June, 2013 Archive

Welcome to the first in what will be an unending stream of “Delightful Conversations” that I’m kicking off on our new YouTube Channel – Delightful Videos

The aim of the channel is to bring you frank and informative interviews with people I meet around the world who are wise (and willing) to share their solid knowledge on social media, digital PR, personal branding and entrepreneurship.

In this chat, I talk to the wonderfully smart Kristy Bolsinger from PwC just as she stepped off stage at SMX Advanced in Seattle a couple of weeks ago.

I asked her what makes a good social media strategy, how should brands be thinking about measurement and what social media metrics to track?

I also probed her for her thoughts on the future of social media and what the next big thing is going to be.

She gives some really good advice, especially about how to get away from the tactics and see social media as part of your overall business strategy and objectives.

Let me and @Kristy know what you think when you’ve watched the video, I’d love to get feedback on the format so I can tweak it.

Oh and you can subscribe here!

Now I may not be at Cannes Lions this year, but that’s not stopping me watching all the coverage pouring across the Atlantic from the Cote d’Azur.

I’m a little bummed I’m not there now, as this’ll be the third time I’ve narrowly missed seeing Jack Black in the flesh.

Next best thing is to watch this hilarious video interview with him backstage after a Yahoo! seminar.

Intertwined with the funnies is a serious message:

Don’t count on a video going viral when you’re creating it. Just do what you think will make people laugh and don’t try too hard.

“Keep it tight and trim the fat….keep it short because on the smaller screen you don’t want to go too long. I’ve found that 10 minutes is the optimal length of a nugget of entertainment.”

I remember the CDO of Dentsu saying similar things 4 years ago at Cannes. He said you have to have a good idea and it’s that that people pick up on aand want to share, the idea and how it makes them feel.

Or just be unexpected!

Nice work Yahoo! getting Jack to the south of France! You didn’t screw this one up!

It must have been like working on the proverbial second music album.

You’re a new kid on the block and your first attempt at making marketing history goes stratospheric – 10 million views on YouTube and counting!

Everyone wonders if your next release is going to top the first.

You’ve told a major magazine that it’s coming in weeks.

It gets delayed for months.

And then this happens…

Pretty funny huh? Maybe (I’m sorry Mike) not has funny as Number 1, but still UNEXPECTED!

Who expected botty wipes from these guys? Who expected nearly a million views in a little under a week either?

And WHO expected a name like One Wipe Charlies?

You see Michael Dubin is all about being UNEXPECTED and quite rightly so.

In a crowded market like men’s personal stuff, you need to stand out, be agile and, dare I say, delightful.

His “unexpected” mantra can be applied to any market, especially when you’re looking to shine head and shoulders above your competition using social and digital media. You just need to be creative and not give your audience something, “they could have written themselves.”

You often only get one shot. A split second to draw people in and keep them engaged as your carefully thought out brand idea unravels before their eyes and captures and holds their attention long enough for them to want (no NEED) to share your content.

This is what Michael Dubin and his Dollar Shave Club empire do so well and I hope books will be written about them in years to come! (There’s an idea!)

They’ve also helped me find a use for Klout! I got pinged last week with a perk that meant I could watch the video again and then get sent a free trial pack of the butt wipes. Thank you Joe Fernandez!

If you’re looking to get ahead of your competitors, remember it’s not the technology that will propel you into the lead, it’s the idea.

Don’t let myths about stuff going viral because of YouTube or Twitter or Facebook distract you from focusing on the big idea.

If you do, you might just get left………behind!