building a social video strategy - wistiafest 2015

H E L L O W I S T I A F E S T !

Phil Nottingham

V I D E O S T R AT E G I S T

W H I S K Y E N T H U S I A S T

@ P H I L N OT T I N G H A M

Phil Nottingham

W H I S K Y S T R AT E G I S T

V I D E O E N T H U S I A S T

@ P H I L N OT T I N G H A M

P H I L N OT T I N G H A M

“I help companies define their creative and technical approach to

video marketing”

M A R G A R I TA I O S I F

“Phil comes up with a plan, but then leaves everyone else to do the actual work”

A C M O T H AT I H AV E F A B R I C AT E D

“Where does YouTube, Facebook, Twitter, Instagram, MeerKat, Snapchat and Tinder fit

into my video strategy alongside Wistia?”

P H I L N OT T I N G H A M , 2 0 1 5

“There are too many social networks, and most of the time, I have no idea

what’s going on.”

Building a Social Video Strategy

Top 5 questions I’m asked about social video

1. Why has my campaign failed?

2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?

3. Which social platforms should I care about and why?

4. What should I be trying to achieve?

5. How can I measure success?

Top 5 questions I’m asked about social video

1. Why has my campaign failed?

2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?

3. Which social platforms should I care about and why?

4. What should I be trying to achieve?

5. How can I measure success?

H E R E ’ S W H AT N O R M A L LY H A P P E N S W I T H V I D E O

M A R K E T I N G C A M PA I G N S

Common approach to social video

1. Come up with an entertaining idea for a video

2. Produce it

3. Upload the video to YouTube, Facebook, Vimeo, Daily Motion etc…and embed the video on site using Wistia

4. Judge success based on the number of views and shares

Example from Distilled

1. Lets create a funny and irreverent Ad to advertise our training platform

2. Come up with a script.

3. Produce it

4. Embed the video on a page on our site using Wistia and upload the video to YouTube.

5. Wait for the money to roll in

W H Y D I D T H I S F A I L ?

T H E CO N T E N T WA S D R A M AT U R G I C A L LY

I N C O N S I S T E N T

I T D I D N ’ T M A K E A N Y S E N S E T O T H E TA R G E T A U D I E N C E

CONTEXTUALLY BROAD

Retains value irrespective of where it’s watched & prior knowledge of audience.

CONTEXTUALLY SPECIFIC

Requires prior knowledge and/or has to be watched on a certain page to make full sense

Dramaturgy

CONTEXTUALLY BROAD

SOCIAL VIDEO

Retains value irrespective of where it’s watched & prior knowledge of audience

CONTEXTUALLY SPECIFIC

ON-SITE VIDEO

Requires prior knowledge or has to be watched on a certain page to make sense

Dramaturgy

CONTEXTUALLY BROAD

SOCIAL VIDEO

Recommendation Driven

Passive

CONTEXTUALLY SPECIFIC

ON-SITE VIDEO

Demand Driven

Active

Dramaturgy

T H E M O S T E F F E C T I V E S O C I A L V I D E O S A R E CO M P E L L I N G

I R R E S P E C T I V E O F C O N T E X T

T H E M O S T E F F E C T I V E O N - S I T E V I D E O S A R E CO M P E L L I N G

B E C A U S E O F CO N T E X T

D O E S T H E V I D E O M A K E S E N S E W H E N V I E W E D I N I S O L AT I O N ?

I F “ N O ” , T H E N I T ’ S P R O B A B LY N OT A G O O D I D E A TO P U S H I T

TO S O C I A L P L AT F O R M S

Top 5 questions I’m asked about social video

1. Why has my campaign failed?

2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?

3. Which social platforms should I care about and why?

4. What should I be trying to achieve?

5. How can I measure success?

P H I L N OT T I N G H A M

“No”

P H I L’ S F I C T I O N A L C M O

“We want all to make sure all of our videos can be found everywhere”

P H I L’ S F I C T I O N A L C M O

“But Youtube has 4 billion users! If the video isn’t on YouTube, we’re missing out on

possibly billions of people seeing our video!”

S Y N D I C AT I O N H A S B E C O M E S TA N D A R D P R A C T I C E

Social Video is not TV

✦ Not limited to 30

seconds

✦ “Skip ad” button

✦ interactive elements

✦ Bullet

✦ Being Played ≠ Being Watched

✦ Varied context of the user

✦ Variance of device

S O C I A L P L AT F O R M S H AV E U N I Q U E I D E N T I T I E S A N D R E Q U I R E

U N I Q U E A P P R OAC H E S

S Y N D I C AT I O N S P L I T S V I E W CO U N T S & S H A R E S

S Y N D I C AT I O N A L S O C A N N I BA L I S E S O R G A N I C S E A R C H

A C O N C E R N E D A U D I E N C E M E M B E R

“Yeah, but Phil, all the big companies doing successful video marketing syndicate videos

to YouTube and Vimeo etc…

W H AT S H O U L D W E D O I N S T E A D ?

D O N ’ T S TA R T W I T H T H E CO N T E N T I D E A

“Content First” Approach

1. Come up with an idea for a video

2. Produce it

3. Try and get as many eyeballs on it as possible

S TA R T W I T H T H E P L AT F O R M

“Platform First” Approach

1. Work out where your target market are active

2. Choose the platforms to focus on

3. Create content for the platform

4. Cross promote on other platforms - by linking, not republishing

C A N O N I C A L I S E

D O N ’ T

S Y N D I C AT E

“ P L AT F O R M F I R S T ”

P H I L N OT T I N G H A M

“When you think platform first, you make better, more focused content”

Top 5 questions I’m asked about social video

1. Why has my campaign failed?

2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?

3. Which social platforms should I care about and why?

4. What should I be trying to achieve?

5. How can I measure success?

Platforms that everyone should invest in

✦ YouTube

✦ Facebook

Platforms valuable for some businesses

✦ Meerkat

✦ Periscope

✦ Snapchat

✦ Instagram

✦ Twitter

✦ Vine

Platforms no one should bother with

✦ Vimeo

✦ Daily Motion

✦ Any other “video sharing site” that isn’t YouTube

O N E E XC E P T I O N TO T H I S …

I F Y O U ’ R E A P R O D U C T I O N H O U S E , YO U S H O U L D H AV E A CO N S I D E R A B L E

P R E S E N C E O N V I M E O

YouTubeE V E R Y B U S I N E S S S H O U L D H AV E A P R E S E N C E

P H I L’ S F I C T I O N A L C M O

“Is YouTube really a Social platform? I thought it was a search Engine”

P H I L N OT T I N G H A M

“It’s sort of both”

Facebook

Google

Bing

YouTube

It’s designed for finding things, but also for conversation and collaboration

P E O P L E D O N ’ T U S U A L LY G O TO T H E L I B R A R Y W I T H P U R C H A S E I N T E N T

W H AT D O Y O U G O T O YO U T U B E F O R ?

E N T E R TA I N M E N T

&

E D U C AT I O N

S O … P R O V I D E E N T E R TA I N M E N T

A N D / O R

E D U C AT I O N

T H I N K I N G “ P L AT F O R M F I R S T ” M E A N S CO N S I D E R I N G I N T E R AC T I V E

E L E M E N T S I N P R E - P R O D U C T I O N

Annotations

Cards

Playlists

YouTube is Self-canonicalising

YO U C A N ’ T S H A R E A N O N - YO U T U B E V I D E O O N YO U T U B E

B U T YO U C A N S H A R E O N OT H E R P L AT F O R M S

FacebookE V E R Y B U S I N E S S S H O U L D H AV E A P R E S E N C E

W H E N D O W E U S E F A C E B O O K ?

FA C E B O O K V I D E O I S M O B I L E V I D E O

D O N ’ T F E E L E N C U M B E R E D B Y 1 6 X 9 !

M U S T B E CO M P E L L I N G W H E N S I L E N T

Facebook is cross promotional

O R I G I N A L LY YO U CO U L D J U S T S H A R E Y O U T U B E V I D E O S …

But now….

InstagramM AY B E A VA L U A B L E P L AT F O R M F O R S O M E B U S I N E S S E S

Content restrictions

✦ Max 15 seconds

✦ Square aspect ratio

✦ Created with smartphone/tablet

✦ Multiple shots

S I M P L E , S H O R T & V I S U A L LY CO M P E L L I N G

Hyperlapse

TwitterI T ’ S E A R LY DAY S

VineT H E H E I R T O T H E G I F

Content restrictions

✦ 6 seconds

✦ Square aspect ratio

✦ Created with smartphone/tablet

✦ Multiple shots

Meerkat/PeriscopeF I R S T M O V E R O P P O R T U N I T I E S

B OT H I N T E G R AT E W I T H , A N D C A N O N I C A L I S E TO, T W I T T E R

SnapchatWA L L E D G A R D E N F O R T E M P O R A R Y CO N T E N T

( A N D N U D I T Y )

E N S U R E YO U A R E H I G H LY CO N F I D E N T YO U ’ R E H I T T I N G

YO U R A U D I E N C E

Top 5 questions I’m asked about social video

1. Why has my campaign failed?

2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?

3. Which social platforms should I care about and why?

4. What should I be trying to achieve?

5. How can I measure success?

YO U D O N ’ T J U S T WA N T AT T E N T I O N , Y O U WA N T T H E R I G H T K I N D O F AT T E N T I O N

“ R I G H T ” D E P E N D S O N YO U R P R O D U C T A N D P O S I T I O N I N

T H E M A R K E T

Social Video Strategy Matrix

W H AT S O R T O F I M P R E S S I O N S H O U L D YO U B E

A I M I N G F O R ?

Challenger Established

Dynamic Differentiation Product Awareness

Stable Disruption Mindshare

B R A N D

MA

RK

ET

Challenger Established

DynamicYou’re different

because…Your stuff

is awesome

Stable Everyone else sucks Cool story, bro

B R A N D

MA

RK

ET

DAV I D O G I LV Y

“The essence of strategy is sacrifice”

Top 5 questions I’m asked about social video

1. Why has my campaign failed?

2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?

3. Which social platforms should I care about and why?

4. What should I be trying to achieve?

5. How can I measure success?

Engaged Action Rate( S H A R E S + V I S I T S + CO M M E N T S + S U B S C R I P T I O N S ) / V I E W S

PA I D D I S T R I B U T I O N I S N OT A N A C C E P TA B L E A L T E R N AT I V E T O

O R G A N I C CO V E R AG E

Organic Potential

Paid Promotions

S H A R E S B E G E T S H A R E S

S M A L L B U D G E T S C A N G E T G R E AT R E T U R N S

YO U C A N P R E D I C T H O W M U C H YO U R V I D E O I S L I K E LY TO B E

S H A R E D

C H E A P E R V E R S I O N …

Run your own social motivation survey

✦ Zeitgeist

✦ Kudos

✦ Self Expression

✦ Opinion Seeking

✦ Shared Passion

✦ Social IRL

✦ Social Utility

✦ Good Cause

T I C K O F F A S M A N Y A S YO U C A N

Top 5 (+1) questions I’m asked about social video

1. Why has my campaign failed?

2. Should I upload my Wistia hosted videos to YouTube & Vimeo etc…?

3. Which social platforms should I care about and why?

4. What should I be trying to achieve?

5. How can I measure success?

6. What about all the content I’ve currently got on my social channels?

Strategy Isn’t Sniping

Don’t think

✦ Ready

✦ Aim

✦ Fire

Don’t think

✦ Ready

✦ Fire

✦ Aim

T H I N K O F YO U R V I D E O S A S T R AC E R B U L L E T S

A N D I T E R AT E

S O C I A L V I D E O I S H A R D

YO U ’ R E N OT G O I N G TO G E T I T R I G H T F I R S T T I M E

B U T N O O N E R E M E M B E R S FA I L E D S O C I A L C A M PA I G N S

T H E O P P O S I T E O F S U CC E S S I N S O C I A L I S N OT F A I L U R E , B U T

A PAT H Y

P H I L N OT T I N G H A M

“The only route to failure is inaction”

Thank You!