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Don Schindler

Executive Reputation Coach & Digital Marketer

Category: marketing (page 2 of 9)

How do you make a movie with the iMovie App on the iPhone 6?

I’ve been getting a lot of questions about content (mainly video) recently – probably because I’ve been encouraging people to use video more and more since the social networks are making video more popular than ever. So I wanted to show you how to make a simple movie or video using the iPhone 6 iMovie App.

This is mainly just images but I thought that would be the easily way to show you how to do it. And I like “How To” article that are mainly pics and just a bit of text.

With this article I’ll be building a quick tutorial on doing a “talking head” video with added B-roll and photos. It’s not as hard as it looks and the software is very forgiving so why don’t you give it a try! The video is above.

 

01-imovie-open-app

Open the app. Click the Plus on the bottom right.

 

02-imovie-select-movie

Select Movie instead of Trailer. Trailer adds movie trailer like sequences to your iMovie. Sometimes this is a lot of fun.

 

03-imovie-select-style

Select Your Style. I like Modern.

 

04-imovie-touch-video

Touch the video/music icon on the middle left.

 

05-imovie-click-all

Click all to see your movies.

 

06-imovie-select-video-to-edit

Select the video you want to edit.

 

07-imovie-select-download

Select the download button to get it into the iMovie program.

 

08-imovie-scroll-right

Scroll all the way to the right. Hit the “Play” button to watch the movie play.

 

09-imovie-select-timeline-adjust

Where the arrow is pointing is your timeline – touch the video and it will highlight in yellow.

 

10-imovie-trim-start

Trim the video bar by touching the video and dragging the thick yellow bar over. You’ll also notice an option menu at the bottom of the program.

 

11-imovie-detact-audio

With the video highlighted, select the scissors icon and then “Detach”. This will remove the audio from the video section. You should see a blue line representing the audio track.

 

12-imovie-audio-separated

With the audio track separated, you can add what you want to the video track like photos or other B-roll video.

 

13-imovie-add-name

Let’s add a name. Listen to the audio and select where you would like the name to disappear. Click on the video and then click Split.

 

14-imovie-select-text

Then you’ll select the frames you’ll want to see the text on. Select the “T” icon and then the style of text action and the location of where you want the text to be. I selected Gravity Style and Lower location.

 

15-imovie-type-text

Next you select the text that shows up on the video screen. The keyboard will appear and you can type what you want.

 

16-imovie-add-broll

Now we can add B-roll. Select the location to add the video just like you did before. Select the Scissors Icon. Select Split. Select the Video/Music icon and then add the video you want.

 

17-imovie-select-dissolve

Select the “Dash” icon and then select the action buttons for “Dissolve”. You can pick what you want but dissolve seems to work the best for B-roll.

 

18-imovie-select-broll-audio

Now we need to remove the B-roll audio. Select the added B-roll frames. Select the “Scissors” icon and then touch “Detact”. Once you have the second line of audio (below your first audio track), select that one to highlight yellow and then touch “Delete”.

 

19-imovie-match-audio

This is probably the hardest part of doing video. You need to match the audio track and the video by dragging the video track of the frames after the B-roll. This will take some time with trial and error. CHEAT TIP: You can scroll back and forth from the end of the video to where the B-roll is and trim the video so that the end of the video matches.

 

 

21-imovie-fade-to-black

We’re almost done. Now let’s add a “Fade-to-Black” at the end of the video. Scroll to the end of the video and select the “Gear” icon at the bottom right.

 

22-imovie-fade-to-black-switch

Pretty simple. Just slide the switch for “Fade-to-Black” over.

 

23-imovie-name-movie

Now let’s name the movie. Select the left arrow to go back to our project name. Select the text in the center and it will bring up the keyword. Delete the fake movie name and type what you want.

 

24-imovie-save-video

Save your movie by touching the upload button.

 

25-imovie-select-video-save

Select where you would like to place your movie. I always save to the phone first.

 

26-imovie-select-resolution

Select your resolution and Ta-Da, your video is done. I would recommend saving anything worth keeping to higher resolution. Quick videos that aren’t keepsakes can be just large format to save space.

 

That’s it. If you have any questions or need some clarification I would be happy to help. Just leave your questions in the comments or you can hit me up on social media.

Below are videos I’ve made on this  as well.

How to start a project in iMovie

 

How to do basic editing in iMovie

 

How to  add b-roll in iMovie

 

How to add photos in iMovie

 

How to add and edit text in iMovie

 

How to save a video from projects in iMovie

 

 

Is blogging dead in 2015?

No, it’s alive and well especially in agriculture.

Blogging isn’t dead even though the big names in marketing and tech claim it to be almost every year. Here’s one from 2012 / Fast Company.

blogging-is-dead-fastcompany

Blogging is dead via Fast Company

And then this year, supposedly it’s doing great.

bloggins-is-alive-gigaom

Blogging is Alive & Well via GigaOM

Of course the company, GigaOM isn’t. But that’s beside the point.

When it comes to reaching out to our customers, farmers want to know if they should spend time blogging. I get this question a lot from farmers when I’m on the road teaching digital marketing.

My answer is always the same. Yes. Yes, you should.

“Why?” asks the farmer.

I have a lot of answers to that. But for this post I decided to reach out to ag bloggers and see what keeps them blogging and doing this kind of digital outreach.

Here’s one of the biggest reason of why you should be blogging.

People go online looking for information about farming if they don’t get it from us, who will they get it from? The number of people who want simple agricultural information is astounding and I personally want it to come from credible sources.
Janice Person – http://janiceperson.com

The farmers are credible sources of agriculture information.

Other reasons to be blogging is that all that time you spend in social media is great but you should be housing all of your photos, videos and longer text format in a place you control. Facebook’s posts and Twitter tweets are fleeting and get lost in the ether.

Why would you take all that time to craft something so beautiful to let it be lost?

Another reason is that the search engines especially Google still love blogs and give them a lot of credibility. Blogs are workhorses of the search industry. Many of the major news organizations nowadays were once just blogs (and are still structured that way).

“OK,” the farmer says, “I’m convinced that a blog is the way to go. What should you write about?”

Ranchers/farmers don’t necessarily see their daily lives as unique, and sharing the simple things of country life tend to be overlooked, but I can’t tell you how many times readers have asked how far to the grocery store or gas station, how do all the vehicles keep running or why do we have so many, can I get take-out? Lots of the daily stuff is worth blogging about, just because we understand it’s an hour to town, doesn’t mean the readers do! Sure moving cattle is a highlight, but most of the year, it’s Life that takes up my days.
Carol Greet – http://reddirtinmysoul.com/

 

I don’t think you need to just focus on the farm…snippets of the life of a farmer are good, because it draws in more of the non-ag audience. It’s good to write about things they can relate to, and to build relationships…that’s when you become their trusted source.
Carolyn Olsen – http://carolyncaresblog.com/

I’ll bet you that when you attend a city event and people find out you’re a farmer you get a barrage of questions.

  • What’s the difference between conventional farming and organic?
  • What do the cows eat?
  • Why do you take away the calves from their mothers?
  • Why do you live on a farm?

If you are looking for blog topics, you can also just use Soovle and it will help you see what people are searching for around your topics. Soovle will pull the auto completes from Google, Yahoo, Wikipedia, Amazon, etc…

Then the farmer asks, “How do you go about starting a blog?”

I’ve got a quick “how to blog” on my blog and some 13 best practices  but there are many different ways to start a blog and tons of people writing about how to do it.

But some good advice came straight from the farmers.

I suggest that anyone who wants to start blogging have 10 posts wrote before they launch. That way when they get busy they can use something they already wrote to keep their momentum going.
Plus if they can’t get 10 posts wrote in the first place, they can decide if maybe blogging isn’t their thing after all.
Carrie Mess – dairycarrie.com

 

Find a good blogging planner. My resolution for 2015 is 2-4 posts a month and I’m hoping a planner will get me there!
Brooke Behlen – http://meetyourbeef.com/

 

Your own blog helps you write about your passion. It will keep you interested in blogging.
Judi Graff – http://farmnwife.com/

 

Do something simple. Don’t worry about making a post the definitive post of all posts on the subject. Non-farm people are often fascinated by things we thing are mundane.

Brian Scott – The Farmer’s Life

But if you’ve tried blogging and it just wasn’t working out, don’t just give up on online communications. We definitely need your voice out here.

Are there other things besides blogging – yep! Try video or images.
If writing isn’t your thing, think of moving to YouTube. The second most utilized search engine is YouTube. Find YOUR way and don’t think you have to follow others.
Katie Pinke – http://thepinkepost.com/

 

Visual definitely makes a difference. Sometimes just a photo, sometimes photos illustrating, sometimes just a photo along with the article. I usually aim for 1 if under 400 words, more if over to ‘balance’ it or if needed to explain something.
Jan Hoadley – https://slowmoneyfarm.wordpress.com/

Again, blogging is a powerful tool to connect with your customers. You can pass along insights about life on the farm and how you farm as well as the commonalities you share with them.

Your farm voice is one of the most important communication tools ag has and without it other voices will fill the void and the imagination of our customers. You can set the record straight and build strong relationships with the people that trust you to grow their food.

If you have any questions about getting started or getting back into blogging, please let me know. I would be happy to answer them. You can leave a comment below or just hit me via Twitter or Facebook.

Can half a second on your website determine the trust of your brand?

judge your website in 50 milliseconds

Image courtesy of stockmonkeys.com

Our guts are pretty good indicators of trust. In fact, humans are hardwired to read a situation and come up with an impression in just 50 milliseconds. We get this “fight or flight” ability from our ancestors.

While not everything is a death threat, we use this ability without much thought to it.

So let’s talk about this “fight or flight” in reference to the internet.

When we are looking for a specific answer to a question, most of us trust Google (about 65% of searches start there) to deliver a website that will have the answer.

We scan the results quickly and decide to click on usually the first couple of links essentially our first impression.

Everything on the page (design, user interface, then content) will determine whether we believe what they say is true or we’ll bounce back to the results and click another link.

How you can adjust your website and online image to maximize your potential trust with a user was a SXSW workshop by psychologist and technologist, Vanessa Van Edwards.

Her workshop was called “Digital Body Language” and here’s what the description was:

digital-body-language

By the end of this blog post, you’ll know why this image looks this way.

“You have 0.05 seconds to make a good first impression online. In those 50 milliseconds you have to hook someone and convey your brand messaging, encourage clicks and build trust. Most important, this happens before a user reads any of your content, headlines or descriptions. You have to capture their attention with your website’s nonverbal cues or your digital body language.

Whether you run a business, work for a corporate brand or just want to better understand online human psychology this workshop is for you.

As a human behavior hacker, I’m going to show participants how to use the latest groundbreaking research to optimize advertisements, websites, social media profiles, online videos, print materials and emails. We will cover a wide array of online human behavior science such as:

*Using eye patterns to know how a user consumes your content.
*Using images congruent with your branding.
*The science of color psychology on customers and readers, and applying it to your brand’s online presence. Simple changes to your website like colors, text on buttons, people images, etc… can have a dramatic impact on its ability to convert customers and leave the best impression – in only 50 milliseconds.”

Her goals for the workshop were pretty simple.

  1. Be aware of what’s influencing YOU
  2. Take control of your cues.
  3. Supercharge your non-verbal branding.

Here are my notes from the class.

Vanessa Van Edwards has based her career on science-based application of 2400+ human behavior studies.

When people first meet you, they are sizing you up with many determining factors much like they do online digital presence.

These non-verbal cues are 12-13 times more powerful than the accompanying content.

So in other words, if you have all these awesome accomplishments on your LinkedIn profile but you have a bad head shot – the head shot will be more effective at trashing your reputation. I’ll give you points from her class on how to improve your head shots down below.

You must make sure your first impression does everything to build your trust indicators, your personal brand values, your credibility and your memorability so people will feel confident in making a decision in selecting you and your company.

Now what makes up your digital impression?

First, you do a Google search.

When people type in your name, what comes up?

Remember to logout of Google or use a different computer than what you normally use because search engines hold on to results so the results will be based on your history not what’s currently available.

Now what pops up?

Your websites, your images, your videos, etc…

don-schindler-google-search

Search changes all the time.

All of these should leave a good impression of you – we’ll discuss more of how these images will look below.

Let’s dig into the links.

If your first link is your company website, there might be little you can do to control the environment that surrounds your head shot and biography.

But maybe you can. You can send this link to your website designer and they can make sure they have incorporated some of these tactics on your website.

When it comes to a digital presence of your company, the first impression is made by your website. On it, users will find your logo, the colors and fonts, photos and/or video, user interface like search box and navigation.

This is what users expect and if things are missing or in unusual places, this will question the credibility of your website – even before they read a bit of content.

So how do you know if your website is trusted?

There are several different ways to measure the effectiveness of your website and I recommend that you have goals set up in your Google Analytics to do this.

But if you don’t have them set up, you can go into your analytics and check out if users are clicking on the right links, if the Bounce Rate is too high (I like to stay lower than 50%) and Time on Page is to low (more than 2:30 minutes would be great).

Users should be clicking on your Call-to-Action – if you don’t have one then I honestly don’t know why you have a website. Most Call-To-Actions I set up are Buy Buttons or Sign-Up for Email buttons. Goals are based on the Thank You Purchase Page or the Thank You for Signing Up Page.

There are also some tools like trymyUI.com that can help you get feedback on what people think of your website.

And don’t get me wrong – text on the page is very, very important but it’s usually what people look at last after they quickly scanned the page for signs of trust like testimonials or third party logos.

Make sure the text you have is positive as this can lead to prime people to believe what they see on your page – negativity breeds mistrust of others but will affect your brand.

Now once they’ve decided to look over the page, what are some important elements that people will focus on?

People’s faces.

Yep, our brains are wired to look for the human face and then the patterns on the face (even when you physically can’t recall seeing the face you will have an impression about it).

Once we have recognized a face, we will quickly analyze their expression to see if they are friend or foe. And since we all study human faces all the time, we can easily pick out what they are feeling. In fact, there are a few expressions that are involuntary that we pick up right away and they can help or hurt your website’s credibility.

Vanessa went over three common expressions that influence trust and they are:

  • Contempt – a smirk or raised angle smile will cause mistrust.
  • Happiness – an honest smile will have crows feet in the eyes. Fake smiles don’t and can help just as much as contempt.
  • Fear – if the user sees the upper whites of eyes (even if the face is smiling, it will seemed forced).

contempt-twitter

Check out the pictures on your website of people. Get rid of the fake stock photos and put in some genuine happy faces.

Next is the gaze.

Vanessa wanted us to know that there are particular ways that people look at other people as well as looking at websites so there are multiple ways you need to take gaze into account.

First is how people look at your website.

They use an F-pattern as first discovered by Jakob Nielsen in 2006 and it still works today.

People scan the site, looking for normal patterns.

Logo, navigation, search box, social then down the page to images and content, then they quickly scroll down the page.

Your crucial information should be placed within this pattern to make sure it is found. Many times I see Call-To-Action buttons or boxes at the very bottom of the page or in an unusual spot. It’s ok to be unusual if you are going to draw attention to the button with color or an image.

But there’s another gaze that we pay attention to.

The gaze of the people on the website.

You can direct people to different places on the website by simply aiming the gaze of the person on the page. People will automatically look in the direction of the person on the page – make sure your call to action is in that gaze.

Another great way to make a good digital impression is to have video on the page or within your search results.

Video is powerful communication vehicle and people tend to watch videos more than anything else online (notice the growing popularity of Facebook videos and YouTube).

But to have a good video that can earn you trust, you must pay attention to the psychological best practices.

Van Edwards just released a great study on the best and worst TED talks. They analyzed over thousands of hours of TED talks to find out the commonalities of these speakers and have come up with some remarkable studies.

Going back to our gut reaction, we decide within the first seven seconds whether we trust the subject of the video. Seven seconds.

If you don’t get them to trust you in the first seven seconds, you won’t get them to trust you the entire talk.

So what are the best practices of the best TED talks?

  • Hands – the study found that the use of your hands in a presentation determined success and trust. 465 > 272 best to worst. If you talk with your hands in videos, then keep doing it. If you don’t, you need to start using them. Things to do with your hands are pointing out growth, counting numbers (1, 2, 3) and personal passion (touch your heart).
  • Vocal Variety – You have to change your tone. Let it flow with your emotion and definitely change your cadence to keep the audience engaged. They never know where you are going next.
  • Smile – Add jokes, tell stories you can smile at even if the topic is serious and use that smile. The best speakers smiled 36.25 sec vs. 9.15 sec of the worst ones.

From her blog post – you can also add Enthusiasm (people liked speakers even with the sound off – so gestures and constant movement), and not using scripts (makes people too stiff and like they don’t know what they are talking about – politicians should take note).

Next let’s talk color.

Now if you are like me, you might have picked the color of your logo or your website based on your favorite colors. But remember you are trying to make an impression on someone so colors and font choices mean a great deal to the user – not just what you like.

Research reveals people base between 62-90% of their assessment on color alone.

So what do certain colors mean to the user?

  • Blue – loyalty, stability, tranquil
  • Red – passion, aggression, sex, metabolism
  • yellow – happy, optimism, youth
  • green – healing, success, hope
  • Black – power, mystery, professional
  • Purple – royalty, spirit, luxury
  • Brown – stable, natural, reliability
  • Orange – energy, fun, warmth
  • White – purity, cleanliness, innocence
  • Gray – neutral, practical, quiet

twitter-color-wheel

What you need to do is limit or eliminate off brand colors, confusing color cues, or purposeless colors. Everything is intentional whether you mean to do it or not.

Wow, are we ever going to get to the content on the page. Yep, now we are.

When it comes to the content, people are going to be looking for authenticity cues. That you are who you say you are.

Now how do you do this?

Authenticity comes from personal stories embedded within your profession information. The “WHY” you do what you do is just as important as they stuff you do. It needs to match up.

But you need to make sure you are eliminating grammar errors (tough for me), spelling errors (even worse) and anything vague that could be a lie so be specific.

You can add social proof to build trust with testimonials, reviews and certifications as well as recognized logos.

Then she spoke about confidence cues.

She said that when we meet someone new we are always sizing them up.

It’s our Alpha thought – are they awesome or am I?

Power body language (body position) has a halo effect – use more space and you will effect more than just you.

If you want people to think you have more confidence then use your body language in ways that are expansive. You are staking claim over territory, keep your head high, arms wide, shoulders back, chest open. The more space you use, the higher people perceive your confidence.

People perceive low confidence as your body is contracted, less space, the more your head is down or bowed and shoulders rolled. Hey, do you know what we look like when we are looking at our phones. You got it – low confidence.

Again, how do we take this to your website and your online presence?

Let’s talk about your head shots – a good headshot according to Vanessa was one that is viewed from below, aim your torso and toes toward the person and eyes gazing at the camera – you will look more trustworthy, open-minded and sympathetic.

If you need to look helpless and get sympathy, be viewed from above and don’t meet the gaze of the camera.

She did a great job in explaining how cereal boxes do this to kids (and adults) with their branding and mascots.

twitter screen shot

Finally, Vanessa spoke about capturing attention.

She spoke about a spectrum of attraction that users are on when they visit your website or online presence.

When you have too much or too little, you can really hamper people from making decisions.

Sounds and animations (like gifs and auto start videos) can grab attention, but too much and they annoy or distract people from the surrounding content.

Too few or too many choices will also cause a user to pause when making a decision.

There’s always an issue with dropping too many links in an article. You have to find the right balance so you should always be testing.

They did find out what kind of things and buttons people like clicking on. Start Here, Entry Level Products, Freeiums, etc…

We started to run out of time toward the end but I’m telling you it was one of the better workshops I attended at SXSW and I was very impressed with amount of information.

Want a 13% Increase In Sales? Boost Your Word of Mouth Marketing Efforts – SXSW 2015

wom-image

Great session at SXSW 2015

Another session I attended at SXSW 2015 was the landmark study of the Return on Word of Mouth (you can get the study by filling out their form) by the Word of Mouth Marketing Association.

Yes, I know this is what they do and, of course, the study was probably pushing towards a good return but I was impressed with the results and the fact they used some major companies to prove their point.

Here are the five points from the Return on Word of Mouth Study.

Word of Mouth has a 13% increase in sales.

We always knew that WOM increases sales but we really didn’t know by how much. A 13% increase is nothing to sneeze at.

Paid marketing on the other hand account for 20% in sales.

Paid marketing is everything you are doing internally – even the stuff to get your Word of Mouth going. But then consumers take care of the rest. So 27% of your sales can be attributed to paid and WOM.

Word of Mouth amplifies the effect of paid media by 15%.

The good thing here is that if you want a boost to your paid marketing you need to incorporate social media. It’s worth the time and effort considering how much you would need to pay paid efforts to get that boost.

When you break down WOM into offline and online (and most WOM is offline – estimates are around 90%), online accounts for 1/3 of the boost to sales.

That’s a great statistic for online Word of Mouth especially when it’s only 10% of overall WOM.

Finally, WOM has an immediate effect.

A common myth of word of mouth marketing is that it takes forever for you to see the effects but this study shows that WOM after two weeks of exposure to a product, offline word of mouth has 65-80% of total impact while TV ads have only a 30-60% of total impact for the same time.

So what does this mean for the dairy industry?

When it comes to product marketing, you need to be tying all paid marketing with social media to get the boost you need.

For instance, instead of laying out my traditional buys for product marketing first, I would look at how I could drive word of mouth both online and offline and then use traditional marketing/advertising to drive awareness to the word of mouth campaigns.

Normally, we use in store samples. How about instead of thinking about in-store samples, we use online store samples – can we ship to customer’s homes and then ask them to share their experience online via social networks?

Can we use our TV advertising to drive people to online sign-ups to get the product to test?

Or maybe we decide to do the in store sample. Then if they like it, we offer them the whole product if we can get them to take their picture with the product and post it online? Or write a favorable review of the experience on our website?

Traditional advertising and paid marketing is a necessity but when combined with the interaction of social, we can drive some serious ROI.

And here’s a cool infographic they put together for it.

return-on-WOM-study-2015

You are wrong 50% of the time or what I learned at SXSW’s “What Marketers Can Learn From Political Campaigns”

blue-state-digital-obama-results

These are some impressive results from the 2008 presidential campaign.

On my first day at SXSW, I attended “What Marketers Can Learn From Political Campaigns”.

I was thrilled to hear Rich Mintz talk again – I first met Rich at Notre Dame when he came to speak with us about Obama’s 2008 presidential campaign. Rich went over how they used their digital programs to build a very energized and active community of advocates in a short period of time and then used this community to get the president elected.

Now I don’t know where you fall in politics and frankly I really don’t care. You can check out my social media posts if you want but I never really discuss politics. To me, we get it from both parties way too much but that’s about as far I get with politics.

When it comes to how a campaign community was built and then used to activate people – I’m all in. And Blue State Digital is one of the best at doing this.

Here’s what they said the panel would be about and they didn’t disappoint.

“From the emergence of mass media via Television, political campaigns have used the medium with great effect to build belief in their candidates. From Eisenhower’s patriotic “I like Ike” campaign, to LBJ’s “Daisy Girl” commercial, campaigns used the broad appeal of television to create belief.
Today, technology has democratized conversations and put power into the hands of real people—emphasis on real.

What can Madison Avenue learn from this transformation?

In this panel, we’ll discuss how brands and marketers can adopt the road-tested tactics of successful political campaigns, including smart data segmentation, rapid response, emotional storytelling, and influencer engagement. By moving supporters up the ladder of engagement and asking them to take more and more meaningful actions on behalf of the things they care about, brands can create a community of advocates prepared to act on their behalf anytime, anywhere.
Presented By Team Detroit.”

Here’s who was on the panel. You should definitely think about following these smart people.

David Murphy – President Team Detroit
Michelle Mullineaux – VP of Marketing, Blue State Digital
Peter Bouchard – Director of Media, Civis Analytics
Rich Mintz – Executive VP, Blue State Digital

tweet-blue-state-digital

Here are my key takeaways from the panel that could help the dairy industry as it works to build advocates via their farmers, industry professionals and our wonderful customers.

1. You need to have the big data captured with the proper tools then turned into smart data to be able to adjust with the speed of campaign.

In order words, you need to make sure you have the proper infrastructure in place. Customer Relationship Management (CRM), Email, Social Media, Advocacy specific tools all connected together then tie this to your listening and analytics tools so the big data turns into smart data.

This is a big change for the industry who has traditionally allowed other partners within the industry (mainly retailers and some processors) to have those trusted relationships with customers. We need to be connecting directly and engaging as well.

Because with data today, everything is knowable and the data and analytics of it can create a culture of curiosity in an organization.

2. SPEED and OPPORTUNITY are everything to a campaign.

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