Thursday, December 5, 2019
Content marketing and short video
Content marketing
Content can be shown using images and text, short videos or live broadcast.
Content is everywhere in daily lives and start to serve marketing purposes.
Sales = views * conversion rate * ATV
Forms of content in traditional media: newspaper, tv commercials, posters and banners
Forms of content in the internet era: images and text on shopping websites, product info are displayed.
Forms of content in the new media era: replacement of behaviors and habits of PC users by mobile devices users, users want to express themselves over social media, users want to buy products after viewing the content, combination of products and content users like.
Mainstream content channels: FB, IG, YouTube, TikTok, etc.
3 forms of content marketing:
1. Product + content
2. Service + content
3. People + content
Planning
• Content distribution: multichannel distribution
• Fours aspect: appearance, style, presentation, highlights
• Basic account settings: avatar, motto, profile
An image speaks louder than words
Types: images and simple text
Scene: indoor and outdoor, environment style
Food images: Foodie
Poster about food and people: Butter Camera
Personal images: Facetune, BeautyCam
Write a popular article
Common title: numbers + benefits, antilogical, threatening, news jacking, adding tags
Mistakes on writing titles: misspelling, mixed spelling, special symbol, false implication, inappropriate title
Structured writing: writing tool x-mind, sequence, relation between major and minor components, cause and effect
Why short video
Content presentation of short video is more intuitive
Presentation of short video is more authentic
Video is more desirable for consumers
Video can drive traffic to offline stores
Video marketing mindset
Use of short video in we-media: ordinary people can become a star, each one has a potential to become a KOL
Use of short video in online stores: future trend
Use of short video in brick and mortar store: consumers follow stars and and bring traffic to offline stores
Make an interesting short video
Which kind of content users want
Which kind of content sellers want
Present live streaming by short video to make real person feelings
Keep in mind the entertainment nature
Common video types
Dance, fingers dance, vlog, clothing
Pets related products
Travel related products
Food related products
Homeware related products
Beauty related products
Photography related products
Target
Make multiple short videos
Make real person short videos
Basic requirements:
Hardware: smartphone 10M pixel camera,
App: TikTok, Vue, InShot, B612, Videoleap
Intermediate requirements:
Stabilizer, lighting, backdrop
Quick start short video
• Make a text video: Zishuo App
• Special effect video: daytodaybusiness App
• Vlog video: QuickMediaEditor App
Standard short video:
• Single shot processing: clipping, filters, import multiple pics, etc.
• Compositing multiple shots: import multiple shots, adding transitions
• Real person: voice changing (B612), real time voice processing (InShot)
Thursday, August 8, 2019
Ribeye at Culina, Dempsey Hill Singapore
Celebrate Kera’s citizenship approval :-)
Nice USA ribeye, but S$108 (= €70 = ¥550) is it worth?
Monday, July 29, 2019
Kera birthday dinner at Cookhouse, Dempsey Hill Singapore
Fine dining:
- Caramelized beef tenderloin, slowly roasted tomatoes, crackling potatoes, bearnaise sauce.
- Crunchy eggplant parmesan, pickled finger chillies, basil.
Sunday, July 21, 2019
Juventus vs Tottenham, friendly game at Singapore
Singapore, 21st July 2019 - First Juve game of the year, first time of Sarri as a club coach. Passion and love!
Friday, July 5, 2019
Little Italy Dinner Party
Singapore, 5th July 2019 – Markus and Kian of Little Italy organized a nice dinner party.
Monday, July 1, 2019
Aljunied dinner, chicken on fire
Singapore, 5th July 2019 – Near Aljunied MRT station dinner.
Watch the chicken on fire video
Saturday, June 29, 2019
Atlas Bar, what a surprise!
Singapore, 29th June, 2019 - Went for a drink at Atlas Bar, what a great surprise! Majestic art deco building, fantastic decorations lobby bar.
Thursday, May 16, 2019
Juventus 2019/2020 new jersey
I am nostalgic, I am attached to the small stripes …
Here is the 2019/2020 jersey
Monday, May 13, 2019
Typical Shanghai sun
This is a very typical view in Shanghai, nice day, little sunny, but the sun is rarely clear, always misty and blurry …
[Read More…]
Friday, March 1, 2019
First trials on e-commerce
Recently have posted 2 wine offers on https://sg.carousell.com, a very popular Singapore app.
“Sell in a Snap. Buy with a Chat. Carousell is the top marketplace app for person-to-person buying and selling on iPhone & Android smartphones! Snap a photo to sell your unused and secondhand clutter easily in 30s with free listings. And online shopping is as easy as chatting with sellers on the go!”
Took down some figure for reference:
Profile: “number of people who saw your profile”
27 clicks on the day of the first listing, over 10 clicks the day of the second listing, few clicks on other days
1st listing: Altopiano Pinot Grigio
7.500 impressions (people see your listing), 206 clicks (people click to view your listing detail), 14 likes, 4 chats (chats or offers made to you), 0 sales
CTR= 2.7%
Conversion rate = 1.9%
2ns listing: Rocca Ventosa Cerasuolo Rose
7.600 impressions (people see your listing), 111 clicks (people click to view your listing detail), 5 likes, 1 chat (chats or offers made to you), 0 sales
CTR = 1.5%
Conversion rate = 0.9%
Need to study more in details, first impression is that need a very large number of views/visits/click in order to convert some sales.