Tag Archives: video

Links worth a click #15

A week with some great online content, tips and tricks.

PowerPoint as content: PowerPoint gets a hard press, in and out of meetings. But, used correctly, it can be turned into social media gold. Have a quick read of this blog post and see what ideas it sparks for you and your customers.

Business blogging: Here’s a piece for those amongst you managing or considering blogs, a list of ten great things to include in your thinking.

Some useful advice next on designing paid search (pay per click) campaigns that deliver.

Apparently, it’s no longer six degrees of separation when it comes to human relationships. According to Facebook, its 800m users give you access to anyone in the world (if they are on Facebook) in only 4 hops.

Using video? You should be. And it should be optimised. Here are some tips on how to optimise online video, with a natural focus on YouTube.

More next week. Happy Thanksgiving, Black Friday shopping weekend!

Five ways to integrate compelling video into your B2B marketing

My latest post as expert B2B marketing contributor on Dave Chaffey’s excellent Smart Insights blog went live today.

 

Video is an incredibly powerful way of bringing a product, brand or company to life and really positioning features, benefits and personality that can’t be conveyed using static media.

But, companies need to avoid gimmicks if they are to be seen as credible. The post offers five ideas for developing engaging video and offers five examples of businesses that have used them.

SmartInsights is fast becoming a ‘go-to’ digital marketing resource for marketers and business owners at every level of digital confidence. 50,000 unique visitors hit the website every month, 10,000 are subscribed to the weekly email newsletter, 1,650 follow on Facebook, 1,200 are members of the Linkedin group and 2,400 follow via Twitter. Bookmark the site now sign up for the weekly email by clicking through here.

Interactive video – trend or gimmick? (TFMA 2011)

The first session I attended at this year’s TFMA was given by Steffan Aquarone from Venio and focused on the latest developments in interactive video and how it allows content owners to make objects in their videos clickable thus enabling objects as links for viewers to ‘find out more’, ‘buy now’ or even drive the story that unfolds.

There is no hiding the significance of video in both consumer and business marketing. Video search takes up 50% of online search, YouTube is classed as a search engine and a growing proportion of video is now watched within Facebook.

Interactive video gives over control to the viewer and works best when it contains a genuine first or a gimmick in order to generate interest and drive traffic.

Getting video to go viral means interactive video can be used to meet a number of objectives.

– Increased sales conversion

– Engagement

– Improve delivery of information

– Provide entertainment

– Drive website traffic

Clickable video, like the Tippex example below are not new but are now becoming more accessible through suppliers like Buto. (Note this is NSFW, use headphones on the first bit – the second bit is inspired, I tried ‘sings’, ‘eats’ and ‘hugs’ – you’ll see what I mean!)

Considering the objectives above, clickable video works best in the following scenarios

– Increased sales conversion (use a ‘click to buy’ device in the video)

– Engagement (like Tippex, offer multiple story flows)

– Improve delivery of information (offer a ‘find out more’ mechanic)

– Provide entertainment (utilise games and incentives)

– Drive website traffic (have a high gimmick factor which generates leads)

In summary, and in thinking about how to put interactive video to good use, think first about your target audience, then about strategy, and only then about the tools. And if you fancy doing it through YouTube it is reasonable easy using the annotation link here is a video from ChadMattRob but if you want to skip the hi-jink to 3:30 you’ll get the tutorial.

Top Tweets of the Week (we 7 Jan 2011)

Monday 3 Jan: I liked Seth’s blog called ‘Maybe next year’ because it was about ignoring the little voice in your head and all the doom merchants. Read this and get off your backside: Seth’s Blog: ‘Maybe next year’ http://bit.ly/esxKRN via @ThisIsSethsBlog

Tuesday 4 Jan: I signed up to the WordPress Postaday initiative for 2011 this week. They have set up  cool daily blog full of blogging inspiration to help avoid blogger avoid writers block. Check it out here http://ow.ly/3y59D

Wednesday 5 Jan:  I retweeted this from @BtoBSocialMedia on How to Create Your Own YouTube Channel in 10 Minutes because video as we know brings websites, blogs, interaction and engagement to life http://bit.ly/aMbb65

Thursday 6 Jan: Thought this link provided a useful guide to Twitter newbies and a refresher to those who have been active for a while, via @PublicityGuru: 50 Ways to FAIL On Twitter http://bit.ly/fJfIT0

Fridy 7 Jan: I love a good white paper and the guys at @KomoriAmerica have put together a cracker on good social media, especially useful for those operating in b2b marketing http://bit.ly/eJHnZp

Best b2b social media tools: video

Video hosting online has been greatly simplified thanks to sites like YouTube and Vimeo. Companies and brands can now be brought to life with engaging moving content in a way not even possible five years ago.

And with emerging digital tools including email, Twitter, Linkedin and blogs, finding an audience that will view, like and in turn share your content is easier as well.

Hence the explosion in online video. It is estimated that 24 hours of video are uploaded to YouTube every second of the day and that billions of videos are watched every day.

Why use it for b2b?

YouTube is now a search engine in its own right. Video search is accounting for more and more of online search, with some commentators putting the figure as high as 50%. This makes profiles on sites like YouTube and Vimeo an essential part of your digital strategy. Call it social media optimization – where you use social media and file sharing sites to post content and boost your search engine optimization.

Consider using video if you have a compelling story to tell and the written word just doesn’t cut it. Or, if you need to deliver key messages in a more informative, engaging format. Or, if you actively want content to go viral.

The added attraction of online hosted video is that if it hits any of these buttons, the available options to browsers are huge – from embedding it another web page to tweeting, emailing and posting links all over the Internet.

But, don’t look to video if it is a one-off project, if you don’t like being in front of the camera, or if you don’t want to risk the video’s popularity running away with itself.

How to get started?

This isn’t a post about the mechanics of creating a video. For that, I recommend you visit the excellent Social Media Examiner site and this video blogging post in particular. That will set you off down the path with the right equipment, shooting and editing, together with some guidance and further reading on uploading and sharing elements.

Instead, this post concentrates on the why, how to get started and the sorts of content that you might consider as a b2b marketer.

As a starting point, register accounts with both YouTube and Vimeo. Aim to reserve the same profile names as other online and social media platforms as this makes it much easier to integrate and for people to remember you. Once this is done, you will own those profile names.

The challenge is then to either repackage and reformat what you have, or create new content. On the repackaging side, consider existing video material, animations and presentations that are already available within your business. Could these be edited, captioned and set to music or a commentary and uploaded as new content? Are there opportunites to refocus existing blog articles, press articles, conference presentations into bite-size ‘how to’ videos?

Some ways you could effectively use video to build interest in what you do include

–       Hosting conference presentations

–       Trade show highlights (whether it involves you, customers or the media)

–       Providing customer testimonials

–       Delivering relevant industry and expert interviews

–       Introducing key staff with video profiles

–       Video blogging

–       Video ‘how to’ guides

–       Product demonstrations

–       Corporate video

I’ve deliberately relegated ‘the usual stuff’ to the bottom of the list, which isn’t exclusive. Above all, have some fun. If your video is contrived, it will look contrived.

An example

It’s consumer but kitchen blenders are perhaps one of the dullest appliances in the home. But, not if it’s a Blendtec. Sales have increased 500% as a result of their innovative ‘will it blend’ site and promotional videos which have seen anything from phones to ipods and golf balls to shovels tested in their blenders.

Blendtec’s YouTube account hosts 103 short videos, has 344,000 followers  and has been viewed over 6 million time on YouTube – with many millions more on aggregation!

Summary

Like all other content, approach video from the perspective that it will endure, it could go viral and it will represent your business in an exciting way.

Stylistically, try to avoid talking heads by mixing establishing shots with head shots and audio. Think about the two minute videos on the regional TV news. If there is lots of content, split it across several uploads.

And remember, you’re not making a Hollywood blockbuster. The best viral video is rough around the edges.

What examples of great video content have you created or found online?

Top image www.viralblog.com

Top Tweets of the Week (14 Oct 2010)

A little late this week (I’m into my last two weeks of intense coursework) but here are some links and content I picked up this week that I feel are worthy of your attention.

Monday – Check out this SlideShare Presentation on LinkedIn : BROKEN MEETINGS (and how you’ll fix them) http://slidesha.re/c8jRsj

Tuesday – 25% of UK Top 100 CEOs called Michael, Ian, John or Andrewhttp://ow.ly/2S2io #dependablenames

Tuesday – Five Corporate Blog Must-Haves http://bit.ly/97jel2

Tuesday – 71% of tweets ignored from @wireduk http://ow.ly/2S2qM

Wednesday – RT @markwschaefer: New post:Twitter success stories: Explaining the ROI of Twitter http://bit.ly/auFwaU

Thursday – RT @briansolis Introducing The Conversation Prism Version 3.0 http://bit.ly/aWgT0O

Friday – RT @smexaminer How to Integrate Video Into Your Social Media Marketing http://bit.ly/9AVfZ4

The do’s and don’ts of social media marketing (A CIM event review)

The North West branch of The CIM recently staged a ‘Do’s and Don’ts of Social Media Marketing’ event. It was interesting learning more about the CIM’s position on social media and to hear from two industry practitioners including Marketing Scout’s Helen Dolce-Lund. Here are my key takeaways.

1. In a presentation delivered by Regional Director Diane Earles, it was encouraging to see the CIM sit up and look at social media from a business-use perspective. Though some of the examples cited were a little dated (Dell Outlet succeeding on Twitter, the relaunch of Wispa via Facebook and US shoe seller Zappos delivering gold standard service via social media) there were some interesting statistics on social media use and how personal and professional use is beginning to blur.

2. It is critical to think about your objectives of getting involved in social media before you get involved. Go where your audience is and use the tools that best promote your products and expertise. Video showcases product, white papers, podcasts and webinars deliver opinion and perceived expertise.

3. Brands clearly need to take some risk to engage audiences through social media. Establish how brave or conservative your business is and choose the channels that are less risky.

4. Don’t look at a popular channel and assume you can’t make it work. You might not think your customers use Facebook, but they all have a life when they leave their office. You can use the targeted advertising tool to see if there is value in targeting a particular geographic, age, gender, job title or sector before actually having to use it. Having a profile on high traffic social media sites also does wonders for your search engine optimisation.

5. Helen reminded the assembled group that for professionals and jobseekers, it goes without saying that you should set up an active Linkedin profile – and that it should be kept separate from Facebook and Twitter accounts, unless you take a professional approach to them all. Understanding privacy settings is also critical – especially if you ever looking for a new position!

In summary, an interesting event with some new material for the social media naive and a refresher for the early adopters.

Information regarding future events is available from the main CIM North West site.