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Get Social with Video August 25 Doug lehman


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How to use Social Video to Engage your customers, fans and audience. Social Media and video promotions with branding advocate Doug Lehman. August 25, 2012 Presentation with the Get Social with Me Team

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Get Social with Video August 25 Doug lehman

  1. 1. Get SOCIAL with VIDEO Enhance your Sales Marketing Process EMBRACE Social Video Technology ENGAGE Your Customers with Video EXECUTE A Video Distribution Plan EQUIPMENT and ResourcesSOCIAL VIDEO SALES
  2. 2. About DougLet’s Put It In Lehman’s Terms Passionate about Video Engagement• Sales and Product Trainer• Online Virtual Sales Facilitator• Personal Branding Advocate• Social Media Enthusiast• Video Blogger Interview Host• Video Brand Ambassador• Video Consultant
  3. 3. Why Have A Video Strategy ?Attract more Clients, Customers, FansImprove You Online Visibility, Drive Sales PromotionsBuild Credibility, Establish Rapport,Increase Your Search Engine RankingsBetter Connection With Your Customers and Audience NO Video Strategy Myths  Too Difficult, Too Expensive, Too Complicated, Time Consuming  Wrong Audience just for kids, No Camera, Camera Shy,  Where is the ROI?
  4. 4. Video Statistics: The Impact of VideoAccording to Cisco, video will increase to 90% of Internet traffic by 2013. (Cisco, 2010)With proper optimization, video increases the chance of a front-page Googleresult by 53x. (Forrester Research , January 2010)Video placement on your website increases “stickiness” to your site by more that 40%Zappos reports a 6% to 30% increase in sales for products with Video (ReelSEO) December 200944% of universal search results on Google feature video is 2nd largest search engine is monetizing over 3 billion video views per week globallyThe YouTube player is embedded across tens of millions of websites100 million people take a social action on YouTube (likes, shares, comments, etc) every weekMore video is uploaded to YouTube in one month than the 3 major US networks created in 60 years98 of AdAges Top 100 advertisers have run campaigns on YouTubeYouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011
  5. 5. Benefits Social Video MarketingSOCIAL VIDEO = Engaging the ConversationYour Customer’s Buying Process has changed Today due to theinternet and Social Media.Buyers have more control now, they have access to instant information by doingtheir research on the web and consulting with others. Buyers want and desireSOCIAL PROOF. We have to adapt our sales and marketing Process.
  6. 6. Benefits Social Video SOCIAL PROOF ARE YOU VISIBLE ONLINE?If a picture is worth a thousand words what is video worth ? A quality video can establish advanced credibility. Video is more engaging , compelling and convincing that plain text Video is effective for storytelling providing a better connection with audienceVideo is a 24 Hour Brand Ambassador WE are visual learners it’s a natural training method  2nd largest search engine right after Google Search Engine Friendly
  7. 7. Video is a Duo Player in Social Media Social Video Networking is about engaging the community BE SOCIAL! Social Video, a distribution channel complimenting social media andyour brand Video Hosting Sites as a Stand Alone Service for online Contentsubscribers, friends, messages, video Inbox, Video Response,comments
  8. 8. Online Video Business BenefitsTwo kinds of viewers on the web BROWSERS “Attention” and SEEKERS “Clarity” Video Testimonials will provide a level of trust and reputation to your website. Authentic Trust “Word of Mouth” from their peers Attracts traffic through SEO & Social Networks Keeps Viewers on websites longer Reduce Product Returns Watch and Listen to what you Online Videos have Infinite Shelf Lifecustomers and clients are saying Number one Reason why customers won’t buyLeverage your audience to be online? They desire to SEE an item in person.brand ambassadors, word of Use Video, Next best thing to Being Theremouse, word of mouth.
  9. 9. Camera Shy No Video Camera RequiredOnline Tutorials Voice NarrationUSE Screen Capture Software• Free – Jing Project, Camstudio, Screenr• Camtasia , (Mac & PC)• ScreenFlow (MAC)Animations and Slideshow Software• Animoto• Xtranormal• Slideshare Go Animate
  10. 10. 4 Steps for Effective Social Video Get SOCIAL with your VIDEO Engagement • WATCHABLE – Call to Action, Video/Audio Quality1 Image Background • FINDABLE – Video SEO, Metadata, Sales Proposal2 Video Distribution Leverage Social Networks • SHARABLE - Embed links, allow comments, sharing, rating3 Cross-Promotion Video Collaboration Customer Follow Up. Be Accountable ACCOUNTABLE Be Reactive to your Community Messages4 Be Responsive to your Customers Comments ACTIONABLE
  11. 11. Make Your Video Watchable Establish an immediate call to action!1. Introduce yourself, Company, Product Etc2. Tell your viewers what the video is about it3. What’s In It For Me – Customer WIIFM4. Command your Brand Attention at the start5. Captivate Viewer Attention – Evoking Curiosity6. People Online have a very short attention span7. Focus on the first 15 seconds.8. Get to the point “BRING VALUE” Remember to Engage your Customers from the start. .
  12. 12. Make your Video Watchable1. Be authentic and passionate delivering your presentation2. Indentify with your audience – look at the camera WIIFM3. Have a natural conversational tone – Be yourself4. Act like you are talking to another person5. Be genuine and confident, know your material as a SME6. Make sure non verbal gestures compliment your words7. Speak at a steady pace – cadence and voice inflection8. Remember online audience has limited attention span9. High energy engaging pace keeps attention10. Don’t be too scripted, you will come off as non engaging reader11. Keep the video simple, short with compelling story content12. Change Camera Angles and keep it moving. Enlighten and Engage your customers throughout your sales presentation .
  13. 13. Make Your Video Watchable Video-Sound-Image Quality1. Check Video Quality2. Your Video must be heard Pre Audio Sound Check3. Video placement should compliment your website4. Dress the part for your video audience. Get a decent looking video hosting background tocompliment your videos - YouTube Video Channelshould support and entice your video image –Design Your Video Channel Page“Maximize Profile Content” Supporting Text Pictures etc” Remember to Engage your Customers from the start. .
  14. 14. Make Your Video Watchable Don’t Be This Guy Avoid ShadowingPoor LightingBad Product Placement Poor lighting will result in dark, grainy and discoloredCluttered Background video. Good lighting increases clarity of your video.Camera Angle MistakeNice Trash Cans .
  15. 15. Make your video Findable Leverage Social Networking SitesPosition your videos on multiple social networking sites, blogs andwebsites. More ways to find your content and brand Post and Host Video on Facebook Profiles and Business Pages Post Status Updates on Twitter and LinkedIn *Video LinkedIn Profile Post and Host Video on your company blogs and website Engagement > Make your Video Sharable and embed code on multiple sites
  16. 16. Make your video Findable Leverage Social Networking Sites USE FACEBOOK  Upload Videos Directly  Share Links, YouTube  Post on Business Fan Pages USE TWITTER  Share Video links URL’s  {VIDEO} Video Hosting Sites  Blog Posts
  17. 17. Make your video Findable Leverage Social Networking Sites 3 Ways to Share and Post Video on LinkedIn  Upload Video to Your LinkedIn Profile Page, Creative Portfolio Display  LinkedIn Status Update  LinkedIn Company Page Add Videos Upload Video links directly from YouTube or your computer. Share Links, instant record videos, Video Posts, Video Hangouts
  18. 18. Make your video Findable Leverage Social Networking Sites USE PINTEREST Repin Create QR Codes Website Blog “Link Videos” Video Hosting Site * Mobile Devices *
  19. 19. Make your Video Findable Leverage multiple video hosting sitesUse multiple Video Distribution Hubs – Video Sharing Websites and Platforms.Promote, Publish , *Promote across several video hosting Sites. YouTube is the worlds most popular online video community. Tops for Video embedding: Across several websites, blogs and social media platforms, like Facebook. Set up a YouTube ChannelThings to Consider when selecting a video sharing and hosting website. Site Guidelines Commercial vs non-commercial Storage Size, Costs, Viewership, *Privacy Audience Level quick capture uploads
  20. 20. Make your video Findable and Discoverable Simple Video SEO Metadata  Title you video with Keywords  Call To Action Enticing Title  OPTIMISE YOUR TITLE  Use YouTube Keyword Tool Sharing Feature enabled OPTIMISE YOUR DESCRIPTION Post URL in Description  Write Content in Description Key Word Descriptions Tag Keywords
  21. 21. Make your video Findable Simple Video SEO Tips Effective Video SEO will help establish brand awareness, customer traffic and sales engagement Use backlinks and inbound links to your videos and website. Embed your URL directly on videos, use captions annotations Implement Metadata on your video “Titles, Descriptions, Tags and Keywords” *keyword research is part of your marketing research Use YouTube Keyword Tool Fill out your YouTube Channel Description with Keywords etc Upload videos on a consistent and regular basis, Create Video PlaylistsOptimize your video to be Searchable and Sharable – Engaging Prospects
  22. 22. Make your video Sharable Engage Your Video Community Video must be Sharable embed links, allow comments, sharing, rating, video responses etc Engage and Comment on other business partners videos, blogs and websites, driving traffic to your site “coattail video response” Cross-Promotion and Video Collaboration with others in the video community. Video Response and respond to video comments timely. Don’t sell help buyers buy. Give Valuable Advice and ContentOptimize your video to be Searchable and Sharable – Engaging Prospects
  23. 23. Make your video SharableEngage Your Video Community to Share1. Thank your customers and audience for watching this Video2. Define your final call to action sales goal? Promotional objectives3. Don’t assume but communicate to the next step4. Entice your audience and viewers to take action5. Establish your closing video credits – Text, Captions, Links, Annotations Examples of Trial Close Action Statements Checkout our website or other videos If you like what you see sign up as a subscriber Please leave your comments below Contact us if you have any questions More information checkout our newsletter Register for our upcoming webinar or eBook. Buy Now, Add to the Cart, call nowEngage and thank your customers, entice and deliver valueUnderstand your audience perspective and point of view
  24. 24. Be Accountable and Actionable Be RESPONSIVE and REACTIVE to your Video Community Instant Message Feedback Follow Up To Video Comments Have a Call to Action Bring Value Be Consistent
  25. 25. Types of Engagement Videos INFORMATIVE VIDEOS EDUCATIONAL VIDEOS ENTERTAINMENT VIDEOS• Business Interviews, PSA, Office Tours• Webinars, Testimonials, Case Studies• Product Demos & Launches• How to Videos, Educational• Office Skits, Mini Documentary• Live Broadcasts, Contests• Community Outreach, Video Profiles• Demo Reels, Event Videos
  26. 26. ENGAGEMENT VIDEO CASE STUDIES “Merit Based Video Contest”Provided a solution “Customer Need” Checked out website great content Became a Fan! Now I am a brand advocate MERIT BASED VIDEO CONTEST WITH VIDEO ENTRIES  Searchable, Compelling Video Content  Engaging Value Base Website  Bonus Contest Giveaway – Engaging your audience 
  27. 27. ENGAGEMENT VIDEO CASE STUDIES “Video SEO Lunch Box” Checked Out Website YouTube Channel First Page on Google Search VIDEO SEO LUNCH BOX  Utilized Key Words, Title, Description  Watchable Engaging Content  Thumbnail Image  Sharable , open comments 
  28. 28. Social Video Case Study STEVE RIVERA Story
  29. 29. Social Video Case Studies Zappos Online Retailer  Videos with Real Staff – Human Trust Element  Video Overviews Product Descriptions  10 % Increase in Sales, Decrease Product Returns  Zappos Experience live video Testimonials The Wall Street Journal Digital Network March 17, 2011 Online Video Marketing Research Leveraging Video for Qualitative Research. Video Response – Techniques
  30. 30. Video Training ResourcesUse YouTube as a Search Tool for Visual Learning - Watch other videos to emulate strategy and tips.Websites News , Information and Analytics REELSEOSOCIAL MEDIA EXAMINER Additional Resources Books and Marketers .
  31. 31. The Future of VideoMobilize Your Online Video• The Use of Video Email will increase – Your Visual Presentations will make an impact.• Mobile Video is growing force! - Upgrades and use of smartphones, PC Tablets are increasing significantly - Mobile Video Applications are among the fastest growing cell phone applications - Mobile Optimization – QR Codes, Text Video YouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011 February 2011 The Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–2015
  32. 32. Get SOCIAL with VIDEO Enhance your Sales Marketing Process PROMOTING YOUR VIDEOS Owned Media Websites, Blogs, Networks Shared Media Social Networking Site Video Collaboration Cross Channel Marketing*Promoting your video through PAID MEDIA and ResourcesSEO Search Firms, Digital Advertising, Banners, AdWords, Pay-Per-View,Social Media Advertising etc……………….?
  33. 33. In Lehman’s TermsYour Video Marketing Strategy Let’s….  Conceptualize “Know your audience and create an engaging story”  Visualize “Be Visible use Video Social Proof”  Recognize “Be Responsive and Reactive to your Audience”  Mobilize “Mobile Optimization – QR Codes, Text Video, PC Tablets” And be ready to Monetize “$”
  34. 34. Next Stop How can I Assist You ?
  36. 36. THANK YOU for AttendingWe Welcome your Feedback and Comments.Let’s Engage Be Social Video Testimonials
  37. 37. Connect With Doug Let’s Put It In Lehman’s Terms Passionate about Video Engagement doug @douglehman Doug Lehman (404) 654-0304 Brand Ambassador of Video Engagement .