Tony Compton, Managing Partner
To quote Carly Fiorina,“Flying is an activity, not an accomplishment.”
(Carly Fiorina is a Republican candidate for President of the United States.
This post isn’t an endorsement of Ms. Fiorina’s candidacy.)
Politics aside, her statement is correct.
Same applies to turning on your business’ mobile cameras without strategy, creativity, or professionalism. That accomplishes nothing. It’s just an activity.
And it certainly does not create a viable audience experience.
Inspiration, On the Path to Accomplishment
Imagine yourself standing before a social media marketing fork in the road, and you have a decision to make. You stand with your mobile device in one hand, loaded with the Periscope and Meerkat apps. You’re dressed in your best business casual attire, and your briefcase is slung over your shoulder. Streaming live video for business purposes is definitely part of your company’s future.
To your left is the Keep Doing What You’re Doing Trail. This is the route for those who believe that the simple act of turning on their mobile phone camera, wherever, whenever, is an actual business accomplishment. Good enough to embrace live video technology, and just enough to boast about social media prowess. Whether or not people are prepared to go on-camera doesn’t matter. Neither do the questions regarding the look of those on-camera, an environment’s visual elements, how people sound, and whether or not an audience will find the content interesting enough to watch.
To your right is the Trail of Sales, Marketing, and Social Media Excellence.
(I was tempted to call it the Trail of Give a Damn, but that name seemed somewhat harsh.) On this trail, you’ll find leaders creating a blend of sales and marketing strategy mixed with social media innovation and breakthrough, interactive video content.
It’s an agile concoction which compels audiences to tune in to, and interact with, timely content. And it’s a mix that’ll drive branding, awareness, demand generation, and opportunity.
By the looks of some of the corporate videos I’ve seen, the left-hand trail is doing quite well.
Stop What You’re Doin’ – ‘Cause You’re About to Ruin…
Channel surfing business videos on Periscope and Meerkat has been a surprising, confusing, and eye-opening experience. Some good content exists, but I’ve also seen material which would prompt me to throw in the towel and stop the video “fight.”
I’m talking about business videos, that have featured a global brand or two. As CEO,
I would have closed my eyes, taken a deep breath, and pulled the plug. For the time being.
Yes, the live apps themselves are new, but the strategies, communication skills, and video production techniques that go hand-in-hand with producing quality content are not. At least they shouldn’t be. For those who are simply turning on cameras and letting the content fly, you’re harming your brand. You’re ruining your corporate reputation with every subpar video you allow to represent your company.
Meanwhile, On the Right-Side Trail
The question of the hour is, “Why are you producing and streaming live video content?” Is it for you, or your audience? (Hint: All material should be for your audience.) And if you’re serious, you’ll ask yourself these questions before every production:
1. Why should anybody watch my video?
2. What do I want my audience to learn from watching my video?
3. What’s the first thing that’s going to be seen in the video? The last?
4. What’s the first thing that’s going to be said in the video? The last? And by whom?
5. What do I want the audience to do before, during, and after watching?
6. Will my video, and its on-camera participants, be clear and understandable?
7. How will everybody look and sound on-camera?
8. What’s the timing (length) of this video?
9. Am I in control of the visual and audible environment?
10. Where can the audience go for follow-up after the video?
11. What production resources are required?
12. What’s the actual financial cost?
13. How will sales, marketing, and customer service benefit?
14. Will my video serve to inspire employees, and our business communities?
15. What are the expected personal and business returns?
A problem I have with corporate videos is understanding why some even exist.
I’ve watched head-scratching business content delivered by individuals who don’t look, sound, or act as if they want to be on-camera, let alone are enjoying themselves.
That results in material that’s difficult to follow, and leaves me to decipher messages. For me, it’s a high standard of professional expectations. With the advent of new video streaming technology, and its capabilities to inspire, create, and elevate conversations, it’s difficult to watch corporate-led cable-access quality programming that disappoints. We can do better.
The Corner Office Decision
My recommendation to executives in corner offices is this. Until you and your employees know exactly what you’re doing with corporate content on live video apps, stop. Until you have a strategy to comprehensively use video tools, and are able to produce quality programs of interest to an audience, stop. Until you have your people prepared to go on-camera, stop. And until you have a plan to use video-driven social media marketing tools to create exceptional customer and employee-related experiences, stop. The brand you save will be your own.
Choose the right path, and you’ll see the differences between social media activity,
and genuine business accomplishment.
Visit: www.gettingpresence.com, or email: firstname.lastname@example.org