The Integrated Marketing KPIs of Using Video to Build Your Brand

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Information about The Integrated Marketing KPIs of Using Video to Build Your Brand
Marketing

Published on February 28, 2014

Author: mackfogelson

Source: slideshare.net

Description

Video is a great way to authentically connect people to the personality behind your brand which can certainly build your community. But if you're simply using video to build your brand, you're leaving opportunity on the table. There is so much in your video efforts that can be leveraged in other channels like social, search, email, and offline. Integrating these channels will accelerate the growth of your community and your brand. It's the sum of all the parts that leads to your true value and return on investment (ROI).

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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