Hitviews Pro: Four Ways to Protect Your Brand: FIRST Throw Away the Script. - Walter Sabo - MediaBizBloggers

To grow a product online requires new rules of engagement The online video environment is not TV Treating it like a long TV spot is a waste of moneyHere are 4 ways to manage your brandamp8217s reputation online1 Encourage feedback Videos that work have one component They solicit feedback The keyboard begs to be used Donamp8217t be afraid of people talking You can talk too Itamp8217s America Newsflash No company has ever had control of a brandamp8217s image once the product is on the shelf Two users talking about the product is out of your control2 You used to pay for focus groupsmonths after the conversation had startedto have a tiny glimpse of what people were saying about your product Now online you can instantly see how people feel about your product or messageYou can also have instant participation in the conversation Write your own responses and directly contact posters who are hostile It always humbles a critic to hear directly from a brand executive The critics often become allies3 Listen and learn For over 100 years brands have tried to shape public thought about their products with catchy phrases jingles and imagery A one way process Now you get to hear thousands of people describe your product and you may find that they do a better job than you doWatch for patterns of phrases used by responders There are companies that are in business of collecting these verbatims and making sense of them4 Cleoamp8217s donamp8217t apply This is a new medium If something doesnamp8217t work hit amp8220refreshamp8221 Nothing is on your permanent record The MORE messages you put out the more space you own Online video is not about making a perfect amp8220spotamp8221 Itamp8217s about creating a river of messages that could motivate a consumer to dive in and try itTraditional creative teams agonize for MONTHS over the wording of each TV spot They should Those spots cost 12 Million to produce and the media can cost half a million for a 30 in prime time Agonize over that DO NOT agonize over your messaging in online videos Just keep pumping them out Online video is a frequency medium Its relationship with the audience and its amp8220mediaamp8221 dynamics are similar to radio rather than to TV5 Lighten up Iamp8217ve labored for other ways to say it but lighten up People just donamp8217t think about your brand that much When an online webstar agrees to make a video about your product and tells his fans to buy it thatamp8217s good If they joke about the product thatamp8217s good ANYTHING thatamp8217s memorable related to your productis good All recall of a product is a miracle because of the challenge of becoming top of mindThe natural tendency is to write a tight script vet it rehearse rehearse edit and shoot again and again That has not worked Online video creation is virtually free The computer youamp8217re reading this on can probably shoot and edit video right now Right now That means the creators of online video have a scriptfree freedom in their minds that allows them to relate to their audience in ways that are actually destroyed by a traditional scriptPay close attention to how the web savvy people in your company talk and relate to Internet content It is lighter and more matteroffact than the way traditional media creators and buyers relate to their media Allow your product to breathe in the new online environment and it will thriveWalter Sabo is the Founder and Creator of the business concept He is an experienced leader of new organizations and is currently CEO of Hitviews Walter can be reached at walterhitviewscom

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Hitviews Pro: Four Ways to Protect Your Brand: FIRST Throw Away the Script. - Walter Sabo - MediaBizBloggers

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Hitviews Pro: Four Ways to Protect Your Brand: FIRST Throw Away the Script. - Walter Sabo - MediaBizBloggers

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