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Madeleine Holbye, TwentyThree - Viral vs Valuable

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Madeleine Holbye, TwentyThree - Viral vs Valuable

  1. 1. Social Media Days Vanity metrics vs value #videomarketing #stopbeingvain #thefunnel twentythree.netOslo Social Media Days 2017 #somed2017 1 Viral vs Valuable — om video, kundereisen og jålemåling
  2. 2. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo2
  3. 3. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo Why is video fundamental? 3 •Video drives an 157% increase in organic traffic from search engines •74% of users who watched an explainer video to learn more about a product or service subsequently bought it •Video on a landing page can increase conversions by 80% or more •The click through rate increase with 200-300% when including a video in an email mentioning video in the subject line of an email increases the opening rate by 65%
  4. 4. Vanity vs value #videomarketing #stopbeingvain #thefunnelOslo 11:00 AM twentythree.net4 “ 50% of your content in 2017 should be video. Stop looking for that blogger, start looking for that videographer." Brian Halligan Co-founder & CEO of Hubspot Why is video fundamental?
  5. 5. Vanity vs value #videomarketing #stopbeingvain #thefunnelOslo 11:00 AM twentythree.net5 There is a f**k ton going on in video right now, and it’s the #1 way to capture the attention of your audience. Gary Vaynerchuk Serial Entrepreneur & CEO of VaynerMedia Why is video fundamental?
  6. 6. Vanity vs value #videomarketing #stopbeingvain #thefunnelOslo 11:00 AM twentythree.net6 “ Video is a mega trend, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.” Mark Zuckerberg Co-founder & CEO of Facebook Why is video fundamental?
  7. 7. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo7
  8. 8. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo8
  9. 9. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo9
  10. 10. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo How video supports the defined success 001 Call me Improved customer service 006 Deloitte Thought leadership & demand gen 10 002 Vestas Improve Press relations 003 ASOS Less returns/CRO 005 Zendesk Churn prevention&demand gen 006 Eplehjelp CRO
  11. 11. Vanity vs value #videomarketing #stopbeingvain #thefunnelOslo 11:00 AM twentythree.net11 Awareness Learn Evaluate Justify Purchase Retention
  12. 12. Vanity vs value #videomarketing #stopbeingvain #thefunnelOslo 11:00 AM twentythree.net12 Awareness Learn Evaluate Justify Purchase Retention
  13. 13. Social Media Days Vanity vs value #videomarketing #stopbeingvain #thefunnel twentythree.netOslo Offices CPH&SFO People +35 Customers +300 Videos on our platform +1Mil 13 We are TwentyThree™ Pioneering SaaS and visual sharing, now going global with our breakthrough Video Marketing Platform. Sortedam Dossering 5D Copenhagen 655 4th Street San Francisco
  14. 14. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo 14 Head of Business Development; Marketing Madeleine Holbye
  15. 15. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo 15 Head of Business Development; Marketing Madeleine Holbye Head of Customer Acquisition Maria Willoch
  16. 16. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo16 Creating compelling content for our target group
  17. 17. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo TwentyThree Potential Customer Content
 Marketing Growth hacking Video
 Marketing 17 Creating compelling content for our target group
  18. 18. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo18 Digital Marketing
  19. 19. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo19 Demand Gen Social Media Video producerDigital Marketing
  20. 20. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo In the clutter of content, how do we create an online event that is really relevant for the target group? 20 *where people would be willing to leave behind their info to watch?
  21. 21. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo21
  22. 22. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo22
  23. 23. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo23
  24. 24. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo • Co-created with our partner, Komfo • Created and implemented within a month • Went live with 14 events • A broad range of assets included landing page, e- mail, social media and live & on-demand video • Knowledge sharing within the marketing space • Cost: 39 062 DKK • Scalable & reusable24
  25. 25. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo • Cost per lead = • 32 DKK 25
  26. 26. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo • Cost per qualified lead = • 32 DKK 26
  27. 27. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo27 Title • Digital Marketing Director, Tradeshift = 50 points ( digital marketing = 30 director = 20 ) • Added work email = 20 points Amount spent on site • 10 points per video started • 10 points per video finished • 10 points for checking out our own website • 5 points per unique landing page on website visited • 20 points per video marketing related talk • 40 points for checking pricing landing page on website
 Have unique landing pages for each of your live events to tighten your session time and conversion rates talk the product through Media • Opened invite to SCW = 10 points • Opened reminder to SCW = 10 points • filled out questionnaire = 5 points per question answered Video lead score
 500
  28. 28. Vanity vs value #videomarketing #stopbeingvain #thefunnelOslo 11:00 AM twentythree.net28 Relevanceofrole&company Relevance content consumption
  29. 29. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo29 So what did we learn • A video does not need to go viral to provide value. It’s about being relevant to the right people. Look beyond vanity metrics and find the right KPI’s and metrics for you • Know where in the journey the customer is, and create content accordingly • If you present highly relevant content, people will accept gating, and pay with their info to get a hold of it • Look to your own experts and involve them • Sales & marketing needs to work closely together — especially in b2b companies • Enable your team to do video, or hire one that can • Make data-driven decisions • Content is queen. Cookie is king
  30. 30. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo30
  31. 31. Vanity vs value #videomarketing #stopbeingvain #thefunnelOslo 11:00 AM twentythree.net31 Awareness Learn Evaluate Justify Purchase Retention
  32. 32. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo 32 Head of Business Development; Marketing Madeleine Holbye @madeleineholbye Head of Customer Acquisition Maria Willoch @mariawilloch
  33. 33. Social Media Days Vanity vs value 59:59 #videomarketing #stopbeingvain #thefunnel twentythree.comOslo33 Sign up for Social Challenge Week 2017 www.socialchallengeweek.com

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