unlocking the secrets of mobile video
DESCRIPTION
Where video's concerned, there's no such thing as mobile. The story isn't about the device being used, but rather the context of the user. As a business, it's context that should drive the content, with YouTube, Instagram and Vine being specific and unique channels which require a unique approach.TRANSCRIPT
London • 10–13 February 2014 • #SESLON @SESConf
Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine
Cheri Percy Distilled
Marketing Manager
Marketing Manager, Distilled
@distilled
• Marketing Manager
• Social media rock star (no, really)
• Fiery redhead
CHERI PERCY
Oh, hai!
@distilled Cheri Percy
My first day at Distilled
@distilled Cheri Percy
My background is in music
@distilled Cheri Percy
Building your b(r)and
Building your b(r)and
Just as social media is great for
conversations
@distilled Cheri Percy
Mobile video is its louder, more
audacious cousin
@distilled Cheri Percy
There is no such thing as mobile
“In design, there are no more ‘hero sizes.’
Mashable CTO Robyn Peterson.
A screen is a screen is a screen
The theme is online everywhere.
There is no such thing as mobile to the user
By 2017, 85% of the world’s population will have 3G
coverage
Ericsson Mobility Report
@distilled Cheri Percy
77% of all mobile searches are near a PC
Google Dashboard
@distilled Cheri Percy
Mobile’s share of online video
@distilled Cheri Percy
There’s no such thing as mobile *to the user*
So, what does (mobile) video
look like?
@distilled Cheri Percy
A screen is a screen is a screen
This is content everywhere YouTube
A screen is a screen is a screen
This is content everywhere YouTube Instagram
A screen is a screen is a screen
Vine
Home vs Hero Content
@distilled Cheri Percy
Distilled’s home content
What about playing the hero?
What about playing the hero?
A screen is a screen is a screen
Vine Volvo
The most viewed automotive
commercial ever
A screen is a screen is a screen
Hero
@distilled Air New Zealand – Fit To Fly
Home grown Hero
@distilled Digital Science
Small Business Hero
A screen is a screen is a screen
Hero HBO goes “social first”
A word on hosting
Where should I host my video?
What do I want from my video?
A screen is a screen is a screen
Hero HBO goes “social first”
A word on hosting Host on your domain
A screen is a screen is a screen
Hero HBO goes “social first”
A word on hosting Host on your domain Audiences, Reach and
You(Tube) Audience, Reach and You(Tube)
How do I measure my campaigns?
@distilled YouTube Analytics
YouTube Analytics
Number of social shares x the total engaged views
E.g. 23 Tweets/1000 engaged views =
Twitter share rate of 2.3%
@distilled Cheri Percy
Shares and share rate
@distilled Cheri Percy
Coverage links and embeds
Vine. Do we really need it?
Advertising play
Brand awareness
Trending topics in the ‘Explore’ tab
Share your #firstpost
For increased brand exposure-
consider these pointers:
News consumption in a multi-
device world
@distilled Cheri Percy
#NeedToKnow
Determining the success
of your creation
Web.stagram
Find users by keywords
Advertising play
Accurcate analytics and free data!
How do I get started?
How do I get started?
What value can I add?
Advertising play
Knowledge and insight
Advertising play
Exclusivity and up to date news
Advertising play
Making science cool Making science cool again
(Mobile) video is all about…
Advertising play
Followgram #BrandAwareness #BrandAwareness #BrandAwareness
Your b(r)and
Advertising play
Followgram #BrandAwareness #BrandAwareness #BrandAwareness
Advertising play
#AudienceReach #AudienceReach
Advertising play
Followgram #BrandAwareness #BrandAwareness
#AccountGrowth
#Engagement #Engagement #Engagement
Video is about much more than just viral.
It’s a story attached to your brand.
Advertising play
Followgram #BrandAwareness #BrandAwareness
#AccountGrowth
#Engagement #Engagement Start building your b(r)and online.
