I often meet business leaders who are, more frequent than not, skeptical or weary of digital online media. They tell me their reason for not wanting to start a blog, a LinkedIn profile or a Twitter account; Why would they start one and why engage in forums or LinkedIn groups? In truth it seems more frequent than not they just don’t understand the purpose of having any web presence.
According to Denise Brosseau
Thought leaders are the informed opinion leaders and the go-to people in their field of expertise. They are trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success.
There are many reasons why it’s important to become a thought leader. A really good start is her book titled: “How To Be A Thought Leader“.
Here’s a brief video I created for the SV Forum Tech Women when we hosted at our event
SV Forum is devoted to creating connections and providing education to the Silicon Valley ecosystem of innovators, entrepreneurs, and business professionals participating in emerging technologies.
Created SV Forum Tech Women Facebook Page
As the Director of Marketing for SV Forum Tech Women, I knew we could extend our reach and interest with new and current members by using Facebook as our platform, but I wanted to do something more.
I wanted to show our ‘friends’ on our page what a fun, dynamic and diverse group of technical women we are in Silicon Valley while also showing a bit of our smart panel discussions.
I produced and edited this video (including photography) for the SV Forum Tech Women event, Women In Space featuring panelists Celeste Volz Ford, Founder/Chief Executive Officer Stellar Solutions, Darlene Lim, Geobiologist, NASA Ames Research Center, and Khaki Rodway, Director- Payload Sales & Operations, XCor. Irene Koehler, Almost Savvy was moderator.
We thank Apigee for being our gracious host this month.
Fabulous Apigee api cookies!
SV Forum Tech Women
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The SV Forum Tech Women video was embedded in Facebook (not from the YouTube url). The result is better since there’s an auto playback feature and the preview image is present.
SV Forum Tech Women encourages women–and men who support the advancement of women!–in tech and engineering fields, helping to create an environment of empowerment in which women and girls can achieve results beyond their wildest expectations. Please feel free to contact me to learn more about Tech Women and SVForum and how you can join us!
Before I begin any project we have to think about the specific audience you wish to appeal to and what value will this new information bring. I ask these questions to my clients because your customers are being bombarded by online messages constantly (though email, snail mail, television, social media platforms) and if the content is not useful, or is not relevant to their current needs your message will be lost, ignored or worse, you’ll be placed in their spam folder.
When creating content marketing strategy consider the following:
Who is your target audience? What position are the decision makers? Is it B2B or B2C?
What do your customers/audience want? What are their needs in the near future?
What are their goals?
How can we help them? What information can we share to help them come up with a solution.
Once we answer these preliminary questions we can figure out how to add value to their business and focus the best medium to use. Many corporate companies have been using white papers and case studies as examples for their customers on their websites, but the growth of on demand video and mobile video views have been increasing and social platform viewing of videos (such as on Facebook pages) and YouTube channels have been giving SEO boosts to company websites. The strength of storytelling using video not only establishes the customer as a thought leader but it helps convey several intangible things such as the company culture, the attitude of the company crew & executives, and values. People skills will add warmth and familiarity to any potential customer or buyer of a product and service. When people buy a product, they buy a brand, a culture, a lifestyle and it’s that promise that you are offering to them that will be conveyed in video.
Here’s an example of a project which we created to help educate our customers about the installation process while also demonstrating who are our customers.
Help engage your audience into your active sales cycle by speaking directly to them and make them a fan, not a customer.
Vlogging helps create a personal direct connection with your customers and creates a point person to identify thought leadership and expertise in your given field.
Your customers will develop a personal connection and will be able to relate and feel comfortable if there are any questions about the product or service.
Consider vlogging for quicker communication prior to an event.
Show the product or service, invite, and encourage others to share their thoughts and your content with their customers.
Some things to think about before you start a business vlog: What is your goal? Who is your target audience? How is it best to reach them? How will you distribute the content and how will you measure success?
Speak directly and naturally to the camera and be your authentic-self! Creating a script and storyboard before the shoot is helpful to all involved.
Do you have a question? Feel free to contact me here.
As the digital media revolution turns communication upside down, it also poses new challenges with how to strategically plan, propose, and assess the deployment of these new platforms. Our group client was the Environmental Protection Agency (EPA). We designed a solution to engage the general public about the effects of climate change. The goal was to reach specific population segments to help understand and engage them in conversation about the effects of climate change in their neighborhood. We created a social media plan surrounding an app which was developed for this project.
Here is the video which features the “Cirrus” app; a working prototype was developed for this project for the iPhone. By confronting a real-world communication challenge we used storytelling, social media and business methodologies to define and frame the “problem” presented by the client and used appropriate research tools for an effective strategy. This was our multimedia presentation for our client.
I recently interviewed a few of the maritime leaders for Krill Systems asking their thoughts and predictions for the upcoming year (2014). We were able to interview David Moseley, Director of the Washington State Ferries, Ralph Duncan, VP Business Development for BMT Designers & Planners, Matt Nichols, CEO Nichols Bros. Boat Builders, Art Parker, Sales Manager for Kvichak Marine Industries, Trevor Machen of Radar Marine, and Grant Fosheim for Vigor Industries.
[Click to play “Maritime Leaders” video]
This video was also redistributed by Maritime Executive Magazine’s Facebook page, their twitter feed and Maritime Executive website (our shared demographic audience). It pays to create sharable content because even if the viewers aren’t clicking through to your website from the video it’s still impressions and our company name giving brand visibility, everyone wins.
Ayogo doesn’t ask why gamify health care but why not instead “healthify” blockbuster games? It’s an interesting twist to the current trend of ‘gamifying’ everything, from the number of steps we take each day to making better choices in our diet. At Ayogo, a Vancouver B.C. mobile gaming company, they believe games can be used as effective tools for motivating and educating the common person, like me, and modify behavior in a fun and playful manner. They believe that if you want to help patients do the things that will help change their chronic conditions they need to modify those behaviors in order to live healthier lives, such as adhere to a schedule medication; the best way to motivate users is to make it playful.
Playful! Hear that health care?
There seems to be a growing trend for game developers to not only to entertain folks using console & social networks, but to create game apps for the health sector. Ayogo’s social games and apps engage, educate, and empower patients with chronic conditions by visualizing and quantifying their actions. Over time patients will see that their small changes in diet or exercise (or whatever health attributes they wish to measure) can improve over time.
This is a short video I created for my class, Leadership in the Digital Age: Establishing Authenticity through Story (Crofts). “Leadership skills are not just traits you are born with, but competencies you learn and refine throughout your life. Today, with office structures flattening and transparency at a premium, authentic leadership is critical for success in the digital age.”
In this video I interviewed two leaders in the maritime industry and ask how they’ve overcome fear of risk taking, self-doubt & how to avoid burnout.
The Downtown Seattle Waterfront is the place to be for the annual Seattle Maritime Festival, sponsored by Seattle Propeller Club with support from the Port of Seattle. This year’s 2011 festival celebrated the Centennial of the Port of Seattle. Demonstrations of Seattle’s workboats is important for public relations in understanding what the maritime community does for Seattle commerce. Without capturing the event (via video production and images) the celebration would cease after the show. Social media strategies were set in place to disperse content as quickly as possible and archiving content is essential.
Here are a few Seattle Maritime Fest video vignettes during the week events which I produced and edited for the Seattle Propeller Club. A few of the videos were redistributed for circulation by the media and were well received by the maritime community.
The USCG Aircrew 6574 performed their sea & air helicopter rescue on “Sponge Bob” at the Seattle Maritime Festival/
The 14th Annual Celebrity Chowder Cook-Off took place on May 10th at the World Trade Center Holland American Dining Room. Jim Dever (KING TV’s Evening Magazine), Rachel Belle (97.3 KIRO FM), Ann Peavey (@SeattleMaven/Seattle Convention and Visitors Bureau), Mark Knudsen (SSA Marine/Seattle Maritime Festival Chairman) and Marc Warner (Legros Buchanan & Paul/President of Seattle Propeller Club) were the judges of the participating waterfront restaurants.
A narrative recap of the tugboats on parade at the Seattle Maritime Festival, May 14, along the downtown Seattle Waterfront. Tugboats included in this video: Andrew Foss, Triton and Crowley.
I created this video to help promote my son’s high school band. This video is featured in the Kitsap Sun and Inside Bainbridge and other social networks which is greatly appreciated. Thank you to my Twitter followers and G+ friends who re-posted.
Why did I choose to focus on video content? Obviously it’s for the shareability factor but there’s more to it. For this event my focus was the music. This annual holiday event features the Argosy cruise boat parade. In near freezing temperatures there were only a handful of brave souls to view the festivities at the Bainbridge marina. Timing of the video post matters greatly; since audiences have short attention spans, videos not only should be kept short, but they also need to be published near the time of the event. Audiences will forget or lose interest to search so it is important not too wait too long to distribute. It’s a fine balance between taking your time editing towards perfection vs. good enough and being the first one out.