How to Build the Bridge for Video and Social Media Success

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Presented by Grant Tilus at ClickZLive San Francisco on August 13th, 2014.

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  • My name is Grant Tilus and I am a inbound marketing manager with Collegis Education, which is a marketing and technology services company that partners with higher education institutions to grow enrollments and retain students. And I am also the content marketing director for MnSearch; which is a local non-profit that serves to education and promote search marketing in the Twin cities.
  • Standing out of the crowd is something that most business outside of Google or Apple stuggle with. Just remember that they to once needed to find a way to stand out from the crowd and build brand awareness. And what’s a great way to do that?
  • So why not make a video, right? Everyday we find some new video (branded/nonbranded) making its way into our news feed. We all watch them. But you ever thougt about how they got there?

    Hook – “How many of you have ever seen video from a brand get shared like crazy? Shout out a few brands you’ve seen do this. – Now how many of you have ever stopped and taken the time to consider how they may have come up with that idea, why they created it and how it become so popular?” This is something that I love doing. Why did they decide to do this or that. And I’ll tell you what, it’s not that these brands are just getting lucky. And guess what, you can create video that engages new audiences online.
  • It’s time for us to start thinking about YouTube as a social media network. It has tremendous opportunities. Google buying YouTube for 1.65billion was the biggest steal ever.
  • Did you know that 93% of marketers had used video for online marketing in 2013? And what’s great is that video content has multiple different uses that you could use to assist you in reaching your business goals.
  • And lots of other uses for video that can help you showcase your product or service as you develop strategies for accomplishing business goals. So why not get started and just rush out and create a video?
  • Creating quality video content that is socially engaging and worth sharing is easier said than done.
  • You’re going up against a bunch of other competitors that believe there product is the best.
  • Which makes it really hard to stand out. Stats. And it’s only going to get harder.
  • I think we all know that we want to create videos that promote social active. But…
  • I’m going to cover the three main areas that should be the focus of your planning for creating video that has the potential to be consumed and shared with audiences outside of your current point of view.
  • If your product truly does fulfil a need or desire then you can better that there is a conversation happening around it online. A conversation that you need to join.
  • This is what it’s all about. Ever notice how some social videos are incredibly well done while others were shot by a kid with an iphone? Content and trump quality but all the quality in the world cannot save poor content.
  • The platform or network that you utilize to help drive your video to new audience can play a big part in whether or not it will be come successful. Understanding the benefits and shortfalls or each can help you determine where your content needs to be to help it grow and reach the right audience.
  • I came across this gif while doing my search for visuals for this presentation. And I just had to use it somewhere. Let’s jump into the details and review these three areas.
  • It’s important to find where the conversations are happening so that you can start identifying the discussion topics. Every network is different. Your audience is everywhere.

    Use tools such as IFTTT, Google Alerts, Radian6, usertesting.com, etc
  • It’s on-going, Mutually beneficial, They share your passion. This takes time and the ROI cannot always be measured..but that’s okay. Community involvement can help make your video content more socially accepted.
  • Technology allows brand to connect with current or prospective customers on a 1-1 basis now. It’s important that you take the time to share those moments with them in the moment.

    Even if you have to answer the same questions a million times, it’s still the first time that customer asked and you need to be able to provide them with a positive experience.
  • Teach others the way you would like to be treated. Audience poll – “Who here has ever experience poor customer service?” In the age of the online review it’s important to remember that one interaction can cost you a recommendation, a sale or even more.
  • Overall as you look to create sharable content for the web, it’s important not to lose sight of improving your efforts to connect with your current and potential audience online. Take the time to improve your social efforts.
  • Then you can start to move into a more advanced level or marketing by creating brand loyalist and connecting with influencers that can help you spread your message.

    These connections will go a long way in helping you seed the content for sharing as you offer them the exclusively of sharing it first and borrowing their audience.


  • 24th anniversary of workers by the Joseph Strauss (chief engineer) statue
  • It’s difficult to brainstorm and create ideas for new content when you are focus on the medium. Create the idea and then build it around the medium of video.
  • Ideas can come from a lot of different places. And while once in a while they may come out of the blue, it’s best to have some strategic thinking built into your process so that they ideas keep coming.
  • In order to make this type of content creation scalable you need to have a solid process in place. From these ideas very few many be able to be turning into a video that has sharability. But that’s okay. Creating social video is a 10% play within the 70/20/10 rule. It’s a home run.
  • It’s important that you consider different types of content that you create. So while brands like Chipolte do a great job creating videos that highlight company characteristics you may find that tailoring your content to different stages in the buying cycle works best. However, it’s most important to give yourself the opportunity to find out what works and what doesn’t.
  • Don’t delay your big ideas, it kills passion. Keep testing until you find something that is successful that is repeatable and repetitive. Content can always be refreshed.
  • Poll: How many people use personas during your content creation process?

    It’s easy to lose sight of the fact that personas are real people too. And not everyone of them fits perfectly into your personas mold. It’s important that you content speaks to a persona, but remember this content is also suppose to reach a new audience via social media. Make sure that it can speak to a wider audience as well.
  • By understanding which sales stage your targeting it will help you form the right message for this content. Typically awareness and loyalty have the biggest opportunity for being socially shared.
  • So there is a great ted talk about how to speak so that people want to listen and I think it speaks really well to creating video with a powerful message that people will want to listen to and share. HAIL
  • You can also try to tug at the heart strings of an audience by creating an message that has emotion. Obviously positive emotions are more sharable. But it is also something that must be done delicately. Ever since we were kids we loved hearing stories and that hasn’t changed.
  • Your current followers, the ones that will help the initial spread of your message need to be behind and believe in the idea that you message is sending. Remember to follow your brand promise and speak to subjects that make since for your niche or that you have some since of authority to speak too.
  • This should be obvious but don’t focus the video all about you. You need to discover the idea or reason that you business exists and promote that message. Example: Chipotle makes it about the healthy ingredients and a healthier you, not about how awesome their burritos are. Creating a social video is not supposed to be an advertising that gets broadcast to a mass audience.
  • Social video isn’t about the number of views you get. It’s about the quality and enthusiasm of the feedback you get. Quality engagement builds trust.
  • Another area for creating the video is around providing value for solving a problem or educating your audience. Chances are if it’s a common problem viewers will share it with others that they know share the same problem. It’s could be a more niche audience but a more engaged audience as well.
  • It’s all about the content and that takes time. It’s important to keep trying new ideas and constant improvement.
  • Determining where you place/publish your video content and play a major factor on your ideas, tactics and results.
  • When it comes to platforms for sharing placing your content you definitely have a handful of options. We are going to discuss a few of the big players to help you determine where you might want to place your content and join the community.
  • Everyone’s familiar with YouTube. It’s familiar, easy to use and by far the largest. From a mass market perspective most the of videos that we see shared online are hosted on YouTube.
  • When the social sharing starts to take off a larger audience will start to hear about it via word of mouth and you want to make sure that you video turns up in basic google and youtube search results so that you can prolong the social sharing.
  • Brands like Lowe and French connection are doing a great job at providing value for their followers and the larger audience on Vine. They breakdown there ideas to the most basic. Simplification is key when you only have 6 seconds.
  • Instagram has been around for a while and yet video are not yet utilized very well. But it’s perfect for creating high quality 15 second videos that can reach a wide audience. More creative freedom than Vine videos but less trendy. And it’s a good place to be to mix and match video with still images to spread your brand image.
  • If you’re new to creating video I wouldn’t recommend vimeo. While it does have a loyal community the focus is very much on high quality and artistic video production. But depending on your brand, it may be the perfect place for you.
  • It’s a great platform for canon because they are all about showing themselves as a high quality product. The white house of course has the funds to reach audience everywhere and publish video content on multiple platofrms.
  • Poll – who here are ever used a google hangout? Who has used it for creating content for your brand? Okay, Hangouts on Air are amazing. What’s more social video that creating content along side your audience?
  • Lots of brands are now utilizing hangouts on air for creating content. These are a few that do it well. In Hangouts on Air quality comes second to the content/discussion. Speak to what your audience cares about, be in the moment and take live questions.
  • You’re going into all this time and effort into brainstorming and creation that you cannot forget to put together a promotion plan. Include it into your strategy and budget. Help your message spread. Give it a chance to stand out amongst the others.
  • Using highly target paid promotions you can make sure that you message is getting in front of the right audience. Not all consumer are as connected as we would like them to be but paid promotion can make sure that we are hitting the right people in the right place and the right time. Paid promotion is a must
    Lots of options
    Facebook Twitter StumbleUpon YouTube Reddit
    Etc
    Target influencers to help feed the fire
  • Promote where your audience is but also where your competitors are not.
  • The that idea stays on a post it note on your desk the less enthused you feel about it and question it. Trust your gut. Yes some ideas need to be vetted and hashed out but overall you will eventually need to get to a place where you can be agile to create content on the fly so you can take advantage of a high volume conversation happening online.

    January 5, 1933: Official start of Golden Gate Bridge construction.
    May 27, 1937: Golden Gate Bridge opens to pedestrian traffic.
  • We all have smart phones. We all have $200 that can be spent on an HD video camera and microphone.
  • Conversation – be 100% committed
    Content – Brainstorm ideas, develop a production process, find a type that works
    Community – research the communities and platforms, be where your audience is

    Do these things and you can start improving your social media efforts and creating content that resonates with your audience that is sharable allowing you to reach an even larger audience and build brand exposure to drive toward business goals.
  • How to Build the Bridge for Video and Social Media Success

    1. 1. Grant Tilus August 13th, 2014
    2. 2. Grant Tilus Associate Inbound Marketing Manager, Collegis Education Content Marketing Director @GrantTilus Plus.Google.com/+GrantTilus
    3. 3. How I spend my week @GrantTilus#CZLSF
    4. 4. Having trouble standing out? This is you
    5. 5. Why not make a video
    6. 6. Video is the future of content marketing By 2017, video will account for 69% of all consumers internet traffic Internet video to TV will increase fourfold by 2018 Cisco: bit.ly/1qNlY4L
    7. 7. YouTube is now bigger than Facebook
    8. 8. Video has multiple uses
    9. 9. Tell a story
    10. 10. Showcase a product
    11. 11. Many more • Inform an audience • Peak interests • Share ideas • Get your point across • Increase conversations • Build brand awareness
    12. 12. Easier said than done
    13. 13. Attention spans are shrinking
    14. 14. Competition is fierce
    15. 15. It’s hard to stand out • 100 hours of video are uploaded to YouTube every minute • The average user's News Feed has around 1,500 possible stories filtered through per day on Facebook
    16. 16. You need to ‘bridge’ the gap You are here You need to get here
    17. 17. Start creating ‘social video’ “Social video marketing is the use of tools and technologies that support social activity around a given video – by businesses for business purposes. This can be done with video content creation, distribution, and sharing tools such as blogs, social networks, and support communities.” - @grantcrowell
    18. 18. Three areas to focus on
    19. 19. The conversation
    20. 20. The content
    21. 21. The platform
    22. 22. Let’s jump into the details
    23. 23. #1. Get into the conversation @WilliamShatner @TheRealNimoy @GrantTilus#CZLSF
    24. 24. Find your audience • Engage your audience across the web – Facebook – Twitter – YouTube – Pinterest – Google+ – Quora – Forums – Etc
    25. 25. Embrace the community
    26. 26. Listen and respond • Use active listening • Monitor the social activity • Address their concerns “Your most unhappy customers are your greatest source of learning.” - Bill Gates
    27. 27. Be a human being • Participate in the conversation • Provide value • Be genuine • Empower your employees
    28. 28. Follow the golden rule
    29. 29. Make the time
    30. 30. Develop meaningful connections
    31. 31. Recap: Get into the conversation • Find where the conversations are happening • Join in and be authentic and transparent • Nurture the community • Develop relationships
    32. 32. Make sense? Any questions?
    33. 33. #2. Go back to the basics @GrantTilus#CZLSF
    34. 34. Focus on the content
    35. 35. Find the right ideas • Keyword lists • Ask your audience • Think like a user • Recreate old ideas with a twist • User-generated • 70/20/10 Rule
    36. 36. You’re not the only one struggling • The three biggest challenges to creating content are lack of time, inability to create enough content, and inability to create engaging content. (Robert Rose) • 93% of B2B marketers are using content marketing—but only 44% have a documented content strategy. (B2B Marketing Insider)
    37. 37. Develop a process
    38. 38. Keep testing to find what works
    39. 39. Remember size matters
    40. 40. Nothings perfect
    41. 41. Proof
    42. 42. Remember your personas
    43. 43. Pick a stage in the sales funnel
    44. 44. Create a powerful message • H.A.I.L. – Honesty (be clear and straight) – Authenticity (be yourself) – Integrity (be your word) – Love (wish them well) TED Talks: Julian Treasure: How to speak so that people want to listen
    45. 45. Get emotional • Stay positive • Be controversial (carefully) • Tell a great story
    46. 46. Believe in what you are saying
    47. 47. Follow your brand promise
    48. 48. Don’t make it all about you
    49. 49. Define your KPIs
    50. 50. Don’t focus on view count • It’s about quality of engagement • Find the right KPIs by platform • Conversation rate • Amplification rate • Applause rate • Consider short vs. long- term goals
    51. 51. Mass views doesn’t always equal success
    52. 52. Provide real value
    53. 53. Recap: Go back to the basics • Keep testing new ideas • Don’t be afraid to fail • Deliver on your brand promise • Determine what success means to you
    54. 54. We’re making progress Any questions?
    55. 55. #3. Be in all the right places @GrantTilus#CZLSF
    56. 56. Find a platform with visibility
    57. 57. The planet of video platforms
    58. 58. YouTube • Gets content in front of more eyes • Ability to rank organically • 2nd largest search engine/social network • Share comments on Google+ • It’s familiar • TV integration • Creative flexibility • Annotations • Brand hub
    59. 59. Brands doing it well
    60. 60. SEO is still important • Keyword rich title • Complete description • Gain and respond to comments • Thumbs up/sharing • Optimize for people first
    61. 61. Vine • Brand Vines are shared 4x more and 5+ Vines are shared every second on Twitter -Heather Taylor, Ogilvy. • Strong community (40M) • Very creative • Embeddable • Limited to six seconds
    62. 62. Brands doing it well Lowe’s ‘Fix In 6’ 399 likes, 19 comments, 225K loops French Connection 152 likes, 20 comments, 34K loops
    63. 63. Instagram • 59% of the world’s top brands are now active - @SimplyMeasured • Active community (200M) • Photo and videos • Filters, Editing, Stabilization • Video description opportunities • Facebook integration • Limited to 15 seconds
    64. 64. Brands doing it well
    65. 65. Vimeo • Higher quality production is critical • Niche community • Ad free • Membership costs • Lower viral potential • Less familiar to the mass audience
    66. 66. Brands doing it well
    67. 67. Google+ Hangouts on Air • Up to 10 participants • Automatically uploaded to YouTube • Unlimited live viewers • Email notifications • Interactive apps • +Post ads • Inexpensive • Slight learning curve How to Successfully Create More Video Content bit.ly/hoavideocontent
    68. 68. Brands doing it well
    69. 69. In-the-moment marketing is growing • Strike while the iron is hot • Promotes transparency • Builds trust • Twitch was purchased by Google
    70. 70. Have a promotion plan
    71. 71. Outreach to your current audience • Seed the content with brand ambassadors • Utilize borrowed authority • Create exclusivity • Offer incentives
    72. 72. Use paid promotion to get the ball rolling • Target the right audience – Age – Geo – Interests – Behaviors – Connections • Build brand awareness • Increase followers the right way How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives http://slidesha.re/1pNbKT7
    73. 73. Standout everywhere
    74. 74. Make social sharing easy • Social sharing buttons • Wrap it around an event • Publish it at the right time of the week • Don’t be afraid to ask
    75. 75. Recap: Be in all the right places • Review and test the platforms • Organic/Paid promotion is a must • Look toward the future
    76. 76. Final thoughts @GrantTilus#CZLSF
    77. 77. Don’t wait to get started
    78. 78. Budget is no longer an excuse
    79. 79. You can do it
    80. 80. Just remember GGB • Get into the conversation • Go back to the basics • Be in all the right places
    81. 81. Thank You! Grant Tilus @GrantTilus Plus.Google.com/+GrantTilus

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