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Living in a social world
Born in TV
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Cracking social video Telling great stories & engaging audiences !Media 360 June 2015
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Video as FUEL for social engagement
Seven lessons for cracking SOCIAL VIDEO
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1. Video is
FUEL for social
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@BurberryBurberry
Capturing the moment – @CaraDelevingne on the front row of the @Burberry Prorsum S/S15
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Facebook reach
+148% for
brands vs photos socialbakers
Video in News Feed up 3.6x Facebook
Video Tweets
+28% engagement !Twitter
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How to make cracking SOCIAL VIDEO
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1. Know your audience
2. Harness superfans
3. Be entertaining or useful
4. Build a compelling storyworld
5. Keep story alive between series/campaigns
6. Be topically relevant and timely
7. Play to your platform
Seven lessons for cracking
SOCIAL VIDEO
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Know your audience1.
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Hunt out your audience, & speak their language
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!
Harness superfans
2.
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Be entertaining or useful3.
USEFUL
ENTERTAINING
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Be entertaining or useful3.
USEFUL
ENTERTAINING
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© Red Bee Media Ltd. 2015
Results !!Nearly 800k views across the series !TWO YEARS of watch time !1 in 2 views earned organically !25% increase in YouTube channel subs !13.7% increase in digital sales YoY !
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Build a compelling storyworld
4.
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Storyworlds
Settings
EventsBackstories
Mythology
Characters
Multi platform
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i. Involve the audience in immersive narrative experiences
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© Red Bee Media Ltd. 2013
Intel/Toshiba The Power Inside
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© Red Bee Media Ltd. 201327
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© Red Bee Media Ltd. 2013
Intel/Toshiba The Power Inside
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© Red Bee Media Ltd. 2013
!
ii. Develop the characters
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© Red Bee Media Ltd. 2013
It started with a pun...
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© Red Bee Media Ltd. 2013
...and became a family of established characters
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© Red Bee Media Ltd. 2013
With backstories, video bloopers, spin-offs and real-time social media presence
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!
Keep the story alive between series/campaigns
5.
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video video video
Social is not campaign-led
Graphics courtesy of Shine Communications
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video
Keep up momentum to build for future activity
Drop out avoided
Graphics courtesy of Shine Communications
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6. Be topically relevant and timely
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Brand’s objectives Audience’s interests
The social trinity
Real time relevance
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Source: Twitter public API
Planned real-time messages
+400% retweets
Brands tweeting about unexpected occurrences during
major events +1,200% retweets
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© Red Bee Media Ltd. 2015
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© Red Bee Media Ltd. 2015
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© Red Bee Media Ltd. 2015
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© Red Bee Media Ltd. 2015
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7. Play to your platform
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1. Know your audience
2. Harness superfans
3. Be entertaining or useful
4. Build a compelling storyworld
5. Keep story alive between series/campaigns
6. Be topically relevant and timely
7. Play to your platform
Seven lessons for cracking
SOCIAL VIDEO