engage and convert! social video strategies for real world roi

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Featuring your host: the multi-passionate, Superfessional Videologist Grant Crowell Engage and Convert! Social Video Strateg ies for Real- World ROI

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Featuring your host: the multi-passionate, Superfessional Videologist Grant CrowellEngage and Convert!Social Video Strategies for Real- World ROI

Featuring your host: the multi-passionate, Superfessional Videologist Grant CrowellEngage and Convert!

Featuring your host: the multi-passionate, Superfessional Videologist Grant CrowellEngage and Convert!

@GRANTCROWELL

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http://youtu.be/ko5eDNX5KSw5

reelseo.com/video/social

We have a column dedicated to social video, which shows up #5 in Google for that same term.8

Key QuestionsWhat videos should we create?What should we create them for?Which visitors should we create them for?What should be our priority?What content should be our priority?How to provide the best context to the visitor?What video experiences on the will persuade visitors to convert?

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Audience Poll!

How about this Catayst Ranch! This is like open mic night meets Pee Wees Playhouse

Show of hands how many of you work with a boss or another employee thats said social media is a waste of time? That its not serious business?

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VIDEOLOGY 101SOCIAL VIDEO MARKETING

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Social VideoWhats that?

Another AUDIENCE POLL!

Who here knows what social video is?

[Take an audience poll]15

Is THIS a social video?

What issocial business?I thought this was supposed to be about video???

But before any enterprise from the soloprenuer to the large enterprise, can be able to effectively move ahead with their own social business transformation, they need to come to their own definition that matches their mission, culture and business model. Its not so much a single definition, as much as it is a shared sense of understanding how business has been transformed, and how you may need to transform to recognize what consumers value, and what motivates and empowers employees. 17

There are many definitions for social business. This is the one I personally like the most because it talks about an ecosystem.

Social business is whats going to make human beings feel more like human beings in an sustainable environment economically and beyond

It is treating human relationships as an worthy investment, which both transforms and is transformed by advances in technology and shifts in culture

It is based on a belief that we are all in this together.

Social business is a shared sense of purpose with customer and employee relationships that build a transactional value

Social business is like your investments in the stock marketing, where the value is both social and economical.18

From the book Socialized! by Mark Fidelman

Maybe this can help better explain. We know how much the Internet transformed business and our culture. I am here to say that we are going through just as big a revolution. The 5th age of Modern Business is underway.

To understand where we are, we must first look back at where we came.We must understand that at each age, businesses had to adapt to technological and market forcesWe must understand that to survive in our current age, we must fundamentally evolve the organization to a highly adaptive one.

Rarely in business history has a new age opened up so many possibilities across every industry and discipline. In less than 5 years, the balance of power has shifted from seller to buyer, from big media to the influential individual, from industry trade associations to thriving digital communities.

Now is the single greatest time in history to be in business.

This Fifth Age of business has created a new set of rules for organizations to compete in the economy as equals.

But being large no longer ensures having a competitive advantage. In fact, it may mean the opposite. What else is business has been disrupted, shattered or destroyed?19

Increased speed of access to knowledgeReduced communication costsDecreased travel costsIncreased employee satisfactionReduced operational costsReduced time to market for products/servicesIncreasing number of successful innovations for new products/servicesIncreased revenue Increased customer satisfaction and loyaltyIncreased influence

If we are going to be able to realize what we are touting as benefits, we need a strategy for building process, in a form that is motivational and rewarding, and plays into human psychology.20

What is it, really?

social videoaccordingtoWikipedia(sort of)

Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social video marketing campaign, the content, distribution strategy and consumer self expression tools combine to allow an individual to add their voice or co-create value to a piece of content - then further propagating it out to their social circles.Social video typically benefits from a halo effect cast by the "influencers of a given social grouping.SVM draws on consumer culture theory, economic theory, and social theory around the psychology of sharing. Social video marketing differs from social marketing, which has the intent of influencing behavior for a social good.Theories on Social Video and Sharing[edit]Historical Context of Social Video MarketingConditions which have made the market conducive to the rise of social video marketing:Falling cost of technologyCameras' ubiquityIncrease of bandwidth and consumer accessComputer speed/RAMDesktop publishingRise of social networking sites[edit]Usage of the termReelSEO mentions social video marketing frequently and has been using the term since at least 2010. Social Video Marketing as a term has also been championed by Internet entrepreneur Shawn Hopwood.[1][edit]Current ResearchIn a 2011 study published in Psychological Science, a journal of the Association for Psychological Science, Jonah Berger found that subjects the sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Simply put, evoking certain emotions can help increase the chance a message is shared.In a prior paper, we found that emotion plays a big role in which New York Times articles make the most emailed list. But interestingly, we found that while articles evoking more positive emotions were generally more viral, some negative emotions like anxiety and anger actually increased transmission while others like sadness decreased it. In trying to understand why, it seemed like arousal might be a key factor, says Berger,[2] the Joseph G. Campbell Jr. Assistant Professor of Marketing at the University of Pennsylvania.In the study, Berger suggests that feeling fearful, angry, or amused drives people to share news and information. These types of emotions are characterized by high arousal and action, as opposed to emotions like sadness or contentment, which are characterized by low arousal or inaction. If something makes you angry as opposed to sad, for example, youre more likely to share it with your family and friends because youre fired up, continues Berger.

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The Wiki

Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video.

Incorrect about how long ReelSEO has talked about social video. Actually did it back in 2008, along with advertising age. 24

Its also about Emotional IQ soft skills. 25

Social VideoWhy do it?

Video marketing holds the top spot for future plans:

A significant 76% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for the coming years.-- Social Media Examiner, 2012 Social Media Marketing Industry Report

Key Social Media Examiners 2012 Social Media Marketing Industry Report:

Video marketing holds the top spot for future plans: A significant 76% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2012.ROI has become a top-priority.

The number-one question marketers want answered is how to track the ROI of social media. (It can be presumed that ROI expectation applies just as much to video as any other media or social channel, if not more so.)

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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. But we still need to understand the psychology of human behavior. Dr. BJ Fogg, Director of Persuasive Technology at Stanford University

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

Video is one of the greatest ways to help personalize the brand and create a trusted experience. We tend to trust humans, not some corporate logo and video is the best way to do that on a scaled basis.

Frank Eliason, Citis VP of Social and former executive support manager at Comcast30

Video is more social than text and graphics combinedMore entertainingMore emotionalMore interactiveMore engagingMore empoweringMore persuasiveMore egalitarianMore personalMore impactful with sharingLow entry barrier for participation (Fast, cheap, easy!)

its helpful for any business that is doing social video, to understand the distinction between the optimization of video for search engine performance versus social media channels; also, between computers and real people.

Video SEO, or vSEO, is about optimizing your video content for attracting unique visitors from web-based search engines organic results and video search results to your website.

Source: Social Video Optimization Vs. Video Search Optimization: Which is Better? http://www.reelseo.com/social-video-optimization/#ixzz1N9ZFoBgJ 2008-2011 ReelSEO Video Marketing 32

Big Mistakes in Social VideoNot being genuineNot being transparentNot listeningNot engaging personallyNot looking for feedbackNot having a response planDoing what everyone else is doingViral Video Mentality

How to tell if your company suffers from Viral Video MentalityA chronic compulsion to ask speakers at marketing conferences, How do I make a viral video?A failure to demonstrate an understanding of, or point to a direct relationship with, actual business objectives.Always swinging for the fences instead of looking for many singles and doubles.

Many businesses and professionals stricken with VVM exhibit the following symptoms:

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ROI has become the top priority

Courtesy of http://www.leadformix.com

ROI has become a top-priority. The number-one question marketers want answered is how to track the ROI of social media. (It can be presumed that ROI expectation applies just as much to video as any other media or social channel, if not more so.)

Courtesy of http://www.leadformix.com35

Adapt or Die!

It is not about who is the biggest or strongest it is about being the most adaptable to change. 36

Social Video in the Audience FunnelPurposeVideo Content Strategy

This is speaking specifically to the PDP experience, and with the presumption that the PDP is the entry point for the shopper

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Orabrush: Social Video Success

http://video-commerce.org/2012/06/engage-and-convert-a-sneak-peak-into-orabrushs-social-video-playbook/41

Orabrush was recently featured on the official Google Blog about their online video marketing success and being a rather interesting YouTube case study: "The Orabrush story: How a Utah man used YouTube to build a multi-million dollar business." I recommend checking out that article first for some good insight on the company's backstory, along with and their video marketing strategy, which is well summarized in the infographic below.

Source: http://www.reelseo.com/screw-viral-videos-orabrush-youtube-marketing/#ixzz2LNHzem00 ReelSEO.com, All Rights Reserved Follow us: @ReelSEO on Twitter | ReelSEO on Facebook42

Engagementvs.ConversionVideos

Conversion videoshave a DIRECT marketing approachFor Orabrush, they are similar to entertaining, short-form infomercials.They educate people, teach them about our story, and show our personality. They also have a clear call-to-action for a purchase to be made.Success is measured in actual sales. Theyre really focused around ROI, meaning if they dont get a positive ROI, or at least break even, then theyre considered a fail.

I guess you could also call it an edutainment video, or infotainment-mercial, but they are meant to convert, says Harmon. They educate people, teach them about our story, and show our personality. They also have a clear call-to-action for a purchase to be made. Theyre really focused around ROI, meaning if they dont get a positive ROI, theyre a fail, and the whole project was a fail or at least, we break even.

Read from OnlineVideo.net's - Forget Viral! Orabrush Offers the Cure for Viral Video Mentality http://www.onlinevideo.net/2012/07/forget-viral-orabrush-offers-the-cure-for-viral-video-mentality/#ixzz2LNFxFrJh44

Engagement videoshave a SOCIAL marketing approachEngagement videos are meant to build human connections with the viewer, nurture relationships, and build up social capital that will eventually convert to sales and lots of word-of-mouth.Orabrushs engagement videos start new conversations, bring people back, get them to subscribe, or endear them to their brand.They also exist to buy mind share with viewers.The goal is to get viewers to interact with the brand more, and understand their culture and story.

Engagement videos are meant to build social connections with the viewer. Orabrushs engagement videos start new conversations, bring people back, get them to subscribe, or endear them to their brand.Our engagement videos are more for existing customers. They exist to buy mind share with our viewers. The goal is to get our viewers to interact with our brand more, and to understand our culture and our story, says Harmon.

Read from OnlineVideo.net's - Forget Viral! Orabrush Offers the Cure for Viral Video Mentality http://www.onlinevideo.net/2012/07/forget-viral-orabrush-offers-the-cure-for-viral-video-mentality/#ixzz2LNIz1t5g45

Engagement Video Types

Excite video: WillitBlend

Explainer videos

Longer format intro videos that require hand-holding for shoppers with new, innovative, and/or complex products; and/or for introducing a new or unfamiliar company48

Explainer Videos BenefitsNeeded hand-holding for shoppers being introduced to new, innovative, and/or complex products, services, or offerings.Good at keeping shoppers attention. The average explainer video is watched on average for about 2.7 minutes.A memorable way to make an impact on visitors and help them with important information they need to make a decision.Greater shareability from enriched information and creative opportunities.

GolfsmithKeratase

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Explainer Video Example: Dropbox

The Apology video

http://www.youtube.com/watch?v=-r8Th9DBGbQ51

Why Apologize with video?

Benefits of apologizing with videoA sense of ownershipA sense of responsibilityDirectly saying what it is you're taking responsibility for.A degree of emotional sympathyAn actual remedy you intend to implement (or have already implemented.)

Dont be afraid to get emotional

Dont be afraid to get emotional54

Video Ratings & CommentsCollect viewer feedback & gauge video effectivenessClick the tell us why button to write your opinions on why the video was or was not helpfulwrite your commentsIn-Player Video Feedback:

In the Invodo InPlayer, viewers access the ratings and comments panel by clicking an icon in the bottom right corner.This panel also pops up automatically after completion of the video to encourage participation.With the prompt of How helpful was this video, viewers simply choose their rating and hit submit, which requires little effort once the panel appears.Overall, video ratings were reported to be quite positive, with the average for all videos coming in at 4.17 out of a possible 5 stars, with over 60% of all ratings were given 5 stars.

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In-Player Video Feedback

In-Player Feedback Example: OnlineShoes.com

Liveclicker57

What to measure in social video

Content, not AdsViews, notimpressionsShares, not clicksDan Greenberg, President of ShareThrough, says its about measuring these 3 things

http://www.reelseo.com/social-video-advertising/

Change the way we measure success.

Change the way we create and interact58

KPIs that MatterHave clearly defined goals before you startDefine the KPIs early and measure on an ongoing basisClearly define and distinguish between social and financial KPIsSegment different content and engagement typesDo both internally and externally

Use Orabrush Engage and Convert!59

Primary Video KPIsClick-to-playTotal videosCompleted videosConversions

KPI DefinitionsAlways have a clear understanding, both internally and with each vendor of how we choose to define these terms:LiftEngagementConversionsViews

Social Video KPI examplesContent TypesUser generated videos vs professionally produced videosBoth professional and user-generated videosPerformanceFinancial (Conversions to purchases/sales)Engagement (Views, completion of video, visits, time spent watching videos, time spent on site where a video was watched, Facebook likes other CTAs)Web Analytics Integration and TrackingA/B Testing: compare performance of pages with video against pages without video

A request to see a video counts as a view. 62

KPI categoriesHard KPIs (Financial Value)Total RevenueAverage Revenue per VisitorAverage Order Value (AOV)Decrease in returnsSoft KPIs (Engagement)Views (Video, Pages)New visitorsTime spentVideo shares (total, types)Reviews, ratings, likes, follows, commentsUser video submissionsCustomer Engagement, Customer satisfaction, search engine visibilityHybird KPIs

RECOMMENDATION: We should also discuss Social KPIs.63

Step 1: Define and measure success metrics based on business objectiveStep 2: Conduct A/B testingDecide Control and Experiment size (50-50, other)Decide time period; recommended to measure results every week for at least 3 months, bi-weekly at very minimum.Step 3: Conduct survey research to get qualitative feedbackStep 4: Derive insights from results and leverage the learnings to launch more effective content in future

Direct Sales UpliftCustomer Engagement Conversion Rate64.6%Order Value55.9%Time Spent27.3%Page Views12.58%Business Units GoalsNew Customers38.6%Customer SatisfactionReturns(was not measured)Add to Cart21.2%Social Video KPI Example

Gap: Customer satisfaction should include activity from sharing and discussion on social media sites.

Recommendation: Include customer participation around video assets (comments, uploading, etc.)2/19/1364

Social Video ROI RecommendationsSet two different ROI standards for video: 1 for conversion videos (direct marketing), and one for engagement videos (social). Social videos should be built around loyalty metricsUnderstand the buying cycle and the customer lifecycle for related and distinctive KPI sets around the video experience.Integrate video KPIs with channel-specific and campaign-specific KPIsMeasure the impact of video on sales (conversions):Buy Lift: Are viewers more likely to convert?Measure the impact of video on engagement:Time of engagementSharing Track how consumers are sharing the video (social channels, Feedback how they are commenting on

Social VideoPlaybook

NOT a static documentA dynamic collaboration on an social platformEveryone designs the plays!Always adaptable for handing disruption.

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Social Video Business TipsResearch, listen, engage, and give feedbackSelect a video marketerCreate a media centerHave a content calendarHave a shoot planEncourage and incentivize participationUtilize social media and business networks.

2013 Social Video Playbook PlaysUse internal stakeholdersPractice customer care. (Listening, feedback, service-driven instead of sales-drivenCreate your own video learning center.Participating on social media channels with seeding, sharing, and cultivating relationships around community-driven video.

Staff as presenters

Product videos are hosted by content coordinators who create their own scripts, matching their personality and the item theyre talking about.The effect is liking talking to a good friend explaining what he or she likes, with unexpected mistakes sometimes left in.

Product videos are hosted by content coordinators who create their own scripts, matching their personality and the item theyre talking about.

These one-minute-or-less videos begin with the coordinator on a stark white background introducing themselves and then, in their own style, describing the product.The effect is liking talking to a good friend a friend explaining what he or she likes about a favorite shoe, bag, or hat.

In the video for the Nike5 Elastico indoor soccer show, the host describes the shoe and accidentally drops it. Its silly but thats part of the brand. Zappos videos feel real because they are real and shoppers love them.

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Do business-quality videoBusiness-quality videos refers to video that meets all of these requirements:Technical and content standards that match up with professional standards of video by your industry, and your audiences expectations with your brand and channel.A accurate representation of your brandProfessional videos do NOT requireCeding all production work to outside agenciesUsing only professional talent

Many businesses have seen strong ROI by using in-house talent and handling some pre-production and production work.

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User-GeneratedUser-generated video content (UGC) is also referred to as user-generated videos (UGV), or consumer videos.User-generated videos comes from each of the following:Actual membersNon-members, but Fans of your brand and social networksEnthusiasts around the topics, themes, and points-of-view you create.User-generated Video Content TypesTestimonials / Member storiesQuestions and commentsAnnouncements

User Generated Videos, BenefitsTrust many visitors are more likely to trust reviews their peers over brands. Lowered expectations visitors have less demanding expectations by consumers with the technical quality and presentation. Social sharing visitors can can record and share videos with her social graph (on Facebook, Twitter, Email, etc.). This can help build a social media fan base.SEO user generated videos can be optimized for search traffic, with many showing up under Google search results with the word review, demo, or how to.Popular with younger shoppers GenYs, or millennials, are the fast-growing customer segment. (More info)Free no production cost your company

Supporting info: http://video-commerce.org/2012/04/5-reasons-why-consumer-video-testimonials-are-great-for-e-commerce/76

User-generated video vendorsVideoGenie user generated platform for creating and distributing product video and testimonials across websites and social networksCase study: LevisCase study: ShoeDazzleCase study: Bud LightBravo creates microsites for clients where shoppers record their own videos and submit for our consideration to feature in reviews.Client example: 2nd Wind Exercise

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Recommendations for User Generated VideosVideo Upload ProgramOffer incentive program with the user-submitted video.Provide explainer videos and helpful guide for how to record and submit videos.Collect videos over time through email marketing ("Tell us what you love about your _____?)

Mention placement.

Include reviews in recommendations as well as in the player. (Talk about placement).

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Business Context: Prosumer VideosProsumer is a combination of producer and consumer that perfectly describe the millions of participants in the Web 2.0 revolution TechCrunchProsumer is a contraction of the words professional and consumer.While the term is often used to describe electronic products meant for serious hobbyists, prosumer is also used by video marketers to refer to all of the followingA cross between professional-grade and consumer-grade video productionPairing real consumers, employees, non-actors with professionally-grade video direction and production. Experts and influencers by profession, instead of solely video production and video talent.Zappos and Crutchfield, two leaders in video commerce, have nearly all prosumer videos on their own shopping websites.

Business Context: Prosumer VideosThere are many benefits for why every business should be doing prosumer videos:More trustworthy to consumers:More genuine and knowledgeable than actorsReal stakeholders who engage directly with visitorsAccessible people for consumers to personally engage with.Quicker turnaround timeCan shoot at your workplace or local studioMore participation = more videosMore videos online for the business solutions and products that matter to most to your visitors and your bottom line.Internal stakeholders more inclined to participate when they feel like they have more controlContent you OWN!

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Recommendation: Pro-Sumer VideosUse real people with real connections to your brandPeople who deal with your audience, clients, and customers on a daily basisEmployees who are savvy, passionate, love to help, and have stories to share around the solutions you provide (and the people who use them)Influencers and personalities on your social and community sites.Encourage these people to do videoStart them with some with professional-grade video production resources. (Camera, some studio time, practice with professional producers, etc.)Give them some basic training and a resource guide for collaborating with others.Set up quality control standardsTechnical qualityCustom standards by video content type, page type, and business type.Script templatesGive them some freedom to make mistakes and improve. (Sometimes better to leave in minor non-technical mistakes, since it feels more genuine.)Create online bios of the customer care specialistsShow a link series to their videos (product demos, product FAQs, etc.)Share on our YouTube channel, which will point people back to your landing pages on your website.

Overall Style Recommendations: Be Pro-SumerToneHave an educational and personal tone at first, mixed with customer service. This is how you earn and build on peoples trust. Dont be talking about that youre the best. Be focused on your visitors needs, desires, pain points, and overall enjoyment.Be personality-drivenUsing real internal stakeholders memorable personality will make visitors remember the brand and the video better, and be interested to engage more with the video content. (This includes watching more videos of someone theyre interested in and trust.)Include a POVHave the talent express what they like about the solution (product, service, etc.) as their own personal experience with it. Allow them to talk in the first person and use IInclude real names and titlesThis shows the authenticity of the message and builds trust with visitors.

Presentation RecommendationsKeep a consistent experience between products in the same product line or category.The introduction of branding ,slogans, catch phrases, jingles is often viewed as a negative. Keep in mind the different motivations visitors have per product type, just like their preference for video content types will vary based on their own personas. This is why you need to design and present variable video context types. Infuse personality and some unique content

Focus on Contextual Video ExperiencesProvide as much context as possible around our PDP video that still makes it easy for shoppers to find and use to their ability.Multiple related and relevant video contentDynamic and responsive video players, with categorized and prioritized video contentRelated/targeted content and shopping offers appearing along the video in a synchronized fashion (time stamped)Social engagement buttons and sharing linksClickable links in or around the video (related to the content of the video)In-video feedback (ratings and reviews)Closed-captioningGlobal/multiple languages (audio and text)Automated and interactive transcriptions either within the video player in a separate window, or in a separate location on the same pageIn-video keyword search (for indexing video content in search results)

It goes back to motivation and ability. 84

Distributing social video

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10 Social Video Optimization TipsSimplifyGo MobileIn-house studioCollaborateCurateFeature customers and key influencersTranscripts / Closed CaptioningYouTube promoted videos and promotional toolsLive and Recorded Video Chat (Including Hangouts)Facebook Like of Videos for Fans

12 MORE Social Video Optimization TipsBe listeningBe responsiveBe personalBe relevantBe interesting ContextBe helpfulBe conciseBe transparentHave a purpose!Have a clear call-to-actionHave a point of view

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My 12 Big Cs of Social VideoCommunicateContentConversationsConnectionsCareCollaborateCommunityCustomizationConciseClarityConsiderateCan I get an amen? ;-)

Have a point of view88

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YouTube Creator Playbook

http://www.youtube.com/yt/playbook/index.html

http://www.youtube.com/yt/playbook/index.html90

http://www.youtube.com/yt/playbook/index.html91

Social video business resources10 Reasons Facebook Video MarketingIs Valuable for BusinessFacebook Video Marketing Tipsfor a Socialized Business StrategyFacebook Video Marketing Tipswith Social Media Expert Mari SmithBest Facebook Apps for VideoMore tips available at http://www.onlinevideo.net/2013/01/facebook-and-twitter-video-marketing-tips-for-social-businesses/

Social video business resources5 Top Twitter Video Marketing Strategiesfor Every BusinessWhats the Business Value of Twitter Video Marketing?Twitter Micro-Video Marketing Strategies for BusinessTwit Happens: Tips to OvercomeLegal Dangers with Video on TwitterMore tips available at http://www.onlinevideo.net/2013/01/facebook-and-twitter-video-marketing-tips-for-social-businesses/

2013 Video Marketing Playbookhttp://bit.ly/2013VideoMarketingPlaybook

http://bit.ly/Wy65iW94

ConclusionCommunication before Content!Have both a social ROI plan and a financial ROI plan for your video.Build rational and emotional video experiences that generate a positive overall customer experience.Dont just tell, show!Provide an optimized video experience into your websites, and across all distribution channels, targeted at stakeholders with real purchase intent; and with the primary goal of nurturing visitors and cultivating conversions.

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Final Thought

OPTIMIZE YOURSELF!Take some the time to engage with your audience one-on-one with video.

[email protected] grantcrowellgrantcrowellgrantcrowellgrantcrowell

Legalvideoguys99