NI ES                    PA ED               COM NE                   N ’T     AT               DO UCK                  O ...
eople       and         sp    way ate, wo s isrk,The    u nic       lve     m          se        ng.com ize them changi or...
The ways people communicate, work, and organize themselves are fundamentally changing. And the change is visual.And thecha...
What makessocial mediadi erent?
REACH
Social media is decentralized and ableto reach all corners of the world.Just look at what has happened lately,#egypt, #chr...
ACCESSIBILITY
The means of production for socialmedia is not owned by governments orprivate organizations. The tools areavailable to eve...
USABILITY
Social media has few barriers as anyonewith the ability to use a computer or amobile phone can create content and beproduc...
IMMEDIACY
Social media allows for instantaneouscreation and response.
PERMANENCE
Unlike traditional media, social mediaallows for instantaneous editing,sharing or commenting.
Ok, so now we’ve established whatsocial media is I’m going to focus onVideo and why....
Video isthe newblack
and howit’s      Humanizing                 the web
Video isn’t going to disrupt corporatemarketing some time in the futureIT ALREADYIS!
VIDEO ISMORE ENGAGING
‣For social marketing, online video is second only to Facebook for % of people using it. (Source: Content Caboodle)
‣Cisco: By 2013 Video Will Be 90 Percent Of All Consumer IP Tra c And 64 Percent of Mobile
Don’t becaughtunaware...                What’s	                that	  bright	               shiny	  light?
Video can beused for almostanything
Now, let’s see what video can actuallydo for an organization.
ENGAGEMENT                                 NEWSLETTER CLICK-THROUGH771.262                                    17.4%Minutes...
SALES INCREASE                      SALES 201030%                                 1.2BUsing videos to describe and        ...
ENGAGEMENT                              PRODUCT VIEWS3 mil                                   3x                           ...
CASES
This	  danish	  Ecommerce	  store,	  uses	  video	  as	  a	  key	  sales	  tool	  by	       providing	  viewers	  with	  u...
They	  have	  also	  have	  built	  a	  strong	  community	  of	  engaged	  users,	         by	  le?ng	  them	  submit	  t...
Carlsberg	  gives	  their	  fans	  a	  place	  to	  share	  themselves.	  User Generated Content
Other	  viewers	  can	  then	  vote	  and	  share	  the	  videos	  around	  the	  web.     User Generated Content
Saxo	  Bank	  is	  trying	  to	  become	  a	  thought	  leader	  and	  resource	                      for	  their	  custom...
Novozymes	  use	  video	  to	  ensure	  their	  stakeholders,	  both	  external	  &	           internal,	  get	  a	  chanc...
TED	  and	  their	  sponsors	  have	  realized	  that	  the	  audience	  isn’t                          	  just	  limited	...
Audience Extension
To	  help	  determine	  which	  frames	  suit	  them,	  this	  danish	             optometrist	  allows	  customers	  to	 ...
Kilroy	  uses	  video	  produced	  by	  students	  for	  students.Connecting your audience
How do you know if it’s working? ... and how can you keep improving?
See	  all	  your	  video	  assets	  &	  key	  staEsEcsVisual overview
Understand	  how	  your	  videosite	  is	  performingQuantify user engagement
See	  where	  your	  video	  are	  ge?ng	  the	  most	  playsTrack clips across the social web
Understand	  your	  videos	  performanceDrill-down reporting
Discover	  where	  in	  the	  video	  people	  stop	  watchingDrop-o             rates
Set	  up	  your	  videosite	  to	  automaEcally	  distribute	  your	            content	  to	  your	  various	  social	  m...
RECAPVideo is the new black.‣Build a community‣Allow users to create content for you‣Be a thought leader‣Engage your stake...
Try 23 Video yourself at23video.comAnd see how we humanize the web.
Gus // gus@23company.com // @ideasoutloudSte en // ste en@23company.com // @ste entchr
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Companies don't need to suck at social media.

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This is a presentation that I gave at the Think International IV event - Copenhagen - Mar, 2011. The presentation has been modified i.e. text added, substituting me talking. Love to hear your feedback.

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  • AUDIENCE EXTENSION\n
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  • Companies don't need to suck at social media.

    1. 1. NI ES PA ED COM NE N ’T AT DO UCK O S AL T CI ! SO IA M EDPresenta(on  made  for  Think  Interna(onal  IV  -­‐  Copenhagen
    2. 2. eople and sp way ate, wo s isrk,The u nic lve m se ng.com ize them changi organ entally und am f
    3. 3. The ways people communicate, work, and organize themselves are fundamentally changing. And the change is visual.And thechange isvisual.
    4. 4. What makessocial mediadi erent?
    5. 5. REACH
    6. 6. Social media is decentralized and ableto reach all corners of the world.Just look at what has happened lately,#egypt, #christchurch, #libya and#japan.
    7. 7. ACCESSIBILITY
    8. 8. The means of production for socialmedia is not owned by governments orprivate organizations. The tools areavailable to everyone for free or littlecost.
    9. 9. USABILITY
    10. 10. Social media has few barriers as anyonewith the ability to use a computer or amobile phone can create content and beproducers of social media.
    11. 11. IMMEDIACY
    12. 12. Social media allows for instantaneouscreation and response.
    13. 13. PERMANENCE
    14. 14. Unlike traditional media, social mediaallows for instantaneous editing,sharing or commenting.
    15. 15. Ok, so now we’ve established whatsocial media is I’m going to focus onVideo and why....
    16. 16. Video isthe newblack
    17. 17. and howit’s Humanizing the web
    18. 18. Video isn’t going to disrupt corporatemarketing some time in the futureIT ALREADYIS!
    19. 19. VIDEO ISMORE ENGAGING
    20. 20. ‣For social marketing, online video is second only to Facebook for % of people using it. (Source: Content Caboodle)
    21. 21. ‣Cisco: By 2013 Video Will Be 90 Percent Of All Consumer IP Tra c And 64 Percent of Mobile
    22. 22. Don’t becaughtunaware... What’s   that  bright   shiny  light?
    23. 23. Video can beused for almostanything
    24. 24. Now, let’s see what video can actuallydo for an organization.
    25. 25. ENGAGEMENT NEWSLETTER CLICK-THROUGH771.262 17.4%Minutes of engagement Higher click-throughs in newsletters with videoVIDEO LINK RECORD EMBEDS10x 112More popular to click on video link than Number of sites that embed theirthe next-most popular link in newsletter videos including google.com’s own(Source: 23 Video) search engine result page
    26. 26. SALES INCREASE SALES 201030% 1.2BUsing videos to describe and Zappos’ CEO attributes this success todemonstrate products online video: “Products with accompanying video sell better”CURRENT VIDEOS GOAL FOR 20118,000 50,000They feature employees instead of Zappos strive to have even more videosactors or models next year, and they will need around 10(Source: Zappos) studios.
    27. 27. ENGAGEMENT PRODUCT VIEWS3 mil 3x 3x product viewsMinutes of engagement when supported with videoREPEAT VISITS SALES INCREASE2x 23%Double repeats compared with website 23% higher basket/check out valueonly visits. Also double dwell times.(Source: TubeMogul)
    28. 28. CASES
    29. 29. This  danish  Ecommerce  store,  uses  video  as  a  key  sales  tool  by   providing  viewers  with  unbiased  and  engaging  product  reviews.Community Building
    30. 30. They  have  also  have  built  a  strong  community  of  engaged  users,   by  le?ng  them  submit  their  own  product  reviews,  allowing  users   to  build  their  own  social  authority  within  the  community.Community Building
    31. 31. Carlsberg  gives  their  fans  a  place  to  share  themselves.  User Generated Content
    32. 32. Other  viewers  can  then  vote  and  share  the  videos  around  the  web. User Generated Content
    33. 33. Saxo  Bank  is  trying  to  become  a  thought  leader  and  resource   for  their  customers  and  potenEal  customers.Demand Driven Content
    34. 34. Novozymes  use  video  to  ensure  their  stakeholders,  both  external  &   internal,  get  a  chance  see  who  they  are  and  how  they  do  things.Stakeholder Communication
    35. 35. TED  and  their  sponsors  have  realized  that  the  audience  isn’t  just  limited  to  those  people  that  aKend.  Audience Extension
    36. 36. Audience Extension
    37. 37. To  help  determine  which  frames  suit  them,  this  danish   optometrist  allows  customers  to  share  video  with  friends.  Creating Social Objects
    38. 38. Kilroy  uses  video  produced  by  students  for  students.Connecting your audience
    39. 39. How do you know if it’s working? ... and how can you keep improving?
    40. 40. See  all  your  video  assets  &  key  staEsEcsVisual overview
    41. 41. Understand  how  your  videosite  is  performingQuantify user engagement
    42. 42. See  where  your  video  are  ge?ng  the  most  playsTrack clips across the social web
    43. 43. Understand  your  videos  performanceDrill-down reporting
    44. 44. Discover  where  in  the  video  people  stop  watchingDrop-o rates
    45. 45. Set  up  your  videosite  to  automaEcally  distribute  your   content  to  your  various  social  media  channelsDistribution to all your channels
    46. 46. RECAPVideo is the new black.‣Build a community‣Allow users to create content for you‣Be a thought leader‣Engage your stakeholders‣Extend your audience‣Create social objects‣Connect with your audience‣Measure, analyze and improve
    47. 47. Try 23 Video yourself at23video.comAnd see how we humanize the web.
    48. 48. Gus // gus@23company.com // @ideasoutloudSte en // ste en@23company.com // @ste entchr
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