Socialize: Monetizing Social Media - Grant Crowell

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

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Socialize: Monetizing Social Media - Grant Crowell

  1. 1. $<br />Grant Crowell, VideologistGrant@reelseo.com @grantcrowell<br />
  2. 2. 7 big questions<br />I’ll answer aboutsocial video marketing<br />
  3. 3. What is it?<br />
  4. 4. Why do it?<br />
  5. 5. Who’s doing it?<br />
  6. 6. Should I do it?<br />
  7. 7. How should I do it?<br />
  8. 8. How do I measure success?<br />
  9. 9. What resources can I get?<br />What resources can I get?<br />
  10. 10.
  11. 11.
  12. 12. reelseo.com/video/social<br />
  13. 13. Video-commerce.org<br />video-commerce.org<br />
  14. 14.
  15. 15.
  16. 16.
  17. 17. Youtube.com/reelseo<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. VIDEOLOGY 101SOCIAL VIDEO MARKETING<br />
  22. 22. AUDIENCE POLL!<br />
  23. 23. Did this…<br />
  24. 24. Make you buy this?<br />
  25. 25. Or this?<br />
  26. 26. Or any of these?<br />
  27. 27. Or do you still think of this?<br />
  28. 28. It had this…<br />
  29. 29. And these…<br />
  30. 30. And this…<br />
  31. 31. And this…<br />
  32. 32. Which got them this…<br />
  33. 33. Which and this…<br />
  34. 34. And this…<br />
  35. 35. And this…<br />
  36. 36. And this couldn’t hurt…<br />
  37. 37. And this couldn’t hurt…<br />
  38. 38. What’s the ROI, Old Spice Guy?<br />
  39. 39. Even we were confused…<br />
  40. 40.
  41. 41. “What good are invented metrics for social campaigns if they don't evidence any influence on sales?”<br />
  42. 42. How about a fresh perspective?<br />
  43. 43.
  44. 44.
  45. 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. 46. “Old Spice thought when the campaign was done that they were done. Huge mistake.”<br />Gary Vaynerchuk<br />
  47. 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. 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. 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. 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. 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. 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. 53. “It will cost Old Spice a lot to reengage those people.”<br />Gary Vaynerchuk<br />
  54. 54. The Old “Big Brand Mentality” on New Media Culture<br />
  55. 55. Advertising over Engagement?<br />
  56. 56. Old Marketing to New Media Culture<br />
  57. 57. “Social Video Marketing” Needs…<br />Dialogue<br />Consumer<br />Brands<br />
  58. 58. “Social Video Marketing” Needs…<br />
  59. 59. “Social Video Marketing” Needs…<br />
  60. 60. “Social Video Marketing” Needs…<br />Going beyond just<br />“Friends” and “Fans” <br />And more emphasis on friendly, personal service.<br />
  61. 61. “Social Video Marketing” is…<br />To balance entertaining consumers <br />With actually helping them out.<br />
  62. 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. 63. Social Video Marketing<br />What is it?<br />
  64. 64. What is it, really?<br />
  65. 65. What’s your goals?<br />
  66. 66.
  67. 67. Definition NOT in Wikipedia:<br />“social video marketing”<br />Nor is… <br /> “social video”<br /> “socialize” (???)<br />
  68. 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. 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. 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. 71. Social Video Marketing<br />Why do it?<br />
  72. 72.
  73. 73. Video is more “social” than text<br /><ul><li>More interactive
  74. 74. More visceral
  75. 75. More empowering
  76. 76. More persuasive
  77. 77. More egalitarian
  78. 78. More personal
  79. 79. More influential
  80. 80. Low entry barrier (Fast, cheap, easy!)
  81. 81. More willing to consume, react, produce, and spend!</li></li></ul><li>Video augments our human nature<br />
  82. 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. 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. 84. Who’s doing it?<br />Who can I learn from?<br />
  85. 85.
  86. 86. Video Info-tainment in commerce<br />
  87. 87.
  88. 88. Different social video styles for consumer funnel<br />
  89. 89. iPad in a blender<br />
  90. 90.
  91. 91.
  92. 92. Social Video as business culture<br />
  93. 93. Staff are the video personalities<br />
  94. 94. Social Video as customer culture<br />
  95. 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. 96. They are currently getting about 20,000 video hits a day on the site. 
  97. 97. Now have 19,000 videos indexed on google. 
  98. 98. Zapposoffers social media share (facebook, twitter, blog) icons on all product videos.  
  99. 99. They track how many times this info is shared (and to what channels) each day
  100. 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. 101. Social Video as Editorial Commerce<br />
  102. 102.
  103. 103. The customer apology<br />
  104. 104. The customer apology<br />
  105. 105. The customer apology<br />
  106. 106. Should I do it?<br />
  107. 107. Are you ready forsocial video marketing?<br /><ul><li>Have all major issues with your business been taken care of?
  108. 108. Can you handle attention?
  109. 109. Can you talk to people?
  110. 110. Can you help people?
  111. 111. Can you monitor your reputation?
  112. 112. Can you be responsive?
  113. 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. 114. Do you have something of interest to share?
  115. 115. Do your consumers have something of interest?
  116. 116. Have you consulted with your staff, consumers, colleagues, and other stakeholders?
  117. 117. Are you passionate about what you do?
  118. 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. 119. How should I do it?<br />
  120. 120. How should you do social video marketing?<br /><ul><li>Find what you’re passionate about and can commit to.
  121. 121. Start very simple
  122. 122. Observe first (follow leaders)
  123. 123. Be in the role of participant before producer
  124. 124. Build a video team
  125. 125. Have a content plan
  126. 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. 127. Run some test videos. (Allow yourself to experiment and get practice, very important!)
  128. 128. Work with the smallest equipment
  129. 129. Run it by legal
  130. 130. Survey consumers for their own stories
  131. 131. Consider UGC.
  132. 132. Curate
  133. 133. Respond to others’ videos WITH videos!</li></li></ul><li>How do I measure success?<br />
  134. 134. How should you measure success? Checklists are nice, but…I highly recommend user testing and customer feedback.<br />
  135. 135. Online Video Grader Tool…<br />http://onlinevideograder.com/grader/<br />
  136. 136. Social video platform<br />
  137. 137. Social video platform<br />
  138. 138. If you like to learn with a book..<br />
  139. 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. 140. $<br />Grant Crowell, VideologistGrant@reelseo.com @grantcrowell<br />

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