Tag Archives: communication strategy

Video Still Rules In 2018!

We’re pretty much at the start of a brand new year. And while we are on the subject, I’d like to wish you a very Happy New Year – are you looking forward to 2018? I certainly am!

I predict exciting developments ahead for marketing and social media this year – and if you take a look around at those predicting which trends are likely to have an impact, they agree.

So, what are the top predictions I hear you cry! Well… the main standout so far is yet again, video – both live streaming, recorded and ads – and how ‘video’ is set to continue to dominate our social media feeds.

At the beginning of last year Mark Zuckerberg, CEO of Facebook, had said, ‘I see video as a mega trend’ – and sure enough here we are 12 months down the line and video consumption continues to rise. In fact Cisco forecasts that by 2021, 82% of all consumer internet traffic will be video.  An incredible figure, but it doesn’t feel like we’re so far off that right now.

The amount of time people spend on social media continues to increase year on year – we only have to take a look at our own behaviour as well as those around us to work that out – and so the opportunities to attract and engage with new and existing customers using video are certainly set to increase.

Social Media Video

The majority of the time we spend on social media is via our mobile devices, so the battle for mobile video attention will only get tougher. And of course, whilst the platform of video is one thing, it’s the content aspect which is the all-important factor. To truly engage, content, regardless of media, has to be relevant. The challenge we as publishers face is not just about getting video views and clicks, (but that too is a factor), but primarily it’s about getting that relevant video in front of your target audience and understanding what they do after they have watched your video. Analytics in Facebook and Instagram Lives currently give you some decent indications on how many people have  viewed the video content, when, and for how long. And undoubtedly improved forms of analytics will evolve to be able to help businesses to achieve specific, and more importantly effective, business outcomes.

Jump forward a year and it will be interesting to revisit where we are with video in our feeds and indeed in our marketing and communication strategies.

Here at Carvill, whilst I love to get my musings down in written format – so too will we be picking up the pace with video. Facebook Lives, online training videos, webinars and even a podcast are all on our broadcasting horizon.

We’ll be using video for personal branding, thought leadership, training and education, how to, problem solving, FAQs, demos – it’s pretty much on the agenda to ramp up our competence and activity with video in all of these areas.   And encouraging our clients to either start or build upon their video activity.

My question to you therefore is – what you are doing around video content and how can you make video work as part of your communication strategy?

As always – any questions tweet me @michellecarvill or email michelle@carvillcreative.co.uk 

Here’s to 2018


Michelle Carvill, business and marketing consultant, author of The Business of Being Social, speaker, founder and Director at Carvill Creative

Just finalised my third book: Get Social – Practical Strategies and Tactics for Leaders – to be published by Kogan Page in May 2018.

For information about how team Carvill can help you or your team with building meaningful connections with your audiences – simply get in touch.

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STOP ‘Social Media’ RIGHT NOW!

STOP SOCIAL MEDIA NOW!You or your business may already be fully engaged with social media. All may be going brilliantly. Your social activity is a huge success. Your audiences are engaged. Your campaign and channel strategies thriving. Your ROI clear and positive. If this is the case, then STOP reading this article, as it’s not for you.

This article is for those that are frustrated with social media activity. That frustration may manifest from personally feeling that you’re not doing enough, not knowing where or how to start or that you’re just not getting the results you desire. Or it may be the case that you’re frustrated that social isn’t being given any headspace in your organisation. There isn’t any buy in from the CEO or senior management.

If you’re still reading – then right now – I want you to think differently. I want you to forget the words ‘social’ and ‘media’ – and instead, I want you to contemplate the following words:

  • Customer Engagement strategy
  • Customer communications strategy
  • Customer outreach / feedback strategy

Perhaps these words / concepts aren’t as ‘current’ as the two words we’re forgetting right now – but if you think about the bigger picture – they give a far deeper meaning to the tweets, posts and pics shared as part of ‘social’ ‘media’ activity.

Every strategy should start with the question – why? Why are we/you doing this?

This approach helps you to uncover your purpose. You can then work backwards from your purpose. Figuring out the various steps required to get there. Helping you to be specific and bring some clarity to what you’re looking to achieve via social channels.

So your question right now is Why? Why are you doing/wanting to do social media?

The answer you get then steers all that you do. If you’re doing social because it’s 2017 and that’s what all businesses now do – then I suggest you stop doing it and go back to asking the ‘why’ question. Doing social just because everyone else is – is not a strategy.

For CEOs or senior leaders that consider ‘social media’ as nothing more than a time wasting, non-direct revenue generating distraction – (whether that’s your thinking or you’re hopeful to change someone else’s thinking) – opening your eyes to the deeper meaning and talking of client / customer engagement, communication strategies, outreach / feedback strategies, can help to overcome the short-sightedness.

Social media channels are enablers. Enablers to assist you to achieve necessary client / customer / new business engagement. Used as part of an integrated campaign or channel plan, they can steer or enhance activity. You may lead some activities via social channels – or you may plug-in social to support other channel activities.

Let’s face it – without getting caught up on B2B or B2C – let’s just contemplate P2P – people to people. There are more than a billion ‘people’ logging into Facebook daily. (And that’s just Facebook – remember there are many other channels where people spend serious amounts of time). Some of them will be your customers or your potential customers. If social media is where your customers are – then shouldn’t you be building the channels into your communication / engagement plans?

If you’ve got stuck in your thinking of what social is and why you do or don’t do social media – I ask you to step back and really answer the ‘why’ question from a strategic perspective. And then do a bit of a business reality check to address any potential gaps:

  • What’s your customer engagement plan / program?
  • How do you actively listen to what customers are saying about you / your business?
  • Where do you source ideas for relevant and engaging content?
  • How do you engage those customers/prospective customers who are active on social channels?
  • Is there an integrated communications strategy in place?

To those that still think of ‘social media’ as activities which are not business critical, then calling these important endeavours ‘social media’ – isn’t really doing anyone any favours.

So stop calling it social media – and step into the bigger picture.

As always – any questions tweet me @michellecarvill or email michelle@carvillcreative.co.uk 

Michelle Carvill, best selling business author, speaker, founder and Director at Carvill – the social media agency focused on creating authentic engagement. For information about how the team at Carvill can help you – simply get in touch or visit our website.