Engage and Convert! Social Video Strategies for Real-World ROI


What do you think of when you hear the phrase “social video”? Is it just creating a video and distributing it on YouTube and other social networks?
Or, is it more importantly about genuinely listening, engaging, and helping others in ways that turns visitors into followers, prospects into client and customers, critics into evangelists, and individuals into communities?

In my presentation, Engage and Convert! Social Video Strategies for Real World ROI you can now learn the unique opportunities and advantages to applying social video for any enterprise; and some best practices with online video for getting targeted traffic and stakeholder engagement towards measurable conversions.  

Key takeaways from this presentation:

  • What social video is, and why you need to do it.
  • How to build your own “social video playbook” – with customized video strategies and tactics tailored to your business goals; and scalable to budget and other finite resources. 
  • When and how to establish ROI plans and performance goals. 
  • Top social video business tips for every business and “per-fessional.”

“Social video” is the blending of video into genuine human relationships for mutual value.

 

The big problem today is that even for most brands that are using social media, video is still being relegated as a broadcast tool instead of a true engagement tool; and that’s not just with customers and other external stakeholders, but also with their own employees and other internal stakeholders.

 

“Video is one of the greatest ways to help personalize the brand and create a trusted experience.” Says Frank Eliason, SVP of Citibank.“We tend to trust humans, not some corporate logo; and video is the best way to do that on a scaled basis”.

Social video is not just for YouTube.

  • Externally, video is used to communicate to broad audiences, often designed to bring a human touch to a brand. It’s a great way to share insight into your company, share thoughts, and add value to your customers without intruding into their conversation.
  • Internally, larger companies are using video to create more nimble, interconnected teams. Work groups are now a very different environment. Today, people are using video to speak with each other across the globe, for knowledge management and collaboration. 

Here are some other strong business reasons for why you should be doing social video: 

  • Video enhances storytelling.People are moved by stories; and video is better at storytelling than text, graphics, and audio combined.
  • Video augments both the rational and the emotional. Some audiences are persuaded more by logic and instructional content; others are motivated more by strong feelings of passion that are either positive or negative.
  • Audiences now expect it. Your audiences are likely creating and sharing their own videos, and want the brands they follow to do the same with them in mind. 


Social Video Tips for Every Per-fessional
 

Make it a real commitment to personally engage with your audience.
Anything advertised as “social” should come with a promise. It’s not just putting out video content regularly and consistently; it’s a promise to listen and act on others’ needs, and to provide mutual value for what you share. Simply placing repurposed television ads on your website or YouTube channel isn’t going to cut it.

Be transparent and believable.
Zappos has always lead the way but that is because it fits within their existing culture. Mistakes happen in social when brands like to portray themselves as something they are not.” Says Frank.

<strong>First work on improving the customer experience. </strong>
Great social video is never going to make up for poor customer experience. “The best companies winning in social media are not doing so because of a “marketing” or “PR” message. They are winning because their products and experiences live up to their brand promise.” Says Frank. If you do social video without reviewing, acknowledging, and demonstrating a serious attempt to fix those issues, your online video will just invite conversations from upset customers that you’re not giving your attention them like you should.

<strong>Use social video to acknowledge and correct your mistakes</strong>
“My favorite example will always be the a Domino’s pizza response to crisis on YouTube a few years back. That is the power of video where the CEO is speaking from the heart.” Says Frank
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One thing you should never do is ignore someone who puts up a video expressing their bad experience with your brand. They care enough to talk about your brand, so that tells me they are passionate. If they did not care they would not say anything.” Says Frank. 

Acknowledge interesting videos, not just interesting people.
“Some of the famous instances over the years. I worked for a cable company and at one point there was a video of a technician sleeping,” says Frank. “The person who put that video up had posted two videos, ever. Let’s face it, it was just good content. It was just something we enjoyed watching — so we watched it over and over again.

Be focused, but not fixated, on ROI
“Social” is not an excuse to avoid showing real-world and bottom line business outcomes, but it shouldn’t be based on all of the same metrics that apply to direct marketing and traditional advertising. The key is to show how low-levels of interest and engagement – such as views, likes, comments, and shares – translate to higher levels of audience loyalty and eventually carry over to the financial metrics, such as revenue and cost savings in other areas. (In my presentation you’ll see some examples of how to relate the “soft” metrics of social with the “hard” metrics of financials.)

Conclusion
Social video is most successful when you don’t make it about “going viral,” but being helpful. Listen to your audience first, create interesting and helpful video content that acknowledges their needs, and personally engage with those audiences while always carrying the intention of providing mutual value.

Want to learn more about social video?


Here are some choice links for getting the big picture and some case studies on social video marketing and social video business: