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Building a Social Video Strategy - WistiaFest 2015

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It's a confusing world full of increasingly disparate and numerous social networks, many of which are building native video platforms, it can be really hard to work out what to do. In this presentation, I try to answer some of the hardest and most common questions about social video marketing.

Published in: Marketing

Building a Social Video Strategy - WistiaFest 2015

  1. 1. H E L LO W I S T I A F E S T !
  2. 2. Phil Nottingham V I D E O S T R AT E G I S T WHISKY ENTHUSIAST @PHILNOT TINGHAM
  3. 3. Phil Nottingham WHISKY STRATEGIST V I D E O E N T H U S I A S T @PHILNOT TINGHAM
  4. 4. PHIL NOT TINGHAM “I help companies define their creative and technical approach to video marketing”
  5. 5. MARGARITA IOSIF “Phil comes up with a plan, but then leaves everyone else to do the actual work”
  6. 6. A C M O T H AT I H AV E FA B R I C AT E D “Where does YouTube, Facebook, Twitter, Instagram, MeerKat, Snapchat and Tinder fit into my video strategy alongside Wistia?”
  7. 7. PHIL NOT TINGHAM, 2015 “There are too many social networks, and most of the time, I have no idea what’s going on.”
  8. 8. Building a Social Video Strategy
  9. 9. Top 5 questions I’m asked about social video 1. Why has my campaign failed? 2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…? 3. Which social platforms should I care about and why? 4. What should I be trying to achieve? 5. How can I measure success?
  10. 10. Top 5 questions I’m asked about social video 1. Why has my campaign failed? 2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…? 3. Which social platforms should I care about and why? 4. What should I be trying to achieve? 5. How can I measure success?
  11. 11. H E R E ’ S W H AT N O R M A L LY H A P P E N S W I T H V I D E O MARKETING CAMPAIGNS
  12. 12. Common approach to social video 1. Come up with an entertaining idea for a video 2. Produce it 3. Upload the video to YouTube, Facebook, Vimeo, Daily Motion etc…and embed the video on site using Wistia 4. Judge success based on the number of views and shares
  13. 13. Example from Distilled 1. Lets create a funny and irreverent Ad to advertise our training platform 2. Come up with a script. 3. Produce it 4. Embed the video on a page on our site using Wistia and upload the video to YouTube. 5. Wait for the money to roll in
  14. 14. W H Y D I D T H I S FA I L ?
  15. 15. THE CONTENT WAS DRAMATURGICALLY I N CO N S I S T E N T
  16. 16. I T D I D N ’ T M A K E A N Y S E N S E TO THE TARGET AUDIENCE
  17. 17. CONTEXTUALLY BROAD Retains value irrespective of where it’s watched & prior knowledge of audience. CONTEXTUALLY SPECIFIC Requires prior knowledge and/or has to be watched on a certain page to make full sense Dramaturgy
  18. 18. CONTEXTUALLY BROAD SOCIAL VIDEO Retains value irrespective of where it’s watched & prior knowledge of audience CONTEXTUALLY SPECIFIC ON-SITE VIDEO Requires prior knowledge or has to be watched on a certain page to make sense Dramaturgy
  19. 19. CONTEXTUALLY BROAD SOCIAL VIDEO Recommendation Driven Passive CONTEXTUALLY SPECIFIC ON-SITE VIDEO Demand Driven Active Dramaturgy
  20. 20. THE MOST EFFECTIVE SOCIAL VIDEOS ARE COMPELLING I R R E S P E C T I V E O F CO N T E X T
  21. 21. THE MOST EFFECTIVE ON-SITE VIDEOS ARE COMPELLING BECAUSE OF CONTEXT
  22. 22. DOES THE VIDEO MAKE SENSE W H E N V I E W E D I N I S O L AT I O N ?
  23. 23. I F “ N O ” , T H E N I T ’ S P R O BA B LY NOT A GOOD IDEA TO PUSH IT TO SOCIAL PLATFORMS
  24. 24. Top 5 questions I’m asked about social video 1. Why has my campaign failed? 2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…? 3. Which social platforms should I care about and why? 4. What should I be trying to achieve? 5. How can I measure success?
  25. 25. PHIL NOT TINGHAM “No”
  26. 26. PHIL’S FICTIONAL CMO “We want all to make sure all of our videos can be found everywhere”
  27. 27. PHIL’S FICTIONAL CMO “But Youtube has 4 billion users! If the video isn’t on YouTube, we’re missing out on possibly billions of people seeing our video!”
  28. 28. S Y N D I C AT I O N H A S B E CO M E S TA N DA R D P R AC T I C E
  29. 29. Social Video is not TV ✦ Not limited to 30 seconds ✦ “Skip ad” button ✦ interactive elements ✦ Bullet ✦ Being Played ≠ Being Watched ✦ Varied context of the user ✦ Variance of device
  30. 30. S O C I A L P L AT F O R M S H AV E UNIQUE IDENTITIES AND REQUIRE UNIQUE APPROACHES
  31. 31. S Y N D I C AT I O N S P L I T S V I E W COUNTS & SHARES
  32. 32. S Y N D I C AT I O N A L S O CANNIBALISES ORGANIC SEARCH
  33. 33. A CO N C E R N E D A U D I E N C E M E M B E R “Yeah, but Phil, all the big companies doing successful video marketing syndicate videos to YouTube and Vimeo etc…
  34. 34. W H AT S H O U L D W E D O I N S T E A D ?
  35. 35. DON’ T START WITH THE CONTENT IDEA
  36. 36. “Content First” Approach 1. Come up with an idea for a video 2. Produce it 3. Try and get as many eyeballs on it as possible
  37. 37. S TA R T W I T H T H E P L AT F O R M
  38. 38. “Platform First” Approach 1. Work out where your target market are active 2. Choose the platforms to focus on 3. Create content for the platform 4. Cross promote on other platforms - by linking, not republishing
  39. 39. CANONICALISE D O N ’ T S Y N D I C AT E
  40. 40. “PLATFORM FIRST”
  41. 41. PHIL NOT TINGHAM “When you think platform first, you make better, more focused content”
  42. 42. Top 5 questions I’m asked about social video 1. Why has my campaign failed? 2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…? 3. Which social platforms should I care about and why? 4. What should I be trying to achieve? 5. How can I measure success?
  43. 43. Platforms that everyone should invest in ✦ YouTube ✦ Facebook
  44. 44. Platforms valuable for some businesses ✦ Meerkat ✦ Periscope ✦ Snapchat ✦ Instagram ✦ Twitter ✦ Vine
  45. 45. Platforms no one should bother with ✦ Vimeo ✦ Daily Motion ✦ Any other “video sharing site” that isn’t YouTube
  46. 46. ONE EXCEPTION TO THIS…
  47. 47. I F YO U ’ R E A P R O D U C T I O N H O U S E , YOU SHOU LD HAVE A CONS IDE RAB LE PRESENCE ON VIMEO
  48. 48. YouTube E V E R Y B U S I N E S S S H O U L D H AV E A P R E S E N C E
  49. 49. PHIL’S FICTIONAL CMO “Is YouTube really a Social platform? I thought it was a search Engine”
  50. 50. PHIL NOT TINGHAM “It’s sort of both”
  51. 51. Facebook
  52. 52. Google
  53. 53. Bing
  54. 54. YouTube
  55. 55. It’s designed for finding things, but also for conversation and collaboration
  56. 56. PEOPLE DON’ T USUALLY GO TO THE L IBRARY WITH PURCH AS E INTENT
  57. 57. W H AT D O YO U G O TO YOUTUBE FOR?
  58. 58. ENTERTAINMENT & EDUCATION
  59. 59. S O … P R OV I D E E N T E R TA I N M E N T A N D / O R EDUCATION
  60. 60. THINKING “PLATFORM FIRST” MEANS CONSIDERING INTERACTIVE ELEMENTS IN PRE-PRODUCTION
  61. 61. Annotations
  62. 62. Cards
  63. 63. Playlists
  64. 64. YouTube is Self-canonicalising
  65. 65. YOU CAN’ T SHARE A NON-YOUTUBE VIDEO ON YOUTUBE
  66. 66. BUT YOU CAN SHARE ON OT H E R P L AT F O R M S
  67. 67. Facebook E V E R Y B U S I N E S S S H O U L D H AV E A P R E S E N C E
  68. 68. W H E N D O W E U S E FAC E B O O K ?
  69. 69. FACEBOOK VIDEO IS MOBILE VIDEO
  70. 70. DON’ T FEEL ENCUMBERED BY 1 6 X 9 !
  71. 71. MUST BE COMPELLING W H E N S I L E N T
  72. 72. Facebook is cross promotional
  73. 73. ORIGINALLY YOU COULD JUST S H A R E YO U T U B E V I D E O S …
  74. 74. But now….
  75. 75. Instagram MAY BE A VALUABLE PLATFORM FOR SOME BUSINESSES
  76. 76. Content restrictions ✦ Max 15 seconds ✦ Square aspect ratio ✦ Created with smartphone/tablet ✦ Multiple shots
  77. 77. S I M P L E , S H O R T & V I S UA L LY COMPELLING
  78. 78. Hyperlapse
  79. 79. Twitter IT’S EARLY DAYS
  80. 80. Vine T H E H E I R TO T H E G I F
  81. 81. Content restrictions ✦ 6 seconds ✦ Square aspect ratio ✦ Created with smartphone/tablet ✦ Multiple shots
  82. 82. Meerkat/Periscope F I R S T M OV E R O P P O R T U N I T I E S
  83. 83. BOTH INTEGRATE WITH, AND CANONICALISE TO, TWIT TER
  84. 84. Snapchat WALLED GARDEN FOR TEMPORARY CONTENT (AND NUDITY)
  85. 85. ENSURE YOU ARE HIGHLY CONFIDENT YOU’RE HIT TING YOUR AUDIENCE
  86. 86. Top 5 questions I’m asked about social video 1. Why has my campaign failed? 2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…? 3. Which social platforms should I care about and why? 4. What should I be trying to achieve? 5. How can I measure success?
  87. 87. YOU DON’ T JUST WANT AT T E N T I O N , YO U WA N T T H E RIGHT KIND OF AT TENTION
  88. 88. “RIGHT” DEPEN DS ON YO UR PRODUCT AND POSITION IN THE MARKET
  89. 89. Social Video Strategy Matrix WHAT SORT OF IMPRESSION SHOULD YOU BE AIMING FOR?
  90. 90. Challenger Established Dynamic Differentiation Product Awareness Stable Disruption Mindshare BRAND MARKET
  91. 91. Challenger Established Dynamic You’re different because… Your stuff is awesome Stable Everyone else sucks Cool story, bro BRAND MARKET
  92. 92. DAVID OGILVY “The essence of strategy is sacrifice”
  93. 93. Top 5 questions I’m asked about social video 1. Why has my campaign failed? 2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…? 3. Which social platforms should I care about and why? 4. What should I be trying to achieve? 5. How can I measure success?
  94. 94. Engaged Action Rate (SHARES + VISITS + COMMENTS + SUBSCRIPTIONS) / VIEWS
  95. 95. PAID DISTRIBUTION IS NOT AN ACC E P TA B L E A LT E R N AT I V E TO ORGANIC COVERAGE
  96. 96. Organic Potential
  97. 97. Paid Promotions
  98. 98. S H A R E S B E G E T S H A R E S
  99. 99. S M A L L B U D G E T S C A N G E T G R E AT R E T U R N S
  100. 100. YOU CAN PR EDICT HOW MUCH YOUR VIDEO IS LIKELY TO BE S H A R E D
  101. 101. CHEAPER VERSION…
  102. 102. Run your own social motivation survey ✦ Zeitgeist ✦ Kudos ✦ Self Expression ✦ Opinion Seeking ✦ Shared Passion ✦ Social IRL ✦ Social Utility ✦ Good Cause
  103. 103. TICK OFF AS MANY AS YOU CAN
  104. 104. Top 5 (+1) questions I’m asked about social video 1. Why has my campaign failed? 2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…? 3. Which social platforms should I care about and why? 4. What should I be trying to achieve? 5. How can I measure success? 6. What about all the content I’ve currently got on my social channels?
  105. 105. Strategy Isn’t Sniping
  106. 106. Don’t think ✦ Ready ✦ Aim ✦ Fire
  107. 107. Don’t think ✦ Ready ✦ Fire ✦ Aim
  108. 108. THINK OF YOUR VIDEOS AS TRACER BULLETS
  109. 109. A N D I T E R AT E
  110. 110. S O C I A L V I D E O I S H A R D
  111. 111. YOU’RE N OT GOING TO GET IT RIGHT FIRST TIME
  112. 112. BUT NO ONE REMEMBERS FAILED SOCIAL CAMPAIGNS
  113. 113. THE OPPOSITE OF SUCCESS IN S O C I A L I S N OT FA I LU R E , B U T A PAT H Y
  114. 114. PHIL NOT TINGHAM “The only route to failure is inaction”
  115. 115. Thank You!

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