Unlocking the Secrets of Mobile Video
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Transcript of Unlocking the Secrets of Mobile Video
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London • 10–13 February 2014 • #SESLON @SESConf
Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine
Cheri Percy Distilled
Marketing Manager
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Marketing Manager, Distilled
@distilled
• Marketing Manager
• Social media rock star (no, really)
• Fiery redhead
CHERI PERCY
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Oh, hai!
@distilled Cheri Percy
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My first day at Distilled
@distilled Cheri Percy
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My background is in music
@distilled Cheri Percy
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Building your b(r)and
Building your b(r)and
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Just as social media is great for
conversations
@distilled Cheri Percy
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Mobile video is its louder, more
audacious cousin
@distilled Cheri Percy
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There is no such thing as mobile
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“In design, there are no more ‘hero sizes.’
Mashable CTO Robyn Peterson.
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A screen is a screen is a screen
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The theme is online everywhere.
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There is no such thing as mobile to the user
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By 2017, 85% of the world’s population will have 3G
coverage
Ericsson Mobility Report
@distilled Cheri Percy
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77% of all mobile searches are near a PC
Google Dashboard
@distilled Cheri Percy
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Mobile’s share of online video
@distilled Cheri Percy
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There’s no such thing as mobile *to the user*
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So, what does (mobile) video
look like?
@distilled Cheri Percy
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A screen is a screen is a screen
This is content everywhere YouTube
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A screen is a screen is a screen
This is content everywhere YouTube Instagram
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A screen is a screen is a screen
Vine
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Home vs Hero Content
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@distilled Cheri Percy
Distilled’s home content
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What about playing the hero?
What about playing the hero?
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A screen is a screen is a screen
Vine Volvo
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The most viewed automotive
commercial ever
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A screen is a screen is a screen
Hero
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@distilled Air New Zealand – Fit To Fly
Home grown Hero
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@distilled Digital Science
Small Business Hero
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A screen is a screen is a screen
Hero HBO goes “social first”
A word on hosting
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Where should I host my video?
What do I want from my video?
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A screen is a screen is a screen
Hero HBO goes “social first”
A word on hosting Host on your domain
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A screen is a screen is a screen
Hero HBO goes “social first”
A word on hosting Host on your domain Audiences, Reach and
You(Tube) Audience, Reach and You(Tube)
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How do I measure my campaigns?
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@distilled YouTube Analytics
YouTube Analytics
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Number of social shares x the total engaged views
E.g. 23 Tweets/1000 engaged views =
Twitter share rate of 2.3%
@distilled Cheri Percy
Shares and share rate
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@distilled Cheri Percy
Coverage links and embeds
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Vine. Do we really need it?
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Advertising play
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Brand awareness
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Trending topics in the ‘Explore’ tab
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Share your #firstpost
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For increased brand exposure-
consider these pointers:
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News consumption in a multi-
device world
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@distilled Cheri Percy
#NeedToKnow
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Determining the success
of your creation
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Web.stagram
Find users by keywords
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Advertising play
Accurcate analytics and free data!
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How do I get started?
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How do I get started?
What value can I add?
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Advertising play
Knowledge and insight
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Advertising play
Exclusivity and up to date news
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Advertising play
Making science cool Making science cool again
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(Mobile) video is all about…
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Advertising play
Followgram #BrandAwareness #BrandAwareness #BrandAwareness
Your b(r)and
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Advertising play
Followgram #BrandAwareness #BrandAwareness #BrandAwareness
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Advertising play
#AudienceReach #AudienceReach
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Advertising play
Followgram #BrandAwareness #BrandAwareness
#AccountGrowth
#Engagement #Engagement #Engagement
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Video is about much more than just viral.
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It’s a story attached to your brand.
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Advertising play
Followgram #BrandAwareness #BrandAwareness
#AccountGrowth
#Engagement #Engagement Start building your b(r)and online.