Delivered at Digital Crossroads in Louisville, Kentucky on October 21, 2016. The core thesis of my presentation is that video is accessible for those who care about their audience (not for those who want a quick win) and, if you care, you should be making video...but only if you are committed to Hub content.
Channels featured:
https://www.youtube.com/l2inc
https://www.youtube.com/blendtec
https://www.youtube.com/user/Vidlers510
https://www.youtube.com/justinbendercpm (just launched)
https://www.youtube.com/channel/UCYxXNXA0npMEZ7xY74Bq9KA (launching soon)
https://www.youtube.com/channel/UC0Ld0jjEoyc5J3hfdrZVJlw (launching soon)
Podcast Creator:
http://www.joangarry.com/
Articles/Resources:
http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf (lots of stats)
https://www.thinkwithgoogle.com/intl/en-gb/research-studies/youtube-brand-playbook.html
13. Truly Social Inc.
@missrogue
youtube.com/tarahunt
VS.
what’s the difference?
CONTENT IS…
a. a long term investment
b. about building
relationships
c. about connecting to and
serving your audience
d. about building credibility
and trust.
OUTBOUND
MARKETING IS…
a. a short-term gamble
b. about getting attention
c. about interrupting your
audience + inserting
yourself everywhere you can
d. about building yourself up
as much as you can.
15. Survey: YouTube Stars More Popular Than Mainstream
Celebs Among U.S. Teens [Variety Magazine, 2015]
16. Truly Social Inc.
@missrogue
youtube.com/tarahunt
62%
how much less
content marketing
costs vs. outbound
marketing (ads,
etc)1
3x
the number of
leads that content
marketing
generates vs.
outbound
marketing1
1. [Demand Metric Study/Content Marketing Institute 2016], 2. [Demand Metric, 2014], 3. [Hubspot, 2013], 4. [Roper Public Affairs, 2012]
82%
the percentage of
consumers who feel
more positive about
a company after
reading custom
content.2
50%
the percentage
of time
consumers spend
engaging with
custom content
online.3 80%
in B2B - the
percentage of
decision-makers
who prefer to get
company
information in
useful articles
rather than ads.4
18. Truly Social Inc.
@missrogue
youtube.com/tarahunt
“Coca-Cola spends more
money creating its own
content than it does on
television advertising,
according to the Columbia
Journalism Review.”
(Contently, 2014)
“Kraft estimates that it
generates the equivalent of
1.1 billion ad impressions a
year, generating through its
content marketing a return
on investment four times
better than through its
targeted advertising.”
(AdAge, 2014)
and if some of the biggest advertisers in the world are shifting…why wouldn’t you?
21. Truly Social Inc.
@missrogue
youtube.com/tarahunt
their approach is so old school
• campaign-thinking
• sacrificing relationships for immediate
“results” (hint: impressions mean nothing)
• style over substance
• prioritizing awards + flashiness over results
• brand-centric
23. Truly Social Inc.
@missrogue
youtube.com/tarahunt
how to do content right
• think consistent + long-term investment,
not campaign
• listen more than you speak
• make it relatable to a narrow audience
• human-centric - people connect with
people, not brands
and understand the…
28. Truly Social Inc.
@missrogue
youtube.com/tarahunt
sh*t that matters vs. doesn’t matter
DOESN’T MATTER
production levels
multiple camera angles
polish + perfection
HD or 4K cameras (the web plays
1080p)
branding
length of content
fancy microphones
cool b-roll
brand consistency
impressions
views
viral-quotient
DOES MATTER
respect for your audience
passion for what you’re doing
openness and desire to learn and
improve
connecting with your audience
content that adds real value
helping people laugh, think, relate +
learn
building relationships
being interesting
understanding + listening to your
audience
sharing your experience and knowledge
find-ability
being human + approachable
29. Truly Social Inc.
@missrogue
youtube.com/tarahunt
sh*t that matters vs. doesn’t matter
DOESN’T MATTER
production levels
multiple camera angles
polish + perfection
HD or 4K cameras (the web plays
1080p)
branding
length of content
fancy microphones
cool b-roll
brand consistency
impressions
views
viral-quotient
DOES MATTER
respect for your audience
passion for what you’re doing
openness and desire to learn and
improve
connecting with your audience
content that adds real value
helping people laugh, think, relate +
learn
building relationships
being interesting
understanding + listening to your
audience
sharing your experience and knowledge
find-ability
being human + approachable
FREE!!
MOSTLY
NOT
FREE!
30. Truly Social Inc.
@missrogue
youtube.com/tarahunt
thinking like a creator*
* creator is the term used for someone who produces original content
online on a regular basis. it is a term that has become popularized
with the rise of the ‘social media star’.
creators are self-made. they do stuff on a shoe-string. they get
creative. they are passionate about what they do. they build their
own audiences. they create.
you need to stop thinking like a brand and start
31. Truly Social Inc.
@missrogue
youtube.com/tarahunt
basic equipment list:
(pretty darn fancy video setup example)
Other costs include: editing (~$75/hr), sets ($150 for a backdrop setup, but you can
DIY it for less), if you want to boost videos for accelerated growth ($100-200/video to
start), cost of hiring consultant or internal editor (if needed).
oh…and p.s.
35. Truly Social Inc.
@missrogue
youtube.com/tarahunt
3 types of content*
* these are YouTube classifications, but I think they apply to all sorts of content.
HEROthe “viral” content:
ie. what most brands and agencies focus on
HELPabout the brand/how-to’s/informative content:
ie. the stuff that some brands do - it can be wonderfully SEO-
friendly!
HUBacting like a creator:
ie. the relationship building stuff. It’s human, accessible, and
personality-driven.
37. Truly Social Inc.
@missrogue
youtube.com/tarahunt
L2inc is a business intelligence
firm, benchmarking digital
performance of consumer brands.
Winners & Losers in a Digital Age
with Scott Galloway
YouTube About:
“On our YouTube channel we share our insights and quantitative
analysis. We are not afraid to be provocative and take a no mercy,
no malice view that we back up with data. In our weekly "Winners
and Losers in a Digital Age" series hosted by L2 Founder Scott
Galloway and released each Thursday, we recap the week's news and
our take on who is thriving and who is diving in a digital age. The
series was selected as a 2016 Webby Honoree in the Online Film &
Video - News & Information category.”
25,829 subscribers • 14,573,898 views*
* they definitely boost the videos, but this is a decent strategy for great content - just don’t rely on
advertising boosts to make up for content.
Mid-sized business (<250 employees)
38. Truly Social Inc.
@missrogue
youtube.com/tarahunt
Blendtec is a company that sells
professional and home blenders.
The founder of Blendtec is Tom
Dickson.
[from BusinessWeek article: January 16, 2007]
Starting with an initial investment of about $50 for supplies
(2006), the pair since November has created and posted more than
25 low-budget videos, fielding hundreds of requests to grind up
everything from an Apple iPod to a grandmother's false teeth.
Dickson even appeared on the Today Show, where he pureed an
entire rotisserie chicken, bones and all, with a can of Coke.
…
In December, the month after the "Will It Blend" campaign began,
the blender maker's online sales surged four times over the
previous monthly record.
920,278 subscribers • 279,408,433 views
Will it Blend?
with Tom Dickson
Mid-sized business (<250 employees)
39. Truly Social Inc.
@missrogue
youtube.com/tarahunt
Vidler’s 5 & 10 is a family-run, local
general store in Aurora, New York known as
the “largest five & dime store in the world
with over 75,000 products.” Run by the
charismatic Don Vidler and siblings, this
charming little shop is a destination for
people all over.
Much like Blendtec, Vidler’s 5 & 10 was ahead of it’s time when it
came to video. With videos going back to 2012, Vidler’s has been
uploading quirky product reviews and music videos on a regular
basis.
In 2016, they became nationally famous as they were shortlisted to
have a video spot play during the Super Bowl, sponsored by Intuit.
Unfortunately, they weren’t picked, but their shortlisting drew a
lot of attention to this small, local business, who gets the benefit
of tourism on top of local customer loyalty.
They don’t appear to spend any money on boosting their videos, but
haven’t uploaded anything in a while. Sad face.
748 subscribers • 226,230 views
Vidler’s TV
with Don Vidler
Small local business (<50 employees)
41. Truly Social Inc.
@missrogue
youtube.com/tarahunt
Joan Garry works with nonprofit leaders, assisting with crisis management,
executive coaching and the building of strong management teams to support
the work of the CEO.
When Scott Paley met Joan Garry, she was only providing her consulting services part-time, but was interested
in putting together a website in order to help her grow demand for her services. Scott told Joan that she
“didn’t need a website, she needed a platform” and convinced her to use content marketing to let the world
know about her expertise.
In 3 years, she grew her mailing list to over 17,000 people, but she knew she needed to connect more deeply.
Scott suggested a podcast to emphasize her PERSONALITY and create deeper engagement. A year ago, they
launched her podcast, which went to #1 in the iTunes store for NGO’s by day 3.
Since that launch, she’s landed a book deal with Wiley as well as a Reality TV show with NBC. She has more
business than she knows what to do with and attributes it to her content.
17,000+ subscribers to her blog | #1 podcast in NGO category on iTunes
NonProfits are Messy (Podcast)
with Joan Garry
Small business consultancy (<5 employees)
42. Truly Social Inc.
@missrogue
youtube.com/tarahunt
PWL Capital* provides discretionary
portfolio management services with
integrated financial planning from
offices in Montreal, Toronto, Ottawa
and Waterloo.
your money, your choices
with Susan Daley (launching: October 26th, 2016)
* Truly Social client
No Dumb Questions
with Nancy Graham (launching: November 3rd, 2016)
DIY Investing
with Justin Bender (launched - October 18th, 2016)
L’Investissement Décomplexé
avec Raymond Kerzerho (launched - October 20th, 2016)
Canadian Couch Potato Podcast
with Dan Bortolotti (launching: November 16th, 2016)
Small business (<50 employees)
49. Truly Social Inc.
@missrogue
youtube.com/tarahunt
5 reasons why hiring someone
else to do your content is dumb:
1. it creates an additional barrier between you and
your audience
2. it decreases authenticity
3. you become reliant on an outside party to make
MORE content
4. you know your business best, so you should tell
your stories
5. you run the risk of focusing on sh*t that doesn’t
matter
52. Truly Social Inc.
@missrogue
youtube.com/tarahunt
8 reasons:
1. Page one listings on Google increase 53x
with video (source: Forrester Research)
2. By 2017, video will account for 69% of
internet traffic(source: Cisco)
3. Production costs have fallen significantly,
but…
4. …since the bar is still higher, it means
that it will take longer for your
competition to catch up!
continued ->
53. Truly Social Inc.
@missrogue
youtube.com/tarahunt
8 reasons (continued…)
5. blue ocean strategy!!
6. you’ll have the early mover advantage
7. personality shines through with video.
8. If you prefer podcasting - you’ll get the
benefit of what Donna Papacosta (podcaster
+ consultant) calls “the intimacy of the
earbuds”
54. so…how did I do? is this you?
https://www.flickr.com/photos/richardsummers/542631488
55. Truly Social Inc.
@missrogue
youtube.com/tarahunt
about tara
"Before Timeline and tweets, before a blog was called a blog, before anyone
even knew what a web browser was, Tara Hunt was there. Often labeled a
pioneer of online and social marketing, the Canadian has been an observer of
the realm's development and a force in influencing it."
- Entrepreneur Magazine, 2013
@missrogue
youtube.com/tarahunt
Truly Social Inc.
Truly Social Inc. helps small and mid-sized businesses
become creators. From defining the audience to developing a
unique show strategy to helping you find your voice to getting
you up and rolling and well on your way to growing your
audience, TSI is your helpful creator sidekick.
Toronto, ON
www.trulysocial.ca / www.tarahunt.com
647-992-2951
56. Truly Social Inc.
@missrogue
youtube.com/tarahunt
parting words of wisdom
• “if you are happy with what you publish,
you waited too long.”
• “make content for a person and they’ll get
benefits for the day, teach a person to
make their own content and they’ll get
benefits for years to come.”
• “if you want an audience to commit to you,
you need to commit to your audience.”
clichés that are actually true