Social Video Survival Techniques: The One to Many Process By Andrew Grinaker

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From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: Social Video Survival Techniques. PRESENTATION: Social Video Survival Techniques: The One to Many Process - Given by Andrew Grinaker, @206andrew - POSSIBLE, Senior Content Strategist. #SocialPro #12A

Social Media

#SocialPro #12A @206Andrew
Andrew Grinaker/POSSIBLE
Social Video Survival Techniques:
The “One to Many” Process

#SocialPro #12A @206Andrew
Andrew Grinaker
@206Andrew
@POSSIBLE
• Father
• Husband
• Content Strategist
• Basketball Coach

#SocialPro #12A @206Andrew
• The concept and production process to support
your social video needs
• A formula for evaluating the success of your social
videos
• Review a cross-channel video campaign example
AGENDA

#SocialPro #12A @206Andrew
Concept + Production
Idea #1 Idea #2 Idea #3

#SocialPro #12A @206Andrew
Concept + Production
Our Creative Directors are like…

#SocialPro #12A @206Andrew
Concept + Production
Our Account Directors are like…

#SocialPro #12A @206Andrew
Concept + Production
Idea #1
“One to Many” Process

#SocialPro #12A @206Andrew
Concept + Production
“One to Many” Process
• Can this idea work at a length of 15
seconds, 30 seconds and 60 seconds?
• Can this be repurposed to provide you with
additional content assets? (GIFs,
Cinemagraphs, etc.)

#SocialPro #12A @206Andrew
Concept + Production
“One to Many” Process
• Can this video be captured in real-time
(Periscope, Meerket, etc)
• Can this video help support your paid
media efforts in social, display or native
advertising?

#SocialPro #12A @206Andrew
Concept + Production
Our Creative Directors are now like…

#SocialPro #12A @206Andrew
Concept + Production
Our Account Directors are now like…

#SocialPro #12A @206Andrew
Measuring Success
Creative Index
Production Index

#SocialPro #12A @206Andrew
Measuring Success

#SocialPro #12A @206Andrew
Measuring Success
We must look at not only the performance
of the social video but also the cost and
time it takes to produce.

#SocialPro #12A @206Andrew
Measuring Success
Index Definition:
An index is a composite number derived from a more
complex and diverse system of data. It allows us to provide
a single number that takes into consideration all of the
success measures we care about. The index score is
always simple and relative.

#SocialPro #12A @206Andrew
Measuring Success
REACH
RELEVANCE
ENGAGEMENT
AMPLIFICATION
INTENT
CREATIVE
INDEX
STORY
THEME
POST VOLUME
Metrics: Editorial calendar, Engagement rate, Share
rate, Paid Media metrics, Content Travel, Hashtag
usage, Retweet index, CTR performance, Destination
URL performance
(Weighted +
Converted)

#SocialPro #12A @206Andrew
Measuring Success
APPROVALS
DISTRIBUTION
COST
TIME
PRODUCTION
INDEX
STORY
THEME
POST VOLUME
Metrics: Editorial calendar, Production costs, Client
satisfaction, Approval rate, Project plans, Partner
costs
(Weighted +
Converted)

#SocialPro #12A @206Andrew
Measuring Success
SOCIAL VIDEO A
High Engagement
Low Share Rate
Low CTR Rate
Low Cost
Low Publishing Power
Poor Approval Rate
SOCIAL VIDEO B
High Engagement Rate
High Share Rate
High CTR Rate
High Cost
High Publishing Power
Average Approval Rate
Creative
Index = 4
Production
Index = 3
Creative
Index = 8
Production
Index = 3
Total Index= 7 Total Index= 11

#SocialPro #12A @206Andrew
THANK YOU!
JOIN US @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

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Social Video Survival Techniques: The One to Many Process By Andrew Grinaker

1. #SocialPro #12A @206Andrew Andrew Grinaker/POSSIBLE Social Video Survival Techniques: The “One to Many” Process

2. #SocialPro #12A @206Andrew Andrew Grinaker @206Andrew @POSSIBLE • Father • Husband • Content Strategist • Basketball Coach

3. #SocialPro #12A @206Andrew • The concept and production process to support your social video needs • A formula for evaluating the success of your social videos • Review a cross-channel video campaign example AGENDA

4. #SocialPro #12A @206Andrew Concept + Production Idea #1 Idea #2 Idea #3

5. #SocialPro #12A @206Andrew Concept + Production Our Creative Directors are like…

6. #SocialPro #12A @206Andrew Concept + Production Idea #1 Idea #2 Idea #3

7. #SocialPro #12A @206Andrew Concept + Production Our Account Directors are like…

8. #SocialPro #12A @206Andrew Concept + Production Idea #1 Idea #2 Idea #3

9. #SocialPro #12A @206Andrew Concept + Production Idea #1 “One to Many” Process

10. #SocialPro #12A @206Andrew Concept + Production “One to Many” Process • Can this idea work at a length of 15 seconds, 30 seconds and 60 seconds? • Can this be repurposed to provide you with additional content assets? (GIFs, Cinemagraphs, etc.)

11. #SocialPro #12A @206Andrew Concept + Production “One to Many” Process • Can this video be captured in real-time (Periscope, Meerket, etc) • Can this video help support your paid media efforts in social, display or native advertising?

12. #SocialPro #12A @206Andrew Concept + Production Idea #1 “One to Many” Process

13. #SocialPro #12A @206Andrew Concept + Production Our Creative Directors are now like…

14. #SocialPro #12A @206Andrew Concept + Production Our Account Directors are now like…

15. #SocialPro #12A @206Andrew Measuring Success Creative Index Production Index

16. #SocialPro #12A @206Andrew Measuring Success

17. #SocialPro #12A @206Andrew Measuring Success We must look at not only the performance of the social video but also the cost and time it takes to produce.

18. #SocialPro #12A @206Andrew Measuring Success

19. #SocialPro #12A @206Andrew Measuring Success Index Definition: An index is a composite number derived from a more complex and diverse system of data. It allows us to provide a single number that takes into consideration all of the success measures we care about. The index score is always simple and relative.

20. #SocialPro #12A @206Andrew Measuring Success

21. #SocialPro #12A @206Andrew Measuring Success REACH RELEVANCE ENGAGEMENT AMPLIFICATION INTENT CREATIVE INDEX STORY THEME POST VOLUME Metrics: Editorial calendar, Engagement rate, Share rate, Paid Media metrics, Content Travel, Hashtag usage, Retweet index, CTR performance, Destination URL performance (Weighted + Converted)

22. #SocialPro #12A @206Andrew Measuring Success APPROVALS DISTRIBUTION COST TIME PRODUCTION INDEX STORY THEME POST VOLUME Metrics: Editorial calendar, Production costs, Client satisfaction, Approval rate, Project plans, Partner costs (Weighted + Converted)

23. #SocialPro #12A @206Andrew Measuring Success SOCIAL VIDEO A High Engagement Low Share Rate Low CTR Rate Low Cost Low Publishing Power Poor Approval Rate SOCIAL VIDEO B High Engagement Rate High Share Rate High CTR Rate High Cost High Publishing Power Average Approval Rate Creative Index = 4 Production Index = 3 Creative Index = 8 Production Index = 3 Total Index= 7 Total Index= 11

24. #SocialPro #12A @206Andrew Measuring Success

25. #SocialPro #12A @206Andrew Case Study

26. #SocialPro #12A @206Andrew Case Study

27. #SocialPro #12A @206Andrew Case Study

28. #SocialPro #12A @206Andrew Case Study

29. #SocialPro #12A @206Andrew Case Study

30. #SocialPro #12A @206Andrew THANK YOU! JOIN US @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

Editor's Notes

You can play around with positioning, size & shape of the shaded text boxes to make them work for your selected background image & titles / subtitles. We strongly suggest creating a compelling title slide for viral attention. YOU MUST USE THE SOCIALPRO FOOTER ON YOUR TITLE SLIDE! Tips: Large font sizes & all caps make titles easy to read in thumbnails both during your presentation and for viewers on slideshare. Visually interesting photography helps draw reader attention on Slideshare. Please swap this image for any other as long as you have rights to reuse/distribute. You should use hi-res / high quality images – minimum 72/96 dpi (keeping in mind widescreen 16:9 ratio) - the space above footer is 10in wx 5.125in h – You should also compress image file sizes if necessary to make for faster loading ppt. You can use illustrated visuals as well. DELETE THIS SLIDE IF YOU DO NOT USE.
This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.

Social Video Survival Techniques: The One to Many Process By Andrew Grinaker

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Social Video Survival Techniques: The One to Many Process By Andrew Grinaker

Editor's Notes