metrics, kpis and roi for video marketing

98
@PHILNOTTINGHAM

Upload: phil-nottingham

Post on 11-Jan-2017

579 views

Category:

Marketing


0 download

TRANSCRIPT

@PHILNOTT INGHAM

ROIKPIsMetrics

Things we can measure How we define success Attributable financial return

#WistiaFest / @philnottingham

We keep conflating these concepts

#WistiaFest / @philnottingham

Views

Engagement

Drop-off

Play rate

Re-watches

Annotation/CTA clicks

Shares

Embeds

Video Metrics

#WistiaFest / @philnottingham

More Numbers ≠ More Better

#WistiaFest / @philnottingham

Typical Big Brand CMO

“We want a viral video!”

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

An Impression in 2016…

Status: HTTP/1.1 200 OK

#WistiaFest / @philnottingham

‘Metrics help us adjust our strategy, but don’t define

success”

What is a good KPI for Video?

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

Why do we use video at all?

#WistiaFest / @philnottingham

Benefits of video

Emotional medium

Can say a lot in a short space of time

#WistiaFest / @philnottingham

Video Moves People

“Meaningful Impression”A video view that moves your audience in

the direction of more money

#WistiaFest / @philnottingham

Universal Video KPI

#WistiaFest / @philnottingham

Emotional State Change +

Minimum Viable Conversion

Universal Video KPI

#WistiaFest / @philnottingham

KPI Requirements

The feeling you want to elicit

The smallest positive next action

#WistiaFest / @philnottingham

KPI Requirements

The feeling you want to elicit = Creative Goal

The smallest positive next action = Marketing Goal

#WistiaFest / @philnottingham

Measuring Emotional State Change

#WistiaFest / @philnottingham

Emotional State Change = Discrete

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

Measuring Minimum Viable Conversions

#WistiaFest / @philnottingham

• Visit another page

• Watch another video

• Amplify (share/like)

• Timeline action

• Subscribe

• (All of the above)

MVCs for Video

#WistiaFest / @philnottingham

Emotional State Change = Discrete

Minimum Viable Conversion = Continuous

#WistiaFest / @philnottingham

What about ROI?

#WistiaFest / @philnottingham

“ROI is measured by tying the KPI to financial performance

(as much as possible)”

#WistiaFest / @philnottingham

(on-site & private sharing)

1.

2.

3.

ROIKPIsMetrics

Things we can measure How we define success Attributable financial return

#WistiaFest / @philnottingham

Metrics

#WistiaFest / @philnottingham

KPIs

#WistiaFest / @philnottingham

Emotional State Change +

Minimum Viable Conversion

Emotional State Change

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

1. Watch another video

2. Subscribe

3. Share

4. Like/Comment

5. Click a Link (Annotation/Card)

MVCs for YouTube

MVC 1. Watch Another Video

#WistiaFest / @philnottingham

MVC 2. Subscribe

#WistiaFest / @philnottingham

MVC 2. Subscribe

#WistiaFest / @philnottingham

MVC 3. Share

#WistiaFest / @philnottingham

MVC 4. Like/Comment

#WistiaFest / @philnottingham

MVC 5. Click a link

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

Pick the MVC most relevant to your content & goals with YouTube

#WistiaFest / @philnottingham

ROI

#WistiaFest / @philnottingham

Why Use YouTube at all?

• Reach from platform (Organic)

• Advertise to relevant people (paid)

#WistiaFest / @philnottingham

“Don’t send traffic to YouTube if YouTube isn’t sending traffic

to you”

#WistiaFest / @philnottingham

Focus on view-through conversions for paid campaigns

#WistiaFest / @philnottingham

Metrics

http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311

#WistiaFest / @philnottingham

“The number of impressions is not the number of people

impressed”

#WistiaFest / @philnottingham

“The number of likes is not the number of people who

like it”

#WistiaFest / @philnottingham

KPIs

#WistiaFest / @philnottingham

Emotional State Change +

Minimum Viable Conversion

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

ROI

#WistiaFest / @philnottingham

“Measuring ROI from Facebook is extremely

difficult”

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

Metrics

#WistiaFest / @philnottingham

Wistia Google Analytics Dashboard

#WistiaFest / @philnottingham

Wistia Google Analytics Dashboard

wi.st/video-dashboard

#WistiaFest / @philnottingham

KPIs

#WistiaFest / @philnottingham

Emotional State Change +

Minimum Viable Conversion

#WistiaFest / @philnottingham

A/B TestEmotional

State Change

#WistiaFest / @philnottingham

Tangible

Intangible

MVCs for Wistia

#WistiaFest / @philnottingham

Tangible Goals

Traffic Acquisition

Lead-gen

Conversion

#WistiaFest / @philnottingham

Tangible Goals

Traffic Acquisition

Lead-gen

Conversion

New Visitor

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

Tangible Goals

Traffic Acquisition

Lead-gen

Conversion

New Visitor

Turnstile Submission

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

Tangible Goals

Traffic Acquisition

Lead-gen

Conversion

New Visitor

Turnstile Submission

User moves to next step in funnel

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

Intangible Goals

Support

Education

#WistiaFest / @philnottingham

Intangible Goals

Support

Education

Engagement

Engagement

#WistiaFest / @philnottingham

ROI

#WistiaFest / @philnottingham

“If you can measure ROI effectively, you can make

smarter creative investments”

#WistiaFest / @philnottingham

WARNING

“How much money did this video make us?”

#WistiaFest / @philnottingham

#WistiaFest / @philnottingham

ROI ≠ Business Value

#WistiaFest / @philnottingham

ROIKPIMetrics

Use these to improve campaign performance

Track this to see opportunity for big investment

Use this as your main measure of success