It takes more than one video to build your brand and your community. You’ve got to integrate video with all kinds of other channels like content, social, search, email and offline in order to accomplish your goals and build your business.
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@MACKFOGELSON http://www.pinterest.com/pin/18295942211066038/
Integrated an approach to video by Mack Fogelson for
#WistiaFest
Today Im going to tell you a story. @MACKFOGELSON
An integrated marketing story. ! With video. ! And llamas.
http://www.pinterest.com/pin/18295942211056268/ @MACKFOGELSON
@MACKFOGELSON This story is a case study that will do 3
important things
@MACKFOGELSON 1 Provide you with a process so that you can
develop your own integrated marketing strategy. ! With video.
2 Supply you with some KPIs that you can use to measure your
integrated efforts. ! Because bosses like numbers.
@MACKFOGELSON
3 Remind you that it takes more than one video to build your
brand and your community. ! Unless youre Phil Nottingham.
@MACKFOGELSON
@MACKFOGELSON It takes many channels and a whole lot of effort
in addition to video to accomplish the goals youve set for your
business.
@MACKFOGELSON integrated marketing video & other content
search email ofine paid & other stuff social media &
community
@MACKFOGELSON alrighty then lets get started weve got some work
to do.
@MACKFOGELSON Mack Web had never used video in our marketing
strategy. The Story
http://www.pinterest.com/pin/18295942211056283/
@MACKFOGELSON We were getting ready to launch our community
building guide. The Idea
http://www.pinterest.com/pin/18295942211056286/
@MACKFOGELSON We thought wed give video a shot to promote the
launch. The Plan
http://www.pinterest.com/pin/18295942211056304/
@MACKFOGELSON For some reason, we pet-named the guide Arthur.
We like llamas. The Llama
http://www.pinterest.com/pin/18295942211056312/
@MACKFOGELSON
@MACKFOGELSON
@MACKFOGELSON The videos alone helped us earn 176 guide
sign-ups.
@MACKFOGELSON The videos combined with integrated efforts
earned 350.
@MACKFOGELSON And there was a whole lot more success than
that.
@MACKFOGELSON we started the conversation with the videos
@MACKFOGELSON and we used other channels to get more from those
efforts.
This is what we actually did: ! The goals we set. ! The
strategy we followed. ! And how we measured our efforts. ! !
@MACKFOGELSON Heres our Roadmap.
http://www.pinterest.com/pin/152066924892415094/
@MACKFOGELSON we started with goals and not just for the
videos.
@MACKFOGELSON Goals 1 Visionary Business & Brand
Campaigns
@MACKFOGELSON This is what we really wanted to accomplish over
the next 3-5 years. Visionary
http://www.pinterest.com/pin/18295942211056316/
@MACKFOGELSON Mack Web wants to become the integrated web
marketing company in the west within the next 3-5 years. Visionary
Goal
@MACKFOGELSON Goals 1 Visionary Business & Brand
Campaigns
@MACKFOGELSON What we would work toward over the next 24
months. Business & Brand
http://www.pinterest.com/pin/18295942211056329/
@MACKFOGELSON Increase the number of qualied leads Mack Web
receives over the next 12-24 months. Business Goal
@MACKFOGELSON Establish Mack Web as a resource for a forward
thinking, collaborative, human-centric approach to integrated
marketing. Brand Goal
@MACKFOGELSON Goals 1 Visionary Business & Brand
Campaigns
@MACKFOGELSON This goal was unique to our 5-week Arthur Video
Campaign. Campaign
http://www.pinterest.com/pin/18295942211056358/
@MACKFOGELSON Campaign Goal In its 5 week run, we want the
Arthur video series to earn 350 signups for our community building
guide.
@MACKFOGELSON Campaign Goal Specic In its 5 week run, we want
the Arthur video series to earn 350 signups for our community
building guide.
@MACKFOGELSON Campaign Goal SpecicMeasurable In its 5 week run,
we want the Arthur video series to earn 350 signups for our
community building guide.
@MACKFOGELSON Campaign Goal Attainable & Realistic
SpecicMeasurable In its 5 week run, we want the Arthur video series
to earn 350 signups for our community building guide.
@MACKFOGELSON Campaign Goal Attainable & Realistic
SpecicMeasurable Time-sensitive In its 5 week run, we want the
Arthur video series to earn 350 signups for our community building
guide.
@MACKFOGELSON Goals 1 Visionary Business & Brand
Campaigns
@MACKFOGELSON all efforts were working toward our Visionary
goal.
@MACKFOGELSON we went from strategy to tactics so we knew who
was doing what.
Distilling into actionable chewable pieces. @MACKFOGELSON
@MACKFOGELSON We would build a series of videos that would lead
up to the launch of the guide.
@MACKFOGELSON The videos would include calls to action making
it easy to sign up for the guide.
@MACKFOGELSON We would collect emails using a Launchrock
landing page.
@MACKFOGELSON We would embed the videos on our blog and
optimize each post.
@MACKFOGELSON We would use email marketing to tell our existing
audience.
@MACKFOGELSON We would hold a Google+ Hangout with community
building experts.
@MACKFOGELSON We would use social media to share value and
build awareness.
@MACKFOGELSON all of these tactics would help us accomplish our
Campaign goals.
@MACKFOGELSON as we worked simultaneously on the tactics for
our Business & Brand goals.
@MACKFOGELSON Ongoing Business & Brand Efforts 2013 writing
guide & stuff Mar April July Sept Oct 15June Aug Launchrock
page goes live email social mack web blog email social Guest blog
Our blog Speaking Gig email social Guest blog Our blog Speaking Gig
Speaking Gig email social Guest blog Our blog email social Guest
blog Our blog email social Guest blog Our blog May email social
Guest blog Our blog Arthur Launches Our blog social email
@MACKFOGELSON Arthur Video Campaign 2013 9/1 9/16 9/17-20 9/25
10/1 10/2 10/7 10/10 10/15 Friends Not Followers Hangout 5th Video
& Arthur Launches 1st Video 2nd Video 3rd Video 4th Video
Scripted Videos Filmed Videos Edited Videos email social email
email email email social social social social social email
@MACKFOGELSON Integrating All the Things in 2013 B=Our Blog |
Em=email | GB=Guest Blog | S=social | V=video writing guide &
stuff Friends Not Followers Hangout Mar Em S GB B Em S GB B Em S GB
B Em S GB B Em S GB B Em S GB B B S Em Apr May June July Aug Sept
Scripting Filming Oct 15 Editing V1 Em S Arthur Launches Em S B 1
16 17-20 25 Oct 2 7 10 V2 Em S V3 Em S V4 Em S V5 Em S Speaking
Launchrock Speaking Speaking
@MACKFOGELSON tactics are part of strategy that actively work
to accomplish goals.
@MACKFOGELSON we had already assigned KPIs to Business &
Brand goals.
@MACKFOGELSON Business Goal Increase the number of qualied
leads Mack Web receives over the next 12-24 months.
@MACKFOGELSON Business KPIs The stuff we were measuring: Leads
Revenue
@MACKFOGELSON Brand Goal Establish Mack Web as a resource for a
forward thinking, collaborative, human-centric approach to
integrated marketing.
@MACKFOGELSON Brand KPIs The stuff we were measuring: New &
Returning Visits Visit Duration Organic Search Trafc
@MACKFOGELSON Brand KPIs The stuff we were measuring: Social
Referral Trafc - Number of Sessions - Page Depth - Average Session
Duration Conversation/Amplication/Applause
@MACKFOGELSON Brand KPIs More stuff we were measuring: E-news
sign-ups Speaking & Blogging Gigs Guide Downloads
@MACKFOGELSON then we assigned KPIs to our Campaign goal.
@MACKFOGELSON Campaign Goal In its 5 week run, we want the
Arthur video series to earn 350 signups for our community building
guide.
@MACKFOGELSON Campaign KPIs The stuff we wanted to measure:
Play Rate Average Engagement Guide Sign-ups (prior to launch)
@MACKFOGELSON we track Brand & Business KPIs over an
extended period of time.
@MACKFOGELSON and compare apples to apples when assessing
Campaigns.
@MACKFOGELSON Brand KPIs The stuff we were measuring: Social
Referral Trafc - Number of Sessions - Page Depth - Average Session
Duration Conversation/Amplication/Applause
0 220 440 660 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 652
112 Twitter Google + LinkedIn 195 49 153 @MACKFOGELSON Brand KPI
Social Referral Trafc - Number of Sessions
@MACKFOGELSON Brand KPI Social Referral Trafc - Page Depth 0 3
6 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 5.11 1.40 1.741.69
1.91 1.71 Twitter Google + LinkedIn
@MACKFOGELSON Brand KPI Social Referral Trafc - Average Session
Duration 0 4 8 12 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 4.60
2.01 2.36 1.47 Twitter Google + LinkedIn .34 11.26
@MACKFOGELSON Brand KPI Conversation/Amplication/Applause
+1,000% conversation on Twitter 0 75 150 225 300 Conversation
Amplication Applause Sept 20 - Oct 20, 2012 Sept 20 - Oct 20,
2013
@MACKFOGELSON Brand KPIs More stuff we were measuring: E-news
Sign-ups Speaking & Blogging Gigs Guide Downloads
@MACKFOGELSON Brand KPI Guide Downloads to Date 44,600 to date
1,250 rst 30 days
@MACKFOGELSON all of this stuff has been helping us reach our
Visionary goal.
@MACKFOGELSON Goals 1 Visionary Business & Brand
Campaigns
@MACKFOGELSON Visionary Goal Mack Web wants to become the
integrated web marketing company in the west within the next 3-5
years.
And the most important thing to remember @MACKFOGELSON
Or social. Or email. Or search. Or ofine. ! It was all of it. !
Working together to accomplish goals. ! @MACKFOGELSON It wasnt only
video. http://www.pinterest.com/pin/418905202810475099/
@MACKFOGELSON Final Stuff that would be good to take away with
you today
@MACKFOGELSON Its really important to start with goals. Goals
will keep you focused. Goals
http://www.pinterest.com/pin/18295942211056371/
@MACKFOGELSON It takes all kinds of stuff, including video to
make your efforts a success. Integration
http://www.pinterest.com/pin/18295942211056381/
@MACKFOGELSON Its important to measure Campaign as well as
Business & Brand KPIs. Data
http://www.pinterest.com/pin/18295942211056383/
@MACKFOGELSON If you want your boss to say yes, youve got to
have a plan. Try this one. Roadmap
http://www.pinterest.com/pin/18295942211056391/
@MACKFOGELSON Get the Link Bundle
http://bitly.com/bundles/mackwebsolutions/9 ! Read the Mack Web
blog http://mackwebsolutions.com/blog ! Download our community
building guide http://bit.ly/wistiafest ! Connect with us
@mackwebteam