Video Strategy & Launching a Holistic Campaign - Manny Rivas

@mannyrivas© aimClear® 2013, an integrated social, search, PR & display marketing agency.

Video Strategy & Launching A Holistic Campaign

Manny Rivas – Online Advertising Director

@mannyrivas@mannyrivas


Content Is The Tie That Binds


Content is the center of everything


“Who Is Your Daddy and What Does He Do?”


Who? Me?


Last Night


Who? Me?


Mrs. Las’ Math Class• Engaging• Funny• Relatable• Accessible• Informative


Manny’s Job in 8th Grade1. Be cool2. Learn

Mrs. Las Made My Job Easier!


• Demystify• Serve• Remove barriers

Content Needs To…


What Are Your Goals?


What Are You Measuring?


What Determines YouTube Success?


Content Needs To Convert. Period.


Guide Users Towards KPI Funnel In Attributable Steps


Strategic Approach

• What’s the purpose?• How does it fit with other marketing initiatives?• What are your goals/KPI’s?


1. Great content2. Target audience3. Connected user base4. Optimization for discoverability5. Budget to seed engagement

How To Win With Video


Great Content


A Great Story Transcends The Medium Used To Tell It, Given A Great Storyteller


A Crappy Story…


You Don’t Always Have To Reinvent The Wheel


• Blog Posts• Journal Articles• Infographics• Historical photos• Training Materials• Presentations

Look for Great Content In Different Mediums


B2B Can Be Sexy Too


Share the Story Only Your Business Can Share


Remain Inspired For Creativity Begets Creativity


• Entertain• Engage • Inform• Empower

Your Obligation to the Viewer


It’s Not Length That Matters…


Target Audience & Connected Users


Identify Your Audience, Observe, then Engage


• Success will be determined by the research and relationships you build well before the video is created.

• Your audience shares in other channels:– Blogs– Forums– Social

Keep in mind


Mine competitive data for external sites to share your video with


Long-term: Devote time to building relationships before publishing content.


Mining Comment Fields


Using Google Search Operators to Find Relevant Users


Comments only

Identifying Phrase

Video Theme

Finding Comments by Vertical or Interest


Finding Channels by Vertical or Interest

User channels only

Location

Vertical or Interest


• Submit to blogs for write ups• Seed with connected user base• Share in social• Share internally• Embed on your site and/or blog

Your Organic Rollout Checklist


Seeding Engagement


YouTube TrueView ads

Promote

BUzzFeeD

Linkedin video ads

StumbleUpon ads

BuzzFeed ads

Facebook PPA & PPSS

Sponsored Tweets


Goal: Eat soup

Tactic: Fork

KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR)

@mannyrivas


It would be remiss not to test YouTube ads as a viable channel


Thanks!


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Video Strategy & Launching a Holistic Campaign - Manny Rivas

Marketing

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