What voice in your head usually wins?

I have a friend on the East Coast who does the video for his church's services. He posts them on Facebook when they’re live. I've surfed in. It’s pretty boring. 

I watched the worship video from my home church, and had multiple thoughts. Here's the first.

In my regular life, I work in the world of communications – business storytelling, advertising, public relations, and about six minutes in to this video appears a great storyteller, Nancy Gaston. She is fantastic, but her story is stuck six minutes into a boring video (from the eyes of a kid).

If the church is trying to reach kids, they're missing the mark.

Kids aren't going to sit through six minutes of boring to get to the good stuff. And no kid is going to surf into a video titled “Worship - August 2, 2020.” (The titles of church videos should be either the scripture, a title with keywords from the sermon, or anything but the date. Facebook already includes the date, and no one is searching Facebook for "August 2, 2020.")

Here’s what I'd recommend.

Pull out just the children’s message, post it as standalone video under a playlist on Youtube with a title like “news brief for kids” or “how to have more fun being a kid,” and the title of the video should NOT be the date, but something that corresponds with the message in the video, something that sounds interesting to kids, i.e., not a finger wagging from adults. For instance, use the title “Have you ever wrestled?” This might pull in a few curious adults as well. 

In the video info section of YouTube write: “Wrestling with tough choices? What voice in your head usually wins?” Use some key words from Nancy’s talk so someone searching might find this video.

Next, share the link of the video with the church’s preschool, Noah’s Ark Preschool to post on their Facebook page, email to their families.

And, email the link of the video to the parents of kids in the church, with a message, “Here is a five minute activity you can do with your kids: 3-4 minute video plus a question: “What do you think about what Nancy said?” (It doesn't have to be complicated).

What voice usually wins in your head?

Carol

Let's talk Facebook and share a cup of coffee

Tomorrow's "When to boost Facebook posts," marks the fourth event in KGW's Social Media and Digital Marketing series. Each event features a specific business interest for those who use social media as part of their outreach efforts.

As a social media fiend, I am especially looking forward to tomorrow's event with Krys VanSlyke. He's the Senior Manager of Social Media for G/O Digital, a division of Gannett – KGW's parent company.

Senior Manager of Social Krys VanSlyke

I sat down with VanSlyke this morning to glean some insight on how his team in Phoenix is using Facebook. It's pretty fascinating what they can accomplish with a target and the right budget. Doesn't have to be large, it just has to be enough.

Their work runs the gamut of one-man shops to national corporations. Each company has it's own goal, VanSlyke's team creates the strategy, creates the ads, does the testing, optimizing and resetting to figure out how to hit those goals.

Most of the tools G/O Digital uses are readily available to anyone who wants to run an ad campaign on Facebook.Should you do it on your own? Sure. If you want to practice guesswork and ride the slow train.

Or you can take the fast track. VanSlyke says his team knows what questions to ask to get the campaign focused on the right targets and G/O's proprietary tools allow them to do more testing, do the testing faster, and build on areas creating success.

And VanSlyke emphasizes team.  "If someone gets stuck they're not alone."

So, if you're in the neighborhood tomorrow at 8:00 a.m., drop in for a jam packed morning of Facebook advice and a great cup of coffee.

Here's the scoop:

Parking

Plan on arriving early. Visitor parking in our lot is limited. If you miss out on a visitor spot, please do not park in spots marked reserved. These are provided to other tenants in our building. On-street parking is available along Jefferson Street, but we've got a full house, so if you're a teensy bit late you might have to hoof it a bit.

KGW Studio, 1501 SW Jefferson St, Portland OR 97201

Remember pen and paper

Summaries but not the full deck. Our presenters share their summaries, but don't dish out the whole enchilada. That means you'll want to take notes. If you arrive empty handed find me quick and I'll fix you up with pen and paper.

Bring a business card

The sponsor CenturyLink Business usually brings some bling so remember your business card in case there is a drawing or someone you want to connect with later.

Do you Twitter?

#KGWSoMe is the event hashtag. We're hoping to have a live stream so you can ask questions, so bring your smartphones and tweet away.

Contact me to set up a marketing consultation, to get updates on the next event, or to grab a cup of coffee: cdoane (at) kgw (dot) com.

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See you in the morning, I'll be next to the coffee

Tomorrow marks the third installment of KGW's Social Media and Digital Marketing event series. Each event has keyed in on best practices for businesses using social media.

As a data fiend, I am especially looking forward to tomorrow's metrics roll out, not that I think it will stop the naysayers who complain about social media in general and offer a litany of excuses of why they don't like it, why it is a waste of time and why they hate all the advertising in their Twitter stream, but because I do like social media. All parts of it. Including the advertising.

Don't confuse me with people who sell advertising — I used to think I did. Of late, I've come to the realization that I no longer sell advertising. I sell audience.

No one cares which website their desired target is on, they care about the person they want to reach. They think that I can only reach people who visit KGW.com, but that is only a fraction of what I do.

With a myriad of tools that are available through our parent company Gannett, I can deliver audiences on just about any website you can think of, and about 100,000 websites you didn't know existed and through in a little search engine marketing to drive it home,.

In the meantime, drive over to KGW tomorrow and join us for a jam packed morning and a great cup of coffee.

Here's the scoop:

Parking

Plan on arriving early. Visitor parking in our lot is limited. If you miss out on a visitor spot, please do not park in spots marked reserved. These are provided to other tenants in our building. On-street parking is available along Jefferson Street, but we've got a full house, so if you're a teensy bit late you might have to hoof it a bit.

KGW Studio, 1501 SW Jefferson St, Portland OR 97201

Remember pen and paper

Summaries but not the full deck. Frank Mungeam is a great presenter and he shares his summary, but not the whole enchilada. That means you'll want to take notes. If you arrive empty handed find me quick and I'll fix you up with pen and paper. (See my card below for contact info).

Do you Twitter?

#KGWSoMe is our event hashtag. We're hoping to have a live stream so you can ask questions, so bring your smartphones and tweet away.

WIN a Kindle!

Our partner CenturyLink Business is sharing the love with a business card drawing for a Kindle. I want YOU to WIN, so remember your business card.

Here's mine. Contact me to set up a marketing consultation, or to get updates on the next event, cdoane (at) kgw (dot) com.

If it's your anniversary and nobody says anything, did it happen?

As I write this I realize, had I been at my old job I would have celebrated my 30th Anniversary.

It is rare in today's climate to work for a company for more than a decade, let alone two. I almost reached three.

It is rarer still, after 30 years, to leave and not retire.

To survive the old job as long as I did I had to morph, flex, mature, morph, flex and mature some more. I survived some incredibly bad bosses. I had the pleasure of working with some incredibly good ones. I was an average sales rep, grew into an above average revenue producer and built a stellar experience.

I was promoted to supervisor, and soon thereafter to Advertising Sales Manager.

I knew the business inside and out. I knew the community from the west to east. I wore a suit and served on the Board of Directors of the Portland Advertising Federation. I pulled on jeans and served on the Board of Directors of the Clark County Fair.

Near the end, I could have done my job with my eyes closed and slept my way into retirement.

Instead, I left.

I learned something about myself. I learned I was thoughtful yet decisive. For months I considered the move, but I decided the day of one interview

I was willing to give up the world I had known since my early twenties to launch myself into the complete unknown. I was a risk taker. Who leaves a secure job to go work for a start-up? Me, I guess.

Upon arrival at the new port, I had to morph, flex, reflect, and learn while running faster than I could have imagined. I've had the pleasure of meeting incredible people. I've had to say goodbye to other incredible people. I stepped in to fill a hole and received a promotion.

During the first months I would hear myself say, "I can't believe I left."

I don't say that anymore.

A lot of thoughts and baggage gets lost in the hectic pace of how I drive my life, my career and my writing. What doesn't get lost are the people. My calendar 'pop-ups' tell me who's celebrating a birthday and who's celebrating a company anniversary. That may create a phone call, an email, a tweet from me and occasionally a celebration lunch.

Then I sit back and reflect, that on the 29th anniversary, no one said a word.

The day slipped by only recognized by me in the middle of a decision process.

The wordless reception of something significant was not reason to leave. But it was a reason not to stay?

Unhook the phone line, but they'll still find your face(book)

It doesn't matter how many bells and whistles the phone company offers me. I have cut my land line.

What propelled me was not inconsistent quality, bad service, shoddy knowledge of the customer service people, or steep price. It was the second week in a row where I realized that the only people calling me were computers. The auto-dialers that generate leads for inside sales people.

My family sends me text messages. My friends send me gmails. My office calls me on my work cell phone. What in the world would compel me to continue to pay for a conduit into my home for pesky sales calls?

Nothing.

I unhooked the tool that businesses used to market to me. I did not, however, unhook their need to get their product and services in front of my face.

Face?

Yes.

Visited Facebook, lately?

It is where marketing funds have been diverted. Why? Because we hang out there a lot.

In April 2011 BlogHer reported that 93% of adult US Internet users are on Facebook. And where the people gather the marketers will follow.

Does it work as a marketing tool? According to Hubspot, yes.

67% of B2C and 41% of B2B companies that use Facebook for marketing have acquired a customer through this channel. (source: HubSpot State of Inbound Marketing Report 2011)

It makes me wonder, though. How much are we going to enjoy social media when it becomes the next used car lot of unsavvy marketers?

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. Is it time to cut the cord on the television?

Is it time to cut the cord on the television?

Penetration of traditional pay TV services may have peaked.

A decade ago, I was a media sales rep and consulting with a spa store owner on an advertising buy. I was learning his business and digging down deep into his business acumen in order to create a sound marketing plan.

As our discussion progressed, I realized that Mr. Golden had read everything he could get his hands on to be successful in business. I was impressed and began to enjoy our discussion even more.

We entered the point in our conversation of sizing up the competition.

He had come to the conclusion that the other spa companies in town were not his competition. He could beat them hands down on quality, service, knowledge and price. The real competition, he believed, was everything else in life vying for his customer's leisure time.

I was young enough to be surprised by his conclusion.

I was old enough to consider it.

Mr. Golden was right.

The competition was not other businesses trying to be a mirror-image of his, or a even a close second cousin. It was all of life's distractions that diverted his customer's time, energy, money and motivation from visiting his store and buying a spa.

I thought about Mr. Golden today. Several years ago, he died unexpectedly, and at his funeral I clenched my emotions tight to be able to share what his friendship meant to me and how we had laughed when I'd leaned back in a patio chair in the store, lifting the two front legs off the floor, and almost fell over backwards when the plastic chair wobbled. His unexpected leap to save me from falling on my head is an embarrassing yet favorite memory.

Right now, it feels like the front legs of business are lifted off the floor and we're balancing precariously between who we think our competition is and what really stands in the way of reaching our intended destination.

I read with interest a forecast from research firm SNL Kagan estimating the number of US families who will cut the cords to their cable, satellite or telco TV service in deference to Internet video options. I've never understood pay-TV, and I've never paid for cable. Why would I pay someone to watch their commercials? I may not have the variety of choices on Hulu, but I when I push play, it's on my time, not theirs, and without any fancy equipment programming.

The competition is not a better cable company, a better television program, or even unlimited channel choices. It might be Hulu. It might also be Facebook, Foodspotting, Foursquare, Gmail, Goodreads, LinkedIn, Plancast, Posterous, Slideshare, Twitter, Upcoming, Yahoo or UStream.

It may be my blog.

As the online landscape morphs and rolls in earthquaking variations, I wonder where the legs of the business chair will land.

I just hope there will be someone like Mr. Golden who can see what will happen if someone doesn't jump in before it's too late, grab the chair firmly and get all four legs on the floor so we can focus on our business model, understand who or what the competition truly is and plan accordingly before we fall on our head.

Who is your unexpected competition?

What high school sports taught me about the future of newspapers

"Welcome to high school swimming," declared coach Heidenriech, as he passed out a 12-page document complete with the team's slogan, "You Have To Believe."

I thumbed through the packet and skimmed through page one on expectations. My eye caught the two-inch ruled line hovering above 'Parent or Guardian's signature.'

I'll have to sign there, I thought.

I flipped to the next page that detailed how to earn a letter in swimming and wondered if a Letterman's jacket was in store for the swimmer in our house. I ran my finger over the page looking for the issue that had caused consternation at the household. Apparently, the rules were more restrictive this year with the new coach.

Couldn't find it. Moved on.

The next series of pages were mapquest aids to get the parent from Point A, the school, to Point B, the select pool for each of the swim meets.

Once the packet had been thoroughly scoured and assimilated we moved on to other topics of merit: who would bring snacks to the meets or practices, making sure your student athlete took vitamins with an iron supplement, last year's biggest competitor graduated their fastest swimmers, and the upcoming fundraiser organized to underwrite the purchase of matching sweats.

"Is it too late to run an ad in the paper?" one mom asked.

The entire room erupted in unison (I kid you, not),"You can run an ad on Craig's List."

And that, dear friends, tells me that newspaper classifieds are dead.