A “Value” Intervention

Let’s re-frame Value. It’s tripping up too many of us trying to use social media to establish our personal brand. So if you’re obsessed with “adding value” or constantly asking your followers if you add value then I hope this helps.

Start by wiping value from your mind.

Focus on being you and sharing what interests you.

That means be entertaining, funny, silly, curious, knowledgeable, bold, daring, insightful, droll…. What I mean is

replace the noun “value” with any adjective you like.

Do that and your voice, your contribution and even your content will be easier to share. I say let you out because your unique POV is your benefit to me and others.

As you replace value from your vocabulary also stop looking at how many people viewed your idea/post/words/etc. Views alone are a useless metric. A view is 3 seconds for Facebook and Instagram videos and a split second on Snapchat. In other words,

Views don’t equal your value.

I’ll take 2 comments/chats over 200 views any day. Why, because a response means a connection. Something I did made an impact. Views won’t be part of our obsession with value if we don’t give them so much weight.

Is my argument still not working for you? Still desperate to define your value? Well, make it easier on yourself — replace “add value” with “make friends.” You already know how to do that, it’s in your DNA.

A good way to make friends and meet people is to turn the camera off, put the pen down and just react. Spend time watching, listening and getting involved in other people’s trials and triumphs. Be human and you’ll naturally be providing comfort, support and expertise (aka value) without even thinking about it.

That’s a real benefit and you don’t have to work hard to do it. Invest time making friends and your audience will grow organically. Let others fret about value, you just let you show through.

Cheers.

10 Suggestions to Simplify A Project

Because creativity isn’t easy and problems can be complicated, here are 10 suggestions to help you simplify any project.

10. Write a list on paper to prioritize deliverables and what’s important to communicate. Putting something in your own handwriting makes it more manageable. (Note: this list is typed)

9. Cross out 88% of that list you just made. Cull it down to what’s most important to deliver or communicate.

8. Merge similar ideas together. You know, what I should have done with points 10 and 9.

7. See if you can explain your concept in one sentence. If you can, then you’ll realize this second sentence is unnecessary.

6. Aim for clarity. 1+1+1+1+1+1+1+1 is the same as 4+4 but it takes way longer to add.

5. Grab a blank sheet of paper. Nothing refocuses the mind like the fear of filling an empty page.

4. If your solution is complicated, start removing pieces. Pull your idea apart like Jenga until it holds up but doesn’t fall apart.

3. Think of the one person who usually understands your ideas. Don’t show anything that person. Show it to their polar opposite. If someone who is unlikely to get “it” gets it, you’re on the right path.

2. Take a break. Let your subconscious do the work for a while.

1. Ask for help. Even Yoda had a teacher.

Dear Producers: Thank you

In the last few months I’ve taken on a side project. Actually, it’s more like a passion project; I’m working on a documentary on Childhood Obsessive Compulsive Disorder (OCD).  

My role as co-producer for the film is this is my first time I’m responsible for coordinating many production issues. (Usually it’s just the creative stuff that I deal with.)

So I just have to say “Thanks!” to all the producers that I’ve worked with over the years. Be it TV or print shoots, video projects, or site builds, you have made production look easy. I knew your job could be a pain, but my eyes are just opening to the issues with scheduling, renting equipment, casting, coordinating travel, talent releases…the list goes on.    

So yeah, thanks!

And check out UNSTUCK via ocdkidsmovie.com to see how it’s coming along.

What I learned from a day not snapping on Snapchat.

Today, I took a break from Snapchat.

That’s a lie. I just took the day off from putting my face on screen and choose to listen, watch, chat and reach out to people individually.

What happened? I learned a hell of a lot of awesome things about the folks I “follow” and my world opened to the interesting, funny, cute, provocative, smart, entertaining, useful things they bring to my life.

Interesting, funny, cute, provocative, smart, entertaining and useful is how I dimensionalize that dreaded and rarely defined word called “value.”

It wasn’t my plan to write this post when I started my day of snapchat discovery, I just got so excited about what I learned that I had to share.

Here’s what I learned from my Snapchat Fam….

Nick W (nickenable) introduced me to Anchor (a voice radio app) and told me WHY it was important “You learn more about people from hearing how they actually speak and their intonation than any photo or tweet.”

Angela (webmastergirl) has a library blog, reviews new books and there’s a street car being tested outside her office! Talk to her about why your library needs to be on Pinterest.

Caring Counts (purcelliraptor) told another good story about customer service. He’s yoda, heed his wisdom.

Cat (catxdavies) talked about the trouble with live steaming for brands — how will they join and WHO will they get to be on screen given the issues many casting talent? Big issue. First I heard it addressed. Bam — value!

David (d_henaghen) works his ass off building things and also this photo made me laugh

Next time someone says Snapchat is just for teens, don’t get mad just show them Cliff’s stories! “As they say,” Cliff Le Blanc (bikeman07) is a retired carpenter/taxi owner who just joined Ghostcodes today and has a higher Snapchat score than I do. Today, I helped him pick his category via chat — Interesting.

I just added Bruno (Brunolarvol) on Monday. Found out he sells software and also dishes smart advice on selling. “It ain’t about making money…it’s about trust.” Yes! (That and good coffee.)

Dr. Durgam (drdurgam) snaps some great dental tips between patients. (mental note: Now I know why I need to stop grinding my teeth)

Mary (maryil40) has a lovely backyard, appreciates taking “me” time and has some very busy critters taking advantage of the spring day.

Eric (polymathandvine) dropped some marketing knowledge, too.

I learned exactly WHY Victoria (victoriatayluk) went in business for herself. She also dropped some sales knowledge below. Take heed.

UX-UI guru Andy (andypngr) had a cool idea about Snapchat — Why not give musicians credit for the songs we snap with? Like Shazam comes to Snapchat. And the SHOE is STILL THERE!!!

Cammy (cammysutra6) showed off street musicians and the beauty of Glasgow. How’d the date go buddy?

Katlin (kaitlinmoose) used her time for #SocialGood and helping a friend raise money for cancer treatment. Nicely done!

PlusCliff (pluscliff) nose #socialgood too. (Sorry, my bad pun not his)

Emily (edmw_shatters) uses blab and had one scheduled today. She also has a cool health business (which I only learned about because I sent a chat.)

crosby (deathbyfluff) has a killer snapchat moniker and knows a ton about tea

Rachel (rachelreallysoc) has a great social team in Colorado.

Stuart (theralph1) is studying some important “stuff”

Ayeorob (ayeorob)…still yelling and being f’ing hilarious.

It was Israeli Independence Day? Thanks for sharing Marina (snufka_86)

Bree’s (breepalm) boss totally puts a kobash on her snaps and her Blab time! That’s why adding text to snaps is so important

And lastly, who doesn’t love random awesomeness? Hillel showed me Hotel California played like I’ve never seen it done before. Love that guy, too!

I could go on and on. There’s new snaps added every 4 seconds and it’s only 6pm. So what did I learn by going dark and communicating directly by chat for a day?

1. You don’t have to contribute content to be part of the conversation.
2. Sending snap videos directly to people you don’t know is like sending a note from an admirer. It’s makes people happy.
3. “Value” is in the eye of the beholder. Don’t stress about “how you add it and trust that it’s appreciated even if no one snaps back.
4. Listening is more rewarding that talking. (#CaringCounts)
5. YOU are more authentic than you give yourself credit for.

Cheers!

Snapchat For Social Good: 4 ideas to spread the message

A recent #ChatSnap focused using Snapchat for Social Good. Since Snapchat doesn’t have any native sharing ability yet (RT, RePins, Likes, etc.), it isn’t the easiest platform for your friends and followers to directly spread the word on things you care about.

All is not lost though. There are ways to help spread social good projects on Snapchat. Here are 4 quick thoughts that I jotted down after the ChatSnap.

1. Offer to let your friend do a SnapSwap or Takeover of your account. Give them 6 snaps (or 60 seconds) to tell their charitable/social-focused message to your community.

SnapSwap Time!

2. Promote their social charity with a few snaps of your own. Don’t forget to add context or “the why” so it’s clear why you feel your friends social effort is important.

3. Screenshot any links or hashtags a friend adds to their snap stories then post them on other social platforms such as Twitter and Facebook.

Manually add Snapchat links & hashtags on other networks

4. Add a personalized message via chat as a way to send info to a small number of your Snapchat friends. I wouldn’t spam all your followers, just pick a handful that you think would appreciate or rally around the charity.

Lastly, #ChatSnap is a weekly Twitter Chat about SnapChat hosted by Kris Gillentine. Join in. Details below.

What to do when you have to adapt someone else’s work

When you’re a social media creative, sometimes your brief is to come up with an original idea, and sometimes your assignment is to adapt someone else’s idea. This post deals with what happens when you’re asked to do the latter. Transforming someone else’s work or campaign into something that will resonate on social platforms isn’t easy, but here are some tactics that can help.

1. Don’t resize. Do adapt. Establish up front with your internal team and clients that your job is not to just resize assets. Your goal is to make sure the idea you’ve been handed will be engaging and sharable. Social is a different animal than traditional, digital and in-store, you need some wiggle room in order to transform a campaign that may not be ideal for social media into something that is. (Obviously, it can take awhile for this point to sink in, so keep at it.)
2. Augment. Add to. Repurpose. When you first look over someone else’s campaign, take the time to learn about the strategy and the important things being communicated. This will help you fill your blank piece of paper with strong ideas on how to repurpose and enhance. (Plus, the more you know about what inspired their campaign, the better you can defend yours.)
3. Review the flat art. Demand the assets. Request all the files, layered PSDs, and video and audio splits that you need. Having the complete files can be your springboard for creating work that you know would better fit the platforms. For example, you can take a layered PSD and create a video that can run on Facebook, Vine or Instagram. Simply taking a flat image and turning into a video usually makes it more interesting and engaging.
4. Make it snackable. Many advertising ideas that are perfect for a TV spot or banner ad, just don’t translate. If the idea you’re trying to adapt is complicated or requires explaining, it probably won’t click. So edit, shape and focus the work so it’s super simple to understand and enjoy as people scroll through their feed. Hence, snackable.
5. Do what they ask, then do it better. This contradicts my first point, but it’s a fact of the business. Sometimes you’re explicitly told, “Follow our creative direction exactly.” So, act like a pair of hands and do that. Then spend time making something that wasn’t expected. When you can demonstrate how you’ve made their idea more appropriate or engaging for social media, you earn major points. And sometimes your idea wins. (When it does, make my first point will be easier to get across next time.)

Good luck.

Please share any ideas and strategy that you think works in the comments. I’d love the advice.

The Permission To Be Simple

Many forces can complicate a project. As a creative person and a maker of things, you’ll have a hard time avoiding these.

Deadlines.

Budgets.

Client mandatories.

Platform restrictions.

Legal issues.

These complication agents exist because, well, sometimes they have to. Whatever their purpose, there’s no getting around the fact that complications apply pressure. They weigh heavily on your thoughts and are a powerful force that limits creativity. When these complication agents start to hold you back, remember the following:

You have permission to be simple.

You have it because no one is going to fault you for “un-complicating” something.

Because simple is clear.

Because simple offers the best usability.

Because simple is the overwhelming preference of the people you make things for.

And because simple is loved. You will never say to a friend, “Use this. It’s really complicated.”

Having permission to be simple takes nothing away from the hard creative task in front of you, but I find it can be an ally. Simple gives you the freedom to fight the forces that get in the way.

Note: This post was originally published in the eBay Design Playbook.