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Crack news reporter here Grant Crowell here with the one and only, Orabrush's Austin Craig
– International Man of Oral Hygeine. It's nice to have you as a physical being wearing
kind of nice street clothes right from the Chicago weather!
Thanks Grant, glad to be here. Yeah, I had to dress warm.
You definitely have to in Chicago, and it is freezing, man! We're over at Search Engine
Strategies Chicago, and you were on the "Screw Viral Videos" panel. Sure to get attention,
bringing people in. Now, we understand that people get too fixated on the idea that video
needs to "go viral" -- you know, when that's more of an end result. But, it's understandable
for business who, they haven't drunk the kool-aid, who haven't bought into "why do I need to
do a video?" With, how do you make the case? And it's not that easy to show financial ROI,
but maybe Social ROI? So what advice do you have for companies? Maybe they're not an e-commerce
or retail like Orabrush is -- to show, to make a business case for -- and say, here's
the results you get for doing videos, and here's proven results?
You know with just our panel on "Screw Viral Videos" -- the whole idea was there that you
don't want to try to have some smash-hit, out-of-the-park, one-time, one-hit wonder
video. Video is just a communication medium; and if you can do something that speaks to
your audience, and speaks to your potential buyers, that's going to be a big deal. You
need to be able to measure that. You need to have platform upon which you have metrics;
and you know when it's working and when it's not, so you can turn the knobs and adjust
little things here and there to make sure that it is going to work for you. Video doesn't
do anything if you don't have that kind of foundation and that kind of basis. So, first,
have that platform. Have metrics that you know you're going to measure. And then, you
can start focusing on how to have a sustainable video strategy to communicate with the people
who are going to be buying from you. Because regardless of whatever your business is, sales
is a big part of that; and video is just a communications medium to do that with.
And you say video is one of the highest, or the highest, impact communication medium we
have today. And so, it seems to make sense that, for those who don't show an immediate
financial ROI, or maybe can't, is that they take something of value, like – whether
it's the amount of comments, the amount of shares, whether it's Facebook, YouTube, other
channels, landing pages – and you make that a Social ROI goal – which they can ascribe
a value to. Do you think something like that works? If I'm not leading you too much. (Laughs)
No, I think that absolutely works! We definitely do that at Orabrush. We're not just looking
at the quantitative feedback on our social media -- you know, how many likes or how many
comments we got -- but the qualitative. Social media is a conversation. So, what we've done
there is we've used it to interface with our audience, and do customer service, and do
polls, and do surveys, and find out what people want from our product and from our company,
when they're having problems, and what we can do to help them overcome those problems.
We get a lot of questions that are pretty easy to answer, but people just want to ask
a person, like, where can I find it in a store? Even though you can go to the site and find
a map, it's important to be responsive to those and say, hey, did you check out the
map? You should see the map on our site -- that will direct you straight to our store that
has our product. So of course, there are the social metrics, but there's also the conversation
-- quantitative and qualitative -- and regardless of whatever you have, there's going to be
those kind of things that you can keep an eye on that are going to drive forward your
bottom line.
It seems so simple – customer service, people! The willingness to have conversations. I mean,
boy -- it sounds like it's ancient stuff, but it works! I mean, you guys put up interesting
content and you're willing to engage in conversations. And um, that is more than enough that any
business can benefit from you guys. Look at that smile, there! How could you not want
to watch his videos?
You're going to make me blush! I'm used to a camera, but I'm not used to this!
My gosh, OK, well I'm not taking you out for dinner tonight! Thank you very much Austin
Craig. It has been our pleasure here at ReelSEO.
Great -- I've really enjoyed it.