With a little help from my friend KelvinG, I spoke at the Product Development & Management Association's(PDMA) Brand Marketing Conference. Hot off the set from filming "Zombie Truckers 3," KelvinG took time to share his insights with the group -- including a nod to pitchman Tony Little and his hit product the Gazelle. Check it out:
What KelvinG gets, that a lot of product managers and brand marketing types don't, is that social media marketing is all about content. That's right. Social media = participation. Participation = content. Content, specifically relevant and engaging content, has become the currency of social media. The more of it you produce, deliver and promote, the more influence you can create for your brand.
One of the points I made during my presentation was the disconnect many in business seem to have when it comes to video. I mean, almost everyone has a video camera at home; posts movies online for their familyy to share, and in some cases does some basic editing to clean up the finished product. But that same person never thinks to bring their camera on a client visit to get a video testimonial, or to the trade show booth or to the product manager's office to get product tips and tricks to share with clients.It's weird... like a mental block or something.
And before you ask: Yes, I did shoot video from the event. You can see it here:
The reality is, your business, products and colleagues are creating content opportunities everyday. This is content your clients and prospects want to see, as evidenced by an April 2009 Nielsen report. They don't care as much about how slick it is or its production value. They want to engage with your brand, so create a content plan with that in mind.
I believe the next big wave in online video is Business Generated Content (BGC). We've all heard about Consumer Generated Content (UGC); well BGC is poised to be even bigger. Companies that have invested in hiring content strategy experts, and basic in-house video production capabilities will be poised for success. They will be able to communicate faster and with more engagement than their competitors. Those waiting to "figure it out," or dismiss online video as a fad, will be sadly left behind. Video content will be a key component for any successful multichannel marketing campaign.
Some examples of companies doing it right include:
-
MarketLeverage Video Channel:Using video to communicate with members of it's referral marketing network, promoting premium merchants to special promotions to affiliates.
-
TurfNet: Creating original video content and delivering it regularly online to increase membership engagement and promote key association sponsors.
-
Numara Software: Using video to educate clients and prospects on product features and benefits. Extensive collection of client testimonials that bring instant credibility to their brand.
The writing is on the wall. Don't be the brand manager or product marketing director that gets the importance of online video too late. Don't sit back, now is the time to build a video strategy that's inline with your overall branding goals. Think of new, creative and cost-effective ways to gather and distribute video content. Become a video "rock star." Your customers will love you for it, and your CEO and CFO will eventually come around, too.
Follow me on Twitter @ShaunPope, or connect with me on LinkedIn.
Comments