You Gotta Have Personality: how to connect to today’s customer with video

Truly Social Inc. @missrogue youtube.com/tarahunt

how to connect to today’s customer with video


You’ve Gotta Have

Personality


I have 3 goals for today…

https://www.flickr.com/photos/quinnanya/4294553880

goal #1. convince you that video (and other personality-driven) content is worth your investment.

goal #2. show you how to do it RIGHT.

https://www.flickr.com/photos/richardsummers/542631488

goal #3. turn each and every one of you into budding creators.


1.why is video worth your

investment?


scenario: you are looking to get a return

on your financial investments, and here are your two strategies…


https://www.flickr.com/photos/59937401@N07/5856829155

VS.


which is akin to spending your

marketing money on:


https://www.flickr.com/photos/namoscato/9111407367

VS.

https://www.flickr.com/photos/jayroeder/8510620738


okay…that’s not fair…it’s more like:


https://www.flickr.com/photos/gchampeau/8054404096

VS.


VS.

what’s the difference?

CONTENT IS…

a. a long term investment

b. about building relationships

c. about connecting to and serving your audience

d. about building credibility and trust.

OUTBOUND MARKETING IS…

a. a short-term gamble

b. about getting attention

c. about interrupting your audience + inserting

yourself everywhere you can

d. about building yourself up as much as you can.

still not convinced? how ‘bout some stats?

Survey: YouTube Stars More Popular Than Mainstream Celebs Among U.S. Teens [Variety Magazine, 2015]


62%how much less

content marketing costs vs. outbound marketing (ads,

etc)1 3xthe number of

leads that content marketing

generates vs. outbound marketing1

1. [Demand Metric Study/Content Marketing Institute 2016], 2. [Demand Metric, 2014], 3. [Hubspot, 2013], 4. [Roper Public Affairs, 2012]

82% the percentage of consumers who feel more positive about

a company after reading custom

content.2

50%the percentage

of time consumers spend engaging with custom content

online.380%

in B2B - the percentage of

decision-makers who prefer to get

company information in useful articles

rather than ads.4


Content creation ranksas the single most

effective SEO technique.

#1[Marketing Sherpa, 2013]


“Coca-Cola spends more money creating its own content than it does on television advertising,

according to the Columbia Journalism Review.”

(Contently, 2014)

“Kraft estimates that it generates the equivalent of 1.1 billion ad impressions a year, generating through its content marketing a return on investment four times better than through its targeted advertising.”

(AdAge, 2014)

and if some of the biggest advertisers in the world are shifting…why wouldn’t you?

https://www.flickr.com/photos/thematthewknot/3924980314

but wait!!!


there IS a caveat: bad content doesn’t work and most brands (and their

agencies) are producing bad content*

* which is why, statistically, they abandon it after 3 months


their approach is so old school

• campaign-thinking

• sacrificing relationships for immediate “results” (hint: impressions mean nothing)

• style over substance

• prioritizing awards + flashiness over results

• brand-centric


2.if that is

wrong, how do you do

content right?


how to do content right

• think consistent + long-term investment, not campaign

• listen more than you speak

• make it relatable to a narrow audience

• human-centric - people connect with people, not brands

and unde

rstand t

he…


3 myths of online video:


myth #1: great videos are expensive to make.


myth #1: great videos are expensive to make.

WRONG!


it’s not expensive if you focus on the stuff

that matters!


sh*t that matters vs. doesn’t matter

DOESN’T MATTERproduction levels

multiple camera angles

polish + perfection

HD or 4K cameras (the web plays1080p)

branding

length of content

fancy microphones

cool b-roll

brand consistency

impressions

views

viral-quotient

DOES MATTERrespect for your audience

passion for what you’re doing

openness and desire to learn andimprove

connecting with your audience

content that adds real value

helping people laugh, think, relate +learn

building relationships

being interesting

understanding + listening to youraudience

sharing your experience and knowledge

find-ability

being human + approachable


sh*t that matters vs. doesn’t matter

DOESN’T MATTERproduction levels

multiple camera angles

polish + perfection

HD or 4K cameras (the web plays1080p)

branding

length of content

fancy microphones

cool b-roll

brand consistency

impressions

views

viral-quotient

DOES MATTERrespect for your audience

passion for what you’re doing

openness and desire to learn andimprove

connecting with your audience

content that adds real value

helping people laugh, think, relate +learn

building relationships

being interesting

understanding + listening to youraudience

sharing your experience and knowledge

find-ability

being human + approachable

FREE

!!MOST

LY

NOT

FREE

!


thinking like a creator** creator is the term used for someone who produces original content online on a regular basis. it is a term that has become popularized with the rise of the ‘social media star’.

creators are self-made. they do stuff on a shoe-string. they get creative. they are passionate about what they do. they build their own audiences. they create.

you need to stop thinking like a brand and start


basic equipment list:(pretty darn fancy video setup example)

Other costs include: editing (~$75/hr), sets ($150 for a backdrop setup, but you can DIY it for less), if you want to boost videos for accelerated growth ($100-200/video to start), cost of hiring consultant or internal editor (if needed).

oh…and p.s.


myth #2: video has to go viral for it to be successful.


myth #2: video has to go viral for it to be successful.

WRONG!

https://www.flickr.com/photos/fsse-info/3876906995

I’m with you, Kleenex.


3 types of content*

* these are YouTube classifications, but I think they apply to all sorts of content.

HEROthe “viral” content:

ie. what most brands and agencies focus on

HELPabout the brand/how-to’s/informative content:

ie. the stuff that some brands do - it can be wonderfully SEO-friendly!

HUBacting like a creator:

ie. the relationship building stuff. It’s human, accessible, and personality-driven.


there aren’t very many examples of brands doing HUB well…😞


L2inc is a business intelligence firm, benchmarking digital performance of consumer brands.

Winners & Losers in a Digital Age with Scott Galloway

YouTube About:

“On our YouTube channel we share our insights and quantitativeanalysis. We are not afraid to be provocative and take a no mercy,no malice view that we back up with data. In our weekly "Winnersand Losers in a Digital Age" series hosted by L2 Founder ScottGalloway and released each Thursday, we recap the week's news andour take on who is thriving and who is diving in a digital age. Theseries was selected as a 2016 Webby Honoree in the Online Film &Video - News & Information category.”

25,829 subscribers • 14,573,898 views* * they definitely boost the videos, but this is a decent strategy for great content - just don’t rely on advertising boosts to make up for content.

Mid-sized business (<250 employees)


Blendtec is a company that sells professional and home blenders. The founder of Blendtec is Tom Dickson.

[from BusinessWeek article: January 16, 2007]

Starting with an initial investment of about $50 for supplies(2006), the pair since November has created and posted more than25 low-budget videos, fielding hundreds of requests to grind upeverything from an Apple iPod to a grandmother's false teeth.Dickson even appeared on the Today Show, where he pureed anentire rotisserie chicken, bones and all, with a can of Coke.

…

In December, the month after the "Will It Blend" campaign began,the blender maker's online sales surged four times over theprevious monthly record.

920,278 subscribers • 279,408,433 views

Will it Blend? with Tom Dickson

Mid-sized business (<250 employees)


Vidler’s 5 & 10 is a family-run, local general store in Aurora, New York known as the “largest five & dime store in the world with over 75,000 products.” Run by the charismatic Don Vidler and siblings, this charming little shop is a destination for people all over.

Much like Blendtec, Vidler’s 5 & 10 was ahead of it’s time when itcame to video. With videos going back to 2012, Vidler’s has beenuploading quirky product reviews and music videos on a regularbasis.

In 2016, they became nationally famous as they were shortlisted tohave a video spot play during the Super Bowl, sponsored by Intuit.Unfortunately, they weren’t picked, but their shortlisting drew alot of attention to this small, local business, who gets the benefitof tourism on top of local customer loyalty.

They don’t appear to spend any money on boosting their videos, buthaven’t uploaded anything in a while. Sad face.

748 subscribers • 226,230 views

Vidler’s TV with Don Vidler

Small local business (<50 employees)


Vidler’s Episode 17


Joan Garry works with nonprofit leaders, assisting with crisis management, executive coaching and the building of strong management teams to support the work of the CEO.

When Scott Paley met Joan Garry, she was only providing her consulting services part-time, but was interestedin putting together a website in order to help her grow demand for her services. Scott told Joan that she“didn’t need a website, she needed a platform” and convinced her to use content marketing to let the worldknow about her expertise.

In 3 years, she grew her mailing list to over 17,000 people, but she knew she needed to connect more deeply.Scott suggested a podcast to emphasize her PERSONALITY and create deeper engagement. A year ago, theylaunched her podcast, which went to #1 in the iTunes store for NGO’s by day 3.

Since that launch, she’s landed a book deal with Wiley as well as a Reality TV show with NBC. She has morebusiness than she knows what to do with and attributes it to her content.

17,000+ subscribers to her blog | #1 podcast in NGO category on iTunes

NonProfits are Messy (Podcast) with Joan Garry

Small business consultancy (<5 employees)


PWL Capital* provides discretionary portfolio management services with integrated financial planning from offices in Montreal, Toronto, Ottawa and Waterloo.

your money, your choices with Susan Daley (launching: October 26th, 2016)

* Truly Social client

No Dumb Questions with Nancy Graham (launching: November 3rd, 2016)

DIY Investing with Justin Bender (launched - October 18th, 2016)

L’Investissement Décomplexé avec Raymond Kerzerho (launched - October 20th, 2016)

Canadian Couch Potato Podcast with Dan Bortolotti (launching: November 16th, 2016)

Small business (<50 employees)


myth #3: you should hire professionals to make your

videos.


myth #3: you should hire professionals to make your

videos.

WRONG!


this is you this is your audience❤


this is you this is your audienceagencybrand


content that works is content that connects.

and what connects is:


personality

authenticity

vulnerability

humility

honestyopenness

curiosity

having a POV


5 reasons why hiring someone else to do your content is dumb:

1. it creates an additional barrier between you and your audience

2. it decreases authenticity

3. you become reliant on an outside party to make MORE content

4. you know your business best, so you should tell your stories

5. you run the risk of focusing on sh*t that doesn’t matter

https://www.flickr.com/photos/bkaree/8393939142/

you are a special snowflake

the only professional that you should hire is one that tells you that you need to learn to make the

content yourself

❄


but wait… why video/audio?

(I mean, it’s so much work! Why not just blog and tweet and stuff?)


8 reasons:1. Page one listings on Google increase 53x

with video (source: Forrester Research)

2. By 2017, video will account for 69% of internet traffic (source: Cisco)

3. Production costs have fallen significantly, but…

4. …since the bar is still higher, it means that it will take longer for your competition to catch up!

continued ->


8 reasons (continued…)

5. blue ocean strategy!!

6. you’ll have the early mover advantage

7. personality shines through with video.

8. If you prefer podcasting - you’ll get the benefit of what Donna Papacosta (podcaster + consultant) calls “the intimacy of the earbuds”

so…how did I do? is this you?

https://www.flickr.com/photos/richardsummers/542631488


about tara"Before Timeline and tweets, before a blog was called a blog, before anyone even knew what a web browser was, Tara Hunt was there. Often labeled a

pioneer of online and social marketing, the Canadian has been an observer of the realm's development and a force in influencing it."

- Entrepreneur Magazine, 2013

@missrogue youtube.com/tarahunt

Truly Social Inc.

Truly Social Inc. helps small and mid-sized businesses become creators. From defining the audience to developing a

unique show strategy to helping you find your voice to getting you up and rolling and well on your way to growing your

audience, TSI is your helpful creator sidekick.

Toronto, ON www.trulysocial.ca / www.tarahunt.com

647-992-2951


parting words of wisdom

• “if you are happy with what you publish, you waited too long.”

• “make content for a person and they’ll get benefits for the day, teach a person to make their own content and they’ll get benefits for years to come.”

• “if you want an audience to commit to you, you need to commit to your audience.”

clichés that are actually true

Date post:	13-Jan-2017
Category:	Marketing
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