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How To Use Social Video To Drive Results

How To Use Social Video To Drive Results. HootSuite & Cameron. Cameron Uganec Director, Marketing & Communication HootSuite Twitter: @ cameronu. About HootSuite. Social Media Management System Over 4 Million users worldwide 650K Businesses globally 1.5 Million messages sent daily

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How To Use Social Video To Drive Results

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  1. How To Use Social Video To Drive Results

  2. HootSuite & Cameron Cameron Uganec Director, Marketing & CommunicationHootSuite Twitter: @cameronu

  3. About HootSuite • Social Media Management System • Over 4 Million users worldwide • 650K Businesses globally • 1.5 Million messages sent daily • Easy to Use, Scalable, Secure • Trusted Partners with the most important social networks

  4. Connected Consumer Revolution

  5. Video Growth

  6. Video Growth

  7. Growth Visual Storytelling

  8. What is Social Video? Social Video: Online video that is designed to be shared through social networks.

  9. Don’t you mean viral video? No Viralitydescribes an outcome not all social video goes viral.   WHO views and shares is as important as HOW Many views and shares.

  10. Social Video is Different Participatory Agile Listening Engagement Network Effect Principles of Social Media that impact Social Video

  11. Social Video is Different +40 million view +1 Billion impressions

  12. Listening

  13. How to use Social Video to Drive Results

  14. How to create a video that is Shareable: The Magic & Logic Approach Creative & Strategy Content & Distribution Emotion & Intellect Story & Facts

  15. 1) Social Media Strategy The Magic & Logic Approach Objectives: Clear Measurable Success Metrics - Cost Per View, Shares, Views, CTR, Enbeds. Clicks, Time Spent Content: Focus on your Audience, Current Beliefs, Desired Beliefs What’s the one key message you want your audience to take away. Distribution Plan: Paid, Earned and Owned Build and they will come, doesn’t work.

  16. 2) Shareable Content Key questions: How will this help or entertain my audience? Why will they share it? Create Value for Audience

  17. Make it Emotive The Psychology of Sharing The sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Simply put, evoking certain emotions can help increase the chance a message is shared. In a 2011 study published in Psychological Science, a journal of the Association for Psychological Science

  18. What Sparks Sharing Some of the emotive content that sparks sharing: Amusing Moving Illuminating Inspiring Shocking • Cute • Sex • Fearful • Anger • Controversial

  19. Power of Storytelling One of the quickest ways to establish an emotional connection with someone is to tell them a story. Stories are our sense-making tools.

  20. Paid, Earned & Owned Media

  21. 3) Paid, Earned, Owned Distribution Myth: Social and Viral Marketing is Free A good distribution plan includes coordinated Paid, Earned and Owned components. Each of these requires resources.Owned: It’s critical that you invest and build your own channels- email, blog, social, a YouTube channel. Paid: Hyper-targeted Social Ads and Promoted Content Facebook Video, YouTube, Video Networks like ShareThrough, Unruly Earned: Seeding the video with Influencers, blogs, media properties.

  22. Momentum

  23. 10 Secrets to Social Video Success: 1. Make it shareable

  24. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story

  25. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better

  26. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong

  27. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling

  28. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search

  29. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail

  30. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content

  31. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content9. YouTube is a search engine and a media property

  32. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content9. YouTube is a search engine and a media property10.Your VP of Sales is wrong

  33. 10 Secrets to Social Video Success: 1. Make it shareable2.Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content9. YouTube is a search engine and a media property10.Your VP of Sales is wrong Bonus: 11. Music, Music, Music

  34. Examples & Sources: W+K Old Spice Case Study - http://www.adweek.com/video/wk-old-spice-case-study-120605 HootSuite: Social Media is Sweet - http://www.youtube.com/watch?v=zr_-55kiDLM Chevy Stories - http://www.youtube.com/watch?v=CS3SvdWcAks&feature=youtube_gdata_player Kony 2012 -http://www.youtube.com/watch?v=Y4MnpzG5Sqc Start-up Videos - http://startup-videos.com/ Viral Video Chart – http://viralvideochart.unrulymedia.com/all?interval=month The Girl Effect - http://www.youtube.com/watch?v=WIvmE4_KMNw

  35. Thank You! • Cameron UganecDirector, Marketing & Communications • cameron.uganec@hootsuite.com • @cameronu

  36. Image credits: Slashgear – Baby’s first ipadhttp://www.slashgear.com/babys-first-ipad-24121114/ www.eMarketer.com – Global consumer internet traffic & Video viewers worldwide Youtube – Old Spice – The man you could smell like http://www.youtube.com/watch?v=owGykVbfgUE Smart Insights - http://www.smartinsights.com/content-management/content-marketing-strategy/inbound-marketing-funnel-infographic/ Altimeter – http://www.web-strategist.com/blog/2012/07/19/altimeter-report-paid-owned-earned-converged-media/ Sharing Ice Cream - http://www.kansasaap.org/wordpress/wp-content/uploads/2011/03/kids-eating-ice-cream.jpg

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