Leveraging the Power of Video to Engage Customers
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Transcript of Leveraging the Power of Video to Engage Customers
© 2003-2015 Wilton Industries. All rights reserved. 1
Leveraging the
Power of Video to
Engage Consumers
© 2003-2015 Wilton Industries. All rights reserved. 2
As marketers, we want to
acquire new consumers
and…
© 2003-2015 Wilton Industries. All rights reserved. 3
Get the ones we are connected with to consume
more of our products or services
© 2003-2015 Wilton Industries. All rights reserved. 4
When we think of a
conversion funnel, we
know that…
© 2003-2015 Wilton Industries. All rights reserved. 5
Before we can
convert a consumer,
we have to
reach and engage them
© 2003-2015 Wilton Industries. All rights reserved. 6
Delivering content they
value allows us to reach
and engage them
© 2003-2015 Wilton Industries. All rights reserved. 9
THE RISE OF GEN C…
Gen C is a powerful new force in consumer culture. It’s a term to describe
people who care deeply about creation, curation, connection, and
community. It’s not an age group; it’s an attitude and mindset
• Gen C is a state of mind
• Gen C strives for expression
• Gen C is a taste-maker
• Gen C defines the social network
• YouTube is Gen C’s habitat for entertainment
• Gen C is constantly connected
• Gen C connects on YouTube on all screens
• Gen C values relevance and originality
© 2003-2015 Wilton Industries. All rights reserved. 12
But YouTube isn’t the only social network on which folks are
watching video…
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While Facebook’s growth may be
slowing, make no mistake – it’s still a
social media beast
© 2003-2015 Wilton Industries. All rights reserved. 15
1.39 billion monthly active
Facebook users
890 million people log onto
Facebook daily
*Based on Facebook Internal Data, Fourth Quarter Earnings Call (January 28, 2015)
© 2003-2015 Wilton Industries. All rights reserved. 16
As marketers, we continually try to
figure out the best way to get into
the Newsfeed
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But we’ve been preparing for…
Zero Organic Reach on Facebook
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Video grew to an average of more than 3
billion video views per day on Facebook
Over 65% of Facebook video views occur on
mobile
*Based on Facebook Internal Data, Fourth Quarter Earnings Call (January 28, 2015)
© 2003-2015 Wilton Industries. All rights reserved. 22
That’s why video content has
to be an important part of
our digital marketing mix
© 2003-2015 Wilton Industries. All rights reserved. 26
Our Goal with Inspirational and Instructional Content:
Grow the Activity
and
Grow Our Community
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By Growing the Activity and
Growing Our Community,
we will increase sales of
our products
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Our success won’t usually be
measured by direct sales…
but by how strong of
“tailwinds” we are creating
© 2003-2015 Wilton Industries. All rights reserved. 29
by how many people we are inspiring
by how many people we are educating
by how many people we are engaging
product sales will follow
© 2003-2015 Wilton Industries. All rights reserved. 30
Key to Content Engagement
In order to add value to our consumer, video must do
one of the following:
Brands can usually, at best,
accomplish 2 of the 3!
Inspire Educate Entertain
© 2003-2015 Wilton Industries. All rights reserved. 31
Content Categories
Original Content
Commissioned Content
Curated Content
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Original
Commissioned
Curated
Our Content Mix
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Original
Commissioned
Curated
Your Content Mix
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Multi-Channel Networks (MCNs) are entities that work with multiple video content
creators, using helping with programming, funding, cross-promotion, monetization,
partner management, audience development, etc.
© 2003-2015 Wilton Industries. All rights reserved. 38
YouTube Original Content
Hero
Hub
Hygiene
Hero content: The content we want
to PUSH to a big, broad audience –
tied to a couple of key marketing
events
Hub content: The content we
deliver on a regular basis to our core
community
Hygiene content: The content our
core audience is actively searching –
our ‘always on’ pull content
© 2003-2015 Wilton Industries. All rights reserved. 40
70% reach from non-fans
1.3 mill views from non-fans
© 2003-2015 Wilton Industries. All rights reserved. 41
Leveraging Facebook Reach To Drive YouTube Engagement
YouTube Video views increased
7x and daily subscribers
increased 2.5x
YouTube Video views increased
7x