social media & video overview

ENTERPRISE SOCIAL MEDIA

VIDEO FOR BUSINESS

TH E A P P L I CATI ON OF N E W M E D I A I N CON S U M E R E N G A G E M E N T ON L I N E

Workshop Objectives

Focus on ways to use new media:

o Enterprise Social Mediao Understanding the Value of Social Mediao Rules of the Gameo Managing ROI

o Online Video for Businesso Why Use Videoo How to Get the Best Resultso The Importance of Video SEO

You will gain a better understanding of how to utilize social media and video to manage consumer interaction & cost effectively build brand awareness.

Homework

Take Notes

Resources

About GibSEM Group

o Serve SMB Clientso Internet, Telecom, Real Estate,

MLM, Non-Profito About Jim Gibson

ARCC AcquisitionRetention

ConversionCommunity

Areas of Expertise:

o Search Engine Marketing (SEM)o Search Engine Optimization (SEO)o Social Media Optimization (SMO)o Cause Marketingo Online Community Developmento Company/User Reputation Managemento User Generated Content (UGC) Management

Enterprise Social Media

Social Media:

1. Building relationships by providing valuable content2. Giving customers “preferred” ways to engage with your brand

What can your business do to succeed online?

Your Company & Social Media?

C2B Communications History

Why People Use Social Networks?

People use social networking for a variety of reasons:

o Get back in toucho Share information in a common channelo Find new friendso Networking (e.g., interests, business, jobs)

2010 Statistic:46% of adults participate in Social Networking25% of adults do so on a weekly basis

Source: Pew Internet & American Life Project

Have online profile

Statistics:Age 18-24 75%

Age 25-34 57%

Age 35-44 30%

Age 45-54 19%Age 55-64 10%

Age 65+ 7%

Why Businesses Use Social Networking

Businesses use social networking for a variety of reasons:

o Build relationshipso Branding opportunitieso Attracting traffico Generate leadso Cost effectively communicate w/customerso Identify new sales channelso Give customers a voiceo Build link popularity

Decide today why you want to use social networking.

Social Web Behaviors

The Social Web is dominated by Member Communities and consists of 4 behaviors:

o Content Creation – Knowing what to createo Content Distribution – Understanding how

to get content out thereo Content Consumption - Must love to consume contento Transactions – buy, convert

The Social Web is no longer just about creation, distribution & consumption; in the future, the highest priority will be placed on the value of the content.

4 Ways Social Media is Changing Business

Social media is helping to forge a new era in business transparency and consumer engagement:

o From “Trying to Sell” to “Making Connections”o From “Large Campaigns” to “Small Acts”o From “Controlling our Image” to “Being Ourselves”o From “Hard to Reach” to “Available Everywhere”

Social Media allows companies to opportunity to develop more genuine and direct connections with their customers.

Leveraging Social Networks for Business

Social Media Comparison

FaceBook:67% of all SocnetUsers worldwideTwitter Growth: 579% since 1/08

Source: compete.com

Social Media Growth

Avg time spent = 5.5 hrs (up 82%)

Social Networking Conduct (Do’s)

Social Networking online is no different than face-to-face interaction. Here are the 6 basic rules:

o Listen o Engageo Contributeo Build relationshipso Follow-upo Represent yourself & your brand

I’m Listening

Join an online discussion and practice these habits

Social Networking Conduct (Don’ts)

How you conduct yourself online is a direct reflection of not only you but your company as well! Whatever you do, don’t:

o Be carelesso Be inappropriateo Be aggressiveo Be self centered

Important: It’s not a race to be the most popular! Building relationships takes time and sincere effort.

Hub & Spoke

CompanyWebsite

Social Media Tools

What to Measure?

Key Performance Indicators (KPI’s)

o Size of communityo Engagement growtho Reputationo Interaction velocityo Click throughso Conversionso Traffico Page Views

Measuring Tools

Tools to help measure social media engagement:

o Analytics tools (Google Analytics, Clicktracks, Webtrends)o Social Media Analyticso Google Alertso Yahoo Alertso Tweetmemeo Technoratio bit.lyo Salesforce.como Viral Heat

Source: Viralheat.com

Social Media Goals

Before you start any social media campaign, SET CLEAR GOALS!

o More Saleso Increase Registrationso Build Referralso Create Linkso Reduce costs & improve processeso Improve customer experienceo Develop leadso Target parts of sales cycleo Generate inbound activity

Making Social Networking Pay Off

Get into the CONTENT MINDSET!

o Focus, Focus, Focus!o Build your contacts (Intelligently!)o Know your target market & what they are looking foro Join groups and contribute meaningful contento Balance “distribution” & “contribution”

Building relationships via social media takes time and effort. There’s no overnight solution to achieve success!

Develop a Plan

o Set up your tool chesto Decide on analyticso Consolidate & make social media accessibleo Create content strategyo Assign responsibility withino Watch what your competition is doingo Create and distribute contento Follow up & be consistent!o Measure results & adjusto Monitor online reputation

Lock in your name across all social networksRegardless of whether you are using today or not!

Resources

o Market Data: www.comscore.como Online Marketing Associations: www.the-dma.orgo Social Media Trends: www.mashable.como Website Traffic: www.compete.como Analytics: www.google.com/analyticso Website Traffic: www.alexa.como Website Analysis: www.hubspot.como Education: www.socialmediatoday.como Online Marketing Publication: http://www.onlinemediatoday.com

Use Video To Promote You & Your Business!

Pictures Say A Thousand Words

Videos Say A Billion - Literally!

If you don’t use video, you are missing out!

30,000 Video’s Uploaded Daily

40,000 Daily

Stand Out From Your Competitors

Reach New Audiences

Show Customers You Are Their Best Choice

Tell Them Your Way

• Home Page Introduction• About Us• Testimonials• Landing Pages• Product Demonstrations

Video Components

The Video Possibilities Are Endless

• Advertisement

• A Promotion

• Infomercials

• A Mini-Documentary

“Adding video to my website was one of the best decisions I have ever made. Now visitors to my site can quickly get information that they need in real time. I'm also noticing my website is getting much better placement inGoogle searches since video was added. In today’s marketplace, having video on your website is a must if you want to stay competitive!” – Dr. Michael Kosdon

Using Video to Show Services and Staff

Add Video to Your Site Using YouTube

Spokesperson Walks Onto Your Website

Spokesperson Walks Onto Your Website Header

The Entire Header Is A Video With Spokesperson, Graphs, Pictures, Etc.

When Someone Leaves Your Site Use A Popup With

A Spokesperson To Encourage Them to Buy!

“Free Tips” - Opt In Email Subscriptions

Create a series of video tips with real beneficial information.

Show the first one, then have a sign up form below the video

so that customers can opt in for future video’s sent by email.

Questions and AnswersYou are an expert in your field so answer 4 or 5

questions that would be important to your potential clients.

• Photo’s, Music, & Text• Add Voice Over• Be On-Camera or Hire A Professional• Use A Teleprompter• Film On Location or Use Green Screen

Make The Video Simple Or Fancy As You’d Like

Creating High Quality Video Gets You More Viewers, and establishes credibility & trust

Keep the length of your videos short

Spokesperson should represent your target market

Create Branding – add company website throughout

End with your logo and contact information

Include a call to action.

Pick the best thumbnail photo

Research Shows People Prefer To Watch Video Then Read About Your Company.

Average Conversion Rate For Text Only Sites - 1%

Average Using Video - 12%

Stand Out From The Crowd

Get More Business!

Internet Marketing

In August 2009, Americans watched 10 billion videos on YouTube. That same month, Americans conducted 9 billion searches on Google.

Yep, Americans watched a billion more YouTube videos than they conducted Google searches.

We talk about social media, don’t leave out YouTube!

• YouTube is acommunity

• Have a Channel• Add new video’s• Make your featured

video a welcome video• Watch other video’s• Add favorites

Video Optimization

Even The British Monarchy Has a YouTube Channel

Social Networking Sites, Blogs & Forums

Upload your video to Facebook and MySpace.

Tell those following you on Twitter.

Blog about your video and link to your video.

When allowed post on forums.

Video Optimization

Create a way for people to share your video

www.addthis.com

YouTube Share Option

www.tubemogul.com

Upload your video once using tubemogul.com and they will

add your video to every video sharing site you’ve chosen.

More People Will Find Your Video if it is Properly Optimized

__________

Video Optimization

Videos are primarily search based on user-given title, descriptions and tags.

Video Optimization

1. Use Relevant Tags - Make sure your tags are relevant to your content.

2. Include YouTube Category Tags - This will help pin your video to a category.

3. Use Tag words in the title and description.

4. Match Tags in Title and Description - Use tags as you would primary keywords in a page optimization.

TIP - Tags are not long sentence like phrases.

Video Optimization

Video SEO Advantages

Video SEO is 53 times more likely to produce a first-page search result than traditional techniques.

Google is pushing video to the top of search results, creating a goldmine when used properly. (Blended Search Results)

Results begin to appear in days.

Video Optimization

NOTE: Search engines can't find video content on their own, so getting submission right is critical -- a knowledgeable partner can make this much easier and much more successful.

The Benefits?

Video Optimization

In this economy, some businesses just don't think it's important enough to spend the money and that incorporating online video is expensive and offers little return, but the fact remains that video tremendously increases conversion rates, persuades visitors to take action and creates credibility & trust.

So the real question business owners need to ask themselves isn't how much video costs,

So Why Aren't More Companies Using Video?

but how much income are they loosing by not having video.

In the age of lightning fast web-based communications, it's even more critical

now to be ahead of the game and in front of your competition. If a business

waits until everyone else is using video then it's too late. Now is the time to

employ video while it is still somewhat new so that you can stand out from

your competitors.

Don’t Miss Out!

www.onlinemediatoday.com

www.OnlineMediaToday.com/social-media.html

JOIN US ON…

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March 18th, 2010

www.meetup.com/Online-Media-Today-Internet-Marketing-Workshops

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social media & video overview

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