aboutface media capabilities presentation
DESCRIPTION
Abbreviated Version of the AboutFace Media Capabilities deck. For more information and examples of work see http://AboutFaceMedia.com.TRANSCRIPT
We’ve been telling brand stories since 2007.
Authentic stories that engage viewers and humanize the brand.
A Hero.On a Journey.
Moving Forward.
With a Goal.Facing Obstacles.Overcoming Challenges.
Solving Problems.
Created by acclaimed documentary directors and editors.
A network of skilled filmmakers located throughout the world.
Atlanta • Austin • Berlin • Boston • Chicago • Dallas • Hong Kong • London • Los Angeles • Madrid • Miami • Milan • Milwaukee • Minneapolis • Mumbai • New York City • Paris • Philadelphia • Portland • Prague • Rio de Janeiro • Rome • San Diego • San Francisco • Stockholm • Seattle • Washington DC
68% of all viewers of AboutFace videos watch >60s; TubeMogul industry benchmark for marketing videos is 22%.
Stories are more engaging than marketing messages.
% of viewers watching more than :60 seconds.
AboutFace
Benchmark
Stories are shared and well liked.
AboutFace videos exceed the YouTube Average for audience retention over 70% of the viewing time.
But going viral is not a predictable plan for success.
A century of video is uploaded to Youtube every ten days.
PROBLEM:
Assuring the success of a brand’s web series requires optimization.
TV Commercial
Web Destination
Media Buy
SEO, PPC
Video Storytelling VSEO, PPV
Content Deploy & Promote
SOLUTION:Wisely deploy, promote and otherwise “optimize” your content.
Optimization allows you to plan and measure.
$3.57
$1.09 $0.88 $0.76 $0.70 $0.66 $0.64 $0.62 $0.61 $0.60
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
Conten
t/Vira
l Only
Chann
el & 1/
2 Vids
Opti
mize
Optimize
Cha
nnel
& All Vids
$500
k Add
itiona
l Opti
m
$1m Add
itiona
l Opti
m
$1.5m
Additio
nal O
ptim
$2m Add
itiona
l Opti
m
$2.5m
Additio
nal O
ptim
$3m Add
itiona
l Opti
m
$3.5
Additio
nal O
ptim
CPV
CPV
Historical cost-per-view at optimization spend levels (including production costs).
0x Content 1x Content 2x Content 3x Content 4x Content
HOW WE WORK
First, an Executive Producer is assigned to act as your “Show Runner” and supervise your project from end to end.
Planning
DiscoveryComplete Discovery Worksheet
to identify Goals, Audiences, Potential Stories, Heroes, etc.
Client Approval.
Develop Series CreativeCreate Series Overview, outlining
potential content approaches and strategy.
DiscoveryComplete Discovery Worksheet
to identify Goals, Audiences, Potential Stories, Heroes, etc.
Client Approval.
Develop Series CreativeCreate Series Overview, outlining
potential content approaches and strategy.
Project DocumentationDeliver Series Brief summarizing
creative and strategy for client approval.
Determine scope and budget.
Generate editorial calendar.
DiscoveryComplete Discovery Worksheet
to identify Goals, Audiences, Potential Stories, Heroes, etc.
Client Approval.
Once a project gets the “green light” it is time to move into production and editorial.
Producing
Pre-ProductionCall with AF Director, CD,
Production Supervisor, and talent/“Hero”. Finalize topics
covered and shoot logistics.
Episode Brief created & approved by client.
FilmingDirector and Assistant on-site
shooting per Episode Brief.
Client on-site at their option.
Pre-ProductionCall with AF Director, CD,
Production Supervisor, and talent/“Hero”. Finalize topics
covered and shoot logistics.
Episode Brief created & approved by client.
FilmingDirector and Assistant on-site
shooting per Episode Brief.
Client on-site at their option.
EditorialRough cuts, internal reviews (7-10
days)
Preliminary client review & revisions per Client feedback.
Legal Review & final approval.
Pre-ProductionCall with AF Director, CD,
Production Supervisor, and talent/“Hero”. Finalize topics
covered and shoot logistics.
Episode Brief created & approved by client.
Now it is time to launch your content in accordance with the editorial calendar and deployment map.
Optimizing
DeployMetadata creation.
Deployment Map approval.
‘Go Live’ per Editorial Calendar.
Optimize30-day Youtube promotion of content per Deployment Map.
15-Day Report.
Metadata analysis and revisions.
DeployMetadata creation.
Deployment Map approval.
‘Go Live’ per Editorial Calendar.
Optimize30-day Youtube promotion of content per Deployment Map.
15-Day Report.
Metadata analysis and revisions.
Measure and ProjectFinal Report with Cost-Per-View
and Metadata analysis.
Learnings, recommendations and projections.
DeployMetadata creation.
Deployment Map approval.
‘Go Live’ per Editorial Calendar.
“Technology is the campfire around which we tell our stories.”Laurie Anderson