Social media will never be the same again and video content is the king now and years ahead. We can observe the trend of internet users shifting from their PCs and tablets towards mobile usage. Mobile penetration is growing so is growing the demand for a change. Today the most appealing way to deliver a message is to transform it into video.
By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost tripled. Leafing through a load of statistics on the subject, I’m hard pressed to find any indicator that doesn’t suggest rapid growth.
Video is the future of content marketing. With that in mind, brands need to make sure their video content is appealing and competitive enough to steal the show online. There are multiple tips and techniques that marketers need to take into consideration when creating video content. Below are 5 main areas marketing pros need to be taking care of no matter what.
When was the last time you visited a website and didn’t see any videos on it? I would assume in 2008… If in the past video content was used to explain complicated concept or solution, today videos are being used to give website visitor a quick overview of company’s value proposition in two minutes or less.
Video is the best medium for brand storytelling, which can be used both on your website and social media channels. So take this on board and be very careful about communicating, as it will reflect on how your brand is perceived.
No matter what type of video you are creating, whether it is awareness, educational or promotional video, you need to make sure you keep the purpose of the video in mind. Too often, video success is equated with views rather than with actions taken after the views or other desirable changes of consumer behavior. You can avoid falling into this trap by including a call to action that directs viewers to take the next step on your chosen path, as well as by creating a landing page that will guide their journey toward conversion.
You need to write the script that your audience will want to follow. The script that you will want to follow! A lot of times marketers fall into trap of over selling or over “jargoning” in their videos. Overly complex ideas or too many things at a time carry the possibility of your viewers to drop out.
Ideally you want your video to communicate simply and brilliantly in a very light and conversational tone. Make your statements short and concise, avoid jargon and smart pants words like “optimum” or “accomplish”, as they can be easily replaced by “best” and “do”.
Search engines are much better with text then they are with video content. Create full transcript of your video to overcome shortfalls of the SEO. Add relevant tags, titles and descriptions to the metadata of your video content. This will help your video to be much more searchable and easily associated with keywords in your content.
Make sure you monitor performance of your video, especially when it comes to the content consumption. You want to know how long viewers spend watching your video. Did they get bored in the middle? There is always the room for improvement, so you can understand if certain areas of your video are too lengthy or too boring. It is not always about the number of views and clicks of your video, it is more about content delivery and what your audience took away from it.
Good luck and remember, it is never about what you want to tell your audience in your content, it is about what they want to be hearing and learning from it!
By Guest Author: John Brown (Head of Engagement – Hotwire)
John Brown looks at machine learning and how communications professionals will still be here in years to come. Well, the good ones will be.
I’d love to automate a great deal of my life. Handing over to a machine to do repetitive mundane tasks. Like cutting my toenails or getting angry with the Daily Mail.
Without the burden of these tasks, I’ll be able to fill my day with stuff that I truly find meaningful, sampling ale or exploring what makes a good sausage.
What I am not prepared to accept, however, is that one day a robot will be doing my job. No. No they bloody won’t be.
So, imagine my joy when I watched Anthony Goldbloom’s fantastic TED talkon the jobs we’ll lose to machines and those jobs that can’t be outsourced to HAL.
Goldbloom absolutely nails the point. Machines are best suited to ‘Frequent High Volume Tasks’. Humans are always going to be doing jobs that require ‘novel thinking’.
Looking at the communications industry, there is an awful lot that fits the bill of being frequent, high volume and dull. Coverage reports, social media analysis and, importantly, spelling, have all benefited from a level of automation and machine assistance.
So, if we automate the mundane and the high-frequency tasks, what will we be left with?
The answer is; the good stuff.
The moment of genius when we come up with an elegant and powerful creative theme. The change in tone of voice that turns a poor message into a useful one. The strategy that pivots based on a sudden shift in the media climate.
We won’t be out of a job, far from it. We’ll be doing a job that we love. But, as Goldbloom concludes, the onus is on us to stay ahead of the game and keep our minds sharp.
If you’re not prepared to invest in your greatest asset, your brain, then you’re either going to be out of a job or proving that you can give me a better pedicure than my robot beautician.
Blog was originally posted on: http://interactive.hotwirepr.com/uk/blog-uk/opinion-uk/im-replaced-machine/
Before starting this blog, let me ask you a question: from the social media influencers you follow, do you take their opinion into consideration before purchasing a product or service?
I am guessing you trust most of them. Although you are not naïve and realize that some of their content is advertorial based, you actually trust their opinion more than the ads you see on TV or on online platforms.
Nowadays, people are bombarded with advertisements and other branded content that makes it impossible to cater and absorb all those messages. Hence, people chose to capture only the messages that are relevant to them on the most suitable platform.
The Marketing savvy age
We are living in an era where people are not only tech minded, but also marketing savvy.
This can represent a huge risk to the brands that don’t embrace the change and keep shooting messages without relevant data customized to their real target audiences.
As an optimistic and evolution-driven team, we believe this is actually a great opportunity for brands to become inspiring and enhance their relationship with their target audiences.
Social media has brought the opportunity for brands to get closer to their audiences and hence social platforms can become attractive destinations for marketing and advertising tactics.
With the exponentially growing number of social media users, influencers have increased and represent today a crucial element to be included in every digital strategy.
The era of allocating the biggest efforts and budgets only on broadcast advertising is gone. Companies must understand where their audiences are and who are they listening to.
The shift to social media means people trust their peers more rather than businesses as the first ones are perceived as more trust-worthy, genuine and most importantly, they are real people.
Adweek featured Tomoson’s survey that concluded influencer marketing is becoming an effective way for brands to generate big returns on social.
The rise of new influencers brings the opportunity for brands to connect with this target and their followers in a more meaningful way.
Big is not always better
When choosing the influencers to partner with, companies should not only look for the biggest ones.
Although their followers and engagement rates might be great, we shouldn’t neglect smaller influencers as brands can get just as much impact if they work with a larger number of them as they are constantly looking for content. Furthermore, despite the smaller number of followers, these influencers are perceived as more genuine and can actually show higher rates of engagement than larger channels.
Look for the perfect match
As communication professionals we are always striving for the right messaging and strategies to be tuned with our brand’s profile and mission.
The same applies when searching for influencers to work with our brand.
We should always seek people that fit into the brand’s persona and that are authentic and naturally passionate. Choose someone meaningful for your audience and do not try to use the influencer as other channel to advertise. These influencers should be trust-worthy and this must be their true essence and the reason why their followers trust and listen to them in the first place.
And how do you know they are the perfect match to your brand’s campaign? Meet them! Take the opportunity to understand how they work and their expectations by adding a personal touch. This is not only great for yourself to enhance your network, but also to manage the image and good reputation of your brand.
Changing the Advertising landscape through meaningful results
The social media influencers have indeed reshaped the advertising and marketing paradigm.
The evolution of the social media platforms and the rise of new platforms such as Snapchat have given brands new ways to target and analyze their audiences, generate awareness and strengthen the engagement through relevant and creative messages.
Apart from being highly engaging and authentic, the integration of social media influencers in the marketing strategies is also cost-effective.
Influencer marketing can also help increase the SEO through the genuine content that is shared and created.
Creative messages come with authenticity and brands must understand the important role that social media influencers have in supporting those two elements.
Credibility and authenticity are not achieved only thought big budgets, but when brands engage with their audiences with meaningful messages through genuine platforms.
Including the influencers in the Digital Marketing plan is paramount as it enables a clear measurement of the messages’ reach and also provides marketers with the right tools to target specific audiences to capture high-quality leads and engagement.
Your social media fans and customers play a very important and significant role in developing your social media presence, engagement and brand awareness.
If you’re looking to build a stronger social media community and increase engagement from your followers, here are 3 ways to include them in your social media marketing.
1. Create and Run a Follower Content Contest
Everybody loves a good contest. Contests appeal to the human drive for competition and create a sense of excitement. So what better way to make your campaign go viral than through a User Generated Contest on your social media platforms?
Ask your followers to submit photos, videos, articles, designs, artwork, or anything else relevant to your brand, and offer a prize for the winner (such as cash, a year’s supply of product or service etc.) to motivate and inspire their innovations.
For example, National Geographic’s “Wanderlust” asked their users to “capture glimpses of the unforgettable people, places, and experiences that have impacted their lives from their travels around the world” and then share these images on Instagram with the hashtag #WanderlustContest. In exchange for sharing their images, contest participants had a chance to win a National Geographic Photo Expedition to Yosemite National Park.
2. Encourage Creativity With Your Products
People love the opportunity to think out of the box. That’s why asking followers to show their creative side is sure to have a positive outcome.
Twitter, Instagram, Snapchat, Pinterest, and even Facebook offer tons of opportunities for users to be creative, whether it’s through photo or video submissions, designs, or other types of creative content. Try to get users involved with your product, and see what clever and artistic output they can generate using your brand as the inspiration.
For example, Belkin asked Instagram users to get creative with their Lego iPhone cases with their #legoxbelkin campaign.
3. Crowdsource Customer Input
One of the easiest ways to engage with fans is crowdsourcing on Facebook, Instagram and Twitter. Ask your social media followers for their opinion on which new flavors to try, which looks they prefer, or what new ideas they have for your products. Users love the empowerment that comes along with offering their perspective, and as a result you’ll build community and greater customer loyalty.
For example, Bertin Bistro used this Instagram post to ask users to choose their favourite coffee design. By posing simple questions, you get a better idea of what your customers are looking for, while also engaging them in conversation.
Social media is all about storytelling. When social first became popular, companies created their own stories, inviting users to passively watch and interact with them on their terms. But part of every business’s story is their customers. That’s why more often we’re recognizing the important role followers play in developing a thorough, accurate, and engaging story.
Hence the growth of user-generated content, just as it sounds, its content created by the people using the products and services offered by your business. It can take the form of pictures, videos, articles, comments, and much more.
Instead of telling people what’s great about your products from your own perspective, you can show how your products make consumers’ lives better from their point of view, which is a much more sincere and uplifting storytelling technique. It’s also a great opportunity for users to get involved with your brand.
تعتبر العلاقات العامة هي وسيلة الربط بين المصدر ووسائل الإعلام ومن المؤكد أن الجميع يعلم أن معظم الانفرادات تاتى نتيجة للعلاقه الشخصية الناجحه مع المصدر والتى تقوم على فهم جيد لمفهوم العلاقات العامة وأهميتها فى انجاز العمل. أما المقصود باستراتيجيات العلاقات العامة حسب كتاب Publicitor، فهي مجموع القرارات الهامة والمستقلة عن بعضها التي تتخذها مؤسسة ما، بغرض تحقيق أهداف معنية، وذلك باستعمال وسائل اتصال وتقنيات متعددة.
نريد استراتيجية جديدة لعرض جديد… هذا ما يتكلم عنه العاملون في قطاع العلاقات العامة بصفةٍ أضحت شبه يومية. وبالطبع إنه لأمر جيد بسبب أهميته البالغة بالنسبة للشركات. يحتاج وضع أي استراتيجية علاقات عامة متينة لأن تكون مبنية على بيانات وأبحاث بالإضافة إلى الحدس والخبرة الطويلة في هذا المجال في سبيل تقديم نتائج ملموسة وقابلة للقياس. مع الأخذ بعين الاعتبار أن أهداف أي استراتيجية للعلاقات العامة هي واحدة : تقديم الرسالة المناسبة في الوقت المناسب إلى الجمهور المناسب.
وعليه تجب على أي استراتيجية أن تتّبع بعض الخطوات لتقديم تلك النتائج المرجوة:
تفكير بإبداع وتجنب الأفكار المستهلكة.
عند بناء أي استراتيجية تجنب تكرار الأفكار التقليدية والمستهلكة، حضّر بعناية، فكر بإبداع ،وأنشأ رسالة مميزة تصل إلى الجمهور المستهدف بطريقة لم تصل إليه مسبقاً.
يتطلب إعداد أي استراتيجية جديدة ، إجراء دراسة حول المنظور الإعلامي بشقيه الجزئي والكلي المتعلق بعرض العلاقات العامة، حيث يجب فهم العلامة التجارية وشركائها ومنافسيها لتساعد على وضع تصور شامل للعرض الجديد.
من المفهوم العام للعلاقات العامة أن يطلب مدراء الشركات بياناً صحفياً في كل أسبوع، أو إجراء حوار صحفي في كل شهر، وهذا خاطئ ، لأن مفهوم العلاقات العامة أشمل من ذلك بكثير لذا يجب تحديد الأهداف لكل حملة أو استراتيجية من خلال بعض الأسئلة التي تساعد على تحديد الأهداف المنشودة من إطلاق حملة العلاقات العامة تتلخص بـ :
– من هو الجمهور المستهدف؟
– ما الذي ترغب بإيصاله من خلال هذه الحملة؟
– ما النتائج المأمولة من هذه الحملة؟
– ما النشاطات أو الخطوات العملية التي ينبغي إتباعها؟
– ما الوقت اللازم لهذه الحملة؟
خير الكلام ما قل ودل.
لإجراء أي عرض أو استراتيجية يجب تحديد الأهداف بصورة موجزة ذات بلاغة عالية مسندة بأبحاث تتماشى مع أهداف الشركة تُحدث صدىً للعملاء بالإضافة إلى احتوائها قيمة إخبارية للوسط الإعلامي، كما تجب مشاركتها مع زملائك لتزويدك بأفكار ومقترحات جديدة.
إدراك وفهم أهداف الوسائل الإعلامية.
عند تحديد الاستراتيجية يجب تحديد الوسائل الإعلامية وتحديد الإعلاميين الذين من خلالهم ستوصل رسالتك إلى الجمهور المستهدف، حدد منهجاً حول كيفية توزيع العرض الذي تقدمه من خلال توزيع البيانات الصحفية ، أو إجراء الحوارات الصحفية، أو أراء حول موضوعٍ معين أو إدراجها ضمن دراسة يعدّها الإعلامي فعلى سبيل المثال توقيع اتفاقية للشركة مع أخرى فإن رسالتك ذات طبيعة جماهيرية كبيرة ، فالأفضل في هذه الحالة إصدار بيان صحفي إما إذا رغبت الشركة بالإعلان عن منتج أو حل جديد فإن رسالتك تكون ذات نداء أضيق وفي هذه الحالة يجب التركيز على اختيار أصحاب النفوذ من الإعلاميين.
تحديد قائمة وسائل الإعلام
إنه لمن الضروري جداً بناء قائمة وسائل الإعلام ، على أساس معرفة الإعلاميين الذين يهتمون بتغطية مجال عملك أو عن الشركات المنافسة ، لما من شأنه أن يجعل عملك بغاية البساطة.
إن تحديد استراتيجية العلاقات العامة هو الأساس في نجاح الحملة، و إن اتباع الخطوات الآنفة الذكر من شأنه تسهيل وتسريع وضع استراتيجية قوية وناجحة.