how to harness the power of video storytelling
TRANSCRIPT
© 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