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Leveraging Video to Engage Consumers презентация
Содержание
- 1. Leveraging Video to Engage Consumers
- 2. To grossly oversimplify our marketing strategy….
- 3. Before we can convert a consumer,
- 4. Delivering content they value allows us to reach and engage them
- 5. Content is our “Marketing Nectar”
- 6. And increasingly consumers want video content
- 8. But YouTube isn’t the only social network on which folks are watching video…
- 10. While Facebook’s growth may be slowing, make
- 11. As marketers, we continually try to figure
- 12. But we’ve been preparing for… Zero Organic Reach on Facebook
- 14. X
- 15. Video grew to an average of more
- 17. Video content has to be an important part of our digital marketing mix
- 18. Case Studies: How we approach video
- 21. Our Goal with Inspirational and Instructional Content:
- 22. By Growing the Activity and Growing Our
- 23. Our success won’t usually be measured by
- 24. We don’t think about creating a ‘viral
- 25. Content that is “shareworthy”
- 26. If we approach it in the right
- 27. However, content doesn’t have to ‘go viral’
- 28. Key to Content Engagement In order to
- 29. Content Categories Original Content Commissioned Content Curated Content
- 30. The right content mix depends on many
- 31. Creating Original Content
- 33. Hero Hub Help
- 34. 2014 YouTube Videos (62)
- 35. Examples of Tactics that Make Your YouTube
- 36. Some of the Things that Make Facebook
- 37. You don’t have to have a TV network worthy studio to create original content
- 39. or tons of resources
- 41. Thinking about which content your audience will find valuable is the most important step
- 42. 70% reach from non-fans 1.3 mill views
- 43. Leveraging Facebook Reach To Drive YouTube Engagement
- 45. Added 50k new page likes All reach was organic – no paid support
- 46. Commissioned Content
- 47. Commissioned content allows you to reach a
- 48. Multi Channel Networks
- 53. The videos on her channel are performing
- 54. Tips for Working with Creators How to avoid being a ‘bad brand’
- 55. Do your research – just don’t ‘sort by’ number of subscribers and start there
- 56. Focus on channels that reach your key
- 57. Find someone that’d work with your brand
- 58. Let the Creator create! Trust them –
- 59. Spend time with them – help them understand your brand - what makes it unique
- 60. It’s okay to give them “talking points”
- 61. Questions? @timbay timbay
To grossly oversimplify our marketing strategy…. We want those who don’t buy, to buy & those who do buy, to buy more
Слайд 2To grossly oversimplify
our marketing strategy….
We want those who don’t buy,
to
buy
&
those who do buy,
to buy more
&
those who do buy,
to buy more
Слайд 10While Facebook’s growth may be slowing, make no mistake – it’s
still a social media beast
1.44 billion monthly active Facebook users
936 million people log onto Facebook daily
*Based on Facebook Internal Data, 1st Quarter 2015 Earnings Call
Слайд 15Video grew to an average of more than 4 billion video views
per day on Facebook
Over 75% of Facebook video views occur on mobile
Over 75% of Facebook video views occur on mobile
*Based on Facebook Internal Data, 1st Quarter 2015 Earnings Call
Слайд 21Our Goal with Inspirational and Instructional Content:
Grow the Activity
and
Grow Our Community
Слайд 23Our success won’t usually be measured by direct sales…
but by how
strong of “tailwinds” we are creating
Слайд 24We don’t think about creating a ‘viral video’ – we focus
on creating content our audience will love and….
Слайд 26If we approach it in the right way, we significantly increase
the likelihood it will be watched by a lot of people – and maybe going viral
Слайд 27However, content doesn’t have to ‘go viral’ (such a small% do)
to be really valuable marketing content
Слайд 28Key to Content Engagement
In order to add value to our consumer,
video must do one of the following:
Brands can usually, at best, accomplish 2 of the 3!
Inspire
Educate
Entertain
Слайд 30The right content mix depends on many factors – it won’t
be the same for everyone
What’s your 70%/20%/10%?
What’s your 70%/20%/10%?
Слайд 35Examples of Tactics that Make Your YouTube Content Discoverable
Creating engaging
content – total watch time is a factor in the ranking algorithm
Encourage comments – higher viewer engagement can help ranking
Optimize Titles, Descriptions, etc.
Make Great “Title Cards”/Thumbnails
Include end-cards that encourage subscribing, watching another video, etc.
Develop a regular programming plan
Encourage comments – higher viewer engagement can help ranking
Optimize Titles, Descriptions, etc.
Make Great “Title Cards”/Thumbnails
Include end-cards that encourage subscribing, watching another video, etc.
Develop a regular programming plan
Слайд 36Some of the Things that Make Facebook Video Different
Your videos may
be played automatically (AutoPlay)
Many people watch Facebook videos with the sound turned off – so don’t rely on sound
Typically, the videos need to be shorter
Optimize resources by editing a YouTube video into a shorter version
Use the Facebook video as a ‘teaser’ to longer form content (e.g. on YouTube)
Fewer analytics available
Many people watch Facebook videos with the sound turned off – so don’t rely on sound
Typically, the videos need to be shorter
Optimize resources by editing a YouTube video into a shorter version
Use the Facebook video as a ‘teaser’ to longer form content (e.g. on YouTube)
Fewer analytics available
Слайд 43Leveraging Facebook Reach To Drive YouTube Engagement
YouTube Video views increased 7x
and daily subscribers increased 2.5x
YouTube Video views increased 7x
Слайд 47Commissioned content allows you to reach a large number of consumers
by leveraging the established audience of a
YouTube Creator
Слайд 53The videos on her channel are performing above average – her
audience embraced the partnership
Ro’s videos on our channels are the most successful ever in the first week after publishing
Comments on Ro’s videos on our channel are 7x the average of our top 10 commented videos
Almost a 4x increase in subscribers on our channel
Ro’s videos on our channels are the most successful ever in the first week after publishing
Comments on Ro’s videos on our channel are 7x the average of our top 10 commented videos
Almost a 4x increase in subscribers on our channel
Слайд 56Focus on channels that reach your key audiences and creators who
are authorities in your category
Слайд 57Find someone that’d work with your brand (believes in it) even
if you didn’t pay them (you’ll still have to ☺)
Слайд 60It’s okay to give them “talking points” but trust them to
pick-out what will resonate with their audience and put it in their own words
