Strategy for a Video Campaign


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Strategy for a Video Campaign

  1. 1. Strategy for a Video Campaign by Shashi Bellamkonda & Lisa Byrne 02/13/2011
  2. 2. How does Network Solutions spell social media success? <ul><li>How about with a 500% increase in .co domain name sales. </li></ul><ul><li>We classify that as a Network Solutions touchdown (or win) – without running a $3 M Super Bowl ad. </li></ul><ul><li>How did we do it? How can you as a small business learn from our experience. </li></ul>
  3. 3. Set Objectives <ul><ul><li>Decide on your objectives which could be one or all of these </li></ul></ul><ul><ul><ul><li>Brand Awareness </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Consumer Buzz around products </li></ul></ul></ul><ul><ul><ul><li>A message that people will share </li></ul></ul></ul><ul><ul><ul><li>Increased Traffic </li></ul></ul></ul><ul><ul><ul><li>Increased sales </li></ul></ul></ul>
  4. 4. Identify Your Audience <ul><li>WHO are you trying to reach, where are they, and what do they respond to? </li></ul><ul><li>TIMING is imperative for your launch/release – when are you most likely to grab their attention? </li></ul>
  5. 5. Public Relations <ul><li>You still need a traditional press release! </li></ul>And a Social Media release
  6. 6. Upload to YouTube <ul><li>Second largest search engine after Google </li></ul><ul><li>Add relevant tags when uploading </li></ul><ul><li>Be direct with the title for search purposes </li></ul><ul><li>Search similar videos and add a comment </li></ul><ul><li>Add your own video as a response to other/similar/competing videos </li></ul><ul><li>Engage and respond to people who comment on your video – positive and negative </li></ul>
  7. 7. Share on Facebook <ul><li>Create an early buzz by posting status updates relevant to the topic of your video </li></ul><ul><li>Post a link to YouTube (or landing page) from your Company Page </li></ul><ul><li>Post from personal pages (employees can help a lot) </li></ul><ul><li>Link to other relevant Facebook pages </li></ul>
  8. 8. Share on Twitter <ul><li>Consider new/separate Twitter account to represent a character or object in the video </li></ul><ul><li>Create custom Twitter backgrounds and profile images – add to company accounts, personal accounts, new account (if relevant) </li></ul><ul><li>Search for hashtags relevant to your topic, add them in your tweets </li></ul><ul><li>Create your own custom hashtag for the video, add to all tweets without or without the video </li></ul><ul><li>Prepare a number of tweets ahead of time to allow more real-time engagement with reactors </li></ul><ul><li>Set up search queries around your subject and interact directly with people talking about it </li></ul><ul><li>Reply to people who interact with you, retweet their comments to continue the conversation </li></ul>
  9. 9. Paid Advertising <ul><li>Banner ads strategically placed where your target markets is web surfing </li></ul><ul><li>Facebook ads can be specifically targeted also (even directly to the fans of competitors pages) </li></ul><ul><li>Consider print ads (add a QR code they can scan to watch the video, bring print to the mobile in their hand) </li></ul>
  10. 10. Outreach to Community & Influencers <ul><li>Work within your community to reach out for assistance, advise your network ahead of time that you are working on something big! Remind them when it releases </li></ul><ul><li>Consider an outside PR company who can expand this reach to specific online influencers </li></ul><ul><li>Interact directly with these influencers through Twitter to help create a buzz </li></ul>
  11. 11. Email <ul><li>Send as a special update to your current distribution list </li></ul><ul><li>Include a link to the video in your next newsletter and share some of the successes </li></ul><ul><li>If you have a large company share it with your employees initially through email </li></ul><ul><li>Have your team add a link to the video in their email signature, encourage this company-wide </li></ul>
  12. 12. Make it Easy to Share <ul><li>Create a dedicated landing page for the video on your website </li></ul><ul><li>Embed the video (code from YouTube so as not to divide the number of views) </li></ul><ul><li>Add additional outtakes, production photographs, funny one-liners on this page </li></ul><ul><li>Include EASY SHARE options and place them prominently on the page. </li></ul><ul><li>Add This has an ideal button that pulls out (highlights) the Facebook Like button and the Twitter Tweet button for one-click sharing, along with an option to share on multiple sites with 2-clicks </li></ul>
  13. 13. Prepare for a Crisis or Controversy <ul><li>You can’t please everybody! Accept that and keep going </li></ul><ul><li>Consider all possible negative feedback ahead of time </li></ul><ul><li>Prepare various responses to possible concerns and tailor them to reply on Facebook, YouTube, Twitter, blogs, mainstream media, detailed emails </li></ul><ul><li>Create talking points should you receive phone calls or meet people in person </li></ul>
  14. 14. Other Things to Consider <ul><li>Release a pre-promotional or teaser video </li></ul><ul><li>Add the video link as status or mood message to your IM accounts </li></ul>
  15. 15. Go Granny Parody Video <ul><li>On February 4 th , 2011 Network Solutions® launched their Go Granny parody video featuring Cloris Leachman to coincide with Super Bowl weekend, and won the public vote in the social media sphere. </li></ul><ul><li>Online sentiment about the Go Granny video campaign is currently at 97.5% percent, and the Twitter stream gained attention from social media notables like Guy Kawasaki, Scott Monty, Liz Strauss and Jason Falls. </li></ul><ul><li>A simultaneous launch on the website, Facebook page, YouTube channel, blog properties, Twitter streams and in online banner ads was followed by a three day social media blitz. </li></ul><ul><li>On game day, when GoDaddy revealed its new girl, the social media channels lit up with comments. </li></ul><ul><li>While Go Daddy took heat for puzzling views with a body double for Joan Rivers, Go Granny /Cloris Leachman was celebrated as a social media sweetheart. </li></ul>
  16. 16. As of February 12 th , 2011 <ul><li>YouTube: 60k views, 135 likes, 4 dislikes & 84 comments </li></ul><ul><li>Other Social Media Channels: 8.3M Impressions </li></ul><ul><li>Media/Blogs : 14.6M Impressions </li></ul><ul><li>Twitter: 18M Impressions & 2,600 Tweets </li></ul>
  17. 17. Thank you <ul><li>Employees </li></ul><ul><li>Network Solutions Social Advisory Board </li></ul><ul><li>Facebook fans </li></ul><ul><li>Twitter community </li></ul><ul><li>Friends and colleagues </li></ul><ul><li>Blog readers </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>DC community </li></ul>