Thift Shop Insights

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This was originally presented at the 2013 Content Marketing Retreat in Langley, WA. It managed to give a high-level overview on the value of measuring video content for ROI, practical methods for organizing the data, as well as a few features within YouTube Analytics to help content creators and content managers get started.

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Thift Shop Insights

  1. 1. Thrift Shop InsightsMEASURING AND REPORTING THE ROI ON VIDEO CONTENT
  2. 2. Hello.I’m a recoveringfilmmaker.And you?
  3. 3. Arts will grow your mind.Business & Science will keep you fed.#1
  4. 4. Great artists steal.Better artists measure.#2
  5. 5. Source: NPRMacklemore’s Dilemma
  6. 6. Source: NPR7th GradersMacklemore’s Dilemma
  7. 7. Source: NPR7th GradersRadioMacklemore’s Dilemma
  8. 8. Source: NPR7th GradersRadioDistributionMacklemore’s Dilemma
  9. 9. Source: NPR7th GradersRadioSocialDistributionMacklemore’s Dilemma
  10. 10. Source: NPR7th GradersRadioSocialDistributionMacklemore’s Dilemma
  11. 11. On August 29, 2012, Macklemore and Ryan Lewisreleased the video for their single “Thift Shop” onRyan’s YouTube Channel.Source: YouTube257,042,031 views
  12. 12. We suck at telling storiesabout storytelling.#3
  13. 13. Is it that bad?Source: Accenture "Analytics in Action. Breakthroughs and Barriers on the Journey to ROI", April 2013
  14. 14. 45%Can’t read adashboard21%Rocking it20%Mostly tacticalIs it that bad?Source: Accenture "Analytics in Action. Breakthroughs and Barriers on the Journey to ROI", April 2013
  15. 15. This is *******awesome!I have no ideawhat thismeans.
  16. 16. We’re on avalue hunt!
  17. 17. BusinessNeedAudienceNeed
  18. 18. A goal without a planis just a wish.#4Antoine de Saint-Exupery
  19. 19. The plan forms the story.KPIs become the chapters.#5
  20. 20. AudienceEngagementConversionsValue
  21. 21. We made what our audience needed......and this is their reaction.This directly contributed to our success......and ever since then, we’rebetter/richer/smarter/stronger, etc.
  22. 22. Data is everywhere.Using only one tool is for chumps.#6
  23. 23. One man’s trash is another man’s come up.
  24. 24. AudienceApproachBudgetPlacementReachApplying Video to the Customer or Constituent LifecycleThe 52 Flavors of Video: Picking the Right ApproachVideo Budgets: From Low Budget to High BudgetNow that You’ve Made It, Where do You Put It?Fight for Those Eyeballs!Pop some tags
  25. 25. Chapter 1: Audience“We made something our audience needed....”DemographicsLocationsMobile UsageYouTube AnalyticsAudienceReachPlacement
  26. 26. Chapter 2: Engagement“and this is their reaction.”Percent Repeat Views and ViewersMentionsRatio of video views to page viewsSocial SignalsCommentsSharesReferralsYouTube AnalyticsApproachReachPlacement
  27. 27. Ahh, he gotinfluencers!
  28. 28. SubscribersLikes and dislikesFavoritesCommentsSharing
  29. 29. Referrals aren’tall they’recracked up to be.Oh, wait. Yesthey are.
  30. 30. Audience Retentiongives your editorialprocess a do-over,because optimizationdoesn’t stop at theupload.Completion RateAbsolute and RelativeRetentionAverage Duration forClips ViewedNot real data!
  31. 31. Chapter 3: Conversions“This directly contributed to meetingour goals....”Clip Conversion RateClip Click-Through Rates (CTRs)Clip Interaction RatesSubscriptions= from YouTube AnalyticsPlacementApproachReach
  32. 32. Annotations aretracking anyinteractivity in theplayer.
  33. 33. Let’s do somesimple addition.
  34. 34. Chapter 4: Value“and ever since then, we’re better/richer/smarter/stronger, etc.”Higher Satisfaction Survey ScoresTransaction Numbers UpSupport/Customer Service Volume DownAudience Growth UpDirect Revenue Per ViewDecent Cost Per View= from YouTube AnalyticsBudgetReach
  35. 35. It was .023 cents!
  36. 36. Between October 2012 and March 2013, theincrease of organic searches for branded terms“Goodwill” and “Salvation Army”Source: Google Trends
  37. 37. +700%Between October 2012 and March 2013, theincrease of organic searches for branded terms“Goodwill” and “Salvation Army”Source: Google Trends
  38. 38. Did Goodwill and Salvation Army see a spike infoot traffic, sales or donations?Source: Time
  39. 39. Not really.Did Goodwill and Salvation Army see a spike infoot traffic, sales or donations?Source: Time
  40. 40. For the SequelDiscoverability Is video being found by organic search, on-site search and referrals?Format What can this video now do that existing text and images can’t do?VoiceIs this something the customer can better talk about (reviews andinfluence) or does the brand own the message (product or support)? PlacementWhere else can this play in the audience journey? Product pages,support, social channels, offline?Touch PointsDoes the video or page contain interactive options to perform someaction?
  41. 41. AudienceEngagementConversionsValue
  42. 42. AudienceEngagementConversionsValue
  43. 43. Don’t let the story end.This is just the beginning.#7
  44. 44. Thank You!
  45. 45. YouTube Playbook: http://bit.ly/Y08nxHYouTube Guides by Industry Type: http://bit.ly/Y08w4bReel SEO > Video Analytics Essentials : http://bit.ly/11ETbldTheNextWeb YouTube Analytics 101: http://tnw.co/Y08M3bYouTube Trends: http://bit.ly/Y80hmHFurther Resources

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