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Next-level social media thinking and video content
Aaron Nissen, Destination Think @anissen
1.8m WORDS
60sec VIDEO
Source: Forrester Research
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0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4
2.2 2.3 2.4 2.6 2.5 2.3 2.4 2.4
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0.4 0.8
1.6 2.3 2.6
2.8
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2008 2009 2010 2011 2012 2013 2014 2015YTD
Time spent per adult user per day with digital media, USA 2008-2015YTD
Internet Usage (Engagement) Growth Solid. +11% Y/& = Mobile @ 3hours / Day per User vs. <1 Five Years Ago, USA
Hou
rs p
er d
ay
12%
80%
9%
42%
7%
51%
Source: eMarketer.com
Mobile Desktop / Laptop
Other connected devices
mobile growth in 5 years
4:35 4:38 4:31 4:22 4:15
0:21 0:36 0:50 1:03 1:16
2011 2012 2013 2014 2015
TV Digital video devices
Average time spent per day with video by US Adults, by Media, 2011-15
Source: eMarketer.com
2011 2012 2013 2014 2015 CAGR
Digital 3:40 4:20 4:51 5:15 5:38 11.4%
Desktop/laptop 2:33 2:27 2:19 2:22 2.22 -1.8%
Mobile (nonvoice) 0:48 1:35 2:16 2:34 2:51 37.2%
Other devices 0:18 0:18 0:17 0:19 0:25 7.8%
TV 4:34 4:38 4:31 4:22 4:15 -1.8%
Radio 1:34 1:32 1:30 1:28 1:27 -2.0%
Print 0:44 0:38 0:32 0:26 0:21 -17.0%
Magazines 0:18 0:16 0:14 0:12 0:10 -13.5%
Newspapers 0:26 0:22 0:18 0:14 0:11 -19.8%
0ther 0:39 0:38 0:31 0:26 0:24 -11.7%
Total 11:11 11:46 11:55 11:57 12:04 1.9%
Average time spent per day with Major Media by US adults 2011-15
37%
A brand that regularly gave me useful information in their advertising
A brand that engaged me on my passions and interests with their advertising
A brand that demonstrated its principles at all times when I was looking at different options
A brand that shared news, updates and special offers with me
A brand that builds a strong emotional connection with me through its advertising
A brand that regularly communicated with me with advertising that told a consistent story
A brand that produced great ads, content or ideas that I could share with my friends
A brand that clearly demonstrated in their ads that they wanted me to buy its products
A brand that gets my attention with a one-off but big splash ad (like a viral video)
Importance of brand connection attributes when purpose-driven consumers are selecting a brand
Brand Connection Attributes
73%
70%
64%
63%
57%
54%
50%
49%
34% Source: thinkwithgoogle.com/articles/the-path-to-purpose.html
of consumers choose the brand that engages them on their passion and interests more often than they do those that simply urge them to buy the product being advertised.
Path to Purpose
42%
Plan it out
Brand Identity & Positioning
• What is your brand’s unique value proposition?
• What differentiated benefits do your brand or products bring to your consumers?
Target Consumer’s Interests & Passions
• What are your target consumers key interests and passions in daily life?
Branded Content Strategy:
Territory
Branded Content Strategy:
Core Message and Tone
INSP
IRE
EDU
CAT
E EN
TERT
AIN
Is there a consumer passion point where your brand can bring unique, valuable content?
What value will your brand content add for
consumers?
Content creation strategy: Hygiene, Hub and Hero Content
Hygiene
Always-on ’pull’ content designed for your core target
Hero
Large-scale, tent-pole events or ‘go big’
moments designed to raise broad awareness
Hub
Regularly scheduled ‘push’ content designed for your prime prospect
Hero – Air New Zealand
8,824,021 VIEWS
10,878,726 VIEWS
Norway
Hurtigruten Cruise
Battle of Kruger
Canadian Tourism Commission
Facebook Video
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Q3:14 Q4:14 Q5:15 3
Bill
ions
of
Vid
eo V
iew
s pe
r D
ay
Video views per day for Facebook, Global, Q3:14-Q1:15
Facebook DUAs watch 1 or more videos daily, USA
50% of views from shares 53% views on mobiles 75%
User-shared / Curated video rising rapidly = @ 4B views per day, Up 4x in 6 months on Facebook
Source: Facebook
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Share of number of video posts
Vimeo
Youtube
Others
Source: Socialbakers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Share of interactions
Source: Socialbakers
Vimeo
Youtube
Others
Video on your Facebook Insights
Average Organic Reach
Video
Status
Link
Photo
8.7%
5.8%
5.3%
3.7%
Source: Socialbakers
192,693 VIEWS
125,613 VIEWS
30
Ads to promote Crashed Ice videos
0:30 sec 0:15 sec
Reach 124,730 195,113
Total video views 50,040 68,857
Views to 100% 13,004 27,630
Views to 75% 17,922 35,969
Average duration viewed 55% 77%
Cost per view (all views) < 1¢ < 1¢
Cost per view (to 100%) 3¢ 2¢
Experimenting with video
Nearly 2x the views
New video ads Only charged when someone watches 10 seconds 10sec
Flipagram
Mobile Video
60%
40%
Mobile Phone Users 1995 - 2014 1% to 73% population penetration globally
2014 5.2B Mobile Phone Users 73% population penetration
1995 80MM+ Mobile Phone Users
1% population penetration
Source: Informa. World Calculation Service.
Feature Phone Smartphone
Millenials are 2x more likely to be focused while watching video on their smartphones vs. on TV.
Source: Google and IIPSOS
2x
98% 81%
Smartphone
Computer
Tablet
TV
Source: Google and IIPSOS
56% 19%
% of smartphone-owning 18-34 year olds that reported using each device to watch video
conent in daily diaries
Finale
Content creation strategy: Hygiene, Hub and Hero Content
Hygiene
Always-on’pull’ content designed for your core target
Hero
Large-scale, tent-pole events or ‘go big’
moments designed to raise broad awareness
Hub
Regularly scheduled ‘push’ content designed for your prime prospect
• Don’t make another boring tourism video
• Facebook is stepping up
• Think differently, be creative
• Collaborate with partners
• Offer value to consumers
• Stop trying to be always be “hero”
Wrapping it up
Thank you Questions
please
