InsI

de

thIs

Issu

e

Global Insights Magazine

2 6 8 10see why video is powerfulWhy it’s video important some useful tips Australia, Austria, China,

sweden

Video is (still) the disco star

In the Customer’s words

Entertainor die

Trends around the world

Issue 6 - 2012 - edited by Media Consulting

e3 insightsShoot to improveVideo as a powerful marketing tool

e3_insights_6.indd 1 12/12/14 15:12

Video Marketing is new-Age MarketingSince social media has redefined marketing, videos have

become an integral part of any successful marketing mix.

Cross-promoting your videos with your other content is

a powerful way to strengthen the message you send to

customers.

To be successful in using video as part of a marketing

campaign, you must integrate the video into your other

marketing channels. Share your videos on your Face-

book and Twitter accounts; incorporate them into your

blog posts; and include them in your email newsletters.

Brands that make high-quality videos to complement

their overall marketing strategy will keep consumer en-

gagement high.

What about online videos?Video content is an important element in capturing peo-

ple’s attention when they search online. Online attention

spans are very short, and people will click away in an

instant if they don’t find what they want. The reasoning

is obvious. More compelling options are just a click away.

Video is a way to stand above the crowd in the battle to

capture people’s precious online attention.

Video is (Still) the Disco StarVideo is linked to one word: perception. Perception of a message, of an image, of a story, of a sound, of a brand. Of course what people see is not simply a direct translation of the visual cues sent to the cerebral cortex. Perception depends on a variety of additional factors, many of them social in nature.

A successful video marketing campaign requires support from all your other marketing channels

2

e3_insights_6.indd 2 12/12/14 15:12

Video is (Still) the Disco Star

1. You Tube and similar sitesYou tube is now the second largest search engine after Google. If you don’t have a video, you can’t reach any of the people who are searching on this huge website.

2. External linksBy adding video to external sites, you can increase the number of links coming back to your main site.

3. Social media/viral marketingsocial media often thrives with video. It is easy to share a video and has a lot of poten-tial to go viral – more than a blog post and far more than a website!

4. User preferenceMany people prefer watching a video to reading a text. It is a quick way to get media rich information about what they want to know.

5. Video is emotional and gets remembered

Video material can often pull on people emotionally more effectively than text or even a photograph. Music, expression, tone of voice… all these things connect with us. emotion is an important marketing force and gets remembered.

6. Video can be the most appropriate medium

some things just work better as a video. things like testimonials from clients. It’s one thing to have a printed paragraph of someone singing your praises but to see and hear a normal person enthusiastically appraising your brand… that’s an entirely different matter! Simply by being viewed online, you will be building a connection with the individual and earning important loyalty from them.

tablets & tVs make online video skyrocketOnline video accounted for more than half of all internet traffic in 2011, and it will

continue to grow: Cisco estimates that we will consume three trillion internet video minutes worldwide per month by 2016. that means that the world will watch the

equivalent of 833 days of video every single second!

the number of people using online video services will also grow dramatically.Worldwide, 792 million people used online video last year. By 2016, that number

will roughly double, to 1.5 billion users.

tIMe WAtChed BY VIdeO LenGth And deVICe Q1 2012

100%> 10 min

% o

f A

ll H

ours

Wat

ched 75%

50%

25%

0%

6 to 10 min3 to 6 min1 to 3 min< 1 min

here are a few of the reasons why online video is important:

3

e3_insights_6.indd 3 12/12/14 15:12

Viral videoA viral video is a video clip that achieves widespread distribution through online sharing.the term viral usually has a negative connotation.however, when it comes to marketing, viral means wide-spread distribu-tion through repeated sharing, and that is positive. unlike tradition marketing, viral marketing is mostly free. the idea is to motivate people to distribute willingly your content amongst themselves. to be “viral”, the video needs to be appealing to the audience, and it usually achieves this by being different, funny and witty.

The video channel YouTube, owned by Google, has emerged as a major

challenger to cable TV for young viewers. Younger people can spend hours

surfing through video content - from TV clips and music videos to home-

made comedies and song parodies.

YouTube offers it all in bite-sized pieces, and provides a way for viewers to

build customized channels with content they like. No more letting others

decide what programs you want to watch.

That’s why the numbers for YouTube continue to be staggering:

• More than 800 million unique visitors every month;

• More than three billion hours of video are watched every month;

• 72 hours of video are uploaded every minute.

But perhaps the most amazing statistic is that in 2011 YouTube had more

than 1 trillion views – approximately 140 views for every person on Earth.4

e3_insights_6.indd 4 12/12/14 15:12

The 4 most famousviral videos:

4. Jeff Dunham: Achmed The Dead Terrorist how long did it take to get 100 million hits: 165 days

3. Rebecca Black: Friday how long did it take to get 100 million hits: 45 days

2. Susan Boyle: Britain’s Got Talent how long did it take to get 100 million hits: 9 days

1. Kony 2012 how long did it take to get 100 million hits: 6 days

792 million people used online video last year.

2016 will be 1.5 billion online video users

the Future of tVis social

Did you know that 86 percent of smart phone owners use their PDAs while

watching television?

People are engaging with TV in ways they simply couldn’t do before. They

share impressions and insights with friends on Facebook. They make snarky

remarks on Twitter. They participate in real-time chats on forums. They fol-

low their favourite shows on social channels.

Television viewing is no longer a one screen experience. It may involve two

and even three screens.

It turns out that people enjoy real-time play-by-play and analysis during

their favourite shows. And they also enjoy getting more content from

these shows when they aren’t on the air. These minutes with their favourite

characters and storylines aren’t enough.

Brands need to think in this way. How can brands extend and increase

their own content online? What kind of online extensions are you

building to bring your products/brands to life beyond the

traditional touch-points?

Viral VideoThat Became a Dance

Gangnam Style

The “Invisible horse” dance today is known and danced all around the world.

how long did it take to get 100 million hits: 6 days

CURI

OSI

TY

e3_insights_6.indd 5 12/12/14 15:12

In the Customer’s Words

Caixa Geral de depósitos reaching out to Portuguese residents abroadCaixa Geral de Depósitos (CGD) is the largest Portuguese

financial group with a wide international presence in

over 23 countries, 4 continents and a focus on Portu-

guese-speaking countries.

CGD is a bank always available to its clients, regardless of

where they are in the world.

To most Portuguese emigrants, summer is the time for

reuniting with their relatives and friends in Portugal. For

that reason, CGD created a set of initiatives aimed at

Residents Abroad (RA), with the goal of establishing a

relationship of proximity and trust with this segment.

CGD’s communication strategy involved strengthening

the notoriety of the RA campaign, favouring several

communication media, including TV spots.

The theme of these spots was: “Facilitators for Residents

Abroad”. A unique choice of the graphic look was devel-

oped to convey information to this segment, in a clear,

accessible and precise way. Transforming the text into

images and icons allowed a faster reading and better

understanding of the featured products.

Explaining concepts through images has allowed CGD

to get closer to a segment that was actually far away and

with this spots got much closer.

Francisco Viana (General Manager - Brands and Communi-

cation Department)

One safety Minute – ACP“One Safety Minute” is the name of a daily TV show

launched on 5 March 2012, supported by FIA Grants

Programme. One minute each day is dedicated to a wide

range of road safety issues aimed at educating the public

about behaviours behind the wheel and on the road.

The use of seat belts, alcohol and driving, speeding, how

to circulate on roundabouts, planning a road trip, how

to install a child seat in the car properly are some of the

topics covered in the show, which airs on Portuguese TV

channels.

Rosário Abreu Lima (Director of Corporate Communications)

6

e3_insights_6.indd 6 12/12/14 15:12

In the Customer’s Words

the Portuguese Communications Business Associa-

tion (ACIst) lived up to its reputation as a technolo-

gies related association, decided to invest in the

production of a 3d video to present a one-of-a-kind

interactive training Academy at a tradeshow Fair in

Luanda.

the Academy consists of a variety of equipment,

materials and panels that simulate buildings, allow-

ing the trainees to experience reality in a training

context.

We find that there is nothing better than a 3D im-

age to convey this environment and transport the

audience to another dimension. the projection of

the video in a completely dark tunnel, set up in the

connection between two trade show halls and with

the perfect combination of sound and image, allowed

ACIst to successfully attract all the attention. the

3D stereoscopic video fulfilled this goal completely,

along with the distribution of 3d glasses that identi-

fied the Association.

After this success, we have no question about the

return on investment we receive with video. In fact,

we’re proceeding with the production of tV spots,

which have been a permanent aspect of ACIst’s im-

plementation strategy in other markets.

Paula Teles (General Secretary)

ACIst invests in 3d video to present the Academy in Angola

the Aquashow ranks tV spots at the top of its advertising mixOver the years, the Aquashow Park Hotel has become famous due to

various factors. Having new attractions that meet our visitors’ expec-

tations is, of course, crucial to our growth, but it’s not enough.

It’s also important for us to continue to publicise the Aquashow Park

Hotel brand through various marketing channels. Without overlooking

other potential avenues, TV advertising remains, for us, a very relevant

media. Through TV advertising spots, we succeed in triggering sensa-

tions in people, using tones that help us to convey the right energy.

The combination of visual imagery, sounds and motion can convey a

message that single words cannot, making video a relevant marketing

tool we can’t overlook.

While the Aquashow Park Hotel uses number of media channels in our

advertising mix, the TV Spot is, indisputably, still the most important one.

diana santos (Director of the Aquashow Park Hotel) 7

e3_insights_6.indd 7 12/12/14 15:12

8

Agencies are continuously evolving and adjusting to the

world of new media, seeking to better serve their brands

and constantly striving to surprise and to discover a new

“Magic Box”. It is no longer enough that an agency is

good at design, video, public relations or digital. Today,

brands need integrated communications that uses all

of the marketing tools available to foster engagement

between the consumers and their brands. We will be

stronger and better agencies if we work in an integrated

manner!

The era of presenting solutions based on strategies that

represent the brand is over.

It is time to focus on the consumer.

Consumers have changed the way they digest informa-

tion. Every single day we are bombarded with thousands

of messages, stimuli and ads coming from different

channels. Consumers are more demanding about what

they will watch and quickly get bored. It’s so easy to

change channels…

Isn’t it what we do ourselves when

we don’t like what’s on?

Beyond the marketing messageAs marketers we need to take brand content to the next

level of engagement. Video is one of the most powerful

tools to achieve this.

Whether it is a corporate or a product film, an advertising

spot or a presentation of an event, video is, unquestion-

ably, an efficient way to get our message across and hold

the audience’s attention. But the video has to be good!

In order to ensure that the message gets across and that

we create bonds between the consumer and the brand,

we have to provide real entertainment. Emotion,

movement or something amusing, but more importantly,

a story to keep consumers glued to their seats and

prevent them from changing channels. Preferably so

good that they feel like sharing it with their friends

on the social networks. Thus the brand extends its

communication reach exponentially.

It really doesn’t matter anymore how revolutionary

the brand or the product is, or whether it is

environmentally friendly or not. Regardless

of how important the message is, it must

entertain. And mind the message from

the company’s chairman who wants

to be in the film! The consumer

does not want to hear it. Unless it

is short, simple and straightforward.

Entertain or die

Recipefor success

e3_insights_6.indd 8 12/12/14 15:12

Video promotion and optimisation • Incorporate keywords in each video filename, title and description (don’t forget to

give the video a name);

• Integrate and promote the videos on the networks, including sites, blogs and social

profiles (do not forget Facebook, Vimeo and also LinkedIn if it’s a more corporate or

training related video);

• From online to offline: QR codes are a good way to get a return

on the video and can be used in advertising; direct marketing, PR

materials, etc.);

• Online: Embed URL e.g. in e-mail signatures, electronic newslet-

ters, PR, advertising campaigns, etc.

how to measure the impact of a video in social media ?

to begin with, create a standard for measuring social media, following one or more of the

options below:

Awareness: Total number (or increase) of the percentage of Likes, Fans, Followers, Registrants

or Visits;

engagement: Total quantity or quality of Actions, Comments, answers, evaluations or chats

The next thing is to analyse the KPIs (Key Performance Indicators), that are the most relevant to

your brand.

At present, there are a few free metrics you can get on YouTube, which includes:

• Views • Favourites

• Likes / dislikes • Watch later

• Comments • social sharing

• subscribers • Insights

Entertain or die

9

e3_insights_6.indd 9 12/12/14 15:12

Trends aroundthe world

BRAndeRFeIt - the neW eCOnOMY OF BRAnd RIP-OFFsCashing-in On Branding LeadershipAs brands continue to go global, some businesses in emerging markets are quick to understand the

equity that resides within the brand identity of global market leaders. As a result, ‘branderfeit’ stores

are popping - up like mushrooms throughout the newer economies.

Legend has it that founder of Australian café chain ‘Villa & Hut’, Franz Madlener was traveling in

China for the first time when his taxi pulled-up at the lights. Glancing out his side window, Madle-

ner saw they’d stopped in front of a Villa & Hut store. The only problem was Villa & Hut had no

stores in China at that point. What Madlener was looking at was an almost exact replica, a brander-

feit version of one of his branded stores.

Here are some examples of these misplaced gestures of brand identity flattery — amusing unless the

brand they’re leveraging happens to be yours.

david AnsettFounder & Chief Creator of BrandsTruly Deeply

Get eVen MORe sOCIAL”China has taken social media by storm, with massive use

of local versions of Facebook, twitter, Youtube (which are

all blocked here). Key Opinion Leaders generally have a

pricetag for sending promotions or brand news - so the com-

munications strategy sometimes ends up looking more like

a media planning strategy. Promotions and small giveaways

are huge - we increased the followers for our client life’s dhA

from 3,000 to 27,000 in one week with a targeted promotion.

Location-based social coupon apps, such as Jinjin, allow

customers to see nearby promotions.

starbucks currently has a campaign that utilizes WeChat – a

popular voice texting app: customers send an emoticon via

WeChat to Starbucks reflecting their current mood, and Starbucks will send back a

song that matches the mood! Keeping up with the local Chinese versions of these

many communication platforms is one of the challenges of doing business here.”

Mike GoldenAdsmith

10

e3_insights_6.indd 10 12/12/14 15:13

1

2 3 4

6 5

Employer branding that aims to improve or safeguard the

competitive situation

Global brand management as an eco-social and cultural

balancing act

Relevant copy and video content

Tradeshows: A real touch point for customers

Pricing policies in sales: Benefit driven pricing as the

secret for success

New growth segments thanks to Service Design

A PRetenCe OF PResenCePresence is such a wonderful word in the world of com-

munication - vital as well as a potential shoal, with a

seriously damaging capacity. And an on-going swedish

trend is about companies and organizations rethinking

their presence, primarily within the digital universe.

Traditionally companies and organizations have flocked

as moths to a flame whenever a new market arena pre-

sents itself, such as the Internet and more recently social

media.

“We have to be there”, “we have to be a part of this” is

usually echoed across a lot boardrooms. And hence a

presence is established - just a presence. Questions like

“why?” are usually shunned.

Basically it is like buying a train ticket without giving a

second thought as to where you want go and why. And,

as mentioned earlier, the most recent example of this is

the social media-express, loaded to capacity with moths.

But something is starting to change. suddenly questions

like “why are we here?”, “do we have the necessary

resources to make it worthwhile?” is starting to surface

in connection to the social media sector. The definition

of presence is being redefined.

A collection of symbols stating activity on Facebook,

twitter, Youtube and their likes, is no longer an unchal-

lenged part of companies’ or organizations’ communica-

tion. A static presence rather than an active and dynamic

one is starting to be perceived as a problem; a lack of

tweets and status updates says something …

The definition of presence is being redefined and the

word of the day is becoming something like; if we can-

not offer interesting content on a continuous scale, we

should not make a pretence of presence.”

Krister BolinCopywriterRecommended Sweden

the tRends An OVeRVIeWby SPS MARKETING

e3_insights_6.indd 11 12/12/14 15:13

e3 n

etW

ORK

E3 networkThe E3 Agency Network is a closely integrated

coalition of independent brand strategy and

marketing communications firms from around the

world. With access to this wide pool of talent,

E3 agencies give clients a real chance to make an

impact nationally and internationally.

Find out how the E3 perspective can help you.

www.e3network.com

Administration: veerle@e3network.com

Shoot to improveWithin E3 agencies solutions and strategies

appear in the most varied means. Video, in

its most diversified formats, is increasingly

becoming a tool that is part of the Social

Media.

Please contact us if you want to find out

how your organization can benefit from this

international know-how in creative matters:

video@e3network.com

Media ConsultingThis issue of E3 Global Insight

Magazine was edited by Media

Consulting. For more information,

please contact

paula.gustavo@mediaconsulting.pt

Media Consulting

Parque das Nações, 1990-083 Lisboa

Portugal - Tel.+351 218 923 250

Adsmith / China

Advertigo / Romania

Aloft Group / USA

Ansel-Möllers / Germany

Audacity / USA

Base One / UK

BBC / Belgium

Bernstein / Germany

BMLab / Russia

Bruketa&Žinić om / Croatia

C&COM / Czech Republic

Café Design / Hungary

DAG Communication

Epoka / Poland

Igriega / Spain

Kimauskis 2.0 / Finland

Maitri Advertising Works / India

Mandate / Singapore

Media Consulting / Portugal

Netural / Austria

Preferendum / France

Quarry / Canada

Recommended / Finland

Recommended / Sweden

S’P’S Marketing / Austria

SanderWerbung / Germany

Schindler Parent / Germany

TANGRAM / Liechtenstein

TANGRAM / Switzerland

Truly Deeply / Australia

Van Heertum Design / Netherlands

e3_insights_6.indd 12 12/12/14 15:13