Video Strategy & Launching a Holistic Campaign - Manny Rivas
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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."

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

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