As Google busily gobbles up the world’s data you may not yet have noticed a change in its Maps program that allows anyone to create immersive 360° images enabled by its Streetview technology. (UPDATE: You can also do this easily now with a Ricoh Theta S camera that shoots in 360º. Check out my post on VR here.)
While professional photographers like me can still work with fish eye lenses, or high-priced spherical cameras (and you can hire me to shoot your venue for you), you can get pretty decent quality photospheres (as Google calls these panoramic images sewn seamlessly together) using just your smartphone and Google’s Streetview App on Android or for your iPhone.
Here’s what you need to do:
Download the app.
Review the Tips section of the app
To get good results you’ll need a little bit of practice. Try starting outdoors (once you get the hang of it you can try an indoor space but it’s easier to get it right outdoors on the first try).
Also remember to hold the phone close to your face and shoot vertically
Finally, be sure you shoot a complete set of images rotating in a circle several times to cover a full sphere
Once you’ve created your photosphere you can save it to your camera roll and then decide if you want to publish it directly to Google Maps. The default option is set to private so you don’t have to worry if you don’t like the look of your photosphere or captured any indiscreet imagery you do not want to make public.
Currently photospheres contributed to Google Maps this way lack the connectivity that professionals in the Trusted Photographer Program can enable using an access restricted photosphere editor. If you want to offer a full virtual tour your site visitors can virtually walk through you’ll still want to work with a professional, but if you are just looking for the free option that provides good value and showcases your interior or exterior spaces in its full 360° splendour, then download the app and give it a whirl.
I’ve attended a lot of digital marketing conferences recently, and noticed that a type of fatigue sets in to the hard core road warriors who fly from city to city, and conference to conference. While the topics change and conference organizers work hard to bring interesting and useful content to their attendees, inevitably an example used in one presentation on brands doing it right (think: Dove’s Campaign for Real Beauty) pops up in another, or a deep dive on one topic (It’s all about moment marketing! It’s all about micro-moment marketing!) is unfortunately only a buzzword apart from another session they’ve just attended. Attention sags with heads at tables as the attendee half pays attention to what’s being said while Snapchatting with one hand and answering a deluge of work emails with the other.
Even those paid to attend and be attentive can only stretch their minds so far around another insight into the benefits of programmatic media buying, a topic they’ve heard discussed ad nauseum (particularly if it happens to be an early morning session) even if opinions diverge on how best to deploy it.
And yet, I see the same faces from one event to the next, and hear tales of other events people don’t think they’ll ever return to. So what keeps them coming back? What makes an event so memorable and worthwhile it engenders a kind of tribal loyalty that other events fail to elicit, though marketed to the same core group?
In my observation as a photographer and someone professionally required to look at people and intuit their emotional states, I think the “secret sauce” of a conference that wins people’s hearts and minds is how it makes them feel.
While content is still the reigning monarch of the internet and a central theme at gatherings of marketing people discussing it, just getting content right is not going to win over the road weary, besieged brand manager with more money to spend than energy for another vendor’s kick at the can. Buyers, people with budget and the decision making power to pull the trigger on test spends and innovative new technologies, are always going to be high in demand wherever they are.Winning them over takes more than delivering a slick presentation, and beautiful infographics showing massive growth and uplift achieved on campaigns – even if it comes served with a mimosa.
What keeps people coming and makes them feel a little sad to leave behind, is the feeling they get when they are there. A feeling that you are with your people. You have found your tribe. You will get into conversations that stimulate your mind, and motivate you to do and be more. You’ll stay up too late and experience life illuminated only by outdoor firepits and empty glasses and you won’t be tired. You may even learn to walk on fire if you’re really, ahem, fired up.
Being with like-minded people, who want to talk together, drink together, laugh, joke and create something together around a fire is really about as primal as it gets. And it works. Yes a beautiful resort location helps, and yes, balmy eternal-summer evenings don’t hurt. Yes, the agenda has to be well structured and yes the presenters have to be engaging and smart, but in the end, what keeps people coming long after their biology suggests they should still be on their feet, is that warm feeling inside when you realize you are right where you belong.
Achieve that with your next conference and you’ll soon find you need a bigger venue.
At least in the beginning. Whether you’re launching a new blog, posting something on social media or making a big public announcement, don’t be blinded by likes or other vanity metrics. The truth is that most people spend a lot less time thinking about you than you think they do.
Respect the truly narrow and limited bandwidth you have for most people’s attention. Many people assume they have an “information highway” when in fact that road is pencil thin and getting thinner.
The best way to get attention is not to seek it at all.
Instead, set high standards for yourself and try to exceed them. Do the work every day that you need to do and keep putting it out there. Some of what you do will fall flat on its face even when you think it’s your best work, and other things you do may resonate deeply and widely across a broad spectrum of people, even if you don’t think it’s anything special.
Most people are not very good judges of their own work. One of the ways to get better at it is to make a clear and distinct break between the creation of the work and the editing. As a photographer I know this intimately. The hardest part of what I do is reviewing my images after the shoot is over and trying to cull it down to a tight selection of truly great images. My initial reaction is always too negative, so I like to put a pause between the work and the editing of the work, to let the images sink in a bit and give my brain time to forget the extraneous details. Rushing into the editing process too quickly after the creation phase is ineffective. The mental modes are different and different parts of your brain are engaged when you are being creative and responsive to your surroundings– which is a fundamental trait of a photographer – versus, trying to judge and select an image based on an explicit or implicit set of criteria for what makes a good image. When I am shooting I sometimes naturally discover a perfect composition that I would be hard-pressed to really articulate and have an even harder time trying to create in advance. Similarly, when I am reviewing my work after a period of inattention to it, I find I am able to see patterns and compositions that work that I was unaware of during the image creation phase. Without time between creation and curation, I am much less able to discern these qualities.You need to get above the work in order to see it for what it is.
But even once you’ve done your best job editing and curating, ruthlessly stripping away the unnecessary and leaving behind just enough to showcase the flowers, you shouldn’t expect much. The most common response to putting something out into the world is silence.
But that silence shouldn’t be interpreted wholly as indifference. It may well be, of course, but it may also be that whatever it is you’ve done hasn’t been discovered by the person for whom it is exactly perfectly made for. Or it may be that your work is perfect but not in sync with the times, or the mood, or most probably it’s because attention is the scarcest available resource in a digital age, and what attracts it initially is not always the best work. In fact, the most attention drawing things online usually are ones that require the least effort on the part of the attention giver. Think Kim Kardashian’s butt selfies vs EU’s immigration policy reviews.
Digital experiences aimed at garnering the most attention are like sparklers. They create a sense of excitement and are hard not to look at, but they don’t last very long. Conversely, building something of value that takes time and comprises real sustained effort – whether that’s a company, a novel, a well thought out experience – is like adding a tiny little star to the universe. It may be just one among millions, but its part of something beautiful and who hasn’t wished upon a star at least once in their lives?
I’d rather be the kind of creator whose work takes on more meaning over time. I’d rather create things that connect to others because they experience a sense of discovery, recognition, maybe joy or something else that matters to them personally than simply aiming to light a bigger and more sparklier sparkler.
How many business owners do you know who think they are doing enough marketing?
What if I told you there was a way to market your business using the world’s most powerful search engine that would ensure you have a visible presence online right where your customers will be looking for you? Tie that presence into the free analytics you can get out of Google Analytics and you’ve got your own digital marketing agency at less than your quarterly spend on coffee.
I’m talking about Google Business View, a remarkably poorly understood tool public facing businesses can use to boost their search rankings, attract more customers online and entice in new customers when they are conducting local based searches on their mobile phones.
All marketing today and into the future will be digital. It is already past time when we stop using the term “digital marketing” and simply refer to it as “marketing”. All businesses, whether you are selling pizza or complex financial derivative products, is about information. If no one can remember your phone number, no one orders the pizza. If they can’t understand what you are selling, they won’t buy it.
Having the correct information about your business that is easily accessible across the multiple devices people use hundreds of times every day is entry stakes for any business today.
How do people find your business? They search online, overwhelmingly using Google and the majority through a mobile, hand-held device. Gone are the days when having a website, or a Facebook page was something to proudly state “you were doing online marketing.” If you own a restaurant, a fitness club, a medical clinic, a hair salon or any kind of business that relies on people walking through your front door and you are not fully taking advantage of everything Google Business View now has to offer, you are leaving money on the table. And you may be slowly putting yourself out of business.
Here is an example of a search I just conducted on a business in my neighbourhood. Take a look at the huge amount of screen real estate dedicated to the right sidebar. That entire package of visually engaging information – virtual tour (See Inside), photos, direct link to Google Maps and reviews as well as the correct address and telephone number is what happens to a business that invests in its Google+Business Page.
You’ll see that though the Monkland Taverne company website is the top result, the vast majority of people on this page won’t visit that site.
Conduct the same search on a mobile phone and the results are even more striking. It fills the entire screen in your hand.
That second search, on the fly, on a mobile device, is where most people will be searching for your business
Google Business View is a virtual tour of the interior of your business. If you’ve just spent $50k on renovations, you want to be sure that as many potential customers as possible see your space. If you run a state-of-the art medical clinic, you want your potential customers to be able to visualize the environment and see the investment you’ve made in advanced medical devices. If you are a restaurateur, you want the visiting tourists walking down your street to find you on their phones when they feel a rumbling in their tummies and search for “family friendly restaurant – near me”.
The key to all of this is of course, investing the time and effort in understanding what Google Business View can do for your business, and then doing it.
You can start by Googling your own business (and this even includes service professionals and freelancers who may not have a public-facing office space, but still offer a service to the public) and see what comes up.
You’ll notice first that your search results on the right hand side of your desktop screen, or right in full view in your mobile device, point to a Google+ page. As a business owner, this site is yours for free and can be managed and exploited fully by you with just a little attention. Your customers who visit can also rate and review your business here, which provides even more attractive content for search engines to help lift your business higher in search rankings. Providing visually engaging materials here – photos and 360 degree panoramic tours of the interior spaces of your business will also give your business a huge lift and increase traffic to your online presence which will translate into increased traffic through your front door.
If you are a business owner and you think you don’t need to be found online, or that you already have enough customers, then I guess this post isn’t for you. I’d be surprised to find your business doing as well in one year, and in three years, with no change of marketing strategy, I doubt I’d find your business at all because it won’t likely exist, but hey, I could be wrong. Maybe digital marketing is “just a fad.”
But if you are like most business owners who are strapped for time and trying to manage their cash flow as best they possibly can while still putting a little profit into their own pockets at the end of each month, than I strongly encourage you to get your Google+ business page up to date and invest the small amount of time and money it will take to engage a photographer to shoot a virtual tour for you.
Conference organizers know that a lot of planning goes into creating a program of interesting and relevant content and attracting a strong roster of speakers, panelists and breakout session leaders. Effort is usually spent creating a detailed shot list for photographers to make sure that nothing on the agenda is missed and the investment in hiring a professional shooter to cover the event pays off with a load of marketable images of attendees and conference activities to help promote next year’s event.
Conferences often pull together people from within and across organizations that are otherwise rarely all in one place at the same time, and this creates an opportunity for updated group photos, corporate headshots and bio pictures that is often overlooked by organizers with heads full of conference planning details.
Often the venue itself will provide interesting and useful on site backdrops and your photographer will also have the necessary lighting and equipment to set up a small mobile studio in one of the many spaces occupied by the conference. You’re paying for it already so why not leverage the space to either update your firm’s set of portraits or offer the service to your attendees as an added value for attending your event?
Everyone needs a headshot these days – something I’ve written extensively about in posts on personal branding and profile pictures – but organizing one can be a tedious task often dropped due to other more urgent priorities. If you can offer the service conveniently and quickly to attendees who are already on-site and available, you are providing a useful service and alleviating a pain point preemptively for both your attendees and perhaps the marketing team within your own organization.
While candid photos are always good to have, there is still a need for planned, posed and conventional headshots. I am often approached by conference attendees – people not paying me directly for my work – who say things like, “I need a new LinkedIn photo” or “My headshot is ten years old, can you do a new one for me?”. Aside from essentially asking a working professional for a freebie, these kinds of requests would take time away from what I am hired to be doing and are rarely accommodated for. They reveal the demand though, which could be better met by including an on-site portrait option within the general conference coverage contract.
Why not leverage the inherent social nature of conferences to turn a portrait session into a networking opportunity in its own right? You could promote the on-site photo booth as a place to meet other attendees, leverage its presence by offering another component a sponsor could brand, or embed it inside a collaboration or meeting lounge space that conference attendees can pop into when they have a spare five minutes.
When planning the shooting schedule and generating a shot list for your conference photographer, consider asking about including a mobile photobooth for corporate and group portraits. You’ll save time and provide yet another added value to your attendees.
Most conference, summit and corporate event planners these days try to cast a virtual net by linking their event to a centralizing set of social media hashtags – mainly for easy findability and shareability on Instagram and Twitter. Making sure your event photographer is aware of these unifying communication tools and using them appropriately can help you get maximum value from your conference or event photographer.
Photographers are all seeking to cultivate their own realm of influence in social media. One mutually beneficial way to reach into different networks is to provide bits of snackable content generated by events as they happen.
Personally I’ve grown to enjoy using Twitter and Instagram to jot down insightful things I pick up while observing conferences or to help my client broaden their event footprint by creating and quickly sharing images guests and attendees will want to reshare.
It’s not always a perfect fit – while covering the Governor General Performing Arts Awards press conference (#ggpaa) in Montreal this month I actually tweeted out the name of a recipient BEFORE the official announcement (deleted 2 minutes later after a politely urgent message from Ottawa) but when it works, it helps spread the excitement and generate buzz about the event.
Not all photographers are going to want to multi-task for you, but it doesn’t hurt to ask for their social handles and add them into your network, while sharing with them the hashtags and IG names they should reference when getting social with your event images.
And sometimes, sharing is also really funny. Like this old SNL clip of Fr Guido Sarducci’s 5 Minute University that I saw at a recent conference on autism I immediately had to go find and watch.
This is a puzzling stat and there are many more if you search #OnTheMap on Google. I don’t really understand why more businesses aren’t all over this easy and free way to promote their businesses. According to Google’s research (which I’m going to bet is pretty robust given the petabytes of data on virtually everything digital in the world today) customers are also 38% more likely to visit businesses with complete listings. Here’s that stat again in a more snackable/Pinnable/Instagrammable/Tweetable/LinkedInable format:
Google is really pushing this initiative and offers oodles of free advice and tools on how to list your business and easily add content to your business Google+ page like photos, blog posts, panoramic tours, etc. Here’s a link:
By updating your business info on Google Search and #OnTheMap, you make it easier for customers to find what they’re looking ––> you! Use this tool to make sure your Google listing is complete: http://goo.gl/vW52mC
I work as a freelance photographer, out of my home. Notwithstanding, I’ve created my Google+ Business Page (listed here as JulianHaberPhotographyMontreal) and so far am seeing a few nice things happen online that are favourable towards my business.
I’m popping up at or near the top of the first page of Google search results on phrases clients would use to find me
My posts feature a little picture of me next to them and show up as independent results (maybe this is just an ego-stroke, but it’s kind of cool seeing your posts accompanied by your headshot)
I’m finding more and more interesting ways to leverage Google+ to create an interconnected web of links referring back to my main blog (this one right here) and my portfolio site at Julian Haber Photography
I now have a convenient way to gather reviews – the new currency of the digital world – without relying on Yelp’s sometimes inordinately choosy algorithm that seems to arbitrarily quarantine reviews it deems “not recommended” primarily because their authors have little or no previous activity on Yelp
For these reasons alone I will continue to explore, experiment and develop my digital real estate with Google, but if I also had a physical, real-world, public facing business I would be even more heavily invested than I already am. The virtual tours alone are worth the time it takes to build up your business page (think Streetview but INSIDE your business). Here’s an example of a 360 panoramic tour of the inside of a place I’ve seen the inside fairly often: Brutopia pub in Montreal: How cool is that really? Almost as good as having a pint at the bar itself=)
So, if you are one of the 63% of business in Canada who still hasn’t claimed your local business address on Google+, what are waiting for? Click here and get started.
Whether you are a small business owner, brand manager, entrepreneur or artist, you face a common challenge: how to get noticed online. How do you connect with the people you ultimately hope will become your clients (and pay you in money/love/attention) if they don’t know who you are? It’s a huge challenge but as a photographer who works a lot with businesses trying to do just that, I’ll try to share what I’ve learned in this (and future posts) on the theme of helping your business stand out and be found.
To begin, let’s understand that there are three main ways your business can be found online: paid media, owned media and earned media. In the following brief post I’ll explain what each term means, ending with a call to action to create great content.
It’s not fair. It’s not even nice, but it seems that people really do make decisions about who you are based on their gut reactions to how you look in your profile picture. As a headshot photographer, I’ve always thought that it was my job to make people feel good and look good when I take their picture (it’s hard to have the latter without the former anyway), but I never gave much thought to why. Then I read this article, “Modeling first impressions from highly variable facial images” – or more accurately, stumbled across it while exploring Pinterest pages on headshots and realized that my work can have a tangible and direct impact on whether someone gets a job, finds a match on a dating site, or gets Friended, Retweeted or LinkedIn. It’s kind of sad, but the truth is, appearances really do matter so you might as well just accept it and try to get the best – and most appropriate – profile photo you can. What works on Facebook (and no, it’s not a good idea to use a photo of your kid as your profile picture there either) doesn’t work on LinkedIn and vice-versa. I’ve written about this before in my post on how to prepare for a photoshoot, and in my post on how your online photo is your avatar, but here are a few thoughts and tips to keep in mind when you realize that it’s time to take your online image as seriously as you do your real world one and update your set of profile photos:
Your online photo is a marketing tool. Perhaps the most important one you’ve got as a shockingly high number of people may not even bother to scroll past your photo if they don’t like what they see.
You can optimize the way you look online. While excessive and heavy-handed use of Photoshop doesn’t really look good (plastic fantastic may work for Barbie but is not recommended for your portrait), that doesn’t mean you can’t have your photo professionally taken, with flattering lighting and lightly retouched to take away distracting elements that take away from your natural good looks.
Choose wisely. Before uploading any photo of yourself, whether it’s for a profile or not, ask yourself if you would feel comfortable with this being on the front page of the New York Times. If not, don’t do it.
Be appropriate: Different online identities call for different looks. While it’s all “you” in the aggregate, a picture you put on Facebook for your friends and family is not necessarily (probably isn’t) appropriate for LinkedIn. Your image should reflect your personal brand in a professional setting, and your personality on more social networks. They don’t have to be mutually exclusive, but a cropped photo of you from your vacation in Italy is not a good image to lead in with at the head of your LinkedIn profile page.
Don’t do it yourself: while I am a fan of the Maker Movement and respect entrepreneurs and DIYers in general, a good photograph of yourself is harder to get than it looks. I’ve been a professional photographer for over a decade and I wouldn’t take my own photo. In fact, I probably take the worst selfies on the planet. Whether you hire a pro (recommended, of course) or get a friend who knows what they are doing, try to get the best quality image you can get. If you think of your headshot like an online ad for yourself, the cost of paying a professional to take it is negligible compared to the amount of space and views it will garner as you push it out through your various online personae.
As cutting as it sounds, we are quick to judge people on how they look and long to remember our facile first impressions. Make yours count.
Driving home today listening the Home Run on CBC, I was happy to hear the Montreal Museum of Fine Arts is going to be the permanent owner of the Chihuly Sun, thanks to a generous donation by Montreal philanthropist, Van Berkom. I was one of the 270,000 visitors to the exhibition last year on a day I played hookey with my daughter. As she is a budding artist I wanted to expose her to seeing beautiful things, and Chihuly’s glass sculptures fit the bill perfectly. I was thrilled as well, that photographing the art was not only allowed, but encouraged. I realized, while doing it, that this was genius marketing – both by the artist and the museum as it gave visitors the chance to not only experience the gorgeous opulence of Chihuly’s work, but gave them something to share with their friends and across their social networks, spreading both the fame of the artist and perhaps contributing to the record-breaking attendance levels the museum experienced.
I’ve worked for artists before, and photographed events and magazine features in the National Art Gallery of Canada, and I’ve always had restrictions on what I could and could not include in my shot, even if the subjects (people) were simply in the museum and the art was a colourful backdrop. I understand there are copyright issues, but at the same time, as an artist, wouldn’t you want your work to be seen as widely as possible, especially if, as in these cases, the works have already been purchased and are hanging on museum walls?
Chihuly, aside from making stunning works of art, completely understands that while not everyone can afford to take home a $6,000 bowl (on the extreme low-end of his offerings), everyone can still take something away from the exhibit with the photos. And these photos not only allow viewers to have a deeper, more intimate connection to his work, but will also serve as ambassadors for his fame and enhance the cachet for those lucky few who can afford to own his works. Everybody wins.
Here are a few of the shots from that day I spent in the sun, with my little girl. Feel free to share;)
The story of the Jack Hoffman Star Rookie trading card by The Upper Deck Trading Company
I first heard about Jack Hoffman at an iMedia conference earlier this year, when Chris Carlin, Senior Marketing and Social Media Manager at the Upper Deck Company, a sports trading card company got up on stage and played this video:
Chris is a big man with a heart as wide as his smile and a knack for cracking clever jokes, sometimes about Canadians. He is also the originator of the Jack Hoffman trading card idea, the first of a series of collectible Star Rookie trading cards featuring children struggling with paediatric brain tumours.
According to the about page on the Team Jack Foundation site, Jack was “no different than any other little boy growing up in the great state of Nebraska–he loves to play sports, ride bike, fish, hunt, and watch Cornhusker football”. No different except that he had a tumour the size of a golf ball on left temporal lobe of his brain at the age of six. When Chris Carlin heard about Jack, he felt moved as a human being first, and secondly a marketer, to do something big and powerful that would help Jack. As Chris put it, I wanted to show that we can “use brands to make the world a better place.”
So, in 2013, Chris convinced his team at Upper Deck to create a “Star Rookie” trading card for Jack Hoffman, who had recently fulfilled a childhood dream of running a touchdown in for Nebraska during their spring game. All proceeds from the sale of this card ($50,000 and counting – go buy one now!) have gone towards defraying some of Jack’s medical bills and funding the Team Jack Foundation for paediatric brain cancer research.
The Jack Hoffman card and later the Star Rookie series has not only been an incredibly positive force in the life of Jack Hoffman, for whom it was intended, but, unsurprisingly has greatly enhanced the reputation of the Upper Deck company, proving that doing good can be good for the brand. While never the intention, the positive associations are well-deserved and unavoidable.
These same positive associations help bring Chris Carling into contact with Denis Murphy, father of Jaclyn Murphy, leading to the development of a new “Heroic Inspirations” trading card for Jaclyn Murphy who is the founder of the Friends of Jaclyn charity and herself the survivor of childhood brain cancer.
Learn more about the Friends of Jaclyn foundation here.
Visit www.TeamJackFoundation.org to learn about how you can help #pediatricbraincancer kids be kids #Fighting4AVictory
Jack Hoffman Foundation Facebook page: https://www.facebook.com/TeamJackFoundation