National Geographic and Major League Baseball on: The Short Attention Span Antidote: Mastering & Monetizing Video 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.

1. The Short Attention
Span Antidote
Mastering & Monetizing Video

2. Market Director
Spredfast
@MsSamKilgore
Sam Kilgore
EVP, Digital Product
National Geographic
@rwebber
Rachel Webber
VP, Social Media and Content
Marketing
Major League Baseball
@alicialmullin
Alicia Mullin
Today’s Speakers

3. Let’s Think About Video

4. 90%
4
2017

5. 80%Time spent on social media
happens on a mobile device.
5

6. 2.54BMobile Users
6

7. 7

8. - David Wilding
8
Head of Planning at Twitter

9. The powerful Content Engine that is Video
1. Short-form
a. Standard social content
b. :03-:10 seconds on average
c. Daily creative
2. Mid-form
a. Featurettes
b. :30-3:30
c. Opportunity for sponsorship
3. Long-form
a. More story development - often exclusive content and episodic
b. No average, length dependent on story and content.
c. Investment to create, but lends to incorporation of sponsored and brand series
4. Ephemeral
a. Disappearing, 24-hour content -- Stories
b. 8 - 10 “chapters” in creative fun style
c. Voice is KEY, but allows for swipe up and product integration

10. Make Good Content...Period

11. VP, Social Media and Content
Marketing
Major League Baseball

12. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential. 1

13. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
CONTENT TEAM STRUCTURE

14. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
MLB’s social media team is made up of several
different groups that work together to support various
areas of baseball, and to create good content geared
to several different types of fans.
STRATEGY ON-SITE
CONTENT
COLLECTION
CREATIVE
CONTENT
CLUB SUPPORT BRANDED
CONTENT
OPERATIONS &
EXECUTION
PLATFORM
PARTNERSHIPS
BUSINESS
DEVELOPMENT
INTERNATIONAL
TREND-
SPOTTING
ANALYTICS

15. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Daily content staffing

16. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
GOALS & STRATEGY

17. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
#GOALS
OUR MISSION:
• Show off and celebrate everything that’s awesome in baseball.
• Reach new fans and make them love our game.

18. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Platform strategy
• Each platform serves a
different purpose for our
fans
• Determining our strategy on
a per-platform basis
informs our staffing and
prioritization

19. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Daily Content
• MLB team
– We manage 30 accounts across
Facebook,Instagram, Twitter,
Snapchat
– Staffing 8am-2am daily
• Clubs
– We provide staff to 20 clubs
• International
– 36 social accounts in 11 countries,
reaching more than 2M people
MLB Social puts out
an average of 247
pieces of content
per day to its
accounts (not
including club
accounts).

20. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Content team breakdown

21. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Content team breakdown

22. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Content team breakdown

23. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
VIDEO

24. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Video & MLB
Growth of digital media &
importance of highlights / IP
Emergence of streaming real-
time video and OTT apps
Dramatic increase in video
prioritization on social, and
video distribution channels
• Social programming department
creation
• More partnerships with platforms
and media companies
Video has always been a priority for MLB.

25. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
MLB Social Media Video Strategy
• Talk to someone
• Evoke an emotion

26. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Video Types We Create
• Highlight packages
• Hype videos & tune-in
• Partnership support
• Storytelling
Includes:
ü Straight highlights
ü Game action
ü Montages

27. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Video Types We Create
• Highlight packages
• Hype videos & tune-in
• Partnership support
• Storytelling
ü Videos with a clear goal to drive awareness /
excitement / tune-in to an event.

28. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.

29. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.

30. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Video Types We Create
• Highlight packages
• Hype videos & tune-in
• Partnership support
• Storytelling
ü Creating complementary content for
sponsorship and to support business deals.

31. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How We Monetize Our Video: Partnership

32. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
Video Types We Create
• Highlight packages
• Hype videos & tune-in
• Partnership support
• Storytelling ü The bulk of our original content, and what generally should
encapsulate all other types – contextualizing on-field action in
order to create content relevant to both avid fans and not-yet-
fans.

33. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.

34. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.

35. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.

36. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How we create our video
1. Find the story (in-game moment, statistic,
etc.)
2. Determine the medium to tell it (photo, gif,
video)
3. Determine the platform you’re creating for
4. Conceptualize how it will be featured
– Write script
– Determine copy for art
5. Work with the design/creative services team
to create

37. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How we create our video
1. Find the story (in-game moment, statistic,
etc.)
2. Determine the medium to tell it (photo, gif,
video)
3. Determine the platform you’re creating for
4. Conceptualize how it will be featured
– Write script
– Determine copy for art
5. Work with the design/creative services team
to create

38. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How we create our video
1. Find the story (in-game moment, statistic,
etc.)
2. Determine the medium to tell it (photo, gif,
video)
3. Determine the platform you’re creating for
4. Conceptualize how it will be featured
– Write script
– Determine copy for art
5. Work with the design/creative services team
to create

39. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How we create our video
1. Find the story (in-game moment, statistic,
etc.)
2. Determine the medium to tell it (photo, gif,
video)
3. Determine the platform you’re creating for
4. Conceptualize how it will be featured
– Write script
– Determine copy for art
5. Work with the design/creative services team
to create

40. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How We Monetize Our Video
• Create good content and brands will want to sponsor it
• Create unique ways to integrate brands that don’t
compromise your video quality

41. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How We Monetize Our Video: Sponsorship

42. MLB Social Media
© 2018 Major League Baseball. All rights reserved. Private and Confidential.
How We Monetize Our Video: Sponsorship

43. EVP, Digital Product
National Geographic
Rachel Webber

44. NATIONAL GEOGRAPHIC
VIDEO STRATEGY
2018SMART SOCIAL SUMMIT

45. S M A R T S O C I A L S U M M I T 2
DIGITAL VIDEO AT NATIONAL GEOGRAPHIC
• Aggregate target audiences
• Build connections with and
among our fans
• Drive our business goals
• Further our mission of turning
our yellow border into a portal
Goals
• Create platform-intentional video
experiences
• Invest in our talent as our storytellers
• Get creative with the tools at our
disposal (including mining our
content motherships)
• Be clear about what we’re selling
Strategy to Achieve

46. REINVENTING THE “WEB SERIES”
• Starting with the “So What”
• Creating an ecosystem of content
BERTIE 2.0

47. INNOVATING STORYTELLING WITH PARTNERS
SAMPLE PACKAGE
• 100% SOV on Custom Digital Video
• Pre-roll on O&O
• Social distribution price with social rate card
• Content distributed to 416M social followers
• Paid amplification
• Initially tested as Snap feature
• Saw opportunity to turn the camera around
• Use intimacy of medium to connect talent to fans
CONCEPT DEVELOPMENT

48. S M A R T S O C I A L S U M M I T 5
BUILDING TV FANS THROUGH DIGITAL IMMERSION
GOAL:
Bring a digital audience to
ONE STRANGE ROCK
TACTICS:
• Speak the language of our fans
• Lean into multiple types of talent
• Create habit-forming series to
build audience throughout season

49. SAFARI LIVE
6
EVERYDAY ENGAGEMENT
• Most engaged with video product
• True fan community
• The ultimate “border to portal”

50. 7
WHERE DO WE GO FROM HERE?

51. THANK YOU!

52. Sam Kilgore Rachel WebberAlicia Mullin
Q&A
Market Director,
Spredfast
@MsSamKilgore
VP, Social Media and
Content Marketing
Major League Baseball
@alicialmullin
EVP, Digital Product
National Geographic
@rwebber