How To Use Social Video To Drive Results

HootSuite & Cameron

Cameron UganecDirector, Marketing & CommunicationHootSuite

Twitter: @cameronu

• Social Media Management System

• Over 4 Million users worldwide

• 650K Businesses globally

• 1.5 Million messages sent daily

• Easy to Use, Scalable, Secure• Trusted Partners with the most important social networks

About HootSuite

Connected Consumer Revolution

Video Growth

Video Growth

Growth Visual Storytelling

What is Social Video?

Social Video: Online video that is designed to be shared through social networks.

Don’t you mean viral video?

NoVirality describes an outcome not all social video goes viral.  

WHO views and shares is as important as HOW Many views and shares.

Social Video is Different

• Participatory• Agile• Listening• Engagement • Network Effect

Principles of Social Media that impact Social Video

Social Video is Different

+40 million view

+1 Billion impressions

Listening

How to use Social Video to Drive Results

How to create a video that is Shareable:

The Magic & Logic Approach

• Creative & Strategy• Content & Distribution• Emotion & Intellect• Story & Facts

1) Social Media StrategyThe Magic & Logic Approach

Objectives: Clear Measurable • Success Metrics - Cost Per View, Shares, Views, CTR, Enbeds.

Clicks, Time Spent

Content: • Focus on your Audience, Current Beliefs, Desired Beliefs• What’s the one key message you want your audience to take away.

Distribution Plan: Paid, Earned and Owned • Build and they will come, doesn’t work.

2) Shareable Content

Key questions:

• How will this help or entertain my audience?

• Why will they share it?

Create Value for Audience

Make it EmotiveThe Psychology of Sharing

The sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission.

Simply put, evoking certain emotions can help increase the chance a message is shared.

In a 2011 study published in Psychological Science, a journal of the Association for Psychological Science

What Sparks SharingSome of the emotive content that sparks sharing:

• Amusing• Moving• Illuminating• Inspiring• Shocking

• Cute• Sex• Fearful• Anger• Controversial

Power of Storytelling

One of the quickest ways to establish an emotional connection with someone is to tell them a story.

Stories are our sense-making tools.

Paid, Earned & Owned Media

3) Paid, Earned, Owned DistributionMyth: Social and Viral Marketing is Free

A good distribution plan includes coordinated Paid, Earned and Owned components. Each of these requires resources.

Owned: It’s critical that you invest and build your own channels- email, blog, social, a YouTube channel.

Paid: Hyper-targeted Social Ads and Promoted Content Facebook Video, YouTube, Video Networks like ShareThrough, Unruly

Earned: Seeding the video with Influencers, blogs, media properties.

Momentum

10 Secrets to Social Video Success:1. Make it shareable

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content9. YouTube is a search engine and a media property

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content9. YouTube is a search engine and a media property10. Your VP of Sales is wrong

10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail 8. Focus on evergreen content9. YouTube is a search engine and a media property10. Your VP of Sales is wrong Bonus: 11. Music, Music, Music

Examples & Sources:

• W+K Old Spice Case Study - http://www.adweek.com/video/wk-old-spice-case-study-120605

• HootSuite: Social Media is Sweet - http://www.youtube.com/watch?v=zr_-55kiDLM

• Chevy Stories - http://www.youtube.com/watch?v=CS3SvdWcAks&feature=youtube_gdata_player

• Kony 2012 -http://www.youtube.com/watch?v=Y4MnpzG5Sqc• Start-up Videos - http://startup-videos.com/• Viral Video Chart – • http://viralvideochart.unrulymedia.com/all?interval=month• The Girl Effect - http://www.youtube.com/watch?v=WIvmE4_KMNw

Thank You!Cameron UganecDirector, Marketing & Communicationscameron.uganec@hootsuite.com@cameronu

Image credits:• Slashgear – Baby’s first ipad http://www.slashgear.com/babys-first-ipad-24121114/• www.eMarketer.com – Global consumer internet traffic & Video viewers worldwide• Youtube – Old Spice – The man you could smell like http://

www.youtube.com/watch?v=owGykVbfgUE• Smart Insights -

http://www.smartinsights.com/content-management/content-marketing-strategy/inbound-marketing-funnel-infographic/

• Altimeter – http://www.web-strategist.com/blog/2012/07/19/altimeter-report-paid-owned-earned-converged-media/

• Sharing Ice Cream - http://www.kansasaap.org/wordpress/wp-content/uploads/2011/03/kids-eating-ice-cream.jpg