Tag Archives: social media

If you’ve signed up at YouTube, than you should know you don’t have a YouTube page. You have a YouTube channel.

It’s the perfect title because it hints at the mentality business leaders need to embrace once they start posting online videos. The company may make widgets, but it’s now a television station as well. That means company officials have to program their channel with all sorts of videos that people will want to tune in to see.

It’s important to remember, without viewers there’s no point in having your channel. This is why you need to focus the content on the audience, not your company. Sure, you can communicate things about your company, just make sure you’re serving the audience’s interests. Constantly ask yourself a question from a viewers perspective… why do I care?

They’re only going to tune in to your channel if you’re posting videos relevant to them.

–Tony Gnau

PR maestro Gini Dietrich recently blogged about the reasons she’s heard why some executives refuse to buy-in to the social media scene. Frankly, many of the reasons are legit, but that doesn’t give these business leaders a free pass.

The truth is many of them are simply afraid, but if they could fight through their fears there are now opportunities to do great things… connect with clients and prospects… market in ways companies couldn’t do in the past.

Hello? Video! Companies can now deliver video on their own terms.

Video allows companies to take clients and prospects behind-the scenes, introduce them to great people at the business, and show how the company is solving clients’ problems.

YouTube, Vimeo, Facebook, Twitter, email campaigns… they’re all in play. Any company that embraces social media can harness the power of video.

–Tony Gnau

It’s no longer business as usual. Companies that are jumping on the social media express need to understand something… they are now content creators.

Sure, they still sell widgets or provide a special service, but now they have another identity. They are a media company. That means thinking about the media they produce and how it can affect the business.

Gone are the days when a business relies on the traditional media to help spread its PR or marketing message. Now it’s up to the company to do it. It might appear to be a daunting task, but it really opens a world of options.

One of them is the opportunity to harness the power of video. Businesses can create video content that serves an audience and turns viewers into customers.

It won’t happen overnight. The first step is changing the mindset. We no longer just sell widgets. We are a media company.

Once they’ve accepted that reality, businesses can begin looking at all the great stories surrounding the company and start producing videos.

–Tony Gnau

Southwest Airlines posts a decent amount of videos to YouTube, and it does a good job of using social media to distribute them. Some of the videos are hits, some are misses, but this one is a home run.

They follow musical artist Mat Kearney onto a flight where he performs a mini-concert for the passengers (watch the video). I love it! It puts a smile on your face, and puts Southwest in a good light.

Why don’t more companies do things like this? Okay, not everyone is going to be able to get a major recording star to serenade their customers, but PR and marketing pros need to start thinking this way for their clients. What are some of the fun things they do as a company… whether it’s cool perks for clients or ways they perk-up their company culture.

These are great video opportunities. Video doesn’t have to be about hitting someone over the head with a marketing message. Creating videos that put a smile on someone’s face make for an incredible sales tool. More companies should try it.

–Tony Gnau

VIDEO: Mat Kearney, Concert at 35,000-feet

One of the great things about online videos is the ability to take people to places they normally don’t get to go. Want to see it being done to near perfection? Start following college athletics.

The University of Southern California takes on Notre Dame this weekend in South Bend. It’s one of college football’s best rivalries, and thanks to YouTube fans get unprecedented access to their teams.

Each university’s athletic department has their own channel, and they post multiple videos every week documenting the comings and goings of their football programs. Pretty cool stuff if you’re a fan.

Business leaders… pay attention. This could be you giving your prospects and customers a behind the scenes look at your company. That sort of access can build real loyalty.

–Tony Gnau

We all know that social media is a great way for a company to engage customers, and when it’s done right it works. Seriously, it works.

My wife posted a note this week on simplehuman’s Facebook page about our squeaky trashcan lid. She got a personalized return message with how we can get a new one at no charge.

That’s the way social media is supposed to work. That’s why your PR/marketing videos need to be focused on the audience’s needs… not your company’s.

When you’re producing your social media videos, keep asking yourself the question… how does this serve my audience?

–Tony Gnau

Photo Courtesy: Apple

I don’t really know too much about Steve Jobs. Sure, I’ve read the basics over the years, but I don’t know much about the man himself.  What I do know is that he ran a company that’s done a lot to make video accessible, and for that… I’m grateful.

Over the last decade, we’ve experienced a revolution in how people can acquire, watch, and share video. It’s driven down costs to the point where just about anyone can harness the power of video.

What’s next for Apple now that he’s gone? I hope they continue to innovate, but this video revolution flywheel is spinning now. All we need to do is keep it moving.

–Tony Gnau

One of our clients did something note-worthy yesterday, so I’m happy to point it out.

We have produced a few videos for DuPage Habitat for Humanity, and one of them happens to be the “About Us” video. We’re very proud of that particular video. It turned out so well that it earned a Telly Award.

Anyway, the video was produced last year, but it popped-up yesterday on the organization’s Facebook page. Bravo!

If you go through the time and expense of producing a quality video… don’t be afraid to show it multiple times. Your video doesn’t have to be a one-time social media post.

Now, I’m not saying you should post it ten times a day, but develop a strategy. Maybe the first week you’re posting it you do it Monday morning, Tuesday afternoon, Wednesday morning… et cetera.

Also, don’t just limit it to the first week your video comes out. Post it periodically every few months. People aren’t monitoring your social media posts at all times, not to mention you’re hopefully continuing to pick up new followers.

Not everyone has seen your video, so why not continue to share it?

–Tony Gnau

VIDEO: DuPage Habitat for Humanity

My friend Chris Knight, who’s a talented news videographer at WLWT-TV in Cincinnati, posted this video on his Facebook wall.  It features the Ohio University football team and its reaction to getting new jerseys.

Stick with me here, there’s a great PR/marketing lesson to be learned from this “football” video.

I love it for a couple of reasons…

1. enthusiasm breeds enthusiasm. I didn’t go to Ohio University, could care less what jerseys they wear, and yet there I was watching the video and getting excited for those players right along with them.
2. it gives fans a real behind the scenes look at this team. This wasn’t some well-orchestrated, use-the-talking-points PR video. It was pure and unfiltered joy. What a great thing to share with their fans. Now those fans are in on a special moment with the team they cheer for and they have video and social media to thank.

Are you reading between the lines here? PR/marketing pros… you can do this for your clients. Business leaders… you can do this for your company.

I’m not expecting the same kind of over-the-top enthusiasm from a company’s staff, but you’re doing things right now that they’re excited about. Let them share that enthusiasm with your customers… your prospects. Give the rest of the world a look behind the curtain at your company.

The power of video is a wonderful thing.

–Tony Gnau

p.s. the Bobcats won the game. They beat Marshall 44-7.

VIDEO: Ohio University Black Jerseys Reaction

A lot of companies now recognize the power of video. Many are making the leap to produce some sort of video about their business. That’s great. I encourage them to continue. An About Us video is something every company should have these days.

The thing is… that’s only scratching the surface of what video can do. Producing a video series can put a business on a path to video success. It can capture someone’s attention, encourage them to share what they’ve discovered, and get them coming back for more.

The content is up to you. I recommend producing a series of videos on specific challenges facing your customers. Identify the problems, then show them how to address those issues. The videos may not be all about your company, but they are demonstrating your expertise. Turn yourself into the industry expert.

Not willing to make that leap of faith? Focus a series on your business. Create a series of videos featuring outstanding employees. Highlight your customers and how you’re meeting their needs. These are just a few ideas off the top of my head.

Regardless of what you choose for your series, keeping them focused on the audience’s needs… not yours… is critical. This isn’t about pumping you up, it’s about serving the customers. Even if you focus the series on your business, the theme behind the videos should be, “This is how we help you… our client.”

Create quality videos that do that and you’ll benefit from something. Watching quality video is habit-forming. Once you’ve demonstrated to an audience they’re going to get quality video content, they’ll continue to click when you inform them there’s a new video.

A video series is custom-tailored for our social media world. Produce one and let users help build your brand.

–Tony Gnau