bh smart video
TRANSCRIPT
Let’s be honest!
Video has had a rather sorted past…
And…
And then of course came YouTube…
And now…
So What is Smart Video?
Your Smart Video Survival pack
But first a little about you and a bit about me…
Who am I?
• President and Chief Brand Hero of Brand Heroes
• Integrated Marketing Consultancy• Brand Strategy and Design
• Marketing Communications
• Branded Content
• MBA and BBA Branding Instructor @ WLU
• BBA Social Media Instructor
A Little Shameless Self Promotion
The Skinny on Smart Video
• Use your stars• Both in and out of the organization
• Market like a networker – what’s in it for them, not you.
• Make your content matter and make it big!• It’ll cost less than you think
• Say it loud, but don’t you be the one to say it!• Find your greatest influencers and get them to speak about you.
Use Your Stars
• Find the folks who best relate to those you’re targeting and show their stories
• Their story first, your story second
• Show them in their element doing exactly what it is you’re selling
Example: My SLC
Contest Video: http://youtu.be/AIrnnSBzo4E
Campaign Videohttp://bit.ly/10j8d1M
Another Example: U of T Housing
Market like a Networker
• Think about what’s in it for them, not you.
• Don’t just advertise yourself, otherwise you run the risk of turning your campaigns into:• A flat, one-way marketing channel that simply copies existing
content from your brochures, rather than generating anything new and interactive.
• Unauthentic, boring content that actually serves to erode and destroy brand credibility rather than grow and re-enforce it.
• Simply advertising, rather than engagement.
Market like a Networker
• Instead think about what makes them tick
• What’s important to them and how can we show, not tell them, that our opportunity is meeting those needs head on.
• Example:
Make Your Content Matter and Make it Big
• Provide on-going industry and subject matter thought leadership.
• Provide an on-going 2-way communications channel that puts your consumers in control.
• Provide real-time info on what people are saying about you and insights on how this can impact key business decisions.
• Provide competitive differentiation and an on-going, interactive source of company engagement that can boost employee recruitment as well as business development.
Say it loud but Don’t be the One to Say it
• Find your greatest influencers and get them to speak about you. Ideas include:
• Guest blog for major influencers
• Include re-postings of your blogs
• Pursue customer testimonials that you can post on several social media platforms
• But don’t stop there - find creative ways to get your customers to tell your stories.
The Program• A grassroots social media campaign to promote the new
Fiesta model
• Placed Fiestas in the hands of 100 social “agents” and had them promote Ford’s new vehicle through Twitter, blogs, videos, and events
...all without spending a dollar on traditional media.
Results After 6 Months
- 4.3 million YouTube views - 500,000+ Flickr views- 3 million+ Twitter impressions- 50,000 interested potential customers, 97% of which didn’t own a Ford at the time
- Sold10,000 units in the first 6 days of sales
• 38% awareness by Gen Y about the product, without spending a dollar on traditional advertising
• New chapter - http://www.fiestamovement2.com/
Achieving the Trifecta…
Analytics
Live Links
Summary
• Make it the “right kind of viral”
• Thousands of fans off target, way less useful than a hundred raving fans who are on target
• Empower your raving fans
• Find your opinion leaders and empower them to spread the good word
• Think hard about the role you want video to play
Thank You!Mike Leon
(416) 543-5292
brandheroes.ca
@brandheroes