An Integrated Approach to Video
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An Integrated Approach to Video

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It takes more than one video to build your brand and your community. You’ve got to integrate video with all kinds of other channels like content, social, search, email and offline in order to ...

It takes more than one video to build your brand and your community. You’ve got to integrate video with all kinds of other channels like content, social, search, email and offline in order to accomplish your goals and build your business.

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An Integrated Approach to Video An Integrated Approach to Video Presentation Transcript

  • @MACKFOGELSON http://www.pinterest.com/pin/18295942211066038/ Integrated an approach to video by Mack Fogelson for #WistiaFest
  • Today I’m going to tell you a story. @MACKFOGELSON
  • An integrated marketing story. ! With video. ! And llamas. http://www.pinterest.com/pin/18295942211056268/ @MACKFOGELSON
  • @MACKFOGELSON This story is a case study that will do
 3 important things…
  • @MACKFOGELSON 1 Provide you with 
 a process so that you can develop your own integrated marketing strategy. ! With video.
  • 2 Supply you with some KPIs that you can use to measure your integrated efforts. ! Because bosses 
 like numbers. @MACKFOGELSON
  • 3 Remind you that it takes more than one video to build your brand and your community. ! Unless you’re 
 Phil Nottingham. @MACKFOGELSON
  • @MACKFOGELSON http://wistia.com/blog/distilled-phil-nottingham-interview
  • @MACKFOGELSON It takes many channels 
 and a whole lot of effort in addition to video to accomplish the goals you’ve set for your business.
  • @MACKFOGELSON integrated marketing video & other content search email offline paid & other stuff social media & community
  • @MACKFOGELSON alrighty then let’s get started we’ve got some work to do.
  • @MACKFOGELSON Mack Web had never used video in our marketing strategy. The Story http://www.pinterest.com/pin/18295942211056283/
  • @MACKFOGELSON We were getting ready to launch our community building guide. The Idea http://www.pinterest.com/pin/18295942211056286/
  • @MACKFOGELSON We thought we’d give video a shot to promote the launch. The Plan http://www.pinterest.com/pin/18295942211056304/
  • @MACKFOGELSON For some reason, we pet-named the guide Arthur. We like llamas. The Llama http://www.pinterest.com/pin/18295942211056312/
  • @MACKFOGELSON
  • @MACKFOGELSON
  • @MACKFOGELSON The videos alone helped us
 earn 176 guide sign-ups.
  • @MACKFOGELSON The videos combined with 
 integrated efforts earned 350.
  • @MACKFOGELSON And there was a whole lot more success than that.
  • @MACKFOGELSON we started the conversation with the videos…
  • @MACKFOGELSON and we used other channels to get more from those efforts.
  • This is what we actually did: ! The goals we set. ! The strategy we followed. ! And how we measured our efforts. ! ! @MACKFOGELSON Here’s our Roadmap. http://www.pinterest.com/pin/152066924892415094/
  • @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  • @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  • @MACKFOGELSON we started with goals and not just for the videos.
  • @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  • @MACKFOGELSON This is what we really wanted to accomplish over the next 3-5 years. Visionary http://www.pinterest.com/pin/18295942211056316/
  • @MACKFOGELSON Mack Web wants to become
 the integrated web marketing company in the west 
 within the next 3-5 years. Visionary Goal
  • @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  • @MACKFOGELSON What we would work toward over the next 24 months. Business & Brand http://www.pinterest.com/pin/18295942211056329/
  • @MACKFOGELSON Increase the number of qualified leads Mack Web receives over the next
 12-24 months. Business Goal
  • @MACKFOGELSON Establish Mack Web as 
 a resource for a forward thinking, collaborative, human-centric approach to integrated marketing. Brand Goal
  • @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  • @MACKFOGELSON This goal was unique to our 5-week Arthur Video Campaign. Campaign http://www.pinterest.com/pin/18295942211056358/
  • @MACKFOGELSON Campaign Goal In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  • @MACKFOGELSON Campaign Goal Specific In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  • @MACKFOGELSON Campaign Goal SpecificMeasurable In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  • @MACKFOGELSON Campaign Goal Attainable & Realistic SpecificMeasurable In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  • @MACKFOGELSON Campaign Goal Attainable & Realistic SpecificMeasurable Time-sensitive In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  • @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  • @MACKFOGELSON all efforts were working toward our Visionary goal.
  • @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  • @MACKFOGELSON we developed a creative strategy for the Arthur Video Campaign.
  • @MACKFOGELSON this strategy ran alongside our Business & Brand strategy.
  • The Arthur Video strategy would focus on three things @MACKFOGELSON
  • @MACKFOGELSON 1 Build Awareness ! First for our community building guide. ! And also awareness for Mack Web as a brand.
  • 2 Build a Connection ! We really wanted to 
 show our personality. ! We knew that videos would allow us to build a connection. @MACKFOGELSON
  • 3 Broaden our Reach ! We wanted to use several channels in addition to video. ! All in an effort to accomplish our goals. @MACKFOGELSON
  • @MACKFOGELSON OK let’s move on to tactics for this 5 week Video Campaign.
  • @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  • @MACKFOGELSON we went from strategy to tactics so we knew who was doing what.
  • Distilling into actionable chewable pieces. @MACKFOGELSON
  • @MACKFOGELSON We would build a series of videos that 
 would lead up to the launch of the guide.
  • @MACKFOGELSON The videos would include calls to action 
 making it easy to sign up for the guide.
  • @MACKFOGELSON We would collect emails using a 
 Launchrock landing page.
  • @MACKFOGELSON We would embed the videos on our blog 
 and optimize each post.
  • @MACKFOGELSON We would use email marketing to tell our existing audience.
  • @MACKFOGELSON We would hold a Google+ Hangout with 
 community building experts.
  • @MACKFOGELSON We would use social media to share value 
 and build awareness.
  • @MACKFOGELSON all of these tactics would help us accomplish our Campaign goals….
  • @MACKFOGELSON as we worked simultaneously on the tactics for our 
 Business & Brand goals.
  • @MACKFOGELSON Ongoing Business & Brand Efforts 2013 writing guide & stuff Mar April July Sept Oct 15June Aug Launchrock page goes live email social mack web blog email social Guest blog Our blog Speaking Gig email social Guest blog Our blog Speaking Gig Speaking Gig email social Guest blog Our blog email social Guest blog Our blog email social Guest blog Our blog May email social Guest blog Our blog Arthur Launches Our blog social email
  • @MACKFOGELSON Arthur Video Campaign 2013 9/1 9/16 9/17-20 9/25 10/1 10/2 10/7 10/10 10/15 Friends Not Followers Hangout 5th Video 
 & Arthur Launches 1st 
 Video 2nd 
 Video 3rd Video 4th Video Scripted Videos Filmed Videos Edited
 Videos email social email email email email social social social social social email
  • @MACKFOGELSON Integrating All the Things in 2013 B=Our Blog | Em=email | GB=Guest Blog | S=social | V=video writing guide & stuff Friends Not Followers Hangout Mar Em S GB B Em S GB B Em S GB B Em S GB B Em S GB B Em S GB B B S Em Apr May June July Aug Sept Scripting Filming Oct 15 Editing V1 Em S Arthur Launches Em S B 1 16 17-20 25 Oct 2 7 10 V2 Em S V3 Em S V4 Em S V5 Em S Speaking Launchrock Speaking Speaking
  • @MACKFOGELSON tactics are part of strategy that actively work to 
 accomplish goals.
  • @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  • @MACKFOGELSON we had already assigned KPIs to Business & Brand goals.
  • @MACKFOGELSON Business Goal Increase the number of qualified leads Mack Web receives over the next 12-24 months.
  • @MACKFOGELSON Business KPIs The stuff we were measuring: • Leads • Revenue
  • @MACKFOGELSON Brand Goal Establish Mack Web as a resource for a forward thinking, collaborative, 
 human-centric approach to
 integrated marketing.
  • @MACKFOGELSON Brand KPIs The stuff we were measuring: • New & Returning Visits • Visit Duration • Organic Search Traffic
  • @MACKFOGELSON Brand KPIs The stuff we were measuring: • Social Referral Traffic - Number of Sessions - Page Depth - Average Session Duration •Conversation/Amplification/Applause
  • @MACKFOGELSON Brand KPIs More stuff we were measuring: • E-news sign-ups • Speaking & Blogging Gigs • Guide Downloads
  • @MACKFOGELSON then we assigned KPIs to our Campaign goal.
  • @MACKFOGELSON Campaign Goal In its 5 week run, we want the Arthur video series to earn 
 350 signups for our community building guide.
  • @MACKFOGELSON Campaign KPIs The stuff we wanted to measure: • Play Rate • Average Engagement • Guide Sign-ups (prior to launch)
  • @MACKFOGELSON we track Brand & Business KPIs over an
 extended period of time.
  • @MACKFOGELSON and compare apples to apples when assessing Campaigns.
  • @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  • @MACKFOGELSON so then we did all the stuff and we were very tired.
  • @MACKFOGELSON http://www.pinterest.com/pin/18295942211060545/
  • @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  • @MACKFOGELSON results for Campaign key performance indicators.
  • @MACKFOGELSON Campaign KPIs The stuff we wanted to measure: • Play Rate • Average Engagement • Guide Sign-ups (prior to launch)
  • @MACKFOGELSON Campaign KPI 
 Play Rate 54% 22% 39% 26% 47%
  • @MACKFOGELSON Campaign KPI 
 Average Engagement
  • @MACKFOGELSON Campaign KPI 
 Average Engagement
  • @MACKFOGELSON Campaign KPI 
 Guide Sign-Ups (prior to launch) 176
 Signups
  • @MACKFOGELSON results for Business & Brand key performance indicators.
  • @MACKFOGELSON Business KPIs The stuff we were measuring: • Leads • Revenue
  • @MACKFOGELSON Business KPI 
 Revenue 0 5 10 15 20 25 Pre-Arthur Post-Arthur 3-5 / month 20-25 / month 14 month period
  • @MACKFOGELSON Business KPI 
 Revenue
  • @MACKFOGELSON Brand KPIs The stuff we were measuring: • New & Returning Visits • Visit Duration • Organic Search Traffic
  • @MACKFOGELSON Brand KPI 
 New & Returning Visits 0 1000 2000 3000 4000 New Visitors 3,174 801 0 500 1000 1500 2000 Returning Visitors 1,352 418 296% increase 223% increase
  • @MACKFOGELSON Brand KPI 
 Visit Duration 90% increase year/year
  • @MACKFOGELSON Brand KPI 
 Organic Search Traffic 283% increase year/year
  • @MACKFOGELSON Brand KPIs The stuff we were measuring: • Social Referral Traffic - Number of Sessions - Page Depth - Average Session Duration • Conversation/Amplification/Applause
  • 0 220 440 660 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 652 112 Twitter Google + LinkedIn 195 49 153 @MACKFOGELSON Brand KPI 
 Social Referral Traffic - Number of Sessions
  • @MACKFOGELSON Brand KPI 
 Social Referral Traffic - Page Depth 0 3 6 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 5.11 1.40 1.741.69 1.91 1.71 Twitter Google + LinkedIn
  • @MACKFOGELSON Brand KPI 
 Social Referral Traffic - Average Session Duration 0 4 8 12 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 4.60 2.01 2.36 1.47 Twitter Google + LinkedIn .34 11.26
  • @MACKFOGELSON Brand KPI 
 Conversation/Amplification/Applause +1,000% conversation on Twitter 0 75 150 225 300 Conversation Amplification Applause Sept 20 - Oct 20, 2012 Sept 20 - Oct 20, 2013
  • @MACKFOGELSON Brand KPIs More stuff we were measuring: • E-news Sign-ups • Speaking & Blogging Gigs • Guide Downloads
  • @MACKFOGELSON Brand KPI 
 E-News Sign-ups 50% increase year/year
  • @MACKFOGELSON Business KPI 
 Speaking & Blogging Gigs 0 1 2 3 4 5 6 7 2012 2013 2014 0 4 7
  • @MACKFOGELSON Brand KPI 
 Guide Downloads to Date 44,600 to date 1,250 first 30 days
  • @MACKFOGELSON all of this stuff has been helping us reach our Visionary goal.
  • @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  • @MACKFOGELSON Visionary Goal Mack Web wants to become
 the integrated web marketing company in the west within the next 3-5 years.
  • And the most important thing to remember… @MACKFOGELSON
  • Or social. Or email. Or search. Or offline. ! It was all of it. ! Working together to accomplish goals. ! @MACKFOGELSON It wasn’t only video. http://www.pinterest.com/pin/418905202810475099/
  • @MACKFOGELSON Final Stuff that would be good to take away with you today…
  • @MACKFOGELSON It’s really important to start with goals. Goals will keep you focused. Goals http://www.pinterest.com/pin/18295942211056371/
  • @MACKFOGELSON It takes all kinds of stuff, including video to make your efforts a success. Integration http://www.pinterest.com/pin/18295942211056381/
  • @MACKFOGELSON It’s important to measure Campaign as well as Business & Brand KPIs. Data http://www.pinterest.com/pin/18295942211056383/
  • @MACKFOGELSON If you want your boss to say yes, you’ve got to have a plan. Try this one. Roadmap http://www.pinterest.com/pin/18295942211056391/
  • @MACKFOGELSON Get the Link Bundle http://bitly.com/bundles/mackwebsolutions/9 ! Read the Mack Web blog http://mackwebsolutions.com/blog ! Download our community building guide http://bit.ly/wistiafest ! Connect with us @mackwebteam