Six Optimization Tips to Get More YouTube Views

YouTube is known for its entertainment value: on YouTube, you can find a video for everything. However, the popular platform is more than a source of entertainment. YouTube has become the second largest search engine behind Google itself. Processing over 3 billion searches a month, YouTube search is used more than Bing, Yahoo, AOL and Ask.com combined.

As a result, whether you’re optimizing a brand’s or your own channel, it is important to take advantage of this platform. Here are some tips and tricks that will improve your YouTube SEO that will help your videos get more views, and help your channel thrive. I will be using my own personal YouTube channel as an example throughout this post as well as other popular channels.

1. Craft the perfect video title

Your video’s title is like a page’s HTML title: the title of your YouTube video informs the YouTube community what your video is about and what viewers will learn from it. As a result, this is an important place to incorporate your target keyword or phrase not only to encourage users to watch your video but also to help your video rank on YouTube.com and in organic search. The first thing to do is do keyword research to find the best keyword(s) for your title; you can do this by using the following tools:

Let’s look at some examples from my channel:

Bad: “Snow for Dayzzzz”

This video is a vlog about my family’s first day in Iceland. I don’t know what I was thinking for this title:

  • It’s not compelling
  • It does not describe what my video is about
  • It contains “Dayzzzz” which is not at all a commonly-searched term

If I were to change this video’s title, I would try to incorporate keywords and better convey its content. For example, “Snow day in Iceland” would be better because it describes what the viewers will see in my video and contains stronger keywords such as “Iceland” and “Snow Day.” (While this video won’t rank for these key terms these are more appropriate key terms for the video and is more likely to capture viewers for Icelandic tourism videos.)

Better: “DJI Spark First Impressions!”

This video is where I get my first drone, the DJI Spark. In this video, I talk about my first drone and take it for its first flight. Here’s what I did well with this title:

  • I used a very common phrase on YouTube, “first impression”.
  • I also did incorporate some good keywords that will make finding my video very easy. Using keywords such as “DJI” and “DJI Spark” are highly searched terms.

However, this is still not the best title to have. To make this more compelling, I should have titled this video with a question such as, “Is the DJI Spark Worth it?” This title would be more effective because:

  • It’s backed by keyword research with more than 50 average monthly searches (as opposed to my current title).
  • In a question format, it is implied that I am answering a common question which may encourage potential viewers to watch.

Best: “The BEST Budget Lens: Canon 50mm 1.8 STM”

In this video, I do a review on the Canon 50mm lens. This is why it is my strongest video title:

  • It includes keywords such as, “Canon”, “50mm” “Budget Lens”,
  • It includes a superlative “BEST” which targets viewers who are actively searching for camera lenses that are cheap.
  • It provides context, before clicking on the video the viewers will know that they will learn why this is the best lens they can buy on a budget.

This should help you get the ball rolling when it comes to thinking and formulating a title for your new video.

Pro tip? Keep your titles under 70 characters: while YouTube allows you to craft titles up to 100 characters, you should aim to keep your video titles short particularly for how they’ll appear in Google SERPS – Google currently truncates titles at around 66 characters.

2. Select compelling thumbnail images

Video thumbnails are not a ranking factor. They are however an opportunity to compel viewers to watch your video, by providing them with a snapshot of what your video entails.

Second to a video’s title, thumbnails are one the first things a prospective viewer sees when browsing video content. And since everyone’s goal is to encourage more people to watch your videos, it’s important to make sure your video thumbnails are representative of your video content and as captivating as possible.

To start off, I do not recommend using YouTube’s thumbnail generator. Your best bet when selecting a video thumbnail is to create and upload your own. Here’s how to pick or create an ideal video thumbnail:

  1. Watch your video, and select the most visually engaging section of the video.

    1. Make sure this video segment is representative of your video’s title.
    2. Make sure your freeze frame has one central focal point, and a simple color palette to avoid distracting viewers.
  2. Take a screenshot of this video frame.

    1. Make sure your image follows YouTube’s rules:

      1. 1280 x 720 pixels, 16:9 ratio
      2. Under 2MB
      3. You can use a .JPG, .GIF, .BMP, or .PNG

Here are some examples of good and bad thumbnails:

Bad

Better

Best

Is thumbnail good quality and in focus?

Does it have the right dimensions?

Is the thumbnail relevant to its video title?

Is the thumbnail compelling?

You can add a text overlay (like “Version 2.3 Test/Review 40% More Torque?” in my example below), or symbolic annotations (think: arrows, dollar signs or exclamation points) to your thumbnails, but you should use overlays like these sparingly to avoid “cluttering” your thumbnail image.

Using branding and logos are a good idea as well, especially if your brand has a recognizable logo. Superimposing text on video thumbnails is very common, but entirely optional. Here are some examples of good thumbnails that meet our criteria above that also have some text or annotations:

Without Text/Annotations

With Text/Annotations

From the thumbnail examples above, you can see the difference of adding text overlay and symbolic annotations. Adding these to your thumbnail is a judgement call. The goal of a thumbnail is to be eye-catching and compelling to the potential viewer. If you believe that adding text and annotations will help you reach that goal, then you should go ahead and do it. But use your best judgment: don’t  overwhelm your prospective audience with excessive text or annotations.

3. Make use of the first 125 characters in descriptions

Video descriptions are kind of like a webpage’s meta description: they provide some additional information about the content of the video. While users can see the full video description once they have navigated to the video’s page, the first 125 characters (or so) is what viewers will see as the “meta description” on search results from Google and YouTube. This first couple of lines help YouTube (and Google) determine what your video is about. However, everything after the first few lines is purely for the viewer.

The picture above from YouTube’s Creator Academy shows which parts of the description are pulled from YouTube video list pages and SERPs (blue area) and which part is for the viewer (green area).

Here’s how you should craft your video descriptions:

Blue area

Write a brief description of your video. Be sure to use a primary keyword (or query) in this area and expand upon what you viewer should expect to see and/or learn from this video.

Green area

In this area, YouTube says that there are “infinite ways” to organize and use this space. Since this section of the description is strictly for viewers, it should provide relevant information to augment their experience and reinforce your channel’s brand.

  • Links to any mentioned/related products, articles, or featured personalities and/or companies.
  • Calls to action for viewers, such as:
    • Asking viewers to answer a question, and generate engagement(“Are you planning on getting the iPhone X? Leave a comment below and share why!”)
    • Encouraging viewers to like your video and subscribe to your channel
    • Calling upon your followers to RSVP to an event, or donate to a cause
  • A signature for your channel – you should include this on every YouTube video you upload. These should include:
    • Your personal, or company’s social profiles (Twitter, Instagram, Facebook, etc.)
    • Related links (videos, blog post, product page etc.)
    • Company/personal website

Below is an example from one of my videos where I follow the Blue/Green description format.

4. Leverage tags to make videos easier to find

Tags are essentially additional keywords you can associate with your video. This helps YouTube make your video easier to find for users and add additional context to what your video contains.There is no limit to how many tags you can put on a video.

Even though the sky is the limit with tags, you should make sure to:

  • Choose tags that describe your video, do some keyword research (use research tools mentioned above).
    • These can the be the same keywords you used for your title and description, but be sure to include more!
  • Do

    • Add as many tags as possible; there is no limit
    • Use keyword research tools (mentioned above) to find any primary or secondary keywords
    • Use relevant keywords
  • Don’t
    • Set random keywords just because they are popular

Example of tags used for one of my videos:

5. Use video cards to engage with viewers

Video cards are a good way of engaging your viewers while they are watching the video. They can set up to appear at specific times in the video and live under the ℹbutton at the top right of the video. You can add up to five different video cards throughout your video.

Types:

  • Video/Playlist: suggest a video/playlist to the viewer
  • Channel: promote another channel
  • Donation: feature a nonprofit or cause for the viewers to donate to
  • Poll: viewers can participate in a poll (good for engagement)
  • Link: link to a website

This is how video cards will show when the viewer pulls out the menu:

 

Video cards are a great way to increase engagement on your video. One of my favorite things to do is mention previous videos I have made in a current video, and then I place a video card of the video I mention it in the exact time I say it in the current video. By doing this, it makes it easy for the viewer to quickly click and watch my other video as well. Any cards made in the video will again, live under the ℹbutton for the viewers to see.

Video cards are quick and easy to set up. To do so:

  1. Go to your Creator Studio and click “Video Manager”.
  2. Click ‘Edit’ on the video you want to add cards to, then click ‘Cards’ on the top menu.
  3. Once you click on ‘add card’ and choose the type you want, you can then click and drag the card onto the progress bar.

6. Encourage users to view more content using end screens

End screens are a great way engaging with your viewers at the end of your video. End screens do a great job of encouraging viewers to click on another video and any other type of link(s) you provide. The goal here is to keep viewers on your channel, watching your videos or bring them with any additional information related to the video they just saw. With end screens, you can make this very easy for them.

There are four types of end screens:

  • Video/Playlist: Promote a video or playlist
    • “Most recent upload” – Attach the most recent uploaded video from your channel
    • “Best for viewer” – Let YouTube decide which video the viewer may enjoy
    • “Choose a video or playlist” – You can select which video/playlist to attach that may interest the viewer
  • Subscribe Button: Create a button for viewers to subscribe to your channel
  • Channel Button: Create a button to promote another channel
  • Link Button: Create a link to an approved website

End screen templates

YouTube has a variety of end screen templates to choose from that will help you create them faster. Depending on who are you and what type of end screens you want to use, there are different templates for everyone.

For example, if you are doing this for your personal YouTube Channel I recommend using the “2 Videos | 1 Subscribe” template. You should set one of the videos to be “Best for viewer” and set the other to be “Most recent upload.” (Doesn’t matter which is which).

However, if you are a business or organization etc. I recommend using the “1 Video | 1 Subscribe | 1 Link” template. For the video I recommend selecting the “best for viewer” option, this will allow YouTube to choose the best video from your channel for the viewer to watch next. For the link, I recommend setting a link to external sites, like a custom page, blog post or product link pertaining to the topic of the video. Another thing to remember is that you are free to move the end screen buttons anywhere you want in your video.

How I set my end screens using the “2 Videos | 1 Subscribe” template.

I hope you guys were able to learn from this post. YouTube is great space, not only for individual people but companies/brands as well. It is important to know how to reach and build your audience on the platform. If you have any questions or comments feel free to leave a comment below or tweet me.

Six Optimization Tips to Get More YouTube Views

YouTube is known for its entertainment value: on YouTube, you can find a video for everything. However, the popular platform is more than a source of entertainment. YouTube has become the second largest search engine behind Google itself. Processing over 3 billion searches a month, YouTube search is used more than Bing, Yahoo, AOL and Ask.com combined.

As a result, whether you’re optimizing a brand’s or your own channel, it is important to take advantage of this platform. Here are some tips and tricks that will improve your YouTube SEO that will help your videos get more views, and help your channel thrive. I will be using my own personal YouTube channel as an example throughout this post as well as other popular channels.

1. Craft the perfect video title

Your video’s title is like a page’s HTML title: the title of your YouTube video informs the YouTube community what your video is about and what viewers will learn from it. As a result, this is an important place to incorporate your target keyword or phrase not only to encourage users to watch your video but also to help your video rank on YouTube.com and in organic search. The first thing to do is do keyword research to find the best keyword(s) for your title; you can do this by using the following tools:

Let’s look at some examples from my channel:

Bad: “Snow for Dayzzzz”

This video is a vlog about my family’s first day in Iceland. I don’t know what I was thinking for this title:

  • It’s not compelling
  • It does not describe what my video is about
  • It contains “Dayzzzz” which is not at all a commonly-searched term

If I were to change this video’s title, I would try to incorporate keywords and better convey its content. For example, “Snow day in Iceland” would be better because it describes what the viewers will see in my video and contains stronger keywords such as “Iceland” and “Snow Day.” (While this video won’t rank for these key terms these are more appropriate key terms for the video and is more likely to capture viewers for Icelandic tourism videos.)

Better: “DJI Spark First Impressions!”

This video is where I get my first drone, the DJI Spark. In this video, I talk about my first drone and take it for its first flight. Here’s what I did well with this title:

  • I used a very common phrase on YouTube, “first impression”.
  • I also did incorporate some good keywords that will make finding my video very easy. Using keywords such as “DJI” and “DJI Spark” are highly searched terms.

However, this is still not the best title to have. To make this more compelling, I should have titled this video with a question such as, “Is the DJI Spark Worth it?” This title would be more effective because:

  • It’s backed by keyword research with more than 50 average monthly searches (as opposed to my current title).
  • In a question format, it is implied that I am answering a common question which may encourage potential viewers to watch.

Best: “The BEST Budget Lens: Canon 50mm 1.8 STM”

In this video, I do a review on the Canon 50mm lens. This is why it is my strongest video title:

  • It includes keywords such as, “Canon”, “50mm” “Budget Lens”,
  • It includes a superlative “BEST” which targets viewers who are actively searching for camera lenses that are cheap.
  • It provides context, before clicking on the video the viewers will know that they will learn why this is the best lens they can buy on a budget.

This should help you get the ball rolling when it comes to thinking and formulating a title for your new video.

Pro tip? Keep your titles under 70 characters: while YouTube allows you to craft titles up to 100 characters, you should aim to keep your video titles short particularly for how they’ll appear in Google SERPS – Google currently truncates titles at around 66 characters.

2. Select compelling thumbnail images

Video thumbnails are not a ranking factor. They are however an opportunity to compel viewers to watch your video, by providing them with a snapshot of what your video entails.

Second to a video’s title, thumbnails are one the first things a prospective viewer sees when browsing video content. And since everyone’s goal is to encourage more people to watch your videos, it’s important to make sure your video thumbnails are representative of your video content and as captivating as possible.

To start off, I do not recommend using YouTube’s thumbnail generator. Your best bet when selecting a video thumbnail is to create and upload your own. Here’s how to pick or create an ideal video thumbnail:

  1. Watch your video, and select the most visually engaging section of the video.

    1. Make sure this video segment is representative of your video’s title.
    2. Make sure your freeze frame has one central focal point, and a simple color palette to avoid distracting viewers.
  2. Take a screenshot of this video frame.

    1. Make sure your image follows YouTube’s rules:

      1. 1280 x 720 pixels, 16:9 ratio
      2. Under 2MB
      3. You can use a .JPG, .GIF, .BMP, or .PNG

Here are some examples of good and bad thumbnails:

Bad

Better

Best

Is thumbnail good quality and in focus?

Does it have the right dimensions?

Is the thumbnail relevant to its video title?

Is the thumbnail compelling?

You can add a text overlay (like “Version 2.3 Test/Review 40% More Torque?” in my example below), or symbolic annotations (think: arrows, dollar signs or exclamation points) to your thumbnails, but you should use overlays like these sparingly to avoid “cluttering” your thumbnail image.

Using branding and logos are a good idea as well, especially if your brand has a recognizable logo. Superimposing text on video thumbnails is very common, but entirely optional. Here are some examples of good thumbnails that meet our criteria above that also have some text or annotations:

Without Text/Annotations

With Text/Annotations

From the thumbnail examples above, you can see the difference of adding text overlay and symbolic annotations. Adding these to your thumbnail is a judgement call. The goal of a thumbnail is to be eye-catching and compelling to the potential viewer. If you believe that adding text and annotations will help you reach that goal, then you should go ahead and do it. But use your best judgment: don’t  overwhelm your prospective audience with excessive text or annotations.

3. Make use of the first 125 characters in descriptions

Video descriptions are kind of like a webpage’s meta description: they provide some additional information about the content of the video. While users can see the full video description once they have navigated to the video’s page, the first 125 characters (or so) is what viewers will see as the “meta description” on search results from Google and YouTube. This first couple of lines help YouTube (and Google) determine what your video is about. However, everything after the first few lines is purely for the viewer.

The picture above from YouTube’s Creator Academy shows which parts of the description are pulled from YouTube video list pages and SERPs (blue area) and which part is for the viewer (green area).

Here’s how you should craft your video descriptions:

Blue area

Write a brief description of your video. Be sure to use a primary keyword (or query) in this area and expand upon what you viewer should expect to see and/or learn from this video.

Green area

In this area, YouTube says that there are “infinite ways” to organize and use this space. Since this section of the description is strictly for viewers, it should provide relevant information to augment their experience and reinforce your channel’s brand.

  • Links to any mentioned/related products, articles, or featured personalities and/or companies.
  • Calls to action for viewers, such as:
    • Asking viewers to answer a question, and generate engagement(“Are you planning on getting the iPhone X? Leave a comment below and share why!”)
    • Encouraging viewers to like your video and subscribe to your channel
    • Calling upon your followers to RSVP to an event, or donate to a cause
  • A signature for your channel – you should include this on every YouTube video you upload. These should include:
    • Your personal, or company’s social profiles (Twitter, Instagram, Facebook, etc.)
    • Related links (videos, blog post, product page etc.)
    • Company/personal website

Below is an example from one of my videos where I follow the Blue/Green description format.

4. Leverage tags to make videos easier to find

Tags are essentially additional keywords you can associate with your video. This helps YouTube make your video easier to find for users and add additional context to what your video contains.There is no limit to how many tags you can put on a video.

Even though the sky is the limit with tags, you should make sure to:

  • Choose tags that describe your video, do some keyword research (use research tools mentioned above).
    • These can the be the same keywords you used for your title and description, but be sure to include more!
  • Do

    • Add as many tags as possible; there is no limit
    • Use keyword research tools (mentioned above) to find any primary or secondary keywords
    • Use relevant keywords
  • Don’t
    • Set random keywords just because they are popular

Example of tags used for one of my videos:

5. Use video cards to engage with viewers

Video cards are a good way of engaging your viewers while they are watching the video. They can set up to appear at specific times in the video and live under the ℹbutton at the top right of the video. You can add up to five different video cards throughout your video.

Types:

  • Video/Playlist: suggest a video/playlist to the viewer
  • Channel: promote another channel
  • Donation: feature a nonprofit or cause for the viewers to donate to
  • Poll: viewers can participate in a poll (good for engagement)
  • Link: link to a website

This is how video cards will show when the viewer pulls out the menu:

 

Video cards are a great way to increase engagement on your video. One of my favorite things to do is mention previous videos I have made in a current video, and then I place a video card of the video I mention it in the exact time I say it in the current video. By doing this, it makes it easy for the viewer to quickly click and watch my other video as well. Any cards made in the video will again, live under the ℹbutton for the viewers to see.

Video cards are quick and easy to set up. To do so:

  1. Go to your Creator Studio and click “Video Manager”.
  2. Click ‘Edit’ on the video you want to add cards to, then click ‘Cards’ on the top menu.
  3. Once you click on ‘add card’ and choose the type you want, you can then click and drag the card onto the progress bar.

6. Encourage users to view more content using end screens

End screens are a great way engaging with your viewers at the end of your video. End screens do a great job of encouraging viewers to click on another video and any other type of link(s) you provide. The goal here is to keep viewers on your channel, watching your videos or bring them with any additional information related to the video they just saw. With end screens, you can make this very easy for them.

There are four types of end screens:

  • Video/Playlist: Promote a video or playlist
    • “Most recent upload” – Attach the most recent uploaded video from your channel
    • “Best for viewer” – Let YouTube decide which video the viewer may enjoy
    • “Choose a video or playlist” – You can select which video/playlist to attach that may interest the viewer
  • Subscribe Button: Create a button for viewers to subscribe to your channel
  • Channel Button: Create a button to promote another channel
  • Link Button: Create a link to an approved website

End screen templates

YouTube has a variety of end screen templates to choose from that will help you create them faster. Depending on who are you and what type of end screens you want to use, there are different templates for everyone.

For example, if you are doing this for your personal YouTube Channel I recommend using the “2 Videos | 1 Subscribe” template. You should set one of the videos to be “Best for viewer” and set the other to be “Most recent upload.” (Doesn’t matter which is which).

However, if you are a business or organization etc. I recommend using the “1 Video | 1 Subscribe | 1 Link” template. For the video I recommend selecting the “best for viewer” option, this will allow YouTube to choose the best video from your channel for the viewer to watch next. For the link, I recommend setting a link to external sites, like a custom page, blog post or product link pertaining to the topic of the video. Another thing to remember is that you are free to move the end screen buttons anywhere you want in your video.

How I set my end screens using the “2 Videos | 1 Subscribe” template.

I hope you guys were able to learn from this post. YouTube is great space, not only for individual people but companies/brands as well. It is important to know how to reach and build your audience on the platform. If you have any questions or comments feel free to leave a comment below or tweet me.

The Greater Good

Look on virtually any corporate website these days and you’ll find a section devoted to CSR. In fact, it’s probably fair to say that if a company doesn’t engage in some form of CSR activity it may be perceived to be irresponsible.

There can be no doubt that the money and resources afforded by business through CSR have the potential to benefit society in many ways, but beyond a conformity to modern day corporate etiquette why would and should a business engage in CSR activity and if it does what should it do and how?

 

Know what you expect to gain

Unsurprisingly, with so many factors at play, the direct financial benefit of CSR is hard to measure, but beyond the bottom line there is evidence that CSR can deliver positive results, not just for society, but for business too. Google search “the impact of corporate image on sales” and you’ll find numerous studies that testify to the fact that positive corporate image and word of mouth around it has the potential to prompt consumers to both choose one brand over another and possibly even accept a higher price point when doing so. Furthermore, as business practices become ever more transparent through the internet so a negative image becomes increasingly detrimental and any steps taken to avoid one more important.

One study which looks at how CSR benefits business identifies three different types of socially responsible activity.

Philanthropy, through which companies make donations, raise funds and sponsor charitable NGOs. Business Practices, in which companies change their operations for the benefit of employees and wider society; and Production, in which businesses fundamentally change their product offer to the advantage of society and the environment.

The study demonstrates how each of these different types of activity impact positively on business performance, in different ways and to varying degrees.

However, what isn’t discussed is the degree of effort required by a business to engage in these activities, and so the value of participating is not fully clear.

For instance, philanthropic activities can and are for many businesses a relatively low investment initiative which may involve little more than investment in charity Christmas cards or staff fund raising events. On a grander scale, for the larger organisation a large and tax free cash donation to a partner NGO serves as a straightforward positive step but one that may gain little recognition from customers and the public at large.

For the more proactive and possibly larger organisation there is perhaps greater expectation of the contribution it should make.

 

Choose your cause wisely

Published in 2016 the World Economic Forums Global Shapers Survey gathered the views of 26,000 millennials across 181 countries in order to provide a snapshot of the concerns of the next generation.

The survey highlights some areas in which businesses may play a part in improving things. Environmental and Poverty issues are perhaps two areas where opportunities exist.

 

Understand the issue in detail

To ensure a company is doing the right thing by both society it needs to understand CSR issues in detail.

In recent years, there has been a lot of social commentary and activism centred upon the impact of poverty on basic female needs. In particular, the concept of Period Poverty has been highlighted and has prompted a number of corporate interventions at first by retailers opting to absorb taxation on female sanitary products and then by Bodyform which in 2017 made a three-year commitment to distribute its products free of charge to some of the most affected women and girls, a move that P&G competitor Always has now followed.

However, now some people are voicing the opinion that access to free sanitary products is a basic human right. As the conversation progresses the opinion that for anyone to be charged for sanitary protection may begin to take hold leading commercial manufacturers to come under fire by activists.

Without a clear understanding of these shifts in social conscience it would be potentially hazardous for a company to become involved in activities aimed at addressing social and environmental issues.

 

Decide how best to contribute

Once a business has identified a CSR objective and fully understood the issue it must then consider how it might best contribute.

Increasingly, CSR initiatives have become tied to more specific and practical solutions to social and environmental issues with corporates taking more direct action through philanthropy, business practice and production.

This enables companies to have a much more direct say in where and how they direct their efforts and so manage things both to the benefit of the cause and the business alike. But with this increased level of involvement also comes a greater degree of commitment in terms of both resource and money.

P&G’s long standing initiative, Children’s Safe Drinking Water demonstrates this. Through the initiative, P&G alongside a wide network of NGOs has distributed water purifying technology to over 75 countries in the last decade, funded through the commercial profits of the company with a consumer facing campaign.

Don’t hide your light under a bushel

Initiatives involving changes to business practices and production may be less transparent to consumers since they often operate behind closed doors and can be harder to communicate.

Lego has been working hard on its CSR agenda since 2014 when it chose to end its long standing corporate partnership with oil giant Shell.

Since then, the business has aimed to reduce the impact that its operations have on the environment, and has developed a new partnership with the World Wildlife fund, invested in off shore wind farms, worked to develop recycled packaging and invested $150m to researching alternative materials to replace plastics.

Yet whilst admirable, much of Lego’s efforts perhaps go unseen outside of its workforce and wider environmentalist circles.

 

Establish an emotional connection

Gaining that recognition is not simply a case of marketing, as with any form of advertising, the key to ensuring a positive commercial outcome is to ensure an emotional connection between the public and the chosen CSR programme.

Ensuring both a good cause and an emotionally compelling communications strategy to support CSR activity is therefore of significant importance if a company’s endeavours are to have a positive effect on business.

 

Communicate cleverly

In contrast to Lego, specialist outdoor apparel company Patagonia are more overt in their commitment towards low environmental impact production and living. The mission statement for the business is to “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” An ethos which is embodied in its consumer facing “Don’t buy this jacket” campaign that encourages people to think about what they need and consume before making a purchase. Cleverly the campaign aligns the business with sustainable consumerism through claims that its products are of a superior quality and so more environmentally economical.

But Patagonia doesn’t stop there. Beneath the surface the company goes further with its environmental agenda, declaring itself an Activist company and backing a range of campaigns and initiatives more akin to a non-profit such as Greenpeace than a conventional commercial business.

In doing so the company has managed to combine a commercial imperative, alongside a strong ethical agenda in a way that is both emotionally engaging and intelligently thought provoking.

So, whilst there is an inevitability around CSR activity and the need for benefits to society and business alike, choosing the right cause, the means with which to support it and an effective way to communicate a programme can be a complicated challenge.

Ensuring that your company:

  • Knows what success looks like
  • Chooses a cause wisely
  • Understands the issue in detail
  • Decides on the most appropriate way to contribute

And importantly communicates a CSR programme cleverly in order to connect emotionally with the public are the keys to creating real shared value through CSR.

 

If you would like to know more about CSR, please contact Ian Addie.

Email Ian +

Get in touch

Fancy a chat? Whether you’re looking for a fully integrated agency or a specific specialism, we’d love to hear from you.

The post The Greater Good appeared first on Golley Slater.

Sprint, Delta, and Airbus are teaming up to deliver in-flight 5G

The U.S. airline and European plane maker have teamed up with Sprint’s satellite startup OneWeb to deliver 5G internet as you streak across the friendly skies, reports Reuters. The consortium will be known as the “Seamless Air Alliance,” and will enable mobile providers to deliver their 5G services to customers via satellites. There’s no word …

The U.S. airline and European plane maker have teamed up with Sprint’s satellite startup OneWeb to deliver 5G internet as you streak across the friendly skies, reports Reuters. The consortium will be known as the “Seamless Air Alliance,” and will enable mobile providers to deliver their 5G services to customers via satellites. There’s no word yet on when the in-flight 5G will roll out to customers, but Sprint has said it will launch its land-based 5G network later this year.

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Two Key Ways to Sell Smart, Smarter

Did you know…

Alexa tells the best dad jokes.

With a smart camera, you can check in on your cat from your desk.

A smart energy meter means never having to argue about ‘putting an extra jumper on’ again.

 

Introducing the internet of ‘things I actually care about’

When it comes to smart home, some ideas have started to trickle into our hearts and homes. A new report from TechUK shows 77% of consumers are aware of connected technology. And device ownership is on the rise – with 80% of UK households now owning at least one smart home product1.

But it’s down to brands to find out what really motivates us and join the dots between that and the technology. Not to mention between the products themselves.

 

A crucial home truth

As salespeople, we know emotion is 24 x more persuasive than reason. It stimulates the mind 3,000 more than rational thought2.

And nowhere is as emotive as home – as a physical space and as a social idea. It’s the centre of our world (some of our favourite people even live there). A sanctuary, a playground and a door we get to close on any daily chaos we come across. Which might explain why 1 in 4 Brits admits to continually redecorating their place3. There’s nowhere quite so important.

 

Too much smart, not enough home?

With that in mind, you’d think a category called smart home, would sell itself. And yet…

One in three consumers remain on the fence about the smart home revolution. Even when it comes to the fun stuff like home entertainment or saving money on energy costs, where appeal sits above 40%. For most of us, operation smart home still feels a bit out of reach. And – unlike moving to Italy, or working a 3-day week – ‘going smart’ isn’t as aspirational as it might be.

 

So what do paint retailers understand that tech companies don’t?

First, let’s run through a few key, reasonable barriers standing in the way of Total Tech Utopia (TTU):

 

39% of Brits are concerned about the cost of smart home

Making your home smarter involves many products, none of them cheap. And even though the cost of devices is becoming more affordable, many consumers question the value of a big smart home spend.

 

22% are concerned about the privacy and security of smart devices

We’ve all seen the high profile hacks in the news. And we fear corporations knowing too much about us; using smart devices to bank data on our lives that we never offered up. A concern not based on Black Mirror-esque fantasy alone. A recent survey by Which? revealed 8 out of 15 tested smart home devices contained at least one security flaw4. Yikes.

 

16% of Brits are put off by devices that work across different systems

Until recently, brands have acted as islands. Treating their own tech products and operating systems as gospel. Which is great for corporate profit margins, bad for usability and consumer satisfaction. We want to mix and match what we buy and for it to all work together. Thankfully, voice controlled smart hubs (“Alexa, turn the lights on”) are helping to create connections room to room, device to device, person to person5.

Despite these barriers, the appeal of smart home devices is growing. Today, 39% of people agree connected home technology offers an attractive proposition. An increase of 10% from 2016.

 

It’s getting late, shall we get the bill?

Okay okay. We get the hint. Let’s wrap this up with a few practical tips.

 

Selling smart: recommendation #1

If you’re going to sell smart tech, you’re going to need to be human about it. Only 10% of Brits claim to ‘know a lot’ about smart home technology. And no one likes to feel stupid.

Brands need to demystify products in plain speak. Online, in advertising and in person. Lead with tangible benefits. Always put people, their homes and their personal concerns first. Gadgets and fancy features second. And only sell hard when you can show how tech will make real contributions to someone’s life, with very little effort and no routine upheaval at all.

Ask yourself…

What’s in it for them? Why do they need it? Will it make their life easier, more convenient, simpler?

…Then tell them precisely how.

Store staff are crucial in turning abstract concepts into handy everyday tools that make home life more fun, less faff. So be sure to put your people at the heart of everything smart you do.

 

Selling smart: recommendation #2

51% of people interested in connected devices say they are more likely to buy if they can demo them first. In-store demonstrations break down consumer barriers with personal service and real-time experiences.

A model example of this is the dedicated smart home space in John Lewis on Oxford Street. Visitors wander room to room, seeing connected home devices in situ. Using them as they would in their own kitchens and bedrooms. The technology becomes both aspirational and attainable all at once.

So consider giving your products a showroom. A changing room in which consumers transform from ambivalent into I-can’t-wait-to-get-this-thing-home.

 

Ready?

 

Then let’s close this conversion gap together.

It’s time to bring smart innovation home.

 

Sources          

1Tech UK Report, 2017

2SBXL Research

3Furniture123.co.uk

4Which? UK

5Mintel, The Connected Home 2017 – UK

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