Using photos and video in social media
Today I was fortunate enough to speak to the members of PRSA Hawaii about using photos and videos in social media. My focus was on (2) different uses of video as a marketing tool.
Use video to explain your product or service
One of the assumptions that companies often overlook is that their targeted audience or potential audience understands their product or service upon initial inquiry or contact. When launching your product or service, keep in mind the 3-types of learners: visual, audio, and hands-on. With visual learners, do not make additional assumptions that text or pictures are enough.
As the Chief Evangelist of Alltop, my opinion may be subjective, but take a look at the MyAlltop tutorial video below it has all of the elements of the different types of learners, including hands-on because it simulates the actual action readers will perform to build their customized MyAlltop page.
Put the camera in your customers hands
In October, I was fortunate enough to have dinner with Scott Monty, Ford Motor Company’s Head of Social Media. It was then that I first learned about Ford’s social media campaign, Fiesta Movement. In a coconut shell, 100 “agents” were given the keys to a Ford Fiesta, sent on selected missions over a 6-month period and asked to document their experience via social media.
I received an email from Scott last night with the following numbers from the agents’ published content:
- More than 6 million views on YouTube
- 740,000 views on Flickr
- 3.7 million impressions on Twitter
Additionally, Ford has been able too:
- Attract 80,000 people whom have asked to learn more about the Fiesta
- Of the 80K, 97% are currently not Ford owners
- Awareness of the vehicle is at 58%
- Ford sold 1K vehicles in the first week of reservations
It’s important to note that the vehicle being marketed will not be available at dealerships until another 6-months.
Bruce Fisher, Ed Morita, L.P. Neenz Faleafine
If you’re still not convinced to use video to either help your potential customers understand your services or product or as a promotional marketing tool; fellow speaker, Bruce Fisher of Hawaii Aloha Travel demonstrated that a search for specific hotels in Hawaii on YouTube return his videos in the top results. Fortunately for the hotels, his videos enhance their brand, however not every company is that lucky.
