I find it very irritating that so many big creative and advertising agencies make a lot of money while reporting on bad metrics. In this presentation from SearchLove London 2014, I reframe how we should be thinking about building a brand with video - covering style, content, distribution and measurement

1. Building a Brand with Video
Phil Nottingham
brought to you by...

3. That man is Will Critchlow

4. He is my boss

5. I have worked for him for
three and and a half years

6. We get on quite well and
have a fair amount in
common

7. • Love of real ale and scotch
• Passionate about cooked breakfasts
• Unreasonable level of contempt for
the phrase “inbound marketing”
• Went to old, prestigious university
colleges

9. Will studied maths at St
John’s College, Cambridge

11. I studied theatre at the Royal
Central School of Speech and
Drama

12. So while Will was busy
studying calculus, trying to
look like Harry Potter…

14. I was taking off my clothes and
covering myself in make-up

16. A couple of weeks ago, Will and
I went out for vietnamese food

17. We have a big opportunity to
disrupt the video marketing
industry
Will Critchlow, 2014

18. Ad revenue growth 1996-2014

19. 80%
60%
40%
20%
0%
Time Spent Ad Spend
Offline Online

22. Online video ad revenue will
increase 20% next year
Mark Hoelzel, Business Insider

23. …faster than any medium other
than mobile.
Mark Hoelzel, Business Insider

24. By 2018, mobile video account
for 69 percent of mobile data
Cisco Report
February, 2014
traffic.

25. The top 10 ad agencies make
IAB Internet Advertising Report,
October 2014
71% of the money

27. MOBILE FIRST!!!

29. I had no idea what he was
talking about…

30. I’m passionate about ideas,
not numbers

31. …but then I started reading
reports and case studies from
big advertising agencies

32. And I realised that I am
passionate about numbers,
but only when they’re shit

33. Particularly…

34. Number of Impressions

35. Number of Views

37. We used to think about
impressions as
!
“making an impression”

38. Status: HTTP/1.1 200 OK

39. But now, it’s just measured as
a successful page load

40. A page returning a 200
response code doesn’t prove
show any brand benefit

42. We measure just turning up
at the party, rather than
actually making an
impression.

43. We measured impressions for TV advertising,
because that’s all we used to have to work with

44. Phil Nottingham @philnottingham

45. Branded video is not a 5
second ident with your logo
on

46. Branded video is…

47. A consistent style that leaves
a lasting impression

48. Content that conveys a
memorable message

49. All time great case study -
Nike

52. A consistent style that leaves
a lasting impression

53. Content that conveys a
memorable message

55. How did you know that video was from
Moz?
!
Michael Cottam (pictured) doesn’t work for
Moz and the frame doesn’t have the Moz
logo on it

56. Brand video marketing is not
the same as making
successful video content

57. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
!
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

58. #worldstoughestjob was a
very successful campaign

59. 13.8 million views in five days

60. Can you tell me who the brand is?

61. To build a brand, you have to
increase brand salience

62. Necessary ingredients….

63. Style Content
Distribution Measurement

64. 1
Style
!
memorable and recognisable

65. 2
Content
!
different and resonant

66. 3
Distribution
!
reach the right people and get them
to watch

67. 4
Measurement
!
report the right metrics to prove
success

68. Style Content
Distribution Measurement

69. Think of your
business like
a director

70. Four Ps

71. STYLE
Performers
Perspective
Palate
Personality

72. STYLE
Performers
Perspective
Palate
Personality

74. Corporations are not people

76. They are groups of people,
working towards a common
goal

77. But they do have character

79. Moz’s character isn’t their
mascot

81. It’s defined by the values and
direction of the business

82. Pick performers that project
the personality traits of your
business

83. Two ways you can screw it
up…

84. Having a celebrity
for ostensibly no
reason other than
them being a
celebrity

85. #NATAPNhiDl NNoOttiTnTgham @THEWEBPSYCH @@pPhHilnILoNttiOngThTaINmGHAM No one wants to buy things from these people
!
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

86. Project authenticity

87. As an industry, we generally
do a good job of this.

88. but….

90. We have to kick the plaid
shirt habit.
!
It looks dreadful on camera

91. The following shirt is an
all-time best/worst
performance from Rand

93. STYLE
Performers
Perspective
Palate
Personality

94. 1. First Person
(audience is camera)

95. 2. Second Person
(audience is object)

96. 3. Third Person
(audience is observer)

97. STYLE
Performers
Perspective
Palate
Personality

98. A colour palate is about what
you don’t use as much as
what you do use

99. The movie “Drive” is all blue
and orange…

106. STYLE
Performers
Perspective
Palate
Personality

107. Mirror the language your
audience use

108. Follow Nathalie
and read her book
@TheWebPsych

109. THE BIG 5 PERSONALITY TRAITS
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism

110. Personality based
keyword research

111. Workshop on 28th November
!
dis.tl/natandnott

112. Style Content
Distribution Measurement

113. That’s all great Phil, but how on
earth can I work out a compelling
style for my company/client?
Several concerned audience members

114. Play

117. Wistia have such great video
content, because they give
themselves the freedom to
experiment

118. Style Content
Distribution Measurement

119. All video content will help to
build your brand identity

120. But it won't necessarily get
you reach

121. Brand building video should live on YouTube

122. • Number 1 online entertainment destination
• Second biggest search engine
• Integrated with all social platforms
• Visible in search and rich snippets

123. Most brands just take a TV strategy
and apply it to YouTube

124. But what works on TV may not work
on YouTube

125. Content must be shareable to
gain traction

126. It’s not about great production

127. It’s about telling a great story

128. A framework from our
creative director, Mark
@epicgraphic

129. COMING UP WITH CONTENT IDEAS
Customer Insight
Competitor Insight
Product Truth

130. COMING UP WITH CONTENT IDEAS
Customer Insight
Competitor Insight
Product Truth

133. If you have an existing
YouTube channel…

137. COMING UP WITH CONTENT IDEAS
Customer Insight
Competitor Insight
Product Truth

143. COMING UP WITH CONTENT IDEAS
Customer Insight
Competitor Insight
Product Truth

146. Style Content
Distribution Measurement

148. !
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

149. Paid distribution is not an
acceptable alternative to
organic coverage

150. Organic Potential

151. Paid Promotions

152. You can play a guitar without an
amplifier, but you can’t play an
amplifier without a guitar.
Phil Nottingham, 2014

153. We share because we care

154. We share to communicate our identity

155. !
Strong
emotions
triumph

156. Luckily… you can predict this

159. Find outreach prospects with
competitor analysis

162. Find successful videos in your niche using
Unruly Analytics, and then put the URLs
through majestic to find opportunities for
placement with majestic or Moz site
explorer

163. Distribute to incentivise
shares, not impressions

165. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
!
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

166. Start broad, then refine based
on engagement

167. Target specific channels and
videos

169. Style Content
Distribution Measurement

170. Measure activity,
not passivity

171. 1
Share Rate
(Views/Shares)

172. 2
Engaged views
(views x average percentage viewed x
percent of viewers in target demographic)

173. 3
Assisted Conversions

174. Last touch doesn’t work for
branding

175. In summary…

176. Style Content
Distribution Measurement

177. A consistent style that leaves
a lasting impression

178. STYLE
Performers
Perspective
Palate
Personality

179. Play

180. Style Content
Distribution Measurement

181. Content that conveys a
memorable message

182. COMING UP WITH CONTENT IDEAS
Customer Insight
Competitor Insight
Product Truth

185. Style Content
Distribution Measurement

186. Optimise for shares, not
impressions

187. Style Content
Distribution Measurement

188. Measure active, not passive
metrics

189. ! Good Luck and Godspeed! !
! Any questions?
PHIL NOTTINGHAM
phil.nottingham@distilled.net
@philnottingham