#LIFTSocial Social Video Tactics Andrew Grinaker Panel: Social Video Tactics Andrew Grinaker – Possible
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
#LIFTSocial
Social Video TacticsAndrew Grinaker
Panel: Social Video TacticsAndrew Grinaker – Possible
Speaker:
#LIFTSocial
Andrew Grinaker
Senior Content Strategist
@206andrew
#LIFTSocial
Agenda
• The concept and production process to support your social video needs
• A formula for evaluating the success of your social videos
• Review a cross-channel video campaign example
#LIFTSocial
Concept + ProductionIdea #1 Idea #2 Idea #3
#LIFTSocial
Our Creative Directors are like….
#LIFTSocial
Concept + ProductionIdea #1 Idea #2 Idea #3
#LIFTSocial
Our Account Directors are like…
#LIFTSocial
Concept + ProducingIdea #1 Idea #2 Idea #3
#LIFTSocial
“One to Many” Process
Idea #1
#LIFTSocial
• Can this idea work at a length of 15 seconds, 30 seconds and 60 seconds?
• Can this be repurposed to provide you with additional content assets? (GIFs, Cinemagraphs, etc.)
“One to Many” Process
#LIFTSocial
• Can this video be captured in real-time (Periscope, Meerket, etc)
• Can this video help support your paid media efforts in social, display or native advertising?
“One to Many” Process
#LIFTSocial
“One to Many” Process
Customer Success
Story
#LIFTSocial
Our Creative Directors are now like…
#LIFTSocial
Our Account Directors are now like…
#LIFTSocial
Measuring Success
Creative Index
Production Index
#LIFTSocial
#LIFTSocial
Measuring Success
We must look at not only the performance of the social video but
also the cost and time it takes to produce.
#LIFTSocial
#LIFTSocial
Measuring Success – Using Indices
An index is a composite number derived from a more complex and diverse system of data. It allows us to provide a single number that takes into consideration all of the success measures we care about. The index score is always simple and relative.
#LIFTSocial
#LIFTSocial
Measuring Success – Creative Index
REACHRELEVANCEENGAGEMENTAMPLIFICATIONINTENT
CREATIVE INDEXSTORY THEMEPOST VOLUME
Metrics: Editorial calendar, Engagement rate, Share rate, Paid Media metrics, Content Travel, Hashtag usage, Retweet index, CTR performance, Destination URL performance
(Weighted + Converted)
#LIFTSocial
Measuring Success – Production Index
APPROVALSDISTRIBUTIONCOSTTIME
PRODUCTION INDEXSTORYTHEMEPOST VOLUME
Metrics: Editorial calendar, Production costs, Client satisfaction, Approval rate, Project plans, Partner costs
(Weighted + Converted)
#LIFTSocial
Measuring SuccessSOCIAL VIDEO AHigh EngagementLow Share RateLow CTR Rate
Low CostLow Publishing PowerPoor Approval Rate
SOCIAL VIDEO BHigh Engagement RateHigh Share RateHigh CTR Rate
High CostHigh Publishing PowerAverage Approval Rate
Creative Index = 4
Production Index = 3
Creative Index = 8
Production Index = 3
Total Index= 7 Total Index= 11
#LIFTSocial
#LIFTSocial
Case Studies
#LIFTSocial
Case Studies
#LIFTSocial
Case Studies
#LIFTSocial
Case Studies
#LIFTSocial
Case Studies
#LIFTSocial
Case Studies
#LIFTSocial
Case Studies
THANK YOU#LIFTSocial
THANK YOU#LIFTSocial
Related Documents
