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Workshop notes: Creating VIRAL video for Facebook

unedited notes from workshop

Speaker: Jonathan Gurano

Jono on social media generally
. Working for free? Here's is a tip, have a timeline and then use it to show value and negotiate a contract
. One video - 6million views (watch the video below) 
. Use bad press to convert sale #baller - willing to commit to a path
. Build your network of collaborators and influencers to create content with
. No guarantee with instant virality, but long term game - guarantee engagement and reach
. Create authentic videos; align with brands that reflects yours


Jono on virality
. Measure of success: people "outside the bubble" that seen on online space that talks about it
. When people start replicating your style/what you're doing
. Success for hint: "when shoppers in Safeway says "I love Hint"

Jono on the formula of viral video
. Is the relatable? 
. Use language/copy to suit 5 year old audience
. Genuine

.Size: 180 x 180 square
. Grab attention within the 3 seconds
. First 10sec - what's the message? 
. The overall story is important

. Eye candy - eye grabbing. Value people's attention
. Can I watch this video be watched without sound? 
--- how can you make your audience turn sound on? 
--- add captions (rev.com)

Jono on FB algo;
. FB prefers native video over a YT link

Jono on FB vs YT
. FB is instant gratification/engagement -- hard to create a loyal following
. YT has a strong community of loyal army followers

Click bait
Consistency *** 
YT Algo likes times a week

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Tech Review: Sound with Rode Reporter Mic

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Tech Review: Sound with Rode Reporter Mic

I can honestly say that I'm not a videographer, I'm a story collector. I want to go around using my smart phone and film using Facebook Live. I don't know how to edit, and Facebook Live allows us to rewatch it afterwards. 

I love being lean. I can travel and geek'out with the smartest people without being tied down the weight of heavy equipment.... this is my list of equipment:

  1. iPhone 6s 
  2. Tripod
  3. Camera mount 
  4. Microphone (small) - Rode Smart Lav
  5. Rode Reporter Mic
  6. The connector to mic and phone - Rode i-XLR digital XLR interface for Apple iOS devices

  7. if you want a cable to connect to your mic to your DSLR camera - 
    SES-TR-153 Cable

I place a premium value on sound than visuals. Bad audio sound can turn listeners/watchers off, they will tune and opt out. 

The Rode Reporter Mic is great for interviews, I used this to look professional and add a bit of class to my production value - I even interviewed Gary Vee with it. 

Lately, many creators have been asking what sound tools I've been using. Let me share my equipment with you... and yes it's an affiliation link - so feel free to use it.

If you have any other questions, feel free to drop into the comment. 

Cheers from the future, String x

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Tip on on how to connect with Influencers (even if you're a nobody)

I hang out with a lot of hyper-connectors, you can tell if they a hyper connector when one of their skills sets is the ability to connect anyone with anyone of relevance. 

I'm one, I like to connect with awesome people with other awesome people. Still, some people hesitate because they say to me "String, I don't know if I have any value to give to them". That mindset alone is a deterrent, but I'm kind became fearless because I have an innate belief that of want to learn from the best. I find that I learn faster when I talk to people who are experts in that field, I guess my quest for knowledge and curiosity allows me to approach anyone and ask the relevant questions. 

But I'm going to share my thoughts and tips on connecting with influencers.

Before you approach them, I hope you did some basic research on what they do for a living and what the personal life is like. If you don't, you're wasting their valuable time. IF you have to take notes, take away one key note - don't waste their time! 

Here are some of my tips: 

1. Build a list - connect with 5 people of influence in your network. 

2. Play the long game - a network is something that you can transfer with you from job to job, meaning that network is your net worth.

3. Start small, connect with them on their favourite social platform. It's about building that sense of familiarity. 

4. Warm referrals are the best, it's like you skipped a line, but it's also because that contact gave you social proof. 

5. When you reach out by emails, please have a purpose and make them succinct and concise. Again, don't waste their time. NO ESSAYS.

6. Follow up with results, share how you implemented their advice and show appreciation. People love it when you actually listened to them.

7. It's not about you, it's about helping them solve a problem. 
One of my favourite hyper connectors made his life mission to connect with 5 people per day. He does it without anything in return, now he has a reputation of being a super helpful guy. And on another note, don't be the super annoying sales person, who always have a sale or pitch at the end of every meeting. 

8. Build rapport with them by treating them like humans, treating them like they are on pedestal is setting the relationship on a skewed power dynamics. I mean humans are not god. 

9. Have a conversation that is both meaningful and memorable. 

Also, back to number 1 - who are you 5 peeps? 
Make the list, and make sure you reach out to them, you never have a connection if you don't at least try. 

One of the reasons why I have so many awesome people around me is because it's easier to approach them when I am in interview mode. Have purpose behind my intent allows me to be transparent with them. I double my interviews as networking opportunities, within the next 30minute, it's do or die, do they want to reconnect with me in the future or not. 

If you have any questions, pop them into the comments or reach out to me on Snapchat "stringstory" - I get a lot of messages and if you comment how cute I am, I will respond back "I like to thank my mum for my lucky face". If you ask a relevant question, I'm highly likely to be helpful and respond. 

Cheers from SF,

String from the future. 



Doing Social Media On A Zero Budget

Earlier this month, I went and sat down with two young web series producers who wish to pick my brain about how to create a social media campaign with their upcoming web series.

Which inspired me to write a post about how to use social media with little or no cost. 

Before I start, I have a few questions that I want you to consider: 

  • What social media channels are you using to engage with your peeps?
  • What are the primary or secondary platforms? 
  • What kind of style and tone of social do you want delivery?
  • Who is doing the social for your project? you or another person (intern, social media producer, marketing)?
  • Are you willing to use your personal social to continually promote your project?
  • If you respond in detail, well done you just saved 20% of your time. The important part of any good strategy is execution. 

Focus on what you’re good at. If you don’t like being self-promotional or being online - seriously consider having someone else do it. 

Honestly, doing social media and creating graphics is just time to consume - can you commit 60-90mins per day to be “social” if not, then hire or find someone who loves it more than you. 

To be successful is to be committed, consistent, and to be omnipresent on social every day. It’s fine if you don’t have the money to pay for someone, but you do have to pay time to make any social campaigning worthwhile. 


Social Selling

An advantage of document social media for a project is that you use it as a part of your project portfolio: “My web series collected overall of 45,800 social followers with a social reach of 3 million viewers from Asian teens with immigrant born parents, located in Australia, New Zealand and Canada.” 

I just made up those numbers, but doesn’t that sound awesome?

If you sell it like that, it shows to major sellers and network that you know who your audience and you are able to back up your “target audience” with real numbers. 


Metrics to know if you’re social is successful

There are two types of social engagement

  1. vanity

  2. community engagement 

Vanity is all about the LIKES, kinda superficial AF. It counts how many subscribers, followers and how many people have <3 your posts. 

Both are valid. For a zero budget, it’s best to go with vanity. There’s a lower threshold to earn a heart or a like. 

I find that most creators give a vague response in who their target audience is.

By reaching organic growth, you are able to test out if you hit the mark or not. if you want to save even more time, and willing to invest, I suggest paying $100 on Facebook to test out your proposed audience. I like Facebook ads as you can super specific on whom you want your content to be consumed by. Spending $100 would save you so much time and effort to say “yup we got this” and if no one bites, then rethink who your peeps are. 

Organic reach (meaning you do it for zero bux) means time is being invested. If they really hit the mark, and audience genuinely loves their work, they will naturally promote it like crazy. 

From watching The Katering Show or How To Talk Australian I believed they did pay for advertising. 

The best metrics is to measure by how many of your actual audience is engaged with your content. 

If you have low numbers, but sell that you have an active audience, that’s a win.


Tools to use: 


Managing social post and copies - acts like editorial board (here’s a template to help kick start it) 


A Social media scheduler

Tools to help you schedule content before hand. That why have an editorial board helps, and when you know what to post, spend time posting a week’s worth beforehand. 

  1. Buffer (free) 
  2. Hootesuite (free) 

Facebook pages also allows you to schedule posts, line up your posts in one sitting. 


Canva (free) 

Create graphics for social media. There are so many sizes on Social media, that I have trouble keeping up, thankfully Canva save us time and create templates to suit any social media platforms. 


Is like crowdfunding without the money and you’re leveraging off your networks social capital. When you reach the key target number, it creates a boombox effect that promotes the launch of your show. 

Facebook Live

Create video and upload it anyway, sometimes it’s not about creating perfection, but showing the humanising aspect of who you and your show is. 

Create behind the scenes or QandA with Facebook Live. Think like a scheduled weekly show of your favourite talk show. Ellen is famous because she shows up every day on our TV set. 



Paid advertising

Facebook ads is beneficial if you know who you’re target group is. Otherwise use it to test your target demographic. 



I use this because, if you want to go deep into a campaign, crowdfunding is the best way to be:

  • create social everyday
  • be accountable for delivering your social and your project
  • create a community around 

Share it among your friends or bookmark it, as this page is like a resource to consider.

If you have any questions, ask away by commenting below.

Cheers from the future,