Marketing

Surely you too have observed the phenomenon of "the announcement of announcement." I refer to those videos that show the making of a spot, or short videos that we as a case study of an advertising streetmarketing (for example). Videos that are going to find some YouTube or see posted on the walls of Facebook.

It becomes a way of metapublicidad. The metapublicidad is defined as advertising that the advertiser advertises itself. Advertising for advertising. Not know whether to call it "parapublicidad" (to find a term), because basically these videos come to be a parallel advertising to advertising.

I noticed that these videos "parapublicitarios" come to be of two kinds. Two classes that could almost be classified as genres of video advertising. The videos we have divided into "making of" videos and "case studies". These two genera have a common background: they are videos that are born with the aim of amplifying the effect that already have the spots (in the case of offline) or creative actions (in the case of online). Here are some examples:

1. "Making of" spots. Videos that are "making of" spots we see on television are the ultimate advertising. Until a few years the consumer was used to be (and to be treated as) passive, to "eat" the spots that cast into the plate to lunch, today the consumer is active in many cases. And the brands they know. Advertisers know that consumers, in 2012, now in its search. They make commercials and their "making of" knowing that someone will probably see them on YouTube. When they do so the producers in the filming of movies with extras ("It's for the DVD / Blu Ray"). One example that you sound sure is the making of the recent Heineken spot:

   I would not deny that in some cases the "making of" is even "loaded" and being told the actor: "do this or that. It is for the making of ". This is the case that "smells" in the "making of" Spot The Force of Volkswagen.

   This shows us that advertisers now have is that now even they do skits with the "making of" of the spots. Gilette who was offered a year ago and half the viral video of Federer shooting an ad, pulling a can 200km/ha overhead of an operator. Gilette Federer usually have for their spots, and in this case, decided to make this "fake" in order to be viral. What interests us here is that in itself becomes a parody of the making of the spots.

   In short, the "making of" no longer an added value, and edited and published with that mentality, that the potential consumer going for the brand.

2. Case studies. There are other videos that collect offline execution of actions (streetmarketings, events) and online (Facebook applications, creative actions in the network), also in order to amplify its effect. As with the video Gilette, we can also offer a video that parodies this kind of productions and shows how you can make up for online campaigns that have not existed: in this case, one was called about a children's party (which ever was made) through social networks and their outcome. Like a real action in question.

   As actual examples, there are thousands. To sample a video picking one of the actions we have done in Tc for the post.

   And in the corner that creative territory dedicated to creativity ( TcLab ) are examples to give and take. As the video that was made to publicize the action of a popular brand of condoms in Brazil.

If there is any conclusion to all this is that the video-not as spot-is a key ally of the marks. When a platform is born , the first thing he does is a video that sums up the way it functions. Up Megaupload, before falling, had its own promotional video. Video content becomes a basic brand communication and extra content that becomes brands offer value.

Urban Graffiti found in Lavapiés (Picture by author)

Do we have employees in our companies bright, intelligent, industrious and sociable? What managers are also good equipment, good knowledge of your area, who are satisfied with their pay and those who like their work in our company? If our answer is yes we put all our efforts on those people to stay as long as possible in our organization. Demanding professionals looking for their working environment is as complete as possible, that suits the most to his more personal side, not just to his role as employee. And for that we hear more, much more.

In creative territory we are clear that we will not get awaken the passion of our team for their work if we are not a social enterprise : more open, more links between its members, more transparent, more agile. It co-leading the change with the help of the entire team. We turn our organization into a connected community, and for this, the first rule is to listen actively as a key to success.

We have spoken many times that connected firms are more productive. The advantages that social media, for example, when selecting equipment, to create networking or to position ourselves as thought leaders are clear, as stated on page 62 from the Study on the Internet Social Networks developed by the ONTSI . In addition, the connection between our team members will help us greatly to create a company where we all want to work, loyalty in the most talented people.

To create a social enterprise with a corporate culture shared the first step is active listening. To do this we must:

1. Be humble. Jim Collins and his team showed that companies led by sticking during transition years were humble leaders with a clear determination to improve the position of your company. In the study that supports companies that excel data showed that higher-level leaders, who had led their companies to the top, "themselves away from the needs to satisfy his own ego and focus on the goal of making your company great [...] They are incredibly ambitious, but his ambition is mainly to the institution, not themselves. " Having the humility to know that we should trust our team to help create change in our companies is key to start actively listening.

2. Build confidence. As we had Juan Carlos Cubeiro in his book The Feeling of Fluency , trust is closely related to listening. "The most important way to show respect for a person is listening." When we consider the opinions of our team create a bond of trust among all. The team feels freer to express their opinions, positive or negative, which will help the information flow better. Listen, we prove to be trustworthy and thus we foster productive contributions of our team.

3. Be permeable. Out of our mental framework helps us to open to the perspectives of others. Listening is useless if it permeates us the message of the other. We have to be really open to new ideas from the computer and experimenting with them. The contributions of our team should not fall on deaf ears. With input from all reach greater achievements.

These small bases will be the MUST for building a people-centered organization, where connectivity is the next step to achieve excellence. If we are willing to listen to our equipment, what is the best way to do this? We can not close ourselves to a single channel. Face to face conversations are essential to make the best of our teams, as well exposed Alorda Alvaro Gonzalez in his book The Talking Manager . But in our opinion you have to enable conversational multimedia.

As you pointed Gary Hamel , everyone likes to talk and businesses must encourage this trend to share. In the Territory we have created reliable and open channels for information to flow faster between us. Simple things like having a list on Twitter with our team to easily track all colleagues and interacting decreases the distance between the members of our company.

Using a social network internally and Socialcast to treat openly all issues involving the firm increases team bonding. Create a hashtag like # tecerianoseverywhere under which we provide photos of where we are, nourishes our personal relationships. Thanks to this culture of collaboration encourage the exchange of knowledge throughout the team.

We all want our company as a whole more intelligent, more updated and informed, more innovative in the end. These multiple channels open we allow social media to listen and exchange views is easy. Listening to our team is the best way to innovate. And innovation is the lever that allows companies to exit the crisis.

Highlight the invaluable assistance of Juan Luis Polo for this post has come to light blogging.

"There is never enough time, never enough." Brokeback Mountain

Lately there are clients who ask me the same ... "videos help to conversion as it seems?".

Logically depends on the video, product or service offered, the page and where to place the video ... in short, not easy to confirm or deny the practice of using a video is good, fair or poor. But I can say something very satisfied: Measure it. And you will know without asking anyone if video works as YOU want it to work ☺

Where do we start?

First, decide / the objective / s that we pursue with the video. Say is a video that promotes a particular product or brand and what we seek is to help direct selling: conversion. It may also be that our ultimate goal is to get a lead or explain a service offered. In any case, the video you must associate one or several objectives, otherwise they will not be possible to measure them.

The KPIs that we associate with the objectives point the way to collect the data we need. The most commonly used are:

Acquisition (attention paid to video)

• Number of times it begins to view the video: it tells us how well the video is integrated into a website, how it has worked the image, use the video call, etc..

Do not forget to add context to this metric:

• % Displays / total visits to the page where the video is integrated
• tendency of both metric over time
• % Displays / total video views on the website

Hook (using video)

• Average time video display

Do not forget to add context to this metric:

• % Display time / total time Video
• tendency of both metric over time
• % Vs time video display. % Time viewing other videos from the web site

A metric that I like to use as a supplement to this engagement KPI is the number of users who viewed the entire video. Knowing this information will we know if the average time display is high because most users see it in full or because most users were about half finished and some do. It seems the same, but it is not. The first indicates a very high acceptance of the video and the second, on the contrary, a vanishing point of interest to optimize ☺

What I usually do is split the video into parts and see exactly how much may be causing rejection, tired or whatever problems need our early optimization to get really match.

• Is there a section of video to be played more than once per visit?
• What is the least section view?
• What point in the video there are more dropouts?
• If the video is displayed on more than one page ... where it works best at the level of visitation?

Do not forget a metric that can contaminate our results, the loading time of the video, because if the results are negative Down KPIs may have something to do that it takes long to load the video.

Conversion (push to achieve target)

• Number of users viewing a video and convert

Do not forget to add context to this metric:

• % Conversions with video / total conversions
• If the video is displayed on more than one page ... where it works best at the level of conversions?
• Video transaction price / average total transactions
• tendency of these metrics over time

If segmented video displayed, we have a fairly reliable statistics which videos are helping directly to conversion.

Retention

• Number of videos viewed per visit

Segmented by each of the videos on the web can help us recognize the videos that work best for retaining users and find synergies between products or ways of showing that allow us to make the most of this type of communication.

If the video we took him out to other platforms in addition to our website such as YouTube, Facebook, etc. will be very interesting to see the interest generated out of context and if the other metrics are similar (loading time, time display means, number of times shared, etc..). Many times, using social media to have more data on the performance of a video can help to detect problems or viralizarlo so that part of our online strategy.

With a web analytics tool (Google Analytics from any other payment as Webtrends or Adobe) can measure any metric of the mentioned above, even set a target associated with the video so that we can then target to deepen the previous behavior and rear of users who interact with the video:

• What are these users?
• What content pre-visualized video?
• Where did they come?
• What were to get to the video?
• What did after seeing the video?
• How do they differ from other users?
• What percentage of users left the site after seeing the video?

Thus, we can get patterns that allow us to learn where best to place the video, where to advertise it, what we can generate cross-selling, etc.. In addition, this monitoring can determine if this video helps to increase sales or not, what kind of content works best and why, what length should have, etc.. An example of a dashboard for this type of information is as follows (done in Excel):

Not enough time to measure everything, I know :)

Brands and their communities live in a perpetual Valentine. The mothers, who know a lot of love and relationships have always recommended "working" relationships throughout the year, day by day and in every detail. The same thing happens with brands and creative Territory is that we are convinced that the "Social Customer Engagement" is a serious commitment to providing you work every day. When a user dares to give the "like" often carried out an act of courage, says @ carlosjimeno . Give the "Like" is a step in the relationship (love) that do not promote certain brands.

During the past two weeks have been prepared ad hoc campaigns for today, Valentine, and plays to review some of the most creative we've seen to 'catch' the love:

Last week, we gathered in TcLab a Facebook app developed by Heineken in line with the last spot . Through the app can produce a personal serenade to make an appointment to anyone. This is an idea with a mammoth production, but yes, much cheaper than a spot on TV, and I am sure that much more effective, for one simple reason: mutual benefit.

When there is mutual benefit marks are not limited to launch its message, but Cyranos become facilitators to help us achieve a goal, be it fun, learning, or in this case, someone win by a nice serenade.

Iberia launched a couple of weeks # LovePics, a simple and effective application-contest which aims to give the couple a trip more fun. The contest has 3 steps:

1. You choose a friend on Facebook and you use the app to link your photos in a fun and original.
2. Invite your contacts to vote for your picture.
3. The 20 photos with the most votes go into the draw for the trip.

Through the blog of Diego Coquillat discovered a concept whose name amuses me: Social Media Restauranting. Increasingly, they are small businesses, specifically restaurants, which are launched to experiment with the advantages of social networking. As I mentioned @ abladias post in November 2011, "Seven Rules of Creativity 2.0" , Fail Often, Fail quick, fail cheap.

The Noma , the best restaurant in the world, used a month ago his Twitter channel to communicate that he had a free table due to a last minute cancellation. This would not be at all surprising if we consider that the waiting list over 3 months. In social networks are not subject to timings that allow us to act quickly and depending on the circumstances. Monitor romantic conversations during the day can provide clues to launch special offers and therefore attract customers.

Frigo has opted for the celebration of love more Vegas-style kitsch. The ice cream brand has installed an inflatable wedding chapel in Madrid where you give the "I do" on impulse and big. It is the picture I left early in the post. In every wedding is a picture that will be uploaded to Facebook . The couple most votes wins a trip to Las Vegas to "formalize" the relationship.

They say women are in a romantic partner, and in the case of one of the founders of Instagram and it shows. His girlfriend, Kaitlyn Trigger created Lovestagram , an application that collects images of you and your partner have shared in Instagram, to create a virtual Valentine card.

And speaking of Instagram, I can not forget the blog post of Instagramers "How to find love in Instagram?" . Indeed, during the day are and have been in Spain Trending Topic hashtags: # ComoDejarATuPareja , # yoquieroa , # mehacetilin , # tuitdeamor and # 10CancionesParaSanValentin .

If you know more actions related to this day do not hesitate to share in the comments of this post. And remember that love, in all senses, not just about a day, light rain that permeates slowly, as he likes to tell @ juanluispolo .