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Unlocking the Secrets of Mobile Video:
YouTube, Instagram and Vine

Cheri Percy
Distilled
Marketing Manager

London • 10–13 February 2014 • #SESLON @SESConf
CHERI PERCY
•

Marketing Manager

•

Social media rock star (no, really)

•

Fiery redhead

Marketing Manager, Distilled
cheri.percy@distilled.net
@distilled
Oh, hai!

Cheri Percy

@distilled
My first day at Distilled

Cheri Percy

@distilled
My background is in music

Cheri Percy

@distilled
Building your b(r)and
Building your b(r)and
Just as social media is great for
conversations

Cheri Percy

@distilled
Mobile video is its louder, more
audacious cousin

Cheri Percy

@distilled
There is no such thing as
mobile
“In design, there are no
more ‘hero sizes.’
Mashable CTO Robyn Peterson.
A screen is a screen is a screen
The theme is online
everywhere.
There is no such thing as mobile to
the user
By 2017, 85% of the world’s
population will have 3G
coverage
Ericsson Mobility Report

Cheri Percy

@distilled
77% of all mobile searches
are near a PC
Google Dashboard

Cheri Percy

@distilled
Mobile’s share of online video

Cheri Percy

@distilled
There’s no such thing as
mobile *to the user*
So, what does (mobile) video
look like?

Cheri Percy

@distilled
A screen is a screen is a screen
YouTube
This is content everywhere
A screen is a screen is a screen
Instagram
YouTube
This is content everywhere
A screen is a screen is a screen
Vine
Home vs Hero Content
The Home Depot

The Home Depot

@distilled
That’s some serious views

The Home Depot

@distilled
REI #giftpicks
The Home Depot

The Home Depot

@distilled
Distilled’s home content

Cheri Percy

@distilled
What about playing the hero?
A screen is a screen is a screen
Volvo
Vine
The most viewed
automotive
commercial ever
A screen is a screen is a screen
Hero
Home grown Hero

Air New Zealand – Fit To Fly

@distilled
Small Business Hero

Digital Science

@distilled
A word on hosting

A screen is a screen is a screen
HBO goes “social first”
Hero
Where should I host my
video?
What do I want from my
video?
A word on hosting
Host on your domain

A screen is a screen is a screen
HBO goes “social first”
Hero
Audiences, Reach and
A word on hosting
Host on your domain
You(Tube)
Audience, Reach and You(Tube)

A screen is a screen is a screen
HBO goes “social first”
Hero
How do I measure my
campaigns?
YouTube Analytics

YouTube Analytics

@distilled
Shares and share rate

Number of social shares x the total engaged views
E.g. 23 Tweets/1000 engaged views =
Twitter share rate of 2.3%
Cheri Percy

@distilled
Coverage links and embeds

Cheri Percy

@distilled
Vine.
Do we really need it?
Advertising play
Brand awareness
Trending topics in the ‘Explore’ tab
Share your #firstpost
For increased brand exposureconsider these pointers:
Is it timely?

Cheri Percy

@distilled
Does it channel your brand values?

Cheri Percy

@distilled
Is it true to the Vine community?

Cheri Percy

@distilled
News consumption in a multidevice world
#NeedToKnow

Cheri Percy

@distilled
#DazedVisionaries

Cheri Percy

@distilled
Determining the success
of your creation
Find users by keywords
Web.stagram
Accurcate analytics and free data!

Advertising play
How do I get started?
How do I get started?
What value can I add?
Knowledge and insight

Advertising play
Exclusivity and up to date news

Advertising play
Making science cool
Making science cool again

Advertising play
(Mobile) video is all about…
Your b(r)and
#BrandAwareness
#BrandAwareness
#BrandAwareness
Followgram

Advertising play
#BrandAwareness
#BrandAwareness
#BrandAwareness
Followgram

Advertising play
#AudienceReach
#AudienceReach

Advertising play
#BrandAwareness
#BrandAwareness
#Engagement
#Engagement
#Engagement
Followgram

#AccountGrowth

Advertising play
Video is about much more than
just viral.
It’s a story
attached to your brand.
#BrandAwareness
#BrandAwareness
#Engagement
Start building your b(r)and online.
#Engagement
Followgram

#AccountGrowth

Advertising play
Thanks.
Any questions?
l

CHERI PERCY
cheri.percy@distilled.net
@distilled

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