Living in a social world

Born in TV

Cracking social video Telling great stories & engaging audiences !Media 360 June 2015

Video as FUEL for social engagement

Seven lessons for cracking SOCIAL VIDEO

1. Video is

FUEL for social

@BurberryBurberry

Capturing the moment – @CaraDelevingne on the front row of the @Burberry Prorsum S/S15

Facebook reach

+148% for

brands vs photos socialbakers

Video in News Feed up 3.6x Facebook

Video Tweets

+28% engagement !Twitter

How to make cracking SOCIAL VIDEO

1. Know your audience

2. Harness superfans

3. Be entertaining or useful

4. Build a compelling storyworld

5. Keep story alive between series/campaigns

6. Be topically relevant and timely

7. Play to your platform

Seven lessons for cracking

SOCIAL VIDEO

Know your audience1.

Hunt out your audience, & speak their language

!

Harness superfans

2.

Be entertaining or useful3.

USEFUL

ENTERTAINING

Be entertaining or useful3.

USEFUL

ENTERTAINING

© Red Bee Media Ltd. 2015

Results !!Nearly 800k views across the series !TWO YEARS of watch time !1 in 2 views earned organically !25% increase in YouTube channel subs !13.7% increase in digital sales YoY !

Build a compelling storyworld

4.

Storyworlds

Settings

EventsBackstories

Mythology

Characters

Multi platform

i. Involve the audience in immersive narrative experiences

© Red Bee Media Ltd. 2013

Intel/Toshiba The Power Inside

© Red Bee Media Ltd. 201327

© Red Bee Media Ltd. 2013

Intel/Toshiba The Power Inside

© Red Bee Media Ltd. 2013

!

ii. Develop the characters

© Red Bee Media Ltd. 2013

It started with a pun...

© Red Bee Media Ltd. 2013

...and became a family of established characters

© Red Bee Media Ltd. 2013

With backstories, video bloopers, spin-offs and real-time social media presence

!

Keep the story alive between series/campaigns

5.

video video video

Social is not campaign-led

Graphics courtesy of Shine Communications

video

Keep up momentum to build for future activity

Drop out avoided

Graphics courtesy of Shine Communications

6. Be topically relevant and timely

Brand’s objectives Audience’s interests

The social trinity

Real time relevance

Source: Twitter public API

Planned real-time messages

+400% retweets

Brands tweeting about unexpected occurrences during

major events +1,200% retweets

© Red Bee Media Ltd. 2015

© Red Bee Media Ltd. 2015

© Red Bee Media Ltd. 2015

© Red Bee Media Ltd. 2015

7. Play to your platform

1. Know your audience

2. Harness superfans

3. Be entertaining or useful

4. Build a compelling storyworld

5. Keep story alive between series/campaigns

6. Be topically relevant and timely

7. Play to your platform

Seven lessons for cracking

SOCIAL VIDEO

@RedBeeCreative