Online ContentA look at why more content is good & the various tools you can use to create additional content

Agenda• Housekeeping• Attendance• Socialnomics discussion• News

• Video / YouTube• Photo Sharing• Check ins• Assignment

HOUSEKEEPING

VIDEOYouTube, Vimeo

http://www.youtube.com/watch?v=XN3uOf_lrqI

VIDEO – YOUTUBE

GuyGal - Recap • Content is the currency of social media and search• Prediction: 90% of digital consumption will be video• “Video is the only medium that scales the full range of human

emotions”.• Example of Zappos – doing video demos of shoes. 20-30%

increase in sales – Increases trust• LOW cost to entry• People pay with their time. So do a good job or don’t do it at

all• Subscribers > Viewers

Video – YouTube • Most familiar video platform• 48 hours of video uploaded every minute• 3 billion videos viewed everyday• 490 Million Users average visit – 25 minutes• Monetization (CPM – Cost per 1000 views basis)• Brand Channels• Analytics suite• http://www.youtube.com/t/press_statistics

YouTube – Brand Channels• http://www.youtube.com/user/Starbucks/featured• http://www.youtube.com/thescore• http://www.youtube.com/user/McDonaldsCanada• Playlists• Promote videos• Advertising

http://www.youtube.com/user/JimmyKimmelLive

Video - Vimeo• A community of film people• Quality is better on default embed• Not for “commercial usage”• No monetization

Why Video• SEO• Easily consumable (72% YOY Growth – Forrester Research)• Social media effect – shareable• If it’s good. Bounce rate goes down!• Alleviates doubt. And increases trust (Zappos)• Cost of entry all time low• More Memorable

Examples• http://www.zappos.com/nike-eclipse-ii-white-black-varsity-red

• https://path.com/

• http://www.youtube.com/watch?v=Y81p9XsX3tQ – Various Examples

• http://www.youtube.com/watch?v=NHPok_lBmzM - HubSpot

Video – Recap• Great reference, great for sharing, but the videos have to be

great• OR they have to be quick• Build trust with your customers• Make Money with advertising• Reach your audience through various channels• Get found faster.

PHOTO SHARINGFlickr, Twitpic, pic.twitter.com, Instagram, Pinterest

•Online photo management and sharing• Great community•Started out as a game•You own the content•Customize who sees the content•Freemium model –ad-free unlimited photo storage• 51 million users•Owned by Yahoo (2005)

PHOTO SHARING - FLICKR

•Online photo management and sharing• Great community•You own the content•Customize who sees the content• Most frequently used for personal usage small businesses do use it though•Creative Commons

PHOTO SHARING - FLICKR

• Creative Commons•http://www.flickr.com/creativecommons/•A great source to find images, and to have your images discovered

PHOTO SHARING - FLICKR

• iPhone (and Android) only photo sharing app•No View Analytics•“Sharability” & Early adopter factor•http://instagr.am/p/HAb6d2Rc-j/•10 Early Adopter Brands using Instagram - http://thenextweb.com/socialmedia/2011/05/19/10-early-adopter-brands-using-instagram/•Many Brands on Instagram http://socialfresh.com/brands-on-instagram/•Bought by Facebook for $1B

PHOTO SHARING - INSTAGRAM

•All popular photo sharing services• Have web presence and mobile presence•All have social media elements• Choose one and stick with it (not lockerz.. unreliable)• Yfrog has “views” updating issues no embeds (i.e Tweetdeck)•Less a community, more a sharing utlitity to other networks•Pic.twitter.com no analytics at all•Twitter forcing more and more apps to use pic.twitter.com

TWITPIC, YFROG, LOCKERZ

SHARE OF VOICE – MAY 2011 (ANCIENT)

•Gary Vee on Pinteresthttp://youtu.be/keMQasaECKM

MORE NETWORKS MORE REACH

• Integrate into everything! • Instagram – 9185 Likes - 21 Likes to Facebook (Share) • Twitter - 370 Retweets• Facebook – 44,998 Likes, 1,231 Comments, 2091 Shares

PHOTO SHARING FOR BUSINESS

• Integrate as much as possible . Share across all networks• Find the channel(s) that work best for you• Be descriptive• Tell a story when uploading an album• Link back to your website!• Use pictures whenever possible

PHOTO SHARING BEST PRACTICES

•Foursquare – Check in any where with people who aren’t your friends (Twitter)•Facebook – Check in anywhere with your real friends•Get Glue – Check in to what you’re watching, or reading or listening to

CHECKINS – FOURSQUARE, GET GLUE, FACEBOOK PLACES

• Foursquare – 15 million users• More of a mobile app – users checkin when they’re at the location• Most check ins - Mayor• Tips Promotions• Badges based• Share with social network• Privacy

CHECKINS – FOURSQUARE

• 1.5 million users• Stickers•More for content providers & Personal usage

CHECKINS –GET GLUE

•US around 750 000 checkins / day•Only 4% of adult users use location based services•http://www.ignitesocialmedia.com/social-media-stats/foursquare-facebook-places-checkins/

CHECKINS – FACEBOOK PLACES

• Free advertising. People care about where others do. (Shop, Watch, Eat)• Early adopter • Meet up. • Brand recognition. • Tips•Incentivize – Free beer? SURE!•6 Successful Foursquare Marketing Campaigns to Learn From•5 Creative Facebook Places Marketing Campaigns

CHECKINS – WHY

•Anthropological Introduction to YouTube•http://www.youtube.com/watch?v=TPAO-lZ4_hU•Questions to be posted!

ASSIGNMENT