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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

phil.nottingham@distilled.net

@philnottingham