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Social Video Optimization, Explored
 

Social Video Optimization, Explored

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Grant Crowell, Videologist, explains Social Video Optimization and the competitive advantages for businesses to be doing "social video" – featuring real success stories and tips.

Grant Crowell, Videologist, explains Social Video Optimization and the competitive advantages for businesses to be doing "social video" – featuring real success stories and tips.

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  • We have a column dedicated to “social video,” which shows up #5 in Google for that same term.
  • Who here knows what social video is?Who here would like to define it for me?
  • it’s helpful for any business that is doing social video, to understand the distinction between the optimization of video for search engine performance versus social media channels; also, between computers and real people.Video SEO, or “vSEO,” is about optimizing your video content for attracting unique visitors from web-based search engines’ organic results and video search results to your website.Source: Social Video Optimization Vs. Video Search Optimization: Which is Better? http://www.reelseo.com/social-video-optimization/#ixzz1N9ZFoBgJ ©2008-2011 ReelSEO Video Marketing
  • http://video-commerce.org/2011/05/sex-social-video/
  • More than just customer service, more than just customer relationships, it’s customer culture.

Social Video Optimization, Explored Social Video Optimization, Explored Presentation Transcript

  • $
    By Grant Crowell, Videologist
  • 3 big questions
    I’ll answer aboutsocialvideo optimization…
  • What is it?
  • Why do it?
  • How shouldI do it?
    How shouldI do it?
  • No More Old Spice! (I promise)
  • reelseo.com/video/social
  • reelseo.com/video/social
  • Video-commerce.org
  • VIDEOLOGY 101SOCIAL VIDEO MARKETING
  • AUDIENCE POLL!
  • “Social Video”
    What’s that?
  • What is it, really?
  • “social video”
    NOTin
    Wikipedia
  • Social Video (as I see it)
    Social video is the blending of video with human relationshipsfor the co-creation of value.
  • Types of Social Video
    User submissions
    Self-created
    Aggregated
  • What to measure in social video…
    Content, notAds
    Dan Greenberg, President of ShareThrough,
    says it’s about measuring these 3 things…
    Shares, not clicks
    Views, notimpressions
    http://www.reelseo.com/social-video-advertising/
  • Social Video Marketing
    Why do it?
  • Video is more “social” than text
    • More entertaining
    • More emotional
    • More interactive
    • More engaging
    • More empowering
    • More persuasive
    • More egalitarian
    • More personal
    • More impactful with sharing
    • Low entry barrier for participation (Fast, cheap, easy!)
  • Video augments our human nature
  • “Video has become one of the most effective ways to motivate people towards certain behaviors.Video is a highly effective persuasion technology.”
  • Social Video Optimization hasbetter engagement than Video SEO
    • Viewing metrics
    • Syndication
    • “Likes” and “Shares”
    • Comments and otheruser feedback
    • User-generated(and submitted) content
    • Sharing tools
    • Promotional activities
    • Status updates
    • Other third-party community functionalities part of video
  • How Sex & Relationships are Like Social Video Marketing
    Social Video Marketing
    Sex & Relationships
    • Attention & Attraction
    • Escort / Dating
    • “Seeding”
    • Fling / STD
    • Intimacy
    • Monogamy
    • Taking partner for granted
    • BREAKUP
    • CreativeVideo
    • Video Ads
    • “Seeding”
    • Viral Video
    • Conversations
    • Brand loyalty
    • Taking customers for granted
    • BREAKUP
  • The Old “Big Brand Mentality” on New Media Culture
  • Advertising over Engagement?
  • Social Video Marketing’sideal growth…
    A co-dependent relationship between brands and consumers…
    Where both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other.
  • The remaining problem today with most “Social Video”Old Marketing to New Media Culture
  • “Social Video Marketing” Needs…
    Dialogue
  • “Social Video Marketing” Needs…
  • “Social Video Marketing” Needs…
    Going beyond just
    “Friends” and “Fans”
    And more emphasis on friendly, personal, helpful service.
  • “Social Video Marketing” needs…
    …To balance entertaining consumers with caring for customers
    • Listening to them,
    • Helping them out,
    • Sustaining the relationship, and;
    • Making them feel like part of a real community.
  • Who’s doing it?
    Who can I learn from?
  • Video Info-tainment in commerce
  • Different social video styles for consumer funnel
  • YouTube.com/Blendtec
  • Social Video as business culture
  • demos w/ personality
  • Social Video as customer culture
  • video success metrics
    • Major decrease in product returns from demo and how-to videos for customers to watch before they buy. 
    • Zapposplans on shooting a video for all incoming new product this year.  That turns out to be around 100,000. 
    • They are currently getting about 20,000 video hits a day on the site. 
    • Now have 19,000 videos indexed on google. 
    • Zapposoffers social media share (facebook, twitter, blog) icons on all product videos.  
    • They track how many times this info is shared (and to what channels) each day
  • Social video in eCommerce
  • Social video in eCommerce
  • Social Video in Personal Conversation
  • Social Video in User Q&A
  • Social Video in User/Expert Q&A
  • The customer apology
  • The customer apology
    Bit.ly/DominosApology
  • How do I measure success?
  • How should you measure success? Checklists are nice, but…I highly recommend user testing and customer feedback.
  • My Top 10 Social Video Optimization Tips
    Simplify
    Go Mobile
    In-house studio
    Collaborate
    Aggregate
    Transcripts
    YouTube – Promoted Videos
    Recorded Video Chat
    Facebook “Like” of Videos for Fans
    Sponsor Web Celebrities for brand placement
    For a free in-depth Social Video Project Guide,
    Email Grant@ReelSEO.com, subject line “social video guide.”
  • Your Social Video Project Guide
    Passion
    Pay attention!
    Plan
    Platform
    Practice
    Publish
    Promote
    Participate
    Performance
    Party!
    For a free in-depth Social Video Project Guide,
    Email Grant@ReelSEO.com, subject line “social video guide.”
  • Social video marketing resources
    • 10 Reasons Facebook Video MarketingIs Valuable for Business
    • Facebook Video Marketing Tipsfor a “Socialized Business Strategy”
    • Facebook Video Marketing Tipswith Social Media Expert Mari Smith
    • Best Facebook Apps for Video
    More results available at ReelSEO with search for “facebook video marketing.”
  • Social video marketing resources
    • 5 Top Twitter Video Marketing Strategiesfor Every Business
    • What’s the Business Value of Twitter Video Marketing?
    • Twitter Micro-Video Marketing Strategies for Business
    • Twit Happens: Tips to OvercomeLegal Dangers with Video on Twitter
    More results available at ReelSEO with search for “twitter video marketing.”
  • Social video marketing resources
    • How to Add/Embed Video on a LinkedIn Profile Page
    • How to Add Video to LinkedIn’sCompany Profile Services Tab.
    More results available at ReelSEO with search for “linkedin video marketing.”
  • Social video project management, distribution, and analytics platform
  • Social video platform
  • Recommended Learning…
  • Your Social Video Project Guide
    Passion
    Pay attention!
    Plan
    Platform
    Practice
    Publish
    Promote
    Participate
    Performance
    Party!
    For a free in-depth Social Video Project Guide,
    Email Grant@ReelSEO.com, subject line “social video guide.”
  • Final Thought…
  • OPTIMIZE YOURSELF!
    Take some the time to engage with your audience one-on-one with video.
  • OPTIMIZE YOURSELF!
    GaryVaynerchuk.com