How to create video content that delivers marketing ROI

8/14/2019 How to create video content that delivers marketing ROI

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A Short Guide To Creating,

Predicting And Amplifying Social

Videos That Will Boost Your Return

On Marketing Investment.

Over 4 billion hours of video are watched every month on YouTube. Over 700

videos are shared on Twitter every minuteI. 6 seconds video platform Vine is

now the most downloaded app in iTunesII Video content drives communities,

commerce and increasingly CMOs agenda. But can brands and their agencies,

who have been making ads for over 60 years succeed in creating engaging,

shareable online content that doesnt look like a regurgitated commercial yet

delivers any kind of marketing value? This short paper, written in a unique colla-

borative spirit with contributions from Coca-Cola, Energizer,Asatsu-DK, eYeka,

UnrulyandThisMomentoffers an introduction to creating, predicting and am-plifying social videos that work for consumers AND for brands.

THE BIG


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TheC generationleads the surgein content

In the last decade, broadcast TV viewership slumped an astoni-

shing 50%III. That is especially true for the youngest, most coveted

demographics. This audience is now onlineIVand often watching

content on a mobile deviceV. Behind a shift in media consumption

lays a more powerful shift in mindset. While being long-time passive

consumer of cultural products, news and advertising, a booming

segment of our society wants to take a more active role in shaping

the mediasphere.

Generation C is made-up mostly of millenials, but is more of astate of mind than an age group. It is made of people who want

to express themselves, often creatively. They devour videos online,

increasingly viewing long form videos (over 10 minutes) on their ta-

bletsVIor user-generated content on their smartphonesVII. Genera-

tion C is twice as likely to be a YouTube viewer than the general

population and 40% more likely to be only a light TV viewerVIII.

Being of a creative generation, they are not adverse to ads, when

they are original and relevant. But they dont trust them.

Consumers trust in traditional advertising (radio, newspapers, ma-

gazines and TV) has been waning, down by an average of 23%

between 2009 and 2012IX. Meanwhile, recommendations from

people I know are trusted by 92% of consumersX.

#Cmarketing 2

The C generationleads the surgein content




content on a mobile deviceV. Behind a shift in media consump-

tion lays a more powerful shift in mindset. While being long-time

passive consumer of cultural products, news and advertising, a

booming segment of our society wants to take a more active role

in shaping the mediasphere.

Generation C stands for Creation, Curation, Connection andCommunities. It is made-up mostly of millenials, but is more of a

state of mind than an age group. It is made of people who want to

express themselves, often creatively. They devour videos online,

increasingly viewing long form videos (over 10 minutes) on their

tabletsVIor user-generated content on their smartphonesVII. Gene-

ration C is twice as likely to be a YouTube viewer than the general




Consumers trust in traditional advertising (radio, newspapers,

magazines and TV) has been waning, down by an average of 23%




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#Cmarketing 3

Content is drivingthe great ad $e-migration

Despite the 50% slump in broadcast TV viewership, ad revenues

have remained resilient. That means that advertisers are paying

more of the same but for less in return. Marketers are starting to

notice and traditional ad budgets are shrinking.

By February 2013, the expected size of that decline over the next

12 months reached 2.7%XI. On the contrary, 2012 was a very big

year for online video advertising with spending rising 27%XII. The

perception of online video among advertisers continues to im-

prove too, with 64% of advertisers ranking online video spots aseffective as TV adsXIII.

Online videos are even more effective when they are shared.

The 2012 Unruly Social Ad Effectiveness study showed that

brand recall and brand association rose 7% among viewers who

had been recommended a video versus viewers who found it by

browsing. Enjoyment of the video rose by 14% among viewers

who had viewed following a recommendation; and this in turn in-

creased purchase intent by 97% and brand association by 139%.

The future looks decidedly bright for online videos with 54% of

marketers planning to do more of itXIV.


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#Cmarketing 4

Your brand mustbecome contentdriven to thrive

While consumers are creating and populating Youtube with a

staggering 100 hours of video every minute, most leading brands

are still experimenting cautiously with producing content. Co-

ca-Cola is a notable exception.

Coca-Colas foray into online broadcasting started in Latin Ame-

rica with Coca-Cola.TV, an online TV channel. In the words of

Ernesto Almada, Interactive Marketing Manager for The Co-

ca-Cola Company and one of the architects of Coca-Cola.TV:

Coca-Cola.TV plays a key role in engaging with a more connec-ted audience, by pushing messages in a more dynamic way

through content and entertainment options -that are still linked to

our traditional investments- by way of our audiences key passion

points.

It is no surprise that such initiatives originated at Coca-Cola. The

company allocates 20% of its marketing budget to develop in-

novative content and ideas and an extra 10% to really push the

boundaries. In fact the company is transforming from being ad-

vertising-driven to being content-driven, consolidating its strength

as a powerful storyteller through high quality original programmi-

ng. Ashley Brown, Director for digital communications and social

media commented in a New York Times articleXV that his team

has been re-formed in the last year to look more like an editorial

team at a long-lead magazine with a production schedule and

an editorial calendar.XVI

Coca-Cola.TV


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#Cmarketing 5

Crowdsourcingcontent boostsROI

When consumers themselves produce content, this approach is

paying off even more. An earlier co-creation project calling on

the eYeka community of creators to illustrate Coca-Cola as an

energizing refreshment, in their own style generated worldwide

buzz with over 6 million online mentions. Several pieces of user-

created content even achieved top 10% of all-time best ads in

sample markets through the Millward Brown Link score test.

Internally, Coca-Cola saw a 100% adoption of the creative ma-

terialsacross markets compared to an average of 47% and the

whole project had cost saving efciencies of 92%against ave-rage agency fees and production costs.

In Japan, Coke Burn invited creative individuals via co-creation

platform eYeka and agency Asatsu-DK to Show us what crea-

tive energy can do! in the form of a video or a poster. This re-

sulted in 135 diverse, authentique and qualitative videos over a 5

weeks period. Seeded on Coke Burns website, YouTube & Face-

book pages. The best work was seeded on Coke Burns web-

site and Facebook page. What is the result of such initiatives? It

goes beyond sales. According to Ernesto Almada it is about how

people become more engaged with our brand across different

channels and the love for Coca-Cola grows accordingly as we

continue to innovate and offer unique experiences to our consu-

mers and most loyal fans.

Power-Up, created by

ProtonSanon, eYeka for

Coca-Cola


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#Cmarketing 6

You need acollaborative,creative contenteco-system

While many agencies feel compelled to update their offer by ad-

ding content marketing to their credential documents, few are

going as far as Japanese agency ASATSU-DK (ADK). The agen-

cy has a long tradition of being involved in the content business

through its investments and activities in the Japanese anime

and publishing industry. In other words, it deeply understands

content. Upon realizing how the changing relationship between

consumers and brands would shake the foundation of the

advertising industry, ADK decided to build a new business mo-

del to complement its own. ADK is developing its own contenteco-system by partnering with leading startups in the eld such

as co-creation community eYeka.

Masaya Haraguchi, Department Director at Co-creation Room,

ADK, advises brands to behave like publishers, using best prac-

tices from the industry to build long-lasting communities around

interest and editorial lines. ADK is reviewing its well-established

traditional media planning, budgeting and measurement models

to help clients embrace such change. While the agency keeps

stewardship of its clients marketing and media strategy, it relies

more on communities of consumers to produce fresh, innovative

content and on technology platforms, content distributors and

specialized viral agencies to amplify it. Brands are getting in the

game too and are building strategic partnerships to create such

collaborative, creative eco-systems.

Examples of creative content ecosystem:

Procter&Gamble + eYeka + Thismoment + Unruly

Unilever + Unruly + eYeka

Coca-Cola + ThisMoment

ADK + eYeka

Burn,

created by Goldnch,

eYeka for Coca-Cola


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#Cmarketing 7

Six steps tosuccessful

content creationand amplifcation

01.Dont plan for a viral campaign

Stop chasing the next viral hit! According to David Waterhouse, Global

Head of Content and PR at video technology company Unruly, tryingto chase the next viral sensation is the strategic equivalent of sticking

your hand in a haystack and hoping to nd a needle. Instead, marke -

ters shall focus on dening their KPIs to measure their ROMI. Unruly

has worked closely with the IAB to isolate the 4 main KPIs which can be

delivered by social video, ACTION, ADVOCACY, AWARENESS, ATTEN-

TION. It is important to stick to one core KPI to amplify social content,

repeatedly, at scale and with a consistent experience across all touch

points, from social media to websites to mobile devices.

02.Do it WITH consumersConsider making consumers the star of the show or better; get them

to produce your content. 72 of the worlds biggest brands are already

co-creating content with consumersXVII. One such brand is Schick Quat-

tro who recently asked members of the eYeka community, the global mar-

ket leader in co-creation to produce short-videos illustrating the benet

of titanium in daily life. These user-generated-videos ran alongside spon-

sored video-content from one of the most popular Anime franchises in

an online campaign on Google TrueView in Japan. eYekas crowdsourced

videos helped the cost to conversion to drop by 54% vs. historical efforts.They also achieved the highest View-Through-Rate, 21% for co-created

videos v. 17.1% for sponsored videos, proving that crowdsourcing content

is not only about cost-efciency, but about creating content that truly re -

sonates with the target audience. Geoffrey Pickens, Asia Pacic Director,

Mens & Shave Prep for Energizer Asia Pacic stresses that to create

impactful UGC marketers must get their mindset out of the 1990s TV ad

brief to embracing a broader objective that does not necessarily include

your category or product as the sole focal point.

A word of caution though, not all consumers display creative acumen

or artistic sensibility. Alexandre Olmedo, Co-Founder of eYeka, recom-

mends working with the 1% of content creators whenever fresh ideas and

quality of creative execution matters. In his views: Crowdsourcing your

content needs with the most creative of consumers will signicantly acce-

lerate your ability to produce a large amount of authentic, quality content

to feed your social media channels, while keeping costs in check.

Schick Moment,

created by Usyaev,

eYeka for Schick Quattro


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#Cmarketing 8

Six steps to

successfulcontent creationand amplifcation

03.Aim for a strong emotional reactionAs a general rule, if your content is to have a chance of social success,

it should be arresting enough to elicit a strong physical reaction from

the viewer. Unrulys ShareRank, a predictive tool for shareability found

that a target audiences emotional response to a video and the social

motivations a viewer has behind sharing it are the highest predictor of

success. Online videos which elicit powerful, positive emotions, such

as hilarity or exhilaration, are shared 30% more often others. And they

are remembered 3 times more.XVII

04.Seed!

Dont wait for people to discover it

There is no secret sauce to virality. Without good distribution, even

good content will struggle to make a mark. Social video seeding uses

paid distribution to ensure that content is visible and easily shareable

on native content environments, where people are already discovering,

watching and sharing video content. This means the right content can

nd its target audience in environments where viewers are more en-gaged. You can boost viewership with the support of an overall media

campaign to get maximum awareness. A good example is P&Gs Thank

You Mom Olympics campaign. P&G worked with leading marketing

software provider, Thismoment, to create a social brand experience

that allowed users to interact with their content and other fans across

multiple social channels and global markets; acquiring millions of views.

Any views delivered as a result of sharing activity that is not paid for are

dened as earned media. This allows marketers to increase bottom

line engagement and the ROI of their content marketing initiatives.

Example of brands

co-creating content

with consumers

Coca-Colainvited consu-

mers to show us the last

time when you did something

for the rst time, inspired by

Coca-Cola.

Schick Quattro askedconsumers to create an en-

gaging, masculine, humorous

or emotional moment when

Titanium can give you an

unexpected edge by transfor-

ming an object in your life into

a stronger and more durable

Titanium version.

Samsungchallenged

consumers to show how greatit is to enjoy and share music

anytime and anywhere thanks

to Samsungs wireless Blue-

tooth Speakers.

Toyotaengaged consumers

to create a powerful, engaging

story that brings to life the

strong feelings and emotional

connection between a Toyota

and its owner(s).

The Japan Tourism Agency

reached out to consumers to

create an original and enga-

ging story that shows the sur-

prising discoveries a traveller

could encounter in Japan.


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#Cmarketing 9

Six steps tosuccessful

content creationand amplifcation

05.Create a consistent and shareable

experience

According to Kitt McCurdy, Director of Account Management at This-

moment, creating a highly interactive experience around the content

you create immerses the user even more into your brand. Ensuring your

experience is optimized for audiences across all the social channels

(e.g. YouTube or Facebook) and devices (desktop, mobile, tablet) is cri-

tical to further increasing reach and time spent on site. Finally, making it

easy for users to amplify your content should be a key part of the overall

strategy. Allow users to be part of the conversation about your brand,

harbor advocacy by allowing users to submit their own content, provi-

de tools for sharing and use URL shorteners e.g. bit.ly to create Twit-

ter-friendly links. The whole point of social video is to create a piece of

content that goes beyond the creators control. In David Waterhouses

words: When your video starts to get mashed-up, dont regard it as

a mutilation, but as a sign that your one-hit-wonder is turning into so-

mething more: an Internet meme!

06.Get your timing right

Timing is everything. At the conception stage, tuning into the zeitgeist

and capturing the mood of a nation, a generation or a target audiencewill provide a solid foundation for viral activation. At the dissemination

stage, youll need to be in the right places at the right time in order to

capitalize on the social potential of your clip.

Youll need lots of views to happen fast after upload if you want to make

most viewed of the day or week on YouTube or other distribution plat-

forms. Likewise, youll need bloggers, micro-bloggers, and activists on

aggregator sites to be blogging, tweeting, and digging your video within

a short space of time if you want it to go big. Thats because, accor-

ding to Unruly a quarter of the average online branded videos shares

happens in the rst three days of its launch. The viral peak of a brands

video campaign occurs on the second day, when the average online

ad will attract one in 10 of its total shares across the social web. Theseshares result in additional views that are dened as earned media. It

allows marketers to increase bottom line engagement and the ROI of

their content marketing initiatives.

Common Pitfalls

Dont obsess with viral.

Plan for producing great

content, regularly.

Dont expect all consumersto be creative geniuses. En-

gage with the most talented to

get quality work.

Dont constrain your crea-

tivity with overbearing brand

guide lines. Get out of your

comfort zone to produce

content that consumers will

actually want to watch and

share.

Dont assume that your

video will go viral on its own

merit. Help consumers disco-

ver it with seed media spend.

Dont let long production

and bureaucratic approval

processes get in the way. To

capture the mood of the mo-

ment, you need to be quick,

agile and responsive.


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Generation C is made-up mostly of millenials, but is more of a

state of mind than an age group. It is made of people who wantto express themselves, often creatively. They devour videos online,











#Cmarketing 10

Author

Contributors

Jol Cr, Insights & Innovation Director, eYekaeYeka is the Worlds biggest creative

playground.

We help brands and their agencies accelerate

their marketing and media ROI by leveraging

more relevant ideas and content from anonline community of over 250,000 very creative

individuals, active in over 150 countries.

Ernesto Almada, Interactive Marketing

Manager, The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the

worlds largest beverage company, refreshingconsumers with more than 500 sparkling and

still brands.

Geoffrey Pickens, Asia Pacic Area

Segment Director, Mens & Shave Prep,EnergizerAsia Pacic, Inc.

Energizer Holdings, Inc (NYSE: ENR) is a

consumer goods company operating globally

in the broad categories of personal care and

household products.

Alexandre Olmedo, Co-Founder, eYeka

eYeka is the Worlds biggest creative

playground.

We help brands and their agencies acceleratetheir marketing and media ROI by leveraging

more relevant ideas and content from an online

community of over 250,000 very creative

individuals, active in over 150 countries.

Masaya Haraguchi, Department Director at

Co-creation Room,Asatsu-DK

Asatsu-DK is the 3rd largest media and

communication group in Japan, with ofces

spanning over 40 countries.

David Waterhouse, Global Head of Content

and PR, Unruly

Unruly is a video technology company that

works with top brands and their agencies topredict the emotional impact of their videos

and get them watched, tracked and shared

across paid, owned and earned media.

Kitt McCurdy, Director of Account

Management, Thismoment

ThisMoment is the leading system for creating

and delivering content-rich, social brandexperiences.

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XVII

Source: Youtube statistics

Source: The Next Web, April

9th 2013

Source: Morgan stanley,nielsen ratings data

Source: Comscore UK 2011.

In the UK, 81% of Internet

users watch online videos.

Source: sundaysky.com

quoted by Yahoo.com. Video

is a major attraction on mobile

devices: 50% of tablet users

and 20% of smartphone users

watch video content.

Source: Techcrunch: For-

rester notes that long-for-

mat, ad-supported video

watching is growing at a

rate of 32%, compared to

18% for short form.

Source: eMarketer

Source: Youtube statistics

Source: Nielsen, global trustin advertizing and brand

message, April 2012

Source: Nielsen, global trust

in advertizing and brand

message, April 2012

Source: Ad spending

CMO survey

Source: Adap.tv

Source: Brightroll

Source: eMarketer

Source: NY Times

Source: Unruly

Source: Crowdsourcing by

Worlds Best Global Brands

timeline, as of May 2013

Documents

How to create video content that delivers marketing ROI