How Top Brands Increase Engagement With Video

TwentyThree™ – The Video Marketing Platform
#VideoMarketingMeetup twentythree.netCopenhagen
How Top Brands Increase
Engagement With Video
1
#VideoMarketingMeetup

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TwentyThree™ – The Video Marketing Platform 02:00 PM
#VideoMarketingMeetupCopenhagen3
Speakers & Agenda
Todd Patton
Head of Story and Comms at
TwentyThree™
Casper Emil Rouchmann
Traffic Manager, Templafy
How to Market a Product Everyone
Wants, but No One Understands?
Nikolaj Kirkeby
Brand, Marketing & Communications,
Ernst & Young P/S
How to Use Video to Boost
Engagement in B2B Marketing?

TwentyThree™ – The Video Marketing Platform 59:59
#videomarketingMeetup twentythree.comCopenhagen5
In 2021, 82% of all consumer online traffic will
come from video.
Cisco

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#contentmarketing #video #marketingAtlanta
Momondo/Khora
6
z
TwentyThree™
The Video Marketing Platform

#contentmarketing #video #marketing twentythree.net
Zendesk 02:30 PM
1019 4th Street10
Mozart i Midten

How to Use Video to Boost
Engagement in B2B Marketing
Nikolaj Kirkeby, EY
7 February 2018

How to Use Video to Boost Engagement in B2B Marketing13
About me
► Nordic Marketing Manager, EY
► Business Partner to Danish and
Nordic business
► Worked with video 3 years
► 5+ years in Big4 audit firms
► 6+ years in consulting and B2B sales
► MSc in Business Administration
ExperienceMy job

Agenda – next 19 minutes
1. Bringing our purpose to life
2. Working hypotheses/background for using video in marketing
3. Two examples of videos used in employer branding
4. Two examples of videos used in content marketing strategy
5. Exhibit – micro case study
6. What we learnt so far

About EY
Big4 professional services firm
▪ Assurance/Audit
▪ Tax
▪ Advisory
▪ Transaction Advisory Services

Our Value Proposition ≈ Purpose
People +
Tools +
Network
= Building a Better Working world
↕
Someone I don’t know +
Something I don’t care about +
Something I don’t understand
= Something that doesn’t make sense
↓
Get Marketing to figure it out!

1. Bringing our purpose to live
When communicating about how we help Building a Better Working World,
we need to:
• Go from telling it to showing it
• Connect to real people and real issues that matters to our target groups
• Feed the marketing funnel

Bringing our purpose to life – get some one else to talk
about it

Working hypotheses
Hypotheses 1:
We have high quality tools, competent people and a strong network
Hypotheses 2:
People don’t really care – they care about how their own problems gets solved
Hypotheses 3:
Brains are lazy

Working hypotheses
Hypotheses 1:
We have high quality tools, competent people and a strong network
=> Which we need to show rather than tell
Hypotheses 2:
People don’t really care – they care about how their own problems gets solved
=> …in a way that relates to our customers problems and issues
Hypotheses 3:
Brains are lazy
…embracing the fact that competition for attention is fierce

Example 1: Employer Branding - graduates
Objective:
Create attention on the opportunities for young high performers in EY
Challenges:
1) The target group is in high demand
2) EY is not (as) well known for consulting as the direct competition (Deloitte/McKinsey/BCG…)
Solution:
High quality look and feel. Real people. Concrete.

Example 1: Employer branding – Graduates

Example 2: Employer branding – experienced hires
Objective
Create an interest in EY with experienced law professionals that are not actively looking for a new job.
Challenges:
Consulting is not the classical career path for lawyers.
Solution:
A personal testimony from a newly hired lawyer. Focus on why moving from law practice to consulting
was the right choice.

Example 2: Employer branding – experienced hires

Example 3: Thought leadership
Objective:
Get relevant target group to know about the report
Challenges:
1) People procrastinate on difficult tasks (like reading reports)
2) The link to our people is unclear (unless you read the report)
Solution:
Talking head. Showcase the author. Show highlights.

Example 4: C-suite conference for ”The People”
Objective:
Re-using content from a c-suite conference to target level 2 and
3 leaders.
Challenge:
Communicating the message ”Look at this cool conference. By
the way, you are not invited”
Solution:
Offering free online participation in live streamed event. Pushing
out key-notes after the event.

Exhibit: Case - Trainee Campaign 17/18
Target group
• Age: 18-25
• Gender: M/F
• Geography: Selected cities in DK
Media
• Facebook
• Instagram
• Elevplads.dk
User defined target groups
• Manual segmentation based on prior interactions
• Retargeting individuals with >50 % viewing of a video
• LookAlike Audience based on individuals with >50 % viewing of a video

Exhibit: Case - Trainee Campaign 17/18
Facebook Views Clicks Avg. CPC Avg. CTR
All ads (26) 1,600,000 6,100 DKK 4,16 0,38 %
Video ads (2) 111,000 1,700 DKK 2,49 1.5 %
►CPC 40 % below avg. spending
►CTR 400 % above avg. !!!

We like video because…
• …it enables us to bring our people, our tools and network to life and
showcase our purpose and value proposition
• …we can connect our people to our cutomers (which is good since people
tend to buy from people)
• …video is 4 times more likely to generate a reaction*
*According to the trainee case

Thank you!
linkedin.com/in/nikolajkirkeby

06/02/201832
How to market a
product everyone
wants…but no one
understands

06/02/201833
Meet Darth
• Brand Manager for a
large enterprise
• 40+
• Seperated – 2 kids
• Commutes to work
Darth’s boss wants him to be
better at enforcing his brand

06/02/201834
Darth is confused – so he goes to Facebook

06/02/201835
Darth is desperate – so he goes online

This is what we call
Document Anarchy.
Every day employees produce
thousands of documents,
presentations and emails.
But they don’t always use the latest
company standards.

Library
Template & content accessibility
Dynamics
Dynamic personalization
Builder
Document automation
BrandChecker
Brand & content validation
Email Signature Manager
Email signature governance
Administration
Simple centralized control
How Templafy secures an on-brand and productive document culture

06/02/201839
But something happens when
Darth goes back to Facebook…

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Now we ‘stalk’ him
Facebook (Mobile)
Google Display Network
LinkedIn

SOURCE: HTTPS://WISTIA.COM/BLOG/OPTIMAL-VIDEO-LENGTH
• Video made for social media should be:
• Shorter
• Really engaging
• ”Thumbstopper”
06/02/201843
Takeaway 1:
Keep it short

SOURCE: HTTPS://WISTIA.COM/BLOG/OPTIMAL-VIDEO-LENGTH06/02/201844
1# Sweet Spot
1#
Videos up to 2 minutes long get tons of engagement
= a 90-second video will hold a viewer’s attention as muc
as a 30-second video

SOURCE: HTTPS://WISTIA.COM/BLOG/OPTIMAL-VIDEO-LENGTH06/02/201845
2# Sweet Spot
2#
Engagement decay levels off after the 6-minute mark
= If your video is/has to be longer then 2 minutes,
then focus entirely on the actual content.

• Stop focusing on views, likes and
comments
• Focus on: Play time +
engagement
• And most importantly: Lead
Quality
06/02/201846
Takeaway 2: Better tracking – skip
the vanity metrics

• Project: Re-activate ‘cold’ IT leads
• Solution: Nuture flow with Oskar explaining
the technical side of our solution
• Cost: A few hours of setup
• Result: 32% open rate, 12% CTR and 2 new
re-engaged leads
06/02/201847
Takeaway 3: Not
about big budgets

06/02/201848
Takeaway 4:
Fitting video into the customer journey
Think about where your
audience are – why they’re
there and what they’re
looking to do

06/02/201849
Takeaway 4:
Fitting video into the customer journey
Trigger: Document CreationTrigger: Brand Management
Showcase: Mobile + Facebook Showcase: Mobile + Facebook +
YouTube ”Document Creation”

06/02/201850
Takeaway 5: Get a Fantastic Team
Lucy Mehrtens
Communications
Manager
Glen Hagensen
Head of Marketing
Jane Haapoja
Marketing
Coordinator
Janita Schroers
Product Marketing
Manager

SOURCE: WYZOWL VIDEO SURVEY
• LinkedIn Video Ads
• Released to everyone Q1 2018
• The number of marketers sharing video content on LinkedIn is around 38% right now – this is set to rise to 55% in 2018*
• Facebook Engagement update
• Less value on brand updates
• No punishment for Live videos
• Chatbots + help center
• Integrating our chatbot with our help center using video
06/02/201851
Where do we take video marketing from
here?

Thank You
06/02/201852
For more information please
contact us or visit
Templafy.com
Casper Rouchmann
Traffic Manager @Templafy
cer@templafy.com

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Quantitative
Marketing funnel
Conversion
Lead generation
Results-oriented
Data-driven business
Qualitative
Communication
Storytelling
Engagement
Human
Relational
Video
Marketing

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Attract
Engage
Sell

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Attract

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“I urged folks to measure things, not based on
how does this ROI, compare to that ROI, but
rather on trajectory. And on the investment
that is needed to get to that amazing place.”
-Rand Fishkin, Founder, Moz

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“Being targeted and relevant for your
customers is the key to hooking the right
people in to watch long-form content. People
do watch really long content if it’s made for
them.”
-Sian Simpson Video Director at SaaStr &
Director of Community and Content at Kiwi
Landing Pad

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79% of marketers use video
for brand awareness,
whether that’s on social,
YouTube, or on a website,
video can quickly relay your
message to prospects.
TwentyThree’s State of Video Marketing Survey 2018

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However, only 38% of
marketers use video to
collect leads

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Engage

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“…promotes the brand while educating the
user about coffee.”
-Forbes

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Video is processed 60,000x
faster than text, which is why
67% of marketers use video
to educate prospects.

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Including a video or
animated GIF improves
CTR’s by 62%.
TwentyThree’s State of Online Video 2017

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71
Sell

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Investopedia looks to have
80% of their videos to have a
95% completion rate.
(5,000+ videos in their
library)
*CEO David Siegel

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How Marketers Measure Video
Success Through the Funnel
Amount of plays: 55%
Likes/shares of video on social: 36%
Engagement: 38%
Conversions: 24%
Leads generated: 18%
We haven’t defined success: 27%

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Email
marketing
tool
Marketing
automation
CMS
CRMSoMe toolsSEO tool
Analytics
Tools
Bring video into your marketing tools
Video
Marketing

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Video Across the Entire Marketing Funnel
76
Social Video
Facebook, YouTube Twitter, LinkedIn and
more
Website
Have hundreds of video pages, video
hub, run live events and webinars.
Live Events & Webinars
Run all your live events and webinars
form one central platform.
Integrations
integrate with existing tools, send data
directly into analytics, automation, email
marketing, or CRM tool.
Lead Gen
Collect permissions and information -in a
tailored way
Email
E-mail campaigns and nuture flows are
still the anchor of most marketing
strategies, and TwentyThree brings video
into your e-mail marketing.

How Top Brands Increase Engagement With Video

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