Video Marketing Essentials: Search Vs Social #OMSyd

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flyingmachinefilms.com.au
@flyingmachinefilms
@flyingmachinefilms

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ABOUT US
An experienced team of video specialists
@flyingmachinefilms
@flyingmachinefilms

Some of the clients we have worked with over the years.
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ABOUT US

With over +30 years combined experience in content production & strategy.
ABOUT US
OUR SERVICES
With over +30 years combined years experience in content production & strategy our team is able to supply a range
of business critical creative & production services. From events, to fashion, to documentary, live streaming , TVCs,
How To’s, Behind The Scenes & made for web viral content.
Creative concepts, scripting & storyboarding
Video strategy, analytics & pre-production planning
Partnerships, PR & amplification
Video production services (DOP, grips, 360/VR, drones, talent & more)
Video post production (editing, animation, 2D/3D motion graphics & more)
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@
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@flyingmachinefilms
@flyingmachinefilms

With over +30 years combined experience in content production & strategy.
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ABOUT US
https://youtu.be/OPGXV_RNiak
@flyingmachinefilms
@flyingmachinefilms

AGENDA
Why This Talk?
Introduction to Searchable Vs Social
Examples of Searchable Vs Social
How to Plan Better ROI (How To Win!)
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Rough run times, topics for this evening.
@flyingmachinefilms
@flyingmachinefilms

@flyingmachinefilms
@flyingmachinefilms

WHY?
After over +10 years in advertising & production, the same
barriers keep coming up.
Video is seen as expensive, difficult & hard to value /
understand the value.
The game is changing, video is driving new engagement,
audiences & traffic (you need to be there!).
There are now several channels/tools that can be used to
get the most out of video marketing.
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@flyingmachinefilms
@flyingmachinefilms

QUICK STATS
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‘Video in an email
leads to a 200-300%
increase in click-
through rate’
HubSpot 2016
@flyingmachinefilms
@flyingmachinefilms

COMMON SCENARIOS
Scenario #1 – A $15-100K budget for video is expensive?
- Used once off, anything is expensive!
- The key is to plan, be strategic to get the most out of your investment
(smarter not harder), use it several times across several channels.
- What existing assets can you test with?
Scenario #2 – Clients have a range of video assets just sitting there (not
being used).
- Review, optimise & audit existing content.
- Fold into your marketing strategy & get started (low risk / test & learn)
Scenario #3 – Perceived as difficult & higher risk via clients.
- TV used to be the domain of video (expensive, scary & limited metrics).
- YouTube, Instagram, Facebook, email, website can all now
feature/distribute video.
- You can start small with low risk &build from there (test/learn/optimise).
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@flyingmachinefilms
@flyingmachinefilms

QUICK STATS
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‘Video on a landing
page can increase
conversions by 80%’
HubSpot 2016
@flyingmachinefilms
@flyingmachinefilms

TYPES OF VIDEO
We would tailor to your goals/funnel/strategy BUT the below are some examples;
- Product Video’s (tips, new products, ideas & review). See
ShowPo +4 mill views & ThinkGeek +136 mill views.
- How To & DIY content. See Bunnings +21 mill views.
- Screen Capture, Hangouts & Tutorials (FAQ content,
presentations). See Capital Pitch.
- Events & Activations (leverage the event spend, press &
guests / streaming). See Myer Spring 2016 +180K views.
- Testimonials (build authority). See Capital Pitch.
- Internal News, Change Management, Investor Comms.
- Unboxing, Comedy, Recipes, 360 Videos etc.
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What can be turned into video content?
@flyingmachinefilms
@flyingmachinefilms

QUICK STATS
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‘YouTube reports
mobile video
consumption rises
100% every year’
HubSpot 2016
@flyingmachinefilms
@flyingmachinefilms

SEARCH VS SOCIAL
SEARCH is a key part of your content strategy. Get found by new
customers, press, partners, evangelists & more;
- You will virtually never see Facebook videos, Instagram
videos, Vimeo or other video mediums surface in search.
- Great way to win new traffic/users & leads.
- We are a big fan of YouTube, have gotten some huge results
& contacts from using the 2nd largest search engine in the
world! (& it’s free!).
- Works similar to SEO, need to optimise, monitor & tweak.
- Super easy to roll into paid campaigns (no extra effort!).
- Key channel of your video marketing campaign!!!
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@flyingmachinefilms
@flyingmachinefilms

SEARCH VS SOCIAL
SOCIAL is a great way to build a community, support channel. Rules
have changed so mostly paid now;
- More of a closed network. You will need to pay for cut
through, less organic. Virtually no search traffic.
- Potentially more native views, shares & engagements.
Beware vanity metrics (auto plays etc)!
- Paid campaign tools exist to help amplify video marketing.
- Optimise for Facebook / Instagram (subtitles/screen size ).
- Super easy to roll into paid campaigns (no extra effort!).
- A key channel for your video marketing strategy!!!
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@flyingmachinefilms
@flyingmachinefilms

VIEW THE ORIGINAL FULL CLIP HERE.
10 Santa’s, 3x dogs, 6x cameras, 1x drone & a 30m slip & slide.
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OUR SUCCESSES
• Took some risks for a point of difference in Aussie market, high
barrier to entry.
• Low YouTube views, but high BING! Views +168K.
• Was picked up & syndicated across the USA.
• GoPro got in touch with us to license the footage for USA national
TVC. Turn’s out Gumby is copyright.
• Some targeted paid in US key cities (test of influence).
• Test some seeding on Reddit etc.
• Lot’s of testing & optimisation (titles, thumbs, cards, tags etc).
• Made some mistakes / did get penalised.
• Great way to build the team, skills, expertise & authority.
• Spun up a great little GIF off the back of it.
EXAMPLE GUMBY CLIFF JUMP
@flyingmachinefilms
@flyingmachinefilms

VIEW THE ORIGINAL FULL CLIP HERE.
10 Santa’s, 3x dogs, 6x cameras, 1x drone & a 30m slip & slide.
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OUR SUCCESSES
• Our Tarantino inspired Santa Slip & Slide caught NIB’s attention.
• Filmed over 2x days with 10 Santa’s, 6x cameras, 1x drone & a
fire truck.
• NIB’s creative agency Saatchi & Saatchi got in touch with us to
collaborate & license some of our footage for an AU/NZ TVC.
• Airing across Australia & New Zealand on FTA, PAY, social &
digital channels the TVC will run for 12 months..
• The clip has also been syndicated across the USA via Right This
Minute TV & also represented by global content licensing agency
Storyful.
• The creative idea was developed in house & filmed on a private
rural location.
• Toyota Australia licensed the creative for a YouTube Australia
home page promotion which has had over +180,000 views so far.
EXAMPLE NIB / TOYOTA
@flyingmachinefilms
@flyingmachinefilms

Unique content, stunning location , authentic story telling & YouTube best practice.
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OUR SUCCESSES
• With over +750,000 views, +1,950 likes, +230 comments, +550
book now clicks & +1,000 shares.
• Filmed over 3x days on location in the Blue Mountains it features
engaging story telling & location shots.
• The video has lead to ongoing international interest from
documentary makers, national television, print, online press & a
range of professional location shoots for fashion & lifestyle brands
(over +$350K in organic PR & $419K in warm leads).
• It also acts as a key driver for bookings & partnership/features
with Airbnb which has further amplified the business on CH10 The
Studio, The Living Room & CH7 Sunrise, The Lucky Country,
Married at First Sight, Extreme Homes, Treehouse Masters etc.
EXAMPLE WORLD’S
BEST TREEHOUSE
VIEW THE FULL CLIP HERE
@flyingmachinefilms
@flyingmachinefilms

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OUR SUCCESSES
- All organic!
- Average watch time of 1 min 17 sec of 2 minutes
(approx. 62%).
- Optimised titles, text, thumbnail, annotations &
mobile cards.
- Some seeding into communities & social. 90%
YouTube organic search.
- Evergreen (will sit & continue to tick over for
years!)
- Did I mention HUGE return for the client? +$750K
ROI.
@flyingmachinefilms
@flyingmachinefilms

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SOCIAL EXAMPLE 01
- Featured on Business Insider (+1.7 mill views),
AirBNB Facebook Page (top post, +2K likes).
- Quick example of some re-cut stock footage put
into a paid campaign. +48K views with +101K
reach.
- Dark orange is the paid campaign views/reach
(37% organic Vs 63% paid).
- Shows the importance of paid for amplification.
- Monitor to make sure it is hitting the campaign
KPIs eg leads, bookings, likes, brand awareness.
- Note average watch time is 18 sec of 60 sec on
Facebook (approx. 30%)
@flyingmachinefilms
@flyingmachinefilms

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SOCIAL EXAMPLE 02
- Really like ShowPo, leveraging their content &
community well (incl. video).
- Pinned BTS video with 16K views. Honest, fun,
authentic.
- Driving all content back to the brand
(sales/product).
- Mix of high volume low cost & higher value brand
content.
- Great use of social content (would leverage
YouTube video content across
Instagram/Facebook/Snapchat).
@flyingmachinefilms
@flyingmachinefilms

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SOCIAL EXAMPLE 03
- GaryVee is killing it!
- Leading best practise across content / video
marketing. Honest, authentic.
- Offers value, regular, optimised for each channel.
- Re-uses content across a range of channels.
- Uses subtitles, short clips & text (mobile friendly).
- Gives value, motivation & insights (fat chef).
- Huge community behind him! A new religion?
@flyingmachinefilms
@flyingmachinefilms

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SOCIAL EXAMPLE 03
- Amplifies his PR/wins into more wins, PR,
authority, leads, clients & partnerships.
- Leveraged it all the way up to a US+$300 million
media empire.
- Longer form content on YouTube (searchable),
with photos & shorter grabs on Facebook /
Instagram / Snapchat.
- Shares, collaborates & cross links content, URLs,
channels (strategic approach).
@flyingmachinefilms
@flyingmachinefilms

HOW TO WIN
Start testing video today with what you have / review audit existing
assets & marketing calendar. What can you turn into video content to
test? (FAQ, how to, testimonials, behind the scenes etc etc).
Develop a strategic plan for how your video investment will be used /
measured & what actions it will drive.
Used a high quality video provider to work with you to develop
effective content that hits both the ‘Search’ & ‘Social’ sweet spots.
Shoot the content once & use it across several of channels to drive
ROI, form search best practise, PR, news, investors through to
influencers & communities & back through your social channels!
Don’t forget email, your website, LinkedIn etc & track all clicks!
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Get Started Today!
@flyingmachinefilms
@flyingmachinefilms

HOW TO WIN
With proper planning 1x video campaign can be used/shared across
+10x channels to help drive results.
It can also be re-edited & used over a +12 month period & be re-cut in
creative ways, with text, music & calls to action. Optimise ‘Search’ &
‘Social’ for each channel!
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Get Started Today!
1x 2-3 minute campaign content (can be used across several channels)
eDM Facebook Insta (PAID) Press Release
Blog Post Insta YouTube (PAID) Snapchat
YouTube Facebook (PAID) Landing Page LinkedIn
@flyingmachinefilms
@flyingmachinefilms

Please feel free to be in touch at any stage to talk through our offering in detail.
CONTACT US
+61 449 947 731
www.flyingmachinefilms.com.au
jamie@flyingmachinefilms.com.au
linkedin.com/in/jamieandrei
JAMIE ANDREI
Suite 25, 104 Bathurst St,
Sydney, NSW, 2000
AUSTRALIA
@flyingmachinefilms
@flyingmachinefilms

Video Marketing Essentials: Search Vs Social #OMSyd

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