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Created with Fabric.js 1.4.5 Marketing Objective - Identify final touch points, strongest leads, e.g. devices and optimise efficiencyChannels: Website, youtube, social, search engines, DevicesKPI's - Website visits, number purchases, purchase valueMeasurements: Web analyticsCRMTransaction dataAcquisition channels cantribution inConversion Marketing Objective - Generate Leads, Re-targeting, Strengthening middle touch pointsChannels: Paid/ Organic, Display Ads, Email, YoutubeKPI's - Number Leads, CPA, ROAs, CTRMeasurements: Conversion tracking, Youtube analyticsCTR Drop off Point in videoAd analyticsSocial Spread rating Marketing Objective - Brand Awareness/ Reputation, Change PerceptionsChannels - Youtube, Social, AdsKPI's - Brand Lift, Video Engagement, Gross Rating PointsMeasurements: Long Established and Awards Consistent Messaging matching expectations Youtube enables companies to re-engage with viewers who havevisited their channel before throughadvertising on a cost per action basis. Video can do wanders for a website bringing 3x more monthly visitors whospend 88% more time on the website.Video also brings in 15% more organic traffic searches from search engines. Finally, posts with videos attract 3x more inbound links than plain text posts(SEOmoz). SITUATIONS THAT EFFECT BRANDS REPUTATION Targeted Advertising Product Demos The invideo CTA's allow the sales journey to continue from the video. Directing consumers to the website oronto next touchpoint to enhance the Likelihood of an enquiry. It strengthens the targeting and guides the consumer. Calls to Action MEASURE WHAT MATTERS Social Campaign Brand Video SEO FIRST STAGE CONTACT BRAND REPUTATION Email Marketing EXPERTISE MIDDLE STAGE BRAND LIFT"Is an ATTITUDINAL Rating that Cannot simply be Measured by Behaviour" CONVERSION RATE/ CTR"Is a BEHAVIOUR rating, how to re-engage and encourage an action" ROI"Is an OUTCOME Measurement, Number purchases, enquiries." FINAL STAGE Most companies dont understand how to think about YouTube, and therefore fail to tie YouTube marketing campaigns to tangible business goals. Businesses often fail to set KPIs before beginning the process of creating and promoting content on YouTube. Views vs. Overall PopulationAd analyticsQualitative analysis of commentsEngagement rating Social Spread rating Producing a product demo videois useful way for online companies with limited physical distribution to communicate with their audience and explain how to use their product,its benefits and features. Furthermore, a consumer is 46% more likely to seek information about a product orservice after watching a video. Subscribers https://www.distilled.net/blog/metrics-to-measure-youtube-marketing/https://www.thinkwithgoogle.com/articles/measure-what-matters-most.htmlhttp://moz.com/blog/what-makes-a-link-worthy-post-part-1http://www.streamsend.com/pdf/The_ROI_of_Video_in_Email_Marketing-StreamSend-The%20RelevancyGroup.pdfhttp://books.google.co.uk/books?id=fWgaAQAAQBAJ&pg=PA275&lpg=PA275&dq=500+tweets+per+minute+containing+a+YouTube+link&source=bl&ots=sXSwT6uZzK&sig=uG0BxdcmMHfrZy9XxZvZEYKawwU&hl=en&sa=X&ei=ikRvVP_FL8PmavyigJgG&ved=0CDUQ6AEwAw#v=onepage&q=500%20tweets%20per%20minute%20containing%20a%20YouTube%20link&f=falsehttp://www.b2bmarketing.net/blog/posts/2013/06/06/25-stats-marketers-should-know-about-video When businesses include video in an email  they find a 200% to 300% increase in click through rate (Forrester) Youtube can increase a campaign's exposure with "shareable" content across different social media channels. 500 years of youtube videos are watched on Facebook every day (Newsroom FB 2013) and 500 tweets per minute contain a youtube link. In addition to this, 1 million people take social action youtube every week. (Youtube). Branded content Video presents an opportunity to Build relationships with consumers. It allows companies to get across theirbrands personality and send powerful messages about what their company stands for. The subscription option on youtube offers an opportunity for improving retention rates and re-engaging current customers. Subscribers are easier to reignite and engage with new content. They watch 4x as many videos on your YouTube channel for 2x as long. Analytics Video is a stronger communication tool to compact information into a short easy to digest format. By providing regular video content you are setting your brand apart as a thought leader with expertise in yourfield. This will generate a higher dependancy from your clients as business consumers are hungry for content and industry insights. Branded video content reaches nearly half (46%) of all UK internet users. More than half those people (54%) go on to click through to the brands website, and a different 54 percentwill visit the brands YouTube channel, if they have one. (Econsultancy) What Factors Make a Brand Reputable? Analytics Transparent and Trustworthy Loyal Fan Base SITUATIONS THAT EFFECT BRANT REPUTATION COMMUNICATIONS CHANNELS THAT STRENGTHEN BRAND REPUTAITON Time is a solid stamping of expertise. For newcomers, a backing of awards can have the same effect. But having both is a guaranteed wayto boost your brands reputation. Responsive CustomerService A consistent message is less likely to lead tounhappy customers. If one post online states you will fulfil X and you only fulfil Y it will confuse and annoy customers who's expectations have not been met. Ultimately lowering the reputaiton. NEGATIVE SITUATION TARNISHES REPUTATION Negative Comment on Social Media Unfortunate Scandal, Event NO EVENTS/ ACTIVITIES POSITIVE SITUATION BOOSTS REPUTATION NO REPUTATION Negative Review No Presence on Social media No awards or Content Marketing Newly Established Company Won an Award Positive comments on social, Building Fan Base Positive press on Brand The landscape of marketing and communications is changing fast, with a range of channels to reach a more fragmented consumer base, marketers need to change their game plan. The rise of social media means consumers are more powerful than ever before. A brands reputation no longer rests solely on what is put out there but what is sent back. Consumers expect personalised, relevant communications and lightning speed responses to online queries. This Onesheeter will explore the challenges marketers face when building brand reputation, specifically identifying the role of video communications and YouTube in this modern almost unrecognisable world of digital marketing. SOMERSAULT:THE BENEFITSOF YOUTUBEFOR BRANDS Personable and socially active brands are seen as more transparent. Trust is gained through consistently matching or exceeding the expectations you set for your customers. Fans are advocatesof your brand, raising it's reputation onlineand promoting yourcontent beyond competitors. Fans are gained by identifying with a strong brand or recalling a positive experience with the brand. Positive Customer Feedback Because Consumers are in the driving seat of a brands reputation. Good CS is essential. By setting expectations low and exceeding them, e.g. saying you will respond within the hour and responding within minuets. You secure your CS reputation. Responsive message to Comment adressing Problem Explanation, Recognition of mistakes + Compensation RECOVERY Counteract with positive PR
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