13. But first a little
about you and a
bit about me…
14. Who am I?
• President and Chief Brand Hero of Brand Heroes
• Integrated Marketing Consultancy
• Brand Strategy and Design
• Marketing Communications
• Branded Content
• MBA and BBA Branding Instructor @ WLU
• BBA Social Media Instructor
16. The Skinny on Smart Video
• Use your stars
• Both in and out of the organization
• Market like a networker – what’s in it for them, not you.
• Make your content matter and make it big!
• It’ll cost less than you think
• Say it loud, but don’t you be the one to say it!
• Find your greatest influencers and get them to speak about you.
17. Use Your Stars
• Find the folks who best relate to those you’re targeting
and show their stories
• Their story first, your story second
• Show them in their element doing exactly what it is
you’re selling
18. Example: My SLC
Contest Video:
http://youtu.be/AIrnnSBzo4E
Campaign Video
http://bit.ly/10j8d1M
20. Market like a Networker
• Think about what’s in it for them, not you.
• Don’t just advertise yourself, otherwise you run the risk
of turning your campaigns into:
• A flat, one-way marketing channel that simply copies existing
content from your brochures, rather than generating anything
new and interactive.
• Unauthentic, boring content that actually serves to erode and
destroy brand credibility rather than grow and re-enforce it.
• Simply advertising, rather than engagement.
21. Market like a Networker
• Instead think about what makes them tick
• What’s important to them and how can we show, not tell
them, that our opportunity is meeting those needs head
on.
• Example:
22. Make Your Content Matter and Make
it Big
• Provide on-going industry and subject matter thought leadership.
• Provide an on-going 2-way communications channel that puts your
consumers in control.
• Provide real-time info on what people are saying about you and
insights on how this can impact key business decisions.
• Provide competitive differentiation and an on-going, interactive source
of company engagement that can boost employee recruitment as well
as business development.
23.
24. Say it loud but Don’t be the One to Say it
• Find your greatest influencers and get them to speak
about you. Ideas include:
• Guest blog for major influencers
• Include re-postings of your blogs
• Pursue customer testimonials that you can post on several social
media platforms
• But don’t stop there - find creative ways to get your
customers to tell your stories.
26. The Program
• A grassroots social media campaign to promote the new
Fiesta model
• Placed Fiestas in the hands of 100 social “agents” and
had them promote Ford’s new vehicle through Twitter,
blogs, videos, and events
...all without spending a dollar on
traditional media.
27. Results After 6 Months
- 4.3 million YouTube views
- 500,000+ Flickr views
- 3 million+ Twitter impressions
- 50,000 interested potential customers, 97% of which
didn’t own a Ford at the time
- Sold10,000 units in the first 6 days of sales
• 38% awareness by Gen Y about the product, without
spending a dollar on traditional advertising
• New chapter - http://www.fiestamovement2.com/
32. Summary
• Make it the “right kind of viral”
• Thousands of fans off target, way less useful than a
hundred raving fans who are on target
• Empower your raving fans
• Find your opinion leaders and empower them to spread
the good word
• Think hard about the role you want video to play
