How to Boost Your Brand with MicrovideoElon iMedia
From Vine to .gifs, very short videos are a great way to get your customers to engage with your brand. Here are some best practices for using micro video.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
I made this presentation on Social Media when working as Strategic Planner for the Belgian communication agency ENGAGE BBDO in October 2010.
The presentation is an update of my former Social Media presentation and gives a view on the evolution of Social Media and how we canharness its power to deliver engagement. Please be advised that some content is in Dutch.
I thank you for your comments.
Discover he new YouTube Insights (Q2 2014): How passions drive purchases! Brands that engage consumers on their passions and interests influence purchases more strongly than others. In this issue, see how Unilever and other brands are leveraging this insight to drive results.
How to Boost Your Brand with MicrovideoElon iMedia
From Vine to .gifs, very short videos are a great way to get your customers to engage with your brand. Here are some best practices for using micro video.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
I made this presentation on Social Media when working as Strategic Planner for the Belgian communication agency ENGAGE BBDO in October 2010.
The presentation is an update of my former Social Media presentation and gives a view on the evolution of Social Media and how we canharness its power to deliver engagement. Please be advised that some content is in Dutch.
I thank you for your comments.
Discover he new YouTube Insights (Q2 2014): How passions drive purchases! Brands that engage consumers on their passions and interests influence purchases more strongly than others. In this issue, see how Unilever and other brands are leveraging this insight to drive results.
J'ai rédigé ce document qui collecte des faits et des exemples internationnaux dans la perspective du prochain PARIS 2.0 qui aura lieu fin Février début Mars et au cours duquel les profesionnels francais partagerons leur exemples de branded entertainment francais. La conversation à déjà lieu sur twitter via le hashtag #entertain_me. Tout le monde peut partager ses liens les plus amusant pour qu'on s'amuse 2 minutes au travail.
A l'instar de COCA COLA ZERO qui fait jouer ses consommateurs sur son site corporate, certaines marques proposent à leurs consommateurs de les amuser.
Ces marques qui marchent dans les pas Disney, la marque préfèrée des américains ne cherchent pas être des acteurs du marché du divertissement. Elles utilisent le branded entertainment pour interesser les consommateurs à leurs produits, capter leur attention et peut être gagner leur affection, voire pour mieux les connaitre pour
mieux les satisfaire.
En effet comme le montre GOOGLE qui annonce que 77% des americains consultent un autre écran pendant qu'ils regardent la TV, si les consommateurs sont de plus en plus connectés, ils sont de moins en moins disponibles pour les marques.
Produire des contenus divertissant apparait comme la solution la plus appropriée aux usages des americains qui passent 9 minutes par heure à se divertir en ligne (Experian). D'autant plus que les marques ne cherchent plus seulement à augmenter leur couverture avec un coup de buzz, elles cherchent à obtenir des retombées sur leur marque et au premier rang desquelles l'incitation à recommander
comme le révèlle une étude de OGILVY SOCIAL selon laquelle les marques ne parviennent pas à mobiliser leurs fans en ligne.
Si le branded entertainment est relativement bien accepté par les consommateurs, les annonceurs ont encore beaucoup de chemin à parcourir avec leurs agences pour arriver au niveau d'attractivité des contenus diffusés par BUDWEISER sur sa plateforme "made for music".
Ces annonceurs sollicitent leurs agences medias pour promouvoir leurs contenus transmedia. Ainsi quand MITSUBISHI sponsorise une émission diffusée à la TV, Absolut monte un partenariat éditorial avec VICE et NT1 diffuse son hashtag #walkingdeadNT1 via des ecards sur Twitter.
Divertir permet à ces marques de prendre vie dans le quotidien de leurs consommateurs en étant vraiment fédèrateur, utile et directement activables comme AMERICAN EXPRESS qui permet aux gens de partager leurs passions, L'Oreal qui aide à reproduire les looks vus à la TV ou IKEA qui donne accès à des contenus additionnels au fil de son catalogue.
Elles peuvent aller jusqu'à engager leurs consommateurs en temps réel, dans des moments forts en émotion comme DELL avec #DELLLIVE qui permet aux festivaliers de vivre des expériences augmentées ou tout simplement comme COCA COLA qui ajoute le WIFI à ses fontaines à soda.
Pour y parvenir les marques ont besoin de collecter de nouvelles donné
How Consumer Brands Create a Culture on Social MediaAndrew Salmon
For full resolution, download the presentation.
This report examines the social media practices of 10 top consumer brands, and how they succeed or fail to communicate an identity, and establish and foster a culture online. The takeaways from this analysis will provide insights from each brand’s social tendencies, and provide best practices for how consumer brands should be engaging on social media.
Micro-video is a type of content marketing that was one of the most dominant trends in social media in 2013 and shows no signs of slowing down in 2014. Brands are using micro-video to show off new products, share short promotional clips, let fans go behind the scenes, or to give simple do-it-yourself tutorials.With five tweets per second containing a Vine link, over 150 million users on Instagram, and over 58 million users on Keek, micro-video is a formidable tool to build relationships/community, interact with consumers, and engage emotions about a brand.
Brands are using micro-video to show off new products, share short promotional clips, let fans go behind the scenes, or to give simple do-it-yourself tutorials. Micro-video is a formidable tool to build relationships/community, interact with consumers, and engage emotions about a brand.
Weishi - An introduction to China's VineTotem Media
This presentation provides an introduction to Weishi ...another of China's up-and-coming social media.
Weishi is China's answer to Vine - an 8-Second video app - which allows users to shoot, edit and share creative, fun videos. Weishi has 24 million registered users to date.
Another app, Meipai also occupies a similar space as Weishi BUT Weishi has a distinct advantage as part of Tencent's ecosystem. It is connected to QQ, Tencent Weibo and most importantly WeChat.
A new perspective to social media platforms and their best practices that will help you or your brand build social practices. My point of view on how technology plays an important role in reaching people.
Super Socialize Me! Eat, Drink, and be Social (with Video)Grant Crowell
Social Video Marketing strategies with Videologist Grant Crowell. Originally presented Monday Oct 17th for the Chicago Social Media Marketing Club. Presentation covers an overview of social media marketing with video,
Why Video Marketing is So Powerful: What's Up Everybody, Welcome Back to My C...In Marketing We Trust
Welcome to Trusted Conf. and welcome back to my channel! This week at Trusted Conf. we’re talking about why video marketing is so powerful with Ezgi Turan, Growth Marketing Manager at In Marketing We Trust.
Watch the video to get the full insights into why video marketing is so powerful.
We cover:
*Video as a business-critical digital marketing trend
*Online video to take over from TV screens
*Personalized video: the marriage of video marketing and personalization
*Influencer marketing: shoppable content
*The future of video marketing: growth and demand
As YouTube continues to release new features for the nonprofit community, it’s becoming clear that every organization must develop a YouTube strategy.
Michael Hoffman discusses the technical, the strategic, and the creative sides of YouTube for Nonprofits.
J'ai rédigé ce document qui collecte des faits et des exemples internationnaux dans la perspective du prochain PARIS 2.0 qui aura lieu fin Février début Mars et au cours duquel les profesionnels francais partagerons leur exemples de branded entertainment francais. La conversation à déjà lieu sur twitter via le hashtag #entertain_me. Tout le monde peut partager ses liens les plus amusant pour qu'on s'amuse 2 minutes au travail.
A l'instar de COCA COLA ZERO qui fait jouer ses consommateurs sur son site corporate, certaines marques proposent à leurs consommateurs de les amuser.
Ces marques qui marchent dans les pas Disney, la marque préfèrée des américains ne cherchent pas être des acteurs du marché du divertissement. Elles utilisent le branded entertainment pour interesser les consommateurs à leurs produits, capter leur attention et peut être gagner leur affection, voire pour mieux les connaitre pour
mieux les satisfaire.
En effet comme le montre GOOGLE qui annonce que 77% des americains consultent un autre écran pendant qu'ils regardent la TV, si les consommateurs sont de plus en plus connectés, ils sont de moins en moins disponibles pour les marques.
Produire des contenus divertissant apparait comme la solution la plus appropriée aux usages des americains qui passent 9 minutes par heure à se divertir en ligne (Experian). D'autant plus que les marques ne cherchent plus seulement à augmenter leur couverture avec un coup de buzz, elles cherchent à obtenir des retombées sur leur marque et au premier rang desquelles l'incitation à recommander
comme le révèlle une étude de OGILVY SOCIAL selon laquelle les marques ne parviennent pas à mobiliser leurs fans en ligne.
Si le branded entertainment est relativement bien accepté par les consommateurs, les annonceurs ont encore beaucoup de chemin à parcourir avec leurs agences pour arriver au niveau d'attractivité des contenus diffusés par BUDWEISER sur sa plateforme "made for music".
Ces annonceurs sollicitent leurs agences medias pour promouvoir leurs contenus transmedia. Ainsi quand MITSUBISHI sponsorise une émission diffusée à la TV, Absolut monte un partenariat éditorial avec VICE et NT1 diffuse son hashtag #walkingdeadNT1 via des ecards sur Twitter.
Divertir permet à ces marques de prendre vie dans le quotidien de leurs consommateurs en étant vraiment fédèrateur, utile et directement activables comme AMERICAN EXPRESS qui permet aux gens de partager leurs passions, L'Oreal qui aide à reproduire les looks vus à la TV ou IKEA qui donne accès à des contenus additionnels au fil de son catalogue.
Elles peuvent aller jusqu'à engager leurs consommateurs en temps réel, dans des moments forts en émotion comme DELL avec #DELLLIVE qui permet aux festivaliers de vivre des expériences augmentées ou tout simplement comme COCA COLA qui ajoute le WIFI à ses fontaines à soda.
Pour y parvenir les marques ont besoin de collecter de nouvelles donné
How Consumer Brands Create a Culture on Social MediaAndrew Salmon
For full resolution, download the presentation.
This report examines the social media practices of 10 top consumer brands, and how they succeed or fail to communicate an identity, and establish and foster a culture online. The takeaways from this analysis will provide insights from each brand’s social tendencies, and provide best practices for how consumer brands should be engaging on social media.
Micro-video is a type of content marketing that was one of the most dominant trends in social media in 2013 and shows no signs of slowing down in 2014. Brands are using micro-video to show off new products, share short promotional clips, let fans go behind the scenes, or to give simple do-it-yourself tutorials.With five tweets per second containing a Vine link, over 150 million users on Instagram, and over 58 million users on Keek, micro-video is a formidable tool to build relationships/community, interact with consumers, and engage emotions about a brand.
Brands are using micro-video to show off new products, share short promotional clips, let fans go behind the scenes, or to give simple do-it-yourself tutorials. Micro-video is a formidable tool to build relationships/community, interact with consumers, and engage emotions about a brand.
Weishi - An introduction to China's VineTotem Media
This presentation provides an introduction to Weishi ...another of China's up-and-coming social media.
Weishi is China's answer to Vine - an 8-Second video app - which allows users to shoot, edit and share creative, fun videos. Weishi has 24 million registered users to date.
Another app, Meipai also occupies a similar space as Weishi BUT Weishi has a distinct advantage as part of Tencent's ecosystem. It is connected to QQ, Tencent Weibo and most importantly WeChat.
A new perspective to social media platforms and their best practices that will help you or your brand build social practices. My point of view on how technology plays an important role in reaching people.
Super Socialize Me! Eat, Drink, and be Social (with Video)Grant Crowell
Social Video Marketing strategies with Videologist Grant Crowell. Originally presented Monday Oct 17th for the Chicago Social Media Marketing Club. Presentation covers an overview of social media marketing with video,
Why Video Marketing is So Powerful: What's Up Everybody, Welcome Back to My C...In Marketing We Trust
Welcome to Trusted Conf. and welcome back to my channel! This week at Trusted Conf. we’re talking about why video marketing is so powerful with Ezgi Turan, Growth Marketing Manager at In Marketing We Trust.
Watch the video to get the full insights into why video marketing is so powerful.
We cover:
*Video as a business-critical digital marketing trend
*Online video to take over from TV screens
*Personalized video: the marriage of video marketing and personalization
*Influencer marketing: shoppable content
*The future of video marketing: growth and demand
As YouTube continues to release new features for the nonprofit community, it’s becoming clear that every organization must develop a YouTube strategy.
Michael Hoffman discusses the technical, the strategic, and the creative sides of YouTube for Nonprofits.
Find SaltTO Bank of America FROM Hind DavidDATE March 1.docxAKHIL969626
Find Salt
TO: Bank of America
FROM: Hind David
DATE: March 16, 2016
SUBJECT: Bank loan
Topic and Purpose
“Find Salt” is a food truck in appearance, but it is without wheels so it is a kiosk. This proposal acknowledges an issue related to the limited menu of the kiosk, and it proposes a document that will suggest and recommend food and beverages to add to the menu. And since this food truck does not move and it is located in United Arab Emirates where is weather is very warm and hot. In this proposal, I am asking for bank loan to be a franchiser for this food truck, but at in-door location and diverse menu.
Scope
This proposal will outline and justify the forthcoming document generally. First the general nature of the document will be discussed; then the subsequent proposal will be outlined.
Proposal
The proposed document will describe various types of food that is recommend to be added to the menu. Identifying the franchised restaurant, its location, design, atmosphere and location.
Methodology
Information about street food concept will be collected from existing sources like management journals and scholarship. Also, Find Salt fans will be surveyed to assess what food is their favorite and what is not. Also to see if they will visit if it was a restaurant in-door rather than just grab the food and go.
Document Outline
The proposed document will include the following specific sections and subsections. This outline is preliminary in nature and may be adjusted as information is gathered.
Introduction
· Background about “Find Salt”
· Current menu
Franchise
· The new menu
· Location
· Design
· Atmosphere
Conclusion
· Amount of money needed
· Suggestions
Benefits
The owner of Find Salt and the franchiser will benefit from the new adjusted menu and from the new concept of the food truck that is an in-door restaurant. Also, bank will benefit from the loan when they will be paid.
What’s inside: An introduction to video marketing and the key terms and concepts
you need for this chapter. We look at how to produce an online video within a sound content
strategy, and how to promote it through paid, earned and owned media channels.
13
Video
Marketing
344 345
13.1 Introduction
Unlike text and even images, video offers an extremely rich, engaging and
stimulating experience for viewers. With the increased availability of bandwidth
and improvements in video technology, people have started watching and sharing
videos on a scale never seen before. From music videos and funny clips of animals
to reviews, how-to’s and exciting commercials and movie trailers, people are
turning to video for entertainment, information and valuable content.
In early 2013, Google was the world’s largest search engine with almost 19.5 billion
searches in January alone representing a 67% market share in the US (comScore,
2013). Interestingly, the second largest search engine was in fact YouTube, the
popular video-sharing website. This indi ...
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
How to Create Real-World Results with Online InfluencersMariana Rodriguez
YouTube is the new Hollywood, and online influencers are fast becoming today’s A-list celebrities. With their built-in fan bases and wide social reach, these influencers can be great assets for your brand. But how do you find the right influencer to create valuable content for your brand? This presentation walks through how to find and work with online influencers to engage viewers with mobile video, the best practices for displaying video on mobile devices, across social channels and on your site, and the legalities around this type of content.
Management information technology
MBA - MIS
youtube case study
1. Define video sharing and describe how it is done at YouTube.
2. What can people do on YouTube?
3. How can YouTube create Internet celebrities?
4. How can YouTube promote music and artists?
For marketers who juggle myriad aspects of business management and advertising, keeping tabs on the details of dozens of social networks is a daunting prospect. But for as overwhelming as it can often be, it’s also hugely important to making the right decisions and investments for your business. This one-pager maps the top 8 social networks against each other based on various criteria, taking into account things like user base, tactical applications, KPI’s and more.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
3. Viral Video – Numa Numa
The first viral video, “Numa Numa:”
◦ was posted on December 4, 2004, before YouTube, which was
introduced in February, 2005
◦ showed a 19-year old lip-syncing to a song from a Moldavian
pop group popular at the time
4. Video Marketing- Introductory (1 of 2)
YouTube has more than 1 billion users.
The number of hours people are watching on YouTube each month is up 50% year over year.
3. 300 hours of video are uploaded to YouTube every minute.
Half of YouTube views are on mobile devices.
More than a million advertisers are using Google ad platforms, the majority of which are
small businesses.
More than half of YouTube views come from mobile devices.
7. Use of mobile & video is growing … (cont.)
◦ Google, owner of YouTube, asserts that U.S.
consumers who view branded video content
on smartphones are “significantly more
likely to watch, share, and feel personally
connected to ads and branded video content
than their counterparts watching on desktop
or TV are.”
◦ Shoppers like to use smartphones for
information while shopping; some prefer it
to store employees
◦ Figure 8.3 shows the impact of branded
videos on smartphones.
8.
9. Re B2B video marketing:
In 2010 Forbes found senior executives
watching more video, more often, sharing with
colleagues, and taking action based on video
content.
In 2014, Digital Sherpa said that 75% of
executives watch business videos at least once a
week.
For B2B video marketing, remember:
Video can be especially useful for the small
business that needs awareness and reach, but
lacks a large budget.
Executives are people, too! The growth of video
viewing in the general population makes a
strong case for growth in the business
community.
10. Benefits of Marketing with Online Videos (1 of 6)
Engaging Viewers
Video can create a strong connection
to consumers
Videos are particularly good for
storytelling, and enjoyable to most
viewers.
Video stimuli more appealing than dry
text or a podcast
The more senses that are involved in
gathering information, the more
engaging the process becomes.
Viewers become more vested in
content when a human face is
attached to it.
Communication studies estimate that
50% - 80% of meaning is conveyed
through body language; a well-made
video deepens the communication
experience.
11. Benefits of Marketing with Online Videos (2 of 6)
A serious disadvantage of online of print ads is that they require
the viewer to read them.
People are reading less, watching TV & screens more.
Marketers “follow the eyeballs” and the eyeballs of all age
groups are on video.
Young consumers 18-34 watch more video than older age groups.
Studies now show a noticeable shift to video among older age
groups 50 and older
The video audience is large and demographically diverse.
Large Audiences
12. Benefits of Marketing with Online Videos (3 of 6)
Some brands have an obvious link with stories and
other content that can make compelling video.
Red Bull has created such a link between its energy
drink and extreme sports.
Skiers may watch its double pipe or snowboarding
series
If consumers like racing, Red Bull offers everything
from motocross to Indycars.
The events and videos get a great deal of press
attention, extending the brand reach.
And there are some product videos thrown into the
mix.
Building Brand Awareness
13. Benefits of Marketing with Online Videos (4 of 6)
Demonstrating how to use a product has
several benefits as a video marketing
strategy:
Viewers with no experience with the product
may watch, be impressed, and consider
making a purchase.
Such videos may also assist those who have
already bought the product, leading to
favorable online reviews and video sharing.
Home Depot produces a wide variety of
product use videos:
How to Make a Vertical Planter
Do-it-yourself consumers make up 60% of the
industry’s sales, but they do not have the
technical expertise needed.
The videos and in-store workshops on subjects
of interest to that store’s customers proved to
be very effective.
Showcasing the Product
14. Benefits of Marketing with Online Videos (5 of 6)
Conventional B2B wisdom suggests that business videos are good for
demonstrating products and to help build trust in the brand and
product.
Research shows that videos also work to sell products.
Videos convert leads to sales at a lower cost than other lead
generation activities like expensive trade shows.
A 2014 Aberdeen Group study (see Figure 8.5) shows the effect of video
in B2B lead generation.
To make a B2B video, be clear about your marketing objective – A
sales lead? A purchase?
A video should be no longer than 3 minutes.
Generating Business Leads
15. Benefits of Marketing with Online Videos (6 of 6)
Marketers post their branded videos on
multiple platforms including their own
websites.
Table 8.1 shows the largest platforms, making
it clear that marketing videos compete for
attention.
In addition, Facebook allows videos on both
posts and Facebook Pay per Click (PPC) ads.
Advertisers like Facebook ads because they
generate more viewer interaction than videos on
other platforms.
Snapchat users share over 700 million
“ephemeral” photos and videos each day;
viewable for 10 seconds.
Twitter’s Vine only accepts 15-second videos.
Leading Video Platforms
18. Authentic
◦Use real people in actual locations. Home
Depot video channels provide good
examples.
◦Online viewers sometimes see high
production values as a sign of slick
professional marketing, and may be more
skeptical of the content.
◦Many viral videos are recorded using a
webcam.
◦Viewers will not only forgive, but will often
reward a “homemade” feel because the
content seems more believable.
19. How to Create Appealing Video Content (2 of 10)
Entertaining
◦People want enjoyable, fun content.
◦Red Bull is a master at creating videos that
engage viewers with all kinds of sports; the
emphasis is on sports, not the energy drink.
◦If a video is viewed millions of times
because it is crammed with thrilling action,
the brand will be carried along even if its
mentioned very briefly.
◦Entertaining videos make news, are shared
on social networks, and can spawn
imitations and spinoffs, expanding the
brand’s influence.
20. How to Create Appealing Video Content (3 of 10)
Intimate
◦ Its part of human nature to follow stories.
◦ A video that tells a story is more appealing,
and creates a connection with the viewer.
Dove launched the “Real Beauty” social media
campaign with personal and compelling videos
designed to bolster the self-esteem of tweens,
teens, and young women.
This FB campaign increased their number of
fans by 75% in 3 months.
Burger King’s Whopper Freakout campaign
(customers were secretly filmed when they were
told the Whopper was discontinued) created a
huge response for the firm.
21. How to Create Appealing Video Content (4 of 10)
Offbeat and Unusual
◦ Videos that challenge a taboo or seem
otherwise strange and unlikely can be
highly popular; most viral videos
feature these qualities.
◦ Relatively few videos are viewed in
their entirety (see Figure 8.6).
Desktop viewing completion rate was 20%.
Smartphone viewing completion rate was
10%.
◦ Location, mood and content matter.
Viewers most receptive in public places.
A mood of excitement increased receptivity.
22. How to Create Appealing Video Content (5 of 10)
Sharing Online Videos
While some content is so creative, funny
or engaging that it spreads organically,
not all online video producers are so
fortunate.
Schaefer: people share content for three
basic reasons:
As an act of altruism, to help or to share
information
To express their own identity
Because they have an emotional connection
with the brand
People share for intrinsic and emotional
reasons, but businesses are trying to get
people to share for economic reasons.
Also, sharing occurs in several stages:
primary, secondary and tertiary.
23. How to Create Appealing Video Content (6-8 of 10)
Primary sharing is the simplest
step, as it can be done by just one
person.
A video must be posted online,
often on several different video-
sharing sites so that more people
have the opportunity to find and
watch it.
Even if it is posted on several sites,
consider funneling all link traffic
through the most popular portal
(YouTube) or wherever the target
audience is concentrated, so that
the video will be ranked higher by
search engines.
Posting a blog entry to refer to the
video is also helpful; the post may
be picked up and further
distributed by syndication services
and shared by other bloggers.
This occurs when fans, friends,
customers or early viewers begin
spreading the video within their
own social circles; if those people
enjoy the video, they will pass it
along to their other contacts.
The majority of online videos that
fail to spread within the first forty-
eight hours never become popular.
Lay the groundwork for secondary
sharing earlier:
Interact with other content
creators, especially opinion leaders.
Some firms use contests or
incentives (Example: Doritos).
Even a free burrito can allow a firm
to leverage user-generated videos;
offering to share content created by
outsiders makes those people more
likely to reciprocate by sharing firm
content.
Tertiary sharing is when content is
spread on the Internet by people
who likely do not know or have
connections with the original
video’s creator; viral videos are
found at this stage.
Study: Facebook accounted for 81%
of shares
Pinterest at 7%
Twitter with 6%
No other channel accounted for as
much as 2%.
Make sure the video has a
descriptive & memorable title for
reference.
Consider having different titles,
tags, or keywords on each online
video-sharing website.
PRIMARY SHARING SECONDARY SHARING TERTIARY SHARING
24. Can you guess the most view
YouTube Video of All-Time?
A. Hotline Bling – Drake
B. Shake It Off – Taylor Swift
C. Gangnam Style – Psy
D. Dark Horse – Katy Perry featuring Juicy J