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Share your Brand: Go Video, Go Social

Published date: 
01/05/2010

Stephen Dunn of London and Madrid-based Brandcast Health, suggests how you can capitalise on the video-sharing democracy of the web.

It’s been a long time coming but finally justice is being done. Thanks to broadband, social media sites and video sharing platforms - video is taking its rightful place at the forefront of business and brand communication. So, is this a good thing?
   
Well yes, if it’s a video - or series of videos - that present a clear, honest, persuasive and watchable picture of your brand. If it satisfies those criteria then yes, video really does have the power to turn sceptics into advocates and consumers into customers. All in two - maybe three - minutes.

Perhaps you remember how exclusive video used to be? It wasn’t so long ago when the only place you were likely to see a company’s video was at an AGM, a sales presentation or maybe running mute on a loop in reception. Now it’s accessible to all - not only on your official website but perhaps on any number of video hosting sites like YouTube and Buzznet or web tv channels like ecancer.tv. Doctors.net regularly use video based interviews with experts as a platform for their congress highlights.

Tap into a nation of video grazers
According to comScore the leading internet market research agency - we’re watching five billion online videos a month in the UK alone. And there are now over 17 million of us accessing YouTube from our computers and mobiles. The UK has over three million Twitterers and 23 million Facebookers who are constantly being offered embedded video and links to videos on other sites. This potentially makes the video content of your website rather important.

There are great examples of blending video and social media in the UK healthcare space, among them HCA - the Healthcare Corporation of America which operates six leading private hospitals in London, including the Wellington and the Portland.

The www.hcahospitals.co.uk homepage offers you a quick video overview of this group: three minutes of reassurance that you’ve come to the right place with the option to share this with a colleague, friend or family member. Further videos on particular specialisations are cross-referenced on YouTube and other video sites. Understanding the value of web video in driving new business has played a big part in driving a sharp increase in referrals for this organisation.

At a time when recruiting talent is ever more important, video can make a significant contribution to differentiating your organisation and conveying its culture to potential candidates.  Unilever for example have used employer video interviews to present the face of the organisation to attract potential new talent - delivering the Unilever brand through it’s people http://www.unilever.co.uk/careers

Video SEO
So the first rule of web tv has to be: do it well, or don’t do it at all. And just as important: enable people to find it. You could prompt them through a CRM email campaign, internet banners or even conventional advertising, but you’ll certainly need to do some video search engine optimisation and establish a presence on social media sites.

Video SEO is evolving fast, and video viewers are getting cleverer at using them, adding the word ‘video’ to their enquiries. Google now searches across the full range of web media - text, images and video - and sites with video are likely to feature higher on their results pages: they also favour videos on hosting sites like vimeo, YouTube, Myspace and Facebook. Dedicated video search engines like Blinkx can also now look for keywords in a spoken interview and other engines will soon recognise faces and shapes on video.

What to watch on the web?
The rise of Facebook and YouTube traffic against traditional search engines like Google can be attributed to users sharing content with each other. If my friends are looking at a video then I’m more likely to view it myself... it’s peer review for entertainment, information and education.

As healthcare information continues to grow dramatically across the web, finding the right information can still present a problem. How do you know what to trust? Who to trust? The rise in shared content through YouTube, Facebook, and Twitter means that this information now comes peer reviewed, which means users trust it more, and if they trust it they’ll go on to share it themselves, building more and more referrals to the content.

Your customer’s become active advocates for your brand.

Brandcast Health have gained considerable experience in this space having developed and maintain the multi-award winning www.ecancermedicalscience.com - which combines ecancerjournal, the online only peer-reviewed publication of the European Institute of Oncology and ecancer.tv the web tv channel for cancer specialists around the world.

With an audience of over 25,000 and more than 16,000 videos viewed per month, ecancer has become the leading cancer communication platform in Europe.

Article taken from The Digital Pharma Guide, Click here for the e:edition

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