Category Archives: social media

B2B Video Marketing Best Practices: How to Say Happy Holidays Like a Pro

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Do you see what I see? It’s everywhere you go online. By now, your email inbox and social media streams are filled with B2B holiday greetings videos and messages from businesses and colleagues.

Not only is this time of year full of hope and cheer; it’s also a great time to remind everyone about how great it is to work with you and your company.

Want to strut your corporate stuff this holiday season? Have a look at these shareworthy B2B holiday greetings videos that caught my attention this week.

We all need IT

Can’t afford real celebrities to sing holiday jingles? Why not hire an impersonator. This “We are the World” inspired holiday music video from Sophos Labs is both entertaining and funny with the use of Pop-Up Video style blurbs about how celebrities use IT.

And for more IT-related music fun, check out the company’s 2016 video below entitled “The Sophos Christmas Album”

Holiday Gifting Gone Wrong

You wouldn’t ask a friend, colleague or family member for their email address before giving them a gift. No, that would be annoying. So why do marketers always ask for it when giving away free content? And is that strategy even effective?

LookBook_video

LookBookHQ explores this concept in a holiday video series (see screenshot above) that inspires marketers to share content like a holiday gift or greeting. Check out all of the tutorial/satire videos on the LookBookHQ blog here.

Mashable Holiday Beard DIY

Do you often feel festive on the inside, but just don’t know how to show it to the world? If you sport a long beard, Mashable has some suggestions for how to make it sparkle like a Christmas tree. These glittery, glistening beard creations stood out to me as I was scrolling through my Twitter newsfeed:

Warmest wishes with a charitable twist

Do some of your employees have hidden talents? Want to showcase just how creative your digital agency can be? This year, Klick Health created its first holiday single and music video showcasing all of its employees to wish its customers a happy holiday season while inspiring them to download the song in exchange for a donation to “operation warm to buy new winter coats for children across the U.S. and Canada.” Here’s the video:

The takeaway from these videos is to create something that is not only memorable, but catches a customer’s eye in their inbox or social media newsfeed. And if it strikes the right tone (or note in the case of Klick Health), your prospective customers will happily share it with their friends and colleagues.

Have you seen any other share-worthy business holiday greetings videos this year? Please send them to me and I’ll add them to the list. I hope you and your family have a very warm and happy holiday season! See you in 2018.

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Creating Great Content Isn’t Just a PR Stunt

In a recent eMarketer article, WestJet’s Corey Evans, manager of sponsorship and community creating your own visioninvestment discussed the company’s 2013 “Christmas Miracle” viral video success. In the post, he is quoted as saying: “You used to do a PR stunt just for the PR. Now you do the PR stunt for the PR, and then you can tell the story through social media, and it can live longer and continue to grow.”

I think that is a really important message – especially because the lines between social media being a PR function vs. a marketing or advertising function are often very blurry.

What marketers or PR professionals must always remember is that – especially when using online video to deliver your message – what sets you apart from other social media initiatives is the story that you tell in order to explain what is truly unique about your brand. The WestJet Christmas Miracle video was so compelling because it connected with viewers in a very emotional way – teaching them that WestJet goes the extra mile for its customers.

So, the story that you tell is most certainly not just a PR stunt. And while you will get publicity for a very good story, your message is more about ensuring that people connect with your brand in a meaningful way – enticing them to want to be your customer.

Likewise, just as the eMarketer article suggests, the more you invest into making your content great, the stronger the impact and the wider the reach of your story.

Here’s the WestJet “Christmas Miracle” video – in case you were living under a rock, or didn’t have a Internet connectivity in 2013.

Message Lost in 140 Character Translation

“Clarity is the counterbalance of profound thoughts.” ~ Luc de Clapiers

Twitter is an amazing communication tool that allows people to share their ideas, jokes and HiResfavourite stories. It also connects new friends or business partners and provides us with direct access to celebrities and CEOs in a way that was never before possible.

But there is a downside to this innovative platform. And just like with e-mail, that drawback is often a user’s misinterpretation of the associated emotion or context related to a text message.

Earlier this week, I received what I thought was an offensive tweet from someone that I had met on Twitter. But because I couldn’t figure out what I had done or said to trigger a negative message, I thought it would be best to ask the sender (via the Twitter direct messaging service) to explain what they meant by their tweet.

It turned out that they weren’t being malicious at all. Instead, they were trying to tell me a joke. Unfortunately, I really wasn’t able to get the full context of that joke from such a short text-based message.

Afterwards, I was relieved and thankful that I had asked the person to explain their tweet in further detail. And their joke was kinda funny.

So, the next time you sit down to craft the next 140 character message that you think will enlighten or amuse your Twitter followers, try to think about how the end user might interpret it. Otherwise, you might confuse or insult someone without even knowing it.