Tag Archives: video

Stay Between The Social Media Lines

The other day I was working in my office and my lil man (5-year-old) was in his play room coloring. Every 5 minutes or so he would come into my office carrying his dinosaur coloring book open to his latest masterpiece in order to show Papa what amazing creation he Stay between the lineshad completed this time. As this continued over at least an hour, I noticed that he was improving on his accuracy, and also getting substantially more creative with his colorful interpretations of what a dinosaur should look like.

As this went on, it reminded me of a 1992 Isuzu commercial from my (eh hem) childhood. The video featured a crusty old make teacher, patrolling his elementary school classroom full of students who were coloring. The teacher stoically navigates the classroom while repeating the phrase “Stay between the lines, the lines are our friends.

I am not sure, but I think I remember this commercial so well because I was a bit of a rebel as a teenager. I know this is likely a shock to those of you that know me or at least read my social media and blog posts. :-)

The point here is this…

There are no lines in social media marketing!

I mean, yes there are definitely best practices to achieve real results and be effective, but there is only one steadfast rule. DO NOT SPAM.

Many of us, including myself have become conditioned to point out when other people/brands are doing social media “Wrong”. We do this for many reasons. Some reasons are very selfless and out of a true desire to help, but if we were honest we would also recognize some of the other reasons aren’t so humble or helpful. Being human and therefore full of faults, failings and ego, I must also admit to correcting others at times without always from the proper motivation care. I continue to work on that.

Since there are no lines in social media, marketers are free to head off-road, be creative and execute differing strategies and tactics that suit them. Not every method is going to get results and many may even negatively affect your results in dramatic ways you are not realizing.

Understanding best practices and the concepts of social media from a core level is incredibly important. Having a solid understanding of what social media is and how it is best used provides a foundation for decision-making, strategy development and “off-roading your coloring” so to speak.

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Filed under Best Practices, BundlePost, Marketing, Results, Social Media Marketing, Social Media ROI, Social Selling, strategies, Strategy

How To: Expand Local Business Social Reach Through Content Creation

Even the smallest brands and individual online marketers need to create relevant content for their target audience. It’s about creating thought leadership in certain topics, staying top of mind with your audience and driving traffic to your site through your blog or other social platforms.

Expanding Social ReachThere are many types of content creation that marketers and small brands can and should be doing. Some of the types of created content are; Blog posts, video, images, graphics, infographics, email newsletters, landing pages, events. Most of these kinds of content creation can be done with limited resources, using smart phones or by outsourcing to experienced small agencies.

Expand Your Social Reach:

One of the important and often overlooked reasons consistent content creation is so important is that it provides the opportunity for local businesses and small marketers to expand their social reach. By consistently creating content that is relevant and valuable to your target audience, you also generate content that other social media users want to share.

At the heart of effective social media marketing is sharing or “curating” relevant content from others. In fact, when done properly, about 80% of what a social media marketer posts should come from sources other than themselves. This means that they need recent, relevant content on a daily basis and a lot of it!

Some How To’s:

  • Be consistent with at least 1-2 blog posts per week. Make it easy by using images and videos you capture in and around your daily work and personal activities as the basis for your posts.
  • Optimize your posts around locality and topics both your audience and content curators are interested in.
  • Share your content with hashtags both your audience and content curators are using and following around your locality and topics.
  • Write for legacy, not always events. In other words, create content that is not event-driven but is timeless and can be posted, read and consumed long-term, not just for a specific date or event.
  • Identify and build relationships with social media accounts that post and share about local content frequently. By developing these relationships, they will likely find and share your content as well.
  • On the day’s you publish your posts, schedule shares on Twitter up to 3-4 times across the day and once on other social platforms.
  • ALWAYS include at least one graphic in your posts.
  • Share the graphic from your blog post on image networks like Instagram and Pinterest with a link to the blog post it came from.
  • Share your legacy content in your social streams repeatedly over time.
  • Start conversations with your target audience when they post something that is connected to one of your recent posts. As the conversation develops you can mention a blog post you did on the topic and share the link. (when appropriate)

Some Never Ever’s:

  • Never tag people/accounts when you share it on social media. We call this spam. Earn relationships that want to share your content.
  • Don’t create content that is only and always about you, your company or what you do. Instead create content around what interests your target audience at a rate of 80% and 20% of your blog posts should be about you, your products, services and specials, etc.

Content creation can be a very effective way for local businesses to drive traffic to their website. It is best done when it adds value to the target audience and is not-self centered. Include outreach campaigns to develop relationships that need your content for their social media strategies and always thank those that mention and share your content.

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Filed under Blog, Content, content creation, Curation, Infographic, Marketing, Relationship, SEO, Social Media, Social Media Content, Social Media Marketing, Spam, Strategy

CEOs Watch A Lot Of Video – Social Media Marketing Is The Great Break-Through

Executives and Video75% of Executives polled in a recent survey told Forbes magazine that they watch work-related videos at least once per week.

Do you know what that means? It’s proof that once a person becomes an executive, they don’t just give up their social media or online habits. Executives are totally reachable online. At times there is a perception that you need to sell to the lowest common denominator and hope that they bring your pitch to the next Monday morning meeting. Most marketing efforts target the bottom tier of the pyramid (because it’s the wider net to cast), in hopes that somehow the big cheese will get wind of it.

Why aren’t more companies marketing to the President/CEO/CFO/VP if these are the people with the main decision making power? Because we still envision an out-of-touch authoritarian perched in a corner office on the 25th floor, guarded by a security desk and card access points. Want to know the best (or worst!) kept secret of the digital age? The Internet is the great equalizer. The invisible wall between your marketing and their eyes does not exist. We do not still live in a world where every memo needs to go through a secretary before it gets to the corner office on the 25th floor.

Video can help you shatter that illusion and speak directly with an executive demographic. Here’s an earth-shattering factoid: CEOs use the Internet too.

To be clear, most VPs, Presidents and CEOs aren’t wasting their 9 to 5’s passing around the latest cat meme or spending hours on YouTube learning the Harlem Shake. Know your audience. Forbes says that 50% of CEOs watch “work-related” videos on YouTube at least once a week. They are looking to catch on to new ideas that will add value to their business. They are searching for inspiration, knowledge, partnerships, information and value-drivers. They are fed business related content through their social media channels like Linkedin, RSS feeds, blogs and even Twitter.

Perhaps the most interesting number is 65%. That’s the percentage of CEOs who visit the marketer’s website after viewing a video. Here’s where Explainer video becomes a marketers dream. You can bust through that the pre-digital-age “wall of engagement”. The primary decision maker watches videos, and then actively engages with the information. Video is not passive marketing; rather, it is active marketing.

Social media marketing is this generation’s great break-through. You don’t need a secretary to book you a meeting; if you’ve invested in video content, you’ve already got your foot in the door.

This was a guest post by:

Christine SheppardChristine Sheppard is a movie buff with a degree in Film and a career in B2B marketing. She graduated from Carleton University with her BA in Film Studies, and continued her education at Ryerson University specializing in Film Production and Media Arts. Her approach to marketing is strongly influenced by her education, exploring the effects of new media on popular culture and keeping her finger on the pulse of the trends in marketing communications. Her career highlights include promotions and copy writing for film and television and her role as a marketing specialist launching innovative digital projects, traditional, and social marketing campaigns in a largely B2B environment. She is a member of the talented team of writers at Illustrate iT. Head over to the Illustrate iT Blog to read her weekly posts about the hottest topics in video marketing!

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Filed under Social Media, Social Media Content, Social Media Marketing, Video