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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, …

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