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How to use Social Video to Engage your customers, fans and audience. Social Media and video promotions with branding advocate Doug Lehman. August 25, 2012 Presentation with the Get Social with Me Team
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Get SOCIAL with VIDEO Enhance your Sales Marketing Process
EMBRACE Social Video Technology
ENGAGE Your Customers with Video
EXECUTE A Video Distribution Plan
EQUIPMENT and Resources
www.douglehman.com
SOCIAL VIDEO SALES
About Doug Let’s Put It In Lehman’s Terms Passionate about Video Engagement
• Sales and Product Trainer
• Online Virtual Sales Facilitator
• Personal Branding Advocate
• Social Media Enthusiast
• Video Blogger Interview Host
• Video Brand Ambassador
• Video Consultant
www.douglehman.com
www.douglehman.com
Why Have A Video Strategy ?
Attract more Clients, Customers, Fans
Improve You Online Visibility, Drive Sales Promotions
Build Credibility, Establish Rapport,
Increase Your Search Engine Rankings
Better Connection With Your Customers and Audience
NO Video Strategy Myths
Too Difficult, Too Expensive, Too Complicated, Time Consuming
Wrong Audience just for kids, No Camera, Camera Shy,
Where is the ROI?
Video Statistics: The Impact of Video
According to Cisco, video will increase to 90% of Internet traffic by 2013. (Cisco, 2010) With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester Research , January 2010) Video placement on your website increases “stickiness” to your site by more that 40% Zappos reports a 6% to 30% increase in sales for products with Video (ReelSEO) December 2009 44% of universal search results on Google feature video
is 2nd largest search engine is monetizing over 3 billion video views per week globally The YouTube player is embedded across tens of millions of websites 100 million people take a social action on YouTube (likes, shares, comments, etc) every week More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years 98 of AdAge's Top 100 advertisers have run campaigns on YouTube YouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011
Benefits Social Video Marketing
SOCIAL VIDEO = Engaging the Conversation
Your Customer’s Buying Process has changed Today due to the internet and Social Media. Buyers have more control now, they have access to instant information by doing their research on the web and consulting with others. Buyers want and desire SOCIAL PROOF. We have to adapt our sales and marketing Process.
Benefits Social Video
Search Engine Friendly
SOCIAL PROOF ARE YOU VISIBLE ONLINE?
If a picture is worth a thousand words what is video worth ?
A quality video can establish advanced credibility.
Video is more engaging , compelling and convincing that plain text
Video is effective for storytelling providing a better connection with audience
Video is a 24 Hour Brand Ambassador
WE are visual learners it’s a natural training method
2nd largest search engine right after Google
Video is a Duo Player in Social Media
Social Video, a distribution channel complimenting social media and your brand
Video Hosting Sites as a Stand Alone Service for online Content subscribers, friends, messages, video Inbox, Video Response, comments
Social Video Networking is about engaging the community
BE SOCIAL!
www.douglehman.com
Online Video Business Benefits
Watch and Listen to what you customers and clients are saying Leverage your audience to be brand ambassadors, word of mouse, word of mouth.
Video Testimonials will provide a level of trust and reputation to your website. Authentic Trust “Word of Mouth” from their peers
Attracts traffic through SEO & Social Networks
Keeps Viewers on websites longer
Reduce Product Returns
Online Videos have Infinite Shelf Life
Two kinds of viewers on the web BROWSERS “Attention” and SEEKERS “Clarity”
Number one Reason why customers won’t buy online? They desire to SEE an item in person. Use Video, Next best thing to Being There
Camera Shy
No Video Camera Required
Online Tutorials Voice Narration
USE Screen Capture Software
• Free – Jing Project, Camstudio, Screenr
• Camtasia , (Mac & PC)
• ScreenFlow (MAC)
Animations and Slideshow Software
• Animoto
• Xtranormal
• Slideshare
Go Animate
www.douglehman.com
4 Steps for Effective Social Video Get SOCIAL with your VIDEO Engagement
1 • WATCHABLE – Call to Action, Video/Audio Quality
Image Background
2 • FINDABLE – Video SEO, Metadata, Sales Proposal
Video Distribution Leverage Social Networks
3 • SHARABLE - Embed links, allow comments, sharing, rating
Cross-Promotion Video Collaboration
www.douglehman.com
4 Customer Follow Up. Be Accountable Be Reactive to your Community Messages Be Responsive to your Customers Comments
ACCOUNTABLE ACTIONABLE
Make Your Video Watchable
Establish an immediate call to action!
1. Introduce yourself, Company, Product Etc 2. Tell your viewers what the video is about it 3. What’s In It For Me – Customer WIIFM 4. Command your Brand Attention at the start 5. Captivate Viewer Attention – Evoking Curiosity 6. People Online have a very short attention span 7. Focus on the first 15 seconds.
8. Get to the point “BRING VALUE” Remember to Engage your Customers from the start.
.
1. Be authentic and passionate delivering your presentation
2. Indentify with your audience – look at the camera WIIFM
3. Have a natural conversational tone – Be yourself
4. Act like you are talking to another person
5. Be genuine and confident, know your material as a SME
6. Make sure non verbal gestures compliment your words
7. Speak at a steady pace – cadence and voice inflection
8. Remember online audience has limited attention span
9. High energy engaging pace keeps attention
10. Don’t be too scripted, you will come off as non engaging reader
11. Keep the video simple, short with compelling story content
12. Change Camera Angles and keep it moving.
Make your Video Watchable
Enlighten and Engage your customers throughout your sales presentation .
Make Your Video Watchable Video-Sound-Image Quality
1. Check Video Quality 2. Your Video must be heard Pre Audio Sound Check
3. Video placement should compliment your website 4. Dress the part for your video audience. Get a decent looking video hosting background to compliment your videos - YouTube Video Channel should support and entice your video image –
Design Your Video Channel Page “Maximize Profile Content” Supporting Text Pictures etc”
Remember to Engage your Customers from the start. .
Make Your Video Watchable Don’t Be This Guy
.
Poor Lighting Bad Product Placement Cluttered Background Camera Angle Mistake Nice Trash Cans
Poor lighting will result in dark, grainy and discolored
video. Good lighting increases clarity of your video.
Avoid Shadowing
www.douglehman.com
Post and Host Video on Facebook Profiles and Business Pages Post Status Updates on Twitter and LinkedIn *Video LinkedIn Profile Post and Host Video on your company blogs and website
Engagement > Make your Video Sharable and embed code on multiple sites
Make your video Findable Leverage Social Networking Sites
Position your videos on multiple social networking sites, blogs and websites. More ways to find your content and brand
www.douglehman.com
Make your video Findable Leverage Social Networking Sites
USE FACEBOOK Upload Videos Directly Share Links, YouTube Post on Business Fan Pages
USE TWITTER Share Video links URL’s {VIDEO} Video Hosting Sites Blog Posts
www.douglehman.com
Make your video Findable Leverage Social Networking Sites
3 Ways to Share and Post Video on LinkedIn Upload Video to Your LinkedIn Profile Page Slidehare.net, Creative Portfolio Display
LinkedIn Status Update
LinkedIn Company Page Add Videos
Upload Video links directly from YouTube or your computer. Share Links, instant record videos, Video Posts, Video Hangouts
www.douglehman.com
Make your video Findable Leverage Social Networking Sites
Website Blog Video Hosting Site
USE PINTEREST Repin
Create QR Codes “Link Videos” * Mobile Devices *
Use multiple Video Distribution Hubs – Video Sharing Websites and Platforms.
Promote, Publish , *Promote across several video hosting Sites.
YouTube is the world's most popular online video community. Tops for Video embedding: Across several websites, blogs and social media platforms, like Facebook. Set up a YouTube Channel
Things to Consider when selecting a video sharing and hosting website. Site Guidelines Commercial vs non-commercial Storage Size, Costs, Viewership, *Privacy Audience Level quick capture uploads
www.douglehman.com
Make your Video Findable Leverage multiple video hosting sites
Make your video Findable and Discoverable Simple Video SEO Metadata
OPTIMISE YOUR DESCRIPTION Post URL in Description http://yoursite.com Write Content in Description
Key Word Descriptions
Tag Keywords
Title you video with Keywords Call To Action Enticing Title
OPTIMISE YOUR TITLE Use YouTube Keyword Tool
Sharing Feature enabled
Effective Video SEO will help establish brand awareness, customer traffic and sales engagement
Use backlinks and inbound links to your videos and website.
Embed your URL directly on videos, use captions annotations
Implement Metadata on your video “Titles, Descriptions, Tags and Keywords” *keyword research is part of your marketing research
Use YouTube Keyword Tool
Fill out your YouTube Channel Description with Keywords etc
Upload videos on a consistent and regular basis, Create Video Playlists
Optimize your video to be Searchable and Sharable – Engaging Prospects
Make your video Findable Simple Video SEO Tips
Video must be Sharable embed links, allow comments, sharing,
rating, video responses etc
Engage and Comment on other business partners videos, blogs
and websites, driving traffic to your site “coattail video response”
Cross-Promotion and Video Collaboration with others in the
video community.
Video Response and respond to video comments timely.
Don’t sell help buyers buy. Give Valuable Advice and Content
Optimize your video to be Searchable and Sharable – Engaging Prospects
Make your video Sharable
Engage Your Video Community
1. Thank your customers and audience for watching this Video
2. Define your final call to action sales goal? Promotional objectives
3. Don’t assume but communicate to the next step
4. Entice your audience and viewers to take action
5. Establish your closing video credits – Text, Captions, Links, Annotations
Examples of Trial Close Action Statements
Checkout our website or other videos If you like what you see sign up as a subscriber Please leave your comments below Contact us if you have any questions More information checkout our newsletter Register for our upcoming webinar or eBook. Buy Now, Add to the Cart, call now
Engage and thank your customers, entice and deliver value Understand your audience perspective and point of view www.douglehman.com
Make your video Sharable Engage Your Video Community to Share
www.douglehman.com
Be Accountable and Actionable
Have a Call to Action Bring Value Be Consistent
Be RESPONSIVE and REACTIVE to your Video Community
Instant Message Feedback
Follow Up To Video Comments
Types of Engagement Videos
• Business Interviews, PSA, Office Tours
• Webinars, Testimonials, Case Studies
• Product Demos & Launches
• How to Videos, Educational
• Office Skits, Mini Documentary
• Live Broadcasts, Contests
• Community Outreach, Video Profiles
• Demo Reels, Event Videos
www.douglehman.com
INFORMATIVE VIDEOS ENTERTAINMENT VIDEOS EDUCATIONAL VIDEOS
ENGAGEMENT VIDEO CASE STUDIES “Merit Based Video Contest”
www.douglehman.com
MERIT BASED VIDEO CONTEST WITH VIDEO ENTRIES
Searchable, Compelling Video Content Engaging Value Base Website Bonus Contest Giveaway – Engaging your audience http://douglehman.com/videocontest2
Provided a solution “Customer Need” Checked out website great content Became a Fan!
Now I am a brand advocate
www.douglehman.com
ENGAGEMENT VIDEO CASE STUDIES “Video SEO Lunch Box”
Checked Out Website YouTube Channel
First Page on Google Search
VIDEO SEO LUNCH BOX Utilized Key Words, Title, Description Watchable Engaging Content Thumbnail Image Sharable , open comments
http://douglehman.com/lunchboxvideo
STEVE RIVERA
Story
www.douglehman.com
Social Video Case Study
www.douglehman.com
Social Video Case Studies
Zappos Online Retailer Videos with Real Staff – Human Trust Element Video Overviews Product Descriptions 10 % Increase in Sales, Decrease Product Returns Zappos Experience live video Testimonials http://on.wsj.com/grhpfH The Wall Street Journal Digital Network March 17, 2011
Online Video Marketing Research Leveraging Video for Qualitative Research. Video Response – Techniques
Video Training Resources
Use YouTube as a Search Tool for Visual Learning - Watch other videos to emulate strategy and tips.
Websites News , Information and Analytics
REELSEO
SOCIAL MEDIA EXAMINER
Additional Resources Books and Marketers
. www.douglehman.com http://salesinfluence.tv/
The Future of Video
• The Use of Video Email will increase – Your Visual Presentations will make an impact.
• Mobile Video is growing force!
- Upgrades and use of smartphones, PC Tablets are increasing significantly
- Mobile Video Applications are among the fastest growing
cell phone applications
- Mobile Optimization – QR Codes, Text Video YouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011
February 2011 The Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–2015
Mobilize Your Online Video
www.douglehman.com
Get SOCIAL with VIDEO Enhance your Sales Marketing Process
PROMOTING YOUR VIDEOS
Owned Media Websites, Blogs, Networks Shared Media Social Networking Site Video Collaboration Cross Channel Marketing
*Promoting your video through PAID MEDIA and Resources
SEO Search Firms, Digital Advertising, Banners, AdWords, Pay-Per-View, Social Media Advertising etc……………….?
In Lehman’s Terms Your Video Marketing Strategy
Let’s…. Conceptualize “Know your audience and create an engaging story”
Visualize “Be Visible use Video Social Proof”
Recognize “Be Responsive and Reactive to your Audience”
Mobilize “Mobile Optimization – QR Codes, Text Video, PC Tablets”
And be ready to Monetize “$”
www.douglehman.com
www.douglehman.com
Next Stop How can I Assist You ?
www.douglehman.com
Service Offerings www.douglehman.com
www.douglehman.com
Video Promotion Services
EVENT TESTIMONIALS VIDEOS
EVENT VIDEO SPOTLIGHTS
VIDEO BOOK REVIEWS
VIDEO BUSINESS PROFILES
VIDEO INTERVIEWS “Talk Show Format”
VIDEO COACHING SPEAKER TRAINER
THANK YOU for Attending
We Welcome your Feedback and Comments.
Let’s Engage Be Social
www.douglehman.com
Video Testimonials
Connect With Doug
Let’s Put It In Lehman’s Terms Passionate about Video Engagement
www.douglehman.com doug @douglehman.com
@douglehman
Doug Lehman
(404) 654-0304
Brand Ambassador of Video Engagement
.