How video plays into your marketing strategy
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Powerful brand films can move, engage, convert and are highly shareable on social. But for video to be effective, it needs to be integrated into your marketing strategy. In this presentation, given at the General Assembly in London, you'll learn how to integrate video effectively into your marketing strategy.
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How video plays into your marketing strategy
- 1. © Hurricane Media UK Ltd Messages That Move: How video plays into your marketing strategy August 2016 Jon Mowat Hurricane Media
- 2. ( E.F ) i X S The secret formula for successful content? P
- 7. SO WHAT ?!
- 8. Me
- 10. Hurricane Multi award winning video marketing agency
- 13. © Hurricane Media UK Ltd Goals - messaging and KPI Thinking like a publisher Channels / Platforms - paid, ads, content Mapping content to audience UGC, DIY or crafted The 4 Rs (review, renew, reuse, reiterate) TODAY
- 14. Why Video?
- 15. Videos start the conversation Why Video?
- 16. VIDEO IS GREAT!! YAY!! Why Video?
- 18. The content soup
- 19. Institute of Digital Marketers The content soup
- 20. VIDEO IS GREAT?? YAY?? The content soup
- 21. ( E.F ) i X S The secret formula for successful content? P
- 22. ( E.F ) i X S The secret formula for successful content? https://vimeo.com/168356798 Harnessing the power of storytelling through video
- 23. ( E.F ) i X S The secret formula for successful content? P
- 24. The secret formula for successful content? PLANNINGP
- 25. 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience 5. UGC, DIY or Outsourced 6. The 4 R’s Planning
- 26. Planning 1: Goals - messaging and KPI
- 27. Messages Goals: Messages and KPIs Be clear on your audience Be clear on your message Say less - be more effective
- 28. less is more
- 29. purity of goal and thought
- 34. Messages Goals: Messages and KPIs Be clear on your audience Be clear on your message Say less - be more effective KPI
- 35. Messages Goals: Messages and KPIs Be clear on your audience Be clear on your message Say less - be more effective KPI Views Shares View duration Organic shares Internal recognition Press / PR
- 36. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher
- 37. Think like a publisher
- 38. Think like a publisher
- 39. Think like a publisher
- 40. Think like a publisher
- 41. Think like a publisher
- 42. Think like a publisher
- 43. Thinking like a publisher
- 44. Practical Thinking like a publisher?
- 45. Audit your content for the past 12 months Was it (honestly) created to be relevant and engaging? Was it great content that pulled in an audience … or was it just part of the soup?
- 46. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content
- 47. Choosing the right platform for your campaign Core Live Short form Platforms Facebook Live Periscope Microsoft Stream YouTube Facebook Instagram Vine Owned Brightcove Wistia Vidyard Paid GDN FB YT
- 48. Sort your platforms out 1% click through http://www.reelseo.com/optimize-youtube-channel-layout/ http://www.adweek.com/videowatch/10-best-brand-channels-youtube-156690 Platforms
- 49. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience
- 50. BRAND FILM HOW TO FILMS VOLUME CONTENT Mapping content to audience https://www.youtube.com/watch?v=Bw66ZJR2-8w https://www.youtube.com/watch?v=xXRUAS8A 6g8 https://vine.co/tags/lowesfixinsix
- 51. Practical Exercise Map your buying personas for effective content
- 52. http://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing BUYER PROFILE / FUNNEL First touch Second touch Near to purchase Client CEO Brand film Benefit video Manager Finance explanation New services and products App user Brand advert How it works film Customer testimonial how to guides (DIY stores) Teenager viral campaign who else uses it Finance explanation here I am using it (go pro)
- 53. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience 5. UGC, DIY or Outsourced
- 54. Creates conversation Cheap to produce, Requires moderation UGC External Complementary skill set High production values Strategy input Higher costs DIY or external? Sucks up internal time Great for producing volume Get pro help to get going Remember the brand Internal
- 56. Review The 4 R’s Reuse Refresh Reiterate
- 57. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience 5. UGC, DIY or Outsourced 6. The 4 R’s
- 58. © Hurricane Media UK Ltd QUESTIONS
Notes de l'éditeur
- Today I give you two powerful tools - one is a formula - the other is a question
- not doing show reel but lets establish i actually know what I’m talking about
- put every thought up - motivators, features, benefits, pros, cons