Download - 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
(Average length) 4 minutes and 12 seconds30, 59 or 1 minute 59 seconds15 seconds375 frames6 seconds150 framesLondon | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane3
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
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
@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_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
@jonhurricane@jon_hurricane
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
@jonhurricane@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneBeats
17Minutes and moments: the opportunity?
@jonhurricane@jon_hurricane
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.
20
@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
@jonhurricane@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
@jonhurricane@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
@jonhurricane@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
@jonhurricane@jon_hurricane
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
@jonhurricane@jon_hurricane
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
26
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
@jonhurricane@jon_hurricane
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
@jonhurricane@jon_hurricane
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.
@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 channelThe Deal
@jonhurricane@jon_hurricane
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
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneGoals: tighter goals = better films
Emotion / logic / emotion across video but also a campaign
Audiences Whats in it for me?
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
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
Emotion / logic / emotion across video but also a campaign
Audiences Whats in it for me?
Scheduling Plan / React
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane35Goals: tighter goals = better films
Emotion / logic / emotion across video but also a campaign
Audiences whats in it for me?
Scheduling Plan / React
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneGoals: tighter goals = better films
Emotion / logic / emotion across video but also a campaign
Audiences whats in it for me?
Scheduling Plan / React
Channel: e.g. YouTube
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
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
@jonhurricane@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane* ASTRIUM: B to B market with 20% click through to website
38
@jonhurricane@jon_hurricane
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
39
@jonhurricane@jon_hurricane
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
@jonhurricane@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
@jonhurricane@jon_hurricane
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
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneGoals: tighter goals = better films
Emotion / logic / emotion across video but also a campaign
Audiences Whats in it for me?
Scheduling Plan / React
Channel: YT, Vine, Instagram
Creative, cut through contentSay less, engage more
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
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
Emotion / logic / emotion across video but also a campaign
Audiences Whats in it for me?
Scheduling Plan / React
Channel: YT, Vine, Instagram
Creative, cut through contentSay less, engage more
Shout
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
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
Emotion / logic / emotion across video but also a campaign
Audiences Whats in it for me?
Scheduling Plan / React
Channel: YT, Vine, Instagram
Creative, cut through contentSay less, engage more
Shout
Monitor and refresh
@jonhurricane@jon_hurricaneSuccessful Video on Any Channel
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
@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?The Deal
@jonhurricane@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
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
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneShare the now1 behind the scenes2 events3 time relevant scheduling4 timing is everything
Play to its visual strengthsStop frame animation works
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
Play to its visual strengthsStop frame animation works
Moments@jonhurricane@jon_hurricane
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
Play to its visual strengthsStop frame animation works
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_hurricane
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
Play to its visual strengthsStop frame animation works
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?
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?The Deal
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?UGCThe Deal
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane
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
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
London | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricaneBeats
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
(Average length) 4 minutes and 12 seconds30, 59 or 1 minute 59 seconds15 seconds375 frames6 seconds150 framesLondon | 1013 February 2014 | #SESLON | @SESConf @twitterhandle@jon_hurricane70