Grant is so great

SUPER-SOCIALIZE ME!Supreme Video Marketing in 30 Seconds or LessPresented by Grant CrowellVideologist, ReelSEO.com

AUDIENCE POLL!

Who here knows what social video is?

Who here would like to define it for me?2

@GRANTCROWELL

Who here knows what social video is?

Who here would like to define it for me?4

reelseo.com/video/social

We have a column dedicated to social video, which shows up #5 in Google for that same term.5

reelseo.com/video/social

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VIDEOLOGY 101SOCIAL VIDEO MARKETING

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Social VideoWhats that?

What is it, really?

social videoaccordingtoWikipedia(sort of)

Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social video marketing campaign, the content, distribution strategy and consumer self expression tools combine to allow an individual to add their voice or co-create value to a piece of content - then further propagating it out to their social circles.Social video typically benefits from a halo effect cast by the "influencers of a given social grouping.SVM draws on consumer culture theory, economic theory, and social theory around the psychology of sharing. Social video marketing differs from social marketing, which has the intent of influencing behavior for a social good.Theories on Social Video and Sharing[edit]Historical Context of Social Video MarketingConditions which have made the market conducive to the rise of social video marketing:Falling cost of technologyCameras' ubiquityIncrease of bandwidth and consumer accessComputer speed/RAMDesktop publishingRise of social networking sites[edit]Usage of the termReelSEO mentions social video marketing frequently and has been using the term since at least 2010. Social Video Marketing as a term has also been championed by Internet entrepreneur Shawn Hopwood.[1][edit]Current ResearchIn a 2011 study published in Psychological Science, a journal of the Association for Psychological Science, Jonah Berger found that subjects the sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Simply put, evoking certain emotions can help increase the chance a message is shared.In a prior paper, we found that emotion plays a big role in which New York Times articles make the most emailed list. But interestingly, we found that while articles evoking more positive emotions were generally more viral, some negative emotions like anxiety and anger actually increased transmission while others like sadness decreased it. In trying to understand why, it seemed like arousal might be a key factor, says Berger,[2] the Joseph G. Campbell Jr. Assistant Professor of Marketing at the University of Pennsylvania.In the study, Berger suggests that feeling fearful, angry, or amused drives people to share news and information. These types of emotions are characterized by high arousal and action, as opposed to emotions like sadness or contentment, which are characterized by low arousal or inaction. If something makes you angry as opposed to sad, for example, youre more likely to share it with your family and friends because youre fired up, continues Berger.

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The Wiki

Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video.

Incorrect about how long ReelSEO has talked about social video. Actually did it back in 2008, along with advertising age. 12

Social Video (as I see it)Social video is the blending of video with human relationshipsfor the co-creation of value.

Types of Social VideoSelf-createdAggregated

User submissions

What to measure in social video

Content, not AdsViews, notimpressionsShares, not clicksDan Greenberg, President of ShareThrough, says its about measuring these 3 things

http://www.reelseo.com/social-video-advertising/

Change the way we measure success.

Change the way we create and interact15

Social Video MarketingWhy do it?

Video augments our human nature

Video has become one of the most effective ways to motivate people towards certain behaviors. Video is a highly effective persuasion technology.

Video is more social than textMore entertainingMore emotionalMore interactiveMore engagingMore empoweringMore persuasiveMore egalitarianMore personalMore impactful with sharingLow entry barrier for participation (Fast, cheap, easy!)

its helpful for any business that is doing social video, to understand the distinction between the optimization of video for search engine performance versus social media channels; also, between computers and real people.

Video SEO, or vSEO, is about optimizing your video content for attracting unique visitors from web-based search engines organic results and video search results to your website.

Source: Social Video Optimization Vs. Video Search Optimization: Which is Better? http://www.reelseo.com/social-video-optimization/#ixzz1N9ZFoBgJ 2008-2011 ReelSEO Video Marketing 19

How Sex & Relationships are Like Social Video MarketingSex & RelationshipsAttention & AttractionEscort / DatingSeedingFling / STDIntimacyMonogamyTaking partner for grantedBREAKUP

Social Video MarketingCreativeVideoVideo AdsSeedingViral VideoConversationsBrand loyaltyTaking customers for grantedBREAKUP

The Old Big Brand Mentality on New Media Culture

Advertising over Engagement?

The remaining problem today with most Social VideoOld Marketing to New Media Culture

Social Video Marketingsideal growthA co-dependent relationship between brands and consumersWhere both parties are treated as equals in the business relationship, sharing their content, ideas, and support for each other.

Social Video Marketing Needs

Dialogue

Social Video Marketing Needs

Social Video Marketing NeedsGoing beyond justFriends and Fans And more emphasis on friendly, personal, helpful service.

Social Video Marketing needsTo balance entertaining consumers with caring for customersListening to them,Helping them out,Sustaining the relationship, and;Making them feel like part of a real community.

http://video-commerce.org/2011/05/sex-social-video/29

Whos doing it?Who can I learn from?

Video Info-tainment in commerce

Different social video styles for consumer funnel

YouTube.com/Blendtec

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Social Video as business culture

demos w/ personality

Social Video as customer culture

More than just customer service, more than just customer relationships, its customer culture.38

video success metricsMajor decrease in product returns from demo and how-to videos for customers to watch before they buy.Zappos plans on shooting a video for all incoming new product this year. That turns out to be around 100,000.They are currently getting about 20,000 video hits a day on the site.Now have 19,000 videos indexed on google.Zappos offers social media share (facebook, twitter, blog) icons on all product videos. They track how many times this info is shared (and to what channels) each day

Social video in eCommerce

Social video in eCommerce

Social Video in Personal Conversation

Social Video in User Q&A

Social Video in User/Expert Q&A

Do you know this guy?

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The customer apology

Bit.ly/DominosApology

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The media attention

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Interviewing the Experts

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UrbanSpoon Sez

Most of market non-existent around videoAssumption that its too expensiveMost small companies not budgeting for pro production

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UrbanSpoon Sez

People want to connect with chefsBehind-the-scenes vids (Insiders view)Favorite dishes Have an opinion!

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UrbanSpoon Sez

Feature staff as celebritiesFavorite customersFavorite dishes

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TripAdvisor SezTravelers want to be inspired Travelers respond well to footage that shows all of the propertyProvides tools for owner-submitted and traveler-submitted video

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Hotel Video TipsPhoto collages can work equally as well as camcorder footageEncourage user-generated content and reviews via videoPartner with key influencers.

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TripWow

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TripWows

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TripWow

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Not really a top 10. Its a matter of context.57

My Top 10 Social Video Optimization TipsSimplifyGo MobileIn-house studioCollaborateAggregateTranscripts

YouTube Promoted VideosRecorded Video ChatFacebook Like of Videos for FansFeature customers and key influencers

Social video marketing resources10 Reasons Facebook Video MarketingIs Valuable for BusinessFacebook Video Marketing Tipsfor a Socialized Business StrategyFacebook Video Marketing Tipswith Social Media Expert Mari SmithBest Facebook Apps for VideoMore results available at ReelSEO with search for facebook video marketing.

Social video marketing resources5 Top Twitter Video Marketing Strategiesfor Every BusinessWhats the Business Value of Twitter Video Marketing?Twitter Micro-Video Marketing Strategies for BusinessTwit Happens: Tips to OvercomeLegal Dangers with Video on TwitterMore results available at ReelSEO with search for twitter video marketing.

Final Thought

OPTIMIZE YOURSELF!Take some the time to engage with your audience one-on-one with video.

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