Video Killed the Radio Star (Right??) A Branded Strategies Presentation EBrandCon Chicago, May 2017

Transcription

1 Video Killed the Radio Star (Right??) A Branded Strategies Presentation EBrandCon Chicago, May 2017

2 So Why Listen To This Chick? 2 Get to Know TheOneCrystal Loads of Experience I ve been working in marketing since I was 18. Over a decade of experience in the HR/Recruitment space. Now I lead Branded Strategies, a boutique agency. Most Importantly I love my career. Seriously. The work I do CRYSTAL MILLER LAY allows me travel the world and advance our CEO, Branded Strategies discipline. Its Not All About Me, But... I get to work with some pretty cool brands while delivering award-winning work and help they need.

3 3 Providing Light bulb Moments Here s a few of the brands we ve had the good fortune of getting to know and help grow:

4 CONFESSION: 4 Speaking still makes me nervous.

5 SESSION AGENDA What We re Talking About 5 History Strategy Tactical Tips EB Videos RM Videos

6 MEMORY LANE A Look Back at Video Marketing History 6 First Video Ad Bulova runs the first commercial on television. $4 DOLLAR AD SPEND!!!

7 MORE MEMORY LANE 7 First Recruitment Marketing Videos PROFESSIONALLY PRODUCED RECRUITMENT MARKETING

8 STRATEGY BLUEPRINT 8 YOU CAN HAVE ANYTHING YOU WANT. YOU JUST CAN T HAVE EVERYTHING YOU WANT.

9 STRATEGY BLUEPRINT Five Star Strategy Development 9 1. DEFINE OBJECTIVES What does the business need? 2. DEFINE AUDIENCE Who are you trying to reach? 3. FIND COMMON THREAD Between business units & audience.

10 STRATEGY BLUEPRINT 10 Five Star Development 4. COMMUNICATE WITH STORIES Grand Design (Theme / Messaging) Evoke a Sense of Wonder (Emotion) Capture a Truth (Relatable)

11 STRATACTICAL TIPS 11 Channel Strategy Development Facebook Shorter Videos (60-90 sec) FACEBOOK Highly Relevant / Surprising Video content performs best Use Status as Teaser Always have a CTA! Montage Sequences work best here INSTAGRAM Behind-the-scenes or employee 1 st person video content is best Instagram Emotion & Humor = Good Showcase Experience Focus on High Quality Images Keep It Brief!!! 26 sec max

12 STRATACTICAL TIPS Channel Strategy Development Snapchat Exclusive, Authentic Content BRIEF SNAPCHAT FOMO FOMO FOMO FOMO Employee Seconds!! Portrait Mode Only CTAs in Your SNAPS Takeover Twitter TWITTER Show People in 1 st 5 seconds focus on people Showcase benefits of IRL experience. Add drama to the story for entertainment. TELL viewers what to do or where to go after watching.

13 Employer Branding Videos 13 Company Focused Purpose Discusses reality. Discuss mission. Discusses impact. People Discusses team. Discusses meaning of work. Hits on 8 dimensions of Cultural Compatibility. Potential Discusses impact. Discusses lateral and vertical career-pathing. Discusses innovative work.

14 Employer Branding Videos 14 Company Focused Meet Our People PERSONALIZED STORY Relatable, story shared by employee. Not overly scripted, so feels genuine. Meaning of work provides common thread. VARIED CAMERA TECHNIQUES 1 st person camera / story shared by employee. Montage with b roll & voiceover also used. CALL TO - ACTION Shares Verbal CTA. Shares Interactive CTA through apply button.

15 Recruitment Marketing Video 15 Company Focused Meet Our People COMMON THREAD Needed Background. Interest and Passion Shared. Meaning of Work. TECHNIQUES 1 st person camera / story shared by employee. Montage with b roll & voiceover also used. QUESTIONS Who s the Audience? What was the CTA?

16 Recruitment Marketing Video 16 Company Focused Meet Our People COMMON THREAD Dispels Myth. Interest and Passion Shared. Background Needed. Shared Characteristics. MEANING OF WORK Mentoring / Leadership Opportunity Hits on 12 of the 16 Dimensions of Cultural Compatibility. QUESTIONS What was the purpose of this video? What kind of camera techniques were used?

17 MAKING A JOB VIDEO 17 Because they re smart. And so are you. GRAB YOUR HANDOUTS!! Big Hat Tip to Skill Scout!!!

18 QUESTIONS THANK YOU FOR YOUR TIME TODAY CONTACT INFO Cell: on pretty much all social channels TOOLS I USE CRYSTAL MILLER CEO, Branded Strategies Flixel (app & desktop - >$50/mo) Zoomforth ($18k-23k/yr) Rapt Media (DoP) Elevated Careers by eharmony ($ k) imovie ($50?) Adobe Creative Cloud ($25/person/mo) PARTNER FIRMS Five Star Media Handmade Animation Branded Strategies Research & Design Rapt Media Skill Scout Jobs 18

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