1. VIDEOe& SOCIAL MEDIA MARKETING
“Brands are moving further away from direct advertising, whose
metrics are hard to calculate, and into original video content –
content that is created not to sell but to engage”
Kerrin Sheldon, founder of humanity.tv

2. Social Media High-Flyer Series
2
Working with brands such as News Corporation, EE, BBC
Worldwide, Ogilvy Group, Sky and Chelsea FC, for a
decade. We are constantly gaining experience and
expanding our understanding of the socialsphere. We’re
also connecting with others’ ideas, backgrounds and
viewpoints. The act of sharing enriches us all.
The SoMazi Social Media High-Flyer series – a regularly
curated collection of tips, guides and thought pieces –
is distilled from our hands-on experiences in the
socialsphere. It’s designed to help you amplify the impact,
reach and value of all your social media efforts.
Maz Nadjm, Founder, SoMazi
@mazi
"An investment in knowledge pays
the best interest."
- Benjamin Franklin

3. (Video) Content is King
3 Opportunities to use video for marketing
“The average viewer watched nearly 22 hours of video in a single month.”
• 50% of tablet users watch video content
• 48 of the top 50 online retailers feature videos on their websites
What are the benefits?
• Easier to consume than text
• Evergreen videos can stay relevant for many years, for example video testimonials are valuable
assets showcasing the company’s expertise.
• Once created, a video can be repurposed to serve different campaigns and can be reused,
including across different social media channels,
• Short videos are perfect for mobile consumption. With more users on an “all-you-can-eat” data
plan, it’s not the size of content, but limited screen space that’s an issue in mobile content
consumption. An engaging video showcasing the product or service can provide all the necessary
information without the need for scrolling down and viewing many different pages.
• A good smartphone with is enough to get started for taking your first videos and will let you build up
more confidence before expanding the budget
SundaySky, 2012

4. New Players
4 Keek.com
Keek is a video social
networking platfrom that allows
friends to share videos up to 36
seconds-long. There are no edit
options, but the “keeks” can be
shared easily via Facebook,
Twitter, etc.

5. New Players
5 Keek.com
Is it worth it to get involved?
• There is an opportunity to reach new
demographics. According to the Keek
COO, Lamont Wilcott, “65 per cent of the
audience is between 13 and 24 years of
age and 20 per cent are between 25 and
34 years of age”.
• There aren’t many brands who’ve really
given Keek a try yet, which leaves a lot of
room for experimentation.
• It could be a great chance for individuals
who wish to build up their own personal
brand – sharing expertise and personal
opinions – to build trust among future
customers.
• Keek lets you respond nimbly to news and
marketing opportunities – quickly creating
content that can be rapidly consumed and
shared.

6. New Players
6 Vine.co
BBC
Vine is “the Instagram of the streaming video” - an
iPhone-only app that allows you to share videos up to
6 seconds long, which can be edited frame by frame.
Many companies have embraced Vine, attracted by
low cost and ability to share instant updates on the go.
How to convey your brand message in 6 seconds?
- Decide on the key message
- Simplify it
- Decide on a call to action – Do you want the
viewers to visit your site? Comment on Facebook?
- Visualise your message – think creatively how can
you express the message in a fun and visually Armani
attractive way
- Use hashtags to string related videos together
- Post and share!
GAP

7. New Players
7 Viddy.com
Viddy is a video sharing app that allows you to record
and share videos up to 15-seconds long. Unlike Vine,
there is a version for Android, as well as iOS.
The Android version of Viddy includes 10 new video
effects (similar to Instagram effects, but for the moving
image) and 16 soundtracks, and takes advantage of
Android smartphones’ HD features.
Another advantage over Vine is more family-friendly
content: the app’s rating is 12+ (you need to be over 17
to download Vine).
These advantages of Viddy mean that using it could
allow you to reach a broader audience than the
platform- and age-restricted Vine.
Brands who’ve managed to build up a considerable
following on Viddy include Southwest Airlines, Warner
Bros Records and Redbull UK.
(TheVerge, 2012)

8. Content Ideas
8
If you really want to benefit from video marketing,
make them a part of your content strategy. Decide on
how often to post, who’s responsible, what formats
you are going to use. It is also useful to have
guidelines in place to avoid inappropriate content.
There are many formats you can try:
1. Testimonials
2. Vox-pops
3. Expert answers
4. Whiteboard videos
5. Mini-series
6. Competitions, for example: guess a
location, send “keekbacks” with
ideas for a new product name
7. Meet the team
8. Comment on news stories
9. Tips and how-to
10. Tour of your location
11. Business trip reporting

9. Find the Context Beyond the Hype
9
Experimenting with new platforms such as Keek or Vine can help to reach new
customers and give your brand a human face.
Remember, platforms come and go, but the opportunities for using video in business are
much broader, for example:
- Customer support
- Loyalty building through personalization features such as: preferences, transactional
history, social data and communication.
- Liaising with your sales team, so they’re sending engaging video as part of their day-
to-day sales communications to new prospects and potential customers.
- Internal communications
- Employee education
- Legal & safety
Comscore, 2012 ; SundaySky, 2012

10. 10 THE SOMAZI EFFECT
Authors
This presentation is a part of the SoMazi Social Ewa
Media High-Flyer series. For more presentations, @Ewajoan
reports and learning materials, go to
http://www.somazi.com/resources/.
SoMazi has offices in London, New York, Bergamo
and Geneva. We’d love to hear from you. Marlies
@MsSpijker
E-mail: contactus@somazi.com
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Twitter: http://www.twitter.com/SomaziWW
Pinterest: http://pinterest.com/Somazi
Clementina
@CGZatSomazi