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Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
Socialize: Monetizing Social Media - Grant Crowell
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Socialize: Monetizing Social Media - Grant Crowell

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

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

Published in: Business, News & Politics
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  • 1. $<br />Grant Crowell, VideologistGrant@reelseo.com @grantcrowell<br />
  • 2. 7 big questions<br />I’ll answer aboutsocial video marketing<br />
  • 3. What is it?<br />
  • 4. Why do it?<br />
  • 5. Who’s doing it?<br />
  • 6. Should I do it?<br />
  • 7. How should I do it?<br />
  • 8. How do I measure success?<br />
  • 9. What resources can I get?<br />What resources can I get?<br />
  • 10.
  • 11.
  • 12. reelseo.com/video/social<br />
  • 13. Video-commerce.org<br />video-commerce.org<br />
  • 14.
  • 15.
  • 16.
  • 17. Youtube.com/reelseo<br />
  • 18.
  • 19.
  • 20.
  • 21. VIDEOLOGY 101SOCIAL VIDEO MARKETING<br />
  • 22. AUDIENCE POLL!<br />
  • 23. Did this…<br />
  • 24. Make you buy this?<br />
  • 25. Or this?<br />
  • 26. Or any of these?<br />
  • 27. Or do you still think of this?<br />
  • 28. It had this…<br />
  • 29. And these…<br />
  • 30. And this…<br />
  • 31. And this…<br />
  • 32. Which got them this…<br />
  • 33. Which and this…<br />
  • 34. And this…<br />
  • 35. And this…<br />
  • 36. And this couldn’t hurt…<br />
  • 37. And this couldn’t hurt…<br />
  • 38. What’s the ROI, Old Spice Guy?<br />
  • 39. Even we were confused…<br />
  • 40.
  • 41. “What good are invented metrics for social campaigns if they don't evidence any influence on sales?”<br />
  • 42. How about a fresh perspective?<br />
  • 43.
  • 44.
  • 45. “Old Spice thought when the campaign was done that they were done. Huge mistake.” A social media campaign in the Thank You Economy is never done! The Thank You Economy rewards marathon runners, not sprinters. 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. In doing so, they turned what had all the markings of a superb social media campaign into a one-shot tactic.”<br />
  • 46. “Old Spice thought when the campaign was done that they were done. Huge mistake.”<br />Gary Vaynerchuk<br />
  • 47. “A social media campaign in the Thank You Economy is never done! The Thank You Economy rewards marathon runners, not sprinters.”<br />Gary Vaynerchuk<br />
  • 48. “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.”<br />Gary Vaynerchuk<br />
  • 49. “In doing so, they turned what had all the markings of a superb social media campaign into a one-shot tactic.”<br />Gary Vaynerchuk<br />
  • 50. “The brand had an opportunity to continue the conversation with all of those people who connected with them, and they squandered it.”<br />Gary Vaynerchuk<br />
  • 51. “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.”<br />Gary Vaynerchuk<br />
  • 52. “Worse, though, are the many, many more who simply forgot about the brand, and about how much fun they had interacting with it.”<br />Gary Vaynerchuk<br />
  • 53. “It will cost Old Spice a lot to reengage those people.”<br />Gary Vaynerchuk<br />
  • 54. The Old “Big Brand Mentality” on New Media Culture<br />
  • 55. Advertising over Engagement?<br />
  • 56. Old Marketing to New Media Culture<br />
  • 57. “Social Video Marketing” Needs…<br />Dialogue<br />Consumer<br />Brands<br />
  • 58. “Social Video Marketing” Needs…<br />
  • 59. “Social Video Marketing” Needs…<br />
  • 60. “Social Video Marketing” Needs…<br />Going beyond just<br />“Friends” and “Fans” <br />And more emphasis on friendly, personal service.<br />
  • 61. “Social Video Marketing” is…<br />To balance entertaining consumers <br />With actually helping them out.<br />
  • 62. Social Video Marketing’sideal growth…<br />A co-dependent relationship between producers and consumers…<br />Where both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other<br />
  • 63. Social Video Marketing<br />What is it?<br />
  • 64. What is it, really?<br />
  • 65. What’s your goals?<br />
  • 66.
  • 67. Definition NOT in Wikipedia:<br />“social video marketing”<br />Nor is… <br /> “social video”<br /> “socialize” (???)<br />
  • 68. Social Video (as I see it)<br />Social video is the blending of video with human interactivity for the co-creation of value.<br />
  • 69. Social Video Marketing?<br />A video campaign that appeals to the need to socialize, for the co-creation of value between the brand (producer) and consumer.<br />BUT IDEALLY…<br />
  • 70. Social Video Marketing?<br />…IDEALLY, consumers are encouraged and empowered to interact with the brand as equals, and with fellow consumers, for the co-creation of value<br />
  • 71. Social Video Marketing<br />Why do it?<br />
  • 72.
  • 73. Video is more “social” than text<br /><ul><li>More interactive
  • 74. More visceral
  • 75. More empowering
  • 76. More persuasive
  • 77. More egalitarian
  • 78. More personal
  • 79. More influential
  • 80. Low entry barrier (Fast, cheap, easy!)
  • 81. More willing to consume, react, produce, and spend!</li></li></ul><li>Video augments our human nature<br />
  • 82. “Video has become one of the most effective ways to motivate people towards certain behaviors.Video is a highly effective persuasion technology.”<br />
  • 83. “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.”<br />
  • 84. Who’s doing it?<br />Who can I learn from?<br />
  • 85.
  • 86. Video Info-tainment in commerce<br />
  • 87.
  • 88. Different social video styles for consumer funnel<br />
  • 89. iPad in a blender<br />
  • 90.
  • 91.
  • 92. Social Video as business culture<br />
  • 93. Staff are the video personalities<br />
  • 94. Social Video as customer culture<br />
  • 95. Zappos’ online video stats<br /><ul><li>Zapposplans on shooting a video for all incoming new product this year.  That turns out to be around 100,000. 
  • 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
  • 100. Major decrease in product returns from demo and how-to videos for customers to watch before they buy. </li></li></ul><li>Social video as customer service<br />
  • 101. Social Video as Editorial Commerce<br />
  • 102.
  • 103. The customer apology<br />
  • 104. The customer apology<br />
  • 105. The customer apology<br />
  • 106. Should I do it?<br />
  • 107. Are you ready forsocial video marketing?<br /><ul><li>Have all major issues with your business been taken care of?
  • 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?
  • 113. Can anyone be comfortable on camera?</li></li></ul><li>Are you ready forsocial video marketing?<br /><ul><li>Can you both produce and participate?
  • 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?
  • 118. Do you respect your customers?</li></li></ul><li>Are you ready forsocial video marketing?<br />Can you treat it not just as a business strategy, but make it a part of your business culture?<br />
  • 119. How should I do it?<br />
  • 120. How should you do social video marketing?<br /><ul><li>Find what you’re passionate about and can commit to.
  • 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
  • 126. Have a shoot plan</li></li></ul><li>How should you do social video marketing?<br /><ul><li>Put together an interview list
  • 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.
  • 132. Curate
  • 133. Respond to others’ videos WITH videos!</li></li></ul><li>How do I measure success?<br />
  • 134. How should you measure success? Checklists are nice, but…I highly recommend user testing and customer feedback.<br />
  • 135. Online Video Grader Tool…<br />http://onlinevideograder.com/grader/<br />
  • 136. Social video platform<br />
  • 137. Social video platform<br />
  • 138. If you like to learn with a book..<br />
  • 139. Want more?<br />Email me at grant@reelseo.com<br />with subject line “Socialize Presentation”<br />And I’ll send you a link to a full list of:<br />HOW-TO RESOURCES<br />SOCIAL VIDEO TIPS FOR<br />YOUTUBE, FACEBOOK, TWITTER, LINKEDIN,<br />AND A LOT MORE!<br />
  • 140. $<br />Grant Crowell, VideologistGrant@reelseo.com @grantcrowell<br />

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