How to Build the Bridge for Video and Social Media Success
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Transcript of How to Build the Bridge for Video and Social Media Success
Grant Tilus
Associate Inbound Marketing Manager, Collegis Education
Content Marketing Director
@GrantTilusPlus.Google.com/+GrantTilus
Video is the future of content marketing
By 2017, video will account for 69% of
all consumers internet traffic
Internet video to TV will increase
fourfold by 2018
Cisco: bit.ly/1qNlY4L
Many more
• Inform an audience• Peak interests• Share ideas• Get your point across• Increase conversations• Build brand awareness
It’s hard to stand out
• 100 hours of video are uploaded to YouTube every minute
• The average user's News Feed has around 1,500 possible stories filtered through per day on Facebook
Start creating ‘social video’
“Social video marketing is the use of tools and technologies that support social activity around a given video – by
businesses for business purposes. This can be done with video content creation, distribution, and sharing tools such as blogs,
social networks, and support communities.” - @grantcrowell
Find your audience
• Engage your audience across the web– Facebook– Twitter– YouTube– Pinterest– Google+– Quora– Forums– Etc
Listen and respond
• Use active listening• Monitor the social activity• Address their concerns
“Your most unhappy customers are your greatest source of learning.” - Bill Gates
Be a human being
• Participate in the conversation
• Provide value
• Be genuine
• Empower your employees
Recap: Get into the conversation
• Find where the conversations are happening
• Join in and be authentic and transparent
• Nurture the community
• Develop relationships
Find the right ideas
• Keyword lists• Ask your audience• Think like a user• Recreate old ideas
with a twist• User-generated• 70/20/10 Rule
You’re not the only one struggling
• The three biggest challenges to creating content are lack of time, inability to create enough content, and inability to create engaging content. (Robert Rose)
• 93% of B2B marketers are using content marketing—but only 44% have a documented content strategy. (B2B Marketing Insider)
Create a powerful message
• H.A.I.L.– Honesty (be clear and straight)– Authenticity (be yourself)– Integrity (be your word)– Love (wish them well)
TED Talks: Julian Treasure: How to speak so that people want to listen
Don’t focus on view count
• It’s about quality of engagement
• Find the right KPIs by platform
• Conversation rate• Amplification rate• Applause rate• Consider short vs. long-
term goals
Recap: Go back to the basics
• Keep testing new ideas
• Don’t be afraid to fail
• Deliver on your brand promise
• Determine what success means to you
YouTube
• Gets content in front of more eyes• Ability to rank organically• 2nd largest search engine/social network• Share comments on Google+• It’s familiar • TV integration• Creative flexibility• Annotations• Brand hub
SEO is still important
• Keyword rich title• Complete description• Gain and respond to comments• Thumbs up/sharing• Optimize for people first
Vine
• Brand Vines are shared 4x more and 5+ Vines are shared every second on Twitter
-Heather Taylor, Ogilvy.
• Strong community (40M)• Very creative• Embeddable• Limited to six seconds
Brands doing it well
Lowe’s ‘Fix In 6’399 likes, 19 comments, 225K loops
French Connection152 likes, 20 comments, 34K loops
• 59% of the world’s top brands are now active- @SimplyMeasured
• Active community (200M)• Photo and videos• Filters, Editing, Stabilization• Video description opportunities• Facebook integration• Limited to 15 seconds
Vimeo
• Higher quality production is critical• Niche community• Ad free
• Membership costs• Lower viral potential• Less familiar to the mass audience
Google+ Hangouts on Air
• Up to 10 participants• Automatically uploaded to YouTube• Unlimited live viewers• Email notifications• Interactive apps• +Post ads• Inexpensive• Slight learning curve
How to Successfully Create More Video Contentbit.ly/hoavideocontent
In-the-moment marketing is growing
• Strike while the iron is hot
• Promotes transparency
• Builds trust
• Twitch was purchased by Google
Outreach to your current audience
• Seed the content with brand ambassadors
• Utilize borrowed authority
• Create exclusivity• Offer incentives
Use paid promotion to get the ball rolling
• Target the right audience– Age– Geo– Interests– Behaviors– Connections
• Build brand awareness• Increase followers the
right wayHow to Use Paid Social Advertising Promotions to Drive
Measurable Business Objectiveshttp://slidesha.re/1pNbKT7
Make social sharing easy
• Social sharing buttons
• Wrap it around an event
• Publish it at the right time of the week
• Don’t be afraid to ask
Recap: Be in all the right places
• Review and test the platforms
• Organic/Paid promotion is a must
• Look toward the future