How to use social video to drive results
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(Social Media + Video) - Cat Videos = Awesome Social Media and Inbound Marketing has transformed the marketing landscape. In paralel the cost of producing and distributing quality video has dropped dramatically. This webinar will cover how marketers can take advantage of these trends to use Social Video to drive results. How do you balance Magic and Logic to tell stories that will inspire your customers to act? Topics Covered: - Overview of Social Video - what is it, when should you use it - Creating a Social Video strategy in Paid, Earned and Owned Media Landscape - How to build in inherent virality into your videos so they get shared - The power of storytelling - Insider look into HootSuite's Social Video strategy - Real world examples of strategies that work
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How to use social video to drive results
- 1. How To Use Social Video To Drive Results
- 2. HootSuite & Cameron Cameron Uganec Director, Marketing & Communication HootSuite Twitter: @cameronu
- 3. About HootSuite • Social Media Management System • Over 4 Million users worldwide • 650K Businesses globally • 1.5 Million messages sent daily • Easy to Use, Scalable, Secure • Trusted Partners with the most important social networks
- 6. Video Growth
- 7. Video Growth
- 9. What is Social Video? Social Video: Online video that is designed to be shared through social networks.
- 11. Don’t you mean viral video? No Virality describes an outcome not all social video goes viral. WHO views and shares is as important as HOW Many views and shares.
- 12. Social Video is Different Principles of Social Media that impact Social Video • Participatory • Agile • Listening • Engagement • Network Effect
- 13. Social Video is Different +40 million view +1 Billion impressions
- 14. Listening
- 15. How to use Social Video to Drive Results
- 16. How to create a video that is Shareable: The Magic & Logic Approach • Creative & Strategy • Content & Distribution • Emotion & Intellect • Story & Facts
- 17. 1) Social Media Strategy The Magic & Logic Approach Objectives: Clear Measurable • Success Metrics - Cost Per View, Shares, Views, CTR, Enbeds. Clicks, Time Spent Content: • Focus on your Audience, Current Beliefs, Desired Beliefs • What’s the one key message you want your audience to take away. Distribution Plan: Paid, Earned and Owned • Build and they will come, doesn’t work.
- 18. 2) Shareable Content Create Value for Audience Key questions: • How will this help or entertain my audience? • Why will they share it?
- 19. Make it Emotive The Psychology of Sharing The sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Simply put, evoking certain emotions can help increase the chance a message is shared. In a 2011 study published in Psychological Science, a journal of the Association for Psychological Science
- 20. What Sparks Sharing Some of the emotive content that sparks sharing: • Amusing • Cute • Moving • Sex • Illuminating • Fearful • Inspiring • Anger • Shocking • Controversial
- 21. Power of Storytelling One of the quickest ways to establish an emotional connection with someone is to tell them a story. Stories are our sense-making tools.
- 22. Paid, Earned & Owned Media
- 23. 3) Paid, Earned, Owned Distribution Myth: Social and Viral Marketing is Free A good distribution plan includes coordinated Paid, Earned and Owned components. Each of these requires resources. Owned: It’s critical that you invest and build your own channels- email, blog, social, a YouTube channel. Paid: Hyper-targeted Social Ads and Promoted Content Facebook Video, YouTube, Video Networks like ShareThrough, Unruly Earned: Seeding the video with Influencers, blogs, media properties.
- 24. Momentum
- 25. 10 Secrets to Social Video Success: 1. Make it shareable
- 26. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story
- 27. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better
- 28. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong
- 29. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling
- 30. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search
- 31. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail
- 32. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content
- 33. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content 9. YouTube is a search engine and a media property
- 34. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content 9. YouTube is a search engine and a media property 10. Your VP of Sales is wrong
- 35. 10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content 9. YouTube is a search engine and a media property 10. Your VP of Sales is wrong Bonus: 11. Music, Music, Music
- 37. Examples & Sources: • W+K Old Spice Case Study - http://www.adweek.com/video/wk-old- spice-case-study-120605 • HootSuite: Social Media is Sweet - http://www.youtube.com/watch?v=zr_-55kiDLM • Chevy Stories - http://www.youtube.com/watch?v=CS3SvdWcAks&feature=youtube_g data_player • Kony 2012 -http://www.youtube.com/watch?v=Y4MnpzG5Sqc • Start-up Videos - http://startup-videos.com/ • Viral Video Chart – • http://viralvideochart.unrulymedia.com/all?interval=month • The Girl Effect - http://www.youtube.com/watch?v=WIvmE4_KMNw
- 38. Thank You! Cameron Uganec Director, Marketing & Communications cameron.uganec@hootsuite.com @cameronu
- 39. Image credits: • Slashgear – Baby’s first ipad http://www.slashgear.com/babys-first-ipad-24121114/ • www.eMarketer.com – Global consumer internet traffic & Video viewers worldwide • Youtube – Old Spice – The man you could smell like http://www.youtube.com/watch?v=owGykVbfgUE • Smart Insights - http://www.smartinsights.com/content-management/content-marketing- strategy/inbound-marketing-funnel-infographic/ • Altimeter – http://www.web-strategist.com/blog/2012/07/19/altimeter-report-paid-owned-earned- converged-media/ • Sharing Ice Cream - http://www.kansasaap.org/wordpress/wp-content/uploads/2011/03/kids-eating- ice-cream.jpg
Editor's Notes
- Over 15 years experience.. Wanted to make docs.. Got me into communications..1995 I decided to dive into digital CD ROM were making way to web pages.. Then advertising in SF and Toronto on Hummer, Cadillac..Microsoft, Xbox Live.. Then in Resort Real Estate w Four Seasons and Hard Rock.. Then my own agency.. Now HootSuite..building out our Content Marketing team.. And Global BrandLet’s Kick off with a couple of votes so we can get a better understand of who is gathered today
- Add 25 word boiler plate in notes25 words:HootSuite helps teams engage with audiences and analyze campaigns across multiple social networks like Twitter, Facebook, LinkedIn and Google+ Pages from one secure web-based dashboard.FREE!Update users70 of top Fortune 100 use HootSuite. Virgin, McDonalds, Pepsi, LamborgihniMention our absolute strength with technology companies. HP, IBM, EMC, SAP, TI, Seagate, Phillips Electronics, Sony, TelefonicaWhite House, State Department (egypt), Disney, GE …
- How Social Media has created a new form of video marketing, Social Video, and how marketers can use it to drive results.
- Connected Consumers: The world of marketing has changed.. How people consume information, the power consumers have over what they consume, how the decide what to buy has undergone a revolutionSocial Media Growth- we have seen the stats…Facebooks exponential growth, Pinterest….Founder of high end travel co.. Ambercrombie and Kent“Go Where the Fish Are Fishing”Digital Video GrowthVisual Storytelling Growth , It’s All About ImagesInstagram AcquisitionPinterest GrowthFacebook’s Move to Timeline (Need the 3 logos)Higher Social Engagement“Go where the fish are biting!”
- Connected Consumers: Social Media Growth Digital Video Growth
- Connected Consumers: Social Media Growth Digital Video Growth
- NotesVisual Storytelling Growth , It’s All About ImagesInstagram AcquisitionPinterest GrowthFacebook’s Move to Timeline (Need the 3 logos)Higher Social Engagement“Go where the fish are biting!”
- Did I just add Social to the front of Video to make it sexy and “relevant”?NOT User-generated Video- The Apps like SocialCam & Viddy - basically Instagram for Videos http://mashable.com/2012/07/25/viddy-mobile-social-video/
- Notes:That’s like saying you make blockbuster movies or bestselling books. A Social Video can be successful without achieving viral status- Viral doesnt necessarily mean goodMy Bora Bora Story www.ownborabora.com
- Notes:Name drop case study- Weiden Kennedy- Participatory; Old Spice Response campaignAgile - iterative - Old Spice,be ready to experiment, test (and fail), Community, a camera..or Google Hangouts, Social Media is Sweet 2 min version 30 second, Listening - What is the current conversation happening in pop culture, your industry? Get involved in it. hootsuite screen shotEngagement - Social is two way dialogue, Don’t stop listening, be active in the comments, interact with your audience. (Learn from us- AutoSchedule 50K views)Network Effect: Kony 2012 +52 Million viewsNotes: Backstory on Kony.. lil’ description
- Need Notes:Name drop case study- Weiden Kennedy- Participatory; Old Spice Response campaignAgile - iterative - Old Spice,be ready to experiment, test (and fail), Community, a camera..or Google Hangouts, Social Media is Sweet 2 min version 30 second, Listening - What is the current conversation happening in pop culture, your industry? Get involved in it. hootsuite screen shotEngagement - Social is two way dialogue, Don’t stop listening, be active in the comments, interact with your audience. (Learn from us- AutoSchedule 50K views)Network Effect: Kony 2012 +52 Million viewsNotes: Backstory on Kony.86 Million ViewsKony 2012 (officially KONY 2012 or Kony2012) is a short film created by Invisible Children, Inc., authors of Invisible Children, and released on March 5, 2012.[2][3][4][5] The film's purpose is to promote the charity's "Stop Kony" movement to make Ugandan indicted war criminal and International Criminal Court fugitive Joseph Kony globally known in order to have him arrested by December 2012, the time when the campaign expires.[6]The film spread virally.[7][8][9] As of 30 March 2012, the film had over 86 million views on video-sharing website YouTube,[10] and over 16.6 million views on Vimeo,[11] with other viewing emanating from a central "Kony 2012" website operated by Invisible Children. The intense exposure of the video caused the "Kony 2012" website to crash shortly after it began gaining widespread popularity.[12] A poll suggested that more than half of young adult Americans heard about Kony 2012 in the days following the video's release.[13][14]Thus far the campaign has resulted in a resolution by the United States Senate and contributed to the decision to send troops by the African Union.
- Social Media is about listening to your customers/audienceThis can be a source of what they care about..what discussion are already happening in your target community and how can you be a part of itHootSuite.. Search terms, geo targetted, You Tube integration that can help you monitor the conversations on your videos
- Notes:Works best at the two opposite end of the funnel, awareness and relationship.Top of Funnel:Awareness: Views, Traffic, Shift Perception, Introduce Brand, Product, Thought leadership, to tell Success Stories, Forming ConnectionsMid Funnel- Conversion Explain a concept - How it works Lecture SeriesRelationship/Reccos: Building community- Weekly Video Shows, , tutorial, how-tos, User-GeneratedIt’s not the best as a discreet lead gen initative.. It can be part of a larger lead gen camapign
- It’s a balance but if I had to pick one .. When it comes to Social Video it’s Magic.. It’s a creative exercise to try to tell stories that will resonate w your audience and inspire them to share.. Or act..Yes a clear CTA is important but sharing the message within the video to the right audience is your main goal
- Clear Measurable Objectives: Metrics - Cost Per View, Shares, Views, CTR, Clicks, Time SpentContent: Audience, Current Beliefs, Desired BeliefsFocus- What’s the one key message you want your audience to take away.A Distribution Plan.. you can just build and they will come
- The content needs to be valuable to your audience for them to watch and needs to be super engaging for them to share it with their audience.
- Note: ArousalIt’s not logic but emotion.. just like it’s like the best sales leaders it’s building relationships not facts that close deals.. Same w Social VideoDont cram in features and facts and at the expense of creating an emotional connection
- I like the positiveones..and a study on NY Times artice shares prove its more effective than negative.. Howver inciting anger…. Or fear or contraversy can work
- Note: Let me tell you a story….Shulders go down.. We are openWhen we share things we most care about we do it in stories..ourkids..ourfave destination we tell storiesActually triggers a different part of the brain then logic based.The basic structure of stories…beginning, middle and end they need conflict… and that is very different then traditional amrketing where everything is unicorn and rainbows.Telling stories forces you to be human centred….not robotic marketing speak.- lots of research and a whole other talk
- Paid, Earned & Owned Media
- Note: There is Magic involved this Logic step. of a Distribution Plan.. there is momentum that needs to be fueled, it’s like starting a fire, you need to have kindling to get it going… or throwing a party or throwing a party by a fireNote: Kony 2012 only had a handful of views until they deployed their “target influencers” plan, with Oprah and Rhianna jumped on.
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- 1- Make it shareable, remember this is your goal.2: Tell a story, it’s the best way to establish a connection with the audience and to get them to share.3 Shorter is better, Bite-sized 1 minute or less (not always Kony 2012 was 30 minutes)4 Always start strong (most people will decide if they are dropping off at 10 second mark)5 Try Non-linear Storytelling - vignettes that stand on their own.. and part of a larger series (Chevy Stories, Twitter Stories etc)6 Remember search, ensure your descriptions and titles are search optimized7 Have a long tail content plan - have at least one stream of easy, quick to produce content8 Focus on evergreen content, content that will be relevant for a long time.9:YouTube is a search engine and a media property.10: Your VP of Sales is wrong, don’t cram features in the video at the expense of establishing an emotive video.Bonus: 11 People don’t share ads - well only really good ones (see VW Star Wars), that follow the criteria above. Marketing unicorns and rainbows only get shared if they are authentic. (see Double Rainbow)
- Check out our YouTube Channel.. On what we have done so far.. But we are just getting started
- Tweet me and I will send linksAdd cams twitter
- Thanks… always interested in getting feedback.. Learning more in this new space
- Tweet me and I will send links