The Science and Art of Visual Storytelling

16 October 2013

The Science and Art of Visual Storytelling

WELCOME TODIFFUSION

About Diffusion

Who we are

• Diffusion launched in 2008 to offer brands a truly integrated approach

to communication and help them really connect with audiences across

mainstream media, digital and social media platforms

• We also wanted to offer clients real accountability, so we stand by our

campaigns through guaranteed deliverables, clear metrics and a focus

on measurement

• While campaign outputs really matter, we believe they always need to

be aligned to clear business outcomes. Clients work on Diffusion’s

payment-by-results model

• We are now a 30 strong team, based in London and New York

implementing campaigns in the UK, US and internationally

• We have built dedicated teams specialising in the Consumer,

Business Services, Entertainment and Mobile sectors

• Our campaigns have received industry recognition for their creativity

and measurable business results

Our Clients

Experience in lifestyle & personal finance

Martin Ashplant

Head Of Content, Metro.co.uk

VIEW FROM THE PUBLISHER

VIDEO CONTENT ON METRO.CO.UK

What works, what doesn’t

PROJECT

NAMEDD/MM/YY7

16.8m UVs per month » of which 50%+ are from mobile

Mobile-first site and outlook» Responsively-designed site launched in Dec 2012

Emphasis on stories worth sharing » Social media referrals up 5x since Jan 2013

Hugely data-driven» Analytics monitored closely for all content

Video stories accounted for appx 1m PVs in Sep 2013» about 6% of all traffic

METRO.CO.UKSOME QUICK FACTS

PROJECT

NAMEDD/MM/YY8

Make them funny

Ensure they provoke a reaction

Are they topical and of the moment?

Can they be easily embedded?

If they are PR, be honest about it

5 THINGS TO MAKE VIDEO

DO A VIRAL

PROJECT

NAMEDD/MM/YY9

ONE TO LEARN FROM

martin.ashplant@metro.co.uk

@mashplant on Twitter

Hamish Nicklin

Head of YouTube and Creative Agency Sales at Google

VIEW FROM YOUTUBE

Tom Laidlaw

CEO, Videojug

VIEW FROM PRODUCTION

1. “We need a video…?”

2. “How much is a video?”

3. “Do we really need more than 1 video?”

4. “Why Is no-one watching it?”

5. “What about Vine & Instagram?”

How To Get Video Working For Your BrandFive Common Questions & Essential Tips

Video is the most powerful medium & improves performance of all channels.

But what exactly are you trying to do?

Q: “We Need a Video”A: You Probably Need a Sustainable Content Strategy

1. Awareness• Social distribution, seeding to 3rd party sites• ‘Viral’ and/or Pre-roll content

2. Engagement• Dwell-time & repeat visits to brand channels• Consistent formats

3. Conversion• Very specific information• Purchase influence

Tip 1: Be Clear Early On About How Video Fits In With Your Content & Comms Strategy

Q: “We Need a Video”A: You Probably Need a Sustainable Content Strategy

Q: “How Much Is A Video?”A: Let’s Ask The Right Questions

A “man with cam” = £250

A top agency = £100k

Most are between the two.

1. Overall Budget• Must reflect value to your business

2. Production Costs• One-offs are expensive, cheaper in volume• Be careful selecting talent, locations & music

3. Distribution Costs• Lots to do here• Save 10-50% for it depending on objectives

4. Feedback & Sign-off• Most cost over-runs come post-production• Feed-back & sign-off work-flow clarity is critical

Tip 2: You decide the budget. Let the agency tell you how to spend it. Stick to the plan.

Q: “How Much Is A Video?”A: Let’s Ask The Right Questions

You probably have a lot to say.

Attention is short.

A: Yes You Probably Do

Q: “Do I Really Need More Than 1 Video?”

A: Yes You Probably Do

Q: “Do I Really Need More Than 1 Video?”

One-off

“How to Make Quick & Easy Doughnuts”

Time live 3 years

Views 10,734

Audience Retention 34.7%

Subscribers Gained 9

Likes/Dislikes 29/4

Comments 0

Shares 0

Series

“Keep Calm & Bake: Homemade Dougnuts”

Time live 7 months

Views 19,115

Audience Retention 51.9%

Subscribers Gained 136

Likes/Dislikes 348/6

Comments 67

Shares 10

Tip 3: Audiences build up if you “serialise” your story & listen constantly to the audience

100hrs of video are uploaded to YouTube every minute.

<1% of videos have >1m views.

Q: “Why Is No-one Watching?”A: Because You Need to Do This Bit Properly As Well

Tip 4: Video does not watch itself, so either your agency has to do these things or you do

• Viral hits are fantastic, but statistically very rare.

• Most probably have paid views. This is part of the campaign

• Data is more useful than views. Focus on view-thru’, shares & subs

• Publish at the right time of the week

• With the right meta-data, especially thumbnails

• Embed in FB, tweet, seed to influencers etc (ideally within 48hrs)

• Engage directly with the audience whenever possible

• Don’t bury it. Embed & link it on landing pages.

Q: “Why Is No-one Watching?”A: Because You Need to Do This Bit Properly As Well

A: If You’re Already Social, Why Not Have A Go Right Now?

Q: “What About Vine? And Instagram?”

A Vine is 4x more likely to be watched than a brand video1.

Instagram videos have 2x engagement rate of photos2.

Stats courtesy of 17th Chamber, 2Simply Measured

Bacardi Videojug Food

Tip 5: These are social channels so it’s about building followers with consistency & fun stuff.

A: If You’re Already Social, Why Not Have A Go Right Now?

Q: “What About Vine? And Instagram?”

1. Set a clear video content strategy planned early

2. Align your budget to the opportunity, then find the best agency to match

3. Video does not just get watched, someone has to make this happen

4. Develop consistency, a conversational video strategy is most sustainable

5. Take it further on Vine & Instagram with chatty, unselfconscious content

How To Get Video Working For Your BrandCommon Questions & Essential Tips

Tom Malcolm

Head Of Consumer, Diffusion

VIEW FROM THE AGENCY

Our core philosophy

The future is integrated

Paid

Owned Earned

Air New Zealand – An Unexpected Briefing

One of Mashable’s Most Viral Videos Of 2012

RESULTS

+ 10 m Views of 2012 Hobbit Safety

Video

Top 10In Mashable’s Global 2012

Viral Video Chart

Air New Zealand: The Official Airline To Middle Earth

Coverage highlights

Air New Zealand: The Official Airline To Middle Earth

Online Engagement

CNN Travel Writer (52,724 followers)

BUT THIS WAS NOT AIR NEW ZEALAND’S FIRST STEP INTO VIDEO

THE FIRST VIDEO WAS LAUNCHED IN 2009 WITH CREW IN BODY PAINT

AND SINCE HAS INCLUDED THE ALL BLACKS

RICHARD SIMMONS GETTING PASSENGERS ‘FIT TO FLY’

AND BEAR GRYLLS IN THE WORLD’S FIRST OUTDOOR SAFTEY VIDEO

SO WHAT HAS BEEN THE ‘PRECIOUS’ SECRET TO THEIR SUCCESS?

1. TRANSFORMED THE TRADITIONALLY BORING INTO THE UNIQUE AND INTERESTING

2. IDENTIFYING TALENT WITH INTERNATIONAL APPEAL

3. FRAME THE STORY FOR DIFFERENT INTERNATIONAL MARKETS

4. SUPPORT AND SEED THROUGH OWNED SOCIAL MEDIA CHANNELS

5. BUILDING THE STORY BEYOND THE CONTENT

ANY QUESTIONS?

Tom Malcolm

Head Of Consumer

T: +44 (0) 207 291 0233

E: tom.malcolm@diffusionpr.com

© Copyright Notice

Ideas are our business, so you’ll understand

that we proactively monitor and defend our

intellectual property. All concepts, materials

and creative ideas presented in this plan

remain the property of Diffusion PR and

Communications Limited, until such time as a

legally binding commercial agreement is in

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