From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: Streaming Success With Social Video . PRESENTATION: Beyond the Video View - Given by Earl Hwang, @earlhwang - PMG, Social Media Supervisior. #SocialPro #13A

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BEYOND THE VIDEO VIEW
Earl Hwang/Social Media Supervisor/PMG

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 Not a guru…
 With PMG for 4 years
 Focused on marrying
data + content strategy
LET ME INTRODUCE MYSELF…

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 Drive video views
 Hijack Super Bowl conversation
 Create sequential content opportunities
THE GOALS

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 Drive video views
 Hijack Super Bowl conversation
 Create sequential message opportunities
THE GOALS

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 Carefully planned platform
roles with video content
 Aggressively accrued
views for hero moments
 Whitelisted talent to gain
additional video views
DRIVING VIEWS

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 Drive video views
 Hijack Super Bowl conversation
 Create sequential message opportunities
THE GOALS

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 Keyword targeting
 PR is your best friend
 3rd party tracking across
hashtags and
conversations
HIJACKING THE SB CONVO

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 Drive video views
 Hijack Super Bowl conversation
 Create sequential content opportunities
THE GOALS

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RETARGETING
 A common tactic in Direct
Response campaigns
 Use audiences to retarget
already engaged users with
units that drive traffic
 Keep the conversation going

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BIG WINS
 Click traffic increased by 33%
 100k+ mentions on TW
⦁ 3x the mentions that Bose was able to
accrue w/ the new TW conversational
unit.
 Nearly 80% completion across
both videos for all users viewed
 Retargeting brought overall
CPVs to nearly $0.02 (total)

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BEST PRACTICES
 Do not to whittle down your
audience size by altering age
demographics…
 The success of your
retargeting efforts lies in the
scale that you can provide
early on in the campaign
 For additional brand content,
provide exclusive content per
platform (Try whitelisting talent)

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THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!