Unlocking the Secrets of Mobile Video

•

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Where video's concerned, there's no such thing as mobile. The story isn't about the device being used, but rather the context of the user. As a business, it's context that should drive the content, with YouTube, Instagram and Vine being specific and unique channels which require a unique approach.

Marketing Tecnologia Negócios

Unlocking the Secrets of Mobile Video:
YouTube, Instagram and Vine

Cheri Percy
Distilled
Marketing Manager

London • 10–13 February 2014 • #SESLON @SESConf

CHERI PERCY
•

Marketing Manager

•

Social media rock star (no, really)

•

Fiery redhead

Marketing Manager, Distilled
cheri.percy@distilled.net
@distilled

My first day at Distilled

Cheri Percy

@distilled

My background is in music

Cheri Percy

@distilled

Building your b(r)and
Building your b(r)and

Just as social media is great for
conversations

Cheri Percy

@distilled

Mobile video is its louder, more
audacious cousin

Cheri Percy

@distilled

“In design, there are no
more ‘hero sizes.’
Mashable CTO Robyn Peterson.

There is no such thing as mobile to
the user

By 2017, 85% of the world’s
population will have 3G
coverage
Ericsson Mobility Report

Cheri Percy

@distilled

77% of all mobile searches
are near a PC
Google Dashboard

Cheri Percy

@distilled

Mobile’s share of online video

Cheri Percy

@distilled

There’s no such thing as
mobile *to the user*

So, what does (mobile) video
look like?

Cheri Percy

@distilled

A screen is a screen is a screen
YouTube
This is content everywhere

A screen is a screen is a screen
Instagram
YouTube
This is content everywhere

The Home Depot

The Home Depot

@distilled

That’s some serious views

The Home Depot

@distilled

REI #giftpicks
The Home Depot

The Home Depot

@distilled

Distilled’s home content

Cheri Percy

@distilled

A screen is a screen is a screen
Volvo
Vine

The most viewed
automotive
commercial ever

Home grown Hero

Air New Zealand – Fit To Fly

@distilled

Small Business Hero

Digital Science

@distilled

A word on hosting

A screen is a screen is a screen
HBO goes “social first”
Hero

Where should I host my
video?
What do I want from my
video?

A word on hosting
Host on your domain

A screen is a screen is a screen
HBO goes “social first”
Hero

Audiences, Reach and
A word on hosting
Host on your domain
You(Tube)
Audience, Reach and You(Tube)

A screen is a screen is a screen
HBO goes “social first”
Hero

YouTube Analytics

YouTube Analytics

@distilled

Shares and share rate

Number of social shares x the total engaged views
E.g. 23 Tweets/1000 engaged views =
Twitter share rate of 2.3%
Cheri Percy

@distilled

Coverage links and embeds

Cheri Percy

@distilled

Is it true to the Vine community?

Cheri Percy

@distilled

#DazedVisionaries

Cheri Percy

@distilled

Determining the success
of your creation

Accurcate analytics and free data!

Advertising play

How do I get started?
What value can I add?

Exclusivity and up to date news

Advertising play

Making science cool
Making science cool again

Advertising play

Your b(r)and
#BrandAwareness
#BrandAwareness
#BrandAwareness
Followgram

Advertising play

#BrandAwareness
#BrandAwareness
#BrandAwareness
Followgram

Advertising play

#AudienceReach
#AudienceReach

Advertising play

#BrandAwareness
#BrandAwareness
#Engagement
#Engagement
#Engagement
Followgram

#AccountGrowth

Advertising play

Video is about much more than
just viral.

#BrandAwareness
#BrandAwareness
#Engagement
Start building your b(r)and online.
#Engagement
Followgram

#AccountGrowth

Advertising play

Thanks.
Any questions?
l

CHERI PERCY
cheri.percy@distilled.net
@distilled

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