How to Create Your Own Viral Video

How to Create Your Own Viral Video

Why the Running Man Challenge is Running Up Views


What makes a viral video so great? Why does something like this go viral? Pay attention, Philadelphia Police Department, since Detroit Police Department called you out this week for the Running Man Challenge! And, wow, they’ve got some amazing choreography that will be tough to beat:

Detroit viral video

Detroit PD creating their viral video, courtesy of Fox2 Detroit.

Let’s take a step back to where it all began. One day they were just students. Next minute, they created a worldwide dance sensation. High school students Kevin Vincent and Jerry Hall of Hillside, N.J., when interviewed on Ellen about the viral dance trend they started, explained they were bored in Mrs. Graham’s finance class so, like every good student does, they decided to goof off. One started singing the ’90s hit song “My Boo” by Ghost Town DJ’s (DON’T Google it, or it will get stuck in your head – you’ve been warned!!!) while the other danced. They then videotaped themselves dancing together and soon, two University of Maryland basketball players, Jaylen Brantley and Jared Nickens, made their own video, which led NBA Rookie Justise Winslow to post a video that rocketed the dance into the newest trend. Videos started popping up from the NFL, NBA, and my favorite, local law enforcement.


From Scotland to New Zealand, officers around the world are stepping up to the challenge. LAPD can be seen dancing under the famous Hollywood sign and on the field of Dodger stadium, while NYPD is doing the running man with school children using the Brooklyn Bridge as a backdrop, and Detroit PD is getting down in front of the General Motors building.


My favorite so far is Miami Police Department, featuring a very cute officer named Nick who is trying to tape a vlog but gets interrupted by each department, including his chief, nagging him to do the challenge since they were called out by Miami Beach PD. But Nick is defiant that they are not doing it. The next scene Nick is in the elevator, doing the original running man dance move, then practicing the new running man dance move made famous by this challenge. As he’s dancing with his back turned, the elevator doors open and the entire department is watching him. There is a brief pause, then Nick exclaims, “Okay, let’s do this!” as the beat drops and he busts out of the elevator dancing through the line of his co-workers.


The entire department is now dancing, including an officer in a NASA-like, bulky bomb suit (who knew you could get down in one of those?)! Of course it wouldn’t be Miami if they didn’t pepper in some salsa dancing with Gloria Estefan’s “Conga.” The video quickly turns back to “My Boo” and b-boy Officer McDreamy starts to breakdance like it’s 1981! He spins around and strikes a pose that could melt the cover of Cosmo, then shakes his finger as if he’s saying, “Uh, uh, you ain’t going to call us out!” The video ends with an officer drawing yellow police tape around the dancers and in a voice as smooth as Barry White’s says, “Killed it.” Way to go, Miami!  Well, done!  You can watch their video here:

Miami viral video

Miami PD Running Man Challenge

Now, here are my top 10 ideas to make an amazing viral video:


  1. Pick a catchy song.
    For the Running Man Challenge though, you have to use “My Boo.” But feel free to add some Philly flair, like Boyz II Men (and bring back the real running man dance move!). Remember this annoyingly catchy worldwide dance hit?
  2. Be personable.
    Find a cute, personable officer to be featured (male or female). Bonus if they can breakdance … or have an infectious laugh like Chewbacca Mom:
  3. Showcase your talent!
    Include as many members of the team as you can – from foot patrol to highway to detectives to administration, captains, etc. Nick accomplishes this by walking around the Miami police department:
  4. Feature well-known landmarks around the city.
    Who wouldn’t want to do the Running Man where Rocky ran up the stairs at the Art Museum?  Or perhaps grab a cheesesteak at Geno’s or Pat’s to get some energy to dance?  Catch Rocky’s greatest moment here:
  5. Include animals.
    Many of these viral videos have used the bomb suit, but consider using mounted police or K-9s … everyone loves animals! Bonus points if they dance, too! Here’s a dancing horse from New Orleans:
  6. Think outside the box (or usual camera lens). Use a drone because they are cool and give crazy cool camera angles (haven’t seen anyone do this in a challenge, either). But don’t use near animals:
  7. Be unique!
    Include the stunt riders from Philly’s own Hero Thrill Show!
  8. Add in comedy.
    Have an officer dancing at a donut shop!
  9. Make it about the community
    Include kids, fireman, local businesses, sports teams, the mayor, the Phillie Phanatic, everyone you can get involved! Then they share the video, and their friends share, and well, you can see where I’m going with this. LAPD’s Running Man Challenge is a great example of this:
  10. HAVE FUN and SMILE!
    This is your chance to showcase to the world that you can have fun, smile, and enjoy yourselves, like this artic white fox:


Hopefully this has given you some insight about the Running Man Challenge and how to create a great viral video.  And if, by chance, Nick is reading this, please call me so we can have our own running man challenge dance off!


Keep running, man!



Creating Awareness With Targeted Messaging

Awareness eBike

 Creating Awareness With Targeted Messaging

Almost four years ago, I bought my first electric bike. Last month I bought my second. As the years and seasons have rolled past, I find myself blazing around the streets of Doylestown with greater speeds, and heavier loads than I ever thought possible. I can easily carry $100 worth of groceries without strain. I’ve become an unapologetic convert.


The electric bike combines the distance advantages of a car with the city friendly capability of a bike – you can bypass all traffic jams and jump freely between roads, bike paths, and unpaved areas to find the most direct route, and park for free.


Riding my eBike makes me feel empowered. Creating no pollution or noise, I am eating gigantic hills for breakfast and flying by spandex clad riders while wearing business attire.


On nice days, I allow additional commute time to show courtesy in answering the flood of constant questions I get about my bike. Over the past four years, these questions have not waned, only increased. “Hey, does that bike have a motor?” “How fast does it go?” “How far does it go on a charge?” “Where did you get it?” “How long does the battery charge last?” “How much does one of those go for?”  The questions go on and on, and I’m happy to answer them.


Lately, I’ve been noticing a lot more unapologetic eBikers flying around Doylestown.


This fascination in my mode of transportation has gotten “my wheels turning” if you will about Malcolm Gladwell’s book, “The Tipping Point.”


Gladwell theorizes that “hits” or “fads” happen in the context of an epidemic   – when a few highly infected fans become viral infectors for a product or idea by adopting it themselves and spreading the word.


With that in mind, DeeterUSA helps our clients:

  • Gain exposure: Knowledge comes from exposure. Having a message that reaches their target market in a relevant and timely way establishes credibility and offers value to the recipient.
  • Understand the importance of social proof: We’re more likely to buy if we see people we know — particularly if we admire and respect them — buying too. This principle is what makes User Generated Content (UGC) such an effective form of content marketing. We help our clients develop editorial strategies for social media to assist organic search (SEO) and page engagements to increase brand awareness, website traffic, and, social media community following.
  • Realize buyers look for confirmation: Once buyers have committed to making a purchase, whether out of necessity or trend, they look to the internet, social media, family members and friends for confirmation that this is a good purchase. The true value of publicity is found in the endorsement – direct or implied – of third parties.


While I don’t know if eBikes will become a “hit”, it’s important for us at DeeterUSA to help our customers tailor and develop messaging to move their target audiences from unawareness to awareness, to interest, to conviction, and ultimately to sale/purchase.


Happy Trails,



Marketing to Millennials


Marketing To Millennials


What is a millennial?


A millennial is defined as anyone born between 1981 and 1997. Time magazine described millennials as “technology-addled narcissists.” Yet the truth of the matter is that millennials are taking over and are soon expected to surpass baby boomers in buying power. Their buying power is massive with more than $1.3 trillion in annual spend. That number continues to grow. So as marketers we need to adapt to how we message the tech-savvy generation.


Below are a few tips to keep in mind when messaging to millennials.


  1. Mobile, mobile mobile. According to, 85% of U.S. millennials own a smartphone. It is extremely important to hit these users when they are engaged and to make all marketing messages mobile-friendly.
  2. Personalization is key. Millennials want to feel like your content was created with their interest (not their wallet) in mind. Create content that educates instead of advertises, this makes them feel like they are making smart purchases.
  3. Advertise where they are most. Social advertisements are the new way to engage millennial social media users. Traditional online banner ads are mostly ignored by social media users and are only clicked on 0.2 percent of the time they are seen. Social ads are smaller and more suited for smartphones than traditional banner ads and are more preferred by Generation Y (birth years ranging from the early 1980s to the early 2000s).
  4. Build your brand on social media. On a day-to-day basis, millennials rely on social media for their news and updates. Social media outlets are by far the dominant way millennials learn about things online. Search engines are ranked near the top but fall below Facebook and Twitter for brand discovery.


Hopefully these tips will help you generate new ideas and strategies which your brand can initiate to engage with the millennial generation.


─ Jacky

The Power of the Hashtag




When Isis Wenger was chosen for an employee recruitment campaign for OneLogin, she had no idea that she would spark a social movement, or rather a social media movement.


When Wenger, a platform engineer at OneLogin, posed for the ad she received an overwhelming response of negative feedback. Many people questioned whether the ad accurately portrayed what female engineers look like, some even claimed that she was “too pretty” to be an engineer.


Wenger took to social media and encouraged others to share their stories about diversity issues in technology. She shared a photo of herself holding a piece of paper that said “I help build enterprise software, #ILookLikeAnEngineer.” Not long after, the hashtag #ILookLikeAnEngineer caught fire. Over the next week, the hashtag was tweeted over 50,000 times by other women in engineering.[i]


Gender disparity and sexism are prevalent issues in tech, engineering, science, and math industries and have recently come into the spotlight thanks to Ellen Pao. When the junior investing partner at Kleiner Perkins Caufiled & Byers, and former CEO of Reddit Inc., sued the venture capital firm for gender discrimination she made headlines.


Today, younger generations are taking their concerns to the web; protesting via social media. Just in the past year we’ve seen social movements concerning same-sex marriage, racial profiling, and transgender discrimination take over the web.


According to the Computing Research Association, the gender gap in tech-fields often begins in college. In 2011 only 12 percent of computer science and computer engineering degrees were awarded to women.[ii] Part of the solution is companies making their workplaces more inclusive and recruiting diverse candidates. Another part of the solution comes from women in the field encouraging aspiring engineers on the web, much like Wenger.


What do women in math and science really look like? Who are they? How many are there? While gender disparity has often been at the forefront of people’s concerns, this movement sparked by Wenger forces us all to take a deeper look. The #ILookLikeAnEngineer movement also reminds us all of the power of social media and the power in sharing one’s story.






Content is King


Content is king! But what does that mean? Let’s start by defining content marketing. According to Forbes, content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. While this sounds like a technical thing, all it really means is that brands need to focus on creating and distributing valuable, relevant, and consistent content. The idea is to attract and retain your audience. Ultimately, your goal is to drive a profitable customer action. This action is usually to make the “cash registers ring.”

Why is content marketing important?


We live in a digital age. Information is so easily accessible via technology that people often use the Internet to find answers and solutions to their problems. This is one of the main reasons why businesses market online and why Search Engine Optimization (SEO) has become such a huge buzz-phrase in business. It’s important for your business to be the source of recent, relevant, and credible information, so that you are viewed as credible.


So to make a long answer short, content marketing is important because it helps people find you online.


How do I get started?


Getting started takes a bit of planning. You can’t just jump right into things.


  1. Determine your target audience. Deciding who you want to reach will inevitably help you decide how to reach them.
  2. Figure out the platform you want to use to push out your content. Is it your website, your blog, or even Facebook? Each platform is different and content needs to be tailored to each. Master one platform before employing the next. Quality over quantity is important.
  3. Decide on your end goal. Is it to increase traffic, drive sales, or help your SEO? It’s important to know your goals before coming up with content.
  4. Create a content calendar. Develop a working editorial calendar in which you can plan and track your content, and after it’s published, record results. This will help you tell a story with your content and also see what is working and what isn’t working.
  5. Optimize and learn. Make sure to report back on results of past content. Engagement is an important metric with content marketing, so try to optimize the plan towards that goal.


Hope this helps you have a better idea of content marketing and are ready to put your knowledge to good use!


─ Jacky

“Very Pinteresting”


Image-centric and search-friendly, Pinterest has bewitched the women of the world. Pinterest is an image sharing cite where users can upload, save, and manage images, also referred to as “pins.” It is essentially a discovery tool that allows users to save ideas or projects that interest them. You can plan your entire wedding, get lost in DIY projects, and obsess over drool-worthy food pictures for hours on end, pinning away until your fingers ache. Pinterest makes its users feel productive, organized, and energized simply from repeatedly sharing images of home décor, fun summertime crafts, puppies, or makeup tutorials.


Pinterest is not just the perfect place for women; it’s also the perfect place for business. According to Jennifer Gilhool, founder and CEO of Pink Streak Inc., women control $20 trillion in annual consumer spending.[i] Given the facts that 80 percent of Pinterest users are women and women also make about 85 percent of purchasing decisions, Pinterest is the perfect place for any business generally geared toward that audience to grab a hold of consumers.[ii]


A brand’s success on Pinterest goes beyond a company sharing their own products with their followers. It’s a space where brands can also promote their personalities and values by repinning images posted by other users that add to their character. For example, the Greek yogurt gurus at Chobani have mastered the art of pinning. With more than 118,000 followers, Chobani’s Pinterest content ranges from Mother Teresa quotes to healthy, portable breakfast ideas to best at-home abs exercises, allowing the company to connect with their followers by painting a larger picture of their brand. Anyone inspired to use Pinterest to boost their own business can find out how to get more Pinterest followers by following the link.


Unlike Instagram or Twitter, Pinterest users share content rather than like or comment on posts. Users search for images they can relate to or be inspired by, and then save products that they would love to own. Pinterest is a space for visual stimulation. Growth Devil, an agency dedicated to helping start-up companies succeed, suggests on their blog that Pinterest has a 50 percent higher conversation rate than any site that connects consumers with products, making it an ideal place for businesses to advertise.


In just a few steps, any company can set up a business account with Pinterest. This tool is designed to help companies using Pinterest for business purposes by providing them with information about their followers’ interests. It also gives companies the ability to measure their social media traffic on other platforms, like Twitter and Facebook. It’s all about seeing and being seen.


Four tips for businesses using Pinterest:


  1. Make sure your profile information is complete
  2. Keep your pins inspiring
  3. Engage with commentators
  4. Include links back to your business’s website

─ Lydia



[1] Accessed on May 23, 2015

[1] Accessed on May 27, 2015



How Social Media Has Changed The News



For many, keeping up with the news is an activity that occurs throughout the day and across different formats, devices, and technologies. With 71% of the U.S. online population on Facebook,* it is not surprising that more and more people are moving towards getting their news and information via social media outlets. Many find breaking news unfolding while on these platforms instead of directly from the news sites.  It was through Twitter that I found out that Princess Charlotte had been born and I saw on Facebook the first images of the devastation the earthquake brought to Nepal.


This shift has changed the way people consume media and also how they engage with it. By sharing news stories, social media users are opening up the line of discussion and involvement into the news. Expressing your opinion on a story has traditionally not been something that you could have done, especially to a potentially vast audience.


This increased level of engagement is quick, yet not always accurate. Media outlets are in such a rush to post the leading stories, that they don’t always have all the facts. Take the current riots and violence in Baltimore … you can’t get away from the constant social media news posts being made about it. Pictures are cluttering my Facebook feed of injuries, fires, and looting, but the details seem vague and they change depending on which source you are referencing.


There is no question that with the increase in social media usage, media intake is becoming more social. Media outlets not only need to push out their material online, but via social media as well. We can only imagine that as the digital landscape grows, so will the reach of a story!


− Jacky





The social media guru on our staff insists that everyone write blogs. She says that will get our website viewers up and boost our company’s recognition. At first I thought I was too busy doing “real” work. Then another staff member said what I write would be helpful to others and I should do it. So I’ve made a pledge to be a better team player and give it a whirl for three months.


In thinking about it, I feel the blogs should have meaning. Not surface fluff that people don’t have time for today. We’re all way too busy and over-taxed just trying to get what we need to do accomplished and keeping our priorities in line. Time matters and we choose what is important to us. I can think of many people who blog, and, to be honest, I don’t read them. Mostly because I don’t really feel they have much to say that would be of interest to me.


That’s just like who I friend and who I don’t friend on Facebook. Who really cares what you had for dinner? Why does it matter if you burned 30,000 calories on the treadmill in just 24 hours? That said, I do love to see and hear what my friends’ children are doing, about ways we can all work together and offer help to others, be informed of situations and opportunities we are eager to know more about, and travel around the world just like Flat Stanley when my friends go on amazing expeditions! That’s on of the nice things about social media … we have lots of choices.


My blogs are going to follow topics and areas of concern to me. I’ll try to stay in my area of expertise, however I know that at times I’ll write about current events that I feel we should speak up about. People who know me know I’m about working together and putting the good of the whole above individual interests. Most likely that stance will creep into some of my writing too. Will any one read my blogs? We’ll see. Perhaps writing will be a good catharsis and a way for me to slow down a bit. Watch for my blogs every week.


−  Linda

Integrating Instagram into your PR Strategy




Instagram is an online mobile service that enables its users to take pictures and videos, and share them on a variety of social networking platforms. According to research published by the GlobalWebIndex, Instagram is the fastest growing social media site worldwide.

Although some brand managers wonder how the photo-sharing app can help build their brands, many businesses across industries are finding marketing success on Instagram. Brands can use Instagram to build brand awareness, reinforce customer relationships, and create associations. Many businesses often integrate traditional marketing material such as promotional branded clothing into their Instagram posts and that has been a preferred method that has been successful for many.

Before jumping straight into the platform, here are a few tips to up your Instragram game.


  1. Create unique content that other users will want to engage.
  2. Keep your text short and let the photo do most of the talking.
  3. Post daily to keep your brand top of mind and relevant.
  4. Use hashtags to reach new people who may be searching a hashtag related to your brand.
  5. Leverage your fans’ content. The ability to source high quality user generated content (UGC) from the Instagram community is one of the major benefits.
  6. Lastly, connect with other Instagrammers to network your brand.





How PR has Changed

blog post

As an industry, public relations is constantly evolving. Since the birth of social media, traditional media outlets such as television, radio, newspapers have seen a decline in readership. It’s important to be able to reach your audience in their daily activity, which means incorporating digital PR into your strategy. Digital PR brings brands online and creates a valuable relationship with your target by integrating traditional PR with content marketing, social media, and search.


What does Digital PR exactly add to traditional PR?


  1. Massive reach. Digital PR opens the PR industry up to a much wider audience, as there are more than 254 million Internet users in the U.S. alone.
  2. Social media allows brands to broadcast information in real time. Get your message out as quickly as you can hit send.
  3. Enjoy a dialogue, not a monologue. Social media is about engaging users to provide feedback.
  4. Become an online newsroom. Journalists and bloggers have embraced digital PR with open arms. Your information essentially becomes an online repository that needs to be searchable and easy to navigate.


Digital PR should be used to complement traditional PR and should not be used alone. Each channel should have its own purpose and strategy. Be creative in how you tell your story and embrace the change!