One of the top questions we get asked is which social media channel we recommend our clients use to market their products or services. Is Facebook really still viable? Is Instagram where it’s at now? Someone told me about Snapchat. What’s Snapchat? Do we need to be on Snapchat?
We have to begin our answer to this question by asking another question:
This story will make you rethink everything you thought you knew about marketing.
This is a story about two home cleaning businesses. Both have created short videos to post on their Instagram and Facebook pages to get the word out on their services.
No matter what your role is in your organization, a critical part of your job is communicating – to customers, to other employees, to other vendors you work with – about your company’s products or services. This means you are a marketer. And as marketers, we need to face a hard reality. Most people don't understand what we're talking about. Here's why:
Social Enterprise. Culture Shift. Permission-Giving Leadership.
What do these terms mean?
You may have some idea based on your own perception and experience, but do you know what I mean when I say them?
This is Bill Shea, owner of Shea’s Gas Station Museum. If you live in central Illinois, you may have driven by Shea’s dozens of times. Bill’s place is famous among enthusiasts of historic Route 66. Tourists from all over the world have visited. It’s been featured on numerous national television shows. It has its own Wikipedia page.
Every day, 100 million people watch an online video.
Professionally produced video outperforms user-generated video by 30%.
Site visitors who find video stay two minutes longeron average and are 64% more likely to make a purchase or seek more information.
80% of the visitors to your website will watch a video, but only 20% will actually read any text in its entirety. (Still reading? Ok. Just one more thing.)
William Fitzsimmons is a singer-songwriter originally from Pittsburgh best known for his song “Passion Play” that aired on ABC’s drama Grey’s Anatomy. He’s also known for his remarkable beard. In fact, his beard is often written about or discussed in equal measure as the music itself. It’s on t-shirts. It’s on posters. It has its own Facebook Page. A company that makes beard-grooming products once asked William if he would consider being the face of their brand. He declined.
Our mission is to connect people through the power of genuine story.
Right. So, what does that mean?
We had contradictory goals for this video we produced for the Puck™ IndieGogo campaign by our friends at Smashtoast. We wanted viewers to hear from the founders in an authentic way. We wanted to demonstrate how Puck™ could radically change home entertainment. We wanted to give viewers the opportunity to see how the first prototype Pucks were made. And we wanted to do it all in 3 minutes.