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P90X and social media with Tony Horton at URI

By Julie Woodside

P90X fitness guru Tony Horton had students flexing their brains during his inspirational visit to URI’s Social Media Strategies class taught by Designated Editor’s Suzanne McDonald.

Tony Horton, URI alum, has worked for over 20 years to create the P90X workout, the best-selling home fitness program in American.

How did he do this and how can you achieve the same level of success in your endeavors?

Tony Horton goes social

  • Tony loves direct contact with his audience
  • Uses social media: Facebook, Twitter, blogging
  • allows different groups people to interact
  • Social media creates great content for large-scale view
  • Tony attributes P90X success to internet and social abilities
  • Social media has has even made Tony a better typist!

Be healthy, be mindful,  be open, be social.  Thanks for the great presentation, Tony!

Inspiring tips from Tony

Health and fitness first, find your passion, think and act outside of the box, challenge yourself, find your mentor, be grateful, live in the moment, laugh, meditate, find balance, choose right over wrong, navigate obstacles, manifest your dreams

Class dismissed.


P90X fitness guru Tony Horton with Designated Editors

P90X fitness guru Tony Horton and Designated Editor's Julie Woodside (left) and Suzanne McDonald. Tony explained how social media has helped launch his profile to URI's Social Media class, which Suzanne designed and teaches.

OMMA Video Conference 2011 highlights

“VIDEO EXPLODES” was the theme of the 2011 Omma Video Conference.

The demand for online video advertising is increasing, and the spending for online video is expanding. To be competitive in today’s market, understanding online video is vital.

The 2011 OMMA Video Conference covered what marketers, advertisers, business owners, et al should know about video on the Internet.

Keep up with the most recent developments with these highlights from OMMA Video 2011.

User-choice ads panel highlights video potential

VivaKi led online video research group called the Pool. This research group uncovered that user choice-initiated pre-roll ads are the way to go for publishers and advertisers alike.  What can we take away from this?

  • Don’t assume traditional creative for TV will work online, need to test and adapt – Kathryn Friedrich, Head of Display, Media & Entertainment, Google
  • Viewership means reach and frequency – Brian Shin, CEO, Visible Measures
  • Ad choice indicates intent
  • No need to try to empower users, they already are empowered. Better to adapt and earn more media by being better.
  • Give people the opportunity to choose to watch ads – ups the ante for creative programming
  • Ads can morph into content – and go viral – by empowering users with choice
  • Consumer choice for ads – ASQ – only the tip of the iceberg

Brand video creation tips from Denny’s “Always Open” campaign

To remain competitive in their niche market, Denny’s joined forces with creative venues DumbDumb, Electus, Gotham, and Ensemble to launch an online video series.  Their clever collaboration created the successful “Always Open” series, featuring comedic guests such as Sarah Silverman and Amy Poehler.  Take away some of these pointers on how to create a successful brand-content campaign.

  • Denny’s challenge: How to “age down” a nearly 60-year-old-brand
  • Brands need to reflect the spirit of the brand and be unique to the brand
  • Great opportunity to bring contextual creative to a brand
  • Celebs aren’t required to promote their Denny’s spots, but they do b/c they’re proud of the work
  • Denny’s “Always Open” videos become a desired destination for celebrity guests such as Sarah Silverman
  • Some viewers didn’t realize Denny’s Always Open videos were sponsored
  • Has to be something people will watch
  • Denny’s “Always Open” campaign brought it into the conversation of the core demographic
  • “South Park” episode spoof an example of earned media


  • 150 years of YouTube videos are viewed on Facebook EACH DAY
  • After watching YouTube videos 30% will share them
  • 400+ videos are shared each minute

Funny or Die

  • Funny or Die custom creates a content and social media program for brands based on the goals – clarity from the outset is key
  • Funny or Die T-Mobile case: created videos & allowed voting via social media and linked to others’ networks
  • From Day 1, Funny or Die engaged with users: Part of its DNA, asking if video is funny or should die

When it comes to online videos, making sure you always have in mind your target audience is key.  As Mindshare‘s Andy Chapman states, “We need to get more sophisticated when it comes to determining target audiences in video.” When you know who you are targeting, you can build your best content and campaign around it.  Be open, be creative, and have fun.

Online measurement: Friend or foe to marketers? OMMA Metrics and IAB

Marketers don’t spend more on online advertising because of the difficulty they have with online measurement.

Online venues offer numerous measurement mechanisms that present loads of information on the popularity and performance of online ad campaigns. If there are so many ways to measure online performance, why is online measurement a foe to marketers? Is it because there are too many and overly complex measurement modes out there?

It’s time for marketers to become friends with online (digital media) measurement.


In this OMMA Metrics presentation, Joe Laszlo, Deputy Director of Interactive Advertising Bureau Mobile Marketing Center of Excellence, helps marketers better understand online measurement and speaks on what the IAB has been doing to make digital media measurement even friendlier.

Online measurement challenges

  • Too many metrics that don’t align
  • Who to trust to interpret them?
  • Traditional media is good enough and comfortable
  • Poor digital metrics proof: Brand advertising accounts for 62% of total measured advertising but online is only 25%

Grow digital advertising

  • Overcome “frenemy” relationship with marketers
  • Currently need to create a collage of data to know whether each brand campaign is doing well online

Online measurement for non-techies

Publishers want to know

  • Is my site working? how are folks using it?
  • Who visits? Demographics
  • How they compare to competition

Marketers/agencies want to know

  • Where to run campaigns?
  • How much will it cost?
  • Was it effective?

Can’t we all just get along? The Interactive Advertising Bureau wants marketers and online measurement to be friends.

  • IAB is working to standardize measurement and reach through impressions, clicks, mobile.
  • IAB is making measurement make sense by designing systematic and rigorous guidelines to improve within digital and cross-platform.

All media will be digital soon. To maintain a lasting friendship between marketer and digital media measurement, guidelines for effective and clear measurement must be established.

How social media can boost ratings and your brand, an OMMA Social panel

A funny thing happened on the way to the tweetstream:  Ratings for major TV events, from Conan O’Brien’s last “Tonight Show” to March Madness to the Super Bowl were all huge. The watercooler effect of social media is largely responsible; creating a new form of reach and frequency that is having a powerful impact on the fragmented TV landscape.

“Cashing in on Conan – How Social Media Can Goose Ratings, And Your Brand, Too”  was the hot topic of discussion at this OMMA Social panel.  View panel video here.

Moderator Catharine P. Taylor, Columnist, MediaPost


Sloan Broderick, Managing Partner, Managing Director, MediaCom Interaction

Karen Cahn, Head of Sales, YouTube Partners, YouTube

Ed Carey, VP Sales, Undertone Networks

Gannon Hall, COO, Kyte

Ian Schafer, CEO, Deep Focus

What are the implications of this new phenomenon not only on entertainment properties, but also on brands? And how can they effectively harness the social audience to their benefit?

Since 2006

  • YouTube viewership has increased from 400,000 to 2 billion views a day
  • Twitter did not exist
  • 80% more people watching the World Cup

The use of the Internet and social media to spread messages is not going to go away.  How should businesses use this to leverage their brands?


  • Crucial to stand out
  • Prepare your campaign.  Do research.  Look at what your customers want.
  • Invest in creativity that builds on additional engagement, up-sell to advertisers, monetize and interact

Social media methods

  • YouTube: Longevity, evergreen content, most-viewed content is 6 months old
  • Groupon: Scarcity and guilt
  • World Cup:  An example of great creativity and large audience aggregated at a point in time
  • Bing: Established Home Cup bars; gathers people with similar interests & creates communal event
  • 4Square:  Took badges and built in freebies at the bar

Social media & MadMen success

  • Reverse engineering: How to get people to become better viewers
  • Tune in every week when it aired (Monday at watercooler)
  • How can we convince someone to watch a show?
  • Did things to pull the trigger:
  • Has evergreen qualities, people blog about it dozens times a day,  an opportunity to cultivate a new viewer
  • Good programming rewards loyal viewers: rethreading old themes

This panel imparts the focus that to succeed with social media:  One must be creative, see how different social media venues work, and learn from past examples.

Facebook marketing: Best practices to boost ROI

By Julie Woodside

With more than 500 million active users, Facebook has the potential to be a great marketing tool for your business. Marketing on Facebook is used to form relationships to influence intent to buy.  Knowing how to  engage your Facebook fans will see a greater likelihood for return on investment for your business.

At the Newport Interactive Marketers April gathering, Pandemic Labs‘ Director of Accounts Tom Schuyler shared his Facebook best practices & ROI measurement tips.  His advice shows how to increase your return on investment and get the best results from your Facebook efforts.

Facebook Insights: Understand core metrics

  • Reach
  • Engagement
  • Relevance

Content is king

  • Focus on content that will appear on wall
  • People won’t make the leap from Facebook to your website, so don’t focus on your website
  • Think beyond fan recruitment and beyond giving stuff away
  • Photos and video see a much greater engagement than text updates
  • Frequency of posts should be dictated by your ability to be interesting, especially witty
  • Unsubscribe is a key indicator of whether your content strategy is working
  • If your business is complicated, set up a special tab to explain what you do

Facebook engagement tips

  • Engagement is the #1 factor that leads to success
  • It’s a dialogue not a monologue
  • Provide info first then talk about your brand
  • Even mom & pop storefronts can do better than a megabrand by engaging on Facebook
  • Aim for 40-50% engagement if you have less than 10,000 fans: engagement = comments, likes, shares
  • You should see 50-60% engagement if you have more than 10,000 fans
  • Be conversational: Every couple posts should end in a question
  • Questions and polls see 30% more engagement than regular posts
  • Post between 10 & 11 a.m. and 3 & 4 p.m. see more activity

Facebook fans

  • Quality not quantity
  • Getting the right fans is way more important than getting more fans
  • The right fans are the ones who are willing to engage
  • Need right message for relevant fans
  • Subtract inactive and not relevant fans from overall Facebook follower count

Facebook ads

  • #1 way to gain fans
  • Expect to spend $.30 to .90 per fan
  • Ads do best when the ad keeps the person in Facebook, don’t link to your website
  • Ads should undergo not A/B testing but A/Z testing
  • B&W photos currently doing better, just as an example

Facebook newsfeed

  • Facebook favors Newsfeed items
  • Likes & comments matter more than your wall or your $100,000 Facebook app
  • Once someone “likes” you, interaction with you is not via your wall, but via the Newsfeed

Facebook contests

  • Any Facebook contest needs to tie into core brand offerings
  • User-generated contests on Facebook need to be really easy
  • Consumers need to have it be easy & relate to your brand
  • Ideation is key
  • Know terms of service & rules and regulations!
  • More information, courtesy of NIM member @KevinTVine

Facebook success doesn’t happen overnight, but you should have in your mind how you want to succeed.  Be engaging, creative, and consistent with your Facebook campaign, and your business will see a better return on investment.