Video Marketing Techniques Social Media & Technology Series. Oakland City Hall January 13, 2016
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1 Video Marketing Techniques Social Media & Technology Series Oakland City Hall January 13, 2016
2 Thank you to Our Sponsors
3 Local SBA Ecosystem
4 Partnership and Hosting We are the premier provider of Business Advisory Services to the small business community. Our mission is to create economic opportunity by empowering entrepreneurs.
5 Our Services Free One-on-One Consulting Free & Low cost Seminars
6 Seminar Examples Access to Capital Starting a Business Social Media Marketing Worker Owned Businesses Starting a Restaurant Starting a Food Business Finding Your Core Customer Website Development Successful Business Plans Meet the Lenders Government Contracts Law for Entrepreneurs Buying a Business Crowdfunding and Alternatives How to Pitch Your Company emarketing Home Based Businesses
7 ACSBDC Consultants Ron Barrett Loan Specialist David Bokash Web Technology FJ Cava Generalist Deb Doyle Branding Deagon Williams Food & Restaurants Ed Duarte Construction David Gray Food & Restaurants Tara Lynn Gray Crowdfunding Lee Lambert Director
8 ACSBDC Consultants Maria Mejia Finance Bob Komoto Export/Import Mari Lovalvo Human Resources Dorian Webb Operations Mary Passarella Accounting Paula Mattisonsierrra Retail Thelma Tajirian Generalist Tom Yeh Strategy David Mitroff Social Media Tom Camerato Financial Modeling
9 How to register for services
10 Regional Technology Initiative o Focuses on qualified technology companies. o Assists with commercialization of technology and preparing for fund raising o No fees for its services and takes no ownership interest. o Goal is to help technology companies start, grow and thrive
11 Are we effective? SBDCs are required to track and measure results o New Business Starts o Jobs Created o Jobs Retained o Increases in Sales o New Loans Secured o New Equity Capital Secured
12 ACSBDC Economic Impact 5, Business Starts 502 Jobs $20.1 MM Revenue Generated $27.6 MM Loans Secured $39.4 MM Equity Invested 1,490 Companies Counseled Seminar Attendees
13 Video Marketing Techniques Social Media & Technology Series Oakland City Hall January 13, 2016
14 What we will cover Introduction To Social Media & Online Presence 9 Key Areas of Your Online Presence Video: Vine, Facebook, YouTube Photos: Pinterest, Instagram, Flickr Additional Resources Next Steps
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16 Acquaintances, in sort, represent a source of social power, and the more acquaintances you have the more powerful you are. - Malcolm Gladwell
17 Building Your Brand with Social Media Create Awareness Strengthen Current Relationships Generate New Opportunities
18 Two Approaches for Growth
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20 Tracking & Analysis The Key Benefit of Online Marketing is the ability to track and analyze results, then quickly iterate and adjust for optimal performance Copyright Piedmont Avenue Consulting. All Rights Reserved.
21 9 Key Areas of Social Media 1. Website & Blog 2. Online Directories 3. Review Sites 4. Social Networks 5. Micro Blogging 6. Rich Media 7. Mobile Apps 8. Industry Specific 9. Event Promotion Copyright Piedmont Avenue Consulting. All Rights Reserved.
22 1Website & Blog Google Ranking, Alexa Page Ranking, SEO/CRO, Blogger, TypePad, Wordpress Control the content. A chance to tell your story. Define a clear message. What do you offer? Create a medium for contact. Invite feedback, questions Provide links to other pages. Share your FB, Twitter Update your content. Consistency in theme and info. Copyright Piedmont Avenue Consulting. All Rights Reserved.
23 Website The Hub of Your Online Strategy Most important area Definition of you and your message Central hub with links to other sites You control it Copyright Piedmont Avenue Consulting. All Rights Reserved.
24 Website Wix.com Build your Website Today Create our Stunning Website. It's Free Wix enables everyone to design, publish and host stunning HTML5 websites. Easy drag-and-drop website builder! No coding No previous design skills Copyright Piedmont Avenue Consulting. All Rights Reserved.
25 Theme Does the theme of the website continue throughout each page? i.e. each tab/page appears to belong to the recurring theme of the site. Overall Look, clean, concise, themed throughout each page Updated Copyright Piedmont Avenue Consulting. All Rights Reserved.
26 Brand & Purpose of The Site Purpose Message clearly written Provide background Products and Services clearly defined What are we about? Copyright Piedmont Avenue Consulting. All Rights Reserved.
27 SEO / CRO Search Engine Optimization / Conversion Rate Optimization Helps drive traffic to your site Off-page SEO (work that takes place separate from your website) On-page SEO (website changes to increase rank) Copyright Piedmont Avenue Consulting. All Rights Reserved.
28 Make An Offer discounts downloads B2B services hints + tips event invites support a cause Copyright Piedmont Avenue Consulting. All Rights Reserved.
29 Calls to Action When on the Homepage What do you want me to do? What are your next steps, requests, actions Are services/products labeled and promoted properly? Copyright Piedmont Avenue Consulting. All Rights Reserved.
30 Call to Action Vcita Online Scheduling Software and Business Calendar Easy Appointment Scheduling for Your Clients Best Business Calendar for Your Team Copyright Piedmont Avenue Consulting. All Rights Reserved.
31 Call to Action Constant Contact Marketing Customer Loyalty Program Easy Appointment Scheduling for Your Clients - Best Business Calendar for Your Team Copyright Piedmont Avenue Consulting. All Rights Reserved.
32 Social Media Links Does the homepage contain links to other sites, pages, accounts such as: Facebook Twitter Local Groups Clear icons, links, buttons for such sites Copyright Piedmont Avenue Consulting. All Rights Reserved.
33 Rich Media Videos / Pictures How are the graphics of the page? Images, fonts, layout, etc. Media Photos, videos On website, event sites, Linkedin, YouTube, Flickr Quality of photos and videos Copyright Piedmont Avenue Consulting. All Rights Reserved.
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35 Rich Media (YouTube Videos, itunes Audio Podcasts, Flickr Photostreams) Appeal to the senses. -The eyes are drawn to an image/video first! Attract new customers. -If the website quality is great, then people assume the business quality is great, as well. Entertain your audience. -Get creative with images and videos. Copyright Piedmont Avenue Consulting. All Rights Reserved.
36 What is Rich Media? Rich Media includes images or video and involve some kind of user interaction. For advertising - text ads sell with words, and display ads sell with pictures, rich media ads offer all kinds of ways to involve your audience with an ad-- expand it, float it, peel it, you name it--and all kinds of aggregated metrics--number of expansions, multiple exits, video completions, the list is long. Image sells - website quality translates to professional aspect of business People are drawn to images, especially videos Incorporate another form of selling products/services
37 Online Video: Future of Content Marketing By 2017, video will account for 69% of all consumer internet traffic. YouTube receives more than one billion unique visitors every month. Video is a way to engage viewers so that they will share the video with others. For any social media campaign, any SEO exercise, video is without doubt one of the best tools in the kit.
38 If a picture paints 1,000 words then one minute of video is worth 1.8 million Forrester's researchers.
39 #1: Use Vine to Create Rich Content on Twitter - Vine s six-second looping videos are easily consumed and highly shareable. - Can be used to create mini-advertisements, behind-thescenes tours, announcements, contests and much more. - Your followers can view and share your videos directly from within Twitter. Encourage followers to shoot and share their own six-second videos to further increase likelihood of engagement.
40 e g r a t i o n t o I n c r - According to Facebook, the use of images and video results in the largest visual impact on their platform. - The key with video on Facebook is creativity and consistency rather than fancy editing. - With the ios 6 upgrade, you can give fans exclusive inside access. - Record major events and breaking news, then post immediately to your timeline. - -To encourage community participation, create fun video challenges, ask for honest reviews and acknowledge those who take the time to post their videos to your Page.
41 o m a r k e - YouTube has the second-largest search engine in the world, behind Google (which owns YouTube). t - people are constantly searching for information using YouTube and discovering videos relating to these topics. y o - Link back to your turn YouTube views into traffic and sales is to invite people back to your website at the end of your videos. u r b
42 How does video increase internet traffic? Over of internet TRAFFIC is VIDEO content VIDEO content INCREASES the chance of front page GOOGLE results by (better Search Engine Optimization) of visitors watch VIDEO content before reading text on the same WEBPAGE VIDEO promotion is direct mail YOUTUBE is now more EFFECTIVE than print and of all Google searches Copyright Piedmont Avenue Consulting. All Rights Reserved.
43 YouTube Trends Copyright Piedmont Avenue Consulting. All Rights Reserved.
44 Youtube Top most subscribed Channel Copyright Piedmont Avenue Consulting. All Rights Reserved.
45 YouTube Example: "Will it Blend?" The company, which makes blenders for consumer and commercial use, has increased its sales into the millions, gaining an amount of brand recognition that's really priceless. They also added another source of revenue: ad-share programs. Social Media 45
46 Using Photos To Increase Online Marketing Images are one of the most under-appreciated, and sometimes forgotten, types of content used for online marketing. Image Examples: Photographs, Infographics, Logos, Icons, Typographic images, Charts, Graphs, Cartoons, Illustrations / Drawings. Websites: Google (Images), Facebook, Twitter, Pinterest, Instagram, Tumblr, Flickr, 500px, Imgur
47 Essential Steps Create Your Own Image Marketing Strategy STEP 1: Optimize the Images on Your Website / Blog STEP 2: Setup Accounts on 1-2 Image Sites that You ll Actually Use STEP 3: Start with What You Already Have Use Images You Already Have STEP 4: Know How to Work the System Organization is Key STEP 5: Mix it Up Use Different Types of Imagery
48 t e r e s Before uploading your photos create a few boards and t give each board a good description. Start pinning images, use the links on the web pages they are currently on, and make sure to include a good, but include a short description for each image. Try to include popular hash tags where they are relevant to help people find your images easier.
49 t a g r a With minstagram, photo quality and hash tags are key. Great shots with the popular hash tags can attract a lot of likes quickly. Don t overdo the hash tags though keep them to 2-3 maximum or you ll start to annoy other users. hash tags are what make your images searchable for other users.
50 Flickr Flickr is an online photo management and sharing application that allows you to show off your favorite photos and videos to the world, securely. Your images and videos can be share to the world, private groups, and/or to the Flickr online community. Started in 2004, bought by Yahoo in 2005 A photo repository. Photos can be tagged and browsed by community Flickr has a repository of over 1 billion images Social Media 50
51 Anatomy of Flickr Social Media 51
52 Flickr For Business Event Photos - There's no better way to share the experience you had with current customers to potential customers than through photo albums! Flickr's batch uploader handles large amounts of images well and, as I'll mention below, you can even open an album up to event attendees to post their own photos to share. Photo & Video Gallery - Don't want to mess with separate services for photos and videos? Flickr handles video too! Share your photos and videos from one place without signing up for a separate video account elsewhere. Search Engine Optimization (SEO) - The more you can generate interest and lure visitors to your site, the better. Your account also links to your site, so as an added bonus, you get a pretty legitimate site (Flickr.com / Owned by Yahoo) linking to your website. Social Media 52
53 5 Reasons To Use Imagery in Your Marketing 1. Facebook engagement rate is much higher when you add images to posts. 2. If you have an e-commerce site a large number of consumers say that the quality of the product photos is a determining factor in their purchasing decisions. 3. You will get 94% more views of your articles that have images attached to them. 4. An if you include an image and a video in a press release, it will increase views by over 45%
54 Boost Your Conversions Emotions Rule - Many people buy for emotional reasons. If you make them feel just right, they ll take action. Consider Using A Mascot - Ever noticed your favorite site with a little cartoon? Give Your Images A Human Touch - Boost your website s conversion rate by using human faces. Think Out Of The Box - Today s technology allows you to do so much more leverage it. You are only limited by your imagination. People want to see something new, even on websites. Show Validation - What makes TV commercials work? Models, actors, and random people are shown using the product. It s About THEM, Not You - If you want a higher conversion rate, perfect the art of choosing images. Your prospects are interested in themselves. Stop Using Bad Stock Photos - The 90 s are gone. The web 1.0 era has ended. This is the social age of the Internet.
55 Rich Media Checklist In a basic Google search of the business are there any video results? Any image results? Does the business website contain any videos? Any images that appear in a slideshow? Does the business have a YouTube channel? Does the business have a Flickr account? If the accounts exist are there sufficient links from the website? Are those accounts customized? Are there any itunes results for the business? Does the website supply a link to what the business has on itunes? Social Media 55 Copyright Piedmont Avenue Consulting. All Rights Reserved.
56 WHICH CHANNELS MATTER? depends on your audience and what you want them to do amplify your drive traffic back to your list, , etc. + SOCIAL Feed each other to grow your Copyright Piedmont Avenue Consulting. All Rights Reserved.
57 Popular Tools Used To Monitor and Manage your Time Google Alerts HootSuite TweetDeck RSS NutshellMail Copyright Piedmont Avenue Consulting. All Rights Reserved
58 Use NutshellMail to Engage, on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. Read Fan comments Reply from your Copyright Piedmont Avenue Consulting. All Rights Reserved.
59 What Should I Do Now? Start listening to your passionate customers Learn more about using marketing and social media together Get simple! Today Sign up for SBDC services Sign up for a free NutshellMail account at Use newsletters to encourage your passionate customers to talk about you on Facebook and Twitter Next 30 days Request an audit of your current marketing account. Request a Social Media Report Next 60 days Develop a more comprehensive marketing plan based on your initial tracking and experiments in social media. Attend another SBDC workshop. Copyright Piedmont Avenue Consulting. All Rights Reserved.
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61 RESOURCES & DISCOUNTED LINKS Copyright Piedmont Avenue Consulting. All Rights Reserved.
62 9 Key Areas of Social Media 1. Website & Blog 2. Online Directories 3. Review Sites 4. Social Networks 5. Micro Blogging 6. Rich Media 7. Mobile Apps 8. Industry Specific 9. Event Promotion Copyright Piedmont Avenue Consulting. All Rights Reserved.
63 Thank You! David Mitroff, Ph.D. Founder, Chief Consultant Piedmont Avenue Consulting fb.com/piedmontave twitter.com/davidmitroff linkedin.com/in/davidmitroff Find more at
64
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