Using Video In Social Media Strategies

Melanie Kraintz

Social Media Channel Manager for Data Center and Software Defined Networks

March 2015

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I graduated from Central Washington University as a double major with degrees in Public Relations and Video Production and a double minor in Mass Communication and Advertising.

Worked in video and social media for the last 15 years for several fortune 100 companies including Microsoft, AT&T and T-Mobile.

Today, I am the Social Media Channel Manager for Data Center and Software Defined Networks (SDN/ACI). @CiscoDC

You can find me on Twitter, @MrsKraintz

About the Speaker: Melanie Kraintz

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Why Video?

Why Social Video?

Social Platform Demographics and Video Types

How do you measure success in social video?

Agenda

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Why Video?- 10 Reasons/Stats

1. Online video ads increase purchase by 97%, and brand association by 139%. (Unruly)

2. Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer)

3. Landing pages with video have up to 800% more conversion than the same page without a video. (FunnelScience.com)

4. Video promotion is 6 times more effective than print and online ads (Atlas)

5. 92% of mobile video viewers share videos with others. (Invodo)

6. Every shared tweet results in six new YouTube browsing sessions (ReelSEO).

7. 65% of senior executives have visited a company's website after watching a video. (Forbes)

8. Online video production will account for more than one-third of all online advertising spending within the next five years. (Borrell Associates)

9. 76% of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter, and blogging. (Social Media Examiner)

10. More than 1 billion unique users visit YouTube each month (YouTube)

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Why Social Video?

It is crucial for

marketers to start

creating and

incorporating video as

part of their content

strategies.

Cisco. Cisco Visual Networking Index: Forecast and Methodology, 2012-2017. http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html

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(Simply Measured)

Why Social Video?

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Social Media Platform Demographics & Video Types

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57% of all Vine users are female

18-20 year olds- MILLENIALS

Vine

Maximum length of

video is 6 seconds

https://vine.co/v/b0JEbzaKKJO

http://blog.hootsuite.com/5-great-brands-on-vine/

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Instagram

Sixty-eight percent of Instagram's users are women.

Maximum length of

video is 15 seconds

and minimum length

of video is 3 seconds

18-24

25-34

http://www.adweek.com/videowatch/top-10-instagram-videos-brands-156991

• Gen X

• Millennials

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Facebook

• Gen Y

• Gen X

• Millennials

• BOOMERS

http://www.businessinsider.com/a-primer-on-social-

media-demographics-2013-9#ixzz3TGtHBMr2

Optimum length of

videos on Facebook

is 1-1.5 min.

http://www.skyword.com/contentstandard/art-of-storytelling/choosing-the-most-effective-video-platform-for-your-content/

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YouTube

http://wistia.com/blog/does-length-matter-it-does-for-video-2k12-edition

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YouTube

http://www.internetmarketingninjas.com/blog/content/how-to-make-your-youtube-video-go-viral/

• Create a video that people want to see, not what not what you want them

to see.

• Pay Attention to Detail- SEO

• Don’t ignore the Fact That YouTube Is a Social Network- Contact your

Social Media Team when you start thinking about Video.

• Don’t Settle for Low Quality Production

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Twitter

18-245 Ways to post:

1. Use a YouTube video link

2. Upload a video from your phone

3. Capture a video from your phone to

record 30 seconds of video or several

short clips to rearrange.

4. Tweet a Vine video

5. Tweet an Instagram Video

• Millennials

• Gen X

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5 Video Types to help with Conversion

Brand Video

Statistics Video

Customer Success Story

The Q&A Video

Tutorial Video

5 Video Types to help with Conversion ©Melanie Kraintz

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How to Measure Success in Social Video

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Measuring Success in Social Video

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Video Analytics

Views: # of Times video is

view for 3 sec or more

Impressions

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Thank you!