Published on February 28, 2014
Using Video to build your brand by Mack Fogelson #SearchFest 2014 @MACKFOGELSON
“ The whole is greater than the sum of its parts. “ - Aristotle - @MACKFOGELSON
It takes more than one video to build your community and your brand. http://www.pinterest.com/pin/418905202810475099/ @MACKFOGELSON
It takes more than one channel to change your business. @MACKFOGELSON
You’ve got to integrate and leverage all the channels & things Image credit: http://www.oopsicraftmypants.com/2011/04/1st-altered-puzzle.html @MACKFOGELSON
You’ve got to experiment and measure and use data & intuition to drive Image credit: http://www.housingaforest.com/top-10-activities-of-2011/ @MACKFOGELSON
Two things to consider when determining ROI Image credit: http://onlyoscar.ﬁles.wordpress.com/2013/06/despicable-me-2.jpg @MACKFOGELSON
The Parts @MACKFOGELSON
the sum of The Parts @MACKFOGELSON
The Parts @MACKFOGELSON
video/ content other stuff integrated marketing ofﬂine email social media search @MACKFOGELSON
The parts What value did each effort (like video) provide? Image credit: http://www.behance.net/gallery/Pattern-Designs/5941605 @MACKFOGELSON
the sum of The Parts @MACKFOGELSON
The sum What change did your efforts make in your whole business? Image credit: http://ﬁxedgeargallery.com/2011/dec/3/MichaelGmelch/MichaelGmelch.htm @MACKFOGELSON
Measuring ROI for the parts and the sum of the parts starts with identifying goals & KPIs. @MACKFOGELSON
Goals for The Parts @MACKFOGELSON
The parts Set goals for individual efforts (like video). Image credit: http://thedesignﬁles.net/2013/10/tasty-tuesday-dark-chocolate-and-hazelnut-cake/? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TheDesignFiles+%28The+Design+Files%29 @MACKFOGELSON
In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. @MACKFOGELSON
In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Speciﬁc @MACKFOGELSON
In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Measurable Speciﬁc @MACKFOGELSON
Attainable & Realistic In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Measurable Speciﬁc @MACKFOGELSON
Time-sensitive Attainable & Realistic In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide. Measurable Speciﬁc @MACKFOGELSON
Set Integrated Marketing Goals & KPIs with the SMART Framework http://bit.ly/1fsteSD Re Image credit: http://innovategov.org/2013/11/20/avoiding-complacency-risks-make-smart-goals-smarter/ Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
Goals for the sum of The Parts @MACKFOGELSON
The sum Set goals to make a difference in your whole business. Image credit: http://drizzleanddip.com/2012/03/01/extraordinary-chocolate-tart @MACKFOGELSON
Mack Web wants to become the integrated web marketing company in the west within the next 3 to 5 years. @MACKFOGELSON
This is what we really want to accomplish. Mack Web wants to become the integrated web marketing company in the west within the next 3 to 5 years. @MACKFOGELSON
After setting goals, deﬁne KPIs to determine how you’re going to measure success. Image credit: http://davidbork.com/wp-content/uploads/2013/11/ business-success.jpg @MACKFOGELSON
Setting Goals as the Foundation of your Marketing http://bit.ly/19SJRC7 @MACKFOGELSON
KPIs for The Parts @MACKFOGELSON
The parts There are speciﬁc video KPIs you could be tracking. Image credit: http://www.ﬂickr.com/photos/mrsdkrebs/9728631593/ @MACKFOGELSON
Here’s the list: • play rate • % of visitors that watched • % of engagement • completed calls to action • leads @MACKFOGELSON
Keep in mind There may always be more. Image credit: http://www.ﬂickr.com/photos/llruth/4952127188/ @MACKFOGELSON
Metrics and Beyond http://bit.ly/1elpzF9 @MACKFOGELSON
Metrics to Measure YouTube Marketing http://bit.ly/1bpYIXL Image credit: http://wistia.com/blog/metrics-and-beyond @MACKFOGELSON
KPIs for the sum of The Parts @MACKFOGELSON
The sum Integrate your efforts and track multi-channel KPIs for total value. Image credit: http://espn.go.com/nﬂ/draft2014/story/_/id/10471084/penn-state-right-guard-john-urschel-makes-nﬂ-combinepredictions-espn-magazine @MACKFOGELSON
See KPIs: • unique visitors • social followers • impressions • ampliﬁcation/conversation/applause • organic search trafﬁc @MACKFOGELSON
Think KPIs: • returning visitors • mailing list (and blog) subscribers • unique site visits from social • brand sentiment @MACKFOGELSON
Do KPIs: • leads • direct revenue @MACKFOGELSON
To recap: set goals and KPIs for the parts of your efforts as well as the sum of the parts. Image credit: http://www.reﬂexologyinstitute.com/reﬂex_selftreat.php @MACKFOGELSON
See, Think, Do - A Content, Marketing, Measurement Business Framework http://bit.ly/1aQ5d4F Re Image credit: http://indulgy.com/post/v637pM23E1/black-cat @MACKFOGELSON
Our Experience with See, Think, Do A Reporting Framework http://bit.ly/1dkBwIZ Re Image credit: http://indulgy.com/post/v637pM23E1/black-cat @MACKFOGELSON
Analyze The Parts @MACKFOGELSON
The parts How did each of your channel efforts (like video) perform? Image credit: http://www.serving-pink-lemonade.com/2011/03/letter-parties.html @MACKFOGELSON
Engagement graph data where did you gain or lose attention? Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
Play rate data did your thumbnail make a difference? 26% 22% 47% 54% 39% @MACKFOGELSON
Heat maps data how & when did people actually watch the video? Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
Completed calls to action 176 people signed up to receive the guide Insert image from launchrock here Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
All of this stuff provides an opportunity to compare your videos against your videos. @MACKFOGELSON
All of this stuff informs content strategy because now you have the data. @MACKFOGELSON
Analyze the sum of The Parts @MACKFOGELSON
The sum How did all efforts in all channels contribute to success? Image credit: http://www.pinterest.com/pin/123215739779662697/ @MACKFOGELSON
SEE KPIs Image credit: http://www.ﬂickr.com/photos/ashleyspastries/5957251797/ @MACKFOGELSON
Unique visits 287% increase year-over-year @MACKFOGELSON
Social KPIs >1,000% increase in conversations on Twitter @MACKFOGELSON
Organic search trafﬁc 283% increase year-over-year @MACKFOGELSON
THINK KPIs Image credit: http://www.etsy.com/listing/105368609/human-brain-sugar-cookies-set-of-12? ref=sr_gallery_3&sref=sr_07602bffb5fcfc244ee835bbbbfcde851213b3465f3bb8e96952bb7e448404ff_1346887925_14303637_hall oween&ga_search_query=halloween +cookies&ga_view_type=gallery&ga_ship_to=ZZ&ga_min=0&ga_max=0&ga_page=2&ga_search_type=all @MACKFOGELSON
Returning visitors 223% increase year-over-year @MACKFOGELSON
Mailing list subscribers 50% increase year-over-year @MACKFOGELSON
Unique site visits from social more than 200% increase year-over-year @MACKFOGELSON
DO KPIs Image credit: http://www.pinterest.com/pin/221450506647577693/ @MACKFOGELSON
Leads & stuff 3,700 guides have been downloaded in 5 months @MACKFOGELSON
Direct revenue signed new client within 3 months @MACKFOGELSON Image credit: http://awesomeashild.com/2013/10/16/interval-running-up-the-anderson-hill-the-tan/ @MACKFOGELSON
It wasn’t just video or social or search or email or ofﬂine alone that made the difference. It was the sum of the parts. @MACKFOGELSON
Stuff you should Remember @MACKFOGELSON
There’s power in integration. It’s what helps you get more out of everything. Image credit: http://www.pinterest.com/pin/18295942210547360/ @MACKFOGELSON
Brands and communities are not built in one day. Or even one year. It takes time & diligence. Image credit: http://www.ﬂickr.com/photos/nathalie618/4781179638/ @MACKFOGELSON
Clear the noise and do what works for you. Image credit: http://www.pinterest.com/pin/220606081716889759/ @MACKFOGELSON
http://bitly.com/bundles/mackwebsolutions/8 http://mackwebsolutions.com/blog/ 1. Get the link bundle 2. Read our blog 3. Download our community guide 4. Connect with us @mackwebteam http://bit.ly/1bkMNru @MACKFOGELSON
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