MICHAEL: Erik.
ERIK: Yeah.
MICHAEL: Mobilize your social team.
ERIK: Ok.
MICHAEL: We're e-mailing 450,000 people. This is about to blow up.
MICHAEL: Join us on an impossible mission to grow our business 50%.
Welcome to The Journey.
MICHAEL: Four to six human individuals.
Have been watching these videos to 50%.
By the way, if you're one of those four to six we love you.
But sometimes it takes four people just to put this stuff together.
And it's just not working.
(SKYPE CALLING SOUND)
ERIK: Here I am.
MICHAEL: Cool. Why are you guys producing the 'Ask Me Anything' video
and the 'Tuesday Tips' video?
What's the purpose?
ERIK: You know, in the end, it's to provide value to the community.
And again it's also, no secret, but a pitch for the conference.
MICHAEL: If we're creating this to promote the conference,
I think the decision is kind of clear.
ERIK: We're just not seeing the views that we wanna see.
We stopped doing it.
MICHAEL: Expert AMA is cancelled.
And going live with the tips on Tuesday is also dead.
Alright, so you clear what you need?
ERIK: Yup.
MICHAEL: Talk to you later, man.
(SIGHS) What a freaking headache.
You hear those ambulances coming by?
That's them coming to pick me up.
We were looking at The Journey which, of course...
..those numbers are dismal. 1% click to play.
Now let's go back to episode four, 2%.
Now let me keep going backwards, 1%.
Holy shit.
(SIGHS)
No one freaking watches video on Facebook, it's just the truth.
ERIK: Yeah. YouTube is the one where
people are actually gonna watch the whole thing.
MICHAEL: One option is to cancel The Journey.
It's a legit option.
(SIGHS)
Jen come in here.
The Journey's not working.
JEN: It's not working?
MICHAEL: No, we're not publishing The Journey this week.
I'm not joking.
JEN: Just because the...
MICHAEL: No one's watching it.
Well they're watching it on YouTube.
But the problem is they're not watching it everywhere else.
JEN: Your kidding.
MICHAEL: No I'm not kidding.
And it's not the show because we know on YouTube they watch it.
JEN: Yeah.
MICHAEL: As a matter of fact the one that came out this week
they were like at almost 60% all the way through the thing.
JEN: So are we not gonna publish the full thing at all on Facebook?
MICHAEL: Never again. JEN: Ok
MICHAEL: Never again. JEN: Ok.
MICHAEL: Later everyone.
JEN: Ok, thanks, Spider... MICHAEL: Bye
(SIGHS)
MICHAEL: Hey there Mike Stelzner founder of Social Media Examiner
coming to you with a public service announcement.
This week we made the very difficult decision to cancel
three of our long-form shows off of Facebook.
Long-form content does not necessarily have a home.
When it comes to video on Facebook.
I'd like to use the analogy of kind like putting
a TV show on the highway.
And expecting people to watch it as they go zipping by.
So I made the decision yesterday to cancel The Journey.
And officially only release it on YouTube.
Now last week I was totally opposed to any of this.
Last week I was debating with Evan Carmichael saying,
"No you don't get it man."
It's a distributed model, we have thousands of people watching it
on all these different channels.
LESLIE: I didn't expect three shows to be cancelled.
MICHAEL: I might just cancel The Journey.
I mean honestly, I've been talking about it.
LESLIE: Personally I don't think that would be a good decision.
I think it's a great way that people connect with you guys
at a deeper level.
RAY: I think the value of The Journey has not even been barely capped.
MICHAEL: You know I could see creating a YouTube track.
And literally, have it be focused on...
CLIFF: Why don't you call it YouTube for business track?
MICHAEL: Maybe I'll change up the YouTube track, what do you think?
CLIFF: I'm excited by that. MICHAEL: Yeah
MICHAEL: Can I just say that I love you guys first of all.
And thank you for allowing me to come on and just share with you guys.
Well, there is never a dull moment here at Social Media Examiner.
I just got off the phone with Phil and Shaun.
And we decided to rejigger one of the tracks
for Social Media Marketing World
and we're calling it 'YouTube for Business'.
We don't mess around here man.
(SKYPE CALLING SOUND)
Hey ERIK: Hey.
MICHAEL: Alright so check this out, Erik.
73% stayed till the halfway mark on today's video.
ERIK: Yeah?
MICHAEL: We've never had that happen before and I'm even having people
comment on the post saying.
I've been a fan of Social Media Examiner for a long time.
This is the first time I've seen one your posts in a while.
ERIK: That comment alone, jeez.
MICHAEL: It looks like the tribe is resonating with this.
I want to send an e-mail this afternoon.
Title - 'Is Facebook Video Dead?' and I wanna send it asap.
JEN: Yeah I'll get that done right now.
MICHAEL: Alright thank you. JEN: Ok.
MICHAEL: We've got the ability to make this into a big deal and
we're gonna go ahead and do it.
Erik.
ERIK: Yeah.
MICHAEL: Mobilize your social team.
ERIK: Ok.
MICHAEL: We're e-mailing 450,000 people within the next 30 minutes.
And we're linking directly to that Facebook video.
This is about to blow up.
ERIK: Ok.
MICHAEL: Get them ready.
And if you want, I could come on the Friday show.
And this could be what I start talking about when I show up on
other people's podcasts. I think we have a story here now.
ERIK: I agree.
MICHAEL: Had I not made this decision and then publicly talked
about the fact that I made this decision.
Then we wouldn't be having all these other things
that are going to roll out of this.
Well, I got up at 4:00am this morning.
Seems like my brain has been pondering non-stop how to deal
with this transition to YouTube.
So I crafted an e-mail that's going out at 10am this morning.
Kind of explaining our decision and then today at 10am.
I go live on our live show. And of course that'll be another chance
for me to talk about The Journey.
There goes one of my kids. It's ok, you guys can come over.
This is the challenge of filming in your garage (LAUGHS)
ERIK: Welcome to the Social Media Marketing talk show.
A Social Media Examiner production.
Mike, we started looking a lot at video metrics recently.
And we made some pretty big decisions this week.
MICHAEL: The reality is when you look at these view counts
on Facebook and even on other platforms like LinkedIn.
They're exceptionally deceptive.
Because you might think that thousands of people
are watching your videos.
And that's exactly what we thought for the longest time.
But then I went and I did the analysis.
That was my wake up call and, you know, the rest is history.
The risk that we face by distributing this video across all of our platforms
is sending signals to the algorithms.
That the stuff we produce is not valuable.
While Facebook wants us to produce long-form video.
We have to embrace how actually people use the platform.
And it seems that everyone uses the platform as a highway.
Not as a destination and if that's true.
Then we need to create highway content.
Just when you thought it couldn't get any worse.
JEN: (LAUGHS)
MICHAEL: This is bad.
JEN: Oh man what is it.
MICHAEL: I got an e-mail titled 'Urgent'.
(BEATING DRUM MUSIC)
Hey Alex how's it going.
Connect with your species. What is this?
Look at the advertising.
Oh my gosh, thank you for monitoring my mail.
Please join me on The Journey.
Subscribe now and be sure to hit the bell
so you don't miss any of our future episodes.
(BEATING DRUM MUSIC)
Không có nhận xét nào:
Đăng nhận xét