companies don't need to suck at social media
DESCRIPTION
This is a presentation that I gave at the Think International IV event - Copenhagen - Mar, 2011. The presentation has been modified i.e. text added, substituting me talking. Love to hear your feedback.TRANSCRIPT
COMPANIES
DON’T NEED
TO SUCK AT
SOCIAL
MEDIA!
Presenta(on made for Think Interna(onal IV -‐ Copenhagen
The ways people
communicate, work, and
organize themselves is
fundamentally changing.
The ways people communicate, work, and organize themselves are fundamentally changing.And the change is visual.
And the change isvisual.
What makes social media di!erent?
1.REACH
Social media is decentralized and able to reach all corners of the world.
Just look at what has happened lately, #egypt, #christchurch, #libya and #japan.
2.ACCESSIBILITY
The means of production for social media is not owned by governments or private organizations. The tools are available to everyone for free or little cost.
3.USABILITY
Social media has few barriers as anyone with the ability to use a computer or a mobile phone can create content and be producers of social media.
4.IMMEDIACY
Social media allows for instantaneous creation and response.
5.PERMANENCE
Unlike traditional media, social media allows for instantaneous editing, sharing or commenting.
Ok, so now we’ve established what social media is I’m going to focus on Video and why....
Video is the new black
Humanizingand how it’s
the web
Video isn’t going to disrupt corporate marketing some time in the future
IT ALREADY IS!
VIDEO IS MORE ENGAGING
‣For social marketing, online video is second only to Facebook for % of people using it.
(Source: Content Caboodle)
‣Cisco: By 2013 Video Will Be 90 Percent Of All Consumer IP Tra"c And 64 Percent of Mobile
What’s that bright shiny light?
Don’t be caught unaware...
Archives &Documents
ProductDemon-
strations
Events &Communi-
cationTrainingInternal
Communi-cation
CompetitionsMarketingCampaign
Video can be used for almost anything
Now, let’s see what video can actually do for an organization.
17.4%NEWSLETTER CLICK-THROUGH
Higher click-throughs in newsletters with video
771.262Minutes of engagement
10x
ENGAGEMENT
VIDEO LINK RECORD
More popular to click on video link than the next-most popular link in newsletter
112EMBEDS
Number of sites that embed their videos including google.com’s own search engine result page(Source: 23 Video)
1.2BSALES 2010
Zappos’ CEO attributes this success to online video: “Products with accompanying video sell better”
30%Using videos to describe and demonstrate products
8,000
SALES INCREASE
CURRENT VIDEOS
They feature employees instead of actors or models
50,000GOAL FOR 2011
Zappos strive to have even more videos next year, and they will need around 10 studios.(Source: Zappos)
3xPRODUCT VIEWS
3 milMinutes of engagement
2x
ENGAGEMENT
REPEAT VISITS
Double repeats compared with website only visits. Also double dwell times.
23%SALES INCREASE
23% higher basket/check out value
3x product views when supported with video
(Source: TubeMogul)
CASES
Community Building
This danish Ecommerce store, uses video as a key sales tool by providing viewers with unbiased and engaging product reviews.
Community BuildingCommunity Building
They have also have built a strong community of engaged users, by le?ng them submit their own product reviews, allowing users
to build their own social authority within the community.
User Generated Content
Carlsberg gives their fans a place to share themselves.
User Generated Content
Other viewers can then vote and share the videos around the web.
Demand Driven Content
Saxo Bank is trying to become a thought leader and resource for their customers and potenEal customers.
Stakeholder Communication
Novozymes use video to ensure their stakeholders, both external & internal, get a chance see who they are and how they do things.
Audience Extension
TED and their sponsors have realized that the audience isn’t just limited to those people that aKend.
Audience Extension
Creating Social Objects
To help determine which frames suit them, this danish optometrist allows customers to share video with friends.
Connecting your audience
Kilroy uses video produced by students for students.
How do you know if it’s working?... and how can you keep improving?
Visual overview
See all your video assets & key staEsEcs
Quantify user engagement
Understand how your videosite is performing
Track clips across the social web
See where your video are ge?ng the most plays
Drill-down reporting
Understand your videos performance
Drop-o! rates
Discover where in the video people stop watching
Distribution to all your channels
Set up your videosite to automaEcally distribute your content to your various social media channels
RECAPVideo is the new black.
‣Build a community‣Allow users to create content for you‣Be a thought leader‣Engage your stakeholders‣Extend your audience‣Create social objects‣Connect with your audience‣Measure, analyze and improve
Try 23 Video yourself at 23video.comAnd see how we humanize the web.
