eVIDEO & SOCIAL MEDIA MARKETING

“Brands are moving further away from direct advertising, whose metrics are hard to calculate, and into original video content – content that is created not to sell but to engage”

Kerrin Sheldon, founder of humanity.tv

2 Social Media High-Flyer Series

Working with brands such as News Corporation, EE, BBC Worldwide, Ogilvy Group, Sky and Chelsea FC, for a decade. We are constantly gaining experience and expanding our understanding of the socialsphere. We’re also connecting with others’ ideas, backgrounds and viewpoints.  The act of sharing enriches us all. The SoMazi Social Media High-Flyer series – a regularly curated collection of tips, guides and thought pieces – is  distilled from our hands-on experiences in the socialsphere.  It’s designed to help you amplify the impact, reach and value of all your social media efforts. Maz Nadjm, Founder, SoMazi@mazi

"An investment in knowledge pays the best interest."

- Benjamin Franklin

3“The average viewer watched nearly 22 hours of video in a single month.”

• 50% of tablet users watch video content• 48 of the top 50 online retailers feature videos on their websites

What are the benefits?

• Easier to consume than text• Evergreen videos can stay relevant for many years, for example video testimonials are valuable

assets showcasing the company’s expertise.• Once created, a video can be repurposed to serve different campaigns and can be reused,

including across different social media channels, • Short videos are perfect for mobile consumption. With more users on an “all-you-can-eat” data

plan, it’s not the size of content, but limited screen space that’s an issue in mobile content consumption. An engaging video showcasing the product or service can provide all the necessary information without the need for scrolling down and viewing many different pages.

• A good smartphone with is enough to get started for taking your first videos and will let you build up more confidence before expanding the budget

(Video) Content is KingOpportunities to use video for marketing

SundaySky, 2012

4 New PlayersKeek.com

Keek is a video social networking platfrom that allows friends to share videos up to 36 seconds-long. There are no edit options, but the “keeks” can be shared easily via Facebook, Twitter, etc.

5 New PlayersKeek.com

Is it worth it to get involved?

• There is an opportunity to reach new demographics. According to the Keek COO, Lamont Wilcott, “65 per cent of the audience is between 13 and 24 years of age and 20 per cent are between 25 and 34 years of age”.

• There aren’t many brands who’ve really given Keek a try yet, which leaves a lot of room for experimentation.

• It could be a great chance for individuals who wish to build up their own personal brand – sharing expertise and personal opinions – to build trust among future customers.

• Keek lets you respond nimbly to news and marketing opportunities – quickly creating content that can be rapidly consumed and shared.

6Vine is “the Instagram of the streaming video” - an iPhone-only app that allows you to share videos up to 6 seconds long, which can be edited frame by frame.

Many companies have embraced Vine, attracted by low cost and ability to share instant updates on the go.

How to convey your brand message in 6 seconds?- Decide on the key message- Simplify it- Decide on a call to action – Do you want the

viewers to visit your site? Comment on Facebook?- Visualise your message – think creatively how can

you express the message in a fun and visually attractive way

- Use hashtags to string related videos together- Post and share!

New PlayersVine.co

BBC

Armani

GAP

7Viddy is a video sharing app that allows you to record and share videos up to 15-seconds long. Unlike Vine, there is a version for Android, as well as iOS.

The Android version of Viddy includes 10 new video effects (similar to Instagram effects, but for the moving image) and 16 soundtracks, and takes advantage of Android smartphones’ HD features.

Another advantage over Vine is more family-friendly content: the app’s rating is 12+ (you need to be over 17 to download Vine).

These advantages of Viddy mean that using it could allow you to reach a broader audience than the platform- and age-restricted Vine.

Brands who’ve managed to build up a considerable following on Viddy include Southwest Airlines, Warner Bros Records and Redbull UK.

New PlayersViddy.com

(TheVerge, 2012)

8

1. Testimonials

2. Vox-pops

3. Expert answers

4. Whiteboard videos

5. Mini-series

6. Competitions, for example: guess a location, send “keekbacks” with ideas for a new product name

7. Meet the team

8. Comment on news stories

9. Tips and how-to

10. Tour of your location

11. Business trip reporting

Content Ideas

If you really want to benefit from video marketing, make them a part of your content strategy. Decide on how often to post, who’s responsible, what formats you are going to use. It is also useful to have guidelines in place to avoid inappropriate content.There are many formats you can try:

9Experimenting with new platforms such as Keek or Vine can help to reach new customers and give your brand a human face.

Remember, platforms come and go, but the opportunities for using video in business are much broader, for example:- Customer support- Loyalty building through personalization features such as: preferences, transactional

history, social data and communication.- Liaising with your sales team, so they’re sending engaging video as part of their day-

to-day sales communications to new prospects and potential customers.  - Internal communications - Employee education- Legal & safety

Find the Context Beyond the Hype

Comscore, 2012 ; SundaySky, 2012

10 THE SOMAZI EFFECT

This presentation is a part of the SoMazi Social Media High-Flyer series. For more presentations, reports and learning materials, go to http://www.somazi.com/resources/.

SoMazi has offices in London, New York, Bergamo and Geneva. We’d love to hear from you.

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Authors

Ewa @Ewajoan

Marlies@MsSpijker

Clementina@CGZatSomazi