How to harness the power of video storytelling
Transcript of How to harness the power of video storytelling
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© Hurricane Media UK Ltd
General Assembly
Telling Better Brand Stories July 2016
Jon MowatHurricane Media
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BRAND STORIES….are great
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BRAND STORIESSocial was made for …
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BRAND STORIESTell your
in a 30 second video and you’ve nailed it
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BRAND STORIES… are amazing through video
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Why Video?
Videos start the brand story conversation
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Video can: Increase engagement Increase customer
satisfaction Increase conversions Increase dwell time Lower bounce rates
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“62% of 18-32 year olds prefer to check their smartphone if they have any ‘downtime’ rather than just sit and think…
37% even check their smartphone if there’s a short lull
in conversation with friends.”
Dr Simon Hampton, University of East Anglia
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YAY !!!
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YAY ???
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The biggest enemy of truly great content marketing
… is truly crap content marketing
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Today we find solutions
Standing out from the content soupThe secret formula for successful contentBetter living through organisation
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Me
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HurricaneMulti-award winning video marketing agency
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Today we find solutions
Standing out from the content soup
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https://www.youtube.com/watch?time_continue=1&v=n9TWwG4SFWQ
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How do I tell a great story of my brand?
HOW TO WRITE A GREAT STORY??
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MULTIPLE CONTENT
SINGLE PIECE OF CONTENT
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SO WHAT ?!
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https://www.youtube.com/watch?v=wfbi3CxE3Lw
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https://www.youtube.com/watch?v=UNiGSf2Sy30
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https://www.youtube.com/watch?v=xFhnivaE_FI
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less is more
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purity of goal and thought
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Stand back and look at your brand story
What order do you tell it?What happens if you tell the end
firstWhat is your emotional driver and
CTAMove the post its
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STRUCTURE
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DOCS / BRAND
Setup Conflict Resolution
1 third problem: 2 thirds solution
Deal: Payoff
Master Question: sub-questions
What if?
FILMS
The Milieu (world and texture)Gulliver’s Travels / Wizard of Oz
The Idea (who did it and why?)Arthur C. Clarke’s “The Star
Character Transformation
Event StoryAction films / Lord of the Rings
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Today we find solutions
Standing out from the content soupThe secret formula for successful content
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PLANWrite the planCheck the Plan
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Content Formula
Your brand identity
Your viewers’ identity
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Content Formula
1.2 million views a day of YouTube food colouring videos
53,000 nail art videos with 1.5 million daily views
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Think like a publisher
CoverGirl is targeting Star Wars fans with makeup tutorials
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Top Tips
YouTube Pre-roll Ads
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TOP TIPS
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MULTIPLE CONTENT
SINGLE PIECE OF CONTENT
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Think like a publisher
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Think like a publisher
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Think like a publisher
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Think like a publisher
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Integrating video into your content strategy
BRAND FILM
HOW TO FILMS
VOLUME CONTENT / UGCACTION
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Integrating video into your content strategy
https://www.youtube.com/watch?time_continue=2&v=Co0qkWRqTdM
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Integrating video into your content strategy
https://www.youtube.com/watch?v=Rna4rDE2RIs
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Practical ExerciseMap your buying personasto effective content
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http://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing
First touch Second touch Near to purchase Client
CEO Brand film Benefit video
Manager Finance explanation
New services and products
App user Brand advert How it works film
Customer testimonial
how to guides(DIY stores)
Teenager viral campaign who else uses it
Finance explanation
here I am using it(go pro)
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Today we find solutions
Standing out from the content soupThe secret formula for successful contentBetter living through organisation
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SET GOALS FOR YOUR CHANNELSWHY DO WE HAVE THEM?
WHAT SHOUD THEY ACHIEVE?WHAT IS SUCCESS?
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Sort your platforms out
1% click through
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USER JOURNEY
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© Hurricane Media UK Ltd
CONCLUSION
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EMOTION IS KING
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© Hurricane Media UK Ltd
thank you