There’s no denying that video is the hottest form of content right now, especially with the emergence of live broadcasting that’s sweeping the internet through Facebook LIVE and Periscope.
It can be time consuming and expensive for companies to create video, but that’s only half the battle. The fact that you have a video is not as exciting to other people as it is to your internal team. So how do you make sure the right people actually see your video?
It comes down to two things – optimizing your video on YouTube so people can find it and distributing your video in the right way in the right places. Here are a few highlights for both of these areas.
Optimize Your Video
It’s important to identify your target audience for the specific video and what problem they are trying to solve by watching your video.
Structure your YouTube channel as a homepage for your video content, with your playlists as your category level pages and your videos as your product or keyword level pages.
Optimize your YouTube video summary using key words, with a strong title and robust summary. Link to your website using the full URL address and include a subscribe link.
Distribute Your Video
Create a dynamic end screen where people can click through to your other videos and subscribe.
Ask viewers to subscribe to your channel three times – in your video, on the end screen and in the summary copy. When recording videos, reference other videos you’ve made that your audience may be interested in.
Consider YouTube paid advertising to target your specific audience when they are watching. YouTube has a number of paid options including video pre-views, side bar listings, overlay in-video ads and display ads.
Share video on your web site, blog and other social channels, paying close attention to the optimal lengths per channel. Videos will have higher reach if uploaded directly to Facebook, Twitter and Instagram. However, LinkedIn and Pinterest both allow you to share YouTube links and still feature them prominently.
We often think of corporate brand as a company’s public face — be it a logo, a product or an ad — something a person can touch or see. In reality, a brand is the sum of the entire organization — its values, operations, policies, decisions, operating principles, work environments and more. It’s about behaviors, not messages.
In our latest Common Sense for the C-Suite report, we explore the significance and complexity of branding in the age of influence. Give it a read, and let us know what you think.
A few weeks ago, I had the pleasure of visiting a few BrewLife clients who were exhibiting at the American College of Gynecologists and Obstetrics (ACOG) conference, one of the largest conferences for women’s health professionals.
While at ACOG, I caught up with Halt Medical, the company behind the Acessa Procedure, a safe, effective and minimally invasive procedure that’s seeking to replace hysterectomy as the standard of care for fibroid treatment. Many women prefer to avoid hysterectomy because it’s a significant surgery with long recovery times and a track record of post-procedure complications.
BrewLife began working with Halt Medical over a year ago to ready the Acessa brand for a two-market test campaign focused on raising awareness of the procedure among women with uterine fibroids. This included developing strategic positioning and messaging, a creative campaign, a new website, and marketing collateral in both digital and print formats.
Starting at the beginning of 2015, BrewLife’s “A Woman’s Story” campaign has rolled out across a variety of marketing channels in the two markets, and despite the campaign’s young age, there has already been an uptick in the number of procedures being performed.
“A Woman’s Story” highlights the physical and emotional toll that fibroid symptoms, and the decision to seek treatment, take on women. Told through the first person, “A Women’s Story” focuses on a particular woman, her struggle living with a specific fibroid symptom and the positive impact Acessa has had on her quality of life post-treatment. The friendly and empathetic tone, colorful infographic style and use of stylish avatars instead of generic stock photography sets Acessa apart from any other campaign currently in the market in this therapeutic area.
The campaign rollout encompassed an integrated array of tactical components including:
Risk and uncertainty are important concepts to understanding the purpose and role of Investor Relations. They are central when determining what information to communicate, and consequently important to determining a fair valuation of a company’s securities.
Investor relations is a strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a company’s securities achieving fair valuation. (Adopted by the NIRI Board of Directors, March 2003.)
In practice, the role of Investor Relations practitioners is often described as providing company information to the financial community to enable informed investment decisions. Or, the function of providing investors an accurate account of the company’s affairs. All with the goal of contributing to a fair valuation of the company, consistent with the above definition by NIRI.
But what type of information comprises effective two-way communications between a company and the financial community? What is an accurate account of the company’s affairs, what information enables informed decisions? To state the question more specifically: what type of information should Investor Relations communications share and what educational objectives should be served by such communications in order to support a fair valuation of the company?
This is a central question in Investor Relations and a crucial element of effective communications that deserves further thought. So, while the above overview of the Investor Relations function is accurate as far as it goes, it’s an incomplete explanation.
Some clarity on this topic is perhaps best introduced through a quote by Seth Klarman, a well-known U.S. value investor. He stated: “Risk is not inherent in an investment; it is always relative to the price paid. Uncertainty is not the same as risk. Indeed, when great uncertainty — such as in the fall of 2008 — drives securities prices to especially low levels, they often become less risky investments.”
Klarman’s statement incorporates two important points for the Investor Relations practitioner. First, that risk and uncertainty are distinct concepts. Second, neither risk nor uncertainty is inherently good or bad for any particular investment.
Despite Klarman’s statement and the insights it imparts, when it comes to investing in public companies, the words “risk” and “uncertainty” are perhaps not given their due attention as they relate to Investor Relations. In fact, they are sometimes thrown about interchangeably although, as noted, they hold different meanings. It’s important for Investor Relations, and communications with other stakeholders generally, to understand the two concepts.
The word “risk” is generally understood to refer to a quantifiable unpredictable event. It’s an event with measureable probabilities, like throwing a dice. “Uncertainty” is an event that is unpredictable and not quantifiable. As such, it is an event without measurable probability, like an event considered an act of God – such as the 2008 stock market fall noted by Klarman. While risk can be calculated and allowed for, “uncertainty” can only be taken into account, perhaps, by human instinct.
Risk and uncertainty are important concepts to Investor Relations because they are key factors investors consider in understanding the potential profit (or loss) of an investment decision – and even in how to structure an investment. An investor’s superior identification and understanding of a company’s risks and uncertainties, in fact, can differentiate a superior investment decision. Thus, knowing the events with measurable probabilities and the events with unknown probabilities is important. As is an appreciation for the possibility of unknown events with unknown probabilities.
Consequently, neglecting consideration of risk and uncertainty in understanding the purpose and role of Investor Relations is an error. In large part, the role of Investor Relations should be to focus on providing information that clarifies a company’s risk and uncertainty profile while not engaging in communication practices that could adversely alter the risk and uncertainty profile of a company, or perception thereof, to investors.
This is an underlying central understanding to effective Investor Relations communications and in large part should inform what information is important to communicate to the financial community and how that information should be contextualized within communications best practices. Doing so will go a long way towards supporting a fair valuation of a company’s securities.
But the true star of the night may have been Tom Haan, BrewLife’s managing director, who accepted the awards with a haiku each time. Every time he took the stage, the crowd roared for more… “Haiku! Haiku! Haiku!”
Alongside Paulo Simas and Tom Haan, Paul hatched BrewLife from idea to reality a little over a year ago—evidence of this level-headed leader’s entrepreneurial streak. Paul is also our official Norwegian envoy and still a most avid soccer player, having won several national championships among Veteran players.
Prior to the launch of BrewLife, Paul led a Corporate Communications practice as Managing Director at WCG (a W2O Group sister-company). He has also spent time in leadership positions at Genentech, Searle Pharmaceuticals, Novacea, VaxGen, Synergen, Fleishman-Hillard, and GCI Group, amongst others.
What is your role at BrewLife?
I primarily serve as Senior Strategic Counsel for our Corporate Communications clients, principally in Life Sciences. Until recently, I also led BrewLife’s day-to-day operations but happily passed that torch to Paulo Simas at the beginning of 2014 so I can devote more time to other passions.
What do you value most about BrewLife?
I’m absolutely driven by the people I work with. Chemistry is critical to a great team for success in this business and we’ve assembled exactly that at BrewLife. Our office is a positive, productive and open environment where people don’t hesitate to roll up their sleeves and dive in to help each other deliver great services to our clients.
What is all-important to successfully serve clients?
Domain expertise. Without it, you can’t be relevant to clients and provide important insights into their business. BrewLife’s integrated teams include members with a complement of both broad horizontal and deep vertical expertise and this is key to delivering real value to our clients.
What gives you an edge over others?
I’ve played a role in some of the biggest successes and biggest failures in the biotech industry during my 30 years in the business. Having been there both for my clients’ ups and downs, I offer perspective, insight and counsel that only first-hand experience brings.
What would you be doing if not this?
Working with a children’s charity, mentoring in sports. I get such enjoyment from kids and the feeling seems to be mutual. I’m proud to have worked with the Make-A-Wish Foundation in the past. I really respect their mission of making life better for children with life-threatening medical conditions.
What’s fueling you today? And how do you say it in Norwegian? A cup of coffee. And half a bagel…En kopp kaffe og en halv bagel
BrewLife has the best clients. Seriously… take Coravin.
This is an ingenious product that allows you to pour wine from a bottle without removing the cork, without oxygen entering the bottle and thus without compromising the wine still inside. It’s perfect for wine lovers at home, as well as for restaurants and wineries that want to offer amazing wines by the glass.
Coravin engaged BrewLife early this year to develop the brand, create marketing materials and plan the launch with their PR firm. We created the logo, website, videos, print ads and more. The list is exhausting but gave us a great excuse to enjoy wine at our desks—these projects always demand a lot of ‘research.’
Coravin launched July 29th, with huge success, changing the way many people think about wine. Currently it’s only available for purchase at Coravin.com/shop and NiemanMarcus.com but it’s been endorsed by the biggest names and finest palates, including Robert Parker who called it “the most transformational and exciting new product for wine lovers that has been developed or invented in the last 30-plus years.”
We very much enjoy working with the Coravin folks, including Howard Leyda, the VP of Marketing at Coravin, who kindly took the time to let us get inside his head.
What attracted you to join Coravin and your work here?
I met with the Vice President of Engineering, Mike Rider, for lunch and when he showed me Coravin’s Wine Access Technology I knew Coravin had a revolutionary product that would change the way people enjoyed wine.
What sets Coravin apart?
Coravin is the first wine access technology in history that allows wine enthusiasts to enjoy a bottle of wine glass-by-glass over weeks, months or longer.
I expect Coravin to radically change how people think, both about enjoying a bottle of wine and shopping for one. In the past you’d think deeply about the price of the bottle because once you opened it you’ve committed to drink it that night. Now, the math has changed from the price of the bottle to the price of a glass of wine from that bottle because you no longer have to commit to the whole bottle. You can drink it a glass at a time over weeks, months and even longer.
How has BrewLife helped you build and tell your story?
BrewLife has been instrumental in developing and building the Coravin brand from name, to brand identity, brand positioning and the go-to-market strategy. BrewLife has been a partner.
How has the proliferation of digital channels and digital consumption changed audience engagement?
Digital channels are changing peoples’ (both young and old) lives profoundly and how marketers reach their customers. Marketers now need to listen to and converse with their customers not just broadcast messages.
The best part of the new medium is that customers and non-customers now have a voice. If you listen, it allows the brand to quickly evolve and meet their needs, thus building value for both customers and the brand.
What about your work do you find most rewarding?
I love marketing and building brands that make a meaningful difference in peoples’ lives. I have been very fortunate to be part of the introduction and building of several brands that have transformed peoples’ lives—the Iomega Zip, Jaz and Ditto, Magellan Roadmate, iRobot Roomba, Scooba, and Braava. And now I am part of the team that is changing wine enthusiasts’ lives with the launch of Coravin Wine Access System.
What are you working on now that is most exciting?
Coravin just launched its revolutionary product. We have only begun to scratch the surface of the brand’s potential. What’s exciting is all the possibilities. There is so much more to come.
If you could high-five anyone, who would it be?
Jimi Hendrix. His music reaches me at the most profound level. His first three albums are three of the best albums ever: Are you experienced?, Axis Bold as Love, and Electric Ladyland. His short time on this earth was magic.
12/31/13 CNBC interviews Greg Lambrecht, Coravin founder, and shows how this device works.