This document discusses trends in social media and video content marketing. It notes that time spent with digital media like mobile has increased significantly in recent years. Video views on Facebook have grown rapidly, with most views coming from shared/curated videos. It recommends that brands develop a content strategy with "hygiene," "hub," and "hero" content, where hygiene content is always-on, hub content is regularly scheduled, and hero content aims to raise broad awareness. It also emphasizes targeting consumers' interests, offering value through content, and being creative rather than focusing solely on direct sales messages.

1. Next-level social media
thinking and video content
Aaron Nissen, Destination Think
@anissen

2. 1.8m
WORDS
60sec
VIDEO
Source: Forrester Research
=

4. 0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4
2.2
2.3
2.4 2.6 2.5 2.3 2.4 2.4
0.3
0.3
0.4
0.8
1.6
2.3
2.6
2.8
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
Time spent per adult user per day with
digital media, USA 2008-2015YTD
Internet Usage (Engagement) Growth Solid.
+11% Y/& = Mobile @ 3hours / Day per User vs. <1 Five Years Ago, USA
Hoursperday
12%
80%
9%
42%
7%
51%
Source: eMarketer.com
Mobile Desktop / Laptop
Other connected devices

5. mobile growth in 5 years
4:35 4:38 4:31 4:22 4:15
0:21 0:36 0:50 1:03 1:16
2011 2012 2013 2014 2015
TV Digital video devices
Average time spent per day with
video by US Adults, by Media,
2011-15
Source: eMarketer.com
2011 2012 2013 2014 2015 CAGR
Digital 3:40 4:20 4:51 5:15 5:38 11.4%
Desktop/laptop 2:33 2:27 2:19 2:22 2.22 -1.8%
Mobile (nonvoice) 0:48 1:35 2:16 2:34 2:51 37.2%
Other devices 0:18 0:18 0:17 0:19 0:25 7.8%
TV 4:34 4:38 4:31 4:22 4:15 -1.8%
Radio 1:34 1:32 1:30 1:28 1:27 -2.0%
Print 0:44 0:38 0:32 0:26 0:21 -17.0%
Magazines 0:18 0:16 0:14 0:12 0:10 -13.5%
Newspapers 0:26 0:22 0:18 0:14 0:11 -19.8%
0ther 0:39 0:38 0:31 0:26 0:24 -11.7%
Total 11:11 11:46 11:55 11:57 12:04 1.9%
Average time spent per day with
Major Media by US adults 2011-15
37%

6. A brand that regularly gave me useful
information in their advertising
A brand that engaged me on my passions and
interests with their advertising
A brand that demonstrated its principles at all
times when I was looking at different options
A brand that shared news,
updates and special offers with me
A brand that builds a strong emotional
connection with me through its advertising
A brand that regularly communicated with me
with advertising that told a consistent story
A brand that produced great ads, content or
ideas that I could share with my friends
A brand that clearly demonstrated in their ads
that they wanted me to buy its products
A brand that gets my attention with a one-off but
big splash ad (like a viral video)
Importance of brand connection
attributes when purpose-driven
consumers are selecting a brand
BrandConnection
Attributes
73%
70%
64%
63%
57%
54%
50%
49%
34%
Source: thinkwithgoogle.com/articles/the-path-to-purpose.html

7. of consumers choose the brand that
engages them on their passion and
interests more often than they do
those that simply urge them to buy
the product being advertised.
Path to Purpose
42%

8. Plan it out

9. Brand Identity & Positioning
• What is your brand’s
unique value proposition?
• What differentiated
benefits do your brand or
products bring to your
consumers?
Target Consumer’s
Interests & Passions
• What are your target
consumers key interests
and passions in daily life?
Branded
Content Strategy:
Territory
Branded
Content Strategy:
Core Message
and Tone
INSPIREEDUCATEENTERTAIN
Is there a consumer passion
point where your brand can
bring unique, valuable content?
What value will your
brand content add for
consumers?

10. Content creation strategy:
Hygiene, Hub and Hero Content
Hygiene
Always-on ’pull’ content
designed for your core target
Hero
Large-scale, tent-pole
events or ‘go big’
moments designed to
raise broad awareness
Hub
Regularly scheduled
‘push’ content designed
for your prime prospect

11. Hero – Air New Zealand

12. 8,824,021
VIEWS

13. 10,878,726
VIEWS

14. Norway

18. Hurtigruten Cruise

19. Battle of Kruger

20. Canadian Tourism Commission

21. Facebook
Video

23. 0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Q3:14 Q4:14 Q5:15 3
BillionsofVideoViewsperDay
Video views per day for Facebook,
Global, Q3:14-Q1:15
Facebook DUAs
watch 1 or more
videos daily, USA
50%
of views
from shares53%
views
on mobiles75%
User-shared / Curated video rising rapidly =
@ 4B views per day, Up 4x in 6 months on Facebook
Source: Facebook

24. 0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Shareofnumberofvideoposts
Facebook
Instagram
Vimeo
Youtube
Others
Source: Socialbakers

25. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shareofinteractions
Source: Socialbakers
Facebook
Instagram
Vimeo
Youtube
Others

26. VideoonyourFacebookInsights

27. AverageOrganicReach
Video
Status
Link
Photo
8.7%
5.8%
5.3%
3.7%
Source: Socialbakers

29. 192,693
VIEWS
125,613
VIEWS

30. 30

31. Ads to promote Crashed Ice videos
0:30 sec 0:15 sec
Reach 124,730 195,113
Total video views 50,040 68,857
Views to 100% 13,004 27,630
Views to 75% 17,922 35,969
Average duration viewed 55% 77%
Cost per view (all views) < 1¢ < 1¢
Cost per view (to 100%) 3¢ 2¢
Experimentingwithvideo
Nearly2x
theviews

33. New video ads
Only charged when
someone watches
10 seconds10sec

34. Flipagram

35. Mobile Video

36. 60%
40%
MobilePhoneUsers1995-2014
1% to 73% population penetration globally
2014
5.2B Mobile Phone Users
73% population penetration
1995
80MM+ Mobile Phone Users
1% population penetration
Source: Informa. World Calculation Service.
Feature Phone Smartphone

37. Millenials are 2x more
likely to be focused while
watching video on their
smartphones vs. on TV.
Source: Google and IIPSOS
2x

38. 98% 81%
Smartphone
Computer
Tablet
TV
Source: Google and IIPSOS
56% 19%
% of smartphone-owning 18-34 year olds
that reported using each device to watch video
conent in daily diaries

41. Finale

42. Content creation strategy:
Hygiene, Hub and Hero Content
Hygiene
Always-on’pull’ content
designed for your core target
Hero
Large-scale, tent-pole
events or ‘go big’
moments designed to
raise broad awareness
Hub
Regularly scheduled
‘push’ content designed
for your prime prospect

43. • Don’t make another boring tourism video
• Facebook is stepping up
• Think differently, be creative
• Collaborate with partners
• Offer value to consumers
• Stop trying to be always be “hero”
Wrapping it up

44. Thank you
Questions
please