Marketing Week Live 7 / 8 March 2018

Transcription

1 How to create winning video campaigns 7 / 8 March 2018 Brand Engagement and Innovation Stage 3pm 7th March 12pm 8th March Hurricane Media UK Ltd Sixteenth November 2017

2 THE INSPIRING BIT AT THE START STAND MF44

3 We are here to.. change consumer behaviour persuade, to cajole, to convince increase awareness, engagement and sales STAND MF44

4 But how to we DO IT BETTER? STAND MF44

5 Effective, results focused campaigns With video at their core STAND MF44

6 THE BIT ABOUT ME STAND MF44

7 Jon Mowat Managing Director Hurricane

8 A fantastically easy to read, practical and hands-on book Daniel Rowles CEO Targetinternet.com An exceptionally comprehensive study on the power of a varied content strategy Ben Wiggins Brand & Communications Manager INFINITI Motor Company Very engaging and insightful. Great insights, useful diagrams and important learnings that will help to increase market penetration and increase return on investment. Linda Brewer Head of Communications Atlas Copco, Vacuum Technique Mowat has produced a fascinating and eye opening look at the latest generation of content marketing. Henry Stuart CEO and Cofounder at Visualise

9 A fantastically easy to read, practical and hands-on book Daniel Rowles CEO Targetinternet.com An exceptionally comprehensive study on the power of a varied content strategy Ben Wiggins Brand & Communications Manager INFINITI Motor Company MD120 Very engaging and insightful. Great insights, useful diagrams and important learnings that will help to increase market penetration and increase return on investment. Linda Brewer Head of Communications Atlas Copco, Vacuum Technique JON MOWAT VIDEO MARKETING STRATEGY JON MOWAT KOGAN PAGE Mowat has produced a fascinating and eye opening look at the latest generation of content marketing. Henry Stuart CEO and Cofounder at Visualise 20% DISCOUNT CODE : CMK20

10 THE BIG STATISTICS BIT STAND MF44

11 Some big numbers showing video is a big deal In 2021 a million minutes of video content will cross the Internet every second. More than 60% of marketers and small business owners plan to increase investment in video marketing in % of B2B marketers rated videos as an effective content marketing tactic in STAND MF44

12 Why is video so effective? STAND MF44

13 Why is video so effective? STAND MF44

14 Why is video so effective? 60% of net traffic is now on mobile and touch devices and what was the normal way to watch content is no longer the norm. Dopamine from touch feedback STAND MF44

15 Why is video so effective? We are tuned into small sudden movements, like that of a predator: Snake Detection theory Ganglion cells, signal the brain to be aware that an object is moving. If the whole scene moves, the cells remain silent. If only part of the scene moves, they signal the brain that there is movement. STAND MF44

16 Why is video so effective? We pay more attention to our mobile devices as they are part of us Hypothesis of the Extension of personal mind Clark and Chalmers 1998 STAND MF44

17 Why is video so effective? Video allows for powerful storytelling and emotional engagement STAND MF44

18 How to create winning video campaigns Hurricane Media UK Ltd Sixteenth November 2017

19 THE THREE STEP PLAN BIT STAND MF44

20 STEP 1 : PLAN STEP 2: CREATE STEP 3 : ACTIVATE

21 STEP 1 : PLAN STEP 2: CREATE STEP 3 : ACTIVATE

22 Powerful video campaigns STAND MF44

23 Powerful video campaigns WHAT STAGE OF THE FUNNEL ARE YOU IN? From this you can decide what kind of content and key metrics to use STAND MF44

24 Classic sales funnel STAND MF44

25 Digital sales funnel STAND MF44

26 Digital sales funnel STAND MF44

27 Awareness content Advertiser STAND MF44

28 Awareness content Advertiser Big Hero content TV ads Paid ads Personalised video outreach Searchable organic (EG How to films ) STAND MF44

29 Awareness KPIs Views Impressions Unique users Brand Awareness uplift Ad recall lift Focus Groups Pr inch age Social chatter via listening tools STAND MF44

30 Consideration : Content Publisher STAND MF44

31 Consideration : Content Publisher Hub content Detail videos Explainers Interviews Testimonials Personalised Searchable organic (EG How to films) STAND MF44

32 Consideration : KPIs View through rates Total view time on channel Social feedback Engagement (Watch time, sharing ) Focus Grouping STAND MF44

33 Action : Content Salesman STAND MF44

34 Action : Content Videos next to sales listing Interactive and stoppable Direct response to purchase STAND MF44

35 Action : KPIs Increase in sales On site purchase data Shoppable video data Interactive video usage STAND MF44

36 A POWERFUL VIDEO STRATEGY WILL USE DIFFERENT PIECES OF CONTENT AT DIFFERENT STAGES OF THE FUNNEL

37 Planning multiple pieces of content MAA Masterclass Hurricane

38 Planning multiple pieces of content Content Tree MAA Masterclass Hurricane

39 Planning multiple pieces of content Awareness Consideration Action Retention Profile 1 Profile 2 Profile 3 Etc Content Tree Content Map MAA Masterclass Hurricane

40 STEP 1 : PLAN STEP 2: CREATE STEP 3 : ACTIVATE

41 STEP 1 : PLAN STEP 2: CREATE STEP 3 : ACTIVATE

42 Move your audience build your brand.

43 How do you feel now? STAND MF44

44 How do you feel now? Take a mindful moment Buzzed? Excited? Happy? Low? Bored? Indifferent? STAND MF44

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46 How do you feel now? STAND MF44

47 How do you feel now? 92 Seconds to change a room STAND MF44

48 What just happened to you? It was an emotional response Distress and empathy but what is that anyway? STAND MF44

49 What just happened to you? It was an emotional response Distress and empathy but what is that anyway? You got a hit of two chemicals: STAND MF44

50 What just happened to you? It was an emotional response Distress and empathy but what is that anyway? You got a hit of two chemicals: Cortosol (that causes us to pay more attention to a stimulus) Oxytocin (connected with care, connection and empathy) STAND MF44

51 How do you feel now? The more oxytocin released, the more empathetic viewers feel towards the subject of the video. Shown in studies that rhe amount of money people donate to a charity is directly linked to how much oxytocin is released. The higher the levels of oxytocin, the more people were willing to donate to charity. Empathy, neurochemistry, and the dramatic arc: Paul Zak at the future of storytelling October 2012, Future of StoryTelling YouTube Channel STAND MF44

52 Emotional videos directly impact behaviour Emotional drivers are the key to unlocking behaviour change If we have the goal of long-term brand growth we should be connecting emotionally with viewers.

53 Emotional campaigns, and in particular those that are highly creative produce considerably more powerful longterm business effects than rational persuasion campaigns The Long and the Short of it Les Binet and Peter Field

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55 How to create winning video campaigns Hurricane Media UK Ltd Sixteenth November 2017

56 STEP 1 : PLAN STEP 2: CREATE STEP 3 : ACTIVATE

57 STEP 1 : PLAN STEP 2: CREATE STEP 3 : ACTIVATE

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59 AWARENESS Your brand will not grow if you do not tell new people about it. Spend as much as you can. Use owned, earned and paid channels.

60 AWARENESS Your brand will not grow if you do not tell new people about it. Spend as much as you can. Use owned, earned and paid channels. CONSIDERATION Growing conversations with people you already know needs less budget and will increase conversions but it will not grow market share.

61 AWARENESS Your brand will not grow if you do not tell new people about it. Spend as much as you can. Use owned, earned and paid channels. CONSIDERATION Growing conversations with people you already know needs less budget and will increase conversions but it will not grow market share. ACTION Use Onsite placements, interactive players, and track onsite clicks

62 Measure results against you KPI And do it again!!!

63 THE SUMMARY BIT STAND MF44

64 How to create winning video campaigns STEP 1 : PLAN STEP 2: CREATE STEP 3 : ACTIVATE

65 MD120 MF44 Video marketing masterclass and Q&A 3:30. Wed 7 th March 12:30 Thurs 8 th March. MD120 JON MOWAT VIDEO MARKETING STRATEGY 20% DISCOUNT CODE : CMK20

66 THE BIT WHERE PEOPLE ASK QUESTIONS STAND MF44

67 Jon Mowat THANKYOU COME VISIT STAND MF44 Hurricane Media UK Ltd Sixteenth November 2017

68 BUT WHY DOES THIS HAPPEN?

69 Decision Overload We face 35,000 remotely conscious decisions each day Dr Joel Hoomans 20 March ,000 Decisions: The great choices of strategic leaders Leading Edge Journal Roberts Wesleyan College COME VISIT STAND MF44

70 Decision Overload To deal with this onslaught we have developed two systems running in parallel. System 1 brain: System 2 brain: Subconscious Conscious Makes decisions quickly with little effort, and with little thought. Makes decisions based on conscious pondering of data COME VISIT STAND MF44

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72 We have evolved to allow much of our decision making to be done automatically at low energy cost using System 1.

73 We have evolved to allow much of our decision making to be done automatically at low energy cost using System 1. Which is driven by emotion

74 But I work in B2B!

75 But I work in B2B! It s too boring - we don t have emotions.

76 There is always an emotional driver

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78 Finding your emotional driver 3 minute exercise

79 Finding your emotional driver 3 minute exercise Save money Improve efficiency Increase productivity Lower overheads

80 Finding your emotional driver 3 minute exercise Now with added cynicism Save money Improve efficiency Increase productivity Lower overheads

81 Finding your emotional driver 3 minute exercise Now with added cynicism Save money Improve efficiency Increase productivity Lower overheads Show off to boss Look good in front of mates Not lose job Get a bonus Do less work and go to pub Impress the office heart throb

82 EMOTION FACT ACTION

83 EMOTION FACT ACTION