Whether you are a live-streaming professional, have an interest in streaming technology, or if you simply just want to learn more about the use of live video, please tune in!
One of the most engaging brands most of us have ever experienced is Starbucks. You can not only actually smell their brand, but also experience it when you walk into their shops and speak to a barista to order your coffee – it’s visceral and makes you feel rich, that’s why Starbucks customers pay more for a cup of coffee than most.
[pullquote3 quotes=”true” align=”right” variation=”orange” textColor=”#666666″] You can not only actually smell their brand, but also experience it [/pullquote3]
Ok, so your company isn’t Starbucks spending millions on building brand so how do you learn to build or create a brand? There are so many parts to building brands, I’ll keep it simple for now.
The difference between marketing and building brand is branding is a much larger and more strategic positioning of your company, service or product and marketing is the actions you take to distribute the message to your audience.
Or you can think of it this way. People are loyal to (and keep buying from) brands, but make a buying decision because they were touched by some type of marketing activity – an online ad, an email, etc.
Assuming you have consistency in marketing activities across the following areas, you are on your way to helping give your company some brand personality.
- Simplify your web site to convert visitors – engage visitors emotionally about a felt need
- Update social media sites like Twitter, Facebook and LinkedIn – design to look and feel like your web site
- Send emails that educate, not overtly sell – let others appreciate your value, give them something
- Send gifts or thank you cards – let people know you appreciate them
- Host and promote events to educate and engage your audience – connected events engage the audience; you could host your own event or sponsor someone else’s.
A strong brand image that helps support your marketing activities are the roots of the tree and your marketing activities are the fruit that prospects pluck from the tree. As you think of your brand image start to imagine how the following all look and feel to people who are seeing your company from the outside.
- Company and or product logo
- Look, feel and experience on your web site and or inside your office or at your location
- When customers meet and discuss business with your people
- Events you host or sponsor
- Videos they watch
- Emails they read
- Social media sites customers might interact with
These are just a few areas that great brands build a cohesive look around.
At Varvid we do everything from live webcasting to video marketing with animation, web site design and product design. One of our favorite clients we love that has a great brand is Wizards of the Coast. If you didn’t already know, Varvid webcasts their annual international Magic the Gathering tournament live over the Internet.
This brand is an experience. Not only do people play the game on XBox, there is a card game along with a very powerful social media presence that requires engagement. And each year, Magic the Gathering hosts an invite-only playing of the game to crown the champion. Varvid has the honor of broadcasting it on the Internet to thousands of followers. It is so cool!
If you have not started thinking about your brand, Varvid encourages you to start – people stay loyal to great brands.
In our last blog we talked about how savvy marketers are opting for live streaming of video to make their events available to remote audiences, as well as giving their live and Internet audiences the ability to communicate with an event moderator via Twitter – otherwise known as live webcasting. This was exactly what Varvid did with Wistia, Contest Domination and other companies at the Video Marketing Explain-a-Thon held at the Hard Rock Café in downtown Seattle.
Varvid has been streaming events live for more than a decade, but what’s new as of late for a lot of our clients is the addition of combining Twitter to the online event video player – this way attendees can see the interactions they are having with the event host by using hashtags when they post on Twitter.
[pullquote3 quotes=”true” align=”right” variation=”orange” textColor=”#666666″] Varvid has been streaming events live for more than a decade. [/pullquote3]
This fact was brought to our attention in a recent blog written by Stephanie Clifford called A Front Row Seat via Video where she explains that “As more brands offer live videos of the shows, regular viewers see exactly what the buyers and editors are seeing, and influence what will be made by pausing on an outfit or posting Twitter messages about a particular style.”
In other words, the content at the shows can be discussed, influence viewers, and create trending conversations that are tracked and searchable by search engines (like Google).
The morale of the story: if you have an event you want people to engage in and develop a following with – leverage the expertise of a company that understands how to live stream events with an internet video broadcast, and host conversations with the audience via Twitter – these are connected events!
In a recent interview with NPR affiliate KPLU, tech guru Mark Anderson of Strategic News Services (SNS) shared his top 10 tech predictions of 2013. Published in his newsletter, these forecasts are aimed at providing cutting edge news for the computing and telecommunications industry – hey, that’s us!
Our Take On It. . .
First of all, Mark knows his stuff. . . over a 10-year period his accuracy rating is over 90%. Of his predictions for this year, one in particular will affect the way video and other digital media content is viewed on the web. His number one prediction, “Surface and slates and iPads and Kindle Fire and Nexus 10 and everything else that’s got a 7-inch screen plus or minus an inch or so, will be the biggest category of computing device.” That’s scary if your company isn’t doing anything to stay relevant in this growing digital atmosphere.
It is important, for anyone publishing content on the web, to know these devices are integrated inside and out with Google and Bing search capabilities. Why is this important? Decision makers across the board are searching for advice and insight online. As it turns out, more and more of this is taking place on tablets and mobile devices, increasing the importance of staying relevant and attractive on the web. One powerful and effective way in doing so is through video. In 2012, mobile video ads alone made up 33% of the average marketing budget – with 56% of consumer web traffic in 2012 being video, we can certainly see why!*
[pullquote_right]In the online landscape of uber-short attention spans, delivery is king![/pullquote_right]Most of us experience streaming video content on a daily basis – we get the concept and we see the value. The million dollar question we should be asking is not why video, but how? Simply put, it’s not just about creating video content. In the online landscape of uber-short attention spans, delivery is king! Flash has been replaced by HTML5, standard 4:3 aspect ratio is now glorious 16:9 widescreen! So we’ll ask again… how are YOU delivering your message? Is your video and digital media optimized for today’s mobile audience? It should be.
[fancy_box]If you’d like to know and hear more on this topic, join us Friday, January 18, 2013 in the Syre Auditorium at Whatcom Community College. Varvid is honored to be a sponsor for the 2013 Predictions Luncheon featuring Mark Anderson.Visit the TAG website for more info:
*source – Social Times: http://socialtimes.com/infographic-2012-online-video_b112645