Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey

Using Video at Every Step of the Customer Journey

www.magnetmediafilms.com 1

WEBINAR:


ABOUT US


WHO ARE WE!?

RYAN SWEARINGEN Sr. Director of Marketing

Magnet Media, Inc.

JOE GELATA Director of Demand Generation

Vidyard

Magnet Media is a creative and strategic, next-generation digital video production studio - we use our talent for storytelling and mastery of technology to ignite the passion of audiences. Our strategic and creative abilities have rewarded us with a series of engagements for some of the biggest brands in the world, helping them drive business value from content solutions. We are known for holistic thinking and integrated campaigns supported by carefully designed metrics reports and continuous optimization that maximize results.



OUR CLIENTS


THINK | MAKE | REACH Magnet Media’s methodology,

based on 14 years of working with top brands…

+ + MAKE CONTENT CREATION

REACH DISTRIBUTION / PROMOTION

THINK STRATEGY


Our mission is to help companies drive revenue through the use of online video

!   Give marketers access to digital body language for each viewer

!   Use this data to target messaging

!   Integrate with Marketing Automation and CRM systems

!   Calls-to-action & Email Gates to generate leads through video

!   Increase the ROI of video assets and attribute revenue to video campaigns

LOVED BY


THE SITUATION

ONLINE CONTENT WORKS CONSUMER OPINIONS


Per dollar spent, content marketing generates approximately

3 times as many leads as traditional marketing.

$ $ $

$ $

$ $ $

$ $

$ $

...of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company.

61%

...of B2B marketers use social media to distribute content.

87%

...of users say that seeing a video about a product is helpful in the decision process.

Viewers retain... ...of a message when they watch it

in a video compared to 10%

when reading it in text.

90%

95%

of B2B Marketers cite videos as the most effective medium of social media posting

55%

...of CMOs see custom content as the future of marketing.

78% ...consumers say they prefer to learn about a company through a collection of articles, rather than in an ad.

7 in 10

BUT... IT’S HARD TO KNOW WHAT TO DO THE CONTENT MARKETING LANDSCAPE


Content Creation

Content Trade News

Creation Tools

Infographics

Content Agencies

Blogging Platforms

Content Sharing

Branded Content Distribution Curated Content

& Forums

PR Distribution

Native Content Platforms/Networks Communities

Social Networks & Other

Social Listening

Social Intelligence

Search Engines Global

Social Search & Browsing

SEM Tools

SEO Platform /Tools

Calendar Tools

SEO Plugins

Keyword Tools

Social Login/Sharing

Social Scoring

URL Shorteners

Photo Sharing Analytics

Search Analytics Web Analytics

Source: Content Amp

AND... IT’S HARD TO GET NOTICED VIEWS ON YOUTUBE


29.59%

23.03%

9.43% 11.43%

7.35% 6.03%

2.69% 1.73% 0.33%

Below 100k 100-500k 500-1k 1k-2.5k 2.5k-5k 5k-10k 10k-100k 100k-500k >1 Million

Over 100 hours of video is uploaded to YouTube every minute; this rate is increasing Source: YouTube Press Statistics

Over 90% of videos on YouTube have less than 5,000 views, and over 50% have less than 500 views. Source: TubeMogul

CUSTOMER JOURNEY How do you engage the customer with video most effectively at each stage of their journey through the marketing & sales funnel?


LEAD GENERATION

LEAD NURTURING

Awareness Consideration Preference Purchase

THINK: STRATEGY


AWARENESS PURCHASE EMO

TION

AL

RATIO

NA

L

EBOOKS

VIRALS

COMPETITIONS

GAMES

CELEBRITY ENDORSEMENTS

WIDGETS

COMMUNITY FORUMS

INFOGRAPHICS

GUIDES

ARTICLES ENEWS

DEMO VIDEOS PRESS RELEASES

TREND REPORTS REPORTS

AND W/PAPERS

INTERACTIVE DEMOS

WEBINARS CALCULATIONS

DATA SHEET & PRICE GUIDE

CHECKLIST

CASE STUDIES

RATINGS

REVIEWS

QUIZZES

BRANDED VIDEOS

PRODUCT FEATURES

EVENTS


AWARENESS

BRAND AWARENESS The first stage in the journey through the marketing and sales funnel are growing brand awareness and increasing “marketable universe” for maximum penetration into a marketer’s desired target market.

!   Launching a product or service

!   Building your brand through content marketing and/or original branded content

!   Leveraging your existing investment in video content

!   Increasing customer retention & loyalty



Viewers retain... ...of a message when they watch it in a video compared to 10% when reading it in text.

90%

95%

…say they’d be more likely to seek out information about a product or service after seeing it in an online video. —Eloqua

46%

LAUNCH VIDEO You’ve got a product or service. Let the world know it exists and demonstrate why they should care.


Success Metrics

•  Video Views •  Media Mentions •  Subscribers •  Customer / Client Acquisition

"Microsoft is talking to me and I can’t help but pay attention.” —Michael Humphrey, Forbes Magazine

LAUNCH VIDEO CAMPAIGN MICROSOFT INTERNET EXPLORER 10

!   Microsoft recognized they needed to win back tech-savvy users to Internet Explorer and poked fun at themselves as “the browser you love to hate”, saying “IE sucks…less”.

!   2 million views in first two weeks (second-highest all-time viewed video on IE YouTube channel)

!   86% positive sentiment (20% higher than Microsoft benchmark)

!   Public acclaim with media features on Business Insider, Forbes, TechCrunch, Mashable, Huffington Post, Fox News, MSNBC, the front page of Reddit, and scores of other major outlets


"This ad is slickly produced and nicely written.” —Gabriel Beltrone, AdWeek Magazine

LAUNCH VIDEO EVENT: TOYOTA 4RUNNER: G+ HANGOUT ON-AIR SOCIAL VIDEO LAUNCH PRODUCTION

!   First-of-its-kind, live, interactive off-road event broadcast via Google+ Hangout On Air

!   Showcased Toyota’s newest 4Runner model off-roading through California desert while answering real-time G+ audience questions through live demonstration

!   Featured professional stunt driver Andy Bell and host Rutledge Wood (of History Channel’s Top Gear)

!   Sizzle recap video earned 15k YouTube views and 8 million media impressions since the live broadcast


EVENT VIDEO Before the event. At the event. After the event.

!   Pre-event teaser or sizzle of previous event

!   Booth or presentation video

!   Post-event sizzle edit, for use throughout the year


Success Metrics


PIVOT TEASER AP NEWS EXCHANGE AD WEEK SIZZLE

MICRO-DOCUMENTARY !   Demonstrate your thought leadership or value proposition through engaging

storytelling.

!   Gain credibility by using industry influencers to speak to their peers about the benefits of your products through customer stories


Success Metrics


GOOGLE GET AMERICAN BUSINESSES ONLINE

!   Over 75 videos, 15 events, written case studies, still photography, data sheets, and blog content

!   Overwhelming positive reception from Small Business community

!   Significant net effect on customer acquisition; campaign extended to 18 month engagement

VIDEO AUDIT / ORIGINAL SERIES !   Leverage investment in existing content by surfacing opportunities for new

content

!   Ongoing series programming to continually engage and grow an interested audience who chooses to click play and come back for more


Success Metrics

•  Video Views •  Media Mentions •  Subscribers

PBS DIGITAL STUDIOS

!   Video Optimization Audit of PBS’ s 16 YouTube channels

!   Delivered best practice scorecard and guidelines for promotion, programming, optimization, and community to improve discoverability and increase viewership and profitability

!   Development and production of multiple original web series based on insights from Video Optimization program

!   Developed, produced, and launched two weekly original, socially integrated series, Bongo Bongo and Food Buzz, launched at PBS’ first-ever Digital Content NewFronts in NYC in May 2014


CONSIDERATION

Converting awareness into leads is the key step in the marketing and sales funnel to turn potential opportunity into actual opportunity.

!   Generate Leads with High-Impact Video Designed to Convert



Viewers retain... …lift in conversion rate when using video on landing pages. —Unbounce

90%

100%

…increase in online sales conversions when using videos to showcase products. —Wooshi

44%

Success Metrics

•  Conversion from landing page, email, and social channels

CONSIDERATION (LEAD GENERATION)

…increase in subscriber-to-lead conversion rate when video is included in email marketing campaigns. —Invodo

51%

Vidyard Pre-Event Outreach for Eloqua Experience 2013

! Used recognizable faces from within the community

! Spoofed a popular culture reference (Dr. Nick and Troy McClure)

! Pop-out and Final Call-To-Action to engage viewers & generate leads


• Video Views• Media Mentions• Subscribers• Customer / Client Acquisition

EVENT VIDEO FOR LEAD GEN Success Metrics

EVENT VIDEO RESULTS:

! Achieved a 60% engagement rate from start to finish

! Small spike near the end of the video – people re-watching the CTA

! Generated over 100 leads through the campaign


• Video Views• Media Mentions• Subscribers• Customer / Client Acquisition

Success Metrics

INSTRUCTIONAL SERIES FORTUNE 100 FINANCIAL SERVICES COMPANY

! Strategic research into millennials, where they spend their time, and what content they’re seeking

! Design and launch of mobile-first, micro-site rich with animated & live-action, educational videos and editorial blog content

! Creation, management, and optimization of eight-week editorial content & distribution plan to advise millennial on their financial future

! Distribution of content through paid media across social media platforms and high-traffic websites to extend reach to a broad audience of millennials, driving 45k page views and 166K+ video views



PREFERENCE (NURTURING)

PREFERENCE (NURTURING) Keeping an audience engaged with your brand after initially getting them into the marketing funnel is a challenge and opportunity that can make the difference in turning a new lead into a sale and keeping an existing client or customer satisfied and coming back again.

! Improve your brand perception with engaging thought leadership

! Produce more innovative customer stories and case studies

! Engage customers with your brand through social video




90%

95%

…increase in subscriber-to-leadconversion rate when video is included in email marketing campaigns. —Invodo

51%

COMBINING VIDEO & MAP Adding video analytics data to your Marketing Automation Platform allows you to automate how prospects are re-engaged based on videos. Using a Video Marketing Platform that integrats with Marketo, Eloqua, Pardot or other Marketing Automation Platforms allows you to use video analytics to:

! Nurture leads with hyper-targeted content related to the videos they have already watched

! Segment leads based on their viewing behaviour, and see which leads have converted based on their viewing behaviour

! Score leads that interact with different types of video, thereby assigning higher lead scores to leads that watch your targeted content


YOUTUBE/TED ADS WORTH SPREADING

!   YouTube and TED produced a series of video interviews with leaders from the advertising world who were honored in the TED “Ads Worth Spreading” contest

!   Showcased YouTube, TED, and The Art Directors Club as thought leaders, engaging and nurturing their combined audiences

!   Engaged existing audience with thought leadership, demonstrating the organizations’ expertise and keeping prospects paying attention


ORIGINAL THOUGHT LEADERSHIP SERIES

Success Metrics

•  Media Mentions •  Positive Brand Sentiment •  Higher Quality MQLs •  Engagement

INNOVATIVE CUSTOMER SERIES ADOBE E-LEARNING SUITE

!   Adobe Systems demonstrated its support for and commitment to education by highlighting how teachers at the St. John the Baptist school use its eLearning Suite to train the designers of tomorrow

!   Series of inspiring videos that build trust and brand loyalty and demonstrate the power of the product


Success Metrics

•  Engagement •  Proposals

SOCIAL VIDEO CAMPAIGN NORTON SYMANTEC

!   Norton produced two series of humorous, shareable, live-action videos: one showcasing various possible computer “accidents” and another show using puppets to express Norton’s “safe and easy” approach to file sharing

!   Integrated a mix of organic and paid promotion, collectively driving over 200,000 views and counting across the videos

!   Developed and published shareable editorial content on consumer-facing cloud storage blog, including original comics, infographics, and articles offering security and cloud storage tips—within 24 hours of initial publishing, target search terms were raised to #1 and #2


Success Metrics

•  Video Views •  Engagement •  Higher Open Rate on Email or

CTR on Overlay

SOCIAL VIDEO VINES FOR TRIDENT & BUDWEISER

!   Five, six-second Vine videos for Budweiser and Trident Gum, both of which aired as TV commercials

!   Budweiser: stop-motion Vine video for TV broadcast during the 2014 Super Bowl

!   Trident: Series of Vine videos featuring Vine celebrity Nicholas Megalis singing an original, 6-second looping song

!   Trident Vine became the first-ever Vine TV commercial, featured in broadcast rotation on FUSE TV

!   Shared over 30,000 times within first hour of release on Vine


Success Metrics


CTR on Overlay


PURCHASE (NURTURING/CONVERSION)

PURCHASE Turning qualified leads into sales through ongoing nurturing or direct-action conversion.

!   Demonstrate your success through engaging case studies & customer stories

!   Drive Revenue with Shoppable Video




90%

95%

…increase in subscriber-to-lead conversion rate when video is included in email marketing campaigns. —Invodo

51%

SHOPPABLE VIDEO JUICY: YouTube Annotations

!   External YouTube annotations leading to product pages

!   First product displayed in the video sold out as a result of campaign

TARGET: Side-Scrolling Shopping

!   Short film featuring Kristen Bell, in which products scroll down a sidebar as they appear onscreen

!   Consumers can add items to a list of favorites while viewing and purchase onscreen

!   Engages consumers on owned channels and sites while directly driving sales


Success Metrics

•  Conversion from landing page, shopping page, email, re-targeting, and social channels

HUBSPOT

!   Placed the Hubspot marketing automation platform in a practical context by demonstrating its use by client company Salesforce through its employees own words

!   On-location interviews with Salesforce account executives sharing testimonials that highlight the key features and functionalities of the platform


CASE STUDIES / CUSTOMER STORIES

Success Metrics


CTR on Overlay


QUESTIONS

www.vidyard.com [email protected]

Twitter: @vidyard Facebook: @vidyard YouTube: @vidyard

www.magnetmediafilms.com

THANKS! CONTACT US

39

www.magnetmediafilms.com [email protected]

Twitter: @magnetmediainc Facebook: @magnetmediainc

YouTube: @magnetmediafilms

Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey

Marketing

Transcript of Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey