SUPER-SOCIALIZE ME!Supreme Video Marketing in 30 Seconds or Less         Presented by Grant Crowell           Videologist,...
AUDIENCE POLL!
@GRANTCROWELL
reelseo.com/video/social
reelseo.com/video/social
VIDEOLOGY 101SOCIAL VIDEO MARKETING
“Social Video”  What’s  that?
What is it, really?
“socialvideo”accordingtoWikipedia     (sort of…)
The Wiki   “Social video marketing (SVM)   is a component of an   integrated marketing   communications plan designed   to...
Social Video (as I see it)Social video is the blending of video     with human relationships    for the co-creation of val...
Types of Social VideoSelf-             Usercreated           submissions                Aggregated
What to measure in social video…          Dan Greenberg, President of          ShareThrough,                     Content, ...
Social Video  MarketingWhy do it?
Video augments our human nature
“Video hasbecome one ofthe most effectiveways to motivatepeople towardscertain behaviors.Video is a highlyeffectivepersuas...
Video is more “social” than text•    More entertaining•    More emotional•    More interactive•    More engaging•    More ...
How Sex & Relationships are Like       Social Video MarketingSex & Relationships     Social Video Marketing• Attention &  ...
The Old “Big Brand Mentality” on       New Media Culture
Advertising over Engagement?
The remaining problem today with       most “Social Video”Old Marketing to New Media Culture
Social Video Marketing’s              ideal growth…A co-dependentrelationship betweenbrands and consumers…Where both parti...
“Social Video Marketing” Needs…        Dialogue
“Social Video Marketing” Needs…
“Social Video Marketing” Needs…Going beyond just“Friends” and “Fans”And more emphasison friendly, personal,helpful service.
“Social Video Marketing”               needs……To balance entertainingconsumers with caring forcustomers• Listening to them...
Who’s doing    it? Who can Ilearn from?
Video Info-tainment in commerce
Different social video styles for       consumer funnel
YouTube.com/Blendtec
Social Video as business culture
demos w/ personality
Social Video as customer culture
video success metrics• Major decrease in product returns from demo    and how-to videos for customers to watch before they...
Social video in eCommerce
Social video in eCommerce
Social Video in Personal Conversation
Social Video in User Q&A
Social Video in User/Expert Q&A
Do you know this guy?
The customer apologyBit.ly/DominosApology
The mediaattention
Interviewing the Experts
UrbanSpoon Sez…•   Most of market non-    existent around video•   Assumption that its too    expensive•   Most small comp...
UrbanSpoon Sez…•   People want to connect    with chefs•   Behind-the-scenes vids    (Insider’s view)•   Favorite dishes• ...
UrbanSpoon Sez…•   Feature staff as    celebrities•   Favorite customers•   Favorite dishes
TripAdvisor Sez…•    Travelers want to be     inspired•    Travelers respond well to     footage that shows all of     the...
Hotel Video Tips…•   Photo collages can work    equally as well as    camcorder footage•   Encourage user-    generated co...
TripWow
TripWows
TripWow
My Top 10 Social Video Optimization Tips1. Simplify                Videos2. Go Mobile            8. Recorded Video Chat3. ...
Social video marketing resources•   10 Reasons Facebook Video Marketing    Is Valuable for Business•   Facebook Video Mark...
Social video marketing resources•   5 Top Twitter Video Marketing Strategies    for Every Business•   What’s the Business ...
Final Thought…
OPTIMIZE YOURSELF!Take some the time to engage with your   audience one-on-one with video.
Super Socialize Me! Eat, Drink, and be Social (with Video)
Super Socialize Me! Eat, Drink, and be Social (with Video)
Super Socialize Me! Eat, Drink, and be Social (with Video)
Super Socialize Me! Eat, Drink, and be Social (with Video)
Super Socialize Me! Eat, Drink, and be Social (with Video)
Super Socialize Me! Eat, Drink, and be Social (with Video)
Super Socialize Me! Eat, Drink, and be Social (with Video)
Super Socialize Me! Eat, Drink, and be Social (with Video)
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Super Socialize Me! Eat, Drink, and be Social (with Video)

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Social Video Marketing strategies with Videologist Grant Crowell. Originally presented Monday Oct 17th for the Chicago Social Media Marketing Club. Presentation covers an overview of social media marketing with video,

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  • Who here knows what social video is?Who here would like to define it for me?
  • Who here knows what social video is?Who here would like to define it for me?
  • We have a column dedicated to “social video,” which shows up #5 in Google for that same term.
  • Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social video marketing campaign, the content, distribution strategy and consumer self expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content - then further propagating it out to their social circles.Social video typically benefits from a halo effect cast by the "influencers” of a given social grouping.SVM draws on consumer culture theory, economic theory, and social theory around the psychology of sharing. Social video marketing differs from social marketing, which has the intent of influencing behavior for a social good.Theories on Social Video and Sharing[edit]Historical Context of Social Video MarketingConditions which have made the market conducive to the rise of social video marketing:Falling cost of technologyCameras' ubiquityIncrease of bandwidth and consumer accessComputer speed/RAMDesktop publishingRise of social networking sites[edit]Usage of the termReelSEO mentions “social video marketing” frequently and has been using the term since at least 2010. “Social Video Marketing” as a term has also been championed by Internet entrepreneur Shawn Hopwood.[1][edit]Current ResearchIn a 2011 study published in Psychological Science, a journal of the Association for Psychological Science, Jonah Berger found that subjects the sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Simply put, evoking certain emotions can help increase the chance a message is shared.“In a prior paper, we found that emotion plays a big role in which New York Times articles make the most emailed list. But interestingly, we found that while articles evoking more positive emotions were generally more viral, some negative emotions like anxiety and anger actually increased transmission while others like sadness decreased it. In trying to understand why, it seemed like arousal might be a key factor,” says Berger,[2] the Joseph G. Campbell Jr. Assistant Professor of Marketing at the University of Pennsylvania.In the study, Berger suggests that feeling fearful, angry, or amused drives people to share news and information. These types of emotions are characterized by high arousal and action, as opposed to emotions like sadness or contentment, which are characterized by low arousal or inaction. “If something makes you angry as opposed to sad, for example, you’re more likely to share it with your family and friends because you’re fired up,” continues Berger.
  • Incorrect about how long ReelSEO has talked about social video. Actually did it back in 2008, along with advertising age.
  • it’s helpful for any business that is doing social video, to understand the distinction between the optimization of video for search engine performance versus social media channels; also, between computers and real people.Video SEO, or “vSEO,” is about optimizing your video content for attracting unique visitors from web-based search engines’ organic results and video search results to your website.Source: Social Video Optimization Vs. Video Search Optimization: Which is Better? http://www.reelseo.com/social-video-optimization/#ixzz1N9ZFoBgJ ©2008-2011 ReelSEO Video Marketing
  • http://video-commerce.org/2011/05/sex-social-video/
  • More than just customer service, more than just customer relationships, it’s customer culture.
  • Super Socialize Me! Eat, Drink, and be Social (with Video)

    1. 1. SUPER-SOCIALIZE ME!Supreme Video Marketing in 30 Seconds or Less Presented by Grant Crowell Videologist, ReelSEO.com
    2. 2. AUDIENCE POLL!
    3. 3. @GRANTCROWELL
    4. 4. reelseo.com/video/social
    5. 5. reelseo.com/video/social
    6. 6. VIDEOLOGY 101SOCIAL VIDEO MARKETING
    7. 7. “Social Video” What’s that?
    8. 8. What is it, really?
    9. 9. “socialvideo”accordingtoWikipedia (sort of…)
    10. 10. The Wiki “Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video.”
    11. 11. Social Video (as I see it)Social video is the blending of video with human relationships for the co-creation of value.
    12. 12. Types of Social VideoSelf- Usercreated submissions Aggregated
    13. 13. What to measure in social video… Dan Greenberg, President of ShareThrough, Content, says it’s about measuring these 3 things… not Ads Shares, not clicksViews, notimpressions http://www.reelseo.com/social-video-
    14. 14. Social Video MarketingWhy do it?
    15. 15. Video augments our human nature
    16. 16. “Video hasbecome one ofthe most effectiveways to motivatepeople towardscertain behaviors.Video is a highlyeffectivepersuasiontechnology.”
    17. 17. Video is more “social” than text• More entertaining• More emotional• More interactive• More engaging• More empowering• More persuasive• More egalitarian• More personal• More impactful with sharing• Low entry barrier for participation (Fast, cheap, easy!)
    18. 18. How Sex & Relationships are Like Social Video MarketingSex & Relationships Social Video Marketing• Attention & • Creative Attraction Video• Escort / Dating • Video Ads• “Seeding” • “Seeding”• Fling / STD • Viral Video• Intimacy • Conversations• Monogamy • Brand loyalty• Taking partner • Taking customers for granted for granted• BREAKUP • BREAKUP
    19. 19. The Old “Big Brand Mentality” on New Media Culture
    20. 20. Advertising over Engagement?
    21. 21. The remaining problem today with most “Social Video”Old Marketing to New Media Culture
    22. 22. Social Video Marketing’s ideal growth…A co-dependentrelationship betweenbrands and consumers…Where both parties aretreated as equals in thebusiness relationship,sharing their content,ideas, and support foreach other.
    23. 23. “Social Video Marketing” Needs… Dialogue
    24. 24. “Social Video Marketing” Needs…
    25. 25. “Social Video Marketing” Needs…Going beyond just“Friends” and “Fans”And more emphasison friendly, personal,helpful service.
    26. 26. “Social Video Marketing” needs……To balance entertainingconsumers with caring forcustomers• Listening to them,• Helping them out,• Sustaining the relationship, and;• Making them feel like part of a real community.
    27. 27. Who’s doing it? Who can Ilearn from?
    28. 28. Video Info-tainment in commerce
    29. 29. Different social video styles for consumer funnel
    30. 30. YouTube.com/Blendtec
    31. 31. Social Video as business culture
    32. 32. demos w/ personality
    33. 33. Social Video as customer culture
    34. 34. video success metrics• Major decrease in product returns from demo and how-to videos for customers to watch before they buy.• Zappos plans on shooting a video for all incoming new product this year. That turns out to be around 100,000.• They are currently getting about 20,000 video hits a day on the site.• Now have 19,000 videos indexed on google.• Zappos offers social media share (facebook, twitter, blog) icons on all product videos.• They track how many times this info is shared (and to what channels) each day
    35. 35. Social video in eCommerce
    36. 36. Social video in eCommerce
    37. 37. Social Video in Personal Conversation
    38. 38. Social Video in User Q&A
    39. 39. Social Video in User/Expert Q&A
    40. 40. Do you know this guy?
    41. 41. The customer apologyBit.ly/DominosApology
    42. 42. The mediaattention
    43. 43. Interviewing the Experts
    44. 44. UrbanSpoon Sez…• Most of market non- existent around video• Assumption that its too expensive• Most small companies not budgeting for pro production
    45. 45. UrbanSpoon Sez…• People want to connect with chefs• Behind-the-scenes vids (Insider’s view)• Favorite dishes• Have an opinion!
    46. 46. UrbanSpoon Sez…• Feature staff as celebrities• Favorite customers• Favorite dishes
    47. 47. TripAdvisor Sez…• Travelers want to be inspired• Travelers respond well to footage that shows all of the property• Provides tools for owner- submitted and traveler- submitted video
    48. 48. Hotel Video Tips…• Photo collages can work equally as well as camcorder footage• Encourage user- generated content and reviews via video• Partner with key influencers.
    49. 49. TripWow
    50. 50. TripWows
    51. 51. TripWow
    52. 52. My Top 10 Social Video Optimization Tips1. Simplify Videos2. Go Mobile 8. Recorded Video Chat3. In-house studio 9. Facebook “Like” of4. Collaborate Videos for Fans5. Aggregate 10. Feature customers and6. Transcripts key influencers7. YouTube – Promoted
    53. 53. Social video marketing resources• 10 Reasons Facebook Video Marketing Is Valuable for Business• Facebook Video Marketing Tips for a “Socialized Business Strategy”• Facebook Video Marketing Tips with Social Media Expert Mari Smith• Best Facebook Apps for Video More results available at ReelSEO with search for “facebook video marketing.”
    54. 54. Social video marketing resources• 5 Top Twitter Video Marketing Strategies for Every Business• What’s the Business Value of Twitter Video Marketing?• Twitter Micro-Video Marketing Strategies for Business• Twit Happens: Tips to Overcome Legal Dangers with Video on Twitter More results available at ReelSEO with search for “twitter video marketing.”
    55. 55. Final Thought…
    56. 56. OPTIMIZE YOURSELF!Take some the time to engage with your audience one-on-one with video.

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