companies don't need to suck at social media

COMPANIES

DON’T NEED

TO SUCK AT

SOCIAL

MEDIA!

Presenta(on  made  for  Think  Interna(onal  IV  -­‐  Copenhagen

The ways people

communicate, work, and

organize themselves is

fundamentally changing.

The ways people communicate, work, and organize themselves are fundamentally changing.And the change is visual.

And the change isvisual.

What makes social media di!erent?

1.REACH

Social media is decentralized and able to reach all corners of the world.

Just look at what has happened lately, #egypt, #christchurch, #libya and #japan.

2.ACCESSIBILITY

The means of production for social media is not owned by governments or private organizations. The tools are available to everyone for free or little cost.

3.USABILITY

Social media has few barriers as anyone with the ability to use a computer or a mobile phone can create content and be producers of social media.

4.IMMEDIACY

Social media allows for instantaneous creation and response.

5.PERMANENCE

Unlike traditional media, social media allows for instantaneous editing, sharing or commenting.

Ok, so now we’ve established what social media is I’m going to focus on Video and why....

Video is the new black

Humanizingand how it’s

the web

Video isn’t going to disrupt corporate marketing some time in the future

IT ALREADY IS!

VIDEO IS MORE ENGAGING

‣For social marketing, online video is second only to Facebook for % of people using it.

(Source: Content Caboodle)

‣Cisco: By 2013 Video Will Be 90 Percent Of All Consumer IP Tra"c And 64 Percent of Mobile

What’s  that  bright  shiny  light?

Don’t be caught unaware...

Archives &Documents

ProductDemon-

strations

Events &Communi-

cationTrainingInternal

Communi-cation

CompetitionsMarketingCampaign

Video can be used for almost anything

Now, let’s see what video can actually do for an organization.

17.4%NEWSLETTER CLICK-THROUGH

Higher click-throughs in newsletters with video

771.262Minutes of engagement

10x

ENGAGEMENT

VIDEO LINK RECORD

More popular to click on video link than the next-most popular link in newsletter

112EMBEDS

Number of sites that embed their videos including google.com’s own search engine result page(Source: 23 Video)

1.2BSALES 2010

Zappos’ CEO attributes this success to online video: “Products with accompanying video sell better”

30%Using videos to describe and demonstrate products

8,000

SALES INCREASE

CURRENT VIDEOS

They feature employees instead of actors or models

50,000GOAL FOR 2011

Zappos strive to have even more videos next year, and they will need around 10 studios.(Source: Zappos)

3xPRODUCT VIEWS

3 milMinutes of engagement

2x

ENGAGEMENT

REPEAT VISITS

Double repeats compared with website only visits. Also double dwell times.

23%SALES INCREASE

23% higher basket/check out value

3x product views when supported with video

(Source: TubeMogul)

CASES

Community Building

This  danish  Ecommerce  store,  uses  video  as  a  key  sales  tool  by  providing  viewers  with  unbiased  and  engaging  product  reviews.

Community BuildingCommunity Building

They  have  also  have  built  a  strong  community  of  engaged  users,  by  le?ng  them  submit  their  own  product  reviews,  allowing  users  

to  build  their  own  social  authority  within  the  community.

User Generated Content

Carlsberg  gives  their  fans  a  place  to  share  themselves.  

User Generated Content

Other  viewers  can  then  vote  and  share  the  videos  around  the  web.

Demand Driven Content

Saxo  Bank  is  trying  to  become  a  thought  leader  and  resource  for  their  customers  and  potenEal  customers.

Stakeholder Communication

Novozymes  use  video  to  ensure  their  stakeholders,  both  external  &  internal,  get  a  chance  see  who  they  are  and  how  they  do  things.

Audience Extension

TED  and  their  sponsors  have  realized  that  the  audience  isn’t  just  limited  to  those  people  that  aKend.  

Audience Extension

Creating Social Objects

To  help  determine  which  frames  suit  them,  this  danish  optometrist  allows  customers  to  share  video  with  friends.  

Connecting your audience

Kilroy  uses  video  produced  by  students  for  students.

How do you know if it’s working?... and how can you keep improving?

Visual overview

See  all  your  video  assets  &  key  staEsEcs

Quantify user engagement

Understand  how  your  videosite  is  performing

Track clips across the social web

See  where  your  video  are  ge?ng  the  most  plays

Drill-down reporting

Understand  your  videos  performance

Drop-o! rates

Discover  where  in  the  video  people  stop  watching

Distribution to all your channels

Set  up  your  videosite  to  automaEcally  distribute  your  content  to  your  various  social  media  channels

RECAPVideo is the new black.

‣Build a community‣Allow users to create content for you‣Be a thought leader‣Engage your stakeholders‣Extend your audience‣Create social objects‣Connect with your audience‣Measure, analyze and improve

Try 23 Video yourself at 23video.comAnd see how we humanize the web.

Gus // gus@23company.com // @ideasoutloud

Ste!en // ste!en@23company.com // @ste!entchr