E3-Global-Insight-Magazine-issue06

Global Insights Magazine Issue 6 - 2012 - edited by Media Consulting

e3 insights Shoot to improve

InsIde thIs Issue

Video as a powerful marketing tool

2 6 8 10 Video is (still) the disco star

In the Customer’s Entertain words or die

Trends around the world

Why it’s video important

see why video is powerful

Australia, Austria, China, sweden

some useful tips

Video is (Still) t Video is linked to one word: perception.

Perception of a message, of an image, of a story, of a sound, of a brand. Of course what people see is not simply a direct translation of the visual cues sent to the cerebral cortex.

Perception depends on a variety of additional factors, many of them social in nature.

Video Marketing is new-Age Marketing Since social media has redefined marketing, videos have become an integral part of any successful marketing mix.

Cross-promoting your videos with your other content is a powerful way to strengthen the message you send to customers.

To be successful in using video as part of a marketing campaign, you must integrate the video into your other marketing channels. Share your videos on your Facebook and Twitter accounts; incorporate them into your blog posts; and include them in your email newsletters.

Brands that make high-quality videos to complement their overall marketing strategy will keep consumer engagement high.

What about online videos?

Video content is an important element in capturing people’s attention when they search online. Online attention spans are very short, and people will click away in an instant if they don’t find what they want. The reasoning is obvious. More compelling options are just a click away.

Video is a way to stand above the crowd in the battle to capture people’s precious online attention.

A successful video marketing campaign requires support from all your other marketing channels 2

the Disco Star tablets & tVs make online video skyrocket Online video accounted for more than half of all internet traffic in 2011, and it will continue to grow: Cisco estimates that we will consume three trillion internet video minutes worldwide per month by 2016. that means that the world will watch the equivalent of 833 days of video every single second! the number of people using online video services will also grow dramatically.

Worldwide, 792 million people used online video last year. By 2016, that number will roughly double, to 1.5 billion users.

tIMe WAtChed BY VIdeO LenGth And deVICe Q1 2012

% of All Hours Watched

100% > 10 min 6 to 10 min 3 to 6 min 1 to 3 min < 1 min

75%

50%

25%

0%

here are a few of the reasons why online video is important: 1. You Tube and similar sites You tube is now the second largest search engine after Google. If you don’t have a video, you can’t reach any of the people who are searching on this huge website.

2. External links By adding video to external sites, you can increase the number of links coming back to your main site.

3. Social media/viral marketing social media often thrives with video. It is easy to share a video and has a lot of potential to go viral – more than a blog post and far more than a website!

4. User preference Many people prefer watching a video to reading a text. It is a quick way to get media rich information about what they want to know.

5. Video is emotional and gets remembered Video material can often pull on people emotionally more effectively than text or even a photograph. Music, expression, tone of voice… all these things connect with us. emotion is an important marketing force and gets remembered.

6. Video can be the most appropriate medium some things just work better as a video. things like testimonials from clients. It’s one thing to have a printed paragraph of someone singing your praises but to see and hear a normal person enthusiastically appraising your brand… that’s an entirely different matter! Simply by being viewed online, you will be building a connection with the individual and earning important loyalty from them.

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Viral video A viral video is a video clip that achieves widespread distribution through online sharing.the term viral usually has a negative connotation. however, when it comes to marketing, viral means wide-spread distribution through repeated sharing, and that is positive. unlike tradition marketing, viral marketing is mostly free. the idea is to motivate people to distribute willingly your content amongst themselves. to be “viral”, the video needs to be appealing to the audience, and it usually achieves this by being different, funny and witty.

The video channel YouTube, owned by Google, has emerged as a major challenger to cable TV for young viewers. Younger people can spend hours surfing through video content - from TV clips and music videos to homemade comedies and song parodies.

YouTube offers it all in bite-sized pieces, and provides a way for viewers to build customized channels with content they like. No more letting others decide what programs you want to watch.

That’s why the numbers for YouTube continue to be staggering:

• More than 800 million unique visitors every month; • More than three billion hours of video are watched every month; • 72 hours of video are uploaded every minute.

But perhaps the most amazing statistic is that in 2011 YouTube had more

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than 1 trillion views – approximately 140 views for every person on Earth.

The 4 most famous viral videos: 4. Jeff Dunham: Achmed The Dead Terrorist

how long did it take to get 100 million hits:

165 days

3. Rebecca Black: Friday

how long did it take to get 100 million hits:

45 days

the Future of tV is social

2. Susan Boyle: Britain’s Got Talent

how long did it take to get 100 million hits:

792 million people used online video last year.

9 days

Did you know that 86 percent of smart phone owners use their PDAs while watching television?

People are engaging with TV in ways they simply couldn’t do before. They share impressions and insights with friends on Facebook. They make snarky remarks on Twitter. They participate in real-time chats on forums. They fol1. Kony 2012

low their favourite shows on social channels.

how long did it take to get 100 million hits:

6 days

Television viewing is no longer a one screen experience. It may involve two

Viral Video That Became a Dance

and even three screens.

Gangnam Style

It turns out that people enjoy real-time play-by-play and analysis during

how long did it take to get 100 million hits:

their favourite shows. And they also enjoy getting more content from

Brands need to think in this way. How can brands extend and increase

Y

CU

characters and storylines aren’t enough.

6 days

RIO SIT

these shows when they aren’t on the air. These minutes with their favourite

their own content online? What kind of online extensions are you building to bring your products/brands to life beyond the traditional touch-points?

2016 will be 1.5 billion online video users

The “Invisible horse” dance today is known and danced all around the world.

In the Customer’s Words CGD is a bank always available to its clients, regardless of where they are in the world.

To most Portuguese emigrants, summer is the time for reuniting with their relatives and friends in Portugal. For that reason, CGD created a set of initiatives aimed at Residents Abroad (RA), with the goal of establishing a relationship of proximity and trust with this segment.

CGD’s communication strategy involved strengthening the notoriety of the RA campaign, favouring several communication media, including TV spots.

The theme of these spots was: “Facilitators for Residents Abroad”. A unique choice of the graphic look was developed to convey information to this segment, in a clear, accessible and precise way. Transforming the text into images and icons allowed a faster reading and better

Caixa Geral de depósitos reaching out to Portuguese residents abroad Caixa Geral de Depósitos (CGD) is the largest Portuguese financial group with a wide international presence in

understanding of the featured products.

Explaining concepts through images has allowed CGD to get closer to a segment that was actually far away and with this spots got much closer.

over 23 countries, 4 continents and a focus on Portu-

Francisco Viana (General Manager - Brands and Communi-

guese-speaking countries.

cation Department)

One safety Minute – ACP “One Safety Minute” is the name of a daily TV show launched on 5 March 2012, supported by FIA Grants Programme. One minute each day is dedicated to a wide range of road safety issues aimed at educating the public about behaviours behind the wheel and on the road.

The use of seat belts, alcohol and driving, speeding, how to circulate on roundabouts, planning a road trip, how to install a child seat in the car properly are some of the topics covered in the show, which airs on Portuguese TV channels.

Rosário Abreu Lima (Director of Corporate Communications)

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ACIst invests in 3d video to present the Academy in Angola the Portuguese Communications Business Associa-

the video in a completely dark tunnel, set up in the

tion (ACIst) lived up to its reputation as a technolo-

connection between two trade show halls and with

gies related association, decided to invest in the

the perfect combination of sound and image, allowed

production of a 3d video to present a one-of-a-kind

ACIst to successfully attract all the attention. the

interactive training Academy at a tradeshow Fair in

3D stereoscopic video fulfilled this goal completely,

Luanda.

along with the distribution of 3d glasses that identi-

the Academy consists of a variety of equipment,

fied the Association.

materials and panels that simulate buildings, allow-

After this success, we have no question about the

ing the trainees to experience reality in a training

return on investment we receive with video. In fact,

context.

we’re proceeding with the production of tV spots,

We find that there is nothing better than a 3D image to convey this environment and transport the audience to another dimension. the projection of

which have been a permanent aspect of ACIst’s implementation strategy in other markets.

Paula Teles (General Secretary)

the Aquashow ranks tV spots at the top of its advertising mix Over the years, the Aquashow Park Hotel has become famous due to various factors. Having new attractions that meet our visitors’ expectations is, of course, crucial to our growth, but it’s not enough.

It’s also important for us to continue to publicise the Aquashow Park Hotel brand through various marketing channels. Without overlooking other potential avenues, TV advertising remains, for us, a very relevant media. Through TV advertising spots, we succeed in triggering sensations in people, using tones that help us to convey the right energy.

The combination of visual imagery, sounds and motion can convey a message that single words cannot, making video a relevant marketing tool we can’t overlook.

While the Aquashow Park Hotel uses number of media channels in our advertising mix, the TV Spot is, indisputably, still the most important one. diana santos (Director of the Aquashow Park Hotel)

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Entertain or Agencies are continuously evolving and adjusting to the world of new media, seeking to better serve their brands and constantly striving to surprise and to discover a new “Magic Box”. It is no longer enough that an agency is good at design, video, public relations or digital. Today, brands need integrated communications that uses all of the marketing tools available to foster engagement between the consumers and their brands. We will be stronger and better agencies if we work in an integrated manner!

Beyond the marketing message As marketers we need to take brand content to the next level of engagement. Video is one of the most powerful tools to achieve this.

Whether it is a corporate or a product film, an advertising spot or a presentation of an event, video is, unquestionably, an efficient way to get our message across and hold the audience’s attention. But the video has to be good!

The era of presenting solutions based on strategies that

In order to ensure that the message gets across and that

represent the brand is over.

we create bonds between the consumer and the brand,

It is time to focus on the consumer.

we have to provide real entertainment. Emotion,

Consumers have changed the way they digest informa-

movement or something amusing, but more importantly,

tion. Every single day we are bombarded with thousands

a story to keep consumers glued to their seats and

of messages, stimuli and ads coming from different

prevent them from changing channels. Preferably so

channels. Consumers are more demanding about what

good that they feel like sharing it with their friends

they will watch and quickly get bored. It’s so easy to

on the social networks. Thus the brand extends its

change channels…

communication reach exponentially.

Isn’t it what we do ourselves when It really doesn’t matter anymore how revolutionary

we don’t like what’s on?

the brand or the product is, or whether it is environmentally friendly or not. Regardless of how important the message is, it must entertain. And mind the message from the company’s chairman who wants to be in the film! The consumer

Recipe for success

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does not want to hear it. Unless it is short, simple and straightforward.

die Video promotion and optimisation • Incorporate keywords in each video filename, title and description (don’t forget to give the video a name);

• Integrate and promote the videos on the networks, including sites, blogs and social profiles (do not forget Facebook, Vimeo and also LinkedIn if it’s a more corporate or training related video);

• From online to offline: QR codes are a good way to get a return on the video and can be used in advertising; direct marketing, PR materials, etc.);

• Online: Embed URL e.g. in e-mail signatures, electronic newsletters, PR, advertising campaigns, etc.

how to measure the impact of a video in social media ? to begin with, create a standard for measuring social media, following one or more of the options below: Awareness: Total number (or increase) of the percentage of Likes, Fans, Followers, Registrants or Visits; engagement: Total quantity or quality of Actions, Comments, answers, evaluations or chats The next thing is to analyse the KPIs (Key Performance Indicators), that are the most relevant to your brand.

At present, there are a few free metrics you can get on YouTube, which includes:

• Views • Likes / dislikes • Comments • subscribers

• Favourites • Watch later • social sharing • Insights

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Trends around the world Get eVen MORe sOCIAL ”China has taken social media by storm, with massive use of local versions of Facebook, twitter, Youtube (which are all blocked here). Key Opinion Leaders generally have a pricetag for sending promotions or brand news - so the communications strategy sometimes ends up looking more like a media planning strategy. Promotions and small giveaways are huge - we increased the followers for our client life’s dhA from 3,000 to 27,000 in one week with a targeted promotion.

Location-based social coupon apps, such as Jinjin, allow customers to see nearby promotions. starbucks currently has a campaign that utilizes WeChat – a popular voice texting app: customers send an emoticon via WeChat to Starbucks reflecting their current mood, and Starbucks will send back a song that matches the mood! Keeping up with the local Chinese versions of these many communication platforms is one of the challenges of doing business here.”

Mike Golden Adsmith

BRAndeRFeIt - the neW eCOnOMY OF BRAnd RIP-OFFs Cashing-in On Branding Leadership As brands continue to go global, some businesses in emerging markets are quick to understand the equity that resides within the brand identity of global market leaders. As a result, ‘branderfeit’ stores are popping - up like mushrooms throughout the newer economies.

Legend has it that founder of Australian café chain ‘Villa & Hut’, Franz Madlener was traveling in China for the first time when his taxi pulled-up at the lights. Glancing out his side window, Madlener saw they’d stopped in front of a Villa & Hut store. The only problem was Villa & Hut had no stores in China at that point. What Madlener was looking at was an almost exact replica, a branderfeit version of one of his branded stores.

Here are some examples of these misplaced gestures of brand identity flattery — amusing unless the brand they’re leveraging happens to be yours. david Ansett Founder & Chief Creator of Brands Truly Deeply

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the tRends An OVeRVIeW

by SPS MARKETING

Global brand management as an eco-social and cultural balancing act Employer branding that aims to improve or safeguard the competitive situation

Pricing policies in sales: Benefit driven pricing as the secret for success

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3

Relevant copy and video content

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Tradeshows: A real touch point for customers

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A PRetenCe OF PResenCe Presence is such a wonderful word in the world of communication - vital as well as a potential shoal, with a seriously damaging capacity. And an on-going swedish trend is about companies and organizations rethinking their presence, primarily within the digital universe.

Traditionally companies and organizations have flocked as moths to a flame whenever a new market arena pre-

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New growth segments thanks to Service Design

But something is starting to change. suddenly questions like “why are we here?”, “do we have the necessary resources to make it worthwhile?” is starting to surface in connection to the social media sector. The definition of presence is being redefined.

A collection of symbols stating activity on Facebook, twitter, Youtube and their likes, is no longer an unchal-

sents itself, such as the Internet and more recently social

lenged part of companies’ or organizations’ communica-

media.

tion. A static presence rather than an active and dynamic one is starting to be perceived as a problem; a lack of

“We have to be there”, “we have to be a part of this” is

tweets and status updates says something …

usually echoed across a lot boardrooms. And hence a presence is established - just a presence. Questions like

The definition of presence is being redefined and the

“why?” are usually shunned.

word of the day is becoming something like; if we cannot offer interesting content on a continuous scale, we

Basically it is like buying a train ticket without giving a second thought as to where you want go and why. And, as mentioned earlier, the most recent example of this is the social media-express, loaded to capacity with moths.

should not make a pretence of presence.”

Krister Bolin Copywriter Recommended Sweden

Adsmith / China Advertigo / Romania Aloft Group / USA Ansel-Möllers / Germany Audacity / USA Base One / UK BBC / Belgium Bernstein / Germany BMLab / Russia Bruketa&Žinić om / Croatia C&COM / Czech Republic Café Design / Hungary DAG Communication Epoka / Poland Igriega / Spain Kimauskis 2.0 / Finland Maitri Advertising Works / India Mandate / Singapore Media Consulting / Portugal Netural / Austria Preferendum / France Quarry / Canada Recommended / Finland Recommended / Sweden S’P’S Marketing / Austria SanderWerbung / Germany Schindler Parent / Germany TANGRAM / Liechtenstein TANGRAM / Switzerland Truly Deeply / Australia

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This issue of E3 Global Insight

coalition of independent brand strategy and

appear in the most varied means. Video, in

Magazine was edited by Media

marketing communications firms from around the

its most diversified formats, is increasingly

Consulting. For more information,

world. With access to this wide pool of talent,

becoming a tool that is part of the Social

please contact

E3 agencies give clients a real chance to make an

Media.

paula.gustavo@mediaconsulting.pt

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