Video And Social Networking
In February of 2009 Michelle Tennant Nicholson of Wasabi Publicity
, Inc., sat down to speak with Rey Ybarra to discuss ways to integrate video into social networking sites.
Heres the transcript:
Michelle Tennant:Hi and welcome to the Wasabi Club. Today is Wednesday, February 25, 2009. Its 1 p.m. Eastern and youre either listening to this live with us and participating or youre listening to a recording of this and either way welcome.
Im Michelle Tennant. Most people know me as the storyteller to the media and thats where you can actually hear my thoughts of the day at my blog, Story Teller to the Media.com. I am the co-owner of Wasabi Publicity Incorporated as well as Blue Kangaroo, a technology company that specializes in online press kit technology and other media. You can actually read a little more about those two companies at publicityresults.com, as well as presskit247.com.
Today we have really a great guy. Hes been on the Wasabi Club before and hes got some new green media to talk about today in an upcoming expo, but let me first talk a little bit about who Rey is.
Pretty much if you want to know anything about video integration into media services, Reys your guy. Thats basically the short of who he is. Ive got Rey on the phone right now. Rey, do you want to talk a little bit about your expertise so people can get related to you?
Rey Ybarra:Absolutely Michelle, and once again thank you so much for having me on your wonderful program here. Happy New Year to everybody. I know its kind of a crazy year that were going through, but I kind of Michelle, what Ive evolved into, I started off in radio and internet radio and local television and online television programming.
Now Ive kind of evolved into I guess you can say a self-proclaimed new media expert. It just happened that way.
Michelle Tennant:I wouldnt say youre self-proclaimed. Id say that people really relate to you that way.
Rey Ybarra:Yeah; thank you for that. Its just evolved into from the experiences and all of the programming that I produced over the years.
So new media is the way that you can get the word out about your business product, service, book, project, whatever it is and its a combination of a few things.
I know other people will have some elements that I talk about or theyll have additional ones, but the basics are the blogosphere and blogging search engine optimization, online video and also the social media. Ill be talking about that during this conversation here.
Michelle Tennant:Okay; great. I just want to invite everyone, whether youre participating or whether youre going to be following up with e-mails and social media connections to Rey that he really is, if youre wanting to put video on your online presence, Rey is somebody to really talk to.
Thats somebody who Ive been watching his work through the years and I think the he does a really good job of actually encapsulating your video presence and giving you advice on how to do that.
Lets just step back a bit now that you know a little bit about me; someone whose been doing PR for 20 years now and a little bit about Rey whos basically your video guru and new media guru. Lets just step back and do a little bit of housekeeping for the Wasabi Club.
If youre on the line with us right now and you want to mute yourself, what you want to do is you want to hit Star 6 to mute yourself. Then to unmute yourself youre going to hit Star 7.
What were going to do for the first part is take a little bit of the Wasabi Publicity campaigns and talk a little bit about it with Rey so that we can kind of jump into a conversation and true to Wasabi Club form, were going to take questions if there are any, or Rey and I will continue the conversation on our own trying to find solutions to kind of the problems and challenges that we bring up today with regard to new media, environmental angles and the various aspects of our expertise.
So to that end Im going to just jump right in, Rey, cause Im really interested in hearing about your green new media and life expo. Im coming at it from the perspective of a publicist of course. I represent a lot of clients; some of whom do have some green angles.
So when it comes to pitching the media I generally look at okay, if Ive got an environmental angle first Im going to look at lets just take for example my client Bowdabra. Bowdabra has been with us for several years. Weve gotten them some really nice coverage over the years. In fact, just last [Audio skips] or through the holiday season they were on Good Morning America.
Now, what do they do. They actually have a crafting tool where you can easily make professional looking bows simply. So for people with arthritis or young children, toddlers and so forth its a perfect crafting tool.
What we do to actually incorporate environmental angles for that particular PR campaign is just have lets just create environmentally friendly crafting projects that we then get out to the magazines, both womens crafting magazines, general consumer media and so forth.
Why dont we kind of just jump in right there so that we can kind of get really practical in what you would recommend from your expertise, Rey, on what we should be doing with Bowdabra but were not.
Rey Ybarra:Well, wow, thats a really great question.
Michelle Tennant:I find that practical helps people jump right into the conversation. So if Ive put you on the spot you can say so, too.
Rey Ybarra:Oh no, no; its really a great question because its food for thought here because as Im going along and theres a lot of things that go into that as you well know that every day presents a different challenge on taking a new angle or which way youre going to go with it depending on your business, your product and your service.
But one of the things that I find very quickly about all of this is that were in a really interesting time right now in our culture and in our societies.
We were talking just a little bit before the interview here, Michelle, and everybody is were going through economic turmoil right now and theres a lot of people that are very afraid about whats going on, but the green industry is kind of symbolic of a new way of thinking about things.
Michelle Tennant:Yeah; I would agree with that.
Rey Ybarra:So with that said we need to think about new ways of promoting our business, product and service thats not only going to give us maximum leverage, but that is going to help the environment as well.
What Im talking about right away is Im talking about like printed materials that in the olden days of publicity, that type of thing. Youre at an expo, youre at a trade show and Im tying it in with my show and how we came about this and how it can tie in with everybody listening.
You go to a show and the expo industry and the trade show industry, Michelle, is a very traditional industry. Its only now starting to come around to coming up with new ways of promoting an event thats going to be environmentally friendly.
So with that said, you have a vision and I have a vision of producing an event that is going to give us maximum leverage as well as helping the environment. The first thing I can say to everybody in a new way of thinking is blogging. Blogging is one of the most effective ways that you can promote your business, product and service and reach literally an unlimited amount of people that are interested in what you have to say.
The blogosphere. Let me give you an example is if you go to Google and you type in green blogs youre going to find that theres going to be literally just an unlimited amount of green blogs that are out there that are talking about all sorts of events, talking about all sorts of products and services in the green industry. Its just exploded. Its just almost unlimited amount of people out there that are really, really into whats taking place right now in the shifting consciousness.
What that does is two things. First and foremost it leverages yourself and it becomes an exponential affect in terms of you getting your message out there to as many people as you can and in a quick amount of time.
Then the other thing is that it saves the environment from all sorts of hard copy materials, like papers and when you go to an expo. Ill give you an example of this. When you go to an expo or a trade show everybodys passing out their materials, their paper materials
Michelle Tennant:Oh, its true. I was just locally here and Im in the Smoky Mountains. We just had the motorcycle show and last Saturday I was at one. I kept pushing back the materials cause I didnt want it. I had a little notepad with me just trying to actually just write down the web site addresses so that I didnt have to take all that crap.
Its just so funny how old school everybody is about pushing those catalogues on you. Im like, I dont want that.
Rey Ybarra:Right; exactly. Thats a good point, Michelle, and everybody listening is its very, very important to understand what Michelle just said from her experience and what Im going to tell you here, ladies and gentlemen, is that when youre promoting your business, your product, your service, whatever it is [Audio skips] at an expo or a trade show, its very important to understand that when youre passing out your materials that youve spent a lot of money and time on, about 98 percent of those materials are going to get tossed out or theyre going to be put on a shelf when people get home and they stay there.
So its a very labor intensive process to produce those materials and even though costs have gone down because of the technology, its still going to cost you a good amount of money and time and effort and manpower to pass out those materials.
Now what weve done and from my market research of producing programming in the multibillion dollar southern California expo trade show marketplace is and after talking to exhibitors, both small, medium and large exhibitors from the local mom and pop exhibitor to the $100 million company, $200 million company that is exhibiting is that the biggest complaint that they have is that people take their materials and its the waste of materials and the rising booth costs.
So what weve formulated we just had an incredible election. We have a new president that is Im very excited about just for the fact that its something new and hes young and hes energetic and he represents a new type of thinking. Whether you agree with me or not hes something different in the White House and he brings a new type of thinking around.
So what we are doing is were bringing a new type of thinking to this traditional industry. So one of the ways that were going to be promoting our event and also the exhibitors at the event and saving them time, money and a lot of heartache is that were going to be having a new media section at our green new media and life expo.
What I mean by that, ladies and gentlemen, is that were going to have a live blogging area of about 15 to 20 live bloggers that are going to be interviewing the exhibitors during the event. Those interviews are going to be going immediately out into the blogosphere during the event and then those articles will be there after the event, which is going to be promoting the exhibitors during the show in real time, after the show and before our next show.
That is so important to understand because, one, what that automatically does is that automatically recession-proofs our exhibitors business, product and service and gives them an incredible amount of leverage where it creates a viral marketing effect.
Meaning that its an exponential effect that once that article goes out into the blogosphere people are searching for new information about new products and new services, especially because green is so big in our consciousness now and its just taking off. Its going to get bigger and bigger and bigger.
So automatically what were doing for our exhibitors and those people that are interested in the products and services is that it recession-proofs them. It helps them save tens of thousands of dollars in traditional flier, business cards, press kit, printed materials and, two, what its doing its that theyre leveraging themselves where this information, as I said, is going out immediately into the blogosphere.
Then people that are online and get this information can immediately connect with the exhibitors during the event. So another thing weve done, Michelle, is that the traditional expo/trade show model is that the event is here for two to three days. Then you try to network with as many people as you can under one roof and try to pass out as much materials as you can in that time and then the event is over
Michelle Tennant:Then how do you actually yeah; the early bird or the person who follows up the fastest afterwards thats how you keep into the consciousness.
But now lets really bring this to practical so that people can visualize this, Rey, cause I think its brilliant, okay. I think that its still lets just like I dont think that people are going to quite get it yet. So lets help the listeners who are listening and talk in practicalities.
So lets just take the motorcycle show I went to on Saturday. Its already an expo about green living, correct?
Rey Ybarra:Correct.
Michelle Tennant:So lets just say for sake of conversation that you had actually worked with the motorcycle show cause everybody can figure out okay, you walk into a trade show of motorcycles. Theres a ton of booze around with a bunch of motorcycles. We can all visualize that.
So what Rey is saying and correct me if I wrong, is so here I am a member of the public. I walked in. I paid my 15 bucks to get into the motorcycle show. Then Im like all they hand me a bag the closest thing they got to an environmentally friendly thing was they handed me a reusable bag, which thats not new. Thats so old school.
My husbands like, Just take it. Its not even big enough for groceries. I m not going to use this. Hes like, Just take it. So I have this stupid bag in my hand. Then we just ended up folding up those bags. Then the guys we were with just stuck them in their pockets, their back pocket. Thats the extent of what happened with those bags.
So what youre saying would happen is that as soon as we walk in, like they had an area where we could sign up for a free motorcycle, but what you would have also are sort of like on the floor reporters called bloggers who are going to be doing like, Heres what Im seeing today, everyone. Very exciting. Over here in the Yamaha booth this is what theyre doing. Then theyve got like a mini-video or mini-write-up on the internet exactly talking about what the Yamaha people are doing.
Then the same with the KTM. The same thing with the BMW people. Same thing with Harley Davidson. So then what were seeing is these on-site bloggers who are going to be actually bringing whats happening at the show into the internet for us.
Rey Ybarra:Absolutely; in real time. Right there as its happening. Its like, if you can visualize this, ladies and gentlemen, its like in the old days you had the news that would come in cover and you see them go to theres a story that breaks and theyre interviewing somebody live.
Well, this is the new media, which means that these people will be blogging. Theyre reporters and theyre just bloggers and theyre talking and interviewing all of the exhibitors and bringing that information on the internet right at the moment.
Michelle Tennant:There are possibly some people that are like, What are blogs? Blogs are basically just public diaries that are on the internet and people access them through a regular URL.
By the way, if youre in front of your computer while youre listening to this you can actually look up a link to Reys green new media and life expo at my blog, which is Story Teller to the Media.com.
So just go over to the my blog right now and then you can get a sense of what a blog looks like. Then click on the link over to Reys expos so you can kind of get a sense of but wait till after were through before you watch the videos because you want to pay attention to both us and them cause the videos are great.
But now, okay, so weve got it. Weve got the picture of what it would look like in the conference, but now so thats what it would look to maybe a visitor at the trade show.
Now, Rey, lets take it to a booth advertiser, okay. So like someone like Bowdabra like my client. I dont handle their advertising. I only handle their media relations and getting them into news, their editorial stuff, but lets say cause I know that Bowdabra goes to crafting trade shows every year. Sometimes they have green angles; sometimes they dont.
But what youre saying is then then do you work with the trade show exhibit hall and then youre like how would a booth exhibitor actually take advantage of what youre talking about?
Rey Ybarra:Oh, well no. This is part of weve created a new media package for each exhibitor to maximize their experience as I mentioned, during the expo and long after the expo is over with this new media technology. Now blogging is only the first step that were talking about, Michelle.
Michelle Tennant:But youre talking about a specific expo. What if this I can see what youre talking about being applicable to all expos across the country, both crafting, motorcycle, boat shows and so forth. What if the exhibit hall that we go to isnt already doing something brilliant like youre doing with this expo that youre talking about right now, the one thats in Reno, Nevada?
Rey Ybarra:Right; I can guarantee you this. If were not the first, were one of the only ones that are implementing all this new media technology
Michelle Tennant:I think you are.
Rey Ybarra:And see, this is why we came up with this, Michelle, because everybody our wonderful president, President Obama and I want to get off a little bit on a tangent here because it relates to everything. You can say that President Obama is the first new media elected president that weve ever had
Michelle Tennant:Well thats true. I think that yeah; most people would agree to that cause the
by: Michelle Tennant
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