Archive for YouTube

Fortune 500 ramp up use of corporate blogs and Instagram in 2018

Fortune 500 Pump Up Use of Blogs and Instagram

Blog usage is on the upswing for Fortune 500 companies. They are also ramping up their investment in Instagram to reach their targets.

A newly released UMass study of social media usage by this elite group of companies found that Instagram and blogging are the fastest growing tools even as top social networking platforms LinkedIn, Facebook and Twitter remain strong.

Facebook Still Go-To Network

Read More→

Fortune 500 use of blogs 2017

When Is a Blog No Longer a Blog?

Blogs are staging a comeback among the largest companies, according to the latest study of Fortune 500 social media usage. In its annual review, UMass-Dartmouth found that blog usage by the F500 has doubled in just two years to 42% from a low of 21% in 2015.

What constitutes a blog, has changed, though, and not necessarily for the better. It’s also troubling to find that more companies are closing off comments, thus eliminating an important channel for engagement with customers and prospects. Read More→

Story Telling is at the Heart of YouTube; the Five Pillars of Content

I’ve been boning up on the newest developments in cyberspace at Social Media Week seminars in New York. This annual ritual is taking place in eight cities around the world with Twitter aficionados tweeting all the goings-on to their followers.

Today I attended a YouTube presentation. It was awesome. I learned there are five primary “pillars” into which most videos fall: informative, entertaining, conversational, useful and inspiring.

The two presenters, Lauren Siegel and Ali Pulver, are creative content specialists at Google, which owns YouTube. “Story telling is at the heart of YouTube,” they said. They called it the “digital campfire” with people gathering to hear new stories every day. The site also has the elements of a “general store” where you can pick and choose exactly what you want from an endless barrel of videos.

Just a couple of mind-boggling statistics and then I’ll move on. People are watching 2 billion videos a day on YouTube and every minute 24 hours of video is uploaded to YouTube. Wow!

Lauren and Ali discussed each pillar and gave examples of how companies and ordinary individuals have developed huge followings.

Informative: Making knowledge more accessible.

One example is Khan Academy with 1,700 videos, 24 million views and one faculty member Sal Khan, the founder. He covers subjects as simple as how to add, divide and multiple fractions. He’s got Bill Gates interested in exporting these learning tools to underdeveloped countries. “How to” videos is one of the fast-growing categories. In effect companies and individuals with a huge number of subscribers are becoming distribution channels for information.

"Conan O'Brien"

Conan O’Brien

Entertaining: Bringing us into new worlds and extending the experience.

One example is how Conan O’Brian kept himself in the limelight until his non-compete with NBC expired and he could get on with his new cable talk show. The vignettes starring the host are really kooky and fun and he dubbed his followers Team Coco. That’s the name of his YouTube channel now where you can see episodes of his talk show.

Live streaming extends access to concerts such as those of the rock group Bonnaroo, sponsored by Ford. On-site attendance at concerts is 75,000, but the live streams reach 43 million viewers.

Conversational: Inviting dialogue and community participation

Toyota turned its YouTube video channel audience into brand advocates with 50 humorous and irreverent videos launching its Swagger Wagon. Millions of viewers tuned in. The You Tube promotion was just once piece of a campaign that integrated TV and other media channels.

Useful: Offering tools for engagement

Seal of the President of the United States

I have to say I was unaware that a few days before his State of the Union Address, President Obama made himself available to answer questions on a wide range of issues submitted by and voted on by YouTube users in “Your Interview With the President” moderated by YouTube’s Steve Grove. Obviously the President understands the power of YouTube in reaching constituents directly, unfiltered by traditional media.

By the way, YouTube offers a nifty tool called Moderator that allows you to “collect commentary, questions, or ideas on your YouTube channel and watch the best ones rise to the top. It’s easy – you bring a group of people together on a topic of your choice, and leverage their collective wisdom to vote on the best video and text submissions.”

Inspiring: Helping us to realize our potential

Lauren and Ali showed the case study of Panacea81, “the everywoman as beauty queen,” as they called her. Lauren Luke, a UK housewife, decided to make a series of video tutorials about how to apply makeup. Sounds simple enough. She now has 448,007 subscribers and her videos have had 104,224,397 views.

Well, if you think I’m giving you a link to visit my YouTube channel, you’re mistaken. That’s my next project. Me, on video? Should I lose weight or get a face-lift? Nah. I’ll just visit the Panacea81 lady for some tips on makeup.

Procter & Gamble Scrubs Soap Operas for Social Media; Should Walmart be Worried?

[tweetmeme]Lightening didn’t strike at the recent announcement, but soap opera fans must have shuddered when they learned that Procter & Gamble, the company from whom soap operas got their name, is dropping their sponsorships after 77 years.  Why?  Because for a lot less money they’re reaching a lot more fans on social media.

Logo for Procter & Gamble. Source of the logo.

Image via Wikipedia

That’s where the action is now and not in the juicy, but predictable, plots of soap operas.  It was bound to happen.  More working mothers, a shift in where people go for entertainment (online), the explosion in popularity of reality TV shows, and the movement of women and men to communities that form on social networks.  P&G’s move was widely reported by the media.  The last P&G-produced soap opera, “As The World Turns,” went off the air in September, according to an article via AP in The New York Times, having lost two-thirds of its viewers.

Social Media as a Sales Channel

As P&G pioneered soap operas in the heyday of broadcasting, it is a leader in the use of social media.  It has a variety of promotions on YouTube, Facebook, Twitter and smart phone apps.  The company has 36 “Favorite” pages on Facebook.  But I can’t imagine why 382,212 people would “like” a simple product page for Gain, a soap detergent.

What’s intriguing is that companies are selling directly from their social networks, Facebook in particular.  In the case of P&G, they are using Amazon, a third-party vendor to process orders. When you order a product you get sent to Amazon.

Walmart probably still has a few years before it has to start worrying, but consumer products companies have found a new sales channel and they’re jumping on board big time.

Not that Walmart is a social media slouch, I just found a good price for vacuum cleaner on their Facebook page.  However, I’m not crazy about the company’s crowdsourcing program, which they call “CrowdSaver.”  You only get a good price if enough people “like” a product.  Customers are warned in the rules:  “The CrowdSaver price is only available if the required number of “like” votes is met.”  Sounds almost punitive to me.  You want to know if your promotion is working, but…

Back to P&G which says it’s still exploring new uses for social media.

“It’s kind of the oldest form of marketing — word of mouth — with the newest form of technology,” said P&G marketing chief Marc Pritchard in the Times article.