Developing a Social Video Strategy

By George C Howard

A very simple way to look at developing a social video strategy is to break it down into 4 key components:
• Developing your content
• Producing your content
• Distributing your content
• Measuring its success

Remember, your social video strategy needs to assist in meeting your marketing objectives, it is today an integral component of the marketing mix.

Therefore, when developing your content you need to consider the following:

• Marketing objectives
• Purpose of content
• Series of video segments or a one of
• Audience
• Budget
• Type of content - advertorial, educational, informative, documentary, how-to and many more
• What is the call to action
• Overall style

With that in mind, you can rough out a story and then collaborate with professionals to translate the story concept into engaging video content.

I always tell clients that the content needs to be authentic, purposeful and must have distinction and clarity of message.

Next comes content production and this is where budget will have a big play, if your budget is limited, then I would look at producing just one segment and gauging its result.

I strongly recommend that you seek specialists that understand online video content and here are a few things to consider:
• Length of video
• Location
• Talent
• Props
• Shot in HD
• Quality opener and closer
• After Effects
• Call to action

Stay tuned for more detailed production insight posts.

Distribution of content (making it famous) is one area where most fail, of course if you want your content to be posted on just your own website and social channels then that's fine, but there is a massive opportunity with syndicating content.

Here are some points to consider:
• What's the use of producing great content if no one gets to see it
• Quality tagging and descriptions of your content is vital, we use a variety for a single segment which allows more breadth for posting
• Where is your audience playing in the online landscape, you would be surprised at where your content could be viewed
• The industry sector you are in will also have an impact on where you are posting
• Look outside of mainstream sharing sites, there are other sites that get there fair share of views
• Social bookmarking is a great way to create awareness back to the main source via a link

Of course, I suggest using professionals like us as we have spent 6 years developing this area of expertise.

Lastly, tracking and measuring your content's success is important as you need to determine the ROI.

The key is to ensure you have a strong call to action so you can gauge the success, views are important, but leading them somewhere or to do something is critical.

http://www.ripplingmedia.com/ -
Want to produce high quality web video for your company? Increase sales and grow your business with Rippling Media. Rippling Media specializes video marketing in Australia; offering video campaigns, content strategy, online video distribution (paid and seeded), video production and after effects.

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