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You Gotta Have Personality: how to connect to today’s customer with video

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Delivered at Digital Crossroads in Louisville, Kentucky on October 21, 2016. The core thesis of my presentation is that video is accessible for those who care about their audience (not for those who want a quick win) and, if you care, you should be making video...but only if you are committed to Hub content.

Channels featured:
https://www.youtube.com/l2inc
https://www.youtube.com/blendtec
https://www.youtube.com/user/Vidlers510
https://www.youtube.com/justinbendercpm (just launched)
https://www.youtube.com/channel/UCYxXNXA0npMEZ7xY74Bq9KA (launching soon)
https://www.youtube.com/channel/UC0Ld0jjEoyc5J3hfdrZVJlw (launching soon)

Podcast Creator:
http://www.joangarry.com/

Articles/Resources:
http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf (lots of stats)
https://www.thinkwithgoogle.com/intl/en-gb/research-studies/youtube-brand-playbook.html

Published in: Marketing

You Gotta Have Personality: how to connect to today’s customer with video

  1. Truly Social Inc. @missrogue youtube.com/tarahunt how to connect to today’s customer with video Truly Social Inc. @missrogue youtube.com/tarahunt You’ve Gotta Have Personality
  2. Truly Social Inc. @missrogue youtube.com/tarahunt I have 3 goals for today…
  3. https://www.flickr.com/photos/quinnanya/4294553880 goal #1. convince you that video (and other personality- driven) content is worth your investment.
  4. goal #2. show you how to do it RIGHT.
  5. https://www.flickr.com/photos/richardsummers/542631488 goal #3. turn each and every one of you into budding creators.
  6. Truly Social Inc. @missrogue youtube.com/tarahunt 1. why is video worth your investment?
  7. Truly Social Inc. @missrogue youtube.com/tarahunt scenario: you are looking to get a return on your financial investments, and here are your two strategies…
  8. Truly Social Inc. @missrogue youtube.com/tarahunt https://www.flickr.com/photos/59937401@N07/5856829155 VS.
  9. Truly Social Inc. @missrogue youtube.com/tarahunt which is akin to spending your marketing money on:
  10. Truly Social Inc. @missrogue youtube.com/tarahunt https://www.flickr.com/photos/namoscato/9111407367 VS. https://www.flickr.com/photos/jayroeder/8510620738
  11. Truly Social Inc. @missrogue youtube.com/tarahunt okay…that’s not fair… it’s more like:
  12. Truly Social Inc. @missrogue youtube.com/tarahunt https://www.flickr.com/photos/gchampeau/8054404096 VS.
  13. Truly Social Inc. @missrogue youtube.com/tarahunt VS. what’s the difference? CONTENT IS… a. a long term investment b. about building relationships c. about connecting to and serving your audience d. about building credibility and trust. OUTBOUND MARKETING IS… a. a short-term gamble b. about getting attention c. about interrupting your audience + inserting yourself everywhere you can d. about building yourself up as much as you can.
  14. still not convinced? how ‘bout some stats?
  15. Survey: YouTube Stars More Popular Than Mainstream Celebs Among U.S. Teens [Variety Magazine, 2015]
  16. Truly Social Inc. @missrogue youtube.com/tarahunt 62% how much less content marketing costs vs. outbound marketing (ads, etc)1 3x the number of leads that content marketing generates vs. outbound marketing1 1. [Demand Metric Study/Content Marketing Institute 2016], 2. [Demand Metric, 2014], 3. [Hubspot, 2013], 4. [Roper Public Affairs, 2012] 82% the percentage of consumers who feel more positive about a company after reading custom content.2 50% the percentage of time consumers spend engaging with custom content online.3 80% in B2B - the percentage of decision-makers who prefer to get company information in useful articles rather than ads.4
  17. Truly Social Inc. @missrogue youtube.com/tarahunt Content creation ranks as the single most effective SEO technique. #1 [Marketing Sherpa, 2013]
  18. Truly Social Inc. @missrogue youtube.com/tarahunt “Coca-Cola spends more money creating its own content than it does on television advertising, according to the Columbia Journalism Review.” (Contently, 2014) “Kraft estimates that it generates the equivalent of 1.1 billion ad impressions a year, generating through its content marketing a return on investment four times better than through its targeted advertising.” (AdAge, 2014) and if some of the biggest advertisers in the world are shifting…why wouldn’t you?
  19. https://www.flickr.com/photos/thematthewknot/3924980314 but wait!!!
  20. Truly Social Inc. @missrogue youtube.com/tarahunt there IS a caveat: bad content doesn’t work and most brands (and their agencies) are producing bad content* * which is why, statistically, they abandon it after 3 months
  21. Truly Social Inc. @missrogue youtube.com/tarahunt their approach is so old school • campaign-thinking • sacrificing relationships for immediate “results” (hint: impressions mean nothing) • style over substance • prioritizing awards + flashiness over results • brand-centric
  22. Truly Social Inc. @missrogue youtube.com/tarahunt 2. if that is wrong, how do you do content right?
  23. Truly Social Inc. @missrogue youtube.com/tarahunt how to do content right • think consistent + long-term investment, not campaign • listen more than you speak • make it relatable to a narrow audience • human-centric - people connect with people, not brands and understand the…
  24. Truly Social Inc. @missrogue youtube.com/tarahunt 3 myths of online video:
  25. Truly Social Inc. @missrogue youtube.com/tarahunt myth #1: great videos are expensive to make.
  26. Truly Social Inc. @missrogue youtube.com/tarahunt myth #1: great videos are expensive to make. WRONG!
  27. Truly Social Inc. @missrogue youtube.com/tarahunt it’s not expensive if you focus on the stuff that matters!
  28. Truly Social Inc. @missrogue youtube.com/tarahunt sh*t that matters vs. doesn’t matter DOESN’T MATTER production levels multiple camera angles polish + perfection HD or 4K cameras (the web plays 1080p) branding length of content fancy microphones cool b-roll brand consistency impressions views viral-quotient DOES MATTER respect for your audience passion for what you’re doing openness and desire to learn and improve connecting with your audience content that adds real value helping people laugh, think, relate + learn building relationships being interesting understanding + listening to your audience sharing your experience and knowledge find-ability being human + approachable
  29. Truly Social Inc. @missrogue youtube.com/tarahunt sh*t that matters vs. doesn’t matter DOESN’T MATTER production levels multiple camera angles polish + perfection HD or 4K cameras (the web plays 1080p) branding length of content fancy microphones cool b-roll brand consistency impressions views viral-quotient DOES MATTER respect for your audience passion for what you’re doing openness and desire to learn and improve connecting with your audience content that adds real value helping people laugh, think, relate + learn building relationships being interesting understanding + listening to your audience sharing your experience and knowledge find-ability being human + approachable FREE!! MOSTLY NOT FREE!
  30. Truly Social Inc. @missrogue youtube.com/tarahunt thinking like a creator* * creator is the term used for someone who produces original content online on a regular basis. it is a term that has become popularized with the rise of the ‘social media star’. creators are self-made. they do stuff on a shoe-string. they get creative. they are passionate about what they do. they build their own audiences. they create. you need to stop thinking like a brand and start
  31. Truly Social Inc. @missrogue youtube.com/tarahunt basic equipment list: (pretty darn fancy video setup example) Other costs include: editing (~$75/hr), sets ($150 for a backdrop setup, but you can DIY it for less), if you want to boost videos for accelerated growth ($100-200/video to start), cost of hiring consultant or internal editor (if needed). oh…and p.s.
  32. Truly Social Inc. @missrogue youtube.com/tarahunt myth #2: video has to go viral for it to be successful.
  33. Truly Social Inc. @missrogue youtube.com/tarahunt myth #2: video has to go viral for it to be successful. WRONG!
  34. https://www.flickr.com/photos/fsse-info/3876906995 I’m with you, Kleenex.
  35. Truly Social Inc. @missrogue youtube.com/tarahunt 3 types of content* * these are YouTube classifications, but I think they apply to all sorts of content. HEROthe “viral” content: ie. what most brands and agencies focus on HELPabout the brand/how-to’s/informative content: ie. the stuff that some brands do - it can be wonderfully SEO- friendly! HUBacting like a creator: ie. the relationship building stuff. It’s human, accessible, and personality-driven.
  36. Truly Social Inc. @missrogue youtube.com/tarahunt there aren’t very many examples of brands doing HUB well… 😞
  37. Truly Social Inc. @missrogue youtube.com/tarahunt L2inc is a business intelligence firm, benchmarking digital performance of consumer brands. Winners & Losers in a Digital Age with Scott Galloway YouTube About: “On our YouTube channel we share our insights and quantitative analysis. We are not afraid to be provocative and take a no mercy, no malice view that we back up with data. In our weekly "Winners and Losers in a Digital Age" series hosted by L2 Founder Scott Galloway and released each Thursday, we recap the week's news and our take on who is thriving and who is diving in a digital age. The series was selected as a 2016 Webby Honoree in the Online Film & Video - News & Information category.” 25,829 subscribers • 14,573,898 views* * they definitely boost the videos, but this is a decent strategy for great content - just don’t rely on advertising boosts to make up for content. Mid-sized business (<250 employees)
  38. Truly Social Inc. @missrogue youtube.com/tarahunt Blendtec is a company that sells professional and home blenders. The founder of Blendtec is Tom Dickson. [from BusinessWeek article: January 16, 2007] Starting with an initial investment of about $50 for supplies (2006), the pair since November has created and posted more than 25 low-budget videos, fielding hundreds of requests to grind up everything from an Apple iPod to a grandmother's false teeth. Dickson even appeared on the Today Show, where he pureed an entire rotisserie chicken, bones and all, with a can of Coke. … In December, the month after the "Will It Blend" campaign began, the blender maker's online sales surged four times over the previous monthly record. 920,278 subscribers • 279,408,433 views Will it Blend? with Tom Dickson Mid-sized business (<250 employees)
  39. Truly Social Inc. @missrogue youtube.com/tarahunt Vidler’s 5 & 10 is a family-run, local general store in Aurora, New York known as the “largest five & dime store in the world with over 75,000 products.” Run by the charismatic Don Vidler and siblings, this charming little shop is a destination for people all over. Much like Blendtec, Vidler’s 5 & 10 was ahead of it’s time when it came to video. With videos going back to 2012, Vidler’s has been uploading quirky product reviews and music videos on a regular basis. In 2016, they became nationally famous as they were shortlisted to have a video spot play during the Super Bowl, sponsored by Intuit. Unfortunately, they weren’t picked, but their shortlisting drew a lot of attention to this small, local business, who gets the benefit of tourism on top of local customer loyalty. They don’t appear to spend any money on boosting their videos, but haven’t uploaded anything in a while. Sad face. 748 subscribers • 226,230 views Vidler’s TV with Don Vidler Small local business (<50 employees)
  40. Truly Social Inc. @missrogue youtube.com/tarahunt Vidler’s Episode 17
  41. Truly Social Inc. @missrogue youtube.com/tarahunt Joan Garry works with nonprofit leaders, assisting with crisis management, executive coaching and the building of strong management teams to support the work of the CEO. When Scott Paley met Joan Garry, she was only providing her consulting services part-time, but was interested in putting together a website in order to help her grow demand for her services. Scott told Joan that she “didn’t need a website, she needed a platform” and convinced her to use content marketing to let the world know about her expertise. In 3 years, she grew her mailing list to over 17,000 people, but she knew she needed to connect more deeply. Scott suggested a podcast to emphasize her PERSONALITY and create deeper engagement. A year ago, they launched her podcast, which went to #1 in the iTunes store for NGO’s by day 3. Since that launch, she’s landed a book deal with Wiley as well as a Reality TV show with NBC. She has more business than she knows what to do with and attributes it to her content. 17,000+ subscribers to her blog | #1 podcast in NGO category on iTunes NonProfits are Messy (Podcast) with Joan Garry Small business consultancy (<5 employees)
  42. Truly Social Inc. @missrogue youtube.com/tarahunt PWL Capital* provides discretionary portfolio management services with integrated financial planning from offices in Montreal, Toronto, Ottawa and Waterloo. your money, your choices with Susan Daley (launching: October 26th, 2016) * Truly Social client No Dumb Questions with Nancy Graham (launching: November 3rd, 2016) DIY Investing with Justin Bender (launched - October 18th, 2016) L’Investissement Décomplexé avec Raymond Kerzerho (launched - October 20th, 2016) Canadian Couch Potato Podcast with Dan Bortolotti (launching: November 16th, 2016) Small business (<50 employees)
  43. Truly Social Inc. @missrogue youtube.com/tarahunt myth #3: you should hire professionals to make your videos.
  44. Truly Social Inc. @missrogue youtube.com/tarahunt myth #3: you should hire professionals to make your videos. WRONG!
  45. Truly Social Inc. @missrogue youtube.com/tarahunt this is you this is your audience ❤
  46. Truly Social Inc. @missrogue youtube.com/tarahunt this is you this is your audience agencybrand
  47. Truly Social Inc. @missrogue youtube.com/tarahunt content that works is content that connects. and what connects is:
  48. Truly Social Inc. @missrogue youtube.com/tarahunt personality authenticity vulnerability humility honesty openness curiosity having a POV
  49. Truly Social Inc. @missrogue youtube.com/tarahunt 5 reasons why hiring someone else to do your content is dumb: 1. it creates an additional barrier between you and your audience 2. it decreases authenticity 3. you become reliant on an outside party to make MORE content 4. you know your business best, so you should tell your stories 5. you run the risk of focusing on sh*t that doesn’t matter
  50. https://www.flickr.com/photos/bkaree/8393939142/ you are a special snowflake the only professional that you should hire is one that tells you that you need to learn to make the content yourself ❄
  51. Truly Social Inc. @missrogue youtube.com/tarahunt but wait… why video/audio? (I mean, it’s so much work! Why not just blog and tweet and stuff?)
  52. Truly Social Inc. @missrogue youtube.com/tarahunt 8 reasons: 1. Page one listings on Google increase 53x with video (source: Forrester Research) 2. By 2017, video will account for 69% of internet traffic(source: Cisco) 3. Production costs have fallen significantly, but… 4. …since the bar is still higher, it means that it will take longer for your competition to catch up! continued ->
  53. Truly Social Inc. @missrogue youtube.com/tarahunt 8 reasons (continued…) 5. blue ocean strategy!! 6. you’ll have the early mover advantage 7. personality shines through with video. 8. If you prefer podcasting - you’ll get the benefit of what Donna Papacosta (podcaster + consultant) calls “the intimacy of the earbuds”
  54. so…how did I do? is this you? https://www.flickr.com/photos/richardsummers/542631488
  55. Truly Social Inc. @missrogue youtube.com/tarahunt about tara "Before Timeline and tweets, before a blog was called a blog, before anyone even knew what a web browser was, Tara Hunt was there. Often labeled a pioneer of online and social marketing, the Canadian has been an observer of the realm's development and a force in influencing it." - Entrepreneur Magazine, 2013 @missrogue youtube.com/tarahunt Truly Social Inc. Truly Social Inc. helps small and mid-sized businesses become creators. From defining the audience to developing a unique show strategy to helping you find your voice to getting you up and rolling and well on your way to growing your audience, TSI is your helpful creator sidekick. Toronto, ON www.trulysocial.ca / www.tarahunt.com 647-992-2951
  56. Truly Social Inc. @missrogue youtube.com/tarahunt parting words of wisdom • “if you are happy with what you publish, you waited too long.” • “make content for a person and they’ll get benefits for the day, teach a person to make their own content and they’ll get benefits for years to come.” • “if you want an audience to commit to you, you need to commit to your audience.” clichés that are actually true

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