video strategy & launching a holistic campaign - manny rivas
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@mannyrivas© aimClear® 2013, an integrated social, search, PR & display marketing agency.
Video Strategy & Launching A Holistic Campaign
Manny Rivas – Online Advertising Director
@mannyrivas@mannyrivas
@mannyrivas@mannyrivas
@mannyrivas@mannyrivasaimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas@mannyrivasaimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas@mannyrivas
Content Is The Tie That Binds
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Content is the center of everything
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“Who Is Your Daddy and What Does He Do?”
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Who? Me?
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Last Night
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Who? Me?
@mannyrivas@mannyrivas
Mrs. Las’ Math Class• Engaging• Funny• Relatable• Accessible• Informative
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Manny’s Job in 8th Grade1. Be cool2. Learn
Mrs. Las Made My Job Easier!
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• Demystify• Serve• Remove barriers
Content Needs To…
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What Are Your Goals?
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What Are You Measuring?
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What Determines YouTube Success?
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@mannyrivas@mannyrivas
Content Needs To Convert. Period.
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Guide Users Towards KPI Funnel In Attributable Steps
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Strategic Approach
• What’s the purpose?• How does it fit with other marketing initiatives?• What are your goals/KPI’s?
@mannyrivas@mannyrivas
1. Great content2. Target audience3. Connected user base4. Optimization for discoverability5. Budget to seed engagement
How To Win With Video
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Great Content
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A Great Story Transcends The Medium Used To Tell It, Given A Great Storyteller
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A Crappy Story…
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@mannyrivas@mannyrivas
You Don’t Always Have To Reinvent The Wheel
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• Blog Posts• Journal Articles• Infographics• Historical photos• Training Materials• Presentations
Look for Great Content In Different Mediums
@mannyrivas@mannyrivas
• Blog Posts• Journal Articles• Infographics• Historical photos• Training Materials• Presentations
Look for Great Content In Different Mediums
@mannyrivas@mannyrivas
B2B Can Be Sexy Too
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Share the Story Only Your Business Can Share
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@mannyrivas@mannyrivas
Remain Inspired For Creativity Begets Creativity
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• Entertain• Engage • Inform• Empower
Your Obligation to the Viewer
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It’s Not Length That Matters…
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Target Audience & Connected Users
@mannyrivas@mannyrivas
Identify Your Audience, Observe, then Engage
@mannyrivas@mannyrivas
• Success will be determined by the research and relationships you build well before the video is created.
• Your audience shares in other channels:– Blogs– Forums– Social
Keep in mind
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Mine competitive data for external sites to share your video with
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@mannyrivas@mannyrivas
Long-term: Devote time to building relationships before publishing content.
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Mining Comment Fields
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Using Google Search Operators to Find Relevant Users
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Comments only
Identifying Phrase
Video Theme
Finding Comments by Vertical or Interest
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Finding Channels by Vertical or Interest
User channels only
Location
Vertical or Interest
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• Submit to blogs for write ups• Seed with connected user base• Share in social• Share internally• Embed on your site and/or blog
Your Organic Rollout Checklist
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Seeding Engagement
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YouTube TrueView ads
Promote
BUzzFeeD
Linkedin video ads
StumbleUpon ads
BuzzFeed ads
Facebook PPA & PPSS
Sponsored Tweets
@mannyrivas@mannyrivas
Goal: Eat soup
Tactic: Fork
KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR)
@mannyrivas
@mannyrivas@mannyrivas
It would be remiss not to test YouTube ads as a viable channel
@mannyrivas@mannyrivas
Thanks!
@mannyrivas@mannyrivas
Contact Us
St. Paul, MN366 Wacouta St55101Office: (651) 330-4966
Duluth, MN9 West Superior StSuite 200 55802Office: (218) 727-4325
Emailinfo@aimclear.com
Twitter@aimclear
FacebookFacebook.com/aimclear
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