Michael Durwin discusses the development and impact of social media campaigns on audience engagement, particularly focused on millennials, whose spending power is projected to reach $200 billion by 2017. The document highlights the effectiveness of video content in increasing views and shares for brands through various platforms and analytics tools. Key brands and companies mentioned include HBO, NBC, and Coca-Cola, indicating a diverse range of industries involved in these marketing strategies.

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What Moves
Your AUDIENCEAUDIENCE
Michael

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DURWIN
MICHAEL

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SOCIAL MEDIA CAMPAIGN:
1995
BRAND FAN PAGE
WEBSITE VIDEO
BRAND MYSPACE PAGE
BRAND VIDEO ON YOUTUBE
CHARACTER TWITTER
INVENTED POTENTIAL
HUMAN REACH™
ST

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BERMUDA TOURISM•HBO
•MASSGENERALHOSPITAL•
STOLI•NBC•AMAZON•SFO•
•MICROSOFT•COCACOLA•
ABCNEWS•BOSTONBRUINS•
DECATHLONSPORTS•ESPN•
DISNEY•REEBOK•FOX•NATGEO•
AMC•CMEGROUP•HOMEDEPOT
BLUECROSSBLUESHIELD•
DELOITTE•COMCAST•JJILL•
FOODNETWORK•MDA•THULE
•PARTNERSHEALTH•NOKIA•
NATUREPUBLISHING•FIDELITY•
NEWBALANCE•BIOGEN•AMEX

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7. MILLENNIALS
Michael

8. SEXY
MILLENNIALS ARE
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9. FUN
MILLENNIALS ARE
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10. DREAMERS
MILLENNIALS ARE
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11. ACCESSIBLE
MILLENNIALS ARE
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12. ONLINE
MILLENNIALS ARE
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13. PLENTIFUL
MILLENNIALS ARE
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MILLENNIAL SPENDING POWER IS SET
TO REACH $200 BILLION BY 2017.
Dan Schawbel, Forbes, Jan 2015

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CALORIES
SWEETENERS
HEALTH FOOD
HEALTH EATING

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$0.00
$4,500.00
$9,000.00
$13,500.00
$18,000.00
$17,333.33
$14,431.37
$2,666.67
Millennials Gen X Boomers

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Female
Male
Status
Married (50.5%)
Family
Has Kids (60%)
Education
College (52.8%)
Income
40-70k
Geography
Urban
15%
85%
Race
Caucasian (70%)

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PLATFORM ANALYTICS
3RD PARTY ANALYTICS TOOLS
PROPRIETARY ANALYTICS TOOLS

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EMBEDDED LINKS
FACEBOOK LIVE
UPLOADED VIDEO/ADS
EMBEDDED LINKS
PERISCOPE
UPLOADED VIDEO/ADS
UPLOADED VIDEO
VIDEO ADS
UPLOADED VIDEO/
ADS
CINEMATICS
UPLOADED VIDEO/
ADS
LIVE VIDEO
TAKE VIDEO

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:17 SEC
AVERAGE VIEW LENGTH:

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Brand Publishing
Consumer Consumption

42. 45%
VIDEO IN PRESS RELEASES
INCREASES VIEWS BY:
Michael

43. 10X
VIDEO INCREASES LINK
SHARING BY:
Michael

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THANK YOU
MICHAEL DURWIN
MDURWIN@GMAIL.COM