Strategy for a Video CampaignPresentation Transcript
Strategy for a Video Campaign by Shashi Bellamkonda & Lisa Byrne 02/13/2011
How does Network Solutions spell social media success?
How about with a 500% increase in .co domain name sales.
We classify that as a Network Solutions touchdown (or win) – without running a $3 M Super Bowl ad.
How did we do it? How can you as a small business learn from our experience.
Decide on your objectives which could be one or all of these
Consumer Buzz around products
A message that people will share
Identify Your Audience
WHO are you trying to reach, where are they, and what do they respond to?
TIMING is imperative for your launch/release – when are you most likely to grab their attention?
You still need a traditional press release!
And a Social Media release
Upload to YouTube
Second largest search engine after Google
Add relevant tags when uploading
Be direct with the title for search purposes
Search similar videos and add a comment
Add your own video as a response to other/similar/competing videos
Engage and respond to people who comment on your video – positive and negative
Share on Facebook
Create an early buzz by posting status updates relevant to the topic of your video
Post a link to YouTube (or landing page) from your Company Page
Post from personal pages (employees can help a lot)
Link to other relevant Facebook pages
Share on Twitter
Consider new/separate Twitter account to represent a character or object in the video
Create custom Twitter backgrounds and profile images – add to company accounts, personal accounts, new account (if relevant)
Search for hashtags relevant to your topic, add them in your tweets
Create your own custom hashtag for the video, add to all tweets without or without the video
Prepare a number of tweets ahead of time to allow more real-time engagement with reactors
Set up search queries around your subject and interact directly with people talking about it
Reply to people who interact with you, retweet their comments to continue the conversation
Banner ads strategically placed where your target markets is web surfing
Facebook ads can be specifically targeted also (even directly to the fans of competitors pages)
Consider print ads (add a QR code they can scan to watch the video, bring print to the mobile in their hand)
Outreach to Community & Influencers
Work within your community to reach out for assistance, advise your network ahead of time that you are working on something big! Remind them when it releases
Consider an outside PR company who can expand this reach to specific online influencers
Interact directly with these influencers through Twitter to help create a buzz
Send as a special update to your current distribution list
Include a link to the video in your next newsletter and share some of the successes
If you have a large company share it with your employees initially through email
Have your team add a link to the video in their email signature, encourage this company-wide
Make it Easy to Share
Create a dedicated landing page for the video on your website
Embed the video (code from YouTube so as not to divide the number of views)
Add additional outtakes, production photographs, funny one-liners on this page
Include EASY SHARE options and place them prominently on the page.
Add This has an ideal button that pulls out (highlights) the Facebook Like button and the Twitter Tweet button for one-click sharing, along with an option to share on multiple sites with 2-clicks
Prepare for a Crisis or Controversy
You can’t please everybody! Accept that and keep going
Consider all possible negative feedback ahead of time
Prepare various responses to possible concerns and tailor them to reply on Facebook, YouTube, Twitter, blogs, mainstream media, detailed emails
Create talking points should you receive phone calls or meet people in person
Other Things to Consider
Release a pre-promotional or teaser video
Add the video link as status or mood message to your IM accounts
Go Granny Parody Video
On February 4 th , 2011 Network Solutions® launched their Go Granny parody video featuring Cloris Leachman to coincide with Super Bowl weekend, and won the public vote in the social media sphere.
Online sentiment about the Go Granny video campaign is currently at 97.5% percent, and the Twitter stream gained attention from social media notables like Guy Kawasaki, Scott Monty, Liz Strauss and Jason Falls.
A simultaneous launch on the website, Facebook page, YouTube channel, blog properties, Twitter streams and in online banner ads was followed by a three day social media blitz.
On game day, when GoDaddy revealed its new girl, the social media channels lit up with comments.
While Go Daddy took heat for puzzling views with a body double for Joan Rivers, Go Granny /Cloris Leachman was celebrated as a social media sweetheart.