Building a Social Media Presence around Video
Using video is one of those mediums that can really enhance your social media presence and can add so much to your campaign. BUT, you gotta think through this little bag of tricks. If done incorrectly, this integrated marketing tool can make you look like a dummy! (I almost just typed a bad word).
I am not going to talk about message development, that is a whole other ball of wax. I am going to talk about how using video online can help generate traffic, relationships, and enhance your SEO.
First…create a series of short messages around a campaign, event, and idea. When I mean series, I mean more than 3 different video messages. These need to be targeted at a specific audience and a specific topic. This over-arching theme will bring these messages together.
Second…have a home-base for these video messages. Whether it is a blog, a video section of your site, or the homepage; these video messages need a home so people can find them within one consistent place.
Third…these video messages need to have a equal treatment in production quality as the message itself. If it is meant to be shaky and dark…your message better represent the reason why it is shaky and dark. But, be controlled in the delivery of the production quality. The person watching needs to understand your message, the production quality needs to enhance the message not detract.
Fourth…create a channel on YouTube, Blip.tv, or Vimeo to host all of these video messages. Once the messages are created, upload them to these channel and spend time developing the title for each video, the description, and the tags/key words. I sometimes use the URL of the homebase for these messages in the title.
Fifth…schedule a release of these messages. If you have produced 5 of these and you want to share all of them…maybe release them once a week. Use the embed code provided by YouTube, Blip.tv, or Vimeo and place them within the site. Once placed…tell the world!
Sixth…tell the world that they are updated on your home-base. Use TweetDeck and/Hootsuite to regually tell the world that a new video has been updated. Use email marketing and even LinkedIn to tell your spheer of influence that is it live and people can go watch it. Ohh…when you tell them, use the URL where it is located at the home-base and shorten the URL using TweetDeck or Hootsuite. This will allow you to track the clicks. This works well in a blog where you have a specific URL for each blog post.
Seventh…create a discussion around the video that was just updated. Get on your social networks and tell people about the video and ask their opinion about the content, create a discussion.
Eighth…repeat this process. Olivier Blanchard (@thebrandbuilder) talks about consistency and frequency when using new media and social media combined. It is smart thinking.