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Building a Brand with Video
Phil Nottingham
That man is Will Critchlow
He is my boss
I have worked for him for three and and a half years
We get on quite well and have a fair amount in
common
• Love of real ale and scotch • Passionate about cooked breakfasts • Unreasonable level of contempt for
the phrase “inbound marketing” • Went to old, prestigious university
colleges
Will studied maths at St John’s College, Cambridge
I studied theatre at the Royal Central School of Speech and
Drama
So while Will was busy studying calculus, trying to
look like Harry Potter…
I was taking off my clothes and covering myself in make-up
A couple of weeks ago, Will and I went out for vietnamese food
Will Critchlow, 2014
We have a big opportunity to disrupt the video marketing
industry
Ad revenue growth 1996-2014
0%
20%
40%
60%
80%
Offline Online
Time Spent Ad Spend
Mark Hoelzel, Business Insider
Online video ad revenue will increase 20% next year
Mark Hoelzel, Business Insider
…faster than any medium other than mobile.
Cisco ReportFebruary, 2014
By 2018, mobile video account for 69 percent of mobile data
traffic.
IAB Internet Advertising Report, October 2014
The top 10 ad agencies make 71% of the money
MOBILE FIRST!!!
I had no idea what he was talking about…
I’m passionate about ideas, not numbers
…but then I started reading reports and case studies from
big advertising agencies
And I realised that I am passionate about numbers, but only when they’re shit
Particularly…
Number of Impressions
Number of Views
We used to think about impressions as
!
“making an impression”
Status: HTTP/1.1 200 OK
But now, it’s just measured as a successful page load
A page returning a 200 response code doesn’t prove
show any brand benefit
We measure just turning up at the party, rather than
actually making an impression.
We measured impressions for TV advertising, because that’s all we used to have to work with
@philnottinghamPhil Nottingham
Branded video is not a 5 second ident with your logo
on
Branded video is…
A consistent style that leaves a lasting impression
Content that conveys a memorable message
All time great case study - Nike
A consistent style that leaves a lasting impression
Content that conveys a memorable message
How did you know that video was from Moz?
!
Michael Cottam (pictured) doesn’t work for Moz and the frame doesn’t have the Moz
logo on it
Brand video marketing is not the same as making
successful video content
!All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
#worldstoughestjob was a very successful campaign
13.8 million views in five days
Can you tell me who the brand is?
To build a brand, you have to increase brand salience
Necessary ingredients….
Style Content
Distribution Measurement
Style !
memorable and recognisable
1
Content !
different and resonant
2
Distribution !
reach the right people and get them to watch
3
Measurement !
report the right metrics to prove success
4
Style Content
Distribution Measurement
Think of your business like a director
Four Ps
Performers Perspective Palate Personality
STYLE
Performers Perspective Palate Personality
STYLE
Corporations are not people
They are groups of people, working towards a common
goal
But they do have character
Moz’s character isn’t their mascot
It’s defined by the values and direction of the business
Pick performers that project the personality traits of your
business
Two ways you can screw it up…
Having a celebrity for ostensibly no reason other than them being a celebrity
!All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTTNo one wants to buy things from these people
Project authenticity
As an industry, we generally do a good job of this.
but….
We have to kick the plaid shirt habit.
!
It looks dreadful on camera
The following shirt is an all-time best/worst
performance from Rand
Performers Perspective Palate Personality
STYLE
1. First Person
(audience is camera)
2. Second Person (audience is object)
3. Third Person (audience is observer)
Performers Perspective Palate Personality
STYLE
A colour palate is about what you don’t use as much as
what you do use
The movie “Drive” is all blue and orange…
Performers Perspective Palate Personality
STYLE
Mirror the language your audience use
@TheWebPsych
Follow Nathalie and read her book
Openness Conscientiousness Extraversion Agreeableness Neuroticism
THE BIG 5 PERSONALITY TRAITS
Personality based keyword research
Workshop on 28th November !
dis.tl/natandnott
Style Content
Distribution Measurement
Several concerned audience members
That’s all great Phil, but how on earth can I work out a compelling
style for my company/client?
Play
Wistia have such great video content, because they give themselves the freedom to
experiment
Style Content
Distribution Measurement
All video content will help to build your brand identity
But it won't necessarily get you reach
Brand building video should live on YouTube
• Number 1 online entertainment destination • Second biggest search engine • Integrated with all social platforms • Visible in search and rich snippets
Most brands just take a TV strategy and apply it to YouTube
But what works on TV may not work on YouTube
Content must be shareable to gain traction
It’s not about great production
It’s about telling a great story
@epicgraphic
A framework from our creative director, Mark
Customer Insight Competitor Insight Product Truth
COMING UP WITH CONTENT IDEAS
Customer Insight Competitor Insight Product Truth
COMING UP WITH CONTENT IDEAS
If you have an existing YouTube channel…
Customer Insight Competitor Insight Product Truth
COMING UP WITH CONTENT IDEAS
Customer Insight Competitor Insight Product Truth
COMING UP WITH CONTENT IDEAS
Style Content
Distribution Measurement
!All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
Paid distribution is not an acceptable alternative to
organic coverage
Organic Potential
Paid Promotions
Phil Nottingham, 2014
You can play a guitar without an amplifier, but you can’t play an
amplifier without a guitar.
We share because we care
We share to communicate our identity
!
Strong emotions triumph
Luckily… you can predict this
Find outreach prospects with competitor analysis
Find successful videos in your niche using Unruly Analytics, and then put the URLs
through majestic to find opportunities for placement with majestic or Moz site
explorer
Distribute to incentivise shares, not impressions
!All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
Start broad, then refine based on engagement
Target specific channels and videos
Style Content
Distribution Measurement
Measure activity, not passivity
Share Rate (Views/Shares)
1
Engaged views (views x average percentage viewed x
percent of viewers in target demographic)
2
Assisted Conversions
3
Last touch doesn’t work for branding
In summary…
Style Content
Distribution Measurement
A consistent style that leaves a lasting impression
Performers Perspective Palate Personality
STYLE
Play
Style Content
Distribution Measurement
Content that conveys a memorable message
Customer Insight Competitor Insight Product Truth
COMING UP WITH CONTENT IDEAS
Style Content
Distribution Measurement
Optimise for shares, not impressions
Style Content
Distribution Measurement
Measure active, not passive metrics
!Good Luck and Godspeed! !
!Any questions?
PHIL NOTTINGHAM
@philnottingham