Social Media Days Vanity metrics vs value

#videomarketing #stopbeingvain #thefunnel twentythree.netOslo

Social Media Days 2017 #somed2017

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Viral vs Valuable —om video, kundereisen og jålemåling

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Social Media Days Vanity vs value 59:59

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Why is video fundamental?

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•Video drives an 157% increase in organic traffic from search engines

•74% of users who watched an explainer video to learn more about a product

or service subsequently bought it

•Video on a landing page can increase conversions by 80% or more

•The click through rate increase with 200-300% when including a video in an

email mentioning video in the subject line of an email increases the opening

rate by 65%

Vanity vs value

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“ 50% of your content in 2017 should be video. Stop looking for that blogger, start looking for that videographer."

Brian Halligan Co-founder & CEO of Hubspot

Why is video fundamental?

Vanity vs value

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There is a f**k ton going on in video right now, and it’s the #1 way to capture the attention of your audience.

Gary Vaynerchuk Serial Entrepreneur & CEO of VaynerMedia

Why is video fundamental?

Vanity vs value

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“ Video is a mega trend, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.”

Mark Zuckerberg Co-founder & CEO of Facebook

Why is video fundamental?

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Social Media Days Vanity vs value 59:59

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Social Media Days Vanity vs value 59:59

#videomarketing #stopbeingvain #thefunnel twentythree.comOslo

How video supports the defined success

001Call meImproved customer service

006DeloitteThought leadership & demand gen

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002VestasImprove Press relations

003ASOSLess returns/CRO

005 ZendeskChurn prevention&demand gen

006 EplehjelpCRO

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Awareness Learn Evaluate Justify Purchase Retention

Vanity vs value

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Awareness Learn Evaluate Justify Purchase Retention

Social Media Days Vanity vs value

#videomarketing #stopbeingvain #thefunnel twentythree.netOslo

Offices

CPH&SFOPeople

+35Customers

+300Videos on our platform

+1Mil

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We are TwentyThree™Pioneering SaaS and visual sharing, now going global with our breakthrough Video Marketing Platform.

Sortedam Dossering 5DCopenhagen

655 4th StreetSan Francisco

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Head of Business Development; Marketing

Madeleine Holbye

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Head of Business Development; Marketing

Madeleine HolbyeHead of Customer Acquisition

Maria Willoch

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Creating compelling content for our target group

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TwentyThree Potential Customer

Content Marketing

Growth hacking

Video Marketing

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Creating compelling content for our target group

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Digital Marketing

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Demand Gen Social Media Video producerDigital Marketing

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In the clutter of content, how do we create an online event that is really relevant for the target group?

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*where people would be willing to leave behind their info to watch?

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• Co-created with our partner, Komfo

• Created and implemented within a month

• Went live with 14 events

• A broad range of assets included landing page, e-

mail, social media and live & on-demand video

• Knowledge sharing within the marketing space

• Cost: 39 062 DKK

• Scalable & reusable24

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• Cost per lead = • 32 DKK

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• Cost per qualified lead =• 32 DKK

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Title• Digital Marketing Director, Tradeshift = 50 points ( digital marketing = 30 director = 20 )• Added work email = 20 points

Amount spent on site• 10 points per video started• 10 points per video finished• 10 points for checking out our own website• 5 points per unique landing page on website visited• 20 points per video marketing related talk • 40 points for checking pricing landing page on website

Have unique landing pages for each of your live events to tighten your session time and conversion rates talk the product through

Media• Opened invite to SCW = 10 points• Opened reminder to SCW = 10 points• filled out questionnaire = 5 points per question answered

Video lead score

500

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Relevance content consumption

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So what did we learn• A video does not need to go viral to provide value. It’s about being relevant to the right

people. Look beyond vanity metrics and find the right KPI’s and metrics for you• Know where in the journey the customer is, and create content accordingly• If you present highly relevant content, people will accept gating, and pay with their info to

get a hold of it• Look to your own experts and involve them• Sales & marketing needs to work closely together — especially in b2b companies• Enable your team to do video, or hire one that can• Make data-driven decisions• Content is queen. Cookie is king

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Vanity vs value

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Awareness Learn Evaluate Justify Purchase Retention

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Head of Business Development; Marketing

Madeleine Holbye@madeleineholbye

Head of Customer Acquisition

Maria Willoch@mariawilloch

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