Creative Expert Video Series Launches
Just a quick note to announce a new series I am doing for Millimeter Magazine (Penton Media Inc.) which is called “Creative Expert with Franklin McMahon”. Each week on the video show I will cover a range of creative tips, reviews and techniques for media professionals. Topics include Adobe and Apple software, social media techniques, creative marketing and lots more. Check out the first few episodes below and check the Millimeter website weekly for new episodes.
Creative Expert Episode 2: Marketing Using Facebook
Creative Expert is a new video show dedicated to expanding your professional creative skills via software tips, tutorials, creative marketing ideas, and the latest technology for digital creative producers and artists.
In episode 2 of Creative Expert, Franklin explores marketing using Facebook.
Creative Expert Episode 3: Lighting Sweeps in Adobe After Effects CS4
Franklin explains how to add lighting effects using quick techniques that don’t require rendering.
Creative Expert Episode 1: Color Hue Presets in Adobe Premiere Pro
In episode 1, Franklin goes over how to save and reapply color hue presets in Adobe Premiere Pro.
Social Media Leading Not Learning – How to be a World Class Chef of Content
Producing content has been a common theme I have discussed here before. Production of content is important, not so much in what you produce, but the fact that you actually do produce. Your audience is hungry for info from you. They are circling your world, looking for your next idea, tutorial, blog post, video, really anything. They are not too picky.
Of course a strategy needs to be in place. So you may be reading books, attending training, webinars, really soaking in a lot of info designed to get you prepped for getting yourself out there. But what if all you do is absorb the knowledge and not put it to use? What if you focus primarily on learning and never really have time to put things in action, or to produce content to get out there?
I mention this because I once fell into that trap. I love to learn, but after a while, that was all I was doing. Reading, researching, reading more, rinse, repeat. The thing I forgot to do was put all I had learned to use.
Think of yourself as a chef. You learn to cook, you learn recipes, you research, you taste test (yum!), you have a quest for knowledge and work to be a better chef as you progress. But what if you never actually cooked? Never served meals to people? Never had a dinner party with your cuisine as the star? As silly as it sounds, some people run their marketing and social networks the same way. They hit every seminar, they read every book, they love to learn more, they have a quest to learn. But their blog has not been updated in weeks. The videos they planned don’t show, their YouTube channel has some tumbleweeds blowing through. The content they wanted to get out there weekly never happens because they are focused on learning how to produce content.
It’s no great secret that you learn by doing, and that repetition is the mother of skill. The key is to do it. Whatever you do, your audience grows by absorbing the content you produce. It’s pretty simple. Yes you can jump on the social networks, but here you are producing cheese and crackers. You are getting others primed, giving them a taste before they move on to your actual meals, your blog, your website, your videos, your book, your show, your vlog, your podcast, etc.
So…are you reading blog posts or creating them? Are you watching video shows or creating them?
Trust me, producing content is time-consuming, but if you want to build an empire, you really should have often-released compelling content that keeps steering people back to you. Otherwise they will easily drive elsewhere.
Start to think about it. Are you providing a resource, are you producing content as often as you intended to? Can you dial back on learning and ramp up the production of stuff?
Try closing the web browser and opening up a word processor. Clicking off a video and launching a webcam. Why should other people have all the spotlight? 
Looking at content is easy, producing content is hard. But if you want to grow your career, and expand your brand, try to produce more content. Your audience is waiting.
How Podcasts Can Take Your Brand Around The World
I’ve been speaking at events a lot about podcasts and it has me thinking more and more about the advantages. I mean I have always know the amazing benefits a podcast can do for your business or brand, I have been involved in producing podcasts for 4 or 5 years now, but even with the changing landscape, it still makes a lot of sense. Much of this has to do with iTunes, which is a huge content delivery system (over 150,000 free audio and video podcasts available) that goes out to over 20 countries, meaning that the show you produce hits other territories almost immediately.
It’s definitely worth thinking about a global audience.
I did a podcast about two girls from Maine (Rumor Girls) and people in the US were very interested. People in the UK? Fascinated. I did one of the first enhanced podcasts (Podmodel) back in 2005, it was one of my very first shows, which featured a series of stills of my fashion photography along with audio. Italy and France went wild for the model pictures, stats went through the roof. Who knew? Tracking the analytics, it’s fascinating and surprising to see which shows become bigger hits in which countries. Sometimes I can predict, sometimes I cannot. But what happened 4 years ago is I started thinking about the global audience for my productions. I always produced shows and thought about my city seeing it, then my state. Then around the country. Then I started thinking, what foreign country would be most interested?
If you’ve ever uploaded a video to a site like YouTube, got a few hundred hits, then leveled off, I encourage you to investigate podcasting. Being in the podcast business for several years I have been fortunate enough to produce many shows with downloads in the millions (you can check out some slides from my podcast speeches). But you know what? Someone starting tomorrow could have the exact same results. I am still convinced it is one of the easiest and best ways to get your brand out there.
I think some of the advantages are that podcasts are portable shows, they are downloaded to devices like iPods, so the convenience of watching when and where you want is compelling. Also the subscription model is much more advanced, although you can subscribe to channels on YouTube, there is nothing quite like syncing your iPod and automatically getting the latest episode downloaded of your favorite show.
Podcasts need to be marketed like anything else, and if you are a regular reader of this blog, you already know a lot of the marketing skills and techniques you can put in place. The best way to learn about podcasting is to go to iTunes and start downloading some. There are thousands and you can be sure you’ll find at least a few on a topic you are interested in.
And you can turn a podcast into a commercial venture, with sponsors and income. Be careful though, if you drop in a traditional ad and only convey to the sponsor the download stats you could be setting yourself up for failure. Advertising in new media has advanced in the last 5 years, podcasts can be positioned with sponsors embedded into the fun and flow of the show, and it needs to be conveyed to advertisers that you have a very targeted market you are reaching. As well as a captive, engaged audience. Value that goes way beyond just hits or downloads. Podcasts are a new technology and ads on them are handled very differently than traditional media. If you think in new ways, you’ll generate income in new ways. Companies trying to reach customers the exact way they did 5 years ago are often struggling, so it’s up to you to offer them new solutions.
Podcasts have gone from a buzzword to now something like electricity. It may be a topic you don’t think about on a regular basis but it does keep a lot of businesses and individuals charged up and able to get their brand out to the masses.
If you are taping your fingers waiting for your “viral video” to take off on YouTube, give the podcasting industry a try. It’s a whole new world to explore.
But I am curious what you think. Do you have a podcast now? Are you planning one? Any podcast questions, let me know. In case you could not tell, I love podcasting!
http://www.franklinmcmahon.com
http://www.fmstudio.com
frank@fmstudio.com
Podcast Production and Marketing
Here are the slides for a presentation I gave this week at Social Media FTW Conference in Portland, Maine
(I currently speak on creative marketing, social media, creative career development, new media production, podcasting, photography, on-line video production, web technologies and on-line marketing. If you have an event coming up and would like me to cover these or related topics, drop me an email at frank@fmstudio.com)
http://www.franklinmcmahon.com
http://www.fmstudio.com
http://www.twitter.com/franklinmcmahon
http://www.facebook.com/franklinmcmahon
Podcast Production and Marketing – Presentation Transcript
Podcast Production and Marketing • Franklin McMahon frank@fmstudio.com www.fmstudio.com www.FranklinMcMahon.com twitter.com @franklinmcmahon facebook.com/franklinmcmahon
Podcast Highlights • Media Artist Secrets • Rumor Girls • Creative Cow • Women of YouTube • ShowGirls • Secrets of Second Life • Mary and Karla Show
• Featured on ABC-TV in Boston (Chronicle), BBC News (The Money Programme) Wired (Wired.com). • Sirius satellite radio and Computer Arts Magazine / Podcast Awards – Media Artist Secrets, ShowGirls • Franklin featured in Podcasting books: • “Podcasting Pocket Guide” by Kirk McElhearn (O’Reilly) • “Promoting Your Podcast” by Jason Van Orden • “Tricks of the Podcasting Masters” by Rob Walch (QUE)
• I produce my own productions as well as podcasts for clients – I develop show ideas and work with companies to extend their brand through podcasting • Podcast sponsors – Shell, Splenda, Marie Claire, BBC America, Tylenol PM, Sony Pictures, McDonalds, Covergirl
• Rumor Girls 5th most downloaded Podcast of 2006 • 1) ABC World News 2) Keith and The Girl 3) X-Play 4) CNN The Grist 5) Rumor Girls 6) ESApod 7) ICONS 
Democracy Now! 9) Diggnation 10) TED Talks • Most popular podcasts I produce are Rumor Girls, Women of YouTube, Creative Cow and Media Artist Secrets • Also produced Rumor Girls Uncut, Rumor Girls HD, Rumor Girls Diaries
• Podcasting is a huge market untapped by many, it is an incredible way to get your message and your brand out to thousands or millions for a very low cost
• Podcasts are the TV shows of New Media – You are the star and this is your show – best way to take your brand and business message to the masses
Podcasts • Inexpensive way to reach thousands or millions • Reach is 20+ countries via iTunes, audio or video • Best success for my clients, always outperforms YouTube, web video • Most shows I produce over time attain millions of views • Shows can be portable, more intimate
PODCAST Briefly… PRODUCTION
Pick Show Topic • What are you passionate about? • What are others passionate about? • How crowded is the market for your topic? • What show would you love to see?
Hosts • Someone to steer, someone to paddle • Add in comic relief • Avoid serious coverage of just facts • Keep it loose, fun • If it’s an information show, stay on topic (news, tech, etc.)
Production • Decide on audio or video • Don’t get bogged down with equipment choices • Some shows are shot with a small point and shoot camera, some with a full HD camcorder • It takes about 5-7 shows to get into the groove
PODCAST Here we go… MARKETING
Take aim at profitability
Take aim at profitability • Your podcast is making as much as you want it to now, no more no less • Deal with money – be comfy with it • Don’t handle revenue or sales – delegate it
Take aim at profitability • Most hosts or creators are not the sales force • Everyone wants to know how to make money at podcasting – it needs to be a mission • Making a profit helps you grow the show
Promote what separates you
Promote what separates you • Tech news, Photoshop tutorials, etc. – much more competition • Be unique • Stress your strength • Promote everywhere
Promote what separates you • How many elements does your show contain that can’t be found elsewhere? • Your strength is you – can’t get “you” on other shows • Focus on the talent as what makes the show unique
Promote what separates you • Make them love you or hate you • Windows vs. Macs – passionate fans • Don’t make it so everyone will love it • You want a show that people are passionate about or really can’t stand
Be a rock star
Be a rock star • Confidence • Have the big vision • No talent needed..just drive • Be tenacious
Be a rock star • Face forward – market everything with your image • A lot of life is luck – a visual identity will provide recognition and more encounters • Get a professional photographer – not your cousin Fred – for promo pics
Be a rock star • Humble is boring • Secret of getting anything you want in life – ASK – ask for help when promoting • Audio is very intimate – video is personal – fans are dedicated • Remember how close you are to your fans
Create a community
Create a community • It’s a family – not a show • Community will ride you though ups and downs, stats, income, etc. • A large community can be steered – a small one you are not usually steering • Your fans will spread the word
Create a community • A large fan base provides momentum you can’t get with a small group • 100 fans vs. 500,000 fans – the higher number lets you take more chances • Start a movement and rally the fans
Content before marketing
Content before marketing • Stats are like waves – keep the waves rocking – there will be ups and downs • Don’t let production weight you down • Low res is better than no res • Blog is not the best website for every show – think different
Don’t make a show, build a brand
Don’t make a show, build a brand • Do several shows – different formats – different demographics • Niche or go wide, middle ground is boring • Create a new market – a new industry – be first – be best
Don’t make a show, build a brand • Know who your market is • Positioning yourself as an expert is the best thing you can do – become the go-to person • Focus on your passion
Don’t make a show, build a brand • Podcasting is a level playing field – much like the web • Don’t always talk all about yourself unless the show is all about you • Keep on topic
Game plan
Game plan • Have a plan, what you want out of the show • No goals – no show in a year • Create benchmarks – measure your success and track it – have goals for the show • Roadmap of your empire – visualize the future of your show in a year
Game plan • Don’t just assume that if stats are up then your mission is accomplished • Define success – is it attention or money, pick one
Delegate what you are not good at
Delegate what you are not good at • Get a designer • Unless you are a graphic designer, do not do your logo • Did Charles Gibson do the ABC news logo?
Delegate what you are not good at • You are judged on your website, images, everything • Some may not even get to the show if the site is lame • You may have 30 seconds to win them over if they visit your website
Smart interacting
Smart interacting • Message board vs. emails • Once they are in your world, work hard to keep them
The Wrap…
The Wrap… • Take aim at profitability • Promote what separates you • Be a rock star • Create a community
The Wrap… • Content before marketing • Don’t make a show, build a brand • Game plan • Delegate what you are not good at • Smart interacting
Franklin McMahon • New Media Producer • Studio page – www.fmstudio.com Media Artist Secrets Blog and TV Show – www.franklinmcmahon.com • Questions? 207.772.5724 frank@fmstudio.com • twitter.com @franklinmcmahon facebook.com/franklinmcmahon facebookmaine.com twittermaine.com linkedinmaine.com
Franklin is founder of Franklin McMahon Studio and is a New Media Producer specializing in creative marketing, social Franklin McMahon media, on-line video, podcasts, multimedia, writing and photography. With a client list that includes Adobe, FOX, Time Warner, McDonalds, Covergirl and HP, his range of work spans many industries. His on-line podcasts have produced millions of downloads in over 20 countries and he has been • New Media Producer featured on Wired.com, ABC Boston and BBC America. His podcast Rumor Girls ran weekly on Sirius Satellite Radio and specializing in creative the video version was the 5th most downloaded podcast of marketing and production, the year in 2006 according to Yahoo News. As an international photographer, his photo work has been seen in ads and audio and video, podcasts, magazines for clients such as Microsoft, and his coverage of photography, on-line video and the industry as a writer can be read in publications such as social media MovieMaker, Millimeter, DV, Res and Computer Arts Projects. Locally he has developed several Maine-based social organizations such as Portland Media Artists and Facebook Maine. His website and podcast Media Artist Secrets features • Studio page – career advice for content producers specializing in creative industries and social media. www.fmstudio.com • Media Artist Secrets Blog and TV Show – www.franklinmcmahon.com
Using the Power of Social Media for Business
Using the Power of Social Media for Business – Presentation Transcript
Using the Power of Social Media for Business • Franklin McMahon frank@fmstudio.com www.fmstudio.com www.FranklinMcMahon.com
Twitter • Mix of promotion and conversation • Broadcast info about your brand, field questions from potential clients • Others can Re-Tweet and help you promote • You help others as well • Great source of info depending on who you follow
Twitter • Takes most interaction of any network to be effective • The more you Tweet and put into it, the more you get out of it • Best network to make new connections • Being active on Twitter, interacting, will gain you more followers
LinkedIn • Geared mostly towards professionals and business people • Recommendations on your profile are very helpful • Join groups based on your interests • Post questions to your contacts on the network and answer other’s questions
LinkedIn • Professional digital resume • Live element with stream of updates is not as high as other networks, most content is more static • You can craft your profile to be impressive and others will see it • The more connections you can create the more opportunities
Facebook • Currently the most aggressive at being developed, Facebook is in it to win it • Recent stream of new features such as real-time updating of the news feed and ability to tag friends in your status update have kept Facebook improving • Multimedia options with pictures, audio and video • Profile can be public or private
Facebook • Improved Pages now allow businesses to get the message out about their brand • Easiest network to tell a visual story with images and video right on your page or profile • Live chat is immediate • Facebook is not just for friends, it is a key business and branding resource
Blogs • Complete control over crafting the story of your company • Audio and video easily embedded • Comments allow conversations between you and potential clients • Best for search engines • A chance to be less official and offer an inside view
Podcasts • Inexpensive way to reach thousands or millions • Reach is 20+ countries via iTunes, audio or video • Best success for my clients, outperforms YouTube, web video • Most shows I produce over time attain millions of viewers • Shows can be portable, more intimate
Podcasts • Podcasting is a huge market untapped by many, it is an incredible way to get your message and your brand out to thousands or millions for a very low cost • Podcasts are the TV shows of New Media – You are the star and this is your show • Best way to take your brand and business message to the masses
Which to Use When? • Blog or Podcast – Position yourself as an expert • Twitter – Field questions on your industry • Twitter – Send out special offers or announce events • Facebook or Podcasts – Audio and video clips – compelling • Facebook – Connect your Blog RSS and Twitter stream
Strategy • If your social networks are static, so is your message • You are either still air, windy or a tornado • Promote your links to your social networks everywhere • Offering your expert advice develops you and your brand • Home turf: Start a blog or podcast for best branding
Work Your Networks • Competition – be dramatically different online to stand out, focus on the unique • Create a digital legacy of content • Cross promote • See them all as your audience, don’t classify certain networks as friends or clients • Dive in and work it!
Franklin McMahon • New Media Producer • Studio page – www.fmstudio.com Media Artist Secrets Blog and TV Show – www.franklinmcmahon.com • Questions? 207.772.5724 frank@fmstudio.com • twitter.com/franklinmcmahon facebook.com/franklinmcmahon facebookmaine.com twittermaine.com linkedinmaine.com
Franklin is founder of Franklin McMahon Studio and is a New Media Producer specializing in creative marketing, social Franklin McMahon media, on-line video, podcasts, multimedia, writing and photography. With a client list that includes Adobe, FOX, Time Warner, McDonalds, Covergirl and HP, his range of work spans many industries. His on-line podcasts have produced millions of downloads in over 20 countries and he has been • New Media Producer featured on Wired.com, ABC Boston and BBC America. His podcast Rumor Girls ran weekly on Sirius Satellite Radio and specializing in creative the video version was the 5th most downloaded podcast of marketing and production, the year in 2006 according to Yahoo News. As an international photographer, his photo work has been seen in ads and audio and video, podcasts, magazines for clients such as Microsoft, and his coverage of photography, on-line video and the industry as a writer can be read in publications such as social media MovieMaker, Millimeter, DV, Res and Computer Arts Projects. Locally he has developed several Maine-based social organizations such as Portland Media Artists and Facebook Maine. His website and podcast Media Artist Secrets features • Studio page – career advice for content producers specializing in creative industries and social media. www.fmstudio.com • Media Artist Secrets Blog and TV Show – www.franklinmcmahon.com
