In five days in 2009 an unknown contestant on “Britian’s Got Talent” became an
international phenomenon. Her impressive performance, and the power of social
media allowed her to create a connection with people around the globe.
By the end of 2009 Youtube has counted the “official video” on the UKAdvertChannel
as being shown nearly 36 Million times. Not only did her performance touch the
hearts and minds of her audience, she touched their pocketbooks as well.
Her “personal brand” and story allowed her to have “I Dreamed A Dream: The Susan Boyle Story,” which premiered exclusively on TV Guide Network on Sunday, December 13 became its #1 rated television special in history.
Her album I Dreamed A Dream has received RIAA-Triple Platinum Certification for shipping over three million units to retailers nationwide. It continues to break records by becoming the biggest selling album released in 2009. That is the fastest anyone has achieved that accomplishment.
I do not think I will forget the first time I saw the video. She awkwardly stepped on stage.
I saw a train wreck coming. When Susan said she was 47 – the audience “moaned”.
When asked “what is the dream” she answered “to be a professional singer…” who
is as successful as “Elaine Page”. In complete disbelief of her aspirations – the music
began – Within 3 seconds of her first note – the faces of the audience completely changed
and a star was born. The crowd began to scream, the faces of the judges showed shock,
and both the judges and the audience began to clap….. I felt inspired and I was watching
YouTube.
It would not have happened without YouTube and the other rockstars of social media
MySpace, Digg, Facebook, and Twitter. When they all worked together in a feedback
loop that allowed her story to touch the hearts and minds of millions. She did not
outsell all other records launched in 2009 because she was like everyone else. She
outsold everyone else because her unique mix was totally different.
She was Susan Boyle, and Susan Boyle was UNIQUE! – She did not look the part of a superstar. She did not walk the part of a superstar. Nor did she have the polish of a superstar. But she did had something that no one else had, the determination and talent at 47 years old to have a dream and pursue it.
That unique combination of awkwardness, opportunity, surprise, and talent were a perfect storm for a viral video. It was the embodiment of a real life Cinderella story that could be shared by anyone who could watch YouTube.
Everyone will not be Susan Boyle, but everyone has the potential to tell their unique story.
There is a real possibility that your unique story will touch the hearts and minds of others
and turn you into a personal brand of your own right.
Take a lesson from Susan Boyle and the power of social networks. Be yourself. Tell your story. Surprise them at every turn, and let them turn your story into a viral video.
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