wistiafest presentation: success stories from agencies

41
Videos That Drive Real Results: Success Stories from Agencies WISTIAFEST 2016 AGENCY TRACK #WistiaFest / @twitter-handle

Upload: storyteller-media-communications

Post on 20-Jan-2017

33 views

Category:

Marketing


0 download

TRANSCRIPT

Page 1: WistiaFest Presentation: Success Stories from Agencies

Videos That Drive Real Results:Success Stories from Agencies

WISTIAFEST 2016 AGENCY TRACK

#WistiaFest / @twitter-handle

Page 2: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @twitter-handle

Ed HeilOwner

StoryTeller

Page 3: WistiaFest Presentation: Success Stories from Agencies

Case Study Be long. Be short. Be Interesting.

# W I S T I A F E S T

Page 4: WistiaFest Presentation: Success Stories from Agencies

Ed Heil President

• Former TV News Reporter & Anchor • Founded StoryTeller in 2005 • Based in Journalism • Inbound Marketing Agency

specializing in video production

@erheil [email protected]

# W I S T I A F E S T

Page 5: WistiaFest Presentation: Success Stories from Agencies

People are drawn to stories, not ads. The challenge is understanding the difference.

# W I S T I A F E S T

Page 6: WistiaFest Presentation: Success Stories from Agencies

Breaking News# W I S T I A F E S T

Page 7: WistiaFest Presentation: Success Stories from Agencies

C O M M O N B E L I E F

010

2030

4050

6070

8090

100

0-30 sec 30-1 min 1-2 min 2-3 min 3-4 min 4-5 min 5-10 min 10-20 min 20-30 min 30-45 min 45-60 min 60 + min

VIDEO LENGTHWistia Video Analytics

PE

RC

EN

T

Short Video > Long Videos. Always.

Page 8: WistiaFest Presentation: Success Stories from Agencies

A L L V I D E O I S N O T C R E AT E D E Q U A L

P E O P L E W I L L W AT C H L O N G E R

V I D E O S I F T H E Y A R E W O R T H W AT C H I N G

G O O D C O N T E N T

= M O R E V I E W S

Page 9: WistiaFest Presentation: Success Stories from Agencies

Step 1: Understand Your Audience

Who are you trying to reach?

What is important to them?

How can you help?

What information do they value?

What characters “speak” to them?

# W I S T I A F E S T

Page 10: WistiaFest Presentation: Success Stories from Agencies
Page 11: WistiaFest Presentation: Success Stories from Agencies
Page 12: WistiaFest Presentation: Success Stories from Agencies

Capital Campaign

Compelling Story

Shareable

Drive Views

# W I S T I A F E S T

Page 13: WistiaFest Presentation: Success Stories from Agencies

CEO# W I S T I A F E S T

Page 14: WistiaFest Presentation: Success Stories from Agencies

• Nearly 8,000 views

• Jumpstarted campaign

• Used in multiple campaigns

• Won 2014 Midwest Regional Emmy

Page 15: WistiaFest Presentation: Success Stories from Agencies

The Results? Nearly 8,000 Views

Jumpstarted Campaign

Used in Multiple Campaigns

Won a 2014 Midwest Emmy

# W I S T I A F E S T

Page 16: WistiaFest Presentation: Success Stories from Agencies

Step 2: What Makes a Great Story?

Teach You Something

Show You Something

Take You Somewhere

Inspire You to Action

Make You Care

# W I S T I A F E S T

Page 17: WistiaFest Presentation: Success Stories from Agencies
Page 18: WistiaFest Presentation: Success Stories from Agencies
Page 19: WistiaFest Presentation: Success Stories from Agencies

B L O G

V I D E O B L O G

Page 20: WistiaFest Presentation: Success Stories from Agencies

A LWAY S I N C L U D E A C TA

Page 21: WistiaFest Presentation: Success Stories from Agencies

“When people say they are not interested, they are saying you are not interesting.”

# W I S T I A F E S T

Page 22: WistiaFest Presentation: Success Stories from Agencies

Key Takeaways

Understand your audience

Understand the medium

Focus on Quality

Measure Success and Adjust

Be interesting

# W I S T I A F E S T

Page 23: WistiaFest Presentation: Success Stories from Agencies

Thank [email protected]

# W I S T I A F E S T

Page 24: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @twitter-handle

Lindsey DakuDirector of Strategic Projects

Farotech

Page 25: WistiaFest Presentation: Success Stories from Agencies

Adventures in VideoPresented by Lindsey Morrison Daku

#WistiaFest / @farotech

Page 26: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Asset Pages and iBlogs

Page 27: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Asset PagesFor the Qualified Shopper

The Problem: potential clients have to dig through content for information they need to make a buying decision

The Solution: With Asset Pages, we can answer key buying questions for potential customers in 1 place through a series of short, engaging videos.

Making these videos accessible on a single page linked from the homepage makes the content easy to find!

Page 28: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Page 29: WistiaFest Presentation: Success Stories from Agencies

Asset Pages - Analytics

#WistiaFest / @farotech

Page 30: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

iBlogsFor the Casual Visitor

The Problem: visitors skim blog content, often not past the first paragraph without gleaning much info or seeing a call-to-action

The Solution: give visitors interactive content within a blog that highlights key information within the blog writing above the fold and put a call-to-action in it!

Page 31: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Page 32: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

iBlogs - Analytics

Page 33: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Our Process

Page 34: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Making video work without a “video department”. It’s easy…sorta.

Train your team members on parts of the process and integrate video production in to a process that is already in place.

Outsource parts of the process that your team can’t handle!

Operate Without a Net

Page 35: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Find a Process That WorksFor us it was important to work our videos in to a process that was already working for us.

Page 36: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Page 37: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

For small companies, turn something you already do on a regular basis in to highly-sharable, video-based content.

Keep it Simple, Stupid

Page 38: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

Michael Litt CEO and Co-founder Vidyard

“The play button is the most compelling Call-To-Action on the web”

Page 39: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @farotech

THANK YOU

Page 40: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @wistia

ASK ‘EM ANYTHING!

Questions?

Page 41: WistiaFest Presentation: Success Stories from Agencies

#WistiaFest / @wistia

What was your most successful video?

What was most challenging about it?