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Strategy for a Video Campaign
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Strategy for a Video Campaign


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  • 1. Strategy for a Video Campaign by Shashi Bellamkonda & Lisa Byrne 02/13/2011
  • 2. 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.
  • 3. Set Objectives
      • Decide on your objectives which could be one or all of these
        • Brand Awareness
        • Media
        • Consumer Buzz around products
        • A message that people will share
        • Increased Traffic
        • Increased sales
  • 4. 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?
  • 5. Public Relations
    • You still need a traditional press release!
    And a Social Media release
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Paid Advertising
    • 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)
  • 10. 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
  • 11. Email
    • 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
  • 12. 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
  • 13. 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
  • 14. Other Things to Consider
    • Release a pre-promotional or teaser video
    • Add the video link as status or mood message to your IM accounts
  • 15. 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.
  • 16. As of February 12 th , 2011
    • YouTube: 60k views, 135 likes, 4 dislikes & 84 comments
    • Other Social Media Channels: 8.3M Impressions
    • Media/Blogs : 14.6M Impressions
    • Twitter: 18M Impressions & 2,600 Tweets
  • 17. Thank you
    • Employees
    • Network Solutions Social Advisory Board
    • Facebook fans
    • Twitter community
    • Friends and colleagues
    • Blog readers
    • DC community