Stats on trends in online advertisement and video marketing

“You build your community through really engaging and interesting content. There’s a ton of best practices out there, but one of the things that really works well is video.” via ReelSEO

  • Being social is no longer optional  –> According to a Network Solutions survey, the use of social media among SMBs has grown over the years, rising from 12 percent in 2009, to 24 percent in 2010 to 31 percent currently via Search Engine Watch
  • Social network advertising spend in gaining popularity –> Social media advertising spending will increase from $2.1 billion in 2010 to $8.3 billion by 2015.” via Direct Marketing News
  • 98% of affluent adults are online

“The advantage in online video is that you can get to the punch line quickly and deliver that entertainment fix in less than five minutes,” said Erick Hachenburg, CEO of MetaCafe.

  • People retain information from video more than any other form of media
  • Brands are understanding that targeted viewers means more sales than a large quantity of views
  • Video is ranked higher in search results than any other form of media.  Meaning brands have an opportunity to be found above their competitors.
  • The leading digital advertisers believe that half of their budgets in the next 12 months will be spent on brand-focused advertising via AdAge

One possible solution is advertising with a video web series like #TravelTalkTV with @JenChicago

“It only takes 20 people to bring an online community to a significant level of activity and connectivity.” (Ning via TheNextWeb)

How to begin managing a social media community

Once you have a client or boss that agrees to let you “handle it and do a good job”, it’s all downhill…

What’s next?  Here are 3 ways to get started.

1.  Ask for log-ins to their existing networking sites.  Some common ones are:

  • Facebook Profile:  *If they want you to invite all of their friends to their fan page- you’ll need access to share it from the owner’s account.
  • Facebook Fan Page:  They need to make you an administrator.
  • Twitter
  • Flickr
  • YouTube
  • Yelp
  • Google +
  • Email client
  • Foursquare (if location business)
  • Website

I would also recommend that you start them a new Gmail account to use as the master log-in for all the social networks you join.  Then just have all their emails forwarded to you.  Share the calendar with relevant people and/or on the website with a WordPress widget.

2.  Gather any logos, fonts, sales and marketing copy.

3.  Create a Google Spreadsheet to manage information about the accounts while giving various levels of access to viewers.  This is a living document, so you don’t have 5,000 versions of the same charts flying around.  Some of my tabs usually are:

  • LOG-INS:  if someone else is paying you to manage their account, this level of transparency is only reasonable.  If they get in there and start squirreling around- that’s another story, but mostly they just like to know they can, if they want.
  • KEYWORDS: common tags, keywords from SEO research
  • COPY: bios, tweets
  • LINKS:  useful bookmarks and common promotional links
  • CONTACTS:  specialty contacts, related to the business like website designers…
  • UPCOMING: events, specials, contests
  • TASKS: what needs to be done, by whom

4. For the accounts, they don’t have- start signing up.  Remember to think strategically about the Twitter handle or channel name.  It would be great if you could have the same handle access all the networks, but the party started a while ago, so you might have to go by your middle name or Bob8575.  While you are in there- fill everything out completely.  This is going to take some time, but you gotta do it right.  Make sure you put any relevant information in your spreadsheet, so the next time you have to fill out the company profile.

*Tip: take the time to optimally size each of the profile pictures.  If you have to edit the logo- do it.  If you want to try to do it yourself- it’s not too hard.  Or collect all the variety of sizes you need and offer some dude on Craigslist $100 to give you all the versions you need.  Or if you got the disposable dough- get it done right.  In any case- get the pictures in jpg, png and psd files, if possible.

5.  Start looking for connections, relevant influencers and mutually beneficial promotions.  This is an ongoing process.

  • TWITTER: Search lists, follow the people that the people you respect follow.  Follow the followers of the Twitter people you’d like to connect with.  (Make sense?)
  • FACEBOOK PAGE: “Use Facebook as a Page” and make friends with other pages (like mine) and comment.  It’s one of your only sources of free leverage on Facebook.
  • FACEBOOK PROFILE: invite business owner’s friends to their page and only invite your friends if you would otherwise.  It doesn’t do anyone any good to have “false fans”.

That’s it for now.  Unless, of course, you are ready to create your library.