0
slideshare.net/97thFloor
@97thFloor #QualifiedReach@SaunderSchroed
intro
promo tip
qualified reach
aka the Squints strategy
target
find influencers
followerwonk
influential
(follow them)
influential that follow you
nurture
You shall not PASS!
…unless you have that password
passworded url
perception
increase loyalty
beta
dm influencers
1. send a cute little intro. dm about campaign
(nurture)
2. then send url with password
eager frank
peace c...
live = qualified reach
peace catcher = qualified reach
eager frank = qualified reach
chemistry
we’ve got chemistry chemistry here
you feel it?
I felt it!
alright JANICE!
results
client’s average video, before this strategy,
was around 500 views
what would SQUINTS do
3-4 week process aka no s...
do it again
improve
increase results
repeat
reach = the amount of people who could potentially see it
i.e.: someone tweets out the link with 10,000 followers =...
change of pace
content creation
goals, kpi’s, and the whole shebang
process
• on-boarding
• kick-off call
• 4e’s of content
• creative brief
four e’s (of content)
entertain, educate, engage, elevate
client’s goals
entertain, educate, engage, elevate
idea gen.
idea
+ =
brand awareness
take what works
idea
Coke’s Security Camera campaign + friend zone
entertain
video
alright, let me break it down to you right quick
creation
staged
edited footage to look like a
security camera
and added that nice Vivnt. logo
check list
entertain, educate, engage, elevate
educate +
engage
mystery = educate + engagement
educate + engagement
sharing stories,
life lessons…
…experiences,
wisdom on
wisdom
(for content)
educate + engagement
(for brand)
check list
entertain, educate, engage, elevate
elevate
results
1,000,000 YouTube views in less than a week
21,000+ facebook shares
56,000+ embeds, mentions, and links
2.5 millio...
repurpose
what’s cool about this
besides 200k+ views?
…user submitted
brand mentions
averaged 15-20 brand mentions per day
brand mentions = opportunity
check list
entertain, educate, engage, elevate
be SQUINTS
+
=
squints MARRIED wendy…and HAD 9 kids
How To Use Video Marketing To Elevate Brand Messages
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How To Use Video Marketing To Elevate Brand Messages

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Smx West 2014 Session #Smx #31D - Youtube Success Stories For Marketerspresentation How To Use Video Marketing To Elevate Brand Messages By Saunder Schroeder @Saunderschroed Of 97Th Floor

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Transcript of "How To Use Video Marketing To Elevate Brand Messages"

  1. 1. slideshare.net/97thFloor @97thFloor #QualifiedReach@SaunderSchroed
  2. 2. intro
  3. 3. promo tip
  4. 4. qualified reach
  5. 5. aka the Squints strategy
  6. 6. target
  7. 7. find influencers followerwonk influential (follow them) influential that follow you
  8. 8. nurture
  9. 9. You shall not PASS! …unless you have that password passworded url perception increase loyalty beta
  10. 10. dm influencers 1. send a cute little intro. dm about campaign (nurture) 2. then send url with password eager frank peace catcher
  11. 11. live = qualified reach peace catcher = qualified reach eager frank = qualified reach
  12. 12. chemistry
  13. 13. we’ve got chemistry chemistry here you feel it? I felt it! alright JANICE!
  14. 14. results client’s average video, before this strategy, was around 500 views what would SQUINTS do 3-4 week process aka no short cuts
  15. 15. do it again improve increase results
  16. 16. repeat reach = the amount of people who could potentially see it i.e.: someone tweets out the link with 10,000 followers = 10,000 reach spread = the amount of people who RT the original tweet reach + spread = viral coefficiency 8,469,347 + 1,849,309 = 10,318,656 over 250,000+ views to url in 2 weeks
  17. 17. change of pace
  18. 18. content creation
  19. 19. goals, kpi’s, and the whole shebang process • on-boarding • kick-off call • 4e’s of content • creative brief
  20. 20. four e’s (of content) entertain, educate, engage, elevate
  21. 21. client’s goals entertain, educate, engage, elevate
  22. 22. idea gen. idea + = brand awareness
  23. 23. take what works
  24. 24. idea Coke’s Security Camera campaign + friend zone
  25. 25. entertain
  26. 26. video
  27. 27. alright, let me break it down to you right quick
  28. 28. creation staged edited footage to look like a security camera and added that nice Vivnt. logo
  29. 29. check list entertain, educate, engage, elevate
  30. 30. educate + engage
  31. 31. mystery = educate + engagement
  32. 32. educate + engagement sharing stories, life lessons… …experiences, wisdom on wisdom (for content)
  33. 33. educate + engagement (for brand)
  34. 34. check list entertain, educate, engage, elevate
  35. 35. elevate
  36. 36. results 1,000,000 YouTube views in less than a week 21,000+ facebook shares 56,000+ embeds, mentions, and links 2.5 million+ aggregated views 4,000 aggregated comments 50,000+ social shares
  37. 37. repurpose what’s cool about this besides 200k+ views? …user submitted
  38. 38. brand mentions
  39. 39. averaged 15-20 brand mentions per day brand mentions = opportunity
  40. 40. check list entertain, educate, engage, elevate
  41. 41. be SQUINTS + = squints MARRIED wendy…and HAD 9 kids
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