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How to Build the Bridge for Video and Social Media Success

  1. 1. Grant Tilus August 13th, 2014
  2. 2. Grant Tilus Associate Inbound Marketing Manager, Collegis Education Content Marketing Director @GrantTilus Plus.Google.com/+GrantTilus
  3. 3. How I spend my week @GrantTilus#CZLSF
  4. 4. Having trouble standing out? This is you
  5. 5. Why not make a video
  6. 6. 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
  7. 7. YouTube is now bigger than Facebook
  8. 8. Video has multiple uses
  9. 9. Tell a story
  10. 10. Showcase a product
  11. 11. Many more • Inform an audience • Peak interests • Share ideas • Get your point across • Increase conversations • Build brand awareness
  12. 12. Easier said than done
  13. 13. Attention spans are shrinking
  14. 14. Competition is fierce
  15. 15. 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
  16. 16. You need to ‘bridge’ the gap You are here You need to get here
  17. 17. 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
  18. 18. Three areas to focus on
  19. 19. The conversation
  20. 20. The content
  21. 21. The platform
  22. 22. Let’s jump into the details
  23. 23. #1. Get into the conversation @WilliamShatner @TheRealNimoy @GrantTilus#CZLSF
  24. 24. Find your audience • Engage your audience across the web – Facebook – Twitter – YouTube – Pinterest – Google+ – Quora – Forums – Etc
  25. 25. Embrace the community
  26. 26. 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
  27. 27. Be a human being • Participate in the conversation • Provide value • Be genuine • Empower your employees
  28. 28. Follow the golden rule
  29. 29. Make the time
  30. 30. Develop meaningful connections
  31. 31. Recap: Get into the conversation • Find where the conversations are happening • Join in and be authentic and transparent • Nurture the community • Develop relationships
  32. 32. Make sense? Any questions?
  33. 33. #2. Go back to the basics @GrantTilus#CZLSF
  34. 34. Focus on the content
  35. 35. 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
  36. 36. 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)
  37. 37. Develop a process
  38. 38. Keep testing to find what works
  39. 39. Remember size matters
  40. 40. Nothings perfect
  41. 41. Proof
  42. 42. Remember your personas
  43. 43. Pick a stage in the sales funnel
  44. 44. 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
  45. 45. Get emotional • Stay positive • Be controversial (carefully) • Tell a great story
  46. 46. Believe in what you are saying
  47. 47. Follow your brand promise
  48. 48. Don’t make it all about you
  49. 49. Define your KPIs
  50. 50. 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
  51. 51. Mass views doesn’t always equal success
  52. 52. Provide real value
  53. 53. 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
  54. 54. We’re making progress Any questions?
  55. 55. #3. Be in all the right places @GrantTilus#CZLSF
  56. 56. Find a platform with visibility
  57. 57. The planet of video platforms
  58. 58. 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
  59. 59. Brands doing it well
  60. 60. SEO is still important • Keyword rich title • Complete description • Gain and respond to comments • Thumbs up/sharing • Optimize for people first
  61. 61. 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
  62. 62. Brands doing it well Lowe’s ‘Fix In 6’ 399 likes, 19 comments, 225K loops French Connection 152 likes, 20 comments, 34K loops
  63. 63. 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
  64. 64. Brands doing it well
  65. 65. Vimeo • Higher quality production is critical • Niche community • Ad free • Membership costs • Lower viral potential • Less familiar to the mass audience
  66. 66. Brands doing it well
  67. 67. 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 Content bit.ly/hoavideocontent
  68. 68. Brands doing it well
  69. 69. In-the-moment marketing is growing • Strike while the iron is hot • Promotes transparency • Builds trust • Twitch was purchased by Google
  70. 70. Have a promotion plan
  71. 71. Outreach to your current audience • Seed the content with brand ambassadors • Utilize borrowed authority • Create exclusivity • Offer incentives
  72. 72. Use paid promotion to get the ball rolling • Target the right audience – Age – Geo – Interests – Behaviors – Connections • Build brand awareness • Increase followers the right way How to Use Paid Social Advertising Promotions to Drive Measurable Business Objectives http://slidesha.re/1pNbKT7
  73. 73. Standout everywhere
  74. 74. 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
  75. 75. Recap: Be in all the right places • Review and test the platforms • Organic/Paid promotion is a must • Look toward the future
  76. 76. Final thoughts @GrantTilus#CZLSF
  77. 77. Don’t wait to get started
  78. 78. Budget is no longer an excuse
  79. 79. You can do it
  80. 80. Just remember GGB • Get into the conversation • Go back to the basics • Be in all the right places
  81. 81. Thank You! Grant Tilus @GrantTilus Plus.Google.com/+GrantTilus
  • AvonCT1

    Aug. 25, 2014

Presented by Grant Tilus at ClickZLive San Francisco on August 13th, 2014.

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