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post HBO @ Google
25 June 2015
Rivers of Thinking
- Edward de Bono -
VIDEO CONTENT
A Better way to Build Brands through
Three things
1. 3 REASONS to care about video content
2. 3 CREATOR types for digital-led content
4. 3 CONTENT types for gr...
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
RELATIONSHIPS
Tell great
STORIES
More people are watching more video
More viewers and more views
1
2009 2014
[NL ONLINE VIDEO VIEWERS p/m]
+19%
6.8m
8.1m
[...
More people are watching more video
Across more screens
1
Audience on YouTube
1
65%
Reach
per month
15,9
Minutes
per visit
15
Visits per
visitor
It helps you to...
1Find the right
PEOPLE
2Tell great
STORIES
3Build stronger
RELATIONSHIPS
2
Video provides brands with powerful
opportunities to tell stories through digital
2
Without the restrictions
of time
Witho...
Great video content has huge brand impact2
77m views
416k positive ratings
56k comments
search interest for “volvo trucks”
search interest for “volvo trucks”
Source:...
search interest for “volvo trucks”
search interest for “volvo trucks”
Jan 2013 Nov 2013
Jan 2013 Nov 2013
Source: Google T...
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 prod...
3 CREATOR TYPES
which are you?
1Campaigner
2Collaborator
3Channeler
Typical brand behaviours on YouTube
1 Campaigner
Creating content optimised for
digital channnels
2 Collaborator
sponsor or partner with
other YouTube creators or
channels, harnessing their
digital footprint.
The Cereal Machine (made-by-YouTuber-for-YouTube)Krave Tweet When You Eat (TV ad on Youtube)
● 17k views since June 2013
●...
3 Channeler
High volume
search
Episodic
Series
Trends Brand stories Campaign
content
[Consistent/frequent/cross-promotiona...
3 CONTENT TYPES
which should you use, when?
Content strategy should match viewing behaviour
People browse
seek
inspiring
new content
[hero]
People search
seek
relevan...
1. Hero Content
Hero content doesn’t just ‘go viral’
Ensure your content is discoverable
99m
views 65m
views 22m
views
Skillfully deployed...
Hero content doesn’t just ‘go viral’
Inspire people to share your content by being...
1. Funny 2. Sexy 3. Shocking 4. Unbe...
This will put you in good stead to enjoy earned media
Fans will share your story too
75 million
views to date
3.94 million...
2. Hygiene Content
Serve the ‘Searchers’ with HYGIENE content
Be the most compelling answer to consumers’ questions
Great hygiene content tha...
Serve the ‘Searchers’ with HYGIENE content
Be the most compelling answer to consumers’ questions
Also surfaced in
Google S...
Promote your HYGIENE content
Stand out from similar videos and own your brand territory
Tactical paid video promotion
ensu...
3. Hub Content
Things real people don’t say about advertising..
“I wonder if there are any
new campaign microsites I
can spend brand expo...
People who browse
seek
inspiring
new content
People who search
seek
relevant
content
Build relationships with ‘Browsers’ &...
Regularly scheduled ‘push’ content around customer passions
Episodic Content
Land Rover have collaborated with Peter Bragi...
Regularly scheduled ‘push’ content around customer passion
KLM Cockpit Tales
51k
views
Building a great hub has great benefits -
Your content is more discoverable
This SORTED Food video
comes first in the
orga...
Don’t just think of the hub...
Think about the whole wheel
video in Google
search promoted on other
destinations
Trueview ...
Achieving brand marketing goals
Hero
Hygiene
Hub
Build
Awareness
Influence
Consideration
Build
Advocates
Brand re-
positio...
Hero + Hygiene + Hub
How it all works together
ContentActivity
Time
Hygiene
Hub
Hero
Summary
1. Video provides new ways to tell your brand story to the right people,
enabling you to build stronger relationsh...
VIDEO CONTENT
A Better way to Build Brands through
GreenHousing
Exercize
Client: Opel
Doelgroep: 25-55 jaar
Doel: brand consideration verhogen binnen de doelgroep
Merkwaarden:
"De belang...
The Brainstorm Rules
Brainstorming
Related Worlds
Thank you!
Fleur & Ghislaine
Artis is de dierentuin van Amsterdam, en de
oudste dierentuin van Nederland, gelegen in
de Plantagebuurt
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Google: a better way to build brands through content

Presentatie

Google: a better way to build brands through content

  1. 1. post HBO @ Google 25 June 2015
  2. 2. Rivers of Thinking - Edward de Bono -
  3. 3. VIDEO CONTENT A Better way to Build Brands through
  4. 4. Three things 1. 3 REASONS to care about video content 2. 3 CREATOR types for digital-led content 4. 3 CONTENT types for great content
  5. 5. 3 REASONSto care about video content
  6. 6. It helps you to... 1Find the right PEOPLE 2Tell great STORIES 3Build stronger RELATIONSHIPS
  7. 7. It helps you to... 1Find the right PEOPLE 2 3Build stronger RELATIONSHIPS Tell great STORIES
  8. 8. More people are watching more video More viewers and more views 1 2009 2014 [NL ONLINE VIDEO VIEWERS p/m] +19% 6.8m 8.1m [ONLINE VIDEO VIEWS] 2009 2014 +300% 1.27bn Source: nl, ComScore 425m
  9. 9. More people are watching more video Across more screens 1
  10. 10. Audience on YouTube 1 65% Reach per month 15,9 Minutes per visit 15 Visits per visitor
  11. 11. It helps you to... 1Find the right PEOPLE 2Tell great STORIES 3Build stronger RELATIONSHIPS
  12. 12. 2
  13. 13. Video provides brands with powerful opportunities to tell stories through digital 2 Without the restrictions of time Without the limitations of a schedule Enabling you to structure your conversation
  14. 14. Great video content has huge brand impact2
  15. 15. 77m views 416k positive ratings 56k comments search interest for “volvo trucks” search interest for “volvo trucks” Source: Google Trends, Worldwide, Jan 2013-Jan 2014 Jan 2013 Nov 2013 Jan 2013 Nov 2013 2
  16. 16. search interest for “volvo trucks” search interest for “volvo trucks” Jan 2013 Nov 2013 Jan 2013 Nov 2013 Source: Google Trends, Worldwide, Jan 2013-Jan 2014 Apr 2013 Nov 2013 For a whole month last year, “volvo trucks” was more interesting than sex! “great sex” “volvo trucks” 2
  17. 17. It helps you to... 1Find the right PEOPLE 2Tell great STORIES 3Build stronger RELATIONSHIPS
  18. 18. 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. 697m views 2.7m subscribers
  19. 19. 3 CREATOR TYPES which are you?
  20. 20. 1Campaigner 2Collaborator 3Channeler Typical brand behaviours on YouTube
  21. 21. 1 Campaigner Creating content optimised for digital channnels
  22. 22. 2 Collaborator sponsor or partner with other YouTube creators or channels, harnessing their digital footprint.
  23. 23. The Cereal Machine (made-by-YouTuber-for-YouTube)Krave Tweet When You Eat (TV ad on Youtube) ● 17k views since June 2013 ● 687 subscribers Creator Content vs. ● 2.3M views since August 2013 ● 3.7M subscribers YouTube Creators make the most of digital to tell stories and brands are learning from/with them Brand Advertising
  24. 24. 3 Channeler High volume search Episodic Series Trends Brand stories Campaign content [Consistent/frequent/cross-promotional] an original content creator, maintaining an always on’ or broadcaster presence
  25. 25. 3 CONTENT TYPES which should you use, when?
  26. 26. Content strategy should match viewing behaviour People browse seek inspiring new content [hero] People search seek relevant content [hygiene]
  27. 27. 1. Hero Content
  28. 28. Hero content doesn’t just ‘go viral’ Ensure your content is discoverable 99m views 65m views 22m views Skillfully deployed paid mediais a key contributor to their success
  29. 29. 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
  30. 30. This will put you in good stead to enjoy earned media Fans will share your story too 75 million views to date 3.94 million social shares $60m earned media value
  31. 31. 2. Hygiene Content
  32. 32. Serve the ‘Searchers’ with HYGIENE content Be the most compelling answer to consumers’ questions Great hygiene content that serves as the best answer to questions around their brand. 4m views
  33. 33. Serve the ‘Searchers’ with HYGIENE content Be the most compelling answer to consumers’ questions Also surfaced in Google Search
  34. 34. Promote your HYGIENE content Stand out from similar videos and own your brand territory Tactical paid video promotion ensures that Knorr’s help content is surfaced at key moments that matter.
  35. 35. 3. Hub Content
  36. 36. Things real people don’t say about advertising.. “I wonder if there are any new campaign microsites I can spend brand exposure time on today?”
  37. 37. 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]
  38. 38. 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.
  39. 39. Regularly scheduled ‘push’ content around customer passion KLM Cockpit Tales 51k views
  40. 40. 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.
  41. 41. Don’t just think of the hub... Think about the whole wheel video in Google search promoted on other destinations Trueview In-Display (including engagement ads) Trueview In- Search Trueview In- Stream responses collected in playlists video responses partner's social networks consistent end frame Your Channel Your website
  42. 42. Achieving brand marketing goals Hero Hygiene Hub Build Awareness Influence Consideration Build Advocates Brand re- positioning Reputation management
  43. 43. Hero + Hygiene + Hub How it all works together ContentActivity Time Hygiene Hub Hero
  44. 44. 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. Think and act more like a YouTube creator - be a campaigner, collaborator or channeler. 3. Use Hero, Hub, Help for a winning content strategy. 4. Create great stories!
  45. 45. VIDEO CONTENT A Better way to Build Brands through
  46. 46. GreenHousing
  47. 47. Exercize Client: Opel Doelgroep: 25-55 jaar Doel: brand consideration verhogen binnen de doelgroep Merkwaarden: "De belangrijkste merkwaarden uit onze strategie zijn innovatie, dynamiek en emotioneel design – naast een consequent milieubewustzijn en maatschappelijke verantwoordelijkheid.”
  48. 48. The Brainstorm Rules Brainstorming
  49. 49. Related Worlds
  50. 50. Thank you! Fleur & Ghislaine
  51. 51. Artis is de dierentuin van Amsterdam, en de oudste dierentuin van Nederland, gelegen in de Plantagebuurt

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