how to harness the power of video storytelling

© Hurricane Media UK Ltd

General Assembly

Telling Better Brand Stories July 2016

Jon MowatHurricane Media

BRAND STORIES….are great

BRAND STORIESSocial was made for …

BRAND STORIESTell your

in a 30 second video and you’ve nailed it

BRAND STORIES… are amazing through video

Why Video?

Videos start the brand story conversation

Video can: Increase engagement Increase customer

satisfaction Increase conversions Increase dwell time Lower bounce rates

“62% of 18-32 year olds prefer to check their smartphone if they have any ‘downtime’ rather than just sit and think…

37% even check their smartphone if there’s a short lull

in conversation with friends.”

Dr Simon Hampton, University of East Anglia

YAY !!!

YAY ???

The biggest enemy of truly great content marketing

… is truly crap content marketing

Today we find solutions

Standing out from the content soupThe secret formula for successful contentBetter living through organisation

Me

HurricaneMulti-award winning video marketing agency

Today we find solutions

Standing out from the content soup

https://www.youtube.com/watch?time_continue=1&v=n9TWwG4SFWQ

How do I tell a great story of my brand?

HOW TO WRITE A GREAT STORY??

MULTIPLE CONTENT

SINGLE PIECE OF CONTENT

SO WHAT ?!

https://www.youtube.com/watch?v=wfbi3CxE3Lw

https://www.youtube.com/watch?v=UNiGSf2Sy30

https://www.youtube.com/watch?v=xFhnivaE_FI

less is more

purity of goal and thought

Stand back and look at your brand story

What order do you tell it?What happens if you tell the end

firstWhat is your emotional driver and

CTAMove the post its

STRUCTURE

DOCS / BRAND

Setup Conflict Resolution

1 third problem: 2 thirds solution

Deal: Payoff

Master Question: sub-questions

What if?

FILMS

The Milieu (world and texture)Gulliver’s Travels / Wizard of Oz

The Idea (who did it and why?)Arthur C. Clarke’s “The Star

Character Transformation

Event StoryAction films / Lord of the Rings

Today we find solutions

Standing out from the content soupThe secret formula for successful content

PLANWrite the planCheck the Plan

Content Formula

Your brand identity

Your viewers’ identity

Content Formula

1.2 million views a day of YouTube food colouring videos

53,000 nail art videos with 1.5 million daily views

Think like a publisher

CoverGirl is targeting Star Wars fans with makeup tutorials

Top Tips

YouTube Pre-roll Ads

TOP TIPS

MULTIPLE CONTENT

SINGLE PIECE OF CONTENT

Think like a publisher

Think like a publisher

Think like a publisher

Think like a publisher

Integrating video into your content strategy

BRAND FILM

HOW TO FILMS

VOLUME CONTENT / UGCACTION

Integrating video into your content strategy

https://www.youtube.com/watch?time_continue=2&v=Co0qkWRqTdM

Integrating video into your content strategy

https://www.youtube.com/watch?v=Rna4rDE2RIs

Practical ExerciseMap your buying personasto effective content

http://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing

First touch Second touch Near to purchase Client

CEO Brand film Benefit video

Manager Finance explanation

New services and products

App user Brand advert How it works film

Customer testimonial

how to guides(DIY stores)

Teenager viral campaign who else uses it

Finance explanation

here I am using it(go pro)

Today we find solutions

Standing out from the content soupThe secret formula for successful contentBetter living through organisation

SET GOALS FOR YOUR CHANNELSWHY DO WE HAVE THEM?

WHAT SHOUD THEY ACHIEVE?WHAT IS SUCCESS?

Sort your platforms out

1% click through

USER JOURNEY

© Hurricane Media UK Ltd

CONCLUSION

EMOTION IS KING

© Hurricane Media UK Ltd

thank you