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Using Video
to build your brand
by Mack Fogelson

#SearchFest 2014

@MACKFOGELSON
“ The whole
is greater

than the sum of its parts.

“

- Aristotle -

@MACKFOGELSON
It takes
more than
one video
to build your community
and your brand.

http://www.pinterest.com/pin/418905202810475099/

@M...
It takes more than

one
channel
to change your business.
@MACKFOGELSON
You’ve got to integrate

and leverage all the channels & things

Image credit: http://www.oopsicraftmypants.com/2011/04/1s...
You’ve got to experiment

and measure and use data & intuition to drive

Image credit: http://www.housingaforest.com/top-1...
Two things
to consider when
determining ROI

Image credit: http://onlyoscar.files.wordpress.com/2013/06/despicable-me-2.jpg...
The Parts
@MACKFOGELSON
the sum of

The Parts
@MACKFOGELSON
The Parts
@MACKFOGELSON
video/
content

other
stuff

integrated
marketing

offline

email

social
media

search

@MACKFOGELSON
The parts
What value did each
effort (like video)
provide?

Image credit: http://www.behance.net/gallery/Pattern-Designs/5...
the sum of

The Parts
@MACKFOGELSON
The sum
What change did your
efforts make in your
whole business?

Image credit: http://fixedgeargallery.com/2011/dec/3/Mic...
Measuring ROI for the parts
and the sum of the parts
starts with identifying goals & KPIs.

@MACKFOGELSON
Goals for

The Parts
@MACKFOGELSON
The parts
Set goals for
individual efforts
(like video).

Image credit: http://thedesignfiles.net/2013/10/tasty-tuesday-dar...
In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
community building guide.

@MACKFOGELSON
In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
community building guide.

Specific
@MACKFOG...
In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
community building guide.
Measurable

Speci...
Attainable & Realistic

In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
community building ...
Time-sensitive

Attainable & Realistic

In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
com...
Set Integrated Marketing Goals & KPIs
with the SMART Framework
http://bit.ly/1fsteSD

Re

Image credit: http://innovategov...
Goals for the sum of

The Parts

@MACKFOGELSON
The sum
Set goals to make a
difference in your
whole business.

Image credit: http://drizzleanddip.com/2012/03/01/extraord...
Mack Web wants to become
the integrated web marketing
company in the west within
the next 3 to 5 years.

@MACKFOGELSON
This is what we really want to accomplish.

Mack Web wants to become
the integrated web marketing
company in the west with...
After
setting goals,
define KPIs
to determine how
you’re going to
measure success.
Image credit: http://davidbork.com/wp-co...
Setting Goals as the
Foundation of your Marketing
http://bit.ly/19SJRC7

@MACKFOGELSON
KPIs for

The Parts
@MACKFOGELSON
The parts
There are specific
video KPIs
you could be tracking.

Image credit: http://www.flickr.com/photos/mrsdkrebs/9728631...
Here’s the list:
• play rate
• % of visitors that watched
• % of engagement
• completed calls to action
• leads

@MACKFOGE...
Keep in mind
There may always
be more.

Image credit: http://www.flickr.com/photos/llruth/4952127188/

@MACKFOGELSON
Metrics and Beyond
http://bit.ly/1elpzF9

@MACKFOGELSON
Metrics to Measure YouTube Marketing
http://bit.ly/1bpYIXL

Image credit: http://wistia.com/blog/metrics-and-beyond

@MACK...
KPIs for the sum of

The Parts

@MACKFOGELSON
The sum
Integrate your efforts and
track multi-channel KPIs
for total value.

Image credit: http://espn.go.com/nfl/draft201...
See KPIs:
• unique visitors
• social followers
• impressions
• amplification/conversation/applause
• organic search traffic
...
Think KPIs:
• returning visitors
• mailing list (and blog) subscribers
• unique site visits from social
• brand sentiment
...
Do KPIs:
• leads
• direct revenue

@MACKFOGELSON
To recap:
set goals
and KPIs
for the parts of your
efforts as well as
the sum of the parts.
Image credit: http://www.reflex...
See, Think, Do - A Content, Marketing,
Measurement Business Framework
http://bit.ly/1aQ5d4F

Re

Image credit: http://indu...
Our Experience with See, Think, Do A Reporting Framework
http://bit.ly/1dkBwIZ

Re

Image credit: http://indulgy.com/post/...
Analyze

The Parts
@MACKFOGELSON
The parts
How did each of your
channel efforts
(like video) perform?

Image credit: http://www.serving-pink-lemonade.com/2...
Engagement graph data

where did you gain or lose attention?

Image credit: http://www.pinterest.com/pin/22060608171688975...
Play rate data

did your thumbnail make a difference?

26%

22%

47%

54%

39%
@MACKFOGELSON
Heat maps data

how & when did people actually watch the video?

Image credit: http://www.pinterest.com/pin/22060608171688...
Completed calls to action

176 people signed up to receive the guide

Insert image from launchrock here

Image credit: htt...
All of this stuff provides an

opportunity
to compare
your videos against your videos.
@MACKFOGELSON
All of this stuff informs

content
strategy
because now you have the data.
@MACKFOGELSON
Analyze the sum of

The Parts

@MACKFOGELSON
The sum
How did all efforts
in all channels
contribute to success?

Image credit: http://www.pinterest.com/pin/12321573977...
SEE KPIs

Image credit: http://www.flickr.com/photos/ashleyspastries/5957251797/

@MACKFOGELSON
Unique visits

287% increase year-over-year

@MACKFOGELSON
Social KPIs

>1,000% increase in conversations on Twitter

@MACKFOGELSON
Organic search traffic
283% increase year-over-year

@MACKFOGELSON
THINK KPIs
Image credit: http://www.etsy.com/listing/105368609/human-brain-sugar-cookies-set-of-12?
ref=sr_gallery_3&sref=...
Returning visitors

223% increase year-over-year

@MACKFOGELSON
Mailing list subscribers
50% increase year-over-year

@MACKFOGELSON
Unique site visits from social
more than 200% increase year-over-year

@MACKFOGELSON
DO KPIs

Image credit: http://www.pinterest.com/pin/221450506647577693/

@MACKFOGELSON
Leads & stuff

3,700 guides have been downloaded in 5 months

@MACKFOGELSON
Direct revenue

signed new client within 3 months

@MACKFOGELSON
Image credit: http://awesomeashild.com/2013/10/16/interva...
It wasn’t just video or social
or search or email or offline alone
that made the difference.
It was the sum of the parts.

...
Stuff you should

Remember
@MACKFOGELSON
There’s

power in
integration.
It’s what helps you
get more
out of everything.
Image credit: http://www.pinterest.com/pin/...
Brands

and
communities
are not built in one day.
Or even one year.
It takes time & diligence.
Image credit: http://www.fli...
Clear
the
noise

and do what works
for you.

Image credit: http://www.pinterest.com/pin/220606081716889759/

@MACKFOGELSON
http://bitly.com/bundles/mackwebsolutions/8
http://mackwebsolutions.com/blog/

1. Get the link bundle
2. Read our blog
3. ...
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The Integrated Marketing KPIs of Using Video to Build Your Brand

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Video is a great way to authentically connect people to the personality behind your brand which can certainly build your community. But if you're simply using video to build your brand, you're leaving opportunity on the table. There is so much in your video efforts that can be leveraged in other channels like social, search, email, and offline. Integrating these channels will accelerate the growth of your community and your brand. It's the sum of all the parts that leads to your true value and return on investment (ROI).

Published in: Marketing

Transcript of "The Integrated Marketing KPIs of Using Video to Build Your Brand"

  1. 1. Using Video to build your brand by Mack Fogelson #SearchFest 2014 @MACKFOGELSON
  2. 2. “ The whole is greater than the sum of its parts. “ - Aristotle - @MACKFOGELSON
  3. 3. It takes more than one video to build your community and your brand. http://www.pinterest.com/pin/418905202810475099/ @MACKFOGELSON
  4. 4. It takes more than one channel to change your business. @MACKFOGELSON
  5. 5. You’ve got to integrate and leverage all the channels & things Image credit: http://www.oopsicraftmypants.com/2011/04/1st-altered-puzzle.html @MACKFOGELSON
  6. 6. You’ve got to experiment and measure and use data & intuition to drive Image credit: http://www.housingaforest.com/top-10-activities-of-2011/ @MACKFOGELSON
  7. 7. Two things to consider when determining ROI Image credit: http://onlyoscar.files.wordpress.com/2013/06/despicable-me-2.jpg @MACKFOGELSON
  8. 8. The Parts @MACKFOGELSON
  9. 9. the sum of The Parts @MACKFOGELSON
  10. 10. The Parts @MACKFOGELSON
  11. 11. video/ content other stuff integrated marketing offline email social media search @MACKFOGELSON
  12. 12. The parts What value did each effort (like video) provide? Image credit: http://www.behance.net/gallery/Pattern-Designs/5941605 @MACKFOGELSON
  13. 13. the sum of The Parts @MACKFOGELSON
  14. 14. The sum What change did your efforts make in your whole business? Image credit: http://fixedgeargallery.com/2011/dec/3/MichaelGmelch/MichaelGmelch.htm @MACKFOGELSON
  15. 15. Measuring ROI for the parts and the sum of the parts starts with identifying goals & KPIs. @MACKFOGELSON
  16. 16. Goals for The Parts @MACKFOGELSON
  17. 17. The parts Set goals for individual efforts (like video). Image credit: http://thedesignfiles.net/2013/10/tasty-tuesday-dark-chocolate-and-hazelnut-cake/? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TheDesignFiles+%28The+Design+Files%29 @MACKFOGELSON
  18. 18. In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. @MACKFOGELSON
  19. 19. In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Specific @MACKFOGELSON
  20. 20. In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Measurable Specific @MACKFOGELSON
  21. 21. Attainable & Realistic In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Measurable Specific @MACKFOGELSON
  22. 22. Time-sensitive Attainable & Realistic In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Measurable Specific @MACKFOGELSON
  23. 23. Set Integrated Marketing Goals & KPIs with the SMART Framework http://bit.ly/1fsteSD Re Image credit: http://innovategov.org/2013/11/20/avoiding-complacency-risks-make-smart-goals-smarter/ Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
  24. 24. Goals for the sum of The Parts @MACKFOGELSON
  25. 25. The sum Set goals to make a difference in your whole business. Image credit: http://drizzleanddip.com/2012/03/01/extraordinary-chocolate-tart @MACKFOGELSON
  26. 26. Mack Web wants to become the integrated web marketing company in the west within the next 3 to 5 years. @MACKFOGELSON
  27. 27. This is what we really want to accomplish. Mack Web wants to become the integrated web marketing company in the west within the next 3 to 5 years. @MACKFOGELSON
  28. 28. After setting goals, define KPIs to determine how you’re going to measure success. Image credit: http://davidbork.com/wp-content/uploads/2013/11/ business-success.jpg @MACKFOGELSON
  29. 29. Setting Goals as the Foundation of your Marketing http://bit.ly/19SJRC7 @MACKFOGELSON
  30. 30. KPIs for The Parts @MACKFOGELSON
  31. 31. The parts There are specific video KPIs you could be tracking. Image credit: http://www.flickr.com/photos/mrsdkrebs/9728631593/ @MACKFOGELSON
  32. 32. Here’s the list: • play rate • % of visitors that watched • % of engagement • completed calls to action • leads @MACKFOGELSON
  33. 33. Keep in mind There may always be more. Image credit: http://www.flickr.com/photos/llruth/4952127188/ @MACKFOGELSON
  34. 34. Metrics and Beyond http://bit.ly/1elpzF9 @MACKFOGELSON
  35. 35. Metrics to Measure YouTube Marketing http://bit.ly/1bpYIXL Image credit: http://wistia.com/blog/metrics-and-beyond @MACKFOGELSON
  36. 36. KPIs for the sum of The Parts @MACKFOGELSON
  37. 37. The sum Integrate your efforts and track multi-channel KPIs for total value. Image credit: http://espn.go.com/nfl/draft2014/story/_/id/10471084/penn-state-right-guard-john-urschel-makes-nfl-combinepredictions-espn-magazine @MACKFOGELSON
  38. 38. See KPIs: • unique visitors • social followers • impressions • amplification/conversation/applause • organic search traffic @MACKFOGELSON
  39. 39. Think KPIs: • returning visitors • mailing list (and blog) subscribers • unique site visits from social • brand sentiment @MACKFOGELSON
  40. 40. Do KPIs: • leads • direct revenue @MACKFOGELSON
  41. 41. To recap: set goals and KPIs for the parts of your efforts as well as the sum of the parts. Image credit: http://www.reflexologyinstitute.com/reflex_selftreat.php @MACKFOGELSON
  42. 42. See, Think, Do - A Content, Marketing, Measurement Business Framework http://bit.ly/1aQ5d4F Re Image credit: http://indulgy.com/post/v637pM23E1/black-cat @MACKFOGELSON
  43. 43. Our Experience with See, Think, Do A Reporting Framework http://bit.ly/1dkBwIZ Re Image credit: http://indulgy.com/post/v637pM23E1/black-cat @MACKFOGELSON
  44. 44. Analyze The Parts @MACKFOGELSON
  45. 45. The parts How did each of your channel efforts (like video) perform? Image credit: http://www.serving-pink-lemonade.com/2011/03/letter-parties.html @MACKFOGELSON
  46. 46. Engagement graph data where did you gain or lose attention? Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
  47. 47. Play rate data did your thumbnail make a difference? 26% 22% 47% 54% 39% @MACKFOGELSON
  48. 48. Heat maps data how & when did people actually watch the video? Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
  49. 49. Completed calls to action 176 people signed up to receive the guide Insert image from launchrock here Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
  50. 50. All of this stuff provides an opportunity to compare your videos against your videos. @MACKFOGELSON
  51. 51. All of this stuff informs content strategy because now you have the data. @MACKFOGELSON
  52. 52. Analyze the sum of The Parts @MACKFOGELSON
  53. 53. The sum How did all efforts in all channels contribute to success? Image credit: http://www.pinterest.com/pin/123215739779662697/ @MACKFOGELSON
  54. 54. SEE KPIs Image credit: http://www.flickr.com/photos/ashleyspastries/5957251797/ @MACKFOGELSON
  55. 55. Unique visits 287% increase year-over-year @MACKFOGELSON
  56. 56. Social KPIs >1,000% increase in conversations on Twitter @MACKFOGELSON
  57. 57. Organic search traffic 283% increase year-over-year @MACKFOGELSON
  58. 58. THINK KPIs Image credit: http://www.etsy.com/listing/105368609/human-brain-sugar-cookies-set-of-12? ref=sr_gallery_3&sref=sr_07602bffb5fcfc244ee835bbbbfcde851213b3465f3bb8e96952bb7e448404ff_1346887925_14303637_hall oween&ga_search_query=halloween +cookies&ga_view_type=gallery&ga_ship_to=ZZ&ga_min=0&ga_max=0&ga_page=2&ga_search_type=all @MACKFOGELSON
  59. 59. Returning visitors 223% increase year-over-year @MACKFOGELSON
  60. 60. Mailing list subscribers 50% increase year-over-year @MACKFOGELSON
  61. 61. Unique site visits from social more than 200% increase year-over-year @MACKFOGELSON
  62. 62. DO KPIs Image credit: http://www.pinterest.com/pin/221450506647577693/ @MACKFOGELSON
  63. 63. Leads & stuff 3,700 guides have been downloaded in 5 months @MACKFOGELSON
  64. 64. Direct revenue signed new client within 3 months @MACKFOGELSON Image credit: http://awesomeashild.com/2013/10/16/interval-running-up-the-anderson-hill-the-tan/ @MACKFOGELSON
  65. 65. It wasn’t just video or social or search or email or offline alone that made the difference. It was the sum of the parts. @MACKFOGELSON
  66. 66. Stuff you should Remember @MACKFOGELSON
  67. 67. There’s power in integration. It’s what helps you get more out of everything. Image credit: http://www.pinterest.com/pin/18295942210547360/ @MACKFOGELSON
  68. 68. Brands and communities are not built in one day. Or even one year. It takes time & diligence. Image credit: http://www.flickr.com/photos/nathalie618/4781179638/ @MACKFOGELSON
  69. 69. Clear the noise and do what works for you. Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
  70. 70. http://bitly.com/bundles/mackwebsolutions/8 http://mackwebsolutions.com/blog/ 1. Get the link bundle 2. Read our blog 3. Download our community guide 4. Connect with us @mackwebteam http://bit.ly/1bkMNru @MACKFOGELSON
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