Unlocking the Secrets of Mobile Video
 

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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Unlocking the Secrets of Mobile Video Unlocking the Secrets of Mobile Video Presentation Transcript

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