but today our speaker is kevin o'connell.kevin was one of the first wework members i met here here in crystal cityand kind of funny we met by an acciden,t he left a poster on a door,for my story as how you're gonna know i'm not, i'm quitting. (laughing) he's an awesome guy, he knows a lot aboutsocial media and branding and runs a really great movement that he's going to talk abouti'm sure, but there's a lot of good things to say really excited to have anopportunity for him to speak and i will stop stealing this time and let him talk. do you want the microphone? i think i'm good i thinkthat is as long as everybody can hear me
back there so yeah as andrew said myname is kevin i have an office right down that corridor right there been heresince opening february 1st and it's just crazy how like the world works itsway out both online and in person and so what he was alluding to start saying isback in february we brought back our second season of a podcast for one of myorganizations the niche movement which i'm going to talk about. and we left stupidlywe put like you know please be quiet recording sign if you like to be on ourpodcast, please contact kevin and we left it up and i think the next the nextmorning andrew again was the first one that sent me an email and said "hey saw what you guys are doing its awesome, i'd love to
be in the podcast". and now nice relationship is born. my wife and iwent out with his wife and so now just kind of cool way to start meeting people so i definitely give kudos to the wework community and just some chance luck. sothe two things that i do is i run a digital storytelling agency. we focus alot on social media strategy, branding photo and video and the other passionproject of mine has now turned into a grassroots movement across the countryis the niche movement. and really what that is the communityyoung professionals helping others find the workday love and we do that througha variety of platforms in a variety of
ways. and so when andrew finally twisted my arm to get me on the schedule for today i kinda was wracking my brain what can italk about that would land the most value to pivotal employees as well asmaybe startup employees, solopreneurs etc., here in the dc/wework community. soreal quick show of hands so i know who i'm working with, who works with andrewat pivotal? awesome enjoy your lunch break, thank you for coming out. who works herein wework as a start-up. ok keep your handheld if you are a solopreneurhave one or two-person operation. ok awesome, so i think what i puttogether we'll hopefully start to relate and resonate with both you as asolopreneur potentially even the work
you're doing with pivotal or with alarger organization i really think what i'm gonna share is going to bebeneficial. so first thing i'd like to start out with is this quote fromsomebody i really look up to is gary vaynerchuk and so he said "everybody has a voice now in your voicecan travel" and really i think between written form of blogging to podcastingto having this device on us 24-7 right by our bedside we can literally create abrand or a name for ourselves and amplify what we have to say in the category wewant to say it in and that's kinda what i want to talk about today some of thetraditional methods that still sometimes
work today, how they've transformed andwhere they're going in the next five years. so i really like to talk about we have three months left in the yearbut what is happening in social media marketing and digital storytelling goingin 2017 so i first want to get into couple statistics but the second thingis if you think about it i just taught a class last night at general assembly wason the startup culture and how to get a job in startups. and every single personthere they all said they didn't want to work for "the man" or "the machine" and theywere they were you upset with the hierarchal process of a big companiesand they value things like transparency,
and open and honest communication, andrelational leadership and we as consumers expect the same out of thebrands and the companies and organizations that we resonate andconnect with so i put this image up there is i think the best piece ofadvice and the number one thing that i'm doing right now my two organizations isi'm peering and letting people in the social media peep hole of my company. i'mletting them see a day in the life of what we're doing, how we're doing, whywere doing it, when things go well and to be honest, when things don't go well andthat has really attracted as me being a solopreneur with a small company rightnow from new jersey been down here for
two years, we have created traction inyou know we don't have millions of followers reviews but in our world wehave people listening they are gravitating towards our message, and sothat's the second thing out of everything we talk about today if youcan think of: you have a voice, you can now tell it through a variety of mediums,and the second thing is the more you can create that kind of openness whetherit's for yourself as an organization or some of you out there that do work fulltime it could be right now to create a more personal brand for yourself to go onand get another job somewhere else. the first stat i want to start with "whatpercentage do you think of consumer
social media traffic will be throughvideo by the end of 2016?" who wants to shout out? guess the number forty percent jess is too low keep goingwhat else sixty percent you are pretty close sosixty-nine percent of social media traffic is going to be through video ok that is it that is a big big numberto think about right now and that's just capturing that you're 45 major socialmedia platforms this statistic blew my mind in a one year's time frame this isfacebook specific so daily video views
on facebook has jumped from 1 billiondaily views 28 billion daily views in one year this year so let's just call itwhat it is facebook is going to compete withyoutube that's what they are doing and they're competing with nbc and cbsthey're competing with all these other big networks as well as youtube you'restreaming netflix type of things hundred million of those hours have been on amobile device go figure up watching this is a veryinteresting one for those of you into branding marketing growing organizationfor watching videos about products and companies your four times more peopleare four times more popular than imagery
or written word so we are we are but more interestedthrough video because you can see commotion transparency genuineness vsreading a blog they are still very relevant to this day but a video you canreally get more of a connection and it's just something people unfortunatelyaren't reading as much as they were ah this one this isn't is anotherinteresting statistic a hundred thirty-five percent if you have videoanimated content has a hundred and thirty-five percent creator organicreach than photos and so i remember two to three years ago talking about thisand be like you have to have an image
when you share tweet you have to have animage when you put on facebook now you have a gift or a video and the reallycool thing in because where i'm at a very tight budget recently i've spent some some you knowyou see on facebook you can both boost the post you can also go in the back endof add managers and and do some dark post targeting i've spent money therebut the really cool thing because you when you have a tight budget you may nothave 5 25 hundred two hundred dollars to boost your post and get organized you know paid media reach doing videoyou get a lot more organic reach on
facebook and i'm going to share a coupleexamples and this is this is hilarious craig adams a fellow youtube contentcreator new york city's young kid about 23 between this kids today say photoonline and they're like dude your gift is broken so that's just where if youthink we're 16 to 18 to 21 years old are they want the video content here's another 1 i'm curious what you ifanybody knows and want to guess the statistic people watching facebook videowithout sound what do you guys think it is someone to take a guess eighty percent you're pretty spoteighty-five percent so i found a
statistic like a month or two ago and itested it with my own my own content sure enough it's like 80 2.3 spot-on andwhy because we're on the metro were in bed next to our partner we're at work wedon't like and so the big thing that i've been doing with our clients isbreaking up our content and adding translation to it and that's wheresometimes we're losing it where well we have this this video we spent fivethousand dollars on its three minutes long and then you throw up on facebookand people watch four seconds of it because they can't get a sense of whatthey are watching because they're in the car there on the metro
they're falling asleep in a settingwhere they can't listen to audio where they don't have they lost their ear budsso keep these statistics in mind as that when i'm about to talk about so here'sthe other thing is twitter is jumping in the game last night you could livestream watching it right on twitter so they are creating partnerships with thenfl you can front sense two or three thursday nights ago you can now live stream the nfl games onyour device and so they're doing this because people are mobile people are outand about and people can watch it from their ipad or iphone so one of thethings i that i believe and just from
working with clients people have largeone small budgets etc we are still in this mindset when we think we think theword video we think of this right here rachel's camera from pivotal and mycamera right i'm documenting this we thinkvideo production thousands of dollars high-level cameras we need a team right yes for some things that you were doingyou need to be high level and produced and and have a genuine piece of contentout there however we lose speed with that mostprojects that i've been working on take 24 25 26 weeks so by the time thatcontent is released
it's already six weeks old there's nostorytelling there's no behind-the-scenes there's no there'snothing happening it's just like working working working behind the scenes andalso and here's a video like let's watch it the other thing we get caught up on ismoney so again in somebody in my position maybe some of yours you mightthink you need a ton of money to create video content sure every now and thenyou will but i can't tell you how much is picking up an iphone and filming inyour office or documenting work what you're doing in dc and putting that onsnapchat twitter live periscope or
facebook you might have a really bigorganic reach from that piece of content the other thing is quality that's theother thing is is how many of you have watched the video and the last week thathas been not high produce quality but you've enjoyed it yes right so it's more about the personbehind the camera the story and what they're talking about like right now there's not good lightingthe audio may not be as good but the content might be good so i think youneed these are other things that we need to start kind of creating the paradigmshift around both not just for ourselves
personally as a small organization butbigger organizations need to realize it's about speed and fast pace and anddoing more with less money and the last one is the story there's so many thingsthat can be documented in your career journey in your organization's journeythat it's all about the story in the process and again sometimes working onshoots and and creating a quality video that takes time and all set in the storymight be missed or you can't get somebody to come record your event so ithink the story is a really good it's really big piece so what does this meanfor everybody here this is my personal example i have a handful of video
on my youtube channel but this irecorded i was running out the door for 35 last week to go into dc i need torecord a message because we just had a we just created an open letter for theinstrument community about our conference coming up and i want to havea video go along with it so i set up a gorillapod i set up my iphone i turnedon the little light that they all provide you here we work i have a michere underneath me and i did a four-minute video i didn't know what toexpect a lot of these videos every now and then i put on youtube will get 50views hundred views 200 views in 48 hours this this video had 485 organicviews by embedding it directly on
facebook so that's the power of the thestatistics and what facebook is trying to do they want people to have video andthe really interesting thing is it's really organic people are watching youcan you can get data of how many people watching how far they watched along andbecause it was also about was really open and honest communication to ourcommunity and so that was a very personal because for j5 to me that's alot to some other organizations that may not be a lot but to me that was that wasa pretty big spike for a piece of content so this was just a regular videoi didn't do facebook live and i want i did a one-take video and i think that'sthe other thing is trying to do things
in one take i did one take upload itthere and upload it to youtube so i could throw it through twitter butbecause i embedded it directly this was here and the other thing idon't know how the same i have access on their personal facebook account to dolive video i know my company profile does and mine personal is coming on as amay have access to facebook live so they're testing the waters they'retesting it the testing with certain individuals arecertain times in certain regions and i i guarantee by the end of 217 everybodywill have access to do facebook live video so how does this play into what iwant to talk about today and what i
learned so our community so i run mydigital storytelling agency my passion project that is an instrument i with avery small budget and very small allocations for resources and time andwe're community young professionals i'm very fascinated so i finally interviewedandrew he was one of our podcast guest very fast about capturing stories in thewritten forum audio form in video form of peoplethat love what they do you know was their career career trajectory a junglegym and not perfectly straight or or did they land their first job at college soi want to capture these stories in a variety of forms but i want to expandoutside the dc network and we have very
limited team and we only have one officehere and we were only found it 33 years ago so the problem is is we identifiedthat there's we have 25 contributing editors we also have people that workall across the country that love what they do how do we tell their storywithout me traveling with my camera pane for airfare because i can do my time buthow'd i do that how do i tell their story when i can't be there physicallyor monetarily right so weird we basically started pinpointing allthese people that signed up like hey i want to tell my story i want to tell mystory i want to be interviewed so i could have done a podcast but iwant to seek some more emotion and a
little bit longer than a 20 or 30 minutepodcast a little bit more formal the really cool thing is we were able toreach london and all the way as far as iceland with this so what we do is we turn the snapchatand we figured out if we could flip the lid on employee recruitment andengagement can we hand over something that works at twitter our snapchataccount and say hey documented a life of your twitter office why do you love working there who do youwork with how'd you get the job we went to snapchat and i'm sure as many of youalready use snapchat you may not be
familiar with allie statistics it hasbeen its blown facebook our water so the fastest social media app this was from10 million two hundred million active users that was from april 2012 to make2015 this is mystic is already outdated i has seven billion daily video views asof january sixteenth that statistic is probably double right now and the otherinteresting sixty-seven percent of the active users is our 1834 so again ifyour target market what you're trying to do is that adrian's you should be doingsomething on snapchat now there's instagram stories just as popular i dothink snapchat has about a ten or twenty percent market on on these stories rightnow we turn the snapchat and so
what wound up happening is people thatlove what they do sign up and we were able to document a day in the life offrom london from new york city tech day here in washington dc some it works forgeneral assembly always somebody that i had their literally like a week earlierhad their startup bought by pinterest out in san francisco and that kids like22 years old on the far right so what i want to do because i had two videosshared today i want to share this first one to kind of show you the highlightsof what we put together by using our snapchat account morning for miamieverybody my name is mary johnson and i here because i work for each do you guyson melanie i work at twitter also author
bold get noticed get higher my name is joy movie i'm the director ofmarketing for male and athletics and mallory parker in the training anddevelopment manager halloween is about many frigid and imade him the studio production assistant here at the dr oz show i'm a seniorcreative producer at a company called whistle sports in my elevator pitch forthat is a combination of espn and buzzfeed not like we're in iceland themost beautiful country ever my creeper through it or play the gentleman and action
it's a throne shot to finish today orseven people on our staff and each was responsible for the revenue inattendance generation and a game experience game presentation forspecific sports my name is football play a big role inour branding effort i use this type of stuff so organized the branding for nextacademic year so here's a little sneak peek at so little bit why do i am growthworking at notion 3i love being with me and dave team your criminal work withvirtual reality as well as three pretty to attack day and lovin it so what is a lot of the ocean areas thefirst start working my co told me never
asked permission just do it and tell mehow it goes love it i work in corporate social responsibility too many do wehandle all the philanthropic initiatives around their carbon my boss packardmelanie friend and can we tape two shows his day when we tape i am the show so ihad to be here at seven alright guys this is a really valuableexperience for me i hope you guys enjoyed it hey that's a wrap i'm leaving work now ihope you were inspired by my day and what i do for work i sure had fun doingthis so we we launched this we weren't reallysure how this would go we launched in
april first of this year and since thenwe've had about 75 professionals from all across the world take our panel overand share day in the life of but really that the really interesting thing isit's been a two-fold opportunity not only for the instrument community butfor the people have actually done it the last girl mallory who runs clothingisabel actually said wow i've never actually like use snapchat physicallyand i did a full day of it now i want to implement into my company other peoplesaid wow that's a really great way for me actually reflect on what i do for aliving and why i love what i do as well as we've had community people havewatched the snapchat stories and said
you know people put their email p.m. decif you want to contact me please do and they now have had opportunities toconnect an email and share resumes etc and so it's been a really uniquechallenge but going into this we had a strategy but we didn't know what toexpect and so the story that i want to share now and why i'm talking so muchabout video is because the story i'm going to share next shows a lot ofemotion a lot of ups and downs and it's authentic and genuine i think that'swhat our generations and seeking from a job search side and trying to figure outyou know is this really a place to work or what's it like to be a schoolteacheror production assistant and so this
first story that we did was aschoolteacher in kansas city music missouri i believe she was an artteacher and two days prior she had some interesting news we didn't know this at the time but i'mgonna let you guys watch the video and this is why the power of snapchat avideo is better than trying to capture us on written word or blogger or throughtweet morning it's almost seven which means gotta make my lunch and breakfasttea go but i hope you enjoy our mistakes should be fun also a very important part of mymornings is pretty good perfume
i've never been into that but i get likeat least 200 hugs today i'm not exaggerating kids like when i smell goodlike it's bad enough that ok my last name is more so miss moore from here onout want to leave today i'm going called smelling more because apparently it's nogood i'm gonna read this is that on be talking about driving and snapping mycommute is kind of an interesting on because that's not long enough so i gothrough the wealthiest area of kansas city across a road called true sourceclose to the poorest area to school and then ninety-nine percent for introducelunch to watch the change all jokes aside i love listening tomusic in the morning before and after
work it really helps me kind of unwindyou get ready for the day but now here's my commute so despite the fact that it'sreally rainy this is the plots which is like a super wealthy shopping areaspanish architecture very pretty very nice very well the discrepancy is weirdbecause my students all live and what you call really the hood and i live inthis generally nicer area over by the plaza so it's kind of weird when theyknow and i tell them i live over there it's also just weird because it's such atransition and i never spend time over in that area except when i'm at work andgenerally try to get out quickly it's not see this troost avenue which isknown as the dividing factor east of
troost most people in kansas city nevergo because they don't feel it's safe so this is the line where it turns intosomething else right now the school is very small house that was a meth housemy school's right there where the buses works now to be clear i feel very safeat my school the neighborhood around it not so much at night but it's a duallanguage spanish in school let's go inside you thought the bestpart of being a teacher with summer vacation huh usually there's a lot of free milk inhere free me up whenever you want the morning there's no carpet
yes yeah like you've already gone wehave support or specialist first things to their computer so i got like 40 someminutes to plan we're making puppets today pretty cool thing every kid at myschool has access to their own laptop so they stay in this which is called thecow her name is bessie so that's pretty neat we have classroom pets this is sam notthe cutest frog you've ever seen some people aren't into frogs but he's prettycute little dude concern here it's gonna be a lot less easy just to like chatlike this but these are the greatest books ever better and jimmy jones myweird school if your teacher or parent
who i like to keep things in this littledumpster like confiscated stuff from the kids that they're playing withjellybeans in the extra rewards and they like to decorate my desk and also thatbig-ass trophy we won that because we have the bestattendance last week we had like ninety-nine point something percentthere's a big push for good attendance so you know meant they english any splitis like duda is alice incesto cialis e screw that a mathematical pcs one inthis bundle your reflections being a teacher is very isolating job becauseyour kids all day which is great we never really could have realconversations with adults sometimes it's
just very isolating you never have timeto chat or at lunch also i have not cried today many days icry at work because they're just very sad difficult things my students gothrough i can't even begin in 10 seconds in the snap right the one thing i would vouches i haveamazing volunteers if you have a high-need schools in your area go helpask they need books ask if they need copies take an afternoon for an hour andgo help it makes a huge difference in case you didn't know schools are fundedby the zipcode taxes so since the zip code where and really poor crappy housesso little taxes no money so your
resources are needed now the day another dollar and poopedlike most days those kids have a lot of energy you've ever been in my shoes areyou don't know if you're ready to make a change but you feel like private rightthing to do message me with some advice i wouldappreciate it i think one of my videos didn't pose basically i got a job offer as an artteacher at a different school and i don't know if i should take your nexttime so attached to these kids yes and remark if you see this
so i was kate more she did a 30 minutevideo at first my eyes me so long but like the first week we did it we hadlike she had literally like a ninety-percent open rate from her firstsnap to hurl a snap and i think is one because of her personality into she wassuper genuine and it really hit home to the core of what the nutrients about isfiguring your career and life and your twenties out is really difficult andwe're just blown away on how well she told her story and and these storiesjust kind of continued to escalate and we wound up at the end of the firstmonth doing like snapchat ur of the month and we kept this going and sheobviously one but that what we want up
doing and what i want to kind of talkabout is doing snapchat get stories or instagram stories that's not new we works doing it the mlb does itthere's plenty of accounts and big and small corporations that do it what we try to do from the beginning wasto dj our content and so that would be either piece of advice is as you createthese videos be it professional be it on the phone snapchat instagram whatever is learn todj your content and what i mean by that is we were very particular aboutdownloading every single story at the
end of the next day one because we wantto have an archive to create a highlight-reel like i showed youpreviously to we want to go back and be able to cut up different parts to sharewith other college students and create like an archived on our website so youcan look up i want to be a teacher and here you can watch all the snaps of yourteacher or in marketing or startup whatever but we then started utilizing acouple other ways to grow at followership so sure some of you may befamiliar like well kev snapchat doesn't have a big discovery function right howdid you grow your audience well we use other platforms so at theend of of one day the next day we would
screenshot something or create createthe video throat on youtube we then threw it on twitter and we nowcan use this as a kind of a marketing tool say hey if you love your story watch the other stories we threw up screenshots of every single snap storyeither in real time on instagram or the next day so this was a girl chelsea from south carolina who just dida takeover she works at farm 25 in south carolina and she just did this the otherday and so our team snaps screenshotted for the other little collage so now allher friends she's tagged and she sees it
so our followership goes that way wealso it will screenshot stuff like this and throw it on our facebook account thenext day or again in real-time and the other cool thing is quotable so there'sa lot of good things that people have said like why they got into the fieldthey did or they share a piece of advice we would then take them and turn theminto a design and share like the three or four piece of advice that thatprofessional shared and so what we're doing might be different than what youmight wind up doing but it's a way to realize that yes snapchat contentinstagram content goes away but it's a way you can still download and repurposeit on your other platforms for other
purposes and then the other thing asidefrom now showing videos and doing different things like that we want ofcreating a webinar so we create we did a free webinar on the 707 lessons learnedpeople who love their job and we talked about seven of the other youngprofessionals of the ups and downs and how they got to where they are and wecreated another avenue for to grow our community what i'd what i'd like to makesure it is is i know we had 30 minutes to talk i would love to take some q&a ina minute but i think that the one challenge i would have to you is whetheryou are starting up solopreneur small company or your individual working foran organization right now and you're
trying to figure out how do i positionmyself and and create a personal brand for myself is there's plenty ofopportunities to create video content and get yourself out there and so ithink starting documenting vs thinking i need i need a big camera i need a budgeti need to film for one day i think breaking off in a micro content on everysingle day basis get you into more of a habit and get your followers and andgets content out there versus overthinking it and so the question ilove to pose use how can you challenge the the traditional convention ofstorytelling and find a new way to tell your story thank you guys
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