MILO Takes Digital Summit Detroit!

MILO Detroit team at Digital Summit Detroit

A Newcomer’s perspective:

MILO Detroit team at Digital Summit DetroitDigital Summit Detroit was an invigorating and empowering experience for me as a newcomer in the industry. The way the MILO team all banded together to learn more so that we can provide the best service as fellow marketers was moving. I have been to many conferences before, and none have kept me as engaged and charged throughout its entirety as Digital Summit. There were several different aspects of the summit that I enjoyed, but there are a few key takeaways I think will really help me better myself in this industry. After attending all the speaker sessions there are a few things as a digital professional that I want to apply to my everyday work!

“Sometimes you have to plan for the unplannable.” – Brandon Chesnutt

Brandon Chesnutt from Identity taught us that working in social media means if a crisis does arise, we are at the frontline. Here are some questions we should ask ourselves before this occurs:

Do you have a process in place to address the crisis?
Do you have rules for engagement? If so, what is your approach?
Are your “non-specialist” trained to give basic responses during a crisis?

It is important to have a plan in place, test it and conduct a post-mortem so you can fix issues with your plan before a crisis occurs – though of course, we all hope that never happens. Too often brands don’t make crisis response a priority and are ill-prepared for when one happens.

Digital Summit Detroit presenter

“The play button is the most compelling action on the web.” – Jason Hsiao

During this session with Jason Hsiao from Animoto, I learned businesses need to learn how to speak the language of video. As a social media manager video is not something new and groundbreaking to me, but it is definitely something that I do not use enough. I learned getting into video is as simple as this: start where your audience exists. There is no need to create a new platform for video. You can even use the same content, just translated in a video instead. Basically, your audience is more likely to engage with a video, than to click on a link to an article. A video can be a useful and more effective way to get your message across to your audience.

 

Digital Summit Detroit Presenter

The world of humor and marketing are more similar than I thought.

“Humor helps me connect with people, and helps me fit in. What else does that? Besides… Marketing.” – Scott Dikkers, Founder of The Onion. This statement really opened my eyes. Most people would think, “my client has nothing to do with humor so how is Scott Dikkers going to tell me anything worthwhile about marketing?” Well, they are wrong. The moral of Dikkers’ keynote was that you may have to put yourself out there to achieve your goals. This doesn’t necessarily mean being vulgar and humorous like The Onion. It can mean doing the most “out there” thing that appeals to your audience, or the audience of your client.

I wasn’t the only one to gain great insights from the Digital Summit. Alexus Bomar, one of MILO’s social media managers, gained valuable information to use for her clients as well.

Alexus Bomar, social media manager

“My favorite session out of both days was “Long Story Short: How Brands Can Create Quick Captivating Content Using Instagram Stories.” Even though I knew a majority of the information discussed, it was a great refresher and gave me some inspiration for things I can do for my clients.  One thing I didn’t know was over 300 million people use IG Stories every day so it’s another great way to connect with the brand’s audience.” – Alexus Bomar, social media manager

As a whole, MILO gained a considerable amount of insight from the Digital Summit! The MILO team was excited to be a part of the event and look forward to putting the knowledge we gained into practice.

If You’re Not Incorporating Videos on Facebook You’re Doing it Wrong

There’s really no better way to say it than this: Videos are a must to be successful on social media, but especially so on Facebook with the changes that have come down the pipe.

Correction: Quality videos are a must to be successful on social media.

It’s easy to post a video on Facebook, but if you’re not making sure it’s in line with your social media strategy or has a strategy built around it, the odds of success are not in your favor. According to Cisco, 80 percent of all content consumed online will be video by 2019 and that’s only six months away folks. The time to get going on videos was yesterday, so if you could use some guidance on how to correctly incorporate them into your Facebook strategy, you’re in luck, MILO is here to dish out some advice.

Focus on what matters

Gone are the days of relying on metrics like views and followers to judge the success of your videos. In fact, Marcus Sheridan, of The Sales Lion and IMPACT fame, stressed at Social Media Marketing World 2018, that you need not get caught up with the things that don’t matter, such as views.

According to Sheridan, you have to establish other parameters to measure success early on and determine the KPI’s that will dictate if you’re winning or not. Your video can have a million views, but if none of those views have generated sales for the business, are you truly winning?

Brian Fanzo, founder of iSocialFanz, is another social media expert who is urging marketers and businesses to say goodbye to vanity metrics, as Facebook is all about those meaningful interactions now. For Fanzo, the focus now is on bringing authenticity and creating participatory content when building out your social media strategies. By the way, did you know that Facebook Live gets six times the interactions than native videos on Facebook?

Content is Still Key

Mari Smith, Facebook’s designated “Small Business and Facebook Marketing Expert” shared an interesting statistic at SMMW 2018 – people gaze five times longer at video than static content on Facebook (and Instagram). Due to this, we need to move away from the whole “buy my stuff” style of copywriting and begin thinking about the videos we create from more of a screenwriter’s viewpoint. Remember, relationships first and business second.

If you’re wanting to move the sales needle, remember these five types of content which are favorites of Sheridan:

  • Content that is willing to look at the good, the bad and the ugly. To create trust with the customer, you must be willing to look at all sides. Remember, it’s not the competition who is keeping your lights on, it’s the customers and they value transparency.
  • Content that openly discusses money, costs, pricing, rates, etc. Did you know that 90 percent of businesses won’t address the cost of their service/product online? Take a chance and be one of the 10 percent who will.
  • Content that is willing to turn customers away. This one is important: don’t be afraid to tell folks exactly who you are and what your company can do, including what you’re not.
  • Content that promotes self-selection. “For me” searches have increased 130 percent over the past two years and “Should I” searches are up 60 percent. Incorporate this in your content strategies.
  • Content designed to replace or facilitate the traditional buyer experience. “First Ride” and “Shop With Me” videos continue to see their popularity surge, which is telling of what social media users are looking for.

Videos on Facebook are here to stay and if your brand implements some of these tips, you’ll see some encouraging results. Confused about how to get started? Remember, you’ve always got MILO Detroit in your corner!

 

How to Master Live Video

Are you interested in hopping on the video bandwagon? 87% of online marketers use video content, so if you’re not doing video, you’re doing something wrong. But don’t worry! MILO is here to help you make a splash with Live Video tips and tricks!

Did you know that one-third of online activity is spent watching video?

Livestream and New York Magazine reached out to 1,000 adults with a survey to learn how consumers think about and use live video. Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.

So if you really want to increase your audience, live video is the way to go. Today, MILO is going to teach you how to excel at live video by creating closer customer connections and how to get over the fear of going live.

As platforms evolve, you must evolve with them. You can now go live on Facebook, Twitter, Instagram, and YouTube. Because this is such a new feature, many people may be unfamiliar or uncomfortable with going live. In order to prevent poor performance and get over your nerves, you need proper planning.

Here’s a checklist of 10 tips when going live to make sure everything runs smoothly:

🔸 Tell your followers ahead of time when you plan to go live.
🔸 Figure out what your purpose is.
🔸 Make sure you have a strong wifi connection.
🔸 Background check.
🔸 Switch off interruptions.
🔸 Voice warm-ups.
🔸 Remind viewers they can subscribe to Live notifications.
🔸 The best length for a love video is 15 minutes.
🔸 Say names from the comment section to engage your audience.
🔸 Keep showing up!

Even when you are prepared, going live can still be nerve-wracking if you are not used to it.

Whether you are in front of the camera or behind it, practicing with going live will help you become more comfortable and confident in this process.

Online marketing expert, Amy Porterfield, says that “there’s nothing more powerful than showing up live.” If you’re in front of the camera, Amy says you have to make it more about your audience and less about you. This way you will come across as someone that connects instantly. 

Four secrets Amy has that she uses to thrive on camera are:

🔸 She eased into live by testing it in a private Facebook group.
🔸 She’s rarely alone when doing Live video. Having someone from her team on the other end to let her know everything is working, eases her fears and makes her more comfortable on camera.
🔸 Use Instagram Stories as practice videos. They are great ways to become more comfortable showing your face and talking on camera without the live element. Try to do an IG story at least once a week.
🔸 Keep your equipment simple. Having to handle too many things all at once can make you more nervous about whether something will go wrong. A simple set up that you know how to use will help you remain relaxed while you’re live.

Going live in its simplest form requires a smartphone or tablet, and a good wifi connection. Confident Live Marketing coach, Ian Anderson Gray recommends using speedtest.net to check your internet speed before going live. The recommended minimum speed is 10 Mbps. 

Live video can make you feel more connected with your audience. So don’t be afraid to try out live video for your business today! MILO is here to help.

Instagram Video Length: How to Find Your Brand’s Sweet Spot

Instagram isn’t just a haven for foodies and fitspo models to post their latest culinary creations or motivational workouts, it’s a social media site that provides brands with unique opportunities to tap into their customer’s world.

With over 800 million active users, Instagram continues to be a social platform that brands are utilizing to increase awareness, support brand messaging, and boost engagement. According to Sprout Social, an estimated 71% of U.S. businesses use Instagram and 80% of users are following a business on Instagram. To better showcase the marketing power of Instagram, Sprout has also found that at least 30% of users have purchased a product they first discovered on Instagram.

While photos continue to be Instagram’s bread and butter, it’s also a social media channel that, when done right, allows videos to thrive! This applies to the ad world as well, with 25% of Instagram ads spawning from single videos. 

When it comes to doing videos right on the ’Gram, there are many things to factor in, but one of the most important is the length. A few years ago, Microsoft Corp. found that people lose concentration after eight seconds, which is actually one second less than the attention span of a goldfish. It’s important to remember that many consider the average human attention span to be meaningless and something that depends more on interest and the tasks at hand. With that being said, how long should your Instagram videos be to reach their maximum potential?

Instagram allows you to post 60-second videos, but that doesn’t necessarily mean you should take advantage of that full length of time.The key here is to convey your message effectively in an amount of time that will fit your audience. According to Hubspot, the sweet spot for Instagram videos is 30 seconds, as those receiving the most comments averaged 26 seconds in length.

Image from HubSpot

One other thing to take into consideration is the content overload that can occur on Instagram. Be sure to change things up and use Instagram Stories or Live videos to continue sharing your brand’s message!

Would you like more guidance regarding video usage and the correct length for Instagram and other social platforms? MILO Digital’s team of experts are here to help! Let’s talk!