explainer video

Archive for October, 2014

Apple Feels The Guilt from “Songs of Innocence”

Monday, October 6th, 2014

9243849984_e55bc33e62Along with the announcement of the iPhone 6 came another announcement that Apple thought would excite its customers, when in fact, it did exactly the opposite.

Apple released the new U2 album, “Songs of Innocence,” for free to all iTunes and iPhone users.

In theory, this is a great idea! It’s a win-win situation for everyone involved! Apple wins by tacking its sales onto a profitable source of human entertainment. U2 wins because, well, money, and the consumers win because they get a new U2 album absolutely free of charge (not to mention legal, considering the pirating landscape of the Internet now).

Sounds great, right? Look at how well it turned out for Jay-Z and Samsung! The phone company partnered with businessman/rapper Shawn Carter, AKA Jay-Z, with the release of their Galaxy 6 phone. The deal basically stated that Samsung would offer one million Samsung users the opportunity to download the album for free to their Samsung smartphone.

This technique is similar to what Tom Petty recently took on with his new album, Hypnotic Eye, and it seemed to work really well for him! So what went wrong with U2 and Apple?

The key difference between this tactic and U2’s route can be defined in one word: offered.

In Tom Petty’s case, the consumer could choose to not opt in, as opposed to requiring you to opt out.  Apple’s big mistake with this project is that the sense of opting in was not an option. Holding an Apple account automatically opts you in to get the album. On a certain level, this is more of an issue of digital privacy than content of music (not to say that’s not a factor either, but I’ll get back to that later).

Digital privacy is a huge controversy. This action of offering a free album and giving it to all iTunes users made some users angry. You could argue that iTunes is Apple’s jurisdiction and they did nothing wrong. iTunes is completely run by Apple, and the iTunes store is their domain to do what they please with. However, the issue arises when Apple has the ability to modify the digital contents of your personal phone.

The notification within the phone indicated that you have the opportunity to download the album from your Cloud. Apple put the album in the user’s Cloud storage. However, with the controversy regarding privacy within the Cloud, including the leaking of naked photos from hacked celebrity iCloud accounts back in August, to the controversial security potential of Apple Pay, a breach of digital “privacy” like this only scares consumers more.

This issue flared up to the point that Apple has created a mini-site dedicated to removing the U2 album. iPhone users were calling Apple support nonstop trying to figure out how to get this U2 album off of their phone. Even though it was free to them, they didn’t want it.

This came as a surprise to Apple. With a technique so apt to go viral and the beautiful promotional videos that came along with it as TV advertising, they thought it would be a smash hit. Obviously, their theory did not correspond to their execution.

This begs the question: What about U2 made users so angry to have this free album on their phone? Why not just listen to it and move on? Had a more relevant or popular artist (Frank Ocean, for example, whose highly anticipated follow-up to his debut Channel Orange is expected this year) released a free album for us to enjoy, would users be so angry?

Over the past few years amongst social sites online, such as Reddit, a trend of hate has occurred amongst certain artists. This is the reason for Nickelback’s universal disdain on the internet. This is the reason why “The Big Bang Theory” is one of the most detested television shows shows amongst the social web. There’s a trend on the Internet to hate, and unfortunately, Bono is one of those targets.

Not to mention that a big demographic of iPhone users would not even be slightly familiar with U2 and other artists of that generation. The millennials aren’t learning about older forms of rock like they used to, and it’s a risky demographic decision considering the audience of iPhone users.

Fortunately, this does not harm Bono in any way. This album, regardless of what people think of it, will go platinum. Why? Let’s go back to Jay-Z. Jay’s album, Magna Carta Holy Grail, went platinum before it even came out. This is because to offer a free album to the 213,000+ that hold Samsung Galaxy phones, they’d have to buy well over the amount of copies it takes to go platinum. The same applies to U2. This album is platinum status regardless of the outrage.

There’s no definite reason this all happened. Maybe it’s due to privacy issues. Maybe they’re marketing to a generation who isn’t familiar enough with Bono to understand why his album is suddenly next to the new Pharrell album in their phone. I think the true issue is that no one asked for this. Having the album forced upon us like this is naturally going to cause opposition, and I personally think U2 was in the wrong place at the wrong time.

photo credit: In His World via photopin (license)

The Video Experience: Part Five – Promotion

Friday, October 3rd, 2014

9389117488_3133407f4dEvery business should have a niche. Here at the Primeau companies, our niche is professional speaking and explainer videos. Our main business activities are video production and video marketing. Most likely your company also has a niche. It is our belief that businesses have to recognize their niche and position their strength and passion toward that niche.

If you are marketing your business to the world, which you should be, no matter how large or small your niche might be, you have to keep in mind the vast differences in the cultures and populations of the world. The differences in culture translate into the differences in interests.

Now, just because your niche corresponds to an audience doesn’t mean they’ll react. Audiences need to be engaged by content. Your content has to be attention grabbing, unique, and most of all, entertaining. This circles back with the concept that your video must be creative, which will attract more attention than a bland video.

If your video is recorded with a smart phone camera, with poor audio and shaky shots, unless it is brilliantly creative, no one is going to engage. The shaky shots can cause people to become too dizzy to continue, and your audio may cause viewers to search elsewhere for the professionalism they’re looking for. You must make sure your content is clean, crisp, and visually appealing for your audience. In other words, creative!

Above all, the information communicated must be valuable. If your audience does not find value in your content, they’ll never respond to it. It’s important to keep in mind what people can learn from your business, and to cater to that with your content. The Internet is a never ending universe of useful information, and most audiences won’t waste their time if there’s not value to be taken from it. Create content that is beneficial for those who want to learn more about your niche.

Social Media Promotion

Social media provides endless opportunities for promoting your body of work. Within the past few years, social media has become a crucial part of online marketing for any industry – music, film, video, and business. Its universal platform has pushed companies like Dollar Shave Club into the spotlight.

Each social media site has its own set of characteristics, and learning those characteristics can be a great way to strategize how to utilize social media. Let’s look at the 6 biggest social media networks.

Facebook can provide the biggest reach for your content. With over 500 million users on Facebook, this platform can help push your content to the widest possible audience. Not only that, but Facebook has great advertising services/opportunities that coincide with niche audiences.

YouTube: Although we mentioned YouTube in our last post, we figured it needs an honorable mention in this section as well. Aside from being the #2 search engine in the world beneath Google, YouTube is also one of the strongest social environments there is. With its vast community of commenters, subscribers and likers, YouTube is a great way to build a social following, especially when relying on video.

Twitter: The beauty and the beast of Twitter is it’s instantaneous nature. Its speedy nature requires content creators to remain consistent in posting and browsing/interacting, but also creates a platform for the most recent news and stories. The name of the game with Twitter is persistence. Building your business on Twitter may take more time, but its immediacy also allows for speedy notification of an urgent product, service, or promotion.

Instagram: Instagram’s success follows the logic of blog sites such as Tumblr and Pinterest: a picture is worth a thousand words. People would rather be visually stimulated than read, and that’s where Instagram shines. Not only are you able to upload photos, but Instagram allows content creators to upload 15 second video clips. This creates another channel for video sharing, but on a more social platform. Regardless, this is another opportunity for sharing your video content.

LinkedIn: LinkedIn provides a professional network for those in any niche. Above all, LinkedIn is for making professional connections, and finding clients who are looking for your services. Though this platform may not be the best for sharing content, that doesn’t mean it can’t. Just make sure your content can conform to the business-like, professional atmosphere that LinkedIn emphasizes.

Google+: Though Google+ is the underdog in the social media world, that doesn’t mean it lacks value. The real value of Google+ lies in what it can do for SEO authoring. Those who connect their blogs/content with Google+ have the ability to be shown as the author in Google Search Results. This lends credibility to those searching, as they’re able to take a look at your content and build some sense of trust with a real mind behind it. Though it’s a little behind in the race for the top, Google+ is a very valuable social tool that still has potential to take over the market (Facebook’s reputation wasn’t built overnight; many were stubborn to join after so many years with MySpace.)

There are plenty of social media sites that can offer a platform for promotion, and new ones pop up every day, so don’t limit yourself to just a few platforms. The success of the big six, four of which started independently, shows that the right platform at the right time can do wonders for a business of any kind. Keep your options open, but also remain conscious that each of these sites offers a new opportunity for your content to gain exposure. So learn the proper techniques behind using each particular social media site, and you’ll benefit in the end from your strategy.

If you’ve made it this far and read all five parts to this Video Experience blog series, congratulations! You’ve picked up the basics of what it takes to create a successful video and video marketing campaign!

We truly hope that this blog series was useful, and that you put this knowledge to good use when designing your video marketing campaign.

If you have any questions, feedback, concerns, or further interest in video production and video marketing, feel free to give us a call, drop us an email, tweet, or Facebook post, and we’d be happy to discuss anything you’d like to learn about video marketing beyond the content in this blog series. Our contact information can be found at the bottom of the page.

photo credit: Social Media v3 via photopin (license)

The Video Experience: Part Four – Publishing

Thursday, October 2nd, 2014

image1Now that you’ve produced your video and have a vision of what your video marketing strategy will be, what do you do next? There are so many options and strategies available for your video marketing campaigns. Primeau Productions begins by publishing video content on several different platforms, such as social media and article based marketing sites, as well as video-friendly websites.

There are plenty of sites that can offer a solid platform for Video Production. From the world’s second biggest search engine, YouTube, to social video sites such as Vine and Instagram.

For now, let’s focus on the big two: Vimeo and YouTube.

Vimeo and YouTube have been around for a while now. Both are great platforms for exposure, but there are advantages and disadvantages to each. Here are some evaluations between the two.

For more exposure and advertising, YouTube is your best bet. For embedding video content in blogs and web pages, post your video content on Vimeo.

The best way I’ve heard the comparison described is by setting. YouTube is like New York City; a huge sample of our entire population covered in advertisements, where an individual can get lost amongst the chaos and lights of Times Square.

Vimeo is more like a college town. It’s much smaller, the streets aren’t as busy, and it’s much easier to find what you’re looking for. It’s harder to get lost amongst the crowd because the community is supportive and appreciative of it’s artists. Making this decision is just a matter of understanding what you are looking for.

Homepage Video

One placement strategy for your video marketing campaign is to post your video on your company’s website. Placing video content on your website homepage makes it easy for prospects to understand your company very quickly which is much easier than reading a lot of text. Homepage video can be a great way to introduce people to your products or services. Many businesses utilize these videos at the top of their homepage so that people can have a proper understanding of the benefits of doing business with your company.

Here’s an example of a home page video produced by Primeau Productions for Filsorb:

Filsorb XP80 – Oil Purifying Reagent from Primeau Productions on Vimeo.

Another content idea for home page video is client testimonials. Testimonials inform your prospects what customers and clients have received and learned from your company.

The best testimonials are sincere, genuine and honest. If the message seems forced or staged, then the connection a testimonial can make with a potential client can be severed. People like seeing raw, human emotion. You want to capture sincere honesty and genuine words about what your company has done, because people will respond to that.

Here’s an example of a testimonial from Bob Danzig about working with Primeau Productions:

Bob Danzig Primeau Productions Testimonial from Primeau Productions on Vimeo.

There are plenty of places online to publish your content. With YouTube and Vimeo’s accessibility for embedding, these videos can be distributed to virtually any platform, including Tumblr, Facebook, Reddit, and other social sites. This allows you to spread your message practically anywhere on the Internet, which allows almost anyone to pick it up. This can lead to article based sites, such as digital newspaper publications or blog sites, picking up your content.

Similarly, the ability to upload video to specific social platforms is always expanding. Social image sites such as Vine and Instagram now allow users to upload video to their easy to use platforms. Facebook is allowing direct video upload now, as well. These opportunities offer even more exposure potential for spreading your message.

So during the publishing phase of your video marketing is where the video experience begins for your company. Prospects are looking for an experience when shopping for companies to do business with. By now, you should have a basic understanding of what we mean when we use the term ‘video experience’ and have some thoughts on how you can create that for your company. If you feel stuck or lost with ideas for video content and video marketing strategy, give us a call. We would be happy to help.

The Video Experience: Part Three – Your Body of Work

Wednesday, October 1st, 2014

6084906969_28848e6a89Determining what you will record can be a challenge. Primeau Productions likes to ask our clients about their “body of work.” Your Body of Work can be defined as the published and non published knowledge and experience you and your company have gleaned over the years and the various forms of content around those experiences. Content can be in the form of articles, journals, video, film, reports, white papers and any other documentation of industry experience.

Everyone and every business has a body of work. We have helped our clients identify their body of work and applied it to their business marketing strategies. For example, if a steel manufacturing company that was founded three generations ago has information about processing steel based on their experiences; that is a piece of their body of work. There are people out there who will be interested in learning what you have learned. This learning is communicated in a video because videos are easy to share and people like to easily learn from video.

If you are a printer and have a knowledge base of experience to share, this is a valuable body of work. Those experiences are valuable to people wanting to learn about printing. This experience translates very well into a video series and video marketing strategy. Prospective customers will be interested in reading and learning about your experiences which in turn gains you visibility. That content also adds value to your business and increases your friends and fan followers in social media.

Your business may have been interviewed in the news, published an anniversary magazine and have several internal communication newsletters. Gather this information and review content for a video series. You can also have it ready for your professional video production team to help you with the video production creative process.

During the creative process, we are able to identify marketing videos for your website and video marketing based on that body of work. For example, once the creative team begins to understand the steel business, we then help create a series of videos that will be useful to potential prospects and help you successfully grow your business.

The most successful companies in the world have taken their body of work and applied it to their business, creating video content and video marketing campaigns. The idea is to identify the things that make your company shine, and then develop a video marketing campaign that supports your strengths and expertise in your video productions.

For example, Primeau client Steve Rizzo spent the first 18 years of his professional career working to become a stand-up comic, and he was very successful at it. Rizzo had Eddie Murphy, Tim Allen and Drew Carey opening for his comedy shows.

Rizzo’s body of work revolves around laughter. He has said that even early on in life, making people laugh was what he wanted to do with his life. The joy and the feeling that he felt from hearing people laugh was the reason he did what he did, and it became his passion; his body of work developed from there.

Today, Steve Rizzo is still performing, but on a different platform. Rizzo used the experience he received in standup comedy to become a professional speaker.  He took the experience and strength he acquired from being a standup comic and applied it to a medium to teach people that laughter is the key to living a stress-reduced life.

Don’t Let The Laughter Fool You – Steve Rizzo – Video Resume from Primeau Productions on Vimeo.

Now, how can you identify your body of work and develop your Internet presence using video? What makes your company really stand out? What is the strongest part of your business that you feel people could benefit and learn from? Maybe it’s the friendly, supportive, and creative environment of your workplace. Maybe it’s a product or process that can help people live better lives. Maybe it’s a source of entertainment to help people wind down from their stressful lives. You want to showcase whatever it is about your company that you think will do the most good for the audience you hope consumes it.

photo credit: 2011-08-02-14-57-21_1000000920 via photopin (license)

production hub listingblog catalogthumbtackgoogle plustwitterlinkedinfacebookvimeo youtube