Blog Archives
Practical Social and Digital Integration: Chicago Shovels
Posted by Scott Meis
It snowed last week in Seattle. Having grown up in the area, I will attest that it was a significant storm for the area but far less concerning than the reports that were put out across the wires.
As many of my friends in these parts are also Chicago transplants, we shared a collective chuckle around the mesmerizing general reaction to what is typically referred to as “slight snowfall” on an average winter day in Chicago. One of the main issues is that it simply does not snow but a few times each year in Seattle (good thing) but when it does, the city shuts down completely due to a lack of resources and preparation. It had me recalling some messy mornings from my old life in Chicago where I was simply unable to dig my car out.
Fittingly, a friend pointed me towards Chicago Shovels last weekend - a new initiative by the City of Chicago that provides an interactive resource to help residents deal with the city’s typically treacherous winter.
My expectations were low knowing that I was about to visit a city run site – notorious for poor user experience and slow technology adoption. I was wrong. What makes the site strong in my book is the degree of practical social and digital integration. There is a “Plow Tracker” to help residents keep tabs on real-time street clearing activity as well as a number of integrated apps (including a Tow Tracker to help you find where your car has been “relocated” – imperative in a city that loves to tow) and even SMS alerts to stay updated.
While my bet would be that an agency helped the city with some of the marketing content, full kudos to the team for developing useful video content to help users navigate the site.
Though Seattle does not have the frequency of snow to warrant a full on platform like this, Chicago Shovels is a great model for other snow-laden cities to follow in implementing a smart communications platform that fits the baseline communication needs for residents.
Posted in Social Media
Tags: Chicago, Chicago Shovels, marketing, seattle, snow, Social Media, Video
A Glimpse Inside #OccupySeattle
Posted by Scott Meis
We all know that great storytelling is an art form. It requires insightful, attention-grabbing creative, impeccable timing, strong human connection, and a key moment of revelation that brings the full narrative together. At other times, storytelling takes a more direct, news-driven approach that aims to accomplish one thing – make sense of a situation and distill down the most relevant or interesting points around a topic.
As any regular visitor to this blog knows, I’m a photography and storytelling fanatic. As such, I’m constantly looking for new subjects to shoot and creative avenues to extend my photog skills. Good friend Chris Sewell (@mydeadlyballoon)shares my passion for uncovering what we all see on the surface day in and day out. Chris also happens to be an audio buff with a knack for drawing anyone into an interview.
A few weeks back, Chris and I decided to gather our tools of the trade and head down to Westlake Center in Seattle to do a bit of content gathering around the Occupy Seattle activity. Admittedly, neither of us had done much homework at that point on the Occupy Wall Street movement. We decided that going in blind would actually be a better approach for our attempt to make sense of the ongoing protest.
Over the course of about three hours, we interviewed a LOT of people. Some made fair points but most could not seem to piece together a logical message (outside of what distilled down to wanting to feel a sense of community) about why they were present. As a communications pro, I was most confused by the fact that there was no central messaging pillar physically present at the protest location. For what has evolved as a decently well organized movement, I spent three hours attempting to piece together the main messaging behind the various signs, chanting and individual reasoning we witnessed. To be frank, I believe that the chief event organizers could have tripled the effect and impact of their efforts if they simply had a giant sign in the middle stating the movement’s three main messages/call to action (obviously, the movement’s demands are a bit more complicated but you get my point – why make it a challenge for the public/media to interpret?).
Alas, we took what we could and distilled it down to the video below to provide a brief glimpse into the gathering. Stay tuned, we’re planning for plenty more similar storytelling efforts of this nature down the line.
p.s. fellow storytelling fans may also enjoy checking out the Third Coast International Audio Festival.
Posted in Storytelling, Video
Tags: #occupyseattle, audio, movement, protest, seattle, slideshow, storytelling, Video, wall street
It’s 2011 – Viral Videos Still Don’t Grow on Trees
Posted by Scott Meis
Want to make a digital strategist bang his or her head against a wall for an hour (or two…or three) straight?
Ask them to make you a “viral video”…
We all know that starting with an end goal of creating a viral video is a lofty, typically unrealistic goal. I’ve tried hard to keep the word “viral” out of the vocabulary of any agency where I’ve worked. Is it to say that making a viral video isn’t possible? Absolutely not. Should it be something you sell in to clients? For your sake and sanity, I hope not.
Want to know what does work when you’re trying to gain groundswell video traction?
A solid plan of attack that focuses on the right creative content/call to action, targeted to the right audience and delivered at the right time. Put that combination together, activate the power of smart distribution and social syndication and you’ve taken solid steps towards building views and engagement.
Jennifer Anniston’s Smart water video is a great example – the brand turned the notion of a “viral video” on it’s head earlier this year by purposely creating a video that incorporates elements of other videos that have lit up millions of views on YouTube. Creative use of a celebrity that matches the brand’s target demographic positioned around a recent flood of bizarre YouTube sensations. Perfect.
Though there are certainly plenty of tips and learnings floating around about the best way to create a viral video, step one is to focus on what exactly you’re trying to achieve in the first place and to clearly identify the audience you’re hoping to engage. Get back to basics, remove the pressure of delivering “viral” results and allow the creative floodgates to churn up an idea that will resonate and have a solid shot at driving word of mouth.
Posted in Video
Tags: elderly couple, jennifer anniston, marketing, mayo clinic, public realations, smart water, Social Media, Video, viral video





