This week I had the opportunity to present at the Mediabistro Social Media Optimization Conference, with my presentation titled, "Social Video Optimization: Real Opportunities, Success Stories, and Winning Strategies." Check out my Slideshare presentation and some highlights from the presentation on what social video optimization is about, and how it's our present and future of video marketing.
What is "Social Video Optimization?”
First, it's important to define what exactly is a "social video." Truthfully, there really is no such thing as a social video, only social people. From a business context, however, I would offer this definition: "A social video is the blending of video with human relationships for the co-creation of value."
Social video optimization is about maximizing the performance of your social video – be it project or campaign, or part of your regular business activity (either internally, for a targeted marketing, or for the general public). Usually with most activities around optimization, there's a period of analysis, and attempts to improve performance through adjustment.
Why Should You Perform "Social Video Optimization?”
My presentation highlights two key points:
- Video is a more "social" media than text
- Social Video Marketing is more engaging than Video Search Engine Optimization (Video SEO), and ultimately will get more traction than optimizing videos just for search engines.
Basically, online video marketing has evolved beyond SEO, and it will continue to expand into the social world – not just social content and networking channels (Like Facebook, YouTube, Twitter, LinkedIn), but also in how we converse with others in our creation and sharing of video. Here's a good point on that topic made by ReelSEO publisher, Mark Robertson:
"Social has become a huge driving force now – not only for SEO, but for video. SEO and social have kind of come together, in a sense. Both Google and Microsoft's search engine Bing have confirmed that they're looking at Facebook 'likes', and Twitter 'retweets,' as a ranking factor in organic search. That will ultimately affect video as well, if it hasn't already.
In order to rank well on YouTube, it's important to describe your video properly, to have a good title. But more than that, it's about making sure that there are comments going, at that there's "thumbs up," and that people are sharing that video. So, social not only within the video destination platforms like YouTube (which I would argue is a social network) ... so there's that piece of it, but there's also the social networks, which are also starting to drive a lot of traffic to video (like Facebook). So while SEO is still a very strong component of video marketing, social is quickly becoming just as strong of a component.”
You can read the full interview with Mark over at The Video Commerce Consortium Blog in my upcoming post, "Why Social Video Marketing May Eclipse Video SEO.”
Key Points From Social Video Optimization Presentation
- Have creative conversations with your audience. Creative video content that's "seeded" out to social channels is just the first part of social video marketing. What most businesses forget about doing is having ongoing conversations on an equal level with their audience. This can be as simple as using video to provide customer help, how-to videos and responses based on viewer requests, and simply asking and answering questions and responding to comments via video (and encouraging video).
- Consider offering incentives for user video submissions, or for pointing you to creative video content you can feature to your audience.
- Optimize yourself! Social video is about interpersonal relationships with video. I always recommend that anyone who considers themselves to be any social media marketer should reserve a portion of their week to engage with their audience one-on-one with video. Gary Vaynerchuk's own site is an excellent example of this, where he even addresses audience comments, and regular puts up video with insightful information and commentary. Since I don't care to use the word "optimize" when describing human beings, I prefer to say "get yourself fit!”
What's YOUR Social Video Question?
Send it to me in video format at grant [at] ReelSEO.com with "Social Video Question" in the subject line, and I'll consider sharing that and my response here with the rest of the ReelSEO audience!