The Future of Video, Jeremy Goldman, Social Fresh Conference 2016

1. FUTURE
VIDEO
THE
OF

2. ABOUT
ME
A little bit of self-
aggrandizing fluff to get this
party started
I

3. THE NEXT THREE YEARS
is really all we think about
FUTUREPROOFING IS ALL ABOUT
combining insights, analysis, in-market execution, custom
research, and predictive analytics
ABOUT FIREBRAND
A NYC-based futureproofing firm

4. Why You Need a
Video Marketing
Strategy
It’s not an add-on; it’s an
essential
II

5. THE UBIQUITY OF VIDEO
THE AMOUNT OF VIDEO UPLOADED IN
ONE MONTH is more than all three primary
U.S. TV networks combined have created IN
THIRTY YEARS.

6. RESULTS
FROM OUR
2016 STUDY
What are marketers predicting?
III

7. 93.3%
60.9%
45.9% 43.7%
16.5%
Awareness Conversions Sales Customer Loyalty Customer Service
OBJECTIVES
How top marketers are using video
Awareness is by far the single most important marketing
objective for top marketers

8. VAT19
Making strange come to life
WHAT: Funky novelty retailer
BUDGET: Intermediate
SOLUTION: Product showcase videos
RESULT: 3m views on this video alone;
31:1 positive sentiment

9. “Video for the sake of
video” is not a
winning strategy.

10. BECOME GOAL-ORIENTED
Nobody should whip together a thousand videos just
because some guy on the Internet said so. Video has to
serve a very specific purpose in your strategy.
IF YOU TRY TO CHECK OFF TOO MANY BOXES AT
ONCE, chances are you won’t be too successful at any of
your objectives.

11. VIDEO MARKETING ROI
a compelling argument for investment
have not
15 %
of marketers have
seen a positive
ROI from their
video marketing
efforts
85 %

12. WHAT: Inbound marketing software
BUDGET: Intermediate
SOLUTION: Humblebrag
RESULT: 7k views on this video alone;
26:1 positive sentiment; ample social
media fodder & goodwill
HUBSPOT
Video has a bright B2B future

13. “GOING VIRAL”
SHOULD NOT BE
YOUR MAIN GOAL.

14. A VIDEO THAT TRIES
TOO HARD TO GO
VIRAL WILL BE SEEN
AS, WELL, TRYING
TOO HARD.

15. refinery29
Building a highly visual lifestyle brand
WHAT: Fashion & lifestyle brand
BUDGET: Not insignificant
SOLUTION: Lifestyle piece
RESULT: 2.3m views on this video alone;
31:7 positive sentiment; establishes
thought leadership

16. 79.7%
49.6%
32.8%
28.2%
11.5% 9.2%
63.2%
20.3%
9.0%
3.0% 2.3% 2.3%
Facebook YouTube Instagram Twitter Snapchat Periscope
SATISFACTORYRETURN vs. FUTURE INVESTMENT
Does ROI lead to budget?
Marketers bullish on Facebook; less so on YouTube & Twitter

17. Ready, 36.1%
Somewhat
Ready, 29.3%
Somewhat
Unready,
17.3%
Unready,
12.0% Unsure, 5.3%
Manpower
ARE YOU READY?
Marketers need budget and manpower
Ready, 45.7%
Somewhat
Ready, 20.2%
Somewhat
Unready,
16.0%
Unready,
12.8%
Unsure, 5.3%
Budget

18. INVESTMENTS WILLMATTER
NOT ALL VIDEO IS CREATED EQUAL. Investment is
rewarded, and low-effort attempts will only make you look
bad. If you do put enough resources into your video, then
you will RISE ABOVE the vast majority of your competitors.

19. FACEBOOK vs. YOUTUBE
A clear ROI winner has emerged going into 2017
Wanted:
ROI
75.5%
Facebook
3.2%
Periscope
13.8%
YouTube
5.3%
Twitter
2.1%
Instagram

20. Facebook, 77.7%
YouTube, 11.7%
Twitter, 5.3%
Periscope, 2.1%
Instagram, 2.1%
Snapchat, 1.1%
FACEBOOK VS. YOUTUBE
Facebook even more dominant with regards to engagement

21. THE IMPORTANCE OF SOCIAL
Video as the sole basis for a platform DOESN’T SEEM TO
BE ENOUGH to sustain YouTube. The social context of
videos on Facebook & Snapchat has led to those
platforms’ 2016 growth. And Instagram Stories has the
potential to be SIMPLY MASSIVE.

22. VIDEO MARKETING HIRING TRENDS
HIRING
TRENDS
TWO
24.1% will be looking
to hire Video Editors
THREE
22.6% will hire
Videographers
ONE
53.4% consider it
difficult or extremely
difficult to find video
marketing candidates
FOUR
18.8% aiming to hire
Motion Graphic Artists
FIVE
14.3% will fill a
Producer/Video
Producer type role
SIX
14.2% will hire
Production
Coordinators or
Assistants

23. PROMOTION OF VIDEO CONTENT
Organic reach? Ha. Good one.
of marketers are
promoting their
video content on
social
68.1%
31.9%
do not

24. Daily: 4.3%
Monthly: 37.2%
Every Few Months: 27.7%
Annually: 30.9%
FREQUENCY OF PROMOTION
expect rate of advertising to increase

25. 36.1%
30.1% 28.6% 29.3%
15.8%
21.1%
6.0%
Brand "Hero" videos Event coverage Behind the brand &
employee-driven
Product feature-
driven
News
coverage/opinion
Testimonials After-care (meant to
be watched post-
purchase)
POPULAR VIDEO FORMATS
Testimonials & customer service =
undervalued opportunities?

26. THE SIZE OF VIDEO TEAMS
15+
11-15
6-10
1-581.7%
7.5%
5.4%
5.4%

27. QUALITY > QUANTITY
As video grows in popularity and competition, THE
DEMAND FOR QUALITY HAS SKYROCKETED. Crackling
audio, harsh cuts, and shaky footage from a point-and-
shoot camera are not going to do your brand any favors.
If you can’t make your video great – or even “good enough”
- don’t make it at all.

28. FOLLOW US
social links
FACEBOOK
facebook.com/firebrandgrp
TWITTER
twitter.com/firebrandgrp
PINTEREST
pinterest.com/firebrandgrp
LINKEDIN
linkedin.com/company/firebrand-group

29. See you soon!
YOU
THANK
FOR CHILLIN’

30. Go ahead. Ask away.
I don’t bite.
QUESTIONS
AND
ANSWERS
Where we hope you’ll find the
answer to any question you may
have about

31. If you’re here, you’ve
read too far…basically
don’t read past this
slide Kthxbai

32. Last slide wasn’t a joke,
seriously! All the crap
past this is templates

33. Seriously, stop reading

34. ADVERTISING
It is a long established of letters, opposed
to fact that a reader sometimes by accident
will be distracted by the at its layout.
PUBLIC RELATIONS
The point of using Lorem Ipsum is that it
has a distribution of letters, opposed to
using 'Content here, content here', making it
look like.
WEB DESIGN
Many desktop publishing packages and
web page editors now use Lorem Ipsum,
will uncover many web sites still in their
infancy.
SEO ANALYSIS
Various versions have evolved over the
years, sometimes by accident, sometimes
on purpose injected humour and the like.
ABOUT US
what we do
socialnetwork
⊷ cursor

35. DIGNITY
It is a long established fact that a reader will be distracted by the readable
content of a page when looking at its layout.
COLLABORATION
The point of using Lorem Ipsum is that it has a distribution of letters, opposed
to using 'Content here, content here', making it look like.
ABOUT US
our vision
plug

36. ABOUT US
our mission
PROJECTING
It is a long
established fact that
a reader will be
distracted.
PROMOTING
Content here,
content here, making
it look like fact
reader.
PRODUCING
The point of using is
that it has a
distribution of letters,
using.
SUPPORT
Publishing packages
and you need to be
sure there.
websitebuildereditalt software

37. IT IS A LONG ESTABLISHED
fact that a reader will be distracted by the readable
content of a page when looking at its layout.
VARIOUS VERSIONS HAVE EVOLVED
over the years, sometimes by accident, sometimes on
purpose injected humour and the like.
ABOUT US
objective

38. ROGER DOE
Executive director
Nam auctor will be
distracted by the readable
sites still justo entum.
AMANDA DOE
HR manager
A distribution of letters,
opposed to using Nam
auctor justofermentum.
JOHN DOE
Service director
Will uncover many web
sites still am auctor
fermentum.
JESSICA DOE
PR manager
Readable English the point
Lorem Ipsum Nam auctor
justof.
OUR TEAM
CEO HR VP PR

39. OUR SERVICES
what we are strong
Service led delivery focused on a key ingredient of your organizational mix, a principal asset
Various versions have
evolved over, accident,
on purpose injected
humour and the.
Content here, making it
look like readable
English the point of
using Lorem.
Ipsum is that it has a
more-or-less normal
distribution of letters, as
opposed to using.
algorhythm
Publishing packages
and you need to be
sure there isn't anything
default.
DISCOVERY SERVICES TRANSITION SERVICES MANAGED SERVICES SUPPORT SERVICES

40. OUR SERVICES
service departments
PUBLIC
RELATIONS
socialnetwork
ADVERTISING
⊷
SEO
ANALYSIS
WEB
DESIGN
cursor
promoting
9
digital
17
creative
12
design
8
optimizers
10
analysts
5
coding
25
social
10
spin
5
government
3

41. SOLUTIONS
our workflow 1
501
Content here,
making it look like
readable
130
Lorem dolor,
adipiscing
499
Lorem Ipsum is
that it has a more-
or-less normal
385
Distribution of
letters, as opposed
to publishing
184
Established fact
and web
276
Consectetr
adipiscing
319
Readable
content
297
packages and you
need to be sure
there isn't anythingiphone editalt
copy
vinyl

42. SOLUTIONS
our workflow 2
STARTUP
(dialog & tender)
FEEDBACK
PROGRAMMING
laptop
PRODUCTION
system
development
grails
APPROVAL
✓
DELIVERY
TESTING
quality
control
FINAL
testing

43. SOLUTIONS
free sharing
web
page
editors
look like
readable
editors
now
readable
Ipsum is
that it
has
you need
to be
sure
the point
of using
opposed
to using
content
of a page
here
making
look
look like
readable
web
page
editors
you need
to be
sure
YEARLY QUARTERLY

44. WE INSPECT
THE RESULTS
And create a control group for each
campaign and maintaining a
constant, global control group as well
IV

45. ANALYSIS
query words of regional serches
Canada
DESIGN WEB PROMO BRANDINGmagnifier magnifier magnifier magnifier
4000
US
3500
UK
5000
INDIA
2500
AUSTRALIA
4000

46. ANALYSIS
online retail dominance
$15
$20
$40
$35
$60
$0
$10
$20
$30
$40
$50
$60
$70
2009 2010 2011 2012 2013
shoppingcart+10% shoppingcart+15%
shoppingcart+35%
shoppingcart+30%
shoppingcar+55%
Spending in millions % changeshoppingcart

47. ANALYSIS
query words to the search engine
2941
1589
3471
2390
January 2012
1560
1234
2448
786
February 2012
2345
1789
3490
989
March 2012
3110
1950
3580
2487
April 2012
DESIGN WEB PROMO BRANDINGmagnifier magnifier magnifier magnifier

48. ANALYSIS
social media chart
Demographic
shifts transform
on Facebook
community
Fact that is
on Pinterest
Behance
activity
The least is in
Google Plus
Twitter is most
popular
29 %
49 %
11 %
7 %
4 %

49. 75%68%
2941
1541 2508
16535
13409
19364
Twitter Google Plus Facebook
ANALYSIS
followers grow chart
54%

50. ANALYSIS TWITTER
follow activity
@typekit
@Grapicriver
@Design
@Envato
@FontFont
@Behance
a following of followers
56
49
81
11
250
56
51
56
211
265
51
11

51. ANALYSIS FACEBOOK
social consumer activity
Use Facebook to
interact with a brand
Liked a product on
Facebook
Use Facebook to
research products at
least once a week
Wrote an online post
about a product
Wrote a product
review online
40%53% 20% 33%
editalt
42%

52. POLLS
interview based
200
Lorem dolor,
consectetr
adipiscing
98
Lorem Ipsum
established fact
that and web
74
Page editors now
readable content
1
Consectetr
adipiscing
9
Readable content
53
Content here,
making it look
42
Established fact
and web
61
Publishing
packages and
you need
59
To be sure there
isn't anything
defaultz
iphone laptop
nexus
piwigo

53. WE’RE A
COMMUNITY
LEADER
That supports high-impact
opportunities by working closely with
organizations and other resources to
create positive and lasting change
V

54. MEETTHE COMMUNITY
our workflow 3
25%
75%
36%
REQUEST LEGAL
APPROVAL
Lorem Ipsum established fact that
various versions have evolved
by success
APPROVED
Content of a page when looking
VIEW LISTENby over
51million
shoppingcart
20 %
volumeup
45 %
piwigo
vinyl
THE SIZE OF MARKETS
Content of a page

55. Project name
Lorem dolor sit amet it
Project name
Mauris tempor vehicula
Project name
Amet consectetr elit
Project name
Content here, making it
Project name
Readable content
Project name
Established fact and web
Project name
Consectetr adipiscing
Project name
Look like readable
OUR PROJECTS
Project name
Lorem dolor sit amet it
Project name
Readable content

56. Well 'come back in 20 min
COFFEE
BREAK
Let’s have a break now

57. VIDEO ABOUT US
Proin gravida nibh vel velit
auctor aliquet. Aenean
sollicitudin, lorem quis
bibendum auctor, nisi elit
consequat ipsum, nec sagittis
sem nibh id elit. Duis sed odio
sit amet nibh vulputate cursus
a sit amet mauris.
SHOWCASE VIDEO
our showreel 2012

58. BRIEF: Lorem dolor sit amet, consectetr.
BUDGET: $64 000
SOLUTION: mauris tempor vehicula.
RESULT: more then lorem dolor amet.
SHOWCASE WEB
gallery one screen
file
✓

59. BRIEF: Lorem dolor sit amet.
BUDGET: $512 000
SOLUTION: mauris tempor vehicula.
RESULT: consectetr adipiscing elit.
SHOWCASE SEO
gallery two
file
✓
201
410
357
606
0
200
400
600
800
JAN FEB MAR APR MAY
Hundreds
VISITORS

60. BRIEF: Lorem dolor sit amet, consectetr.
BUDGET: $128 000
SOLUTION: mauris tempor vehicula.
RESULT: more then lorem dolor sit elit.
SHOWCASE MOBILE
gallery three
file
✓
201
410
357
606
0
200
400
600
800
JAN FEB MAR APR MAY
Hundreds
shoppingcartSALES

61. WE’RE
PROFICIENT
Our staff are expertly trained in the
systems they use
VI

62. Content here, making it look
like readable English the point
of using Lorem Ipsum is that it
has a more-or-less normal.
Distribution of letters, as
opposed to using.
Publishing packages and you
need to be sure there isn't
anything default.
Lorem Ipsum established fact
that and web page editors now
readable content of a page
when looking at its layout.
PUBLIC EVENTS
recent activities
01 jun07 feb02 jan

63. OUR CLIENTS
some of our partners

64. JOHN SMITH
Independent Press
JESSICA SMITH
New Times Magazine
TESTIMONIALS
quotes
I’TS AMAZING WHAT WE CAN SEE…
Proin gravida nibh vel velit auctor aliquet. Aenean sollicitudin, lorem quis
bibendum auctor, nisi elit consequat ipsum, nec sagittis sem nibh id elit.
odio tincidunt auctor a ornare odio. Sed ut imperdiet nisi. Proin
condimentum fermentum nunc.
I'VE SEEN A MILLION WORKS OF ART…
Nullam ac urna eu felis dapibus condimentum sit amet a augue. Sed
non neque elit. Sed ut imperdiet nisi. Proin condimentum fermentum
nunc. Etiam pharetra, erat sed fermentum feugiat, velit mauris egestas.

65. RECOMMENDED MEDIA $ $
National TV (incl. virtual TVC) 200 000
Outdoor 31 700
Billboards 17 500
Ambient outdoor 14 200
Indoor placements 20 000
Fitness & beauty centers 9 000
Business centers 11 000
Digital 8 000
TOTAL 259 700
STATEMENT
calculations

66. IF YOU WANT TO SEE WHERE WE WORK
and find out how we make websites,mobile applications
and online campaigns, come on over and meet us!
Lorem ipsum how we make websites, mobile applications
and online campaigns, come on over and meet us!
CONTACT
t 1(123) 456 78 90
t 1(123) 456 78 90
SERVICEDESK
s 1(123) 456 78 90
s 1(123) 456 78 90
VISIT US
5454, Company
address,Country
CONTACT US
we’re based in Silicon Valley, CA

67. ANALYSIS MARKET
mobile shopping trends
THE SIZE OF LOCAL MARKETS
$51million
MARKET
TRENDS
43%
use search
engines
magnifier
31%
retail store
websites
36%
online only
retailer
websites
laptop
20%
consumer
generated
online reviews

68. ANALYSIS TRENDS
GLOBAL
TRENDS
TWO
Cleantech becomes a
competitive
advantage
THREE
Global banking seeks
recovery through
transformation
ONE
Emerging markets
increase their global
power
FOUR
Coverments enhance
ties with the private
sector
FIVE
Rapid technology
innovation creates a
smart mobile world
SIX
Demographic shifts
transform the global
workforce

69. PRESENTATION SUMMARY
BEGIN
OUR
TEAM
OUR
SERVICE
SOLU-
TIONS
ANALYSIS POLLS
END
SHOW
CASES
REVIEW
WE’RE
LOCAL
I
WE
DELIVER
SERVICE
visitorII
WE
UNDERSTAND
wizardIII
WE INSPECT
THE
RESULTS
IV
WE’RE A
LEADER
V
WE’RE
PROFICIENT
VI
COFFEE
BREAK

70. FUTURE
VIDEO
WE’RE LOCAL
With local staff and board members
who have deep
roots in the local business
WE INSPECT
THE RESULTS
And create a control group
for each campaign
WE’RE
PROFICIENT
Our staff are expertly
trained in the systems
they use
WE’RE A
COMMUNITY
LEADER
That supports high-impact
opportunities
WE DELIVER
PERSONALIZED
SERVICE
Tailored to your charitable and
financial interests
visitor
WE
UNDERSTAND
And have a pulse on the
ever-changing needs of our
clients
wizard
iphone
rawaccesslogs
Let’s come
& see
THE
OF

71. Go ahead. Ask away.
Give us your best shot.
QUESTIONS
AND
ANSWERS
Where we hope you’ll find the
answer to any question you may
have about

72. • The Future of Video
• Quickest introduction about Jeremy & Firebrand
• Why You Need a Video Marketing Strategy
• Section I: Results from the Firebrand Group Survey & What They Mean
• Section II: Summarized Stats
• Section III: Noteworthy Articles
• AI May Soon Monitor Your Live Videos
• Predictions & Actions Needed to Futureproof your Video Marketing

74. Is strategy undervalued?
ACTIVITY BREAKDOWN
Brainstorming Production Pre-Production Editing