DRIVING ENGAGEMENT INFLUENCE SOCIAL VIDEO

Social Real Image

At this very moment, someone is tweeting while they watch a movie or the next #BreakingBad episode of Walt getting away again. Videos are becoming an entirely social experience and the future of television is one where viewers watch, share and discuss videos with friends simultaneously.

In case you’re still unsure of what social video is, it’s time you found out.
TNW’s Editor, Paul Sawers, explains:

Social video is “a bringing together of content and conversation. It’s something that draws the viewer towards it, rather than being pushed in front of people.” Social video typically benefits from a halo effect cast by the “influencers” of a given social grouping. The experience of watching a video makes people feel a part of a huge conversation – it’s become a communal experience – where even friendships can be forged.

According to Wikipedia, Social video marketing (SVM) is designed to increase audience engagement through social activity around a given video. SVM draws on consumer-culture theory, economic theory, and social theory around the psychology of sharing. The content, distribution strategy and consumer self-expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content and share it with their network.

In this AiMA event organized by Liam Copeland, agency experts shared their experience and strategies in leveraging video via social media that drives conversion.

Panelists:
1. Hillary Traylor, Social Media Supervisor @JWTatl, @hillarybernice
2. Chris Tuff, SVP, Director of Earned and Emerging Media @22squared, @christuff
3. John Stapleton, EVP, Chief Creative Director @22squared, @jstapleton

The future of broadcast storytelling is to welcome the intruder. You need to have a balance. Content is now exchanged as currency on the web and advertising is more on demand. Simon Sinek talks about “welcoming the intruder” in his Ted Talks.

People don’t want to buy what you do, but why you do it. Chris Tuff points out, “We believe that brands can be a welcome intruder into someone’s life. Successful advertising happens because it breaks through.” Examples of intruders can include pre-roll, Star Wars characters, Family references, or even majors listing of events like the Super bowl.

Branding Diagram
Only 2% of video is made ready for online. “If you talked to people the way advertising talked to people, they’d punch you in the face.” Video ROI and what makes a viral success is a combination of things. Here’s the panelists spin on the equation.

Formulas for Success:
1. Kindle the Fire: Volkswagen and Publix Commercials touch your emotions
2. Scale Emotion: Brands need to take a step back as a human; There needs to be more concepting for 1 person and different demographics
3. Content Versatility: You need to repurpose video content for individual purposes

4. Engineer Virality: You’ve got to pay to play
5. Respond to Content: Flush for good partnership; Brands are with us now
6. Buy Native Advertising: sponsored stories/tweets/buzzfeed
7. GO BIG: Baskin Robbins, The Super Soft Serve Slingshot July 30th

8. Smart Seeding: “Be there to be found”
9. Design for the moment
10. Get Snackable

Everything is moving towards video. Today, 89 million people in the U.S. will watch 1.2 billion online videos. By 2016, online video viewers are expected to double to 1.5 billion. With this growth, we must move onto cultural branding with stories rooted in the ground of identity. According to JWT, the archetype culture understands your role. Examples include Subaru, the Loyal Companion, the Alter Ego from Verizon, and the Everyday Superhero from Coca-Cola.

The United States Marine Corps is a great example of a brand who is customizing their video experience based on cultural identity. From a 400 video case study, they broke down the target market of people they need to recruit in this fashion:
25 million teenagers –>14 million high quality–>5 million high quality and eligible–>.5 million high qualities: Eligible and Pronged

They piloted a YouTube integration focused on a first-of-its-kind customized experience using branded videos. Our Marines YouTube Brand Channel created a Pandora like playlist to disrupt the filter bubble and allow you to watch quick clips of only what you want to watch and follow-up with tailored recommendations. This was dubbed as their “Actions Algorithm” developed to create your own playlist following their passion interest Venn diagram with the viewer in mind at the middle.

                                                            Passion Interest Diagram

Venn diagram

Other examples of brands doing a good job at cultural identity are Nike and Red Bull. Even Dicks Sporting Goods has been great at using Vine. However, what is truly available is still catching up with technology.  Digital Signage is still young and lacking the tracking needed to present ROI to organizations for investment, but social video can help bridge this gap.  Also, 20-30% of your marketing budget should be spent on native advertising, but most marketers aren’t spending a dime on this.  Social can help your videos go viral quicker.  By identifying influencers, your reach can grow faster from people who influence others as a trusted source. You need to integrate holistically with advertising campaigns and think like a regular person, not an over-analytical marketer.

Key Takeaways:
• Audience takes message
• About who not what
• Cultural context
• Social platform to break through the filter bubble
• Become best friends with partner
• Tailor video experience for the individual not the mass

Panelist Quote: “Warm and Engaged Crowd.”

-Chris Tuff

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