social video for business vistage talk april 28
TRANSCRIPT
EMBRACE ……. Social Video Technology
ENGAGE …….. Your Customers with Video
EXECUTE…….. A Video Distribution Plan
EQUIPMENT…. and Resources
. SOCIAL VIDEO SALES
Get Social with Video Using Video in Your Business
www.douglehman.com
Get Social with Video Using Video in Your Business
INCREASE REVENUE
REDUCE COSTS
BUILD BRAND AWARENESS
Media Channels For Customer Engagement and Lead Generation Old Media VS New Media
TRADITIONAL MEDIA Newspapers, TV, Radio, Print Magazines, Direct Mail, Whitepapers, Articles, Events, Podcasts and Speaking Etc.
SOCIAL MEDIA – ONLINE MEDIA
Benefits Social Video Marketing
SOCIAL VIDEO = Engaging the Conversation
Buyers research online seeking out references, testimonials, case studies. Establishing advanced credibility is key. Customers demand instant social proof and they are now watching more video today than ever.
The Video Value Centric Buyer.
Today’s buyer is more informed and further along in the buying process before engaging sales * 90% of today’s buyers start their journey online and 60% is being done without sales
Online Research Social Proof
Benefits Social Video
Search Engine Friendly
SOCIAL PROOF ARE YOU VISIBLE ONLINE?
If a picture is worth a thousand words what is video worth ?
A quality video can establish advanced credibility.
Video is more engaging , compelling and convincing that plain text
Video is effective for storytelling providing a better connection with audience
Video is a 24 Hour Brand Ambassador
Video Audience Exposure and Reach
WE are visual learners it’s a natural training method
2nd largest search engine right after Google
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Why Have A Video Strategy ?
Attract more Clients, Customers, Fans
Improve You Online Visibility, Drive Sales Promotions
Build Credibility, Establish Rapport, Educational Training
Build Brand Awareness, Customer Advocacy
Better Connection With Your Customers and Audience
NO Video Strategy Myths
Too Difficult, Too Expensive, Too Complicated, Time Consuming
Wrong Audience just for kids, No Camera, Camera Shy,
Where is the ROI?
Video Statistics: The Impact of Video
80% Of Your Online Viewers Will Watch A Video, Only 20% Will Actually Read Content In Its Entirety
With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester Research , January 2010) Video placement on your website increases “stickiness” to your site by more that 40% Video on Email Increases Customer Interaction By Action by 200 %
44% of universal search results on Google feature video
is 2nd largest search engine
2nd largest search engine right after Google
• Half of YouTube views are on mobile devices • Mobile revenue on YouTube is up over 100% y/y
http://www.youtube.com/t/press_statistics
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Errors and Mistakes using Video on YouTube Videos are not OPTIMIZED Videos don’t provide VALUE Videos don’t have a CALL TO ACTION Videos are not CONSISTENT
GET A YouTube Channel for Research, Subscriptions, Social Message
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Online Video Business Benefits
Watch and Listen to what you customers and clients are saying Leverage your audience to be brand ambassadors, word of mouse, word of mouth.
Video Testimonials will provide a level of trust and reputation to your website. Authentic Trust “Word of Mouth” from their peers
Attracts traffic through SEO & Social Networks
Keeps Viewers on websites longer
Reduce Product Returns
Online Videos have Infinite Shelf Life
Two kinds of viewers on the web BROWSERS “Attention” and SEEKERS “Clarity”
Number one Reason why customers won’t buy online? They desire to SEE an item in person. Use Video, Next best thing to Being There
ENGAGEMENT VIDEO CASE STUDIES “Merit Based Video Contest”
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MERIT BASED VIDEO CONTEST WITH VIDEO ENTRIES
Searchable, Compelling Video Content Engaging Value Base Website Bonus Contest Giveaway – Engaging your audience http://douglehman.com/videocontest2
Provided a solution “Customer Need” Checked out website great content Became a Fan!
Now I am a brand advocate
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Email Newsletter with Visual Marketing Value Informational Q &A Format Educational Tips – Subject Matter Expert Video Marketing – Trusted Advisor Video Blogging – Business Influencer
Visual Marketing Case Study
Video Newsletter Em
Camera Shy
No Video Camera Required
Online Tutorials Voice Narration
USE Screen Capture Software • Camstudio, Screenr
• Camtasia , (Mac & PC)
• ScreenFlow (MAC)
• Snag It
Animations and Slideshow Software • Animoto
• Xtranormal
• Slideshare
Go Animate
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Camera Shy No Video Camera Required
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Doodle Videos Videoscribe.TV
Doodle Videos – Video Scribe Explainer Videos - Cartoons
* Video Contests * Video Testimonials
Live Google Hangouts Webinar Events Repurpose Video Reduce Travel Costs Higher Audience Reach
Types of Engagement Videos
• Business Interviews, PSA, Office Tours
• Webinars, Testimonials, Case Studies
• Product Demos & Launches
• How to Videos, Educational
• Office Skits, Mini Documentary
• Live Broadcasts, Contests, Training
• Community Outreach, Video Profiles
• Demo Reels, Event Videos
• Plant Tours – Assembly - Speeches
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INFORMATIVE VIDEOS ENTERTAINMENT VIDEOS EDUCATIONAL VIDEOS
X
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Connecting With Video
UPDATE YOUR DIGITAL PROFILES “WEBSITES AND SOCIAL CHANNELS”
SHARE AND CURRATE OTHER VALUABLE CONTENT RESOURCES
SEND OUT PERSONALIZED AND CUSTOMIZED VIDEO MESSAGES
MOBILE VIDEO PRESENTATIONS ON PORTABLE DEVICES
AMPLIFY YOUR MESSAGE THROUGH VIDEO AND VISUAL MARKETING Share Relevant Videos Socially
4 Steps for Effective Social Video Get SOCIAL with your VIDEO Engagement
1 • WATCHABLE – Call to Action, Video/Audio Quality
Image Background
2 • FINDABLE – Video SEO, Metadata, Sales Proposal
Video Distribution Leverage Social Networks
3 • SHARABLE - Embed links, allow comments, sharing, rating
Cross-Promotion Video Collaboration
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4 Customer Follow Up. Be Accountable Be Reactive to your Community Messages Be Responsive to your Customers Comments
ACCOUNTABLE ACTIONABLE
Make Your Video Watchable
Establish an immediate call to action!
1. Introduce yourself, Company, Product Etc 2. Tell your viewers what the video is about it 3. What’s In It For Me – Customer WIIFM 4. Command your Brand Attention at the start 5. Captivate Viewer Attention – Evoking Curiosity 6. People Online have a very short attention span 7. Focus on the first 15 seconds.
8. Get to the point “BRING VALUE” Remember to Engage your Customers from the start.
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What is Your Message? Who is your Target Audience? What Value Does it Bring?
Make Your Video Watchable Don’t Be This Guy
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Poor Lighting Bad Product Placement Cluttered Background Camera Angle Mistake Nice Trash Cans
Poor lighting will result in dark, grainy and discolored
video. Good lighting increases clarity of your video.
Avoid Shadowing
Complete Your Video Background Profile
Make Your Video Watchable Image Background Video Placement
.
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Post and Host Video on Facebook Profiles and Business Pages Post Status Updates on Twitter and LinkedIn *Video LinkedIn Profile Post and Host Video on your company blogs and website
Engagement > Make your Video Sharable and embed code on multiple sites
Make your video Findable Leverage Social Networking Sites
Position your videos on multiple social networking sites, blogs and websites. More ways to find your content and brand
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Make your video Findable Leverage Social Networking Sites
USE FACEBOOK Upload Videos Directly Share Links, YouTube Post on Business Fan Pages New Video Playlists
USE TWITTER Share Video links URL’s {VIDEO} Video Hosting Sites Blog Posts Mobile Video Uploads to 30 Seconds
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Make your video Findable Leverage Social Networking Sites
Ways to Share and Post Video on LinkedIn
Share A Video Update Publish A Video Post Add Videos to Your Profile Summary * Welcome Profile Vide * Client Testimonial Case Studies Send A Video Message Link Add Video to Your LinkedIn Business Page
DIRECT VIDEO UPLOADS YouTube Live Hangouts
Create QR Codes “Link Videos” * Mobile Devices *
USE PINTEREST Repin
Use multiple Video Distribution Hubs – Video Sharing Websites and Platforms.
Promote, Publish , *Promote across several video hosting Sites.
YouTube is the world's most popular online video community. Tops for Video embedding: Across several websites, blogs and social media platforms, like Facebook. Set up a YouTube Channel
Things to Consider when selecting a video sharing and hosting website. Site Guidelines Commercial vs non-commercial Storage Size, Costs, Viewership, *Privacy Audience Level quick capture uploads
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Make your Video Findable BUSINESS VIDEO HOSTING
Effective Video SEO will help establish brand awareness, customer traffic and sales engagement
Use backlinks and inbound links to your videos and website.
Embed your URL directly on videos, use captions annotations
Implement Metadata on your video
“Titles, Descriptions, Tags and Keywords”
*keyword research is part of your marketing research
Fill out your YouTube Channel Description with Keywords etc
Upload videos on a consistent and regular basis, Create Video Playlists
Optimize your video to be Searchable and Sharable – Engaging Prospects
Make your video Findable Simple Video SEO Tips
Make your video Findable and Discoverable Simple Video SEO Metadata
OPTIMISE YOUR DESCRIPTION Post URL in Description http://yoursite.com Write Content in Description
Key Word Descriptions
Tag Keywords Replicate
Title you video with Keywords Call To Action Enticing Title
OPTIMISE YOUR TITLE Google AdWords
Sharing Feature enabled
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Get SOCIAL with VIDEO Enhance your Sales Marketing Process
PROMOTING YOUR VIDEOS
Owned Media Websites, Blogs, Networks Shared Media Social Networking Site Video Collaboration Cross Channel Marketing
*Promoting your video through PAID MEDIA and Resources
SEO Search Firms, Digital Advertising, Banners, AdWords, Pay-Per-View, Social Media Advertising etc……………….?
Video must be Sharable embed links, allow comments, sharing,
Engage and Comment on other business partners videos, blogs
and websites, driving traffic to your site “coattail video response”
Cross-Promotion and Video Collaboration with others in the
video community.
Video Response and respond to video comments timely.
Don’t sell, help buyers buy. Give Valuable Advice and Content
Optimize your video to be Searchable and Sharable – Engaging Prospects
Make your video Sharable
Engage Your Video Community
1. Thank your customers and audience for watching this Video
2. Define your final call to action sales goal? Promotional objectives
3. Don’t assume but communicate to the next step
4. Entice your audience and viewers to take action
5. Establish your closing video credits – Text, Captions, Links, Annotations
Examples of Trial Close Action Statements
Checkout our website or other videos If you like what you see sign up as a subscriber Please leave your comments below Contact us if you have any questions More information checkout our newsletter Register for our upcoming webinar or eBook. Buy Now, Add to the Cart, call now
Engage and thank your customers, entice and deliver value Understand your audience perspective and point of view www.douglehman.com
Make Your Video Sharable Engage Your Video Community to Share
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Be Accountable and Actionable
Have a Call to Action Bring Value Be Consistent
Be RESPONSIVE and REACTIVE to your Video Community
Instant Message Feedback
Follow Up To Video Comments
Mobilize Video
• The Use of Video Email will increase – Your Visual Presentations will make an impact.
• Mobile Video is growing force!
- Upgrades and use of smartphones, PC Tablets are increasing significantly - Mobile Video Applications are among the fastest growing cell phone applications
- Mobile Optimization – QR Codes, Text Video
Mobilize Your Online Video
VIDEO TRENDS
Mobile Video For Training & Research Online Courses – Sales Presentations Market Research – Human Resources Hiring
EVENT VIDEOS – Live Streaming Pay Per Video – Video Conferencing Second TV Screen
User-Engagement Content Marketing Video Contests – Video Bloggers
Interactive Videos Digital Storytelling Active Viewer Control Tell Me I hear, Show Me I See, Involve me I understand
Repurposing Content to Video Format Social Pictures – Podcast to Video
Your Video Business Tool Kit
Lights
• Lights
• Lighting Quality
Sound
• Sound
• Audio Quality
Camera
• Video Camera
• Video Quality
Tripod
• Tripod
• Video Stabilization
Image
• Business Attire Image
• Office Background Setting
• Video Landing Page Image
EDITING
• Editing Tools
• Post Production Quality
$ Video Production Budget
$
Lights Camera Action and your Sales Budget $$$
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The quality of Camera Work is key for your video. Using a high end camera with poor lighting, audio and production work will produce bad video quality.
Your Video Business Tool Kit- Video - Camera
Things to consider when purchasing a video camera 1. Use Video Format – length of film or movie clip. 2. Ergonomics , size, weight portability, viewfinder size, Ease of Use 3. Memory Storage, Expansion Slots, mics, Storage Media, Video Format 4. Video Resolution, Power Supply/ Battery life etc. etc.
Cnet Reviews http://reviews.cnet.com/camcorders/ Camcorder HQ http://www.digitalcamera-hq.com/camcorders/
Consider Budget and Video Production Costs
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Video Training Resources
Use YouTube as a Search Tool for Visual Learning Replicate and Duplicate
- Watch other videos to emulate strategy and tips.
Websites News , Information and Analytics
SOCIAL MEDIA EXAMINER
Additional Resources Books and Marketers
.
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Get Social with Video Using Video in Your Business
Don’t Be In The Dark With Video
Put The Social in Your Video * Improve Customer Engagement * Build Brand Awareness * Generate more business (Sales)
Tell and Share Your Business Story
Visually
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Visualize Visual Marketing
Interactive Video
Social Share
Time
Authentic
Google Search
Embrace – Engage – Execute - Doug Lehman
Let’s Make A Business Connection Build Brand Awareness and Increase Sales Socially
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(404) 654-0304