the integrated marketing kpis of using video to build your brand
TRANSCRIPT
Using Videoto build your brand
by Mack Fogelson
@MACKFOGELSON
#SearchFest 2014
The wholeis greater
@MACKFOGELSON
than the sum of its parts.- Aristotle -“
“
more than one video
It takes
to build your community and your brand.
http://www.pinterest.com/pin/418905202810475099/
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one channel
It takes more than
to change your business.
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You’ve got to integrate and leverage all the channels & things
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You’ve got to experiment and measure and use data & intuition to drive
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Two thingsto consider when determining ROI
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The Parts
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The Partsthe sum of
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The Parts
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integrated marketing
video/content
social media
searchemail
offline
other stuff
The partsWhat value did each
effort (like video) provide?
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Image credit: http://www.behance.net/gallery/Pattern-Designs/5941605
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The Partsthe sum of
The sumWhat change did your
efforts make in your whole business?
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Measuring ROI for the parts and the sum of the parts
starts with identifying goals & KPIs.
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Goals forThe Parts
The partsSet goals for
individual efforts (like video).
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In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
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In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
Specific
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Measurable
In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
Specific
@MACKFOGELSON
Measurable
In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
Specific
Attainable & Realistic
@MACKFOGELSON
Time-sensitive
Measurable
In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
Specific
Attainable & Realistic
Set Integrated Marketing Goals & KPIs with the SMART Frameworkhttp://bit.ly/1fsteSD
Image credit: http://www.pinterest.com/pin/220606081716889759/
Re
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Image credit: http://innovategov.org/2013/11/20/avoiding-complacency-risks-make-smart-goals-smarter/
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The PartsGoals for the sum of
The sumSet goals to make a difference in your
whole business.
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Image credit: http://drizzleanddip.com/2012/03/01/extraordinary-chocolate-tart
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Mack Web wants to become the integrated web marketing company in the west within the next 3 to 5 years.
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Mack Web wants to become the integrated web marketing company in the west within the next 3 to 5 years.
This is what we really want to accomplish.
setting goals, define KPIs
After
to determine how you’re going to
measure success.
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Setting Goals as the Foundation of your Marketinghttp://bit.ly/19SJRC7
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KPIs forThe Parts
The partsThere are specific
video KPIs you could be tracking.
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Image credit: http://www.flickr.com/photos/mrsdkrebs/9728631593/
Here’s the list:• play rate
• % of visitors that watched
• % of engagement
• completed calls to action
• leads
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Keep in mindThere may always
be more.
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Metrics to Measure YouTube Marketinghttp://bit.ly/1bpYIXL
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Image credit: http://wistia.com/blog/metrics-and-beyond
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The PartsKPIs for the sum of
The sumIntegrate your efforts and
track multi-channel KPIs for total value.
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See KPIs:• unique visitors• social followers
• impressions
• amplification/conversation/applause
• organic search traffic
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Think KPIs:• returning visitors• mailing list (and blog) subscribers
• unique site visits from social
• brand sentiment
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Do KPIs:• leads• direct revenue
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set goals and KPIs
To recap:
for the parts of your efforts as well as
the sum of the parts.
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See, Think, Do - A Content, Marketing, Measurement Business Frameworkhttp://bit.ly/1aQ5d4F
Image credit: http://indulgy.com/post/v637pM23E1/black-cat
Re
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Our Experience with See, Think, Do - A Reporting Frameworkhttp://bit.ly/1dkBwIZ
Image credit: http://indulgy.com/post/v637pM23E1/black-cat
Re
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The PartsAnalyze
The partsHow did each of your
channel efforts (like video) perform?
Image credit: http://www.serving-pink-lemonade.com/2011/03/letter-parties.html
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Engagement graph datawhere did you gain or lose attention?
Image credit: http://www.pinterest.com/pin/220606081716889759/
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Play rate datadid your thumbnail make a difference?
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54%
22%
39%
26%
47%
Heat maps datahow & when did people actually watch the video?
Image credit: http://www.pinterest.com/pin/220606081716889759/
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Completed calls to action176 people signed up to receive the guide
Image credit: http://www.pinterest.com/pin/220606081716889759/
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Insert image from launchrock here
opportunityto compare
All of this stuff provides an
your videos against your videos.
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content strategy
All of this stuff informs
because now you have the data.
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The PartsAnalyze the sum of
The sumHow did all efforts
in all channels contribute to success?
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Image credit: http://www.pinterest.com/pin/123215739779662697/
SEE KPIs
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Image credit: http://www.flickr.com/photos/ashleyspastries/5957251797/
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Unique visits287% increase year-over-year
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Social KPIs>1,000% increase in conversations on Twitter
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Organic search traffic283% increase year-over-year
THINK KPIs
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oween&ga_search_query=halloween+cookies&ga_view_type=gallery&ga_ship_to=ZZ&ga_min=0&ga_max=0&ga_page=2&ga_search_type=all
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Returning visitors223% increase year-over-year
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Mailing list subscribers50% increase year-over-year
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Unique site visits from socialmore than 200% increase year-over-year
DO KPIs
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Leads & stuff3,700 guides have been downloaded in 5 months
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Direct revenuesigned new client within 3 months
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It wasn’t just video or social or search or email or offline alone
that made the difference.It was the sum of the parts.
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Stuff you shouldRemember
power in integration.
There’s
It’s what helps you get more
out of everything.
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andcommunities
Brands
are not built in one day. Or even one year.
It takes time & diligence.
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thenoise
Clear
and do what works for you.
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