https://www.youtube.com/watch?v=ChlrjI6aoP4 Digital Marketing panel session chaired by Dr.Aleksej Heinze (Co-Director Centre for Digital Business). The session was part of the Creative Entrepreneur 2015 event http://blogs.salford.ac.uk/business-school/creative-entrepreneur-business-event an expert panel presentation and discussion on mobile & video optimisation featuring: Cindy Krum (Mobile Moxie) Tina Judic (Found) Phil Morgan (Delineo) Rich George (MEC)

1. #CreativeEnt #DigitalMarketing
Cindy Krum - (Mobile Moxie)
Tina Judic - (Found)
Phil Morgan - (Delineo)
Rich George - (MEC)
2.45pm – 3.45pm
25th
November 2015

2. #CreativeEnt #DigitalMarketing
2:45 – 3:15 - Intros and position statement –
(7 minutes each panelist)
3:15 – 3:45 - questions and answers
25th
November 2015

3. Cindy Krum - (Mobile Moxie)

4. Cindy Krum - (Mobile Moxie)
My top 3 video optimisation
mistakes to avoid

5. 1. Using Flash Instead of HTML5

6. 2. Not Marking Videos Up
with Appropriate Meta
Data & Schema

7. 2. Not Adding Transcripts
or Closed Captioning

8. Cindy Krum - (Mobile Moxie)
My top 3 mobile
optimisation mistakes to
avoid

9. 1. Ignoring Apps (Bundles &
Plug-Ins), Deep
Linking & ASO

10. 2. Assuming Single
Device Mobile
Experiences
.

11. 3. Ignoring App/Web File
Size Limitations & Speed
Limitations
.

12. Tina Judic - (Found)

13. Tina Judic - (Found)
My top 3 video optimisation
mistakes to avoid

14. 1. Unplayable content

16. 2. Ignoring ranking
factors

17. Treat mobile
rankings as
you would treat
SEO

18. 3. No/poor targeting of
your campaign

19. £
£
£ £
£
££
£
£
£

20. Tina Judic - (Found)
My top 3 mobile
optimisation mistakes to
avoid

21. 1. Driving mobile traffic
to a non-optimised site
.

24. 2. Ignoring intent
.

25. Hours Location Near me
Desktop
Mobile
Google 2015

26. 3. Optimising to last click
.

27. .

29. Phil Morgan - (Delineo)

30. Phil Morgan - (Delineo)
My top 3 video optimisation
mistakes to avoid

31. 1. Procrastination
Your audience is out there on YouTube
now – don’t wait for the 17th
version of
the script to be signed off…

32. 2. Not thinking ‘properly’ about your
audience’s needs
Where do they watch their video content?
What devices?
IT’S NOT TV!
“Millenials are 2x as likely to be focussed
watching a video on their smartphone vs.
TV” Google

33. 3. Putting all the good stuff at the end
“Where’s your brand?”
“Where’s your offer?”
“Who’s that?”
“Why didn’t you mention…”
Oh, that stuff is after the montage at
minute 24 

34. Phil Morgan - (Delineo)
My top 3 mobile
optimisation mistakes to
avoid

35. 1. Not streamlining the sales /
registration process
Use 1 click buying
Make forms easier (small buttons
argh!)
“Speed thrills – friction kills” –
Google (though wish this was mine…)
.

36. 2. Thinking you’re done when the site
is “responsive”
“Yeah, yeah, its responsive now and
our customers love it”
Hmmmm
Not sure any of my friends know what
a responsive site is but they all use
mobiles to buy stuff
.

37. 3. Not thinking about mobile attribution
On smartphones people do (rarely) make
phone calls –weird, I know??
Google makes it easier with click to call
We live in a multi-device world – who
doesn’t mess with their phone when
watching TV?
.

38. Rich George - (MEC)

39. MEC ORGANIC PERFORMANCE
Richard George
Director, Organic Performance
WORKING WITH SOME OF THE MOST ICONIC
AND HIGHLY REGULATED BRANDS GLOBALLY
UK ORGANIC PERFORMANCE OVER 45 STAFF
IN 3 UK LOCATIONS AND A GLOBAL
FOOTPRINT

40. 40
Over 17 years experience in organic
search and digital marketing

41. Rich George - (MEC)
My top 3 video
optimisation mistakes to
avoid

42. PRODUCING VIDEO CONTENT WITHOUT
UNDERSTANDING YOUR AUDIENCE
WHO ARE
THEY?
Age
Gender
Life stage
Geography
Marital status
Children in HH
WHAT DO
THEY
THINK?
What is important
to them
What they worry
about
What motivates
them
Opinions & beliefs
WHAT DO
THEY DO?
Purchase
Behaviours
Sharing
behaviours
Search activity
Who they talk to
HOWDO
THEY USE
THE
CATEGORY?
Frequency of use
Behavior
Category
Influencers
Volume
contribution
Where they shop
WHAT MEDIA
DO THEY
CONSUME &
HOW?
Media usage
(POE)
Media Affinity
Preferred Content
Simultaneous
Usage
Receptivity
Leaning forward
Lean back
WHAT IS
THEIR
SPHERE OF
INFLUENCE?
Drivers
Communities
Word of Mouth
Social Outlets

43. PRODUCING VIDEO CONTENT WITH
NO DEFINED PURPOSE
43
THINK FEEL DO
Provides SOCIAL CURRENCY:
Makes people look good by giving
them content that makes them look
cool, knowledgeable or helpful
Plays to a TRIGGER:
Making content that’s relevant to
trigger points in the real world
Holds EMOTIONAL value:
Developing content which pulls on
people’s emotions
Is PUBLIC:
Attributes a visual or tangible
element to our content
Has a PRACTICAL VALUE:
Makes our content as useful for the
audience as it can be
Has a relevant STORY:
Wrap our content into the wider
HomeServe context
S.T.E.P.P.S

44. 44
Visibility “Eyeballs” To grow the site authority
WHERE YOU POST THE VIDEO
CONTENT MATTERS DEPENDING ON
YOUR PRIMARY OBJECTIVES

45. 45
Capture the viewers attention in attention in 8 seconds
Keep it 1 min 30 max. If you can tell the story in 1 minute even better
Capture the viewers attention in attention in 8 seconds
Keep it 1 min 30 max. If you can tell the story in 1 minute even better

46. Rich George - (MEC)
My top 3 mobile
optimisation mistakes to
avoid

47. WEB DEVELOPERS NOT UNDERSTANDING HOW
SEARCHENGINES INDEX CONTENT ACROSS
DOMAINS
47
m.subdomains
No canonical or
alternate code
Mobile to desktop to
fulfil purchase
Incorrect redirects

48. DRIVING APP DOWNLOADS VIA
INTERSTITIALS (POP UPS)
48

49. BUSINESSES THINKING THAT MOBILE
IS A CHOICE NOT MANDATORY!
49

50. #CreativeEnt #DigitalMarketing
Cindy Krum - (Mobile Moxie)
Tina Judic - (Found)
Phil Morgan - (Delineo)
Rich George - (MEC)
2.45pm – 3.45pm
25th
November 2015