[2021 the newest guide] Digital Media is the New TV

Updated: Dec 23, 2020

Outlines:

1. Video

2. Powerpoint

3. Digital Media is the New TV

4. The best utility of the social media

5. 14 ways social media helps businesses

6. How to produce and distribute contents massively using GaryVee Contents model

7. How companies use the GaryVee Contents model





1. Digital Media is the New TV

If you are not making contents for the internet, you are not existing - GaryVaynerchuk

Do you think this is extreme? Well, not really. Let's look at the size of the internet today.


source from hootsuite

What this graph is essentially saying is that MORE THAN THE HALF of the world population is on the internet. And the internet is not going nowhere. Moreover this population is only going to grow toward the future. We can say this with a confidence because we are not predicting but this phenomenon is already happening. We are in the very era witnessing this to happen.

So the question becomes, how can you reach this now, 4 Billion+ people?


This pattern is taking place in the United States along generational lines, with TV ratings for teens and younger twenty-somethings falling by 40 percent.In addition, a Deloitte survey found that 19-25-year-olds reported that 39% of their TV content time was spent watching video streaming as compared to 29% watching live programming and streaming(31%) was also ahead of live viewing among 26-32-year-olds. A Defy Media research similarly indicated that 13-24-year-olds spend more time on streaming content that is free and subscription-based than on TV.

The beginning of 2016 also marked the first time that 50 percent of US TV households had streaming video services, while DVR penetration has stayed stagnant over the past six quarters (49-50 percent).



With the introduction of Facebook Live, YouTube Live, live-stream programming on Twitter, and Periscope in the last two years, social media platforms have been swift to jump on these developments by expanding to provide streaming services.

The second debate had 63 million viewers, while 124 million viewers watched debate material (including all videos related to the debate) on YouTube, 3.2 million tuned into Twitter's livestream, and Facebook's Live streaming collaboration with ABC News garnered over 7 million views. And we saw the implications of this play out in recent presidential debates.

So the answer is obvious. The answer is the social media because....

Social Media Is the New Television​

So now, it is crystal clear that you have to be on the social media, Let's talk about how you can best utilize the social media, where you should spend your efforts on and how you should create and distribute the contents for it.


2. The best utility of the social media


1. Increase brand awareness

With almost half of the world's population using social media sites, they are a natural way to meet potential consumers who are fresh and highly targeted.


2. Humanize your brand A UK study from Trinity Mirror Solutions found that once they see "real-world evidence that the company is upholding its commitments, more than half of adults do not trust a brand. You have to demonstrate the human side of your brand to communicate with clients and potential customers. How do you embrace your principles as a brand? (Do you even have brand values?) How do you search after your clients and employees' best interests? Does it really work for your product?


3. Establish your brand as a thought leader Social media provides the ability to develop your brand as a thought leader, the go-to source for knowledge on topics relevant to your niche, no matter what industry your company is in.


4. Stay top of mind in people According to Pew Research Center, most social media users log into their accounts at least once a day and several people conduct social checks many times a day.



5. Increase site traffic

Posts and advertising on social media are key ways to drive traffic to your website. Sharing great content on your social media from your blog or website is a great way to get followers as soon as you publish a new article.

6. Generate leads Social networking provides potential customers a simple and low-commitment way to show interest in your company and your goods. Lead generation is such a significant advantage in business social media that many social networks provide advertisement formats expressly designed to gather leads.

7. Partner with influencers 20 to 50 percent of purchase decisions are guided by word of mouth. You build brand recognition and reputation when you get people talking about your product or business on social media, and set yourself up for further sales.

8. Go viral Your content is introduced to new viewers, their friends and fans, as individuals start to like, comment on and share your social media. Going viral takes this definition a step further. Your content spreads across the internet, having thousands or even millions of views, as individuals share your content with their networks, and their networks follow suit. -As a result, on a material that you distributed for free, you might get millions of eye balls.

9. Reputation management / Crisis communication On social media, your customers are already talking about you, whether or not you're there to react. If you and your team are on the ball, before it turns into a big problem, you can pick up on relevant social posts about your brand to highlight the positive and fix the negative.

For instance, when two black men were arrested in a Philadelphia Starbucks store, the hashtag #BoycottStarbucks went viral, and fast. In only three days, the hashtag was used more than 100,000 times. That is officially a crisis.

The business followed up with even more posts on social media following this first apology, and announced that it would shut all of its shops for a day of racial bias training. What the long-term repercussions of this incident would be for the Starbucks brand remains to be seen but if the company had not reacted quickly and properly on social media, the results would almost certainly have been worse.

Will your business have a strategy for coping with a crisis in place? While smaller brands may not see a crisis blow up on such a wide scale, a smaller number of shares within a tight-knit group or niche can have a devastating effect.

When it comes to reacting to crises on social media, silence is no choice. Maintaining well-run and maintained social media and getting a strategy in place will help ensure that if the worst happens, you are present and ready to participate.Starbucks, to its credit, responded quickly.



10. Customer and audience engagement Social networks give you the opportunity to connect directly with users and supporters, and also give them the opportunity to communicate directly with your brand. Social media, unlike conventional media, which provides only one-way contact, is a two-way path.

This is one of the most crucial feature of social media. Brands today can have closer relationships with customers. Take advantage of this character about social media and create a community who actually cares about your brand.

11. Customer service and customer support People expect brands to be available on social media and search out customer service from their social accounts. Research reported in the Harvard Business Review indicates that their bottom line is affected by brands that don't meet those standards.

The HBR report, which looks specifically at Tweets, shows that consumers who receive a response to their Tweet will be prepared to spend more on a later purchase with the brand especially if they receive a response within five minutes.



10. Customer and audience engagement Social networks give you the opportunity to connect directly with users and supporters, and also give them the opportunity to communicate directly with your brand. Social media, unlike conventional media, which provides only one-way contact, is a two-way path.

This is one of the most crucial feature of social media. Brands today can have closer relationships with customers. Take advantage of this character about social media and create a community who actually cares about your brand.

11. Customer service and customer support People expect brands to be available on social media and search out customer service from their social accounts. Research reported in the Harvard Business Review indicates that their bottom line is affected by brands that don't meet those standards.

The HBR report, which looks specifically at Tweets, shows that consumers who receive a response to their Tweet will be prepared to spend more on a later purchase with the brand especially if they receive a response within five minutes.

I mean think about it....

1 piece of content = 4 billion potential exposures. The opportunity of potentially reaching 4 billion people on the internet is incredible because this one piece of content will live on the internet once you post it which means that it becomes a piece of asset that anyone can see. Of course there is algorithm and the older the content gets, the harder it is to be discovered across all platforms, but once your content is out, it is out there!!

And don't just post anything, but pick up what your followers like from engaging with your followers.

Speaking of talking with your followers, build actual relationship and the community by heavily engaging with them. This becomes customer loyalty.

Another way to build community is by answering customer's questions. Seek out questions around the solution you are providing on forums and groups and answer them. You can even make contents about it as a video and distribute from your social media.

Finally, in order for you to reach 4 billion potential exposures, it is about 80% odd, and chance, 10 % content, 10% strategy which means that for you to get a higher chance of going viral, you need to distribute your contents as frequently and widely as possible. You need to take one piece of contents and turn it into video, audio, blog, texts, every possible form of content and distribute them.

This being said, let's talk about GaryVee Contents model!


3. How to produce and distribute contents massively using GaryVee Contents model




GaryVee published this blog post that spoke about how someone can turn one big contents into 30+ pieces of content, and then successfully distributed all of that content, resulting in over 35,000,000 total views.

Step 1: Create pillar content

A deck has been released by GaryVee on how he repurposes material. It will show you how simple it is to get ideas based on and then repurpose a single pillar definition.The process starts with the great content of the pillar. This means you can build 30-60 minutes of content about something on a meaty subject. This could be an interview, an episodic keynote, or even anything.

Step 2: Create microcontent

It's time to start slicing and dicing once you've developed your piece of pillar stuff. Trying to get at least a dozen or so pieces of smaller content is the concept here. Memes, posts, quotes, mashups, clips, etc. may be these.

GaryVee's team uses one main factor to build microcontent around moments in the content of the pillar that will resonate with your audience.

The platform is one thing to always bear in mind when making your microcontent. Even if the audience is fairly uniform, on Twitter or LinkedIn versus Facebook or your email newsletter, they will have different standards. It is important to adapt your microcontent for the channels you're using just as much as it is for your audience.

Stage 3: Pillar and microcontent delivery If you have done all the work to build a great pillar and microcontent, you can't rely on "fire and forget." With a plan in mind, you need to distribute that information. That means releasing the microcontent only after the content of the pillar. Here is the reason why:

Your microcontent is not only about delivering more interesting stuff to your audience, it has to do two things. Next the viewer should always point back to the initial material of the pillar. Second, it must behave like an experiment. There is something each piece of microcontent should teach you.

Also the more places you put out this stuff, the more possibilities you have to learn. Think about using IGTV, LinkedIn, Instagram, Facebook, Snapchat, Twitter, Facebook, Quora, email newsletters, your own forum, Youtube, and your audience spends their time just about everywhere else. Which channels are best for your content is one of the main things you're trying to understand.

Stage 4: Gain insights from the group The time to learn is now. When it's all out there, your pillar and microcontent, it's time to remove your creator hat and start listening. All the hard work has now placed you in the role of gaining tremendous insights into what your audience enjoys. You'll be able to build even more engaging content and expand your audience, armed with that knowledge. GaryVee's great tip is to ask your viewers to let you know what parts of your material resonated with them and to include the timestamp. This will save you a great deal of time trying to work out what someone meant when they spoke about the X or Y segment.

Step 5: Microcontent powered by group When you go back to creating pillar content based on everything you've learned so far, you probably thought that phase 5 was. But that's not the case. There's still a lot of value that you can get out of what you've done so far. That means taking all your observations and making a second microcontent batch. This is when the theories will really hone in and test them. So for instance, you released a 3-minute clip of you discussing a particular subject, but you noticed that not many people were watching it. That may be because it was too long or because it wasn't right for the issue. Try to bring out a 30 second version now to see if it works better.

Step 6: Distribute second round of microcontent

It's time to put it out there on all the same channels listed earlier once you've finished preparing your second round of microcontent. Obviously, you also need to listen to the response of your group so that you can be prepared to take those ideas and reinitiate this whole process.

Companies practice this.





This tells the audience, who PrettyLittleThing is beyond fashion brand. By creating contents like above, it shows the brand intent in creating inclusiveness to the industry and inspiration for women. This communicates differently than their regular contents that is pretty model with pretty clothes.



Also See : Social media marketing not converting? Well that's how it should be




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