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Why did General Motors Unfriend Facebook? The Whole Story.
GM’s move to cancel their $10 mil advertising package with Facebook was well reported in media and blogosphere around the world, but we rarely heard the whole story.
The real story is that GM is still “friends” with Facebook, they are still investing $30 mil a year by producing content for their Facebook page. Their page is bursting with videos, pictures and stories.
It’s Supposed to be Social
Honestly, I always thought that advertising on Facebook wouldn’t work, and that’s mainly for one big reason – it’s inherently wrong and it’s contravening with the whole idea of social media, especially Facebook – it’s supposed to be social.
When you are at a social gathering, whether on Facebook or in real life, on your child’s basketball game, you are there to socialise – not to sell or being sold on. Social media is a great tool for content marketing, for inbound marketing (pull vs push marketing) so selling there is just not appropriate. They are again interrupting you, you were there to chat with family and friends, exchange the photos, etc, not to buy stuff.
This is the reason why Google ads are working and Facebook ads are not (according to WordStream research), when on Google you are looking for a product or a service and advertising at the moment of buying decision is welcome, it’s actually perfect moment – you are not interrupted.
Content is King
GM released the following statement on the matter:
… we are reassessing our advertising, but remain committed to an aggressive content strategy with all of our products and brands, as it continues to be a very effective tool for engaging with our customers.
Facebook was struggling for years to come up with a monetising format and to prove ROI for facebook ads.
So, it’s only logical move from GM to move their resources where their mouth is. Apart from their Facebook page, GM has also a very vibrant You Tube channel called “gmblogs”. They opened their channel in 2006 and now features over 300 videos, more than 3 mil views and 1,700 subscribers. The YT channel is actually content creation fuel for their group of blogs gmblogs that includes 7 different blogs.
What’s in common for their You Tube channel and their blogs is storytelling, powerful stories told by ordinary people, their staff, their customers and others.
Storytelling is that secret sauce that good video production has compared to average video.
Companies have long emphasized the role of content for providing customers and prospects with useful information and meaningful insight, and the rise of digital distribution and production channels over past years has certainly propelled content marketing to new heights and investments.
With distribution channels (You Tube, Linkedin, Facebook, Twitter, and other networks) now leveling the playing field, by being available to businesses of all shapes and sizes, it is the right time for you to take advantage of this powerful marketing tool.
Storytelling and content is so important and critical to attracting and retaining customers, so every business’ first goal should be how to integrate them into their PR, marketing, social media and overall corporate image.
Please tell us what are your challenges in creating more content for your business.
Video4Marketing blog is powered by Digital Video Vault, your video production specialist.
“fast forward your marketing”
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HR and Recruitment flying high with Video – Interview with RedBalloon’s Naomi Simson
Recently I interviewed Naomi Simson, founder and CEO (Chief Engagement Officer) of RedBalloon.com.au. I was attending Technology Enterprenuership Forum in Geelong where Naomi was listed as one of the keynote speakers.
Being already connected on Linkedin, I knew that RedBalloon was already successfully using video in their marketing. If you were interested, for example, in Hot Air Ballooning Over The Yarra Valley you can watch a short video and I have to admit, made me instantly want one for Christmas (any chance… Santa… :).
Video for Internal Communications
But, what I didn’t know is the fact that RedBalloon uses video for internal communication, induction and team building. As those videos are of course for internal communication, we saw only few sequences for the purpose of her Forum presentation, but it is obvious that people are having fun working there and what could be a better way to show employee satisfaction and entice new staff than with video.
In this interview Naomi tells us about role of video in both marketing and HR and recruitment.
Please share with us what you are using video for in you company or organisation, or what would you like to use it for.
video4marketing blog is powered by Digital Video Vault, your video production specialist.
“fast forward your marketing”
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Does Your Brand Tell a Powerful Story?
When I was approached by DoCare Geelong and had that first planning meeting with Stuart Müller their Executive Officer, I knew straight away that what is going to make this video project successful – is a powerful story.
All the latest equipment, creative approach, smart effects can help, but everything will be decided on our ability to capture emotions and tell a story in an engaging way.
One of the best ways for an entrepreneur or an organisation to get a leg up in this competitive climate and differentiate yourself from the rest of the pack is to tell your brand story.
Fast forward some dozen or so interviews, numerous locations, couple of previews and we’ve had a final cut – the DVD was ready. Big scene, The National Volunteers Day, large group of volunteers and clients, board members, sponsors and distinguished guests…
“Thursday morning went very well and the DVD was very well received … volunteers and Board Members were most impressed with the result.” I was reading Stuart’s email the following day,
“Everyone asked me how did we get those fantastic stories!”
This is the third in a series of three videos you can watch online, each one covering one of three main services DoCare offers::
When we met next time for the preview of DoCare’s induction video we spoke more about the impact video has had in that short period of time; “Video has brought all team together, both staff and volunteers as many of them were involved in the making of the video. It’s a great story and everyone is proud that they’ve been involved…”
Story is how we connect with each other. Wonder why the emerging social networking sites are so popular? The answer is because people crave the emotional and powerful connection that comes through telling a story.
The best brand stories are irresistible, compelling and provocative in a way that your target audience is going to consume, seamlessly and effortlessly. Telling that kind of brand story will position you and your company as a leader in marketplace.
Take Apple, for example. Its brand story challenges you to “think different”, to join the group and the cause. To adopt an innovative and pioneering spirit and to dare to get “The computer for the rest of us.”
Why is storytelling important to your business?
- An authentic brand story makes you memorable.
- It differentiates you as desirable.
- It brings your brand to life.
- Your target market becomes hugely responsive.
- It positions you as an expert in your field.
If you’re ready to start shaping your brand story, remember this tip: If you want others to recognise you, the best way is to recognise yourself first. Before you tell your brand story, recognsise the kind of message and meaning you want to embed in your story.
You personality (your image) shapes your brand story and consequently your image (your story) will shape your audience’s perception about your brand.
Please leave a comment or tell us YOUR brand’s story.
Video4Marketing blog is powered by VideoVault your video production studio.
The Future of Video Marketing
Interview with Brad Howarth, information technology columnist & co-author of “A Faster Future”. In his address to local businesses leaders gathered in fully packed Alex Popescu room and in organisation by ICT Geelong, Brad gives a fascinating insight in world connected by National Broadband Network; from businesses videoconferencing with businesses in other countries and high definition videos embedded in home styudios and company websites.
He underlines importance of embracing the technology and use it for more efficient and more engaging marketing and business communication or risk to be left behind:
“Change is inevitable, and change is really being driven by broadband technology… as we move to more reliable, faster and more ubiquitous broadband network, that change will accelerate. People need to be thinking about that today.
If they don’t think about that today then change will pass by them.”
Video produced by : Video Vault
Video Wall
There are many ways your business can present its videos, one of them is this type of video wall from Cooliris shown above.
Once your videos are uploaded to your You Tube channel or other online video sites (check Cooliris’ list of supported sites), it is relatively easy to edit a video wall like this one.
You can choose a single video or a playlist and it can be embedded in your website page or a blog page.
Easy!
To market, to market…
Welcome to our Video4Marketing blog. This is a place where we’ll show and tell about success stories (if you prefer “case studies” then we’ll call it like that) involving businesses and organisations that use video in their marketing mix.
We’ll also talk about problems and challenges your businesses are facing in this new Web 2.0 world, rich media, social medial new world and new rules and how to overcome them.
There is an evident shift in todays marketing and overall business to business (B2B) communication; everything is moving online; blogs, vlogs, email marketing, mobile marketing, social media…
For businesses and organisations who relied mainly upon printed media and that big yellow book, this is new and scary world.
In this blog, I’d like to try to answer your questions and demistify all that conundrum.
However, online world as it is, would be a to big topic, so we are going to focus on video in marketing and PR, but you’ll see that video has its role in most of your online communications.
Video, apart from having it on your website, can be sent by email, you can embed it in your blog or vlog.
Further, you can embed it in your Facebook post, even in your Tweeter.
But why? Why is video everywhere?
Simply because it is most effective way of communication, it’s the second only to personal presentation or conversation. Conversation… you must have heard that word recently; the trend is to try to involve your customers and prospects in conversation instead of selling or pitching (or preaching) to them.
video4marketing! 