This post looks at how you can use Facebook and video and is the first of my social media and video series.
When thinking about Facebook and video it is worth first noting that Facebook is now bigger than the entire internet traffic of 2004. One of the key principles of marketing is to ‘go where the people are’. The people are most definitely on Facebook.
This is an important point to consider when thinking about video. It is no good just making it, you have to work out how people are going to see it.
Social media is not broadcast. The central idea of all social media is engagement. This post looks at the typical engagement experience of Facebook and how video can be used to strengthen and encourage that engagement.
The Facebook Experience
Most businesses will have set up a Facebook page. Although in my harsher moments I would argue that you have to select the right social media tools to market your business, Facebook has to be where you start simply because of the sheer numbers, 800 million people can’t be wrong!
However, if your business is B2B (business to business) don’t expect a great deal of sales to be generated by Facebook because of the numbers of people who are on there. It is primarily a B2C (business to consumer) medium where people socialise, share personal news, funny picture and interesting information.
The function it fulfills is what psychologists call ‘keeping the channels open’. In the same way as when we meet someone we know on the street we might talk about the weather or sports, despite both people ‘knowing’ the information, it provides a single to say
‘I value you as a person and so I am going to take time out of my day to talk to you’.
It makes the other person feel important and allows the channel to remain open to talk further. Very warm and fuzzy but not that useful to deliver sales messages. As a business that needs to talk to other businesses you wouldn’t go down the local restaurant with a sandwich board and loudhailer would you? (Don’t answer that!)
There are three forms of engagement with Facebook:
1. People visiting your Facebook page
This is where they can see all the content you have posted and the likes and comments made on individual posts. This is not particularly social as people can browse and click away. The goal here is to get people to ‘Like’ your page. People will only like your page if they find the content posted is relevant OR they like your company. Many companies have started to use a landing page to suggest people like their page, often with some kind of incentive such as a discount or free item.
By including a video welcome on this landing page you can connect faster with those visitors, explain what they can expect from the page and suggest they like it.
2. Your posts on your fan’s newsfeed
This is where the content you make on your page appear on your fan’s news feed. This is the first tier of social. The goal here is to encourage your fans to share the content with their social network.
Video is a really rich type of content, that takes little time to view but can include a wealth of visual and audio information that if correctly aligned to your businesses needs AND your fan’s social network should result in sharing.
3. Your fans sharing your content
This is where your fans become your advocates sharing your content with their network, letting it appear on their own profile AND in the news feed of their friends. This is the third tier of social. This will drive people to check out your Facebook page and (if correctly aligned) share the content with their friends.
This is the tier that every business wants every message to reach. It isn’t guaranteed but the chances can be improved by identifying who your fans are and talking with them. This will help you create content they and their friends will be interested in AND encourage them to share.
Uses of Video on Facebook
Business 2 Consumer
For the B2C business Facebook offers a chance to capture those people who have bought and liked your product, build on their loyalty, turn them into advocates of your product and reward them for sticking with you. This will generate further revenue and turn your customers into a part time sales force, sharing your messages with their social network. This is just what Facebook is designed for.
These customers will be hungry for all your content that you produce, they’ll be expecting news, offers and promotions targeted just at them as well as after sales support. This is where the Facebook and video can be utilised:
1. Training and how to video guides to use the products they have bought.
2. PR update videos on what is happening with ‘their’ product; has it been used by a celebrity? Has it been on TV?
3. Regular vlog updates with what is happening to improve their product
4. Produce a video that creates an identity for your product that will resonate with your fans and their social network
Business 2 Business
For the B2B business Facebook is a little more tricky as your market is a lot more targeted. It is possible to create the same kind of system as the B2C but it is harder to do and takes longer. Rather than focus on getting your fans to share, the best way to use the Facebook page is to stay connected with the people who use your service, as an informal CRM tool.
Think of your page as an ongoing event or newsletter for your clients where you can keep them updated with what is happening with your company and share content that they might be interested in. The goal here is to keep you on their radar and develop a more personal relationship with your business. Facebook and video allows for a personal and visible presence in the feeds of your page’s fans.
1. Provide them with exclusive or advance access to video content
2. Find content that interests you, is relevant to your sector/ client’s sector and share it
3. Ask and respond to questions within your Facebook audience, specifically what video content they want to see
4. Share video case studies about clients you have worked with
Tips for Video on Facebook
There are two ways of using Facebook and video
1. Share a You Tube link
This allows you to share a link on Facebook that creates a video that plays on your wall or your fans news feed. This is important as the Facebook experience encourages people to stay on Facebook rather than leave for other sites. This use of video allows you to keep your video content in one place, share the videos quickly when you want and track the impact from You Tube Insights. Definitely the most flexible way of using video.
Only downside is that the video content you share will not necessarily display your page name once it moves beyond your fans. Not a problem if your video is about your company…
2. Upload the video directly to Facebook
This allows you to keep video on Facebook directly either from a video file you have created or from a webcam recording directly to Facebook. Both are simple to do, it is very similar to attaching a file to an email.
Again this allows the video content to be played on Facebook but you won’t be able to use the video anywhere else.
The upside is that your page name will appear as a link underneath the video not matter how often the video is shared. This will mean that if the content is strong, your Facebook page will start getting some more views and links.