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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.
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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.
