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Marketing Social Video
- 2. If nobody sees your camp’s video, does it exist?
- 3. If only your camp families see your video, does it exist?
- 4. Why Video? • More than 1 billion unique users visit YouTube each month • 100 hours of video are uploaded to YouTube every minute • According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network US users spend the most time viewing videos on social media sites
- 6. Take a Video Inventory Videos I have: Marketing Objective: Target Audience: Best Social Tool:
- 7. What do I have? Video clips under 1 minute : o Our camp in one minute o Our directors o Our philosophy Video clips under 15 seconds: o Color War Break o Opening day o Favorite song
- 8. What do I want to have? Videos I have: Videos I want: Marketing Objective: Target Audience: Best Social Tool:
- 9. What do I want to have? Video clips under 1 minute : o Food at our camp o First time campers o What our parents have to say Video clips under 15 seconds: o Closing day o Favorite meal o Singing in dining hall
- 10. Are they formatted how I want? Logos on video Website on video Non-copyrighted music
- 11. Why do I want to promote them? Videos I have: Videos I want: Marketing Objective: Target Audience: Best Social Tool:
- 12. Why do I want to promote them? Videos I have: Videos I want: Marketing Objective: Target Audience: Best Social Tool: Increase awareness Showcase differentiators Get kids excited about camp Remind alumni of past
- 13. Who do I want to see the video? Videos I have: Videos I want: Marketing Objective: Target Audience: Best Social Tool:
- 14. Who do I want to see the video? Videos I have: Videos I want: Marketing Objective: Target Audience: Best Social Tool: Parents Campers Staff Alumni
- 15. Where should I promote this? Videos I have: Videos I want: Marketing Objective: Target Audience: Best Social Tool:
- 16. Upload videos to take advantage of the auto play feature and ensure full tracking from Facebook Target prospective campers, re- target those in your email lists or even those that have visited your site Use Facebook reporting to see how much of the video is being watched, paused, and shared Promoting Your Video On Facebook
- 17. Promoting Your Native Video On Facebook Promoting Uploaded Videos To Facebook vs. Promoting A You Tube Video
- 18. Boost v. Ad Hard to use: Unlimited targetingEasy to use: Limited targeting
- 19. Other Targeting Options Custom Audiences Native Targeting
- 20. Promoting Your Video On Facebook
- 21. Promote videos using a cost per view cost method using Adwords Targeting and placement are sophisticated Choose from retargeting, keywords, channel types and more Reporting tells you how much of your video is being watched and by who Promoting Your Video On You Tube
- 22. You Tube offers numerous and diverse placements for advertisers Promoting Your Video On You Tube Search Results: Your camp video will show up in You Tube Search, when searching key terms related to camp videos Suggested Videos: Advertise on the right hand side of You Tube, to appear alongside relevant videos and search terms Video Overlay: Select a static banner or search ad to hover during relevant videos that align with camp terms or parenting In Stream Pre-Roll: Stream your 30 second video before other videos related to your target market
- 24. In-Display
- 25. Targeting: Demo
- 28. No paid advertising options, yet Spurs engagement and awareness Enable auto-play or click to play New medium to reach new people: Over 300 million users on Instagram (more than Twitter) Sharing Your Video on Instagram
- 29. Top Five Takeaways 1. Take a video inventory and plan for what you want. 2. Figure out who you want to see your videos. 3. Pick platforms to promote based on your audience. 4. Promote your video. 5. Measure success of promotion.
- 30. THANK YOU!! Questions to blake@socialsummercamp.com. Facebook.com/socialsummercamp Twitter.com/socialsummrcamp Socialsummercamp.com
Notes de l'éditeur
- PRODUCT STATS: Facebook's ad performance According to Nielsen’s Brand Effect norms, on average, Facebook ads drive almost 2X (98%) better ad recall than non-Facebook campaigns measured in the same way. And, on average, Facebook ad campaigns drive 31% better brand awareness than non-Facebook campaigns measured in the same way. Note: The ads in this study are based on Nielsen’s Brand Effect database which includes a mix of ads with social context and those without. We have ad spend data on 60+ campaigns using a variety of 3rd party methodologies like panels and mix media models and we have seen that: 70% of Facebook campaigns showed a return on ad spend of 3x or better. Note: 60+ studies included a variety of 3rd party methodologies like panels and MMM. News feed 40% of people's Facebook time is on News Feed Source: Comscore, Power of Like 2, June 2012 8x more engagement with Page posts in the news feed as compared to Page post ads in the right-hand side of the site. Source: This study compared the average CTR of aggregate Page posts in news feed on both desktop and mobile to the average CTR of aggregate Page posts on the right-hand column of the site. (covered 7-day period in July 2012).
- 1. Plan your measurement strategy first! 2. Create a content calendar for all social marketing activities. 3. For each platform, develop measureable assets. 4. Test and try new things to stay relevant. 5. Make this someone’s job (more than 15%).