Troy Janisch from American Family Insurance shares the do's and don'ts of a successful video campaign, and provides insight into some of the things his team is busy working on in the area of social video.

1. Welcome Social Media Club of Madison

2. Suddenly Social
Video cameras are simpler,
smaller and cheaper.
New mindset: videos are
intended to share information
(quickly) — not simply archive it
forever.
YouTube sees 24 hours of video
added to the site every 60
seconds

3. Setting our Sites on Social Video
According to comScore, an ‘average
viewer’ watches 187 online videos
per month in the U.S.
Month-to-month YouTube maintains
a commanding lead in viewership,
while everyone else battles it out for
a marginal piece of the video pie.
YouTube serves more than 1 billion
videos per day, is a mere five years
old today
YouTube Is the Top Social Media
Innovation of the Decade
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4. The Challenge: Creating Good Content

5. Our Shared Goal: Successful, Social Online Video
Will It Blend? was born because
Blendtec president Tom Dixon had a
habit of testing the durability of their
240-mph commercial blender using a
2×2 lumber — and George Wright
happened across the shavings.
• Almost 100 million YouTube views
• 100 million+ microsite views
• 230,000+ YouTube subscribers
• 700 percent increase in sales
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6. Keys to Online Video: Utilize Existing Content
American Family Insurance provides
free in-car cameras to teen drivers to
educate them on safe driving habits.
The basis for LESSONS FROM THE
STREET series
- Experts
- Teen drivers
- Teens
- Our most popular video series
- High social value
- Boosts awareness
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7. Keys to Online Video: Utilize Existing Content
American Family Insurance creates
corporate videos that have social
value.
- Annual reports
- Events
- Human Resources
- Corporate initiatives
- Easy to leverage
- High ‘brand’ value
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8. Keys to Online Video: Create Good Social Content
We wanted to create ‘Common
Craft’inspired’ consumer education
videos in an ‘ownable’ style on
topics that inform and protect
families.
- a VERY DIFFERENT approach for
American Family Insurance
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9. Keys to Online Video: Create Good Social Content
The videos were produced in 2009
as a pilot for the concept to support
ID Theft Endorsement
- What is ID Theft
- Preventing ID Theft
- Has my ID been Stolen?
- Two minutes
- Helpful tips
- Useful information
- No mention of AMFAM products
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10. Keys to Online Video: Create Good Social Content
Here’s a ‘behind the scenes’ look at
how consumer information videos
are made.
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11. Keys to Social Video: Create Good Social Content
Consumer information videos will
continue throughout 2010. This life
video was based on an existing
brochure.
- Entertaining
- Educational
- Motivating
Consumer Information videos test
well with customers, agents, and
product managers
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12. Keys to Online Video: Use everything you have
There were enough outtakes from
LESSONS FROM THE STREET to
create EXTRAS FROM THE
EXPERTS
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13. Keys to Online Video: Be Nimble
Don’t use broadcast budgets and
timelines for internet video.
- We had a finished video on this
topic queued up we couldn’t release
-When released, it became our most
popular video.
-We needed to pull it shortly after
release
We missed a viral opportunity by 10
days.
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14. Keys to Online Video: Integrate Video into Social Strategy
Facebook has pathetic support for
video. We worked with Shoutlet to
create a custom video player to
replace the Facebook video tab
- ‘YouTube style’ playlist
- Localized for agents
- Titles, descriptions, browsing
- Sharing capabilities
Consider using YouTube to drive
videos on Facebook
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15. Keys to Online Video: Have a YouTube Strategy
Users 482M+
(M) % Users Worldwide unique
age All 107.9 – monthly visitors
<18 25.4 24%
18-34 38.2 35% Hundreds of
35-44 19.7 18%
millions of
45-54 15.0 14% Worldwide video views
55+ 9.6 9% daily
gender Male 59.3 55%
Female 48.6 45%
#4
Largest site in the US
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16. Keys to Online Video: Syndicate video where you can
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17. Keys to Online Video: Parting Thoughts
- Create videos on a regular basis
- Encourage others to embed them
- Distribute them wherever you can
- Be real.
- Share ‘behind the scenes’
- Build customers into your process
- ‘Listen’ to viewers
- Use videos to trigger conversations
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18. Thank You for Your Sweetly-Faked Attention
Become a Facebook fan:
www.facebook.com/amfam
Follow us on Twitter:
@amfam
Keith Katers, Social Media Administrator
American Family Insurance
Email: kkaters@amfam.com
Troy Janisch, Digital Marketing Manager
American Family Insurance
Email: tjanisch@amfam.com
Blog: www.socialmeteor.com
Twitter: @socialmeteor
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