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How To Use Social Video To Drive Results
HootSuite & Cameron
Cameron UganecDirector, Marketing & CommunicationHootSuite
Twitter: @cameronu
• Social Media Management System
• Over 4 Million users worldwide
• 650K Businesses globally
• 1.5 Million messages sent daily
• Easy to Use, Scalable, Secure
• Trusted Partners with the most important social networks
About HootSuite
Connected Consumer Revolution
Video Growth
Video Growth
Growth Visual Storytelling
What is Social Video?
Social Video: Online video that is designed to be shared through social networks.
Don’t you mean viral video?
NoVirality describes an outcome not all social video goes viral.
WHO views and shares is as important as HOW Many views and shares.
Social Video is Different
• Participatory• Agile• Listening• Engagement • Network Effect
Principles of Social Media that impact Social Video
Social Video is Different
+40 million view
+1 Billion impressions
Listening
How to use Social Video to Drive Results
How to create a video that is Shareable:
The Magic & Logic Approach
• Creative & Strategy• Content & Distribution• Emotion & Intellect• Story & Facts
1) Social Media Strategy
The Magic & Logic Approach
Objectives: Clear Measurable • Success Metrics - Cost Per View, Shares, Views, CTR, Enbeds.
Clicks, Time Spent
Content: • Focus on your Audience, Current Beliefs, Desired Beliefs• What’s the one key message you want your audience to take away.
Distribution Plan: Paid, Earned and Owned • Build and they will come, doesn’t work.
2) Shareable Content
Key questions:
• How will this help or entertain my audience?
• Why will they share it?
Create Value for Audience
Make it Emotive
The Psychology of Sharing
The sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission.
Simply put, evoking certain emotions can help increase the chance a message is shared.
In a 2011 study published in Psychological Science, a journal of the Association for Psychological Science
What Sparks Sharing
Some of the emotive content that sparks sharing:
• Amusing• Moving• Illuminating• Inspiring• Shocking
• Cute• Sex• Fearful• Anger• Controversial
Power of Storytelling
One of the quickest ways to establish an emotional connection with someone is to tell them a story.
Stories are our sense-making tools.
Paid, Earned & Owned Media
3) Paid, Earned, Owned DistributionMyth: Social and Viral Marketing is Free
A good distribution plan includes coordinated Paid, Earned and Owned components. Each of these requires resources.
Owned: It’s critical that you invest and build your own channels- email, blog, social, a YouTube channel.
Paid: Hyper-targeted Social Ads and Promoted Content
Facebook Video, YouTube, Video Networks like ShareThrough, Unruly
Earned: Seeding the video with Influencers, blogs, media properties.
Momentum
10 Secrets to Social Video Success:1. Make it shareable
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail
8. Focus on evergreen content
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail
8. Focus on evergreen content9. YouTube is a search engine and a media property
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail
8. Focus on evergreen content9. YouTube is a search engine and a media property10. Your VP of Sales is wrong
10 Secrets to Social Video Success:1. Make it shareable2. Tell a story3. Shorter is better4. Always start strong5. Try non-linear storytelling6. Remember search7. Have a long tail
8. Focus on evergreen content9. YouTube is a search engine and a media property10. Your VP of Sales is wrong
Bonus: 11. Music, Music, Music
Examples & Sources:
• W+K Old Spice Case Study - http://www.adweek.com/video/wk-old-spice-case-study-120605
• HootSuite: Social Media is Sweet - http://www.youtube.com/watch?v=zr_-55kiDLM
• Chevy Stories - http://www.youtube.com/watch?v=CS3SvdWcAks&feature=youtube_gdata_player
• Kony 2012 -http://www.youtube.com/watch?v=Y4MnpzG5Sqc• Start-up Videos - http://startup-videos.com/• Viral Video Chart – • http://viralvideochart.unrulymedia.com/all?interval=month• The Girl Effect - http://www.youtube.com/watch?v=WIvmE4_KMNw
Image credits:
• Slashgear – Baby’s first ipad http://www.slashgear.com/babys-first-ipad-24121114/• www.eMarketer.com – Global consumer internet traffic & Video viewers worldwide• Youtube – Old Spice – The man you could smell like http://
www.youtube.com/watch?v=owGykVbfgUE• Smart Insights -
http://www.smartinsights.com/content-management/content-marketing-strategy/inbound-marketing-funnel-infographic/
• Altimeter – http://www.web-strategist.com/blog/2012/07/19/altimeter-report-paid-owned-earned-converged-media/
• Sharing Ice Cream - http://www.kansasaap.org/wordpress/wp-content/uploads/2011/03/kids-eating-ice-cream.jpg
