Unlocking the Secrets of Mobile Video

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Where video's concerned, there's no such thing as mobile. The story isn't about the device being used, but rather the context of the user. As a business, it's context that should drive the content, with YouTube, Instagram and Vine being specific and unique channels which require a unique approach.

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Unlocking the Secrets of Mobile Video

  1. 1. Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine Cheri Percy Distilled Marketing Manager London • 10–13 February 2014 • #SESLON @SESConf
  2. 2. CHERI PERCY • Marketing Manager • Social media rock star (no, really) • Fiery redhead Marketing Manager, Distilled cheri.percy@distilled.net @distilled
  3. 3. Oh, hai! Cheri Percy @distilled
  4. 4. My first day at Distilled Cheri Percy @distilled
  5. 5. My background is in music Cheri Percy @distilled
  6. 6. Building your b(r)and Building your b(r)and
  7. 7. Just as social media is great for conversations Cheri Percy @distilled
  8. 8. Mobile video is its louder, more audacious cousin Cheri Percy @distilled
  9. 9. There is no such thing as mobile
  10. 10. “In design, there are no more ‘hero sizes.’ Mashable CTO Robyn Peterson.
  11. 11. A screen is a screen is a screen
  12. 12. The theme is online everywhere.
  13. 13. There is no such thing as mobile to the user
  14. 14. By 2017, 85% of the world’s population will have 3G coverage Ericsson Mobility Report Cheri Percy @distilled
  15. 15. 77% of all mobile searches are near a PC Google Dashboard Cheri Percy @distilled
  16. 16. Mobile’s share of online video Cheri Percy @distilled
  17. 17. There’s no such thing as mobile *to the user*
  18. 18. So, what does (mobile) video look like? Cheri Percy @distilled
  19. 19. A screen is a screen is a screen YouTube This is content everywhere
  20. 20. A screen is a screen is a screen Instagram YouTube This is content everywhere
  21. 21. A screen is a screen is a screen Vine
  22. 22. Home vs Hero Content
  23. 23. The Home Depot The Home Depot @distilled
  24. 24. That’s some serious views The Home Depot @distilled
  25. 25. REI #giftpicks The Home Depot The Home Depot @distilled
  26. 26. Distilled’s home content Cheri Percy @distilled
  27. 27. What about playing the hero?
  28. 28. A screen is a screen is a screen Volvo Vine
  29. 29. The most viewed automotive commercial ever
  30. 30. A screen is a screen is a screen Hero
  31. 31. Home grown Hero Air New Zealand – Fit To Fly @distilled
  32. 32. Small Business Hero Digital Science @distilled
  33. 33. A word on hosting A screen is a screen is a screen HBO goes “social first” Hero
  34. 34. Where should I host my video? What do I want from my video?
  35. 35. A word on hosting Host on your domain A screen is a screen is a screen HBO goes “social first” Hero
  36. 36. Audiences, Reach and A word on hosting Host on your domain You(Tube) Audience, Reach and You(Tube) A screen is a screen is a screen HBO goes “social first” Hero
  37. 37. How do I measure my campaigns?
  38. 38. YouTube Analytics YouTube Analytics @distilled
  39. 39. Shares and share rate Number of social shares x the total engaged views E.g. 23 Tweets/1000 engaged views = Twitter share rate of 2.3% Cheri Percy @distilled
  40. 40. Coverage links and embeds Cheri Percy @distilled
  41. 41. Vine. Do we really need it?
  42. 42. Advertising play
  43. 43. Brand awareness
  44. 44. Trending topics in the ‘Explore’ tab
  45. 45. Share your #firstpost
  46. 46. For increased brand exposureconsider these pointers:
  47. 47. Is it timely? Cheri Percy @distilled
  48. 48. Does it channel your brand values? Cheri Percy @distilled
  49. 49. Is it true to the Vine community? Cheri Percy @distilled
  50. 50. News consumption in a multidevice world
  51. 51. #NeedToKnow Cheri Percy @distilled
  52. 52. #DazedVisionaries Cheri Percy @distilled
  53. 53. Determining the success of your creation
  54. 54. Find users by keywords Web.stagram
  55. 55. Accurcate analytics and free data! Advertising play
  56. 56. How do I get started?
  57. 57. How do I get started? What value can I add?
  58. 58. Knowledge and insight Advertising play
  59. 59. Exclusivity and up to date news Advertising play
  60. 60. Making science cool Making science cool again Advertising play
  61. 61. (Mobile) video is all about…
  62. 62. Your b(r)and #BrandAwareness #BrandAwareness #BrandAwareness Followgram Advertising play
  63. 63. #BrandAwareness #BrandAwareness #BrandAwareness Followgram Advertising play
  64. 64. #AudienceReach #AudienceReach Advertising play
  65. 65. #BrandAwareness #BrandAwareness #Engagement #Engagement #Engagement Followgram #AccountGrowth Advertising play
  66. 66. Video is about much more than just viral.
  67. 67. It’s a story attached to your brand.
  68. 68. #BrandAwareness #BrandAwareness #Engagement Start building your b(r)and online. #Engagement Followgram #AccountGrowth Advertising play
  69. 69. Thanks. Any questions? l CHERI PERCY cheri.percy@distilled.net @distilled

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