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Oct. 21, 2013

34: What You Need to Know about Video and Social Media Marketing

34: What You Need to Know about Video and Social Media Marketing

An interview with Jayson Duncan of Miller Farm Media talking about the convergence of the art of video and social media.

 

Transcript

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welcome to maximize your social practical and actionable advice on how your business control e maximize your social media presence. Now the host of Maximize Your Social, author of the recently published book of the same name and founder of Maximize Social Business, Neal Schaefer. Hey, this is Neil Schaefer and welcome to another episode of Maximize Your Social. Today I have a very special guest for our podcast. Jason Duncan of Miller Farm Media. Some of you who are avid readers of maximized social business like you should be already know of Jason from his contributions in the topic of video. And in fact, if you've watched the book trailer from Maximize Your Social, which you should have as well that was actually done by Jason and his team here at Miller Farm Media. So I couldn't think of any better person to bring on to talk really about what I call and I've called it on earlier podcast. I think I recorded a podcast shortly after he recorded that video of really that social media marketers tend to forget about video in their social media marketing, but it's still an extremely powerful medium, and there's no better person to talk about that, then. Jason. Jason, welcome to the podcast. Thanks for having me. So I mean, Jason, you've been doing video since obviously before. Social media. YouTube has been around for a while, obviously. And when you used to do video was on corporate websites. What have you. And now we're seeing social video, and we see long form on YouTube. We see short form of vital. What have you, You know, starting out when you meet with clients that are talking about Hey, you know, we want to record video, and we wanna have some sort of social aspect to it. What would be the first sort of things that you would recommend them think about. They need to think about the story they want to tell. And they need to make sure that they're that story's cohesive across all of the social media channels. You really need to take a lot of time to think. How does this fit our brand overall, as this voice fit that brand. So it's less about the social side and Maura of telling your story and your branding and how you use the video medium to help bring that to life, right? He goes back to terms. Overused contents King. So having content that fits your brand hits all the metrics you're trying to hit is very important. Tells that story that you next pieces. That story needs to have an emotion to it. People buy emotionally, don't buy rationally. So what is the emotion that your video is gonna have to engage the audience? So when someone comes in and says, Hey, we want to make a viral video after you stop laughing, I'm assuming it really comes down to those basic elements. And how have those basic elements that you talk about storytelling and the emotion has the advent of social media in the popularity of YouTube as it has that changed in any wears. It's still like it was before social. It's still like it was before Social. It's just opened it up to a lot more people. Before we started in 2003 he was usually only larger companies that use video because it was so expensive, and now everyone's trying to find a way to be a part of that. On some level, we talk a lot about storytelling. It's become a very popular buzzword in social media marketing. And obviously, video's been doing that for way before the advent of Facebook. But what about emotion? How do you convey emotion in a video in my answer circles? Back around actually is about storytelling. One of my favorite videos that we've created was for a company. They make sandcastles. What a great professional have be professional saying Castle makers awesome. But the guy German owns the company tell the story about how they were creating same castle for an engagement. And the couple was to come, you know, as the sun was setting and the sand castle would be there. And it would say, Will you marry me? And you get on one knee and do the whole thing off? Well, the tide start to come in the sand castle was too close to the water and there was a birthday party happening down the beach. And these 10 year old girls caught wind of what was gonna happen if if the sand castle was gone his awful moment. So they grabbed her bookie boy boards and I stood side by side. And as the ways to come in and knock him down and then get back up on daybreak, the next wave unable to save the Sand Castle until the couple could come and while get engaged in front of it. So knew that story creates an emotion that makes you want to learn more about why this guy does what he does, and it's a great way to draw people into the video. And that's really the best way to find out what you do that's unique, how you've gone above and beyond, why you do what you do, those all their stories and all of that, And that's really what can take your video to the next level. And that's advice that not just for video, but any form of marketing is really the basics, right? That's what it comes down to it. And I think that a lot of marketers and I think about storytelling. They immediately think about keywords and what I would call content buckets. What have you But it's really getting under the core of who you are, what you do well and how you do it right. It's being human. And that goes for executives, you know, all the way to the local, you know, pizza shop. They really need to look for those stories. One. My favorite examples of how executives are doing this well is the show undercover boss. They spend the 1st 5 minutes telling a story about this executive. So you care about him and then he goes through this emotional journey with people as company. So when a client contacts you, how do you help them find those hidden stories? Because I doubt that they come all prepared with stories, right? And, you know, this is what we want to do in this the emotion and it's a lot of questions. We really take the time to get to know them. And and that's one of the best parts of this job is you get to learn things about people and see behind the scenes of places that no announces really allowed to go because you've got to find those stories, and then you've got to find a sequence to be able to tell them. And so, Jason, when we worked together on the Maximize your Social Book trailer, I learned a heck of a lot in the process. One of the things since we're talking about video and you mentioned that in the past, it obviously required a certain amount of resources. Today, it still does obviously as well about the quality of video. The advent of, you know, being able to shoot MP fours or whatever on your smartphone uploaded to YouTube. What do you have to say about you know what the quality should be? And if there is still a minimum amount of quality that I'm assuming that corporate brand should be cognizant you are aware of. How could potentially these lower forms, lower grade quality forms of video be used in your marketing mix? So Brand's had to be careful with this, because in the early days of YouTube, it was okay. Thio record. A. This was, what, 2008 to 5 on your foot camera and hey, everybody do that whole thing you flip cameras that went out with the evidence of the smartphone, of course, but with that also without the ability to create content that wasn't his professional polished because the audience has become more savvy, they start to expect things to look a little more polished, so it's it's not find a happy medium. The hard part is that video's expensive no matter how you slice it. I mean, there's always someone that's one toe work cheaper, and you can always find that guy those risks there, too. So what do you do is a business. You have to know that at least to get a decent picture and decent audio. Those the two first thing's a small business as a as a small, medium sized business. If you can invest in somebody professionally coming in and helping you through the process, it works up to your benefit. Unfortunately, it's cost. It's like taking your car to the mechanic. There's a certain set of steps that go into it to make sure it turns out right and so that you still have brakes when you get down the road, right? Right. Yeah. And more than anything, I realize that video really isn't art in many ways, and not just the storytelling. But there's so many different ways to tell that story visually audio Lee that are all gonna create these unique emotions that we went through. So just some some advice for people. Some tips for people that are listening, and they I guess, one of the things that we should that we haven't really talked about getting back to how I began the podcast of the importance of video in your marketing, you know, both inside and outside social media. You want to sort of speak to that? You know, some of you may be listening. Well, I get it. It's gonna cost a lot. Is it really worth that investment? What's the r a y of doing that? I'm sure you get asked this a lot. And because you've been doing well, you know, it's successful your business. I know that you've been able to respond to that as well. So how do you How do you answer that question? It comes toh r A y you have to say, just as in anything set goals that air reasonable, unattainable. So for a small business that can't afford to spend all this money on metrics hits, how can we use this video in different steps of our process? So if you if you have, you know the marketing funnel you know, people getting people to know like and trust you, how can that one video touch some of those steps of the your the process of getting people into your system totally sell to them. So the video. If your website is their first contact with you, that video should be on the front page. And then when you meet with them and in present, your product proposal, you should ask them, Have you seen my video? And if not, you should have the ability to pull it over there and show it to them, because in one minute, or however long your video is, you can tell them in a video could tell me more about your business than you ever couldn't sitting face to face. Could you have the option of your ability to show and tell? You can verbally tell them something, but you can show them something so they get twice as much information right there at that one time. That's how you can measure it. By knowing that we're gonna use it in this this step of our business and in this step in the coming right out and asking them, Have you seen our video? That's the easiest way for a small business. Also, make sure that you posted on Facebook and Twitter and all your social sites and then probably pushing it out. You have a strategy to push it out every so often through those and blogged about it and really make it something that you use is a tool, not just let's sit there and hope that's gonna work for you. That's a good idea. And I think a lot of people probably think of video as something well, it's part of an infrastructure in order for us to humanize our brand and tell our story, it's something that if we have a Web site, we should have a video up there that really tries to bring people in and get them deeper into our website and contact us, but also that tactical way of thinking about your marketing funnel. And if you need to have a least five touches with a potential client of figuring out, you know, why don't we make one of those five of video? And which part of the process would it make sense to do it in? That makes a lot of sense, especially for companies that have maybe complex business models or complex products, and the website visitor just doesn't know how do I work with you? I'm assuming that could be really really strategic as well? Absolutely. And really to look at video, how can it enhance every step of the customer experience from when they first contact you too? Now they're satisfied, the happy customers. And we want to get more, having refer people to us and get more business from them and all of those things. So and I think when this is a start, looking at video like that is the economy of scale. Yeah, it's gonna be a little bit more. But now it's a whole strategy that they could build out and they're already doing these things. Just adding video is one more tool to their marketing tool box. Yeah, I know that makes a lot of sense. So one thing I wanted to ask you and I'm also gonna give you virtually, well, physical, I guess the mike at the end here for any, you know, final things you wanted to share. But I get asked by a lot of companies from social media perspectives should our CEO tweet. Why should our CEO be forefront in our blog's been happy and obviously that comes down. Every brand is different. Four videos. How important do you think it is that CEOs, executives of the brand come out and our forefront and facing the customer directly, Or are there a lot of cases where that may not be the best strategy? I haven't seen a case where they shouldn't do it. I just consistently seeing examples where the CEO should be out in a video assumes you can get it done because it helps the brand internally and externally. You know, he's the face of the brand, the things it does. It builds your poor with the customers and clients. And if something terrible was toe happen, he's now got that relationship with them. So it's really think of BP. I mean, there's lots of things that went wrong there. That's a whole different podcast, really. But if he had had some kind of presence before, then it would have. It would have made that hole. You know, that awful situation a little bit better for him and the company if they had put him out there a bit more. It's funny you mention that because I've worked with a utility company and they originally wanted to use social media for crisis management, and I took a step back and said, You know, we should be pro actively engaging in proactively building goodwill. And I guess a video coming from the top of your brand is really one of the best ways to do that. In fact, that that company planned on doing just that. That makes a lot of sense. So, Jason, I thank you for your time. We've we've covered a lot of very different types of video related topics that I often get asked, was curious about anything else you wanted to add for. You know, the listeners of the podcast that are looking to leverage video more for their social networking just to make it any time you're creating new website, anytime you're doing any new branding, look at how video might fit into that and video. There's tons of ways to get videos created. There's there's Craigslist, there's local high schools. I mean, there's there's risks to all those, I mean, but every company can afford a professional production company, so it's try to find, do what you can do what you have. I mean, yes, small business owners we've done that for years, is you go as far as you can buy yourself. And when you get some extra money you put, you invest in it and you go to the next level. Uh, just be careful. Make sure that you, whatever you do, represent your brand. Well, great advice. And if you're curious, if you're gonna maximize your social dot com, you'll see how abuse the book trailer. It's literally front and center when you go to the home page. There's also an embedded widget of it on the right hand side bar, and, you know, it could be inedible anywhere. It could be embedded within my block post. It could be embedded when any social media blogger wants to share the statistics that I have in that book Trailer Video, What have you. So it really is a powerful medium that can really, as as you heard from Jason, really put your story your brand and create this emotion with viewers worldwide in a way that just written text cannot. So I hope that's giving you some great ideas. Once again, this is Jason Duncan Miller farm media dot com. He is located right here in Irvine, California, where I am as well, which made this podcast very convenient. Orange County. I thank you for listening to another podcast. Always enjoy your five star ratings and iTunes as well as any comments. If there's any topic you went covered on this podcast, please reach out to Neil Schaffer at Neil at Maximize Your social dot com. That's it, Everybody. Make it a great day about Thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize Your social dot com. Thanks for listening and have a great day.