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Give...with no expectations...and see what happens


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- How to Land/Give an Interview & Launch a Viral Video in 1-day.
- Backstory for presentation:
- Audio of Richard Greene interviewing Karl Kasca on Social Media Marketing plays during slideshow.
- Description: How hearing about a meet-up at a Kenny Loggins concert and the wish to give tickets as a birthday present ended up landing an interview on a nationally syndicated radio talk show, free tickets, and the launch of a viral video.
- Thanks to the radio host: Noted communications expert Richard Greene, who advised Princess Diana on her public presentations.
- Thanks to The Greek Theatre.

Give...with no expectations...and see what happens

  1. 1. Give - with no expectations - and see what happens! - How to Land an Interview & Launch a Viral Video in 1-day  Backstory for presentation: Karl Kasca, 626-795-9568 [email_address]
  2. 2. The set-up… <ul><li>Driving home from teaching Social Media Marketing class @ UCLA (SMMUCLA) </li></ul><ul><li>Heard radio talk show host (Richard Greene) </li></ul><ul><ul><li>Trying to get group together: </li></ul></ul><ul><ul><li>Loggins & Messina concert at Greek Theatre </li></ul></ul><ul><li>Karl’s wife’s (Milen’s) birthday </li></ul><ul><ul><li>Kenny Loggins – favorite performer of hers </li></ul></ul><ul><li>Web: Went to host’s bio page on local radio station and emailed. </li></ul><ul><ul><li> </li></ul></ul>
  3. 3. The follow-up… <ul><li>Next day: Radio host (Richard Greene) called Karl </li></ul><ul><li>Host saw “” in email signature: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Teaching Social Media Marketing @ UCLA (cool!) </li></ul><ul><ul><li>Blog: http :// - SMMUCLA </li></ul></ul><ul><ul><li>Twitter: - #smmucla </li></ul></ul><ul><li>Viral Video (cool!) </li></ul><ul><li>Synchronicity: Like to be guest… tonight (yikes!) . </li></ul><ul><li>Had to get version of Video up on new site! </li></ul>
  4. 4. ASAP! <ul><li>Needed video files from video-consultant </li></ul><ul><li>Unzip file & FTP* to new website/host </li></ul><ul><ul><li>* Transfer files up to server. </li></ul></ul><ul><li>Change DNS** pointers to new host </li></ul><ul><ul><li>24-72 hours to “propagate” – ARGH!!! </li></ul></ul><ul><ul><li>** Domain Name Servers </li></ul></ul><ul><li>Update landing page </li></ul><ul><li>Question : Can’t we just ask host to postpone a week until we’re ready? </li></ul>
  5. 5. When Media calls: Jump! <ul><li>Answer: NO! </li></ul><ul><li>No matter what time: </li></ul><ul><ul><li>Do Interview (even 2am!) </li></ul></ul><ul><ul><li>Be ready ( All That Jazz: “It’s showtime” ) </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Be prepared: </li></ul><ul><ul><li>NSA* & Toastmasters helped: </li></ul></ul><ul><ul><li>* National Speakers Association: </li></ul></ul><ul><li>Magically everything came together </li></ul><ul><li>Uploaded last file 2 minutes before airtime </li></ul>
  6. 6. Interview went great <ul><li>Time went very quickly. </li></ul><ul><li>About 40 minutes excluding commercial breaks </li></ul><ul><li>Dead air, dead air! </li></ul><ul><li>Mentioned website & video site at end </li></ul><ul><li>Finished interview, jumped in car, drove to Greek, enjoyed concert, & met host: - Noted communications expert, Richard Greene, who advised Princess Diana. </li></ul><ul><ul><li> </li></ul></ul>
  7. 7. Viral Video <ul><li>Google Analytics (coming soon!) </li></ul><ul><li>Ken Burns effects (for “movement” using stills) </li></ul><ul><li>Anyone can make movie on Mac: iMovie </li></ul><ul><li>Microsoft MovieMaker, harder & no flash </li></ul><ul><ul><li>Solution  - Maz Hobbi </li></ul></ul><ul><li>Name the movie survey </li></ul><ul><li>PLAY MOVIE: “The Solution Movie” – Final version : </li></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>Earlier movie…version #5 ( argh! ): </li></ul></ul></ul><ul><ul><ul><li>- Note the audio & image watermarks in early version </li></ul></ul></ul>
  8. 8. Leverage Interview <ul><li>Get MP3 & upload to web </li></ul><ul><li> , or: </li></ul><ul><li>Announce in emails and eNewsletter </li></ul><ul><li>Press release for movie </li></ul><ul><ul><li>PR Web </li></ul></ul><ul><ul><li>Pitch Engine </li></ul></ul><ul><li>“ Rinse & repeat” </li></ul>
  9. 9. The moral… <ul><li>Give…with no expectations </li></ul><ul><li>… and see what happens. </li></ul><ul><ul><ul><li>- Backstory for presentation& Audio: </li></ul></ul></ul><ul><ul><li>Karl did this & received: </li></ul></ul><ul><ul><ul><li>2 free concert tickets </li></ul></ul></ul><ul><ul><ul><li>Interview on nationally syndicated talk show </li></ul></ul></ul><ul><ul><ul><li>But the trick is…don’t expect anything! </li></ul></ul></ul><ul><li>Be prepared (anytime/anywhere/anyway). </li></ul><ul><li>Trust yourself, you can do it! </li></ul><ul><li>Just do it! (Nike was right!) </li></ul>