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Winning with Video BORD BIA Brand forum
Masterclass May 16th 2016
CAROLE ANN CLARKE CONSULTING
AGENDA
• PART ONE; VIDEO INTELLIGENCE; CAROLE ANN CLARKE – 9.30-10.30
• A SURPRISE NEW TREND
• THE STATS
• HOW IS MOBILE IMPACTING VIDEO CONSUMPTION / THE IMPLICATIONS FOR
BRANDS
• MILLENNIALS – EATING UP FOOD VIDEOS ON YOUTUBE
• EMPOWERING CONTENT; HOW BRANDS FOCUSING ON GENDER
EMPOWERMENT ARE WINNING THE HEARTS AND MINDS OF CONSUMERS;
AGENDA
• PART TWO ; HEARING THE HOW TO FROM THE INDUSTRY EXPERTS
• YOUTUBE; DENISE BROWNE – 10.30- 11.35
• HOW BRANDS CAN CREATE MEANING EXPERIENCES ONLINE
• REVIEW FORMATS OF WHEN DRIVING VIDEO ONLINE
• TARGETING YOUR AUDIENCE
• RESOURCES AVAILABLE (YOUTUBE CREATOR, THINK WITH GOOGLE)
BREAK - 11.30-11.45
• STORYFUL; LISA MCDONALD – 11.45-12.50
• STORIES ARE WHAT GET SHARED NOT ADS – A CROSS PLATFORM VIEW FROM
STORYFUL INCLUDING SOME OF THE NEWER TRENDING SOCIAL MEDIA PLATFORMS
AND IMPLICATIONS FOR BRANDS
LUNCH – 12.50-1.30
AGENDA
• PART THREE ; MEASUREMENT & PULLING IT ALL TOGETHER – CA CLARKE 1.30-
3PM
• WHAT ARE THE BEST KPI’S FOR VIDEO BEYOND REACH?
• QUICK SUMMARY OF VIDEO FORMATS
• PRACTICAL TIPS ON GETTING YOUR VIDEOS READY FOR AMPLIFICATION
• BRINGING THE LEARNINGS FROM THE DAY TOGETHER….WORKING SESSION
• WRAP UP
PART ONE
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IS THIS SOMETHING YOU WOULD CONSIDER FOR VIDEO CONTENT?
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THE STATS
CAROLE ANN CLARKE CONSULTING
33% year on year increase of digital videos viewed
on a smartphone (pixability insights 2016)
2x as many people watch 100% of video ads on
youtube v 25% on Facebook (pixability insights 2016)
Females click on video ads on average of 2x times
v men (pixability insights 2016)
Video will represent 69% of all consumer-based internet
traffic by 2017 and 80% by 2019. (pixability insights 2016)
4X as many customers would rather watch a video about a
product than read about it. (Animoto, 2015)
Almost 50 percent of internet users look for videos related to a
product or service before visiting a store. (Google, 2016)
43 percent of people want to see more video content from
marketers. (HubSpot, 2016)
About 65% of those who view a video, click through to visit the
vendor website, 50% look for more. The Rise of the Digital C-Suite – FORBES INSIGHT
Video will represent 69% of all consumer-based internet
traffic by 2017 and 80% by 2019. (pixability insights 2016)
4X as many customers would rather watch a video about a
product than read about it. (Animoto, 2015)
Almost 50 percent of internet users look for videos related to a
product or service before visiting a store. (Google, 2016)
43 percent of people want to see more video content from
marketers. (HubSpot, 2016)
CONSUMERS INTERACT WITH PLATFORMS IN DIFFERENT WAYS
INCLUDING FREQUENCY AND TIMING OF VIDEO VIEWING
Source; Pixability insights 2016
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AGE DEFINES BEHAVIOURS
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View rates peak
Highest CTR
Source; Pixability insights 2016
BIG BRANDS ARE WORKING HARDER ON VIDEO STRATEGY TO GET A BETTER
ROI/ROE
CAROLE ANN CLARKE CONSULTING
Source; Pixability insights 2016
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CAROLE ANN CLARKE CONSULTING
Computer Vision Syndrome
Nomophobia
WHAT ARE YOU ALL
DOING ON YOUR
PHONES?
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WELCOME TO MICRO MOMENTS… WHEN WE TAKE OUT OUR PHONES TO TAKE ACTION;
5/16/2017
IMPLICATIONS FOR YOU…
1. BE THERE; think about moment
mapping for your brand and your
category
2. BE RELEVENT; Match with what
your target audience cares about
3. BE QUICK; Video is a great short
cut to reach consumers –
snackable content built around
the relevant moments (6 second
bumpers ideal!)
BAILEYS… TAPPING INTO
THE ”HOW TO” & “ I WANT TO
BUY” MOMENT
CAROLE ANN CLARKE CONSULTING
CHOOSE THE PRODUCT AND GET A RECIPE
CONCEPT
KRAFT LURES LOVERS OF BOSTON CREAM PIE WITH ITS TRIAL RUN WITH
INTERACTIVE VIDEO ADS. AS THE 15-SECOND CLIP RUNS, THE VIEWER
SIMPLY HAS TO CLICK INTO THE FRAME TO GET A RECIPE, WHICH IS FULLY
EQUIPPED WITH PRODUCTS FROM KRAFT.
GREAT EXAMPLE OF A UNIQUE BRANDING OPPORTUNITY THAT IS ON THE
CUSP OF REAL-LIFE INTEGRATION.
Click on the product Get the recipe
CAROLE ANN CLARKE CONSULTING
LET’S HAVE SOME FUN SHALL WE?
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AND THE SURVEY SAYS….
1. DO MILLENNIAL DADS COOK;
A. LESS OFTEN,
B. THE SAME AS OR
C. MORE THAN MILLENNIAL MUMS
2. WHAT % OF MILLENNIAL DADS BUY
PRODUCTS BASED ON WHAT THEY SEE?
A. 10% B. 42% C. 78%
3. WHAT % OF MILLENNIAL MEN CLAIM TO
BE CONFIDENT COOKS? A. 22% B. 39%
C. 68%
1. HOW MANY MILLENNIAL MUMS BUY
PRODUCTS FEATURED IN A VIDEO
THEY VIEWED? A. 15% B. 42% C. 68%
2. WHAT % OF MILLENNIAL WOMEN
CLAIM TO BE GOOD COOKS? A. 25% B.
34% B 65%
3. WHAT % OF MUMS WATCH FOOD
VIDEOS WHILST COOKING? A. 13% B
46% C. 68%
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CAROLE ANN CLARKE CONSULTING
AND THE SURVEY SAYS….
1. DO MILLENNIAL DADS COOK;
B. THE SAME AS MILLENNIAL MUMS
2. WHAT % OF MILLENNIAL DADS BUY
PRODUCTS BASED ON WHAT THEY SEE?
B. 42%
3. WHAT % OF MILLENNIAL MEN CLAIM TO
BE CONFIDENT COOKS? C. 68%
1. HOW MANY MILLENNIAL MUMS BUY
PRODUCTS FEATURED IN A VIDEO
THEY VIEWED? C. 68%
2. WHAT % OF MILLENNIAL WOMEN
CLAIM TO BE GOOD COOKS? A. 25%
3. WHAT % OF MUMS WATCH FOOD
VIDEOS WHILST COOKING? C. 68%
MILLENNIALS LOVE THEIR FOOD!
THINK ABOUT THE ASSOCIATED MOMENTS…..
CAROLE ANN CLARKE CONSULTING
Choosing what to cook
Is the hardest part – Be
INSPIRING, look at
search terms,
Think food hacks for
smaller brands
It’s not just about your
product
But what you can do with it
and how to do it ie..
ASSIST through your own
content & food vloggers..
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Effectiveness of
Empowering content
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Where are all the Food and Drink
examples??
OTHER AREAS OF EMPOWERMENT?
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THE “HOW TO” FROM
THE INDUSTRY EXPERTS
Google Confidential and Proprietary
RECIPE FOR
SUCCESS
Denise Browne Agency Development Manager, Google Marketing
Solutions
Separate Document
Storyful
notorious PSG
Slattery Communications
I’m Lisa
Storyful empowers partners with creative insights sourced from social data, licensed video & images, and production services to scale strategic content creation.
Storyful
Trusted brands are resilient brands.
Our tools make it easy to leverage real social content for consumer engagement
50% of consumers find UGC more
memorable than brand-
produced content
93% of consumers find UGC helpful
when making purchase decisions
51% of consumers trust UGC more than
a company’s website
53% say UGC has influenced
their purchasing decisions
Source: Salesforce 2016, AdWeek.com
Content-Centric Strategy
Campaign Objectives
Creative Options
Video & Social
Overview
Channel Centric vs. Centric Marketing
Measurement
Optimization
Strategy
Platforms
Paid Owned Earned
Mobile users are
1.5 x more likely to watch video everyday than laptop/ desktop users
Mobile + Video
People spend
5x longer looking at video than static content across
Facebook and Instagram
• Stories, not ads, are what get shared
• Storytelling IP is king online
• Video is the medium for everything, so thinking differently about digital video and social media can unlock all sorts of new opportunities…
• Your own channels and sales to others
• Mix of programming strategies: live, short form, long form
• New genres, evolving platforms & changing business models
Opportunities within the mess
Campaign Objectives
Proactive Real Time Marketing
Budweiser World Series
Activism
https://www.youtube.com/watch?v=irfd74z52Cw
• Storytelling
Storytelling
• Most shared online video of all time?
What’s the most shared video of all time?
Creative agency partner – produced, UGC
In-house production
Influencer Partnership
Creative Options
Company Mission
Campaign Objective
Target Profile
Brand Personality
Key Message
Creative Brief
Influencer Marketing Formula
Content Strategy Influencer match IMPACT + =
Data
Why Influencers?
Direct-fan relationships
The anti ad-blocker!
Trusted even more than traditional talent
Most got famous for talking directly to camera – very different than traditional stars
Hard for “corporate voices” to even come close to the same authenticity
Snapchat
Facebook Twitter
Video & Social
158 Million people use Snapchat daily
60% of them Snap
pics/vids
60% chat to friends.
2.5 Billion Snaps are created every day.
The average Snapchat user spends 25-30 minutes on it
per day.
Snapchat Marketing Snapchat activity is VERY different from typical social media
Content can’t (or shouldn’t) be pre-produced
Typical approval flows may not work
Doesn’t fit within the scope of your social media manager’s current work and resources
Need to get out of the office (cubicles ≠ fun)
The 24-hour shelf life means you need to do it 3-4 days a week
Requires planning and resources
Dedicated Snapchat producer (or 2)
Integrated across all silos in order to capture opportunities
Actual production budget, studio space, etc.
Comprehensive influencer partnership strategy
Outsourced production
Account takeovers
Cross-promotion
Almost 2B active users
Constantly changing the rules
Current focus on live-streaming
New podcasting tools
New focus on long-form video
Emerging effort to acquire TV-type shows
Like Snapchat, provides an immediacy and sense of authenticity that audiences love
Currently the only way to organically grow on FB – the algorithm, notifications and subscriptions
Sophistication needed also growing over time
Now experimenting with multi-camera setups and new tools for interactivity, as well as always-on streams, countdowns, etc.
Coming up: live virtual reality and 360-degree video
Experimenting with Live
Integrate Live within a broader campaign strategy
Find the right content format
Drive viewers to the live broadcast
Promote the on-demand video
New Homes for Your IP - Facebook Hired MTV exec to oversee original programming in February
In 2016, Facebook paid $50 million to 140 creators and publishers to go live
Upcoming deals:
Last week’s news: in talks with Major League Baseball to live stream one game per week during the upcoming season
Will live stream 46 matches by Mexican soccer league Liga MX in 2017
New monetisation…
For marketing:
Similar challenges to Snapchat, takes real resources and planning that likely exceed current team’s time, resources and skillset.
Influencer partnerships can be key strategy – hosting regularly-scheduled live shows for you.
Tip: you can also assign “live contributors” temporarily and let them go live – super-fans, authors, correspondents at live events, etc.
VR and 360 degree video
• For the first time, the 16th Tribeca Film Festival will accept
submissions in new categories including virtual reality,
episodic TV and digital
• Google:
• Released the first ep in new VR series, Google
Immerse VR, which investigates race, diversity &
identity
• Daydream VR platform is baked into Android ($79
headset)
• Google’s Pearl, a 360-degree short film, got
nominated for Best Animated Short Film Oscar
• New YouTube VR mobile app, with content from
NBA, BuzzFeed, Tastemade and many others
• …and everyone else:
• Oculus Studio investing in original content –
launched LeBron James document
• Facebook also has a separate “Social VR” team
• Former Director of Tribeca Film Fest joined
Amazon Studios as the head of its VR department
(Dec. 2016)
• Spike Jonze directing Vice's first VR project
Bottom Line
Focus on storytelling, not marketing,
even when marketing
lisa.mcdonald@storyful.com
Thank You
CAROLE ANN CLARKE CONSULTING
TO BRING US DOWN TO EARTH A BIT….
5/16/2017 CAROLE ANN CLARKE CONSULTING
Video Formats that won’t blow your budget
1. Animated
2. Stop Motion
3. Live Action
4. “Banner Video”
5. Gifs
1. Animated Videos
Results Spend: €7,000
608,000k Views
CPV: €0.01
Cost to produc:
5K-9K
Brief Dependent
2. Stop Motion
Results Spend: €100
204.5K Views
CPV: €0.002
4,620
Engagements
(reactions,
comments,
shares)
Cost: 3K-7K
Brief Dependent
3. Live Action
Results Spend: €5,000
650,000k Views
CPV: €0.01
Cost: Brief Dependent
4. Videos From Banner Ads
Results
Spend €1,225
145K views
CPV €0.01
Conversions: 207
Revenue €13,455
ROAS 10:1
Cost: No cost - €300
5. Gifs
Results
Spend €250
52K views
CPV €0.01
Cost: €500
SOME VIDEO AD FORMATS FOR FB
5/16/2017 CAROLE ANN CLARKE CONSULTING
CAROUSEL – 10 IMAGES AND OR VIDEO
SLIDE SHOW ADS – (NO VIDEO PRODUCTION!)
CANVAS – MOBILE FULL SCREEN
VIDEO ADS
YOUTUBE V FACEBOOK? You need both;
Benefits
• Great for quality watched time
• 5 seconds per impression
• Non-completed views (or less than
30sec views) are free!
• Great for impressions
• Niche (specific target)
• Sharable content
GET YOUR VIDEOS READY FOR AMPLIFICATION INCLUDING WHERE YOU WANT YOUR CONSUMERS TO GO/DO POST
VIEW 1. FIND OUT WHAT YOU CAN AND CAN’T DO ON THE PLATFORMS YOU
INTEND TO USE (INCLUDING YOUR OWN!)
2. RESEARCH UP TO DATE BEST PRACTICE TIPS (YOUTUBE AND FACEBOOK
ARE GOOD RESOURCES FOR THIS)
3. ENSURE THE TIMING OF YOUR VIDEOS IS APT (RECIPE VIDEOS 20-40
SECONDS ON FACEBOOK)
CAROLE ANN CLARKE CONSULTING
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Help consumers find your video
Use annotations to make your video work harder You have less than 2 seconds for someone to notice
your thumbnail
CAROLE ANN CLARKE CONSULTING
Make an impact in the first few seconds
The Shorter the better (20 Seconds)
– send them to your site for full recipe or youtube channel
You have less than 2 seconds for someone to notice
your thumbnail
Mobile or Desktop?
SETTING KPI’S FOR
VIDEO
WHAT IS YOUR OBJECTIVE? HOW WILL YOU MEASURE SUCCESS?
MARKETING GOAL; AWARENESS CONSIDERATION ACTION/CONVERSION
VIDEO KPI’S VIEWS VIEW-THROUGH RATE CLICKS
IMPRESSIONS WATCH TIME/RATE CALLS
UNIQUE USERS FAVORABILITY LIFT SIGN UPS
AWARENESS LIFT CONSIDERATION LIFT SHARES
VIDEO RECALL LIFT BRAND INTEREST LIFT COMMENTS
Likeability (content) SALES
PURCHASE INTENT LIFT
TRIAL/ EVENT SIGN UPS
BLOGGER TAKE UP
YouTube KPI’S Indicators For Big Brands
Reach and Brand awareness = Views
Engagement = Likes vs dislikes
Viral = shares
Max : 30-50 millions Med : 3-4 millions Min : 40 000- 50 000
Max: 98%-100% Med: 85%-98% Min: 75%-85%
Max: 8%-10% Med: 4%-7% Min: 1%-3%-
SOME HIGHLIGHTS OF THE DAY
• TRENDS;
• NEW FORMATS AND EMERGING
PLATFORMS; ASMR/VR/ FB
LIVE/SNAPCHAT/ 6 SECOND
STORYTELLING
• MILLENNIALS ARE HIGHLY ENGAGED IN
FOOD CONTENT (INCLUDING MEN)
• MOBILE IS CONTINUING TO DISRUPT
HOW WE DO THINGS – MICRO-
MOMENTS A NEW OPPORTUNITY FOR
BRANDS (BE THERE, BE RELEVANT, BE
QUICK)
• EMPOWERMENT (BEYOND GENDER
DEPICTION) A RELATIVELY UNTAPPED
AREA FOR FOOD AND DRINK BRANDS
• HOW TO;
• WHAT DO YOU NEED/ WHAT DOES
THE CONSUMER CARE ABOUT?
• CATEGORISE YOUR CONTENT;
HERO, HUB, HELP
• THINK ABOUT HOW YOU DEVELOP
CONTENT – CREATE, COLLABORATE,
CURATE INCLUDING INFLUENCERS
• CREATE PRACTICAL VIDEO
FORMATS
• PREPARING YOUR VIDEOS FOR
AMPLIFICATION
• WHAT KPI’S TO THINK ABOUT
GROUP EXERCISE
CAROLE ANN CLARKE CONSULTING
APPENDIX
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FACEBOOK LIVE
• HERE ARE SOME THIRD-PARTY SOFTWARE OPTIONS THAT’LL MAKE IT EASIER FOR YOU TO BROADCAST
FACEBOOK LIVE VIDEOS THROUGH YOUR DESKTOP COMPUTER:
• WIRECAST: YOU CAN CONNECT YOUR FACEBOOK LIVE PAGE TO WIRECAST AND STREAM LIVE VIDEO OF
YOU, YOUR SCREEN OR BOTH. YOU CAN ALSO LIVE STREAM ON OTHER POPULAR STREAMING CHANNELS
LIKE YOUTUBE LIVE. YOU CAN FIND OUT MORE AT WWW.TELESTREAM.NET.
• MANYCAM: THIS FREE OR PAID-FOR WEBCAM SOFTWARE AND VIDEO TOOL LETS YOU TO USE YOUR
WEBCAM ON MOST APPLICATIONS WHILE YOU’RE LIVE STREAMING OR VIDEO CHATTING. FIND OUT MORE
AT WWW.MANYCAM.COM.
• FACEBOOK HAS ALSO JUST MADE SCHEDULING FACEBOOK LIVE “EVENTS” POSSIBLE, SO WE EXPECT MORE
ROBUST FACEBOOK LIVE FEATURES TO BE RELEASED IN 2017
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CONTENT EXAMPLES RED BULL
1. CONTENT THAT AMAZES, INSPIRES OR CELEBRATES
2. INNOVATIVE STORY-TELLING
3. INFORMATIVE AND ENTERTAINING
4. ALWAYS ON
5. MOBILE COMPATIBLE
6. NEEDS TO BE SHAREABLE
7. USE DATA EFFECTIVELY
8. GET CLOSE TO THE SCENE
9. BE USEFUL
10.USE PRODUCT IN CONTEXT
CONTENT THAT AMAZES, INSPIRES OR CELEBRATES
That One Tim: Surviving a Tsunami
It’s an incredible story, genuinely
moving, credible but accessible -
and told through animation and a
voice-over giving it authenticity as
well as a unique treatment.
SURF
CONTENT THAT AMAZES, INSPIRES OR CELEBRATES
The Animated Guide To The Dakar
Rally
A less than obvious treatment, but
one which pays respect to the riders
and drivers and the history of the
event while retaining a sense of
humour and celebrating the heroes
and heroines.
RACING
INNOVATIVE STORY-TELLING
This is how Jamie O did a board
transfer at Wedge
Both amazing and inspiring, this is
also informative and a new way of
attacking content which works for
both the core scene (credible and
kudos) and the newbie (informative
and introductory), while graphics
add to the experience..
SURFING
INFORMATIVE AND ENTERTAINING
Course Preview: Man down in
Leogang
This is a credible, yet funny way to
preview the coverage of the UCI
World Cup. We have a great
character who sets up the Red Bull
TV/Livestream while telling a story
and imparting information.
BIKE
PRODUCTIONS ARE MOBILE COMPATIBLE
Pastrana's Straight Rhythm Backflip
GoPro Footage
Does exactly what it says it will, all-
action, no filler and there’s a great
pay-off. All this and it looks great on
your phone, making it ultimately
shareable.
MOTORBIKE
NEEDS TO BE SHAREABLE
Abandoned Silverdome becomes
BMX dream playground
This stunning content (from a visual
and a riding perspective) is a unique
take on the sport and the content.
It’s also emotive (the now
abandoned stadium is where Tyler
Fernegal rode his first race) and
works on your phone. In two days
nearly 60,000 had shared the story.
BMX
USE DATA EFFECTIVELY
The wildest waterfall drop you’ve
ever seen
The first previews for this spread
across three different stories and
formats. We now focus on one
preview story for each piece of
content.
KAYAKING
GET CLOSE TO THE SCENE
Dark Woods: WARNING! This has
never been done before
A BMX video which worked on two
levels. Firstly the stuns were
amazing and had never been done
before, but importantly it was also
shot by a crew who knew what they
were doing. They understood the
scene and what they were shooting.
BMX
BE USEFUL
2015 Bonaroo Preview
Featured a newly released song, a
review video of last year’s event,
plus practical information for both
festival-goer and online viewer, it
has added social content
aggregation and, importantly, the
Red Bull TV coverage was heavily
flagged.
MUSIC
USE PRODUCT IN CONTEXT
Katie stomps the first female double
cork 1080!
This has great use of the can being used
in context. No gratuitous crowd-drinking
shot, but rather, at 1:20 and 1:24 a 16-
year-old girl, after a failed first attempt,
rehearses in her mind and on her board
how to land a double cork. There it is,
can in hand… consumption is in focus,
it’s subtle, it’s a genuine part of the story
and it really is in context.
SNOW
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