Leveraging + Youtube = Does Real Branding agency really knows digital marketing?
Ok the title is teasing. But the thing is Real Branding, a San Francisco based digital marketing agency (they pitch themself as “leading digital marketing agency based in San Francisco” on their Youtube profile page), tries to leverage the new 30min+ video lenght Youtube just released. But if they’re so leading, why on earth did they upload the whole presentation video rush (32min for the Social Media presentation)? Youtube isn’t about lenght but about traction creating. And tough the latest Youtube feature give opportunity to directors and video amateurs to have more space, you still have to pitch people to watch your video stuff. Here’s my 2 cents about a Youtube strategy brands should (and some currently are) apply to leverage this video platform.
One thing to create added value regarding the Real Branding presentations uploaded in their Youtube profile would have been to create a teaser to invite people to then go on their website to watch the full video (or redirect to the full video in their Youtube profile). Added to that, they should add link to Slideshare to read and download the full presentation we can see in the recording (see because it’s not easy to read due to the video quality). After having done that, they could have send the links to bloggers interested in social media (maybe they did) so that they can re-share those materials with their audience.
It’s not that much of work, and if no time doing so (which can be understandable) they just could share the presentation and invite readers to exchange ideas and thoughts about it through email with the presentation author. Doing so would have show real digital marketing expertise (I assume Real Branding agency means by digital marketing knowledge and management skills of digital distribution channels more than creating websites) and be one step closer to generate word-of-mouth and “real branding” of their company (sorry couldn’t prevent it). Hope they’ll do it next time, the presentation being really interesting if you have time to spare to watch it all.
Thanks Trevor for highlighting this video and taking time to sum up the major points.
digitalnuggets | July 4th, 2008 at 10:56 am #
For sure a lot of “digital agencies” these days seem to be more hip to the fact that putting “digital” somewhere in your tagline will sell, than to why *being* digital is important.
Can’t talk for “Real Branding”, I haven’t had the time to look at the presentation, but IMO, in addition to what you pointed out, there’s something else that really doesn’t look too logical coming from a so-called “expert” company:
in our era of hyper-information, where branding depends on both capturing the attention (as you mentioned) AND making people’s lives easier… WHO has the time to watch a 32 min presentation??
Jeez, I can’t even sit down in front of my expensive home theater system long enough to see a sitcom these days!
Here’s to experts becoming experts.
DigN.
Romain Péchard | July 4th, 2008 at 1:07 pm #
Being simple and plain is what the web aims to. And as you say, 32 min presentation isn’t that at all. So called “digital agencies” should get more a hold of this famous acronym KISS (Keep it simple stupid) than misusing digital tools. Because being digital is more a way of working and thinking than a claimed belonging to the digital world.
Mark Silva | July 7th, 2008 at 8:42 pm #
Hi folks,
First, we’re flattered to have been mentioned in your blog. Thanks for the attributions.
All good points in terms of content in all forms from micro to slides to video including snackable lengths, and you’ll be seeing that from us coming soon. YouTube just recently flipped the switch to make us an extended-length content partner and we eagerly uploaded some content from our last Digital Leadership Summit in May. You’ve caught part of the messiness of innovation and speed, so please pardon our dust.
In terms of the other 2.0 touch points, during our Digital Leadership Summit on Social Media we asked folks to #RBDLS their tweets and you can see a summary of them at http://summize.com/search?q=RBDLS
You can also see the first of many slideshare ppts from the day that you might enjoy at http://www.slideshare.net/marksilva/real-branding-social-media-20080513-final
We’re in the process of putting a visual layer over all of this. In the interest of setting information free, we’ve taken the streamed sessions which over 5000 people saw on the day-of our event, upgraded the quality and are beginning to archive for all to see and learn from.
Hopefully this gives you a better idea of the quality of content, associations and thinking we’re promoting at Real Branding. Stay tuned/connected.
Be Great.
Mark Silva
Managing Director
http://showcase.realbranding.com
Romain Péchard | July 7th, 2008 at 9:18 pm #
Oh! You’re beyond my expectations. Great work doing so. I was thinking high of your company since I’ve seen the awards section and checked a little about your reputation and I was a bit confused seeing that video. You should put everything related to that event in every stuff you’re releasing. It’s worthy doing it.
Keep doing great things.