Strategic Video Marketing Capabilities

Transcription

1 Strategic Video Marketing Capabilities January 2014 Please address any questions to: Logan Hale

2 WHO WE ARE V3 Media Marketing provides video strategy, production, and distribution services to B2B and B2C companies all over the United States. V3MM was started by founder Logan Hale, who studied at the UCLA School of Film & Television and has produced film, video and marketing campaigns across the country. Featured in The New York Times, Wall Street Journal and Huffington Post for his first company, YourLittleFilm, Hale and his team have a focus and a passion for engaging stories that help promote great brands. WHAT WE DO We believe that making a great promotional video or media marketing campaign is akin to any artform how much time and effort and vision do you put into shaping the clay or chipping away at the marble or painting the canvas? We believe quality work and execution takes great time, effort, and vision to succeed. We aim to bring all of ourselves our skills, experience, and passion to every project we take on. WHY WE DO VIDEO MARKETING Marketing has changed drastically over the course of the past ten years, and even more so in the past five years. Social media has increased customer access to suppliers and businesses, making issues of credibility and trust more influential in the buying decision process, whether those are B2C or B2B companies. A video is the flyer or brochure of the 21st century because of its universal accessibility and digital, sustainable medium. What differentiates V3 Media from a number of its competitors is our approach to the strategy and distribution of the videos we produce for our clients. This document outlines our company s approach to an effective video marketing campaign with the goal of making our client s video go viral by achieving more than 10,000 views in a 72 hour period.

3 STRATEGY AND RESEARCH The V3 Media Marketing team believes that a good video marketing strategy starts with a series of key questions before a video is even scripted or shot. Our most important question is what goal do you want your video to achieve? A good video script for a marketing video must contain an establishing call to action that addresses this end goal, whether the video motivates purchases of a particular product or serves as a piece of content to set in motion capture for an inbound marketing strategy. The next vital piece of information revolves around the target demographics, or the video s audience persona. Who are the people who need to watch the video? What social media channels do they engage with? Our company works with the client s established marketing teams on communication channel analysis to better understand the audience persona and the communities that exist around the target demographic. We ask what communities exist around the target audience that have their own language, inside jokes, and specific trade publications that can act as release platforms for the video marketing campaign. This also helps provide an audience vocabulary for keyword analysis that can be used to build TrueView and AdWords campaigns for the video s viral release. Our next step involves exploring affiliate partnerships that our client may have that can act as marketing partners for a viral video release. We look at both paid and earned media opportunities, along with additional public relations and press channels that serve as communication avenues to get our client s videos to target audiences. We also seek to engage key industry thought leaders and celebrities surrounding the audience persona that can blog about the video on its planned release date and drive view numbers within the first 72 hours. We also encourage company and employee buy in from our client, meaning that we propose incentives and encouragement for employees to share the video with their own social media networks and drive company enthusiasm for the video right from the start.

4 EXECUTION Preparation In advance of the video s targeted release, V3 Media Marketing prepares for the 72 hour window of virality. We stress test the client s website to ensure that it can handle the anticipated traffic that the video will drive, including creating landing pages and preparing capture forms to facilitate content downloads or purchases. Typically a viral video can spur parodies and supplemental content if possible and appropriate we encourage the use of a making of video to capitalize on audience views and increase overall company exposure. Using our established keyword analysis, we also optimize the client s YouTube channel with graphics and SEO to make vague search terms more direct and therefore drive more traffic to the video s YouTube page. And in order to establish our effectiveness and adjust in response to metrics, we work with our client s webmaster to install YouTube Analytics to track view numbers, view durations, and click through rates. Capitalizing on our keyword analysis, we present recommendations for video titles and hashtags to use for cross channel aggregation. Release Typically videos released on a Tuesday or Wednesday show higher rates of engagement because of the number of people perusing social media during the beginning of the work week, usually earlier in the morning. Upon release, we submit the video to Hacker News and Reddit to encourage sharing on a variety of platforms. We share the video on all of our client s available social media platforms that have been primed with teaser posts, hinting at the release of the video. In order to further engage target audiences, we tweet the video to the pre determined tastemakers, thought leaders, and celebrities, encouraging them to share with their followers. We follow a similar model on Facebook and LinkedIn, utilizing promoted post options to get our clients video uppermost in their audience persona s news feed. To facilitate even easier sharing and blogging for key thought leaders, we release the video with unique copy containing SEO keywords that drive easier search results for the video s title, which can also be released on our client s blog platform of choice to increase their own site traffic.

5 METRICS While we are firm believers that numbers of views is a vital metric, we also utilize a host of additional metrics that allow us to compare our client s goals and expectations to the reality of the numbers. We use metrics provided by YouTube Analytics to judge viewers interest and engagement in the video. For example, we can view average time stamps where viewers lose interest in the video, or where they click on annotations or calls to action. Using Google Analytics, we can also track where the majority of web traffic is coming from, whether it be from sponsored posts or organic sharing on Twitter or Facebook. We can continue to track web traffic on our client s website and determine which landing pages are proving most effective. We can also use the information from the provided metrics to expand further into areas where the video is effective, and to reduce our efforts in areas that prove less so. Metrics also enable us to determine our client s return on investment (ROI) when we view conversion rates. Google Analytics allows us to evaluate the effectiveness of video and other marketing materials and see exactly which sources are driving traffic to our client s website and converting prospects into leads, and leads into sales.

6 CASE STUDY and STATISTICS BH Cosmetics This German based cosmetics company expanded into Los Angeles in 2010 with an extensive investment in personnel and infrastructure. They experienced difficulty expanding into an already saturated market and attempted to stand out using videos produced by their marketing staff in house. By the time they connected to V3 Media Marketing in 2011, they had spent thousands of dollars, lost a year in opportunity costs, and were struggling to keep their warehouse open and their staff employed. V3 Media Marketing created a series of videos for BH Cosmetics that capitalized on the voracious beauty tutorial audience built up by cosmetic companies on YouTube. Featuring a well known YouTube beauty personality with an established audience, the video series showcased the products to the best possible extent that a professional video production could provide. The makeup demonstrations introduced the BH Cosmetics palettes while showcasing what looks consumers could achieve with them. In the months following the release of BH Cosmetics new videos, the company saw an increase of 35,000 Twitter followers, shot up to 750,000 likes on Facebook while garnering over 6 million views on their YouTube channel and product videos. Additionally, the company experienced a 400% increase in earnings. BH Cosmetics internal marketing team worked with V3 Media Marketing to produce these results. Viral Video Statistics A recent study measuring the effectiveness of social video advertising found that after viewing a branded video, 49% of respondents claimed to have purchased the product in the video. (Decipher Research Study 2011) Videos that elicit high intensity, positive emotions are three times more likely to be shared than videos that elicit low intensity, negative emotions. (Dr. Karen Nelson Field, Ehrenber Bass Institute for Marketing Science) The viral peak in sharing takes place on Days 2 and 3 after a video is launched. Sharing activity of the 1000 most shared branded videos demonstrates that days of the week with the most sharing activity are Wednesday, Thursday, and Friday. Dr. James McQuivey of Forrester Research, estimated that the value of 1 minute of video was equivalent to 1.8 million words, or 3,600 typical web pages.

7 CONCLUSION As video marketers, we understand the necessity of video strategy, production, and distribution in new media frontiers. It is our passion to drive our client s videos and marketing campaigns to new heights in order to extend their reach and drive sales. We understand that the world was previously based on physical products that were physically distributed, and the sea change now trends in the direction of digital services that are digitally distributed. We understand the changing relationship between businesses and their customers, whether those are B2B or B2C relationships. What truly sets V3 Media Marketing apart from our competition is this understanding. We not only understand the intricacies of producing a video, we also strategize the content and release of the video for maximum impact. That s who we are, what we do, and that s how we help our customers move their businesses forward. For more information on the value of video marketing, or to speak with one of our staff members, please send an to ACTION@V3MM.COM or call (888) We look forward to hearing from you and helping you address your video marketing needs. Facebook