How to use Social Video to Engage your customers, fans and audience. Social Media and video promotions with branding advocate Doug Lehman. August 25, 2012 Presentation with the Get Social with Me Team

1. Get SOCIAL with VIDEO
Enhance your Sales Marketing Process
EMBRACE Social Video Technology
ENGAGE Your Customers with Video
EXECUTE A Video Distribution Plan
EQUIPMENT and Resources
SOCIAL VIDEO SALES
www.douglehman.com

2. About Doug
Let’s Put It In Lehman’s Terms Passionate about Video Engagement
• Sales and Product Trainer
• Online Virtual Sales Facilitator
• Personal Branding Advocate
• Social Media Enthusiast
• Video Blogger Interview Host
• Video Brand Ambassador
• Video Consultant
www.douglehman.com

3. Why Have A Video Strategy ?
Attract more Clients, Customers, Fans
Improve You Online Visibility, Drive Sales Promotions
Build Credibility, Establish Rapport,
Increase Your Search Engine Rankings
Better Connection With Your Customers and Audience
NO Video Strategy Myths
 Too Difficult, Too Expensive, Too Complicated, Time Consuming
 Wrong Audience just for kids, No Camera, Camera Shy,
 Where is the ROI?
www.douglehman.com

4. Video Statistics: The Impact of Video
According to Cisco, video will increase to 90% of Internet traffic by 2013. (Cisco, 2010)
With proper optimization, video increases the chance of a front-page Google
result by 53x. (Forrester Research , January 2010)
Video placement on your website increases “stickiness” to your site by more that 40%
Zappos reports a 6% to 30% increase in sales for products with Video (ReelSEO) December 2009
44% of universal search results on Google feature video
is 2nd largest search engine
is monetizing over 3 billion video views per week globally
The YouTube player is embedded across tens of millions of websites
100 million people take a social action on YouTube (likes, shares, comments, etc) every week
More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
98 of AdAge's Top 100 advertisers have run campaigns on YouTube
YouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011

5. Benefits Social Video Marketing
SOCIAL VIDEO = Engaging the Conversation
Your Customer’s Buying Process has changed Today due to the
internet and Social Media.
Buyers have more control now, they have access to instant information by doing
their research on the web and consulting with others. Buyers want and desire
SOCIAL PROOF. We have to adapt our sales and marketing Process.

6. Benefits Social Video
SOCIAL PROOF ARE YOU VISIBLE ONLINE?
If a picture is worth a thousand words what is video worth ?
 A quality video can establish advanced credibility.
 Video is more engaging , compelling and convincing that plain text
 Video is effective for storytelling providing a better connection with audience
Video is a 24 Hour Brand Ambassador
WE are visual learners it’s a natural training method
 2nd largest search engine right after Google
Search Engine Friendly

7. Video is a Duo Player
in Social Media
Social Video Networking is about engaging the community
BE SOCIAL!
 Social Video, a distribution channel complimenting social media and
your brand
 Video Hosting Sites as a Stand Alone Service for online Content
subscribers, friends, messages, video Inbox, Video Response,
comments

8. Online Video Business Benefits
Two kinds of viewers on the web BROWSERS “Attention” and SEEKERS “Clarity”
Video Testimonials will provide a level of trust and
reputation to your website. Authentic Trust
“Word of Mouth” from their peers
Attracts traffic through SEO & Social Networks
Keeps Viewers on websites longer
Reduce Product Returns
Watch and Listen to what you Online Videos have Infinite Shelf Life
customers and clients are saying
Number one Reason why customers won’t buy
Leverage your audience to be online? They desire to SEE an item in person.
brand ambassadors, word of Use Video, Next best thing to Being There
mouse, word of mouth.
www.douglehman.com

9. Camera Shy
No Video Camera Required
Online Tutorials Voice Narration
USE Screen Capture Software
• Free – Jing Project, Camstudio, Screenr
• Camtasia , (Mac & PC)
• ScreenFlow (MAC)
Animations and Slideshow Software
• Animoto
• Xtranormal
• Slideshare
 Go Animate
www.douglehman.com

10. 4 Steps for Effective Social Video
Get SOCIAL with your VIDEO Engagement
• WATCHABLE – Call to Action, Video/Audio Quality
1 Image Background
• FINDABLE – Video SEO, Metadata, Sales Proposal
2 Video Distribution Leverage Social Networks
• SHARABLE - Embed links, allow comments, sharing, rating
3 Cross-Promotion Video Collaboration
Customer Follow Up. Be Accountable
ACCOUNTABLE Be Reactive to your Community Messages
4 Be Responsive to your Customers Comments
ACTIONABLE
www.douglehman.com

11. Make Your Video Watchable
Establish an immediate call to action!
1. Introduce yourself, Company, Product Etc
2. Tell your viewers what the video is about it
3. What’s In It For Me – Customer WIIFM
4. Command your Brand Attention at the start
5. Captivate Viewer Attention – Evoking Curiosity
6. People Online have a very short attention span
7. Focus on the first 15 seconds.
8. Get to the point “BRING VALUE”
Remember to Engage your Customers from the start.
.

12. Make your Video Watchable
1. Be authentic and passionate delivering your presentation
2. Indentify with your audience – look at the camera WIIFM
3. Have a natural conversational tone – Be yourself
4. Act like you are talking to another person
5. Be genuine and confident, know your material as a SME
6. Make sure non verbal gestures compliment your words
7. Speak at a steady pace – cadence and voice inflection
8. Remember online audience has limited attention span
9. High energy engaging pace keeps attention
10. Don’t be too scripted, you will come off as non engaging reader
11. Keep the video simple, short with compelling story content
12. Change Camera Angles and keep it moving.
Enlighten and Engage your customers throughout your sales presentation
.

13. Make Your Video Watchable
Video-Sound-Image Quality
1. Check Video Quality
2. Your Video must be heard Pre Audio Sound Check
3. Video placement should compliment your website
4. Dress the part for your video audience.
 Get a decent looking video hosting background to
compliment your videos - YouTube Video Channel
should support and entice your video image –
Design Your Video Channel Page
“Maximize Profile Content” Supporting Text Pictures etc”
Remember to Engage your Customers from the start.
.

14. Make Your Video Watchable
Don’t Be This Guy
Avoid Shadowing
Poor Lighting
Bad Product Placement Poor lighting will result in dark, grainy and discolored
Cluttered Background video. Good lighting increases clarity of your video.
Camera Angle Mistake
Nice Trash Cans
.

15. Make your video Findable
Leverage Social Networking Sites
Position your videos on multiple social networking sites, blogs and
websites. More ways to find your content and brand
Post and Host Video on Facebook Profiles and Business Pages
Post Status Updates on Twitter and LinkedIn *Video LinkedIn Profile
Post and Host Video on your company blogs and website
Engagement > Make your Video Sharable and embed code on multiple sites
www.douglehman.com

16. Make your video Findable
Leverage Social Networking Sites
USE FACEBOOK
 Upload Videos Directly
 Share Links, YouTube
 Post on Business Fan Pages
USE TWITTER
 Share Video links URL’s
 {VIDEO} Video Hosting Sites
 Blog Posts
www.douglehman.com

17. Make your video Findable
Leverage Social Networking Sites
3 Ways to Share and Post Video on LinkedIn
 Upload Video to Your LinkedIn Profile Page
Slidehare.net, Creative Portfolio Display
 LinkedIn Status Update
 LinkedIn Company Page Add Videos
Upload Video links directly from YouTube or your
computer. Share Links, instant record videos,
Video Posts, Video Hangouts
www.douglehman.com

18. Make your video Findable
Leverage Social Networking Sites
USE PINTEREST Repin
Create QR Codes
Website Blog “Link Videos”
Video Hosting Site
* Mobile Devices *
www.douglehman.com

19. Make your Video Findable
Leverage multiple video hosting sites
Use multiple Video Distribution Hubs – Video Sharing Websites and Platforms.
Promote, Publish , *Promote across several video hosting Sites.
YouTube is the world's most popular online video community.
Tops for Video embedding: Across several websites, blogs and
social media platforms, like Facebook. Set up a YouTube Channel
Things to Consider when selecting a video sharing and hosting website.
 Site Guidelines Commercial vs non-commercial
 Storage Size, Costs, Viewership, *Privacy Audience Level
 quick capture uploads
www.douglehman.com

20. Make your video Findable and Discoverable
Simple Video SEO Metadata
 Title you video with Keywords
 Call To Action Enticing Title
 OPTIMISE YOUR TITLE
 Use YouTube Keyword Tool
Sharing Feature enabled
OPTIMISE YOUR DESCRIPTION
Post URL in Description
 http://yoursite.com
Write Content in Description
Key Word Descriptions
Tag Keywords

21. Make your video Findable
Simple Video SEO Tips
Effective Video SEO will help establish brand awareness,
customer traffic and sales engagement
 Use backlinks and inbound links to your videos and website.
 Embed your URL directly on videos, use captions annotations
 Implement Metadata on your video
“Titles, Descriptions, Tags and Keywords”
*keyword research is part of your marketing research
 Use YouTube Keyword Tool
 Fill out your YouTube Channel Description with Keywords etc
 Upload videos on a consistent and regular basis, Create Video Playlists
Optimize your video to be Searchable and Sharable – Engaging Prospects

22. Make your video Sharable
Engage Your Video Community
 Video must be Sharable embed links, allow comments, sharing,
rating, video responses etc
 Engage and Comment on other business partners videos, blogs
and websites, driving traffic to your site “coattail video response”
 Cross-Promotion and Video Collaboration with others in the
video community.
 Video Response and respond to video comments timely.
 Don’t sell help buyers buy. Give Valuable Advice and Content
Optimize your video to be Searchable and Sharable – Engaging Prospects

23. Make your video Sharable
Engage Your Video Community to Share
1. Thank your customers and audience for watching this Video
2. Define your final call to action sales goal? Promotional objectives
3. Don’t assume but communicate to the next step
4. Entice your audience and viewers to take action
5. Establish your closing video credits – Text, Captions, Links, Annotations
Examples of Trial Close Action Statements
Checkout our website or other videos
If you like what you see sign up as a subscriber
Please leave your comments below
Contact us if you have any questions
More information checkout our newsletter
Register for our upcoming webinar or eBook.
Buy Now, Add to the Cart, call now
Engage and thank your customers, entice and deliver value
Understand your audience perspective and point of view
www.douglehman.com

24. Be Accountable and Actionable
 Be RESPONSIVE and REACTIVE to your Video Community
 Instant Message Feedback
 Follow Up To Video Comments
Have a Call to Action
Bring Value
Be Consistent
www.douglehman.com

25. Types of Engagement Videos
INFORMATIVE VIDEOS EDUCATIONAL VIDEOS ENTERTAINMENT VIDEOS
• Business Interviews, PSA, Office Tours
• Webinars, Testimonials, Case Studies
• Product Demos & Launches
• How to Videos, Educational
• Office Skits, Mini Documentary
• Live Broadcasts, Contests
• Community Outreach, Video Profiles
• Demo Reels, Event Videos
www.douglehman.com

26. ENGAGEMENT VIDEO CASE STUDIES “Merit Based Video Contest”
Provided a solution “Customer Need” Checked out website great content Became a Fan!
Now I am a brand advocate
MERIT BASED VIDEO CONTEST WITH VIDEO ENTRIES
 Searchable, Compelling Video Content
 Engaging Value Base Website
 Bonus Contest Giveaway – Engaging your audience
 http://douglehman.com/videocontest2
www.douglehman.com

27. ENGAGEMENT VIDEO CASE STUDIES “Video SEO Lunch Box”
Checked Out Website YouTube Channel
First Page on Google Search
VIDEO SEO LUNCH BOX
 Utilized Key Words, Title, Description
 Watchable Engaging Content
 Thumbnail Image
 Sharable , open comments
 http://douglehman.com/lunchboxvideo
www.douglehman.com

28. Social Video Case Study
STEVE RIVERA
Story
www.douglehman.com

29. Social Video Case Studies
Zappos Online Retailer
 Videos with Real Staff – Human Trust Element
 Video Overviews Product Descriptions
 10 % Increase in Sales, Decrease Product Returns
 Zappos Experience live video Testimonials
http://on.wsj.com/grhpfH The Wall Street Journal Digital
Network March 17, 2011
Online Video Marketing Research
Leveraging Video for Qualitative Research.
Video Response – Techniques
www.douglehman.com

30. Video Training Resources
Use YouTube as a Search Tool for Visual Learning
- Watch other videos to emulate strategy and tips.
Websites News , Information and Analytics
REELSEO
SOCIAL MEDIA EXAMINER
Additional Resources Books and Marketers
.
http://salesinfluence.tv/ www.douglehman.com

31. The Future of Video
Mobilize Your Online Video
• The Use of Video Email will increase
– Your Visual Presentations will make an impact.
• Mobile Video is growing force!
- Upgrades and use of smartphones, PC Tablets are increasing significantly
- Mobile Video Applications are among the fastest growing
cell phone applications
- Mobile Optimization – QR Codes, Text Video
YouTube mobile gets over 600 million views a day, and traffic from mobile devices tripled in 2011
February 2011 The Cisco Visual Networking Index: Global Mobile Data Traffic
Forecast Update, 2010–2015

32. Get SOCIAL with VIDEO
Enhance your Sales Marketing Process
PROMOTING YOUR VIDEOS
Owned Media
Websites, Blogs, Networks
Shared Media
Social Networking Site
Video Collaboration
Cross Channel Marketing
*Promoting your video through PAID MEDIA and Resources
SEO Search Firms, Digital Advertising, Banners, AdWords, Pay-Per-View,
Social Media Advertising etc……………….?
www.douglehman.com

33. In Lehman’s Terms
Your Video Marketing Strategy
Let’s….
 Conceptualize “Know your audience and create an engaging story”
 Visualize “Be Visible use Video Social Proof”
 Recognize “Be Responsive and Reactive to your Audience”
 Mobilize “Mobile Optimization – QR Codes, Text Video, PC Tablets”
And be ready to Monetize “$”
www.douglehman.com

34. Next Stop How can I Assist You ?
www.douglehman.com
www.douglehman.com

35. Service Offerings
www.douglehman.com
Video Promotion Services
 EVENT TESTIMONIALS VIDEOS
 EVENT VIDEO SPOTLIGHTS
 VIDEO BOOK REVIEWS
 VIDEO BUSINESS PROFILES
 VIDEO INTERVIEWS “Talk Show Format”
 VIDEO COACHING SPEAKER TRAINER
www.douglehman.com

36. THANK YOU for Attending
We Welcome your Feedback and Comments.
Let’s Engage Be Social
Video Testimonials
www.douglehman.com

37. Connect With Doug
Let’s Put It In Lehman’s Terms Passionate about Video Engagement
www.douglehman.com
doug @douglehman.com
@douglehman
Doug Lehman
(404) 654-0304
Brand Ambassador of Video Engagement
.