VIDEO

CONTENT

A Better way to Build Brands through

Win the war for attention Using video content

are becoming Customers [People who want

to buy your

product]

Audiences

[People who

want to hear

your story]

You are no longer just

competing with people that sell

products & services, you are

now having to constantly

compete for consumers’ time

and attention -

ensure you are heard.

Agenda

1. 3 REASONS to care about video

content

2. 3 CONTENT types

3. 10 PRINCIPLES for great content

3 REASONS

to care about video content

It helps you to...

1 Find the right

PEOPLE

2 Tell great

STORIES

3 Build stronger

RELATIONSHIPS

It helps you to...

1 Find the right

PEOPLE

2 3 Build stronger

RELATIONSHIPS

Tell great

STORIES

More b2b decision makers are

watching more video

1 in 3 b2b decision makers turn

to online video for information.

Source: Google/Compete Tech B2B Customer Study, June 2012. (Sample of N=261 ITDM customers who watch online videos while researching or shopping for products or services for their

business).

Video is an integral part of B2B DM’s

research process

51% understand specific

features of a

product/service

50% ‘’how to’’ / instructional

videos

46% professional reviews

32% customer testimonials /

reviews

Source: Google/Compete Tech B2B Customer Study, June 2012. (Sample of N=261 ITDM customers who watch online videos while researching or shopping for products or services for their

business).

Online Video amplifies activity. As a result of watching videos about Tech Business purchase online,

B2B DMs took the following actions:

53% Searched online for more information

46% Visited a Tech Brand / Vendor Website

38% Talked to friends or colleagues about the Tech Products.

Growth in Business Related Queries

on YouTube over the past 4 years..

Business queries on

YouTube have grown

270% since 2010.

Equivalent to an

average annual growth

rate of 40%

Source: Google internal data, YouTube global queries in the

Business and Industrial Category

More people are watching more

videoAcross more screens

How to find the right people

It helps you to...

1 Find the right

PEOPLE 2 Tell great

STORIES

3 Build stronger

RELATIONSHIPS

Digital provides new opportunities for

brands to tell their stories through video

content

Without the

restrictions of time

Without the limitations

of a schedule

Enabling you to

structure your

conversation

Great video content has huge brand

impact

73.2m views

436k positive ratings

57k comments

search interest for “volvo

trucks”

search interest for “volvo trucks”

Source: Google Trends, Worldwide, Jan 2013-Jan

2014

Jan 2013 Nov 2013

Jan 2013 Nov 2013

search interest for “volvo

trucks”

search interest for “volvo trucks”

Jan 2013 Nov 2013

Jan 2013 Nov 2013

Source: Google Trends, Worldwide, Jan 2013-Jan

2014

Apr 2013 Nov 2013

For a whole month last

year, “volvo trucks”

was more interesting

than sex!

“great sex”

“volvo trucks”

It helps you to...

1 Find the right

PEOPLE 2 Tell great

STORIES 3 Build stronger

RELATIONSHIPS

ENTERTAINS EDUCATES INSPIRES

Telling stories regularly to a captive

audience allows brands to build stronger relationships.

3 CONTENT

TYPES which should you use, when?

Content strategy should match online video

viewing behaviour

People who browse

seek inspiring new

content

[hero]

People who search

seek relevant content

[hygiene]

1. Hero Content

Inspire ‘Browsers’ with Hero content

Connect with them through impactful

storytelling

Hero content doesn’t just ‘go viral’Ensure your

content is discoverable

Skillfully deployed paid media is a key contributor to their

success

IBM

Qualcomm

Febelfin

Hero content doesn’t just ‘go viral’Ensure your

content is discoverable

With paid media(TrueView)High

view count

High audience retention

Without paid mediaLow view count

Low audience retention

TrueView can help make your stories discoverable

75%

People who

choose to watch

are

more engaged

Source: Ipsos MediaCT and Innerscope Research Inc. 2011, including Eye Tracking, Biometrics and Online Survey.

Google Internal Studies 2013 (Based on data from 5 campaigns across 3 verticals)

Only pay when a user CHOOSES to engage with your

ad

Hero content doesn’t just ‘go viral’Inspire people

to share your content by being...

1. Funny 2. Sexy 3. Shocking 4. Unbelievable

5. Controversial 6. Gleeky 7. Illuminating 8. Random

9. Zeitgeist 10. Cute 11. Uplifting 12. Moving

Toyota – Swagger Wagon 9.9M views Levi’s– Rear View Girls 7.4M views Carlsberg & Mentos 2.7M views DC Shoes – Gymkhana 30M views

Leicester NHS – Teenage Kick 2M

views PS3- Michael 10.3M views

Samsung - HD Camera Trick 1.5M

views Cadbury’s - Eyebrows .8.2M views

Nike - Write The Future 26.6M views VW - The Force 44..3M views Alphabet Photography 35.1M views John Lewis - Christmas ad 12.2M

views

Achieving brand marketing goals

Hero

Hygiene

Hub

Build

Awareness

Influence

Consideration

Build

Advocates

Brand re-

positioning

Reputation

management

2. Hygiene Content

Serve the ‘Searchers’ with HYGIENE content Be the most compelling answer to consumers’ questions

Great hygiene content that serves as the best answer to questions around their

brand.

Serve the ‘Searchers’ with HYGIENE

contentMake content that will find the right people at the right

time

Reviews of the latest smartphones &

tablets.

How-to videos answering tech issues

Promote your HYGIENE content Stand out from similar videos and own your brand territory

Tactical paid video

promotion ensures that

Knorr’s hygiene content is

surfaced at key

moments that matter.

Achieving brand marketing goals

Hero

Hygiene

Hub

Build

Awareness

Influence

Consideration

Build

Advocates

Brand re-

positioning

Reputation

management

3. Hub Content

Things real people don’t say about

advertising..

“I wonder if there are

any new campaign

microsites I can spend

brand exposure time on

today?”

People who browse

seek inspiring new

content

People who search

seek relevant content

Build relationships with ‘Browsers’ & ‘Searches’

using Hub Giving them a reason to return

[hub]

Hub Content What is it? Keep the story going and give the audience a reason to continue watching.

Don’t just think of the hub...Think about the whole

wheel

bought partner

owned

video in

Google search promoted on

other

destinations

Trueview In-Display

(including

engagement ads)

Trueview

In-Search

Trueview

In-Stream

responses

collected in

playlists

video

responses

partner's

social

networks

consistent

end frame

Your

Channel

Your website

Achieving brand marketing goals

Hero

Hygiene

Hub

Build

Awareness

Influence

Consideration

Build

Advocates

Brand re-

positioning

Reputation

management

Achieving brand marketing goals

Hero

Hygiene

Hub

Build

Awareness

Influence

Consideration

Build

Advocates

Brand re-

positioning

Reputation

management

Hero + Hygiene + Hub How it all works together

Hero + Hygiene + Hub How it all works together

LIVE UNBOXINGS

PRODUCT

TUTORIALS

EPISODIC CONTENT

GREAT CONTENT what makes great content great?

10 Content Fundamentals

1.

Discoverable

2.

Accessible

3.

Shareable

4.

Collaborative

5.

Targeted 6.

Conversational

7.

Interactive

8.

Consistent

9.

Sustainable

10.

Authentic

[GET

AUDIENCES]

[KEEP

AUDIENCES

HAPPY]

[KEEP BRAND

HAPPY]

How did Volvo do?

1.

Discoverable

2.

Accessible

3.

Shareable

4.

Collaborative

5.

Targeted 6.

Conversational

7.

Interactive

8.

Consistent

9.

Sustainable

10.

Authentic

The success of content extends beyond the

video itself The art + science

Art Science

Content

Fundamentals

Audience

development

title

recency

view counts

watchtime

engagement metrics

tags

description

accessible

discoverable

shareable

consistent

conversational

interactive

sustainable

authentic

targeted

collaborative

+ thumbnails

Leveraged Video to create a virtual hyper efficient sales

team

Three ways video delivers measurable ROI

1 2 3 Hyper-Efficient Reps Gated Offers Live Events

Best Practices: Salesforce

Hyper-Efficient Reps

33,000 views a day = 217 Hyper-efficient reps

Assumptions a. Average video view is 2 minutes

b. Average hyper-efficient rep pitches 8 hours a day, no breaks

1

Create a standard process for optimization

Poster Frame

Naming Convention

Description & Tags

Active Engagement

Call-to-Action

Promotion

Raise the bar and weed out underperforming producers

1

Gated Offers

Incremental improvements make a major impact…

Social SSO

Recommendations

In-Context CTAs

Playback Experience

Sharing

2

Make sure your videos are logging activities

When someone watches a video on our Web site, we want it to count.

Watched

15 seconds

Watched

the entire video

1

2

3

Lead Scoring

Personalized Journeys

Campaign Attribution

2

Live Events

YouTube channel

offers a virtual event experiences

Live events generate “Likes and Buzz”

3

How do Salesforce measure success

1

2

3

Views

Subscriptions

Net new leads

4 Pipeline influence*

* In addition Salesforce also periodically conduct value surveys with customers and our

sales teams

A cohesive Hero, Hub & Hygiene strategy enables a cohesive story from

awareness to demand.

Summary

1. Video provides new ways to tell your brand story to the right people,

enabling you to build stronger relationships with your captive audience.

2. Great content does one of three things: entertains, educates & inspires.

3. Use Hero, Hygiene, Hub for a winning content strategy.

4. Create great content!

Resources

Think Insights

goo.gl/oN5NVc

Creator Playbook for Brands

goo.gl/UZL2fb