Posts Tagged ‘Youtube’

Kyle Lacy recently posted 29,000 Reasons To Use Video for Social Media Marketing stating:

According to Mashable there are 20 hours of video uploaded every minute to Youtube.

Hold on one second..  Let me rephrase that for you.

Approximately 29,000 hours of online video content are uploaded to YouTube every.. single.. day.

This rising trend in uploading of video content is showing a transition with how people are communicating. We are demanding more visually stimulating information other than the blog posts, twitter tweets, and facebook messages.  The truth of the matter is this…

You are not going to be uploading video to YouTube in hopes of people searching for and finding the content inside of the site… You are going to be uploading the content to YouTube in order to broadcast it on other communication mediums (FacebookTwitter, LinkedIN,Myspace, and more importantly.. your website).

So what is the best way for a business to use online video? There are two steps:

1. Find a video production company that can help with filming your video or buy a Flip Cam and record it yourself.

2. Call your best clients and ask them if you can feature them on your website.

Get your clients excited about becoming referral sources for your business and use video to push that message.  We are stimulated by the visual representation of the emotion WE want to feel.. Give your potential clients that feeling.

While I agree that video is an enticing and potential game-changing tactic, one must realize that 29,000 hours of daily new youtube footage implies that same degree of competition – 29,000 others fighting you for the same audience and limited attention.

Video really encapsulates the essence of social media in that you can market with reality. Audio/visual stimuli will always evoke more of a reaction than text based campaigns, more so than marketing endeavors that utilize other social platforms like twitter or reaching out to bloggers. There’s something inherently different about video – which is why everyone feels the need to create and propagate interesting and relevant videos – making the viral phenom what it is.

The 2 questions one must ask themselves before jumping on the youtube bandwagon and hoping for the best:

  1. Does your brand lend itself to video?
  2. Do you have interesting, unique content that people will look for and want to disseminate and share.

Not every Brand is well suited for Youtube. I can’t offer unilateral guidelines on what makes social videos work for one brand as opposed to another. Maybe it has to do with target audiences & demographics, maybe it’s about industry, both those concepts being related of course.

And as for content. Don’t waste your time creating, editing, posting, and trying to circulate material that people have seen; that doesn’t offer either education or entertainment. The concept – the content – must precede the “Let’s do something on Youtube” It’s all to tempting to observe your competitors success with video content and say – let’s do that – and create something that lacks creativity and innovation and try to force feed it to the public. All they’ll see is desperation.

Note: Shameless Selfpromotion Upcoming.

If you guys like my blog – Please Nominate Me For “Best up-and-coming PR blog” – Arik Hanson’s First annual PR “Reader’s Choice” Blog Awards: http://bit.ly/9Syrt

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By Mike Schaffer

Before every NBA playoff game, all of the TV and radio analysts discuss their “Keys to Winning” that night’s game…and it’s usually sponsored by a car manufacturer.  While that is a nice little sponsorship tie-in, the basic premise of knowing what you need to do going into a new venture, be it a playoff game or a social media campaign, is rock-solid.

With millions of Tweeters and Blippers and Facebookers and Diggers crawling around the Web, they provide tantalizing prospects for us publicists.  However, there are two things you must have for your social network to be beneficial for you as a PR pro or for your clients.  In honor of those gimmicky NBA playoff rants, here are The Two C’s To A Winning Social Networking Campaign!

1)      Connections – If your client gives $1 million to charity and you don’t send out a news release or even a photo of the check presentation, nobody will know about it (in theory).  Much like building a media list, each social networking tool you use has to have an audience, or connections.   These are the lifeblood of any social network…the people paying attention to you!

One of my clients, California Tortilla, started a customer e-mail newsletter about 10 years ago, so when they opened a Facebook account four years ago, launched a YouTube campaign (www.youtube.com/caltorthq) and started on Twitter in the Fall (www.twitter.com/caltort), they were prepared.  They had a vast network of 80,000 loyal customers already paying attention.  They went from Web 1.0 to Web 2.0 very easily, with just a few e-mails encouraging customers to follow them in new ways.

You need to maximize relevant connections, as well.  If you are a one-store clothing shop in Baltimore, you want to have as many potential customers in your geographic area following you online.  That’s not to say a real estate agent from Germany won’t one day purchase your products, but you should spend the majority of your time connecting with people who are or will be consumers.

Here is a great link on resources to help you grow your network: http://twittersecrets.blogspot.com/2009/04/building-your-network-on-twitter.html

2)      Content – You are what you eat post.  Posts to your network, be it Twitter, YouTube, Facebook or any other medium, should be:

1)      Entertaining

2)      Educational

3)      Interactive

4)      Or a combination

If you Tweet “I’m walking to the bathroom,” that’s not particularly entertainment or educational at all (and thankfully not interactive!).  However, if you Tweet “I just heard about a hot new club called XXXXX opening downtown next week.  Who wants to do the Cupid Shuffle with me??” that has some entertainment value (funny at the end), some educational value (information about new club) and some interaction (promoting discussion).

You don’t need all of these to have an effective post.

Entertainment: A friend shared this link with me last week, and I made sure to send it to my network: http://playhimoffkeyboardcat.com/.  Nothing but entertainment there, but it quickly spread across the Internet, garnering mainstream publicity.  Same goes for the “2 Girls, 1 Sub” parody video from Quiznos.

Educational: When the Swine Flu pandemic was sending us into a downward spiral of panic, government agencies like the CDC used social networking to spread information.  It became a fast, effective way of getting the word out in a…no pun intended…viral fashion.

Interactive: There is something strange in our DNA that makes us want to voice our opinion on just about any topic (hence, the advent of online social networking!).  We can’t resist answering a question asked of us.  After the Preakness, I asked the women in my network if they felt any female empowerment because Rachel Alexandra, a female horse, won the race.  It sparked a hot debate that encompassed many people and several points-of-view.

Try to incorporate as many of those characteristics as possible into your posts and see what happens!

This new frontier of social networking is growing and evolving every single day.  More and more people are signing-up for the ride—especially in the PR world—even if they aren’t as tech-savvy as those of us who have more accounts than we can maintain.  They know that this is the next step in marketing – creating a boutique media outlet of your own.

While those NBA analysts suggest how a team can win a game, the actual outcome of a Game 7 is fairly unpredictable.  However, applying these two basic concepts to your growing social network will help you and your clients win in online marketing.

Mike Schaffer is a Senior Account Executive, Brotman-Winter-Fried Communications

www.bwfcom.com