Festive season “Thank You” Video

December 17, 2012 Leave a comment

556712_mWith year-end fast approaching, I was thinking what would be the best way to say big thank you to all our clients that supported us throughout the year, and a whole local business community.

And what would be more appropriate way to do it than with video!

It’s a 2 minute video edited to the tunes of a popular festive season song, and I promise, singing is not compulsory ūüôā

In New 2013, here at Video Vault, we are celebrating our 10th birthday, and we are preparing for 12 months of interesting activities and promotions, so we thought Рwhy not enter  New 2013th on a high note!

… well… fast forward 7 days and the video is now completed and live, you can watch it just below, or visit our You Tube channel.

Thank you again to everyone who participated, it was at really short notice, but we’ve had a lot fun! I know I did say that singing wasn’t compulsory, but we even had few people singing and few sheepishly whistling ūüôā

Job well done everyone, including “The Team Video Vault”

Mio Ristic, Digital Video Vault

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The Importance of Social Proof | Testimonial Video

October 25, 2012 Leave a comment

Last week was my son’s 10th birthday and as most parents do, we are trying to pick an appropriate present for his age. Interesting thing is; the older they get, the job is becoming easier and easier for us – they already know what they want!

Our son wanted an iPod Touch. He already knew the features, in what colours they come, and which colour he’d want… Everything was decided, easy task for parents. Of course, we asked him, why iPod – he said:

“All my friends have it!”

Simple. the force that influences you every day when it comes to decision making, from the biggest decisions like which school to choose for your children, down to the smaller every day choices like where to go for lunch, is called social proof.

But what about us in business, how do we use Social Proof in our marketing?

Marketing, to a large degree is about social proof. In an article about social proof, TechCrunch clearly identified 5 different categories of social proof:

1. Expert Social Proof: Approval from a credible expert, such as an infdustry blogger or other authority

2. Celebrity Social Proof: Approval or endorsement from celebrities, especially those that are unpaid

3. “Wisdom of the crowds” Social Proof: Approval from a large group of people (like why you were Nike shoes)

4. “Wisdom of your friends” Social Proof: Approval from your friends or people you know (like the above case mentioned about iPod Touch)

5. User Social Proof: Approval from current users of the product/service, such as customer testimonials, case studies, and reviews.

Video Testimonials

Testimonials are great form of user social proof, publishing testimonials and case studies allows you to highlight the positive experiences of your customers and evoke the “I’ll have what she’s having” effect.

While written testimonials are OK and are widely used in marketing, video testimonials are by far more effective. For several reasons;

Video Production Geelong Testimonial | Master Monique Yoga Video from VideoVault on Vimeo.

First one is the fact that many people are not 100% convinced in the authenticity of a written testimonial, secondly the nature of video is that is more persuasive, you can here the customer, see it and pick up that non-verbal communication that reassures us – this is genuine, as human eye (and ear) is very well trained to pick up when something is fake.

Finally, video testimonial can be easily amplified, for example; firstly by number of views the video attracts, number of likes is also a good social proof. You can track how many views you are getting from other sites, from your channel, or from website. A written testimonial is just sitting on your website and is only accessed by your website visitors.

Video testimonial can be further shared on your Facebook page, by embedding, in your tweets and on your LinkedIn page (both personal and company page).

Then you can share it in your blog and all those views are adding up and contributing to your brand’s social proof and ultimately to better conversion.

No matter what businesses or orgnisation you are coming from, video marketing should not be ignored especially in this new social world.

Video4Marketing blog is powered by Video Vault, your video production specialist.

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How to use Online Video Marketing in Tourism and Hospitality

August 26, 2012 1 comment

video tourism geelongAccording to Google (2011) 68% of business travelers watch TRAVEL related videos online. Among those, 68% are thinking about a trip. Also according to Google 46% of personal travelers watch travel related videos, vs. 36% just two years ago. Google/OTX, The Traveler’s Road to Decision 2011

When you add to that recent finding by SearchEngineWatch that latest Panda update from Google heavily favours sites with video content, reflecting consumer demand for online video, the message is clear. online video is very important for attracting traffic to your webiste

If You Build It, They Will Come?

Sounds like an easy task; show the location and its attractions, if it’s a hotel show the amenities, how the rooms look like, the food, post it on You Tube and voila!

But the phone doesn’t ring, and after two months your number of views is still at 27, most of which are views from your staff and friends.

This problem is pretty common and it’s not reserved only to small business and small hotel operators, even the big boys in the industry, with big budgets are struggling to find the right formula. Big budget is not a guarantee that your video will be successful.

Those videos can be of high production value, but they lack few key ingredients that can make them successful online. Producing for online delivery and social media is quite different from TV style commercials or from old style “corporate video” with your CEO in a suit and tie talking about mission statement and company direction.

The Secret Sauce

The recipe for success includes few different ingredients, but secret sauce is primarily in storytelling. In this testimonial video below, Connie Trathen explains why the Vue Grand Hotel’s video was so successful;

Now we’ve seen the success of nearly a year of having Wedding Reception video, that’s what inspired us and encouraged us to now do Conference Video…

With over 3,000 unique views thus far, the success of this video is not accidental, and these views are incremental, measurable and producing a constant flow of enquiries to the business.

Create Video That Works

To create a video that works, your producer has to have the following qualities, I’ll just number them, as this deserves a whole new blog post.

  • Complete ecosystem – set of established procedures (from production, post-production to distribution)
  • Proven record of running a successful video marketing campaign
  • Networkability, as you distribution is online, your producer must be social media active
  • Understanding of Content Marketing and Inbound Marketing
  • Understanding of Organic SEO (Search Engine Optimisation) and impact of video on your Google search ranking (websites with video are 53 times more likely to appear on 1st page of Google compared to websites with only text – Forrester Research)
  • Storytelling
  • Creative flair

Online video has changed the rules, reducing costs so as to make video accessible to businesses of all shapes and sizes. And social media has enabled every business to become a publisher.

Last but not the least, your promotional video is easily repurposed into other media like blog (or vlog), or  into testimonial video, or a training video. This is important as research also shows that travelers watch online videos in all phases of travel planning.

Travelers view videos online during all phases of trip planning both for business and for personals trips (start from Slide 24).

Finally, you can watch Vue Grand’s video below, and as Connie mentioned in her testimonial above, few months later they produced another video, “Vue Grand Conference Venue” with similar success.

Vue Grand Wedding Reception from VideoVault on Vimeo.

Video4Marketing blog is powered by Video Vault, your video production specialist.

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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.

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Subscribe¬†to¬†our You Tube channel¬†and get instant updates on local businesses producing their videos. You’ll also receive¬†Video Tips Series¬†on how to stay ahead of your competition with video marketing.¬†Case Studies and Success Stories. For all of you still without a You Tube channel, just¬†register¬†on our website and we’ll email you all video updates.

Winning Hearts and Minds – my Valentine’s Day [Video]

February 23, 2012 Leave a comment

When I received a phone call in the weeks leading up to Valentine’s Day, from APCO’s Director Robert Anderson, the last thing I expected to hear was: “Mio, got anything planned for Valentine’s Day?”

Few good laughs later, he opened his cards and explained that this years APCO Franchisee of the Year Awards Night is under the theme – “Winning Hearts and Minds”.

This is the 4th year in a row that Digital Video Vault was in charge of covering their biggest night (and day) of the year, filming the event, producing the DVD, an online video for You Tube and a dedicated microsite live within 24 hrs with images they can share with their franchisees, suppliers and guests.

The day starts with Suppliers’ Session seminars and keynotes from various figures with background in economics and business analytics.

Night is always reserved for gala dinner with Awards Ceremony and topped of with an inspirational guest speaker.

What I really wanted to share with you is the feeling you carry after an APCO event. Top companies are expected to organise outstanding events; great locations (last 2 years it was Park Hyatt, before that Grand Hyatt), well known keynote speakers and celebrity inspirational guest speakers.

But what is fascinating is that family feeling; you can expect to see the same APCO team, same event organiser, same businesses partnering to deliver another perfect event. They soon make you feel as part of the family.

So, with naming this year event “Winning Hearts & Minds” APCO management wanted to pay special tribute to their customers and those serving on the front lines of customer service.

In an atmosphere like that it’s really not hard to give that little extra, to exceed their expectations and deliver an outstanding video, so, when it comes to Winning Hearts & Minds, they’ve certainly won mine.

Watch this space, Winning Hearts & Minds trailer coming soon.

Video4Marketing blog is powered by Video Vault, your video production specialist.

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Subscribe to¬†our You Tube channel¬†and get instant updates on local businesses producing their videos. You’ll also receive Video Tips Series on how to stay ahead of your competition with video marketing. Case Studies and Success Stories. For all of you still without a You Tube channel, please visit our Facebook page.

HR and Recruitment flying high with Video – Interview with RedBalloon’s Naomi Simson

November 9, 2011 Leave a comment

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.

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Does Your Brand Tell a Powerful Story?

July 20, 2011 3 comments

Promotional Video Image DoCareWhen I was approached by DoCare Geelong and had that first planning meeting with Stuart M√ľller 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.

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