Using Video - When To ‘Run VT’!
October 6th, 2008 by Mark Hanson
I find the use of video in social media absolutely fascinating at the moment. When to use it, how to make people aware its there, what is the quality threshold in different circumstances.
According to Freshnetworks
We find that different community members will want to engage and express themselves in different ways, and so allowing them to do this will maximise participation. It’s also a great way to build engagement between the brand and the community - letting them see inside an organisation; video can break down the barriers between brand and customer. It’s an effective way of conveying content as it often encourages more personal and more efficient presentation of ideas. Finally, video can be easily shared and so has a great viral effect.
The Tories have used video in an interesting way, learning from the US that seeing ‘behind the scenes’ can help break down barriers. OK, OK its still scripted but it ‘feels’ different. And a big part of persuading me to vote is about how I feel rather than sitting down and analysing the policies.
Christian Mahne, from my old employers Lansons, had some interesting comments on a recent corp comms initiative from Budweiser.
When it comes to content, we as an industry need to move our clients away from soft pre-agreed lines of questioning towards more credible, editorially rigorous discussion. This is where Cantos slips a little. The impact of Brito’s clips is lessened because they don’t tell us much we didn’t already know or expect.
Content is nothing without distribution. Waterloo may have been won on the playing fields of Eton but takeovers like this are won in front of computers and TV screens. These days, whether you’re a player or a pundit, you go to the internet first for more information. In a world where perception is reality, Cantos won the battle for shareholder hearts and minds by presenting a multimedia onslaught of InBev’s point of view, unopposed. It did it through the microsite, its own website and syndication partners. A good campaign well executed.
Tags: cantos, Conservative.tv, inbev, lansons, using video
