grant crowell - social video optimization: real opportunities, success stories, and winning...
TRANSCRIPT
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- created
Aggregated
User submissions
What to measure in social video…
Content, not Ads
Views, not impressions
Shares, not clicks
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 • Attention &
Attraction • Escort / Dating • “Seeding” • Fling / STD • Intimacy • Monogamy • Taking partner
for granted • BREAKUP
Social Video Marketing • Creative
Video • Video Ads • “Seeding” • Viral Video • Conversations • Brand loyalty • Taking customers
for granted • 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
2. Go Mobile
3. In-‐house studio
4. Collaborate
5. Aggregate
6. Transcripts
7. YouTube – Promoted
Videos
8. Recorded Video Chat
9. Facebook “Like” of
Videos for Fans
10. Sponsor Web Celebrities
for brand placement
For a free in-‐depth Social Video Project Guide,
Email [email protected], subject line “social video guide.”
Your Social Video Project Guide
1. Passion
2. Pay attention!
3. Plan
4. Platform
5. Practice
6. Publish
7. Promote
8. Participate
9. Performance
10. Party!
For a free in-‐depth Social Video Project Guide,
Email [email protected], 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
2. Pay attention!
3. Plan
4. Platform
5. Practice
6. Publish
7. Promote
8. Participate
9. Performance
10. Party!
For a free in-‐depth Social Video Project Guide,
Email [email protected], 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
