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The influence of marketing on social media videos

Video content takes rather well off the ground, and becomes more and more obvious on the uses in happy marketing. Social networks also apparently take a nice part on the use of the video. But what is really? What is the influence of video marketing on social networks, in relation to the Act of purchase including?

Animoto, specialized in creating videos recently did a study on the videos within social networks and their uses. 1,000 consumers surveyed, and 500 marketers also, for this study.

The marketing and video

-84% of marketers have produced or even outsourced the production of a video in the last 12 months
-76.5% of the marketers and small businesses who have used the video say they have positive impact
-More than 60% of the marketing pros say they will strengthen their investment in videos

The use of video on the different social platforms (social media)

-Facebook has become the main platform for marketers in sharing and distribution of videos
-Videos were 8.4 times more impact on Facebook than on other social networks
-Youtube comes in second position, which is still used, but largely behind the American giant
-Instagram remains a strategic choice and use important for professionals (53.4% of marketers)

To complete 64% of consumers state that a video marketing on Facebook has influenced them recently. Video on networks is a formidable weapon sales and marketing. So in summary this infographic, Facebook is far ahead and Instagram Stories and Snapchat also partly dominate in this framework. We can see that Youtube which is always present has lost a lot of ground, in favor of a "social marketing" attitude well designed by Facebook. All this suggests trends and maybe a glimpse the main outline on the future of social and video marketing.

[Etude] Open Forum or a content marketing strategy in gold

American Express process enabled him to position itself as a true media. This success, it was built primarily through a customer-centric content strategy. The aim in 2007 was simply to provide information and maintain a link with an American Express card holders. Optics was notably and above all, through this content, to help small businesses succeed. The finding was simple: If the latter succeed, they help American Express to grow also. Open Forum, strong popularity, was then opened to the non-holders of the card through Linkedin, including. The site hosts to date hundreds of thousands of users who consume its content through social media. He also works as a social network, since it is possible to follow his favorite connections, which can also follow you in return.

The content rating

The level of information is also calibrated with qualified newsletters that enrich the content marketing. Each user is encouraged to ask questions whose answers are to share with the community. And, with a community embodied by strong skills in some areas, the answers have both direct a freshness and a utility. Advice by experts for other experts, are so fed on a daily basis. This site is a very innovative program that has been proven about the commercial value of the American Express brand (providing useful content), but also as their clients. You can for example find videos that give "tips" on how to create more engagement on the social platforms, exactly like a blog of advice around the subject of social media.

[Etude] Open Forum or a content marketing strategy in gold

Happy marketing to the collaborative media

Via Open Forum, American Express has well understood that its customers, who make his community, is a force: such a "conductor", the brand there and translated various questions that are shared, whether cash flow management to make annual projections, the acquisition of new business, litigation. Advice on business management, but also as for obtaining a line of credit. What is the intrinsic goal of American Express, which, by consolidating companies stronger, improves its customer and pays her in time. Nevertheless, the Council is not exclusively placed around money: whether it's leadership, SEO, branding, all what makes the interest at one time or another in the life of a company, is discussed. In this sense, articles signed as of external curation on videos or graphics of various contributors, are also published: they value a well of knowledge essential to follow commercial trends and other ideas for a contractor to explore. Open Forum don't is positioned here as simple supplier content, but as a medium, and as a vector of influence. Also, he explored so completely the logic of User Generated Content (not to be confused with the GSC or consumer-generated content.

[Etude] Open Forum or a content marketing strategy in gold

Popularity boosted by a strategy social multi-network

By playing the game of the community but also the virtual networking, Open Forum allows to find contacts and create circles: their visualization allows you to supply his personal branding on events to which it is possible to participate IRL (In Real Life), or virtually in the case of webinars for example. With the feature Connectodex, the site also allows to use its connections to find partners or associates. It is as an ally and true tool of the entrepreneur, as the American Express Company is positioned more widely: indeed, it also sponsors the annual Small Business, as well as other forums. Networking related to the event and the education of the business by the intervention of experts (journalists and others) is perfectly integrated into the dynamics of brand, whose strategy is unmatched in terms of content marketing.

You feel inspired? We retain here the following major points
-The public is the heart of the approach
-The real social chain reinforces the relevance of the content within the community
-Immediacy and listen to comments
-External expertise is authoritative
-The B2B audience is one consumer "like the others" (no opposition B2B / B2C)

RDV LEW #2 Matinale Conférence Influence 2.0 avec Traackr


RDV LEW Matinale conférence Influence 2.0 avec Traackr

Le marketing d’influence est une technique et un ensemble de leviers marketing qui va permettre à une marque de vendre, de développer sa notoriété notamment sur les réseaux sociaux. Les entreprises sont dans l’expectative d’y avoir recours et certaines d’entres-elles (de plus en plus) franchissent le pas. C’est une véritable révolution dans la sphère web et le phénomène s’intensifie chez les marques.

Mais qu’en est il ? Quel est l’état des lieux actuel du marketing d’influence ?

Quelles sont les bonnes pratiques ? Quelles sont les relations entre les influenceurs et les marques/entreprise ? Quels outils pour recenser et identifier les influenceurs pertinents ?

L’influence 2.0 sera donc le sujet prédominant de notre RDV LEW n°2 le vendredi 23 juin de 9h à 11H à l’espace de Co-working Wereso Lyon. Pour cette deuxième édition des matinales, nous aurons le plaisir d’intervenir avec Delphine Reynaud EMEA Marketing chez Traackr. Traackr est une plateforme de marketing d’influence pour identifier et gérer les meilleurs influenceurs sur un secteur donné. La plateforme est utilisée par de très grands groupes mondiaux et des sociétés prestigieuses notamment.

Delphine a d’ailleurs rédigé dernièrement un article de décryptage concernant l’étude de Traackr sur le marketing d’influence 2.0 sur notre Blog SMO (de LEW). Cette étude de Traackr est menée conjointement avec Brian Solis Principal Analyst de chez Altimeter.

Nous évoquerons donc les principes du marketing d’influence, ses rouages, l’état des lieux, le lien avec LEW, ainsi que l’outil Traackr dans sa globalité, lors de ce petit-déjeuner conférence.

Programme :

9H00 Petit-Déjeuner Networking entre les participants
9H30 Introduction de LEW (Présentation de l’activité et introduction sur l’influence 2.0)
9H45 Conférence Traackr sur l’état des lieux du marketing d’influence, bonnes pratiques, présentation globale de la plateforme)
10H30 Questions/Intervention Les Experts du Web
10H45 Questions / Réponses dans l’assemblée

Lieu : Wereso Lyon 18/20 Rue Tronchet

Inscriptions obligatoires sur La billetterie Weezevent ( Entrée et Petit-Déjeuner à 10€ TTC )

Plan d’accès Wereso : Map  (Accès  proche Métro Foch)

5 tips to optimize SMO

SEO is a method of SEO to work in any web marketing strategy, like the SEA, and of course also the SMO. SMO means Social Media Optimization (which is also the essence of this blog) is a set of techniques to bring readers on web site content, thanks to the promotion of these links by social media. (see our description SMO and SEO: what does it mean?)

These are some interesting methods to improve visibility and they are very complementary with the SEO (search engine optimization). These are two marketing levers which need to be carried out hand in hand.

Whether in terms of visibility or traffic acquisition there are a few tips to put in place by the undertakings in SMO:

Encourage the sharing of content

It's pretty basic but extremely effective! We are talking here about media sharing buttons, they must be readily available to share content, otherwise it will be very tedious to re-share them. It will result ultimately only very little sharing on social platforms (fewer in any case), so to meditate on…

Not to neglect the hashtags

Hashtags (the good ones) will encourage the listing of publications. So they increase the visibility of the latter and of Auditors, although exploit them increased chances of retweets, shares and property back on topics, trends etc… Use them well and optimize them to refer to our article manage its hashtags on social networks

Comment on social networks and participate

An important thing in the SMO strategy is to participate in conversations on social media via related topics in his specialty. On the one hand strengthens the company's expertise and on the other hand reputation suffers. Of course it is necessary to bring relevance, and credibility to your words.

We forget the Scoopit tool!

Scoopit is a platform of curation of content. Scoops (in topics) are very well referenced with the help comments and insight. More on social media sharing is realized very easily since Scoopit…

The UGC is an interesting technique to introduce to improve the SMO

The process of co-creation, is quite simple to get in tune, and it is always easier to think with its users to video content, images etc… It's called the User Generated Content, content is produced for example by visitors and/or users on community vocation as social spaces.

Social media are certainly effective, but must not be the only marketing levers, they are not enough in an overall strategy, the other levers must be operated.


7 steps to a successful inbound marketing strategy

In the sphere of marketing and the web we very often evokes the inbound marketing techniques, but that is what it is? Inbound marketing is so different from the outbound marketing, because it is to bring the customer/prospect toward you rather than the other way around. The content should be relevant and in line with the target in order to arouse the interest of the latter (and so offers).

The major steps, let's describe you and define its strategy of inbound in outline:

The implementation of the objectives

Your startup whatever it is is an important step. Pretty basic questions must be asked on paper:

  • What is the ROI expected for your strategy in terms of marketing?
  • What are the objectives of CA of your organization? (As precisely as possible).

Know and define its target

In order to know its target you create the personas, IE customer profiles. Who are they? What are their goals but also what are their needs? Why your customers would visit your site? Do not hesitate to give life to your persona, go to the bottom of things and create personal with photos, descriptive sheets…

Create its content strategy

Create a blog? Yes it will be the ideal tool to give the information to your future readers (and prospects). Now that you have identified your personas where it will be much easier to find your subjects. Find your editorial with the right tone and the right message to send.

It is necessary to define strategic and relevant to your website keywords to create visibility. In a few words it is to treat your SEO and create a good ranking on search engines. Work with great care the optimization of your future articles, clearly state the meta-descriptions, titles and think about your internal mesh (links to your previous articles for example to give the sense).

Social networks to generate traffic

Use social networks is essential to increase the traffic to your site, it is one of the keys in an inbound marketing strategy. Social platforms will help you promote the content and create engagement around a specific topic. The networks will give visibility and virality in your articles, if they are relayed to the good times. We recently talked about this aspect through our article the timing of publications on facebook and twitter

Automate actions social media to increase productivity

To save time, implement the right tools of automation. Explained you in the article the Social Automation, what tools to increase productivity? 

The call to action to transform traffic in prospect

The call to action, is a crucial process to turn visitors to your site into prospects. Create a landing pages with the Visual, a form, everything that will contribute to encourage your visitors to action. You can also generate interest via the contests for example or the subscription to a newsletter.

You're almost there, normally in your inbound plan, your goals will be met or not. You need to understand the process of purchases of your personas (that you have created previously). The goal is to have the confidence of your prospect and get him up to his final decision-making (sale).

7 steps to a successful inbound marketing strategy