Marketers and Optimizers and Videographers! Oh, My!

Imagine a room full of internet marketers, search engine optimizers, and professional videographers! Oh, my!

And I’m not talking about the room where Clay Shirky, author of Here Comes Everybody, will give his opening keynote on the first day of the SES San Jose conference, which will run concurrently with the Social Media & Video Strategies forum on August 11, 2009.

No, I’m talking about last night’s meeting in Dedham, MA, of the National Professional Videographers Association of New England. It featured a presentation on social media by Tom and Reiko Beach of TRB Design, Inc., followed by a sneak preview of YouTube and Video Marketing: An Hour a Day by me.

Tom and Reiko talked about how they doubled sales of gymnastics training videos and DVDs on their Gym Smarts website by creating a GymSmarts Community blog, a GymSmarts Community – Gymnastics page on Facebook, Thomas Beach and Reiko Beach profiles on LinkedIn, GymSmart’s and The Gymnastic Minute’s channels on YouTube, and a GymSmarts account on Twitter.

After their presentation, I talked about my new paperback book, which is being published by Wiley next month. Mike McDonald of WebProNews Videos asked me to reveal the secrets of online video that can be found in YouTube and Video Marketing: An Hour a Day earlier this year at SES New York 2009.

Greg Jarboe – Mysteries of Online Video

At last night’s meeting of National Professional Videographers Association of New England, I also talked about some of the topics that I’ll be discussing during:
(1) How to Optimize for Search & Engage the Community at the SES San Jose conference on Tuesday morning, August 11;
(2) What Works: Best Practices / Case Studies for Online Video at the Social Media & Video Strategies forum on Tuesday afternoon, August 11;
(3) News Search SEO at the SES San Jose conference the Thursday, August 13; and
(4) YouTube and Video Marketing Workshop at the SEM Training San Jose on Friday, August 14.

It doesn’t take a whole lot of complex market trend analysis to see that professional videographers are just as interested in learning more about social media and search engine optimization as search engine optizers are in learning more about social media and video marketing. Why? As last night’s audience learned from Tom and Reiko, you can double your business by combining all of these digital marketing tactics into an integrated marketing strategy.

Now, it might seem frightening at first to get out of your comfort zone and explore new categories. Perhaps there are wild animals over there — even ones that know…SEO.

Lions and tigers and bears! Oh, my!

But, that’s the only way you are going to get to the Emerald City — which is the only way you are ever going to get back home to Kansas.

Let me put it another way.

Recently, Scott Kirsner of The Boston Globe wrote an article entited, “Where the jobs are in anxious times.” He talked with some local recruiters who focus on the innovation economyu, specializing in sectors like technology, life sciences, and energy. He asked them about specific jobs and industry clusters where they’ve been seeing demand lately — as well as jobs and industry clusters where demand has died off.

Clark Waterfall of the Boston Search Group told Kirsner, “engineers and salespeople are always perceived as must-have team members, but marketers and PR and business development can tend to be nice-to-haves in times like these.”

Kirsner also heard that a new role being created at many companies is a social media expert, who can help the company communicate with customers and prospects using new channels like Twitter, Facebook, and blogs.

“Sometimes that job is called ‘community manager’ or ‘community rep,'” Tom Summit of Catalyst Recruiting Corp. told Kirsner, adding, “But the people who can get hired are the ones who can relate online activities to quantifiable metrics. What are you doing for the company, aside from just starting a blog?”

What Kirsner didn’t address in his article is where this new community manager’s position fits in the org chart. In other words, does this new position report to the marketing director, the public relations director, or the digital media director? And is this new community manager position being created in addition to or instead of more search engine optimization jobs?

If the community manager is helping a company to communicate with customers and prospects using Twitter, Facebook, and blogs, who is responsible for using YouTube, Flickr and Digg? If the community manager is supposed to relate online activities to quantifiable metrics, will he or she have access to the company’s web site analytics?

For answers to these questions, you’ll want to attend The View from the CMO’s Office at the SES San Jose conference on Tuesday morning, August 11, and Integration: The New CMO Imperative on Tuesday afternoon.

The SEM training workshop, Getting Fluent in Search Marketing: A Fast-Track for Senior Managers, which will be taught by Amanda Watlington of Searching for Profit on Friday afternoon, August 14, also tackles these questions.

Michael Kolowich of DigiNovations.jpg Oh, and don’t even ask who the professional videographer reports to in the org chart. As Michael Kolowich, the President and Executive Producer of DigiNovations, said during the Q&A part of last night’s meeting, corporate videography is generally assigned to the marcom manager, who often sees it as an isolated marketing tactic and not part of a broader integrated marketing strategy.

So, it looks like we’re going to have to bring back the broomstick of the Wicked Witch of the West before we get where we want to go. Don’t you hate it when that happens?

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