How to get results with video on multi-channels (or omniscreen and the death of brand narrative)

Novell Corporate Presentation Template 2011

Unlocking the secrets of MobileYou Tube, Instagram and VineJon MowatManaging DirectorHurricane MediaVideo production and marketing agency

London 1013 February 2014 #SESLON @SESConf

OmniscreenThe death of linear brand narrative

(Average length) 4 minutes and 12 seconds30, 59 or 1 minute 59 seconds15 seconds375 frames6 seconds150 framesLondon | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane2

Better ResultsWith multiple video channels


04:12(Average length) 15 seconds375 frames6 seconds150 frames

All different but ...

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane

04:12(Average length) 15 seconds375 frames6 seconds150 frames

All different but ...

it is how they work togetherthat matters to brands






@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricanehttp://instagram.com/p/j_38DaO_ax/




London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneBefore we go into telling stories on mobile I need to cover a few basics of storytelling so we are all in the same place13

http:mckeestory.com/@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneThe Deal?/A?/A

?/A?/A?/AConclusion@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneBetter results with multiple video channels? Minutes and moments the opportunity?

Successful videoon any channelPrinciples of short form?When do I do it myself?UGCHow do I know its working?Better results with multiple video channelsThe Deal

Conclusion@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneBeats

16Better results with multiple video channels? Minutes and moments the opportunity?

The DealConclusion



17Minutes and moments: the opportunity?


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneYOU TUBE29, 59, 90, 1:59

Instagram 15Vine 6

Le18The Opportunity62% of 18 - 32 YO prefer to check their smartphone if they have any downtime rather than just sit and think

37% say they check their smartphone if theres a lull in conversation with friends

Dr Simon Hampton, Psychology lecturer at the University of East Anglia@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneDr Simon Hampton, Psychology lecturer at the University of East Anglia

19Multiscreening: The Opportunity 62% of 18 - 32 YO prefer to check their smartphone if they have any downtime rather than just sit and think

37% say they check their smartphone if theres a lull in conversation with friends

Peoples inability to leave their phones alone is the newest addition to common displacement behaviours such as smoking, doodling, fiddling and picking.

Dr Simon Hampton, Psychology lecturer at the University of East Anglia@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneDr Simon Hampton, Psychology lecturer at the University of East Anglia

Whats exciting for marketers is that, this mildly compulsive behaviour might be exploited to encourage purchasing, particularly as digital increasingly blurs the line between shopping and entertainment.

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@jonhurricaneDifferent Beats: Different context@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneYou might use many different devices, but each will have all the channels YT, Instagram, vine etc. Mobile doesnt matter its the channels, and how you use them together that counts.21








London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneYouTube, Instagram and Vine are specific and unique channels which require a unique approach.Duration and place should govern what you do but never forget the emotion and logical requirements25


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricanePeople will join your narrative at the middle, or the end, of, if you are lucky the start

its the ultimate choose your own adventureIts all one big channel just watched in different ways

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The opportunity is there for brands that can tell their story well across channels

Mobile platform doesnt matter:

Its the channels, and how you use them together that counts.

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneYour campaign needs emotional and logical beats

Be careful if using both emotion and logic together never on short form

Share both types of beats across all channels to tell the whole story

Drive people from one beat to another

Tell stories that work in any order

Tell simple stories consistently across channels in an easy to follow way

Beats of your brands story


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneEmotional beatsLogical beats

You need both beats but a beat cant be both

Share both types of beats across all platforms so even those on only one get the whole story

Try to try people form one beat to another 281,000 new followers to their Twitter account and more than 2,200 mentions of the brand,wantnewcarParticipate in existing conversationsMultiscreening: The Opportunity Hondas Want New Car campaign on Vine


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneAlicia Jones, Manager of Honda & Acura Social Marketing, Our strategy on social platforms is to participate in existing conversations rather than trying to create new ones. This ensures whatever we do is relevant to our audience.

During the #wantnewcar days and the #Hondalove Promoted Trend day, we generated over 32M Tweet impressions, 11k Twitter mentions and gained nearly 4k new followers.

We saw a 20% sales gain in July comparedwith July 2012.

29

Allows for subtlety and a focus on audience desire.

An opportunity for those that live and breath the platforms

Those that cannot simply their story into short beats that work together will pay the price.

Multiscreening: The Opportunity Get to customers any time / any place

Brands that can clarify their message and have all beats working together will benefit

Joined up campaigns linking channels with themes and will cut through.



Successful videoon any channelThe Deal


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneGoals: tighter goals = better films

@jonhurricane@jon_hurricaneSuccessful Video on Any Channel

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneRaise profile / Inform / Get people to go to your website

32Goals: tighter goals = better films

Emotion / logic / emotion across video but also a campaign




Audiences Whats in it for me?


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneEntertainment / They get to feel clever/ they feel value in learningThey get an exclusive They laugh They learn something They get kudos by sharing it

34Goals: tighter goals = better films



Scheduling Plan / React


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane35Goals: tighter goals = better films


Audiences whats in it for me?





Audiences whats in it for me?


Channel: e.g. YouTube


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneYour YT channel is the destination, not a stop over:

Typical click through is less than 1% *

Make it work for you when viewers arrive

You Tube Channels


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane* ASTRIUM: B to B market with 20% click through to website

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London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneWhat makes a good YT channel?

Clear user journey

Emotion / Logic / Emotion

Original content for web Bury the 30 second TV spots

Remember different audiences

Organised by tags

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London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneIts actually useful content Lots of evergreen content with reasons to come backTimeless tipsPeople will come back for moreIts aimed specifically at the YT audince40




London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneYOU TUBE DONTs

1 Put recent activity at top2 Order by popularity3 Put TV ads at top4 Use tired content5 Mix consumer and corporate6 Use it as a place to keep all your videos

YOU TUBE DOs

1 Order by content using tags2 Use relevant timely content3 Well structured journey4 Hash tags to tie to other channels5 Seasonal content6 No where near corporate7 everything there for good reason8 Entertain and inform






Channel: YT, Vine, Instagram

Creative, cut through contentSay less, engage more



Say Less Stuff In Your Films@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneOne mission one message one purposeThe joy of omniscrrring and short beats you can say it elsewehre just dont say it all at once

Tell other stake holders to butt out and go make their own videoCould show hundreds of videos that are out there that dont work as they have too much stuff in them45Goals: tighter goals = better films






Shout


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneSeedingBought / Earned / PaidAt least 30% again in seeding costsYou Tube pre rolls can be very cost effective little as 4 pence per view amazing for B2B audienceIf you want seeing go for Rubber Republic only connection with them is they are bristol 46Goals: tighter goals = better films






Shout

Monitor and refresh


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneHoot suiteGoogle anlyitcsYou Tube ad campaigns give loads of good statsSimply Measured

47Better results with multiple video channels? Minutes and moments the opportunity?

Successful videoOn any channelThe Deal



Successful videoOn any channelPrinciples of short form?The Deal



Minutes Moments@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneShare the now1 behind the scenes2 events3 time relevant scheduling4 timing is everything

Moments@jonhurricane@jon_hurricane


Play to its visual strengthsStop frame animation works





London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricanefrom a pure geek level this even references omniscreeninghttps://vine.co/v/hB05eTwLhUB54Share the now1 behind the scenes2 events3 time relevant scheduling4 timing is everything


MomentsEpisodic / series(what can you offer)@jonhurricane@jon_hurricane

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricanelowesfixinsix


London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneIts a great conversation starter and you can follow that up57Share the nowbehind the scenes / eventsReactive to trendsscheduling - seasons / festivalsExisting conversations


Moments

Episodic / series (what can you offer?)Dont forget the hash tags

Dont sweat if its not perfect get it out thereIt works best as a conversation

Critically review it on brand?


Successful videoOn any channelPrinciples of short form?The Deal


Successful videoOn any channelPrinciples of short form?When do I do it myself?UGCThe Deal



London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneGot the iphone 5 mentioned as well which did them a lot of good as it was coming out at same timehttps://vine.co/v/hn1MEFqmtlB62

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricanehttps://vine.co/v/hnQehYuQahq

Its not the content that you might struggle with its the logisitcs of speed and planning depends on your internal resources

http://campaignblog.campaignlive.co.uk/2013/09/20/brands-on-vine-20-september-2013/63Better results with multiple video channels? Minutes and moments the opportunity?

Successful videoOn any channelPrinciples of short form?When do I do it myself?UGCHow do I know its working?The Deal

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane64

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane65Social likes / shares / blog posts etc

Measuring success

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneSocial likes / shares / blog posts etc

How long are people watching

2 min filmLose less than 30% in 10 seconds50+ watch over half10% to end

30 second film50+ watch over half20% to end

Measuring success@jonhurricane@jon_hurricane


Successful videoOn any channelPrinciples of short form?When do I do it myself?UGCHow do I know its working?Better results with multiple video channelsThe Deal

Conclusion


68Its not about platform its about channel

Your video channels work as a team

Think of your brand story as beats emotional and logical

Viewers can watch any beat, anywhere

Each beat must make sense within the brand story ditch those that dont

Dont be afraid of UGC

Say less stuff in your films

Play to the strengths of short form (animation, scheduling, immediacy)

Focus your channel to give a good experience when viewers get there.

Monitor and adapt regularly

Have fun

Better results with multiple video channels

London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricanebrand69

Thank you


Date post:	17-Sep-2014
Category:	Marketing
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