The document discusses 5 ways brands can use video in real time. It provides examples of how Mercedes Benz engaged viewers of a TV show in real time on social media, driving traffic to their site and new business leads. It notes that brands need a distributed strategy to reach audiences where they spend time. The document also discusses optimizing content over time, with most video shares occurring in the first few days and weeks. It advocates going long with real time strategies while remembering the original strategic reasons for a digital presence.
The Science of Sharing - Making the Most of Your Video AssetsDevra Prywes
This research and data-driven session will show you how to predict earned media and sharing before a video asset has gone live. Learn about the top psychological responses proven to impact sharing (hint – there are 18) and debunk some of the most common content myths surrounding video advertising, including which creative devices are the most effective, if overt branding affects sharing, and whether content or distribution is truly “king” when launching a viral hit.
The Evolution of Facebook Advertising – From Making Friends to Making Money -...Eduardas Gricius
3XE Digital Proudly presents:
Brendan Almack, Director & Roisin Linnie, Head of Social at Wolfgang Digital
The days of not knowing the value that social advertising delivers for your brand are over. KPI selection, robust measurement protocols and target stetting are the keys to leveraging social advertising. Brendan & Roisin from Wolfgang Digital will share a strategy for driving measurable return on investment using and combining multiple Facebook ad formats across the purchase funnel.
** presentation is not for commercial use**
For more info visit: www.3xedigital.com
The Science of Sharing - Making the Most of Your Video AssetsDevra Prywes
This research and data-driven session will show you how to predict earned media and sharing before a video asset has gone live. Learn about the top psychological responses proven to impact sharing (hint – there are 18) and debunk some of the most common content myths surrounding video advertising, including which creative devices are the most effective, if overt branding affects sharing, and whether content or distribution is truly “king” when launching a viral hit.
The Evolution of Facebook Advertising – From Making Friends to Making Money -...Eduardas Gricius
3XE Digital Proudly presents:
Brendan Almack, Director & Roisin Linnie, Head of Social at Wolfgang Digital
The days of not knowing the value that social advertising delivers for your brand are over. KPI selection, robust measurement protocols and target stetting are the keys to leveraging social advertising. Brendan & Roisin from Wolfgang Digital will share a strategy for driving measurable return on investment using and combining multiple Facebook ad formats across the purchase funnel.
** presentation is not for commercial use**
For more info visit: www.3xedigital.com
Head To Toe - How To Create Scalable Social Capability (Mumbrella 360)Derek Laney
It's easy to achieve quick results using short-lived incentives and flash-in-the-pan ideas, but how are leading Australian social marketers building ongoing relationships and leveraging skills across departments and agencies? Hear how retailer Lorna Jane built on its bricks and mortar relationships to achieve digital success. Learn how Commonwealth Bank marries a service channel with great storytelling to keep people talking. Ultimately, whether client or agency, we need to be in the business of creating a scalable and sustainable channel.
Smart Social London | The Short Attention Span Antidote - Josh RickelSpredfast
No one is arguing that content isn't king, and a majority of marketers—52%—worldwide agree that video content boasts the most ROI. That makes video, whether 360, live, vertical, or traditional, the most in-demand form of consumer engagement. So how do you unlock this ROI? How do you master video to draw viewers in, but also to monetize the medium? From creative considerations to the consumer experience, this session will explore what it takes to connect with your audience via this content powerhouse.
LOHAS and Room 214 recently partnered together to put on an intensive social media workshop. This deck on YouTube is what was presented at the event. It includes information on why use YouTube and how to take advantage of it in addition to channel optimization, analytics, creator playbook, creator hub and academy, trends, advertising, and additional resources.
Come massimizzare le opportunità commerciali delle PMI nel webMichele De Capitani
Fare marketing online, quello vero… quello tangibile… quello che produce vendite!
Il workshop fornirà consigli, strumenti e strategie di promozione online (indagini di mercato, visibilità sui motori di ricerca, email marketing, lead generation e automazione del marketing) al fine di massimizzare il potenziale commerciale di aziende, organizzazioni e PMI nel web. Inoltre verranno introdotti sistemi per ottimizzare le performance della propria presenza in rete introducendo semplici ma efficaci test di usabilità con l’obiettivo di massimizzare quanto già presente per trovare e acquisire nuovi clienti. A tal proposito verranno proposti casi studio reali per toccare con mano le pratiche illustrate.
Come Generare Nuovi Contatti Commerciali in 24 ore! SMAU15 BolognaMichele De Capitani
http://www.prima-posizione.it/ | Come generare nuovi clienti potenziali in 24 ore! Il workshop servirà a comprendere una semplice ma efficace strategia di promozione online al fine di generare contatti di potenziali clienti fortemente interessati in sole 24 ore dal lancio della campagna. Il tutto sarà esposto in modo semplice e da subito applicabile, anche per chi NON ha un sito web o particolari competenze tecniche.
Tutto vero? Si, lo dimostreranno alcune case history di successo.. sia nel BtoB (clienti aziendali) sia nel BtoC (clienti privati).
COOP-PBLinVET is developing and experimenting a pedagogical model to implement Project and Practise Based Learning didactical methods supported by collaborative e-learning tools in VET Mechanical Manufacturing. It is being supported by European Union LLP Program.
Head To Toe - How To Create Scalable Social Capability (Mumbrella 360)Derek Laney
It's easy to achieve quick results using short-lived incentives and flash-in-the-pan ideas, but how are leading Australian social marketers building ongoing relationships and leveraging skills across departments and agencies? Hear how retailer Lorna Jane built on its bricks and mortar relationships to achieve digital success. Learn how Commonwealth Bank marries a service channel with great storytelling to keep people talking. Ultimately, whether client or agency, we need to be in the business of creating a scalable and sustainable channel.
Smart Social London | The Short Attention Span Antidote - Josh RickelSpredfast
No one is arguing that content isn't king, and a majority of marketers—52%—worldwide agree that video content boasts the most ROI. That makes video, whether 360, live, vertical, or traditional, the most in-demand form of consumer engagement. So how do you unlock this ROI? How do you master video to draw viewers in, but also to monetize the medium? From creative considerations to the consumer experience, this session will explore what it takes to connect with your audience via this content powerhouse.
LOHAS and Room 214 recently partnered together to put on an intensive social media workshop. This deck on YouTube is what was presented at the event. It includes information on why use YouTube and how to take advantage of it in addition to channel optimization, analytics, creator playbook, creator hub and academy, trends, advertising, and additional resources.
Come massimizzare le opportunità commerciali delle PMI nel webMichele De Capitani
Fare marketing online, quello vero… quello tangibile… quello che produce vendite!
Il workshop fornirà consigli, strumenti e strategie di promozione online (indagini di mercato, visibilità sui motori di ricerca, email marketing, lead generation e automazione del marketing) al fine di massimizzare il potenziale commerciale di aziende, organizzazioni e PMI nel web. Inoltre verranno introdotti sistemi per ottimizzare le performance della propria presenza in rete introducendo semplici ma efficaci test di usabilità con l’obiettivo di massimizzare quanto già presente per trovare e acquisire nuovi clienti. A tal proposito verranno proposti casi studio reali per toccare con mano le pratiche illustrate.
Come Generare Nuovi Contatti Commerciali in 24 ore! SMAU15 BolognaMichele De Capitani
http://www.prima-posizione.it/ | Come generare nuovi clienti potenziali in 24 ore! Il workshop servirà a comprendere una semplice ma efficace strategia di promozione online al fine di generare contatti di potenziali clienti fortemente interessati in sole 24 ore dal lancio della campagna. Il tutto sarà esposto in modo semplice e da subito applicabile, anche per chi NON ha un sito web o particolari competenze tecniche.
Tutto vero? Si, lo dimostreranno alcune case history di successo.. sia nel BtoB (clienti aziendali) sia nel BtoC (clienti privati).
COOP-PBLinVET is developing and experimenting a pedagogical model to implement Project and Practise Based Learning didactical methods supported by collaborative e-learning tools in VET Mechanical Manufacturing. It is being supported by European Union LLP Program.
Email Marketing 3.0 Adapting to Mobile 1st WorldAffiliate Summit
This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Most emails are opened on mobile devices but email marketers still send desktop optimized emails. Affiliates should think mobile first.
Conclusiones y recomendaciones de la IX Mesa Técnica Agroclimática (MTA) de Córdoba, Colombia, liderada por el Programa de Investigación de CGIAR en Cambio Climático, Agricultura y Seguridad Alimentaria (CCAFS), la Corporación Colombiana de Investigación Agropecuaria (Corpoica) y la Federación Nacional de Cultivadores de Cereales y Leguminosas (Fenalce)
Vážení čtenáři,
eChaty.cz Vám představují první číslo eChaty magazínu. Internetový katalog eChaty.cz obsahuje chaty, chalupy a další rekreační ubytování s nabídkou sportovních aktivit a relaxace. Ve spolupráci s tímto webem vznikl časopis, který bude vycházet čtyřikrát do roka. V něm Vám přinášíme články a rozhovory o všem možném, co může zajímat ty, kdo rádi tráví dovolenou v Čechách a na Moravě.
Toto číslo nese přívlastek jarní, proto se věnujeme tématům souvisejícím s jarem. Dozvíte se zajímavosti o Velikonočních tradicích nebo o jarních květinách. Také si můžete přečíst typy pro turistiku. V jarním čísle najdete zámek Hluboká nad Vltavou nebo Pivovarský dvůr Zvíkov, který je prvním v seriálu o minipivovarech. Dále můžete v eChaty magazínu očekávat rozhovory se zajímavými osobnostmi. V tomto čísle odpovídá na naše dotazy Martin Michek, přední světový motokrosař. V druhém rozhovoru se od Radky Kostuchové dozvíte, proč strávit dovolenou v její chatě na farmě Neratov v Beskydech. Připravili jsme pro Vás článek kde so dozvíte něco víc o huculských koních, kteří se tam chovají. Pro čtenáře se soutěživým duchem je na konci připravena soutěž o iPad.
Příjemné čtení přeje
redakce magazínu eChaty
How to increase the visibility of your online content:
- Digital Communication Pillars
- Top 7 Content Tactics for NGOs in 2021
- Content Distribution Channels
- Online Reputation Management
- How to Measure Success?
- How to Increase the Visibility of your Online Content?
Game-Planning Your Online Video Strategy (Content Marketing Institute Webcast)Michael Kolowich
See the full interactive webcast of this presentation at http://www.knowledgevision.com/fresh-ideas/webinars-webcasts/gameplan-online-video-strategy.
In this Content Marketing Institute Webcast from June, 2013, CMI Founder Joe Pulizzi hosts KnowledgeVision CEO Michael Kolowich and VideoLink's Stuart Siegal in a discussion on how to formulate and implement online video strategy for content marketing.
With the highest average click-through-rate of any digital ad format, video ads are hands down the best way to advertise your business.
Whether you're just getting started with video ads, or a seasoned expert, you absolutely cannot miss our expert's live walk-through of today's most successful ad type.
In this webinar, you'll learn:
- All the reasons Video Ads are so successful (and the data to back it up)
- Why it's critical to integrate Video Ads into your digital marketing plan (no matter what size your business is)
- What you can do to create Video Ads that look expensive but aren't
- How to optimize your new Video Ads for continued success
Transforming the Customer Experience in Retail Branch Banking (Credit Union C...NAFCU Services Corporation
The pressure is on the financial industry to efficiently provide their customers with the same presence, preference and easy access to everyday services that can be experienced across other industries such as retail, travel and hospitality. How do credit unions create the right road map to incrementally improve their branch experience, all the while, delighting customers and cementing profitable long term relationships? In this 2012 Strategic Growth Conference session, check out the latest trends and how to integrate innovative technology solutions into your credit union’s roadmap! More info at: www.nafcu.org/ncr
Real business examples of Social Media programs that generate positive ROI
- Infographics, memes, kicks, captions, pins
- Local businesses that are making it work
- A few fun and surprising categories
- What is next in Social Media opportunities
- My 101% guarantee
Managing a Growing Social Media Strategy - APACSysomos
As social media becomes more engrained in your business, a solid social strategy can be complicated. How can you keep up with what works best in today’s constantly changing environment? How do you connect your regions and teams to gain visibility across paid media campaigns on social?
Social media channels have grown beyond Facebook, Instagram and YouTube. Channels such as WeChat and Weibo have different tactics and best practices that your teams based in the United States and Europe want visibility into.
View this presentation to learn tips from the pros on growing your social media strategy. We’ll cover 10 tips that successful brands follow, and explore best practices for taking social media to the next level as your social footprint grows.
Digital Marketing for Events - How to Schedule Live Influence ! EIBTM talk by...Julien Carlier
Digital Marketing for Events is a great tool. Social Media and event influence are key! Why you should engage your speakers, committee on twitter, facebook, linkedin.
How can you spead the word in live?
Building a Digital Video Strategy Without Breaking the BankDigital Vidya
Explore the process of 'Building a Digital Video Strategy Without Breaking the Bank'. Gain insights from the webinar led by Karan Gupta, CEO, AndBeyond.Media.
Account and Video Production Manager Ann Hadfield discusses how visual storytelling through video can be a critical strategy for telling your brand’s story.
View this webinar: https://www.youtube.com/watch?v=-QFamkXIAUQ
Web Strategy Plus Drives More Leads and Sales to Your Business!
Web Strategy Plus provides a "one stop shop" for all your print to web marketing needs. Our staff has a combined 30 plus years experience in design and marketing. We are committed to delivering exceptional customer service and affordable marketing solutions to meet your goals. Our home office is based in Cincinnati, OH but we work with companies across the globe. Whether you require a professional website or need help promoting it, we can help you with it all. Our main goal is to provide cost effective web strategies that drive results.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
3. How Mercedes
Benz did it The Campaign:
• X Factor’s TV audience influenced TV creative in
real time via a social platform
• Social video winner went live alongside TV version
The Result:
• #YouDrive trended organically on Twitter
• 40% increase visitors to Mercedes’ site
• 82% of business leads came from new prospects
• Mercedes lowered the age of its prospects
The Lessons:
• Brands need a distributed strategy, reaching out
with relevant content where prospects are
already spending their time
• Young adults spent 5 minutes interacting with
the content because it followed the principles
of long-form entertainment, providing
plot, character and conflict
• Engagement works as a discernible mechanism
to directly drive sales
5. Day 2: The Viral Peak
Did You know?
Sharing trends:
200 most shared branded videos of 2012
Source: Unruly Viral Video Chart
• 10% of the shares occur on day 2
• 25% of shares occur in the first 3 days
• 50% of shares occur in the first 3 weeks
12. Go Long for Real Time Success
“Brands often don’t realize how much viable content exists
in their organizations and how, with a little, ingenuity, it can
be repurposed, reformatted, recut or recombined to
incredible effect with minimal budget outlay.”
“Too often in the rush to real time, you forget the strategic
reasons your brand implemented a digital strategy in the
first place.”
We are all here today because real time marketing is getting a lot of attention. Clever, opportunistic creative that has people buzzing. It works because it makes people take notice. Consumers, and certainly the press, have a reaction. They’re surprised, amused, and a little awestruck. They’re compelled to share these real time moments and become a part of the zeitgeist by doing so.Video, with its production lead times, is seemingly unsuited to real time marketing. Which has been tough for marketers. As marketers – we LOVE video. It’s an especially useful medium. There’s storytelling, plot, the music swells, the actors emote or crack jokes, and the audience feels something. If a picture is worth 1,000 words. Video is a bestselling novel. It helps viewers connect with your brand.The great news is – video CAN participate in your RT strategy – and make the audience connect with your brand even faster. Unruly has been launching brands’ social videos for 7 years, and we have 5 tips for brands that want to use video in real time to connect with your audience.
Whatever your media – “spontaneity” requires planning. Luckily, the major events the world is watching (while Tweeting and Posting) are scheduled well in advance. For ALL media - they key things to keep in mind as your Plan for Spontaneity are:Stay on-point with your ongoing marketing strategies. Have your campaign goals, objectives, key messaging and KPIs established in advance. You don’t want your in the moment haste to be off brand or out of line other initiatives. Have the relevant necessary parties pre-assembled - Your designers, copy writersdecision makers/ stakeholders (and possibly Legal) - and ready to act quickly. Run a few quick turn practice drills.Have your 140 characters counted, social copy and photos/imagesanticipatedand ready to go with the push of a button. Have a wish list of images you hope to take live,to be prepared for being “in the moment.”To extend this to video:Work backwards – Again, anticipate outcomes and have your content tagged and ready to be pulled at a moment’s notice. You can pre-produce content based on expectations orreduce, reuse, recycle and repurpose existing content reuse / repurpose existing content as opportunities present themselves.If using paid distribution, have your players launched and in place on the sites your targets frequent, and prep your partner to be on call for uploading the new footage you selectIf you’re using an Unruly player, you can send through new “zeitgeist” calls to action and change up the creative in the Brand Bar, creative canvas, photo gallery or annotations our player supports. Push a new hashtag, or change the links these elements click through to.
Mercedes and Unruly participated in a live, real time event.Mercedes had the goals of lowering their age demo and appealing to a younger audience.The Brand ran a multi-media, multi-screen choose your own adventure, with a live, real time ending. The X Factor and Unruly ran the first spot on night 1 of a back to back live X Factor broadcasts. And viewers were given the opportunity to vote via tweet for their preferred ending.Mercedes ran the full spot + viewer selected outcome in the next night’s live broadcast. And simultaneously with Unruly. We were well poised to partner on this – the players were launched according to Mercedes’ younger demo goals, in the environments these targets already frequent, and we had both versions of the final creative tagged up and ready to go. We posted the preferred outcome in complete sync with the live broadcast, having our Ops team watch the X Factor that night for perfect alignment.This delivered great prospects for Mercedes, helped them reach the younger viewer base they sought, and helped consumers actively engage with their brand. The Lessons pulled here are actually from a trade pub that covered the campaign and shows that the 40% increase in site traffic from the desired age demo and over 80% growth new prospect business leads are hard evidence that a Distributed strategy with entertaining content that drives engagement can directly drive Sales KPIs.
Budget for real time – you don’t come up short when the perfect opportunity presents itself.We recommend holding = 20% of your event marketing foropportunistic use.Track your metrics and campaign ROI in Real Time, and if you’re seeing success, you want to have budget left so the momentum doesn’t fizzle out.
This is Unruly’s social diffusion curveWe’ve been tracking videos since 2006 – with 344 billion streams tracked to date – and we plotted the diffusion curve for the top 200 branded videos from last year. The research shows that the first days following a video’s launch are key to both short term and long term success. However you launch your content, front-loading your distribution budgets to maximize shareability in the early days of a campaign leads to long term sharing. Early success yields long tail success. You want a high number of shares sharing early on for maximum effect – because on average, each share = 25 additional views, with the opportunity to share and share and share.
Of course, you can also film videos in real time as well. With smart phones, our video cameras are always on hand. Consumers film live moments to tweet and post – and brands can too.
Vine is the fastest and easiest Real Time video sharing available. It takes as little as 6 seconds to produce a Vine and one second to launch it. Brands can respond to any pop culture event with VIDEO using Vine to capture the moment and deploy it as the lead video content in your player. Oreo with their 4 minutes from blackout to tweet could have possibly cut their to-market time by over 2000% and using Vine video content. At Unruly, we recently debuted a new Vine app to allow users to cycle through vines from an overlay in the player – in addition to hosting a vine or multiple vines as main event player content.
There’s also real time in day to day life. Yes, the major Television/News/Entertainment events get a lot of press for smart real time content switch ups. But there are 359 other days in the year to provide a custom and relevant experience for your viewers. However you distribute, get real-time feedback and use it to inform your creative choices, refine your campaign and optimize the content your user sees. At Unruly, for brands that launch multiple videos in our player, we use Dynamic Creative Optimization to use user engagement levels to optimize in real-time which video plays first to always put your best foot forward and increase engagement levels, video completes, and dwell time.
An early DCO partner was Nissan. The brand launched multiple videos in our player.Nissan wanted to optimize on engagement. We tracked engagement levels in real time for each piece of content, and very quickly, a clear winner emerged, based on user trends. Unruly optimized this video to play first to give each viewer the best real time viewing experience.The digital account manager at Nissan shares that they experienced some of the strongest engagement levels ever from a social campaign with +83% in completion rates. http://www.reelseo.com/dynamic-creative-optimization/
When it comes to making real time content or quick turn content to create or participate in an on the fly, unexpected zeitgeist event, brands need to act fast. You need to ID these trends as they are emerging. Otherwise, it’s just embarrassing to arrive late to the party. You can create content quickly to participate in these trends, or even better, make sure you have an easily accessible content vault and reuse or repurpose content to act quickly. This will help with speed and agility. The Harlem Shakes User Generated and from brands (as well as the Swedish army and Miami Heat) took the social world by storm, then it was music video mash ups with goats that yell like humans, and now videos of brands scaring the bejeezus out of people in simulated experiences before rewarding them with the brand’s product. Adweek recently dubbed this “Prankvertising.”
…and are you tracking the right metrics?These are the tools we use to track trends as they occur. We saw the Harlem Shake emerge weeks before the press jumped on this. The Unruly Viral Video Chart tracks shares as well as views. But we rank on shares as this is the more true gauge of social success. It’s tracking social conversation vs. media spend. We also have a global ads chart to see what’s emerging in the various territories around the globe. We are also in beta testing for Unruly Analytics, which allows brands to track their share of social video voice in real time (as well as historically with a toggle) against their competitors, to gain insight into how new and current initiatives are affecting the social video makeup of their sector in real time.
I read an interesting article on Digiday, nearly one month ago. It popped out at me because it was an early dissention from the “Yes, We Love Real Time and You Can Do It Too” real time lovefest.Julie’s post reminds us not forget one key thing – You’re in this for the long haul. As a brand, you want to build sustainable, long-term relationships with your customers, with the goal that they recommend your brand to their friends and that you have strong Word of Mouth. This leads to advocacy and advocacy has been prove to lead to sales.Which all circles back to planning. A strong RT strategy is based on strong prep, prediction and practice.This is not a time to throw the baby out with the bathwater. Don’t forget the strategies, KPIs and “the strategic reasons your brand implemented a digital strategy in the first place”. Planning for spontaneity will help brands to stay on-point with their existing marketing strategies. Have your players launched in the appropriate media in advance, so you can change the main content while still holding true to your targeting goals. Reuse existing or pre-produced video content when possible, or leverageon-the-fly video creation from Vine or video taken from you iPhone.Savvy brands can conserve resources by creating fewer pieces of amazing content and being eagle eyed when it comes to leveraging zeitgeist events – if the content is well archived and tagged for accessibility.Having that long term mission will help you to be selective about identifying which real time moments make sense for your brand. Checking RT opportunities against your long term strategy will help you make on-brand decisions, and avoid those that don’t make sense for your strategy. Source: http://www.digiday.com/brands/brands-stop-obsessing-over-real-time/