to continue to amplify.

The One Billion Rising Dance Flash Mob on Valentine's Day, 2013.

The One Billion Rising Dance Flash Mob on Valentine’s Day, 2013.

FRIENDLY “FLASH MOBS” AND SYNCHRONIZED LIVE STREAMS: HUGE MISSED OPPORTUNITY FOR SPONSORS

While a few generous individuals contributed money to sponsor the December 21 broadcast, including a technology company that supplied some of the sattelite uplink equipment, the December 21 live stream was produced on a shoestring budget by global marketing campaign standards.

The outreach happened by word of mouth over the social networks and enthusiastic volunteers, including a group backed by Hollywood veteran Michael Short, called BeThePeace, which is composed of volunteer industry professionals who have experience with events like the Superbowl and the Academy Awards. It was also assisted by World Unity 2012, Synthesis, Birth2012 and Unify.org, a group of savvy young social marketing branding experts and web developers in San Francisco. who have been creating unified events such as MedMob.

Dozens of PR teams and social marketing teams from all of the festivals collaboratively promoted the December 21 event with their Fan pages and email lists encouraging viral sharing.

Celebrities such as Ashton Kutcher, Beyonce, Russell Simmons used their huge Twitter and Facebook networks to Tweet about #Unify and the events taking place worldwide.

The next global event will be Earth Day on April 20, 2013.  The Earth Day festivals, which have been taking place globally for 40 years, now attract a global attendance of 1 billion people in 196 countries. That’s 1/7 of the planet! While not everyone at every EarthDay will be coaxed into dancing and doing yoga — the potential for large numbers are extraordinary.

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It’s important for brands to recognized that dance, yoga or meditation flash mobs leveraged for advertising must be authentic — the Millennials can see right through hype and do not like to be “marketed” to.

Samsung got ridiculed by the media when they had a fake dance flash mob in New York’s Times Square to launch the new Samsung Galaxy phone.  Reporters called the fake flash mob “cheezy” and “embarrassing.”

Says Adil Kassim, who is one of the masterminds behind #Unify and the upcoming Earth Day yoga and dance flash mob: “Brands want to associate with stuff that matters.”

And Millennials want to associate themselves with brands that matter.

Please share the graphic below on your Fan pages and help get out the word:

Facebook: https://www.facebook.com/unify

20 MILLION PEOPLE WATCHED A CANDLE CEREMONY?

The success of the December 21, 2012 broadcast surprised us. I remember standing in Chichen Itza in the modest room where a team of about 10 extremely hard working volunteers (who barely slept during the weekend) running the show on a few monitors and laptops and struggling with the bandwidth issues in Mexico, managed the epicenter of the broadcast.

We were thinking, well, maybe 20 thousand people are watching. When we heard the numbers – 20 MILLION? We were astonished. 20 million people watching a candle ceremony?  This is proof that simple, genuine, spiritual and unifying events can draw more viewers than sports, news or Hollywood blockbuster films.

This broadcast was live streamed on multiple websites, including Barbara Marx Hubbard‘s Birth 2012, The Shift Network, Unify.org and WorldUnity2012.com, simultaneously.  Websites and social media outreach connected these ceremonies at festivals all over the world.

Viewers participated in a synchronized candle ceremony at sunrise — starting at The Uplift Festival at Ayers Rock in Australia, and moving across the planet in waves of synchronized meditation ceremonies, to events in Maui, HI, the Synthesis 2012 festival in Chichen Itza, Mexico, the Stonehenge festival in England, Newgrange monument for the Ireland 2012 festival in Ireland, the Pyramids of Giza in Egypt for a festival produced by the Do Lab of Los Angeles, then Jerusalem and Mt. Fuji in Japan.

A simple candle ceremony on December 21, 2012 attracted more than 20 million Internet viewers and up to 1 billion participants.

A simple candle ceremony at sunrise on December 21, 2012 attracted more than 20 million Internet viewers and participants at dozens of festivals worldwide and captured by many International network news broadcasts.

People tell me they left their computers running for 72 continuous hours watching the live stream while they did their chores.  They had viewing parties, they were glued to it. They said it was transformational and deeply moving.

imagesThe event didn’t feature any big rock stars — but New Age speakers like Rev. Michael Beckwith of the Agape Church in Los Angeles, author Barbara Marx Hubbard and ceremonies with Mayan and Indigenous elders. The peak viewership moment came when the author of “The Four Agreements,” Don Miguel Ruiz, gave a humble speech while sitting on the edge of the stage in Chichen Itza and swinging his legs back and forth. (Ruiz’ book was on the New York Times bestseller list for more than 7 years.)

A synchronized moment of dance on the beach in Santa Cruz, CA, captured by photographer Marianne Grace:

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Synchronized Internet meditations and friendly dance flash mobs   are becoming more and more common. We can expect this trend to continue to amplify and draw ever greater numbers, offering a tremendous potential for sustainable brands and global technology companies to sponsor these events for unprecedented global visibility at a fraction of the cost of traditional network television advertising.

If a sponsor would like to leverage the next global unified moment to get out the word about their brand at every Earth Day in the world — reaching up to 1 billion people — please contact: patrick@unify.org