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What Hospitals Can Learn From Dr. Oz

By Jenn Riggle

Years ago, the only doctors you saw on TV were Marcus Welby and the docs on shows like Chicago Hope, ER and my favorite, St. Elsewhere. It was truly the case of “I’m not a doctor, but I play one on TV.”

However, Dr. Mehmet Oz, a cardiothoracic surgeon at Columbia University, has changed all this. Oprah Winfrey, who introduced us to folks like Dr. Phil and Suze Orman, introduced us to “America’s Doctor” in 2004. The personable doctor made living a healthier life sound simple. And the rest, as they say, is history.

Hospitals can learn a lot from Dr. Oz, including how to:

Prevent white coat hypertension: What sets Dr. Oz apart is that even though he’s a world-class cardiac surgeon, he’s become a trusted friend that people welcome into their living rooms on a daily basis. Not only does he provide useful health information, he does so in a way that’s non-threatening. No one wants to consider the possibility of getting seriously ill, so it’s important for hospitals and caregivers to use simple language and give people simple steps they can take to be healthy. The goal is not to scare people, but to get them to take control of their bodies and their health.

Embrace technology: Dr. Oz has done a great job harnessing the power of new media. He hosts a daily talk show on Sirius XM radio, provides wellness information on his interactive RealAge website, and posts health information on YouTube and Twitter. Hospitals need to find new ways to leverage technology because it allows people to access health information via videos, blogs, podcasts, etc. whenever it’s convenient for them.

Go where people are: Dr. Oz understands the importance of reaching out to people in ways that are meaningful to them. In addition to being the co-author of the New York Times bestselling YOU books, he’s comfortable using digital and social media. While probably best known for his appearances on the Oprah Winfrey Show and his own show, Dr. Oz also writes a regular column about men’s health for Esquire magazine and goes on regular book tours. Hospitals need to follow his lead and use multiple mediums to reach out to prospective patients. It’s not enough to just have a website, they need to use both traditional and new media to educate people and promote their service lines.

Encourage people to participate in their health: Dr. Oz always invites someone from his TV show’s studio audience to put on a white coat and learn more about a health issue. So too, hospitals need to convince patients to get off the sidelines and partner with their doctor to become experts in their own health.

Realize that doctors are people, too: Dr. Oz admitted in a Huffington Post article that if he didn’t have a show to do, he probably would have put off having a colonoscopy for a few months, or perhaps years. As it was, he had a cancer scare when they found a polyp. He realized, first-hand, the importance preventive screenings – and the stress they can cause.

Talk about poop: While it’s never okay to have a potty mouth, Dr. Oz shocked us all when he started talking about poop on national television. It’s one thing for toddlers to talk about the subject, but a cardiothoracic surgeon? Dr. Oz showed us that’s people shouldn’t be afraid to talk about bodily functions – even those that take place in the bathroom. 

Use sex to talk to men about healthcare: Hospitals have always known that women are healthcare gatekeepers and have focused their communications efforts to reach them. However, Dr. Oz is helping pave the way for healthcare providers to talk directly to men about their health. Not only has Dr. Oz written articles for Esquire and Men’s Health, he’s been on Jimmy Kimmel Live to talk about how belly fat can impact men’s sexual function.

While everyone doesn’t have the charm and charisma of Dr. Oz, healthcare providers can talk about health issues without putting on the white coat and using medical jargon. Sometimes, you just need to give it to people straight.
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Putting the Social Back into Social Media: Tech-savvy Wine Bars Doing it Right

 

wine-tweet-300jpg-58c5c2bf1bf74abe

A client recently asked me to recommend some hot new wine bars in the big city, and several immediately came to mind. According to the Wall Street Journal, there are over 200 wine bars in NYC, 69 of which opened last year. I wondered to myself, Sarah Jessica Parker-style, how could I narrow down all these great places into such a short list? Why did these specific wine bars come to mind before the several dozen other great possibilities?

Was it their unique wine selections at reasonable prices? Of course. Cool atmosphere with dim enough lighting to make me better looking? Clearly. But what really made them stand out in a brain that has spent many an hour pondering over the location of her next glass of vino was their attention to detail and ability to communicate on a deeper level. In short, I felt I really knew and appreciated the personality behind the place.

There are a handful of wine bars out there swimming in the warm waters of social media and doing it well. I’ve previously written about how to become a top wine tweeter, but that is just part of the equation. Having already created the perfect blend to make them shine through, these true gurus include:

1. TerroirNY: I’m Terroir Wine Bar and You’re Not

One of my favorite wine voices in general, and arguably the social media king of wine bars, Terroir’s Paul Grieco and Steven Solomon are the lovable, quirky birds behind the two funky NYC outposts. They use every trick up their sleeves to reach out to their fan base, from a behind the scene video of Paul’s favorite part of Terroir Tribeca (it is a rad bathroom, Paul, Shrowd of Turin or not) to some of the funniest and engaging twiners tweets out there, Terroir gets three thumbs up for their top-quality efforts. Based on the consistent crowds in their bars, whatever they’re doing is working.

2. Bar Boulud: Lg. Formats, Rhymes & Life.

Using Twitter and Facebook to their fullest, all-star sommelier Michael Madrigale is both approachable and engaged, offering a friendly face to what could have come across as a stuffy wine bar. Every tweet is not an advertisement (for example, I learned from one recent tweet, he is an avid baseball fan…very cool in my book, even if he is a Phillies fan), he participates in the conversation (rubbing shoulders with other wine and food influentials, including Joe Bastianich and Dr. Vino) and offers fresh content, including twitpics galore.

3. City Winery: A vibrant, interactive space in NYC where you can not only make wine, but also meet friends new and old while indulging in quality food, music, art and life!

From making your own wine, to book signings and live music, City Winery is definitely more than just a wine bar. One of their coolest events was totally socially minded. Partnering with the likes of WineTwits, WIRED, Riedel and Bottlerockets to create the first-ever, fully interactive wine tasting, City Winery showed their tech savviness in organizing the highly popular Twit n’ Spit event last year. Don’t worry if you missed it, you can still chat with them on Facebook, Twitter and Flickr or learn more about the cool space here:

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Reaching People with Nutrition Messaging

by Jason Stemm

@nycubsfan

 

fat_people Working in the Lewis & Neale food division of CRT/tanaka, we have the fortune of representing the growers and shippers of many healthy fruits and vegetables from blueberries to sweet potatoes. Positive messages about antioxidants and healthy options for diabetic diets present opportunities for dialogue with media and consumers about the benefits of consuming more. In a world of overconsumption (see yesterday’s post on alarming statistics and lying britches) it is great to be able to promote daily inclusion of client products in a healthy diet. The Produce for Better Health Foundation has even made it into its slogan, More Matters.

Despite the wonderful stories to tell, we are still under scrutiny to deliver honest, accurate information to help people make responsible choices. POM Wonderful filed a lawsuit this week to challenge FCC limitations on communicating health messaging. A skeptical watchdog is important to protect consumers from snake-oil salesmen and unscrupulous pushers of the next quick-fix to what ails us. At the same time, the good guys need a leg to stand on, including being able to emphasize the benefits of fruits and vegetables. Altering consumer behavior, however, takes more than a press release and usage ideas, it takes education and a multi-pronged approach to motivating positive change in people’s lives.

New studies come out weekly touting the latest potential health benefits of different vitamins, minerals and antioxidants with claims of prevention for the numerous chronic illnesses that contribute to our astronomical health care spending. Disseminating this new science becomes a tricky proposition, communicating what is fact versus what is possible. The USDA, FDA and FCC have different policies and depending on the usage, any one of them can come into play. Ultimately any chance at altering consumer behavior and reverse the trend of declining fruit consumption and stagnant vegetable intake will require more than just telling people what they may do and providing access.counseling-session

One successful approach we have found is partnering with the professionals providing nutrition counseling. Nutritionists, dieticians and physicians are all in a  position to authoritatively advise increased fruit and vegetable consumption. Working with groups like the American Association of Diabetes Educators and the American Dietetic Association has allowed delivery of basic nutrition facts and the latest research to authorities in the field that can communicate it to end users. This kind of third-party endorsement is the reason companies seek PR to complement their advertising spend.

Today, we await word out of Washington on passage of the Healthy, Hunger-Free Kids Act and the first increase in funding for these programs in 30 years. The European Union appears to be ahead of us with its Pro Greens program, in providing access, affordability and incentive for eating more produce. We see many attempts by government and employers at behavior change toward a healthier diet using the four basic methods, including positive reinforcement, positive punishment, negative reinforcement and negative punishment. From the perspective of communicators, our most powerful ally is education. While there is no guarantee we will act on what we know is best for us and our overall wellness, in the case of fresh produce, an educated consumer is our best customer.

Photo Sources:

http://www.theintuitivecook.com/services.html

http://www.thecentenarian.com/2009/04/21/fat-people-are-one-of-the-top-causes-for-global-warming/

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America is Fat and in Denial. What’s Next for Marketers?

By Jenn Riggle

Photo courtesy of Kyle May

As marketers, we all know perception is reality. But is the same true when it comes to obesity?

First Lady Michele Obama is leading the most recent charge against childhood obesity, but American adults are ignoring our own weight problem. In fact, we don’t even know we have one.

A new Harris Interactive/HealthDay online poll reported that Americans have distorted body images and don’t realize they’re fat. In fact, 30 percent of overweight people think they’re normal size, 70 percent of obese people feel they’re overweight and 39 percent of morbidly obese people think they are overweight — but not obese. In addition, the research showed that people think their weight problem is a result of not getting enough exercise, rather than not eating right.

Despite all this talk about weight, Americans are getting fatter. In the early 1960s, only 13 percent of adults were obese. This number jumped to 30 percent by 1999. And according to new research from the CDC, the percentage of obese men has increased from 27 percent to 32 percent from 2000 to 2008. By the same token, the number of obese women increased from 33 percent to 35 percent over the same period.

But not only are we lying to ourselves, clothing companies are lying to us. In fact, vanity sizing may be helping to fuel obesity.

Clothing manufacturers realized early on that women will spend more money to purchase a dress in a smaller size. So in a bit of marketing magic, as women have put on the pounds, they’ve seen their dress size shrink.

Vanity sizing made the news earlier this month when Esquire revealed that most 36-inch waist men’s pants aren’t 36 inches. Some were 37 inches, others were 39 inches and one brand was 41 inches.

This is a major issue since a large waist size (or apple-shaped body) is associated with heart disease, diabetes, stroke, high blood pressure and gall bladder disease.

The danger is that most people judge their waist size by the size of the pants they wear. No wonder we have trouble realizing we’re “fat,” when our own pants size are five inches smaller than their actual size.

So what does this mean for hospitals?

Hospitals need to realize that the people they’re trying to reach with their surgical weight loss programs don’t identify themselves as being “morbidly obese” or more than 100 pounds overweight. Instead, they should consider offering a variety of weight loss programs. The goal is to get people into the hospital and once there, help them identify the program that’s right for them.

Since most overweight people blame their weight gain on lack of exercise, hospitals should be sure to include exercise or a physical training program as part of their offering. In addition, if people are overweight, they may have special concerns when embarking on an exercise regimen.

It’s time for us to forget the size of our clothes and take an honest look our bodies.

Or at the very least, buy a scale.

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Message in a Bottle: How QR Codes are Personalizing the Wine Experience

 Wine QR Codes 

THE BOOZE BIN

By Pia Mara Finkell (@piamara)

To help put myself through pastry school, I taught wine classes and parties at my culinary school. I learned early from my mentor and pal Tish, who runs the fun and highly popular wine events company Wine For All, wine shouldn’t be taken too seriously. A typical comment I’d hear during a wine party was “I love wine, but when I go to choose a bottle, I clam up and don’t know what to pick!” You can’t pick up a wine magazine without coming across an article on deciphering an intimidating wine list or how to demystify wines.

Apparently, the wine world can be a scary one, which is why I was so impressed when I came across 94 Wines, a cool wine company putting the fun back in the shopping experience. Unfortunately not yet available in the U.S. (though I’d guess it’s just a matter of time), this Dutch company simplifies the wine selection process by numbering and color-coding their bottles. Their website offers a simple ‘wine ID’ quiz to help consumers find their best wine matches.

94wines

Now that is a cool concept, but let me tell you where it gets really cool, especially for the tech lovers out there. Each bottle can be given a personalized QR code on the label, which can store a range of information from text to pictures to video, allowing you to record your message of choice when gifting a bottle to a friend. The files can be read on their website with a numerical code, or by simply using a mobile device.

cellar key

The Dutch aren’t the only wine techie innovators out there either. Mashable recently reported on Cellar Key, a wine concept from the Lion Nathan Wine Group, which put “QR Codes on wine bottles to help everyday wine buyers make better selections.” Consumers can scan the codes using their mobile phone to find out more information about the wine, from videos of the winery itself to food pairing recommendations.

Through QR Codes, both Cellar Key and 94 Wines offer wine lovers a better way to engage with their brands, taking the intimidation factor out of the shopping experience. That is a concept I can get down with and one that could easily translate to other companies trying to demystify their brands or simplify the purchasing process.

Dynamic Wine Labels from andrerib on Vimeo.

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Time for a “Push” Campaign on Poverty

By Mike Mulvihill

Big yawn, the BP Gulf oil well was permanently capped this week to little fanfare. Kind of anticlimactic, I know. So since the biggest event in energy the past week was a non-event, I’m departing from my blog’s usual energy focus to talk about another, much more alarming story that surfaced last Friday and received amazingly little attention.

In case you missed it, the U.S. Census Bureau announced last Friday that the number of Americans living in poverty has risen sharply to 14.3 percent from 13.2 percent in 2008—the highest percent since 1994. Some 43.6 million Americans were living below the official poverty threshold.  To add a little perspective, the sheer number of people in poverty is the greatest since we started recording this information in 1959. In a country that is one of the 10 richest nations in the world.

If things are worse here, then consider the following worldwide observations from globalissues.org :

  • Almost half the world — over 3 billion people — live on less than $2.50 a day.
  • The GDP (Gross Domestic Product) of the 41 Heavily Indebted Poor Countries (567 million people) is less than the wealth of the world’s 7 richest people combined.
  • Nearly a billion people entered the 21st century unable to read a book or sign their names.
  • Less than one per cent of what the world spent every year on weapons was needed to put every child into school by the year 2000 and yet it didn’t happen.
  • 1 billion children live in poverty (1 in 2 children in the world). 640 million live without adequate shelter, 400 million have no access to safe water, 270 million have no access to health services. 10.6 million died in 2003 before they reached the age of 5 (or roughly 29,000 children per day).

Really depressing stuff, I know, but hang with me just a little longer. Aside from the alleviation of human suffering, we should be concerned with poverty from a purely capitalist, business standpoint. Regardless of your own station in life, poverty is a root cause to social unrest and political instability. Poverty is associated with increased crime, incarceration and health risks, especially from chronic illnesses such as diabetes, at great cost to society. Some have even correlated (and it has been argued the correlation is incorrect) that poverty breeds terrorism. Regardless, history has consistently shown that our current growing gap between the richest “haves” and the poorest “have nots” does not bode well for business interests or family concerns. Such gaps create economic turmoil, unpredictable markets and make it difficult for businesses to “protect the franchise” against wholesale societal upheaval. Widening gaps claw away at the fabric of society until a breaking point occurs at which time the “have nots” take matters into their own hands.

Poverty is clearly one of the most significant issues affecting society today.  It is more than mere coincidence that on Monday 140 world leaders gathered at the U.N. for a three-day summit on global anti-poverty plans encompassed in goals known as the Millennium Development Goals. Secretary-General Ban Ki-moon opened  the summit Monday with a plea to the assembled presidents, prime ministers and kings to use their power to meet U.N. goals to help the world’s poorest by 2015.

Ten years ago many of these same world leaders set the most ambitious goals ever to tackle global poverty, disease, ignorance and inequality. Now they are gathered again to spur action to meet the deadline — which the U.N. says will be difficult, if not impossible, in some cases.

Ten years ago, the world vowed to reduce extreme poverty by half, ensure that every child has a primary school education, halt and reverse the HIV/AIDS pandemic, reduce maternal mortality by three-quarters and child mortality by two-thirds. Goals additionally called for cutting by half the number of people without access to clean water and basic sanitation — all by 2015. They also set goals to promote equality for women, protect the environment, increase development aid, and open the global trading and financial system.

And if you’ll remember, the U.S. announced its own war on poverty back in 1964. President Lyndon B. Johnson introduced the term – and legislation to back it up – during his State of the Union address on January 8, 1964. The legislation, a cornerstone of what was referred to as the “Great Society,” was proposed in response to a national poverty rate of around 19 percent. The speech led Congress to pass the Economic Opportunity Act, which established the Office of Economic Opportunity (OEO) to administer the local application of federal funds targeted against poverty.

However, the war on poverty waned after the 1960s. Deregulation, growing criticism of the welfare state, and an ideological shift to reducing federal aid to impoverished people in the 1980s and 1990s culminated in the Personal Responsibility and Work Opportunity Act of 1996, which, Bill Clinton claimed, “end[ed] welfare as we know it.” Nonetheless, the legacy of the War on Poverty remains in the continued existence of such federal programs as Head Start, Volunteers in Service to America, and Job Corps.      

Forty-six years after LBJ declared war on poverty, we have more people classified as living in poverty than ever before. Ten years after the UN declared war on global poverty, the world’s progress is no better.  As a nation and as a global community, we need to do better, much better. As businesses, we must become part of the solution.  As members of our communities, local and global, we must become part of the solution. Until we do, it is only a matter of time before the middle class essentially disappears leaving only those who have things and those who are left with little choice but to take the things they need by whatever means necessary.  Thomas Jefferson said, “A little rebellion now and then is a good thing.” I’m not so sure I feel the same about revolutions.

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Don’t Call Yourself a Social Media Strategist if you are a Recent College Grad: Do What Bryan Crist did to Land a Job

By Priya Ramesh (@newpr)

I am by no means a social media pundit or rock star but I do consider myself a PR pro that has extensive experience in launching successful social media campaigns for clients representing Fortune 100 to mid to small sized companies and yes that makes me a Social Media Strategist. If you call yourself a “Strategist” I am assuming you have launched digital campaigns from the ground-up and have demonstrated good results. What bothers me is when I see recent college grads with absolutely no work experience call themselves ‘social media strategists.’ Come on now, you got to work for that title.

My blog post today is inspired by Bryan Crist, our new addition to the CRT/tanaka DC social media team this morning. Bryan is a 22 year old James Madison University grad who gets excited when he hears the words, ‘WordPress, blogs, Twitter, online marketing, interactive media’ but that’s not the main reason why I hired him. He did something that not a lot of his counterparts have done when it comes to job hunting. During his last semester at JMU, Bryan and his classmate Kevin Neale ventured on an East Coast Public Relations Tour to meet with well known PR agencies in major cities on the East Coast. Talk about thinking smart, they made this road trip their “independent study” and lined up interviews to talk to PR pros. Yeah very smart way to get a meeting with otherwise busy folks who don’t necessarily have the time to speak to two college students. Here’s what Bryan did that I think every college student should learn from and try to imbibe as they fight for their entry into the workforce.

Move beyond resume and build your social presence: You got to walk the talk when you say, “I love social media.” Show me you get Twitter with at the least a nice looking Twitter profile with some decent tweets on a regular basis, I don’t need 1,000+ plus followers at this point. If you have a blog where you have demonstrated your love for social media, you get extra points. In Bryan’s case, he launched a website and a blog to cover his East Coast Public Relations Tour. Even though his blog needs a lot of work, he took the effort to do something creative as part of his job search and that’s a great start.

Make yourself worth a meeting : Very similar to blogger pitching best practices, if you want to lineup meetings with PR pros especially those that work for agencies juggling multiple clients, start by identifying what I call the “points of connection” with each of the individuals you want a meeting with. A mere email or phone call requesting a meeting doesn’t cut it. What I like about Bryan and his buddy Kevin is that they went the extra mile to REALLY understand my agency, CRT/tanaka and my role as the practice leader for Social Media and convinced me that my time would be well spent talking to two communications majors venturing out on a road trip.

Follow up once again showing off you understand social media: Again in Bryan’s case besides just sending a Thank You email he followed up with a blog post appreciating CRT/tanaka and giving me a shout out. We all know how much we love to be recognized and incentivized in the social sphere so once again nicely done Bryan Crist to stand out in your job search. He could have further tweeted, updated his Facebook/LinkedIn status to give us a shout out but hey we will take the blog post for now.

I have been in the shoes of that student (especially an international student in my case) several years back trying to find that one opportunity to launch my career and I understand how competitive it is right now to get that one job offer. Think creative, use social media to walk the talk and go several extra miles to practically demonstrate what you can do for your employer, let’s start with cleaning up all those party pictures first, yeah? Good luck to all you out there waking up every morning hoping today’s the day when you hear back from your prospective employer and kudos to Bryan Crist for walking the extra mile to become a part of CRT/tanaka!

Photo courtesy: http://www.citytowninfo.com/images/education-news/college-students-addicted-to-social-media-10042801.jpg

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Are Churches and Other Houses of Worship Taking Full Advantage of Social Media?

By Jeff Wilson (@wilson0507)

Lately, I’ve been thinking a great deal about religion in this social media age in which we live. Last week, someone I went to high school with – but hadn’t seen in years – sent me a Facebook request to “like” her church. At first, I was a little surprised by the request, but then it got me thinking … are churches and other houses of worship taking full advantage of social media as part of their community outreach efforts?

Most aren’t.

I’ve spent much of my career involved in community outreach and grassroots marketing. I’ve worked with churches, synagogues and other houses of worship as part of PR campaigns related to health issues, such as heart disease and diabetes, as well as financial management issues, such as affordable housing. Those initiatives were part of many churches’ expanded efforts to go beyond only considering the spiritual well-being of their members.

But as many churches are expanding their community efforts, most aren’t taking full advantage of what social media have to offer. John Saddington contends that, in general, churches and other religious institutions are still operating in a system defined by “traditional” media.

“Some ministries still see the ‘web’ and, as a result, social media as marketing channels, or places to promote their ‘services’ (pun intended) and get more people in the door. Social media are far more nuanced … Creating conversations and dialogue and empowering the people within the space around you is what it’s all about,” Saddington writes.

For some churches, it may be an issue of resources. Like other not-for-profit organizations, social media outreach for churches may come down to who has time to devote to it. Should the pastor, rabbi or other leaders be blogging? Can they rely on volunteers for social media or do they need to invest in trained, paid staff? Are there funds available to help measure results?

These are not easy questions for some churches – particularly small churches – to answer, but the investment in social media can be well worth it.

In his blog “Ministry Best Practices,” Bill Reichart contends that the time invested in social media offers churches and other religious institutions considerable return on investment related to communications, conversations and their call to action

Communications. Social media are ideal for helping churches effectively and efficiently expand how they communicate their message and mission to a larger audience. Social media tactics, such as blogging, Facebook, Twitter and live streaming, can give churches new forums to articulate a point of view beyond the traditional Sunday morning sermon, church bulletin, printed newsletters and television and radio broadcast. Social media also may offer churches new opportunities to reach out to a younger audience.

Conversations. Social media can help religious institutions create more conversations with the public instead of only relying on one-way communications. Not only can social media provide opportunities for church leaders to create dialogue more easily with their members and potential members, social media also create opportunities for members to talk with each other outside the confines of the church space.

 Call to Action. As previously stated, many churches and houses of worship have expanded their mission and have become more engaged in health, wellness and financial issues, even partnering with hospitals, banks and other community organizations. Social media are great ways to promote a health screening at a local church or financial management class related to home ownership. Social media also can be used to solicit volunteers for church activities. Many churches are involved in missionary work in impoverished places around the world and across the country. Can you image how inspiring it would be if more churches used social media to post pictures of this work on Flickr or Facebook, have video footage on a church website or on YouTube or have a missionary write a blog about his or her experiences? It could inspire others to join in these efforts.  

Engaging in social media make sense for churches. According to John Swanson, “Church is by definition about community and relationships. So are social media.”

It is a brave new world. Churches and other houses of worship can no longer rely solely on old methods of communications. Other civic groups and not-for-profits have found new energy with social media. It’s now time for churches and other religious institutions to do the same.

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Where’s the Beef? How to Make a Video Powerful

By April Sciacchitano

As Lady Gaga swept the 2010 MTV VMAs, you begin to wonder what makes a good video.  Should you begin working on a dress made of meat?

No, but you do need to think about what people like to watch.

Aside from music videos, the most-watched videos on YouTube are simple.  We’re inclined to watch kittens, people falling, and babies laughing. Brands don’t have to compete with these videos – IKEA recently released 100 cats into a store overnight, filming their activity. Take a look. Their brand, like yours, has nothing to do with cats, but the video tells IKEA’s story.

Once you have an interesting idea for content, how do you get started?  Here’s what you should think about.

Know your tools. Find out whether your sound quality is better with or without a microphone. Learn your way around editing software, or make sure someone else can edit. Most importantly, give yourself a time-limit to do all the testing you need to do, lest you find yourself in ‘I’m testing it’ limbo.

Use your senses on location.  The quiet whir of an air conditioner will sound like a construction site in a video.  Think about how lighting will change throughout the day.  What was perfect in the morning may make for a shadowy shoot in the afternoon.  Finally, draw from your experience, even if it’s your uncle who takes too many photos at family gatherings.  He at least got everyone in the shot.

Think show-and-tell. Your CEO is the perfect candidate to represent your company in most cases, but unless she has time and to get out from behind the desk, start somewhere else.  Ideally, your video would show something – that’s what video does best.

Be afraid. Really!  You should have a healthy fear of being boring. Keep the video under three minutes.  While people can scan an article for the information they want, they watch and wait through a video.  Be aware of their impatience and quick judgment – jump right in to content, so your video doesn’t get the red X.

Get low.  Embrace the idea of high-quality low-quality video.  Your video may not be high definition, but if your video is watchable, and the sound, lighting and shot doesn’t distract from great content, you’re doing it right.

So is this really worth it? 

Yes. We’ve learned from Lady Gaga that an image can make an impact. Couple that with the fact that YouTube is the second most searched platform behind Google, and video tells your story in a way no other medium can.

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Bringing the Thunder, and Other Lessons Learned from Gary Vaynerchuk

THE BOOZE BIN

By Pia Mara Finkell (@piamara)

I saw a statistic recently that blew my mind. It literally hurt my brain to think about.

Social Media has overtaken pornography as the #1 activity on the Web

Ok, so that one didn’t really blow my mind, but I thought it was interesting enough to mention. The one that actually was responsible for the mind blowing was this:

If Facebook were a country it would be the world’s 3rd largest (after China and India).

I don’t know if you can get your heads around that folks, but needless to say, social media is here to stay. It is the wild west of marketing, however, where everyone is a self-proclaimed guru throwing out a shingle to offer up some advice. It can be overwhelming to seek out help from a reliable source with so many voices chiming in and trying to ride the social bandwagon.

The wine world is lucky though. We have the ultimate role model in our industry and, unless you’ve been caught under something heavy lately, you likely already know and love him.

His name is Gary Vaynerchuk, or just “Garyvee,” and he is the gregarious host of Wine Library TV. If you’ve never watched one of his Wayne’s World-style wine videos, seriously, do it.

Follow that up with his appearances on Conan. You won’t be sorry. They made me weep the first time I watched them, and coming from experience, they never get old.

Gary Vaynerchuk on Conan O’Brien from Kevin Cupp on Vimeo

So, what are his credentials as a guru? Taking his family’s wine shop from $4 million in sales to $45 million by rebranding it as The Wine Library was good. Creating the now absurdly popular Wine Library TV to both educate and demystify wine to the average wine drinker was really good. Becoming social media’s Tony Robbins and signing a HarperStudio seven-figure 10-book deal, the first of which hits shelves this September…priceless.

http://online.wsj.com/article/SB123868606261082747.html

This past month, Gary also just hit the satellite waves and launched his very own “Wine & Web with Gary Vaynerchuk” on Sirius Radio. This dude is literally everywhere and when it comes to using the digital world to market his personal wine and business brand, he gets it. The good news is he wants you to get it (whatever it is) too.

So, what can we learn from Gary? In two words, use video. Besides Gary’s success, here are some other good reasons to incorporate video into your viral mix:

1. Get Real, Real Son: If Wine Library taught us anything, it is the importance of being yourself and video offers the ultimate platform for putting yourself (or your brand) out there. More personal than simply blogging, but less intimidating than asking questions at your local wine shop, plus sitting in the glorious comfort of anonymous home viewing, Gary’s hilarious wine videos landed him on Conan, and now attract 80,000 viewers per day. If you offer up real, authentic content, they will come.

2. It’s for Posterity: Gary explains in his now famous appearance at the Web 2.0 Expo in NY, “legacy is greater than currency.” His point is this: videos live online (and are thus viewable) forever, and your great, great grandchildren will remember everything you do because it will all still be out there. But how will they find you? According to Nate Elliot at Forrester, an indexed video on Google is 50x more likely to receive 1st page ranking on Google.

Not only are video results increasingly common in Google’s search results, but your videos stand a much better chance than your text pages of being shown on the first results page.”

3. Give ‘em what they want: According to the web measurement firm ComScore, 183 million U.S. internet users watched online videos during the month of May 2010 alone. The same month, YouTube achieved an all-time high of 14.6 billion videos viewed. More specifically to the world of wine, according to a study from Lift9, 700,000 people watch wine-related videos each month. Numbers talk, but since I’m better with visuals than numbers, take a look at this chart to see what I mean:

4. You Have to See It to Believe It: Garyvee put himself out there, filming Wine Library TV in his family’s wine shop until we noticed him. Neilsen reports that online video viewing on social networking sites was up 98% in 2009, so the opportunity is there. Show people who you are, or who your brand represents, and point out your humanity rather than remaining a faceless corporation.

5. Follow Your Passion: If you love what you do, it will come through in video and resonate with people. Gary clearly loves what he does, and when you watch him speak, it drips out of every pore in his body. With that, I’ll leave you with his words:

“Social drinking. Social networking. Pop the cork and join the conversation;”

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