creating content that moves, sings & smiles
TRANSCRIPT
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MOVES, SINGS + SMILESCREATING CONTENT THAT
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LETS ALL AGREE ON THESE POINTS
CONTENT TRENDS RIGHT NOW
1. SOCIAL CHANNELS AS CONTENT HUBS
2. TARGETED REACH TRUMPS MASS REACH
3. SOCIAL MEDIA IS NOT FREE
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MOVES, SINGS + SMILES💃 🎤 😂
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CONTENT THAT MOVES
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VIDEO ON THE SMALL SCREEN
Cisco predicts mobile video will make up 69% of the world’s internet traffic by 2018.
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CONTENT THAT MOVES
VIDEO IS KEY IN EVERY SOCIAL CHANNEL
▸ Social channels optimize for video that is posted directly into their channel, natively,
▸ Video links from YouTube, etc. are not rewarded in news feed algorithms
▸ Will continue to see social channels building out video functionality to capture and keep audience attention.
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2.8X A VIDEO UPLOADED DIRECTLY TO TWITTER IS 2.8 TIMES MORE LIKELY TO BE AMPLIFIED THAN VIDEO SHARED FROM ANOTHER PLATFORM
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CONTENT THAT MOVES
KEYS TO PRODUCING SUCCESSFUL VIDEO FOR SOCIAL
▸ Lead with the take-home message or call to action in the first 5 seconds
▸ Audiences won't stop scrolling to watch through the end of every video
▸ Facebook counts a view after 3 seconds, YouTube counts at 30 seconds
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CONTENT THAT MOVES
MAKE VIDEOS THAT SPEAK VOLUMES (WITHOUT SOUND)
▸ Assume your video is watched on mute when viewed in social media.
▸ Use captions, graphics, and animation effectively to present the full message, or get users to click on the video to hear the audio.
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MAKE CONTENT MOVE
USING GIFS IN TWEETS
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CONTENT THAT MOVES
VIRAL VIDEOS OF THE OLYMPICS
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CONTENT THAT MOVES
SEVERAL OPTIONS TO CREATE AND PRODUCE EFFECTIVE VIDEOS:
▸ GIFs, Cinemagraphs and Animations
▸ Under 10 seconds: Vine, Snapchat
▸ up to 140 seconds: Instagram, Twitter
▸ Longform and series
▸ Live: Periscope, Facebook Live, YouTube Live
▸ New Perspectives: 360* and Virtual Reality
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9.7” IPAD PRO 32GB: $729 OCULUS RIFT: $599 360FLY CAMERA: $400 GOPRO HERO4 SILVER: $400 IPAD MINI 2 16GB: $399 SAMSUNG GEAR VR: $99 GOOGLE CARDBOARD VIEWER $15
VR IN YOUR POCKET
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CONTENT THAT MOVES
BUILDING THE TOOLKIT: ACCESSORIES
Lens: OLLOCLIP ($79) Tripod: GORILLA ($20) Mics: RODE ($59+)
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CONTENT THAT MOVES
BUILDING THE TOOLKIT: MOBILE APPS
iOS
▸ Splice (free)
▸ Gravie ($1.99)
▸ Videoshop ($1.99)
▸ Vont (in-app purchases)
▸ Magisto (in-app purchases)
ANDROID
▸ Quik (free)
▸ Power Director Video Editor
▸ VideoShow (free)
▸ Magisto (in-app purchases)
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CONTENT THAT SINGS
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PODCASTS ARE BIG BUSINESSTHE SAME NUMBER OF PEOPLE LISTEN TO PODCASTS AS USE TWITTER
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IN 2014, MOST PODCASTS WERE LISTENED TO ON THE COMPUTER.
NOT ANYMORE.
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CONVINCEANDCONVERT.COM
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REINVENT THE MIXTAPE
“GOD IS A DJ, LIFE IS A DANCE FLOOR LOVE IS A RHYTHM YOU ARE THE MUSIC”
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CONTENT THAT SINGS
USING AUDIO IN YOUR MARKETING MIX
▸ Podcasts and podcast interviews
▸ Soundcloud audio bites (tweetable)
▸ Mixtapes
▸ Playlists
▸ Contests
▸ Giveaways
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CONTENT THAT SMILES😂
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EMOJIS 😎
EMOJI WAS NAMED WORD OF THE YEAR IN 2015 BY OXFORD DICTIONARY, SIGNALING A MAJOR SHIFT IN CONSUMER BEHAVIOR
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EMOJIS AREN’T FILLER
FOUR IN 10 MILLENNIALS SAID THEY WOULD RATHER COMMUNICATE WITH PICTURES THAN WITH WORDS
Source: Deep Focus - The Cassandra Report
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EVERYONE USES EMOJI
LESS THAN 8% OF ONLINE POPULATION USES EMOJI LESS THAN ONCE A YEAR
Source: Deep Focus - The Cassandra Report
Source: 2015 Emogi report
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CONTENT THAT SMILES
INTEGRATE EMOJI INTO YOUR MARKETING
▸ Email subject lines
▸ Mobile push notifications
▸ Traditional print / display advertising
▸ Replies and comments in social media
▸ Calls to action
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CONTENT THAT SMILES
EMOJI AS EDUCATIONAL TOOLS
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CONTENT THAT SMILES
EMOJI IN EMAIL
Source: Mailchimp, 2015
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CONTENT THAT SMILES
EMOJI AS NEWS
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CONTENT THAT SMILES
EMOJI AS ART
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CONTENT THAT SMILES
CUSTOM EMOJI KEYBOARDS
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CONTENT THAT SMILES
PERSONALIZED EMOJI
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CONTENT THAT SMILES
ADOPTING EMOJI
▸ More than 120K characters are available for adoption
▸ Bronze: $100
▸ Silver: $1,000 (limited to five silver sponsors)
▸ Gold: $5,000 (exclusivity at gold level)
▸ Details at http://unicode.org/consortium/adopt-a-character.html
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CONTENT THAT SMILES
WHO ADOPTED THIS?
🚘 🚗(FORD MOTOR)
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CONTENT THAT SMILES
WHO ADOPTED THIS?
☁IBM
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CONTENT THAT SMILES
WHO ADOPTED THIS?
⚽(SAN JOSE EARTHQUAKES)
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CONTENT THAT SMILES
TWITTER’S CUSTOMIZED EMOJI
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CONTENT THAT SMILES
NEW! TWITTER STICKERS
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CONTENT THAT SMILES
NEW! TWITTER STICKERS‣ Stickers behave like
hashtags, are clickable within the Twitter image.
‣ Allows Twitter to aggregate tweets with images that have the same sticker.
‣ See how and why other people are using stickers in their images
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BE CREATORSGROUP ACTIVITY
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???QUESTIONS