This document provides a summary of Phil Nottingham's presentation on building an effective social video strategy. It begins by discussing why many social video campaigns fail due to producing videos that are not compelling when viewed outside of their original context. It then recommends a "platform first" approach of focusing on where the target audience is active and creating content specifically for those platforms rather than syndicating videos widely. The document provides analysis of key social media platforms like YouTube, Facebook, Instagram, Twitter and Snapchat and the types of content that work best on each. It also discusses how to measure success through engagement rates and shares rather than just views. The overall message is that an effective social video strategy requires focusing content and efforts on the most relevant platforms

1. H E L LO W I S T I A F E S T !

2. Phil Nottingham
V I D E O S T R AT E G I S T
WHISKY ENTHUSIAST
@PHILNOT TINGHAM

3. Phil Nottingham
WHISKY STRATEGIST
V I D E O E N T H U S I A S T
@PHILNOT TINGHAM

5. PHIL NOT TINGHAM
“I help companies define their
creative and technical approach to
video marketing”

6. MARGARITA IOSIF
“Phil comes up with a plan, but then leaves
everyone else to do the actual work”

7. 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?”

9. PHIL NOT TINGHAM, 2015
“There are too many social networks,
and most of the time, I have no idea
what’s going on.”

10. Building a Social
Video Strategy

11. 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?

12. 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?

13. 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

14. 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

15. 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

17. W H Y D I D T H I S FA I L ?

18. THE CONTENT WAS
DRAMATURGICALLY
I N CO N S I S T E N T

19. I T D I D N ’ T M A K E A N Y S E N S E TO
THE TARGET AUDIENCE

20. 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

21. 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

22. CONTEXTUALLY BROAD
SOCIAL VIDEO
Recommendation Driven
Passive
CONTEXTUALLY SPECIFIC
ON-SITE VIDEO
Demand Driven
Active
Dramaturgy

23. 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

24. THE MOST EFFECTIVE ON-SITE
VIDEOS ARE COMPELLING
BECAUSE OF CONTEXT

25. 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 ?

26. 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

27. 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?

28. PHIL NOT TINGHAM
“No”

29. PHIL’S FICTIONAL CMO
“We want all to make sure all of our videos
can be found everywhere”

30. 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!”

31. 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

33. 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

34. S O C I A L P L AT F O R M S H AV E
UNIQUE IDENTITIES AND REQUIRE
UNIQUE APPROACHES

35. S Y N D I C AT I O N S P L I T S V I E W
COUNTS & SHARES

36. S Y N D I C AT I O N A L S O
CANNIBALISES ORGANIC SEARCH

38. 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…

40. W H AT S H O U L D W E D O
I N S T E A D ?

41. DON’ T START WITH THE
CONTENT IDEA

42. “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

43. S TA R T W I T H T H E P L AT F O R M

44. “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

45. CANONICALISE
D O N ’ T
S Y N D I C AT E

46. “PLATFORM FIRST”

47. PHIL NOT TINGHAM
“When you think platform first, you
make better, more focused content”

48. 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?

49. Platforms that everyone should invest in
✦
YouTube
✦
Facebook

50. Platforms valuable for some businesses
✦
Meerkat
✦
Periscope
✦
Snapchat
✦
Instagram
✦
Twitter
✦
Vine

51. Platforms no one should bother with
✦
Vimeo
✦
Daily Motion
✦
Any other “video sharing site” that isn’t YouTube

52. ONE EXCEPTION TO THIS…

53. 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

54. 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

55. PHIL’S FICTIONAL CMO
“Is YouTube really a Social platform?
I thought it was a search Engine”

56. PHIL NOT TINGHAM
“It’s sort of both”

57. Facebook

58. Google

59. Bing

60. YouTube

61. It’s designed for
finding things, but also
for conversation and
collaboration

62. PEOPLE DON’ T USUALLY GO TO THE
L IBRARY WITH PURCH AS E INTENT

63. W H AT D O YO U G O TO
YOUTUBE FOR?

64. ENTERTAINMENT
&
EDUCATION

65. 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

66. THINKING “PLATFORM FIRST”
MEANS CONSIDERING INTERACTIVE
ELEMENTS IN PRE-PRODUCTION

67. Annotations

69. Cards

70. Playlists

71. YouTube is Self-canonicalising

72. YOU CAN’ T SHARE A NON-YOUTUBE
VIDEO ON YOUTUBE

73. BUT YOU CAN SHARE ON
OT H E R P L AT F O R M S

75. 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

76. W H E N D O W E U S E FAC E B O O K ?

80. FACEBOOK VIDEO IS
MOBILE VIDEO

83. DON’ T FEEL ENCUMBERED
BY 1 6 X 9 !

85. MUST BE COMPELLING
W H E N S I L E N T

87. Facebook is cross promotional

88. ORIGINALLY YOU COULD JUST
S H A R E YO U T U B E V I D E O S …

89. But now….

90. Instagram
MAY BE A VALUABLE PLATFORM FOR SOME BUSINESSES

91. Content
restrictions
✦
Max 15 seconds
✦
Square aspect ratio
✦
Created with smartphone/tablet
✦
Multiple shots

92. S I M P L E , S H O R T & V I S UA L LY
COMPELLING

93. Hyperlapse

94. Twitter
IT’S EARLY DAYS

95. Vine
T H E H E I R TO T H E G I F

96. Content
restrictions
✦
6 seconds
✦
Square aspect ratio
✦
Created with smartphone/tablet
✦
Multiple shots

97. Meerkat/Periscope
F I R S T M OV E R O P P O R T U N I T I E S

98. BOTH INTEGRATE WITH, AND
CANONICALISE TO, TWIT TER

99. Snapchat
WALLED GARDEN FOR TEMPORARY CONTENT
(AND NUDITY)

100. ENSURE YOU ARE HIGHLY
CONFIDENT YOU’RE HIT TING
YOUR AUDIENCE

101. 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?

103. 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

104. “RIGHT” DEPEN DS ON YO UR
PRODUCT AND POSITION IN
THE MARKET

105. Social Video
Strategy Matrix
WHAT SORT OF IMPRESSION SHOULD YOU BE
AIMING FOR?

106. Challenger Established
Dynamic
Differentiation Product Awareness
Stable Disruption Mindshare
BRAND
MARKET

107. Challenger Established
Dynamic
You’re different
because…
Your stuff
is awesome
Stable
Everyone else
sucks
Cool story, bro
BRAND
MARKET

108. DAVID OGILVY
“The essence of strategy is sacrifice”

109. 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?

110. Engaged Action Rate
(SHARES + VISITS + COMMENTS + SUBSCRIPTIONS) / VIEWS

112. PAID DISTRIBUTION IS NOT AN
ACC E P TA B L E A LT E R N AT I V E TO
ORGANIC COVERAGE

113. Organic Potential

114. Paid Promotions

115. S H A R E S B E G E T S H A R E S

116. 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

117. YOU CAN PR EDICT HOW MUCH
YOUR VIDEO IS LIKELY TO BE
S H A R E D

119. CHEAPER VERSION…

120. Run your own social motivation survey
✦
Zeitgeist
✦
Kudos
✦
Self Expression
✦
Opinion Seeking
✦
Shared Passion
✦
Social IRL
✦
Social Utility
✦
Good Cause

121. TICK OFF AS MANY AS YOU
CAN

122. 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?

123. Strategy Isn’t Sniping

124. Don’t think
✦
Ready
✦
Aim
✦
Fire

125. Don’t think
✦
Ready
✦
Fire
✦
Aim

126. THINK OF YOUR VIDEOS AS
TRACER BULLETS

127. A N D I T E R AT E

128. S O C I A L V I D E O I S H A R D

129. YOU’RE N OT GOING TO GET IT
RIGHT FIRST TIME

130. BUT NO ONE REMEMBERS
FAILED SOCIAL CAMPAIGNS

131. 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

132. PHIL NOT TINGHAM
“The only route to failure is inaction”

133. Thank You!