social media video breathes life into a brand

News 4 WOAI photographer Mason tapes Jessica Brown from University Health System and Mrs. Muñoz.

Through humor, esd & associates is giving University Health System’s brand real character in the community. Our county health provider extends its capability across the community, caring for children, adults and seniors with both preventative and acute services. Mrs. Muñoz Knows Best pops up on University Health’s Facebook page with a link to YouTube every Friday, expressing their mission like a family member – “everybody’s grandmother.”

just another way to care for the community

Like any other grandmother, Mrs. Muñoz cares about your health, and she shares her advice freely. It’s not medical advice from a doctor, nurse or educator – it’s just kindly concern from a senior with great experience and abundant personality. People are more likely to take advice from their grandmother than a health professional.

link to a direct reference

There is no direct branding in the video, but each presentation has with a link to an informative page on the University Health System site, which realizes fresh traffic every time someone clicks through. Mrs. Muñoz is promoted with Twitter feeds and Facebook posts from University Health System and esd, along with other friends, connections and fans throughout the community. News 4 WOAI captured a Mrs. Muñoz session for their evening news on January 5.

put your message where people get their news

Social media video extends your brand and promotion to a wider and more engaged audience. The Pew Research Center reported this week that 41 percent of Americans use the Internet as their primary source of news and in certain demographics – young adults, for example – that percentage goes as high as 65 percent.

become part of the neighborhood

People have engaged social media as a primary contact for their own socialization. Facebook friends extend across one’s “social neighborhood” – from high school friends you haven’t seen in years to former coworkers to friends you see every week.

no hard sell

The key to engaging your customer through social media video is avoiding the direct pitch or even stamping the production with your identity. You don’t want to come off looking like a commercial. Consumers connecting through social media are very sensitive to participating in hype – they aren’t going to share an ad. They want to share real experiences, real people being themselves.

That’s how Mrs. Muñoz works. She’s a real person in the community, full of character, and expresses herself with a great deal of humor and in-your-face directness. We knew we had a winner the first time we talked with her – she has a signature attention getter that has become the “show open” on each of her posts.

healthy results

University Health System Facebook “Likes” have increased 25 percent since Mrs. Muñoz “premiered” at the end of October. We recommend that you drop by for a visit, and subscribe so you can keep up with her latest take.

how to

Give your brand some character through social media:

  • keep it short, sweet and expressive
  • avoid direct branding – let the content carry the “spirit” of your company
  • don’t rely on the YouTube post alone to promote your video – share it on your Facebook site, tweet it on your Twitter, encourage your friends to keep it spreading and back it up with off-line public relations and advertising

Advertising has always been about putting a compelling message where the people are. In 2011, they’re on-line, and they would rather watch a video than read a paragraph. Go for it – and get results.

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