Archives par mot-clé : video prmotions

Launch of TubeTrackr Marks New YouTube Marketing Platform

Though VidCon 2014 has come to an end, the new developments announced there continue to rock the digital world. One of these is the launch of TubeTrackr, a platform for marketing on YouTube created by Singapore-based startup iLathys.

Offering a dashboard to monitor channel as well as individual video performance, the marketing platform presents creators with tools to help track rankings of their videos based on keyword and to assist with finding channels that target audiences similar to their own, to generate opportunities in cross-promotion.

“While videos represent a growing part of the content viewed and shared online, there is a scarcity of affordable online tools for organic video marketing on YouTube”, stated JC Bougle, TubeTrackr’s co-founder. “We started to develop TubeTrackr for our own video marketing needs and then decided to make it available to others.”

iLathys Pte Ltd, TubeTrackr’s creator, develops web and SaaS platform. It was created by the co-founders behind fewStones Pte Ltd in Singapore.

How to Make Videos an Integral Part of Your Content Strategy

Content marketing today, needs visual elements for it to garner interest and generate engagement. With Facebook driving content engagement through videos, visual content has found a new avenue that content marketers can explore to the hilt.

For a content marketing strategy to succeed, it must offer consumers what they are looking for, when they want it, and how they want it. Content interactions are now taking place through smartphones and tablets, and as the cost of video digital technologies goes down, the possibilities of interactions and engagement for even small business marketers through video are infinite.

Growth of video content

Incorporating video into your content marketing strategy is a must, as these statistics show:

  • By 2019, 80% of all web traffic would be driven by video.
  • Landing pages with embedded video on them lead to 80% increased conversion rate.
  • The click-through rates of marketing emails go up by a whopping 300% when a video is added to them.
  • Purchasing decisions of 90% of customers revolve around product videos.
  • After watching a product video online, 64% of customers are likely to buy that product.
  • YouTube reports that every year, consumption of video on mobile is growing by 100%.
  • Video content is currently used by 87% of online marketers for their digital marketing strategies.
  • One-third of the time spent online by people is on viewing videos.
  • 59% decision-makers of companies prefer watching a video over reading a blog post or an article.
  • 35% of online ad spending is accounted for by video ads.

As a marketer, ignoring the above numbers would mean rendering all your content marketing initiatives void.

Advantages of video content

Improving brand recall

The video makes it easier for customers to remember the content, and 80% of customers recollect a video they have watched over the course of a month. If customers remember your video content, it means they remember your brand as well, which further results in more leads and sales. With customers willing to share a video they liked, the online presence and reach of your brand also get enhanced.

Make sure that your videos are in sync with your business needs and brand strategy. This makes customers remember your video for longer. Sticking to the same voices, logos, and colors used in your articles or blogs for your video content as well goes a long way. Even though videos work differently from text-based content, a specific recall of your brand’s format and style is essential in your online videos.

Better SEO optimization

Relevant, high-quality video content leads to significant improvement in the SEO of your site with more homepage visitors. 65% decision-makers in businesses visit your website after they have watched your video, while 39% get in touch with a vendor after watching a branded video. When you add videos to content offerings, website, and landing pages, it becomes easier for you to increase click-through rates and the SEO value of your company.

Cross-device performance

The advantage of video content over other formats is it doesn’t need to be device-responsive. If the content format cannot adapt to a browser or device, conversion rates, and traffic dip. Video content can perform across smartphones or desktops, and their wider reach and user-friendly format will ensure better conversion rates.

Enhanced brand messaging

The addition of video to a brand’s digital strategies offers great opportunities to elevate your messaging and build a persona for your company. Branding ideas and designs render well in videos and with advanced features like AR/VR now coming up in video marketing tools, it’s easier to create differentiated brand identities for easy recall by customers.

Video content creates better engagement

Estimates suggest that 92% of people share a video once they see it. Also, a video is shared 1200% more than text and links put together. A video post engages 60% of viewers more than a text-based post. When your videos go viral, you can engage with a new, wider spectrum of audiences and extend your brand resonance.

Handy production tips to get your video content right

The success of an effective video marketing content often lies in the backend production practices followed before the video even reaches the audience and is viewed. Ensuring the below checklist of production essentials is adhered to while incorporating video into your content strategy can help for a better video output:

  • Clearly, define your audience
  • Get complete clarity on the message you want to deliver
  • Plan and fix your budget
  • Always have a script in place and keep revising it until the messaging is accurate
  • Ensure your video has greetings and a warm (or cool) sign off
  • Average human attention span is 8.5 seconds, so get to the point before that
  • Be clear and wise on the duration of your video
  • Stay real, original, and transparent with your video content
  • Storyboards and shot lists always help in saving time
  • A production schedule is a must-have
  • Estimate time with upper limit considerations
  • Decide early whether you want to shoot on-location or in studio
  • Visit the locations beforehand and not on the day of the shoot
  • List down your equipment requirements after considering your inventory equipment
  • The best company representatives need to be involved
  • Keep your call sheet handy
  • Imbibe a team spirit so that your entire production unit feels like one team

The above will ensure your team has a seamless production experience, which will clearly reflect on the quality of video content that’s put out.

How to incorporate video into your marketing in a structured way

Audience or consumption-based funneling can give great direction to structure your video marketing strategy to fit well into your marketing campaigns. Brand films, educational videos, documentaries, explainer animations, and videos with entertainment elements should be aligned with the top of the funnel audiences. The middle of funnel audience videos would include product, culture, and case study videos. And, since the bottom of the funnel videos has a narrowed down audience, FAQ and instructional videos should be aligned for their consumption.

The above structuring not only delivers the relevant video content to the right audience, but it also allows you in strategic targeting. While an instructional video has higher chances of consumption from a key decision-maker, an entertaining video is likely to be viewed across demographics. You can, therefore, segment the audience. The former can be a potential buyer but the latter can be your ticket to increase brand awareness and recall.

Videos in landing pages and emails

Having a video embedded in an email or landing page improves engagement drastically. Marketing teams can either have an internal team to manage their email and landing page videos or opt for SaaS vendors or third-party service providers if they have budgets and the quantum of deliverables justifies the investment. Most platforms have similar offerings and are quite user-friendly, and marketing teams can choose based on their requirements and budget allocations.

It’s quite simple to add video to emails and landing pages via YouTube or embed your own videos using a URL. There are settings within various software that allow you to auto-play and edit videos within the tool. Marketers need to take care that no major edits are made in the videos after it has reached or has been viewed by a large audience. This is where you should patiently wait till the next campaign, and make changes in terms of any mistakes or misalignments that occurred in the content of your previous video marketing campaign.

Leveraging the immense possibilities

Owing to its built-in value, simple accessibility, and viral nature, video marketing is an outstanding way to increase your brand’s visibility. Video marketing is a truly incredible way to develop and deliver content that is highly-personalized and impacts audiences in real time. Videos also have the power to evoke strong emotions, and they can result in improved sales and brand association. There are no brownie points for guessing that brands can enjoy substantial online attention through video content that is easy to interact with, accessible, and rich in information.

The real world has enough examples of brands and marketers, who have increased the ROI on their campaigns using video marketing. Gamification of video content is also a great way to boost engagement. Few takeaways from successful video campaigns include ensuring that your video has elegance, appeal and the ability to get the attention of viewers and keep them engaged. Knowing that the emotional content of your videos is what will draw customers or buyers and ensure the feel-good within video content is how you can fashion an apt video marketing strategy.

To learn more about ‘How to Make Great Videos and Incorporate Them into your Marketing Campaigns’ hear speaker Stacy Adams, Head of Marketing at GoAnimate at her session during Content Marketing World Forum on September 6 at 12:20 pm at Cleveland, Ohio Huntington Convention Center of Cleveland. The session will cover why it’s critical for marketers to make their content resonate in a sea of messages competing for the attention of your prospects and customers, as experts estimate that most Americans are exposed to around 4,000 to 10,000 advertising messages each day. Using video as part of your content strategy is critical in arresting attention and engaging your audience. And, it’s easier and more cost-effective than you think. In this session, you will learn how to easily create videos that drive campaign results and focus on:

  • Key production elements to consider.
  • Best practices for incorporating video into your marketing.
  • How to add video to email and landing page editor

 

 

 

 

 

 

 

Content Marketing World 2017
Where: Cleveland, OH, USA
When: September 5-8
Register Today: http://bit.ly/MTA_CMW

Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry. You’ll leave with all the materials you need to take a content marketing strategy back to your team-and-to implement a content marketing plan that will grow your business and inspire your audience.

We offer more than 150 sessions presented by the leading brand marketers from around the world covering strategy, integration, measurement, and more new ideas that you can shake an orange stick at. 

Use code MARTECHADVISOR to save an extra $100 on registration.To see what #CMWorld is all about, check out this video: https://youtu.be/AgRee6sqags

North Korea: What are the military options?

A missile is seen taking off from a grassy field in a burst of burning fuel and smokeImage copyright
KCNA

Image caption

North Korea’s official news agency distributed this photo, purportedly of the rocket launch

President Trump has said « all options are on the table » after North Korea fired a missile over Japan. So what could military action against Kim Jong-un’s regime actually look like?

As a ballistic missile passed over the Japanese island of Hokkaido residents were warned to take cover.

The launch was a provocative act, which has been followed by warnings from the North Korean regime that it was just a « first step ».

The UN and several nations have imposed sanctions on North Korea, while President Trump said he was considering the next steps.

But while the US has unrivalled military strength, the range of options it actually has against the hermit country are limited.

Option 1: ‘Enhanced Containment’

This is the least risky but arguably least effective option available since it would simply build on deployments that have long been in place and have had little success in deterring North Korea’s ballistic missile and nuclear programme.

The US could move additional ground forces into South Korea, including ground-based missile defences such as the controversial Thaad system, heavy artillery and armoured vehicles, to demonstrate its willingness to use force to back up its demands.

However, South Korea has halted the current Thaad deployment and is strongly against any increases in US ground forces, because of concerns about provoking the North.

Indeed, North Korea would almost certainly interpret such moves as a prelude to a ground invasion, given its reactions to annual joint exercises between the US and South Korean militaries.

China and Russia would no doubt strenuously object too and both have the power to make life difficult for the US in other areas such as Eastern Europe and the South and East China Seas.

The US Navy could increase its presence around Korea, sending more cruisers and destroyers able to shoot down ballistic missiles and, possibly, deploying a second carrier strike group.

Alongside the naval options, the US Air Force could bolster its forward-based airpower, with more attack fighter squadrons, support tankers, surveillance aircraft and heavy bombers at bases in Guam, South Korea itself and Japan.

However, the US Navy and US Air Force are both extremely heavily tasked around the world and are feeling the strain of well over a decade of continuous high-intensity deployments in support of operations, including those in Iraq and Afghanistan.

More importantly, perhaps, time is on North Korea’s side, since an enhanced US military presence would not itself force a halt to its rapidly maturing nuclear weapons programme and ballistic missile testing.

And any statement of intent to shoot down North Korean ballistic missiles which travel outside the country’s airspace would itself require a major increase in US Navy presence around the peninsula.

North Korean has a large ballistic missile arsenal and US interceptor missiles are extremely expensive and available in limited quantities aboard each ship.

It would, therefore, be possible for the North to overwhelm and deplete the US Navy’s stocks, leaving them vulnerable and forced to return to port.

Such a policy would therefore represent an extremely expensive and probably unsustainable challenge to North Korea, as well as a dangerous escalation towards direct military conflict.

Option 2: Surgical strikes

The US Air Force and US Navy possess the most advanced surgical strike capabilities on Earth.

Using volleys of precision Tomahawk missiles fired from submarines off the North Korean coastline and attacks by B-2 stealth bombers against key North Korean nuclear sites and ballistic missile facilities may seem like an attractive proposition, at first glance.

It is undoubtedly the case that heavy damage could be inflicted on high value targets, with deeply buried and hardened underground facilities vulnerable to the 30,000lb Massive Ordinance Penetrator bomb.

The immediate danger to US aircraft would depend on many factors, including the amount of warning North Korea received, the number of strikes flown and the contribution of non-stealth aircraft within range of its defences.

However, the state of North Korea’s air defence network is very hard to determine since it is a mix of Soviet/Russian, Chinese and home-grown surface-to-air missile and radar systems acquired over 50 years.

The defences are among the densest on Earth, but they have been modified and upgraded to an unknown degree and their readiness is difficult to assess.

If the US lost aircraft to enemy fire or accidents it would then face the nightmare scenario of having to try to rescue its aircrew, or abandon them to a very public fate.

Image copyright
Reuters

Image caption

The missile launch caused shock across Japan

Far more significant, however, is the fact that even successful strikes on nuclear and missile sites, command centres and even the leadership itself, would not stop North Korea retaliating.

The People’s Army would still have the ability to inflict almost inevitably devastating damage in immediate retaliation against South Korea – a key US ally.

It consists of over a million regular soldiers and, by some estimates, over six million reserves and paramilitary troops.

A huge number of conventional and rocket artillery pieces, mostly dug in near the demilitarised zone, include hundreds which are within range of parts of the South Korean capital city Seoul, which is home to around 10 million people.

Even the US military would take days to fully eliminate just these artillery batteries, which would be able to fire tens of thousands of shells and rockets during that time.

The catastrophic damage that these batteries would inflict on a crowded modern city, as well as the South Korean military forces, is why the South Korean government is opposed to any pre-emptive military action against North Korea.

Even without a usable nuclear weapon and without actively invading South Korea, the Kim regime could inflict devastating damage and probably end the US-South Korean alliance as we know it.

Option 3: Full scale invasion

Given the sheer size of the People’s Army, the power of its artillery, its dense air defences and South Korea’s reluctance to support any US military action, this option is extremely far-fetched.

Any attempt to actually invade North Korea would require months of visible US military build-up, full-scale South Korean participation and a way to guarantee the neutralisation of North Korea’s mysterious nuclear capabilities.

It would also cost hundreds of thousands of lives on both sides.


North Korea’s missile programme:

  • North Korea has been working on its missile programme for decades, with weapons based on the Soviet-developed Scud
  • It has conducted short- and medium-range tests on many occasions, sometimes to mark domestic events or at times of regional tension
  • In recent months the pace of testing has increased; experts say North Korea appears to be making significant advances towards its goal of building a reliable long-range nuclear-capable weapon
  • In July, North Korea launched two missiles which it said were Inter-Continental Ballistic Missiles (ICBMs) capable of hitting the US; experts believe they put parts of the US in range
  • There is no consensus on how close North Korea is to miniaturising a nuclear warhead to put on a missile

Have North Korea’s missile tests paid off?


In addition to heavy artillery bombardments, the People’s Army has long trained for large scale commando infiltration into South Korea, using low, slow-flying biplanes which are hard to detect on radar, small boats and midget submarines.

These would add to the chaos and loss of life in the event of any large scale conflict, and ensure that the comparatively fewer, albeit much higher-technology US and South Korean forces would be stretched painfully thin.

The last time the US and its allies advanced into North Korea, during the Korean War in 1950, China entered the war on the side of the North to prevent the establishment of a unified Western-aligned Korea on its land border.

Such a development is still something which China is not prepared to contemplate – the main reason it has propped up the Kim regime for so long.

Finally, even if somehow these huge problems could be overcome, a successful invasion of North Korea led by the US would leave it responsible for rebuilding a shattered country.

North Korea has existed in an unparalleled state of psychological manipulation, chronic economic hardship and isolation for over 60 years.

The monumental task of reintegrating East Germany after the Cold War pales in comparison.

The reality is that none of the military options available to the US for dealing with North Korea come without high costs and significant risks – considerations which it will have to weigh up against uncertain and problematic potential outcomes.


About this piece

This analysis piece was commissioned by the BBC from an expert working for an outside organisation.

Justin Bronk is a Research Fellow specialising in combat airpower and technology, at The Royal United Services Institute (RUSI). Follow him @Justin_Br0nk.

RUSI describes itself as an independent think tank engaged in cutting edge defence and security research.


Edited by Duncan Walker


A mother died saving her toddler daughter as they were swept away in Harvey flood


Floodwater covers Houston streets  Tuesday. (Jabin Botsford/The Washington Post)

As relentless rains continued to pound Southeastern Texas, a woman tried to keep her toddler safe.

Authorities said 41-year-old Colette Sulcer was traveling Tuesday afternoon down an Interstate 10 service road in Beaumont, about 85 miles east of Houston, when her vehicle hit high waters.

More than two inches of rain was falling per hour and wind gusts had reached 38 mph. Sulcer pulled into a nearby parking lot and got trapped, police said, so she grabbed her child, got out of the car and fled.

Similar scenes have played out across Texas as high winds, heavy rains and floods brought by Harvey sweep across the southeastern part of the state: a moment of terror and a desperate attempt to reach safety. But this one ended tragically. Unlike many others who have been able to flee from the devastating floodwaters, police said Sulcer and her 3-year-old daughter, who has not been publicly identified, were swept into a canal.

When first responders reached them, police said, Sulcer was floating facedown in rising floodwaters.

The toddler, police said, was clinging to her mother’s back.

The  child lived, but Sulcer died, police said.

“It’s a true testament of a mother’s will to sacrifice her life to keep her child alive,” Officer Haley Morrow, a Beaumont police spokeswoman, told The Washington Post on Wednesday.

Morrow said two Beaumont police officers and two fire rescue divers spotted the toddler, who was wearing a small, pink backpack, and pulled the two from the water. Rescuers were able to save the child, police said, but Sulcer never regained consciousness.

The rains had eased up on Houston, moving Tuesday toward the Beaumont-Port Arthur area to the east.

As The Washington Post’s Jason Samenow reported, more than 26 inches of rain fell Tuesday in the Beaumont-Port Arthur area — including a foot of rain that poured down in just six hours. Since Friday, the area has received more than 45 inches.

It’s  unclear why Sulcer was on the road — whether she was trying to get home, or out of town — as she and her daughter were swept up in water rushing from a drainage canal, police said.

Beaumont officers responded to the scene about 3:30 p.m. Tuesday where the woman and her daughter had been carried about a half-mile downstream toward a railroad trestle.

“Water was up to the trestle and first responders would not have been able to save the child if they had floated under it,” police said late Tuesday in the statement. “Officers pulled the child and the mother into the boat.”

Police said the toddler was alert but was suffering from hypothermia.

Rescuers performed CPR on Sulcer but could not revive her. Her death added to a mounting  toll that has reached at least 22 people.

The child was transported to a nearby hospital, where she was listed in stable condition, police said. Morrow, with the Beaumont Police Department, said Wednesday that the child  is being cared for by family members.

This report  has been updated.

Read more:

A university professor suggested Harvey was karma for Texas Republicans. Then, he was fired.

A woman in labor was trapped by Harvey’s floodwaters. Then neighbors formed a human chain.

During Katrina, he welcomed flood victims into his city. Now the former mayor of Houston has become one.

Harvey crashes into Texas and Louisiana, bringing new waves of punishing rain and emergency conditions

HOUSTON — The devastating storm once known as Hurricane Harvey, already the biggest rainstorm in the history of the continental United States, made landfall again Wednesday morning, delivering another punishing wave of rain to Texas and Louisiana.

Five days after roaring ashore in Texas — leaving behind disastrous flooding across Houston and a mounting death toll that had reached at least 22 people — Harvey made landfall before dawn near tiny Cameron, La., and began grinding its way northeast.

Now a tropical storm and expected to weaken over land, Harvey’s immediate impact is not expected to pack the same destructive power as when it slammed into Texas as a Category 4 hurricane last week and dropped foot after foot of rain.

But forecasters said the danger was far from over, and alarming amounts of rainfall in Texas have been battering cities such as Beaumont and Port Arthur. The National Weather Service warned Wednesday that “catastrophic and life-threatening flooding will continue in and around Houston eastward into southwest Louisiana for the rest of the week.” The service also warned that “expected heavy rains spreading northeastward from Louisiana into western Kentucky may also lead to flash flooding” across those areas, imperiling a new swath of the population.

According to the Capital Weather Gang, the Beaumont and Port Arthur area east of Houston saw more than 26 inches of rain fall on Tuesday alone, pushing rain totals to more than 47 inches since Friday. That gave the area a new annual record for rainfall — with four months still left to go in 2017.

Texas Gov. Greg Abbott said Wednesday that officials were “immediately deploying far more” members of the National Guard to southeast Texas in response to “emergency conditions” there.

“The worst is not yet over for southeast Texas as far as the rain is concerned,” Abbott (R) said at a briefing Wednesday.

Abbott said the total National Guard deployment across Texas would reach 24,000 troops, with about 10,000 of them deployed there from other states.

The Jefferson County Sheriff’s Office, in a message it posted online for Port Arthur, Tex., said the city was “inundated” with hundreds of rescue calls.

“Many homes in Port Arthur are flooding and people are becoming trapped,” the sheriff’s office said in a message on Facebook. First responders and volunteers alike had taken to boats to rescue people, they said.

As Harvey approached, storm-battered Louisiana — where memories of Hurricane Katrina, which made landfall in the state 12 years ago this week, are still fresh — also hunkered down, evacuating hundreds of people and deploying the Louisiana National Guard.

Louisiana Gov. John Bel Edwards (D), in a news briefing Wednesday, said the threat of flooding appeared to be decreasing in southwest Louisiana, but he reminded people that the storm would linger over the state throughout the day.

“Southwest Louisiana for now remains the center of gravity as it relates to this storm in Louisiana,” he said. Cautioning people to remain alert, he added: “Somewhere between being complacent and being panicked is the right place, and that’s where we’re going to ask the people of Louisiana to settle.”

Flash flood warnings were issued across eastern Texas and western Louisiana, areas facing mounting rainfall totals as Harvey continued its onslaught. Parts of Interstate 10 near Beaumont, Tex., were swallowed up by floodwaters — with road signs poking above the wind-driven chop.

About 60 miles to the east, Lake Charles, La., had seen more than a foot of rain, and forecasts say the downpours are expected to continue. A storm surge warning was posted across the coast of southern Louisiana, from Holly Beach to Morgan City.

Between 400 and 500 people were evacuated from Calcasieu Parish, Dick Gremillion, director of the parish’s office of homeland security and emergency preparedness, said at a briefing Tuesday night.

“There is high water just about every section of the parish,” he said. “If we get 3 [inches] to 5 [inches] of rain, it’s probably going to be in the entire parish.”

The storm’s path at least appeared to offer a break to New Orleans, which this week postponed Katrina remembrance events due to Harvey. “By the grace of God, this is going to miss us,” New Orleans Mayor Mitch Landrieu told CNN on Wednesday.

Harvey’s movement up the coast also gave Houston a respite from the heavy rains that have pelted the city since the weekend, even as officials noted it could be years before storm’s true toll is known. More than 50 inches of rain over four days had turned the country’s fourth-largest city into a sea of muddy brown water, as boats skimmed along what had been neighborhood streets in search of survivors.

The impact in the Houston area was staggering. Between 25 and 30 percent of Harris County — home to 4.5 million people in Houston and its near suburbs — was flooded as of Tuesday afternoon, according to Jeff Lindner, a meteorologist with the county flood control district. That is an area potentially as large as New York City and Chicago combined.

On Wednesday morning, with rain lashing other parts of the Gulf Coast, Houstonians awoke to sunshine for the first time since Harvey arrived. Under voluminous clouds, scores remained without power, debris littered the city and water continue to rise and recede, but the rain, at least, had abated.

Cleanup doesn’t begin to describe what’s next for southeast Texas. On highways that allow for some traffic, large pickups — some outfitted with monster truck-style tires — hauling boats made up the majority of those who dared to travel in recent days. But now, a few more are venturing out looking for supplies where there may not be any to be had. Others sought to see what Harvey left behind.

“I feel like I’m dreaming,” said Julie Steptoe, who ventured Wednesday morning to an intersection in Kingwood, north of Houston. Never taking her eyes off of the water that engulfed the area, she continued: “I don’t know what to think. I’m hoping it turns out okay for everyone.”

Even though the heavy rain had departed and glimmers of hope — along with glimpses of the sun — had returned to Houston, officials were still struggling to define the enormity of what had happened.

At least 22 deaths were blamed on the storm, a number expected to rise as authorities are able to enter flooded homes and cars. The toll includes Sgt. Steve Perez with the Houston Police Department. The 60-year-old veteran officer’s body was found early Tuesday morning, officials said, after he drowned while driving in to work early Sunday morning during the storm’s peak.

“He laid down his life,” Houston Police Chief Art Acevedo said during an emotional news briefing Tuesday.

Other stories of loss, grief and agony began to emerge. Six family members were apparently swept away while trying to escape the storm in a van; the Harris County Sheriff’s Office reported Wednesday that they had apparently found the van.

Police in Beaumont, Tex., said Tuesday that a woman and her young child had gotten out of their car on a flooded road and were swept into a canal. When authorities found them, the young girl was clinging to her mother and about to go under a trestle, where they would have been lost for good, police said. The mother died, while the young girl was in stable condition.

Houston Mayor Sylvester Turner imposed a curfew in the city starting Tuesday from midnight to 5 a.m. local time to deter looting of abandoned homes.

“There are some who might want to take advantage of this situation, so even before it gets a foothold in the city, we just need to hold things in check,” Turner said at a news conference.

It was still too early to assess the total number of homes and other buildings damaged, in part because rescue crews were still having trouble even reaching some areas because of flooded or flood-damaged roads, said Francisco Sanchez, spokesman for the Harris County Office of Homeland Security and Emergency Management.

“We’re still in the middle of the response,” he said.


  A close-up view of the flooding in Houston View Graphic

The Federal Emergency Management Agency said Wednesday that it had more than 230 shelters in Texas housing more than 30,000 people, a number that is expected to change. More than 195,000 people have registered asking for federal assistance, a number that is expected to go up, William “Brock” Long, the FEMA administrator, said during a news briefing.

It will take “many, many years” before the full scope of Harvey’s impact is clear, Long added.

“We expect a many year recovery in Texas and the federal government is in this for the long haul,” Elaine Duke, the acting Homeland Security secretary, said at the same briefing Wednesday.

Duke said she had no answer Wednesday regarding whether the Trump administration would accept the Mexican government’s offer to help.

About half a million people will have their homes “impacted in some way” by the storm, according to Health and Human Services Secretary Tom Price told Fox News.

President Trump has pledged swift federal aid in response to Harvey’s devastation. On Wednesday, Abbott, the Texas governor, said that given the sheer number of people and geographic area impacted, he expects the federal government’s aid package “should be far in excess” of the roughly $120 billion in funds allotted for Gulf Coast recovery after Katrina.

Sheila Jackson Lee (D-Tex.), who represents central Houston, has estimated the federal response will total at least roughly $150 billion.

Thousands have been rescued amid the churning waters, authorities said. These official tallies of rescues are likely low, leaving out the scores of civilians who took to boats in an effort to rescue neighbors, friends and strangers alike.

Carol Headrick said that when waters began to rise to the height of the front desk lobby her nursing home in Kingwood, Tex., outside of Houston, rescue crews told her to leave and took her out on a pontoon boat before she had time to grab much of anything.

“I never was scared,” said Headrick, 83, as her face shifted from one of feigned outrage at the question to a mischievous smile. Referring to a previous storm, she added: “I’ve got my Bible. And God promised he never was going to do this again.”

Headrick betrayed no sign of worrying about the storm, because she was too busy deciphering the crackle of her old handheld AM-FM radio to be bothered with worry. She had to keep her nursing home mates informed as they sat in a U-shaped group in the Kingwood Bible Church’s multipurpose room, discussing the Louisiana State University Tigers, her favorite team.

She was happy with the sandwiches she was given and grateful for the care from volunteers and to still be among her friends.

“Last week they gave us these special glasses to watch the eclipse and who would have thought we’d be here now,” she said.

Around Houston and beyond, schools and universities were closed, with some unable to say when they would reopen. The storm had pushed water to spill over in reservoirs west of downtown Houston, raising fears that the overflow would eventually make its way to the soaked downtown.

But officials said Wednesday this was unlikely. Lindner, the Harris County flood control meteorologist, said the reservoirs had stabilized and authorities were more optimistic that significant water would not make its way downtown. The Army Corps of Engineers and Houston flood-control officials said at a news conference Wednesday water-levels in city’s bayous and reservoirs were peaking and new flooding citywide should be less than initially feared.

David Russo, of the Army Corps of Engineers, said that the water is no longer predicted to escape the Barker Reservoir, while water from the Addicks Reservoir — which overflowed its spillway on Tuesday — was diminishing.

Thousands of homes near the reservoirs are inundated or under water, some of it reaching as high as six feet, Lindner said. But while water may yet rise in some areas, structures that have not been inundated are less likely to flood, he said. Linder said water levels in several other key Houston waterways, including Lake Houston, have also peaked.

“The watersheds are falling, and while most of them remain well over their levels, and some remain at record levels, the water levels are going down,” Linder said. But he cautioned that some homes already under water may “degrade.”

Flood officials quickly followed their news conference by urging people in the Inverness Forest subdivision to leave because a levee protecting it might be over-topped.

Across Texas, the storm shut down 14 oil refineries, causing damage at some that released harmful chemicals. In Crosby, Tex., a fertilizer plant was in critical condition Tuesday night after its refrigeration system and inundated backup power generators failed, raising the possibility that the volatile chemicals on the site would explode.

Arkema, a maker of organic peroxides, evacuated all the personnel from the plant and was attempting to operate the facility remotely. The material must be kept at low temperatures to avoid combustion.

As scores were forced from their homes, massive venues opened their doors to house people. The George R. Brown Convention Center in downtown Houston, which next month was scheduled to host a concert as well as a “High Caliber Gun Knife Show,” had taken 10,000 people as of Tuesday morning, double the expected capacity. Houston then opened what the mayor had called other “mega shelters,” turning to the NRG Center, a convention center near the old Astrodome, and the Toyota Center, home of the Houston Rockets basketball team.

About 250 miles to the north, the city of Dallas was preparing to take at least 6,000 evacuees from the Houston area, according to Dallas County Judge Clay Jenkins, the county’s top official. There were showers. Phone-charging stations. There was a dining hall manned by volunteers, including the Texas Baptist Men and local Israeli-American and Muslim-American groups.

The Dallas shelter was still mostly empty on Tuesday because the storm was too bad to get evacuees out of Houston.

“The planes are grounded, so we can’t get C-130s in” with evacuees, said Jenkins (D). “The roads are covered with water, so we can’t get buses in.”

Dallas housed 28,000 evacuees after Hurricane Katrina in 2005, Jenkins said. He said he’s not sure if that many will come this time.

“We don’t know what we’ll get,” he said, “until the water recedes.”

Berman reported from Washington. Tim Craig and Kevin Sullivan in Houston; David Fahrenthold, Herman Wong, Steven Mufson, Ed O’Keefe, Wesley Lowery, Brian Murphy, Katie Zezima and Jason Samenow in Washington; Ashley Cusick in New Orleans and Leslie Fain in Lake Charles, La., contributed to this report, which will be updated throughout the day. 

Why Video Content Needs to Be a Part of Your Content Marketing Strategy

Brian Dean, Neil Patel, Sujan Patel, and many more marketers are creating video content. Video content is hot right now and it’s here to stay. Up until the last few years, a lot of marketers and b2b companies have stayed away from doing video content, but it’s becoming clear that to stand out and to build trust among your audience, it’s incredibly important to get in front of a camera. That’s why you see Neil Patel suddenly pumping out more and more videos.

A writer at Forbes forwarded me an email the other day from Brian Dean of Backlinko. Brian sent out an email to some of his subscribers outlining how essential YouTube has been for driving visitors as well as customers to his site. The time for video is now. All the major players in the marketing industry see it, and below I’m going to outline exactly why so many marketers are choosing video and why you should consider it for your business or brand as well.

#1 Youtube Can Drive Great Traffic

Youtube is the 2nd most trafficked site in the world according to Alexa.com. Not only does YouTube have a ton of visitors, but YouTube videos are incredibly easy to share and increase the likelihood of your content indexing for keywords in search. Having your video on YouTube gives you a chance at ranking for those big keywords you’ve always dreamed of ranking for.

#2 Social Media Makes Videos Easy to View

Unlike blog posts which require users to actively click through to your content, videos show up and are playable on Facebook, Twitter, LinkedIn, and even in your Gmail inbox.

If you think people aren’t watching video social media, think again. TechCrunch reports that Facebook users watch over 100-million hours of video per day! Not only that, but Adweek found that videos on Twitter were six times more likely to be retweeted than photos. It’s clear from all the data from TechCrunch, Adweek, HubSpot, and the fact that I always find myself tweeting videos, that people want to see more video on social media.

#3 Videos Can Build a Crazy Amount of Trust

People do business with people they like. People want to help people they like. Video lets people see that you’re a real person. I know that sounds crazy, but just seeing you or your product can increase the level investment and trust by an absurd amount.

When you’re selling anything you need to build trust, and video content is one of the best ways of doing that because it literally lets the user have a more personal experience. They see you or your product and they hear your pitch. It is so much more personal than a blog post.

#4 People Really Like Video Content


Not only does video content build trust and drive traffic, but people also really want you or your company to create videos. A HubSpot sales statistic found that 43% of people want to see more video content from marketers. HubSpot also found 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.

It makes complete sense why Neil Patel and other marketers are suddenly making more video content. This content is incredibly effective at building trust and it’s incredibly easy for viewers to share. Video content is powerful, and if you’re not already creating it you should really consider adding it your content marketing strategy.Opinions expressed here by Contributors are their own.

Daniel Wallock is a marketer, heart condition survivor, and published author. Daniel’s done startup and marketing related projects with over 50 companies including BMW i Ventures, The American Heart Association, Amazon Studios, Girl’s Inc, and Sarah Lawrence College. Daniel has been interviewed in The Huffington Post, Forbes, TheNextWeb, and he has also appeared in The Los Angeles Times, Entrepreneur, Inc, and Yahoo News.

Social networking and video dominate smartphone use, but email generates the most ROI

email.jpg

Every year, someone writes an article proclaiming that email marketing is dead — and every year they are proven wrong.

Mobile data traffic is expected to increase sevenfold by 2021, according to Cisco’s Visual Networking Index (VNI).

This smartphone usage expansion is due to improvements in network speeds and increasing availability of mobile applications, and the significant consumption of mobile video will all contribute to this growth.

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So, how do marketers deliver the right messages to their customers to deliver the best ROI for their campaigns?

A recent report by technology adviser Analysys Mason shows that entertainment is the dominant activity on our smartphones — accounting for 57 percent of our data usage and almost a third of overall time spent on the device. It analysed real-world usage from over 8,000 smartphones in Germany, India, UK, and US.

But if you are a marketer this might not be good news. It takes significant time and resources to create world-leading entertainment content to post across social channels. How do marketers connect with their audience and get a good return for their efforts?

A report from email marketing platform Emma shows that marketers are already overwhelmed and unable to meet expectations. Over 64 percent of marketers do not have the time or personnel to carry out the marketing activities that they would like to.

There are too many channels to focus on and not enough return for their efforts. It is easy to get side-tracked by flashier social channels, and marketers feel like they have to master every new thing that comes along

A look at customer data and response metrics will show which what channels are most successful for reaching the target audience so that marketers can focus their efforts there. And it is often email — not social — that is overlooked.

Now marketers are turning to email marketing to simplify their activities. Every year, someone writes an article proclaiming that email marketing is dead — and every year they are proven wrong.

Although ‘batch-and-blast email marketing’ may be dead, timely email marketing campaigns could become key to successful digital marketing programs.

According to Emma, 47 percent of marketers said that email generates the most ROI for their organisation, and 58 percent of them are planning to increase their spending on email marketing in 2018.

With new channels seemingly popping up every day, marketers often feel like they have to be on all social channels all the time. But with the other half of our mobile data usage, we are very likely looking at — and responding to — a well-crafted email campaign.

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GE’s Sponsored Videos Electrify B2B and B2C Audiences

Two years ago, I took a look at how General Electric was harnessing the power of YouTube creators to tell its story. Well, I recently took a look at GE’s social video strategy and discovered that the company, which was founded in 1892 by Thomas Edison, is using sponsored videos – particularly on Facebook – for both B2B and B2C digital video marketing strategy.

GE Sponsored Video Content

According to Tubular’s Dealmaker software, GE’s corporate brand has been working with 15 partners who have uploaded 100 videos to the main social video platforms so far in 2017. Combined, this sponsored content has more than 15 million views and over 200,000 engagements, making the videos a significant medium to carry the brand message to a wider audience.

The most popular sponsored video is “This paper airplane has taken 9 years to make.” Uploaded to The Future Is Now’s Facebook page on June 19, 2017, this sponsored content currently has 5.7 million views and 109,000 engagements. It tells the story of Luca Iaconi-Stewart, a 25-year-old paper artist from San Francisco, who created a model Boeing 777 completely out of manila file folders. He even replicated the GE90-115B, the world’s largest and most powerful engine.

GE’s second most popular sponsored video is “This is additive manufacturing.” Uploaded to I Fucking Love Science’s Facebook page on May 3, 2017, this sponsored content currently has 2.5 million views and 33,500 engagements. It shows an advanced form of 3D printing that is changing the future of manufacturing. Additive machines turn digital designs into complex printed parts. GE is pioneering this process.

GE’s third most popular sponsored video is “Wind power is being converted to help power nearly one million German homes.” Uploaded to I Fucking Love Science’s Facebook page on May 31, 2017, this sponsored content currently has 1.7 million views and 24,600 engagements. It shows how GE is helping to bring clean, renewable energy to light up a country.

Tied for fourth place is “Adam Savage tests a massive jet engine in a new episode of GE In The Wild, out on YouTube now!” Uploaded to I Fucking Love Science’s Facebook page on May 10, 2017, this sponsored video currently has 1.6 million views and 6,689 engagements. The test is conducted at GE’s facility in Peebles, Ohio.

Also tied for fourth place is “Unring a Bell.” Uploaded to Discovery’s Facebook Page, on January 17, 2017, this sponsored video currently has 1.6 million views and 19,600 engagements. It examines the old adage, “You can’t unring a bell” once it’s already rung. Well, GE acoustic engineers created a “quiet zone” that temporarily silenced Yangon’s Ka Lay Wa Temple Bell in Myanmar, which is one of the world’s biggest and loudest. Using technology similar to that used in a GE subsea acoustic leak detector, the GE team created “destructive interference” – which occurs when two sound waves of equal frequency and opposite phase cancel each other out.

A second version entitled, “’You Can’t Unring a Bell’ – Unimpossible Missions – GE,” was uploaded to GE’s YouTube channel on the same day. Although YouTube defines “views” very differently than Facebook, this second version currently has 1.1 million views and 6,751 engagements.

And GE, which describes itself as a “digital industrial company,” has uploaded five more sponsored videos to Facebook this year, which each have at least a million views, and yet another video to GE’s Instagram account, which has 1.2 million views. So, the 125-year-old company’s social video campaign demonstrates that GE knows how to generally electrify a B2B audience.

GE: Using Sponsored Video to Reach B2C Audience

But wait, there’s more! GE Appliances is using sponsored videos to generally electrify its B2C audience, as well. According to Tubular’s Dealmaker, GE Appliances has 3 partners that have uploaded 26 videos in 2017. Combined, this sponsored content has 75.2 million views and 1 million engagements.

The most popular video sponsored by GE Appliances is “The obsessive chef cutting board makes perfect cuts.” Uploaded to INSIDER Kitchen’s Facebook page on May 26, 2017, this sponsored content currently has 23.7 million views and 329,000 engagements. This cutting board is made for perfectionists.

The second most popular video sponsored by GE Appliances is “Portable pizza oven.” Uploaded to INSIDER Home’s Facebook page on May 26, 2017, this sponsored content currently has 14.7 million views and 220,000 engagements.

The third most popular video sponsored by GE Appliances is “Garden tower grows 50 plants in one device.” Uploaded to INSIDER Home’s Facebook page on May 30, 2017, this sponsored content currently has 8.1 million views and 181,000 engagements.

The fourth most popular video sponsored by GE Appliances is “Shipping container pool.” Uploaded to INSIDER Home’s Facebook page on June 6, 2017, this sponsored content currently has 4.7 million views and 62,200 engagements.

The fifth most popular video sponsored by GE Appliances is “Home stencils can beautify anything.” Uploaded to INSIDER Home’s Facebook page on May 25, 2017, this sponsored content currently has 4.0 million views and 66,900 engagements.

And these partners of GE Appliances, which has been one of the largest manufacturers of major appliances in the world for decades, have uploaded nine more sponsored videos to their Facebook pages this year, maintaining the brand’s tradition of innovation and continuing to bring good appliances to life.

So, the company that Thomas Edison founded way back in 1892 is demonstrating that sponsored video can be used for both B2B and B2C marketing. And that’s an illuminating lesson that video marketing should study closely in 2017.

Why powerful video is a must for your communications arsenal

The internet is overcrowded with content, but one medium makes people pause
and take notice—compelling video.

It captivates audiences, keeps them engaged and inspires action.

A powerful video is the perfect way to tell your brand’s compelling story
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It’s essential to a winning content strategy—and it doesn’t have to break
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Learn the latest tools and techniques for shooting engaging video at
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Your skills and budget don’t have to hold you back from shooting amazing
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Register here

(Image via)

Video marketing set to fly

If you want someone to remember your message, show them a picture. If you want them to act on your message and convert them to customers, show them a video.

Research has found that 65% of business decision makers visit a marketer’s website after viewing a branded video, and 64% of customers are more likely to buy a product after watching a video about it.

Video is expected to make up 74% of all Internet traffic this year and Cisco predicts this will rise to 80% by 2019.

We’re addicted to videos. They transmit messages faster, they’re engaging and we’re more likely to retain information that’s presented to us visually. It’s no wonder that video has become a huge focus for social media channels, with 300 hours’ worth of video being uploaded to YouTube every minute, and Snapchat and Facebook, respectively, streaming two billion and four billion live videos every day.

Video should form the core of any content marketing strategy but high data costs in South Africa means marketers are not getting the return from video that they should be. Consumers are frugal with their data and video is the hungriest of them all. With options to turn off automatic video playback on social media in order to save data, it’s not likely that you’re getting the reach with your video marketing efforts that you could be.

But that could change soon.

The Independent Communications Authority of SA (ICASA) is conducting an inquiry into high data costs amid a growing demand by civil society that.

A drop in data charges will be a boon for marketers, especially with the continued roll-out of high-speed fibre across the country.

When consumers are not hamstrung by high data costs and low Internet speeds, video consumption will skyrocket and marketers can fully execute – and reward from – their video marketing strategies. In some instances, it may very well be groundbreaking.

Here are a few good reasons why every business should consider video content marketing:

·         It boosts your search engine optimisation (SEO). Content is 50x more likely to make it to the first page of Google results if it includes video.

·         It increases engagement. Social videos generate 1200% more shares than text and image combined.

·         It supports revenue growth. Marketers who use video grew revenue 49% faster than those who didn’t use video in their campaigns.

If you don’t yet have a video marketing plan in place, here are a few things to keep in mind:

·         Keep videos in line with your brand. Logos, fonts and colours should remain consistent.

·         Include a video on your landing page. Ideas include product demos, a different take on the ‘about us’ section, testimonials, how-tos and explainers. This could increase your conversion rates by an astonishing 80%.

·         Incorporate video into your email marketing for a chance to boost clickthrough rates by 200-300%.

·         Keep videos under five minutes. Videos up to two minutes long get the most engagement.

·         Tailor your content to the channel. Social videos have more engagement than any other content format but each platform uses video differently, e.g. Snapchat creates a sense of urgency and YouTube supports longevity. Understand these nuances to ensure you have maximum impact.

·         Optimise for mobile. Keep videos short and use compression technologies so that they load quickly and aren’t data hungry.

·         Include subtitles. Some 85% of Facebook users watch videos without sound. Including subtitles ensures that your message still comes across.

·         Tell a story. People relate and engage with stories more than brand or product messaging. Stories are also more shareable.

With an increasing number of high-quality, free video editing tools available today, getting started with your video marketing strategy has never been easier or more cost-effective. Start playing around today and experimenting with lighting, styles and content so that you can hit the ground running once those data costs drop.

  • Ernst Wittmann, Global Account Director MEA Country Manager – Southern Africa at Alcatel