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#LIFTSocial
Social Video TacticsAndrew Grinaker
Panel: Social Video TacticsAndrew Grinaker – Possible
Speaker:
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Andrew Grinaker
Senior Content Strategist
@206andrew
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Agenda
• The concept and production process to support your social video needs
• A formula for evaluating the success of your social videos
• Review a cross-channel video campaign example
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Concept + ProductionIdea #1 Idea #2 Idea #3
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Our Creative Directors are like….
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Concept + ProductionIdea #1 Idea #2 Idea #3
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Our Account Directors are like…
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Concept + ProducingIdea #1 Idea #2 Idea #3
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“One to Many” Process
Idea #1
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• Can this idea work at a length of 15 seconds, 30 seconds and 60 seconds?
• Can this be repurposed to provide you with additional content assets? (GIFs, Cinemagraphs, etc.)
“One to Many” Process
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• Can this video be captured in real-time (Periscope, Meerket, etc)
• Can this video help support your paid media efforts in social, display or native advertising?
“One to Many” Process
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“One to Many” Process
Customer Success
Story
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Our Creative Directors are now like…
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Our Account Directors are now like…
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Measuring Success
Creative Index
Production Index
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Measuring Success
We must look at not only the performance of the social video but
also the cost and time it takes to produce.
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Measuring Success – Using Indices
An index is a composite number derived from a more complex and diverse system of data. It allows us to provide a single number that takes into consideration all of the success measures we care about. The index score is always simple and relative.
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Measuring Success – Creative Index
REACHRELEVANCEENGAGEMENTAMPLIFICATIONINTENT
CREATIVE INDEXSTORY THEMEPOST VOLUME
Metrics: Editorial calendar, Engagement rate, Share rate, Paid Media metrics, Content Travel, Hashtag usage, Retweet index, CTR performance, Destination URL performance
(Weighted + Converted)
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Measuring Success – Production Index
APPROVALSDISTRIBUTIONCOSTTIME
PRODUCTION INDEXSTORYTHEMEPOST VOLUME
Metrics: Editorial calendar, Production costs, Client satisfaction, Approval rate, Project plans, Partner costs
(Weighted + Converted)
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Measuring SuccessSOCIAL VIDEO AHigh EngagementLow Share RateLow CTR Rate
Low CostLow Publishing PowerPoor Approval Rate
SOCIAL VIDEO BHigh Engagement RateHigh Share RateHigh CTR Rate
High CostHigh Publishing PowerAverage Approval Rate
Creative Index = 4
Production Index = 3
Creative Index = 8
Production Index = 3
Total Index= 7 Total Index= 11
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Case Studies
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Case Studies
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Case Studies
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Case Studies
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Case Studies
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Case Studies
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Case Studies
THANK YOU#LIFTSocial
THANK YOU#LIFTSocial
