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
@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
© 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
place.
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