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By	  Grant	  Crowell,	  Videologist	  
3	  big	  questions	  I’ll	  answer	  about	  social	  video	  optimization…	  
What	  is	  it?	  
Why	  do	  it?	  
How	  should	    I	  do	  it?	  How	  should	    I	  do	  it?	  
No	  More	  Old	  Spice!	  (I	  promise)	  
reelseo.com/video/social	  
reelseo.com/video/social	  
Video-­‐commerce.org	  
VIDEOLOGY	  101	  SOCIAL	  VIDEO	  MARKETING	  
AUDIENCE	  POLL!	  
“Social	  Video”	     What’s	     that?	  
What	  is	  it,	  really?	  
“social	  video”	  NOT	  	  in	  Wikipedia	  
Social	  Video	  (as	  I	  see	  it)	  Social	  video	  is	  the	  blending	  of	  video	       with	  human	  relationshi...
Types	  of	  Social	  Video	  Self-                     User submissionscreated                      Aggregated
What	  to	  measure	  in	  social	  video…	                                         Content,                              ...
Social	  Video	     Marketing	  Why	  do	  it?	  
Video	  is	  more	  “social”	  than	  text	  •     More	  entertaining	  •     More	  emotional	  •     More	  interactive...
Video	  augments	  our	  human	  nature	  
“Video	  has	  become	  one	  of	  the	  most	  effective	  ways	  to	  motivate	  people	  towards	  certain	  behaviors.	...
Social	  Video	  Optimization	  has	       better	  engagement	  than	  Video	  SEO	  •    Viewing	  metrics	  •    Syndic...
How	  Sex	  &	  Relationships	  are	  Like	              Social	  Video	  Marketing	  Sex	  &	  Relationships	           S...
The	  Old	  “Big	  Brand	  Mentality”	  on	            New	  Media	  Culture	  
Advertising	  over	  Engagement?	  
Social	  Video	  Marketing’s	                  ideal	  growth…	  A	  co-­‐dependent	  relationship	  between	  brands	  an...
The	  remaining	  problem	  today	  with	            most	  “Social	  Video”	  Old	  Marketing	  to	  New	  Media	  Cultur...
“Social	  Video	  Marketing”	  Needs…	              Dialogue	  
“Social	  Video	  Marketing”	  Needs…	  
“Social	  Video	  Marketing”	  Needs…	  Going	  beyond	  just	  “Friends”	  and	  “Fans”	  	  And more emphasison friendly...
“Social	  Video	  Marketing”	  needs…	  …To	  balance	  entertaining	  consumers	  with	  caring	  for	  customers	  •  Li...
Who’s	  doing	      it?	    Who	  can	  I	   learn	  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	  fo...
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	  
The	  customer	  apology	  
The	  customer	  apology	  Bit.ly/DominosApology	  
How	  do	  I	  measure	      success?	  
How	  should	  you	  measure	  success?	  Checklists	  are	  nice,	  but…	  I highlyrecommenduser testingand customerfeedb...
My	  Top	  10	  Social	  Video	  Optimization	  Tips	     1.  Simplify	                                  7.  YouTube	  –	 ...
Your	  Social	  Video	  Project	  Guide	     1.  Passion	                              6.  Publish	     2.  Pay	  attentio...
Social	  video	  marketing	  resources	  •    10	  Reasons	  Facebook	  Video	  Marketing	       Is	  Valuable	  for	  Bus...
Social	  video	  marketing	  resources	  •    5	  Top	  Twitter	  Video	  Marketing	  Strategies	       for	  Every	  Busi...
Social	  video	  marketing	  resources	  •       How	  to	  Add/Embed	  Video	  on	  a	          LinkedIn	  Profile	  Page	...
Social	  video	  project	  management,	  distribution,	  and	  analytics	  platform	  
Social	  video	  platform	  
Recommended	  Learning…	  
Your	  Social	  Video	  Project	  Guide	     1.  Passion	                              6.  Publish	     2.  Pay	  attentio...
Final	  Thought…	  
OPTIMIZE	  YOURSELF!	  Take	  some	  the	  time	  to	  engage	  with	  your	     audience	  one-­‐on-­‐one	  with	  video....
OPTIMIZE	  YOURSELF!	  GaryVaynerchuk.com	  
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies
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Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies

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Grant Crowell - Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies

  1. 1. By  Grant  Crowell,  Videologist  
  2. 2. 3  big  questions  I’ll  answer  about  social  video  optimization…  
  3. 3. What  is  it?  
  4. 4. Why  do  it?  
  5. 5. How  should   I  do  it?  How  should   I  do  it?  
  6. 6. No  More  Old  Spice!  (I  promise)  
  7. 7. reelseo.com/video/social  
  8. 8. reelseo.com/video/social  
  9. 9. Video-­‐commerce.org  
  10. 10. VIDEOLOGY  101  SOCIAL  VIDEO  MARKETING  
  11. 11. AUDIENCE  POLL!  
  12. 12. “Social  Video”   What’s   that?  
  13. 13. What  is  it,  really?  
  14. 14. “social  video”  NOT    in  Wikipedia  
  15. 15. Social  Video  (as  I  see  it)  Social  video  is  the  blending  of  video   with  human  relationships   for  the  co-­‐creation  of  value.  
  16. 16. Types  of  Social  Video  Self- User submissionscreated Aggregated
  17. 17. What  to  measure  in  social  video…   Content, not Ads Shares, not clicksViews, notimpressions
  18. 18. Social  Video   Marketing  Why  do  it?  
  19. 19. 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!)  
  20. 20. Video  augments  our  human  nature  
  21. 21. “Video  has  become  one  of  the  most  effective  ways  to  motivate  people  towards  certain  behaviors.    Video  is  a  highly  effective  persuasion  technology.”  
  22. 22. Social  Video  Optimization  has   better  engagement  than  Video  SEO  •  Viewing  metrics  •  Syndication  •  “Likes”  and  “Shares”  •  Comments  and  other   user  feedback  •  User-­‐generated   (and  submitted)  content  •  Sharing  tools  •  Promotional  activities  •  Status  updates  •  Other  third-­‐party  community   functionalities  part  of  video  
  23. 23. How  Sex  &  Relationships  are  Like   Social  Video  Marketing  Sex  &  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    
  24. 24. The  Old  “Big  Brand  Mentality”  on   New  Media  Culture  
  25. 25. Advertising  over  Engagement?  
  26. 26. Social  Video  Marketing’s   ideal  growth…  A  co-­‐dependent  relationship  between  brands  and  consumers…  Where both parties aretreated as equals in thebusiness relationship,sharing their content,ideas, and support foreach other.
  27. 27. The  remaining  problem  today  with   most  “Social  Video”  Old  Marketing  to  New  Media  Culture  
  28. 28. “Social  Video  Marketing”  Needs…   Dialogue  
  29. 29. “Social  Video  Marketing”  Needs…  
  30. 30. “Social  Video  Marketing”  Needs…  Going  beyond  just  “Friends”  and  “Fans”    And more emphasison friendly, personal,helpful service.
  31. 31. “Social  Video  Marketing”  needs…  …To  balance  entertaining  consumers  with  caring  for  customers  •  Listening to them,•  Helping them out,•  Sustaining the relationship, and;•  Making them feel like part of a real community.
  32. 32. Who’s  doing   it?   Who  can  I   learn  from?  
  33. 33. Video  Info-­‐tainment  in  commerce  
  34. 34. Different  social  video  styles  for   consumer  funnel  
  35. 35. YouTube.com/Blendtec  
  36. 36. Social  Video  as  business  culture  
  37. 37.                                                    demos  w/  personality  
  38. 38. Social  Video  as  customer  culture  
  39. 39. 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  
  40. 40. Social  video  in  eCommerce  
  41. 41. Social  video  in  eCommerce  
  42. 42. Social  Video  in  Personal  Conversation  
  43. 43. Social  Video  in  User  Q&A  
  44. 44. Social  Video  in  User/Expert  Q&A  
  45. 45. The  customer  apology  
  46. 46. The  customer  apology  Bit.ly/DominosApology  
  47. 47. How  do  I  measure   success?  
  48. 48. How  should  you  measure  success?  Checklists  are  nice,  but…  I highlyrecommenduser testingand customerfeedback.
  49. 49. My  Top  10  Social  Video  Optimization  Tips   1.  Simplify   7.  YouTube  –  Promoted   2.  Go  Mobile   Videos   3.  In-­‐house  studio   8.  Recorded  Video  Chat   4.  Collaborate   9.  Facebook  “Like”  of   5.  Aggregate   Videos  for  Fans   6.  Transcripts   10.  Sponsor  Web  Celebrities     for  brand  placement     For  a  free  in-­‐depth  Social  Video  Project  Guide,  Email  Grant@ReelSEO.com,  subject  line  “social  video  guide.”  
  50. 50. Your  Social  Video  Project  Guide   1.  Passion   6.  Publish   2.  Pay  attention!   7.  Promote   3.  Plan   8.  Participate   4.  Platform   9.  Performance   5.  Practice   10. Party!     For  a  free  in-­‐depth  Social  Video  Project  Guide,  Email  Grant@ReelSEO.com,  subject  line  “social  video  guide.”  
  51. 51. 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.”  
  52. 52. 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.”  
  53. 53. Social  video  marketing  resources  •  How  to  Add/Embed  Video  on  a   LinkedIn  Profile  Page  •  How  to  Add  Video  to  LinkedIn’s   Company  Profile  Services  Tab.   More  results  available  at  ReelSEO   with  search  for     “linkedin  video  marketing.”  
  54. 54. Social  video  project  management,  distribution,  and  analytics  platform  
  55. 55. Social  video  platform  
  56. 56. Recommended  Learning…  
  57. 57. Your  Social  Video  Project  Guide   1.  Passion   6.  Publish   2.  Pay  attention!   7.  Promote   3.  Plan   8.  Participate   4.  Platform   9.  Performance   5.  Practice   10. Party!     For  a  free  in-­‐depth  Social  Video  Project  Guide,  Email  Grant@ReelSEO.com,  subject  line  “social  video  guide.”  
  58. 58. Final  Thought…  
  59. 59. OPTIMIZE  YOURSELF!  Take  some  the  time  to  engage  with  your   audience  one-­‐on-­‐one  with  video.  
  60. 60. OPTIMIZE  YOURSELF!  GaryVaynerchuk.com  

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