Before you read this blog entry, have a look at part 1 of the video magazine at us.hudson.com. I’d love to know what you think of it. For curious interactive marketers and other onlookers I’m about to outline the rationale of the project, its background, challenges, triumphs, and next steps. First though, would you write down your unbiased answers to these questions?

Your First Impressions

• Did you have any problems viewing or hearing the video?
• Did you watch all of it, or did you bail out?
• What is the point of the video?
• Are you enticed to view the rest of the series?

I’d really appreciate it if you’d leave your answers in the comments on this post. This has been quite a learning experience for me personally, and your comments will just add to it.

Making the Case for Web Video
In April of last year, our global marketing team convened to discuss new media and the social web phenomena. At the time, recruitment on Second Life and MySpace was grabbing headlines, while YouTube and blogging were creeping into corporate communication strategy. The common themes were transparency, authenticity and audience control of the message.

On a limited budget we agreed to test one or two new media channels to begin to participate in this movement. While not ideal to choose a channel before defining goals, we knew that a certain amount of experimentation would be required to remain competitive. Over the next 6 months the case for web video became clear - instead of writing about the “professionalism” of our people we would let their stories demonstrate it.

Enter Cantaloupe.tv
After speaking with a few large agencies who wanted to charge high-end video prices to execute for the web, I was referred to Cantaloupe.tv. Jon DiGregory, one of Cantaloupe’s founders, pitched “disposable video stories” that would be compiled into an online video magazine. What Jon meant by disposable is that the relevance of web video only lasts for a short period of time similar to magazine articles. To attract viewers, the stories should be short and frequent. Jon advocates low budget, medium quality, documentary productions that revolve around the real story. After I looked at a few other client examples of reality shows, I knew we had our video partner. Taking a leap of faith, we decided to build a 12 part video magazine throughout the remainder of this year and into 2009.

Defining the Story
The first task was to define goals that we wanted viewers to take away from the videos. Cantaloupe facilitated a story building session with our marketing team and members from the business that revealed scenarios we could use to build episodes. We decided to focus on one line of business at a time starting with Hudson Legal. The result was a well defined story document that will drive the shooting of our first few episodes.

Shooting and Editing the Video
With a producer and one videographer we shot our first production at a meeting in Philadelphia in early March. As expected, the team being filmed was uncomfortable at first. After a while though the camera disappeared and they were able to function more naturally. The confessionals within the episode laid the groundwork for upcoming shoots and prepped the team for what’s to come.

Editing of the video went through March and into April. The amount of editing between the marketing team, the business leaders, and Cantaloupe surprised me. Getting a video production that everyone is happy with was VERY time consuming, and one of the hidden gotchas of this project.

Framework Build-out
Once the heavy lifting of creating the web video was complete, we needed to integrate it into our websites. The online magazine framework provided by Cantaloupe would be right on our homepage where a static graphic billboard had previously resided. Our theory, of course is that its prominent location will drive the most views and entice users to interact with the rest of the site. We also will feature the videos on our microsite home pages for our different business units when they are featured within the video.

Post-Launch Activities
Now that the first episode is live, there is still plenty to do. In follow-up posts I will discuss our email marketing strategy and some of the reactions, questions that arise as we go down this path, and likely the ROI of all this effort. As we speak, we already have seven tapes worth of footage ‘in the can’ that will comprise episodes 2 and 3.

Check out more of the Poetic Prophet, m0serious on YouTube. He raps about the nuances of Search Engine Optimization, paid search, and link building and campaign conversion. I actually get more information out of listening to his raps than most “real” webinars. I think it’s because very few words must be chosen to get across big ideas. This is not a skill most public speakers have mastered.

Hat tip to Ann Handley of MarketingProfs.

At least that’s what I take away from Lauren’s latest post in Wired and Hired. When comparing her female candidate interactions with male counterparts, Lauren had this to say.

Unexpectedly, I find men are more difficult to deal with when it comes to the prospect of leaving their “homeland”…I have a male candidate telling me he can’t move because he needs to be around people who understand him and that he can’t go anywhere where he doesn’t have friends.

I’m not actually surprised that this is what she finds as a recruiter. I’ve seen plenty of guys who cling to friends as their source of identity and comfort. Similarly, with wanting to be near your family, hometown, favorite sports team - whatever, men often struggle with leaving the comfort zone to get ahead.

Lauren’s got some harsh words for us more sensitive types. Get a load of this riff:

…I don’t even want to send you to my agencies at this point because I get the feeling you are going to try and make them have cry circles after work where you discuss your feelings. Weird. You should have known when you got into this business that it would require moving at some point. However, don’t call me telling me you really want a job, anywhere, and then when the client is interested start pouting and giving me your stream of consciousness over the phone about all of your insecurities. I do not specialize in breathing exercises and co-dependency management. What I do specialize in is getting you a job that translates to a promotion and more money…

Wow Lauren! When it comes to being a recruiter, if you have to read a guy’s ‘feelings journal’ and get them to leave it on the night stand before an interview, you should do it. Good luck finding candidates that need no counsel when making a job change.

To the male job seeking masses, the tough love should be a point well taken. We are competing against strong candidates who will do whatever it takes to get ahead. So, take off your diapers and stop your whimpering when it comes to moving. If you’ve made the decision to change your life to get a new job, what’s the big deal about changing your location?

HELP! I’ve decided to open up my blog development inadequacies with posts that help me get little annoyances on my WordPress blog fixed. I’m not a web developer and never will be one. I like to tinker with a lot of things and I get backed into corners that I don’t know how to get out of. Sure I can Google with the best of them, but there are times when you just want answers.

So, I’m going to make posts that spell out the issues I’m having, then link back to the post from development forums so that potential helpers (be it smart marketers, developers, garage-bound computer nerds, whomever) can get all of the detail they need. I’ll be happy to post the solution to the issue and give the fixer link adoration.

Today’s Problem: No descriptions beneath my page listings on Google.
I’m using the All in One SEO plugin on WordPress. Currently the All In One SEO plugin is version 1.4.6.7 (just upgraded from 1.4.2, would that fix it?), and the WordPress install is 2.2.2. I don’t understand why there are no Google descriptions as they do show up in the meta description of blog entries and even the static homepage of my site (View Source on them to see what I mean). Is it that there is something messed up with my code, some kind of plugin conflict, or perhaps Google is not creating a description for some other reason? I know Google doesn’t rely just on the meta description.

Have a look at a nice example of a job ad that reflects very well on the staffing industry. Jim Durbin posted this ad on his blog and tweeted it out to his network.

VP Marketing Role In St Louis

The job ad has the following things that all staffing firm recruiters could do:

1. Admit right up front the relationship between the recruiter and the client. For seekers really naive about recruiters, it might even be good to link to a definition of contingent search.
2. Make a short statement about the company in your own words instead of some marketing boilerplate about ’startup with IPO potential’. Jim really builds trust that he has a relationship with the client and has internalized it enough to boil it down to a meaningful synopsis for his candidate audience
3. Contrary to conventional wisdom, Jim doesn’t bother with what’s in it for the candidate. He goes right in to ‘What I’m Looking For’. It actually better reflects the fact that recruiters are acting as candidate agents with a responsibility to present the best/right fit for the job. You get the feeling that what he’s looking for isn’t from some internal job description that lists one hundred requirements and ‘desired skills’. He has crafted three profiles from his candidate research that he can effectively sell into the client.

Perhaps if Jim were working for a large staffing firm, or if this weren’t a VP level job, his approach may have been different. Maybe he wouldn’t have had as much knowledge of the client. Had this not been for a marketing job would he have taken the same approach? I’m not sure. It does strike me as a much stronger case for working with a recruiter than the majority of the schlock out there.

This work-from-home guy’s birthday is coming up April 2nd. If anyone at Hudson actually reads this blog, you might want to watch this lovely vignette from our friends at CareerBuilder. My Workplace Worth suggests that I should ‘cut my losses’. Not that I want the stripper to bust out of a five layer cake with a gold plated watch, but c’mon people. Chocolate Fountain!

I’m growing weary of reading information created by the entire marketing consulting world. From self-pronounced social media experts, to agencies, to marketing vendors who blog, to the hundreds of marketing newsletters offering ‘5 ways to energize your online, social media marketing, personal branding spend, strategy ROI’, to mainstream magazines. It’s becoming overload. Don’t get me wrong, I’ll continue to find and follow more pundits. What I find myself searching for are people like me.

I want to find some people who attend conferences, not speak at them. People who read books, not write them. People who are building interactive marketing strategy for their company, not giving advice to others. This is an open call to all internal marketers to connect with me. Why? I just want to read your tweets and your blogs as you build your strategy. I just haven’t found you very easily on the social networks - especially Twitter, Facebook, and the blogosphere. But, I haven’t really been looking that hard either. All of the consultants flood the airwaves with their self-promotion so you haven’t been served to me on an over-tweeted platter.

So, today I started with a simple Google on ‘CMO Blogs’. I found this article from 2006 (*now that’s old news*) by Mario Sundar on Top 10 CMO Blogs. So now I follow Mario - the online Community manager at LinkedIn who writes an excellent blog. This led me to Eric Kintz who blogs about his work as a marketer at HP. He also wrote an informative post on why blogging as a marketer matters. That led me to dig into the work of David Churbuck, who blogs about his marketing efforts at Lenovo. He kindly outlined his thought process into his online strategy for the Lenovo 2008 Olympics sponsorship. He built a bold athlete 2.0 strategy that has value at its core, rather than overt company sponsorship.

Well, that’s my web wandering for the day. If you are out there, I’d love to connect with you, oh Internal Marketer. Here’s my criteria for the best connections.

Apparently the future of customer relationships is empowering the rank-and-file to act as a conduit of the brand message within the online socialscape. This is suggested in a Wall Street Journal piece via Scott Monty. If that be the case, and we also agree that the job is less about ‘managing the message’ and more about interacting in the community on behalf of the company, then marketers better get into the education game quickly. We need to become fluent in online community and social media to the point of being able to teach it to the rest of our organizations.

Here’s a case in point. My wife wrote a scathing rant on her blog about an awful experience with our local Sears retailer. She followed up that missile with the typical phone runaround with varying levels of drones and retail managers until the issue was resolved. It is likely that this heated piece of prose will sit in net space for a long period of time, in all of it’s Google-optimized glory just waiting for other outlets to pick it up. Were the marketing team within the Sears hierarchy able to train every employee to use Google Alerts to find these gems, the response could be swift and genuine. We need to train our people to fight the company’s battles on the customers’ turf, out in the open. Those that do so, ultimately are going to win. There is a HUGE opportunity out there for new tools and new roles in teaching every employee to do social-media marketing. The content must shift from ‘What is Facebook, blogs, wikis, etc’ to ‘How to respond to a negative blog post about our company’.

I could not help but be drawn into the story line of this viral campaign. You have got to see this and try it for yourself. I sent the piece to myself so you could see it in action here:

Dead Man Blogging

Let me know what you think (beside how disturbing the actual message is).

People work for bosses not companies. Today, that sentiment is more true for me than ever before. When the leadership team asked Rick Gray to emcee the annual Sales Awards conference I bet they thought he would have a humorous quip or two. Or maybe he would throw squishy balls with the Hudson logo into the audience (we are from the marketing department you know). I doubt that ANYONE would have expected this. Take a look at what someone caught on their camera phone.

While the song certainly has no chance for American Idol, it does show me a person willing to be creative, gutsy, and unafraid to shake things up. How could others in the crowd not be motivated by a fellow employee on fire for his company like that? That’s exactly the kind of person I like to work for. Nice job Rick!

This post also has me asking the inevitable question about whether or not to blog about my boss. This same question arose for Tiffany Monhollon in her post titled Is Your Boss Reading Your Blog?. She covered my sentiments very well:

I will also tell you that if I didn’t have a great relationship with my boss and know that he fully supports me as a person as well as the entirety of my career, I probably would have had a bit more pause in my decision. But in the end, it turned out to be the best move.

Learning about social media has been a good time for both of us. It has been one of the most challenging projects in my career. Why not blog my boss’s first public appearance on YouTube? We haven’t figured out the power of that medium yet, so we’re going to start now! If you like his song pass it on.