Posts Tagged ‘Social Media’

The New Way To Leverage LinkedIn To Personalize Your Digital Campaigns

Delivering relevant content to the right audience is the best way that today’s marketers can maximize the effectiveness of their campaigns in today’s increasingly noisy digital space. This is particularly challenging when targeting new prospects where you may not have useful data for segmentation and personalization. You may fall back to a “shotgun” approach of sending the same message to a wide audience. Even if you can capture your prospect’s interest in your e-mail or banner ad, you will most likely drive them to a “one size fits all” landing page or web site – forcing your prospect to find the data that is most applicable to them.

As a marketer, what excites me about social media networks like LinkedIn and Facebook is finding ways to leverage the relationships and data that people add into the network on a daily basis. If I can personalize a campaign based upon a prospect’s connections, their likes, their school, etc. as well as their title and company, I am much more likely to have my message resonate.

Both Facebook and LinkedIn offer targeted banner ads where you can create unique banner ads targeting specific people based upon their profile data. Through Facebook Connect, companies are able to leverage that data to personalize an experience based upon their Facebook profile data. However, particularly in the B2B space, more and more companies would like to leverage the up to date data within LinkedIn to customize their campaigns. Until recently, this has been difficult to do.

Enter LinkedIn’s updated API which has been combined with an award winning development effort to not only allow you to target specific people, but pass on that profile data to a personalized landing page. This opens the door to things such as:

  • Personalizing case studies and value propositions based upon company, title, and industry.
  • Displaying connections between your prospects and your company and/or existing customers.
  • Recommending products and solutions based upon company size.
  • Mixing in prospect specific data gathered from outside studies or reports.

Companies like Microsoft, AARP, and Vestas have already begun to embrace this approach. For example, Vestas, one of the world’s leaders in Wind Turbine Technology, used this technology to target C Level executives at Fortune 1000 companies. Dynamic banner ads (as well as targeted LinkedIn Inmail messages) were pushed to specific people at the targeted companies. Anyone who clicked on the link was brought to a microsite which is personalized specifically for them based upon their LinkedIn profile data and data from a Bloomberg study.

   

 

Do you want to see how powerful this can be? Click on this link for a personalized live example specific to your LinkedIn profile.

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Facebook’s Subscribe: The Death of Fan Pages, or is it?

Facebook’s introduction of the “subscription” feature for profile pages has blurred certain lines between profile and fan pages for many individuals seeking to leverage social media to build their own personal brand and on-line presence.  This is particularly true for many sales people, agents, etc. who are looking to use Facebook as a way to communicate with customers and prospects.

Facebook fan pages were originally created for brands like Coke or Walmart and expanded out to be used by celebrities, organizations, places, and many others.  Many individuals who wanted to interact with fans, prospects, and customers also began to create fan pages since it was an effective way of separating their personal Facebook activity from their business or public Facebook presence.  In addition, fan pages provided lower barrier to entry in that it did not require the page to “approve” each follower / fan / friend.

Facebook recently introduced their subscription feature as a lightweight way for an individual to share his updates with a larger audience.  Similar to fan pages, a follower does not need approval from the page to access updates and the news feed.  To many, this seems like an easy way to create a fan page like public news feed without the trouble of creating a fan page.

So, is the subscribe function right for you?

Let’s start by comparing the three options:

 

Unless you have 5000+ private friends, a standard Facebook profile page will most likely meet the needs for your personal Facebook activities.  You can even start to segment your friends and updates (e.g. friends, family, work, etc.).  While you should almost always assume that anything you post on Facebook could be made public, it’s the best way to keep your political rants, shopping and listening habits, and pictures of your kid from being easily accessible.

 

Enable Subscribe

Some issues and thoughts with the subscribe functionality.

  • Most individuals prefer to control who can view their personal updates and information.  If you are using the “public” news feed on top of your personal profile to communicate with friends, you need to be continually thinking whether the post is for public or “friend” consumption.

Facebook Status Update

 

  • For those that are using it to build their personal brand, you’re missing out on all the benefits that come from a Facebook fan page – most notably reporting, targeting, and the ability to promote and advertise your page.  If you DO decide at a later time to create a Fan page, you’ve now got to go through the process of trying to get your subscribers to like your new fan page.
  • Some die-hards have taken the approach of managing both a subscription page AND a fan page.  See Mari Smith’s Fan Page and Profile Page for an example.

 

MariSmith1

Mari's Fan Page

Mari2

Mari's Profile Page

 

 

 

 

 

 

 

 

 

 

  • The biggest challenge this creates is the need to create yet another stream of content for your fans.  Do you post the same content to both?  You may already be managing your Facebook, Twitter, LinkedIn, Google+, Tumblr, Blog, etc. feeds.  Ask yourself what the incremental value will be for yet another feed.

Finally, there is a growing group of individuals – sales people, agents, employees, customer service representatives – who are looking to Facebook as a way to communicate with prospects and customers.  These people are particularly concerned with separating their work and home social streams and some may look to the subscribe functionality to meet that need.  There is an argument to be made however, that the dangers to be caused by possibly overlapping personal and work newsfeeds is even greater and could end up damaging either the employee or the company they represent.  Fan pages for each employee in conjunction with a well designed social media management platform (SMMP) such as One To One Global’s MessageMaker solution can provide a variety of benefits both for the employee as well as the brand or organization.

As you’re looking to leverage the power of social media, like anything else you’ll find that the tools and features available all have their respective pros and cons.  Before you blindly enable a new feature within your Facebook settings, be sure you understand the privacy impacts as well as your goals and challenges with that public news feed.

 

 

The Best Mobile Applications For Sharing Video

One of the things I love about my iPhone is the ability to quickly take decent quality video and share it.  The iPhone does a good job at this out of the box, but there are many video sharing apps out there that provide more flexibility, ease of use, and leverage social media sites to share your creations.   To help you select the best one, I’ve created a segmented list of apps based upon how they can be best used.

As part of my research in writing this article, I created a good one page table comparing the apps and their key features.  If you’re interested in downloading this PDF, please CLICK HERE.

1. GOAL:  Privately share with a single person or a few people.

If you take quick private videos that you want to share with only a few people (e.g. a video e-mail) or perhaps videos that haven’t been edited enough to share to a public crowd, the easiest thing to do is to use the iPhone’s e-mail client (here’s a quick Lifehacker article on how to send video if you’re new to this).  You’re limited to less than a minute, but it works across almost all clients and recipients.

Unstreamed Options

If you want to send the physical video file to someone (as opposed to the streaming options I’ll show below), I’ve found a few good notable apps to make things simpler and more powerful.

VideoMail (RECOMMENDED) :   A great inexpensive app to fire up, create an video (or an audio or picture) message and easily send to people.  It has quality and length default settings and keeps track of the people you send messages to.

MediaSend:  If you’ve got multiple pictures or videos that you want to send to someone in one e-mail, MediaSend is useful.

 

Streaming Options

When you send an e-mail with a physical copy of the video attached, you’re always limited to both your e-mail provider, spam filters, and your recipient’s e-mail filter.  That’s why using services that store your video file on-line and stream it to your recipients is so beneficial.   It’s also easier to further share or post messages if you want to at a later time.

KinKast (RECOMMENDED) :   One of the best free video sharing apps out there.   The UI is intuitive  and very well thought out.  It’s one of the few that let’s you easily record and share a video (with no file size or number of message restrictions) to an individual (as well as the social media sites).   The free version only stores messages for 30 days and has ads, but it’s a must have.  For $5/month you can remove the 30 day restriction and the ads.

Qik:   I was one of the early users and lovers of Qik – had it running on my Palm Treo years ago.  Qik has gone through many changes since then – most recently being acquired by Skype.  The unique thing about Qik is its ability to share LIVE video as well as video chat (similar to Facetime).  The video sharing is not as strong as Kincast’s offering – either free or paid.  Qik’s free product is limited in that you can only store 25 videos of unlimited length.  For $5/month, their premium service allows you to store unlimited videos.  I believe that Kincast wins this battle unless you like live streaming.

 

Thwapr:  Thwapr is another option for privately sharing hosted videos.   The videos are limited to 5 minutes long, but the service is free and you can store unlimited videos.  While it can share via Twitter and Facebook, it’s unique capability is that it can share via SMS (text messages) – without using your personal SMS messages.  It doesn’t have an easy way to share via e-mail – one of the product’s big shortcomings.  I had spoken and provided feedback on the app earlier this year to the senior management at Thwapr – great group of guys –  but they seem to be currently more focused on their business offering.

 

2. GOAL:  Share videos directly to Facebook, Twitter, & YouTube

One of the easiest ways and most common ways that people share video is to post them to Facebook or YouTube.   The nice thing about both of these is that you can use privacy settings at either these sites to define who can actually view your message.   For example, see this article on how to do this with YouTube.  I’ll also group Twitter sharing into this section since it’s the next most established social media site and people often use it for video sharing.

To be clear, our objective is to quickly take a video and post it to one or more of these key social media sites.

Shozu (RECOMMENDED):   This inexpensive app ($.99) and web based service allows you to very easily post photos, videos, and text to all your favorite sites with one click.    Handles Facebook, YouTube, Twitter, and MANY more.    A very easy to use and flexible app.

PixelPipe:  Very similar to Shozu, but their iPhone app that I have been using for a long time has mysteriously disappeared from the AppStore as of 8/2011.  Supposedly, they’re coming out with something new, but there isn’t any detailed information on what they’re doing.

TwitVid: (RECOMMENDED):   An excellent free app to easily post videos to both Twitter and Facebook.   I wish this app would give you the link to the video it created so you could send the video via e-mail or text – but you have to go to the web site to find that iink.

qTweeter (RECOMMENDED):  For those with Jailbroken iPhones, I’d recommended taking a look at qTweeter.  It’s a great application that you can quickly open, write an update/tweet or record and send a video to Facebook or Twitter.

 

3. GOAL:  Share videos to A Specific Group Of People (private or public)

Beyond Facebook, there are many applications and networks that have been specifically designed to allow you to host and share video with a group of people — often with better tracking, quality, and a video blog look and feel.

Posterous (RECOMMENDED):   Posterous and Tumblr (see next) are very similar.  Both allow you to create a public or a private stream/blog that includes video (as well as audio, pics, text, etc.).  Between the two, I like Posterous’ UI more and the fact that you’re not limited to video length.  In addition, Posterous seems to integrate better with Twitter and Facebook.

Tumblr:  Very popular self-blogging site with strong video sharing capabilities.   I do like that it allows a single password protected blog (instead of forcing people to sign-up to view a private stream).

SocialCam (RECOMMENDED):  Next to Kincast, I think SocialCam has one of the best user interfaces for video recording and sharing.  In addition to being able to host and share videos via the SocialCam site, it easily allows you to share the videos to Facebook, Twitter, Posterous, Tumblr, DropBox, e-mail, and SMS.  My only complaint is that it doesn’t address the need for private sharing very well – if someone is following you, they can see all your videos.  With a minor change to simply allow for videos not to automatically show up in your ‘stream’ this would be great.

Vlix:  A decent alternative application.    While it limits you to only 60 seconds per video, the sharing options are powerful (Facebook, Twitter, YouTube) and it also includes some cool video editing and basic opening / closing titles for personalization.   Allows for public and private video feeds as well.

Tout:  Think of Tout as Twitter for video.   It’s similar to Vlix, except now the videos are limited to only 15 seconds.   What makes Tout interesting is that they have some celebrities using it including Jeff Probst, Mitt Romney, Dana White, and others.  The 15 second limitation is interesting, but even listening to Probst’s Tout’s, he was often getting cut off mid sentence.

 

Summary

While I’d love to have a single app to use for all things, it really does vary.  My top favorites from the list are VideoMail, Kincast, qTweeter, Posterous, and SocialCam.  If I had to pick one, I’d go with Kincast.   A discussion on video editing on the iPhone will have to be addressed another day!

Please download and play with them and tell me which ones are your favorites (or why you hate mine).  Please also let me know if I’ve missed great ones that you use.  Happy sharing!

Press Release: One to One Global Launches MessageMaker Social, A Social Media Management System For Deploying Large-Scale Social Marketing

Boston, Mass.—July 27, 2011 – One to One Global, an interactive marketing and social technology firm, today announced the availability of MessageMaker Social™, a social media management system that allows companies to fully leverage the power of social media. MessageMaker Social enables brands to publish, manage and measure highly segmented, localized and targeted content to fans and followers across many social networks.

“As we all spend more and more time on social networks and mobile devices, it is essential for companies to connect with customers through the people, brands and local voices they already know and trust,” said Chris Heitmann, managing director of One to One’s Connect division. “To do so, they need the right infrastructure to manage a large-scale social presence–one that allows them to deliver highly relevant, personalized and localized content.”

Marketers today are facing an enormous problem implementing their social media strategies. Most have learned the value of segmenting their messages across e-mail, print and broadcast but have yet to learn how to localize and segment content across social media networks and as a result are not maximizing their investment in social.

The MessageMaker Social SaaS platform allows companies to:

  • ENGAGE WITH RELEVANT CONTENT – MessageMaker Social helps grow fans and followers while increasing engagement by letting marketers target content to specific social interaction points based on geographical, sales rep or product interest.
  • ENSURE BRAND INTEGRITY – MessageMaker Social ensures brand compliance and consistency across all your company’s Pages and accounts, while also allowing for dynamic and personalized elements.
  • UNDERSTAND ACTIVITY AND ENGAGEMENT – MessageMaker Social’s analytics and reporting capabilities facilitate greater insight into customer and employee activities and provides visibility across all social media channels helping to maximize content, campaigns and connections.

The most recent category to emerge in the social media business software industry is social media management systems (SMMS) and demand for SMMS solutions is exploding. This is due in part to many marketers realizing the need for broad and long-term social media strategies. In fact, nearly four in 10 interactive marketers have already developed a long-term plan, while another 36% plan to in the next 12 months.*

“To remain competitive, it is imperative for today’s enterprise marketers to engage in social at every stage of the customer lifecycle,” Chris added. “Successful social media marketing requires the right message, at the right time, in the right brand voice–to connect with thousands of social endpoints including employees.”

For additional information please visit www.messagemaker.com/social or follow us on Twitter @msgmkrsocial.

About One to One
MessageMaker Social is a web-based social media management system (SMMS) from One to One Connect, a division of One to One Global. One to One Connect has over 10 years of experience working with companies such as UPS, SunTrust, and Gap Inc., strengthening brand relationships by delivering measurable content, messages and ROI across a broad spectrum of permission marketing channels including social, email, mobile and apps.

One to One Global is an independent interactive marketing and social technology firm with offices in Boston, London, Singapore and Sao Paulo. Founded in 1997, the firm creatively employs digital, mobile and social media along with advanced research services to create meaningful connections between consumers and brands. One to One’s vision is to be the leading Human Experience marketing firm. For more information please visit www.onetooneglobal.com or follow us on Twitter @onetooneglobal53.

MessageMaker Social is a registered trademark of One to One Global, Inc.
*“Accelerating your Social Maturity” Forrester Research Inc., June 2011

Badges?? We don’t need no stinkin’ social badges!

In a classic scene from Blazing Saddles, a bandit says, “BADGES?? We don’t need no stinking badges!” Lately, I feel like I’m being “badged to death” as companies and brands playing off my desire to compete are offering me seemingly useless online badges if I’ll do exactly what they want.

On-line gaming companies like Zynga, MSN Games, and Kongregate have pushed the concept of on-line badges and ribbons to encourage players to play their games.  This concept was extended into location based social media sites like Foursquare where you can become a “virtual mayor”.  While Foursquare offers networking and discounting benefits, the mayorship badges again seem to be playing on our desire to compete and win awards.  It’s almost less about the discount and more about the bragging rights and recognition.

Many companies are now applying this same concept in other ways:

  • Badgeville is leading the way having created a variety of programs for many verticals including music (Universal Music Group), clothing (Bluefly), sports fans (Chime.in), and fitness (Active.com).
  • TripAdvisor.com notified me of a new program this past week where I can get a new stars next to my profile if I write more travel reviews.
  • Klout (an interesting social media rating system into itself) has a variety of badges and achievements that you can aspire to achieve.
  • Osnapz.com will similiarly provide achievement badges for social activity by measuring social media experience via points and levels.
  • Even politics is not immune to this phenomenon. Tim Pawlenty just launched a new program called PawlentyAction as part of his Presidential bid where you can earn badges and points for connecting via Facebook/Twitter, volunteering, sharing, donating, etc..

These programs all seem to make perfect sense. Companies and brands get unique engagement analytics and insights into identifying their top customer advocates.  Ideally, customers are motivated to do what you want them to do (e.g. write reviews, spend time on their site, buy things, and talk up their brand).  In addition, as Badgeville argues, “Gamification increases user loyalty” — taking your fans beyond the “like” to a truly engaged advocate.  For the consumer, it can turn even mundane activities into a fun game and a way to socially interact and compete with other people.

However, a word of caution.  Fans of SocialMediaToday.com may have noticed a similar badge and reward program on their site that was released a few months back. You received points which translated into levels for reading articles, making comments, etc..  As I was thinking about writing this article, I noticed that the program mysteriously disappeared so I reached out to them to find out what happened.  While they still believe that these reward based systems hold a great deal of value, they shared a few of the major challenges in their particular implementation and why they took it down.

  • Time to Implement:  It took almost 8 months to define the measurable actions and implement the solution.  Capturing some of the point drivers also turned out to be more difficult than originally expected.  It might have been done faster if it was a core priority, but rolling out programs like this takes a good deal of planning, programming, and testing.
  • Web Site Real Estate:  As tight as they tried to make the scoreboard, it still seemed to eat up a lot of valuable space — particularly for readers that didn’t find the program  interesting.
  • Scoring Issues:  There were complaints by engaged participants who felt that the system often did not give them proper credit.  The scoreboard was also confusing — as it showed your weekly score and rank, but your overall “level” was based upon your total number of points.
  • Value For Readers:  While there were some that got into the game, the majority of people did not.  As a site primarily targeted toward busy overwhelmed professionals looking to read good content, it was questionable as to whether people really cared about their level or the number of points they had.
  • Fake Behavior: Although the trial didn’t seem to show this, I wondered if the system caused people to do “fake things” to get points.   You could leave short comments or bounce around the site without really reading an article to help yourself level up.

In the end, SocialMediaToday.com did not see more engagement, more readers, or more comments and decided to stop it.

Personally, I think it’s absolutely worth looking at these programs if you’ve got the right audience and time to properly define and implement one.  I recommend this article by Shane Snow that was written for Mashable.  In it, he highlights four key things to help use game mechanics to power your business (read his post for the details).

  1. Start with your vision and work backwards
  2. Make a list of required user actions
  3. Motivate the most important behaviors
  4. Evaluate and adapt

Good advice to follow.

If you subscribe to my blog and like my Facebook page, perhaps I’ll reward you with a golden badge of your very own.


Originally published at SocialMediaToday.com under the title “Badges?? We don’t need no stinkin’ social badges!“.

Killer Social Media Sales Advice (Acquired From An Customer Insider)

Here’s the perfect world for today’s B2B sales guy:No Means No

  • You have a rolodex of thousands of C level executives who all know you by name and reputation.
  • Your marketing team is churning out quality leads dying to buy your product tomorrow.
  • Your product / solution is very unique and differentiable.
  • Every time you call someone to discuss your solution, they instantly call you back — upset that they missed your call in the first place.
  • Prospects immediately see the value in your pitch and are rushing to get their checkbooks out before you hang up the phone.

Is this the world you live in?  If so, please let me join you.

Realistically, sales can be painful. Cold calling involves bothering people that receive hundreds of similar calls selling similar products and solutions.  Your product, marketing materials, support team, etc. is never perfect and you’re always looking for ways to maximize our effectiveness – reach more people, find more leads, close more business.  We are all looking to rise above the noise and get people excited about what we’re selling.

As I was working to enhance my cold calling efforts, I came across the following excellent post by Kevin Doohan from Red Bull.   Kevin was kind enough to allow me to share it word for word on my blog.  I simply thought it was excellent advice that would be appreciated both by prospects, customers, and sales people (well, my competition can ignore this).

Give it a read and let me know your thoughts:

I appreciate it when a sales person is aggressive and wants to win. I appreciate it when a sales person is confident in their product and wants to be sure I get the opportunity to see it. I still feel there is PLENTY of room for improvement for most of the reps I hear from though. I decided to draft some thoughts on what works and what doesn’t here on the blog. Enjoy it! Much of this derived from actual email exchanges with identities withheld to protect the guilty.What doesn’t work are email exchanges like this:

Rep (who I’ve never met or spoken with before) email: I sent you some info last week that details how our 3 step platform can create millions of social media conversations for your brand…Did you have a chance to look at it? I know it was a lot of info so I wanted to review it with you personally. If you have 5 minutes this afternoon, I’d be happy to speak with you and answer any questions….If not, I’d love to set up time next week so speak for 15 minutes.

Me: thinking…This dude doesn’t know anything about Red Bull. This is the same email he would send Acme widgets and social media “experts” are pretty easy to find these days. No thanks.  my email response: Thanks for the email. No interest right now. All of our social media needs are being met.

Rep’s email response (canned again): Thanks for the quick reply. I understand. Lots of people say that but once they see our solution they say: “Wow, why didn’t my current agency tell me I could do that?” or “I didn’t even know that was possible to achieve.”. I’d love to set up just 15 minutes to review our solution so that you can see the difference it can make for your organization.

Me: (No response. I’m done.)

How frustrating.I currently have 800 unread emails in my inbox. I give this guy, who writes the lamest prospecting email ever, the courtesy of responding and he persists with the emails asking for an appointment. Not only is it not going to happen next week. It’s not going to happen ever. No means no. Find a better way to win clients. Do your homework.  BTW, you would not believe the firms that I get variations of this approach from. Major agencies and publishers looking for brand $$$ just do not put the work in. It’s super lame and I’m fed up with it.

The email below is an example of an approach that could work. I share it at the risk of getting 100 of these this week but I think the sales universe desperately needs some feedback from a brand.

Rep: Hi Kevin, <insert mutual friend’s name> suggested I drop you a line and ask if you would be interested in checking out our new social media platform.  I know Red Bull is doing a great job in the space with over 3.6m facebook fans and a quickly growing twitter following but are you engaging your fans as well as you could be? The recent <insert awesome Red Bull video name here> video is a great example of amazing content Red Bull has that could have a greater impact with through your social channels. I saw the video on the Red Bull YouTube channel and was BLOWN away. I wondered why it was not posted to your social channels and to the RedBullUSA.com website. Maybe you didn’t have time. Maybe you didn’t understand or see the opportunity. Maybe roles need greater clarity within your organization. I don’t pretend know what the challenge is but I’ve encountered them all.  I bet we can help and we would love the opportunity to do it.  If you can spare 30 minutes, I’d love to walk you through a solution that I think could be perfect for Red Bull in helping you maximize the impact of the content you generate from the amazing events you produce worldwide.

me: I’m likely to respond to this one. No guarantees… but the above is much better than the “I have no idea who you are but I want to show you my 3 step solution.” email.

I may or may not respond to the note above but it IS doing some important things. It is demonstrating that the seller knows something about Red Bull and/or me. It shows that the writer has engaged with and enjoyed our content. It admits ignorance of Red Bull’s specific strategy but confidence in the firms ability to grow our business.  The personal reference is especially important. I know everyone doesn’t know everyone but find a way. There is NO substitute for a referral from someone I trust.

Good luck reps. I guarantee from this point forward that if you send me something lame via email, you won’t even get a delivery confirmation receipt. BUT, if you share some awesomeness…maybe we can create some marketing magic together. I look forward to the opportunity!

Originally posted as “no means no – sales reps need to get a clue by Kevin Doohan”

Great blunt advice from someone on the other end of the phone, wouldn’t you agree?

A few of my takeaways (at least for B2B Sales):

  • Work a targeted list that you can manage vs. a list of thousands of leads.
  • If possible, become an expert on the industry you’re calling into.
  • Understand as much of your prospect’s business and how you can help them BEFORE you call or e-mail them.
  • Realizing realistically it’s impossible to become a complete expert on their industry or everything that prospect is doing, admit to a degree of ignorance while demonstrating that you can provide value to their business.
  • Not a bad idea to have a little sympathy for your prospects who may seem like he’s ignoring you (when he’s probably ignoring hundreds of people like you)

Back to the trenches….

Justin Bieber: A Social Media Case Study

As a 43 year old father of a 2 year old boy, I’m not exactly in the target demo for Justin Bieber.  I even listed Mr. Bieber (tongue in cheek) as one of my Top Ten Reasons Why Twitter is Stupid.  When my wife asked me to rent his new movie Never Say Never, I decided to try and earn some husband points and watch this monstrosity.

I admit it, I liked it!

Surprising, although I still don’t love the music, I really did like the movie.  The kid is very likeable and it’s wild to watch the sheer insanity of thousands of 13 year old girls losing their minds.  The movie also does a decent job of marketing him as a “down to earth” 15/16 year old trying to balance his super celebrity status and his desire to still be a teenage boy.

The Power Of Social Media

As a social media addict, I loved the sub-story around the power of social media for Justin.  Justin was just starting out – singing on the street with a guitar case in front of him and entering small talent competitions – when he decided to start uploading some of his videos into YouTube.  When a music producer named Scooter Braun saw these videos, he felt that the talent was worth investing in and started working with him.

Initially, the record labels simply didn’t see how they’d market him and passed on the opportunity to sign him (whoops, big mistake).  As a result, Scooter was forced to take an alternate route – leveraging social media and Justin’s willingness to sing almost anywhere.  A relatively short time later, he had over ten million views on YouTube and was signed by Usher.  After his single “One Time” and debut album “My World” was released, he had over 100 million YouTube Views. Continue reading