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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

5/16/2017 CAROLE ANN CLARKE CONSULTING

IS THIS SOMETHING YOU WOULD CONSIDER FOR VIDEO CONTENT?


THE STATS


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


AGE DEFINES BEHAVIOURS


View rates peak

Highest CTR


BIG BRANDS ARE WORKING HARDER ON VIDEO STRATEGY TO GET A BETTER

ROI/ROE



5/16/2017


Computer Vision Syndrome

Nomophobia

WHAT ARE YOU ALL

DOING ON YOUR

PHONES?


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


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

LET’S HAVE SOME FUN SHALL WE?



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%

5/16/2017


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…..


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..


Effectiveness of

Empowering content


Where are all the Food and Drink

examples??

OTHER AREAS OF EMPOWERMENT?


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

[email protected]

Thank You

TO BRING US DOWN TO EARTH A BIT….


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


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)



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


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


APPENDIX


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


http://www.telestream.net/

http://www.manycam.com/

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

http://www.redbull.com/en/surfing/stories/1331709652873/that-one-time-surviving-a-tsunami-in-indonesia

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

http://www.redbull.com/en/motorsports/offroad/stories/1331698969774/dakar-rally-2015-animation-video













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

http://www.redbull.com/en/surfing/stories/1331723934034/body-of-work-jamie-o-brien





















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

http://www.redbull.com/en/bike/stories/1331658405590/course-preview-man-down-in-leogang












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

http://www.redbull.com/en/motorsports/offroad/stories/1331683040156/pastrana-gopro-backflip











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

http://www.redbull.com/en/bike/stories/1331728152975/bmx-street-rider-tyler-fernengel-inside-the-abandoned-silverdome











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

http://www.redbull.com/en/adventure/stories/1331696054636/the-scariest-waterfall-drop-you-ve-ever-seen













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

http://www.redbull.com/en/bike/stories/1331695486606/dark-woods-bmx-film-bezanson-and-wade-in-wales


















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

http://www.redbull.com/en/music/stories/1331727893670/live-stream-bonnaroo-music-festival-2015-on-red-bull-tv





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

http://www.redbull.com/en/snow/stories/1331652672941/katie-ormerod-s-world-s-first-female-double-cork-1080
















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