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Build Buzz with Video Marketing
The document outlines eight effective strategies for leveraging video marketing to create buzz in 2015, emphasizing the importance of humor, educating audiences, and showcasing real estate listings. It highlights the growing impact of digital video, with statistics showing higher engagement and positive brand perceptions among viewers. Valuable links and resources for further reading on effective video marketing techniques are also provided.
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Build Buzz with Video Marketing
- 1. 8 Ways toBuild Buzz with Video Marketing Ansley Sudderth Social Media Training & Communications Coordinator
- 2. Join the conversation! Use#RESocialChat for the chance to win $20!
- 3. • Why VideoWill Be Impactful in 2015 • 8 Ways to Build Buzz with Video • Humanize Your Brand • Educate Your Audience • Promote Floor Plans and Listings • Tease New Amenities and Features • Valuable Links • Q&A Agenda •Ask Questions •Host Contests •Solve Problems •Rinse and Repeat
- 4. Why Video WillBe Impactful in 2015
- 5. • One-quarter ofinternet users reported using their smartphones to watch streaming TV and movies while on the go. • Companies that produce digital video are 77% more engaged with customers. • More than seven in 10 people have a positive impression of a brand, product or service after viewing digital video -eMarkerter Video Makes an Impact Because…
- 6. 72% of timeis spent with video on a smart device
- 7. 8 Ways toBuild Buzz with Video
- 8.
- 11. Be comfortable withadding humor into your marketing strategy!
- 12.
- 13.
- 14. Recap an industryevent in a YouTube video!
- 15. Create short videos onhot button topics: -Negotiations -Moving Tips -Home Staging Tips -Location Pros and Cons
- 16.
- 17. Provide short ‘HowTo’s using Instagram video or Vine
- 18.
- 19. Opportunity for REALTORSto market to home shoppers in online video environments
- 20. YouTube is thetop video research destination for home shoppers
- 21. Share inventory viaYouTube!
- 22. Tease out listingsand floor plans!
- 23. Give a quicktour using Hyperlapse!
- 26.
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- 29.
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- 31.
- 32. “It’s done. It’sgreat. I’m home!”
- 35.
- 36. “The era dominatedby one-way, single-threaded, brand-directed mass communication is officially over.”
- 37.
- 38. Valuable Links • RealEstate Pros Rocking YouTube Marketing: • http://www.paveya.com/real-estate-professionals- rocking-youtube-marketing/ • Vine for Real Estate: • http://www.inman.com/next/quick-tip-5-ways-real- estate-professionals-can-use-the-new-video-app-vine/ • http://www.slideshare.net/chuckward/real-estate- marketing-using-vine • Using Video as a marketing Tool • http://www.realtor.org/field-guides/field-guide-to-using- digital-video-as-a-marketing-tool • https://www.youtube.com/watch?v=bfHnEHZdlo8
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Editor's Notes
- #2 Good afternoon everyone, I’m Ansley Sudderth, Social media training and communications coordinator with Homes.com and For Rent Media Solutions. Thanks for joining me today and welcome to today’s #RESocialChat. We’re going to give folks a little more time to get settled in before we get started so just hang tight!
- #3 Before we start, I just want to quickly share that you have the opportunity to win twenty big ones! We are currently awaiting your tweets! We are hosting a Twitter chat as we speak. Simply use hashtag #RESocialChat in your tweets if you have any feedback, questions or maybe some examples you want to share. This Twitter chat is your forum to do so. Again, use the #RESocialChat in your tweets and one of you will receive a $20 gift card! And we’ll announce the winner at the end of the webinar so sit back and relax!
- #4 Today’s agenda is on your screen now, we’re going to talk about WHY writer’s block happens and then we’ll dive into 8 ways to build a buzz using video.
- #5 We are an increasingly connected global society, getting more and more of our entertainment — and information — online. While bigger screens still tend to be used for big entertainment like TV episodes and movies, smaller screens are ideal for snacking on content. Content that you can publish via video.
- #7 According to eMarketer’s latest estimates of time spent with media daily by the average US adult, digital video takes up nearly an hour. eMarketer estimates daily time spent with digital video has risen from just 6 minutes in 2010 for the average US adult to 55 minutes this year. In 2010, the average consumer spent no time at all watching video on mobile devices.
- #9 When a brand is able to make a sincere connection with a consumer, something incredibly powerful happens. Beyond the initial interaction, that moment of connection provides a foundation for long-term advocacy, loyalty, and a sustainable bottom line. The average consumer in today's market is exposed to more than 5,000 advertising messages per day, and can make a decision about your website in 1/20 of a second. Companies who are able to genuinely connect with their customers and community of supporters will have a strategic advantage over those who don't.
- #10 This is Wistia. Ironically, they are a start up that hosts video on their servers and provides a clean, smooth viewing experience for the viewer as well as high level reporting and analytics for their client.
- #11 Now video hosting may not be the most entertaining line of work to be in but the Wistia team does a great job of adding a human component to what otherwise could be a mundane user experience.
- #12 The same thing goes with the multifamily and real estate space. It’s not the most glamorous industry but there are huge opportunities to connect with your audience with video. One way to humanize your brand is to add humor to your marketing strategy like the team over at RAM Partners did with a festive video. It probably didn’t take anytime out of their day or money out of their budget by creating a free JibJab video.
- #13 This video has received almost 14,ooo views in a year! Talk about gaining brand exposure by spreading a little hloiday cheer!
- #15 Educational events. Every time you go to an educational event; whether it is your local association or a major industry event – take the opportunity to showcase the fact that you are investing in yourself and your business. Events provide an easy opportunity to create quick content. Take a vine of a speaker on stage, the notes you are taking on or even scan the crowd. My good friend and industry peer Melissa D. White, better known as the Marketing Maven took to YouTube to provide a quick recap video on her top five takeaways from the annual Brainstorming conference the year before last. This is so clever to me. She’s capturing simple footage from her phone and has the option to directly upload it to YouTube. Talk about real-time consumption right?
- #16 Showcasing your team at a sales meeting. How about a few quick shots of a few agents milling around, smiling, hanging out, on the phone or checking their messages? It’s an easy way to get the message across that you have a fun team.
- #19 There’s a reason that, with each passing year, more and more marketers utilize YouTube to market their brands: In fact, the Association of Realtors reports that more than 50% of prospective home buyers and apartment shoppers use YouTube as their primary video research.
- #22 We have our friend, real estate pro- Jessica Edwards with The Carolina’s Finest showcasing her inventory using Youtube. Not only does she use her channel to huamize her brand, she Introduces her new lisitings.
- #23 Instagram video
- #25 Speaking of promoting your floor plans and listings, we’re excited to share that the next digital experience in video has arrived. I’d like to introduce the Hero Ad and Full Motion HD Video. This marketing feature is going to give you that competitive edge you’ve been looking for by offering your community video prominent placement on the ForRent.com home page. Contact your local For Rent Media Solutions Account Executive to get started and gain your competitive edge!
- #26 You also may find yourself needing to add more dimension to your floor plans. InsideView is a new resource for you so that you can provide prospects an interactive walk through of your community’s 3-D floor plans. This highly visual tool allows apartment shoppers to easily preview a model through a panoramic 3-D walk through, providing an engaging experience for prospective renters interested in your community. Seeing as we’re in the age of responsive design, InsideView is available on desktop and mobile devices. This was created to meet the demands of renters by giving them an opportunity to view 3-D floor plans and room layouts without having to visit the property. It also allows communities to make all of their floor plan options available for virtual viewing, even if they do not have the ability to have every layout set up as model for prospects to walk through. Ultimately, adding InsideView to your marketing mix helps you showcase your floor plans which translates into fewer empty units and higher occupancy rates. If you’re interested in either the Hero ad or InsideView or both, please feel free to reach out to your For Rent.com rep and they’ll give you the info you’re looking for!
- #27 Point #4 that will help you build a buzz using video is capturing some of your newer amenities and features. Think about one of the best features of a home your listing or an apartment that’s available for lease. I think it would be awesome to give a glimpse that amazing backyard or kitchen – highlighting 4 or 5 different angles.
- #28 Asking your followers and audience questions is another way to get them active on social media. You could ask them to provide advice, content ideas, what they would like to see from your brand in the future or just a general question like “What are plans for the weekend?” all via a quick video. Ask them to respond in the comment section on the social platform you’re using.
- #29 Another idea would be to hold a frequent Q&A on Google Hangouts. It gives fans the opportunity to ask you questions about products, services, etc. and become a valued member of your community. With built-in support for desktop screen sharing, Hangouts are a great platform for online customer support. While the hangout would have to be initiated by the actual business providing help, it could be a way to offer open-forum help for a certain group of users. This type of service could redefine the traditional helpdesk, and offer a fun new way to help customers.
- #31 Incentive: his is important. Without a good incentive nobody will enter your contest. Unless you’re getting a large amount of traffic, the odds are nobody is going to care if the only prize you are offering is that you will showcase the winners on your homepage. However, if you can offer something really fun, like an in-demand tech gadget or if all else fails, cash, then you’ll entice people to enter. Branding: Don’t be shy. Provide contest entrants with media to help drive them in the direction you’d like them to take. You can offer them a selection of music tracks to use in their video, images and branded graphics like your company logo, titles and more. Promotion: So how should you promote? For starters, you should make a video of your own to promote the fact that you are having a contest. The video, should be displayed on your website or on your contest page and outline the rules of the contest. ROI: Sit back and watch as the videos roll in. Of course, some of them probably won’t be very good, but in most contests there are at least a few diamonds in the rough. Remember that even though you have pre-determined prizes you can choose to reward more people in the end and continue to use their videos to promote your brand. Aside from that, even the videos that didn’t win will stay online to spread the word about your brand.