Posts tagged youtube
High Quality Video

The modern media market is saturated with video. Videos on websites, video ads before the websites even load, commercials on television, at gas station pumps and in the backs of cabs. Videos on corporate retreats, in job training sessions, anywhere and everywhere. And, of course there’s YouTube. YouTube is not only the largest collection of video on the internet - YouTube is the second most popular search engine (my italics) on the internet. Bigger than Yahoo, bigger than Bing!, bigger than everything except almighty Google. That should tell you two things: 1) Video is becoming the most important communication medium in the 21st century.

2) The average online customer has watched thousands and thousands of videos in their lifetime.

So business people who want to get their message out online or on television face a real challenge. How do you get the attention of a consumer base immune to the novelty factor in video? And how do you keep their attention when they have literally a million other options just a mouse click away?

The answer is so obvious it seems like a cop-out: Quality.

The only way to distinguish yourself in a crowded market is to be excellent. And the only way to keep people from changing the channel, or clicking the mouse, or simply ignoring you, is to look great delivering that quality content.

There are two main factors that come into play when we talk about true quality video. The first is simple - the video has to look great. That means using the best HD cameras available. That means using lighting schemes intelligently and professionally, taking a lot of time to set up and frame each and every shot, and using advanced microphones and sound recording equipment to achieve a natural sound.

Because modern viewers have so much video, good and bad, they’ve all become experts and critics. They can spot low-quality video a mile away, and that’s the kiss of death when it comes to communication with them - they turn off to your message immediately.

The second factor is much more complex. How do you make the actual content of your video match the quality of the look and sound?

It’s hard to say. But one of the best things you can do is delegate that responsibility to creative people with experience. At Delegator we work with professional videographers and a creative writer (with a B.A. in Film) to come up with compelling concepts, and we write detailed scripts for our clients (or actors) to perform on camera.

With today’s media-savvy public, making a low-quality video is like trying to pass off a forgery to a room full of art critics. It’s not worth the trouble. If you’re thinking of making a video for your business (and you should be), don’t compromise or scrimp. Commit your resources to making the  best video you possibly can.

Social Media: The Good, The Bad, The Ugly

“The world now spends over 110 billion minutes on social networks and blog sites. This equates to 22 percent of all time online or one in every four and a half minutes.”

- The Nielsen Company, NielsenWire

Social media has become a world-wide phenomenon - one that businesses have learned they cannot afford to ignore.  However, as businesses enter this new territory, there’s bound to be some examples we can learn from.  This week’s blog post will focus on The Good, The Bad, and The Ugly as it relates to social media:

The Good

The following companies make sure their social media efforts reward loyalty, encourage interaction with their audience, and mimic their brand or business.

  • iTunes: If you want to reward loyalty and increase your fan base, take a look at iTunes Featured tab.  If you “Like” this page, you get 10 free songs on iTunes and you have access to other special offers.  Give your fans a reason to “Like” your page.

Good-Facebook-Example-iTunes

  • Cranium: The Cranium Facebook page encourages interaction through quizzes and games, while promoting their brand and product at the same time.

The Bad

We know audience engagement is key (see my last post on the Rules of Engagement), but there are thousands of companies out there showing us all what not to do.

  • Wealth_Formula:  This Twitter profile (http://twitter.com/Wealth_Formula) completely lacks the human element.

Bad-Twitter-Example

While tools like TweetDeck and HootSuite make it possible for us to schedule Tweets in advance, this user goes about it the wrong way.  Instead of engaging the audience,         Wealth_Forumula “yells” at them and tweets identical posts time after time.

  • Nestle:  Below you will find some of the negative criticism on Nestle’s Facebook page over its use of palm oil in products.  Things went from bad to worse when the employees behind Nestle’s Facebook and Twitter pages fired back at their critics.  Eventually, a Nestle representative apologized to fans for being rude.

Bad-Facebook-Example-Nestle

The Ugly

United Airlines learned the hard way that social media can have a significant impact on your business.

  • United Airlines:  This company had a customer-service nightmare on their hands after a passenger made a YouTube video about how the customer service department ignored his complaints that his Taylor guitar was broken during his travels.  The story was picked up by the LA Times and now has over 9 million views on YouTube.

In response to this customer’s video, Taylor responded in a YouTube video of their own, offering to help the guy out.  The video now has over 489,000 views.  Taylor properly used social media to capitalize on this oversight by United Airlines.

How to Stay in the “Good” Category Make sure your company doesn’t make these same mistakes.  An effective social media campaign requires thought, planning, and time.  At Delegator we understand that time may not be something you have to put toward a social media campaign.  From general consulting hours to comprehensive monthly plans covering any number of social networks, we tailor our services to fit your needs.  If you’re interested in learning how Delegator can help you manage your social media efforts, contact us.