Tim Bay: How Wilton Brands is Leveraging Video to Increase Customer Engagement

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

Leveraging Video to Engage Consumers

http://www.wilton.com/


To grossly oversimplify our marketing strategy….

We want those who don’t buy,to buy

&those who do buy,

to buy more


Before we can convert a consumer,

we have to reach and engage

them


Delivering content they value allows us to reach

and engage them


Content is our “Marketing Nectar”


And increasingly consumers want video content



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

watching video…



While Facebook’s growth may be slowing, make no mistake – it’s

still a social media beast

1.44 billion monthly active Facebook users

936 million people log onto Facebook daily

*Based on Facebook Internal Data, 1st Quarter 2015 Earnings Call


As marketers, we continually try to figure out the best way to get

into the Newsfeed


But we’ve been preparing for…Zero Organic Reach on

Facebook



X


Video grew to an average of more than

4 billion video views per day on Facebook

Over 75% of Facebook video views occur on mobile

*Based on Facebook Internal Data, 1st Quarter 2015 Earnings Call



Video content has to be an important part of our

digital marketing mix


Case Studies:How we approach video




Our Goal with Inspirational and Instructional Content:

Grow the Activity

and

Grow Our Community


By Growing the Activity and Growing Our Community, we will increase sales of

our products


Our success won’t usually be measured by direct sales…

but by how strong of “tailwinds” we are creating


We don’t think about creating a ‘viral video’ – we focus on

creating content our audience will love and….


Content that is“shareworthy”


If we approach it in the right way, we significantly increase the

likelihood it will be watched by a lot of people – and maybe going viral


However, content doesn’t have to ‘go viral’ (such a small

% do) to be really valuable marketing content


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


Content Categories

Original Content

Commissioned Content

Curated Content


The right content mix depends on many factors – it won’t be the same for

everyone

What’s your 70%/20%/10%?


Creating Original Content



Hero

Hub


2014 YouTube Videos (62)


Examples of Tactics that Make Your YouTube Content Discoverable

• Creating engaging content – total watch time is a factor in the ranking algorithm

• Encourage comments – higher viewer engagement can help ranking

• Optimize Titles, Descriptions, etc.• Make Great “Title Cards”/Thumbnails• Include end-cards that encourage

subscribing, watching another video, etc.• Develop a regular programming plan


Some of the Things that Make Facebook Video Different

• Your videos may be played automatically (AutoPlay)• Many people watch Facebook videos with the sound

turned off – so don’t rely on sound• Typically, the videos need to be shorter

• Optimize resources by editing a YouTube video into a shorter version

• Use the Facebook video as a ‘teaser’ to longer form content (e.g. on YouTube)

• Fewer analytics available


You don’t have to have a TV network worthy studio to create

original content



or tons of resources



Thinking about which content your audience will find valuable

is the most important step


70% reach from non-fans

1.3 mill views from non-fans All reach was organic – no paid support

https://www.facebook.com/video.php?v=10152539922445919&set=vb.60255730918&type=2&theater


Leveraging Facebook Reach To Drive YouTube Engagement

YouTube Video views increased

7x and daily subscribers

increased 2.5x

YouTube Video views increased

7x


https://youtu.be/ny9jPKhPFIA


Added 50k new page likes

All reach was organic – no paid support


Commissioned Content


Commissioned content allows you to reach a large number of consumers by leveraging

the established audience of a YouTube Creator


Multi Channel Networks




https://youtu.be/SGUUUJWcINw?t=6m23s


https://youtu.be/BoN8ZSCxDss


• The videos on her channel are performing above average – her audience embraced the partnership

• Ro’s videos on our channels are the most successful ever in the first week after publishing

• Comments on Ro’s videos on our channel are 7x the average of our top 10 commented videos

• Almost a 4x increase in subscribers on our channel

Bay, Timothy


Tips for Working with CreatorsHow to avoid being a ‘bad brand’


Do your research – just don’t ‘sort by’ number of subscribers

and start there


Focus on channels that reach your key audiences and creators who are authorities in your category


Find someone that’d work with your brand (believes in it) even if you didn’t pay them (you’ll

still have to )


Let the Creator create!Trust them – they know what

will connect with their audience


Spend time with them – help them understand your brand -

what makes it unique


It’s okay to give them “talking points” but trust them to pick-out

what will resonate with their audience and put it in their own

words


Questions?

@timbay

timbay