VIDEO CONTENT A Better way to Build Brands through
BEST PRACTICE: Building brands: A closer look at video
Jul 15, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
VIDEO
CONTENT
A Better way to Build Brands through
Win the war for attention Using video content
are becoming Customers [People who want
to buy your
product]
Audiences
[People who
want to hear
your story]
You are no longer just
competing with people that sell
products & services, you are
now having to constantly
compete for consumers’ time
and attention -
ensure you are heard.
Agenda
1. 3 REASONS to care about video
content
2. 3 CONTENT types
3. 10 PRINCIPLES for great content
3 REASONS
to care about video content
It helps you to...
1 Find the right
PEOPLE
2 Tell great
STORIES
3 Build stronger
RELATIONSHIPS
It helps you to...
1 Find the right
PEOPLE
2 3 Build stronger
RELATIONSHIPS
Tell great
STORIES
More b2b decision makers are
watching more video
1 in 3 b2b decision makers turn
to online video for information.
Source: Google/Compete Tech B2B Customer Study, June 2012. (Sample of N=261 ITDM customers who watch online videos while researching or shopping for products or services for their
business).
Video is an integral part of B2B DM’s
research process
51% understand specific
features of a
product/service
50% ‘’how to’’ / instructional
videos
46% professional reviews
32% customer testimonials /
reviews
Source: Google/Compete Tech B2B Customer Study, June 2012. (Sample of N=261 ITDM customers who watch online videos while researching or shopping for products or services for their
business).
Online Video amplifies activity. As a result of watching videos about Tech Business purchase online,
B2B DMs took the following actions:
53% Searched online for more information
46% Visited a Tech Brand / Vendor Website
38% Talked to friends or colleagues about the Tech Products.
Growth in Business Related Queries
on YouTube over the past 4 years..
Business queries on
YouTube have grown
270% since 2010.
Equivalent to an
average annual growth
rate of 40%
Source: Google internal data, YouTube global queries in the
Business and Industrial Category
More people are watching more
videoAcross more screens
How to find the right people
It helps you to...
1 Find the right
PEOPLE 2 Tell great
STORIES
3 Build stronger
RELATIONSHIPS
Digital provides new opportunities for
brands to tell their stories through video
content
Without the
restrictions of time
Without the limitations
of a schedule
Enabling you to
structure your
conversation
Great video content has huge brand
impact
73.2m views
436k positive ratings
57k comments
search interest for “volvo
trucks”
search interest for “volvo trucks”
Source: Google Trends, Worldwide, Jan 2013-Jan
2014
Jan 2013 Nov 2013
Jan 2013 Nov 2013
search interest for “volvo
trucks”
search interest for “volvo trucks”
Jan 2013 Nov 2013
Jan 2013 Nov 2013
Source: Google Trends, Worldwide, Jan 2013-Jan
2014
Apr 2013 Nov 2013
For a whole month last
year, “volvo trucks”
was more interesting
than sex!
“great sex”
“volvo trucks”
It helps you to...
1 Find the right
PEOPLE 2 Tell great
STORIES 3 Build stronger
RELATIONSHIPS
ENTERTAINS EDUCATES INSPIRES
Telling stories regularly to a captive
audience allows brands to build stronger relationships.
3 CONTENT
TYPES which should you use, when?
Content strategy should match online video
viewing behaviour
People who browse
seek inspiring new
content
[hero]
People who search
seek relevant content
[hygiene]
1. Hero Content
Inspire ‘Browsers’ with Hero content
Connect with them through impactful
storytelling
Hero content doesn’t just ‘go viral’Ensure your
content is discoverable
Skillfully deployed paid media is a key contributor to their
success
IBM
Qualcomm
Febelfin
Hero content doesn’t just ‘go viral’Ensure your
content is discoverable
With paid media(TrueView)High
view count
High audience retention
Without paid mediaLow view count
Low audience retention
TrueView can help make your stories discoverable
75%
People who
choose to watch
are
more engaged
Source: Ipsos MediaCT and Innerscope Research Inc. 2011, including Eye Tracking, Biometrics and Online Survey.
Google Internal Studies 2013 (Based on data from 5 campaigns across 3 verticals)
Only pay when a user CHOOSES to engage with your
ad
Hero content doesn’t just ‘go viral’Inspire people
to share your content by being...
1. Funny 2. Sexy 3. Shocking 4. Unbelievable
5. Controversial 6. Gleeky 7. Illuminating 8. Random
9. Zeitgeist 10. Cute 11. Uplifting 12. Moving
Toyota – Swagger Wagon 9.9M views Levi’s– Rear View Girls 7.4M views Carlsberg & Mentos 2.7M views DC Shoes – Gymkhana 30M views
Leicester NHS – Teenage Kick 2M
views PS3- Michael 10.3M views
Samsung - HD Camera Trick 1.5M
views Cadbury’s - Eyebrows .8.2M views
Nike - Write The Future 26.6M views VW - The Force 44..3M views Alphabet Photography 35.1M views John Lewis - Christmas ad 12.2M
views
Achieving brand marketing goals
Hero
Hygiene
Hub
Build
Awareness
Influence
Consideration
Build
Advocates
Brand re-
positioning
Reputation
management
2. Hygiene Content
Serve the ‘Searchers’ with HYGIENE content Be the most compelling answer to consumers’ questions
Great hygiene content that serves as the best answer to questions around their
brand.
Serve the ‘Searchers’ with HYGIENE
contentMake content that will find the right people at the right
time
Reviews of the latest smartphones &
tablets.
How-to videos answering tech issues
Promote your HYGIENE content Stand out from similar videos and own your brand territory
Tactical paid video
promotion ensures that
Knorr’s hygiene content is
surfaced at key
moments that matter.
Achieving brand marketing goals
Hero
Hygiene
Hub
Build
Awareness
Influence
Consideration
Build
Advocates
Brand re-
positioning
Reputation
management
3. Hub Content
Things real people don’t say about
advertising..
“I wonder if there are
any new campaign
microsites I can spend
brand exposure time on
today?”
People who browse
seek inspiring new
content
People who search
seek relevant content
Build relationships with ‘Browsers’ & ‘Searches’
using Hub Giving them a reason to return
[hub]
Hub Content What is it? Keep the story going and give the audience a reason to continue watching.
Don’t just think of the hub...Think about the whole
wheel
bought partner
owned
video in
Google search promoted on
other
destinations
Trueview In-Display
(including
engagement ads)
Trueview
In-Search
Trueview
In-Stream
responses
collected in
playlists
video
responses
partner's
social
networks
consistent
end frame
Your
Channel
Your website
Achieving brand marketing goals
Hero
Hygiene
Hub
Build
Awareness
Influence
Consideration
Build
Advocates
Brand re-
positioning
Reputation
management
Achieving brand marketing goals
Hero
Hygiene
Hub
Build
Awareness
Influence
Consideration
Build
Advocates
Brand re-
positioning
Reputation
management
Hero + Hygiene + Hub How it all works together
Hero + Hygiene + Hub How it all works together
LIVE UNBOXINGS
PRODUCT
TUTORIALS
EPISODIC CONTENT
GREAT CONTENT what makes great content great?
10 Content Fundamentals
1.
Discoverable
2.
Accessible
3.
Shareable
4.
Collaborative
5.
Targeted 6.
Conversational
7.
Interactive
8.
Consistent
9.
Sustainable
10.
Authentic
[GET
AUDIENCES]
[KEEP
AUDIENCES
HAPPY]
[KEEP BRAND
HAPPY]
How did Volvo do?
1.
Discoverable
2.
Accessible
3.
Shareable
4.
Collaborative
5.
Targeted 6.
Conversational
7.
Interactive
8.
Consistent
9.
Sustainable
10.
Authentic
The success of content extends beyond the
video itself The art + science
Art Science
Content
Fundamentals
Audience
development
title
recency
view counts
watchtime
engagement metrics
tags
description
accessible
discoverable
shareable
consistent
conversational
interactive
sustainable
authentic
targeted
collaborative
+ thumbnails
Leveraged Video to create a virtual hyper efficient sales
team
Three ways video delivers measurable ROI
1 2 3 Hyper-Efficient Reps Gated Offers Live Events
Best Practices: Salesforce
Hyper-Efficient Reps
33,000 views a day = 217 Hyper-efficient reps
Assumptions a. Average video view is 2 minutes
b. Average hyper-efficient rep pitches 8 hours a day, no breaks
1
Create a standard process for optimization
Poster Frame
Naming Convention
Description & Tags
Active Engagement
Call-to-Action
Promotion
Raise the bar and weed out underperforming producers
1
Gated Offers
Incremental improvements make a major impact…
Social SSO
Recommendations
In-Context CTAs
Playback Experience
Sharing
2
Make sure your videos are logging activities
When someone watches a video on our Web site, we want it to count.
Watched
15 seconds
Watched
the entire video
1
2
3
Lead Scoring
Personalized Journeys
Campaign Attribution
2
Live Events
YouTube channel
offers a virtual event experiences
Live events generate “Likes and Buzz”
3
How do Salesforce measure success
1
2
3
Views
Subscriptions
Net new leads
4 Pipeline influence*
* In addition Salesforce also periodically conduct value surveys with customers and our
sales teams
A cohesive Hero, Hub & Hygiene strategy enables a cohesive story from
awareness to demand.
Summary
1. Video provides new ways to tell your brand story to the right people,
enabling you to build stronger relationships with your captive audience.
2. Great content does one of three things: entertains, educates & inspires.
3. Use Hero, Hygiene, Hub for a winning content strategy.
4. Create great content!
Resources
Think Insights
goo.gl/oN5NVc
Creator Playbook for Brands
goo.gl/UZL2fb
Related Documents
