Phil Nottingham - Building a Brand with Online Video

Transcript

1. brought to you by... Building a Brand with Video Phil Nottingham
2. Good Morning
3. How is everyone?
4. That was pathetic.
5. Let’s just stick to gestures for now…
6. Please raise your hand if you had a good time last night
7. Please keep your hand raised if you had too much of a good time last night
8. Please keep your hand raised if this is because you had “one beer” with Ade Lewis.
9. Give me a half-hearted cheer if you’re ready for another day of presentations.
10. Are you sitting comfortably?
11. When I say “Search,” you say “Love”
12. When I say “Real Company,” you say “Sh*t”
13. When I say “Critch,” you say “Low”
20. Will Critchlow, 2014 We have a big opportunity to disrupt the video marketing industry
21. Ad revenue growth 1996-2014
22. 0% 20% 40% 60% 80% Offline Online Time Spent Ad Spend
25. Mark Hoelzel, Business Insider Online video ad revenue will increase 20% next year
26. Mark Hoelzel, Business Insider …faster than any medium other than mobile.
27. Cisco Report February, 2014 By 2018, mobile video account for 69 percent of mobile data traffic.
28. IAB Internet Advertising Report, October 2014 The top 10 ad agencies make 71% of the money
30. MOBILE FIRST!!!
32. I’m passionate about ideas, not numbers
33. …but then I started reading reports and case studies from big advertising agencies
34. I am passionate about numbers, but only when they’re shit
35. Number of Impressions
36. Number of Views
38. Status: HTTP/1.1 200 OK
41. @philnottingham Phil Nottingham
42. A consistent style that leaves a lasting impression
43. Content that conveys a memorable message
46. A consistent style that leaves a lasting impression
47. Content that conveys a memorable message
49. Brand video marketing is not the same as making successful video content
50. ! All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT
51. 13.8 million views in five days
52. To build a brand, you have to increase brand salience
53. Necessary ingredients….
54. Style Content Distribution Measurement
55. Style ! memorable and recognisable 1
56. Content ! different and resonant 2
57. Distribution ! reach the right people and get them to watch 3
58. Measurement ! report the right metrics to prove success 4
59. Style Content Distribution Measurement
61. Four Ps
62. Performers Perspective Palate Personality STYLE
63. Performers Perspective Palate Personality STYLE
66. Brands have character
69. Pick performers that project the personality traits of your business
70. Two ways you can screw it up…
72. ! All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @philnottingham Phil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT No one wants to buy things from these people
73. Project authenticity
74. As an industry, we generally do a good job of this.
75. but….
78. Performers Perspective Palate Personality STYLE
79. 1. First Person (audience is camera)
80. 2. Second Person (audience is object)
81. 3. Third Person (audience is observer)
82. Performers Perspective Palate Personality STYLE
89. Performers Perspective Palate Personality STYLE
90. Mirror the language your audience use
91. @TheWebPsych
92. Openness Conscientiousness Extraversion Agreeableness Neuroticism THE BIG 5 PERSONALITY TRAITS
93. Personality based keyword research
94. Workshop on 28th November ! dis.tl/natandnott
95. Style Content Distribution Measurement
96. Several concerned audience members That’s all great Phil, but how on earth can I work out a compelling style for my company/client?
97. Play
102. Style Content Distribution Measurement
103. All video content will help to build your brand identity
104. But it won't necessarily get you reach
107. What works on TV may not work on YouTube
108. Content must be shareable to gain traction
109. It’s not about great production
111. It’s about telling a great story
112. @epicgraphic
113. Customer Insight Competitor Insight Product Truth COMING UP WITH CONTENT IDEAS
114. Customer Insight Competitor Insight Product Truth COMING UP WITH CONTENT IDEAS
117. If you have an existing YouTube channel…
121. Customer Insight Competitor Insight Product Truth COMING UP WITH CONTENT IDEAS
128. Customer Insight Competitor Insight Product Truth COMING UP WITH CONTENT IDEAS
131. Style Content Distribution Measurement
133. ! All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
134. Paid distribution is not an acceptable alternative to organic coverage
135. Organic Potential
136. Paid Promotions
137. Phil Nottingham, 2014 You can play a guitar without an amplifier, but you can’t play an amplifier without a guitar.
138. We share because we care
139. We share to communicate our identity
140. ! Strong emotions triumph
141. Luckily… you can predict this
144. Find outreach prospects with competitor analysis
146. F*ck Yeah Link Building!
148. Distribute to incentivise shares, not impressions
150. ! All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT
151. Start broad, then refine based on engagement
152. Target specific channels and videos
154. Style Content Distribution Measurement
155. Measure activity, not passivity
156. Share Rate (Views/Shares) 1
157. Engaged views (views x average percentage viewed x percent of viewers in target demographic) 2
158. Assisted Conversions 3
159. Last touch doesn’t work for branding
160. In summary…
161. Style Content Distribution Measurement
162. A consistent style that leaves a lasting impression
163. Performers Perspective Palate Personality STYLE
164. Play
165. Style Content Distribution Measurement
166. Content that conveys a memorable message
167. Customer Insight Competitor Insight Product Truth COMING UP WITH CONTENT IDEAS
170. Style Content Distribution Measurement
171. Optimise for shares, not impressions
172. Style Content Distribution Measurement
173. Measure active, not passive metrics
174. ! Good Luck and Godspeed! ! ! Any questions? PHIL NOTTINGHAM phil.nottingham@distilled.net @philnottingham