leveraging the power of video to engage customers

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© 2003-2015 Wilton Industries. All rights reserved. 1 Leveraging the Power of Video to Engage Consumers

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© 2003-2015 Wilton Industries. All rights reserved. 1

Leveraging the

Power of Video to

Engage Consumers

© 2003-2015 Wilton Industries. All rights reserved. 2

As marketers, we want to

acquire new consumers

and…

© 2003-2015 Wilton Industries. All rights reserved. 3

Get the ones we are connected with to consume

more of our products or services

© 2003-2015 Wilton Industries. All rights reserved. 4

When we think of a

conversion funnel, we

know that…

© 2003-2015 Wilton Industries. All rights reserved. 5

Before we can

convert a consumer,

we have to

reach and engage them

© 2003-2015 Wilton Industries. All rights reserved. 6

Delivering content they

value allows us to reach

and engage them

© 2003-2015 Wilton Industries. All rights reserved. 7

And increasingly consumers

want video content

© 2003-2015 Wilton Industries. All rights reserved. 8

© 2003-2015 Wilton Industries. All rights reserved. 9

THE RISE OF GEN C…

Gen C is a powerful new force in consumer culture. It’s a term to describe

people who care deeply about creation, curation, connection, and

community. It’s not an age group; it’s an attitude and mindset

• Gen C is a state of mind

• Gen C strives for expression

• Gen C is a taste-maker

• Gen C defines the social network

• YouTube is Gen C’s habitat for entertainment

• Gen C is constantly connected

• Gen C connects on YouTube on all screens

• Gen C values relevance and originality

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But YouTube isn’t the only social network on which folks are

watching video…

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While Facebook’s growth may be

slowing, make no mistake – it’s still a

social media beast

© 2003-2015 Wilton Industries. All rights reserved. 15

1.39 billion monthly active

Facebook users

890 million people log onto

Facebook daily

*Based on Facebook Internal Data, Fourth Quarter Earnings Call (January 28, 2015)

© 2003-2015 Wilton Industries. All rights reserved. 16

As marketers, we continually try to

figure out the best way to get into

the Newsfeed

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But we’ve been preparing for…

Zero Organic Reach on Facebook

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X

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Video grew to an average of more than 3

billion video views per day on Facebook

Over 65% of Facebook video views occur on

mobile

*Based on Facebook Internal Data, Fourth Quarter Earnings Call (January 28, 2015)

© 2003-2015 Wilton Industries. All rights reserved. 21

© 2003-2015 Wilton Industries. All rights reserved. 22

That’s why video content has

to be an important part of

our digital marketing mix

© 2003-2015 Wilton Industries. All rights reserved. 23

Case Studies:

How we approach video

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Our Goal with Inspirational and Instructional Content:

Grow the Activity

and

Grow Our Community

© 2003-2015 Wilton Industries. All rights reserved. 27

By Growing the Activity and

Growing Our Community,

we will increase sales of

our products

© 2003-2015 Wilton Industries. All rights reserved. 28

Our success won’t usually be

measured by direct sales…

but by how strong of

“tailwinds” we are creating

© 2003-2015 Wilton Industries. All rights reserved. 29

by how many people we are inspiring

by how many people we are educating

by how many people we are engaging

product sales will follow

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Key to Content Engagement

In order to add value to our consumer, video must do

one of the following:

Brands can usually, at best,

accomplish 2 of the 3!

Inspire Educate Entertain

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Content Categories

Original Content

Commissioned Content

Curated Content

© 2003-2015 Wilton Industries. All rights reserved. 32

Original

Commissioned

Curated

Our Content Mix

© 2003-2015 Wilton Industries. All rights reserved. 33

Original

Commissioned

Curated

Your Content Mix

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Multi-Channel Networks (MCNs) are entities that work with multiple video content

creators, using helping with programming, funding, cross-promotion, monetization,

partner management, audience development, etc.

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YouTube Original Content

Hero

Hub

Hygiene

Hero content: The content we want

to PUSH to a big, broad audience –

tied to a couple of key marketing

events

Hub content: The content we

deliver on a regular basis to our core

community

Hygiene content: The content our

core audience is actively searching –

our ‘always on’ pull content

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Leveraging Facebook Reach To Drive YouTube Engagement

YouTube Video views increased

7x and daily subscribers

increased 2.5x

YouTube Video views increased

7x

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Added 50k new page likes