Video Marketing Workshop for Fionn

Downhill’s ClassGreg Jarboe

President and co-founder of SEO-PRFebruary 9, 2016

Did you know that Fionn Downhill was briefly Obama’s Chief of Staff for Irish Jiggery Pokery?

• In December 2008, Fionn Downhill was appointed to President-Elect Barack Obama’s administration.• She was named Chief of Staff for

Irish Jiggery Pokery in his new cabinet.• She held the position with great

distinction for 2 minutes and 19 seconds.• She now teaches at a management

school out in the Arizona desert.Source: https://youtu.be/gh63Qzmlxaw

We’ve got a not-so-secret formula for getting the complete story in a rapidly changing field

• Here’s Rudyard Kipling’s formula:• I keep six honest serving-men• (They taught me all I knew);• Their names are What and Why and

When• And How and Where and Who.

• This poem accompanying “The Elephant’s Child” was published in his Just So Stories back in 1902.• Nevertheless, these are still the

right six questions to ask today.

Who are the people who are the most likely to discover, watch and share your mobile videos?

• 40% of baby product consumers and 52% of baby product influencers actually live in homes without children.• Who are these people?• Well, they could be grandparents,

cousins, friends, or co-workers.• And their #1 way of finding out

about these baby and children products is via a search engine – whether that’s Google or YouTube.

Understanding consumer intent wins far more hearts, minds, and dollars than demographics

• You might think video game shoppers are mostly young men hunched over a bag of chips in their parents’ basement.• But the data shows only 31% of

mobile searchers for video games are men ages 18 to 34.• Target demographically and you’d

miss 69% of mobile users who are explicitly expressing interest in buying the next big game.

Source: https://youtu.be/d3mI2rmc_9g

Mobile video is “flipping the funnel” from an exposure to an engagement marketing model

What types of mobile video content do your target audience discover, watch, and share?

• An experiment with 3 cuts of the Mountain Dew Kickstart “Come Alive” spot found ads don’t need to be shorter, quicker, and more snackable on mobile devices.• They can be longer, richer, and

perhaps even a bit stranger.• “Pure Fun” had no traditional

storyline or structure, yet it was viewed at a 26% higher rate than the other cuts on mobile.

Source: https://youtu.be/l--keZ4aOdE

Does the shift to authentic, user-generated video impact video advertising effectiveness?

• An experiment with 3 different types of creative content for L'Oréal Paris La Palette Nude found “The Glam” (the traditional ad) was more effective for 35- to 44-year-olds, while “The Tell” (the everyday person how-to video) was more effective for 18- to 24-year-olds.• However, “The Tell” had 2X the

click-through rate of “The Glam” across age groups.

Source: https://youtu.be/mDBmeDFmj-I

Create mobile video content that’s engaging and informative, but video length also matters

• The length of your video content is dependent on your industry, audience, and video platform.• ReelSEO analyzed 24,000 videos

posted on YouTube or Facebook in the last 30 days with more than 10,000 engagements.• The videos analyzed averaged

nearly 15 minutes in length for YouTube while Facebook was just shy of a minute and a half.

Where will key segments of your global market discover, watch and share your mobile videos?

Dailymotion

Vimeo

Vine

Twitter

Instagram

Youku Tudou

Facebook

YouTube

0 100 200 300 400 500 600 700 800 900 1000

128

170

200

320

400

500

500

1000

Millions of active monthly viewers

YouTube and Facebook don’t have the same definition of a “view” and Vine counts loops

• YouTube says you pay for a “view” when a viewer watches 30 seconds of your video – or the duration if it’s shorter than 30 seconds – or engages with your video, whichever comes first.• Facebook says you pay for a “view

when a video is displayed in a user’s news feed for 3 seconds or more, even if the person doesn’t actually click on the video to watch with the sound turned on.

Globally, YouTube is 8.2X bigger than Facebook in aggregate years of daily video watching

• SimilarWeb data shows that YouTube is 8.2 times bigger than Facebook on a global basis.• Every day, people around the world

spend almost 46,000 years watching YouTube.• Facebook attracts about 100,000

years of aggregated daily attention daily across the globe, but only about 5,625 years of that are dedicated to watching videos.

When should you promote your organic mobile video content with paid media?

• Given the abundance of videos on the web, it’s risky to assume that your content will be organically discovered by a large audience.• If you promote your video content

to ensure that it’s viewed by your target audience, one major benefit is earned impact.• According to YouTube, hundreds of

campaigns get more than two earned views per paid view.

Clean & Clear spearheaded a comprehensive video marketing strategy on YouTube and TV

• In two years, the Johnson & Johnson Consumer Companies brand, Clean & Clear, went from a handful of videos on YouTube to close to 100.• During that time, Clean & Clear

videos have earned 36 million views for its anchor series, “See The Real Me,” have garnered 132,000 engagements, and, more importantly, have generated double digit increases in market share.

Source: https://youtu.be/vyNZXQ136oI

Gillette BODY campaign got 13.6 million views and delivered more than 500,000 clicks-to-buy

• “100 Years of Hair” garnered 13.6 million views and 10,500 engagements.• 84% of viewers watched at least 85%

of the ad. • Gillette searches grew by 211% and

clicks grew by 111% – the biggest increase ever for the brand.• The campaign delivered more than

500,000 clicks-to-buy and surpassed sales expectations by up to 4X across seven markets.

Source: https://youtu.be/mDBmeDFmj-I

Why is the ephemeral Snapchat app the horse of a different color you’ve heard tell about?

• Evan Spiegel, the co-founder and CEO of Snapchat, says, “Snapchat discards content to focus on the feeling that content brings to you, not the way that content looks.”• For example, Snaps are picture or

video messages taken and shared with friends in real-time.• Snaps can be viewed for up to 10

seconds, depending on the amount of time the user chooses.

Source: https://youtu.be/r4237MZIb8g

Snapchat Stories add Snaps together to create a narrative for 24 hours before it disappears • On the other hand, Stories string

Snaps together to create a narrative that lasts for 24 hours.• To create a Story, a user chooses to

add their Snaps to their Story.• Depending on their privacy

settings, the photos and videos added to a Story can be viewed by either all Snapchatters, just the user’s friends, or a customized group.

Source: https://youtu.be/88Cu3yN-LlM

Over 100 million active Snapchatters see over 6 billion video views each day on Snapchat

• To monetize Snaps and Stories, Snapchat introduced 3V advertising in June 2015.• According to research by Millward

Brown Digital, 93% of Snapchatters exposed to an ad for the Universal movie Furious 7 liked or loved it.• And they were 3X more likely to

see the movie as opposed to non-Snapchatters of the same demo.

How should you measure the results of your mobile video marketing and ad campaigns?

• Google’s Brand Lift surveys measure brand awareness, ad recall, and brand interest.• And Google recently introduced

additional metrics for later stages of the purchase journey, including consideration, favorability, and purchase intent.• Brand Lift also measures lift in

organic searches on Google.com and YouTube.com.

Source: https://youtu.be/ZnXtoSF-kwU

Take advantage of YouTube’s new features, which turn viewers into visitors and buyers

• In March 2015, YouTube introduced Cards, which can inform your viewers about websites and more.• In May 2015, YouTube introduced

TrueView for shopping, which makes it easy for viewers to click to buy your products.• In September 2015, YouTube

announced Shopping ads, which let you show a click-to-buy ad within YouTube Partner videos.

You will also want to learn how to measure your return on marketing investment (ROMI)• ROMI is not like other return-on-investment (ROI) metrics because marketing

isn’t the same kind of investment.• Instead of money that is “tied” up in plants and inventories (often considered

capital expenditure or CAPEX), marketing spending is typically expensed in the current period (operational expenditure or OPEX).• A necessary step in calculating ROMI is the estimation of the incremental sales

attributable to marketing.• Here’s the formula: Return on Marketing Investment (ROMI) = [Incremental Revenue

Attributable to Marketing ($) * Contribution Margin (%) – Marketing Spending ($)] / Marketing Spending ($)

• Usually, marketing spending will be deemed as justified if the ROMI is positive.

YouTube changes at a rate of 33% a year, so I’ll need to update two out of six answers in 2017

• Who discovers, watches, and shares your mobile videos?• What types of content do they

discover, watch, and share?• Where will key segments discover,

watch, and share your mobile videos?• When should you promote your

organic content with paid media?• Why is Snapchat a horse of a different

color?• How should you measure results?

Greg JarboePresident and co-founder of SEO-PRPhone: 978-549-9537

Email: Greg.Jarboe@SEO-PR.com

Twitter: @gregjarboe

Website: www.seo-pr.com