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On October 16th 2014, Jim Gilbert, President of Gilbert Direct Marketing, Inc and the Author of The 9 Immutable Laws of Social Media Marketing, unveiled a new presentation exclusively for Catalog University. This presentation focuses on how to use videos to drive social media engagement and sales.
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Video + Engagement = Sales(The 9 Immutable Laws of Social Media Marketing IN ACTION!)
Presented by James Gilbert, CEOOctober 14, 2014, 561-302-1719
Just who do you think I am?• 30 + year history in DM (old school > new school)• CEO, Gilbert Direct Marketing, Inc.• President, Florida DMA• Professor Direct Marketing• Author Target Marketing Group
• Return on Intelligence column• Guide to Social Media - Content
@gilbertdirect
Just who do you think I am?
• Above all - a direct marketer• Old school principles applied to new
channels!• MARKETING DISRUPTOR• HERETIC!
@gilbertdirect
"There is only one valid definition of business purpose – to create a customer.
Companies are not in business to make things… but to make customers.”
-- Peter F. Drucker
Orientation (What these laws are really about!)
9 people with bent iPhones (some on purpose) cause 4% one day drop in Apple stock.
Perspective: Video 2014 “viralocity”
The formula for video success
Engagement!
Social Media Law # 1 • The deeper the level of
engagement, the deeper the trust/bond with your company!
• Nothing happens without engagement! • Engaged people BUY (and share)
•Reality: social has changed!
– (but we still need it right?)
Social Media Law # 1
– Engagement more difficult– Have to work harder to “get ‘er done”– Everybody is doing it!–More message clutter– Facebook Algorithm make posts more relevant!• Kills engagement dead in reality with
Edgerank.• Forces paid advertising to reach hard won
fans!
Social Media Law # 1
The Law of Engagement! • The goals of every social media marketer STILL
ARE…. – Engage!– Draw them out!– Get them involved!– Become a thought leader! – Generate Authority!– Tug at their heartstrings– Tell a story!!!!– Create drama!!!!
– But now we have to be even smarter, better and more engaging
The Law of Engagement! THEN:
The nameless faceless corporate entity
NOW:The nameless faceless corporate
social media pusher
The answer to all of this? Video!• Video is a format we all understand• Short production cycle (as you will see)• Video search just as powerful as google
search!• Connects the company with the viewer.• Stimulates emotions!• Fun to watch! (funny too) • Either subtle or overt call to action!
But Jim video is hard!And video is expensive right?
Here is my video equipment…
DSLR’s now shoot full 1080 HD!
Or this…
iMovie or Final Cut Pro easy to use!
The biggest misconception about video is it has to be difficult
Over a million views from some
creativity and an iPhone!
What to shoot…
• Product videos• Client testimonials• Behind the scenes (put the face)• Let your clients do the videos via
contests!• Channels (add value, fun, info)
Client testimonials!
Peer to peer selling at its best (way beyond written testimonials)
Client testimonials!
Celebrity endorsements rule the day! VBLOG over half a dozen videos
Blind taste test (blind tryer)
Peer to peer selling at its best (way beyond written testimonials)
Hammacher…Like a mini infomercial!
Better yet, get your clients to send in video demonstrations!
Hammacher Schlemmer
• Other ideas for the HS folks…–Build a behind the scenes channel–How you find your unique products–The people behind your product finds–Weekly what's hot in <category> show
YouTube Channels (why not)
Add value and inform!
Contest examples• Video
contests
• This contest coined the phrase, “the fresh diet delivery fairies?
Contests Recipe winner
Behind the scenes!
YouTube fun and relationship building
FDMA Video Strategy
FDMA Video Strategy (iPhoto slide show)
FDMA Video Strategy (so easy even a 14 year old can do it!)
Cross pollinate video content
• Video as center of universe!
• Start with YouTube
• Blog• Facebook• Website• Embed!!!• Emails!!!• #hashtags• Tags!!!• Descriptions!!!
Forget ABC’s
A B P is the new model
AlwaysBePromoting
Electric slide!
More video behind the scenes
Thank You!How to reach Jim
[email protected] 561-302-1719
Website: http://gilbertdirectmarketing.com Retail Online Integration blog:http
://www.retailonlineintegration.com/channel/return-intelligence Linkedin: http://www.linkedin.com/in/jimwgilbert/
Twitter: https://twitter.com/gilbertdirect
