This week’s Online Communications Interview is with Michelle Chmielewski, by day Community Manager for Synthesio, a French company specialised in monitoring and analysing online buzz in the B2B market, and by night The Observing Participant, a vlogger on all things social media.
Michelle Chmielewski
I first came across Michelle when I saw a vlog she’d made for Mark W. Schaefer. The energy and tone of Michelle’s piece and focus on B2B prompted me to connect with her.
We talked via email and Twitter.
Make sure you follow Michelle on Twitter or @synthesio.
Jon: At the start of the year a lot of people were touting 2010 as the year when online b2b blog video content would really break through. Were they just getting carried away?
Michelle: I actually did not hear too much buzz about this, but I would be willing to bet that they’re headed in the right direction. The fact is, there is still a large percentage of the global population that is not online (25.6% in 2009, according to InternetWorldStats.com), but the rate at which that is changing is phenomenal.
The beginning of 2011 may provide us with vastly different demographics, and while online videos may still only reach a certain percentage of global consumers right now, it will be interesting to see how different businesses use a video format to translate their message.
A picture is worth 1,000 words, right? At 24 frames per second, times 60 seconds, that’s 1440 pictures per one one-minute YouTube video.
I learned how to use Final Cut Pro by watching YouTube videos made by kids younger than me — and I’m only 24! Check out this kid, for example – he’s incredible. If my generation doesn’t bring videos to the business world, the next one will, for sure.
One of Michelle’s personal vlog’s on social media
Jon: When I encourage clients to vlog or incorporate video content on their site, they worry that it has to be “slick” or “professional”. What’s your take on this?
Michelle: I think that every time you make a video you have to be aware of who you are representing. Wanting a more “slick” or “professional” video on your site is perfectly understandable.
When Synthesio decides to make a video to let people know about our latest happenings, interviews, etc, and I am on-screen, I have a different approach than for the videos that I put on my own personal blog. The videos we make for Synthesio represent all of its employees, clients, and partners, past, present, and future, whereas my blog is just.. me.
Michelle’s Corporate vlog for Synthesio
I think whatever works best for the company and its shareholders and customers is the only way to go.
Jon: How does a company blogger make a successful transition from blogger to vlogger? (Can you say something about the tools, learning curve, attitude, etc)
I’ll let you know when I get there, I haven’t quite yet gotten to the 4-figure views yet 
but I’m sure that it’s a different path for everyone; the common thread is the desire to communicate.
For me, it started because writing down what I wanted to say just wasn’t doing it for me anymore, I’m an expressive person and I wanted to be able to connect with people through more than just a written message.
I don’t think the tools need to be very complicated, though. I made my first video using Final Cut and my webcam. Now I have a Flip HD camera and a few other tricks up my sleeve, and the next step is getting better lights!
It’s easy to pick up, too. Just pick up a camera (actually I usually plan out what I’m going to say, first, so I don’t get lost on quite so many tandems) and start filming. Then edit. Re-edit. Check it. Look at it one more time.
Software like Final Cut and Garage Band (on a Mac) can offer you a great range of possibilities that I am still exploring. Also, there are a million videos online to help you figure out all the logistics once you’ve figured out the strategy and message.
Jon: “We need a 100,000 views per week on YouTube!” someone recently told me. What’s the best way to get your clips seen?
Michelle: I am still waiting for the agency that is going to re-invent Naked News for one of their clients.
No, seriously, the best way I think (and you’ll see why I’m not quiiite yet at 100,000 views ) to get your clips seen is to have a solid network of followers. I am still fairly new to social media and as such, don’t quite have the network that I will hopefully have a few years from now.
I’m not in a rush, though. Social media doesn’t get you results overnight (unless you’re a company whose employees decide to upload videos of how they “really” prepare your customers’ pizzas) – but that’s OK. It means you’re doing what you say you’re doing : creating valuable networks with people that truly interest you and are truly interested in you, and that you’d like to do business with.
But once you have a strong network, let them share your videos that are funny, memorable, touching, and informative. Make videos that people can’t help but pass to their friends. That’s what I think.
Jon: Do businesses need to go down the path of video content? Does it really bring value ?
Michelle: I don’t think businesses need or don’t need to go down the path of video content, just like they need or don’t need to take out print ads. It’s another tool that’s available for businesses and may allow them another way to connect with various online communities and Internet users.
Whether it brings value depends on how much value the videos provide to vlog’s audience. Roger Martin wrote about the current shift to a new era: “customer-driven capitalism”. “To create shareholder value, as I will show you, you should instead aim to maximize customer satisfaction. In other words – and nobody should be surprised by this – Peter Drucker had it right when he said that the primary purpose of a business is to acquire and keep customers”. Is that what your vlog does? That’s how you can measure value.
Jon: What’s your favourite example of a successful vlog / clip that’s benefitted a business / community?
Michelle: My favorite blog is illdoctrine.com. Jay Smooth has a musicality about his voice and everything he says, and I love his style. I also love a French couple’s blog On the Road Again; they went from France to Australia by scooter. How cool to share the fulfilment of your dream with friends, family, and even complete strangers that can live it through you and with you.
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Nice to see this connection happen! The social web is so awesome. Great job guys!
It was great meeting up with Jon – all thanks to you, Mark!
@Mark, Isn’t it great what communities can do?
@Michelle, I really hope you get some use out of your Flip. I really enjoyed your vlog this week.
I’ve got my eye on a Flip too actually. Not seem them over here in Sweden but the online deals look tempting. Thus far vlogging has been down with iMovie and my MacBookPro.
The entry level to vlogging is so low now.
Just waiting for Mark’s vlog to appear next !!
@Jon me too
Thanks for this article! I have been wanting to incorporate video blogging into my blog but have been very wary of doing so. After reading this article and hearing Michelle’s thoughts and how she includes it, I am definitely more motivated. Now if I could just get over the whole hating how I sound on camera thing…
@Kirsten – if you reaaally wanted, you could use the voice synthesizers? ;D
oh, and you may have to record yourself 5 to 30 times before you’re happy with your content to edit..just an FYI..
I’m sure you’re fine, though, just be yourself, obviously your friends like talking with you or they wouldn’t stick around, so imagine future blog visitors as future virtual friends
@Kirsten – I think it’s about taking a deep breath and just going for it. I was a bit nervous myself, especially because so many of the cool vloggers seem very young and dynamic, but I think if we can overcome our reservations we can actually achieve something.
I’ve noticed that the vlogs I’ve done have led people to contact me more readily. It’s like they get a real sense of who they’ll be talking to before they make the call.
From a business point of view that can’t be a bad thing, can it?