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Make a Splash with Live Video

Water splash from pool with text "jump right in"

When you aren’t sure how exactly to use a new tool or platform, sometimes it’s best to jump right in.

For those who haven’t tried incorporating a video strategy into their social media and marketing routines, or don’t feel like they have the ability to invest time or money in pulling together a more polished video, live video can be a great entry point. It can be fun, easy and done with equipment you already have on your phone, computer or tablet.

It might feel scary to go live, but that raw and personal aspect is also what makes live video so enticing. Live video hasn’t been edited and glossed over. People respond to real people in real situations. Now is also an especially important time to test the live video waters, with audiences increasingly interested and influenced by video.

Grab your phone and go. Recording live can be exciting, in part because you don’t know what will happen. That’s OK! You already have the tech and tools you need, so turn your camera on yourself and others for quick in-the-moment reflections, interviews from the conference floor or a behind-the-scenes view of your launch party. Live video can enhance your existing social media strategy and complement any produced videos you are already doing as part of a campaign,

Once you feel more confident and comfortable with live video, consider traveling with a small tripod for a cleaner look. Be prepared at any moment. At first, it might not feel natural, but you can work on your delivery over time.

Put your people up front. You might feel at a loss of what to put on the screen. A great company has great employees and great clients. Put your people out there. Think about what makes your community unique and share that with others. Live video can spotlight your company and build connections. Consider having employees do an Instagram takeover once a week to document their routine. Press record and try a timelapse video of a busy day in the office.

Step back and make a plan. Once you get your feet wet, it’s your time to enjoy and explore. Don’t give up. Perhaps your audience didn’t respond to your first live video. Don’t worry—this is new for them too. Once you have the rhythm of posting, they’ll have the routine of checking in to see what you’re up to. Set a goal of trying a certain number of live videos over several months, then check in and think about building your strategy. What worked and what didn’t?

Have fun experimenting and encourage others within your organization to do so as well. If your people aren’t on YouTube, try Instagram Stories. Tease your videos in your newsletter and social media posts.

It might be easier than you think!

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Inspired to Go Viral

Mobile phone about to watch video

When it comes to going viral, there’s a certain X factor that remains unknown.

Sometimes, it seems that going viral isn’t something that one so much achieves as inadvertently accomplishes. It’s as if, suddenly, it’s happened to you! Even more confusing is that, over the years, the definition of “going viral” has included earning a million hits to generating noteworthy buzz.

Today, going viral has become even harder, and there’s no permanent definition as to what it means. Although there’s an unpredictability to viral videos, there’s always a heavy dose of hard work and application required.

Launching your own video efforts can feel like a herculean task, especially if you feel overwhelmed by everything else that is out there. Seeing the amazing responses others receive can make tackling your own videos feel daunting. Additionally, you may find you measure your video success differently for your niche than other video-makers. So instead of looking at viral videos as something to copy or repeat, look behind the creativity and tenacity for motivation.

Let these video pros and their stories inspire you. What stories will you tell? What will you make the markers of your success?

“Viral videos aren’t just about being funny. They’re about identity creation. You send the video to your friends to say something about yourself. You’re saying, ‘I get this. Do you get it?’”

Ricky Van Veen, co-founder of CollegeHumor and current head of global creative strategy with Facebook in New York magazine

“It’s very easy to make a viral video, but longevity and consistency, that’s hard.”

Michelle Phan, YouTuber and makeup entrepreneur in Vox

“The number one question I’m asked as a YouTuber every day is, ‘How can I get my videos out there; how can I make my videos go viral?’”

Todrick Hall, entertainer and YouTube personality, in Screener for The Daily Dot

“When I gave a talk at TEDx, I thought that if I did a good job, the video might go viral. But…it has 140,000 views while Colin Powell’s (who spoke at the same event) has only 2,700.”

Cameron Russell, model and activist, on the TEDBlog

“We live in an age where people are becoming more aware of their own creativity and their own interest in visual expression and sharing of their experiences.”

Nick Woodman, founder and CEO of GoPro, to Mashable
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The 3 Steps to Making Video Work For You

Image of paused video with text "Be creative"

Sometimes, it’s helpful to see what others are doing. It can drive inspiration, collaboration and connection. Other times, it can be distracting.

With 5 billion videos being watched on YouTube daily, it can be both inspiring and overwhelming to see what others are doing. You know there’s a thirst for video and a push to produce it, and you may be wondering how to translate that into your own video strategy. Instead of getting caught up in what works for everyone else, take a breather to think about what’s needed for you.

What do your viewers want to see? How do they like to hear from you? Where do they like to hear from you?

You can find answers by looking inward, and that can help you drum up ideas for your existing audience as well as attract new eyes. You know your brand. Use what you know to create the best viewer experience.

Choose an approach. What are you trying to tell your audience? Why are you trying to get this message out?

Think about the tone you typically use in communications and the purpose of your video. Is it to entertain, inform or educate? Understanding why your audience digests your content and what you want them to see can help you shape the approach of your video.

Think about the story. If you don’t grab your audience in the first 10 seconds, chances are you’ve lost them.

The average video is under two minutes long (although that’s not to say you can’t go longer—when the situation calls for it and if you do it right). Tight, compelling storytelling is key. We love to tell and hear stories. And now it’s increasingly important to tell interesting stories with so much content for folks to choose from.

Ask yourself: Why should audiences hear my story?

Optimize your video for your audience. You’ve made your video. Don’t post it on YouTube and sit back waiting for views. Think about how your audience will want to watch the video. Are they on YouTube? Facebook? Instagram?

Make adjustments to your video so it plays well on each platform—and make sure it’s on your audience’s preferred platform. Don’t forget about your own communications either. Push your video out to your clients in an email newsletter and tease behind-the-scenes or promo content when appropriate.

Think about the different ways and times folks may view it. Then continue circle back to promote again, at different times and in different ways.

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Analyzing The Success of Social Media Marketing

analyzing social media success

 

Guest post from Jonathan Leger

 

Social media is a modern phenomenon that presents incredible marketing potential. The problem lies in knowing just how to harness that potential to get the results you want. That’s why it’s so important to have a game plan in place for measuring the results of your social media efforts. In this article, we will share some doable tips and provide advice on keeping track of and increasing your return on investment (ROI) in social media marketing. Read on to learn more.

 

Six Smart Strategies For Assessing & Improving Social Media Marketing ROI

1. Set goals! Before you begin, decide exactly what you want your results to be. In that way, you will have some sort of guideline in place for measuring your success. Decide how much effort you want to focus on concerns such as lead generation, brand awareness, networking and reputation building. Set a target for the precise number of leads, fans and followers you want to generate in a given time period.

2. Make good use of tracking codes. Be sure to include tracking codes in every part of your social media marketing campaign. That way you will be able to tell which parts of your campaign are generating the most interest and you can tweak accordingly.

3. Do a thorough cost analysis on each lead. Determine how much each conversion costs as compared with how much you earn on each lead you generate.

4. Perform thorough demographics analysis. Be sure to use all the tools put at your disposal by Facebook, Twitter and other social media sites to determine who is showing the most interest in your product or service and why they are attracted. Track interest from start to finish to determine the interests of your visitors, their location, age and gender. This information will help you target your best prospects.

5. Provide plenty of opportunity for feedback. Ask questions and encourage discussion. Create surveys, questionnaires and contests to engage your visitors. These activities will provide you with valuable information about what it takes to encourage and excite members of your target audience. It will also help you avoid doing things that will discourage them.

6. Find out how your visitors get to you. Use tools such as those provided by Alexa or Google Analytics to determine where your visitors come from and where they are headed. This will help you perfect your content to both attract and direct them.

 

Social Media Background

 

Is That All There Is To It?

While quantitative measurement of the success of social media marketing campaigns is important, it is also necessary to understand that qualitative results are even more important. The six simple techniques discussed above can help you get people to your social media pages where you can direct them in ways that will help you increase your ROI, but there are also many important aspects of customer service you should practice to optimize your results.

Remember that a very big part of social media involves making friends and building trust. There is a certain amount of finesse involved in this and success can be elusive if you are too focused on your business. You have to learn to set just the right balance between building authentic relationships with your followers and mentioning your product or service naturally and in an encouraging manner.

With social media, you can build your reputation as a trustworthy human being who has the best interests of others at heart. This may take a while and it is difficult to measure precise results. In this area, you will simply have to believe that with the passage of time, your consistent honest and trustworthy behavior will eventually pay off.

 

Frequent Involvement = Higher Numbers!

A successful social media marketing campaign will result in increased numbers of followers on Twitter, Facebook, Pinterest and other social media sites. It will also result in increased and positive activity. If you are simply attracting people to “follow” you and then never hearing from them again, your campaign is not successful. Your goal should be to have lively, active interactions on all your social media pages.

Be sure to visit your pages frequently and update your information on a regular basis. Create positive, interesting posts that engage your followers and encourage them to open up. Always keep in mind that you are working on building an ongoing relationship based in trust. Even if your potential customers are on the other side of the world, this is possible and desirable thanks to the internet.

 

Social media graph chart in 3d on blue and black

 

Think Of It As Building A Long-Term Relationship!

Don’t become discouraged if your sales figures do not climb as rapidly as your social media interactions. Your profits may not initially be an indicator of your success. Social interaction is a delicate activity. Success takes time to develop.

Focus on courting your target audience and building trust. This is a long-term investment that will surely pay off handsomely with the passage of time. By tracking and monitoring all of your activities closely, you will be able to look back through your records and see which of your efforts had the most success. This will allow you to repeat these efforts and improve your rate of conversion and ROI in a steady and reliable manner.

 

Jonathan Leger has been a successful Internet Marketer for over 11 years. He owns an SEO Tools suite at KeywordCanine.com.

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