Phil Nottingham — ‘Building a Social Video Strategy’

Transcript

1. @PHILNOT TINGHAM
2. Things have changed….
3. These are now all 
 video platforms
4. Typical approach to video… Creative agency develops compelling campaign idea Judge success according to reach and brand recall Media planners distribute content to maximise reach 1 2 3
5. TYPICAL BRAND CONTENT MARKETING STRATEGY “Get as many eyeballs on the content as possible”
6. Syndicate All of the things
7. Strategic approach hasn’t evolved
8. http://www.bloomberg.com/features/2015-click-fraud/
9. http://www.theguardian.com/technology/2015/sep/23/google-advertisers-fake-youtube-video-views-adwords-bot
10. http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311
11. https://blog.kissmetrics.com/is-adblock-killing-conversions/
12. https://medium.com/@robleathern/carriers-are-making-more-from-mobile-ads-than-publishers-are-d5d3c0827b39
13. Distribution Production
14. PAY TO PLAY = PAY TO GET ON THE WAITING LIST
15. Old Model: Eyeballs = Mindshare
16. Old Model: Eyeballs = Mindshare New Model: Engagement = Mindshare
19. Organic Potential
20. Paid Distribution
21. TV Model: 
 What, When, Where
22. Social Model: 
 What, When, Where, Why and How
23. Why will people care? 
 How will people engage?
24. Why will people care? ✦ Educates / informs ✦ Makes them look good ✦ Parasocial relationships ✦ Provides shared experience ✦ Surprises ✦ Provides amusement ✦ Thrills or excites ✦ Supports political/social views
25. Content is a starting point for conversation
26. Why will people care? 
 How will people engage?
27. How will people engage? ✦ Comment ✦ Like/Favourite/Thumb ✦ Consume more content ✦ Share via social ✦ Share via email/message ✦ Subscribe/Provide email
28. Active Browsing Passive Browsing Restricted Media Type Fluid Media Type
29. Video = Aural + Visual
30. Facebook Twitter Instagram Vine Pinterest PRIMARILY AURAL YouTube PRIMARILY VISUAL
31. Platform First CREATE CONTENT FOR THE PLATFORM
32. “Platform First” Approach 1. Work out where your target market are active (and when) 2. Choose the platforms to focus on 3. Create content for the platform 4. Cross promote on other platforms - by linking, not republishing
33. Most Content Strategies
34. Pick one or two platforms, and actually do a good job
35. PHIL NOT TINGHAM “When you think platform first, you make better, more focused content”
36. Social Media = Brand CRM
37. Can share video from other platforms? ✦ YouTube ✦ Instagram ✦ Vine ✦ Snapchat (walled garden) ✦ Facebook ✦ Twitter ✦ Pinterest Yes No
38. Primary Platform Amplifiers
39. Primary Platform Instagram Facebook Twitter Pinterest Amplifiers
44. Optimisation
45. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched 4. Elicit action
46. Today I’m going to talk through…
48. Optimising Social Video 1. Create the right content
49. Typical YouTube Strategy
50. The best channels have focus
51. MOST MARKETERS I SPEAK TO ”But we need to have all of our videos on YouTube! YouTube is the second biggest search engine in the world, with billions of users. If our videos aren’t on YouTube, they’ll never get found!”
52. 81M Views
53. 2K Views
54. ON-SITE VIDEOS SPECIFIC CONTEXT SOCIAL VIDEOS BROAD CONTEXT
55. Keyword Research for YouTube! ……is not really a thing
56. Lean testing for YouTube ✦ Upload some generic video content on a dummy account ✦ Change title, description and thumbnail to match proposed creative ✦ See how many views you get from YouTube search and YouTube suggested videos ✦ Go and actually produce the videos which gain the most views
57. You can take the same approach with TrueView ads…
60. S O M E P E O P L E I N T H E A U D I E N C E “What shall I do with my existing library of videos? Should I put them on YouTube?”
62. Optimising Social Video 1. Create the right content 2. Get found
63. Of the 17 articles you’ve read about YouTube Optimisation, you won’t believe the one thing they’ve all got wrong…
64. Clicks > Keywords
65. Best Practice for YouTube titles ✦ “Clicky” title ✦ < 55 characters ✦ Explicit value proposition ✦ Thumbnail matches title
66. YouTube Suggested Video Traffic Titles made more “clicky”
67. Create a custom thumbnail
68. Custom thumb = 35% increase in play rate
70. Think of thumbnails like movie posters
75. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched
76. The parts of a video Nose - Body - Tail
77. The Nose The first 2% of the video
78. The Body The middle 96% of the video
79. The Tail The last 2% of the video
80. Evaluating engagement ✦ >30% Drop off in the nose = There isn’t a clear hook ✦ >50% Drop off in the body = The overall idea & execution is weak ✦ >30% Drop off in the tail = The CTA (or conclusion) isn’t compelling enough
81. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched 4. Elicit action
82. Annotations
86. Optimising Social Video 1. Create the right content
88. Facebook video is Mobile video
91. Don’t feel encumbered by 16 x 9
92. Optimising Social Video 1. Create the right content 2. Get found
94. Time you have to hook your audience ✦ YouTube - 5 seconds ✦ Facebook - 2 seconds
96. Include captions in post production
97. Best Practice for Facebook titles ✦ Provide counterpoint or context ✦ Indicate reward for viewing with sound ✦ Can be nuanced and suggestive
98. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched
99. Watches = re-watches
100. Indicate a reward for viewing with sound
101. Optimising Social Video 1. Create the right content 2. Get found 3. Get watched 4. Elicit action
104. The text is still the thing
106. Turnstile
108. 26% @ MIDDLE 25% @ START 49% @ END Turnstile Locations
109. 24% 16% 3.4% CONVERSION @ START CONVERSION @ MIDDLE CONVERSION @ END Conversion Rate by Location
110. 0 10 20 30 40 50 Start 0 - 10% 10 - 20% 20 - 30% 30 - 40% 40 - 50% 50 - 60% 60 - 70% 70 - 80% 80 - 90% 90 -100% End 2.3x 4.5x Turnstile Conversion Rate by Location
112. Heir to the gif?
114. Measuring Success
115. Action Rate (SHARES + CLICKS + COMMENTS + SUBSCRIPTIONS) / VIEWS
116. View Through Conversions WATCHED VIDEO & CONVERTED AT A LATER DATE
117. Thank you!
118. PUB?