Social Video Tactics Andrew Grinaker
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Social video has quickly become one of the most prominent marketing tactics, and can be an incredibly useful tool for marketers. The challenge is understanding the best way to develop, promote, and measure your video content. Our panel of experts will share best practices for creating video content on social media, and how you can improve your own social marketing programs.
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Social Video Tactics Andrew Grinaker
- 1. #LIFTSocial Social Video Tactics Andrew Grinaker Panel: Social Video Tactics Andrew Grinaker – Possible
- 2. Speaker: #LIFTSocial Andrew Grinaker Senior Content Strategist @206andrew
- 3. #LIFTSocial Agenda • The concept and production process to support your social video needs • A formula for evaluating the success of your social videos • Review a cross-channel video campaign example
- 4. #LIFTSocial Concept + Production Idea #1 Idea #2 Idea #3
- 5. #LIFTSocial Our Creative Directors are like….
- 6. #LIFTSocial Concept + Production Idea #1 Idea #2 Idea #3
- 7. #LIFTSocial Our Account Directors are like…
- 8. #LIFTSocial Concept + Producing Idea #1 Idea #2 Idea #3
- 9. #LIFTSocial “One to Many” Process Idea #1
- 10. #LIFTSocial • Can this idea work at a length of 15 seconds, 30 seconds and 60 seconds? • Can this be repurposed to provide you with additional content assets? (GIFs, Cinemagraphs, etc.) “One to Many” Process
- 11. #LIFTSocial • Can this video be captured in real- time (Periscope, Meerket, etc) • Can this video help support your paid media efforts in social, display or native advertising? “One to Many” Process
- 12. #LIFTSocial “One to Many” Process Customer Success Story
- 13. #LIFTSocial Our Creative Directors are now like…
- 14. #LIFTSocial Our Account Directors are now like…
- 16. #LIFTSocial
- 17. #LIFTSocial Measuring Success We must look at not only the performance of the social video but also the cost and time it takes to produce.
- 18. #LIFTSocial
- 19. #LIFTSocial Measuring Success – Using Indices An index is a composite number derived from a more complex and diverse system of data. It allows us to provide a single number that takes into consideration all of the success measures we care about. The index score is always simple and relative.
- 20. #LIFTSocial
- 21. #LIFTSocial Measuring Success – Creative Index REACH RELEVANCE ENGAGEMENT AMPLIFICATION INTENT CREATIVE INDEX STORY THEME POST VOLUME Metrics: Editorial calendar, Engagement rate, Share rate, Paid Media metrics, Content Travel, Hashtag usage, Retweet index, CTR performance, Destination URL performance (Weighted + Converted)
- 22. #LIFTSocial Measuring Success – Production Index APPROVALS DISTRIBUTION COST TIME PRODUCTION INDEX STORY THEME POST VOLUME Metrics: Editorial calendar, Production costs, Client satisfaction, Approval rate, Project plans, Partner costs (Weighted + Converted)
- 23. #LIFTSocial Measuring Success SOCIAL VIDEO A High Engagement Low Share Rate Low CTR Rate Low Cost Low Publishing Power Poor Approval Rate SOCIAL VIDEO B High Engagement Rate High Share Rate High CTR Rate High Cost High Publishing Power Average Approval Rate Creative Index = 4 Production Index = 3 Creative Index = 8 Production Index = 3 Total Index= 7 Total Index= 11
- 24. #LIFTSocial