paris childress @ seeme7
DESCRIPTION
Video Content Strategies to Guide Your Story - Paris Childress, Manager Business Development, Google BulgariaTRANSCRIPT
YOUR BRAND STORYVideo Content Strategies to Tell
Win the war for attention Using video content
are becoming Customers[People who want to
buy your product]
Audiences[People who want to hear your story]
You are no longer just competing
with people that sell products &
services, you are now having to
constantly compete for consumers’
time and attention -
ensure you are heard.
Today, content exists in a number of formsVideo is still the most compelling way to connect with your audience
Agenda
1. 3 REASONS to care about video content
2. 3 CONTENT types
3. 10 PRINCIPLES for great content
3 REASONSto care about video content
It helps you to...
1Find the right PEOPLE 2Tell great
STORIES 3Build stronger RELATIONSHIPS
It helps you to...
1Find the right PEOPLE 2 3Build stronger
RELATIONSHIPSTell great
STORIES
More people are watching more videoAcross more screens1
15-2423%
25-3421%35-44
18%
45-5417%
55+14%
More people are watching more videoNot just among young audiences1
Source: Comscore Media Metrix, Dec 2013
Not just dogs on skateboardsConsumers love quality content
Not just dogs on skateboardsConsumers love branded content
It helps you to...
1Find the right PEOPLE 2Tell great
STORIES 3Build stronger RELATIONSHIPS
Digital provides new opportunities for brands to tell their stories through video content2
Without the restrictions of time
Without the limitations of a schedule
Enabling you to structure your conversation
TV spot YouTube TrueView
● traditional ‘vox pop’ narrative,● no insight into brand,● no deep emotional connection,● no method for further interaction
● told a story,● made an emotional connection,● memorable and shareable,● invited further participation, ● built the brand definition.
It helps you to...
1Find the right PEOPLE 2Tell great
STORIES 3Build stronger RELATIONSHIPS
3 Telling stories regularly to a captive audience allows brands to build stronger relationships
By using YouTube as a production tool
and encouraging fans to share the
content shot on their cameras, GoPro
was able to increase sales and
raise brand awareness.
3 CONTENT TYPESwhich should you use, when?
Content strategy should match online video viewing behaviour
People who browse
seek
inspiring new content
[hero]
People who search
seek
relevant content
[hygiene]
1. Hero Content
Inspire ‘Browsers’ with Hero content
Connect with them through impactful storytelling
Hero content doesn’t just ‘go viral’Ensure your content is discoverable
67mviews 61m
views 21mviews
Skillfully deployed paid media is a key contributor to their success
TrueView Ads
Skip Ad >>
Full value of TrueView ads
clicks towebsite
23% average view thru rate
FREE
FREE
Advertiser gets billed
engagedviews
FREE engagedearned views through social or follow-on
impressions
Hero content doesn’t just ‘go viral’Inspire people to share your content by being...
1. Funny 2. Sexy 3. Shocking 4. Unbelievable
5. Controversial 6. Gleeky 7. Illuminating 8. Random
9. Zeitgeist 10. Cute 11. Uplifting 12. Moving
Toyota – Swagger Wagon 9.9M views Levi’s– Rear View Girls 7.4M views Carlsberg & Mentos 2.7M views DC Shoes – Gymkhana 30M views
Leicester NHS – Teenage Kick 2M views PS3- Michael 10.3M views Samsung - HD Camera Trick 1.5M views Cadbury’s - Eyebrows .8.2M views
Nike - Write The Future 26.6M views VW - The Force 44..3M views Alphabet Photography 35.1M views John Lewis - Christmas ad 12.2M views
This will put you in good stead to enjoy earned mediaFans will share your story too
75 million views to date
3.94 million social shares
$60m earned media value
Achieving brand marketing goals
Hero
Hygiene
Hub
Build Awareness
Influence Consideration
Build Advocates
Brand re-positioning
Reputation management
2. Hygiene Content
Serve the ‘Searchers’ with HYGIENE contentBe the most compelling answer to consumers’ questions
Great hygiene content that serves as the best answer to questions around their brand.
2.9mviews
Serve the ‘Searchers’ with HYGIENE contentBe the most compelling answer to consumers’ questions
Also surfaced in Google Search
Serve the ‘Searchers’ with HYGIENE contentMake content that will find the right people at the right time
Reviews of the latest smartphones & tablets. How-to videos answering tech issues
Where to find your customers’ search terms
Promote your HYGIENE contentStand out from similar videos and own your brand territory
Tactical paid video promotion
ensures that Knorr’s hygiene
content is surfaced at key
moments that matter.
Achieving brand marketing goals
Hero
Hygiene
Hub
Build Awareness
Influence Consideration
Build Advocates
Brand re-positioning
Reputation management
3. Hub Content
People who browse
seek
inspiring new content
People who search
seek
relevant content
Build relationships with ‘Browsers’ & ‘Searches’ using Hub Giving them a reason to return
[hub]
Regularly scheduled ‘push’ content around customer passions Episodic Content
Land Rover have collaborated with Peter Bragiel (a YouTuber known for his long distance travel series, ‘In Transit’) to create episodic content giving viewers a reason to return.
Regularly scheduled ‘push’ content around customer passion Well organised playlists
Building a great hub has great benefits - Your content is more discoverable
This SORTED Food video
comes first in the
organic results
despite having less than
20% of the number of
views as the second
organic result.
Achieving brand marketing goals
Hero
Hygiene
Hub
Build Awareness
Influence Consideration
Build Advocates
Brand re-positioning
Reputation management
Achieving brand marketing goals
Hero
Hygiene
Hub
Build Awareness
Influence Consideration
Build Advocates
Brand re-positioning
Reputation management
Hero + Hygiene + HubHow it all works together
Con
ten
t A
ctiv
ity
Time
Hygiene
Hub
Hero
Hero + Hygiene + HubHow it all works together
SEASONAL CAMPAIGNS
FITNESS TIPS
ORGANISED PLAYLISTS
Hero + Hygiene + HubHow it all works together
LIVE UNBOXINGS
PRODUCT TUTORIALS
EPISODIC CONTENT
Hero + Hygiene + HubHow it all works together
DRIVING SKILLS PLAYLISTS
CAMPAIGN CONTENT
Not regularly updated As a result, Fiat lost half of total subscribers in 6 months
GREAT CONTENTwhat makes great content great?
10 Content Fundamentals
1.Discoverable
2. Accessible
3. Shareable
4. Collaborative
5. Targeted
6. Conversational
7. Interactive
8. Consistent
9. Sustainable
10. Authentic
[GET AUDIENCES]
[KEEP AUDIENCES HAPPY]
[KEEP BRAND HAPPY]
YouTube in Bulgaria
YouTube Reach in Bulgaria
69%Internet usage in Bulgaria
72%of onliners in Bulgaria use YouTube
@Internet usage in Bulgaria
YouTube usage amongst Bulgarian onliners
50%of the Bulgarian total population 16 years or older can be reached via YouTube
YouTube usage within Bulgarian population 16+ years
YouTube Growth in Bulgaria
YouTube usage
has increased in Bulgaria 72%66%
79%78%
Bulgaria
Eastern Europe
72%69% NACE
2013 2014
Summary
1. Video provides new ways to tell your brand story to the right people,
enabling you to build stronger relationships with your captive audience.
2. Use Hero, Hygiene, Hub for a winning content strategy.
3. Create great content!
Thank You@ParisChildress
This presentation: http://goo.gl/yKumVk