Tube Responsibly

Social Video Marketing 101

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Key Questions Ill (do my best to) AnswerWhy YouTube? How to do it (or NOT?) What should be our priority?What video experiences will persuade visitors to convert?

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Tyson: Karl J Kaul/Wonderful Machine; Background: Pat Gaines/Getty ImagesWhat?

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Heres what itHAS BEENtoo often and SHOULDNT BE

YouTube is NOT a billboard

YouTube as the dumping ground mentality9

YouTube as the dumping ground mentality10

is NOT adumping ground

YouTube as the dumping ground mentality11

Challenges for measuring performance and interpreting results12

Big Social Mistakes with YouTubeNot being genuineNot being transparentNot listeningNot engaging personallyNot looking for feedbackNot having a response planDoing what everyone else is doing, rather asking what your own customers would like to see.More concerned with trying to impress than actually be helpful.

How to tell if your company suffers from Viral Video Mentality (VVM)A 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.

(E.g., an over-reliance on views or top-of-funnel social metrics.)

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YouTube as a Shopping Mall

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YouTube is a Shopping MallMany stores to choose from.Many shoppers enter a store in just browsing mode. Shoppers easily bounce from store to store

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YouTube as a Casino

Then the mall turns intoa casino

YouTubes business model is like a casino

YouTubes business model is primarily based on advertising. That means, getting people to continue to watch videos, and videos, and videos. I.e., to never leave. 18

Why a Casino?Their goal is to have you stay long enough until the house wins. The trick is in knowing how to leave when when youre winning.

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Tyson: Karl J Kaul/Wonderful Machine; Background: Pat Gaines/Getty ImagesWhy?

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To Tube or not to Tube, that is the question.-- not Shakespeare

tem number:164301820Artist:PcanzoCollection:iStock21

Video augments our human nature

Article link: http://www.reelseo.com/case-viral-ecommerce/

YouTube link: https://www.youtube.com/watch?v=7OkUWDP5Nxg

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Video is a highly effective persuasiontechnology Dr. BJ Fogg, Director of Persuasive Technology at Stanford University, 2010It has become one of the most effective ways to motivate people towards certain behaviors.

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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, Director of Global Social Media at Citi and author of @ Your Service.

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What is Social?

unforgettableshareworthyconnectionemotionalprotagonistconciseinteractivepersuasiveengagingconflict & resolutionre-liveableauthentic

Storytelling in the context of video for e-retail

I define "story" in the context of online video for retail as:A visual presentation of sequential events with one or more relatable characters, which lends itself a special significance meant to connect with consumers, build their desire and trust over time, and lead them towards a clear business purpose.

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Emotionally Intelligent

We call this empathy29

For retailers, storytelling is an art and a business. Because of that, it requires more guidelines than freeform storytelling It needs to have a CTA

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Social Video MarketingThe blending of video with personal human interactivity for theco-creation of value.

Video is more social than textMore interactiveMore visceralMore empoweringMore persuasiveMore egalitarianMore personalMore influentialLow entry barrier (Fast, cheap, easy!)More willing to consume, react, produce, and spend!

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2014 Telly Award winner.

The Telly Awards honors the very best film & video productions, groundbreaking online video content, and outstanding local, regional, & cable tv commercials and programs

Start with this one and end with the Paper one. It will bring it full circle.

Why it works:

AuthenticCreativeConciseEye contactNon-intrusive CTAsCommunity

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919 MarketingCFNCTwo Men and a Truck35

Whats your goals?

Old Marketing to New Media Culture?

Social Video Marketing Is

Dialogue

Social Video Marketing Is.

Social Video Marketing NeedsGoing beyond justFriends and Fans And more emphasis on friendly, personal, helpful service.

Social Video Marketing isTo balance entertaining consumers With caring for consumers.With actually helping them out, and making them feel like part of a community.

Social Video Marketingsideal growthA co-dependent relationship between producers and consumersWhere both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other

Who should I learn from?

Different social video styles for different consumer funnels44

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Video Info-tainment in commerce

Staff as video instructors and personalities

Social Video as customer culture

More than just customer service, more than just customer relationships, its customer culture.50

Social Video as Editorial Commerce

Orabrush: Social Video Success

http://video-commerce.org/2012/06/engage-and-convert-a-sneak-peak-into-orabrushs-social-video-playbook/56

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 Facebook58

Engagementvs.Conversion

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Conversion videoshave a DIRECT marketing approachFor Orabrush, they are similar to entertaining, short-form infomercials.They educate people, teach them about their story, and show their 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/#ixzz2LNFxFrJh62

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/#ixzz2LNIz1t5g63

Strategy

Step 1: Define your goalsYouTube Marketing requires SMART goalsSpecificMeasurableActionableRealisticTime-sensitive

efine a strategically relevant and powerful content territory for your brand. This should lie at the intersection of your audience's passion points and your brand value proposition. What unique content can your brand bring to your consumers to earn their loyalty?

Depending on your brand's identity, you'll find different ways to pique your audience's interest and make them care about your content. We've identified three main ways to add value:INSPIRE the audience with emotional and relatable storiesEDUCATE the audience with useful informationENTERTAIN the audience by surprising them, making them laugh or sharing spectacular content

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Step 2: Define your identityDefine your identity will lead you to your core content strategy.Hero: Your signature video(s) Hub: What you are known for and can deliver consistentlyHelp: How you can provide direct value

efine a strategically relevant and powerful content territory for your brand. This should lie at the intersection of your audience's passion points and your brand value proposition. What unique content can your brand bring to your consumers to earn their loyalty?

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Step 3: Explain your valueThree main ways to add value:INSPIRE the audience with emotional and relatable storiesEDUCATE the audience with useful informationENTERTAIN the audience by surprising them, making them laugh or sharing spectacular content

Depending on your brand's identity, youll find different ways to pique your audience's interest and make them care about your content.

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Tips and tactics

Video SEOYouTubeTitle, Description, KeywordsPlaylists, categoriesCustom ThumbnailsTranscripts / Closed CaptionsInteractive cardsWebsiteLanding PagesCustom ThumbnailsVideo gallery/subdomainTranscriptsVideo Site Map

Top 3 YouTube KPIsWatch timeSession timeSubscribers & subscriber activity

Primary YouTube Key Performance Indicators (KPIs)Time watched (Audience retention)SubscribersTraffic to website.

Thumbnails

Thumbnails

Thumbnails

Thumbnails

Custom End Slates

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Closed Captions

Including a video transcript will help make your video accessible to the hearing impaired, and will also boost your SEO80

Closed Captions

Annotations

Use annotations to drive users to your website or a specific product page on your website.

They can also be used as callout when you are lacking certain post production callout elements. 82

Analytics

Series Playlist

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Hashtags

Hashtags are an excellent way to create a conversation around a video (campaign). 86

Show olay 87

Tools and resources

YouTube Creators Playbook

http://www.youtube.com/yt/playbook/index.html89

YouTube Creators Playbook

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

http://www.thinkwithgoogle.com/research-studies/youtube-brand-playbook.html

A slight departure from previous versions of the YouTube Creator Playbook, this 100-page guide is directed specifically at brands, offering advertisers in-depth instruction on how to gain more leverage91

YouTube Tools

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FREE EXCERPT!

Email me at grant.crowell@gmail.com and please share your own comment or question about our presentation.

ConclusionStart with a strategy and SMART goals. Hero, Hub, and HelpCare, Consistency, and CommunityIts not about going viral, its about being Social and persuasive.Think of your YouTube channel and community as a garden you need to nurtureDont be Sammy Sosa, be Moneyball.(Think Singles and doubles, instead of always swinging for the fences.)

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And finally

Screw Viral

THINK Before You SHOOT

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Tube Responsibly

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@GRANTCROWELL

ThankYou-be!

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