Top Ten New Year's Resolutions for Video Marketing & PR Pros
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Transcript of Top Ten New Year's Resolutions for Video Marketing & PR Pros
I will embrace online and mobile - but will not forget about TV.
A funny thing happened while everyone was
jumping on the "TV Is Dead: Online or Bust"
bandwagon. Television became more useful to
marketers because audiences formed slightly
smaller—but still very large—clusters of more
narrowly defined viewers (thank you, cable).
These consumers were also easier to reach for
“paid media” and “earned media” types
because rates dropped and there were more
news outlets than ever before. The result is that
online is hot, mobile is hotter and TV keeps on
getting better. To maximize video ROI, consider
how you can deploy it on multiple platforms
before the camera rolls. As Nielsen recently put
it: “Cross Platform is the New Norm.”
2012 Resolutions for Video Marketers
2012 Resolution #12012 Resolution #1
Cool cats, dumb dogs, cute kids, fracture-
less falls and irreverent fruit are all funny.
Most corporate or association messages
are not. Don't try to be Mel Brooks when
Don Hewitt works better and the only thing
you need to do is tell your story in a way
that resonates with your target audience. Of
course, if a bit of comedy is appropriate for
your brand and message, give it a shot. As
Carlsberg demonstrates with this video, the
key is to know your audience.
2012 Resolutions for Video Marketers
I will not try to be funny—unless it makes sense for my industry,
brand and message.
2012 Resolution #22012 Resolution #2
This will NOT include “going viral” or “creating
buzz.” Going viral happens when you create
enough buzz and buzz happens when you go
viral. They’re both great, but are not realistic,
measurable goals. If you want to generate a
great return on your investment in video, be
sure to focus on the desired BUSINESS and
communications outcome. These can include
metrics like clicks, calls, views, comments,
Likes, Tweets, shares—and inevitably, revenue.
This is the only way to get your CFO and other
decision makers to believe in—and invest in—
visual storytelling.
2012 Resolutions for Video Marketers
I will identify specific desired outcomes
for each video campaign.
2012 Resolution #32012 Resolution #3
Because video is new for many marketers,
this is the area they often need help with.
Establishing metrics doesn't need to be
complicated. First, determine the proper
ROI outcome you’d like to see, and then
work backwards. Identify several specific
metrics that support your key
communications and business goals.
These may include # of FB Likes, # of blog
embeds, # of views, # of clicks, % increase
in traffic/sales/calls/awareness/print or
broadcast pick-up, etc. Then determine the
individual and aggregate thresholds to
achieve proper return.
2012 Resolutions for Video Marketers
I will establish specific metrics for each desired
outcome on each platform.
2012 Resolution #42012 Resolution #4
Tell your story with images that
educate and inspire so that you can
truly leverage the power of video.
Show products, manufacturing plants,
community activity, client
endorsements and more. You may
occasionally use talking heads to
establish trust, but strike a balance
between on-screen and voiceover with
cuts to broll. Video is not photography
with sound, though that works every
now and then.
2012 Resolutions for Video Marketers
I will remember that video should be visual and do my
best to minimize talking heads.
2012 Resolution #52012 Resolution #5
Content isn't really king. Your brand, company,
message and mission are the real kings in your
organization and should be honored, protected
and respected. First, that brand story has to be
noticed, understood and embraced by the people
in the kingdom (customers, employees, investors,
partners and others). That's where content comes
in. So why do so many professionals compromise
on video production? They think it'll save money,
but it will actually cost more in tarnished
reputations, missed opportunities and perhaps
worst of all—indifference or ridicule. My neighbor,
the banker, can buy professional surgical
equipment on the web, but he's not about to
remove my tonsils. Do it right.
2012 Resolutions for Video Marketers
I will stop paying lip service to “Content Is King” and rely on
professionals to tell my stories.
2012 Resolution #62012 Resolution #6
We're not documenting the secret formula
for Coca-Cola. We're selling—I mean
marketing, or if you prefer, educating—our
constituents’ ideas, products, initiatives,
stocks and more. Unless you have a
reason to password protect your video
(and there are several), you should enable
and encourage sharing and commenting
to facilitate advocacy by your supporters.
Your detractors will inevitably find a way
to detract, so you might as well arm your
supporters with content they can share.
2012 Resolutions for Video Marketers
I will use a social media player.
2012 Resolution #72012 Resolution #7
Video search engine optimization is the science
of making your content more likely to show up in
organic search returns. Video is already
favorably weighted by Google, Yahoo!, Bing and
others—but there are several things that will
enhance the likelihood of page-one rankings.
Great video without SEO is like a suit without a
tie, a song without lyrics or a house without
insurance. You sometimes get away with it, but
why risk it? Seriously, VSEO, is an inexpensive,
prudent way to stack the deck in your favor.
More on video search engine optimization for
marketers here: VSEO white paper.
2012 Resolutions for Video Marketers
I will help myself by using basic SEO tactics.
2012 Resolution #82012 Resolution #8
This strategy may have worked for Kevin
Costner in a Hollywood movie about a “Field
of Dreams,” but as business people, we
have no right to dream unless we have
properly seeded the field. This includes a
solid distribution plan that goes beyond SEO
and includes earned, paid, shared and
owned media. Paid media—including
performance-based incentives to Like,
Share, View, etc.—are helpful to spark a
campaign. But earned media—including
blogger and other key influencer outreach—
is required for ongoing success. Cover your
bases and use both in tandem.
2012 Resolutions for Video Marketers
I will not build it and expect them to come.
2012 Resolution #92012 Resolution #9
Online video still feels like the early pioneering
days back in 1996 when businesses were
realizing they needed a site on the information
superhighway, but weren't sure what to do
with it. It also feels similar to the early days of
blogging in 2005 when a few thought leaders
jumped in, but most questioned the benefit
and risks. If you wait for all of the research,
data and conventional wise men and women
to create a roadmap sprinkled with case
studies, then those case studies will probably
be about your competitors. Don't be sloppy,
analyze potential outcomes, establish metrics
and step outside of your comfort zone. Would
you rather be safe now or sorry later?
2012 Resolutions for Video Marketers
I will experiment.
2012 Resolution #102012 Resolution #10
Please visit the Social Video channel on CommPRO.biz for more
Video Views You Can Use or contact Larry Thomas ([email protected]) for more information.
Thanks!
Happy 2012!
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