Seven predictions from eMarketer CEO Geoff Ramsey. Ad dollars will continue to accelerate their move from traditional to digital, though aggregate media spending will fail to return to former levels. Marketers will be emphasizing deeper engagement and earned media.

Video. More marketers will increasingly embrace online video advertising, supported by the twin boom of video streams and video ad networks. Further support for video ad growth will come from sites that offer a deeper catalog of professional, premium video content, which will need to introduce hybrid plans that combine subscription fees with advertising.

See the remainder of this article here.

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Two words: “reputational triangulation.”

That’s our new reality in managing brands. This became obvious to me after spending countless hours talking about the implications of Google Sidewiki, the easy-to-install browser add-on that wraps consumer commentary and feedback commentary — even the harsh, unsettling stuff — around webpages, including branded ones.

Just when brands thought they might muster a passable social-media “sense and respond” defense against the brutal realities of consumer nastygrams or Google search-result hogging, or just when they figured out a few tricks for managing Wikipedia and all those activists and product recalls that make their way onto your entry, brands must now contend with yet another trust broker that wraps candid conversation around their cherished homefront, whether they like it or not.

Triangulation, in addition to being a way to locate one’s position, is also a tactic used in chess. To use triangulation is, as Wikipedia tells us, “to put one’s opponent in a zugzwang,” meaning you force your opponent to make a move he would prefer not to make. Too much triangulation, and the escape doors start to permanently close. Either that, or your brand starts to look sideways.

Which leads us to back to Sidewiki: What’s the big deal? According to Google, Sidewiki “allows you to contribute helpful information next to any web page. Google Sidewiki appears as a browser sidebar, where you can read and write entries along the side of the page.” A Sidewiki post can be started by anyone with a Google account. There is no moderator, and only the entry author (or Google) can remove an entry. Interestingly, entries are not sequential and appear instead based on Google’s proprietary ranking algorithm, which takes into account ratings, previous user entries and other factors known only to Google. In theory, it’s supposed to keep less-relevant or less-useful entries from being seen (which could, of course, include company rebuttals or clarifications).

I’ve played with it a bit, and with enough user participation, it promises a steady stream of headaches for brands already playing “whack a mole” in this social media “age of expression.” For many brands, including those in pharma and health care, it may drive uncomfortable levels of transparency. On the flip side, for new product launches, it might actually provide doses of early love that brands need to reinforce “reason to believe.”

Overall, Sidewiki has all the trappings of yet another — to borrow a piece of Chris Brogan’s new book title — “trust agent.” This is hardly inconsequential. Thanks to the explosion of consumer commentary, Wikipedia, search results, blogs, Twitter and now Sidewiki, positive, negative and sometimes toxic reference points are circling brands in unsettling, if not destabilizing, ways. From a pure ROI perspective, these vehicles invade both the consumer purchase funnel and the mind-set of other influencers who almost seamlessly stumble into these issues.

Unfortunately for brands, the perceived or accepted truth (in the eyes of consumers) is often in conflict with what brands posit on their websites, press releases and executive speeches.

But is Google the enemy, frenemy or whatever evil culprit we want to call it today? Not really. Google’s just surfing the wave we’ve — dare I say — “co-created” with consumers. Isn’t everyone embracing “participation” at full throttle? In the last few months, we’ve seen thousands of brands and marketers hang up “talk to us” shingles on Twitter. Frito-Lay is about to designate not one but four Super Bowl ads for user-generated content. Forrester just cranked out another report that put “participation” in the pantheon of next-generation marketing “P’s.”

Folks, we’ve bought into this reality, and reputational triangulation is one of many potential side-effects of embracing and funding conversation.

So how do brands fight reputational triangulation? Or is “fight” even the right word?

First and foremost — and please write this down — social media is not a life raft or cure-all. Social media’s echo chamber merely reflects current realities, so unfortunately, if you have serious weak points, no tweet or blog entry or CEO video clip will help.

Indeed, the issues that search, Wikipedia and now Sidewiki kick up are much more foundational to brand standing. Front-page Google search tends to remind us of product failures and service performance. Wikipedia rubs brand history — including any skirmish with activists — in our noses. Bloggers and Twitterites thrive by finding disconnects between what brands say and do, especially via advertising claims.

Those are more foundational issues, which means the rapid-fire interventions of a social-media manager is no replacement for a forward-thinking brand strategy. Rethinking business processes or the core brand-value proposition may get you out of the hole faster than a witty and timely tweet.

That’s not to suggest you can’t do anything now. The chance of persuading management to do anything is nil if you don’t listen smartly and parlay the blemishes into a focused call-to-action. So keep building a really smart listening infrastructure, inclusive of all expression sources and wired to your existing ones. And makes sure all brand stakeholders who have any level of external influence are wired to the pulse.

Oh, and if you really want to kick the first tire on living in a world of “reputational triangulation,” you might set aside some time to ponder Sidewiki. Trust me, your management will take notice on this one.

by Pete Blackshaw
Exec VP of Nielsen Online Digital Strategic Services and author of “Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000” (DoubleDay).

The post Don’t Blame Google Sidewiki if Your Brand Takes Another Hit appeared first on StoryFirst Media Website.

You can “claim” your site with a comment that stays at the top. Here’s a link with the details …
https://www.google.com/support/toolbar/bin/answer.py?hl=en&answer=157270

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4 Reasons Why Video is the Good Option:

1. Watching existing clients endorsing your product gives a much stronger message than seeing an endorsement in print.
2. Things that don’t yet exist can be brought to life, whether this is a product or a new initiative.
3. A new practice can be illustrated by ’seeing it happen’, and so can become more credible.
4. Video’s use of real people, animation and music are valuable when motivation is a key ingredient in your message.

Video is best for the communication of a simple, convincing message. We can feel an emotional connection more readily with video’s moving images and sound than other communication mediums – to an audience it is the closest medium to reality.

Streaming videos over web pages has caught on with an increase in the available bandwidth and connection speeds in the last couple of years. Often a good video associated with a good product could double or even triple the ’sale ability’ of the product. Take for example, the fashion industry, often endorsed by the big names from television and the silver screen. The visual impact associated with Naomi Campbell walking down a ramp wearing the latest spring design is much greater than a two dimensional photograph which often lacks the dynamism of a video.

Due to its nature, video can be very versatile in the style and tone used to convey different messages. The video itself can be powerful, with iconic images cut to compelling music, to set the tone of an event or product, or it can adopt a contemporary documentary style to provide account of a practice or initiative.

The impact created by the video not only depends on the quality of the created video, but the final quality of output that reaches the viewing audience through streaming off web pages. A good video backed up by a poor video player is often a let down and fails to create the impact that it would have managed had the support player been capable of producing good quality, yet fast and efficient streaming of online videos. A good video, bundled with the right support material will definitely prove to be one of the most effective ways of reaching out to a worldwide audience 24×7.

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“Regardless of the role (audience/segment) your content is designed to engage,” Albee explains, “it must lead with a business reason that resonates with your prospects and customers in order to get their attention.”

Lucky for us, Albee offers her insights into what a proper business reason really is. To be clear, she says, a business reason should:

• Have movement: increase, decrease, accelerate, grow.
• Add value: improve, simplify, drive, eliminate, connect.
• Integrate: merge, pull, push, combine.
• Align with objectives: match, parallel, cooperate.

To further clarify her point, Albee stresses what a business reason definitely is not:

• A sales offer
• Discounted pricing
• A free iPod, T-shirt or Starbucks gift card
• Your product or solution
• Something based on a request for information

“The next time you want to tell everyone about the great new feature your product development folks just rolled out, STOP,” she insists. Instead, try to:

Ask yourself what impact that feature delivers to your customers.
Find out how it delivered that impact.
Collect the evidence available to support your claims.
“Now, write your marketing content based on [that] business reason,” she concludes.

The Point: It really is all about them. To include a solid business reason in your outreach copy, always consider your product or service from your recipients’ point of view, and write accordingly.

The post Oh, Yeah? Give Me One Good Reason. appeared first on StoryFirst Media Website.

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Video used to be the domain of only the largest companies with the biggest marketing budgets. But the explosion of online video sharing sites has given companies of all sizes the opportunity to create and disseminate videos.

As small businesses assess those PR tactics that will yield the greatest ROI, online video has grown in popularity as a way to generate buzz without breaking the bank. However, simply shooting a video and posting it online will not guarantee results. The key to a successful video campaign is compelling content — if you aren’t distributing something that people will want to watch your campaign will fall flat.

What are some of the ways a small business can benefit from online video?
Video can be used for something straightforward such as introducing a new product or service; to increase traffic to your website via a clever video; to give a product demonstration or tutorial to your customers; to deliver commentary from your CEO to investors; or to convey a message to employees. Never lose sight of the power of telling stories. Stories engage and capture an audience.

Additionally, many small businesses find other uses for videos by utilizing them for online advertising, or by incorporating them into a Multimedia News Release (MNR). An MNR is a great tool that incorporates video, photos, text, links and other information; making it more interactive than standard, text only, press releases.

What types of companies are best suited for video promotion?
Companies of all size and across all industries are suited for video promotion, including most companies with a consumer product or service, and B-to-B  and professional services have just as many opportunities to use video to reach their audiences. Companies should ask themselves whether their product or service will translate well into a visual message. But don’t stop there, think about the stories rooted in your people and customers you serve. These stories capture engage audiences resulting in heightened interest in your audience for your business.

What are the do-it-yourself options?
If you have the budget, hire a professional. It will save you the time and effort of figuring out all the details of putting a great video together and it will help you get a result that engages your audience  and also has a more eye-catching look and feel. You don’t even have to worry about it looking too manufactured — professional producers can still give your video a viral look while being sure that it tells a story that captures attention and encourages sharing.

If a professional producer is not an option, there are a number of options that let you produce your own videos for lower cost. For example, editing software packages such as Adobe Premiere, Final Cut Pro and Media 100 enable you to edit your video like a pro, however these softwares are not inexpensive, and if you do not have experience using them — you’ll likely wish you’d hired a pro.

You’re going to need a video camera to shoot footage. If you can’t borrow a good one, it’s possible to rent quality cameras, or you can even try a low-end solution such as the Flip Video Mino HD. It’s stocked with a light editing package and involves a minimal investment. Do keep in mind that a low-end camera in trained hands produces a respectable result, and likewise a high-end camera in the hands of the untrained can result in a product that lacks the impact you’ll want for your efforts. Practice, practice before you post!

Be sure to incorporate background music right for your story and audience. Remember, you will need to get permission if it is copyrighted (and this will add cost) otherwise, you can get royalty free music from sites like RoyaltyFreeMusic.com. Consider a call to action and provide a viewer feedback mechanism–such as a comments section or direct contact information — to engage your audience.

Once your video has been created, how do you get it out there?
You can always post to your own website, although depending on your websites Content Management System (CMS) this may require added multimedia capabilities and technological savvy on your part. That said, an embedded YouTube player may do the trick in many cases.

Video host sites such as YouTube or Vidler let you load your video and also make it easy for you to embed it to other websites and social media platforms. Be advised with the volume of videos on sites like YouTube you run the risk of never being discovered and shared. Make sure you have a web video marketing plan, and a commitment to working that plan. If you do both, the results can be highly rewarding.

A better way to get it out to the customer, B2B or the media audiences is the MNR. It’s designed for the new media landscape and can be distributed as a news release to television, radio, web or print media. It can also be sent to key contacts as a direct marketing tool.

How long should a video be?
Generally, you want it to be short and to the point, with content ranging from 30 seconds to 3 minutes. However, there are times when longer video is appropriate. For example, if youre posting video of a conference keynote or a surgical procedure. If you do create a long-format video, consider indexing it or breaking it up into smaller segments to post as a series. You may even add teasers for upcoming features to keep your viewers interested.

It’s the rare video that becomes a viral sensation. Rather than go into production of a video thinking about creating a viral hit, focus on creating a quality video, that’s relevant to your audience which will help it gain traction with your target audience. Humor is a great way to attract viewers, and one of the advantages of the internet is that it doesn’t have the same standards as television. This, allows you to take more risks and experiment a little. Just remember that this video will be a representation of your brand, so be sure to never to cross the line.

Thanks to Rachel Meranus

The post Don’t Let Your Video Get Lost in the Crowd appeared first on StoryFirst Media Website.

Web video marketing is based on the idea that visual people respond better to video than they do to just the written word. You can have your video professionally shot, or you can do it yourself if you can produce a relatively professional looking product. While some of the pioneers of this sort of marketing used cell phones to shoot their video, this is no longer a recommended method of shooting your stream.

Your videos should tell the stories of your business, yours, your history, your people, your customers. And,  your video should reflect a genuine tone, as you are reaching out to consumers in a personal and potentially profitable manner. You want them to connect to you and reach for their wallets.

Launching a web video marketing campaign works very much in the same way television advertising had. Because the consumer can see you, can feel some sort of connection to you, your business, your story, they feel a sense of trust, your profit margin is likely to see results. Reaching your audience still requires some of the same basic search engine optimization elements that article writing entails, but your consumers reach your video instead of just an article.

Compounding your web video marketing campaign with well written articles is like setting yourself up for a slam dunk. Often displayed on the same page, your article works to bring in the traffic while your video is there to close the deal.

Just like a television commercial can either turn on a consumer or turn off a consumer, a web video marketing campaign can do the same. To avoid the unintended, it’s critical that the content is relevant to your audience, and it is presented in an authentic manner in-line with who you are your companies brand.

As more internet entrepreneurs start recognizing the value of web video marketing, the practice is becoming increasingly sophisticated. The most profitable ones are the ones that offer a firm delivery of story and subject matter that encourages the consumer to be interested. You want to talk to people as though you understand and relate to their needs from behind the computer screen. When you give consumers the opportunity to become familiar with you and your business, they tend to respond by drawing out their credit cards.

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