Persuasive Picks For Week Of 7/1/13

uncovering-true-insightsIt’s undeniable that social networks are embedded in our daily lives. Business2Community contributor Jeff Bullas thinks is worthwhile to put that in some perspective and see what the social media landscape looks like from time to time. In review, he posts 5 Insights Into The Latest Social Media Facts, Figures and Statistics to ponder.

If there’s a bible for the new media world, it’s likely The New Rules of Marketing and PR. MarketingProfs‘ Ann Handley sits down with author David Meerman Scott to talk about the revised and updated edition, What’s New With the New Rules of Marketing and PR, and whether the new rules are still… well, new.

status-update-tipsDo you want to know how to dramatically improve your social media response rates? Write better tweets and status updates. Shea Bennett AllTwitter co-editor explains  more in his post 10 Quick Tips For Better Status Updates On Twitter And Facebook [INFOGRAPHIC], courtesy of The Social Skinny.

Just writing your message online is not enough. In order to effectively persuade your readers, it is essential to understand how people consume content online. Austin-based writer and editor, Laura Hale Brockway summarizes a recent Nielsen Norman Group report, and subsequent Jakob Neilsen Alertbox Post:  “Website Reading: It (Sometimes) Does Happen.The report details how effective page layout and good information architecture can guide users to your content. Laura offers her take on some practical advice from the report in 13 writing tips for the Web via PRDaily.

The Missing Piece In Digital Marketing – Please Don’t Stop The Music?

In all the talk today about the importance of content, it’s occurred to me that one area digital marketers are overlooking is music. Specifically, the valuable role a great (or hated) jingle can play. Some may make you want to tear your hair out, but you have to admit, sometimes the worst ones are the most memorable.

With the rising popularity of brief videos like 6 seconds on Vine, or 15 seconds on Instagram, we continue to focus on visual aspects – but music has always played an important role in helping folks recall your brand. Like other traditional advertising, digital marketers don’t have to spend big to incorporate music into our their content efforts. Even in the earlier days of social media, companies like Animoto understood this and made music a crucial element in its tool, allowing users to combine original or royalty-free music with slideshows to create cool videos. Yet even they don’t mention “make a jingle” as one of their suggested Top 5 Ways to Use Video for Business. Of course, nobody likes elevator music, so grab an intern with a guitar or an executive who sings on the side (you never know – one of our old clients is now a blues singing sensation!), write some funny lyrics and try adding them to your next video. I mean if the Hoff can sell “Thirsty for your Love” you can sell “I got the customer service blues,” right?!

And for inspiration, here are – for better or worse – some of the most memorable ad jingles our staff shared with me. What would you add to the list?

Empire Carpet

 
F-R-E-E Credit Report

 
Kay Jewelers 

 
Luna Flooring

 
1-800-54 Giant

 
Geico, who believe so strongly in the power of jingles that they feature “Music From Our Commercials” on their site.

http://www.geico.com/about/commercials/music/

 

Persuasive Picks For Week Of 6/17/13

hashtag1The popularity of the hashtag (#) has just received another boost with the recent news that Facebook will now be rolling them out to users. While most of us are familiar with hastags and their rise to fame on Twitter, Instagram, and Pinterest, their background and meaning remains shrouded in internet lore. Who created the hashtag? Why is it called a pound sign, number sign, and a host of other names? And when we use them, are they actually helpful? EContent‘s Jose Castillo explains The Humble History of the Hashtag #And #Why #It #Matters.

Social media can level the playing field between industry leaders and upstarts, between multinational corporation executives and small-business owners, making peers of all participants. So what makes the difference between a following of 500 and a following of 500,000? Brian Patrick Eha, Assistant Editor at Entrepreneur.com, provides 5 Social Media Rules Every Entrepreneur Should Know culled from darlings of the current social media landscape. Use these tips to increase your influence and make a direct impact on your business strategy.

types-of-social-media-followers-peekTake a look at how many fans your company has on its social platforms. Now, look at how many of those fans are active and how they interact with your brand. There are all types of fans to consider; the casual liker, the deal seeker, and of course the ranters. So what other types of social media fans exist? MarketingProfs‘ Verónica Maria Jarski posts an infographic that provides profiles and suggestions for reaching various fan types in Seven Types of Social Media Fans and How to Engage With Them [INFOGRAPHIC].

Relatively recently, YouTube made a change to their ranking algorithm to favor watch time, which means the longer you can keep viewers tuned in to your videos, the higher they will rank in search. This doesn’t mean, however that you should make lots of long-form videos of 15 minutes or more. Watch time simply means the length of time your videos keep a viewer on the site. In ReelSEO‘s latest “Creator’s Tip #96″ How to Increase YouTube Watch Time by Linking to Playlists, host Tim Schmoyer offers this subtle method to get viewers watching more videos per session.

That’s A Wrap! Now What?

mlp-countdown2Note: This is the second installment of our two part video production tips post. Read part one in Lights, Camera, Action, Oh My? 

So, you’ve finished your big video shoot and now you have an assemblage of footage that could benefit from editing. It’s important to understand that video editing is not just about trimming the footage; it’s also about creating flow and emotion, as well as making it entertaining. Editing a video that has good flow and some catchy music will make all that time you took shooting the video worth it. But first you’ll need to choose a video editor.

Video editors like Adobe Premier and Final Cut Pro are largely regarded as the most comprehensive video editing applications, but they are costly tools for beginners to learn on. Luckily there a number of free options available to everyone.

Mac users shouldn’t need to be reminded of iMovie, Apple’s movie editing software that is included on all new Macs. And Windows users can download Windows Live Movie Maker. Even YouTube has it’s own Video Editor. These tools all have pretty intuitive interfaces that allow you to easily trim video segments and drag-and-drop video segments along a timeline. They also provide the ability to add music tracks, text overlays and other simple effects.

Now that you have a video editor, here are some tips to help you polish your video into engaging content that everyone will want to watch:

  • Create a “rough cut.” Review all your footage and trim into usable segments, then organize chronologically.
  • Tell your story. Think about what you are trying to convey to the viewer and organize your segments to enhance that feeling. Don’t be afraid to try different things and to cut footage that just doesn’t fit.
  • Don’t make too many cuts. Try to use shots around 5 seconds each, this is roughly the time it take for the human eye to digest the picture. Any less time between cuts and your video may appear “strobe” like and this could make the viewer feel anxious. Longer shots could bore your viewer if there isn’t a good mix of interesting images and movement.
  • Add effects. Adding transitions and overlays can bump up the cool factor, but try not to overdo it. Use overlays to give viewers context and reminders, but only use them for the first 3-5 seconds of a clip. Adding transitions can enhance the beauty or feeling of your video, but keep it simple with cross-fades and forego the checkerboard wipes and twirling effects. Try different things, play it back a few times, and decide what effects are most appropriate for your audience.
  • Add intros and outros. Not only does adding title slides or credits make your video look professional, it’s a good way to set up the point of your video for viewers – and to spell out what you would like viewers to do after watching the video.
  • Use basic fonts. It is a much safer bet to stick with proven fonts like Times, Arial, Tahoma, Garamond, Helvetica, etc. Reason being, they are easier to read when watching a small video on a mobile device. This may sound contrary to flexing your creative side, but using decorative fonts can actually make your video look amateur rather than creative.
  • Add a music track. Adding an underlying music track can bring a completely different message to your viewer. Try different types of music to see how it impacts the mood of your video. Music tracks can also camouflage unintentional background noise in your footage. Before making your music selections, it would be wise to familiarize yourself with Creative Commons and Public Domain Music and Royalty Free Music.

Have some basic video editing tips of your own? We would love to hear them in the comments below.

Persuasive Picks For Week Of 6/10/13

SOCIAL-MEDIA1-300x3001Every marketer expects a return on their social media efforts, but many still struggle with prioritizing which social networks to use – and how to allocate resources. In Social Media ROI for Business: Facebook Versus LinkedIn, business strategist and Business2Community contributor, Daniel Burrus explains that when you understand the psychology of social media and the various types of networking that fall under each umbrella, you can make smarter social media decisions for your business.

Many see content marketing as just that—marketing. But smart marketers know content simply provides the avenue for storytelling. MarketingProfs‘ Jay Pinkert provides some advice on how to grab attention and connect with potential customers, through those stories, and to do it authentically in his post Make Content Marketing Authentic: The Case of Customer Stories.

influencersEveryone preaches about building relationships with online influencers, but no one ever shares tips for how to do that. So, How Do You Find Influencers in Your Area to Help Grow Your Business?  SocialMediaToday contributor, Jennifer MacDonald, explains how to identify and build relationships with influencers in four simple steps.

It’s an age old question that nags all marketers at one time or another:  ”How can I get more followers on Twitter?” While quantity shouldn’t trump quality, like it or not, people can and will judge you on the size of your Twitter network. If you want to know how to make your Twitter content more attractive to potential subscribers check out Shea Bennett’s post on AllTwitter7 Tips To Get More Followers On Twitter [INFOGRAPHIC].