How my team at JESS3 drove 200,000 views to one of its videos

Over at JESS3, the creative design agency I work for, I describe how I secured over 100 embeds and thousands of tweets and Facebook shares for a single video:

On January 17 we released both a YouTube version and Vimeo version of the video, and JESS3’s PR team immediately went to work promoting the video to journalists, bloggers and social media users. Using our micro-targeting techniques, we first focused on tech writers who had already written about the coming anniversary. Within the first few hours after releasing The State of Wikipedia, TechCrunch — arguably one of the most influential blogs covering the tech sphere — had embedded it and covered it.

Not long afterward, Mashable — the most widely read social media blog — had written about it as well. Combined, the TechCrunch and Mashable posts alone generated over 2,000 retweets and 500 Facebook shares. ReadWriteWeb also covered the video.

After this initial success we began fanning out and pitching other communities. We successfully pitched dozens of design, advertising and animation blogs, getting hitafter hit after hit. We then moved into the long tail, pitching smaller blogs and Wikipedia enthusiasts who had influential audiences.

The origin story of the New York Times’ blogs

Inevitably, questions and even tensions arose when the ingrained Times culture rubbed against emerging digital sensibilities. For years, getting a story published on page A1 of The New York Times — the holy grail for most reporters — was a protracted ritual that involved two meetings with a large cast involving increasingly senior editors. The process by which the stories were pitched and debated took hours over numerous meetings across all the different departments.

In comparison, the process of getting a story onto the home page of The New York Times Web site often involved lobbying a 20-something gatekeeper, generally via instant message. The editors of blogs, who had no guarantee their content would even appear in the paper, were strategic about what we would lobby for — and when to do it. The right home page “refer” could send page views soaring.

‘Page One’ Excerpt: How The New York Times learned to stop worrying and love the blog

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Inside the iPad strategy of Golf Digest

For an article on PBS’ MediaShift, I interviewed editorial directors at Conde Nast’s Golf Digest to get an inside look into how the magazine developed its iPad app.

Bob Carney, the magazine’s brand editor, is someone who grappled with this question in the months leading up to the subscription’s launch.

“For Golf Digest, I think at the very beginning we thought we’d add every kind of bell and whistle we can,” he told me in a phone interview. “And we found out that not only is that costly, but really for someone coming to Golf Digest, what they want is more of what they get in the magazine. So for the magazine, instruction and service information about the equipment are the most important things, and the iPad app ought to take that and extend it, not go somewhere else.”

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Maximizing online distribution for your conference

For an article on The Next Web, I interviewed Jeffrey Harris, the social media director for The Aspen Ideas Festival, about how he optimized the conference events for wide online distribution:

As conference attendees become more digitally connected, news emerges from an event at a faster and faster rate. A word has hardly escaped Steve Jobs’ mouth during one of his keynote addresses before it’s tweeted out or live-blogged for the millions of readers who are following along at home. Panelists are no longer speaking to a small, select group, but can now have their speeches dissected in real time by people thousands of miles away.

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Is Larry Page a war-time CEO?

Google isn’t just in a war with Facebook, it’s at war with multiple companies across multiple industries. In fact, Google is fighting a multi-front war with a host of tech giants for control over some of the most valuable pieces of real estate in technology. Whether it’s social, mobile, browsing, local, enterprise, or even search, Google is being attacked from all angles. And make no mistake about it, they are fighting back and fighting back, hard. Entrepreneur-turned-venture capitalist Ben Horowitz laid the groundwork for this in his post Peacetime CEO / Wartime CEO, saying Larry Page “seems to have determined that Google is moving into war and he clearly intends to be a wartime CEO. This will be a profound change for Google and the entire high-tech industry.” Horowitz is exactly right.

Google’s Six-Front War

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Does Twitter have an obligation to avoid bias?

The thing we’re facing now is that, you know, the State Department is suddenly really cozy with Twitter because they are like, “Oh wow, we were trying to get this done with AK-47s and you guys got it done with Tweets. Can we be friends?” But I maintain that it has to be a neutral technology because there are different forms of democracy. You don’t want your technology, you don’t want Twitter, to look like it’s simply a tool for spreading U.S. democracy around the world. You want it to help for good, but you don’t want it to look like you’re in the pocket of the U.S. government. So we try to speak out and say that they have no access to our decision-making.

Biz Stone Isn’t So Sure About Twitter’s Cozy Relationship With the State Department

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Is StumbleUpon trying to make the traffic it drives more “sticky”?

Now, with the widgets, publishers will have the ability to embed content that it on another page of their site, giving StumbleUpon users something else to click on locally, rather than nearly being encouraged to leave. According to a StumbleUpon representative:

The widget is a way for us to offer people a better way to see curated content on a specific Web site that other users have surfaced

StumbleUpon’s new tools help publishers stumble upon repeat visits

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