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

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The document discusses social video optimization. It begins by defining social video as blending video with human relationships for co-creating value. Some key points made include: - Video is more social and engaging than text. It's entertaining, emotional, interactive, and empowers sharing. - Social video optimization has better engagement metrics than video SEO, including views, likes, shares, comments, and user-generated content. - Examples are given of companies like Zappos and Blendtec that use social video successfully in ecommerce, customer support, and as part of their business culture. - Tips provided for social video include keeping it simple, going mobile, collaborating, transcribing

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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  relationships   for  the  co-­‐creation  of  value.  
Types  of  Social  Video   Self- User submissions created Aggregated
What  to  measure  in  social  video…   Content, not Ads Shares, not clicks Views, not impressions
Social  Video   Marketing   Why  do  it?  
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!)  
Video  augments  our  human  nature  
“Video  has   become  one  of   the  most  effective   ways  to  motivate   people  towards   certain  behaviors.     Video  is  a  highly   effective   persuasion   technology.”  
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  
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    
The  Old  “Big  Brand  Mentality”  on   New  Media  Culture  
Advertising  over  Engagement?  
Social  Video  Marketing’s   ideal  growth…   A  co-­‐dependent   relationship  between   brands  and  consumers…   Where both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other.
The  remaining  problem  today  with   most  “Social  Video”   Old  Marketing  to  New  Media  Culture  
“Social  Video  Marketing”  Needs…   Dialogue  
“Social  Video  Marketing”  Needs…  
“Social  Video  Marketing”  Needs…   Going  beyond  just   “Friends”  and  “Fans”     And more emphasis on friendly, personal, helpful service.
“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.
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  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  
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 highly recommend user testing and customer feedback.
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.”  
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.”  
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.”  
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.”  
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.”  
Social  video  project  management,   distribution,  and  analytics  platform  
Social  video  platform  
Recommended  Learning…  
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.”  
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

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

  • 1. By  Grant  Crowell,  Videologist  
  • 2. 3  big  questions   I’ll  answer  about   social   video   optimization…  
  • 5. How  should   I  do  it?   How  should   I  do  it?  
  • 6.
  • 7.
  • 8. No  More  Old  Spice!  (I  promise)  
  • 12.
  • 13.
  • 14.
  • 15. VIDEOLOGY  101   SOCIAL  VIDEO  MARKETING  
  • 17. “Social  Video”   What’s   that?  
  • 18. What  is  it,  really?  
  • 19.
  • 20. “social   video”   NOT     in   Wikipedia  
  • 21. Social  Video  (as  I  see  it)   Social  video  is  the  blending  of  video   with  human  relationships   for  the  co-­‐creation  of  value.  
  • 22. Types  of  Social  Video   Self- User submissions created Aggregated
  • 23. What  to  measure  in  social  video…   Content, not Ads Shares, not clicks Views, not impressions
  • 24. Social  Video   Marketing   Why  do  it?  
  • 25.
  • 26. 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!)  
  • 27. Video  augments  our  human  nature  
  • 28. “Video  has   become  one  of   the  most  effective   ways  to  motivate   people  towards   certain  behaviors.     Video  is  a  highly   effective   persuasion   technology.”  
  • 29. 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  
  • 30.
  • 31. 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    
  • 32. The  Old  “Big  Brand  Mentality”  on   New  Media  Culture  
  • 34. Social  Video  Marketing’s   ideal  growth…   A  co-­‐dependent   relationship  between   brands  and  consumers…   Where both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other.
  • 35. The  remaining  problem  today  with   most  “Social  Video”   Old  Marketing  to  New  Media  Culture  
  • 36. “Social  Video  Marketing”  Needs…   Dialogue  
  • 38. “Social  Video  Marketing”  Needs…   Going  beyond  just   “Friends”  and  “Fans”     And more emphasis on friendly, personal, helpful service.
  • 39. “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.
  • 40. Who’s  doing   it?   Who  can  I   learn  from?  
  • 41.
  • 43.
  • 44. Different  social  video  styles  for   consumer  funnel  
  • 46. Social  Video  as  business  culture  
  • 47.                                                    demos  w/  personality  
  • 48. Social  Video  as  customer  culture  
  • 49. 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  
  • 50. Social  video  in  eCommerce  
  • 51. Social  video  in  eCommerce  
  • 52. Social  Video  in  Personal  Conversation  
  • 53. Social  Video  in  User  Q&A  
  • 54. Social  Video  in  User/Expert  Q&A  
  • 56. The  customer  apology   Bit.ly/DominosApology  
  • 57. How  do  I  measure   success?  
  • 58. How  should   you  measure   success?   Checklists  are   nice,  but…   I highly recommend user testing and customer feedback.
  • 59.
  • 60. 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.”  
  • 61. 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.”  
  • 62. 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.”  
  • 63. 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.”  
  • 64. 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.”  
  • 65. Social  video  project  management,   distribution,  and  analytics  platform  
  • 68. 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.”  
  • 70. OPTIMIZE  YOURSELF!   Take  some  the  time  to  engage  with  your   audience  one-­‐on-­‐one  with  video.