Vine. What’s the Big Deal?

Vine

Guest post by @waynedenner

The Deal is big. Before you do anything, head on over to the App store and download Vine. You, your business or brand may thank me later.

Now on a serious note, as businesses and marketers seek out new and engaging ways to connect with their audiences, we have seen over the past few months, video starting to take centre stage. (And rightly so). A whole host of new Video Apps have hit the social media space. These videos can present many new golden opportunities. Exciting platforms such as Vine present new ways to create engaging brand content.

Now for those of you who are wondering what on earth Vine is, or indeed have yet to hear the hype about this effective little video platform, you should have already been curious enough from my opening statement to have it downloaded already. In a nutshell.. it’s Twitter’s New App. This exciting new App from Twitter will present those who welcome it with open arms a unique opportunity to create content, which can connect with their customers. Vine allows users to create and most importantly 6-second video clips. Now I hear you say only 6 seconds? Yes only 6! Think of it as the Dynamic Little Brother of 140 Character Twitter if you will.

As we are all now beginning to understand with Twitter those users who can create effective brand messaging in 140 Characters which engage users tend to win big. With Vine it’s no different, its almost like the animated Giff from the early Internet days has made it’s return. You create your video in 6 seconds, which will endlessly loop. Now this is good news because as research has shown on platforms such as Facebook, images and videos from businesses or brands tend to get a lot more traction. With Vine there is an opportunity for Brands to create niche content which it can roll out to it’s customers. On the other hand there is also a big opportunity if Vine continues to grow we will start to see the platform being used more for User Generated Content from the costumers end. It presents those users who embrace it a new way to record and share experiences.

Here are 5 ideas I had on how Businesses can use Vine. First thing I will say and I stress.. Be Playful.

  1. ShowCase your Business or Products in 6 Seconds
  2. A simple How -To video
  3. Create teasers for upcoming product launches or events
  4. Encourage your Customers to create short Vine Videos on experiences they have had with your Brand or Products (UGC)
  5. Share behind the scenes news and insights – think of a Chef knocking together a signature dish.

These are of course, only a few ideas – Vine presents a host of opportunities for businesses to create rich media, which will be far more effective and increase audience engagement. What is important with the development of Apps such as Vine & Viddy is that increasingly customers are becoming more overwhelmed by the sheer volume of marketing messages around channels such as Facebook & Twitter – Business & Brands need to find new & more engaging way to reach their customers. Those Businesses & Brands who embrace & incorporate video as part of their marketing strategy in 2013 are going to have a better chance of reaching and connecting with their customers.

Major Brands like GAP, America Airlines and Dove are already using Vine within their digital marketing efforts – here are some of them..

America Airlines – Click Here

GAP – Click Here

 

About Wayne Denner

digital_arabia_wayne_denner

digital_arabia_wayne_denner

Wayne Denner is a leading digital marketing professional and lecturer.

With over 14 years experience in traditional & digital marketing, Wayne has planned and developed successful campaigns for clients across the UK and Ireland, including Diageo, Carphone Warehouse, Specsavers,Drinkaware.co.uk, Orange, Armagh City & District Council, Invest NI, Newry & Mourne District Council and O2.

He has been at the forefront of the rapidly-changing digital marketing industry for over a decade and is an expert on emerging trends including social engagement, online reputation management, branding media, web 2.0 & e-commerce platforms.

Wayne also lectures on the Chartered Institute of Marketing program on Digital Marketing Essentials & Integrating Digital Media & Branding and is currently writing a book on the subject.

Follow him on Twitter @waynedenner

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The Adobe Slap & BS Detector

Two great videos from @adobe…

The First one… The Adobe Marketing Buzzword BS Detector…

Second… The Adobe Slap…

Both very funny, both with a key point to make. Both setting the challenge to make it real!

Tide 2013 Superbowl Commercial – Courtesy @washingtonpost, @tide

Video

“Tide: It probably wasn’t a favorite commercial in San Francisco, but it played well elsewhere. A 49ers fan finds a miracle Joe Montana stain on his jersey, and considers it to be a religious experience and good omen for the game… until his wife, a Ravens fan, uses Tide to wash it. It was perfect for the Super Bowl, with a tone that was, er, spot-on”.

Focus on: Smartphone India

With a market place of 1.24 billion, GDP per capita growth rate of 5.4% (2011, $1500), 91 million internet users, a burgeoning middle and upper class, India is a land of diversity and opportunity for the digital smartphone prospector.

Research was conducted in 2011, sponsored by Google and conducted by  Ipsos MediaCT and TNS Intratest on countries and Smartphone adoption and usage by country.

“The survey data was collected in all countries via an online questionnaire. Weighting procedures were applied to the collected sample data along key variables of the smartphone population in each country. The variables necessary for weighting were collected using telephone interviews in all countries surveyed”.

For the India research below, 1000 respondents were received and processed.

This research should be considered in-line with the error margins accordingly and further modelled utilising regression analysis. Note also, this data reflects 2011 only.

Related Post: World Economic Forum Research

Smartphone Adoption:

  • Smartphone Penetration in India  – 23% of the population are Smartphone users
  • Symbian was the primary operating system with 37% of the market
  • This was the first smartphone purchase for 80% of the respondents 
  • 97% used the smartphone at home, with 87% using on the go
  • 74% don’t leave home without it and 56% say that it is more entertaining than TV

What Indians do on their smartphones:

  • 56% access online services multiple times daily and 56% also use every day
  • Over 76% use smartphones to browse the internet (see expanded image below)
  • 74% using it for email
  • 73% used it for listening to music
  • 40% use it for financial related purposes

APPS:

  • Average number of apps per user is 15
  • 79% state that they intend to increase the number of apps used

Connecting:

  • 81% of users, use email daily
  • 78% use Search Engines daily
  • 76% use social networks daily
  • 62% share information through social sites
  • 52% watch video on mobile daily

Advertising:

  • 60% noticed advertising through search engines
  • 35% while on a video site
  • Only 11% while on a website

Local Information Services:

  • 52% look for local information services on a daily basis
  • 50% will visit the local services website once found

Commerce:

  • Only 50% have bought on mobile
  • With 80% of the barriers to entry associated to; TRUST & PC PREFERENCE
  • 69% will use credit cards to buy on smartphones
  • 63% intend to purchase more on smartphone in the future
  • Only 52% of those that researched on phones, bought on phone.  Majority did nothing ROPO
  • 56% state that they are intentionally taking the smartphone to research products

For the full graphs, click below to launch the previewer:

 

Digital Arabia - India - Smartphone Usage

Digital Arabia – India – Smartphone Usage

How to go viral with luxury – Case Study

This is a case study that I have compiled based on recent experiences with Jumeirah Group and seeding a very creative video that reached the world.

Background

The team at Burj Al Arab, the Jumeirah flagship hotel, recently created a phenomenal video called “Leave the Ordinary Behind”. From the moment we started to discuss the video with the team, we knew it was going to be truly fantastic and that we needed to share it with the world.

Considerable hours went into researching all aspects of the seeding effort, including analyzing previous videos to see what was “sticky” about the content and where people dropped off. This was crucial to ensure that we communicated the right video length to the producers, which ended up at 55 seconds.

In terms of demographics, we researched with our search partners and the YouTube/Google team where the prime demographic reside, age groups and the type of videos that they were watching consistently. We also reviewed Jumeirah.com analytics for video views by region, social media channels demographics, the loyalty program (Sirius) and our CRM data.

In order to add an equity value, we assessed the value per viewer in terms of resident country. This was evaluated against other channel costs in those countries and also against our transactions online. This gave us a quality score internally – a benchmark to track success. We have always been very aware that for a luxury brand, it is not only the number of viewers that we attract, but also the brand advocacy. Additionally, in order to seek funding, you need numbers.

Knowing that a brand effort such as this was difficult to track to immediate bookings, we decided to benchmark success also on SEO rankings for both Jumeirah.com keywords and Jumeirah videos on search engines along with visitors to the site, email sign-ups and social media channel growth.

Once the research was complete, we created the global seeding strategy which took into account more than the standard channels. We also wanted to give our most loyal customers and brand advocates a “back stage” glimpse. This in itself created a considerable viral effect and we saw the numbers jump immediately.

Results 

The video has been viewed more than 700,000 times within the first two weeks of campaign on Jumeirah’s YouTube channel.

The video received more than 60 likes on Jumeirah’s UK Facebook page when it was first released, and was viewed more than 3,700 times on its account on Chinese kaixin001 (the Facebook equivalent in China)

Jumeirah was the first brand in the Middle East to run a YouTube video pre-roll campaign, and this video was the most watched hotel video in 2011 (*Source: Digital IQ).

Traffic to Burj Al Arab homepage increased by 9.99% in the two week period following the video launch, and the homepage increased its new visitors by 11.17% in that period only.

The impact of the campaign on search engine rankings was exceptionally high and positioned the video in the top search results on Google.

YouTube campaign results: – UK: 121,812 clicks, Germany: 98,734 clicks, US: 399,988 clicks.

Additionally the film inspired Adam Young, founder of electronic project Owl City, to compose an original score for the video.

Jumeirah also won the BRAVE AWARDS 2012, including the GRAND PRIX, a significant endorsement of a well defined and well executed strategy...

Digital_Arabia_Braves WINNER e_badge