Rarely is the most important metric the one on the surface.

Your Facebook likes don’t mean much. Neither do your Twitter followers.

You already know how I feel about impressions. They’re an incomplete business metric, at best.

Views are NOT your most important YouTube Metric. One million views don’t mean anything if those people are clicking to start watching your video and closing the window after 20 seconds of boredom and/or frustration.

But if views are not the most important metric, what is? Let’s take that journey.

First find the “show video statistics” button on the bottom right next to your views:

That button brings up additional metrics including demographic and location information. Pay attention to these, but we’re still not there. Click the “view more statistics button.”

Now we’re getting pretty close. On the left-hand column under “view reports” you’ll find, “audience retention.” Click that.

That delivers this valuable little diddy:

You see, it doesn’t matter if you have 12,000 Twitter followers if none of them read your tweets, and it doesn’t matter if you have 100,000 YouTube views if all those views aren’t leading to sales, more subscribers, more affinity for your brand, et al. That’s why it’s crucial to know how many people are watching ALL of your video.

The chart above tells me that 82% of viewers were still watching after 45 seconds, 69% after 1:30, and about 60% made it through the duration of the video. It’s not great, but it’s better than most of the videos I’ve done thus far. Video isn’t my expertise, and I’m still learning. Watch Ze Frank’s return to see a master at work.

What could I have done differently to retain more viewers throughout the entire video?

Here’s some things to keep in mind:

• Err on the shorter side with videos. I’d aim for 2:00 minutes, 3:00 maximum (unless it’s a more informative how-to tutorial).
• Get to the main point of your video as quickly as possible.
• Consider using calls-to-action before the end of the video.

What else should we be considering? Here’s your chance to teach me in the comments!

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“One option is to struggle to be heard whenever you’re in the room… Another is to be the sort of person who is missed when you’re not. The first involves making noise. The second involves making a difference.” — Seth Godin

Growing up playing multiple sports I was always the kid that had to be first. You may say, “That’s great. You should be pushing yourself. You should be challenging your teammates,” and you’re probably right.

But… what I slowly began to learn was that there was a time and a place for being first, and there was another time. A time when being a teammate and not showing others up mattered more (i.e. warm-up laps and long, slow days for those of you who ran long distance).

Running full speed during warm laps is a great way for your teammates to start resenting you and the same thing holds true when you’re the person who ALWAYS has to talk during team meetings at your office.

Whether you’re an employee who thinks you’re getting ahead by standing out or an employer who encourages and reinforces this behavior I hope you’ll watch this quick video and reconsider.

Are you making noise or making a difference?

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[Video]: Stop Running to the Front of the Pack –> http://ow.ly/9HDzO

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Haven’t shot any videos lately, but in an effort to pump out some more content and get some things off my chest I’ve decided to try a new segment on Fridays. We’ll just call them “Ryan’s Rants” for now. Please check it out and let me know what you think in the comments.

This video stems from me being tired of seeing impressions, page views, Facebook Likes and other such counting numbers being considered valuable business metrics by organizations and consultants everywhere. And from nodding along to everything Olivier Blanchard writes.

What do you think? Is this rant warranted? Who should we point the finger at? What steps can we take to closing the loop and showing the impact of impressions and page views on more important business metrics? I’d love to hear your feedback.

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[Video]: Impressions Are A Garbage Business Metric –> http://ow.ly/8ZvoA

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Earlier this year, I ran a small guest series on things that need to change in American education. In “Linchpin” I loved how Godin pointed the finger at modern education as one of the culprits contributing to the epidemic of compliant workers, cogs in a corporate machine.

(Aside: I think all teachers should read this book.)

The book explains how we got here, how to become indispensable in the workplace, how to overcome the resistance and fear of the lizard brain, and the seven abilities of a linchpin. It might be the most important career book you will ever read. Here’s the review:

And here are eight of my favorite quotes from the book:

• Outsourcing and automation and the new marketing punish anyone who is merely good, merely obedient, and merely reliable.
• We’ve been trained to believe that mediocre obedience is a genetic fact for most of the population, but it’s interesting to note that this trait doesn’t show up until after a few years of schooling.
• The launch of universal (public and free) education was a profound change in the way our society works, and it was a deliberate attempt to transform our culture. And it worked. We trained millions of factory workers.
• Classrooms become fear-based, test-based battlefields, when they could so easily be organized to encourage the heretical thought we so badly need.
• Doesn’t matter if you’re always right. It matters that you’re always moving.
• Discomfort brings engagement and change. Discomfort means you’re doing something that others were unlikely to do, because they’re busing hiding out in the comfortable zone. When you’re uncomfortable actions lead to success, the organization rewards you and brings you back for more.
• Here’s the truth that you have to wrestle with: the reason that art (writing, engaging, leading, all of it) is valuable is precisely why I can’t tell you how to do it.
• Transferring your passion to your job is far easier than finding a job that happens to match your passion.

Have you read the book? What did you think? What other career-oriented books would you recommend to the readers here at Ryan Stephens Marketing?

A serial entrepreneur and friend of mine asked me last night how I was enjoying my 9-5. This guy has more projects than Michael Jackson had #1 songs. He loves what he does and he makes a lot of money.

He always seems miffed when I say I genuinely love my 9 to 5 gig. I explain that it has nothing to do with security, benefits, routine, or structure, but it’s always hard to articulate why it really is about the mission.

I have the entrepreneurial spirit, which is why I’ll always have a side hustle, but I hope that you’ll watch this video and get a better sense of why I love my day job.

These are the people I get to meet. These are the stories I get to share. And then hopefully, as a result, someone finds us when they (or a loved one) needs us most and they give our doctors a chance to save their life.

Knowing that I may have had even the tiniest sliver of a contribution in that process ensures that I won’t be leaving my 9-5 anytime soon.

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Here’s my video review of Hugh MacLeod’s book, “Evil Plans.”

You can check out other book reviews here.

I had a post queued up, but this video is more important.

RSA Animate adapted a talk given by Sir Ken Robinson on creativity, education, and changing paradigms.

It’s epic. Watch. It. Now.

This is something I’m extremely passionate about. I think the entire system Kindergarten through College is extremely flawed.

I don’t know if we can make a difference, but I do know how smart my readers are so as I write this I’m brainstorming a collaborative project featuring posts/videos from you all sharing what you wish you would’ve learned in school.

I haven’t hashed out any details, but please ping me if this piques your interest and/or if it sounds like something you might like to participate in.

Two distinct approaches, only one works consistently.

Nobody cares about your accolades or your other clients. They can read about that stuff on your fancy website. If they’re in your office or on the phone chances are they want to know one thing: WHAT CAN YOU DO FOR ME?

Don’t inundate a potential client with a 10 minute spiel about yourself and your 27 different services. Hear them out, really listen, determine together what they need and then dig into your arsenal and deliver just that. It works. I promise.

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[Video]: The Hard Sell Doesn’t Work Anymore? –> http://bit.ly/98gy8G

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Or maybe more appropriately titled, “Learn to trust your own instincts.”

Sometimes you know what you’re “supposed” to do. You’ve heard the advice countless times and if you asked 10 really smart people you trust and respect they’ll all tell you the same thing.

Sometimes they’re 100% right.

And sometimes you need to remember that even if those people have your best interests at heart chances are they’re viewing the situation from their perspective, through their lens of the world.

They can’t understand that you don’t sleep at night, and that there’s an inextricable force inside you insisting you follow your instincts. It’s usually not something you can articulate, and it may be completely irrational, but I’m willing to bet that it’s probably what’s right for you.

Watch this video. And start trusting that voice.

What do you think? What do you do when you’re faced with these situations? How much do you let what other people would think or say dictate the approach you take to your own life? (If you say not at all you’re probably a liar.) When you’ve trusted your instincts how has it worked out for you?

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[Video]: Who Cares What Other People Think? –> http://bit.ly/awrSUS

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I put this video together on the fly for Sydney Owen and the rest of theSX Gen Y team who will be presenting their panel discussion on “Why Gen Y Wants to Work ‘With’ You, Not ‘For’ You,” at South by Southwest on Monday, March 15th.

Since I did the video in one take during my lunch break last Friday afternoon I didn’t really think much about what I was going to say. I really just let it spill off the tongue, and the result when I re-watched the video was that I don’t think Gen Y is all that different from other generations. I genuinely believe most employees would appreciate their managers taking these 5 things into consideration:

If you’re a member of Generation Y do you find that these things apply to you? If you’re an older employee how do these tips stack up in terms of importance for you? Finally, are Gen Y employees really all that different from their elders?

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5 Tips to Successfully Managing Gen Y –> http://bit.ly/bdKGKz

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