Where video's concerned, there's no such thing as mobile. The story isn't about the device being used, but rather the context of the user. As a business, it's context that should drive the content, with YouTube, Instagram and Vine being specific and unique channels which require a unique approach.

1. Unlocking the Secrets of Mobile Video:
YouTube, Instagram and Vine
Cheri Percy
Distilled
Marketing Manager
London • 10–13 February 2014 • #SESLON @SESConf

2. CHERI PERCY
•
Marketing Manager
•
Social media rock star (no, really)
•
Fiery redhead
Marketing Manager, Distilled
cheri.percy@distilled.net
@distilled

3. Oh, hai!
Cheri Percy
@distilled

4. My first day at Distilled
Cheri Percy
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5. My background is in music
Cheri Percy
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6. Building your b(r)and
Building your b(r)and

7. Just as social media is great for
conversations
Cheri Percy
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8. Mobile video is its louder, more
audacious cousin
Cheri Percy
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9. There is no such thing as
mobile

10. “In design, there are no
more ‘hero sizes.’
Mashable CTO Robyn Peterson.

11. A screen is a screen is a screen

12. The theme is online
everywhere.

13. There is no such thing as mobile to
the user

14. By 2017, 85% of the world’s
population will have 3G
coverage
Ericsson Mobility Report
Cheri Percy
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15. 77% of all mobile searches
are near a PC
Google Dashboard
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16. Mobile’s share of online video
Cheri Percy
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17. There’s no such thing as
mobile *to the user*

18. So, what does (mobile) video
look like?
Cheri Percy
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19. A screen is a screen is a screen
YouTube
This is content everywhere

20. A screen is a screen is a screen
Instagram
YouTube
This is content everywhere

21. A screen is a screen is a screen
Vine

23. Home vs Hero Content

24. The Home Depot
The Home Depot
@distilled

25. That’s some serious views
The Home Depot
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26. REI #giftpicks
The Home Depot
The Home Depot
@distilled

27. Distilled’s home content
Cheri Percy
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28. What about playing the hero?

29. A screen is a screen is a screen
Volvo
Vine

30. The most viewed
automotive
commercial ever

31. A screen is a screen is a screen
Hero

32. Home grown Hero
Air New Zealand – Fit To Fly
@distilled

33. Small Business Hero
Digital Science
@distilled

34. A word on hosting
A screen is a screen is a screen
HBO goes “social first”
Hero

35. Where should I host my
video?
What do I want from my
video?

36. A word on hosting
Host on your domain
A screen is a screen is a screen
HBO goes “social first”
Hero

37. Audiences, Reach and
A word on hosting
Host on your domain
You(Tube)
Audience, Reach and You(Tube)
A screen is a screen is a screen
HBO goes “social first”
Hero

38. How do I measure my
campaigns?

39. YouTube Analytics
YouTube Analytics
@distilled

40. Shares and share rate
Number of social shares x the total engaged views
E.g. 23 Tweets/1000 engaged views =
Twitter share rate of 2.3%
Cheri Percy
@distilled

41. Coverage links and embeds
Cheri Percy
@distilled

43. Vine.
Do we really need it?

44. Advertising play

45. Brand awareness

46. Trending topics in the ‘Explore’ tab

47. Share your #firstpost

48. For increased brand exposureconsider these pointers:

49. Is it timely?
Cheri Percy
@distilled

50. Does it channel your brand values?
Cheri Percy
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51. Is it true to the Vine community?
Cheri Percy
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53. News consumption in a multidevice world

54. #NeedToKnow
Cheri Percy
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55. #DazedVisionaries
Cheri Percy
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56. Determining the success
of your creation

57. Find users by keywords
Web.stagram

58. Accurcate analytics and free data!
Advertising play

59. How do I get started?

60. How do I get started?
What value can I add?

61. Knowledge and insight
Advertising play

62. Exclusivity and up to date news
Advertising play

63. Making science cool
Making science cool again
Advertising play

64. (Mobile) video is all about…

65. Your b(r)and
#BrandAwareness
#BrandAwareness
#BrandAwareness
Followgram
Advertising play

66. #BrandAwareness
#BrandAwareness
#BrandAwareness
Followgram
Advertising play

67. #AudienceReach
#AudienceReach
Advertising play

68. #BrandAwareness
#BrandAwareness
#Engagement
#Engagement
#Engagement
Followgram
#AccountGrowth
Advertising play

69. Video is about much more than
just viral.

70. It’s a story
attached to your brand.

71. #BrandAwareness
#BrandAwareness
#Engagement
Start building your b(r)and online.
#Engagement
Followgram
#AccountGrowth
Advertising play

72. Thanks.
Any questions?
l
CHERI PERCY
cheri.percy@distilled.net
@distilled