This document discusses social video marketing. It begins by asking 7 questions about social video marketing, including what it is, why to do it, who is doing it, and how to measure success. It then discusses whether a company is ready for social video marketing and how they should approach it. Finally, it provides some resources for social video marketing, including platforms, articles on Facebook, Twitter and LinkedIn video marketing, and the ReelSEO website for additional information.

1. $Grant Crowell, VideologistGrant@reelseo.com @grantcrowell

2. 7 big questionsI’ll answer aboutsocial video marketing

3. What is it?

4. Why do it?

5. Who’s doing it?

6. Should I do it?

7. How should I do it?

8. How do I measure success?

9. What resources can I get?What resources can I get?

10. reelseo.com

11. reelseo.com/video/social

12. reelseo.com/video/social

13. Video-commerce.orgvideo-commerce.org

17. Youtube.com/reelseo

21. VIDEOLOGY 101SOCIAL VIDEO MARKETING

22. AUDIENCE POLL!

23. Did this…

24. Make you buy this?

25. Or this?

26. Or any of these?

27. Or do you still think of this?

28. It had this…

29. And these…

30. And this…

31. And this…

32. Which got them this…

33. Plus this…

34. And this…

35. And this…

36. And this couldn’t hurt…

37. And this was nice as well…

38. But what’s the ROI, Old Spice Guy?

39. Even we were confused…

40. Some had serious doubts about social media marketing…

41. “What good are invented metrics for social campaigns if they don't evidence any influence on sales?”

42. How about a fresh perspective?

45. “Old Spice thought when the campaign was done that they were done. Huge mistake.”Gary Vaynerchuk

46. “A social media campaign in the Thank You Economy is never done! The Thank You Economy rewards marathon runners, not sprinters.”Gary Vaynerchuk

47. “All P&G needed to do was sprinkle a little bit more pixie dust by humanizing their business and ensuring long-term relationships with their customers, but they gave up.”Gary Vaynerchuk

48. “In doing so, they turned what had all the markings of a superb social media campaign into a one-shot tactic.”Gary Vaynerchuk

49. “The brand had an opportunity to continue the conversation with all of those people who connected with them, and they squandered it.”Gary Vaynerchuk

50. “They left their customers behind, limiting the full impact the campaign could have had on the brand. I'm sure there are more than a few people who were miffed when they could no longer interact with it.”Gary Vaynerchuk

51. “Worse, though, are the many, many more who simply forgot about the brand, and about how much fun they had interacting with it.”Gary Vaynerchuk

52. “It will cost Old Spice a lot to reengage those people.”Gary Vaynerchuk

53. The Old “Big Brand Mentality” on New Media Culture

54. Advertising over Engagement?

55. Old Marketing to New Media Culture

56. “Social Video Marketing” Needs…DialogueConsumerBrands

57. “Social Video Marketing” Needs…

58. “Social Video Marketing” Needs…

59. “Social Video Marketing” Needs…Going beyond just“Friends” and “Fans” And more emphasis on friendly, personal service.

60. “Social Video Marketing” is…To balance entertaining consumers With actually helping them out.

61. Social Video Marketing’sideal growth…A co-dependent relationship between producers and consumers…Where both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other

62. Social Video MarketingWhat is it?

63. What is it, really?

64. What’s your goals?

66. Definition NOT in Wikipedia:“social video marketing”Nor is… “social video” “socialize” (???)

67. Social Video (as I see it)Social video is the blending of video with human interactivity for the co-creation of value.

68. Social Video Marketing?A video campaign that appeals to the need to socialize, for the co-creation of value between the brand (producer) and consumer.BUT IDEALLY…

69. Social Video Marketing?…IDEALLY, consumers are encouraged and empowered to interact with the brand as equals, and with fellow consumers, for the co-creation of value

70. Social Video MarketingWhy do it?

72. Video is more “social” than textMore interactive

73. More visceral

74. More empowering

75. More persuasive

76. More egalitarian

77. More personal

78. More influential

79. Low entry barrier (Fast, cheap, easy!)

80. More willing to consume, react, produce, and spend!Video augments our human nature

81. “Video has become one of the most effective ways to motivate people towards certain behaviors.Video is a highly effective persuasion technology.”

82. “Video technology has changed and will continue to change. However…the psychology part hasn’t changed.” “We humans haven’t changed for thousands and thousands of years.”

83. Who’s doing it?Who can I learn from?

85. Video Info-tainment in commerce

87. Different social video styles for consumer funnel

88. iPad in a blender

92. Social Video as business culture

93. Staff as video instructors and personalities

94. Social Video as customer culture

95. video success metricsZapposplans on shooting a video for all incoming new product this year. That turns out to be around 100,000.

96. They are currently getting about 20,000 video hits a day on the site.

97. Now have 19,000 videos indexed on google.

98. Zapposoffers social media share (facebook, twitter, blog) icons on all product videos.

99. They track how many times this info is shared (and to what channels) each day

100. Major decrease in product returns from demo and how-to videos for customers to watch before they buy. Social video as customer service

101. Social Video as Editorial Commerce

102. Social video in book sale success

103. Social video in customer apology

104. The customer apology

105. The customer apology

106. Should I do it?

107. Are you ready forsocial video marketing?Have all major issues with your business been taken care of?

108. Can you handle attention?

109. Can you talk to people?

110. Can you help people?

111. Can you monitor your reputation?