Social Video Marketing: What Every Business Should Know (and Do)

1. $ Grant Crowell, VideologistGrant@reelseo.com @grantcrowell

2. 7 big questions I’ll answer aboutsocial video marketing

3. What is it?

4. Why do it?

5. Who’s doing it?

6. Should I do it?

7. How should I do it?

8. How do I measure success?

9. What resources can I get? What resources can I get?

10. reelseo.com

11. reelseo.com/video/social

12. reelseo.com/video/social

13. Video-commerce.org video-commerce.org

17. Youtube.com/reelseo

21. VIDEOLOGY 101SOCIAL VIDEO MARKETING

22. AUDIENCE POLL!

23. Did this…

24. Make you buy this?

25. Or this?

26. Or any of these?

27. Or do you still think of this?

28. It had this…

29. And these…

30. And this…

31. And this…

32. Which got them this…

33. Plus this…

34. And this…

35. And this…

36. And this couldn’t hurt…

37. And this was nice as well…

38. But what’s the ROI, Old Spice Guy?

39. Even we were confused…

40. Some had serious doubts about social media marketing…

41. “What good are invented metrics for social campaigns if they don't evidence any influence on sales?”

42. How about a fresh perspective?

45. “Old Spice thought when the campaign was done that they were done. Huge mistake.” Gary Vaynerchuk

46. “A social media campaign in the Thank You Economy is never done! The Thank You Economy rewards marathon runners, not sprinters.” Gary Vaynerchuk

47. “All P&G needed to do was sprinkle a little bit more pixie dust by humanizing their business and ensuring long-term relationships with their customers, but they gave up.” Gary Vaynerchuk

48. “In doing so, they turned what had all the markings of a superb social media campaign into a one-shot tactic.” Gary Vaynerchuk

49. “The brand had an opportunity to continue the conversation with all of those people who connected with them, and they squandered it.” Gary Vaynerchuk

50. “They left their customers behind, limiting the full impact the campaign could have had on the brand. I'm sure there are more than a few people who were miffed when they could no longer interact with it.” Gary Vaynerchuk

51. “Worse, though, are the many, many more who simply forgot about the brand, and about how much fun they had interacting with it.” Gary Vaynerchuk

52. “It will cost Old Spice a lot to reengage those people.” Gary Vaynerchuk

53. The Old “Big Brand Mentality” on New Media Culture

54. Advertising over Engagement?

55. Old Marketing to New Media Culture

56. “Social Video Marketing” Needs… Dialogue Consumer Brands

57. “Social Video Marketing” Needs…

58. “Social Video Marketing” Needs…

59. “Social Video Marketing” Needs… Going beyond just “Friends” and “Fans” And more emphasis on friendly, personal service.

60. “Social Video Marketing” is… To balance entertaining consumers With actually helping them out.

61. Social Video Marketing’sideal growth… A co-dependent relationship between producers and consumers… Where both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other

62. Social Video Marketing What is it?

63. What is it, really?

64. What’s your goals?

66. Definition NOT in Wikipedia: “social video marketing” Nor is… “social video” “socialize” (???)

67. Social Video (as I see it) Social video is the blending of video with human interactivity for the co-creation of value.

68. Social Video Marketing? A video campaign that appeals to the need to socialize, for the co-creation of value between the brand (producer) and consumer. BUT IDEALLY…

69. Social Video Marketing? …IDEALLY, consumers are encouraged and empowered to interact with the brand as equals, and with fellow consumers, for the co-creation of value

70. Social Video Marketing Why do it?

73. More visceral

74. More empowering

75. More persuasive

76. More egalitarian

77. More personal

78. More influential

79. Low entry barrier (Fast, cheap, easy!)

81. “Video has become one of the most effective ways to motivate people towards certain behaviors.Video is a highly effective persuasion technology.”

82. “Video technology has changed and will continue to change. However…the psychology part hasn’t changed.” “We humans haven’t changed for thousands and thousands of years.”

83. Who’s doing it? Who can I learn from?

85. Video Info-tainment in commerce

87. Different social video styles for consumer funnel

88. iPad in a blender

92. Social Video as business culture

93. Staff as video instructors and personalities

94. Social Video as customer culture

96. They are currently getting about 20,000 video hits a day on the site.

97. Now have 19,000 videos indexed on google.

98. Zapposoffers social media share (facebook, twitter, blog) icons on all product videos.

99. They track how many times this info is shared (and to what channels) each day

101. Social Video as Editorial Commerce

102. Social video in book sale success

103. Social video in customer apology

104. The customer apology

105. The customer apology

106. Should I do it?

108. Can you handle attention?

109. Can you talk to people?

110. Can you help people?

111. Can you monitor your reputation?

112. Can you be responsive?

114. Do you have something of interest to share?

115. Do your consumers have something of interest?

116. Have you consulted with your staff, consumers, colleagues, and other stakeholders?

117. Are you passionate about what you do?

119. How should I do it?

121. Start very simple

122. Observe first (follow leaders)

123. Be in the role of participant before producer

124. Build a video team

125. Have a content plan

127. Run some test videos. (Allow yourself to experiment and get practice, very important!)

128. Work with the smallest equipment

129. Run it by legal

130. Survey consumers for their own stories

131. Consider UGC (user generated content, where you have your customers and users submit video.

132. Curate (i.e., aggregate video already on the Web.)

134. How should you measure success? Checklists are nice, but…I highly recommend user testing and customer feedback.

135. Online Video Grader Tool… http://onlinevideograder.com/grader/

136. What resources can I get? What resources can I get?

137. Social video project management, distribution, and analytics platform

138. Social video platform

140. Facebook Video Marketing Tips for a “Socialized Business Strategy”

141. Facebook Video Marketing Tips with Social Media Expert Mari Smith

142. Best Facebook Apps for VideoMore results available at ReelSEO with search for “facebook video marketing.”

144. What’s the Business Value of Twitter Video Marketing?

145. Twitter Micro-Video Marketing Strategies for Business

146. Twit Happens: Tips to OvercomeLegal Dangers with Video on TwitterMore results available at ReelSEO with search for “twitter video marketing.”

148. How to Add Video to LinkedIn’sCompany Profile Services Tab.More results available at ReelSEO with search for “linkedin video marketing.”

149. $ Social Video Marketing by Grant Crowell Is licensed under a Creative Commons Attibution-NonCommercial-NoDerivs