Let's Get Serious -- Branded Video Is About The Information

I came across an interesting statistic the other day. And when I say “interesting,” I don’t mean it in the traditional, “I’m intrigued” sense, but rather in the “what is going on here?” sense. According to a study by the Association of National Advertisers, nearly two-thirds of client-side advertisers (63%) are planning branded entertainment strategies for 2012. The most popular channels for branded entertainment include commercial television, the Internet and sporting events, although Internet strategies are growing at the fastest clip by far, and television is trending downward.

The objectives marketers are trying to achieve with these are what you might expect: making a stronger connection with consumers; aligning the brand with relevant content; and building brand affinity with a desired audience.

But here’s where things get a little funny. And by funny I mean strange, not “hah-hah.” The study notes that while investment in branded entertainment has grown considerably since 2006, marketers haven’t made much headway in measuring the return on their branded entertainment investments.

I’m sorry, but in my experience, it’s been pretty to easy to measure when branded online video pays off. Our online video library for one major food brand, for example, has received more 70 million views via more than 1,500 URLs, making it arguably one of the most successful online video marketing campaigns waged by a big brand to date. The videos rank an average engagement level of 78 -- and three years after the campaign launch, the videos are still dominating organic search. The ANA survey says that 63% of respondents still find it “challenging” to measure the effect of these branded activities, but I’d say the impact of 70 million views is blatantly obvious.

I think the reason marketers are still finding ROI difficult to measure is because, for the vast majority, the result just aren’t there. They’re not there because most marketers are focused on using online video for branded entertainment. And by and large, branded entertainment has meant repurposing commercials for the Web. I have no issue with the fine work advertisers do. Many of these online commercials and “webisodes” are extremely well done. A lot of them are highly entertaining. But are they what consumers are searching for?

Our research has shown that consumers are not typing brand names into Google to download commercials to their PCs. They’re searching for information. Through our research for a large electronics company, we learned that consumers weren’t searching for information about how to choose a camera, but were searching for information on how to use one to take pictures of babies, weddings, kids, etc. That insight was invaluable in crafting our branded online video strategy for the company, which focused on providing consumers with information on how to take the best pictures -- using their brand of cameras, of course -- rather than a commercial about which of their cameras consumers can buy.

The funny thing about branded entertainment -- and by funny, I don’t mean “Roller Babies” -- is that it’s not being searched for online. Consumers aren’t looking to brands for entertainment; they download movies or TV shows for that. What some major brands have realized is that information is much more valuable to consumers than entertainment, and brands have a huge opportunity to own branded information. Hopefully marketers for other brands are starting to realize that while branded information may not make it to “Tosh.O,” it can do wonders for engagement. by Allison Provost of MediaPost.

Amazing, wonderful, magical, transcendentant...got any more descriptive adjectives you want to add?

This is a sample of the hundreds of piks and video clips taken on Saturday, October 1st, 2011. More to come.

Please note, many duplicates were "burst mode" piks taken for a tentative video-movie of the same subject.

https://picasaweb.google.com/lh/myphotos
(Above, Earl Scruggs (L) and Host-Producer Warren Hellman, get down on dualing banjos).

Disrupt -- Or Please Get Out Of The Way

I recently had a dialogue where I argued that I don't believe in stupid people, and that's why I dream of being a part of the education cycle one day, potentially a teacher.

I think that most people are (unfortunately) relatively average -- which creates amazing opportunities for others By that I mean that most people don't usually work 15 hours a day, do not fantasize about having masters in mathematics, do not want to give up their social life that easily, and do not honestly believe that they should be huge one day.

Most people's biggest obstacle, funnily enough, is, well -- themselves.

You might agree, or not. If you think there is something to it, you would understand most people are relatively mediocre just because they decide to and not because they have to be. This means that there is a real opportunity to do more, do better, to become an entrepreneur, to disrupt.

I don't think people need to actually have perfect SAT score to succeed, or an MBA, or to come from money, or to know 3 languages. People need passion, to be really excited about at least one single thing, to be able to dedicate years of their life to something that keeps them up at night, something that can make them cry, something that can get them to wake up at 6 a.m. and come back home at 11 p.m.

Seek that, and you'll create an unfair personal advantage. You'll be at least like a politician who has mastered talking a little bit on all topics to look like they are really intelligent. You'll have that look like there is something bigger to be done, and you'll get the attention of investors, potential employees, partners, marketers.

As an example, I don't think employers are looking for template people, and I feel sorry for those who do. I think employers are looking for that spark, that thing that gets them to think -- I just want to work with that person, I'm not sure what they will do here but they will do one thing really well, and they'll get folks around them to do exactly the same.

If any of this makes sense, you might realize that the biggest reason you might not be where you can be (and you can!) is you. That's why it's amazing to take risks, make mistakes, live in uncertainty for a while and be inspired. I'll tell you what I said to all the people I ever hired: they could always go back to work for "a Google" as they are really smart, and that's why if you can take risks and potentially be a part of something big -- you should.

Disrupt. Most people around you will not, I promise you.

Eventually, most of us are likely to fail. Statistically it's true. But you'll have a great experience, and you'll learn a lot. I think.

Most of us are mediocre. This is great news for you. Disrupt, or please get out of the way.
For more articles visit:MediaPostPublications.com articles. by Adam Singolda

BIZ TIPS: 10 Reasons Why PR Pros Should Be Using Social Video

I've often argued that video is a tool of social media. So as many social media responsibilities are being taken on by PR departments, we are seeing public relations teams becoming more actively involved in the creation and deployment of social video content. Viral videos, branded entertainment, web series videos and video game trailers top the list along with original, entertaining product launch videos. This new breed of video content, rather than simply supplementing the efforts of PR teams, is often spearheading them.

My creative agency has been working with some of the more innovative PR agencies and internal PR teams over the past couple of years, and here's a list of the top 10 ways video is being used by PR professionals to help brands, businesses, organizations and individuals tell their stories.

1. Media relations / pitches and press releases. Videos make pitches and press releases infinitely more interesting and engaging. Referencing a hot new viral video, the latest video in a web series, a video announcement from a key corporate player or simply a fun, informative video about a product can make a huge difference in how a pitch is received. Video gives journalists, bloggers and publications more content to share with their visitors.

2. Building trust and credibility with targeted groups. Nothing builds trust like video. Instead of reading a text quote from a company spokesperson, viewers are able to actually see that spokesperson speaking. There may be some coaching involved, but that's what directors are for.

3. Raising brand awareness / promotions / working with celebrities. Videos that offer something of value like cash, prizes or 15 minutes of fame can spread like crazy and highlight a product's involvement in a contest or promotion, raising awareness of the product, and by extension, the brand.

Creating and launching funny, edgy or cool video content involving TV, sports and YouTube celebrities guarantees a targeted audience. Launching a coordinated social media sharing strategy and integrating this effort with the marketing department allows PR teams to capitalize on that momentum, building and raising brand awareness.

4. Product launches. Viral videos and branded entertainment are high-profile ways to announce new products or refresh old ones. Video gives PR teams a visual, entertaining and engaging tool around which to center campaigns. We were recently involved in creating a video for a pizza chain in which large amounts of cash were stuffed in the crust of their new pizza. The content was used not only as a stand-alone video, but as part of a funny promo on a late-night comedy talk show.

5. Crisis management / shifting public opinion / corporate and ceo reputation management. In 2009, when two Domino's Pizza employees made a video of themselves sticking cheese in their noses and messing around with customers' sandwiches, the companywas quick to respond with a video apology from Domino's USA President, president Patrick Doyle.

In 2010, BP CEO Tony Hayward made a video apology following the oil spill in the Gulf. Most of the top comments on the video reference the "South Park" episode that lampooned Hayward, but that's OK. The message still got out.

In both cases, the videos reached large audiences and supplied talking points for the media, social and mainstream, to propel the video messages further. Both videos were effective in turning around negative perceptions toward the brands.

6. Content development. Company newsletters, blogs, speeches and annual reports are being sprinkled with videos. PR teams don't need to produce a viral video hit for every newsletter, but they can encourage key employees to create video content at events and parties. Include the videos in monthly correspondences with clients and the media. Just be sure to edit them first, especially the ones from the Christmas party.

7. Social media marketing. If social media is UPS, video is the package. If social media is the rocket launcher, video is the rocket. Video can be branded as heavily or as lightly as the creative and messaging dictate, and the larger story can be shared and developed via social media. Having a PR message go viral across Twitter, Facebook, YouTube and other video sites and social outlets creates a new story that can then be pitched to, or organically picked up by, mainstream media outlets -- enabling the message to reach TV, radio and print audiences as well.

8. Social and environmental responsibility. For brands, businesses and organizations, being socially and environmentally responsible can be a key way of differentiating themselves from their competitors. Video can bring the faces of individuals and positive actions of these companies to the forefront and help move brands closer to new and existing fans and customers.

Video can also be used to present a call-to-action, or as a rallying cry for public involvement in a good cause. Launching videos where fans are encouraged to submit a response in video form allows a call-to-action to be spread even faster and with farther reach.

9. Events. While a single live event reaches only the people attending, social video allows PR teams to share the event with everyone. This increases the exposure of both the event and the brand, product, organization or personality. Events don't always have to be real, either. Flash mobs are types of events that are staged and shared on Youtube and via social media.

10. Political campaigns. Politics is about convincing people to trust a candidate, motivating them to convince others to trust the candidate and getting everyone to vote for the candidate. Politicians are often recorded publicly for videos that can take on lives of their own -- but funny, emotional or serious original video content can be produced and launched in order to manage the direction and spread of both positive and negative conversation. Political attack videos and damage control videos can both contain humor, meaning or even shock value -- and will be shared.

Online video is fast becoming the face of social media. Like their marketing and advertising brethren, PR agencies and PR departments should be exploring the possibilities and pushing the boundaries. by David Murdico of Media Post, June 2011. <

From Cave Walls to Facebook Walls: Social Is As Social Does

As CEO of a digital media company that creates and distributes online video content, I'm always being asked to explain the difference between online video, viral video and social video -- and, frankly, the question is starting to irritate me a little. Don't get me wrong; I'm thrilled that marketers want to incorporate online video into their social media strategies. I just don't understand where, when and how the line drawing began.

I mean, isn't all online video social? YouTube is, after all, the original social media site. Since its inception, YouTube has been a vehicle for making friends, having conversations, creating communities and sharing ideas and information, with online video as the catalyst for all that social activity.

People have been sharing ideas and information ever since they could write on cave walls, and online video is nothing more than a modernized form of that kind of communication. Of course, some cave drawings undoubtedly captured more interest and drew more visitors than others. So when brands ask me what makes online video social, I think what they're really trying to find out is what makes it compelling enough to draw an audience and foster community. The answer is simple whether you're talking cave drawings or online video or weekend cocktail parties: Add something valuable to the conversations that your audience is engaging in.

Unlike Neanderthals, today's marketer's have multiple, rich resources from which they can glean this critical information. A recent research project of ours, for example, looked at the "conversations" generating the most participation and engagement on Facebook walls. The findings, mundane as they might seem at first glance, could be spun into pure marketing gold by the right brand, taking the right approach.

Over the three-day period we surveyed, the top three discussion topics, in order, were: 1) how to care for a new puppy; 2) what to think about school immunizations; and 3) what to make for dinner. These findings might not offer deep insight into the evolution of the human psyche, but they do provide certain brands -- pet retailers, pharmaceuticals and food companies -- with the information they need to create a powerful, effective means of advancing their social media strategies. Developing content that addresses those questions, putting that content on video, and uploading it to sites where people will find and use it is a surefire way that your branded informational videos can become popular on social media sites.

In other words, it's all about tying search and social together: using search to look for the conversations that are happening, and then identifying the questions that brands can answer in order to enter those conversations. In the work that we do for brands, we lean heavily on search data. YOU should be doing the same. Rather than guessing what people will share, find out what people are searching for. Sustained success for online video distribution most often executes a search strategy over a sharing strategy. As search becomes inherently more social, the most successful approaches will lead with search and allow the sharing to follow. by Alison Provost