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Picture Perfect:
  Measure the Power
 and Influence of Your
    Video Content


 Presented by: Priya Ramesh
Managing Director, Social Media
         CRT/tanaka
         Oct 2, 2012
Game Plan

• What’s the big deal about videos?

• Why YouTube should be your best friend?

• Measurement best practices

• Case studies

• Q&A
The Video Consumption Landscape

                  • 43% more Americans watch online video
                    content on an average day now than a
                    year ago (100+ million).
                  • The average viewer watched 239 videos
                    in 2011 (up 37%).
                  • Google Sites, driven primarily by
                    YouTube.com, ranks #1 with 21.9 billion
                    video views.
                  • The average number of minutes per video
                    view rose from 5.0 to 5.8.


                  Source: comScore, 2012 U.S. Digital Future in Focus
Why YouTube is a Marketer’s Best Friend?
           • Exceeds 800 million unique users per month

           • Over 4 billion hours of video are watched each month
             on YouTube

           • 72 hours of video are uploaded to YouTube every minute

           • Traffic from mobile devices tripled in 2011

           • 500 years of YouTube video are watched every day on
             Facebook, and over 700 YouTube videos are shared on
             Twitter each minute

           • 100 million people take a social action on YouTube
             (likes, shares, comments, etc.) every week

               Source: 2011 YouTube Press Statistics
8 Key Metrics for Videos

1. Total views
2. Unique visitors
3. Target impressions
4. Average view time
5. Engagement rate (comments and shares
   on Facebook and Twitter)
6. Referral traffic
7. Brand lift
8. Sales impact
Video Measurement Tools
FREE: YouTube Insights
Anyone with a YouTube account can view
•Views & Popularity – where your video views are coming from
•Discovery – how people discovered your video
•Demographics – age and gender of your audience
•Audience Attention – which parts of your video are “hot”
•Community Engagement – how many times viewers rate,
favorite or comment on your video

SUBSCRIPTION-BASED: Visible Measures
•Robust
•More holistic measure of paid, owned and earned media
Case Study: Go Granny Video Campaign




           http://www.youtube.com/watch?v=Nn25Lb8dick
Campaign Overview

           •   Network Solutions and Go Daddy have long been
               competitors in the domain registration space. However,
               their brand images could not be more dissimilar.

           •   Network Solutions is a small business champion intent on
               offering resources specifically geared to small business
               owners, including web hosting, e-commerce solutions and
               web design.

           •   Go Daddy, on the other hand, is well-known for its racy
               commercials featuring female stars like Danica Patrick and
               Candice Michelle.

           •   Historically, Go Daddy has generated significant attention
               with its Super Bowl commercials. For Super Bowl 2011,
               the team at Network Solutions was not content to stand
               by. The company wanted to step into the arena and create
               a counter-campaign to parody Go Daddy ads.
Key Objective



                  Develop and execute a Super
                 Bowl campaign in three weeks
                 that directly spoofs Go Daddy
                ads, while maintaining Network
                   Solutions’ image as a small
                     business champion for
                 entrepreneurs seeking serious
                        online solutions.
Strategy

• Given the popularity of You Tube, CRT/tanaka
  considered internet video to be the ideal medium for
  a counter-campaign.

• Network Solutions and CRT/tanaka developed a
  concept around Go Granny, “the original domain girl”
  and created a series of mockumentary vignettes.

• Seeking to generate media interest, Network
  Solutions enlisted Academy Award winner Cloris
  Leachman to play Go Granny.
Strategy Continued

• To poke fun at Go Daddy without alienating its
  small business audience, Network Solutions
  chose Lisa Stone, the respected co-founder of
  BlogHer, the largest online community for
  women. Stone starred alongside Leachman’s
  Go Granny in the video, providing a contrast
  between GoGranny and a serious
  entrepreneur who knows what it takes to start
  and grow a business online.

• Stone delivered the brand’s message:
  Get Serious.
Key Tactics

              • Twitter Engagement
                 – Go Granny took her sassy personality to drive traffic
                   to the video in Twitter. Followers found @Go_Granny
                   hysterical as she took over Twitter for three one-hour
                   long tweetcapades on the Friday, Saturday and
                   Sunday of the Super Bowl weekend.

                  – During the tweetcapades, @Go_Granny‘s tweets
                    were carefully targeted to win the attention of
                    influencers like @GuyKawasaki and @ScottMonty
                    under the premise she was inviting people to her
                    Super Bowl Party. The team of powerful mommy
                    bloggers at BlogHer participated in the tweetcapades
                    as well, tapping into their extensive networks.
Key Tactics Continued

• Media Outreach
   – During this high-traffic weekend, the media
     relations team at CRT/tanaka was challenged
     with positioning Go Granny as a counter-
     campaign to advertising, social media and
     entertainment outlets to generate media
     mentions.

• Monitoring
   – CRT/tanaka used Radian6, IceRocket and Google
     Blog searches to monitor the campaign. The
     team compiled detailed reports of all online
     coverage of the campaign including blogs, online
     media, video aggregator sites and Twitter.
Go Granny Steals the Superbowl

• More than 500% increase in .CO sales
• More than 72 million impressions
  throughout the year
• 97% positive sentiment on YouTube
• Mashable ranked Go Granny as Top
  Seven Twitter Marketing Campaigns
  to Learn From
Go Granny Trending on Twitter (DC)

Results continued:
Total Impressions: 49,879,767
 •   Twitter: 19,990,790
 •   Blogs: 21,190,381
 •   Video: 8,698,596
 •   #GoGranny became a trending topic in Washington DC.
 •   Top influencers who tweeted about Go Granny included
       – Beth Kanter (375,937 followers)
       – Guy Kawasaki (318,247 followers)
       – Gina Trapani (123,543)
       – Brian Solis (84,452 followers)
Media Coverage


                            Blog Title         UMVs
                 Examiner                      8M
                 LA Times                      3.4M
                 NY Mag                        2.5M
                 Washington Business Journal   1.5M
                 UPI                           990K
                 Media Bistro                  490K
                 Business Exchange             420K
                 Richmond Times                360K
                 AdAge                         280K
                 Search Engine Land            250K
Additional Resources
 2012 U.S. Digital Future in Focus:
 http://www.comscore.com/Press_Events/Presentations_Whitepapers/
 2012/2012_US_Digital_Future_in_Focus

 YouTube Press Statistics:
 http://www.youtube.com/t/press_statistics

 eMarketer:
 http://www.emarketer.com/Article.aspx?R=1009195&ecid=a65060336
 75d47f881651943c21c5ed4

 Video and Inbound Marketing:
 http://www.slideshare.net/HubSpot/video-inbound-marketing-three-
 hubspot-case-studies
Agency Snapshot

                   $11.6
                   million
                     in fees             Five
     75                             Practice Areas
  Professionals                          Corporate/B2B
                                    Interactive/Social Media
                    Five                   Consumer
                                             Health
                  Locations              Lewis & Neale
                  Richmond (HQ)
                  Washington, D.C
                     New York
                    Los Angeles
                      Norfolk
Awards

         •   Best Agency to Work for in America – Holmes Report
         •   One of Five Best Mid-sized Agencies in Nation – PRWeek
         •   One of the Three Most Admired PR Agencies in U.S. –
             Holmes Report
         •   #1 Most Creative Agency in America – Inside PR
         •   Creator of one of “The Greatest PR Campaigns Ever”
             for the launch of Windows’ 95 – PRWeek
         •   “Lifetime Achievement Award” for Liz Claiborne “Love is
             Not Abuse” – SABRE Awards
         •   Creator of three of the “Top 20 PR Campaigns of the
             Decade” for Coors, Windows’ 95 and Liz Claiborne
             – Inside PR
         •   Torch Award for Business Ethics – BBB
         •   More than 325 national and regional awards
National Clients (Partial List)
Thank You!



             Priya Ramesh
             Managing Director, Social Media,
             CRT/tanaka

             www.crt-tanaka.com
             Twitter: @newpr @crttanaka
             Hashtag: #prmeasure

             Email: pramesh@crt-tanaka.com

Mais conteúdo relacionado

Crt/tanaka Video Marketing Case Study

  • 1. Picture Perfect: Measure the Power and Influence of Your Video Content Presented by: Priya Ramesh Managing Director, Social Media CRT/tanaka Oct 2, 2012
  • 2. Game Plan • What’s the big deal about videos? • Why YouTube should be your best friend? • Measurement best practices • Case studies • Q&A
  • 3. The Video Consumption Landscape • 43% more Americans watch online video content on an average day now than a year ago (100+ million). • The average viewer watched 239 videos in 2011 (up 37%). • Google Sites, driven primarily by YouTube.com, ranks #1 with 21.9 billion video views. • The average number of minutes per video view rose from 5.0 to 5.8. Source: comScore, 2012 U.S. Digital Future in Focus
  • 4. Why YouTube is a Marketer’s Best Friend? • Exceeds 800 million unique users per month • Over 4 billion hours of video are watched each month on YouTube • 72 hours of video are uploaded to YouTube every minute • Traffic from mobile devices tripled in 2011 • 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute • 100 million people take a social action on YouTube (likes, shares, comments, etc.) every week Source: 2011 YouTube Press Statistics
  • 5. 8 Key Metrics for Videos 1. Total views 2. Unique visitors 3. Target impressions 4. Average view time 5. Engagement rate (comments and shares on Facebook and Twitter) 6. Referral traffic 7. Brand lift 8. Sales impact
  • 6. Video Measurement Tools FREE: YouTube Insights Anyone with a YouTube account can view •Views & Popularity – where your video views are coming from •Discovery – how people discovered your video •Demographics – age and gender of your audience •Audience Attention – which parts of your video are “hot” •Community Engagement – how many times viewers rate, favorite or comment on your video SUBSCRIPTION-BASED: Visible Measures •Robust •More holistic measure of paid, owned and earned media
  • 7. Case Study: Go Granny Video Campaign http://www.youtube.com/watch?v=Nn25Lb8dick
  • 8. Campaign Overview • Network Solutions and Go Daddy have long been competitors in the domain registration space. However, their brand images could not be more dissimilar. • Network Solutions is a small business champion intent on offering resources specifically geared to small business owners, including web hosting, e-commerce solutions and web design. • Go Daddy, on the other hand, is well-known for its racy commercials featuring female stars like Danica Patrick and Candice Michelle. • Historically, Go Daddy has generated significant attention with its Super Bowl commercials. For Super Bowl 2011, the team at Network Solutions was not content to stand by. The company wanted to step into the arena and create a counter-campaign to parody Go Daddy ads.
  • 9. Key Objective Develop and execute a Super Bowl campaign in three weeks that directly spoofs Go Daddy ads, while maintaining Network Solutions’ image as a small business champion for entrepreneurs seeking serious online solutions.
  • 10. Strategy • Given the popularity of You Tube, CRT/tanaka considered internet video to be the ideal medium for a counter-campaign. • Network Solutions and CRT/tanaka developed a concept around Go Granny, “the original domain girl” and created a series of mockumentary vignettes. • Seeking to generate media interest, Network Solutions enlisted Academy Award winner Cloris Leachman to play Go Granny.
  • 11. Strategy Continued • To poke fun at Go Daddy without alienating its small business audience, Network Solutions chose Lisa Stone, the respected co-founder of BlogHer, the largest online community for women. Stone starred alongside Leachman’s Go Granny in the video, providing a contrast between GoGranny and a serious entrepreneur who knows what it takes to start and grow a business online. • Stone delivered the brand’s message: Get Serious.
  • 12. Key Tactics • Twitter Engagement – Go Granny took her sassy personality to drive traffic to the video in Twitter. Followers found @Go_Granny hysterical as she took over Twitter for three one-hour long tweetcapades on the Friday, Saturday and Sunday of the Super Bowl weekend. – During the tweetcapades, @Go_Granny‘s tweets were carefully targeted to win the attention of influencers like @GuyKawasaki and @ScottMonty under the premise she was inviting people to her Super Bowl Party. The team of powerful mommy bloggers at BlogHer participated in the tweetcapades as well, tapping into their extensive networks.
  • 13. Key Tactics Continued • Media Outreach – During this high-traffic weekend, the media relations team at CRT/tanaka was challenged with positioning Go Granny as a counter- campaign to advertising, social media and entertainment outlets to generate media mentions. • Monitoring – CRT/tanaka used Radian6, IceRocket and Google Blog searches to monitor the campaign. The team compiled detailed reports of all online coverage of the campaign including blogs, online media, video aggregator sites and Twitter.
  • 14. Go Granny Steals the Superbowl • More than 500% increase in .CO sales • More than 72 million impressions throughout the year • 97% positive sentiment on YouTube • Mashable ranked Go Granny as Top Seven Twitter Marketing Campaigns to Learn From
  • 15. Go Granny Trending on Twitter (DC) Results continued: Total Impressions: 49,879,767 • Twitter: 19,990,790 • Blogs: 21,190,381 • Video: 8,698,596 • #GoGranny became a trending topic in Washington DC. • Top influencers who tweeted about Go Granny included – Beth Kanter (375,937 followers) – Guy Kawasaki (318,247 followers) – Gina Trapani (123,543) – Brian Solis (84,452 followers)
  • 16. Media Coverage Blog Title UMVs Examiner 8M LA Times 3.4M NY Mag 2.5M Washington Business Journal 1.5M UPI 990K Media Bistro 490K Business Exchange 420K Richmond Times 360K AdAge 280K Search Engine Land 250K
  • 17. Additional Resources 2012 U.S. Digital Future in Focus: http://www.comscore.com/Press_Events/Presentations_Whitepapers/ 2012/2012_US_Digital_Future_in_Focus YouTube Press Statistics: http://www.youtube.com/t/press_statistics eMarketer: http://www.emarketer.com/Article.aspx?R=1009195&ecid=a65060336 75d47f881651943c21c5ed4 Video and Inbound Marketing: http://www.slideshare.net/HubSpot/video-inbound-marketing-three- hubspot-case-studies
  • 18. Agency Snapshot $11.6 million in fees Five 75 Practice Areas Professionals Corporate/B2B Interactive/Social Media Five Consumer Health Locations Lewis & Neale Richmond (HQ) Washington, D.C New York Los Angeles Norfolk
  • 19. Awards • Best Agency to Work for in America – Holmes Report • One of Five Best Mid-sized Agencies in Nation – PRWeek • One of the Three Most Admired PR Agencies in U.S. – Holmes Report • #1 Most Creative Agency in America – Inside PR • Creator of one of “The Greatest PR Campaigns Ever” for the launch of Windows’ 95 – PRWeek • “Lifetime Achievement Award” for Liz Claiborne “Love is Not Abuse” – SABRE Awards • Creator of three of the “Top 20 PR Campaigns of the Decade” for Coors, Windows’ 95 and Liz Claiborne – Inside PR • Torch Award for Business Ethics – BBB • More than 325 national and regional awards
  • 21. Thank You! Priya Ramesh Managing Director, Social Media, CRT/tanaka www.crt-tanaka.com Twitter: @newpr @crttanaka Hashtag: #prmeasure Email: pramesh@crt-tanaka.com