Archive for April, 2010

3 Ways of Thinking Outside the Online Video Commercial


The traditional view of how to advertise on television (and subsequently through online video ) is the mini-story. Usually these are short pieces dealing with one subject in a superficial but psychologically attractive way. Sure, the story may have a dominating, but catchy, jingle and the narrative may be non-existent – but essentially that is what a commercial is to most people. However, online video offers some interesting alternatives that not only move away from this traditional mini-story concept but also allow you to build a dynamic and engaging community.

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Post Under Advice, Social Media, Video April 19, 2010

When Social Media Gets Ugly


Oscar Wilde once observed, The only thing worse than being talked about, is not being talked about.

And he was right. Good publicity is great, but bad publicity is a PR opportunity. When things go pear-shaped in social media, they splat so hard and so fast it doesn’t seem possible to wash the stink off. With the right approach and strategies in place, however, you can turn a PR crisis around.

Let’s look at a recent example. Read More

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Post Under Advice, Business, Social Media April 16, 2010

8 Tips For Creating Effective Online Video

8 Tips For Creating Effective Online Video

As I explained in the previous article, The Web Is Not Television, online video advertising requires a different strategy than that employed for television advertising. The competitiveness of the industry and demands of the audience means that you must find alternate ways to capture and keep your viewers attention and then generate a response from them.

Here are eight tips for getting viewers to want to watch your online video content:
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Post Under Advice, Marketing, Video April 15, 2010

The Web is Not Television


One of the traps that many people fall into when creating online video content is that they treat the online medium as though it was television 2.0. They expect their audience to behave and react just like they do to television except without the limitations that television imposes – high barrier to entry, locally based, specific time limits. However there are some fundamental differences between television and the online environment and these need to be addressed when creating online video. It may seem obvious but quite simply the web is not television.

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Post Under Advice, Video April 14, 2010
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