Prioritizing Marketing Resources:Focus on Global, Social Video
@ShaunHolloway
Social Media in Combat
• Connecting and sharing from the battle• Video can show accuracy and build trust– http://bit.ly/RfOaub
Courtesy of the U.S. Army
Visual Revolution• Video can be immersive and engaging• Has the potential to tell and show a story• Content is accessible over multiple platforms– http://bit.ly/9R6bVF
Integrated Marketing Communicationswith video
• Targets the long-term impact of the message on the customer – a tactic within the plan!
• Utilizes a common approach across all media channels – must work together!
• A few attributes…
Start with the Customer
• Persuasive video should be designed from the viewers’ perspective
• Story board and topic planning– Video: http://bit.ly/V1yiiY
Achieve Synergy
• Single Voice = Same Message– Avoid contradictory messages
• Formulate the Goal – Make It Measurable– Idea of what the message’s call-to-action is– Conveyed at every chance and occasion
Utilize and Sync All Channels• Media that reaches the target market– Internet, email, print, radio, television, mobile
• Reach the market efficiently and effectively– Through planned and unplanned resources
E*Trade Baby - http://bit.ly/Rd0XD5
ID Your Key Audiences
• Primary Target Market• Secondary Target Market• Tertiary Target Market
• Friends and Fans• Professional Interest Groups• Government• General Public
Think Distribution• Website Media Galleries and Page Content• Email Newsletters • YouTube Channel and Playlists• “Favorites” Lists• Niche websites and forums• Twitter, Facebook, LinkedIn, etc.• Reference in campaign materials and letters
Examples of Integration and Alignment
Video can be complex and expensive.The Strategic Video Matrix
helps define priorities and allocate resources.
Strategic Video Matrix
Video Quality Expected
Strategic Alignment
Amateur Production Professional Production
Aligns to key
message and brand
Hyper-local target
audience
Niche target
audience
Mixed Production
Video Quality Expected
Strategic Alignment
Amateur Production
• Individual story• User produced• Low involvement• Not organization-wide
• Routine event• Desire personal feel• Non-local locations• Planned approach
• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list
Vietnam Field Study
Strategic Video Matrix
Aligns to key
message and brand
Hyper-local target
audience
Niche target
audience
http://bit.ly/SStQpi
Video Quality Expected
Strategic Alignment
• On-location and b-roll• Editorial value is high• Broad marketing use
• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget
• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights
Mixed Production
Strategic Video Matrix
Aligns to key
message and brand
Hyper-local target
audience
Niche target
audience
Empowering Haiti
http://bit.ly/QiXyk5
Video Quality Expected
Strategic Alignment
Mixed Production
• On-location and b-roll• Editorial value is high• Broad marketing use
• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget
• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights
Strategic Video Matrix
Aligns to key
message and brand
Hyper-local target
audience
Niche target
audience
Conference Recap
http://bit.ly/PInmWU
Video Quality Expected
Strategic Alignment
Professional Production
• Resources unreliable• “Favorite” the video• Use as-needed
• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven
• Narrow topic focus• One, primary client• Recurring event• Capture as happens
Strategic Video Matrix
Aligns to key
message and brand
Hyper-local target
audience
Niche target
audience
MBA Ropes Course
http://bit.ly/Qv4isZ
Video Quality Expected
Strategic Alignment
Amateur Production Mixed Production Professional Production
• Individual story• User produced• Low involvement• Not organization-wide
• Routine event• Desire personal feel• Non-local locations• Planned approach
• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list
• Resources unreliable• “Favorite” the video• Use as-needed
• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven
• Narrow topic focus• One, primary client• Recurring event• Capture as happens
• On-location and b-roll• Editorial value is high• Broad marketing use
• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget
• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights
Strategic Video Matrix
Aligns to key
message and brand
Hyper-local target
audience
Niche target
audience
