https://www.youtube.com/watch?v=ChlrjI6aoP4
Digital Marketing panel session chaired by Dr.Aleksej Heinze (Co-Director Centre for Digital Business). The session was part of the Creative Entrepreneur 2015 event http://blogs.salford.ac.uk/business-school/creative-entrepreneur-business-event an expert panel presentation and discussion on mobile & video optimisation featuring:
Cindy Krum (Mobile Moxie)
Tina Judic (Found)
Phil Morgan (Delineo)
Rich George (MEC)
32. 2. Not thinking ‘properly’ about your
audience’s needs
Where do they watch their video content?
What devices?
IT’S NOT TV!
“Millenials are 2x as likely to be focussed
watching a video on their smartphone vs.
TV” Google
33. 3. Putting all the good stuff at the end
“Where’s your brand?”
“Where’s your offer?”
“Who’s that?”
“Why didn’t you mention…”
Oh, that stuff is after the montage at
minute 24
34. Phil Morgan - (Delineo)
My top 3 mobile
optimisation mistakes to
avoid
35. 1. Not streamlining the sales /
registration process
Use 1 click buying
Make forms easier (small buttons
argh!)
“Speed thrills – friction kills” –
Google (though wish this was mine…)
.
36. 2. Thinking you’re done when the site
is “responsive”
“Yeah, yeah, its responsive now and
our customers love it”
Hmmmm
Not sure any of my friends know what
a responsive site is but they all use
mobiles to buy stuff
.
37. 3. Not thinking about mobile attribution
On smartphones people do (rarely) make
phone calls –weird, I know??
Google makes it easier with click to call
We live in a multi-device world – who
doesn’t mess with their phone when
watching TV?
.
39. MEC ORGANIC PERFORMANCE
Richard George
Director, Organic Performance
WORKING WITH SOME OF THE MOST ICONIC
AND HIGHLY REGULATED BRANDS GLOBALLY
UK ORGANIC PERFORMANCE OVER 45 STAFF
IN 3 UK LOCATIONS AND A GLOBAL
FOOTPRINT
40. 40
Over 17 years experience in organic
search and digital marketing
41. Rich George - (MEC)
My top 3 video
optimisation mistakes to
avoid
42. PRODUCING VIDEO CONTENT WITHOUT
UNDERSTANDING YOUR AUDIENCE
WHO ARE
THEY?
Age
Gender
Life stage
Geography
Marital status
Children in HH
WHAT DO
THEY
THINK?
What is important
to them
What they worry
about
What motivates
them
Opinions & beliefs
WHAT DO
THEY DO?
Purchase
Behaviours
Sharing
behaviours
Search activity
Who they talk to
HOWDO
THEY USE
THE
CATEGORY?
Frequency of use
Behavior
Category
Influencers
Volume
contribution
Where they shop
WHAT MEDIA
DO THEY
CONSUME &
HOW?
Media usage
(POE)
Media Affinity
Preferred Content
Simultaneous
Usage
Receptivity
Leaning forward
Lean back
WHAT IS
THEIR
SPHERE OF
INFLUENCE?
Drivers
Communities
Word of Mouth
Social Outlets
43. PRODUCING VIDEO CONTENT WITH
NO DEFINED PURPOSE
43
THINK FEEL DO
Provides SOCIAL CURRENCY:
Makes people look good by giving
them content that makes them look
cool, knowledgeable or helpful
Plays to a TRIGGER:
Making content that’s relevant to
trigger points in the real world
Holds EMOTIONAL value:
Developing content which pulls on
people’s emotions
Is PUBLIC:
Attributes a visual or tangible
element to our content
Has a PRACTICAL VALUE:
Makes our content as useful for the
audience as it can be
Has a relevant STORY:
Wrap our content into the wider
HomeServe context
S.T.E.P.P.S
44. 44
Visibility “Eyeballs” To grow the site authority
WHERE YOU POST THE VIDEO
CONTENT MATTERS DEPENDING ON
YOUR PRIMARY OBJECTIVES
45. 45
Capture the viewers attention in attention in 8 seconds
Keep it 1 min 30 max. If you can tell the story in 1 minute even better
Capture the viewers attention in attention in 8 seconds
Keep it 1 min 30 max. If you can tell the story in 1 minute even better
46. Rich George - (MEC)
My top 3 mobile
optimisation mistakes to
avoid
47. WEB DEVELOPERS NOT UNDERSTANDING HOW
SEARCHENGINES INDEX CONTENT ACROSS
DOMAINS
47
m.subdomains
No canonical or
alternate code
Mobile to desktop to
fulfil purchase
Incorrect redirects
Richard has over 17 years experience in this market
However when I started mobile and video looked a little like this
I actually have three of the phones in that picture
I have seen many examples of investment in video content without the though for the intend audience?
Why produce it?
Who for?
What do you want them to do during, after viewing it?
Other non-brand people publishing the content – John West Salmon
Examples of content that has not hit the mark
Why choose YouTube
Eyes balls
Second biggest search engine
Visibility
Sharing mechanism
No real SEO value
Analytics and stats
Why choose other platforms like wistia?
Embed the content on your web site
The links and citations from sharing are directly attributable back to your web site to boost the site authority
Analytics and stats just like YouTube
If you use these types of platforms how are you going to amplify the content so people can find it?
If you have separate mobile URLs, you must redirect mobile users on each desktop URL to the appropriate mobile URL.
Redirecting to other pages (such as always to the homepage) is wrong and makes us sad.
Some sites serve content to desktop users accessing a URL but then show an error page to mobile users that visit the same URL. This is bad. Very bad. It makes Google upset.
To ensure the best user experience, if a user is visiting a desktop page from a mobile device and you have an equivalent mobile page at a different URL, redirect them to that URL instead of serving a 404 or a soft 404 page.
Also make sure that the mobile-friendly page itself is not an error page.
Anything that interrupts the user experience such as pop ups to drive user on mobile devices to download the app
Google does not like this.
App indexing may also make this process redundant in the future
In the past 12 months I have had 2 marketing directors of global brands ask for business cases why they need a responsive / mobile website?
The slides from Google show the consumer journey on a typical day