building a social video strategy - wistiafest 2015
TRANSCRIPT
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H E L L O W I S T I A F E S T !
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Phil Nottingham
V I D E O S T R AT E G I S T
W H I S K Y E N T H U S I A S T
@ P H I L N OT T I N G H A M
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Phil Nottingham
W H I S K Y S T R AT E G I S T
V I D E O E N T H U S I A S T
@ P H I L N OT T I N G H A M
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P H I L N OT T I N G H A M
“I help companies define their creative and technical approach to
video marketing”
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M A R G A R I TA I O S I F
“Phil comes up with a plan, but then leaves everyone else to do the actual work”
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A C M O T H AT I H AV E F A B R I C AT E D
“Where does YouTube, Facebook, Twitter, Instagram, MeerKat, Snapchat and Tinder fit
into my video strategy alongside Wistia?”
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P H I L N OT T I N G H A M , 2 0 1 5
“There are too many social networks, and most of the time, I have no idea
what’s going on.”
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Building a Social Video Strategy
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Top 5 questions I’m asked about social video
1. Why has my campaign failed?
2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?
3. Which social platforms should I care about and why?
4. What should I be trying to achieve?
5. How can I measure success?
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Top 5 questions I’m asked about social video
1. Why has my campaign failed?
2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?
3. Which social platforms should I care about and why?
4. What should I be trying to achieve?
5. How can I measure success?
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H E R E ’ S W H AT N O R M A L LY H A P P E N S W I T H V I D E O
M A R K E T I N G C A M PA I G N S
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Common approach to social video
1. Come up with an entertaining idea for a video
2. Produce it
3. Upload the video to YouTube, Facebook, Vimeo, Daily Motion etc…and embed the video on site using Wistia
4. Judge success based on the number of views and shares
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Example from Distilled
1. Lets create a funny and irreverent Ad to advertise our training platform
2. Come up with a script.
3. Produce it
4. Embed the video on a page on our site using Wistia and upload the video to YouTube.
5. Wait for the money to roll in
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W H Y D I D T H I S F A I L ?
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T H E CO N T E N T WA S D R A M AT U R G I C A L LY
I N C O N S I S T E N T
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I T D I D N ’ T M A K E A N Y S E N S E T O T H E TA R G E T A U D I E N C E
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CONTEXTUALLY BROAD
Retains value irrespective of where it’s watched & prior knowledge of audience.
CONTEXTUALLY SPECIFIC
Requires prior knowledge and/or has to be watched on a certain page to make full sense
Dramaturgy
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CONTEXTUALLY BROAD
SOCIAL VIDEO
Retains value irrespective of where it’s watched & prior knowledge of audience
CONTEXTUALLY SPECIFIC
ON-SITE VIDEO
Requires prior knowledge or has to be watched on a certain page to make sense
Dramaturgy
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CONTEXTUALLY BROAD
SOCIAL VIDEO
Recommendation Driven
Passive
CONTEXTUALLY SPECIFIC
ON-SITE VIDEO
Demand Driven
Active
Dramaturgy
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T H E M O S T E F F E C T I V E S O C I A L V I D E O S A R E CO M P E L L I N G
I R R E S P E C T I V E O F C O N T E X T
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T H E M O S T E F F E C T I V E O N - S I T E V I D E O S A R E CO M P E L L I N G
B E C A U S E O F CO N T E X T
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D O E S T H E V I D E O M A K E S E N S E W H E N V I E W E D I N I S O L AT I O N ?
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I F “ N O ” , T H E N I T ’ S P R O B A B LY N OT A G O O D I D E A TO P U S H I T
TO S O C I A L P L AT F O R M S
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Top 5 questions I’m asked about social video
1. Why has my campaign failed?
2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?
3. Which social platforms should I care about and why?
4. What should I be trying to achieve?
5. How can I measure success?
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P H I L N OT T I N G H A M
“No”
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P H I L’ S F I C T I O N A L C M O
“We want all to make sure all of our videos can be found everywhere”
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P H I L’ S F I C T I O N A L C M O
“But Youtube has 4 billion users! If the video isn’t on YouTube, we’re missing out on
possibly billions of people seeing our video!”
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S Y N D I C AT I O N H A S B E C O M E S TA N D A R D P R A C T I C E
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Social Video is not TV
✦ Not limited to 30
seconds
✦ “Skip ad” button
✦ interactive elements
✦ Bullet
✦ Being Played ≠ Being Watched
✦ Varied context of the user
✦ Variance of device
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S O C I A L P L AT F O R M S H AV E U N I Q U E I D E N T I T I E S A N D R E Q U I R E
U N I Q U E A P P R OAC H E S
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S Y N D I C AT I O N S P L I T S V I E W CO U N T S & S H A R E S
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S Y N D I C AT I O N A L S O C A N N I BA L I S E S O R G A N I C S E A R C H
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A C O N C E R N E D A U D I E N C E M E M B E R
“Yeah, but Phil, all the big companies doing successful video marketing syndicate videos
to YouTube and Vimeo etc…
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W H AT S H O U L D W E D O I N S T E A D ?
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D O N ’ T S TA R T W I T H T H E CO N T E N T I D E A
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“Content First” Approach
1. Come up with an idea for a video
2. Produce it
3. Try and get as many eyeballs on it as possible
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S TA R T W I T H T H E P L AT F O R M
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“Platform First” Approach
1. Work out where your target market are active
2. Choose the platforms to focus on
3. Create content for the platform
4. Cross promote on other platforms - by linking, not republishing
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C A N O N I C A L I S E
D O N ’ T
S Y N D I C AT E
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“ P L AT F O R M F I R S T ”
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P H I L N OT T I N G H A M
“When you think platform first, you make better, more focused content”
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Top 5 questions I’m asked about social video
1. Why has my campaign failed?
2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?
3. Which social platforms should I care about and why?
4. What should I be trying to achieve?
5. How can I measure success?
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Platforms that everyone should invest in
✦ YouTube
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Platforms valuable for some businesses
✦ Meerkat
✦ Periscope
✦ Snapchat
✦ Vine
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Platforms no one should bother with
✦ Vimeo
✦ Daily Motion
✦ Any other “video sharing site” that isn’t YouTube
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O N E E XC E P T I O N TO T H I S …
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I F Y O U ’ R E A P R O D U C T I O N H O U S E , YO U S H O U L D H AV E A CO N S I D E R A B L E
P R E S E N C E O N V I M E O
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YouTubeE V E R Y B U S I N E S S S H O U L D H AV E A P R E S E N C E
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P H I L’ S F I C T I O N A L C M O
“Is YouTube really a Social platform? I thought it was a search Engine”
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P H I L N OT T I N G H A M
“It’s sort of both”
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Bing
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YouTube
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It’s designed for finding things, but also for conversation and collaboration
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P E O P L E D O N ’ T U S U A L LY G O TO T H E L I B R A R Y W I T H P U R C H A S E I N T E N T
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W H AT D O Y O U G O T O YO U T U B E F O R ?
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E N T E R TA I N M E N T
&
E D U C AT I O N
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S O … P R O V I D E E N T E R TA I N M E N T
A N D / O R
E D U C AT I O N
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T H I N K I N G “ P L AT F O R M F I R S T ” M E A N S CO N S I D E R I N G I N T E R AC T I V E
E L E M E N T S I N P R E - P R O D U C T I O N
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Annotations
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Cards
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Playlists
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YouTube is Self-canonicalising
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YO U C A N ’ T S H A R E A N O N - YO U T U B E V I D E O O N YO U T U B E
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B U T YO U C A N S H A R E O N OT H E R P L AT F O R M S
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FacebookE V E R Y B U S I N E S S S H O U L D H AV E A P R E S E N C E
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W H E N D O W E U S E F A C E B O O K ?
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FA C E B O O K V I D E O I S M O B I L E V I D E O
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D O N ’ T F E E L E N C U M B E R E D B Y 1 6 X 9 !
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M U S T B E CO M P E L L I N G W H E N S I L E N T
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Facebook is cross promotional
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O R I G I N A L LY YO U CO U L D J U S T S H A R E Y O U T U B E V I D E O S …
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But now….
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InstagramM AY B E A VA L U A B L E P L AT F O R M F O R S O M E B U S I N E S S E S
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Content restrictions
✦ Max 15 seconds
✦ Square aspect ratio
✦ Created with smartphone/tablet
✦ Multiple shots
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S I M P L E , S H O R T & V I S U A L LY CO M P E L L I N G
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Hyperlapse
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TwitterI T ’ S E A R LY DAY S
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VineT H E H E I R T O T H E G I F
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Content restrictions
✦ 6 seconds
✦ Square aspect ratio
✦ Created with smartphone/tablet
✦ Multiple shots
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Meerkat/PeriscopeF I R S T M O V E R O P P O R T U N I T I E S
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B OT H I N T E G R AT E W I T H , A N D C A N O N I C A L I S E TO, T W I T T E R
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SnapchatWA L L E D G A R D E N F O R T E M P O R A R Y CO N T E N T
( A N D N U D I T Y )
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E N S U R E YO U A R E H I G H LY CO N F I D E N T YO U ’ R E H I T T I N G
YO U R A U D I E N C E
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Top 5 questions I’m asked about social video
1. Why has my campaign failed?
2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?
3. Which social platforms should I care about and why?
4. What should I be trying to achieve?
5. How can I measure success?
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YO U D O N ’ T J U S T WA N T AT T E N T I O N , Y O U WA N T T H E R I G H T K I N D O F AT T E N T I O N
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“ R I G H T ” D E P E N D S O N YO U R P R O D U C T A N D P O S I T I O N I N
T H E M A R K E T
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Social Video Strategy Matrix
W H AT S O R T O F I M P R E S S I O N S H O U L D YO U B E
A I M I N G F O R ?
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Challenger Established
Dynamic Differentiation Product Awareness
Stable Disruption Mindshare
B R A N D
MA
RK
ET
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Challenger Established
DynamicYou’re different
because…Your stuff
is awesome
Stable Everyone else sucks Cool story, bro
B R A N D
MA
RK
ET
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DAV I D O G I LV Y
“The essence of strategy is sacrifice”
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Top 5 questions I’m asked about social video
1. Why has my campaign failed?
2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?
3. Which social platforms should I care about and why?
4. What should I be trying to achieve?
5. How can I measure success?
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Engaged Action Rate( S H A R E S + V I S I T S + CO M M E N T S + S U B S C R I P T I O N S ) / V I E W S
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PA I D D I S T R I B U T I O N I S N OT A N A C C E P TA B L E A L T E R N AT I V E T O
O R G A N I C CO V E R AG E
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Organic Potential
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Paid Promotions
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S H A R E S B E G E T S H A R E S
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S M A L L B U D G E T S C A N G E T G R E AT R E T U R N S
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YO U C A N P R E D I C T H O W M U C H YO U R V I D E O I S L I K E LY TO B E
S H A R E D
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C H E A P E R V E R S I O N …
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Run your own social motivation survey
✦ Zeitgeist
✦ Kudos
✦ Self Expression
✦ Opinion Seeking
✦ Shared Passion
✦ Social IRL
✦ Social Utility
✦ Good Cause
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T I C K O F F A S M A N Y A S YO U C A N
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Top 5 (+1) questions I’m asked about social video
1. Why has my campaign failed?
2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?
3. Which social platforms should I care about and why?
4. What should I be trying to achieve?
5. How can I measure success?
6. What about all the content I’ve currently got on my social channels?
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Strategy Isn’t Sniping
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Don’t think
✦ Ready
✦ Aim
✦ Fire
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Don’t think
✦ Ready
✦ Fire
✦ Aim
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T H I N K O F YO U R V I D E O S A S T R AC E R B U L L E T S
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A N D I T E R AT E
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S O C I A L V I D E O I S H A R D
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YO U ’ R E N OT G O I N G TO G E T I T R I G H T F I R S T T I M E
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B U T N O O N E R E M E M B E R S FA I L E D S O C I A L C A M PA I G N S
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T H E O P P O S I T E O F S U CC E S S I N S O C I A L I S N OT F A I L U R E , B U T
A PAT H Y
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P H I L N OT T I N G H A M
“The only route to failure is inaction”
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Thank You!