Leveraging the Power of Video to Engage Customers

© 2003-2015 Wilton Industries. All rights reserved. 1

Leveraging the

Power of Video to

Engage Consumers

http://www.wilton.com

http://www.wilton.com


As marketers, we want to

acquire new consumers

and…


Get the ones we are connected with to consume

more of our products or services


When we think of a

conversion funnel, we

know that…


Before we can

convert a consumer,

we have to

reach and engage them


Delivering content they

value allows us to reach

and engage them


And increasingly consumers

want video content



THE RISE OF GEN C…

Gen C is a powerful new force in consumer culture. It’s a term to describe

people who care deeply about creation, curation, connection, and

community. It’s not an age group; it’s an attitude and mindset

• Gen C is a state of mind

• Gen C strives for expression

• Gen C is a taste-maker

• Gen C defines the social network

• YouTube is Gen C’s habitat for entertainment

• Gen C is constantly connected

• Gen C connects on YouTube on all screens

• Gen C values relevance and originality




But YouTube isn’t the only social network on which folks are

watching video…



While Facebook’s growth may be

slowing, make no mistake – it’s still a

social media beast


1.39 billion monthly active

Facebook users

890 million people log onto

Facebook daily

*Based on Facebook Internal Data, Fourth Quarter Earnings Call (January 28, 2015)


As marketers, we continually try to

figure out the best way to get into

the Newsfeed


But we’ve been preparing for…

Zero Organic Reach on Facebook



X


Video grew to an average of more than 3

billion video views per day on Facebook

Over 65% of Facebook video views occur on

mobile

*Based on Facebook Internal Data, Fourth Quarter Earnings Call (January 28, 2015)



That’s why video content has

to be an important part of

our digital marketing mix


Case Studies:

How we approach video




Our Goal with Inspirational and Instructional Content:

Grow the Activity

and

Grow Our Community


By Growing the Activity and

Growing Our Community,

we will increase sales of

our products


Our success won’t usually be

measured by direct sales…

but by how strong of

“tailwinds” we are creating


by how many people we are inspiring

by how many people we are educating

by how many people we are engaging

product sales will follow


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


Content Categories

Original Content

Commissioned Content

Curated Content


Original

Commissioned

Curated

Our Content Mix


Original

Commissioned

Curated

Your Content Mix


Multi-Channel Networks (MCNs) are entities that work with multiple video content

creators, using helping with programming, funding, cross-promotion, monetization,

partner management, audience development, etc.





YouTube Original Content

Hero

Hub

Hygiene

Hero content: The content we want

to PUSH to a big, broad audience –

tied to a couple of key marketing

events

Hub content: The content we

deliver on a regular basis to our core

community

Hygiene content: The content our

core audience is actively searching –

our ‘always on’ pull content



70% reach from non-fans

1.3 mill views from non-fans

https://www.facebook.com/video.php?v=10152539922445919&set=vb.60255730918&type=2&theater

https://www.facebook.com/video.php?v=10152539922445919&set=vb.60255730918&type=2&theater


Leveraging Facebook Reach To Drive YouTube Engagement

YouTube Video views increased

7x and daily subscribers

increased 2.5x

YouTube Video views increased

7x


Added 50k new page likes

Leveraging the Power of Video to Engage Customers

Marketing

wilton industries

video content

facebook video views

entertainmentgen c

expressiongen c

connectedgen c

power of video

mindset gen c