Aside

Four Tips for Creating a Successful Facebook Fan Gating Welcome Video With Your Brand’s Celebrity Spokesperson

If you have a famous spokesperson/endorser for your brand, it can be a little difficult to pin down some unique and fun ideas for your Facebook fan page. Recently, I was faced with the same scenario and I decided video was my weapon of choice.   Here are some tips for using video content to fan gate your Facebook page.

Tip 1: Exclusive should really mean exclusive.

Becoming a fan of your brand should really mean something.  Sharing exclusive content is all part of that effort to gain new and retain your fan base.  By providing exclusive content, you’re making your fans feel special and privileged, like they get to see something before any of  their friends do.  Tech tip: Use a closed YouTube link of your video and embed it on your Facebook page.  From there, your Facebook fans will be the only people able to see the video.

Tip 2: Keep it simple.

The opportunity to make your Facebook fan page video a  large production is tempting, but I say skip it!  Instead, focus on your message while maintaining a more realistic and inviting video concept. For example, depending on your marketing spend, you may shoot regular commercials for your product or service.  You could easily grab some footage of your celebrity spokesperson while on-site of your most recent commercial shoot. 

Tip 3: Give your audience something to do afterwards.

So, you’ve created this great video and believe your Facebook visitor’s journey is over, right? Wrong! Think about what’s next for the viewer.  Most likely, you want them to take a deeper look into your cool product or service.  Why not point them to visit your website for a free sample, or a free trial? Or how about asking them to sign up for your email mailing list?  Whatever you decide, don’t let the journey stop with the video. Make sure you plan your content ahead of time.

Tip 4: Prepare and plan your content early.

Knowing your overall idea is important before shooting your welcome video.  Create story boards and scripts early and clear it with your spokesperson prior to going on-site.  It is essential you do this just in case your subject has some issues with the content.   Also, if necessary, review the spokesperson’s contract prior to even sending your video idea over.  Your company may or may not have electronic distribution rights to video content.

Have you ever created a Facebook Page welcome video with your company’s celebrity spokesperson?  Do you have any additional tips? Please add them in the comments.

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Five Foolproof Tips For Creating QR Codes

There’s no doubt Quick Response (QR) codes are the new “shiny object” for marketers who are looking to serve customers with relevant mobile content quickly and effectively.  If you’re new to using these codes, here are five quick tips to help you get started.

Tip 1: Know Your Purpose

This seems like the biggest “duh,” but you would be surprised how many marketers start creating codes but don’t think about their true intent.  So, what’s your goal?  More mobile application downloads? More followers or fans on Twitter and Facebook?  Increase email sign ups? Whatever it is, make sure you know this beforehand and really think it through.

Tip 2: Clue In Your Users

Even though QR codes are rapidly gaining widespread adoption, many people don’t know their purpose.  Giving a teaser is the best way to remedy that.  Instead of just putting the code out there, make sure to include some verbiage such as “Scan here for a special surprise” or “Use your QR reader to see more great offers from Company X.”  That way, if the user doesn’t know what the code does, they can go to their mobile app store and search for “scanner” or “QR reader.”

Tip 3: Measure Your Success

There are a ton of free tools out there that help you not only create but measure how your QRs are doing.  My favorite at the moment is the QR Generator by Good Survey.  It’s free to make as many QR codes as you want, but it limits you to three codes you can obtain analytics for at a time.

Bit.ly also has a new QR code feature to their link shortening service.  Now, they create a QR code automatically for any hyperlink that’s shortened with their service and provide free analytics as well.

Tip 4: Be Aware Of Print Material Types

One of the best ways I’ve seen QR codes used is on signage and print materials throughout retail stores.  However, I recently had a disappointing experience with this.  I was in the grocery store a couple of weeks ago and saw a QR code on a refrigerator for a new coffee creamer.  I tried to scan the code three times but each time I tried, it wouldn’t work.  After the third try, I gave up and noticed that the material the sign was made out of had a glossy finish and created a glare that prevented me from scanning the code in the well-lit grocery store.  For your QR codes, I would recommend using a matte finish on any print materials especially since many larger companies cannot control their placement of their signage throughout their stores.

Tip 5: Test, Test and Re-Test Your Codes

The worst thing that can happen with a QR code is they do not work. It can be very embarrassing and damage your company’s credibility in an instant. The best way to prevent this from happening is to test your codes with different phone operating systems (OS, Android, Blackberry etc.)  and different QR reader applications.  Make sure you test right after you create each code and after the printing phase if you’re creating signage. (Action idea: Get your employees involved by sending the code out to them so they can test for themselves. Be sure to ask for feedback too.  This is a really quick (and not to mention cheap) way to test your newly created QR codes.)

Are there any other tips you can think of?  I would love to hear your thoughts. Please share them in the comments below!

Social 2011 Here I Come!

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I’m on the train as I write this heading to Social 2011 in Boston. I’m really excited to share opinions and ideas with people who are just as passionate about social media as I am. There’s no doubt I’ll be walking away with some newfound knowledge and friends.

What a difference a year makes. A year ago, I was dreaming of a career in social media and asked myself on multiple occasions, “Can I really make a living with this stuff?” I found my answer. I’m so lucky to have the privilege of waking up every morning and doing something I love. I feel accomplished. I feel like I matter. I feel like I’m making a difference.

I’ll be sure to update on the interesting little nuggets I find out at the conference. Until then, take care!