Archive for the 'video' Category


@FoodDayMA Media Group Recipe for Collaboration

The Mass Innovation Nights annual “Foodie” Product Launch Party is a wildly popular event and I attended a “Food Day MA” planning meeting in May with the intention to offer them free exposure at the event for Food Day on October 24th in the spirit of communal support in the food circles. 

Inspired by the anecdotes of communities’ success in the 2011 inaugural year I raised my hand and started dispensing advice on how the momentum could be captured statewide if someone would only orchestrate the efforts, realizing in the same breath that I was volunteering my services to captain the Food Day MA Media Group.  Here are the steps you might take to glean from the way we cobbled together our efforts with no budget and lots of enthusiasm from many.

  1. Pull together a core team who volunteer to manage a social media tool that they are good at and let them be the lead to post, Tweet, Pin, etc.  We were Twitter-centric, used facebook and dabbled in Pinterest.  I wish we had Pinned more considering that platform’s growth at the time.  New social media channels will crop up in the future, embrace the ones with momentum and critical mass.
  2. Create a gmail account with your group’s affinity name as a master email account that you will use to build a WordPress site and enroll in social media platforms.  If a facebook or Twitter account already exists don’t worry about it – as long as the owner of that account is on your core team.
  3. Create a Dropbox account using your new gmail account where you will keep a Master Schedule of guest bloggers, store logos, photos/images, a contact list and other necessary assets.  You can invite members to join the Dropbox and that’s where they can claim their date to post on the Master Schedule.  I stored the text of a an email that I sent to every new guest blogger with instructions on claiming a date to post along with a heads-up that they’d be receiving two following emails inviting them to the Dropbox and the WordPress site.  This made the recruitment of guest bloggers pretty easy once I set up the system.
  4. Build your social media tools using the gmail account you created – Twitter, facebook, Pinterest.
  5. Build a WordPress site using the gmail account you created.  Add widgets for the social media accounts you created.  When I built the Food Day MA website there was no easy widget to plug in a Pinterest button.  Many thanks to, I found a VERY good post that taught me how to add a Pinterest button.
  6. Write your first post and publish it.  Double check that your post automatically cross-promoted on your social media channels.
  7. Send an email to your core group that explains the guest blogging process. 
  8. [this is what I sent]    First THANK YOU.    You should have received an invitation to with Author status and an invitation to the FoodDayMA Dropbox folder.  If you’re not a current Dropbox user and install it on your desktop we earn more storage space.  You can always uninstall it.  There’s a word document in the Dropbox named “FDMA blogging schedule”.   Add the information on the date you plan to post the blog and the other information and SAVE your changes.  Write and post your blog or schedule it to publish on the date you chose.  Promote your blog on the social media platforms you frequent.  If you Tweet about it please include @FoodDayMA in the Tweet to notify us to call out the birds!  Post it on facebook, pin it on your Pinterest account, etc.  We’re here to help you with anything you need.  If you’re not comfortable with WordPress and can at least provide text and images we can tee it up for you.  Tim Stansky
  9. Use your Dropbox account to build and store your Press/Media Contact list, Media Advisories and Press Releases.  Sending your releases from the gmail account you created allows you to manage your efforts.
  10. Now you have become your organization’s “Tom Sawyer” and it’s time to recruit guest bloggers, showing them how easy it is to be part of your bigger effort and that many hands make for light work.
  11. We’re still tallying the collective tide of exposure that we created through the blogging site and social media.  It’s clear that the WordPress site was a powerful anchor point.
  12. Our highest traffic day for the site was the day The Boston Globe wrote about Food Day.

We had a fantastic team and props to everyone involved.

Good luck and pay it forward.


MITX President Debi Kleiman and the Sisterhood of Startups’ “one thing”

Bobbie Carlton, Exhale Magazine blogBobbie Carlton, Founder of Mass Innovation Nights and President of Carlton PR and Marketing posted a blog along with the video wrap up of Exhale Magazine’s  “Women in Conversation – the Sisterhood of Startups” event.  In it, Debi Kleiman, the MITX Maven, asked the panel to share their one thing they wanted the room of over 180 people to hear:

>  Stephanie Kaplan / Her Campus Media –  “set the bar extraordinarily high, and then set it higher”

>  Erica Zidel / Sitting Around– “take your idea and execute it, it does NOT have to be (a grueling) 90 hours a week (life)”

>  Dr. Sonia Divney / Zarzatech,- “opportunities arrive unexpectedly, you have to always be prepared”Mass Challenge,

>  Ashley Lucas / Diffuse 5 – “if you have the idea, just start it, no matter how small or the number of hours you put into it”

>  Ainsley Braun / Tinfoil Security – “follow your passion”

>  Erin Viestra / Zyrra – “be comfortable faking it ’til you make it … eventually you’re no long faking it and you know more than you thought”

This event was a follow up to the article about women-led startups in the MassChallenge competition in the Winter 2012 issue of Exhale Lifestyle Magazine for Women and mentioned in a previous post.


Google+, Facebook and Lessons from Knitters at Podcamp Boston #pcb6

#pcb6 was my second Podcamp.  Try explaining to your friends that you’re foregoing a September weekend of football for something that conjures up Lady Gaga’s transport mode to the Grammy Awards.  Here are my takeaways from a well-spent weekend at Microsoft New England.

Not this pod, Podcamp. Jason_Merritt/Getty Images

Podcamp is an “unconference” where people share their learning of social media from a variety of perspectives including corporations just exploring it, entrepreneurs, video fanatics and mom bloggers.  Topics ranged from monetizing social media in an organization to blogging, adoption of video, to podcasting and what the long-term value of a like, a + or a follow.

I repeatedly heard how social media advocates, particularly in large organizations, are challenged to translate Twitter, the newly updated Facebook, Google+ and other social media into value propositions for senior executives.

Social Media is a business tool, not a complete business plan.

Start by listening, supporting and helping.  The most important part is to jump into social media and incubate your efforts.  Putting yourself “out there” in a blog or a video in which you’re more concerned about succinctly communicating good content is much better than worrying about high production quality worthy of awards.  Trying it out, testing and measuring help improve efforts over repeated tries. Chris Brogan described it in a hallway conversation as exposing your vulnerabilities.

Learn from others successfully using technology to commune and replicate it.  Mari Anne Snow, an Adjunct Professor of Emarketing and Ecommerce at Bentley University advises to “assemble a gang” because nobody can know everything.  One of the earliest groups to use ARPANET and Usenet before the current internet were people who share crafting hobbies such as knitting.  Kimberly Reynolds from publisher XRX, Inc. and Guido Stein of the Common Cod Fiber Guild shared stories with me about the community of knitters, fortunes spent in pursuit of yarns, and how knitters share their work.  Novice knitters rarely have to go far to get help on a dropped stitch or pattern adaptation.

Don’t buy into the myth that social media is just for the kids.  Mari Anne Snow made an emphatic point in her recommendation to “assemble a gang” that the college kids recruited for internships and jobs are digitally savvy because parents outfitted them with technology from early on.  But that assumption that all college interns are digital whiz kids is false.  We’re all still learning in the social media space.  Plus the kids do not have organizational clout, budgets to allocate or business life experiences to draw upon

4)     Google+, Facebook and technology changes are challenging everyone.  Even the brilliant global names at Podcamp Boston are just wrapping their arms around the changes, gripes and praises.

Can you give a shout out to groups who are doing interesting things in social media that readers can adopt?  Give ’em a digital pat on the back here…


Swype the Poltergeist television screen?

I read a great article in Mobile Marketer this week “The correct relationship between apps, mobile Web sites and Web sites” by Alan S. Knitowski that offers a good perspective on the adoption and integration of mobile in a post “we-need-a-webiste” era.  In it Alan references a child intuitively trying to “swype” a television screen.

A good point to consider in a marketing plan is the point of contact between a company’s marketing message and its intended buyer/user (read David Meerman Scott’s buyer persona blog).  Where are the buyer/user’s fingers and eyes when they are connecting with the message?  Smartphone screen?  Tablet?  Keyboard/monitor?  Are those the fingers of a generation that grew up on rotary dial phones and graduated to touch-tone or are they on the hands of those whose parent allows the phone to double as a toy?

Carol Anne swyping in 1982

There are distinct generational differences in how a buyer/user is going to intuitively and comfortably use new technology or revert to old, more familiar ways to eventually open their wallets.  Imagine that little girl in Poltergeist being able to “swype” away the messages from the tv and surf to something she really wanted.

Where are the buyers’ fingers that lead to a wallet when exposed to your message?  And how old are they?

Where have you seen success and “learning experiences” in generational use of technology in marketing?  Please comment.



oneforty bonus content from Pixability

We all know about the “shoo” at the end of “Ferris Bueller’s Day Off” where Matthew Broderick emerges from the bathroom and tells you it’s over. Rachel Blumenthal at Pixability honored me with a gift of bonus web content. Thanks! Stay to the end for a mashup of Laura’s name. Priceless!


oneforty taught me about “any to many” and 10:1

Today I attended the Pixability Webinar “Shoot, Tweet, Repeat”  hosted by Bettina Hein @pixability with Laura Fitton @pistachio.  It was a great meeting point on the digital schoolyard for Bettina’s video company and Laura’s Twitter business savvy of oneforty fame.  Laura Fitton, Bettina Hein

Takeaway #1  Digital media content – video, web, tweets, blogs, streams, podcasts – can come from ANY one person and gain tidal exposure to MANY in a very short period of time if the content is authentic, entertaining and useful.  People will pick up on it and endorse it by sharing, Tweeting, and forwarding.  A couple video examples contrasted two individuals with passion for wine.  One had the look and feel of a Texas-proud hostess and guest who subscribe to the higher-the-hair-the-closer-to-God way of being on camera.  The other was that of a Jersey guy who records his videos when he travels.  One could never pull off what the other was doing.  They were being themselves.
Takeaway #2  Play nice on the digital schoolyard.  Barbara Green @thedesigndiva summed it up nicely  “10 tweets of value for 1 “ask” tweet” as a good standard ratio.  The real winners in social media are helping others through their authenticity and avoid blatantly selling, hawking or self-promoting.

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