Grant TilusAugust 13th, 2014

How to Build the Bridge to Video and Social Media Success

Grant Tilus

Associate Inbound Marketing Manager, Collegis Education

Content Marketing Director

@GrantTilusPlus.Google.com/+GrantTilus

How I spend my week

@GrantTilus#CZLSF

Having trouble standing out?

This is you

Why not make a video

Video is the future of content marketing

By 2017, video will account for 69% of

all consumers internet traffic

Internet video to TV will increase

fourfold by 2018

Cisco: bit.ly/1qNlY4L

YouTube is now bigger than Facebook

Video has multiple uses

Tell a story

Showcase a product

Many more

• Inform an audience• Peak interests• Share ideas• Get your point across• Increase conversations• Build brand awareness

Easier said than done

Attention spans are shrinking

Competition is fierce

It’s hard to stand out

• 100 hours of video are uploaded to YouTube every minute

• The average user's News Feed has around 1,500 possible stories filtered through per day on Facebook

You need to ‘bridge’ the gapYou are here

You need to get here

Start creating ‘social video’

“Social video marketing is the use of tools and technologies that support social activity around a given video – by

businesses for business purposes. This can be done with video content creation, distribution, and sharing tools such as blogs,

social networks, and support communities.” - @grantcrowell

Three areas to focus on

The conversation

The content

The platform

Let’s jump into the details

#1. Get into the conversation

@WilliamShatner @TheRealNimoy

@GrantTilus#CZLSF

Find your audience

• Engage your audience across the web– Facebook– Twitter– YouTube– Pinterest– Google+– Quora– Forums– Etc

Embrace the community

Listen and respond

• Use active listening• Monitor the social activity• Address their concerns

“Your most unhappy customers are your greatest source of learning.” - Bill Gates

Be a human being

• Participate in the conversation

• Provide value

• Be genuine

• Empower your employees

Follow the golden rule

Make the time

Develop meaningful connections

Recap: Get into the conversation

• Find where the conversations are happening

• Join in and be authentic and transparent

• Nurture the community

• Develop relationships

Make sense?

Any questions?

#2. Go back to the basics

King Con(tent)

@GrantTilus#CZLSF

Focus on the content

Find the right ideas

• Keyword lists• Ask your audience• Think like a user• Recreate old ideas

with a twist• User-generated• 70/20/10 Rule

You’re not the only one struggling

• The three biggest challenges to creating content are lack of time, inability to create enough content, and inability to create engaging content. (Robert Rose)

• 93% of B2B marketers are using content marketing—but only 44% have a documented content strategy. (B2B Marketing Insider)

Develop a process

Keep testing to find what works

Remember size matters

Nothings perfect

Proof

Remember your personas

Pick a stage in the sales funnel

Create a powerful message

• H.A.I.L.– Honesty (be clear and straight)– Authenticity (be yourself)– Integrity (be your word)– Love (wish them well)

TED Talks: Julian Treasure: How to speak so that people want to listen

Get emotional

• Stay positive

• Be controversial (carefully)

• Tell a great story

Believe in what you are saying

Follow your brand promise

Don’t make it all about you

Define your KPIs

Don’t focus on view count

• It’s about quality of engagement

• Find the right KPIs by platform

• Conversation rate• Amplification rate• Applause rate• Consider short vs. long-

term goals

Mass views doesn’t always equal success

Provide real value

Recap: Go back to the basics

• Keep testing new ideas

• Don’t be afraid to fail

• Deliver on your brand promise

• Determine what success means to you

We’re making progress

Any questions?

#3. Be in all the right places

@GrantTilus#CZLSF

Find a platform with visibility

The planet of video platforms

YouTube

• Gets content in front of more eyes• Ability to rank organically• 2nd largest search engine/social network• Share comments on Google+• It’s familiar • TV integration• Creative flexibility• Annotations• Brand hub

Brands doing it well

SEO is still important

• Keyword rich title• Complete description• Gain and respond to comments• Thumbs up/sharing• Optimize for people first

Vine

• Brand Vines are shared 4x more and 5+ Vines are shared every second on Twitter

-Heather Taylor, Ogilvy.

• Strong community (40M)• Very creative• Embeddable• Limited to six seconds

Brands doing it well

Lowe’s ‘Fix In 6’399 likes, 19 comments, 225K loops

French Connection152 likes, 20 comments, 34K loops

Instagram

• 59% of the world’s top brands are now active- @SimplyMeasured

• Active community (200M)• Photo and videos• Filters, Editing, Stabilization• Video description opportunities• Facebook integration• Limited to 15 seconds

Brands doing it well

Vimeo

• Higher quality production is critical• Niche community• Ad free

• Membership costs• Lower viral potential• Less familiar to the mass audience

Brands doing it well

Google+ Hangouts on Air

• Up to 10 participants• Automatically uploaded to YouTube• Unlimited live viewers• Email notifications• Interactive apps• +Post ads• Inexpensive• Slight learning curve

How to Successfully Create More Video Contentbit.ly/hoavideocontent

Brands doing it well

In-the-moment marketing is growing

• Strike while the iron is hot

• Promotes transparency

• Builds trust

• Twitch was purchased by Google

Have a promotion plan

Outreach to your current audience

• Seed the content with brand ambassadors

• Utilize borrowed authority

• Create exclusivity• Offer incentives

Use paid promotion to get the ball rolling

• Target the right audience– Age– Geo– Interests– Behaviors– Connections

• Build brand awareness• Increase followers the

right wayHow to Use Paid Social Advertising Promotions to Drive

Measurable Business Objectiveshttp://slidesha.re/1pNbKT7

Standout everywhere

Make social sharing easy

• Social sharing buttons

• Wrap it around an event

• Publish it at the right time of the week

• Don’t be afraid to ask

Recap: Be in all the right places

• Review and test the platforms

• Organic/Paid promotion is a must

• Look toward the future

Final thoughts

@GrantTilus#CZLSF

Don’t wait to get started

Budget is no longer an excuse

You can do it

Just remember GGB

• Get into the conversation• Go back to the basics• Be in all the right places

Thank You!

Grant Tilus

@GrantTilus

Plus.Google.com/+GrantTilus