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).

1. Using Video
to build your brand
by Mack Fogelson
#SearchFest 2014
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2. “ The whole
is greater
than the sum of its parts.
“
- Aristotle -
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3. It takes
more than
one video
to build your community
and your brand.
http://www.pinterest.com/pin/418905202810475099/
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4. It takes more than
one
channel
to change your business.
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5. You’ve got to integrate
and leverage all the channels & things
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6. You’ve got to experiment
and measure and use data & intuition to drive
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7. Two things
to consider when
determining ROI
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8. The Parts
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9. the sum of
The Parts
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10. The Parts
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11. video/
content
other
stuff
integrated
marketing
offline
email
social
media
search
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12. The parts
What value did each
effort (like video)
provide?
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13. the sum of
The Parts
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14. The sum
What change did your
efforts make in your
whole business?
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15. Measuring ROI for the parts
and the sum of the parts
starts with identifying goals & KPIs.
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16. Goals for
The Parts
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17. The parts
Set goals for
individual efforts
(like video).
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utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+TheDesignFiles+%28The+Design+Files%29
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18. In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
community building guide.
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19. In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
community building guide.
Specific
@MACKFOGELSON

20. In its 5 week run, we want
the Arthur video series
to earn 350 signups for our
community building guide.
Measurable
Specific
@MACKFOGELSON

21. 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

22. 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

23. 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/
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24. Goals for the sum of
The Parts
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25. The sum
Set goals to make a
difference in your
whole business.
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26. Mack Web wants to become
the integrated web marketing
company in the west within
the next 3 to 5 years.
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27. 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

28. 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
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29. Setting Goals as the
Foundation of your Marketing
http://bit.ly/19SJRC7
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30. KPIs for
The Parts
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31. The parts
There are specific
video KPIs
you could be tracking.
Image credit: http://www.flickr.com/photos/mrsdkrebs/9728631593/
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32. Here’s the list:
• play rate
• % of visitors that watched
• % of engagement
• completed calls to action
• leads
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33. Keep in mind
There may always
be more.
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34. Metrics and Beyond
http://bit.ly/1elpzF9
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35. Metrics to Measure YouTube Marketing
http://bit.ly/1bpYIXL
Image credit: http://wistia.com/blog/metrics-and-beyond
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36. KPIs for the sum of
The Parts
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37. The sum
Integrate your efforts and
track multi-channel KPIs
for total value.
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38. See KPIs:
• unique visitors
• social followers
• impressions
• amplification/conversation/applause
• organic search traffic
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39. Think KPIs:
• returning visitors
• mailing list (and blog) subscribers
• unique site visits from social
• brand sentiment
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40. Do KPIs:
• leads
• direct revenue
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41. 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

42. See, Think, Do - A Content, Marketing,
Measurement Business Framework
http://bit.ly/1aQ5d4F
Re
Image credit: http://indulgy.com/post/v637pM23E1/black-cat
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43. Our Experience with See, Think, Do A Reporting Framework
http://bit.ly/1dkBwIZ
Re
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44. Analyze
The Parts
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45. The parts
How did each of your
channel efforts
(like video) perform?
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46. Engagement graph data
where did you gain or lose attention?
Image credit: http://www.pinterest.com/pin/220606081716889759/
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47. Play rate data
did your thumbnail make a difference?
26%
22%
47%
54%
39%
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48. Heat maps data
how & when did people actually watch the video?
Image credit: http://www.pinterest.com/pin/220606081716889759/
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49. 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/
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50. All of this stuff provides an
opportunity
to compare
your videos against your videos.
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51. All of this stuff informs
content
strategy
because now you have the data.
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52. Analyze the sum of
The Parts
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53. The sum
How did all efforts
in all channels
contribute to success?
Image credit: http://www.pinterest.com/pin/123215739779662697/
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54. SEE KPIs
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55. Unique visits
287% increase year-over-year
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56. Social KPIs
>1,000% increase in conversations on Twitter
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57. Organic search traffic
283% increase year-over-year
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58. THINK KPIs
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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
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59. Returning visitors
223% increase year-over-year
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60. Mailing list subscribers
50% increase year-over-year
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61. Unique site visits from social
more than 200% increase year-over-year
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62. DO KPIs
Image credit: http://www.pinterest.com/pin/221450506647577693/
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63. Leads & stuff
3,700 guides have been downloaded in 5 months
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64. Direct revenue
signed new client within 3 months
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65. 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.
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66. Stuff you should
Remember
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67. There’s
power in
integration.
It’s what helps you
get more
out of everything.
Image credit: http://www.pinterest.com/pin/18295942210547360/
@MACKFOGELSON

68. 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

69. Clear
the
noise
and do what works
for you.
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70. 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
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