Content and Conversations: Media Creation and Sharing

Lee Aase Chancellor, Social Media University, Global (SMUG)

May 8, 2014

Content and Conversations: Media Creation and Sharing

Basic Social Media “Food Groups”

Agenda

• The Top of the Pyramid

• Democratization of Content Production and Distribution

• Shooting, Editing and Uploading Video

• Sharing Presentations via Slideshare

• Blogging: Tying it All Together

• Strategic Social Media

Reviewing Media Trends

•

For most of the 20th Century, reaching large audiences via media was simple but expensive...

...or you could “earn” an audience by getting past one of these gatekeepers

While local affiliates and newspapers sold audiences to advertisers at monopoly prices

Media Truism: If a platform is free, you are the product, not the consumer.

Then Ted Turner revolutionized TV, followed shortly by ESPN

...and one of these guys invented the Internet

Because the means of producing and

disseminating media were democratized, everyone became a potential reporter.

Everyone Means You!

Gutenberg: Global Mass Literacy Zuckerberg: Global Mass Publishing

YouTube

• Founded Feb. 14, 2005

• Purchased by Google for $1.65B in Nov. 2006

• 100 hours of video uploaded every minute

• Over 6 billion hours watched per month

• Second most-used search engine

YouTube

Top 10 Video Tips

#1: Always carry your camera. You can’t edit what you didn’t shoot.

Top 10 Video Tips

#1: Always carry your camera. You can’t edit what you didn’t shoot.

Top 10 Video Tips

#1: Always carry your camera. You can’t edit what you didn’t shoot.

Top 10 Video Tips

#1: Always carry your camera. You can’t edit what you didn’t shoot.

A Tale of Two Popes

Top 10 Video Tips

#2: Find a quiet place to shoot, particularly if you don’t have a remote microphone

Top 10 Video Tips

#3: Get close to your interview subject

Top 10 Video Tips

#4: Avoid the 2 Ws: Windows and Whiteboards

Top 10 Video Tips

#5: Look for Even/Uniform lighting

• Uniformity more important than brightness

• Possibly add light on interview subject

• Count to 3

• Nod and smile

• Warn interviewees so they feel less awkward

Top 10 Video Tips

#6: Mom said it wasn’t nice to say this but...

SHUT UP!

• Make eye contract with subject

• Have subject talk to you instead of thinking about the camera

Top 10 Video Tips

#7: Lurk behind the camera

Top 10 Video Tips

#8: Always* use a tripod

Top 10 Video Tips

#9: Frame Your Shot Well

Top 10 Video Tips

#9: Frame Your Shot Well

Top 10 Video Tips

#9: Frame Your Shot Well

Top 10 Video Tips

#9: Frame Your Shot Well

Top 10 Video Tips

#9b: Don’t shoot vertical with your phone!

Top 10 Video Tips

#10: Break the “Rules” When Necessary

A Viral Video from the Girl Next Door

YouTube Channel Examples

YouTube Channel Examples

YouTube Channel Examples

In-Class Demonstration

Setting Up Your YouTube Channel

Slideshare: YouTube for PowerPoint

• Presentation at Community 2.0 conference in San Francisco on May 12, 2009

• Attendance approximately 200

• Somebody tweeted something like “Hey @GuyKawasaki, @LeeAase just mentioned you in his presentation” and included the link to my presentation, which I had uploaded to Slideshare.net

Behold, the Power of Slideshare...

Slideshare: YouTube for PowerPoint

Slideshare: YouTube for PowerPoint

Slideshare: YouTube for PowerPoint

Slideshare: YouTube for PowerPoint

Inserting a YouTube Video

Inserting a YouTube Video

Break

Blogs in Plain English

My Start in Blogging: Lines from Lee

A Pivotal Presentation

Podcast Blog: April ’08

The $4-a-month online newsroom

Let’s Talk “site” - May 2008

Sharing Mayo Clinic - January 2009

• Basic blog is free

• Start in < 1 minute

• No server or software maintenance

• Path for growth if you get serious

Wordpress.com Advantages

• Instead of username.wordpress.com, you can have

• mycoolblogname.com (e.g. social-media-university-global.org)

• blogname.mainwebdomain.com (e.g. sharing.mayoclinic.org)

• Domain mapping preserves flexibility

Wordpress.com Domain Mapping

• Write and Publish Text

• Include Photos

• Embed YouTube videos

• Embed Slideshare presentations

• Let’s do a sample post on the private blog

What can you do on Wordpress.com?

In-Class Demonstration

Strategic Social Media Review

• Understand the capabilities of the social platforms and their current or potential communities #SMUG

• Relate those capabilities and communities to your personal or professional goals and objectives #SMUG

• Develop a realistic plan that relates to/coordinates with your existing programs OR inspires previously impractical projects #SMUG

3 Keys to Strategic Social Media Application

Closing Assignment: Answer the question on the next slide...

• In a post on the private blog we created for this class, or if you’re really bold

• In your own personal blog on wordpress.com

How will you take advantage of the

communication power that is unprecedented in

human history?