Lecture 1: How to Amplify Your Paid & Earned Social Media with Storify
Storify is a social network service that enables users to create stories with any content that can be found online, including article, image, blog post and tweet, mostly from social media.
The video presentation was given by Xavier Damman, Founder and CEO of Storify. He demonstrated in the video that users can search for content related to their story from sources such as Youtube, Twitter, Facebook, Instagram, Flickr, and Google, as well as other stories on Storify, and then drag that content into their own Storify story timelines. Users can add comments to each link within the story, and can also embed URLs in their stories. Users can also embed their own Storify stories elsewhere on the internet, for example on their own blogs.
Xavier also introduced to us different types of stories that users can create with Storify：
- News: Collect reports from the ground reported on social media and live blogging
- Events: Conferences, sports, concerts, and personal events (weddings or parties)
- Debates: Collect and publish the highlights witness them.
- Memes: Curate and publish highlights of trending memes
- Content Marketing: Curate the views from experts in your industry
- Micro Sites: Show the social momentum around a product launch
Xavier also mentioned that, when you embed a Storify story, you could either embed it as a classic story or embed it as a slice show. This is an interesting feature that many people don’t know yet.
Lecture 2: How to Use Social Video to Drive Results
Videos are becoming one of the major sources of information. Marketers are using more social videos to draw attention from consumers. Meanwhile, people are consuming videos in the ways that they never had before. So how to use social video to drive result has become critical.
In the video presentation given by Cameron Uganec, HootSuite’s Director of Marketing, we first learned the definition of social video, which is: Online video that is designed to be shared through social networks. And then Cameron shared with us some social video strategies:
- Clear and measurable objectives: The success metrics for social video objectives are usually cost per view, shares, views, click through rate, embeds, clicks and time spent.
- Customized content: Focus on your target audience and corporate beliefs. Always know what is the one key message you want your audience to take away.
- Distribution plan: Either the videos are going to be distributed through paid, earned or owned channels, you should always have a well designed plan. Otherwise, users and consumers are not coming.
Ok, strategies are done, now what should we do to ensure successes in social video? Cameron told us 11 secrets in creating videos:
- Make it shareable
- Tell a story
- Shorter is better
- Always start strong
- Try non-linear storytelling
- Remember search
- Have a long tail
- Focus on evergreen content
- Take advantage of Youtube as a search engine
- It’s now always the case to have a lot of product information
- Always consider music as an important component in the video
With all these strategies and practical tactics, we are all going to achieve more success in social video marketing.
Lecture 3: Customer Service in a Social World
With the blooming of social media, organizations have more channels to connect with their customers. Meanwhile, the customers are experiencing more services from the service providers. The more good experience they have, the stronger engagement they would have with you. Social media provides the opportunities of connecting customers anywhere and for anything.
In the video of Customer Service in a Social World, Sharad Mohan, Director of Customer Success here at HootSuite, introduced to us how we can leverage social media to provide awesome customer service.
Where are your customers?
Before you jump out to create social presence in the market, you need to know where are your customers. In social media context, that means which social media channel your customers are using. After identifying this, you can place your focus on that channel and maximize the customer satisfaction there.
What are they talking about you?
Listen first. Try to response to the dissatisfaction with a prompt solution. At the same time, amplify the positive sentiments from your customers through social media. Spread every good word about your organization and product/service.
Are you meeting their expectation?
Social media are fast and inpatient. So once you create a presence on social media. Make sure you response fast and cover different time zones and languages. Customers expect you react on social media reactively and proactively. Keep that in mind.
Are your teams collaborating?
There are two types of conversation on social media: band conversation and product conversation. So internal teams (or individuals within a certain team) need to collaborate when trying to response to customers’ inquiries and solve different type of problems.
The strategies in leveraging social media to provide customer service introduced in this video are great guidelines for organizations and individuals. Applying these strategies will bring the customer service experience to a new level.
In general, HootSuite not only developed a fantastic social media network management dashboard, but also provided us splendid self-taught content in HootSuite University. All those lectures are specific and practical. Professionals in social media or digital marketing industry would all benefit from these great resources.