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Unlocking the secrets of Mobile
You Tube, Instagram and Vine
Jon Mowat
Managing Director
Hurricane Media
Video production and marketing agency

London • 10–13 February 2014 • #SESLON @SESConf
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
seconds

Omniscreen
15 seconds
375 frames

The death of linear brand narrative

6 seconds
150 frames
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
seconds

Better Results
15 seconds
375 frames

With multiple video channels

6 seconds
150 frames
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

04:12
(Average length)

All different but ...
15 seconds
375 frames

6 seconds
150 frames
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

04:12
(Average length)

All different but ...
15 seconds
375 frames

6 seconds
150 frames

… it is how they work together
that matters to brands
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

http://instagram.com/p/j_38DaO_ax/
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

http:mckeestory.com/
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

The Deal

?/A

?/A

?/A

?/A

?/A

Conclusion
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Conclusion

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
on any channel

Principles of
short form?

When do I
do it myself?
UGC

How do I know
it’s working?

Better results with
multiple video
channels
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Conclusion

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Minutes and moments:
the opportunity?
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

The Opportunity
62% of 18 - 32 YO prefer to
check their smartphone if they
have any “downtime” rather
than just sit and think
37% say they check their
smartphone if there’s a lull in
conversation with friends

Dr Simon Hampton, Psychology lecturer at the University of East Anglia
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Multiscreening: The Opportunity
62% of 18 - 32 YO prefer to
check their smartphone if they
have any “downtime” rather
than just sit and think
37% say they check their
smartphone if there’s a lull in
conversation with friends

“People’s inability to leave their
phones alone is the newest addition
to common ‘displacement’ behaviours
such as smoking, doodling, fiddling
and picking.”

Dr Simon Hampton, Psychology lecturer at the University of East Anglia
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Different Beats: Different context
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

The opportunity is there for
brands that can tell their story
well across channels
Mobile platform doesn’t matter:
It’s the channels, and how you
use them together that counts.
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Beats of your brands story

Your campaign needs emotional and logical beats
Be careful if using both emotion and logic together – never on short form
Share both types of beats across all channels to tell the whole story

Drive people from one beat to another
Tell stories that work in any order
Tell simple stories consistently across channels in an easy to follow way
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Multiscreening: The Opportunity
Honda’s “Want New Car” campaign on Vine

Participate in existing
conversations

1,000 new followers to their Twitter account
and more than 2,200 mentions of the brand,

♯wantnewcar
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Multiscreening: The Opportunity
Get to customers any time /
any place

Allows for subtlety and a
focus on audience desire.

Brands that can clarify their
message and have all beats
working together will benefit

An opportunity for those that
live and breath the platforms

Joined up campaigns linking
channels with themes and
will cut through.

Those that cannot simply their
story into short beats that
work together will pay the
price.
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
on any channel
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – What’s in it for me?
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – What’s in it for me?
Scheduling – Plan / React
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – what’s in it for me?
Scheduling – Plan / React
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films
Emotion / logic / emotion
– across video
– but also a campaign
Audiences – what’s in it for me?
Scheduling – Plan / React

Channel: e.g. YouTube
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

You Tube Channels

Your YT channel is the destination, not a stop over:
Typical click through is less than 1% *
Make it work for you when viewers arrive
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

YOU TUBE DON’Ts

YOU TUBE DOs

1 Put recent activity at top
2 Order by popularity
3 Put TV ads at top
4 Use tired content
5 Mix consumer and corporate
6 Use it as a place to keep all
your videos

1 Order by content using tags
2 Use relevant timely content
3 Well structured journey
4 Hash tags to tie to other channels
5 Seasonal content
6 No where near corporate
7 everything there for good reason
8 Entertain and inform
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films

Channel: YT, Vine, Instagram

Emotion / logic / emotion
– across video
– but also a campaign

Creative, cut through content
Say less, engage more

Audiences – What’s in it for me?
Scheduling – Plan / React
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Say Less Stuff In Your Films
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films

Channel: YT, Vine, Instagram

Emotion / logic / emotion
– across video
– but also a campaign

Creative, cut through content
Say less, engage more

Audiences – What’s in it for me?
Scheduling – Plan / React

Shout
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Successful Video on Any Channel

Goals: tighter goals = better films

Channel: YT, Vine, Instagram

Emotion / logic / emotion
– across video
– but also a campaign

Creative, cut through content
Say less, engage more

Audiences – What’s in it for me?
Scheduling – Plan / React

Shout
Monitor and refresh
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
On any channel
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
On any channel

Principles of
short form?
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Minutes

Moments
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Moments

Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Moments

Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
Play to its visual strengths
Stop frame animation works
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Moments

Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
Play to its visual strengths
Stop frame animation works
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Moments

Share the now
1 behind the scenes
2 events
3 time relevant – scheduling
4 timing is everything
Play to its visual strengths
Stop frame animation works
Episodic / series
(what can you offer)
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

lowesfixinsix
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

Moments

Share the now
behind the scenes / events
Reactive to trends
scheduling - seasons / festivals
Existing conversations
Play to its visual strengths
Stop frame animation works
Episodic / series
(what can you offer?)

Don’t forget the hash tags
Don’t sweat if it’s not perfect –
get it out there
Critically review it – on brand?
It works best as a conversation
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
On any channel

Principles of
short form?
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
On any channel

Principles of
short form?

When do I
do it myself?
UGC
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
On any channel

Principles of
short form?

When do I
do it myself?
UGC

How do I know
it’s working?
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

Measuring success
Social likes / shares / blog posts etc
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle
@jon_hurricane
@jonhurricane

Measuring success
Social likes / shares / blog posts etc
How long are people watching –

2 min film
Lose less than 30% in 10 seconds
50+ watch over half
10% to end
30 second film
50+ watch over half
20% to end
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

Conclusion

The Deal

Better results with
multiple video
channels?

Minutes and
moments –
the opportunity?

Successful video
On any channel

Principles of
short form?

When do I
do it myself?
UGC

How do I know
it’s working?

Better results
with multiple video
channels
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

Better results with multiple video channels
It’s not about platform it’s about channel
Your video channels work as a team
Think of your brand story as beats – emotional and logical
Viewers can watch any beat, anywhere
Each beat must make sense within the brand story – ditch those that don’t
Don’t be afraid of UGC
Say less stuff in your films
Play to the strengths of short form (animation, scheduling, immediacy)
Focus your channel to give a good experience when viewers get there.
Monitor and adapt regularly
Have fun
London | 10–13 February 2014 | #SESLON | @SESConf
@jon_hurricane
@twitterhandle

(Average length)
4 minutes and 12 seconds
30, 59 or 1 minute 59
seconds

Thank you
15 seconds
375 frames

6 seconds
150 frames

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How to get results with video on multi-channels (or omniscreen and the death of brand narrative)

  • 1. Unlocking the secrets of Mobile You Tube, Instagram and Vine Jon Mowat Managing Director Hurricane Media Video production and marketing agency London • 10–13 February 2014 • #SESLON @SESConf
  • 2. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle (Average length) 4 minutes and 12 seconds 30, 59 or 1 minute 59 seconds Omniscreen 15 seconds 375 frames The death of linear brand narrative 6 seconds 150 frames
  • 3. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle (Average length) 4 minutes and 12 seconds 30, 59 or 1 minute 59 seconds Better Results 15 seconds 375 frames With multiple video channels 6 seconds 150 frames
  • 4. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle 04:12 (Average length) All different but ... 15 seconds 375 frames 6 seconds 150 frames
  • 5. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle 04:12 (Average length) All different but ... 15 seconds 375 frames 6 seconds 150 frames … it is how they work together that matters to brands
  • 6. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 7. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 8. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 9. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 10. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 11. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle http://instagram.com/p/j_38DaO_ax/
  • 12. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 13. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 14. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane http:mckeestory.com/
  • 15. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal ?/A ?/A ?/A ?/A ?/A Conclusion
  • 16. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Conclusion The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video on any channel Principles of short form? When do I do it myself? UGC How do I know it’s working? Better results with multiple video channels
  • 17. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Conclusion The Deal Better results with multiple video channels? Minutes and moments – the opportunity?
  • 18. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Minutes and moments: the opportunity?
  • 19. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Opportunity 62% of 18 - 32 YO prefer to check their smartphone if they have any “downtime” rather than just sit and think 37% say they check their smartphone if there’s a lull in conversation with friends Dr Simon Hampton, Psychology lecturer at the University of East Anglia
  • 20. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Multiscreening: The Opportunity 62% of 18 - 32 YO prefer to check their smartphone if they have any “downtime” rather than just sit and think 37% say they check their smartphone if there’s a lull in conversation with friends “People’s inability to leave their phones alone is the newest addition to common ‘displacement’ behaviours such as smoking, doodling, fiddling and picking.” Dr Simon Hampton, Psychology lecturer at the University of East Anglia
  • 21. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Different Beats: Different context
  • 22. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 23. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 24. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 25. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 26. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 27. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The opportunity is there for brands that can tell their story well across channels Mobile platform doesn’t matter: It’s the channels, and how you use them together that counts.
  • 28. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Beats of your brands story Your campaign needs emotional and logical beats Be careful if using both emotion and logic together – never on short form Share both types of beats across all channels to tell the whole story Drive people from one beat to another Tell stories that work in any order Tell simple stories consistently across channels in an easy to follow way
  • 29. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Multiscreening: The Opportunity Honda’s “Want New Car” campaign on Vine Participate in existing conversations 1,000 new followers to their Twitter account and more than 2,200 mentions of the brand, ♯wantnewcar
  • 30. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Multiscreening: The Opportunity Get to customers any time / any place Allows for subtlety and a focus on audience desire. Brands that can clarify their message and have all beats working together will benefit An opportunity for those that live and breath the platforms Joined up campaigns linking channels with themes and will cut through. Those that cannot simply their story into short beats that work together will pay the price.
  • 31. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video on any channel
  • 32. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films
  • 33. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign
  • 34. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – What’s in it for me?
  • 35. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – What’s in it for me? Scheduling – Plan / React
  • 36. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – what’s in it for me? Scheduling – Plan / React
  • 37. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Emotion / logic / emotion – across video – but also a campaign Audiences – what’s in it for me? Scheduling – Plan / React Channel: e.g. YouTube
  • 38. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane You Tube Channels Your YT channel is the destination, not a stop over: Typical click through is less than 1% * Make it work for you when viewers arrive
  • 39. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 40. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 41. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 42. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 43. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel YOU TUBE DON’Ts YOU TUBE DOs 1 Put recent activity at top 2 Order by popularity 3 Put TV ads at top 4 Use tired content 5 Mix consumer and corporate 6 Use it as a place to keep all your videos 1 Order by content using tags 2 Use relevant timely content 3 Well structured journey 4 Hash tags to tie to other channels 5 Seasonal content 6 No where near corporate 7 everything there for good reason 8 Entertain and inform
  • 44. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Channel: YT, Vine, Instagram Emotion / logic / emotion – across video – but also a campaign Creative, cut through content Say less, engage more Audiences – What’s in it for me? Scheduling – Plan / React
  • 45. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Say Less Stuff In Your Films
  • 46. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Channel: YT, Vine, Instagram Emotion / logic / emotion – across video – but also a campaign Creative, cut through content Say less, engage more Audiences – What’s in it for me? Scheduling – Plan / React Shout
  • 47. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Successful Video on Any Channel Goals: tighter goals = better films Channel: YT, Vine, Instagram Emotion / logic / emotion – across video – but also a campaign Creative, cut through content Say less, engage more Audiences – What’s in it for me? Scheduling – Plan / React Shout Monitor and refresh
  • 48. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel
  • 49. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form?
  • 50. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Minutes Moments
  • 51. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything
  • 52. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything Play to its visual strengths Stop frame animation works
  • 53. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything Play to its visual strengths Stop frame animation works
  • 54. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane
  • 55. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Moments Share the now 1 behind the scenes 2 events 3 time relevant – scheduling 4 timing is everything Play to its visual strengths Stop frame animation works Episodic / series (what can you offer)
  • 56. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle lowesfixinsix
  • 57. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 58. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Moments Share the now behind the scenes / events Reactive to trends scheduling - seasons / festivals Existing conversations Play to its visual strengths Stop frame animation works Episodic / series (what can you offer?) Don’t forget the hash tags Don’t sweat if it’s not perfect – get it out there Critically review it – on brand? It works best as a conversation
  • 59. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form?
  • 60. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form? When do I do it myself? UGC
  • 61. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 62. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 63. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 64. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form? When do I do it myself? UGC How do I know it’s working?
  • 65. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle
  • 66. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Measuring success Social likes / shares / blog posts etc
  • 67. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle @jon_hurricane @jonhurricane Measuring success Social likes / shares / blog posts etc How long are people watching – 2 min film Lose less than 30% in 10 seconds 50+ watch over half 10% to end 30 second film 50+ watch over half 20% to end
  • 68. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Conclusion The Deal Better results with multiple video channels? Minutes and moments – the opportunity? Successful video On any channel Principles of short form? When do I do it myself? UGC How do I know it’s working? Better results with multiple video channels
  • 69. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle Better results with multiple video channels It’s not about platform it’s about channel Your video channels work as a team Think of your brand story as beats – emotional and logical Viewers can watch any beat, anywhere Each beat must make sense within the brand story – ditch those that don’t Don’t be afraid of UGC Say less stuff in your films Play to the strengths of short form (animation, scheduling, immediacy) Focus your channel to give a good experience when viewers get there. Monitor and adapt regularly Have fun
  • 70. London | 10–13 February 2014 | #SESLON | @SESConf @jon_hurricane @twitterhandle (Average length) 4 minutes and 12 seconds 30, 59 or 1 minute 59 seconds Thank you 15 seconds 375 frames 6 seconds 150 frames

Editor's Notes

  1. Before we go into telling stories on mobile I need to cover a few basics of storytelling so we are all in the same place
  2. Beats
  3. Beats
  4. YOU TUBE29, 59, 90, 1:59Instagram 15Vine 6Le
  5. Dr Simon Hampton, Psychology lecturer at the University of East Anglia
  6. Dr Simon Hampton, Psychology lecturer at the University of East AngliaWhat’s exciting for marketers is that, this mildly compulsive behaviour might be exploited to encourage purchasing, particularly as digital increasingly blurs the line between shopping and entertainment.”
  7. You might use many different devices, but each will have all the channels – YT, Instagram, vine etc. Mobile doesn’t matter – it’s the channels, and how you use them together that counts.
  8. YouTube, Instagram and Vine are specific and unique channels which require a unique approach.Duration and place should govern what you do – but never forget the emotion and logical requirements
  9. People will join your narrative at the middle, or the end, of, if you are lucky the start – it’s the ultimate choose your own adventureIt’s all one big channel – just watched in different ways
  10. Emotional beatsLogical beatsYou need both beats but a beat cant be bothShare both types of beats across all platforms – so even those on only one get the whole storyTry to try people form one beat to another
  11. Alicia Jones, Manager of Honda & Acura Social Marketing, “Our strategy on social platforms is to participate in existing conversations rather than trying to create new ones. This ensures whatever we do is relevant to our audience.During the #wantnewcar days and the #Hondalove Promoted Trend day, we generated over 32M Tweet impressions, 11k Twitter mentions and gained nearly 4k new followers.We saw a 20% sales gain in July compared with July 2012.
  12. Raise profile / Inform / Get people to go to your website
  13. Entertainment / They get to feel clever/ they feel value in learningThey get an exclusiveThey laughThey learn somethingThey get kudos by sharing it
  14. * ASTRIUM: B to B market with 20% click through to website
  15. What makes a good YT channel?Clear user journeyEmotion / Logic / EmotionOriginal content for web – Bury the 30 second TV spotsRemember different audiencesOrganised by tags
  16. Its actually useful content – Lots of evergreen content with reasons to come backTimeless tipsPeople will come back for moreIt’s aimed specifically at the YT audince
  17. One mission – one message – one purposeThe joy of omniscrrring and short beats – you can say it elsewehre – just don’t say it all at onceTell other stake holders to butt out and go make their own videoCould show hundreds of videos that are out there that don’t work as they have too much stuff in them
  18. SeedingBought / Earned / PaidAt least 30% again in seeding costsYou Tube pre rolls can be very cost effective – little as 4 pence per view – amazing for B2B audienceIf you want seeing go for Rubber Republic – only connection with them is they are bristol
  19. Hoot suiteGoogle anlyitcsYou Tube ad campaigns give loads of good statsSimply Measured
  20. from a pure geek level this even references omniscreeninghttps://vine.co/v/hB05eTwLhUB
  21. It’s a great conversation starter and you can follow that up
  22. Got the iphone 5 mentioned as well which did them a lot of good as it was coming out at same timehttps://vine.co/v/hn1MEFqmtlB
  23. https://vine.co/v/hnQehYuQahqIt’s not thecontentthatyoumightstrugglewith–it’sthelogisitcs of speedandplanning–depends on yourinternalresourceshttp://campaignblog.campaignlive.co.uk/2013/09/20/brands-on-vine-20-september-2013/
  24. Beats
  25. brand