BlogWell: How Big Brands Use Social Media is an amazing series of events presented by SocialMedia.org that features 8 great case studies in corporate social media. To learn more, visit socialmedia.org/blogwell/.

To view the slide presentation in this video, visit wom.us/VbwNkP.
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In her BlogWell San Francisco presentation, NVIDIA‘s Social Media Strategist, Shanee Ben-Zur, discusses how they coordinated their PR, social media, and product teams to create a three-minute video that earned nearly 800K views.

Shanee talks about the good and the bad from both of their "Glowball" video launches and shares what they ultimately learned from the experience about creating video content.
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Below is live coverage from the event:

– I’m not going to tell you how to make a viral video today, but I will tell you how to collaborate across teams to make a successful video.

– We had a mobile product coming out and decided to have a phased announcement to show people different features, first video was “Glowball 1” and then a few months later announced our second video “Glowball 2”. I’m going to tell you about how the first video did very well, and the second video did not so well.

– Let’s jump into Glowball 1, not going to show you the video now, but it was interesting with a creepy clown and glowing ball that moved around in a circus environment. It was devoid of marketing, showing the features in a creative way. The video told people what they should know about the product without marketing talk.

– We worked with our product engineering team to make a demo, marketing to create the video, and PR identified targets to pre-brief and the social team identified where to post the video to make it easy to access and embed.

– We put the video on YouTube as unlisted, gave press that link, got on the phone with them and walked them through the video, followed up by email to get them the embed code for the video, gave them the draft version of the blog post with an embargo time, and handed this all to them. If you spoon feed them content in an easy way, they will use it. They are busy, this makes their job easier.

— Once press posted stories and the video, we made the video live and sent to tier 2 press. Our goal was to get views, but more than that to get people to understand this product. We have a hard story to tell so used the media to help us tell the story.

– In the first week we had over 600K views, now at 900K views, our most watched video, with 800 comments. We always get asked how to measure, so we just benchmarked against ourselves, and this was the most watched, most commented video we’ve ever posted.

— The majority of our views came from referral sites with the embed code – 77%, we know that this happened from our outreach because of the embed code used. Engadget was the #1 referrer.

– Months went by and we were getting ready to launch the product along with a video, “Glowball 2”. We worked with product engineering to pull together the video to show functionality that we didn’t show before. Overall, this second video was less successful, but when we were putting it together and planning everyone came out of the woodworks since the last one was so successful.

– Overall, it was less compelling and got less pickup. When we launched 1, it was the only thing we were pushing. When we launched 2 we had 3 other blog posts and 2 other videos, too much competing content. Press and users were confused. Viewers and press have a limited attention span, so you should focus all of your attention on one thing.

– We hurt ourselves in trying to sell too many messages. Across all 5 videos that were launched along side 2, we had 350K views. This was a great, horrible experiment, where we learned that early planning, coordinated efforts, and strategic deployment leads to success.

— Key takeaways: make a good video, no marketing, make the message easy to understand, and make it short. We looked at the heatmap on YouTube, and saw that at 1:30 is when people typically start to click away.

– Keep the topic focused, if you have more than one video, make sure that they are different enough to warrant separate outreach plans. If they are similar, see how you can combine in to one, so that you are not hurting your own efforts.

– Plan early and coordinate a multi-team effort. And be sure to deploy strategically. Is the launch around an event? Are you working with influencers/evangelists to distribute? This is just as important as figuring out how you will distribute through your own channels.

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