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Best Practices in Video Marketing
#SMTLive
#SMTLive
Thank you to our sponsors
#SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional
services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for
Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Adam Naide leads overall strategy for Cox Communication's social media presences including fan engagement,
customer acquisition & retention, social commerce and SocialTV. Adam is a regular speaker on social media topics
at industry conferences, including SXSW, The Social Media Shake-Up and Social Media Insider's Conference. Follow
him on Twitter, @adamnaide.
Jon Spenceley is the Community Marketing Manager at Vidyard, and is passionate about helping companies get
the most out of their video. He's also cocktail connoisseur, amateur longboarder, and is moderately popular on
Twitter. @JonSpenceley
Peter Fasano is the Managing Director of the North America, Social@Ogilvy group, named by the Holmes
Report as the Best Digital Consultancy in the World for 2013. Peter serves as a Partner contributing to the
North America Insights and Strategy cohort and leads key global social business initiatives. @pfasano
500 are watched on Facebook every day
- JeffBullas.com
Years of YouTube Video
Over 68%of viewers have shared a
video they have watched (on average)
- Demand Metric
raise the chance of your post being shared 75%- Smashing Pixels
Adding Video to your LinkedIn update can
 Most networks incorporate video – Facebook, Twitter,
Instagram, YouTube, etc.
 Easy for your audience to share
 Some networks even auto-play!
Social Video
Tips for Engaging Social Video:
 Keep it short – Instagram & Vine are short for a reason
 Have a compelling splash screen
 Take advantage of calls-to-action – lead people back to your site!
 Know your audience – no two networks are the same
 Don’t make video for the sake of making video!
Social Video
Additional Resources from Vidyard to Help
The Video Marketing Handbook
Vidyard Video Marketing Blog
www.vidyard.com/blog
Additional Resources from Vidyard to Help
www.vidyard.com/vmi
10
Video
Engaging with [ ] Video
Interactive
Innovative
Algorithmic
Creating [ ] Video
Interactive
Innovative
Algorithmic
Measure [ ] Video
Interactive
Innovative
Algorithmic
14
Video can be interactive
What
Coke Zero: Drinkable Commercial
How
Use second screens to enhance
traditional TVC
Shazam is an audio search
technology that enables the listening
of music or TV or Movie audio and
matches them with immersive
experiences.
Where
TV, Experiential, Cinema
15
Video can be innovative
What
IBM: A Boy And His Atom
How
Stop Motion Video Using a scanning tunneling
microscope, IBM researchers
captured the frame by frame
movement of 12 atoms
Where
Digital
16
Video can be algorithmic
What
IBM: Datagrams
How
Data+Instagram=Datagram Animators, designers and writers were
stationed at the US Open and worked with an
algorithm to customize each Datagram. After
uploading an animation with unique designs,
colors and music for every set, the team could
post it to Instagram less than a minute after
each set ended.
Where
Social
Three things for your video
strategy
1. Tell interesting stories
2. Cultivate your audience
3. Think full-funnel
Social can be used to drive awareness at a
local level; integrate with larger initiatives
Campaign results demonstrate the
power and efficiency of social-first
video creative
• Delivered 4.6MM impressions
in Phoenix
• Extremely low cost per video
view ($.03) even compared
against entertainment
(TV/Movie) vertical benchmarks
• Avg. video view was 13
seconds – and 50% watched at
least half of video
18
Video of live “Buffering Stunt” in
Phoenix was shared to social
channels and promoted on
Facebook
#SMTLive
Our Speakers
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating
demand and creating buzz for leading technology, consumer products, financial services and professional
services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for
Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
Adam Naide leads overall strategy for Cox Communication's social media presences including fan engagement,
customer acquisition & retention, social commerce and SocialTV. Adam is a regular speaker on social media topics
at industry conferences, including SXSW, The Social Media Shake-Up and Social Media Insider's Conference. Follow
him on Twitter, @adamnaide.
Jon Spenceley is the Community Marketing Manager at Vidyard, and is passionate about helping companies get
the most out of their video. He's also cocktail connoisseur, amateur longboarder, and is moderately popular on
Twitter. @JonSpenceley
Peter Fasano is the Managing Director of the North America, Social@Ogilvy group, named by the Holmes
Report as the Best Digital Consultancy in the World for 2013. Peter serves as a Partner contributing to the
North America Insights and Strategy cohort and leads key global social business initiatives. @pfasano
#SMTLive
Thank you to our sponsors
#SMTLive
Win a Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go to The
Social Shake-Up to be entered for a chance to win.
Tweet: “I want to go to #socialshakeup15 because…”
#SMTLive
Upcoming Webinar
May 19th
Your Customer Experience Never Sleeps:
Creating a 24/7 Partnership

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5.12.15

  • 1. Best Practices in Video Marketing #SMTLive
  • 2. #SMTLive Thank you to our sponsors
  • 3. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
  • 4. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Adam Naide leads overall strategy for Cox Communication's social media presences including fan engagement, customer acquisition & retention, social commerce and SocialTV. Adam is a regular speaker on social media topics at industry conferences, including SXSW, The Social Media Shake-Up and Social Media Insider's Conference. Follow him on Twitter, @adamnaide. Jon Spenceley is the Community Marketing Manager at Vidyard, and is passionate about helping companies get the most out of their video. He's also cocktail connoisseur, amateur longboarder, and is moderately popular on Twitter. @JonSpenceley Peter Fasano is the Managing Director of the North America, Social@Ogilvy group, named by the Holmes Report as the Best Digital Consultancy in the World for 2013. Peter serves as a Partner contributing to the North America Insights and Strategy cohort and leads key global social business initiatives. @pfasano
  • 5. 500 are watched on Facebook every day - JeffBullas.com Years of YouTube Video Over 68%of viewers have shared a video they have watched (on average) - Demand Metric raise the chance of your post being shared 75%- Smashing Pixels Adding Video to your LinkedIn update can
  • 6.  Most networks incorporate video – Facebook, Twitter, Instagram, YouTube, etc.  Easy for your audience to share  Some networks even auto-play! Social Video
  • 7. Tips for Engaging Social Video:  Keep it short – Instagram & Vine are short for a reason  Have a compelling splash screen  Take advantage of calls-to-action – lead people back to your site!  Know your audience – no two networks are the same  Don’t make video for the sake of making video! Social Video
  • 8. Additional Resources from Vidyard to Help The Video Marketing Handbook Vidyard Video Marketing Blog www.vidyard.com/blog
  • 9. Additional Resources from Vidyard to Help www.vidyard.com/vmi
  • 11. Engaging with [ ] Video Interactive Innovative Algorithmic
  • 12. Creating [ ] Video Interactive Innovative Algorithmic
  • 13. Measure [ ] Video Interactive Innovative Algorithmic
  • 14. 14 Video can be interactive What Coke Zero: Drinkable Commercial How Use second screens to enhance traditional TVC Shazam is an audio search technology that enables the listening of music or TV or Movie audio and matches them with immersive experiences. Where TV, Experiential, Cinema
  • 15. 15 Video can be innovative What IBM: A Boy And His Atom How Stop Motion Video Using a scanning tunneling microscope, IBM researchers captured the frame by frame movement of 12 atoms Where Digital
  • 16. 16 Video can be algorithmic What IBM: Datagrams How Data+Instagram=Datagram Animators, designers and writers were stationed at the US Open and worked with an algorithm to customize each Datagram. After uploading an animation with unique designs, colors and music for every set, the team could post it to Instagram less than a minute after each set ended. Where Social
  • 17. Three things for your video strategy 1. Tell interesting stories 2. Cultivate your audience 3. Think full-funnel
  • 18. Social can be used to drive awareness at a local level; integrate with larger initiatives Campaign results demonstrate the power and efficiency of social-first video creative • Delivered 4.6MM impressions in Phoenix • Extremely low cost per video view ($.03) even compared against entertainment (TV/Movie) vertical benchmarks • Avg. video view was 13 seconds – and 50% watched at least half of video 18 Video of live “Buffering Stunt” in Phoenix was shared to social channels and promoted on Facebook
  • 19. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Adam Naide leads overall strategy for Cox Communication's social media presences including fan engagement, customer acquisition & retention, social commerce and SocialTV. Adam is a regular speaker on social media topics at industry conferences, including SXSW, The Social Media Shake-Up and Social Media Insider's Conference. Follow him on Twitter, @adamnaide. Jon Spenceley is the Community Marketing Manager at Vidyard, and is passionate about helping companies get the most out of their video. He's also cocktail connoisseur, amateur longboarder, and is moderately popular on Twitter. @JonSpenceley Peter Fasano is the Managing Director of the North America, Social@Ogilvy group, named by the Holmes Report as the Best Digital Consultancy in the World for 2013. Peter serves as a Partner contributing to the North America Insights and Strategy cohort and leads key global social business initiatives. @pfasano
  • 20. #SMTLive Thank you to our sponsors
  • 21. #SMTLive Win a Free Ticket to The Social Shake-Up! #SMTLive Audience: Tell us why you want to go to The Social Shake-Up to be entered for a chance to win. Tweet: “I want to go to #socialshakeup15 because…”
  • 22. #SMTLive Upcoming Webinar May 19th Your Customer Experience Never Sleeps: Creating a 24/7 Partnership

Editor's Notes

  1. 20 hours/month
  2. 20 hours/month