How video plays into your marketing strategy

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Powerful brand films can move, engage, convert and are highly shareable on social. But for video to be effective, it needs to be integrated into your marketing strategy. In this presentation, given at the General Assembly in London, you'll learn how to integrate video effectively into your marketing strategy.

Marketing

( E.F )
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The secret formula for successful content?
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Hurricane
Multi award winning video marketing agency

www.printmag.com
marketingprofs.com
dudnyk.com/blog/
medilinkuk.com/
www.bima.co.uk
socialmediatoday.com
wordtracker.com
1to1media.com/
adweek.com/socialtimes/
businesswest.co.uk
techspark.co/
themarketingblog.co.uk/
blog.scoop.it/author/jon-mowat/
blog.marketo.com/author/jon-mowat
wallblog.co.uk
travelbulletin.co.uk/
bluewiremedia.com.au
www.smartbrief.com/

© Hurricane Media UK Ltd
Goals - messaging and KPI
Thinking like a publisher
Channels / Platforms - paid, ads, content
Mapping content to audience
UGC, DIY or crafted
The 4 Rs (review, renew, reuse, reiterate)
TODAY

Videos start the conversation
Why Video?

Institute of Digital Marketers
The content soup

( E.F )
i
X S
The secret formula for successful content?
https://vimeo.com/168356798
Harnessing the power of storytelling through video

The secret formula for successful content?
PLANNINGP

1: Goals - messaging and KPI
2. Thinking like a publisher
3: Channels / Platforms - paid, ads, content
4. Mapping content to audience
5. UGC, DIY or Outsourced
6. The 4 R’s
Planning

Messages
Goals: Messages and KPIs
Be clear on your audience
Be clear on your message
Say less - be more effective

Messages
Goals: Messages and KPIs
Be clear on your audience
Be clear on your message
Say less - be more effective
KPI

Messages
Goals: Messages and KPIs
Be clear on your audience
Be clear on your message
Say less - be more effective
KPI Views
Shares
View duration
Organic shares
Internal recognition
Press / PR

Planning
1: Goals - messaging and KPI
2. Thinking like a publisher

Audit your content for the past 12 months
Was it (honestly) created to be relevant and engaging?
Was it great content that pulled in an audience …
or was it just part of the soup?

Planning
1: Goals - messaging and KPI
2. Thinking like a publisher
3: Channels / Platforms - paid, ads, content

Choosing the right platform for your campaign
Core Live Short form
Platforms
Facebook Live
Periscope
Microsoft Stream
YouTube
Facebook
Instagram
Vine
Owned
Brightcove
Wistia
Vidyard
Paid
GDN
FB
YT

Planning
1: Goals - messaging and KPI
2. Thinking like a publisher
3: Channels / Platforms - paid, ads, content
4. Mapping content to audience

Practical Exercise
Map your buying personas
for effective content

Planning
1: Goals - messaging and KPI
2. Thinking like a publisher
3: Channels / Platforms - paid, ads, content
4. Mapping content to audience
5. UGC, DIY or Outsourced

DIY or external?
https://www.youtube.com/watch?v=CS4ipgW0fhQ

Review
The 4 R’s
Reuse Refresh Reiterate

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How video plays into your marketing strategy

1. © Hurricane Media UK Ltd Messages That Move: How video plays into your marketing strategy August 2016 Jon Mowat Hurricane Media

2. ( E.F ) i X S The secret formula for successful content? P

7. SO WHAT ?!

8. Me

10. Hurricane Multi award winning video marketing agency

11.

12. www.printmag.com marketingprofs.com dudnyk.com/blog/ medilinkuk.com/ www.bima.co.uk socialmediatoday.com wordtracker.com 1to1media.com/ adweek.com/socialtimes/ businesswest.co.uk techspark.co/ themarketingblog.co.uk/ blog.scoop.it/author/jon-mowat/ blog.marketo.com/author/jon-mowat wallblog.co.uk travelbulletin.co.uk/ bluewiremedia.com.au www.smartbrief.com/

13. © Hurricane Media UK Ltd Goals - messaging and KPI Thinking like a publisher Channels / Platforms - paid, ads, content Mapping content to audience UGC, DIY or crafted The 4 Rs (review, renew, reuse, reiterate) TODAY

14. Why Video?

15. Videos start the conversation Why Video?

16. VIDEO IS GREAT!! YAY!! Why Video?

17.

18. The content soup

19. Institute of Digital Marketers The content soup

20. VIDEO IS GREAT?? YAY?? The content soup

21. ( E.F ) i X S The secret formula for successful content? P

22. ( E.F ) i X S The secret formula for successful content? https://vimeo.com/168356798 Harnessing the power of storytelling through video

23. ( E.F ) i X S The secret formula for successful content? P

24. The secret formula for successful content? PLANNINGP

25. 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience 5. UGC, DIY or Outsourced 6. The 4 R’s Planning

26. Planning 1: Goals - messaging and KPI

27. Messages Goals: Messages and KPIs Be clear on your audience Be clear on your message Say less - be more effective

28. less is more

29. purity of goal and thought

30.

31.

32.

33.

34. Messages Goals: Messages and KPIs Be clear on your audience Be clear on your message Say less - be more effective KPI

35. Messages Goals: Messages and KPIs Be clear on your audience Be clear on your message Say less - be more effective KPI Views Shares View duration Organic shares Internal recognition Press / PR

36. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher

37. Think like a publisher

38. Think like a publisher

39. Think like a publisher

40. Think like a publisher

41. Think like a publisher

42. Think like a publisher

43. Thinking like a publisher

44. Practical Thinking like a publisher?

45. Audit your content for the past 12 months Was it (honestly) created to be relevant and engaging? Was it great content that pulled in an audience … or was it just part of the soup?

46. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content

47. Choosing the right platform for your campaign Core Live Short form Platforms Facebook Live Periscope Microsoft Stream YouTube Facebook Instagram Vine Owned Brightcove Wistia Vidyard Paid GDN FB YT

48. Sort your platforms out 1% click through http://www.reelseo.com/optimize-youtube-channel-layout/ http://www.adweek.com/videowatch/10-best-brand-channels-youtube-156690 Platforms

49. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience

50. BRAND FILM HOW TO FILMS VOLUME CONTENT Mapping content to audience https://www.youtube.com/watch?v=Bw66ZJR2-8w https://www.youtube.com/watch?v=xXRUAS8A 6g8 https://vine.co/tags/lowesfixinsix

51. Practical Exercise Map your buying personas for effective content

52. http://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing BUYER PROFILE / FUNNEL First touch Second touch Near to purchase Client CEO Brand film Benefit video Manager Finance explanation New services and products App user Brand advert How it works film Customer testimonial how to guides (DIY stores) Teenager viral campaign who else uses it Finance explanation here I am using it (go pro)

53. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience 5. UGC, DIY or Outsourced

54. Creates conversation Cheap to produce, Requires moderation UGC External Complementary skill set High production values Strategy input Higher costs DIY or external? Sucks up internal time Great for producing volume Get pro help to get going Remember the brand Internal

55. DIY or external? https://www.youtube.com/watch?v=CS4ipgW0fhQ

56. Review The 4 R’s Reuse Refresh Reiterate

57. Planning 1: Goals - messaging and KPI 2. Thinking like a publisher 3: Channels / Platforms - paid, ads, content 4. Mapping content to audience 5. UGC, DIY or Outsourced 6. The 4 R’s

Notes de l'éditeur

Today I give you two powerful tools - one is a formula - the other is a question
not doing show reel but lets establish i actually know what I’m talking about
put every thought up - motivators, features, benefits, pros, cons