I have mentioned Casey Neistat and his interesting YouTube channel in the past. A year on, he has 5,902,950 subscribers which is a rather impressive following! Last week he announced that he would be ending the daily vlogs that documented his life and will now be focusing on a new project. This was obviously big news and dominated social media for a few hours.
Casey has always been consistent in always striving forward and taking on new projects. He often talked on his blogs about being fiercely ambitious.
On the back of his “retirement” from YouTube, on Monday it was announced that CNN would be buying the social media platform owned by Neistat called Beme and the 11 person team that run the app for a reported $25 million. But the really intriguing part is that CNN plan to shut down the app and allow Casey to create a new project to attract his 6 million followers to this new media company. Neistat will have full creative control, that lets the audience share “timely and topical videos” and start conversations around current events.
“Casey has tapped into nearly six million really powerful viewers, most of which do not tune into CNN,” Andrew Morse, global head of CNN Digital, told NYT. “To build this audience authentically, we believe we need to build something new.”
Casey will attempt to build engagement around news topics.
“It’s going to be very different from Beme and bigger than a single product,” Neistat told The Verge in a phone interview.
“There is a tremendous distrust between the audience that watches my content online and the information that is put out by traditional media. Our broad ambition is to figure out a way with tech and media to bridge the gigantic divide.”
Along with his own video projects, Neistat wants to find more opportunities to help his audience learn more about the world and how they can help make it a better place. He's already done this to some extent in the past, such as in 2013 when he used the $25,000 budget from 20th Century Fox to help with typhoon relief in the Philippines. He also wants to come up with a way to help the next generation of content creators use technology and find their voice.
So why am I writing a blog on this?
Younger generations do not believe everything in the mainstream media as past generations certainly did and so what intrigues me about this latest move from Casey is how will he present news / stories in a way that engages people and gets them interacting with the latest news from around the world.
Video is proving a very popular medium, as the number of subscribers to Casey’s vlogs demonstrate but I certainly can’t wait to see how he will take the opportunity of working in a big mainstream media organisation and put his unique spin and perspective on things. As a major cable TV news channel, CNN is likely trying to formulate content in a way that speaks to younger, more cynical audiences and based on his previous form of effortlessly appealing to his viewers, Neistat seems the perfect man to reach the younger audience.
I am looking forward to seeing how this devolops and if Casey can truly produce something different that influences and engages his followers.
Below I have included one of his famous YouTube productions. Looks like fun to me :)
His Youtube channel can be found here.
Social media is now part of all businesses marketing efforts but below you will find 4 reasons why using an online community as part of your marketing plan can also be extremely valuable.
Likes don’t automatically translate to more sales, so when using social media for your business you need to start measuring engagement - how often your audience is interacting with posted content and of course each other through your channel.
With Facebook, Twitter and Linkedin you are faced with a number of challenges, how do you get more visits to your page? Once they do visit, will users engage with a status update, or discuss content you have posted.
Online communities on the other hand, don't have an identity problem. Online communities are organised around clear defined goals and values. Imagine what an established online niche community offers to the business trying to reach a clearly defined audience. By engaging with a targeted community you are filtering out all the white noise and interacting directly.
So why can an online community be a valuable marketing tool for a business?
You are marketing your business to your actual target audience. Unlike social media, you know that the audience has interest in the content or message you are trying to get across.
When users use a community site, they are doing it for a particular reason, they are interested in the subject and want to learn or share information. There is no distraction of their favourite comedian or band also shouting for their attention. Reaching your audience in a targeted environment, means you can catch them when they are receptive to receiving your message.
Engaging on an online community can be risky but if you are seen to offer good service and advice, it will win you plenty of fans and impress the whole community. Communities dislike being sold to but they like being given good customer service and expertise.
Being seen to interact with a community that contains your potential customers is extremely important, online communities are a form of social media so marketing your business within a community needs to be a part of your marketing strategy. Anywhere your potential customers engage, has to be seen as a potential medium to increase sales.
Thanks for reading, please let me know your thoughts or get in touch to discuss things further.
Thanks for reading as always, let me know your thoughts on this campaign and how it was received by your patients?
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When I qualified back in the early 1990’s, social media wasn’t exactly on the radar. The thought of being able to connect with a multitude of people instantly was the stuff of imagination. The Pub was our Facebook, and the only ‘likes’ we had were the various guest beers.
Now it’s such a part of our everyday lives that normal channels of communication are seemingly used in the minority. When you can connect with the entire world’s population from the comfort of your home, and carry on multiple conversations about multiple subjects simultaneously, the days of popping out for a beer and a chat with a mate seem numbered.
But what about the social etiquette, and more importantly the professional etiquette we employ when online? The GDC have standards that we should adhere too, and indeed GDPUk is actually specifically mentioned in them such is the impact social media has made on the profession. Specific specialist sites like GDPUk aren’t generally the issue, and whilst there are sometimes a few comments made that might get the GDC or lawyers a trifle interested, these sort of sites are generally appropriately populated and commented upon.
The problem are the wider platforms especially those such as Twitter and Facebook. Some users don’t seem to get the fact they are in no way whatsoever a place to remain private and anonymous despite what you might think.
Whilst the ‘more mature’ professionals seem to have the general hang of the way we should conduct ourselves, I worry that some of the younger members of the profession haven’t quite got the gist of what being a professional is yet and how they should present themselves in public to the public. Because no matter what steps they take, if they have a social and professional presence on media like that, they are well and truly exposed to public scrutiny.
There are a multitude of Facebook pages for Dental matters. Some are better than others, but all suffer from the same fundamental problem. They are not private. In order to use them you have some sort of visibility. For instance, if I wanted to discuss a case over a beer in the pub with a mate, I wouldn’t be doing it whilst posing in a mirror with oiled muscles. But that’s what communicating with some of the personas on social media is like. Some of the fairer sex seems to be somewhat less than modest in their attire on occasion, and one has to wonder if this is what the public expect of its professional classes. A couple of clicks and you generally have a range of private information about ‘friends’, particularly the more self-obsessed ones.
What about commenting into the perceived anonymity of an electronic device in such a way that you wouldn’t do in person? I’ve witnessed many an argument that would never happen in real life due to the social ethics the majority of us have; but once in the safety of the digital world the ‘keyboard warriors’ tend to lose all sense of propriety and the moral compass seems to have lost its direction. And then there are the artists of self-promotion who feel every other comment has to be some form of pseudo advert for a business venture, or course you can’t possibly miss. I’m becoming guilty of the last one as my Twitter account now is used almost solely for the promotion of this blog and GDPUk. You see, the boundaries of who you are as a person, and who you are as a professional are becoming so grey with social media like Facebook that it feels safe to make that sort of comment, and think there is no comeback.
Finally, there are the vast numbers of photos of patients and cases that we see bandied around social media. The GDC is very clear on this, in standard 4.2.3, where it states ‘You must not post any information or comments about patients on social networking or blogging sites’. Period. We can use ‘Professional Social Media’ but social networking sites are a no-no according to the exact wording. Personally, I think the GDC are possibly a little behind the times on this, as there are a good number of very good Facebook pages where some quite good discussions take place; however it remains to be seen if the GDC feels this is ‘professional social media’ when used in this way, as after all, they are the ones who get to decide….
The big problem though is that many people forget just what can happen to these comments and photos once they've been posted.
I’ve heard stories of people using screenshots of comments made on social media and then threatening to use them as evidence to send to the GDC. Screenshots can be shared outside the domain we think we are posting in, and as such can be disseminated far more than we might have considered when we posted. Unfortunately the self-righteous are rife on social media, and often mistake what is only free speech for something to get offended by, and take draconian steps.
I’ve seen the fallout when comments in a public section of a site then get even nastier privately; and I’ve seen wholesale bar-brawls break out in some places (although they’re usually involving musicians ? ). This is like taking a voice recorder or video camera to every meeting you have with a professional in case they say something that offends you so you have evidence and can report them. Since the GDC love nothing better than a good old Fitness to Practice case, we need to really be aware of what we put on social media, how we do it, and the persona we use on there. I think it is only a matter of time before there will be a full-blown case against a registrant involving some indiscretion or inappropriate comment on social media.
Now I’m no Luddite, prude, or some ‘holier than thou’ observer; as a forthright Yorkshireman I tend to say how it is and if you don’t like that then that’s your problem not mine. I’ve got patients as Facebook friends, and I tend to be exactly the same person online as I am in real life. I’m aware that anything I say there is something that I should be happy to share in a professional environment. I’m a real person and don’t have any airs and graces or chip on my shoulder that mean I think I’m some sort of superior being because I’m a dentist. But I can’t help thinking that some of the comments, personas, and attitudes we see as the public face of some of those in dentistry give the GDC every right to be concerned about the public perception of the profession, because if people can’t differentiate between a digital persona and a real one when they are posting then they really do deserve the attention of our regulator. The rationality and politeness filters seem to disappear from some of our profession when they get infant of some kind of keyboard. Couple all this with a competing bunch of the self-righteous, and the self-obsessed and we have a recipe for the profession to start imploding.
It certainly feels like it is one rule for the GDC and one for us where social media is concerned; the sheer fact you can ‘like’ the fact a colleague has been struck off, suspended etc, is not what I call professional. There’s also no associated comment when a colleague has been exonerated, like in the case of the Scottish dentist Keith Watson, who then attempted to take a vexatious patient with an apparent history of suing dentists, to court for defamation, which unfortunately he has had to abandon at great financial cost to himself.
But, this case shows there can be huge good come out of social media and its immediacy. In the space of less than 24 hours a fund had been created to support Dr Watson, a newly qualified member of our profession who would no doubt be financially challenged by a huge legal bill this early in his career.
http://www.gofundme.com/keithwatson Not only that, the messages of support for Keith have been flying around social media all day and latterly on GDPUK itself. When used appropriately then, we have a fantastic medium to help people.
We need to embrace social media as its here to stay; it can be hugely useful, and massively informative; but we must use it appropriately, and think about the consequences of our presence in the virtual world. That’s what it means to be a professional.
“An impression (in the context of online advertising) is a measure of the number of times an ad is seen. Clicking or not is not taken into account. Each time an ad displays it is counted as one impression.”
Over October 2014, banners on our site received over 1.6 million banner impressions. This meant our 20 advertisers (in October 2014) received an average of around 80,000 impressions each. Some advertisers in prominent positions on the site received more and others in less prominent positions received less.
We don’t believe there are many other places in the dental sector where within one month your brand, product or service can receive 80,000 views. If you advertise in a magazine or exhibit at a dental show, will your advert or stand be receiving 80,000 views?
We believe we are the prominent place for companies to reach their target audience. We can help you reach dentists. Over the last few years we have helped companies with all of the following. We would love to help you make the right impression in 2015;
Please get in touch with us and we will be happy to discuss how you can receive an average of 80,000 impressions in a month. In 2015 dentists will once again increase their usage of social media platforms (gdpuk being one of them, according to the GDC!). Can you afford to miss out? Speak to us today and we can help you make the impression you are looking for.
give him a call 0161 270 0453 or 07786571547
I’m sure when you think of Facebook Advertising you probably think of having to post all the time and interact with your friends or the people who have liked your Facebook page, which by and large it is, but there is another way to manage Facebook Advertising.
As I mentioned in a recent blog, Facebook recently became a publicly listed company, which means that is now has to answer to its share holders, and they are interested in just two things (a) increasing their share value and/or (b) getting a regular dividend.
In order to satisfy this requirement, Facebook has suddenly become very business minded and they now offer a wide range of advertising opportunities for the likes of you and I and Facebook Advertising has become a very good and relatively cheap way to get your message out there.
To advertise on Facebook you have to have a Facebook page and of course be the administrator of it, but you don’t have to post regularly on it, the advert will do the job for you. Facebook Advertising works very similarly to Google PPC (per per click). This means that whenever someone clicks on your advert and is taken either to your website or to your Facebook page you are charged a fee.
Compared to Google this fee is very reasonable (usually about a quarter of the price), however it has to be said, it will never be as targeted as Google is simply because there is nothing that is as targeted as Google Adwords.
However if you are trying to reach a particular group of people with a particular profile, Facebook advertising (PPC) is very, very good.
With Facebook advertising you can not only decide which area you want to aim at e.g. your postcode but you can also target whether the person who sees your advert is female or male, what age group they are, what is their marital status (even if they are engaged). You can specify particular interests they may have.
So for instance you could run an advert that will only be shown to someone who is female, who is between 25 and 35, who is engaged, who likes dogs, who likes going on holiday etc. etc.
There are no other platforms that will let you get down to this level of detail for display advertising (Google is search advertising). You can set up a Facebook Advertising campaign for just a couple of pounds per day and so long as you get your targeting correct it will almost certainly pay for its self.
Facebook advertising is also the quickest way to get people to like your Facebook page and the best part is that you will only be getting likes from the people you are directly targeting, as opposed to buying likes from disreputable sources (don’t touch them).
The best thing about Facebook advertising is that you can send traffic from Social Media to your website with is where you ideally want people to go.
Food for thought from the Bank of England:
In the week where the UK dental industry was tied up at the NEC, the Chief Economist of the Bank of England gave a question and answer session to the world using the medium of Twitter. It appears he made a good job of it. Some commentators criticised the fact that the answers were standard PR fare, but others realised he did, in fact, release some crucial financial information.
Other companies in the world of high finance feel forced by their regulators to only release critical news via official channels. Twitter does not count as "official".
So did the Bank of England break its own and other regulator's rules? Newspapers were once new, as were radio and TV, the world realised these were tools of communication, and engaged with those media.
Let's turn to the consumer field, where large retail and customer facing companies use Twitter and other social media to enhance their customer service operations. They have teams of people, sometimes responding 24/7, to show that they are giving the best customer service and that they are listening. Ask a few people at Dental Showcase, I did, and they all have a story. "My train was cancelled, I had paid through the nose in advance, and I missed a very important meeting, what will the railway operator do about it?" Or " My heating is broken, we have a small baby, an engineer to fix our heating in seven days time is not good enough".
Do have a look in the social media - those two comments are only a small example of the complaints aired daily, and addressed to the relevant companies. In those cases Virgin Trains and British Gas did reply, and fixed the problems rapidly. The responding company hopes the complainant returns to the same social medium to say how great the service recovery was.
So, back to dentistry.
Dental practices and their teams do face the social media and partake, they take the risk that a complaint may be aired, but they know they must respond to this, and respond seriously.
However, some of the dental industry are scared of GDPUK, on whose website you are reading this blog. GDPUK gives dental professionals a platform to tell their colleagues [and only that limited group] when they have had great service, and that sort of comment is rewarded by a magnified, greater uptake of that service. I know this is a true fact.
As well as sharing all sorts of news, information, questions and experiences, some dental professionals use GDPUK to tell their colleagues when they feel they have had bad service. Sometimes the complaint is only about what is perceived as poor service. The effect of this can be magnified, in the world of the isolated dental professional, when two or three other fellow professionals appear and confirm they too have had the same less than perfect experience. This is the power of the internet in the modern world, we all know it allows us to rapidly compare prices, compare services, and read reviews. Surely the winning technique for the dental companies, and other small businesses the world over, is to monitor those media, and if a problem occurs, respond in that medium, and try your best to give the best service possible. This could be a winning formula and may lead to positive results, and positive feedback, which in turn will create more sales.
I am convinced the modern companies who adopt this approach will be the winners in the long term. Censorship cannot win, but open-ness will.
Blog image by Gord Fynes, @gordasm. With thanks.