Alright hello everybody.
Thank you for joining us for today's BU
professional development webinars,
Winning with Video in Your Marketing Strategies.
My name is Jeff Murphy.
I'm a member of the career programs team
here in the Office of Alumni Relations.
Today's webinar is sponsored by BU Alumni Relations
and is offered to our 326,000 alumni around the globe.
We aim to do this by providing--
sorry.
Throughout your career, BU has committed
to helping you define and achieve
your professional goals.
We aim to do this by providing alumni
with access to a series of valuable online tools
and social media communities.
I know that we have alumni joining us
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Brazil, Brecksville, Ohio, Oviedo, Florida, Chicago,
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of Massachusetts alumni from towns
like South Easton, Holliston, Brimfield, Swampscott,
Saugus and more.
For each and every one of you out there,
please know that we really do value
your opinion on this and every program that we offer.
Before I introduce today's speaker,
some brief housekeeping notes.
As you know by now, this webinar is being hosted on our new Zoom
Online meeting platform.
If you experience any trouble with the audio or visual
portions of today's presentation,
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That's 1-888-799-9666.
Today's presentation is being recorded and will soon be made
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Our speaker today is very eager to answer any questions
that you may have, and you are welcome to submit them
throughout the presentation, using the Q&A function.
You'll find that by accessing the Zoom menu
by hovering over either the top or the bottom of your screen
and clicking on Q&A. We hope to get to as many questions
as we can, so feel free to submit them
as our speaker is doing her presentation.
That's now my pleasure to introduce our speaker
for the day, two-time Terrier alumna, Angela Pitter.
Angela is founder and CEO of LiveWire Collaborative,
a digital marketing consultancy, partnering with businesses
to transform their passions into profits one fan at a time.
LiveWire Collaborative services include
online strategy development and implementation
for mid-sized businesses, social media training for corporations
and organizations, one-on-one executive coaching, online
and social media analysis, as well as
Facebook ads and email marketing strategies.
Additionally, Angela has trained several hundred professionals
on hot topics such as how-to for Facebook, LinkedIn, Twitter,
Instagram, and there's an app for that.
Prior to LiveWire collaborative, Angela
spent over 20 years in high tech and brings extensive experience
leading global teams and products to the market.
She's a certified project management professional
and holds both of her degrees, her Master in Science
and Administration and a Bachelor of Science
in Computer Engineering from Boston University.
Angela currently also serves on the board
of directors for the Newton Needham Regional Chamber
of Commerce.
You can follow Angela on Twitter at @angelapitter.
Angela, thanks so much for being here.
This is the second webinar that you've offered us.
We're thrilled with your first one,
so we invited you back for more.
Thank you for doing this.
I'm going to go ahead and turn it over to you.
So if you want to go ahead and share your slide deck,
we can be off and running.
OK.
I'm going to do that.
All right, here we go.
Perfect, looks good.
Well, good afternoon, everyone.
Welcome, welcome, welcome.
It depends on where you are, right?
It could be afternoon, could be morning, it could be evening.
Special thank you to the Boston University Alumni Association
and especially Jeff for inviting me back here today.
Thank you all of you.
You could have been doing anything else today.
I'm glad you decided to sit out for an hour with me.
So let's get started.
I want to talk to you about winning with video
in your marketing strategies.
And as Jeff mentioned, I am on Twitter.
And if you're a Twitter head like I
am, follow me, and definitely check out all
of the great resources that I'm going to share with you today
on how you can use video and when.
So let's talk about who's in the audience today.
So Jeff, you want to throw that poll up.
I want to hear from you you're a C-suite anything, CEO, COO, CFO
and your title, if you're an entrepreneur,
a business owner, if you're working at a startup,
founded a startup, you're a consultant, a marketing person,
sales, video is your, thing you're a videographer,
if you're nonprofit or anything else.
And Angela, we do have some answers coming in,
but I don't think that you'll see those
until I publish the results.
So give us another second here, and folks go ahead and just
click on whatever title or segment represents you best,
and if we failed to capture you, just click other at the bottom.
And in the sake of moving--
we've got mostly everybody who's weighed in,
so I'm going to go ahead and end this poll.
Angela, can you see the results in front of you?
No, I cannot.
Do I need to stop sharing?
Oh, share results.
Here we go.
Here we go.
Share results.
All right, so I've got quite a few nonprofits
on here, some entrepreneurs, founders, consultants,
marketing, quite a few marketing people here.
OK, good.
Good to see.
All right, so here's the next question for you.
What are you interested in learning today?
Let's throw up that next one.
Are you interested in the trends?
Are you trying to find out how to promote your business?
Do you need to know how to use video
to drive thought leadership, want to know more
about live streaming, want to know about equipment,
the tools, all of those reasons why you don't use video, right?
It's like I don't know about the tools.
I don't know about equipment.
Let me hear from you today.
What are you interested in learning about?
About half the people who weighed in so far,
but they keep coming in, so we'll just
buy us a few more seconds here.
Thank you all for weighing in with your answers,
and I'm going to go ahead and we will take a look.
All right, so how to promote.
OK, I'm going to spend quite a bit of time
with that, some of the trends, I'm going to talk about that,
how to use it to drive leadership.
Nobody wants to talk about live streaming.
I'm going to talk about that anyway,
as an important component.
I want to make sure you kind of understand
how to use live versus everything else.
OK.
Great.
All right.
So as I mentioned, today's agenda,
I am going to talk about the video trends, the video
on different platforms, because there's
many social sites out there.
YouTube, of course, your website,
but really on the different social sites.
I'm going to talk about how to use it on live and definitely
what are those tools that's going to help you get up
and going.
And after you put all that great work in creating those videos,
we'll also talk about how you can now
cross-promote across the various platforms that you own.
OK, and then we'll save the question and answers
for the end, but definitely go ahead and use the chat box
to throw your questions as we go.
OK, so why should you care about video?
So here are some of the key reasons that I
think are very important.
Number one, Google.
Right?
All about getting found.
You want to get-- you want to promote your brand.
They have to know about your brand, right?
By using video, you are 53 times more
likely to show up on Google.
What else?
Engagement.
People engage with video way more
than they engage with a blog post for example.
They'll share it 10 times more, engage with it,
comment on it 10 times more.
And those comments are very important because they
can guide you to whatever that next piece of content
is that you want to create, because if they
are asking questions, you can say oh, people
want to know about this.
So you take those comments to develop and lead
you and guide you to that next piece of content.
Trust.
In your following, you're always trying
to pull your audience through the funnel.
The funnel is like, they get to know you,
and then eventually, they'll trust you.
And 50% of consumers say that they
are building more confidence through a video
and because besting gauging that piece if the video's
engagement you're building trust with your audience,
and I know folks, email is not dead.
It is quite alive.
And in fact, email campaigns that include video
will have a higher click through rate, 96%.
So it is significant impact on email.
And then finally, conversion.
After all, why are we creating these videos?
It's not just because we have nothing better to do.
They do take time.
So we want to make sure that we're
using now so that we can help convert our audience
to actually purchase a product or a service from us.
And those landing pages can increase conversions by 80%.
So the numbers and the facts are there,
but the end of the day, the real conversion for you
is, again, the purchase.
So this is a great, some research
that was done that shows 44%, the green bar at the top,
view an online video prior to purchase.
And you think about it, every time you make a purchase,
if you want to buy a car, anything you're trying to do,
you are going online, you're going to Google it.
If you see a video, you're going to interact with the video.
But after you did all of that, eventually you
will make a purchase.
There's going to be something there that's going to go from,
drive you from A to B 71% made a purchase
after viewing the video online.
So this is why it's key to have video
in the centerpiece of your marketing strategy.
Of course, YouTube here is at the top of the list
when we think about consumption and where
people are consuming videos.
YouTube is the oldest video platform.
I'm sure everybody has at some time or another
consumed a video on YouTube.
However, what you don't see here is Instagram.
And Instagram is coming up fast and furious.
And that is a platform I'm going talk about a little bit later
on.
I want you think about, because it is definitely
going to surpass Facebook in short order.
So what I want to hear from you, and this
is that will be our final poll, is
I want to find out a little bit more about your experience
with video.
Are you a creator?
Have you created on any of the platforms?
Are you a consumer?
And where are you consuming your videos?
Right, here you go.
So for folks, for this one as Angela said,
feel free to click as many as apply to you.
And we'll allow a few more seconds here
for the answers to roll in.
And Angela, you can take a much needed water break.
Got about just over half of you have weighed in.
They keep rolling in.
Give it another second.
So Angela, any predictions before I publish these results?
Well, I'm going to predict that at least everybody has watched
one YouTube video or another.
As a consumer.
Yeah, as a consumer.
And probably, this is a webinar, participated on a webinar.
It should be 100%.
That should be 100%.
That was almost a trick question, right?
Exactly, exactly.
But I want to see how we have some creators
out there as well.
Yeah, we do.
Why don't we go ahead and take a look?
I'm going to end the poll and share the results.
All right.
So quite a few of you have created YouTube videos.
Good.
And definitely consumed them.
Webinars, I thought that webinar thing would be 100%.
It's kind of even Steven across the platforms, which is good.
So we're going to talk about all of these.
Awesome.
So we're going to kick off with YouTube, of course.
Right, YouTube is most popular.
YouTube is all about the how-to, all of the explainer videos,
how to solve a problem.
So what we're going to do, of course,
this is a winning with videos.
So we're going to look at some videos,
starting with this one from Dollar Shave Club.
[video playback]
So I want to hear from you-- use the chat box, please--
sort of your first impressions of this video.
Do I need to stop share to get back to chat box?
Possibly.
OK.
It just disappeared for me as well.
OK, stop share.
Folks, if you go to the menu, you
can use the chat box to weigh in here.
Are you able to see those, Angela?
Yeah, I'm seeing them now, so catchy, memorable.
Some, awful.
Makes me want to join the club, [inaudible],, made me laugh,
some people said not catchy, slickly produced.
OK.
So clever, well-written, few resources, made me laugh.
OK.
So let's get back to the presentation here.
So the thing is, you have to kind of go in with a strategy,
right?
What is the strategy?
Is it to educate?
Is it to inspire?
Is it to entertain?
You got to really first lead with the strategy.
But then after that, you need to think about OK, you know,
somebody said it wasn't catchy.
Well, you got about 10 seconds to capture
everybody's attention.
This video actually wasn't captioned,
and really what you want to do is
make sure it's also captioned, because a lot of people
listen to the videos with the sound off.
So they're really not really listening.
So you want to have that caption, because they're
probably doing something else.
They're on their phone, they're texting.
You know, we're all at least have two screens going at once.
I'm sure everybody is watching this, maybe on their laptop,
but they have their iPhones or whatever
their phone is sitting right next to them as well, right?
And humanize, right, is it engaging?
Does it have some humor?
So even though the strategy might be educational,
you still want to have a little bit of humor
as well, typically, because that will
help drive your engagement.
And definitely the visual is really important.
After all, it's a video.
When I get to live, that's going to change a little bit.
The audio is really going to be important
when you're going live.
But the video for this type of promotional video
definitely has to be at the top, top of your game.
So let's talk about video, let's switch over from YouTube
to Twitter.
So one thing that Twitter has said
is that it's the best discoverable tool.
Five times you're going to discover videos
more, video content on Twitter more than anything else.
Also they're six times, six times,
and you know that people don't often retweet,
but that's a form of engagement.
And they're six times more likely to be retweeted,
three times if it's a GIF.
So we definitely want to make sure
that we're also using video on all of our platforms, right?
Of course, since it's Twitter, which is typically shorter,
you want to think about more shorter content.
But the same way you can use this shorter content
to drive your customers through your funnel.
So what are you trying to do?
What's your goal?
What's your play?
Is it you're trying to generate awareness?
Are you trying to drive consideration?
Are you trying to do purchasing?
Loyalty, or are you trying to build your tribe on Twitter?
It can even happen.
So here's an example from Reebok,
who's actually doing a brand refresh.
So we're going to take a look at this one.
Get this out of the way.
[video playback]
OK.
Angela, we did have one comment, just about the audio quality.
And so again, folks, you might think
about when we're showing videos trying to tune up
your volume a little bit.
Using this platform, it has been hard to get a great video
quality, but fortunately you can at least
hear it, which sometimes is better than other experiences
I've had.
Exactly.
So again, I want your feedback on this.
Again, this is a video that Reebok generated.
It's definitely a promotional video.
They wanted to celebrate ordinary people.
The objective was to refresh their brand.
Tactically, it was a cross-platform video.
So they promoted it and ran it on TV, digital, social.
They reported back that they had 21% lift in recall,
and that basically means 21% of people
were able to actually recall this video.
So go ahead and let me get your feedback on this one as well.
All right, Reebok is following doing what Nike did years ago,
lots of emotional content.
And that's exactly it.
You want that emotion, because that's
how you make the connection and drive that engagement,
inspiring.
Yeah, and I think that's exactly what they were trying to do so.
This is one thing we think about as a brand refresh.
They want to sort of, again, bring that awareness
and have that inspiration together.
So if you can get a couple of things combined in one video,
you'll be on your way.
Let's go back.
Right.
So that video was less than a minute,
and I'm going to show you two other kind of videos
that we're also on Twitter.
One is very short, literally a three-second video, and this
is a product video, because a lot of times,
we're always looking at different type of product.
So literally, this is just showing,
you know, sort of the strength of the eyewear.
And it just goes, just three seconds.
That's all there is to it, versus this other one--
get rid of that--
which is, again, more of a--
Whoops, sorry.
If you're trying to show the eyewear one,
we haven't seen that yet.
Are you still trying to get it up?
The eyewear one didn't show?
Yeah, it seems like you're not sharing your screen right now.
Oh, OK.
You know what, let me- all right,
are you seeing my screen now?
I am not.
You know what, let me stop share.
I think maybe because the chat box is--
Oh OK.
Wait.
OK.
All right.
There we go.
OK, sorry about that.
That's OK.
All right, so we will back up.
Let me see if I can quickly get back to the eyewear.
For folks that are on the other end of the webinar using this
with multiple different windows can be sometimes challenging,
so that's why the--
that's why the delay here.
All right, here we go with the eyewear.
So as you see, there's so many different things
you can do with these videos.
I mean that Drybar one literally showed you all ages, all races.
I mean, if you think about it, the emotional piece of it,
you know, look and feel, very important,
you know, just time alone.
It's like not even necessarily about getting my hair done.
So they kind of show you all of the different reasons
why you want to come on over to Drybar.
So now I want to change gears and talk about video
on LinkedIn.
LinkedIn actually was late to the party.
Everybody had some form of video.
You could always link to video on LinkedIn.
So if you had a video on YouTube,
you can always, you know, post that link
in your post on LinkedIn, and that would be fine.
Now they have introduced within the last year native
video, which means you can literally
upload the raw video to LinkedIn in your post,
and you want to do that.
You want to stop the linking, because LinkedIn is actually
giving more organic reach to native video
than ever before, than any other social site actually
at this time right now.
So if you're not using LinkedIn as a platform
to share your videos, it's time to start thinking about that,
and perhaps switch gears.
It's a little bit different in that it's only horizontal.
So if you think about Instagram and even Twitter is typically
a vertical video or a square video,
it is only horizontal on LinkedIn.
They do give you some pretty good analytics, though, which
is one of the reasons I also like to--
one of the benefits I should say of sharing your video
on multiple sites.
Facebook gives you one set of analytics,
but LinkedIn will tell you the titles
of the people that viewed it.
It will tell you their location.
It will tell you more companies that they work at.
It won't tell you the names of the actual people that
viewed it.
If they like the video, you can still see who liked your video.
But in terms of the view data, you don't see the actual names,
but you do get a lot of information
that you don't get on other sites.
And you got 10 minutes.
I mean, like, you don't ever need 10 minutes.
But you can do, if you were doing an interview,
you could definitely probably use a good five minutes
to do that and show an interview snapshot behind the scenes
as well, anything on LinkedIn.
And of course, you could tag people.
They brought back hashtags.
If you're not using hashtags on LinkedIn
or if you stopped using them because they weren't working,
they now do work.
It is searchable.
So definitely make sure you're tagging people,
tagging your interviews, tagging everything all along.
This is an example here of how two completely different people
have used LinkedIn for their videos.
One is the prime minister of Canada.
Of course, he was campaigning, like all politicians, promised
a whole lot.
So now he's going back out to his community
and showing where he has actually kept his promises,
and he's using the hashtag promise kept.
I'm not going to show you that video.
But I am going to show you the other one.
Susie B. Zimmerman, who is actually
a local person here in Boston, she's
all things Instagram, everything, how-to Instagram,
and all over Instagram like you wouldn't believe.
If you're a Instagrammer, definitely follow her.
But she actually talked to one of her buds, Viveka von Rosen,
who's also the opposite.
She's all over LinkedIn.
She's everything LinkedIn, all things LinkedIn.
It's all only thing that Viveka ever talks about.
So Viveka told Susie, you know what, you
may want to try out LinkedIn.
I know you love Instagram, but you
may want to try out LinkedIn.
So sure enough, she started putting
some of the same videos, didn't change anything
that she used on Instagram, on LinkedIn,
and she's getting so many viewers of her audience
on LinkedIn, that she never thought about
and getting them over.
So it's another way you can cross promote and getting them
to now come to see her, visit her on Instagram where
they weren't doing that before.
But this one is interesting, because she's just
simply ranting, and as you can see here from the outfit,
looks like she just left the gym and loaded up her camera
and decided to give you a few tips on how to interact
with her on LinkedIn.
[video playback]
- [inaudible] that would be me.
I usually hang out on Instagram, but I've
been hanging out on LinkedIn ever since you could do video
and ever since Viveka was the LinkedIn expert,
and had an influence on me.
And I want to tell you a few things that I've
noticed that are just not cool.
So connecting with someone on LinkedIn
doesn't mean that you immediately inundate them
with a message saying, it looks like we
have some common connections.
How about we grab a coffee or I show you this or you
look at that or--
like how about hello, how are you?
Or this is a good one, or I see we have
a lot of common connections.
I'd love to know what you do.
Hello, check my website.
Everything is there.
I just spent a shit ton of time upgrading it, redoing it,
and making it really clear.
So take the time to go look at my website,
then come back and say, I noticed
that you teach Instagram marketing,
and I've had some questions around geotags and hashtags
and how to get more visibility.
The BS I'm getting in my inbox is--
[end playback]
So that was just one minute, and as you could see,
this thing actually goes about seven minutes long.
We don't need to listen to Susie rant for that--
actually not seven minutes.
This is two minutes.
The other one, I think the prime minister one was--
but anyway, anything more than 30 seconds of this is too much.
So that's kind of the point here.
So it's good to give your audiences tips.
Keep them short and keep them sweet.
I mentioned this already that some of the type of data
that you'll get on your video.
So here's an example where I had a client who
was launching a new book, and she launched a video.
Again, it's an author, so she has a Facebook page.
She has almost 2,000 fans on her Facebook page.
And it didn't get that many views.
It maybe got 800 views on her Facebook page, and I said,
you know what, we're going to put this on your LinkedIn.
On LinkedIn, she actually only has like 800 connections.
This is her personal page.
And guess what.
It got over 2,000 views.
And one thing I should mention on LinkedIn,
you could actually both post videos on your personal page,
as well as your company page.
But get all this great data.
Whose clients are you trying to attract,
you can see the titles, you can see where they're coming from.
On Facebook, you get a little bit
of a different type of data.
You do see more like average watch time.
You don't get that information on LinkedIn, which is actually
another good reason to post your videos in multiple locations.
And that looks like we got some new comments in the chat box
here.
Let me see if I can get back in there.
Let's see what we got here.
OK.
All right.
So, yeah, the recording will be available, right?
Yeah, so I had replied--
some folks had asked about the recording.
As I said at the beginning, eventually
this will be put on our website.
Usually it takes us three or four business
days to turn that around, so I would
encourage people to visit our website for the recording
of this webinar.
OK.
Right, and you know, if you're interested in the slides,
definitely connect with me on LinkedIn,
and I'll be happy to share them.
Let's see if we can get this thing moving.
OK, so that's a little bit about LinkedIn.
Let's talk about Instagram.
And so much has happened on Instagram
in the last six months.
But one of the big things is that it is now
surpassed almost everybody with one billion active viewers.
So if your demographic is on Instagram,
I would definitely encourage you to get on it, because you
know, just like Twitter, you know,
Instagram videos are short.
You're looking for like a max of 60 seconds if it's in the feed.
If you're doing stories, you're only 15 seconds.
You can go live.
You can go live for an hour.
You can go live with a friend.
So if you are doing interviews, it's a great, great platform.
You don't need any extra software.
If you're doing this on Facebook,
you actually would have to use a third party tool to do this,
whereas in Instagram, at least with two people,
you can easily go live and have an interview
without any additional tools.
You can now also do video chat.
I know, and if you think about like
what how would a video chat with a client, I mean,
you may want to just do-- if you need to do a quick demo
or if you need to do a consultation
or hold a team meeting, you can do up
to four people on the video chat.
Again, if you're people are there,
that might be a good platform to you.
And now they have IGTV also.
I'm not going to talk about that, just Google it.
But think Netflix and that's IGTV.
But here's the things, my friend.
Videos need to be short.
At the end of the day, yes, you can
go an hour live on Instagram.
You can actually go four hours live on Facebook.
God knows why you would want to do that, but you can do it.
They've done some research, and they've
determined that a goldfish only have the attention
span of nine seconds.
Humans lose concentration after eight seconds.
And then remember that, that I said we're a multiple device.
So we're also flexing between at least three devices a day.
So not only do your videos need to be short,
you need to have them on different platforms.
And here's some even additional information
that kind of shows and demonstrate some research
where viewers typically fall off.
So I said that earlier.
That first 10 seconds is very important.
That's where you're going to grab them.
That's where the engagement happens.
Here's sort of a collection of ideal times.
And I would say, again, if you're just
doing a standard, more promotional video, you know,
Instagram 30 seconds, Twitter 45, Facebook a minute.
YouTube, again, it's more of a how-to platform,
so you could spend some more time.
Obviously, if it's live, it's going to be longer.
You know, nobody's going to do a two minute live video.
It's going to be typically less longer.
But the thing about live is live, right?
So anything happens.
If you decide you want to go live in the park,
and somebody's dog runs by you barking,
you know, it is what it is.
And I think that's actually why people like live videos,
because they're more authentic.
They're in the moment.
People really like that.
But again, there could also be some legal issues,
because maybe you know, that person
who's walking the dog in a park doesn't
want to be in your video.
So you've got to think about those kind of things.
You got to strategize a little bit.
But I personally do actually like live a lot better.
And in fact, for Facebook, here's some additional data
points, you know.
Live videos get more interaction, six times more
interaction.
They spend more time watching live.
So here's the thing.
It's almost a chicken and egg.
So what Facebook is doing, so Facebook early on,
when they first introduced video, like LinkedIn
is doing now, so LinkedIn they're
driving that organic reach like nobody's business.
But on Facebook, they're now driving net reach
for Facebook Live.
And so why organic reach in general is down on Facebook,
if you're going live, you will actually get more reach
because Facebook is actively going out there and telling
people that they think will be interested in your content
that you're live.
And so the longer you're on, the longer they're
out there searching, and the more they're
engaging, so they tend to comment more.
So you have to actually have a little bit of strategy, too.
So because you're going to be running longer,
people may not actually join you right when you start talking,
right?
So at the beginning, you typically
introduce your agenda.
So you kind of take your time, you
want to reach out to the audience,
you want to say hey, who's out there,
who do we have, where are you located,
write it in the comments.
You want to get them to interact with you by writing it
in the comments.
So here's today's agenda, do you have any additional questions,
write them in the comments.
Because the more that they're engaging and writing
and actively engaging with you via the comment box, that's
also triggers Facebook, oh they're interacting.
So let's try even more people to come and see your video.
So you can go live I would say a good amount of time,
like 20, 30 minutes is good for a live,
especially if you're doing an interview, because interviews,
you know, people are definitely more interested,
because you have more points of, you know, more opinions.
So definitely think about using live either
on Facebook or Instagram.
There's many things you can talk about,
your personal stories, behind the scenes, interviews,
ask me anything, right?
So you can, again, think about multiple platforms.
You sent out an email I'm going to go live on Thursday 8:00.
You know, send me your questions that you want me to answer.
And you know, when you join me, if you think something else,
just add it in.
We can talk about it.
Ask your questions.
AMAs, ask me anything, hot topics, breaking news.
Of course, when the whole thing with Facebook
with Cambridge Analytica, oh my god,
people were going live about that all day long.
You have giveaways, announcements, sneak peaks.
You know, and this is a great article.
You know, if you get the slides, click on that link,
how brands are effectively using live.
Did a question come in through the chat box?
No new questions yet, but that's--
we have one question that maybe we should
save for the end, Angela--
[interposing voices]
But again, a reminder for everybody
for questions for Angela, please use the Q&A box,
and go ahead and type those in.
OK, all right.
So on Facebook, you know what the other thing
I like about Facebook, you can go live
from any part of Facebook, so your personal profile.
You can go from your pages, your groups.
You can actually, which I didn't mention here, you can go
live from your events.
An event page is another opportunity for you
to actually engage your audience,
because events is another part of Facebook
where they're giving more organic reach
than your normal page.
So if you post on your page, hey, I
have an event coming up on such and such a place,
where it's a live event or a conference
that you're going to be at, but you actually set up
an event and post in the event page,
you're actually going to get a lot more
interaction on your bit you don't you
are in your regular page.
You can set up polls and do all of that kind of stuff
as well on the event page.
So take advantage of all the features.
They're always changing.
I mean, you know, that's good old Facebook.
All of these platforms are the same.
They're always changing.
So kind of always kind of go back.
Don't assume that, you know, it is what it was before,
and it could have something new that's going
to work would you really well.
Here's two examples I'm just going
to do quick, real quick, Starbucks,
because this is more sort of does the humanity.
They're doing a voter registration
in Jamaica, Queens, New York.
And I'm just going to just show you like a minute or two this.
So this is a few minutes of a 25 minute live,
and you can see you know there's--
again, the thing with live is the clarity
of the video may or may not be there,
but the main thing is that volume.
So it would have probably been good if they had better mics.
And the other thing, too, is what's
nice, too, about Facebook is it lives on forever.
And you could actually, with all of these videos,
almost all of these sites actually
let you do this, is that you can grab the embed code.
So once you have a video that's live,
and if it's really good time, you can grab that embed code.
And if you're now going to send out an email,
put the embed code, embed the video in your email.
I already told you that open rates with emails and videos
work really good.
The other thing is when you embed that video,
people can interact and comment on the videos
through the email.
So that's also, in terms of your overall engagement,
is growing your engagement.
So Facebook is counting, even though the video
is being viewed in your email, Facebook
is still counting the shares, the likes, the comments.
You can see this one is viewed 170,000 times,
259 shares, 3,500 comments, I mean,
likes, the comments 429 comments.
So it's definitely gotten quite a bit of interaction
as a live event.
And then there's one last one here I'm going to show you,
another way to use live, and this is a pop up
announcement from Modcloth.
[video playback]
Right, so I mean this is a shorter one, 14 minutes,
but again it still got 100 shares, 83,000 views, 2,500
interactions, 379 comments.
You know, it's a pop up.
So again, in terms of you have a new brand,
new product, a new service, it's all the same idea.
You can go live and talk about it
and share it with your audience.
OK.
So here's a quick checklist, you know,
I just want to recap a little bit.
Your ideal length, especially for a promo video,
you're looking at 15 seconds, but you really
want to make sure you're capturing your audience
in that first 10 seconds.
And one of the reasons why you want it to be short
is because then it's easily shared,
it's that snackable content.
You can redistribute it to other platforms.
So you know 15 seconds, if you think about Instagram
stories, that's 15 seconds.
So then it's just that short, then it could be a story.
It could still go in your regular feed.
It can be on Facebook.
It can be on Twitter, anywhere.
Subtitles, notice all of the videos
that I showed you actually were not captioned.
You really want to have it captioned as much as possible,
because one, again, most people are watching videos
with the sound off.
And two, if you have an international audience,
so English may not be their first language,
it will be easier for them to kind of follow along
if it's captioned.
So you really want to think about the story, right.
What are those three things?
What is that strategy?
Are you educating them?
Are you inspiring them?
Is this about entertainment?
Think about the format.
Mostly videos that are vertical, square videos in particular
see the most engagement.
But again, if it's linked, that's a horizontal format.
So if you create it for LinkedIn,
you can recreate it in a vertical or square format.
You just kind of think about your positioning
so that you can then later repurpose that video.
Equipment.
So this is sometimes where the whole thing falls apart,
because everybody, you saw the Modcloth one,
it was her iPhone.
So if you think about what do you need,
you need three things.
You do need a phone, especially if you're just
going live from anywhere.
You need a tripod.
If you're in your office, you probably
want like a mini tripod, like this Manfrotto.
If you're standing outside, you probably want a floor length,
floor stand tripod.
But this mini one, you know, with the stand,
with the holder, the actual phone holder piece is $29.
The tripod itself without the holder,
if you already have one is $20.
And you need lighting.
These clip on lights, they're great LEDs.
They're really cheap, 12 bucks, this particular brand.
And you need a mic.
So you can either have, like right now, I'm
using a cordless mic.
And those are more expensive.
I think it's like $59.
This one, you get one like this that you
plug in if you're using the new iPhones the iPhone 10 or even
the 8, they don't have--
I think even a 7, they don't have done this end here,
so you have to get an adapter.
So it might be a couple of pieces.
But basically you could get started for 50 bucks, right,
and if you want to get more fancy,
you could have the bigger, the floor stand tripods,
and actually Amazon sells the-- you can get two.
They have a double set for $30, I think it is, which is good,
because you have one for your phone,
and you have one for a bigger light.
And those bigger lights are maybe like around,
run from 20 to $50.
And then you're going to need some software.
You may need a webcam, if again, if you're
doing something from your desk.
The built in camera in your laptop
is not necessarily always that good.
I mean, they're typically they've gotten really good.
But if you really want to go, even, you know, clearer,
crisper get one of those HD pro web cams and those run like $80
as well.
And you know, if you don't even--
Iographer, I put that there.
I mean, you can just order a kit from them
that has all the components that you need,
the light, the mic, the stand, in one set.
In terms of tools, here's some of my go to tools.
I like Google Photos.
I keep Google Photos on my phone because it's
one of those things that we talk about less headache, Google
Photos when I'm at an event, I'll easily take 100 photos.
And what Google Photos will do is I get back home,
it syncs up everything.
And I'll log in, and guess what, it'll automatically
create a video, adds music to it, it may create some,
generate some GIFs.
It might have a bunch of those photos
of me making stylized photos.
It does all this creative stuff automatically while you sleep.
Now you may not use it, or the video
may not include the photos you want, so then it's
just a matter of now going in and edit it,
which is an easy thing to do.
And you're off and running.
Again, if you're at a conference, another way
to stay top of mind is hey, Mr. Speaker, Mrs. Speaker, I
took some videos, I took some photos you may be interested.
It's so easy to share the link.
It's so easy to organize and create collections.
Find, you know, when you're doing,
like me, 100 photos a day, just search them.
Google search is like bar none.
So inside Google Photos, it's so easy to find them.
The thing that is one of the cons,
though, is that if you want to automatically share it
right to Twitter or whatever, the sharing is not so hot,
so you end up-- really end up downloading it and then
uploading it and sharing it.
But other than that, it's a great tool.
If you are doing a lot of Facebook,
if that's your go-to platform, probably
want to invest with something like Belive, because you
do have to pay for that.
But it's not that expensive.
I think the last time I checked, it was like $15 a month.
But one thing it does let you do is, again,
if you have other people that you're going to interview,
and no matter where they are in the world,
you can bring them in on the video.
So you can have up to 10 people.
And if you're like me, I'm always using slides,
so you can share your desktop.
And finally, you know, head over to Facebook Mobile Studio.
Just Google.
It'll come up.
It's a great site that Facebook has put together
that has all these mobile resources, you know,
third party apps.
They have a page there, top 10 apps.
There's good stuff out there that you can use to, you know,
again take the headache away from creating these videos.
And there's also two other tools--
I can't-- that are my go-to tools.
So if you are not a video person,
but you're a blog person, then you want to check out Lumen 5,
and what Lumen 5 does it literally
will create a video from your blog.
So you can literally just point and click
the URL of your blog posts, highlight
a couple of key words, phrases, sentences,
it'll automatically AI generate the slide behind the words.
You can swap it out, so you can do a keyword search
to find other slides that you like better.
You can change and add in the music and boom, five minutes.
Your blog is now a video, and you can download it and use it
any place.
You can share it.
The Lumen 5 share works really well.
You can share it right to any of your social sites.
It's a wonderful tool.
The freemium platform, of course, you know,
they have to get paid.
So at the end of the freemium, the last slide
will say it was created by Lumen5.
But hey, if you're doing this all the time,
it's worth the $50 a month.
And the other one, Vidyard GoVideo, it
literally is a Chrome extension.
So if you want to do something like create an explainer video,
you know, you just go for it.
You can't download it afterwards.
You just have to share, you know, like--
say for example, you're doing a demo for a customer,
you have to send them the link, but it's there forever.
And it works real quick and easy.
So we're coming to the end.
You spent all this time, you created these great videos,
they're engaging, they're short, they're perfect.
Now what do you do?
So one of the things, if it's a longer video,
make it a shorter video.
Right, create quotable moments.
Turn them into little tweets.
You know, so if you have a video that has three tips,
break it out into three videos.
You can make it a GIF as well.
Turn the audio, so there's a site called rev.com,
can scrape out the audio.
If you're a podcaster, use the audio to make it a podcast.
You know, send them through your landing pages.
You can do the reverse.
So you can take a longer video, make it shorter,
or you can take shorter videos and make them longer,
or make a video course.
Make it an e-book.
Make it an audio book.
You know, remarketing is a big thing.
So especially like on Facebook, so you
can trigger on how many people view
at three seconds, how many people viewed at 10 seconds,
if they've watched the whole video through,
so you could remarket to those folks
depending on how long they watch your video.
So my closing thoughts.
Think about your strategy.
Are you trying to educate?
Are you trying to entertain?
Or you want to inspire?
You know, what's your audience?
Make sure you tailor and customize to your audience
and know your distribution.
There's many channels out there, YouTube, LinkedIn, Twitter,
Instagram.
You can put them all on all of them.
If you have audiences on all of them, try them all out.
And even if you don't think you have an audience.
I mean, look at the example from Susie Zimmerman.
She's like lives 100% on Instagram.
And she tried LinkedIn and found, wow,
I have an audience here and was able to convert them and bring
them to Instagram.
So it's not always necessarily important to bring them
to your website.
You know, if you can interact and get them
to convert on Twitter on LinkedIn or whatever, you know,
wherever the conversion happens, the end game is to convert.
So here we are at the very end.
So what do we got for questions?
We do have a couple--
actually, do you want to put your slide back up there
people, so people can see how to follow up with you?
Let me do that.
I had a couple questions that came in throughout in the chat
box.
OK.
At one point, we were watching one of the videos,
and you mentioned that it had a 21% recall.
Ilana is wondering is 21% high or low compared to the average.
It's high.
That's a higher recall, because you know, again,
if you think about the attention span,
and we're always doing multiple things
and going multiple places, 21% is a good number.
And then Stooch or "Stook" had asked
when we were watching the Starbucks video,
and you pointed out that it was 24 minutes,
his or her comment was do people actually watch the whole thing?
And it occurs to me, that's entirely not the point, right?
Yeah.
Yeah, exactly.
So it's a couple of things.
Sometimes people do watch the whole thing.
And I think here's the thing with, especially a live video,
and especially, not particularly that one,
because that one was like more around sort
of the community, voter registration.
But if there was one example, like the interview type,
so you have a panel of speakers that are participating,
so it's subject matter experts.
If they are really giving you really good information,
who cares how long it is?
Who cares?
I mean if, it's really good information
and you solve my problem the end of the day,
you're trying to solve someone's problem.
Provide a service that solves a problem.
If you solve it, and you did it in 10 minutes--
now if you do it in 10 minutes, and it
could have took you five minutes,
that's a different story.
But if you do it in 10 minutes, and it
was thought provoking 10 minutes all the way through,
that's fine.
Great.
Another question came in from is either Alice or Als.
What do you recommend for a mic if multiple people are talking?
It was great that you were able to cover some equipment things.
People had asked about that.
Well, so you could do a couple of things.
You can mic everybody, but that could get expensive, especially
if you know, like you have a panel of five people.
I mean, obviously if it's a conference event,
that's different.
I mean, you're going to have all the equipment,
but if you're just doing this on your own,
one of the things I've done is--
that mic, the one that I had in the photo, that cheap mic,
which is like 12 bucks, it works really well,
and it has really good range.
And what I've done is instead of micing a person,
I literally just put the mic, so I have a stand, the tripod,
and I'll put my phone in a tripod.
I'll put the mic on the top of the phone,
and because of the range, it picks up the volume really,
really, really well, and it works well so,
I don't have to worry about micing everybody.
Or sometimes what I'll do is I'll
mic the person in the middle, and then
again, it'll pick up the range from the rest of the audience.
Any online resources you would point people
to about equipment?
We did have a couple of questions about that.
Just Amazon?
I put together a document that has all the video equipment
that you'll ever need.
So if you can shoot me, connect with me on LinkedIn,
and send me a personal invitation that you met me here
on the webinar, and I will be happy to share with you
my video equipment list.
And your offer on the slides is the same?
Same thing.
All right.
Perfect.
And as I mentioned, on Twitter, I'm
sharing all types of resources today,
so if you are on Twitter, go ahead and check that out
as well.
Interesting question from Carl, and Carl, if you don't mind I'm
going to sort of alter your question here
a little bit, as I often do.
Does all the advice that you share today, does any of it
change when you're talking specifically
B2B, business to business marketing?
Is it the same principles?
It's still the same principle.
It's the same principle.
And again, I mean it's the same thing, because if you're not
engaging, who cares if it's business to business or B2C.
At the end of the day, you have to provide content.
You have to solve a problem.
And you have to be engaging.
I love that you had packed in so many examples here, Angela.
Thank you for that.
One of the questions that came out from the audience
is if you could share what in your mind,
this has been the most successful video campaign
that you've come across?
I'm guessing that you probably would
have used that today, right?
Yeah.
Yeah, I'm trying to think.
Any of them stand out to you?
So that Dollar Shave video, I can't remember, it's gotten--
Let me check my notes.
That's one of the reasons I put it
up there, because it is one of the highest viewed
videos online.
No, I don't have the actual number.
But that one is definite-- and you think that one was just,
was it 54 seconds?
It was slightly-- it was like a minute.
Yeah, and I think it hits all the points, right?
It kind of like talks about the brand,
like why you want to use Dollar Shave.
It hits it all.
And it's engaging.
It's entertaining.
So that one is one of the reasons
I shared that one because of that.
I'm no expert, but that Squatty Potty video,
do you remember that one?
The unicorns?
That's one to Google maybe when you're not eating,
Squatty Potty.
We're running right up against the hour.
But there's also sort of another question
here that I think might be a great place to end.
In all of the work that you do, Angela,
and the successful campaigns you've seen,
can you identify maybe like the number one or number two
places where that can go wrong?
Like the most commonly made mistakes that you see?
So you know what I didn't talk to you--
at the end of the video--
I'm glad you asked that at the end of the video,
you always want to have a call to action.
All right, so you kind of like talked
about your brand or your product or whatever it is.
But at the end of the day, like what is it
that you want the viewer to do?
And so recently I had someone say
oh check my video out, and at the end he didn't say,
if you need my service--
I mean, simply say like what's on this slide here
in front of you.
If you need my services, contact me at www, call me, email me,
whatever.
You have to have a call to action.
Don't leave the viewer hanging.
If they actually hung on through the entire video,
make sure you have that call to action at the end.
Great question, Jeff.
Awesome.
It wasn't my question.
I won't take credit for that.
OK.
Angela, this was fantastic.
You crammed in so much.
I know we're running just over the hour here.
But because there is so much to your presentation,
so thank you for sharing all this, and you certainly--
I'm no expert, but you shared a lot of things
that I did not know and hadn't thought about, particularly
about live streaming.
So again on behalf of the alumni office,
I just really want to thank you for all
that you've shared with the alumni community.
We really appreciate your time and your expertise.
And I hope I changed some minds about livestreaming,
because I know when we had the poll, nobody check that.
Good point.
I hope now some of you guys are thinking
about using live streaming.
And thank you, everybody.
I'm glad you had me, hung out with me for this past hour.
Thank you so much.
And thank you again, Jeff, for including me today.
Believe me.
It's my pleasure.
I also want to thank our audience
for participating today.
I want to thank those of you who have donated to BU in the past.
We really depend on your support.
We've got another great webinar coming up next week.
I've got a wonderful alum, who's going
to be doing something called Staying Focused How to Plan,
Prioritize, and Boost Your Productivity, which I know
for me in August, definitely needs some productivity as we
enjoy the dog days of summer here.
I encourage all of you to visit our website at bu.edu/alumni
to sign up for any kind of alumni events,
certainly our webinars.
That's also where you can access the library of previously
recorded on demand webinars if you want to check those out.
And as always, if you or any BU alum you know
would be interested in offering a webinar
or another presentation like this,
I invite you to connect with me at the Alumni Relations Office
or email me at jtmurphy@bu.edu.
Thank you, everybody, for your time.
Hope you have a great day or a great evening,
wherever you might be.
Thanks again, Angela.
Bye.
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