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Video Strategy & Launching A
Holistic Campaign
Manny © aimClear® 2013, an
Rivas @mannyrivas
– Online Advertising Director
...
@mannyrivas
@mannyrivas
@mannyrivas
aimClear, © 2013, is a publication of aimClear®, an integrated
social, search, PR & display marketing agency.
@mannyrivas
aimClear, © 2013, is a publication of aimClear®, an integrated
social, search, PR & display marketing agency.
Content Is The Tie That Binds

@mannyrivas
Content is the center of everything

@mannyrivas
“Who Is Your Daddy and What Does He Do?”

@mannyrivas
Who? Me?

@mannyrivas
Last Night

@mannyrivas
Who? Me?

@mannyrivas
Mrs. Las’ Math Class
• Engaging
• Funny
• Relatable
• Accessible
• Informative

@mannyrivas
Manny’s Job in
1. Be cool
2. Learn

th
8

Mrs. Las Made
My Job Easier!
@mannyrivas

Grade
Content Needs To…
• Demystify
• Serve
• Remove barriers

@mannyrivas
What Are Your Goals?

@mannyrivas
What Are You Measuring?

@mannyrivas
What Determines YouTube Success?

@mannyrivas
@mannyrivas
Content Needs To Convert. Period.

@mannyrivas
Guide Users Towards KPI Funnel In
Attributable Steps

@mannyrivas
Strategic Approach
• What’s the purpose?
• How does it fit with other marketing initiatives?
• What are your goals/KPI’s?
...
How To Win With Video
1.
2.
3.
4.
5.

Great content
Target audience
Connected user base
Optimization for discoverability
B...
Great Content

@mannyrivas
A Great Story Transcends The Medium Used
To Tell It, Given A Great Storyteller

@mannyrivas
A Crappy Story…

@mannyrivas
@mannyrivas
You Don’t Always Have To
Reinvent The Wheel

@mannyrivas
Look for Great Content In
Different Mediums
•
•
•
•
•
•

Blog Posts
Journal Articles
Infographics
Historical photos
Traini...
Look for Great Content In
Different Mediums
•
•
•
•
•
•

Blog Posts
Journal Articles
Infographics
Historical photos
Traini...
B2B Can Be Sexy Too

@mannyrivas
Share the Story Only Your Business Can Share

@mannyrivas
@mannyrivas
Remain Inspired For Creativity Begets
Creativity

@mannyrivas
Your Obligation to the Viewer
•
•
•
•

Entertain
Engage
Inform
Empower

@mannyrivas
It’s Not Length That Matters…

@mannyrivas
Target Audience & Connected Users

@mannyrivas
Identify Your Audience, Observe, then Engage

@mannyrivas
Keep in mind
• Success will be determined by the research and
relationships you build well before the video is
created.
• ...
Mine competitive data for external sites to
share your video with

@mannyrivas
@mannyrivas
Long-term: Devote time to building
relationships before publishing content.

@mannyrivas
Mining Comment Fields

@mannyrivas
Using Google Search Operators to Find
Relevant Users

@mannyrivas
Finding Comments by Vertical or Interest
Comments only

Video Theme

Identifying Phrase

@mannyrivas
Finding Channels by Vertical or Interest
User channels only

Vertical or Interest

Location

@mannyrivas
Your Organic Rollout Checklist
•
•
•
•
•

Submit to blogs for write ups
Seed with connected user base
Share in social
Shar...
Seeding Engagement

@mannyrivas
Promote
YouTube TrueView ads
Linkedin video ads

StumbleUpon ads

BUzzFeeD

BuzzFeed ads
Facebook PPA & PPSS

Sponsored Tw...
Goal: Eat soup
Tactic: Fork
KPI: high food to
mouth ratio A.K.A
Sip-Through-rate
(STR)
@mannyrivas

@mannyrivas
It would be remiss not to test
YouTube ads as a viable channel

@mannyrivas
Thanks!

@mannyrivas
Contact Us

Duluth, MN

St. Paul, MN

9 West Superior St
Suite 200 55802
Office: (218) 727-4325

366 Wacouta St
55101
Offi...
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Video Strategy & Launching a Holistic Campaign - Manny Rivas

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At the MnSearch Snippet #11 event held at Spyder Trap in Minneapolis, MN on January 29, 2014, Manny Rivas presented his slidedeck "Video Strategy & Launching a Holistic Campaign."

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  • What brings us together and it stems from common interest or need
  • It is the voice and personification of a brandCompanies spend 100s of thousands of dollars each year to have a well baked edcal churning out quality contentObviously an investment like this requires a sound strategy. That strategy should really begin with two questions.
  • Who is your audience and why do they care?
  • Who is your audience and why do they care?
  • Who is your audience and why do they care?
  • Walt lost sight of his primary goal which may have been prevented had he preset solid supportive KPIs.
  • You can wrap a turd up in a bow all you like, I can promise you this, the recipient of your shitty gift will end the relationship upon receipt of your bow wrapped turd
  • It’s the % of viewers who remain engaged from beginning to end
  • Sometimes you have to get to know somebody before they’ll make out with you
  • Transcript of "Video Strategy & Launching a Holistic Campaign - Manny Rivas"

    1. 1. Video Strategy & Launching A Holistic Campaign Manny © aimClear® 2013, an Rivas @mannyrivas – Online Advertising Director integrated social, search, PR
    2. 2. @mannyrivas
    3. 3. @mannyrivas
    4. 4. @mannyrivas aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
    5. 5. @mannyrivas aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
    6. 6. Content Is The Tie That Binds @mannyrivas
    7. 7. Content is the center of everything @mannyrivas
    8. 8. “Who Is Your Daddy and What Does He Do?” @mannyrivas
    9. 9. Who? Me? @mannyrivas
    10. 10. Last Night @mannyrivas
    11. 11. Who? Me? @mannyrivas
    12. 12. Mrs. Las’ Math Class • Engaging • Funny • Relatable • Accessible • Informative @mannyrivas
    13. 13. Manny’s Job in 1. Be cool 2. Learn th 8 Mrs. Las Made My Job Easier! @mannyrivas Grade
    14. 14. Content Needs To… • Demystify • Serve • Remove barriers @mannyrivas
    15. 15. What Are Your Goals? @mannyrivas
    16. 16. What Are You Measuring? @mannyrivas
    17. 17. What Determines YouTube Success? @mannyrivas
    18. 18. @mannyrivas
    19. 19. Content Needs To Convert. Period. @mannyrivas
    20. 20. Guide Users Towards KPI Funnel In Attributable Steps @mannyrivas
    21. 21. Strategic Approach • What’s the purpose? • How does it fit with other marketing initiatives? • What are your goals/KPI’s? @mannyrivas
    22. 22. How To Win With Video 1. 2. 3. 4. 5. Great content Target audience Connected user base Optimization for discoverability Budget to seed engagement @mannyrivas
    23. 23. Great Content @mannyrivas
    24. 24. A Great Story Transcends The Medium Used To Tell It, Given A Great Storyteller @mannyrivas
    25. 25. A Crappy Story… @mannyrivas
    26. 26. @mannyrivas
    27. 27. You Don’t Always Have To Reinvent The Wheel @mannyrivas
    28. 28. Look for Great Content In Different Mediums • • • • • • Blog Posts Journal Articles Infographics Historical photos Training Materials Presentations @mannyrivas
    29. 29. Look for Great Content In Different Mediums • • • • • • Blog Posts Journal Articles Infographics Historical photos Training Materials Presentations @mannyrivas
    30. 30. B2B Can Be Sexy Too @mannyrivas
    31. 31. Share the Story Only Your Business Can Share @mannyrivas
    32. 32. @mannyrivas
    33. 33. Remain Inspired For Creativity Begets Creativity @mannyrivas
    34. 34. Your Obligation to the Viewer • • • • Entertain Engage Inform Empower @mannyrivas
    35. 35. It’s Not Length That Matters… @mannyrivas
    36. 36. Target Audience & Connected Users @mannyrivas
    37. 37. Identify Your Audience, Observe, then Engage @mannyrivas
    38. 38. Keep in mind • Success will be determined by the research and relationships you build well before the video is created. • Your audience shares in other channels: – Blogs – Forums – Social @mannyrivas
    39. 39. Mine competitive data for external sites to share your video with @mannyrivas
    40. 40. @mannyrivas
    41. 41. Long-term: Devote time to building relationships before publishing content. @mannyrivas
    42. 42. Mining Comment Fields @mannyrivas
    43. 43. Using Google Search Operators to Find Relevant Users @mannyrivas
    44. 44. Finding Comments by Vertical or Interest Comments only Video Theme Identifying Phrase @mannyrivas
    45. 45. Finding Channels by Vertical or Interest User channels only Vertical or Interest Location @mannyrivas
    46. 46. Your Organic Rollout Checklist • • • • • Submit to blogs for write ups Seed with connected user base Share in social Share internally Embed on your site and/or blog @mannyrivas
    47. 47. Seeding Engagement @mannyrivas
    48. 48. Promote YouTube TrueView ads Linkedin video ads StumbleUpon ads BUzzFeeD BuzzFeed ads Facebook PPA & PPSS Sponsored Tweets @mannyrivas
    49. 49. Goal: Eat soup Tactic: Fork KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR) @mannyrivas @mannyrivas
    50. 50. It would be remiss not to test YouTube ads as a viable channel @mannyrivas
    51. 51. Thanks! @mannyrivas
    52. 52. Contact Us Duluth, MN St. Paul, MN 9 West Superior St Suite 200 55802 Office: (218) 727-4325 366 Wacouta St 55101 Office: (651) 330-4966 Email Twitter Facebook info@aimclear.com @aimclear Facebook.com/aimclear @mannyrivas
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