Blaugust Day 25: Notes from Digital Marketing Stategy Video

I started out by watching a YouTube video: How to Develop a Digital Marketing Stategy and making a few notes from it – these are just from the beginning of it, so I’ll hopefully have more in the near future.

We don’t get digital yet

From surveys, it turns out that only 9% of digital marketers are confident at what they do. It’s a shockingly low percentage, but not surprising. It’s a fast moving world, and a lot of marketing is still trial and error, still anecdotal results. In many ways, it hasn’t moved on from the pre-digital age of print marketing (which we all still do) where the result of leaflet or poster or newspaper ad could be not just unknown but unknowable.

Traditional format brands struggle online 

In contrast, individuals with a social media can have a huge impact – the presenter calls these micro-influencers, which is something I’ve written about before.

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Blaugust Day 19: Video Work

So this has mostly been my day today:screenshot190817Which is why I don’t feel too bad about not having a proper post topic to put up today. I’ve finished one video (an interview, with plenty of illustrating footage) for the Manchester Canoe Club YouTube channel and I’ve started another, which should be done by the end of the weekend.

Video editing – getting a video or film put together in a way that flows and makes sense, is a hugely satisfying process for me, and as always I’m enjoying it hugely, albeit in short bursts! As a hobby, it’s a great outlet.

Blaugust Day 10: Everyone wants to be an Orginal (Video)

Let’s face it, off the back of YouTube’s astonishing success in the past decade or so, video content is now considered king of the internet, and every other social media platform has had success with short form videos – leading to platforms like Vine (RIP) and Snapchat being entirely based on it. 

However, Vine is now deceased, its technical if not social function swallowed up by Twitter, and despite it’s quick growth Snapchat remains a small, niche part of the overall market share.

So Facebook (including Instagram) and Twitter host a vast amount of popular video content between them. YouTube, meanwhile, has put millions into investing in long form content, eventually beginning to create it’s own, original TV-style shows via YouTube Red, plus rentable films etc. 

YouTube Red is in it’s early stages, but it is unsurprising that Facebook would also want to get in on the act, with a series of original shows that they’re calling ‘Watch’. Of course, Facebook has the money to experiment and the ready audience, but I have to wonder how interested they will be, unless Facebook can get some prestige television on board (as the linked article suggests) or at the very least, lure YouTube stars away from their platform permanently. Other platforms have tried with this method before – such as Snapchat, and as that linked article also suggests, it seems like the wider audience isn’t quite there, yet.

Blaugust 17: Google Small Business Video – Customer Loyalty

Over the past few weeks, I’ve watched a number of videos from the Google Small Business YouTube channel to improve my commercial awareness and made short posts (here and here) with my notes, thoughts and comments – this latest one is about how to retain customers.

The first point made is that learning who your customers are is key, which was also stressed in the previous Google for Small Business videos that I’ve watched.

Frequency is a very important metric to focus on in looking at customer loyalty, and existing customers can often be more valuable than new ones, because the more positive they are about your brand, the more custom you will attract (both through word-of-mouth and through positive online reviews.)

When starting up, most businesses focus on customer acquisition and slowly switch to retention later on – the longer a small business has been going, the more important retention becomes for it. So as a business owner starting out, it’s important to get ahead of that by focusing on both acquisition and retention from the start. This involves making the customer experience the best it can possibly be.

The point about the cost of customer acquisition versus retention was really interesting. I don’t necessarily think that you need a specific customer loyalty programme, and I also think that even if you do, not all of your regular customers will want to use it or fit into it well, but it is good to keep in contact and do offers (especially seasonally as discussing in one of the last Google business videos I talked about) so that your customers feel like they are appreciated for frequent business.

Back to Video Editing 

Last night, I was downloading some footage off my sisters GoPro, I was reminded that I started to edit a video of some of our skiing trips. I loaded up the project, and was immediately reminded of how much I used to enjoy editing. After working on that project a little more, I went rummaging through the dark corners of my PC’s hard drive, and was reminded of how much different creative stuff I used to do. Photoshoots, Photoshopping, music, and videos. I found an old file of vlogs from my masters degree, and they weren’t anywhere near as cringy as I thought they might be. I could even be tempted to make more! (Maybe). 
So I’ll be revamping my defunct YouTube channel at some point soon (especially if the weather continues to be as wet as it currently is) and throwing up some videos, just for the fun of making them, and to whip my editing skills, such as they are, back into shape. 
One of my video problems has always been that while I enjoy editing I feel I’m less good at actually having an initial idea and filming it, which is something I would like to get over. So for the time being I’ll be looking back over any remaining old video clips on my computer, and seeing if there is anything that I can do with it.

Blogpril April 13th – About YouNow Part Two

So, (having having to end up sleeping on this point after discussing YouNow yesterday) do I think YouNow is any good, based on initial usage?

Well, yes and no. In some ways, it doesn’t seem hugely improved on YouTube’s initial livestreaming service, albeit with a nice rebrand. The chat still seems very laggy/delayed, and it’s obvious that the streamer sees comments well before the audience (this might be a feature now I come to think about it, though if so I hope it is optional.) 

However, it’s the perceived value that important, because this is a fantastic platform for vloggers. Responding to comments on the fly, answering questions and having close viewer interaction, all within the same channels as YouTube – I am notified when channels go live, and can either watch via YouTube, or via the YouNow app/browser if I want to use chat. For vloggers, the chat issue I mentioned above is likely less of a problem as people are messaging them, not necessarily speaking to each other. It does mean that less of a community builds up around a channel though – that would still need to be managed by other means. 

Blogpril 12th – About YouNow

I didn’t intend this to be a part one of two, but I’ve found myself really tired this evening and unable to finish this post in a satisfactory way. So in this part, I’ll talk about why YouNow is a big deal, and tomorrow, I’ll talk about whether I personally feel it is/will be successful.

YouNow, a livestreaming service connected to and owned by YouTube, has been around for quite a while, but it’s only recently that I’ve started to watch anything on it.

YouTube have been trying to muscle in on the livestreaming market for some time, their most notable (but still unsuccessful) previous attempt being an attempt at competing with Twitch.TV in livestreaming gaming content. It didn’t work out. Users complained at low quality, lagging connections, difficulties in sending/reading chat messages, and poor moderation tools compared to the well established Twitch.

However, one look at Twitch shows how content creators are having to twist the platform’s rules to create a space where they can interact with their fans without needing to provide game content, and while Twitch are content to bend their original terms of service a very long way, for YouTube channels who aren’t gaming related content (quite a lot, despite what Youtube’s front page would have you believe) there needed to be an alternative. Of course, there are plenty of livestreaming services around, but none have the sheer resources of YouTube, and behind it Google, to make major changes to the way online video content is produced and consumed.