dmc 2015 | turqut baxşəliyev - brend yaratmağın ən yaxşı yolları
TRANSCRIPT
To find the right people
DATA
ADVERTİSER DATA Advertiser site visit, mobile app data
THİRD PARTY DATA E-commerce data, other parties
GOOGLE DATA Website visits, watched videos
FASHİON WEBSİTES Video portals
FASHİON INTERESTS Social networks
FASHİON WEBSİTES In internet
FASHİON APPS In mobile devices
To find the right people
CONTENT
reach people when they want to engage Leverage powerful targeting options to connect with your core audience
DEMO AFFINITY GEO I need to reach females 18-34
I want to reach females interested
in cooking
I want to reach shoppers in Istanbul
Google Confidential and Proprietary
Ajaz Ahmed, AKQA kurucusu, Nike’ın dijital ajansı
“BAŞARMAK GEREKEN, YENİ TEKNOLOJİYİ İNOVATİF BİÇİMDE KULLANARAK HİKAYENİ
DAHA İYİ ANLATABİLMEK.”
TELL ACTİVATE Great Stories Audiences
Find Right People
Whats the story of my Brand? How can I tell this in a better
way that can catch awareness?
Speed is a factor in relations:
PROMOTİON
Ben, ziyaret ettim
Ben, tıkladım
Ben, izledim
Ben, üye oldum
Ben, takip ettim
Ben, aradım
Ben, satın aldım
Bally Swiss Reklam ile satın alma arasındaki çizgiler belirsizleşiyor
Customer’s purchase decision
QUİCK & IN TIME
DANIŞ HƏRƏKƏTƏ KEÇİR ƏӘla bir hekayəә Kütləәləәri
TAP Düzgün müştəәriləәri
Hedeflerime ulaşmak için kimlere erişmem gerekiyor?
Onları nasıl bulurum?
Benim markamın hikayesi ne? Hikayemi en ilgi uyandırıcı biçimde nasıl anlatabilirim?
Etkilediğim kitleyi, satın almaya yönlendirmek için teknolojiden
nasıl yararlanırım?
[ ] or how not to suck at YouTube
Why You Need A YouTube Content Framework
Google Confidential and Proprietary
Content Can Influence Purchase Decisions Brands that engage consumers on their passions and interests influence purchases more strongly than others.
Google Confidential and Proprietary * YouTube Insights | Q2 2014
66% Of beauty product buyers say YouTube influenced their purchases by helping them visualize how products fit into their lives
Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015
Even on Mobile
said they used video to help them make product decisions in stores or on company websites, and listed YouTube as their #1 destination for finding information about a brand or product
Google Confidential and Proprietary
50% of smartphone video viewers
Google Confidential and Proprietary
80% of branded content receives
less than 10,000 views
Average Total Views per Video on YouTube for the Top 100 Global Brands
Think about YouTube from a user perspective, instead
of a brand perspective
Focus on the user
Google Confidential and Proprietary
You’ll notice three distinct user
behaviors on YouTube
SEARCH
seek relevant content
BROWSE
discover inspiring new
content
TUNE-IN
re-visit favorite creators or
channle
Google Confidential and Proprietary
which turns out to be pretty simple
HELP HERO
HUB
Google Confidential and Proprietary
Be the best answer to the
question
Create Great Ads
Make content for the
interests of my audience
HELP CONTENT
Help Content: What Is It?
What your target market are
searching for
Topics where your brand has credibility
& expertise
Google Confidential and Proprietary
you’re competing against everything else interesting on
the Internet
Source: YouTube Statistics
300h of video uploaded to
YouTube every minute
Google Confidential and Proprietary
Distribution & community strategies are absolutely
critical for success.
Google Confidential and Proprietary
80% brands’ videos receive less than 10k views
Google Confidential and Proprietary
Key Considerations For Distribution Plans
Orchestrate your advertising
GO BIG Timing
These are big media pushes Consider pre and post phasing as just as critical as
the moment itself
Invite the community to participate to grow the
moment’s impact
This is a time to draw a new audience in to your brand
Google Confidential and Proprietary
Full View
Partial View
Shared View
Earned View
Subscriber View
View with a Click-through
Full Value of TrueView
all these actions build value