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Lon Safko on Social Media

Video Marketing Expert Series with Lon Safko

Social Media and Video

Download the Audio Version here

Lon Safko on Social Media

Lon Safko on Social Media

Hey guys, so we were lucky enough to talk with Lon Safko and are SUPER excited to bring this interview to you because we’re talking about social media campaigns and video.

And it’s interesting because they go together kind of like peanut butter and jelly. They just belong together because there’s a lot you can do with social media, but with video, you’re basically putting your social media campaigns on steroids. And so it’s really excited to talk with Lon Safko, author of the Social Media Bible. He’s going to be spilling the beans on how to monetize social media campaigns using video. So let me give you some background details on Lon and then we’ll get right into the media, the presentation to get started.

So Lon remarkably creative, he created the first computer to save a human life. He is highly featured in Smithsonian, in Washington D.C. He’s got 18 inventions there, and 30,000 papers. He is the founder of 14 successful companies and 3 patents. He is remarkable author. He has written five innovative books. His latest one is the Social Media Bible where it unlocks some mysteries of the hottest new internet waves involving social media sites like Face book and YouTube, and how you can use it in your business immediately. This book is transforming corporate and non-profit marketing strategies and how to use social and new media to reach their desired audiences with power messages and efficiency.

He is also a professional speaker and wows audience all across the country. Known also privately coaches fortune 500 on harnessing innovative thinking to create higher productivity and profits, one of Lon’s quotes is – “When you start to see the world in a different perspective, you see new ways to do everything”. And Lon Safko absolutely sees the world in a new way every single day.

 

social media bibleCheck out the Social Media Bible

“The SocialMedia Bible,” unlocks the mysteries of the hottest new Internet wave, SocialMedia, such as Facebook and YouTube. This book is transforming corporate and non-profitmarketing strategies and how they use these new media to reach their desired audiences with power messages and efficiency.

 

 

 

 

Video Marketing Expert Series with Lon Safko:

Lon Safko on Social Media

Cory:  Hello! This is Cory Michael Sanchez here with the Video Marketing Expert Series. You can find all those details at videonmarketingexpertseries.com. This show is sponsored by Mojo Video Marketing. Check them out at mojovideomarketing.com. Today, we’re going to be talking to Lon Safko and I’m really excited about this because we’re going to be talking about social media campaigns and video.

And it’s interesting because I think they go together kind of like peanut butter and jelly. I mean, they just belong together because there’s a lot you can do with social media, but with video, you’re basically putting your social media campaigns on steroids. And so that’s why I’m really excited to talk on Lon Safko, author of the Social Media Bible. He’s going to be spilling the beans on how to monetize social media campaigns using video. So let me give you some background details on Lon and then we’ll get right into the media, the presentation to get started.

So Lon remarkably creative, he created the first computer to save a human life. He is highly featured in Smithsonian, in Washington D.C. He’s got 18 inventions there, and 30,000 papers. He is the founder of 14 successful companies and 3 patents. He is remarkable author. He has written five innovative books. His latest one is the Social Media Bible where it unlocks some mysteries of the hottest new internet waves involving social media sites like Face book and YouTube, and how you can use it in your business immediately. This book is transforming corporate and non-profit marketing strategies and how to use social and new media to reach their desired audiences with power messages and efficiency.

He is also a professional speaker and wows audience all across the country. Known also privately coaches fortune 500 on harnessing innovative thinking to create higher productivity and profits, one of Lon’s quotes is – “When you start to see the world in a different perspective, you see new ways to do everything”. And Lon Safko absolutely sees the world in a new way every single day. Lon, it’s great to have you here. How are you doing?

Lon:  Hey guys, it’s good to be here. This is exciting!

Cory:  I’m just going to hand this off to you and see what you have been doing with video.

Lon:  Yeah, let me just kind of give you an overview of some of the stuffs I have been doing with video. I haven’t even touched the surface. It wasn’t though I did the Social Media Bible and did the research for You Tube and what makes a video actually go viral or which the psychology behind viral videos, and then, look at some of the – did a research on some of the videos that are out there that are absolutely amazing.

And then working with Mojo, you guys, like took me to a whole another level of paying attention to video marketing. I always knew that video was the most successful and a way to market.

And the reason is this – let me give you an example. You come home at night, you’ve had a tough day at the office and you’re exhausted. You go home and pick up a book? No, not likely. Do you turn on the radio? No. you plunk down in front of TV, it’s brain candy. And video, psychologically, is absolutely powerful because you can see my facial expressions, you can see my eyes, you can see my animation, you can hear the inflection on my voice and really stimulates all of the senses. And what I’ve found was is that using video in social media is – that is the perfect marriage of the most effective way that you could market.

Cory:  Yeah, Lon. I think that’s perfect. And one of the things I want to touch on is that there’s all kinds of video out there and I think the type of video that you use as far as Social Media Marketing, there’s this specific flavor about how you deliver video and what you’re going for and what the purposes of the video, and I think, you’re definitely right! There’s nothing like the emotion that comes out when you have video.

But I wanted to ask you real quick. When you were doing video marketing for Social Media type ventures, what kind of the flavor? I know there’s all kinds of different videos out there, there’s ones that sells your products, there’s ones were giving away free content, ones where you being the expert, ones were highly produced for it’s educational entertaining, some comedians that love the great videos out there, there’s very raw videos out there. What do you think works the best for you when you do a lot of social media type videos?

Lon:  Well, in video, first of all, the reason that video goes viral is because people who are pushing video out are drug pushers. You’re drug pushers.

[laughter]

Lon:  You’re pushing too very, very potent and powerful drugs. It’s called endorphin and serotonin. And I’m not kidding about that. If you think for a second, out of all the emails that you get or all of the types of videos that people are ask you to look at on You Tube, there’s a really common genre. It’s funny, correct?

Cory:  Right. Mm-hmm. Yeah.

Lon:  So what happens when you something that’s funny? Actually, funny videos, comedic videos, have actually been linked, and I’m not kidding about this, the curing cancer. People who were diagnosed with cancer during radiation just watched funny videos and they recovered and went into remission faster than patients who haven’t. So when I heard of those statistics, they got into it and its like okay, well why? Well, when you laugh, when you feel comfortable and you relax, and endorphins and serotonins are released, what actually happens is those are ‘feel good’ drugs. Those satiate. They make you feel better. They actually reduce pain temporarily.

So, when you watch this video you get a rush. You get a moment of natural high. So then, what happens? Well, as soon as you’re done, you’re thinking who can I get high? Who can I push this drug to? I’m going to send this to colleagues, to business people, to my family, to my friends because they’re going to get that rush of drugs and guess who’s responsible for getting them high? You are, so you get the credibility for getting them high and used to drugs?

Now think about this. When you send links to funny videos and certain person doesn’t respond, you get ticked off and you stop sending them the video. So, the psychological indebtedness that the people you send it to also feel; and that’s why videos go viral.

Cory:  [Laughs] I think if anybody came on in this webinar right in the middle of what you were just talking about. They would have thought they’re on a different webinar altogether.

Speaker 3:  That was a pretty great analogy. One of the best I’ve ever heard.

Cory:  Yeah, but it is exactly right. I mean it stimulates up that you can’t really get through an email. I’d actually done studies on these. When you’re looking at an email there is nothing like going on as far as brain chemistry. I mean, you’re just, you know, for most description, you’re pretty much just a zombie.

But when you watch your video, you have completely different reaction and I think that is the power of video is, and that’s why I think more business owners are using video for all kinds of different things whether it’s training their own — clients training their own employees, or whether to educate them on exactly what they do, whether it’s to really become the expert, whether it’s the brand themselves.

There’s all kind of different videos out there, but there are people more and more instead of just having content that they write they’re just putting in a video, and I think in some ways it’s almost easier just to make a video than it is to actually sit down and write something, and I think the reason is because it’s something that we’re most used to.

We’re more used to communicating and describing something. We’re not used to writing stuff down. And so, that’s why for me, at least, I know it takes me a lot longer to write stuff than it is to actually just pump out a video, and that’s why I think we use video a lot for what we are doing. And one of the things I wanted to kind of talk about here in this webinar today was all the video applications that you have been using because I know you’re focusing on a big launch. You have had great success with your Social Media Bible, which I think is just phenomenal. I mean, just to be at the top of Amazon, to be a top of the book sellers, that’s what I mean. That’s a huge accomplishment and I’m sure you’re really proud of that.

And one of the things you’re doing now is launching Extreme Digital Marketing, which is pretty much the new version. All the content that you couldn’t get into the Social Media Bible is pretty much put into Extreme Digital Marketing. I know you have tons of great content. I want to find out what you’re using video for as far as this project goes along and what your goals are? And what the intentions are with video and this project?

Lon:  Yeah, really good stuff man and I’m just loving getting into video. You know, they say a picture is worth a thousand words. While, if a picture is worth a thousand words and there’s 25 frames per second, that means for every minute of video it’s worth about 90 million words. So that really is the power of video marketing.

And getting back to the original question, the two types of video that I found in the business community to be, by far the most effective, is of course funny. You guys, Cory did the video where he is showing stale contacts versus fresh contacts, and he symbolized it by drinking fresh milk and nasty, nasty stale –

Cory: [Laughs]

Lon:  ‘Thought that milkman was nasty but he’s got to be back at it [ph]. That’s funny stuff. But the cool thing is the good mix of being funny and actually being business.

Cory:  Right.

Lon:  So if you look at videos like “Will It Blend?” I mean, I used that on my presentations. I’ve shown it probably to 10,000 people. It’s an amazing example of the guy up in Utah simply taking his company’s blender and speaking in an iPad or in an iPhone or a rake or any of the dozens of thing that he does and actually getting three and a half million views in 24 hours, three and a half million views of his one and a half minute commercial.

So, in my presentations, I say, if I can give you a formula where you can get three and a half million people to look at your commercial for your company in 24 hours, would you right me a check?” And everybody’s nodding their heads and saying yes. I said “Good. Get out your checkbooks because I just gave it to you.”

Cory:  Yeah [Laughter].

Lon:  So — yes– So to summarize it, yes. Funny for business is really good. There’s a lot of example on You Tube on that. But also –

 

Cory:  Yeah.

 

Lon:  — providing good content. For example –

 

Cory:  Right.

 

Lon:  I do a one hour key note. It’s about a $10,000 key note for the hour and I want to share that with my customers. I want them to benefit from that content. So, you cut it up into five minute segments and you give all of your database a five-minute piece every other day and you can do that for a couple of months. And there’s value there. Remember, when you use video, it has to have value, because if someone click on the link and goes to look at your video. However long it takes, even though they’re not actually spending anything because your video is free, you got to remember they’re spending time. And nowadays, time is more valuable than money, and if they don’t get equal value, if the value proposition isn’t greater than the time they put in versus the content they get out, then, they will be disappointed. They just simply won’t watch your videos again. But if you do provide good value, then, you got this people for life and you can easily convert them to sales.

 

Cory:  Yeah, I agree and you know one of the things that I know we’ve experienced, that our customers have experienced, and maybe you can relate is — putting together videos where you’re  pitching somebody where you’re kind of teasing them and giving them a case of the content but you’re not giving them the full thing, and you’re kind of just teasing them and having them go somewhere else to view the content. I know from experience that those kinds of videos really are, don’t have a great effect for, for people and people’s mindset. They get turned off really quickly by watching those kinds of videos. And I don’t know if you had the same experience as far as that.

 

Lon:  Yeah that’s a really good observation and you know I’ve actually tried it both ways because I’ve seen some videos marketers are out there, and they kind of tease. They’ll start to tell you something and they’ll say well you know for the whole video. The joke I use is, is the like the news does the teasing during the afternoon. “Dead babies on the interstate.  News at five.”  “Oh really? You can’t leave me hanging like that.”  And it really ticks me off and I’ll change the channel if they do that to me. So I did try teasers, and really, the feedback from my customers are you know, “Why are you messing with us? You have a relationship with us, you have for years. Continue to give us good content and we’ll give you our loyalty.

 

Cory:  Right [Laughs] Yeah and I think that’s right. It’s kind of like you want to give them as much value as possible. That’s why there are subscribers on your list. Especially right now where people are getting so many emails and they are getting so much contents — I mean, contents are widely available. If I want content on any subject matter, I can go to You Tube, I can go to Google and just find it really quickly. And I think in order to build a long — basically a long relationship with the database, you’ve got to keep providing that value because, people are more jaded now. They get so many emails from different people and different organizations. It’s easy to tune things out. And, first of all — yeah, people will unsubscribe if you don’t provide them great content.

 

And second of all, they just won’t read your emails and they won’t open up your videos and won’t respond. And I think, viewing that, you won’t necessarily know about that except looking at your metrics but that has a huge negative effect for a business as a whole, where the whole point of the business is to get branding on the internet. And if you are trying to get branding and you’re just having people turn you off, I mean, that’s kind of a negative for your business as a whole. I think in order to keep that relationship going. You really have to provide a great value because I got to say, people — People are ex — if they respect that these days, would you say that’s true?

 

Lon:  Yeah, that’s really a great observation and that’s why I love working with Mojo video marketing is because you guys get it. You truly do understand the psychology behind using video for marketing. And yeah, that’s true. Don’t waste their time A lot of times people will say ” Wow twitter that’s a, that’s a total waste of time.”  Because I don’t really care if you haven’t bacon with your eggs or your airplane’s 10 minutes late, or you’re lain on your best plane with your kitty. You know what? You send me a twit like that and I’m going to unfollow as fast as my hands can go across the keyboard. I follow you for business because I want to know what you have to say. I want to learn from your experiences. I want you to give me good value.

 

And Twitter, I mean its 140 characters. It’s really narrow and the nice thing about twitter in particular is because, whatever message the person is sending you, you can comprehend in five seconds or less. Well, if you can give me good five-second tip, it’s throughout the course of the day, man, I’ll follow you to the ends of the earth. If you waste my time, I’m going to un-follow you, and I’ll never follow you again. And I think video is the same thing. Keep it short. Keep it sweet. And keep it content-rich.

 

Cory:  Definitely.  I wanted to ask you from your perspective, because obviously, you are just in the trenches when it comes to social media. So where do you think video is going when it comes to social media? And I think that’s a — that’s a huge thing because I know where videos at right now. I mean, people post a lot of things on YouTube. But more and more people are doing videos. So I think it’s almost like it’s easier to get lost in the deep of this when you’re — before when YouTube was relatively young, you can probably get a fair amount of hits on your video just because there wasn’t a ton of people doing it.

 

Now, every minute of the day, 24 hours of video are being uploaded onto YouTube. And that’s just YouTube.  And there are probably hundreds of different video platforms out there. So what — where is social media video at right now? Where do you think it’s going in the future? And what these business owners need to work on or look at when they’re doing their own videos?

 

Lon:  Yeah. And again, that’s a great observation, because you’re right. Every 60 seconds, 24 hours of video is being uploaded to YouTube. And while Google is the largest search engine in the world, YouTube is the second largest search engine in the world.

 

So let’s get in a perspective here. There are — people like video. And I agree that the more social media becomes mainstream — I mean, we’ve already had the early adaptors about three years ago. The techies, the anti-social basement geeks all jumped into social media. Then, we got mainstream a couple of years ago. And now, over the last year and half or so, we’ve got a lot of businesses participating in social media. And I think that’s – Now, we’re just waiting for the last of the whole bouts. So what I think, overall, social media is going to kind of peak a little bit. But the good news is it’s not — that it’s just going to peak with the number of new participants. But what we’re going to start doing now is taking the tools that we have, and figuring out more and more creative ways to integrate between all of the different tools.

 

I mean, for example, Facebook has launched something similar to Foursquare, where they’re doing geo-targeted advertising. So if you’re walking down the street or driving past to McDonald’s, you’re cellphone would go off and they will say, “Hey! You’re next to a McDonald’s. Why don’t you stop in and get free fries with your Big Mac?” Awesome!  Also kind of creepy, but –

 

Cory:  Yes. [Laughs]

 

Male 1:  — [laughs] but awesome. So video is — because it is the most stimulating, it is the most effective — and — I just bought a $500 Canon camera. It’s more sophisticated than my Mac desktop. The things that you could do — I’m shooting green screens, and high def, and stereo sound, I mean, so — And everybody’s got a flip video camera.

 

So what we’re seeing is a lot of the big corporations, the Fortune 500s, are doing video; getting their customers involved. It’s called brand engagement, similar to Pizza Hut or Domino’s, taking a picture of your pizza. Of course, one of the things I talk about is this — where Subway sued Quiznos for defamation of sandwich.

 

Cory:  Yeah.  [Laughs]

 

Male 1:  Quiznos announced [laughs] and said to all of their customers, “Hey, dudes. You guys got video cameras. Go create a 30-second spot and tell us why you think Quiznos is better than Subway. And if we pick you, we’ll give you 10 grand, and make you the national commercial.” So a bunch of people went out, shot all kinds of amazing video.

 

And one of them was a little less than flattering, let’s say, to Subway. And Subway filed a lawsuit against Quiznos. And then, I heard about it on the front page of the New York Times. The more noise that Subway made about it, the more people watched their video.

 

But the funny part was — is that when Subway took a step back and said, “Wait a minute. This is social media. You know what? We apologize, Quiznos. We’re going to drop the lawsuit.” So many people had seen the video; thought it was so funny that Subway actually gained market share as a result.

 

So we’re going to see a lot of companies — Dove is another one that did a great job, where a woman filmed her own commercial. And it became a national spot. I mean, that’s huge. You’re taking — there’s a fundamental shift in power, where pe — agencies, public relations firms, marketing agencies, Madison Avenue is losing control. And all of this power is going into the hands of the person who’s holding a flip camera.

 

Cory:  That’s so interesting. And not just a flip camera, but a cellphone, these days. I mean, nowadays, they have reports where, as a follower of CNN, you can post your own videos.