[vc_row][vc_column width=”1/1″]Some smart comments and predictions from David Armano on the future of social marketing and social business.

Marketing not only creates economic value for a social enterprise, it also must create social value. This paper adopts a case research to five Thailand’s food social entrepreneurs to examine how a marketing strategy creates social value, and digital marketing agency Boston works with a designed strategy special for your business. The findings revealed that the majority of them addressed a social problem in a marketing strategy to benefit producers and society. Key contributions include proposing and validating a holistic set of propositions of social enterprise marketing with social value generation. Recommendations for social enterprise marketers and policy-makers are also provided so that they can improve a marketing strategy to address social problems.

In late 2005, when YouTube was just a few months old, one of its co-founders announced that the site’s users were consuming the equivalent of an entire Blockbuster store each month. Today, 300 hours of video are uploaded to the site every minute. And Blockbuster… Well, kids, Blockbuster was a video rental shop offering films on DVD and VHS. VHS tapes were like giant cassettes. Cassettes were… Oh, never mind.

The online video behemoth has become the world’s third most-visited website, after Google and Facebook. According to Jawed Karim, he and two of his PayPal colleagues, Chad Hurley and Steve Chen, launched the site after becoming frustrated that they couldn’t find footage of the 2004 Boxing Day tsunami and, er, Janet Jackson’s “wardrobe malfunction” at the Super Bowl the same year.

This high-and-low ethos is baked into YouTube’s culture. It’s been lauded for promoting democracy and reenergising education, while being disparaged for its endless cat videos and nasty user comments.

YouTube advertising

YouTube incorporates features that let businesses promote their videos to people who might be interested in them, targeting customers by demographics, topics or interests.

Advertisers pay each time someone views their video. You can choose which locations your ad will appear in, what format it will be, and even how much you are prepared to pay per view (if you want to boost the prominence of your ad over your competitors). The yta method guide explains how it works.

YouTube Analytics

YouTube Analytics is a self-service analytics and reporting tool. It provides data about each video you upload, so you can easily track how many views it gets, where people are coming from to find it and what type of people are watching it.

YouTube Analytics can give you information about:

• the ‘firsts’ for the video, including the first referral from a related video, first referral from a YouTube search (including the search terms used), first time the video is embedded in another website
• how many views came from each referral source
• which gender and age groups the video is most popular with
• which countries the video is most popular in
• how many comments and ratings it has received.

As an example, the YouTube Analytics for the Queensland Government’s video on ‘Crab rules in Queensland’ on its fisheriesqld channel show that it is most popular with males aged 55-64 in Australia. It also shows that 52.5% of views for embedded videos have come via the website of a commercial crab pot manufacturer that embedded the video in its site.

YouTube channels

You can set up a YouTube channel for your business, bringing all your videos together. This allows you to customise your channel with images representing your firm. Your channel includes an ‘About’ section where you can provide a short description of your business and a link to your website or contact details.

Your channel is where you group the videos you make and upload, the videos you watch and like, and the playlists of videos you create.

Your channel will have a web address (URL) that you can promote on your website or marketing material. People can subscribe to your channel. This means when they log in to YouTube your videos will be listed on their YouTube homepage.

You can also create ‘playlists’ within your YouTube channel to organise your videos by subject or type. For example, you could have a playlist featuring videos about each of your product categories, or you might have a playlist for videos contributed by your customers for a video competition you run.

 

I’d be curious to see what others think about his comments.

 

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