Category "Social Media"

The Power of Social Media – Grace Chon and JJ Miller

- - Social Media

by Suzanne Sease

In full disclosure, Grace and JJ are former clients, who I still keep in touch with to see how they are doing. I always want my clients to do personal projects from their heart and it can create an amazing path you never expected. I am an avid Redditor, I think it is a great venue to get your work out there as well as many other ones.

Here are their stories of the “Power of Social Media”

Grace Chon “Zoey and Jasper”

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I started out sharing the “Zoey and Jasper” tumblr page with the editorial contacts I already had, reaching out to magazines I had worked with in the past. I really pushed the tumblr page and instagram with the media, since everyone seems to be complaining these days about the functionality of Facebook Pages, but Facebook was also a huge in helping this go viral.

On Thursday April 10th I shared the tumblr page with a huge dog magazine I’ve worked with regularly called The Bark. By Friday morning, it had 4,700 likes and 1,080 shares. I also sent the link out to a magazine called Koream Magazine, and on Friday they started to publicize it. All all the other huge Asian American media channels started to pick it up – like Hyphen, Angry Asian Man, Audrey Magazine, and more.

The Korean American founder and curator of a My Modern Met saw it on Saturday and immediately reached out to me for an interview that afternoon. Within the hour she had it up on the site and she told me that all the major news sites follow the site like The Huffington Post, The Daily Mail, Yahoo, The Today Show, and Good Morning America, just to name a few.

Within a few minutes of it being up on My Modern Met I had an email from The Daily Mail and they had it up by Sunday.

Come Monday morning on April 14th, my inbox was jam packed with media requests! Suzanne also very wisely recommended that I upload the link to Reddit, and it was picked up by users and made it onto the front page. The images also ran on The Huffington Post, Yahoo, The Today Show, Good Morning America, Buzzfeed, Mashable, People, PetaPixel, and Bored Panda, along with countless international websites in countries like China, Taiwan, Brazil, Germany, Finland, Italy, France, Peru, Colombia, Serbia and Portugal.

On Friday April 18th, the images aired on The Today Show during the 4th hour with Kathie Lee and Hoda. They closed out the segment while discussing (and giggling!) over all the images.

http://www.today.com/video/today/54983983

The dust has now settled a bit, and now I have 18,500 followers on instagram (started at 550) and 18,000 followers on tumblr (started at 0!). My rep Kim Knight has been going on portfolio shows and she’s finding that the creatives are already familiar with the series. Zoey’s original rescuer in Taiwan also miraculously found us, after waiting 7 years to find out what happened to the tiny puppy she took care of. All I can say is wow! The power of social media.

JJ Miller #wewillrun

The #wewillrun was originally pitched as an idea to a client and after their decision not use it, I couldn’t stop thinking about the story and the uplifting message. The project became personal for me and I needed to film it instead of letting it play in my head.

I reached out to the team members of my production company and colleagues that I had collaborated with in the past. They all signed on enthusiastically once they heard the message. The crew included: DP, Jeff Melanson, First Assistant Camera, Nolan Ball, Co-writer and Narrator, Rich DiMare and Produced by Alexandra Bettencourt.

I uploaded the #wewillrun video on Vimeo, and the posted a link to it on Facebook and Twitter. We also sent out a press release through PR Web. The first day it got around 1,000 hits and then there was a write up on the website Boston.com and soon got about 24,000 hits. The same day the BDCwire post it on Readit. I’ve worked with Reddit before on other projects. However, this experience has only strengthened my understanding of how much impact sites like Reddit can have. 

The next morning my email blew up with multiple interview requests, and #wewillrun was trending on top of Facebook and Twitter. That helped the video get shared on a global level, generating nearly 160,000 views on that Thursday. In the following days, it got national press appearing on Fox News, CNN international, and many write ups from sites like the Hollywood reporter, Buzzfeed, ESPN, Elitedaily, Bleacherreport, NESN and many more.

In three weeks on the day of the marathon #wewillrun had been played 449,000 times. When Rich and I sat down to write the script, we wanted to create a message about moving forward. When we read it over, something just felt right gooesbumps. Most of all, it’s been very humbling to have people feel similar emotions. 

http://jjmillerphotography.com

Director Jesse Rosten On His Fotoshop by Adobé Video

- - Social Media, Video

by Grayson Schaffer

If you need proof of the career-building power of social media, look no further than Jesse Rosten. The 31-year-old TV-commercial director lives in the small, Northern–California town of Redding and has spent the last eight years producing spots for local clients like casinos and colonoscopy clinics. Then last month Rosten uploaded a fake advertisement for a non-existent beauty product called Fotoshop by Adobé. The two-minute clip is a commentary on the beauty and magazine industries’ reliance on retouching. Launched with a tweet and a Facebook post, Rosten’s video quickly racked up more than 5 million views between Vimeo and YouTube and made the rounds on the media industry websites. Grayson Schaffer spoke Rosten about what went into this production and what Rosten thinks he got out of it.

Grayson: What sparked the idea for this clip?
Jesse: I was watching an infomercial for some beauty products with some “before” and “after” photos and it just looked like the “after” shots had been retouched. I thought I should do a commercial for Photoshop because it seems like that’s all the beauty industry uses anymore. It’s that whole photographers’ refrain, “Fix it in post.”

Grayson: There was some serious production that went into your project. How did you pull it together and fund it?
Jesse: I’m a commercial director, but I’d never worked in this particular genre before—fashion and beauty. Everyone involved volunteered. We had two make-up artists, a hair person, and four production people. The camera lenses were all donated, and I’ve got some of my own lighting gear. The biggest out-of-pocket cost was buying food for everyone on the day of the shoot. It wasn’t super expensive; it just took a lot of labor.

Grayson: How did you convince everyone to get on board with this?
Jesse: The first thing I did was write a script and put together a storyboard. I’ve worked with lots of these people on other paying gigs so they’re always up for a good time. The crew had been in other viral videos I’ve done, so at this point they’re sort of familiar with my crazy ideas.

Grayson: What were you hoping to get out of this?
Jesse: I just hoped people would find it funny—a snarky message directed at the beauty industry and Photoshop users at large. But I also realized that the more this looks like a real commercial, the funnier it’s going to be. So while it is a satire, and there are elements of parody, the funniest thing about it is that it’s all true.

Grayson: Now that it’s blown up and has been seen by several million people, what has it done for your business?
Jesse: Yeah, my inbox has been a mess—a lot of inquiries and interest. I haven’t turned it into any paying gigs yet, but now I feel like I can justify putting time and resources into this. On the one hand, this project was something I wanted to do to stretch myself as a filmmaker, but it has also been good marketing for my work.

Grayson: You said that you had done some other viral videos?
Jesse: Two years ago, I did a video called iPad Plus Velcro which had a little bit of success. Apple actually picked it up, which is unique because they usually have a very specific brand aesthetic. And then this same crew helped me produce another video called iPad Photoshoot, where we took nine iPads and did a shoot using the iPads as a light source.

Grayson: Were you able to get Apple to fund the second video?
Jesse: No, I tried to milk it, but I never heard back.

Grayson: Do you feel like you’ve cracked the code for what it takes to make a viral video?
JR: Yes and no. I don’t think I’ve cracked the code, because at the end of the day you really don’t know when something is going to go viral: You don’t create a viral video; you create a video and then it goes viral. But at the same time with this Photoshop thing, I knew that it was a current topic and that its novelty gave it serious viral potential. But I never expected it to get as big as it did as fast as it did. In less than 24 hours, it had half-a-million views and that was before it had been written up on any major blogs.

Grayson: Was that like a mainlined shot of adrenaline?
Jesse: I would be lying if I said I wasn’t sitting in front of the computer hitting the refresh button and watching the view count go up every ten minutes. It’s nice to know that something you created is resonating with people.

Grayson: What is your specific line of work?
Jesse: The paying gigs are commercial direction. I work with agencies and sometimes directly with clients to direct, shoot, and edit commercials. I’m also trying to break into narrative filmmaking?

Grayson: Anyone cool you’ve worked for in the past?
Jesse: Honestly, I’m not a big-name-brand director. I’m self-taught and self-employed. It started with local car commercials eight years ago, and I’ve slowly worked my way up to hospitals and casinos and government-type jobs. In the last two years I’ve focused more on working with agencies that have their own client lists.

Grayson: Surely clients understand what a rare thing it is for a director to generate five million views without a budget? The YouTube versions of most SuperBowl ads don’t rack up those kinds of numbers.
Jesse: Well that’s always been my thing because I haven’t had a lot of resources. One of the things I like most about filmmaking is creative problem solving—whether that’s coming up with a creative story or coming up with a creative way to make due with few resources. Right now I feel like I can do anything with a camera and a few worklights.

Grayson: So what’s your advice to people who are where you were eight or nine years ago. Can social media kick open the door?
Jesse: I think so. Twitter and Facebook didn’t exist when I started. But my advice would be just to continue to create. There’s really no magic formula for this sort of thing, it’s just a lot of hard work. Your first project is probably going to suck, but every time you take on something new and push yourself a little further you learn something. Eventually you’ll start creating work that you’re proud of.

Recent Facebook Changes Are Bad For Professional Photographers

- - Social Media

Facebook announced and new photo viewer that they’re rolling out for all their users in the next couple weeks that allows you to upload 2048 pixel wide images to your page. That’s an 8 time increase over the old 720 pixel limit and seems like a boon to professional photographers who use FB to connect with their clients. The viewer also provides a nice way to page through an album of images.

facebookhigherres

Inexplicably they’ve decided to include a link on all the images that allows users to download the high res image. This seems like it would be something you could turn off as I could not imagine a professional photographer wanting to allow viewers the ability to download the images but there’s no setting in the privacy controls.

National Geographic

If that’s not bad enough one of my readers (Marco Aurelio) alerted me to a change to the business pages (here) that now prevents you from placing links, photos, albums and video albums on the front of any Facebook page. Additionally the header images, now front and center, are chosen at random.

Let’s hope there’s enough protest to these changes that Facebook remedies the situation. They’ve done that in the past so I hope everyone makes a big stink about it.

UPDATE: My readers have pointed out that you don’t actually have to upload high res images to Facebook so really it’s not a big deal if you know what you’re doing.

A Unique Way To Fight Photo Theft By Corporations

- - Social Media

Aspiring Pro Photographer Gustav Hoiland discovered that one of his images was being used without his permission by Saint Gobain Marine on their website. Since most corporations now monitor social media he decided to document the infringement in a video and throw it up on YouTube. He figures this is a unique piece of leverage photographers can use to fight corporations.

While I know there have been some infringements on Flickr and the photographers successfully used social media to shame the companies into doing something about it, I’m not so sure this is an effective way for a photographer who wishes to pursue a career shooting for corporations to resolve infringement. Social media works both ways and google never forgets. This kind of thing will show up when corporations are looking for photographers and it will have an effect on the hiring decision. Of course if the infringement is substantial it doesn’t really matter but in the smaller cases it seems like a long way to go for a little payoff.