Making it THEIR idea is the Key

“For the strength of the Pack is the Wolf and the strength of the Wolf is the Pack”.

I love this Rudyard Kipling quote. It fits so well in describing so many different scenarios. And it works perfectly when you are trying to get support and backing from others for an idea of yours. One effective strategy is to take your idea and help convince others to take authorship of it and thus make it their idea. So how can you do this? The video here is one successful example of that. YouTube Preview Image This is a case study we produced at The Pulse Network with a client of ours, OC Tanner. This case study is focused on Mindi Cox (VP of People and Culture OC Tanner) and how she was able to get “Buy in From The Top” to improve MyWellness within her company. Like most organizations, OC Tanner has a long history of wellness programs within their company. But Mindi Cox decided she wanted to take the lead and make this one program (MyWellness) even better. Her plan to get this done was built on a foundation of collaboration. Very quickly, improving MyWellness became the idea of many. There’s that wolf and pack thing again.

Here are some key takeaways that helped Mindi make this successful:

  • Take Charge
  • Collaborate early, often and continuously
  • Research
  • Have a plan
  • Language. Know how and when to speak to decision makers

OC Tanner works with their clients to develop employee recognition and rewards programs that help companies appreciate people who do great work. Their fundamental belief is that the best way for companies to grow is to have programs and strategies in place that recognize great work. . I appreciate and enjoy working with OC Tanner mainly because they practice what they preach. They treat themselves like a client. They have a culture and work environment within their walls that recognizes and rewards their employees for great work. They have worked hard to build this culture and reinforce it. Whenever we spend time working with OC Tanner The Pulse Network learns and grows as a company.

Makes me feel strong, like a wolf!

How Brands can use Live Streaming Technology to reach their Customers

I have spent most of my career as a TV and radio Sports Broadcaster .  For years, I reported from “live shots” that were conducted using Satellite trucks and 2-3 man crews to simply be able to get a signal up.  In the news business, the live aspect of getting information out can be vital to advancing the story.  There is an immediacy, unique perspective, rich, engaging experience and often times a different perspective offered to viewers.  Brands can achieve the same qualities and same experience with their potential customers by employing a live component to their content.  And to do this, it is easier and cheaper than ever.

In this video, watch and listen as Mike Savello and I talk about how brands can use live streaming technology to reach their customers.   We discuss how a big brand like Ford is employing LiveU streaming technology to create an engaging experience by following “The Amazing Race”.   We also talk about a smaller brand called Honest Tea that used live streaming capabilities in their campaign to measure and rate the honesty of several major cities.

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As someone who has made the leap, somewhat successfully, I think? from mainstream media to online media with The Pulse Network,  it’s exciting to work with clients and help them reach customers with a rich, engaging, unique and different experience by offering them the ability to “Go Live” with their content.

Contacts:  BStearns AT ThePulseNetwork DOT com   Mike AT LiveU DOT TV 

Killing It On Twitter – Staying Consistent

This series has focused largely on the social media success of the L.A. Kings as a model of brands building relationships on twitter, and their seemingly overnight rise to success in the social media world.  But the Kings’ rise didn’t happen by accident, and it’s not being maintained at random.

The Yahoo! Hockey Blog Puck Daddy took a look inside the Kings twitter team, and showed us just how deep and how far back their work to engage their audience goes.  The Kings re-vamped their marketing strategy on Twitter at the start of the 2011-2012 season, and even though the general public is just starting to notice now, more than a year of hard work from a full-time team has gone into creating a genuine, engaging account.

In this video, we take a look at how the consistency behind The L.A. Kings Twitter Feed has played a part building their social media community.

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Want more?  Check out the full playlist of this series, and find Butch Stearns on Twitter.

Killing It On Twitter – An Authentic Voice

Far too often, a brand or team’s twitter account comes off as a programmed, robotic feed of re-directs to products and links.  So many accounts are lifeless and dry, and show no signs of the personality behind the brand.

But for brands that work hard on creating an effective social strategy based around building relationships with their followers, Twitter is the perfect medium for a brand to show off its personality.  In this video, we’ll discuss how the L.A. Kings turned an innocuous tweet from a celebrity into an opportunity to show off a genuine, human side to their brand account, and the lessons you can learn from their engagement.

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Want more?  Check out the full playlist of this series, and find Butch Stearns on Twitter.

Killing It On Twitter – Marketing Goals

What is the goal of your brand’s twitter account?  Too many times a social strategy  isn’t clearly defined, and as a result a twitter account isn’t used as effectively as it can be.

In part one of this series, we discussed how The L.A. Kings have successfully used twitter as a means to build a relationship.  A survey of 150 social media, advertising and marketing experts shows that the vast majority of experts believe that the most attainable goal a brand can achieve with twitter is to create awareness about a brand and products.  The L.A. Kings have solidified the messaging about their brand over twitter in the past few months, but there are plenty of brands that are struggling with this concept.

In this video, we take a look at some big-name twitter accounts that aren’t doing such a great job, and discuss how they may modify their digital marketing strategy for the better.

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Want more?  Check out the full playlist of this series, and find Butch Stearns on Twitter.

Killing It On Twitter – Lessons From The L.A. Kings

A sound social strategy is all about building relationships and communicating with like-minded people.  Over the past few months, nobody has done a better job of this than The Los Angeles Kings team Twitter Account.

Since the start of the 2012 NHL playoffs, the Kings have surprised the league by rising from an eight-seed all the way to The Stanley Cup Finals.  They’ve also become the darlings of social media analysts by pushing all the right buttons on twitter with their fans, and fans of their opponents.

 

socialmouths post on relationship marketing says that the main three steps to building relationships on twitter are to “Listen, monitor, communicate.”  In this video, we’ll take a look at how the Kings have followed those basic steps to combine success on the ice with a rise to social media stardom.

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Want more?  Check out the full playlist of this series, and find Butch Stearns on Twitter.

Marketing Your Video Content – Audience

Throughout the course of this series, we’ve spent time discussing video type, video length, video goals and video distribution.  But in reality, all of your other paths in digital video creation originate from one question: Who are you trying to reach with your video content?

Any time spent not thinking about your target audience in creating your video content is time wasted.  So where should you start?  In this video, Tyler Pyburn and Butch Stearns discuss some of the first steps in creating a target marketing strategy around your digital video production.

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Want more? Check out the rest of this series on YouTube, or connect with Butch Stearns on Twitter.

Marketing Your Video Content – Distribution

Creating engaging, focused content is just the first step in digital video production.  The best video in the world isn’t worth much if nobody sees it, so how do you decide how you should be distributing your content?

Beyond figuring out where to physically house your videos, you need to decide where you want to share them.  Each video is different, and each potential audience consumes video content in their own way.  Your goal as a video creator needs to be to figure out where your viewers are, and bring the content to them.  In this video, we discuss some basic tips for digital video distribution, and how to figure out how you should be building a video community around your digital content.

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Want more? Check out the rest of this series on YouTube, or connect with Butch Stearns on Twitter.

Marketing Your Video Content – Keep It Short

While the average length of web videos is actually climbing at a rapid pace, the reality is that the shorter your video is, the better chance you have of a viewer sticking around for the duration.

But how can you make sure you cram your full message into a short video?  It’s all about planning and packaging your digital video content the right way.  Butch Stearns and Tyler Pyburn have some tips for keeping it short without cutting out the key points.

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Want more? Check out the rest of this series on YouTube, or connect with Butch Stearns on Twitter.

Marketing Your Video Content – Choosing a Video Type

Once you’ve decided what you want to accomplish with your web video production, you need to decide how best to do this.  What type of video will you create to achieve the goals you set out to reach?

Different types of videos  can work to generate different results.  Customer testimonials can go a long way to building confidence in a potential buyer, but a conversation-based video can successfully engage a viewer.  Which video type is right for you?  Tyler Pyburn and Butch Stearns discuss some of the pros and cons to video types you may consider before starting your next project.

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Want more? Check out the rest of this series on YouTube, or connect with Butch Stearns on Twitter.