Tastemakers, participation and unexpectedness. That’s all you need to make video viral and bring millions of visits to your website.
Author: Mauricio Escobar Mármol
TOP SIX TIPS WHEN MANAGING DIFFICULT COMMENTARY ON SOCIAL MEDIA
Reading an article published on The Deal Magazine (notes from Liem Viet Ngo, Lecturer Australian School of Business and Brian Giesen, Strategy Director at Ogilvy) about how to deal with negative social media commentary from consumers, reminded me key fundamental aspects I have been practising for clients when managing difficult commentary, complaints and “trolls” ( people just just love being cynical, sarcastic or just on-going complainers).
Key rules when dealing with difficult commentary:
- NEVER ignore commentary. Become aware and take note of this people.
- Respond within a DAY. No excuse for brands to open Facebook pages or twitter accounts if they cannot respond to complains, questions on the day. Remember than when responding your brand not only get noticed by your fan but also by her social network of friends and followers.
- Do not argue online. Move conversations to private email or even better to phone conversations.
- Find out ALL details of complains. Sometimes I have had people who do not even know what they want OR even worse they are complaining for a service they have had at other competitor’s business.
- Not all complaints are equal and need different treatment. Some can wait, some have to be followed up immediately. Find out how influential the person is and prioritise accordingly. Go to their Twitter, Facebook, flickr, accounts and find more about them in their public profiles.
- Focus on your brand DNA. Do not let social to distract you or confuse your customers. Talk what you are mean to talk. Let the other commentary to other brands.
As Liam quoted in the article, the meaning and value of a brand is co-created, curated and shaped by customers today.
You (as a brand captain) need to help customer’s co-create, curate and shape the perceptions, visions of what the brand is today and it is going to be in the future.
Cheers and have a nice week :)
Is your editor-web writer publishing content optimized for Google and users?
To stand out of the crowd (billions of content web pages) you need a check list to ensure every piece of content you create is unique, relevant, offer some advantage/benefit to the reader, is SEO friendly and that readers will share it or link to it.
From top Google Engineers (Matt Cutts) to Social Media experts; everyone talks about the importance of unique great and optimized content.
There is no doubt that content is king when prioritizing your efforts, time and budget allocated to improve your website and generate extra new visits and more repeat visits.
Below is a checklist I have curated after more than 10 years helping companies create content for the web. This unique check list will help you ensure every piece of content you publish is unique, relevant, SEO optimized and fundamentally that your readers will be very likely to share it and link to it.
WEB CONTENT CHECK LIST - CREATION AND PROMOTION OF YOUR CONTENT
- Niche. I have selected selected a niche topic and know the top three search queries I want my article/content page to optimize for.
- SEO. I have added these two/three search combinations on my page title, page description and H1 tag. I have added ALT tags to all my photos in my article.
- Internal linking. I have created an intro paragraph that links to parent section pages and other relevant internal pages.
- External linking. My article links to relevant external websites with better Page rank and popularity than my website.
- Comprehensiveness. I have added compelling photos/video to offer readers visual clues to “hard to understand” concepts. My article language that my average visitor will understand and relate to.
- Tangible examples. My article do not just tell but “show”. My article uses case studies, industry trends, videos, photos and other content to make it extremely unique and compelling.
- Quick scanning. My article makes use of bullet points-tables so my readers can easily scan key information. Remember some people do not read online, they quickly scan for key information.
- Highlighting. I have used bold words to highlight keywords within the article.
- Re-create. My article has re-created content from a podcast, white paper, manual, even from instructions or insights I have sent to many clients.
- Take advantage. My article take advantage of popular national celebration, events allowing more chances to be picked up by search engines. ie: “Top tips for this year New York Marathon” this article might work if you sell energy drink, sporting apparel, etc…
- Call to actions. I have added clear call to actions (What you would like people to do once the complete reading the page) including key website goals: ie: link to registration form, to contact us form, link to my business Facebook page, Youtube Channel, Flickr, Twitter,etc.
- Publishing, crawling and ranking. I have checked my article has actually been published (Yes, sometimes articles get finalised but noone press the “publish” button), that Google has crawled and ranked my article.
- Article promotion - Free channels. Once my article has been published, I have promoted my new page on all e-newsletters I have access to (partners, providers, customers, employees), promoted the article on Google Plus, Facebook page, relevant Youtube videos, Twitter account, Local/National Media; linked on popular blog posts.
- External promotion - Paid. I have updated my Google Adwords account to start bidding for related terms and drive traffic to my new article page.
- Internal promotion - Free. I have linked to this new page page from other similar pages on the site.
- Review. I have created an alert to review my article content in 6 months/ 1 year time as there might be new information available that might make my article even more compelling. (Google loves fresh content!
Contact us, we can help you audit and improve your website content.
HOW TO CREATE A PRODUCT VIDEO REVIEW FOR YOUR WEBSITE - TOP 14 TIPS
(Click on the above image to see all videos)
Publishing product videos on your website can increase dramatically visits and conversion rates. Marcs & Spencer saw a dramatic 25% uplift in basket size from online visitors who watches videos. Video provider experts such as Treepodia also have showcase fantastic examples on how video can help your website convert more.
As I could not find anything on the web that compares different product video reviews, I would like to share some top tips to consider when creating a product video review.
The above examples are from the Footwear/shoe retail industry. .
The Key insights and top tips on How to create a product video review are:
- Branding: offer branding elements to reinforce where company promotes the video. You can see above how Eastbay, Running Warehouse, Runners Point (German website) and Wired use excellent branding at the start and finish of each video.
- Uncluttered background. Clean and clear background tend to work well. Lululemon, Runners Point and Zappos are great examples above.
- Good sound. Ensure you video has a clear sound. DO not make your viewers make an effort to be able to listen.
- Be Creative. Use different approaches so you keep the viewer attention. Merrell and Lululemon are great examples on how to bring a video with a different approach. Lululemon does not even use voice. Runners Point also uses a great presenter hands technique (moving product from hand to hand) to ensure the viewer does not get bored.
- Call to action: once the video is finished, what would you like the viewer to do? visit a website? visit a store? make a call? fill in a form? be clear. Online Shoes and Runners Point are great examples above.
- Unique. Is your video content really giving a unique information, do not just say what it is already available on many website.
- Credible and Genuine presenter. Be sure the presenter is credible and genuine. Viewers need to feel they trust the presenter.
- Suitable dress: make your presenter wear suitable clothes related to your industry. You can use this as a way to reinforce branding. Online shoes example above you can see how the presenter is reviewing an Asics shoe wearing a Nike top - not really nice match. Runners Point and Eastbay are a great example of dress-product matching.
- Lighting. Ensure is totally clear to see the product you are reviewing.
- Test. Have your producer to test different techniques and different products, use multiple cameras and zoom ins; before you decide the final taxonomy for your video.
- Enjoy the process of creating product video reviews. It should be fun.
- Benchmark. Compare how your videos are doing (traffic) with your competitors.
- Customer Feedback. Get feedback from your customers (put live some 10-20) before you go and produce a couple of hundred product review videos.
If you are still not sure why you should have a video content strategy please read this article from E-consultancy.
Contact us If you are interested to run a product video review test.