Marketing Week Live - cent.blob.core.windows.net · In 2021 a million minutes of video content will cross the Internet every second. ... Brand Awareness uplift Ad recall lift Focus

© Hurricane Media UK Ltd

How to create winning video campaigns

Marketing Week Live7 / 8 March 2018

Sixteenth November 2017

Brand Engagement and Innovation Stage

3pm 7th March

12pm 8th March

THE INSPIRING BIT AT THE START

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Jon Mowat : Video Marketing Strategy

@Jon_hurricane

@HurricaneMedia STAND MF44

https://twitter.com/HurricaneMedia

We are here to ..

… change consumer behaviour

… persuade, to cajole, to convince

… increase awareness, engagement and sales

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@Jon_hurricane



But how to we DO IT BETTER?

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Effective, results focused campaigns With video at their core

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THE BIT ABOUT ME

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@Jon_hurricane



Jon Mowat

Managing Director

Hurricane

www.hurricanemedia.co.uk

http://www.hurricanemedia.co.uk

“A fantastically easy to read, practical and hands-on book”

Daniel Rowles

CEO

Targetinternet.com

“An exceptionally comprehensive study on the power of a varied content strategy”

Ben Wiggins

Brand & Communications Manager

INFINITI Motor Company

“Very engaging and insightful. Great insights, useful diagrams and important

learnings that will help to increase market penetration and increase return on

investment.”

Linda Brewer

Head of Communications

Atlas Copco, Vacuum Technique

“Mowat has produced a fascinating and eye opening look at the latest generation

of content marketing.

Henry Stuart

CEO and Cofounder at Visualise

“A fantastically easy to read, practical and hands-on book”

Daniel Rowles

CEO

Targetinternet.com

“An exceptionally comprehensive study on the power of a varied content strategy”

Ben Wiggins

Brand & Communications Manager

INFINITI Motor Company

“Very engaging and insightful. Great insights, useful diagrams and important

learnings that will help to increase market penetration and increase return on

investment.”

Linda Brewer

Head of Communications

Atlas Copco, Vacuum Technique

“Mowat has produced a fascinating and eye opening look at the latest generation

of content marketing.

Henry Stuart

CEO and Cofounder at Visualise

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“JON MOWAT

VIDEO MARKETING

STRATEGY”

“JON MOWAT

KOGAN PAGE”

THE BIG STATISTICS BIT

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Some big numbers showing video is a big deal

In 2021 a million minutes of video content will cross the Internet every second.

More than 60% of marketers and small business owners plan to increase

investment in video marketing in 2017.

62% of B2B marketers rated videos as an effective content marketing tactic in

2016.

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Why is video so effective?

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60% of net traffic is now on

mobile and touch devices and

what was the “normal” way to

watch content is no longer the

norm.

Dopamine from touch feedback

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We are tuned into small sudden

movements, like that of a

predator: Snake Detection theory

Ganglion cells, signal the brain to

be aware that an object is

moving.

If the whole scene moves, the

cells remain silent.

If only part of the scene moves,

they signal the brain that there is

movement.

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We pay more attention to our mobile

devices as they are “part of us

Hypothesis of the

“Extension of personal mind”

Clark and Chalmers 1998

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@HurricaneMedia

Video allows for powerful storytelling

and emotional engagement

STAND MF44




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THE THREE STEP PLAN BIT

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STEP 1 : PLAN

STEP 2: CREATE

STEP 3 : ACTIVATE

STEP 1 : PLAN

STEP 2: CREATE

STEP 3 : ACTIVATE

Powerful video campaigns

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Powerful video campaigns

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@HurricaneMedia

WHAT STAGE OF THE FUNNEL ARE YOU

IN?

From this you can decide what kind of

content and key metrics to use

STAND MF44


Classic sales funnel

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Digital sales funnel

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Digital sales funnel


Awareness content

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“Advertiser”


Big “Hero” content

TV ads

Paid ads

Personalised video outreach

Searchable organic (EG “How to films”)

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Awareness content

“Advertiser”


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@HurricaneMedia

Views

Impressions

Unique users

Brand Awareness uplift

Ad recall lift

Focus Groups

Pr inch’age

Social chatter via listening tools

STAND MF44

Awareness KPIs


Consideration : Content

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“Publisher”


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“Hub” content

Detail videos

Explainers

Interviews

Testimonials

Personalised

Searchable organic (EG How to films)

STAND MF44

Consideration : Content

“Publisher”


Consideration : KPIs

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@HurricaneMedia

View through rates

Total view time on channel

Social feedback

Engagement (Watch time, sharing )

Focus Grouping

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Action : Content

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“Salesman”

STAND MF44


Action : Content

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Videos next to sales listing

Interactive and stoppable

Direct response to purchase

STAND MF44


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Action : KPIs

Increase in sales

On site purchase data

Shoppable video data

Interactive video usage


A POWERFUL VIDEO STRATEGY WILL

USE DIFFERENT PIECES OF CONTENT

AT DIFFERENT STAGES OF THE

FUNNEL

Planning multiple pieces of content

MAA Masterclass

Hurricane


MAA Masterclass

Hurricane

Content Tree


MAA Masterclass

Hurricane

Awareness Consideration Action Retention

Profile 1

Profile 2

Profile 3

Etc

Content Tree Content Map

STEP 1 : PLAN

STEP 2: CREATE

STEP 3 : ACTIVATE

STEP 1 : PLAN

STEP 2: CREATE

STEP 3 : ACTIVATE

Move your audience build your brand.

How do you feel now?

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Take a mindful moment

Buzzed? Excited? Happy? Low? Bored? Indifferent?

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https://www.youtube.com/watch?v=nKDgFCojiT8


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92 Seconds to change a room

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What just happened to you?

It was an emotional response … Distress and

empathy

… but what is that anyway?

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You got a hit of two chemicals:



empathy


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You got a hit of two chemicals:



empathy


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@HurricaneMedia

Cortosol (that causes us to pay more attention to a stimulus)

Oxytocin (connected with care, connection and empathy)

STAND MF44



The more oxytocin released, the more empathetic viewers feel towards the subject of the

video.

Shown in studies that rhe amount of money people donate to a charity is directly linked to

how much oxytocin is released.

The higher the levels of oxytocin, the more people were willing to donate to charity.

Empathy, neurochemistry, and the dramatic arc:

Paul Zak at the future of storytelling 2012

3 October 2012, Future of StoryTelling YouTube Channel

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Emotional videos directly impact behaviour

Emotional drivers are the key to unlocking behaviour change

If we have the goal of long-term brand growth we should be

connecting emotionally with viewers.

‘Emotional campaigns, and in particular those that are

highly creative produce considerably more powerful

longterm business effects than rational persuasion

campaigns’

The Long and the Short of itLes Binet and Peter Field

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@HurricaneMedia




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STEP 1 : PLAN

STEP 2: CREATE

STEP 3 : ACTIVATE

STEP 1 : PLAN

STEP 2: CREATE

STEP 3 : ACTIVATE

AWARENESS Your brand will not grow if you do not tell new

people about it. Spend as much as you can. Use

owned, earned and paid channels.




CONSIDERATIONGrowing conversations with people you already

know needs less budget and will increase

conversions … but it will not grow market share.




CONSIDERATIONGrowing conversations with people you already

know needs less budget and will increase

conversions … but it will not grow market share.

ACTIONUse Onsite placements, interactive players,

and track onsite clicks

Measure results against you

KPI

And do it again !!!

THE SUMMARY BIT

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STEP 1 : PLAN

STEP 2: CREATE

STEP 3 : ACTIVATE


20% DISCOUNT CODE : CMK20

MD120

“JON MOWAT

VIDEO MARKETING STRATEGY”

MF44

Video marketing masterclass and Q&A

3:30. Wed 7th March

12:30 Thurs 8th March.

MD120

THE BIT WHERE PEOPLE ASK QUESTIONS

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Jon Mowat

THANKYOU

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COME VISIT STAND MF44

BUT WHY DOES THIS HAPPEN?

Decision Overload

We face 35,000 remotely conscious decisions each day

Dr Joel Hoomans

20 March 2015

35,000 Decisions: The great choices of strategic leaders

Leading Edge Journal

Roberts Wesleyan College

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@Jon_hurricane

@HurricaneMedia COME VISIT STAND MF44


To deal with this onslaught we have developed two systems running in parallel.

‘System 1’ brain:

Subconscious

Makes decisions quickly

with little effort, and with

little thought.

‘System 2’ brain:

Conscious

Makes decisions based on

conscious pondering of

data

Decision Overload

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@Jon_hurricane

@HurricaneMedia COME VISIT STAND MF44


We have evolved to allow much of our decision making to be

done automatically at low energy cost using System 1.

We have evolved to allow much of our decision making to be

done automatically at low energy cost using System 1.

Which is driven by emotion

But I work in B2B!

It’s too boring - we don’t have emotions.

But I work in B2B!

There is always an emotional driver

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@Jon_hurricane

@HurricaneMedia


https://www.youtube.com/watch?v=xFhnivaE_FI

Finding your emotional driver3 minute exercise

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@HurricaneMedia



Save money

Improve efficiency

Increase productivity

Lower overheads

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Now with added cynicism

Save money

Improve efficiency


Lower overheads

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@HurricaneMedia



Show off to boss

Look good in front of mates

Not lose job

Get a bonus

Do less work and go to pub

Impress the office heart throb

Now with added cynicism

Save money

Improve efficiency


Lower overheads

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@HurricaneMedia


EMOTION

FACT

ACTION

EMOTION

FACT

ACTION

Documents

Marketing Week Live - cent.blob.core.windows.net · In 2021 a million minutes of video content will cross the Internet every second. ... Brand Awareness uplift Ad recall lift Focus