In this new Social Media Video, “Socialnomics 2015”, (and the “Socialnomics 2017”, latest update) Erik Qualman shows us the way forward.
Eric Qualman wrote the book on the how’s and why’s of Social Media. And the influence Social Media has had on our personal and business lives. This new Social Media video is spot on. It’s insightful. It’s a must see. Anyone interested in where Social Media is headed in 2015 and beyond should watch it. Eric has also done an update to his original “Socialnomics” book. This second edition, like the first, is backed by extensive research. And that research was driven by hundreds of meetings and interviews. Those interviews and meetings were with Fortune 1000 companies, small businesses, colleges and universities, and non-profits. And Eric Qualman’s latest research was used in the making of this new Social Media video. Enjoy this best selling authors’ point of view in this brand new Social Media video. Take a look and let us know what you think. Do you think it’s spot on?
Vine is the latest social video marketing platform and it’s taking off like wildfire. CNET reports Vine has 40 million users. And this is even after Instagram decided to copy Vine’s short video concept and use it on its social photo site. Twitter hit the nail perfectly with its six-second, looped videos. And brands are climbing on board to take advantage of their own efforts. And courting prominent Vine users to create videos featuring their brands.
Vine – Six Seconds of the Right Stuff
WebProNews reports Twitter users are just as likely to watch Vine videos as they are YouTube. The short videos match perfectly with the short message platform that Twitter provides. And brands need to learn how to show a concise, visually compelling method to catch attention. There are a variety of industries taking advantage of Vine. Although those that can be condensed into a short visual medium are doing the best. Examples include Urban Outfitter’s clothing selection. As well as Next’s furniture and the “Wolverine” movie. Stop motion is also a commonly used technique to fit more into a single clip.
Going Viral with Vine
You have only a few seconds to catch your customer’s attention. Vine’s six-second limit makes you work within a strict framework. You literally only get those few seconds to figure out how to attract the customer. And keep them watching and get your brand message across.
Humor is always one of your best bets for getting your Vine video to go viral. For example, Dove created a Vine video that shows people bowling with their soap and bath gel products. That’s a cute and clever way to show off their products. If your marketing message isn’t conductive to humor, try using visually distinctive techniques. And don’t forget to take advantage of the endless looping in Vine.
Also, don’t forget the appropriate hashtags. Since you do want to reach as much of your target audience as possible. Lowes has a particularly good Vine account. According to Adverblog, they utilize hashtags very effectively. The home improvement store uses brand specific and general tags, such as #Lowesfixinsix and #Howto. Vine videos are simple to share on other social networks. So don’t skimp on spreading them around and leveraging your existing audience.
Bring in the Vine Experts
Vine has only been out for seven months. But that’s more than enough time for some users to truly figure out what makes Vine tick. Some of these users are brands you can draw inspiration from. And some are budding Vine celebrities who are enjoying their Internet fame. The top Vine users include Jethro Ames. He produces household and how-to videos. Also, Khoa makes his videos out of construction paper. Also, Meagan Cignoli plays up the celebrity angle by posting behind the scenes fashion model Vines. Some of them are also more than happy to take money in exchange for creating custom Vine videos for your business. And promoting it to their entire social network. If you don’t want to go through trial-and-error to figure out exactly what you’re doing on Vine, this is one of the best ways to spend your marketing dollars.
Vine – Great for Slow Internet
YouTube has certainly generated plenty of brand awareness and money for businesses. But there’s one area it has a hard time penetrating. Rural areas of the United States suffer from limited Internet access. Those areas aren’t able to easily watch YouTube videos and other high-bandwidth content without the help of satellite Internet services. The Vine format is fast and quick-loading, whether you have a satellite Internet service such as Hughesnet.com or not. Essentially, Vine provides a similar marketing experience to YouTube without cutting off this massive user demographic.
We’ve written about this topic several times before and decided to revisit it again as Social Media Marketing strategies are constantly getting refined and reiterated; and context is continuously vying for parity with content.
The above 18 minute video, Brian Solis’ June 2012 interview with Deanna Brown, CEO of Federated Media Publishing, is worth watching. According to Deanna, “Content, in the right context, is ultimately king.” If you dig into the video, pay close attention to the details. There’s some valuable but subtle information in it.
4thWeb officially replaced “content is king” with “content in the right context is king” almost four years ago. The evolution of Social Media was the driver of that change. Today, Social Media is mainstream, and “content in the right context is king” is a widely-adopted Social Media methodology mantra.
The more the context and content matches the users interests (this usually requires a longer tail), the more the content resonates with users (if it’s good of course) and drives better engagement, in dialog, sharing, and active participation. This is almost always the case no matter where the destination is; be it Facebook, a Brand site, a Blog, etc. And also within a specific sub-set of that context (e.g., a specific Facebook campaign page, Blog post, etc.).
Here’s an excerpt from our 5-part series (“The 5 Stages of Social Media Engagement”) that we wrote at the beginning of 2012. In Social Media time, an eternity.
“Full results are finally coming in. The company is completely engaged with customers. At this point, results are considered a major business breakthrough and customer satisfaction is at an all time high. Revenue increases as does customer loyalty. Customers remark that their needs are anticipated and their ideas are being used to create a better company. The company is totally immersed in social media and can’t imagine business before it. Part of the company’s main policy is social media engagement with customers. They promote themselves as a company that listens and considers customer concerns a top priority. With constant engagement, companies are able to prove that they not only listen but act on everything a customer has to say. All levels of the business are engaging customers, including top level executives. Employees are fully trained and able to anticipate customer needs. By judging customer responses to pre-promotion, companies are better able to manage financial risks, despite the difficult economic times. Companies have not only prices and profits, but live customer feedback to measure results. This allows them to constantly tailor business practices for optimal results. Social media becomes an integral part of day to day business tasks. From researching customer buzz to providing real time customer support, businesses see customers as people and employees, instead of just a way to make a profit. Engagement is tied closely to revenue with practices and services changing to meet social media needs. Both the company and its customers are happier with their new relationship. Employees are more productive and campaigns are more efficient since there is no guess work on what customers want and need.”
The above excerpt is a snapshot of a fully engaged Social Media enterprise. They’ve invested much time and treasure in Social Media and a “content in the right context is king” strategy. Not all enterprises and organizations are at this level but all should adopt “content in the right context is king” thinking. Users like and want to engage but on their own terms. They like searching, voting, playing, filtering, personalizing, creating, sharing, conversing, trying and buying; but in a context that they’re interested in, and in a way that’s comfortable and rewarding to them. And the organizations and enterprises that provide context and content (in that order) that matches users interests, and present it well, typically have high user engagement and earned media rates; the holy grail of social media.
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The number of television and Social TV viewers using ubiquitous second screens (laptops, smartphones and tabs) to interact with television is at an all time high. HBO Connect is perhaps the most innovative second screen application to date.
Sales of Smart TV sets (Social TV sets really), outfitted with easily accesed social networks and social applications, are rising sharply.
Game consoles like Xbox and PlayStation can access social networks and feature their own Xbox and Playstation social networks as well.
We’re starting to see Pay-TV Platform Operators newer STBs (Set Top Boxes) outfitted with social networks and social applications that essentially turn them into Social TV STBs.
And then there’s the assortment of boxes like Boxee and other STBs that connect to the Internet, social networks and social applications through TVs.
All of the above is making Social TV readily accessible to users/viewers today and dramatically reshaping our behavior patterns around watching traditional TV. What we watch, how we watch it, how we’re influenced by advertising and product placement, how we influence our friends around consumption of content and ads; all of this is dramatically impacting TV as we know it.
Social TV Drivers
The TV and Pay-TV Advertising market is currently worth over US$400 Billion worldwide. And TV Broadcasters/Networks as well as Facebook, Twitter, Google+ and many other social networks, and the Internet TV crowd including Google, Apple and Microsoft — are all going after it via Social TV It’s also quite possible that some social networks will ultimately morph into Social TV channels. In fact, Facebook has grown so large that it currently has a user base in every top TV Broadcast market that’s larger than the top Broadcasters have in those same markets.
Big brands are driving enormous interest in brands and sales of products by combining TV advertising with social marketing. For example, the USA Today/Facebook Super Bowl Admeter was a new web and mobile experience that went live on USA Today’s website as well as Facebook Brand Pages during Super Bowl 2012. It allowed Facebook users to view, rate and share Super Bowl commercials throughout and after the game, on the web or via their mobile devices. There were just under a billion earned impressions generated during the 91 Super Bowl Commercials. Thats a lot of social activity. To note, the underlying application for Admeter was built on the Involver platform.
“Social media has made TV a social experience again. We’re very interested in facilitating conversation − tapping into the power of social conversations across different programs to give viewers the power to connect with each other and build our relationships with our fans.” -Gayle Weiswasser, VP, Social Media Communications, Discovery Communications
Weiswasser is right about the social experience. But it’s a much different social experience that favors the (somewhat) time-shifted communications of tweeting, posting and email conversations over live face-to-face socializing with friends and family in front of the traditional TV set. So, Social TV is a different flavor of social in that sense. Perhaps more social in quantity and less social in quality is one way of looking at Social TV. Of course, you also have more opportunities to be social with Social TV.
“The future isn’t either traditional or digital: it’s a feedback loop between the two. Television fans want to get involved and be counted. It’s how creative we are in engaging those fans – and keeping them connected even as they may move away from the traditional network – that will determine how potent and profitable we will be in the future.” -Kevin Reilly, President of Entertainment, Fox Broadcasting
“The rise in the number of people that discover our content via social networks like Facebook and Twitter is significant.” -Philip Bourchier O’Ferrall, SVP, Viacom
Reilly and Bouchier nailed it. But at least for the foreseeable future, Social TV will be a work in progress of traditional TV and Social formats forever seeking a path to the ultimate integrated design.
Motivation to Advance Social TV
Social Brands are using social metrics (an order-of-magnitude better than TV metrics) and clearly see how and why their social channel activity adds value to their TV advertising activity (and vice-versa) and, in-fact, helps their TV advertising buy strategy. [Stay tuned for one of our next articles that dives into social metrics — volume, conversation, sentiment, and more — as it relates to Social TV.] And the value goes way beyond this. Think of the benefit to the producers of content — they’re able to understand what shows, scenes, actors, and just about anything else you can think of, works or doesn’t work, essentially in real-time. So, Social TV is good for all stakeholders and to the extent that Social Brands can get more value out of their TV advertising dollars, they will potentially invest even more in advertising which will help drive the growth of Social TV.
TV used to be all about eyeballs. But Mass Media, once dominated by Broadcast Media, is no longer the domain that it once was. It’s been invaded by New Media and Social Media. In the process, maybe unexpectedly, TV has become even more massive and is now supported by viable, growing social communities built around shows, brands, broadcasters, social networks, and other industry participants. So, the future of TV will still be about eyeballs — but Social TV eyeballs. And the future of Social TV will be advanced and shaped by all industry stakeholders that are focused on that.
Social media marketing and sharing is dominated by the big five: Facebook, YouTube, Stumble Upon, Twitter and Pinterest
As of the end of June, 2012, Facebook dominates with over 900 million users who spend the most minutes per month on the site – typically over 400. Most users are ~60% female except for LinkedIn that’s ~60% male.
Source: StatCounter Global Stats – Social Media Market Share
Stats are based on aggregate social media and other data collected by StatCounter on a sample exceeding 15 billion pageviews per month.