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Leveraging Video to Engage Consumers
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To grossly oversimplify our marketing strategy….
We want those who don’t buy,to buy
&those who do buy,
to buy more
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Before we can convert a consumer,
we have to reach and engage
them
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Delivering content they value allows us to reach
and engage them
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Content is our “Marketing Nectar”
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And increasingly consumers want video content
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But YouTube isn’t the only social network on which folks are
watching video…
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While 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
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As marketers, we continually try to figure out the best way to get
into the Newsfeed
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But we’ve been preparing for…Zero Organic Reach on
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X
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Video grew to an average of more than
4 billion video views per day on Facebook
Over 75% of Facebook video views occur on mobile
*Based on Facebook Internal Data, 1st Quarter 2015 Earnings Call
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Video content has to be an important part of our
digital marketing mix
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Case Studies:How we approach video
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Our Goal with Inspirational and Instructional Content:
Grow the Activity
and
Grow Our Community
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By Growing the Activity and Growing Our Community, we will increase sales of
our products
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Our success won’t usually be measured by direct sales…
but by how strong of “tailwinds” we are creating
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We don’t think about creating a ‘viral video’ – we focus on
creating content our audience will love and….
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Content that is“shareworthy”
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If 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
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However, content doesn’t have to ‘go viral’ (such a small
% do) to be really valuable marketing content
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Key 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
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Content Categories
Original Content
Commissioned Content
Curated Content
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The right content mix depends on many factors – it won’t be the same for
everyone
What’s your 70%/20%/10%?
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Creating Original Content
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Hero
Hub
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2014 YouTube Videos (62)
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Examples 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
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Some 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
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You don’t have to have a TV network worthy studio to create
original content
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or tons of resources
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Thinking about which content your audience will find valuable
is the most important step
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70% reach from non-fans
1.3 mill views from non-fans All reach was organic – no paid support
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Leveraging Facebook Reach To Drive YouTube Engagement
YouTube Video views increased
7x and daily subscribers
increased 2.5x
YouTube Video views increased
7x
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Added 50k new page likes
All reach was organic – no paid support
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Commissioned Content
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Commissioned content allows you to reach a large number of consumers by leveraging
the established audience of a YouTube Creator
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Multi Channel Networks
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• The 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
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Tips for Working with CreatorsHow to avoid being a ‘bad brand’
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Do your research – just don’t ‘sort by’ number of subscribers
and start there
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Focus on channels that reach your key audiences and creators who are authorities in your category
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Find someone that’d work with your brand (believes in it) even if you didn’t pay them (you’ll
still have to )
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Let the Creator create!Trust them – they know what
will connect with their audience
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Spend time with them – help them understand your brand -
what makes it unique
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It’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
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Questions?
@timbay
timbay