♔ SOCIAL MEDIA CASE STUDIES [GB_V90]

GE and Volvo share their Twitter hashtag strategies – Digiday

Honda has earned the Best Use of Pinterest award for their #pintermission campaign that gave pinners $500 to actually make the stuff they pin - Ragan

NIVEA has created an interactive YouTube video of a couple on a disastrous date that fans can share on Facebook and Twitter - Adverblog

Ford explains how they're asking fans to help create a social campaign for their Fiesta Movement - Forbes

Burberry is letting their fans tweet #madefor to see their new personalization feature from London Fashion Week - BrandChannel

The U.S. Army is sharing their social media handbook, including the "Do and Don't" checklist for Facebook and Twitter – B2C

Pizza Hut came to the rescue for #LastMinuteLovers on Twitter who needed a gift for Valentine's Day - Examiner

Macy's is promoting National Heart Health Month by giving to the American Heart Association through their social media sites - Businesswire

Pantene asked their fans to tweet #WantThatHair while celebrities walked down the red carpet during this year's Academy Awards to get tips on how to achieve their style - DailyMake

Taco Bell announced their Cool Ranch Doritos Locos Taco on Twitter with a Vine video - WebproNews

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♔ SOCIAL MEDIA CASE STUDIES [GB_V89]

Quiksilver's Director of Internet Marketing, George Weetman, talks about how they achieved their viral social media successes -  iMedia Connection

Target made their fans' tweets about everyday products into a tongue-in-cheek fashion show for their "Everyday Collection." - Brandchannel

Budweiser is asking their Twitter followers to name the new baby Clydesdale who starred in their Super Bowl ad -  Adweek

Kraft Foods has launched their #DinnerNotArt campaign which allows fans to create digital noodle art that will become real noodle donations to Feeding America -  Direct Marketing News

Honda is highlighting six inventors with live tweet chats, interviews posted to Facebook, and Pinterest boards dedicated to new innovations -  House of Japan

Audi talks about their social media strategy during the Super Bowl that led to a very timely and engaging tweet -  Outspoken Media

Planters is launching a Facebook app that will let their fans send sexy Valentine's Day e-cards to their friends featuring their mascot, Mr. Peanut -  Daily Markets

GE is transforming the Ryan Gosling "Hey Girl" memes into Thomas Edison one liners -  Contently

Several brands showed their agility during the Super Bowl blackout and earned tons of fan engagement, including Oreo, Tide, and Jim Beam -  Digiday

Frito-Lay consumers can vote for the next Lay's flavor created by their social media fans' top crowdsourced recipes -  ABC News

Walgreens talks about how they use Facebook and mobile apps to keep their brand relevant for younger audiences -  Ragan

State Farm, Chobani, and Wells Fargo are highlighted for using their social media platforms as a means to provide excellent customer service -  Business 2 Community

Gillette is asking women to participate in their social experiment to see if stubble is a turn off for kissing and to share their thoughts on social media -  ClickZ

Arby's has launched their "Fan of the Week" campaign in celebration of reaching 2,000,000 Facebook fans -  RestaurantNews.com

Diet Coke has hired pop singer Taylor Swift as their "program ambassador" to bring in more social media engagement from her huge fan base -  Ad Age

Wrangler made a series of interactive artworks featuring their new collection sharable on Facebook, Twitter, and Pinterest -  Adverblog

LYSOL explains how Facebook has proven to be cost effective - Ad Age

Each Monday, AT&T is re-airing their own version of a Vampire Diaries episode on Facebook featuring fans' tweets and the best scenes voted by viewers on social media - PSFK

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♔ SOCIAL MEDIA CASE STUDIES [GB_V88]

Esurance is holding a contest on their Facebook page for a chance to be their social media correspondent at SXSW - International Business Times

American Airlines is announcing their new branding which includes tablets for flight attendants with the hashtag #newAmerican - Web Ink Now

Dodge has created a Dodge Dart registry that lets fans ask friends and family on Facebook and Twitter to fund their purchase - Examiner

Kraft Foods is kicking off their new Facebook campaign for their Capri Sun brand that gives moms daily tips for keeping their kids active - MediaPost

The Coca-Cola Company is making a social game out of their Super Bowl ad on Facebook that asks fans to help decide which of three teams will reach a Coca-Cola bottle first - Ad Age

Stacey Howe, head of digital brand marketing for New Balance, explains their "scalpels approach versus a shotgun approach" to social media - Digiday

Papa Johns is offering a free pizza to all of their fans who correctly guess the outcome of the Super Bowl's coin toss on their Facebook page - Facebook

EMC explains the social component to their members' experience that rewards members with badges for their engagement - BtoB Online

Ciroc Vodka talks about how their content distinguishes them from a crowded market - Digiday

Roxy is asking their fans to share how they challenge themselves to live a unique life using #ROXYDARES for a chance to win a trip with professional athletes - Roxy Blog

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♔ SOCIAL MEDIA CASE STUDIES [GB_V87]

HBO explain how they keep fans interacting with characters from their show Girls even during their off-season -  Mashable

PlayStation is keeping their Facebook and Twitter fans engaged during MLB's off-season by asking them to vote for which player will be on the cover of MLB 13 The Show -  Brandchannel

ADT talk about how your employees can become a part of a "social workforce." - Logic + Emotion

Jack in the Box announced the return of their Bacon Cheddar Potato Wedges on Facebook because of their fans' social media campaigns to bring the menu item back -  QSRweb.com

Toyota is asking their fans to submit photos via Twitter and Instagram with the tag #WishGranted for a chance to be featured in their Super Bowl ad -  Autoblog

The Madison Hotel is including a "Dedicated Social Media Butler" in their Inauguration Package who will chronicle your experience there on various social media channels -  CNBC

Pizza Hut is giving their fans a chance to appear in their Super Bowl commercial by submitting videos to Facebook and Twitter using the common quarterback shout, "Hut. Hut." - USA Today

Jaguar is asking their fans to #CaptureaJag using Instagram for a chance to be the first U.S. driver of their new F-Type model -  Luxury Daily

Hasbro is taking votes on Facebook for which Monopoly token to replace in 2013 -  CNN

The Indianapolis Motor Speedway will use their fans' Instagram photos to plot #Indy500orBust on an interactive map -  Ad Age

Arby's has launched an advergame on Facebook to drive brand engagement, encourage social sharing, and create awareness around their new fish sandwich -  Undercurrent News

CNN has named Capital One, Mayo Clinic, Mercedes Benz, Marriott International, and five more as the biggest "Social Media Superstars" for their powerful use of Facebook, Twitter, and LinkedIn -  CNN Money

Heineken has been ranked as the "most socially devoted Facebook brand" with a 66% fan response rate compared to the 34.17% industry average -  Beverage Daily

The Coca-Cola Company's iconic polar bears will be watching the Super Bowl live via their Facebook page and interacting with fans on Twitter throughout the game -  Fast Company

Amway talks about how their distributor network borrows a lot from their social media strategies -  Forbes

Delta Airlines has launched a new iPad app that uses social media to give travelers intelligent recommendations for local entertainment, eating, and check-in information -  Digital Buzz

Dunkin' Donuts says their decision to open up shop in California was largely based on the cry of their Facebook fans and Twitter followers -  Adweek

Aquafina is giving four designers the chance to win a trip to Project Runway's season finale in New York by submitting an Aquafina-inspired design and receiving the most votes on Facebook -  PR Newswire

Samsung is asking their fans to participate in a crowdsourced short film by tagging their Twitter and Instagram photos with #WeAllShare -  Brandchannel

Sony Pictures Television's shares their experience with L.L. Bean's Million Moment Mission social media campaign -  Brian Solis

Axe is promoting their Axe Apollo Space Academy campaign on Facebook to send 22 contest winners to the edge of space with the support of their local community -  Adverblog

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♔ SOCIAL MEDIA CASE STUDIES [GB_V86]

Dunn and Bradstreet talks about how they use social media to connect with their customers and humanize their BtoB brand - Social Media B2B

Burberry's CEO talks about why she encourages her employees to be completely connected in social -  Bloomberg 

Captial One shares how they experimented with Pinterest for a holiday social media campaign - DMNews

Michael Kors and Nordstrom are using Facebook Collections to allow their fans to add products to their wishlist from their tagged pictures - Luxury Daily

Mercedes-Benz is offering fans the chance to become an ambassador for their new B 250 vehicle when they explain why they deserve to #BTheFace on Twitter, Facebook, YouTube, Tumblr, and more - Popsop

Pepsi is kicking off a photo contest asking their fans to strike an iconic Beyonce pose and use the hashtag #PepsiHalftime for a chance to appear with her during the Super Bowl XLVII Halftime Show -  Los Angeles Times

Intuit proved the success of a BtoB social media campaign by combining mobile training and a social contest to increase their Facebook audience by 22% -  MarketingSherpa

Scott Monty, Global Head of Social Media at Ford, shares four lessons for storytelling in social media -  SmartBrief

Evian is engaging Facebook fans with a different tip for how to "Live Young" every day this month in conjunction with their adult-sized playgrounds in London -  Ad Age

Taco Bell explain why they aren't afraid to engage out of the ordinary on Facebook and Twitter -- including a most recent response to a fan's request for a custom swimsuit -  CNBC

The U.S. Army is using social media to tell their story and to create awareness around the commitment of their soldiers, veterans, and their families -  Army Live

Louis Vuitton highlighted their social media wins for 2012 in this video showing off their Instagram, Facebook, and other digital campaigns -  Brandchannel

Sierra Mist is promoting a Mixology Facebook app to help fans find and share drink recipes - Social Media Examiner

For their "12 Days of Pinterest" campaign, Petco encouraged followers to repin their images of pets in holiday attire to win gift cards for themselves and the animal shelter of their choice - Pinterest

Jack Daniels, Southern Comfort, Patron, and more made CMO's Top 5 Holiday Social Media Marketing Campaigns in the liquor industry - Business 2 Community

Netflix is planning to add new social features to their users' accounts that would allow for sharing viewed videos and recommendations on Facebook - TechCrunch

Jell-O engaged their Twitter fans around the hype of the Mayan's end-of-the-world prediction by asking them to share what fun things they would do before the supposed apocalypse using hashtag #funpocalypse - Digiday

Pizza Hut gave free pizzas to the first 100 people to tweet photos of the lame Christmas presents they received - The Consumerist

ESPN is rolling out interactive wallpaper ads that can be shared on Facebook and Twitter in lieu of traditional banner ads -  Adweek

Frito-Lay shares five lessons from their Doritos Super Bowl campaign and consumer-generated marketing in general -  Fast Company

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♔ OPTIMIZING VIDEO FOR SEARCH ENGINE OPTIMIZATION (SEO)

Search Engine Optimization (SEO) is still regarded as one of the primary tools in the digital marketing kit. However and wherever a potential customer is conducting a search, brands naturally want their content to surface in the top results. But without a regular flow of good, relevant content, your SEO opportunities run shallow. We know from several studies video is one of the most engaging forms of content, so why not make sure that in addition to being cool, your videos are helping you win the SEO game?

Keywords:
-Decide what search phrases make the most sense for your video. Don’t dare use phrases that have nothing to do with the content. You’ll make people mad.
-Research those keywords to see how competitive they are. Adjust them so there are still lots of people searching for it, but there are not as many links showing up for it.
-Search your potential keywords and phrases to see what comes up. It’s amazing how many people forget to do that.

Video Title:
-Try to start and/or end with your keyword.
-When you search on YouTube, visual action words tend to come up as suggested searches. So try to use action words.

Video Description:
-Lead with a link to your site (include http://).
-Don’t stuff this with your keyword. It leads to bad writing and it won’t work anyway. This is where you convince people to watch, so write for humans. Use some showmanship.
-At the end, do a call to action (subscribe, see the whole playlist, visit our social channels, etc.)

Video Tags:
-Don’t over-tag. 5-10 tags per video is plenty.
-If you’re compelled to have more than 10, that means you should probably make more videos specifically targeting all those keywords.

Find Linking Pals:
-45% of videos are discovered on video sites. But 44% are found through links on blogs and sites.
-Write a blog about your video’s content, then link to the video in it.
-A good site for finding places to guest blog is myblogguest.com
-Once you find good linking partners, they’ll link to your future videos (as long as they’re good and you’re returning the favour).

Tap the Power of Similar Videos:
-Use Video Reply to associate your video with other topic-related videos. That’s when you make a video responding to or referencing a video made by someone else.

Content:
-Again, build up a portfolio of videos, not just one that goes after 30 keywords.
-Create shorter, sequential videos that pull them deeper into the content and closer to a desired final action.
-Organize your video topics separately using Playlists. Playlists show up as a whole in search results like individual videos, so optimize playlists the same as you would for a video.

Meta Data:
-Too much importance is placed on it. It accounts for only 15% of search success.
-YouTube reads Captions or Transcripts to determine what a video is about. If you’re not using them, you’re missing out.
-You get the SEO benefit of captions and transcripts whether the viewers has them toggled on or not.

Promotion:
-This accounts for 25% of search success.
-Promote the daylights out of your videos using your social channels and digital assets. Don’t assume it’s going to magically get discovered.
-You can pay to promote your video. This could surface it on the YouTube home page, YouTube search results, YouTube related videos, and across the Google content network.

Community:
-Accounts for 10% of search success.
-Make sure your YouTube home page is a fun place to spend time. Carefully pick your featured video, and make sure your Playlists are featured.
-Participate in discussions so users will see you’re present. The volume of ratings/comments is as important as the number of views when it comes to where you surface on search.

Video Sitemaps:
-As with a web site, a video sitemap helps Google quickly index your video.
-Google wants to know title, description, play page URL, the URL of the thumbnail image you want, and raw video file location.
-Sitemaps are xml files you host or dynamically generate on your site. Once you’ve made your sitemap, sign in and submit it using Google webmaster tools.

Just as with the broadcast and cable TV channels, putting a video out there is only step one. You also have to make sure everybody knows it’s there so the largest audience possible can see it. Here’s hoping you get great ratings.  Let us know if you have any questions.

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