How To Use Social Video To Drive Results

HootSuite & Cameron Cameron Uganec Director, Marketing & Communication HootSuite

Social Media Management System Over 4 Million users worldwide 650K Businesses globally 1.5 Million messages sent daily Easy to Use, Scalable, Secure Trusted Partners with the most important social networks About HootSuite

Connected Consumer Revolution

Video Growth

Growth Visual Storytelling

What is Social Video? Social Video: Online video that is designed to be shared through social networks.

Don’t you mean viral video? No Virality describes an outcome not all social video goes viral. WHO views and shares is as important as HOW Many views and shares.

Social Video is Different Participatory Agile Listening Engagement Network Effect Principles of Social Media that impact Social Video

Social Video is Different +40 million view +1 Billion impressions

Listening

How to use Social Video to Drive Results

How to create a video that is Shareable: The Magic & Logic Approach Creative & Strategy Content & Distribution Emotion & Intellect Story & Facts

1) Social Media Strategy The Magic & Logic Approach Objectives: Clear Measurable Success Metrics - Cost Per View, Shares, Views, CTR, Enbeds. Clicks, Time Spent Content: Focus on your Audience, Current Beliefs, Desired Beliefs What’s the one key message you want your audience to take away. Distribution Plan: Paid, Earned and Owned Build and they will come, doesn’t work.

2) Shareable Content Key questions: How will this help or entertain my audience? Why will they share it? Create Value for Audience

Make it Emotive The Psychology of Sharing The sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Simply put, evoking certain emotions can help increase the chance a message is shared. In a 2011 study published in Psychological Science, a journal of the Association for Psychological SciencePsychological Science Association for Psychological Science

What Sparks Sharing Some of the emotive content that sparks sharing: Amusing Moving Illuminating Inspiring Shocking Cute Sex Fearful Anger Controversial

Power of Storytelling One of the quickest ways to establish an emotional connection with someone is to tell them a story. Stories are our sense-making tools.

Paid, Earned & Owned Media

3) Paid, Earned, Owned Distribution Myth: Social and Viral Marketing is Free A good distribution plan includes coordinated Paid, Earned and Owned components. Each of these requires resources. Owned: It’s critical that you invest and build your own channels- , blog, social, a YouTube channel. Paid: Hyper-targeted Social Ads and Promoted Content Facebook Video, YouTube, Video Networks like ShareThrough, Unruly Earned: Seeding the video with Influencers, blogs, media properties.

Momentum

10 Secrets to Social Video Success: 1. Make it shareable

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content 9. YouTube is a search engine and a media property

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content 9. YouTube is a search engine and a media property 10. Your VP of Sales is wrong

10 Secrets to Social Video Success: 1. Make it shareable 2. Tell a story 3. Shorter is better 4. Always start strong 5. Try non-linear storytelling 6. Remember search 7. Have a long tail 8. Focus on evergreen content 9. YouTube is a search engine and a media property 10. Your VP of Sales is wrong Bonus: 11. Music, Music, Music

Examples & Sources: W+K Old Spice Case Study - spice-case-study http:// spice-case-study HootSuite: Social Media is Sweet Chevy Stories - data_player data_player Kony Start-up Videos - Viral Video Chart –– The Girl Effect -

Thank You! Cameron Uganec Director, Marketing &

Image credits: Slashgear – Baby’s first ipad – Global consumer internet traffic & Video viewers worldwide Youtube – Old Spice – The man you could smell like Smart Insights - strategy/inbound-marketing-funnel-infographic/ strategy/inbound-marketing-funnel-infographic/ Altimeter – converged-media/ converged-media/ Sharing Ice Cream - ice-cream.jpg