Greg Jarboe's presentation to Fionn Downhill's class at the Thunderbird School of Global Management

1. Video Marketing Workshop
for Fionn Downhill’s Class
Greg Jarboe
President and co-founder of SEO-PR
February 9, 2016

2. Did you know that Fionn Downhill was briefly
Obama’s Chief of Staff for Irish Jiggery Pokery?
• In December 2008, Fionn Downhill
was appointed to President-Elect
Barack Obama’s administration.
• She was named Chief of Staff for
Irish Jiggery Pokery in his new
cabinet.
• She held the position with great
distinction for 2 minutes and 19
seconds.
• She now teaches at a management
school out in the Arizona desert.
Source: https://youtu.be/gh63Qzmlxaw

3. We’ve got a not-so-secret formula for getting
the complete story in a rapidly changing field
• Here’s Rudyard Kipling’s formula:
• I keep six honest serving-men
• (They taught me all I knew);
• Their names are What and Why and
When
• And How and Where and Who.
• This poem accompanying “The
Elephant’s Child” was published in
his Just So Stories back in 1902.
• Nevertheless, these are still the
right six questions to ask today.

4. Who are the people who are the most likely to
discover, watch and share your mobile videos?
• 40% of baby product consumers
and 52% of baby product
influencers actually live in homes
without children.
• Who are these people?
• Well, they could be grandparents,
cousins, friends, or co-workers.
• And their #1 way of finding out
about these baby and children
products is via a search engine –
whether that’s Google or YouTube.

5. Understanding consumer intent wins far more
hearts, minds, and dollars than demographics
• You might think video game
shoppers are mostly young men
hunched over a bag of chips in
their parents’ basement.
• But the data shows only 31% of
mobile searchers for video games
are men ages 18 to 34.
• Target demographically and you’d
miss 69% of mobile users who are
explicitly expressing interest in
buying the next big game.
Source: https://youtu.be/d3mI2rmc_9g

6. Mobile video is “flipping the funnel” from an
exposure to an engagement marketing model

7. What types of mobile video content do your
target audience discover, watch, and share?
• An experiment with 3 cuts of the
Mountain Dew Kickstart “Come
Alive” spot found ads don’t need to
be shorter, quicker, and more
snackable on mobile devices.
• They can be longer, richer, and
perhaps even a bit stranger.
• “Pure Fun” had no traditional
storyline or structure, yet it was
viewed at a 26% higher rate than
the other cuts on mobile.
Source: https://youtu.be/l--keZ4aOdE

8. Does the shift to authentic, user-generated
video impact video advertising effectiveness?
• An experiment with 3 different
types of creative content for
L'Oréal Paris La Palette Nude found
“The Glam” (the traditional ad) was
more effective for 35- to 44-year-
olds, while “The Tell” (the everyday
person how-to video) was more
effective for 18- to 24-year-olds.
• However, “The Tell” had 2X the
click-through rate of “The Glam”
across age groups.
Source: https://youtu.be/mDBmeDFmj-I

9. Create mobile video content that’s engaging
and informative, but video length also matters
• The length of your video content is
dependent on your industry,
audience, and video platform.
• ReelSEO analyzed 24,000 videos
posted on YouTube or Facebook in
the last 30 days with more than
10,000 engagements.
• The videos analyzed averaged
nearly 15 minutes in length for
YouTube while Facebook was just
shy of a minute and a half.

10. Where will key segments of your global market
discover, watch and share your mobile videos?
0 100 200 300 400 500 600 700 800 900 1000
Dailymotion
Vimeo
Vine
Twitter
Instagram
Youku Tudou
Facebook
YouTube
128
170
200
320
400
500
500
1000
Millions of active monthly viewers

11. YouTube and Facebook don’t have the same
definition of a “view” and Vine counts loops
• YouTube says you pay for a “view”
when a viewer watches 30 seconds
of your video – or the duration if
it’s shorter than 30 seconds – or
engages with your video,
whichever comes first.
• Facebook says you pay for a “view
when a video is displayed in a
user’s news feed for 3 seconds or
more, even if the person doesn’t
actually click on the video to watch
with the sound turned on.

12. Globally, YouTube is 8.2X bigger than Facebook
in aggregate years of daily video watching
• SimilarWeb data shows that
YouTube is 8.2 times bigger than
Facebook on a global basis.
• Every day, people around the world
spend almost 46,000 years
watching YouTube.
• Facebook attracts about 100,000
years of aggregated daily attention
daily across the globe, but only
about 5,625 years of that are
dedicated to watching videos.

13. When should you promote your organic
mobile video content with paid media?
• Given the abundance of videos on
the web, it’s risky to assume that
your content will be organically
discovered by a large audience.
• If you promote your video content
to ensure that it’s viewed by your
target audience, one major benefit
is earned impact.
• According to YouTube, hundreds of
campaigns get more than two
earned views per paid view.

14. Clean & Clear spearheaded a comprehensive
video marketing strategy on YouTube and TV
• In two years, the Johnson &
Johnson Consumer Companies
brand, Clean & Clear, went from a
handful of videos on YouTube to
close to 100.
• During that time, Clean & Clear
videos have earned 36 million
views for its anchor series, “See
The Real Me,” have garnered
132,000 engagements, and, more
importantly, have generated
double digit increases in market
share.
Source: https://youtu.be/vyNZXQ136oI

15. Gillette BODY campaign got 13.6 million views
and delivered more than 500,000 clicks-to-buy
• “100 Years of Hair” garnered 13.6
million views and 10,500
engagements.
• 84% of viewers watched at least
85% of the ad.
• Gillette searches grew by 211% and
clicks grew by 111% – the biggest
increase ever for the brand.
• The campaign delivered more than
500,000 clicks-to-buy and
surpassed sales expectations by up
to 4X across seven markets.
Source: https://youtu.be/mDBmeDFmj-I

16. Why is the ephemeral Snapchat app the horse
of a different color you’ve heard tell about?
• Evan Spiegel, the co-founder and
CEO of Snapchat, says, “Snapchat
discards content to focus on the
feeling that content brings to you,
not the way that content looks.”
• For example, Snaps are picture or
video messages taken and shared
with friends in real-time.
• Snaps can be viewed for up to 10
seconds, depending on the amount
of time the user chooses.
Source: https://youtu.be/r4237MZIb8g

17. Snapchat Stories add Snaps together to create
a narrative for 24 hours before it disappears
• On the other hand, Stories string
Snaps together to create a
narrative that lasts for 24 hours.
• To create a Story, a user chooses to
add their Snaps to their Story.
• Depending on their privacy
settings, the photos and videos
added to a Story can be viewed by
either all Snapchatters, just the
user’s friends, or a customized
group.
Source: https://youtu.be/88Cu3yN-LlM

18. Over 100 million active Snapchatters see over
6 billion video views each day on Snapchat
• To monetize Snaps and Stories,
Snapchat introduced 3V advertising in
June 2015.
• According to research by Millward
Brown Digital, 93% of Snapchatters
exposed to an ad for the Universal
movie Furious 7 liked or loved it.
• And they were 3X more likely to
see the movie as opposed to non-
Snapchatters of the same demo.

19. How should you measure the results of your
mobile video marketing and ad campaigns?
• Google’s Brand Lift surveys
measure brand awareness, ad
recall, and brand interest.
• And Google recently introduced
additional metrics for later stages
of the purchase journey, including
consideration, favorability, and
purchase intent.
• Brand Lift also measures lift in
organic searches on Google.com
and YouTube.com.
Source: https://youtu.be/ZnXtoSF-kwU

20. Take advantage of YouTube’s new features,
which turn viewers into visitors and buyers
• In March 2015, YouTube introduced
Cards, which can inform your
viewers about websites and more.
• In May 2015, YouTube introduced
TrueView for shopping, which
makes it easy for viewers to click to
buy your products.
• In September 2015, YouTube
announced Shopping ads, which
let you show a click-to-buy ad
within YouTube Partner videos.

21. You will also want to learn how to measure
your return on marketing investment (ROMI)
• ROMI is not like other return-on-investment (ROI) metrics because
marketing isn’t the same kind of investment.
• Instead of money that is “tied” up in plants and inventories (often
considered capital expenditure or CAPEX), marketing spending is typically
expensed in the current period (operational expenditure or OPEX).
• A necessary step in calculating ROMI is the estimation of the incremental
sales attributable to marketing.
• Here’s the formula: Return on Marketing Investment (ROMI) = [Incremental
Revenue Attributable to Marketing ($) * Contribution Margin (%) – Marketing
Spending ($)] / Marketing Spending ($)
• Usually, marketing spending will be deemed as justified if the ROMI is
positive.

22. YouTube changes at a rate of 33% a year, so I’ll
need to update two out of six answers in 2017
• Who discovers, watches, and shares
your mobile videos?
• What types of content do they
discover, watch, and share?
• Where will key segments discover,
watch, and share your mobile videos?
• When should you promote your
organic content with paid media?
• Why is Snapchat a horse of a different
color?
• How should you measure results?

23. Greg Jarboe
President and co-
founder of SEO-PR
Phone: 978-549-9537
Email: Greg.Jarboe@SEO-PR.com
Twitter: @gregjarboe
Website: www.seo-pr.com