The Power of Video in Social MediaThe Power of Video in Social Media

Presented by

Gerri BaumGB Media Networks

August 16, 2012

Brands, businesses and organizations are all using video.Brands, businesses and organizations are all using video.

Why use video?Why use video?

• It’s the most powerful on-demand communication platform ever created– Search engines rank video higher than text– Customers enjoy video over text

• It can be viral• It’s high impact• It scales well in

the mobile device world

90% of web traffic will be driven by video by the end of 2013 (Source: Cysco Systems)

90% of web traffic will be driven by video by the end of 2013 (Source: Cysco Systems)

• iPhone – 10,931,054 views http://bit.ly/QBX5JE • iPad – 14,370,059 views• Glow Sticks – 9,388,497 http://bit.ly/QdnKbs • Bic Lighters – 6,190,718• Golf Balls – 6,967,042 http://bit.ly/O7IZAt

More than 197 million views, and over 422,000 subscribers

Video syndication is more effective if you:Video syndication is more effective if you:

• Post to video aggregators: e.g. YouTube, Vimeo • Embed link on Facebook Fan page or a tweet• Embed link on OTHER PEOPLE’S Facebook pages• Embed video on your website• Get other people to embed your video on THEIR

websites• Post video to iTunes as video podcast• Post video to Pinterest boards

Video establishes your personality fasterVideo establishes your personality faster

Video personalizes the experience for your customersVideo personalizes the experience for your customers

Using video differentiates you from the competitionUsing video differentiates you from the competition

Video can be worth a thousand wordsVideo can be worth a thousand words

http://bit.ly/PoYR1o

Putting customer stories in the spotlightPutting customer stories in the spotlight

http://vimeo.com/45721468#

Video plays better on mobile devices than textVideo plays better on mobile devices than text

Nearly 116 million Americans will use a smartphone at least monthly by the end of this year, up from 93.1 million in 2011. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone.

(Source: eMarketer, 2012)

Uses for videoUses for video

• External– Drive people to your website – Most important– Attract new customers or donors– Promotions– Educate viewers– Enhance the brand

• Internal– Training and Support– New Employee Orientation– Communications and Campaigns

Types of videoTypes of video

• Customer testimonials• Product reviews and demonstrations• How-to tips• Presentations• Case studies• Expert insight and

advice• Virtual tradeshows• Business reports• Games, contests

and promotions(Source: Forbes)

A creative way to engage an audienceA creative way to engage an audience

http://bit.ly/Ry4tFR

Nonprofits are using videos tooNonprofits are using videos too

• More and more nonprofits use video to create compelling, personal stories. – Replacing the printed annual report (into a

moving piece about the lives that have been changed)

– Create orientation packets for new board or staff into a dynamic welcome to your organization

– Tool for fundraising– Celebrate their organization’s history and…

…offering thanks to donors…offering thanks to donors

http://bit.ly/OTNJso

Now it’s your turn…Create a videoNow it’s your turn…Create a video

• Establish your goals– What do you want to achieve– Who do you want to view your video

• Production values matter• Keep video within 2 to 3 minutes• Make the beginning of your videos compelling to

your viewer• Include calls-to-action– Subscribe, Visit our channel, Like, Add to favorites,

Share, Leave a comment

The mother of all digital Cineplex'sThe mother of all digital Cineplex's

YouTube statsYouTube stats

• Over 800 million unique users visit YouTube each month

• More than 1 trillion views in 2011– That’s 140 views for every person on Earth

• 72 hours of video are uploaded every minute• Over 4 billion videos viewed a day• Over 3 billion hours of video watched each month• 500 years of video watched every day via Facebook• 700 videos are shared on Twitter every minute(Source: Google)

Branded YouTube channels that get it rightBranded YouTube channels that get it right

• Starbucks• Orabrush• GoPro• Walmart• Pepto Bismol

• and these guys

22,459,410 video views

624,845,391 video views

(Source: Mashable and G. Baum)

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

Create your YouTube channelCreate your YouTube channel

http://www.youtube.com/user/lisaferentz?feature=mhee

Customize your channelCustomize your channel

• Create a username for your company channel• Upload an Avatar• Create a background• Select a layout• Set sharing settings

http://www.youtube.com/user/lisaferentz?feature=mhee

Channel information and settingsChannel information and settings

• Create a title• Include a

description• Make a list of 5 to

8 keywords that are most relevant to your business organization

Complete the ‘About’ sectionComplete the ‘About’ section

Optimize the videos you downloadOptimize the videos you download

• Use keywords to:– Compose descriptive titles, video description and

tags - http://bit.ly/No4ixY

• Include calls-to-actions and links to your website or other social media platforms in the video descriptions

• Create playlists - http://bit.ly/NAc9Xr

• Use an eye-catching, clear image for each video

Get 25% - 50% more viewsGet 25% - 50% more views

• Stream your videos from YouTube to your company website

• Stream videos in blogs• Share videos on Facebook, Twitter and in LinkedIn• Add closed captions for 40% more views during

business hours and for accessibility• Make comments and video responses on related

videos• Share links in email newsletters – increase click-

through rates and enhance conversion rates by 50% (Source: Constant Contact)

Measuring successMeasuring success

• Use YouTube Analytics to measure:– Performance– Engagement– Demographics– Discovery– Views– Playback locations– Traffic sources– Audience

retention

Video: A great tool for your marketing arsenalVideo: A great tool for your marketing arsenal

Lessons Learned:•Video can be syndicated more easily that print•Video establishes your personality (and brand) faster•Differentiates you from the competition•Two words: Video testimonials. ‘Nuff said?•Plays better on mobile devices•Housing video on YouTube will help you optimize and syndicate your brand across the Internet

Gerri Baum – GB Media NetWorksGerri Baum – GB Media NetWorks

Ask me about employing social media strategies and applications for your business or organization

gerrib18@comcast.nethttp://www.gerribaum.com

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