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Executive Summit
Harnessing Video to Build a Brand, Not a Dealership Executive - - PowerPoint PPT Presentation
Harnessing Video to Build a Brand, Not a Dealership Executive - - PowerPoint PPT Presentation
Harnessing Video to Build a Brand, Not a Dealership Executive Summit #DSES Christina Colosimo / Social Media Manager / Oak Lawn Toyota @christina_char #DSES Joe Webb / President / DealerKnows Consulting #DSES @zonewebb 5 Elements of Using
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#DSES
Christina Colosimo / Social Media Manager / Oak Lawn Toyota
@christina_char
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#DSES
Joe Webb / President / DealerKnows Consulting
@zonewebb
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- 1. The Need
- 2. The Goals
- 3. The Types
- 4. The Logistics
- 5. Measuring Success
5 Elements of Using Video to Build a Brand, Not a Dealership
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1
The Need for Video (Marketing)
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“Video will account for 80% of all consumer internet traffjc by 2019.”
Source: Cisco
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Source: Youtube
PEOPLE SPEND MILLIONS OF HOURS WATCHING VIDEOS ON THE INTERNET
YouTube has 1.3 billion users One-third of all people on the internet. 300 million people watch over 1 billion hours. Daily. Youtube reaches more people on mobile alone than all of cable.
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Source: Facebook
PEOPLE SPEND MILLIONS OF HOURS WATCHING VIDEOS ON THE INTERNET
Facebook has 2 billion monthly active users Almost two-thirds of all people on the internet. 1.3 billion users watch 500 billion hours of video. Daily.
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Source: Content Marketing Institute
Video is the here-and-now of content marketing. Here’s what top B2C marketers said in a survey:
Say video will be most critical to their success
34%
Of any corporation’s total budget should be dedicated to content marketing
26%
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2
The Goals of Video (Marketing)
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“The best way to tell stories in this world, where so much information is coming at us actually is video. It conveys so much information in a quicker period, so the trend helps us to digest much more.”
~ Nicola Mendelsohn
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Audience Shares/Likes Subscriptions Story / Branding message
4 Goals
Start Identifying Your Goals: (Here is a hint… it isn’t “going viral”)
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3
Types of Video (Marketing)
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It’s time to get reel: Don’t let your video be basic.
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Joe’s Foray Into Utilizing Video
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Christina’s Foray Into Video
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Television Pre-roll Social Website / Merchandising CRM Process
Distribution Channels: Where is the biggest bang for your buck?
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- Ofger-based Commercials
- Sales Events
- 90 Day Programs
- OEM mirrors
4 ways to be unoriginal
The most common commercials are the least valuable:
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“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”
~ Richard Branson
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Employee Bios:
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Employee Intro Webisode:
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~ Ty Bullard
“I feel being genuine is so important and seeing into the hearts of
- ur people and the response has been incredible. It was someone’s
neighbor on TV and not just the dealer. What I didn’t realize was the morale boost it gives your employees. People love to feel proud about what they do and it breeds loyalty. It was worth the money just for that.”
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THERE ARE DIFFERENT TYPES OF MARKETING VIDEOS:
- Personnel bios and introductions
- Value proposition
- How-to
- Customer testimonials
- Process walk-throughs
- What to expect
- Event
- FAQ & answers
- Dealership tour
- Viral/Unique stories
- Drone/Lot
- Message from the Owner/GM
- Product
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Trade-in Video:
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Charitable Stories:
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Fundraisers:
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Fundraisers Part 2:
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FAQ Answers:
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Instagram / Social Updates:
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Drone Lot Video:
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Drone Stafg Video:
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What to Expect Video:
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CRM Process Video:
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Unique Viral Video:
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Viral Video Pre-Roll:
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CONDUCT BRAINSTORMING SESSIONS
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4
Logistics of Video (Marketing)
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TO KNOW WHICH VIDEO TO CREATE, ASK YOURSELF WHAT IS:
Target audience Delivery Method Budget Talent
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What you need to get started:
Mic (Lav or boom) Lights (Cowboy Studio) DSLR camera (1080p / 24 FPS) Music or sound library Video editing software (Premiere or Final Cut)
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Calendar Distribution Dates
Before you plan on filming, plan out your:
Script/Guide/Storyboard Talent and Tech
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5
Measuring results from your video (marketing)
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Case Study: Joe Bullard Automotive
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Ty Bullard’s Investment:
Budget ($50,000/year) Timeframe (3 years) Professional crew (outsourced) and DealerKnows Actors (All dealership talent) Location (Dealership)
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Case Study: Joe Bullard Automotive
96,800 FB views / 126k total reach, almost 12k post engagements 17 TV Commercials, released quarterly, 30 webisodes released monthly, all stafg bios, event footage, and charitable involvement videos
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Case Study: Oak Lawn Toyota
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Christina’s Investment:
Budget ($7,000/year for production $36,000/year for pre-roll $500/year to promote socially) Timeframe (3 years) Christina, Joe, and
- utsourced videographers
Actors (employees and friends) Location (on and off-site)
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Oak Lawn Toyota: Results
5 TV Commercials, 77 social/online videos released over the last 3 years consisting of employee showcases, fundraiser/event promos, and unique brand videos 97,000 FB views / 65,000 unique viewers / 221,000 total reach / 5,800 post engagements 21,000 website click-thrus/yearly from pre-roll (1,700/monthly)
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When you go “viral”:
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ANALYZE YOUR VIDEO’S REACH:
Number of views Engagement (likes, shares, etc.) Length of plays Traffjc sources Viewers’ demographics Devices used to watch your video
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Youtube Channel: ZoneWebb Facebook: /DealerKnows Facebook:/DealerKnows Consulting Instagram: ZoneWebb DealerKnows.com
Joe Webb DealerKnows Consulting
#DSES
Christina Colosimo Oak Lawn Toyota
Youtube Channel: OLToyota Facebook: /Ccolosimo Facebook: /OakLawnToyota Instagram: OakLawnToyota OakLawnToyota.com