How to get results with video on multi-channels (or omniscreen and the death of brand narrative)

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In the multiscreen world, brands face a challenge of telling their stories in many places at the same time.

Before Vine, Instagram, and YouTube, in the age of mono-screening, TV channels and brands created linear narratives which moved in beats. These narrative beats could be emotional or logical. TV audiences were entertained for 30 minutes with beats of narrative or character, while a brand aimed to create an emotional connection with questions and answers about their products and services.

In the multiscreen world things are rather different. People can interact with your brand on their computer at home or at work, or their iPad or smartphone anywhere, at any time. You need to find ways to tell your story across all these channels.

Whilst brands that don’t adapt to new technologies will suffer, there is an opportunity for brands that can tell their story through video in short beats on multi channels.

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 each requiring a specific approach.

In this presentation, you'll learn:

- mobile trends and omniscreening
- how to use short-form videos such as Vine and Instagram
- how to tell stories in short beats to the social audience
- tips to create successful video campaigns

Share your thoughts. How are your using shortform video? How are these new forms affecting video marketing? How are you telling your brand stories across channels?

Find out how your brand can maximise the potential of YouTube, Vine and Instagram video and get better results.

Tweet me at @jon_hurricane or email: info@hurricanemedia.co.uk

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  • Before we go into telling stories on mobile I need to cover a few basics of storytelling so we are all in the same place
  • Beats
  • Beats
  • YOU TUBE29, 59, 90, 1:59Instagram 15Vine 6Le
  • Dr Simon Hampton, Psychology lecturer at the University of East Anglia
  • Dr Simon Hampton, Psychology lecturer at the University of East AngliaWhat’s exciting for marketers is that, this mildly compulsive behaviour might be exploited to encourage purchasing, particularly as digital increasingly blurs the line between shopping and entertainment.”
  • You might use many different devices, but each will have all the channels – YT, Instagram, vine etc. Mobile doesn’t matter – it’s the channels, and how you use them together that counts.
  • YouTube, Instagram and Vine are specific and unique channels which require a unique approach.Duration and place should govern what you do – but never forget the emotion and logical requirements
  • People will join your narrative at the middle, or the end, of, if you are lucky the start – it’s the ultimate choose your own adventureIt’s all one big channel – just watched in different ways
  • Emotional beatsLogical beatsYou need both beats but a beat cant be bothShare both types of beats across all platforms – so even those on only one get the whole storyTry to try people form one beat to another
  • Alicia Jones, Manager of Honda & Acura Social Marketing, “Our strategy on social platforms is to participate in existing conversations rather than trying to create new ones. This ensures whatever we do is relevant to our audience.During the #wantnewcar days and the #Hondalove Promoted Trend day, we generated over 32M Tweet impressions, 11k Twitter mentions and gained nearly 4k new followers.We saw a 20% sales gain in July compared with July 2012.
  • Raise profile / Inform / Get people to go to your website
  • Entertainment / They get to feel clever/ they feel value in learningThey get an exclusiveThey laughThey learn somethingThey get kudos by sharing it
  • * ASTRIUM: B to B market with 20% click through to website
  • What makes a good YT channel?Clear user journeyEmotion / Logic / EmotionOriginal content for web – Bury the 30 second TV spotsRemember different audiencesOrganised by tags
  • Its actually useful content – Lots of evergreen content with reasons to come backTimeless tipsPeople will come back for moreIt’s aimed specifically at the YT audince
  • One mission – one message – one purposeThe joy of omniscrrring and short beats – you can say it elsewehre – just don’t say it all at onceTell other stake holders to butt out and go make their own videoCould show hundreds of videos that are out there that don’t work as they have too much stuff in them
  • SeedingBought / Earned / PaidAt least 30% again in seeding costsYou Tube pre rolls can be very cost effective – little as 4 pence per view – amazing for B2B audienceIf you want seeing go for Rubber Republic – only connection with them is they are bristol
  • Hoot suiteGoogle anlyitcsYou Tube ad campaigns give loads of good statsSimply Measured
  • from a pure geek level this even references omniscreeninghttps://vine.co/v/hB05eTwLhUB
  • It’s a great conversation starter and you can follow that up
  • Got the iphone 5 mentioned as well which did them a lot of good as it was coming out at same timehttps://vine.co/v/hn1MEFqmtlB
  • https://vine.co/v/hnQehYuQahqIt’s not thecontentthatyoumightstrugglewith–it’sthelogisitcs of speedandplanning–depends on yourinternalresourceshttp://campaignblog.campaignlive.co.uk/2013/09/20/brands-on-vine-20-september-2013/
  • Beats
  • brand
  • How to get results with video on multi-channels (or omniscreen and the death of brand narrative)

    1. 1. Unlocking the secrets of Mobile You Tube, Instagram and Vine Jon Mowat Managing Director Hurricane Media Video production and marketing agency London • 10–13 February 2014 • #SESLON @SESConf
    2. 2. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle (Average length) 4 minutes and 12 seconds 30, 59 or 1 minute 59 seconds Omniscreen 15 seconds 375 frames The death of linear brand narrative 6 seconds 150 frames
    3. 3. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle (Average length) 4 minutes and 12 seconds 30, 59 or 1 minute 59 seconds Better Results 15 seconds 375 frames With multiple video channels 6 seconds 150 frames
    4. 4. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle 04:12 (Average length) All different but ... 15 seconds 375 frames 6 seconds 150 frames
    5. 5. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle 04:12 (Average length) All different but ... 15 seconds 375 frames 6 seconds 150 frames … it is how they work together that matters to brands
    6. 6. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    7. 7. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    8. 8. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    9. 9. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    10. 10. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    11. 11. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle http://instagram.com/p/j_38DaO_ax/
    12. 12. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    13. 13. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    14. 14. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane http:mckeestory.com/
    15. 15. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal ?/A ?/A ?/A ?/A ?/A Conclusion
    16. 16. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Conclusion The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video on any channel Principles of short form? When do I do it myself? UGC How do I know it’s working? Better results with multiple video channels
    17. 17. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Conclusion The Deal Better results with multiple video channels? Minutes and moments – the opportunity?
    18. 18. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Minutes and moments: the opportunity?
    19. 19. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Opportunity 62% of 18 - 32 YO prefer to check their smartphone if they have any “downtime” rather than just sit and think 37% say they check their smartphone if there’s a lull in conversation with friends Dr Simon Hampton, Psychology lecturer at the University of East Anglia
    20. 20. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Multiscreening: The Opportunity 62% of 18 - 32 YO prefer to check their smartphone if they have any “downtime” rather than just sit and think 37% say they check their smartphone if there’s a lull in conversation with friends “People’s inability to leave their phones alone is the newest addition to common ‘displacement’ behaviours such as smoking, doodling, fiddling and picking.” Dr Simon Hampton, Psychology lecturer at the University of East Anglia
    21. 21. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Different Beats: Different context
    22. 22. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    23. 23. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    24. 24. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    25. 25. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    26. 26. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    27. 27. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The opportunity is there for brands that can tell their story well across channels Mobile platform doesn’t matter: It’s the channels, and how you use them together that counts.
    28. 28. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Beats of your brands story Your campaign needs emotional and logical beats Be careful if using both emotion and logic together – never on short form Share both types of beats across all channels to tell the whole story Drive people from one beat to another Tell stories that work in any order Tell simple stories consistently across channels in an easy to follow way
    29. 29. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Multiscreening: The Opportunity Honda’s “Want New Car” campaign on Vine Participate in existing conversations 1,000 new followers to their Twitter account and more than 2,200 mentions of the brand, ♯wantnewcar
    30. 30. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Multiscreening: The Opportunity Get to customers any time / any place Allows for subtlety and a focus on audience desire. Brands that can clarify their message and have all beats working together will benefit An opportunity for those that live and breath the platforms Joined up campaigns linking channels with themes and will cut through. Those that cannot simply their story into short beats that work together will pay the price.
    31. 31. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video on any channel
    32. 32. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films
    33. 33. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign
    34. 34. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – What’s in it for me?
    35. 35. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – What’s in it for me? Scheduling – Plan / React
    36. 36. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – what’s in it for me? Scheduling – Plan / React
    37. 37. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – what’s in it for me? Scheduling – Plan / React Channel: e.g. YouTube
    38. 38. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane You Tube Channels Your YT channel is the destination, not a stop over: Typical click through is less than 1% * Make it work for you when viewers arrive
    39. 39. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    40. 40. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    41. 41. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    42. 42. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    43. 43. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel YOU TUBE DON’Ts YOU TUBE DOs 1 Put recent activity at top 2 Order by popularity 3 Put TV ads at top 4 Use tired content 5 Mix consumer and corporate 6 Use it as a place to keep all your videos 1 Order by content using tags 2 Use relevant timely content 3 Well structured journey 4 Hash tags to tie to other channels 5 Seasonal content 6 No where near corporate 7 everything there for good reason 8 Entertain and inform
    44. 44. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Channel: YT, Vine, Instagram Emotion / logic / emotion – across video – but also a campaign Creative, cut through content Say less, engage more Audiences – What’s in it for me? Scheduling – Plan / React
    45. 45. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Say Less Stuff In Your Films
    46. 46. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Channel: YT, Vine, Instagram Emotion / logic / emotion – across video – but also a campaign Creative, cut through content Say less, engage more Audiences – What’s in it for me? Scheduling – Plan / React Shout
    47. 47. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Channel: YT, Vine, Instagram Emotion / logic / emotion – across video – but also a campaign Creative, cut through content Say less, engage more Audiences – What’s in it for me? Scheduling – Plan / React Shout Monitor and refresh
    48. 48. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel
    49. 49. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form?
    50. 50. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Minutes Moments
    51. 51. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything
    52. 52. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything Play to its visual strengths Stop frame animation works
    53. 53. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything Play to its visual strengths Stop frame animation works
    54. 54. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
    55. 55. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything Play to its visual strengths Stop frame animation works Episodic / series (what can you offer)
    56. 56. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle lowesfixinsix
    57. 57. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    58. 58. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Moments Share the now behind the scenes / events Reactive to trends scheduling - seasons / festivals Existing conversations Play to its visual strengths Stop frame animation works Episodic / series (what can you offer?) Don’t forget the hash tags Don’t sweat if it’s not perfect – get it out there Critically review it – on brand? It works best as a conversation
    59. 59. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form?
    60. 60. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form? When do I do it myself? UGC
    61. 61. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    62. 62. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    63. 63. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    64. 64. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form? When do I do it myself? UGC How do I know it’s working?
    65. 65. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
    66. 66. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Measuring success Social likes / shares / blog posts etc
    67. 67. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Measuring success Social likes / shares / blog posts etc How long are people watching – 2 min film Lose less than 30% in 10 seconds 50+ watch over half 10% to end 30 second film 50+ watch over half 20% to end
    68. 68. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Conclusion The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form? When do I do it myself? UGC How do I know it’s working? Better results with multiple video channels
    69. 69. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Better results with multiple video channels It’s not about platform it’s about channel Your video channels work as a team Think of your brand story as beats – emotional and logical Viewers can watch any beat, anywhere Each beat must make sense within the brand story – ditch those that don’t Don’t be afraid of UGC Say less stuff in your films Play to the strengths of short form (animation, scheduling, immediacy) Focus your channel to give a good experience when viewers get there. Monitor and adapt regularly Have fun
    70. 70. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle (Average length) 4 minutes and 12 seconds 30, 59 or 1 minute 59 seconds Thank you 15 seconds 375 frames 6 seconds 150 frames

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