The Marketing Intern

Outside the Box / Inside the Cubicle

Video Executives are Big Fat Whiners

Posted by The Marketing Intern on October 15, 2010

Video Executives are Big Fat WhinersJust when you think people are getting over the whole “Poor me, I can’t monetize my video” thing, a whole bunch of bigwig ad executives get together in a public forum and start whining about how their ad agencies haven’t come up with a solution for interrupting streaming video content without ruining user experience.

Take, for example, this quote from Adam Kramer’s excellent article on NewTeeVee: 

“Perkins Miller, SVP of digital media at NBC Sports, recounted at Tuesday night’s event how he asked a number of agencies to come up with better ways to do advertising online. But out of a half dozen agencies that NBC reached out to, Miller said he didn’t get back a single workable idea. So NBC developed its own interactive ad capabilities for many of its live sporting events.” 

Right. It an agency’s fault that interruptive advertising makes users close their browser windows faster than a Rickroll. Never mind the whole people-think-pre-rolls-suck thing – you just keep repurposing your TV ads.

But wait! It gets better:

“Even if agencies are not able to create more engaging ad campaigns for online video, [EVP of Hearst Entertainment & Syndication George] Kliavkoff said that the industry could at least do a better job of targeting the spots it has. ‘If all we’re going to do is take content from the TV and put it on the web, and all we’re going to do is put the same 15-second or 30-second ads on the web, can we at least target those ads? I know it’s some grand vision of the future, but i figured it would be here by now.'”

In other words, if our advertising tactics are going to look and perform like giant dino turds, can we at least give them a good spit-shine?

Come on, guys. Seriously?

The conversation should not be about how to leverage third-party video content for the purposes of advertising. Everyone and their mothers recognize that repurposing TV content for the Web is a Very Bad Thing. Why, then, do video executives believe that the standard methods of TV advertising (interrupting content with bite-sized ads) is appropriate for the Web? 

No, that’s the wrong conversation. The conversation should be about how to create video content that your audience wants to watch, how to make them aware of it, and how best to give them the ability to watch and share it. That is how media consumption on the Web works. 

The answer to your “interactivity and targeting” problems, Big Video, is staring you right in the face. You’re overlaying ads on YouTube content that people want to consume. The question is not how to leverage that third-party content, but how to replicate the success of that content on a consistent basis. Pre- and post-roll ads are lazy, and blaming shrinking agencies for not being able to reinvent the wheel is asinine. 

So listen up, Big Video. I’m going to break it down for you step-by-step. Here’s how you create interactive, targeted, and profitable video content.

  1. Create content that your target demographic wants to watch.
  2. Forget YouTube. Embed your video in a campaign-specific microsite.
  3. Optimize that microsite using keywords and search terms that your target audience is searching.
  4. Promote your microsite to your target demographics, whether by video email, social media, corporate blogs, etc.
  5. Make sure that your content is inherently sharable.
  6. Surround your content with specific, non-intrusive calls to action.
  7. Implement a video analytics service that measures traffic to your microsite, and that reports viewer activity in a way that makes traffic statistics actionable. 
  8. Do it. Analyze it. Tweak it.
  9. Repeat step 8.

Are you paying attention, Big Video? Have I gotten your attention yet?

Whether or not you realize it, you are in a position — right now! — to start making moves to change the Web video advertising game. Do it. Those of us who consume online video will sing your praises until the end of days.

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Demi-review: Inbound Marketing by Brian Halligan and Dharmesh Shah

Posted by The Marketing Intern on February 20, 2010

So I just started reading Inbound Marketing: Get found using Google, social media, and blogs, and I have to say that even having only read four chapters (which go by far too quickly for my wordophile inclinations) I am struck by how poignant this book is.

Of course, nothing I’ve read so far is groundbreaking. I am a religious reader of the Hubspot blog and inbound.org forums, and I try to participate on hubspot.tv on Twitter every week (much to the chagrin of Mike Volpe who, it must be said, is a champ for putting up with me). But as I read this book, I am reminded of the scene from The Boondock Saints where Willem Dafoe finds himself in a confessional booth after stumbling out of a gay bar. The scene concludes with Dafoe delivering the only poorly-delivered line in the movie: “Yes, I was thinking that. No, I was feeling it. I just needed to hear you say it.”

Inbound Marketing was clearly written for marketers who are too… experienced for the “digital native” tag. But as a digital native (a term which, for the record, I dislike intensely and only use for its ubiquity) I’m finding value in the sense that the book points out aspects of the Web that I take for granted. Yes, Twitter and Facebook are great and all, but to us young guns they’re really just social tools. Because these apps (Facebook moreso than Twitter) are straddling the line between primary and secondary modes of communication, it makes sense to leverage them for the purposes of marketing — if, that is, you are trying to¬† market to a younger, Web-savvy crowd.

Sounds silly, but that’s the kind of thing that digital natives take for granted. At the age of 14 I was the proud owner of a tragically pathetic Xanga blog where I posted rants about the pitfalls of mainstream America — not quite goth, but riddled with bad angsty poetry nonetheless. Blogs were public online diaries back then, and very little else. But what I was blind to was the fact that blogs were online communities — my angsty poetry inspired the angsty poetry of someone else, and then a third, then dozens, all of us encouraging the other to keep going, to keep up the good work. (In retrospect, all that positive encouragement was terribly ironic.) We were all writing about the same kind of thing, and we all found and interacted with each other organically. We didn’t think about it; that’s just how that kind of thing was done.

Because Mssrs. Halligan and Shah point out the community inherent in the nature of blogs, my perspective on corporate (read: grown-up) blogging has shifted. I’m now finding myself reverting to my old ways of interacting with people on the Internet — encouraging the development of ideas and engaging organically with people I might have otherwise ignored.

See, blogging and social media aren’t necessarily about being found. They’re about the conversation. I certainly never believed my angsty Xanga blog was going to become an online phenomenon (and thankfully it never did). But it mattered to people that I was contributing, and that I was helping them to contribute, too. There is the value of social media: providing value to others in the hopes that they might someday return the favor.

I’ll give you my final impressions when I’m done with the book (which at this rate should be by the end of the weekend). Cheers!

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The Once and Future Intern!

Posted by The Marketing Intern on January 11, 2010

zzzzzZZZZZzzzzzZZZZzzzzznuk… huh? Oh, yeah, I’m awake.

In point of fact, the very last thing I’ve been doing of late is sleeping. In fact, what happened was a bit fortuitous. I became not an intern anymore.

Yep, that’s right. My wonderful employer decided to hire me on full-time as their Interactive Marketing Manager, and with my new title came a boatload of new (and really cool) responsibilities.

The number one question I’m asked when I tell people I’m going to kick the blog back into gear is, “Well, if you’re not an intern anymore, are you going to change the name of the blog?”

Heck no. First of all, I like this blog, title and all. And second of all, I still approach the profession of marketing like one big collection of theorists, each of whom have something valuable to contribute. And until you’ve familiarized yourself with a considerable amount of the collected literature of these thought leaders, you can never really consider yourself anything more than a student of marketing — an intern, if you like.

So yes, I’m kicking the blog back into gear. And lest ye think I’ve been idle these past few months, I’m also going to be reposting some content from blog.flimp.net (which you simply must read), in addition to some exclusive TMI content. I promise you won’t be disappointed (again).

On to the blog!

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How to Measure the Effectiveness of Your Video

Posted by The Marketing Intern on January 6, 2010

If you’ve done any research on video marketing solutions recently, you’ve probably noticed that there are a whole lot of companies offering video analytics that will tell you all knds of things. But how do you determine what statistics are worth looking at?

Let’s break it down, shall we?

Drop-Off Rate

The glitziest video analytics tools on the market are those that measure what’s called drop-off rate. This is a measure of when the average viewer clicks away from a video, supposedly indicating where your video content begins failing to hold the attention of the viewer. The data can be presented in all kinds of different ways (one company even offers a heat-map), each of them visually appealing.

Unfortunately, this data ain’t worth squat.

Drop-offs are triggered when someone navigates away from the page on which the video resides. So what happens if thirty seconds into a two-minute video I decide that I’ve seen enough to make me want to buy your product? Does that mean that the video failed to hold my attention? Quite the opposite: it engaged me so thoroughly that I immediately converted to a lead. But because I only stayed on the page for 30 seconds, I dragged down the drop-off rate.

And because drop-off rate is so easily skewed (in either direction — what if I was so bored that I walked away from my computer to go make a sandwich and left the video running?) this data is not trustworthy and therefore not useful.

Player Control Data

In theory, if someone rewound* your video to watch a particular part of it again, that must mean that the part of the video they’re rewatching is highly engaging or entertaining — so much so that they want to see it again, right?

Wrong.

Videos are rewound, paused, stopped, fast-forwarded, and replayed for a variety of reasons. If the audio levels are off in one part of your video, people might rewind it so they could try to hear it correctly. If someone in the background of your video looks like my estranged uncle Ted, I might rewind the video multiple times to see if it’s really him. Who knows why people interact with media the way they do? There’s not an analytics program in the world that can accurately predict the human motive behind rewinding a video. Any company or program that claims to is lying. This data is completely without use.

Actual Engagement

So how can you measure the effectiveness of your video? Well, that depends on your goals. In most cases, the goal of any marketing effort is to gather leads in the short term in order to increase revenue in the long term. So if you want to measure how effective your video is, judge it on the leads it directly creates, and the revenue earned from those leads.

If you want your video to augment your social media efforts, judge the effectiveness of your video based on new followers, positive mentions and sharing activity.

If you want your video to help you rank higher for a particular search term, then… well, you get the idea.

Conclusion

Forget the silly froo-froo “engagement” graphs (and heat maps — oi). If you want to measure how engaging your video is, judge it as you would any other medium: by actual engagement. Everything else is just fluff.

*Note: “Rewound” is an antiquated term, as no one watches tapes anymore, but I’m at a loss for what its digital equivalent might be. Can someone help me out?

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Why “Use More Video” is a BAD New Year’s Resolution

Posted by The Marketing Intern on December 29, 2009

New Year's ResolutionIt’s that time of year again. Time to quit doing all the bad things you do — chewing your nails, watching too much TV, drinking tequila, and so on — and resolve to start anew in 2010.

For us marketers, that means resolving to improve our lead generation process by really pounding away at the best practices, coming up with creative marketing ploys, and otherwise impressing the pants off the boss.

But how? Well, if you’ve read anything any of us at Flimp have ever written (and we won’t fault you if you haven’t yet; welcome!) you’ll know our answer. You can give your lead generation a sizeable boost by using video.

Great! you’re thinking. Then my Q1 resolution will be to use more video.

Hold it right there, compadre. “Use more video” might sound okay as a resolution, but it sucks as a strategy. After all, you could create a bunch of “viral” videos, plaster YouTube with them, get a dismal response rate, and still have satisfied your resolution.

Remember: your resolution this year should be to increase the effectiveness of your lead generation efforts, not create a bunch of directionless videos simply because we told you that video was really hot right now. (Yes, in my dreams I have that kind of influence.)

No; you need a plan. You need your videos to help turn theoretical buyers into actual buyers. Fortunately for you there are a lot of really good ways to do this. (YouTube isn’t one of them.)

Video is great for email marketing, PPC advertising, on-page SEO, social media marketing, and blogging. (Yes, we resolve to do more video blogging this year.) If you want to create a meaningful video strategy, as opposed to some pithy resolution, then pick one of these areas and focus your video creation efforts there.

Of course, if you’re a bit more ambitious, you might want to improve in all of these areas. In that case you’ll need a solution that allows you to distribute video across a variety of media. That solution? The ever-so-humble landing page. It does everything you want it to do, and with certain landing page creation platforms, you are even able to create and distribute videos without any programming know-how.

So stop resolving and start strategizing. And here’s to a prosperous 2010.

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The 5 Best Ways to Use a Landing Page

Posted by The Marketing Intern on December 15, 2009

Landing Page TrophyWe preach landing page proliferation day in and day out. We tell you every day (here and elsewhere) that you should use landing pages for all of your marketing initiatives. That’s all well and good, you say, but aren’t landing pages just for pay-per-click advertising?

No! In fact, using LPs for PPC is only the third most useful application of a well-designed landing page. Wondering what the other four are? Let the countdown begin!

#5 – Web Content Expansion – You spend weeks coming up with creative, compelling content to drive your users to a call to action. But after your marketing campaign is over, will that content go to waste? It will if you just send your LP to the nether-regions of the Internet. A well-designed landing page can always be embedded into your existing web page to boost SEO, improve conversions, and/or entertain your visitors.

#4 – Video SEO – Yes, you read that right. If you embed your video within a flash landing page, you can use a process called SWFObject to embed searchable HTML terms behind the video. Embed the landing page HTML into an existing website with the right title and meta tags, surround the video with keyword-rich text, and you’ve got a recipe for some serious video SEO mojo.

#3 – Pay-Per-Click Ads – Ah yes, the tried and true PPC landing page. If you’re going to create a quirky PPC ad to stand out from the other boring PPC ads in your space, you’ll need a quirky landing page to keep up the image. You can read more about this trending disconnect in this earlier blog post.

#2 – Social Media – LPs for social media? Of course! Lots of businesses are beginning to run promotions strictly for their followers on Twitter, Facebook, LinkedIn, and so on. Just like PPC ads, you don’t want these offers to appear to just anyone. If you want to send a particular offer your social media followers, landing pages are an absolute must.

Envelope please! And the number one best way to use landing pages is…

#1 – Email Marketing – That’s right, email. Sure, you could send your email recipients to a particular area of your website, to a registration form, to product descriptions, or to a variety of other places. But if you want your readers to perform a specific action, you need to provide them with compelling content. What’s the best way to present compelling, relevant content to your target audience? A landing page, of course (especially if you’re using video).

I would be remiss if I didn’t mention that Flimp allows its clients to use landing pages for in all of these applications. What’s more, you can do it all without design expertise, programming know-how, or a huge marketing budget. To learn more, sign up for one of our free daily product demos. I’ll see you there!

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Are Landing Pages Sexy?

Posted by The Marketing Intern on December 11, 2009

FabioWe’re living in a world of on-demand, interactive media. You can get exciting visual representations of anything in the world in the blink of an eye. Websites are sleek and stylish. Data transfer has never been easier. The concept of mobile marketing didn’t even exist three or four years ago. There are millions of new ways to reach your buyers, each one more engaging and visually appealing than the last. At a glance, it would seem as though the tried and true landing page model is rather blah by comparison.

This couldn’t be further from the truth.

I was talking to a fellow B2B marketer the other day who made an interesting comment about the Flimp platform. He was talking about developing buyer personas – the images marketers keep in their heads when trying to reach out to potential clients – and told me he had created one called Marketing Mary. “Mary is a sophisticated marketer,” he said. “Mary likes sexy. And with Flimp, Mary gets her sexy.”

What my marketing cohort means is that for some people it is important for a marketing message to be as good looking as it is effective. In fact you could almost make the case that for some, the projected success of a marketing campaign hinges, to some degree, on its visual appeal. And while there is something to be said for dead-simple landing pages, I believe that in this crazy world of on-demand media it is absolutely necessary to be both entertaining and engaging. 

Are landing pages, as a medium, inherently sexy? No, of course not. As with all media, you have to put in work to make your message stand out; you have to make your landing pages sexy. You need to combine media that are inherently sexy — video comes to mind — to create an end product that reflects the sexiness of its individual elements. And to do this, you either need a wealth of programming and Web design knowledge, or you need a comprehensive landing page creator that makes the processes of creation, distribution and analysis easy enough to do yourself. And if you decide to use such a tool, you must make sure that you have the ability to design something that is not only engaging and useful, but also good looking. Sexy, as it were.

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Your Home Page is Not a Landing Page

Posted by The Marketing Intern on December 8, 2009

No CheeseI don’t get it.

Like every other human being on the planet, I perform on the order of about a gazillion Google searches per day. Many of my fellow marketers will be pleased to learn that I even click on the paid AdWords links if the content seems relevant. But I’m almost ready to give that up entirely. Why? Because very few people ever do it right.

Case in point: I had the good fortune recently to successfully trick a young woman into agreeing to marry me. (I had to trick her, you see; it was the only way she would have ever said yes.) The other day my gullible love and I were planning our wedding, and we decided to do a Google search for “Wedding DJs.”

Relatively innocuous. The results page popped up with something to the effect of seven gabizillion results. Well, we wanted something that at least appeared professional, so I checked out the paid links. The one at the very top caught my eye:

Non-Cheesy DJs - Boston

Perfect! I thought. I hate cheesey DJs. I want my wedding reception to be wholly cheese free. In fact, I’m what you might call anti-cheese. Or pro-everything-non-cheesy. This is clearly the service for me. I clicked the link. This is where it took me:

Murray Hill Talent

Now, this isn’t a horrible homepage, as homepages go. But it’s a huge letdown when you get here from an ad claiming that Murray Hill is the non-cheesiest DJ service in Boston. This page makes absolutely no reference to an un-cheese factor, no Cheese Quotient ratings, no reviews by former clients saying that these guys definitly did NOT bring the cheese to the party. Cheese squares, Cheez-Its, holiday cheese balls… no mention of cheese (or lack thereof) anywhere. What the feta is going on here?

Point is this: When you’re running pay-per-click ads, you have an opportunity to project your company in an interesting, quirky light that makes you stand out from organic results and other ads. But don’t let your clickers down! If you’re going to pay money to use a lighthearted message to attract viewers to the homepage of your not-so-lighthearted site, then you can expect to pay a lot of money for very minimal results.

Instead, create a landing page. It doesn’t take long, and you can customize it with the same lighthearted tone without having to change the content of your entire site. But better than that, you can structure your landing page to have one specific call to action that your prospects can click while they’re being entertained. And I don’t need to tell you that your prospects are more likely to click a call to action when they’re being entertained, do I? I didn’t think so.

Oh, and for the record, we decided to hire a band. 

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Video Marketing Can Play by the “Old Rules,” Too.

Posted by The Marketing Intern on November 16, 2009

I like David Meerman Scott. I think he’s a powerfully intelligent human being whose insight at times seems boundless. In a profession rife with traditionalism, he shakes things up. I appreciate that, and I admire his ability to do so.

But man did he get it wrong yesterday.

For those unfamiliar, Mr. Scott is the proprietor of a marketing blog called Web Ink Now which, for the record, is a highly recommended read. He has also authored a number of books, the most recent of which is World Wide Rave — again, highly recommended. And what all of his writings, on- or off-line, have in common is an unwavering advocacy for the “New Rules” of marketing. Essentially, the New Rules theory boils down to the idea that traditional marketing relies on interrupting a person and demanding their attention for a short period of time, and that this kind of marketing is horrendously ineffective in the digital world in which we currently find ourselves. 

Yes. Great. I couldn’t agree more.

And then Mr. Scott goes and contradicts himself. In a blog post yesterday, Scott espoused the virtues of the VisibleGains platform which, while very sleek and well designed, relies on overlay buttons to supply calls to action. 

Buttons that pop up during your video and tell you to do something. Hmm. That sounds like interruptive marketing to me. Very “Old Rules,” isn’t it, Mr. Scott?

Scott addresses this issue by saying that the overlay buttons are “non-intrusive and can be ignored if you’re not interested.” But couldn’t we make the same case for those ugly little pop-ups on YouTube videos? Couldn’t you ignore those, too? Does the fact that we can choose to ignore an ad (or, in this case, a call to action) make it somehow less interruptive? If we ignore TV ads, does that mean that TV ads are not interruptive? If a tree falls in a forest…

I don’t mean this as a criticism of VisibleGains — what I’ve seen of their platform is visually stunning, and is no doubt a very valuable tool for many video marketers. Instead, I mean to point out two inconsistencies on Scott’s part: First, despite Scott’s assertion, VisibleGains is neither the first nor the only video marketing platform that can be used for lead generation; and second, that VisibleGains’s particular tools seem to run contrary to Scott’s “New Rules” philosophy.

Scott tries to frame this dilemma by calling it an issue of integration:

 …a legitimate criticism of video (especially from B2B marketers) has been that it is tough to do lead generation. Sure you can have a URL mention at the end of a video or you can embed a video within a landing page with some lead offers, but that’s not fully integrated.

I don’t mean to be snarky, but I’m curious as to what Mr. Scott’s definition of “fully integrated” is. If he means that, as in the cases of URL mentions and video landing pages (VLPs), calls to action are not incorporated into the video itself, then his statement is accurate. But the idea that embedding a video into a landing page  somehow makes the video less useful for marketing is, frankly, absurd. 

Let’s not forget the advantages of VLPs: you can embed keyword-rich and search-optimized content, persuasive text- and image-based calls to action, and social media sharing icons in a way that is simply not possible to do with in-video overlays. That sounds pretty “New Rules” to me.

In fact, I would rather have a VLP, and for one very good reason: longevity of calls to action. Say I wanted to check out Mr. Scott’s twitter profile. The VisibleGains video displays a sleek button in the video that lets me do exactly that. But what if, at that particular moment in the video, I was so enthralled with the content that I couldn’t spare a moment to click away from it? Would I then have to scroll all the way through the video again to find the point in the movie where that button appeared? I would. What are the odds that I would expend that effort? Minimal.

If, on the other hand, my video was in a landing page where a Twitter link was available before, during and after the video, I wouldn’t have to worry about searching through the content to find the frames holding that particular call to action. It would always be there, right next to the video. (And, of course, I would have enjoyed my video undisturbed, without little buttons popping up all over the place.)

So if integrating calls to action within a video is a good thing — and Scott seems to say it is — then it is a good thing that flies in the face of Scott’s very own “New Rules” methodology. An exception to the rule, maybe.

And what of this “finally” business? Users of the Flimp platform will be quick to point out that the ability to use video as a viable lead-generation tool has been around for more than three years. Our fantastic customers will also attest to the fact that lead generation is possible without data capture forms which, according to World Wide Rave, are particularly loathsome. 

Editor’s note: Since the posting of this blog article, David Meerman Scott has removed the word “Finally” from the title of his post. Further proof that Mr. Scott is a fine, upstanding gentleman, more than worthy of my RSS subscription.

Of course, how is a marketing big-shot like David Meerman Scott supposed to know about a little ole start-up like ours? After all, Scott is having sit-downs with the CEO of GM — Flimp has to be off his radar, right?

Not quite. Besides sharing mailing addresses in the same small Commonwealth, I’ve had the good fortune to exchange a few emails with David. He asked to read our white paper, and I sent it to him personally. We’ve traded DMs on Twitter. No, we’re not exactly bosom buddies, but we’re on his radar. Where’s the love, David?

We at Flimp don’t begrudge Scott for his oversight. After all, VisibleGains did him a solid by putting together a killer bit of brand journalism for GM. But we do wish Scott and his readers would take a minute to check us out in earnest. I think they would find that we’re exactly the kind of “New Rules” video marketing company that they’re looking for.

Heck, we’ve been a “New Rules” solution since before “New Rules” was published. That has to count for something, right?

Tell you what, David. Next time you find yourself with a whole bunch of video content that you want to show off, you give us a call. I’ll show you how we do it in Flimp Town.

Editor’s Note: It may seem like I harp a bit on David Meerman Scott — after all, I called him out a bit in an earlier blog post, which was picked up by The 60-Second Marketer. But I am a firm believer in the idea that when theories are debated, they become stronger of their own merit. To join the debate and strengthen the theory, I invite you to leave a comment below.

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Video Marketing for Social Media: Part 2

Posted by The Marketing Intern on October 13, 2009

Okay, so apparently some of you are still not buying my theory that video and social media go together like a Hammacher and a Schlemmer. So be it. Here are some of the latest objections:

1. Sharing my Big Important Video with my Social Media Network will Cheapen my Big Important Video.

Of course it will. And that’s a good thing, because your social network doesn’t see itself as a collection of Big Important People. They’re ordinary people who are capable of understanding complex ideas (provided they have incentive to do so) and who, believe it or not, can gain value from your Big Important Video. Look, video is not fine china; you don’t only take it out on special occasions. Video should be a regular part of your communications strategy. And if it’s not, then you might as well not create it at all. (And I’ll see ya on the unemployment line.)

2. People in my Social Network Don’t Share Video. Why Should I?

Why? Because people in your social network don’t share video. You’ll be vanguard, a sterling representation of the limitless possibility of the future of e-communications. Talk about unique content; you’ve cornered the market!

3. Everybody in my Social Network Shares Video. Why Should I?

Because if you don’t, you’re behind the curve. Video is unique in that it requires a response in the same medium in order to be effective. In other words, if everyone in your space is using video, it is nearly impossible to be part of that conversation unless you too are using video. I like to think about it in terms of rap battles. If one rapper insults another rapper in a video on YouTube, which he then shares with his extended network of a gazillion people, with the offended rapper be able to exact his revenge in a blog post? Probably not.

4. My Boss Won’t Let Me Shoot Video (or anything else, for that matter) in the Office.

So take it on the road! If your boss is one of those who scoffs at the idea of using video on the InterWeb, he’s probably also the kind of guy who still makes you attend trade shows and conferences. Go there, talk to a couple of clients and celebrities, and video tape the whole thing. Then, when you’re done, show your boss all the nice things your clients said about you and tell him you should put it on the website. The cost of video production has been absorbed by the cost of the trade show, and from this point on the videos will cost next to nothing to host. No harm, big reward. 

Point is, there are lots of ways to use video, and about a gajillion reasons to do so. But production is only half the battle. You have to share your video content somehow, and social media is the perfect avenue for that. 

And if you don’t believe me, wait ten years and ask anyone who’s still in business.

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