The Integrated Marketing KPIs of Using Video to Build Your Brand
Upcoming SlideShare
Loading in...5
×
 

The Integrated Marketing KPIs of Using Video to Build Your Brand

on

  • 2,943 views

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 ...

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).

Statistics

Views

Total Views
2,943
Views on SlideShare
2,540
Embed Views
403

Actions

Likes
8
Downloads
31
Comments
0

6 Embeds 403

http://mackwebsolutions.com 339
https://twitter.com 54
http://feedreader.com 6
http://feedly.com 2
https://translate.googleusercontent.com 1
http://www.google.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • 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/ @MACKFOGELSON
  • 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/2011/04/1st-altered-puzzle.html @MACKFOGELSON
  • 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
  • Two things to consider when determining ROI Image credit: http://onlyoscar.files.wordpress.com/2013/06/despicable-me-2.jpg @MACKFOGELSON
  • 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/5941605 @MACKFOGELSON
  • 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/MichaelGmelch/MichaelGmelch.htm @MACKFOGELSON
  • 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-dark-chocolate-and-hazelnut-cake/? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TheDesignFiles+%28The+Design+Files%29 @MACKFOGELSON
  • 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 @MACKFOGELSON
  • In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Measurable Specific @MACKFOGELSON
  • 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
  • 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
  • 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
  • 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/extraordinary-chocolate-tart @MACKFOGELSON
  • 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 within the next 3 to 5 years. @MACKFOGELSON
  • 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
  • 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/9728631593/ @MACKFOGELSON
  • Here’s the list: • play rate • % of visitors that watched • % of engagement • completed calls to action • leads @MACKFOGELSON
  • 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 @MACKFOGELSON
  • 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/draft2014/story/_/id/10471084/penn-state-right-guard-john-urschel-makes-nfl-combinepredictions-espn-magazine @MACKFOGELSON
  • See KPIs: • unique visitors • social followers • impressions • amplification/conversation/applause • organic search traffic @MACKFOGELSON
  • Think KPIs: • returning visitors • mailing list (and blog) subscribers • unique site visits from social • brand sentiment @MACKFOGELSON
  • 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.reflexologyinstitute.com/reflex_selftreat.php @MACKFOGELSON
  • See, Think, Do - A Content, Marketing, Measurement Business Framework http://bit.ly/1aQ5d4F Re Image credit: http://indulgy.com/post/v637pM23E1/black-cat @MACKFOGELSON
  • Our Experience with See, Think, Do A Reporting Framework http://bit.ly/1dkBwIZ Re Image credit: http://indulgy.com/post/v637pM23E1/black-cat @MACKFOGELSON
  • Analyze The Parts @MACKFOGELSON
  • 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
  • Engagement graph data where did you gain or lose attention? Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
  • 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/220606081716889759/ @MACKFOGELSON
  • 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
  • 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/123215739779662697/ @MACKFOGELSON
  • 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=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
  • 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/interval-running-up-the-anderson-hill-the-tan/ @MACKFOGELSON
  • 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
  • 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/18295942210547360/ @MACKFOGELSON
  • 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
  • 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. Download our community guide 4. Connect with us @mackwebteam http://bit.ly/1bkMNru @MACKFOGELSON