Stone Ward Creative Digital Comm July 13


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This is the ninth monthly installment of an internal presentation we give to our team to spark ideas and thoughts.

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Stone Ward Creative Digital Comm July 13

  2. 2. THEME •Video allows more creativity and garners more engagement than other executions. @stoneward
  3. 3. ENHANCING YOUTUBE STRATEGY: IDEA: EXECUTION: @stoneward Optimize your viewers’ experiences on brands’ YouTube channels. You can't customize like you used to, and there's a lot of white space, but there are very specific ways to make your page stand out. Read on to find out how you can turn curious viewers into devoted subscribers. Post a channel trailer. Optimize your channel name and description. Pick the right icon. Make beautiful channel art. Maintain your feed. Source
  4. 4. WENDY’S STRATEGY: IDEA: EXECUTION: @stoneward Provide a reason and an incentive to talk about the brand and its new product launch. Crowdsource love song lyrics, then produce the songs. Fans are invited to post their feelings aboutWendy's new Pretzel Bacon Cheeseburger with the hashtag #PretzelLoveSongs on Twitter and Facebook. In turn,Wendy's turns what it deems the most creative posts into love song lyrics, which it says will be scored and sung by professional musicians and vocalists. The songs will be featured in five music videos through the summer. Featured lyrics include the participant's name,Twitter handle, and profile photo.The singer in the first video was selected after a casting call, Lynch says. Future videos may include talent from the improv group Second City, he adds. The promotion runs through August.The finale video will feature Nick Lachey. Lynch saysWendy's is looking for creativity and happiness in potential lyrics. The goal is to encourage as many lyrics as possible, Lynch says.The first video includes nine. To promote the initiative,Wendy's hosted a live event in NewYork City on July 8 with Lachey. Source
  5. 5. CHICK-FIL-A STRATEGY: IDEA: EXECUTION: @stoneward Show the lighter side of Chick-fil-A. Make a boring video more interesting. Chick-fil-A produced a video about their new salads describing how fantastic they are and all the ingredients, etc.Then, they took a version of that video and added sound effects to show some fun personality.
  6. 6. SOME FACTS ABOUT VIDEO & EMAIL @stoneward • Simply including the word ‘video’ in an email’s subject line saw an increase of 7%-13% in overall click-through rates (CTRs) in 2011. Embedding a video in an email generated an average conversion rate 21% higher than emails containing a static image alone. • Using the word ‘video’ in the subject line  helped achieve increases in open rates of up to 20% vs. no ‘video’ in the subject line. • Video in email can increase click-through rates by as much as two times to three times. • In an A/B test with an animated .gif video in email vs. a static image.The video segment resulted in 100% higher click-through rate • 63.9% of 5,000 people watched to completion a video sent by email. • In a study of 800,000 customer emails, those containing video received, on average, 5.6% higher open rates and 96.38% higher CTRs than non-video emails. Source
  7. 7. HOW TO COMBINE VIDEO & EMAIL @stoneward • Embedded video can be inserted using companies like Bomb Bomb. But keep in mind that embedded video will not work in all email clients. • Animated .gif videos can be embedded, but this format also has its limitations. Sample. • A static callout linking to a web-hosted video is by far the most common tactic. • It’s important to call out the video in the subject line, use a play button in the video player/player image, and highlight in the email what happens when the video is clicked. • Make the call to action a text link for subscribers who have blocked images. • Keep full video length with audio to less than 3 minutes, animated .gif videos to 30-45 seconds. • Make sure the first frame of the video is acceptable for email clients that show static images only. • Ensure that the amount of bandwidth required by the subscriber is not more than 150-200kB/second. Source
  8. 8. DISCUSSION/ QUESTIONS @stoneward
  9. 9. THANK YOU. Emily Reeves @reeves501 @stoneward