success stories from agencies
TRANSCRIPT
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Videos That Drive Real Results:Success Stories from Agencies
WISTIAFEST 2016 AGENCY TRACK
#WistiaFest / @twitter-handle
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#WistiaFest / @twitter-handle
Ed HeilOwner
StoryTeller
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Case Study Be long. Be short. Be Interesting.
# W I S T I A F E S T
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Ed Heil President
• Former TV News Reporter & Anchor • Founded StoryTeller in 2005 • Based in Journalism • Inbound Marketing Agency
specializing in video production
@erheil [email protected]
# W I S T I A F E S T
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People are drawn to stories, not ads. The challenge is understanding the difference.
# W I S T I A F E S T
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Breaking News# W I S T I A F E S T
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C O M M O N B E L I E F
010
2030
4050
6070
8090
100
0-30 sec 30-1 min 1-2 min 2-3 min 3-4 min 4-5 min 5-10 min 10-20 min 20-30 min 30-45 min 45-60 min 60 + min
VIDEO LENGTHWistia Video Analytics
PE
RC
EN
T
Short Video > Long Videos. Always.
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A L L V I D E O I S N O T C R E AT E D E Q U A L
P E O P L E W I L L W AT C H L O N G E R
V I D E O S I F T H E Y A R E W O R T H W AT C H I N G
G O O D C O N T E N T
= M O R E V I E W S
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Step 1: Understand Your Audience
Who are you trying to reach?
What is important to them?
How can you help?
What information do they value?
What characters “speak” to them?
# W I S T I A F E S T
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Capital Campaign
Compelling Story
Shareable
Drive Views
# W I S T I A F E S T
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CEO# W I S T I A F E S T
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• Nearly 8,000 views
• Jumpstarted campaign
• Used in multiple campaigns
• Won 2014 Midwest Regional Emmy
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The Results? Nearly 8,000 Views
Jumpstarted Campaign
Used in Multiple Campaigns
Won a 2014 Midwest Emmy
# W I S T I A F E S T
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Step 2: What Makes a Great Story?
Teach You Something
Show You Something
Take You Somewhere
Inspire You to Action
Make You Care
# W I S T I A F E S T
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B L O G
V I D E O B L O G
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A LWAY S I N C L U D E A C TA
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“When people say they are not interested, they are saying you are not interesting.”
# W I S T I A F E S T
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Key Takeaways
Understand your audience
Understand the medium
Focus on Quality
Measure Success and Adjust
Be interesting
# W I S T I A F E S T
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#WistiaFest / @twitter-handle
Lindsey DakuDirector of Strategic Projects
Farotech
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Adventures in VideoPresented by Lindsey Morrison Daku
#WistiaFest / @farotech
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#WistiaFest / @farotech
Asset Pages and iBlogs
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#WistiaFest / @farotech
Asset PagesFor the Qualified Shopper
The Problem: potential clients have to dig through content for information they need to make a buying decision
The Solution: With Asset Pages, we can answer key buying questions for potential customers in 1 place through a series of short, engaging videos.
Making these videos accessible on a single page linked from the homepage makes the content easy to find!
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#WistiaFest / @farotech
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Asset Pages - Analytics
#WistiaFest / @farotech
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#WistiaFest / @farotech
iBlogsFor the Casual Visitor
The Problem: visitors skim blog content, often not past the first paragraph without gleaning much info or seeing a call-to-action
The Solution: give visitors interactive content within a blog that highlights key information within the blog writing above the fold and put a call-to-action in it!
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#WistiaFest / @farotech
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#WistiaFest / @farotech
iBlogs - Analytics
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#WistiaFest / @farotech
Our Process
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#WistiaFest / @farotech
Making video work without a “video department”. It’s easy…sorta.
Train your team members on parts of the process and integrate video production in to a process that is already in place.
Outsource parts of the process that your team can’t handle!
Operate Without a Net
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#WistiaFest / @farotech
Find a Process That WorksFor us it was important to work our videos in to a process that was already working for us.
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#WistiaFest / @farotech
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#WistiaFest / @farotech
For small companies, turn something you already do on a regular basis in to highly-sharable, video-based content.
Keep it Simple, Stupid
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#WistiaFest / @farotech
Michael Litt CEO and Co-founder Vidyard
“The play button is the most compelling Call-To-Action on the web”
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#WistiaFest / @farotech
THANK YOU
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#WistiaFest / @wistia
ASK ‘EM ANYTHING!
Questions?
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#WistiaFest / @wistia
What was your most successful video?
What was most challenging about it?