Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey

Using Video at Every Step
of the Customer Journey
www.magnetmediaﬁlms.com 1
WEBINAR:

ABOUT US

WHO ARE WE!?
RYAN SWEARINGEN
Sr. Director of Marketing
Magnet Media, Inc.
JOE GELATA
Director of Demand Generation
Vidyard

Magnet Media is a creative and strategic, next-generation
digital video production studio - we use our talent for
storytelling and mastery of technology to ignite the
passion of audiences.
Our strategic and creative abilities have rewarded us with a
series of engagements for some of the biggest brands in the
world, helping them drive business value from content
solutions.
We are known for holistic thinking and integrated
campaigns supported by carefully designed metrics reports
and continuous optimization that maximize results.

OUR CLIENTS

THINK | MAKE | REACH
Magnet Media’s methodology,
based on 14 years of working with top brands…
+ +MAKE
CONTENT CREATION
REACH
DISTRIBUTION / PROMOTION
THINK
STRATEGY

Our mission is to help companies drive revenue through the use of online video
!   Give marketers access to digital body language for each viewer
!   Use this data to target messaging
!   Integrate with Marketing Automation and CRM systems
!   Calls-to-action & Email Gates to generate leads through video
!   Increase the ROI of video assets and attribute revenue to video campaigns
LOVED BY

THE SITUATION

ONLINE CONTENT WORKS
CONSUMER OPINIONS
Per dollar spent, content marketing generates approximately
3 times as many leads as traditional marketing.
$
$
$
$
$
$
$
$
$
$
$
$
...of consumers say they feel
better about a company that
delivers custom content, they
are also more likely to buy
from that company.
61%
...of B2B marketers use social media to
distribute content.
87%
...of users say that seeing a video about a
product is helpful in the decision process.
Viewers retain...
...of a message when they watch it
in a video compared to 10%
when reading it in text.
90%
95%
of B2B Marketers cite videos as
the most eﬀective medium of
social media posting
55%
...of CMOs see custom content
as the future of marketing.
78%
...consumers say they prefer to learn
about a company through a collection
of articles, rather than in an ad.
7 in 10

BUT... IT’S HARD TO KNOW WHAT TO DO
THE CONTENT MARKETING LANDSCAPE
Content Creation
Content Trade
News
Creation Tools
Infographics
Content Agencies
Blogging Platforms
Content Sharing
Branded Content
Distribution
Curated Content
& Forums
PR Distribution
Native Content
Platforms/Networks
Communities
Social Networks & Other
Social Listening
Social Intelligence
Search Engines Global
Social Search &
Browsing
SEM
Tools
SEO Platform /Tools
Calendar Tools
SEO Plugins
Keyword Tools
Social Login/Sharing
Social Scoring
URL Shorteners
Photo Sharing
Analytics
Search Analytics
Web Analytics
Source: Content Amp

AND... IT’S HARD TO GET NOTICED
VIEWS ON YOUTUBE
29.59%
23.03%
9.43%
11.43%
7.35%
6.03%
2.69%
1.73%
0.33%
Below 100k 100-500k 500-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k-500k >1 Million
Over 100 hours of video is
uploaded to YouTube every
minute; this rate is increasing
Source: YouTube Press Statistics
Over 90% of videos on YouTube
have less than 5,000 views, and
over 50% have less than 500
views.
Source: TubeMogul

CUSTOMER JOURNEY
How do you engage the customer with video most eﬀectively at each stage of their journey through the marketing &
sales funnel?
LEAD
GENERATION
LEAD
NURTURING
Awareness Consideration Preference Purchase

THINK: STRATEGY
AWARENESS PURCHASE
EMOTIONALRATIONAL
EBOOKS
VIRALS
COMPETITIONS
GAMES
CELEBRITY
ENDORSEMENTS
WIDGETS
COMMUNITY
FORUMS
INFOGRAPHICS
GUIDES
ARTICLES ENEWS
DEMO
VIDEOS
PRESS RELEASES
TREND
REPORTS
REPORTS
AND W/PAPERS
INTERACTIVE
DEMOS
WEBINARS
CALCULATIONS
DATA SHEET
& PRICE GUIDE
CHECKLIST
CASE STUDIES
RATINGS
REVIEWS
QUIZZES
BRANDED
VIDEOS
PRODUCT
FEATURES
EVENTS

AWARENESS

BRAND AWARENESS
The first stage in the journey through the marketing and sales funnel are growing brand awareness and increasing
“marketable universe” for maximum penetration into a marketer’s desired target market.
!   Launching a product or service
!   Building your brand through content marketing and/or original branded content
!   Leveraging your existing investment in video content
!   Increasing customer retention & loyalty
Viewers retain... ...of a message when they watch it
in a video compared to 10% when
reading it in text.
90%
95%
…say they’d be more likely to
seek out information about a
product or service after seeing it in
an online video. —Eloqua
46%

LAUNCH VIDEO
You’ve got a product or service. Let the world know it exists and demonstrate why
they should care.
Success Metrics
•  Video Views
•  Media Mentions
•  Subscribers
•  Customer / Client Acquisition

"Microsoft is talking to me and I can’t help but pay
attention.”
—Michael Humphrey, Forbes Magazine
LAUNCH VIDEO CAMPAIGN
MICROSOFT INTERNET EXPLORER 10
!   Microsoft recognized they needed to win back tech-savvy users to
Internet Explorer and poked fun at themselves as “the browser you love
to hate”, saying “IE sucks…less”.
!   2 million views in first two weeks (second-highest all-time viewed video
on IE YouTube channel)
!   86% positive sentiment (20% higher than Microsoft benchmark)
!   Public acclaim with media features on Business Insider, Forbes,
TechCrunch, Mashable, Huﬃngton Post, Fox News, MSNBC, the front
page of Reddit, and scores of other major outlets
"This ad is slickly produced and nicely written.”
—Gabriel Beltrone, AdWeek Magazine

LAUNCH VIDEO EVENT:
TOYOTA 4RUNNER: G+ HANGOUT ON-AIR
SOCIAL VIDEO LAUNCH PRODUCTION
!   First-of-its-kind, live, interactive oﬀ-road event broadcast via Google+
Hangout On Air
!   Showcased Toyota’s newest 4Runner model oﬀ-roading through
California desert while answering real-time G+ audience questions
through live demonstration
!   Featured professional stunt driver Andy Bell and host Rutledge Wood (of
History Channel’s Top Gear)
!   Sizzle recap video earned 15k YouTube views and 8 million media
impressions since the live broadcast

EVENT VIDEO
Before the event. At the event. After the event.
!   Pre-event teaser or sizzle of previous event
!   Booth or presentation video
!   Post-event sizzle edit, for use throughout the year
Success Metrics
•  Video Views
•  Subscribers
PIVOT TEASER AP NEWS EXCHANGE AD WEEK SIZZLE

MICRO-DOCUMENTARY
!   Demonstrate your thought leadership or value proposition through engaging
storytelling.
!   Gain credibility by using industry influencers to speak to their peers about the
benefits of your products through customer stories
Success Metrics
•  Video Views
•  Subscribers
GOOGLE GET AMERICAN BUSINESSES ONLINE
!   Over 75 videos, 15 events, written case studies,
still photography, data sheets, and blog content
!   Overwhelming positive reception from Small
Business community
!   Significant net eﬀect on customer acquisition;
campaign extended to 18 month engagement

VIDEO AUDIT / ORIGINAL SERIES
!   Leverage investment in existing content by surfacing opportunities for new
content
!   Ongoing series programming to continually engage and grow an interested
audience who chooses to click play and come back for more
Success Metrics
•  Video Views
•  Subscribers
PBS DIGITAL STUDIOS
!   Video Optimization Audit of PBS’ s 16 YouTube channels
!   Delivered best practice scorecard and guidelines for promotion, programming,
optimization, and community to improve discoverability and increase
viewership and profitability
!   Development and production of multiple original web series based on insights
from Video Optimization program
!   Developed, produced, and launched two weekly original, socially integrated
series, Bongo Bongo and Food Buzz, launched at PBS’ first-ever Digital Content
NewFronts in NYC in May 2014

CONSIDERATION

Converting awareness into leads is the key step in the marketing and sales funnel
to turn potential opportunity into actual opportunity.
!   Generate Leads with High-Impact Video Designed to Convert
Viewers retain... …lift in conversion rate when
using video on landing pages.
—Unbounce
90%
100%
…increase in online sales
conversions when using videos to
showcase products. —Wooshi
44%
Success Metrics
•  Conversion from landing
page, email, and social
channels
CONSIDERATION
(LEAD GENERATION)
…increase in subscriber-to-lead
conversion rate when video is
included in email marketing
campaigns. —Invodo
51%

Vidyard Pre-Event Outreach for Eloqua Experience 2013
! Used recognizable faces from within the community
! Spoofed a popular culture reference (Dr. Nick and Troy McClure)
! Pop-out and Final Call-To-Action to engage viewers & generate leads
• Video Views
• Media Mentions
• Subscribers
• Customer / Client Acquisition
EVENT VIDEO FOR LEAD GEN Success Metrics

EVENT VIDEO
RESULTS:
! Achieved a 60% engagement rate from start to finish
! Small spike near the end of the video – people re-watching the CTA
! Generated over 100 leads through the campaign
• Video Views
• Media Mentions
• Subscribers
• Customer / Client Acquisition
Success Metrics

INSTRUCTIONAL SERIES
FORTUNE 100 FINANCIAL SERVICES COMPANY
! Strategic research into millennials, where they spend their time, and
what content they’re seeking
! Design and launch of mobile-first, micro-site rich with animated & live-
action, educational videos and editorial blog content
! Creation, management, and optimization of eight-week editorial content
& distribution plan to advise millennial on their financial future
! Distribution of content through paid media across social media
platforms and high-traﬃc websites to extend reach to a broad audience
of millennials, driving 45k page views and 166K+ video views

PREFERENCE
(NURTURING)

PREFERENCE (NURTURING)
Keeping an audience engaged with your brand after initially getting them into the marketing funnel is a challenge
and opportunity that can make the diﬀerence in turning a new lead into a sale and keeping an existing client or
customer satisfied and coming back again.
! Improve your brand perception with engaging thought leadership
! Produce more innovative customer stories and case studies
! Engage customers with your brand through social video
reading it in text.
90%
95%
51%

COMBINING VIDEO & MAP
Adding video analytics data to your Marketing Automation Platform allows you to automate how prospects are
re-engaged based on videos. Using a Video Marketing Platform that integrats with Marketo, Eloqua, Pardot or other
Marketing Automation Platforms allows you to use video analytics to:
! Nurture leads with hyper-targeted content related to the videos they have already watched
! Segment leads based on their viewing behaviour, and see which leads have converted based on their viewing
behaviour
! Score leads that interact with diﬀerent types of video, thereby assigning higher lead scores to leads that watch your
targeted content

YOUTUBE/TED ADS WORTH SPREADING
!   YouTube and TED produced a series of video interviews with leaders from the
advertising world who were honored in the TED “Ads Worth Spreading” contest
!   Showcased YouTube, TED, and The Art Directors Club as thought leaders, engaging
and nurturing their combined audiences
!   Engaged existing audience with thought leadership, demonstrating the
organizations’ expertise and keeping prospects paying attention
ORIGINAL THOUGHT
LEADERSHIP SERIES
Success Metrics
•  Positive Brand Sentiment
•  Higher Quality MQLs
•  Engagement

INNOVATIVE CUSTOMER SERIES
ADOBE E-LEARNING SUITE
!   Adobe Systems demonstrated its support for and commitment to education
by highlighting how teachers at the St. John the Baptist school use its
eLearning Suite to train the designers of tomorrow
!   Series of inspiring videos that build trust and brand loyalty and demonstrate
the power of the product
Success Metrics
•  Engagement
•  Proposals

SOCIAL VIDEO CAMPAIGN
NORTON SYMANTEC
!   Norton produced two series of humorous, shareable, live-action videos: one
showcasing various possible computer “accidents” and another show using
puppets to express Norton’s “safe and easy” approach to file sharing
!   Integrated a mix of organic and paid promotion, collectively driving over
200,000 views and counting across the videos
!   Developed and published shareable editorial content on consumer-facing
cloud storage blog, including original comics, infographics, and articles
oﬀering security and cloud storage tips—within 24 hours of initial publishing,
target search terms were raised to #1 and #2
Success Metrics
•  Video Views
•  Engagement
•  Higher Open Rate on Email or
CTR on Overlay

SOCIAL VIDEO
VINES FOR TRIDENT & BUDWEISER
!   Five, six-second Vine videos for Budweiser and Trident Gum, both of which
aired as TV commercials
!   Budweiser: stop-motion Vine video for TV broadcast during the 2014 Super
Bowl
!   Trident: Series of Vine videos featuring Vine celebrity Nicholas Megalis
singing an original, 6-second looping song
!   Trident Vine became the first-ever Vine TV commercial, featured in broadcast
rotation on FUSE TV
!   Shared over 30,000 times within first hour of release on Vine
Success Metrics
•  Video Views
•  Engagement
CTR on Overlay

PURCHASE
(NURTURING/CONVERSION)

PURCHASE
Turning qualified leads into sales through ongoing nurturing or direct-action conversion.
!   Demonstrate your success through engaging case studies & customer stories
!   Drive Revenue with Shoppable Video
reading it in text.
90%
95%
51%

SHOPPABLE VIDEO
JUICY: YouTube Annotations
!   External YouTube annotations leading to product pages
!   First product displayed in the video sold out as a result of campaign
TARGET: Side-Scrolling Shopping
!   Short film featuring Kristen Bell, in which products scroll down a sidebar
as they appear onscreen
!   Consumers can add items to a list of favorites while viewing and
purchase onscreen
!   Engages consumers on owned channels and sites while directly driving
sales
Success Metrics
•  Conversion from landing page,
shopping page, email, re-
targeting, and social channels

HUBSPOT
!   Placed the Hubspot marketing automation platform in a practical context by
demonstrating its use by client company Salesforce through its employees own
words
!   On-location interviews with Salesforce account executives sharing testimonials
that highlight the key features and functionalities of the platform
CASE STUDIES /
CUSTOMER STORIES
Success Metrics
•  Video Views
•  Engagement
CTR on Overlay

QUESTIONS

www.vidyard.com
joe.gelata@vidyard.com
Twitter: @vidyard
Facebook: @vidyard
YouTube: @vidyard
www.magnetmediaﬁlms.com
THANKS! CONTACT US
39
www.magnetmediafilms.com
rswearingen@magnetmediafilms.com
Twitter: @magnetmediainc
Facebook: @magnetmediainc
YouTube: @magnetmediafilms

Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey

Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey

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