Late last year, I decided to start set up interviews with some of these people I could get access to.
In a recent study by UC Irvine, researchers attached heart rate monitors to office workers while also monitoring the programs they were using. In a regular week, the average worker spends about 13 hours checking or dealing with e-mail. Add to that between 250 and 3000+ advertising messages we’re exposed daily, phone calls, regular mail, radio programs, music at the gym, dealing with your kids — basically everything that’s fighting for your attention and chewing away at it piece by piece — it’s clear that our brains are being exposed to a spiralling number of inputs. And THAT is one of the major stumbling blocks preventing us from doing meaningful work. Limiting those inputs can help create the time and space necessary to do work that matters.
Even right now, as you are reading this, you may have a few other tabs open on your browser, you may have TV on in the background or you may remember that you have to buy groceries tomorrow. As you sit down to do whatever needs doing, you may have fragments of ideas, tasks and to-do’s in the back of your mind.
Get everything that is currently taking up even a fraction of your attention down on paper.
You will notice just by doing this alone, before starting work, you will create breathing room for your mind, allowing you to fully focus. It’s essentially a timer you set yourself to a 20, 25 or 30 minute interval where you do one thing and one thing only.
You may have different experience, but I found that it often takes me about 15 or 20 minutes to really get into a task. After interviewing Paul Jarvis recently, I started a daily writing practice where I sit down and write until there are at least 500 words. We’ve given control of our time and attention to apps, e-mail, social media and little white numbers in red bubbles. Every notification you receive while trying to focus is like someone putting a cattle prod to your mind. Another way to deal with digital distractions and inputs is to simply cut them off at the source. There are apps that can help, such as ColdTurkey  or SelfControl that will block access to certain websites, e-mail servers or even other programs for a period of time.
I consider the phone (yeah, that one app on the bottom left of your screen) to be an analog notification. So, I’ve turned off vibration for both modes (silent and ring) and use a simple ringtone (Signal on the iPhone 5). Our brain takes in a lot more then we actively process and the more it has to deal with, the harder it is to sustain attention.
You may need a sign on your office door, or some kind of signal that indicates “no interruptions please” to your co-workers or co-habitants if you have a home office. As we experience an ever increasing number of inputs, notifications, distractions and interruptions, it’s essential to give yourself the gift of space, time and quiet in order to do meaningful work. On January 24th 2014 the developers of Vine celebrated its first birthday with a blogpost admitting that no one really knew what to expect back in January 2013. Perhaps more than anything else, this frank admission sums up a general sense of surprise surrounding the mercurial rise of Vine’s six second video sharing app; a medium that at first glance seems unduly restrictive and limited. In the sixteen months since its launch we’ve witnessed a stream of hilarious six second set pieces and inspired stop motion zaniness created on Vine however. With data from Unruly, suggesting that Vine shares have rocketed from five per second to nine, between April and June 2013, it’s not hard to see why brands left, right and centre are trying to jump onto the Vine bandwagon.
So what makes short form video so inherently sharable, when compared to traditional video formats like YouTube? The brevity of the Vine was always going to be a natural accompaniment to the 140 character tweet and the evidence certainly bears out Twitter’s prudence in their early acquisition of the platform.
Exploiting the explosive popularity of Vine has required a drastic change of mindset from the marketing community however. What Vine does best from a marketing perspective is bridge the gap between other platforms.
The art of any successful video marketing campaign is in finding the balance between emotional elements with logical ones and then structuring these elements in a fashion most conducive to producing a given response. With Vine it’s important to keep the narrative arc intact (beginning, middle and end) but unwise to try and combine logical and emotional elements.
In properly joined up campaigns, Vines can therefore be seen as hors d’oeuvre to the main course, which will typically be higher budget, longer videos which will lend themselves to YouTube, Vimeo or television advertising.
The breakdown in linear narrative shouldn’t necessitate you getting the story in the right order either, as each element of your campaign, from six second Vine to two minute YouTube video, should be self-contained, with its own beginning, middle and end. You can say a lot more in six brief seconds of film than you can with six seconds of words.
The stop motion functionality of the platform for example allows you to literally animate your products (Dunkin Donuts are well known for this technique) and have them as characters in your Vines. Use hashtags to help your Vines get found: This seems like an obvious one but it’s still one that gets forgotten. Think community: The concept of community engagement should lie at the heart of every single Vine you make. Be creative and practical: Creativity and practicality need not be mutually exclusive in a non-linear brand narrative. Create joined up campaigns: Your Vines should form part of a larger non-linear narrative and therefore not be created in isolation.
Author Bio: Joe Cox is Head of Content at Bespoke Digital, a Bristol based digital marketing and SEO agency.


My book – “Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media” – will show you how. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. I think the 18 to 20 year old age group represents the earnestness that younger age groups adopt and engage with new social media, specifically in the volume of content they share. In no way should this deter B2B brands from engaging with their existing Twitter followers using Vine though. Those of us in education throw around the phrase “21st Century Learning,” and while the phrase resonates with parents and others who want their children to be prepared for their future (or “College and Career Readiness” as the Common Core State Standards phrase it), they have little understanding of what that means.   You can give a lengthy explanation of what you are doing to ensure students are getting 21st Century skills, but your listeners’ eyes will glaze over long before you are done.
Look for ways to have your students reach out and connect with the world.  Libraries are so much larger than their walls.  How are you explaining and showing this to your community?  Do you need support?
KLRU Create will inspire you to craft something new with these Saturday theme days in October. Starting at 10 am each Saturday in March, KLRU Create offers viewers themed programming to get you started on various projects.
In honor of the biggest party on the bayou, “Laissez Les Bons Temps Roule” – Let the Good Times Roll!  We’re celebrating Mardi Gras, with chefs Steve Raichlen, John Folse, Paul Prudhomme and John Shields.  They will be preparing the finest seafood and Cajun dishes just in time for Fat Tuesday! Starting at 10 am each Saturday in December, KLRU Create offers viewers themed programming to get you started on various projects.
Join us as we celebrate Christmas and Kwanzaa with help from some of our favorite Create friends.
Starting at 10 am each Saturday in November, KLRU Create offers viewers themed programming to get you started on various projects. There is little about our favorite subject that is unknown to food and cultural historian Burt Wolf.
KLRU’s crafty viewers asked for their favorite shows to be added to the KLRU Create lineup. KLRU will begin adding some local favorites to the KLRU Create (18-2) schedule starting this week. In other crafting news, Scrapbook Memories is now being featured on KLRU-Q (18-3) at 8 a.m. If you watch the Top Chef series and the most recent episodes featuring Master Chefs, you must have noticed that the final three chefs featured had a PBS connection.  Yes, Rick Bayless, Hubert Keller and Michael Chiarello have been on KLRU. Michael Chiarello’s Napa was first featured by KLRU in 2001.  So many of you might remember seeing young Chiarello before he went over to the Food Network. I thought Hubert had a great chance of winning the Top Chef Masters especially after watching him win the first challenge making all of his great food in a college dorm room.  And each week, he did a masterful job of staying in the competition. Some acquaintances, some authors of interesting articles I came across and some people who came highly recommended — spanning from a communications director for an addictions recovery centre, to a web designer and author, to a lead researcher of a multi-year cancer study. It was found that people who checked e-mail frequently were consistently in a “high alert” state.
In fact, as you multitask, your brain literally begins to rewire itself and as a result, sustaining attention becomes impossible. Even now, my fingers will float over to the CMD+TAB buttons ready to switch to another application, check e-mail or see what my friends Instagrammed.
You can learn more about the technique here, and download the free FocusBooster app to try it for yourself. Most often it’s not award winning content (not that I won any awards), but it’s raw material. We’ve basically trained ourselves to automatically respond to stimuli (a notification) by checking the source, much like Pavlov’s dogs in his classical conditioning experiments.
Either a numeral showing you how many e-mails you’re missing, audio ping (Facebook does this with messages) or a pop-up of some sort. Turn off or disable notifications as much as you can, at least for the period of time you need to concentrate on a task. Using the Pomodoro technique, you can give yourself a 5 minute window between completing tasks to check e-mail if you really need to. You just flipped over to the Twitter tab, and next thing you know it’s 3:15AM and you’re reading about Genghis Khan on Wikipedia. Or you can clean up your browser cookies and never let those websites remember your password, so you have to enter it every time.
Some of the ringtones are truly jarring to my ears, and the bzzzzzz bzzzzzz of the vibration motor is just as bad. My voicemail greeting promises to get back to the caller within 90 minutes, and so far I may have missed that mark once in 5 years.
Rather, we’re just asking for a short period of time where we can concentrate without being distracted. It is a collection of simple and actionable ideas to help find your way to unique and meaningful work. As the course continues, the assignments become more interesting and also more challenging. And what started as a stream, has become a raging river, with a userbase now in excess of 40 million. Well it’s perhaps no coincidence that before it was even released, Vine was acquired by Twitter back in October 2012.
Harnessing Vine from a brand’s perspective involves an understanding of the difference between, what Jon Mowat at Hurricane Media calls, ‘minutes and moments’. Typically adverts and marketing videos start with an emotional  grab before leading into the more logical elements such as product features or usage stats.


Arguably, with Vine it’s the latter of these that you really want to focus on, as an emotional grab will ultimately leave the viewer wanting more and prompt them to discover your content on other channels. The difference is that Vine relies far more heavily on the rest of the video marketing narrative or significant cultural reference points to work most effectively. An obvious example of this is the use of Vines during large sporting events or other tent-pole events.
Create informative and educational Vines (see GE’s Vines) can perfectly compliment the emotional appeal of your whacky stop motion Vines if used in the right context.
Your goal is to get these shared so forcing your product down someone’s throat isn’t going to work.
Your narratives and themes should fit with your overall marketing narrative, or chime with relevant cultural events within your target communities. It also includes dozens of tips to create contagious content that begs to be shared and tempts people to link to your website and blog. Remember, many of them may be at college and could well have a lot more time on their hands than someone in a 9 to 5 job. Students need to work with each other.  We are in a participatory culture and working alone (or writing a paper for one reader) is not how the world now operates. Using a variety of online resources they shared their project, connecting with children in an orphanage in Mangalore, India.  Her young students have learned what it is to be a member of the global community.  That’s 21st century learning!
But where does that leave the things that have been on your shelf for 10 years or the broken pot in the garden? Allen Smith has flowers, flowers and more flowers to usher in spring.  Join Katie Brown as she prepares an unforgettable spring brunch.  Spring has sprung! With the holiday season approaching quickly take notes from our gift specialist Katie Brown. Travel to some of the world’s most popular tourist destinations in Africa, Europe and North America. With traditions of the holidays provided by travel expert and cultural historian Burt Wolf, and holiday recipes from Lidia Bastianich, Katie Brown and Chris Fennimore, you’ll be celebrating the season with warmth and good cheer. You’ll get tips on hosting a terrific party with great entertaining menus from the kitchens of Daisy Martinez, Christina Pierello and Hubert Keller There will be decorating ideas from Katie Brown and Rudy Maxa will be supplying champagne from France to ring in the New Year with style! Once equipment was in place for the station to modify the PBS channel, we made those changes.
It’s both practical and beautiful, allowing guests to easily carry their food at a gathering. They were less productive and experienced more stress, while those whose e-mail was disabled for 5 days had natural, variable heart rates and got more done (source). Those among us under 35 years of age, spend an average of 4.2 hours a day on social networks, while those over 35 average around 3 hours a day. I will often turn off the WiFi on my laptop when I work on a marketing strategy, or  a new article. Yes, I help companies with digital marketing, but the fact remains… this can be a major time waster if you’re trying to focus. It may create comfort, or it may create an image of “look how busy I am” to your boss, but it’s really just a distraction.
Those are some significant losses of time, not to mention a huge drain on your attention tank. So while this chapter may not be as exciting as the ones to follow it is really important that you do all the work and learn how to use the program. With an average YouTube video clip coming in at 4:12 Vine’s mandated six second time limit allows just moments for the video marketer to work with. They help to complement existing stories, created on other mediums, or react to culturally relevant events as and when they happen. Would this make Vine less useful for major B2B brands that have a target group much older than 18-20?
We’re inviting you to authentic Italian kitchens and historic cities and highlighting the best Italian inspired recipes. Do a little shopping with world travelers Burt Wolf and Rudy Maxa, they will take you to the finest holiday markets and the shopping Mecca of the world.
Join world trekkers Rick Steves, Burt Wolf and Rudy Maxa as they visit superstructures, wondrous destinations and ancient works of art. Now each Tuesday, Thursday and Saturday we feature programs requested specifically by Central Texas viewers. He’s making everything from salad to dessert and serving them up in some pretty spectacular presentations. It sometimes takes 20 minutes, sometimes an hour — but breaking through that attention barrier, where no other thing is floating around in my brain other then what I am writing — is a truly magical moment.
In this respect, Vines need to be seen as part of the wider social media landscape and incorporated into your overall marketing mix appropriately. If you ever have any questions or concerns please contact me ASAP, so I can clarify any issues you have.Download a copy of this course. Vine’s moments must still form narrative beats, it’s just that the overarching narrative is found across multiple platforms. Allen Smith, Katie Brown, and others to learn how to put all these things to good use, instead of taking up space.



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