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Sept. 12, 2013

29: Video: The Missing Ingredient in Your Social Media Marketing Strategy

29: Video: The Missing Ingredient in Your Social Media Marketing Strategy

Are you overlooking the potential power of video to help promote your brand? Read on about why Neal Schaffer chose to create a book trailer for Maximize Your Social - and why you should invest in video, too.

 

Transcript

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Welcome to another edition of social business Unplugged. Practical advice on how to best leverage social media for your business. Now the host of Social Business Unplugged, author of the forthcoming book Maximize Your Social, published by Wiley and founder of Maximize Social Business Neal Shaper. Every Body Shaper Welcome to another edition of social business. Some plug Today I'm coming at you again from Orange County, California Next week I will be at social shakeup in Atlanta, Georgia, in addition to teaching my class at Rutgers University in New Brunswick, New Jersey So I hope between the two of those locations I'll have a chance to either see you or virtually tweet with you, especially when I'm doing my panel on big social data and community at the social shakeup in Atlanta there next week that is September 16th and 17th. But onto today's episode, which is going to be all about video, you know, it's funny and social media. We always look at the shiny new thing, you know, Facebook or Pinterest or instagram. These are all actually very old by now, but it's funny that we look at those platforms and we always will. We tend to forget about blog's, but not that much. But we often forget about video, and today's podcast is really to remind you all, and your business is the importance of video and to just give you a little bit of advice if video has been missing or hasn't been, maybe as important of a part of your social media strategy as it could be now I'm talking about video because recently I decided as part of my own campaign for the launch of my book Maximize Your Sole Shoe. It publishes September 30th. What can I do to generate buzz around the book? So sort of a traditional marketing campaign but doesn't have to be a campaign? It could be an ongoing thing. What are the different tools that I have at my disposal? And obviously there's a lot of different ways of creating content, some arm or amplify a ble, some arm or entertaining some arm or informational, and I've decided to obviously invest in a few different mediums. But I decided to go for video as one of those mediums, and I've never really used video strategically, and it's probably like a lot of other small business owners out there and even some larger businesses. That video requires a lot of resource. If you really want to do it right, and you should do it right and believe me, I've recorded myself speaking on a flip camera, using I movie and and throwing up some videos of it. You're OK, but I think you get to a point where, as an example of just how important I believe it is to have somewhat of a good looking video was over at my dad's house the other day helping him get set up with Apple TV. And one of the reasons he wants Apple TV is that there's so much video content available for free on YouTube. He wants to watch it on his TV. Some of you may already have, like a Samsung Smart TV or Roco box. We were able to do that. I mean, yes, Facebook may be available for TV. I don't know how many people are browsing Facebook on TV or Pinterest or Instagram photos, but video really is about that TV, that entertainment experience and therefore the average consumer. The average person's expectation when they see a video is gonna be a little bit higher than you may think. Not to say that low quality videos can't be done well, they can, especially if it's a diviner instagram video. We only need 6 to 15 seconds. It's totally fine. But I wanted to do something that was, you know, up with my brand, which hopefully is a little bit more polished, even though this podcast obviously is very unplugged. The exact opposite of what I want to do with the video want. Something is very, very polished, that is. Also video is in bed. Herbal right? Can't embed a block. Plus, now there's other types of embed herbal content out there. Slide share is a great example of embedded all contact presentations. Right, you can embed Pinterest boards. Infographics is something else where it's not completely inedible, but enough people offer their code two. And if you know anything about Web programming, even if you don't know that much like me, it's pretty easy to embed something like that into a into a block post or somewhere in your website. That video is extremely easy, even a wordpress. You know, there's a one line short code that allows you to easily embed a YouTube video in your block post. And you know one thing I talk about Well, you know, why is video so important? And of all the mediums out there in all the channels, we know the YouTube is huge as a social media channel, and that YouTube is a search engine is number two only to Google. So hopefully that's reason enough to remember the importance of video. But there is no other medium that allows you to connect with your potential audience and video. I mean, it's you, it's love. It is close to seeing you or something in person. It has this effect, and we've all grown up watching movies and TV, and maybe that's part of it. Maybe younger generation sees it differently, although I would tend to think many of the general. We're also watching TV and movies. It really goes across different generations, but it is the most powerful medium you can create. Avery every deep on its imbed herbal and when done right, we know that there have been viral YouTube videos out there. In fact, viral seems to go hand in hand with YouTube videos, but everything is something viral. It's a YouTube video people are accustomed to sharing videos. Hey, check out this video that I just saw. Sure, you see people talking about check out this block post, but it's just not the same as a video because there's that entertainment factor, right? You know, if your business to consumer brand the entertainment factor is easy if you've been doing TV commercials, et cetera. A YouTube video, although it's gonna be different, is, is almost an extension of that. If you're a B to B brand small business owner and you've never had the budget or the sexy type of product or what have you to do that it's gonna be a little bit different. But I think it comes down to your social media strategy, your objective. And as part of a social media strategy, you're gonna have the little content piece. What's gonna be the content right? Content on the social media strategy is always resourceful and terrible. So, yes, it needs to be entertaining because it's YouTube. But I also think it should be resourceful and terrible. So here's my advice for you. If you're really thinking of using video, if you already using video, you're nodding your head great. But if not and you're like me, this is what I want you to do. And I've given you this advice. I believe on earlier podcast, and I talked about Google. Plus, um, I talked about it and maximize your social, This notion of a role model I don't care what niche industry you're in. Do a search on YouTube for someone in your industry that has done something similar. Look for videos that have gotten a lot of use comes up comments. Look for videos that come up top 10 in the search results for videos under keywords and important your company, and you're going to get an idea as to what are the videos? What what types of content other people have not only done but what has been successful now for me. Publishing a social media book There was one extremely successful social media book video out there, and if you live and breed social media like I do, you've probably seen it multiple times and you've probably seen the updated versions. I have seen the Japanese subtitle version of this video, which is social media revolution by Air. Coleman, the author of Social Nomics and Undoubtedly, that video helped really propel him his book and his brand and his business to an entirely new level. I'm not even guessing that I'm gonna get even close to that with my video, but I have a role model, right? You can't do it. Others have done. But that video and the number of uses gotten, and the fact that it's been, you know, refreshed year in year out gives me the idea that there's a market for that. And that video is all about stats, right? It's all about sharing resourceful content that others want to share. Video is so successful that I mean, I've been a social media conferences where instead of me talking for five minutes trying to introduce you to social media, I've seen people just show that video right obscene social media agencies show that video on their home page to try to get people to buy into the concept that they need to invest more in social media. That's how powerful and how successful that video waas. Now I'm not saying Like I said, my video is gonna be even nearly as successful, but in the same tone, this notion of being resourceful, providing education. It's the entertainment aspect. It's also the education aspect. There is an entertainment aspect of that video as well and entertainment you could be providing. If you're like I said, I really, really need to be to be industry. You may sort of scoffed at the idea of entertainment, but I think that they're entertaining ways of showing educational content. And for me, you know, the process of working with a professional video company of actually going through the story. You know, the storyboard, What type of animation are we gonna have? What's gonna be sort of the entertaining part? How do we get a few laughs in here and there? It's been an amazing experience so far. It's actually being created on accelerated schedule, so I can only imagine for longer videos that are 5 10 minutes, the amount of resources and energy that you need to invest to get it right. I think it is a great deal more even for a 92nd video. I'll tell you, when you work with experts, you realize things that you did not know were possible. So I guess if you have never done a video before for your business. Contact a professional video company. Maybe locally if you wanted to know who I'm working with. Unfortunate that maximize social business. My social media for business Block has a social media and video contributor named Jason Duncan, who has his own video company, Miller Farm Media here in Orange County, California So I'm working with him and his team. It's been a great experience. Video is an arch. If you think you can do it yourself, you're really missing out on a lot of potential. And if you're gonna invest the money and do it. As I was telling Jason my book Trailer video, it's go big or go home. If you're only going to do a few videos a year versus doing a block post once a month or once a week, make account. Make those videos count. You don't need the video bloggers. Muchas you normally, blogger do as many videos of black post, but like I said, when you do them, I really think you want to do them right. And I think that you have the ability to get ah, lot more amplification of your content than a block post for ah, wide variety a reason. So that's my advice for today. Think video experiment. My creating a video for my book trotters. Mild experiment, right? I haven't really been leveraging video. What's it going to do for my book? For my brand awareness? We'll find out. In fact, you'll be able to tell me. Neal Thumbs up are Neil. You failed, and I very much look forward to that day. Hopefully, in the next two or three weeks or so, it's gonna be published, and I look forward to getting your feedback so well, that's it for another episode of social business Unplugged. As you know, this is unplugged. There's no set script that I am writing on. So if there's any ideas that you want to throw out me topics that you want me to discuss off the cuff, as they always do on this podcast, please let me know. Reach out to me on maximize social business dot com or an email at Neil. Maximize social business dot com. I wish you all a great rest of your day and rest your week wherever you are in the world. And best of luck in maximizing your social. Bye bye, everybody. Thanks for listening to another edition of social business unplugged. We appreciate your subscribing to our podcast and adding your rating and comments in iTunes. If you would like to appear on this podcast or of content that you would like covered, please contact Neil Schaefer. Kneel at Maximize social business dot com for additional social media. For business advice, please make sure to check out your new social media for business resource at maximized social business dot com. Thanks again and make it a great day Bye.