BY: ANNA WILT, KNOXVILLE HABITAT FOR HUMANITY
With over one billion unique monthly users, YouTube presents a unique marketing opportunity for businesses, and it’s more important than ever to utilize digital ads as more advertising moves towards multimedia formats.
At the American Marketing Association Knoxville’s June luncheon, “Push Play on Growth,” Jonathan Halley and Lucas Cooper of Big Slate Media led the audience through an enthusiastic presentation covering all things YouTube.
Big Slate Media is a Knoxville-based content creation company. Since its creation three years ago, they have grown to advise their clients on a variety of topics, such as video marketing, content and strategy.
The digital age has given advertisers the unprecedented opportunity to “track exactly how far [their] dollar amount is going” using this video platform. More specifically, YouTube allows businesses to track the effectiveness of their ad and content campaigns through a variety of tools.
Halley and Cooper also pointed out the distinctions between YouTube and other social media platforms. Facebook, Instagram and Snapchat present a “finite” option for video content. With YouTube, marketers have “the opportunity for that content to live forever.”
Marketers can organically boost their SEO ranking simply by “having a video with the keywords you want to be found with and tagging them correctly.” YouTube is the second largest search engine in the world, which is owned by the largest search engine, Google. By uploading and tagging videos, Google AdWords is able to crawl and index your content. This, in turn, makes it easier for customers to learn more about your business.
Spending advertising dollars on YouTube can be a quick and easy way to see results. As a caveat, Cooper pointed out that non-skippable ads can be an annoying inconvenience to consumers. However, they can also be a “wonderful tool for advertisers if you need more time to tell your story.”
Skippable ads have proven to be the most popular form of YouTube ads. These ads are appealing to advertisers for several reasons. They are low-risk, versatile and visible to a wide audience. This method encompasses the entire Google search and YouTube search networks.
The top three data points to measure while analyzing your performance metrics are views, view rate and cost per view. View rate is the number of views and engagements on your ad, divided by the number of times your ad was shown.
As all marketers know, determining your audience is the first step you should take when making an advertisement. This is especially true for YouTube and Google AdWords. According to Halley and Cooper, you should narrow down your audience by demographics, interests and video remarketing. Video remarketing includes people that are “already engaged in your brand,” whether that means they have already watched one of your videos or bought your product.
According to Big Slate Media, the secret to successful content marketing can be found by following these five easy steps:
- Practice filming yourself until you know what works for you and your audience.
- Research is an important aspect to developing meaningful content. Cooper suggests spending ten minutes a week analyzing competitor YouTube channels.
- Brainstorm with your team, and write down your ideas.
- Planning is essential to achieving a great YouTube campaign, even if it is just an hour a month.
- Lastly, and most importantly, just do it! Challenge yourself to make “consistent, relatable content” that will engage your audience.
Want to learn more? Check out this blog post from Big Slate Media.
BY: JESSICA GUTMAN
As an employer, should you find job applicants on social media? Should you accept friend requests from current employees? How should you handle online and physical harassment claims from employees?
Chris McCarty, attorney at Lewis Thomason, covered these topics and more during a lively, open discussion at the American Marketing Association Knoxville’s April luncheon, titled: “From Friending to Firing: Social Media’s Impact on Employment.”
When searching for job applicants or current employees on social media, McCarty said there are pros, cons and legalities to consider.
“You can find out things you could never ask in an interview, including their age or family status,” he said. “You can also see their social life habits to determine how responsible they are. Anything that is publicly posted is fair game.”
However, searching for an applicant’s social media accounts may also cause negative bias against them. For example, if a job candidate is pregnant and posts that information on social media, an employer may be less likely to hire them given insurance costs and future time off.
When accepting friend requests from employees, McCarty said employers should consider their industry and office culture, and that there are always risks involved. He also informed attendees that as an employer it is illegal in the state of Tennessee to force employees to be friends with you on Facebook.
In regard to employment and social media endorsements, McCarty explained the Federal Trade Commission’s (FTC) endorsement guidelines.
“You can’t have a material connection to what you’re endorsing without disclosing the connection in a clear and conspicuous way,” he said. “Material connections include employment.”
This means employees endorsing their company’s products or services on social media must also disclose that they are employed there. This includes a public employment listing on Facebook or mentioning it in a Twitter or Instagram bio.
He cited an incident in 2017 in which the FTC sent out more than 90 letters to celebrities, athletes and other influencers reminding them to clearly and conspicuously disclose relationships to brands when promoting or endorsing products through social media.
“It’s the same if you work for a hotel and post on Facebook, ‘this the best hotel ever, you should stay here,’” McCarty said. “You must disclose that you work for the hotel because you have a material connection. It’s the law.”
He also said employers must be cognizant of employees’ rights to express themselves online, especially about working conditions.
“Employees are not forbidden from talking publicly about working conditions on social media,” McCarty explained. “This includes pay, benefits, break times and OSHA concerns.”
This protection falls under Section 7 of the National Labor Relations Board (NLRB), which states, “Employees have the right to unionize, to join together to advance their interests as employees, and to refrain from such activity. It is unlawful for an employer to interfere with, restrain, or coerce employees in the exercise of their rights.”
Lastly, McCarty covered a popular topic in today’s society: harassment in the workplace. He said to be aware that proper workplace boundaries apply offline and online.
He said, “If someone is uncomfortable in a workplace setting because of something happening online, it cannot be ignored by the company.”
To learn more about these topics, visit FTC.gov or EEOC.gov.
BY: ANNA HUGHES, DIGITAL CONTENT SPECIALIST
AMA Knoxville’s January Luncheon, hosted at The Square Room in Market Square, was a great start to 2018! Joseph Nother, executive creative director and founder of Designsensory, guided the attendees through his team’s journey to brand Knoxville as “The Maker City.”
On the eve of Designsensory’s 16th anniversary, the team decided they want to give back to their community and approached Knoxville leadership in search of public work that aligned with this theme. When the city pitched the idea of branding Knoxville, the team immediately said yes, stating that this was something that they could “sink their teeth into.”
“It was wonderful to see the city and the mayor and those in public office see this as something important,” Nother said. “I think we should all look at that and be proud of the leadership and what they’re trying to do.”
Nother and his team began their eight-month journey by first outlining the Maker Movement and decided it uniquely applies to the Knoxville community. Ultimately, the Maker Movement was defined as an “umbrella term for individual inventors, designers, and tinkerers that tap into an American admiration for self-reliance…”
When describing the “why” behind their creative process, Nother explained, “More and more people want a more meaningful consumptive experience.” Trends like localism stem from “the desire to infuse meaningfulness in the consumptive actions and behavior that we have, so it is not so transactional.”
“The future of Knoxville’s economic success belongs to individual innovators and artisans,” he said.
Inspired by Knoxville being named as Etsy’s first “Maker City,” Nother and his team wanted to expand on the idea of localism and meaningfulness. As Nother explained, “branding is essentially short for meaningfulness.” Their job at this point was to capitalize on the meaningfulness of the Maker Movement in the Knoxville community.
The Designsensory team set to define Knoxville’s niche in a “sea of ambiguity” that surrounds the Maker Movement. Through an extensive trial-and-error process, the team strived to name and define the movement that represents the collective. Eventually, they decided on a name and idea that is “broad and representational” as to not “lose people and their relationship to the movement.”
Moving on to the visual identity, Nother and his team wanted to channel the look and vibe of the Knoxville area. They began by developing a universal design that appealed to everyone in the Maker Movement, both businesses and individual tinkerers. By creating flexible brand guidelines, they created a system that allows Knoxville natives to adapt the logo to their unique and diverse needs. In the end, Designsensory was able to create a “unified vision” that successfully encompasses the entirety of the Maker Movement in the Knoxville community.