Using Vine to Increase Customer Engagement By Scott Cronin Vice President, Interactive Campaigns Aerva, Inc. www.aerva.com www.aerva.com - © Copyright Aerva, Inc. Page 1/14 Customer Engagement: Done in 6-Seconds www.aerva.com - © Copyright Aerva, Inc. www.aerva.com Customer Engagement: Done in 6-Seconds Twitter’s Vine allows users to record six seconds of video directly from their smartphone. The app is extremely easy to use. With one-touch, the user can quickly start and stop recording within the 6-second window while the real-life action continues, enabling creative sequencing and artistic treatments that are exceptionally engaging. What’s the opportunity for Marketers? For marketers, Vine is a platform where a creative idea coupled with the right promotional incentive can provide considerable buzz, eyeballs, and ROI for your brand as well as bolster your Earned media. The opportunity in the social video ecosystem is obvious: - Nine Vine videos are shared every second - Branded Vines are shared 4 times more often than branded internet videos - Mobile video consumption tripled in the past year - Mobile traffic is predicted to increase 13 times between 2012 and 2017 * * http://www.unrulymedia.com/article/25-06-2013 www.aerva.com - © Copyright Aerva, Inc. Page 3/14 Why Are Vines So Engaging? www.aerva.com - © Copyright Aerva, Inc. www.aerva.com Why Are Vines So Engaging? Vines successfully captivate users by combining the following elements: Visual Appeal: Vines engage a user visually, which tends to be extremely effective. Users love to capture the moment in video. Being able to view a moment in time is extremely emotive. User Generated Content: Content created by the people, for the people offers a tremendous reflection of your brand within the market place and allows your fans and ambassadors to participate and express how your product/service fits within each of their lives. Integral to any UGC-based marketing strategy is moderation: protecting the brand against unwanted associations, language, and imagery. Sharability: All videos posted on Vine continuously loop on the user’s timeline and can be seamlessly shared via Twitter, Facebook and embedded as videos within digital destinations. Audio Appeal: Sound is a big part of the Vine experience and bolsters its ability to engage. The audio that accompanies each video (with varying degrees of importance in each Vine’s story) is a critically important element for engaging viewers and can be used as another creative variable (which is enhanced by Vine’s stop-motion editing functionality.) Emotion: Vines are great for capturing emotion, which is ideal for brands that want to leverage the passion and enthusiasm of their customers for their products and services. Vine’s potential is extraordinary. Savvy marketers can utilize a relatively untapped platform for engaging customers and create campaigns that allow their audience to participate in social conversation, evangelize their products/services and express themselves creatively within their brand. www.aerva.com - © Copyright Aerva, Inc. Page 5/14 Where To Start? www.aerva.com - © Copyright Aerva, Inc. www.aerva.com Where To Start? An easy and safe way to integrate Vine videos into your marketing strategy is to create a campaign that allows for Vines to be collected, viewed in aggregate and displayed to a large audience to receive maximum eyeballs and satisfaction from your submitters. The next step in evolution: Some of the most successful integrated social media campaigns started with texts, then moved to tweets, then images, and are now starting to incorporate videos to best brand and consumer experiences.. Here are some Do’s and Don’ts you should consider when incorporating Vine into your brand’s marketing strategy: www.aerva.com - © Copyright Aerva, Inc. Page 7/14 Do’s/Don’ts for Engaging Customers Through a Vine Campaign www.aerva.com - © Copyright Aerva, Inc. www.aerva.com TIP #1 DO: DON’T: Keep it easy! Within your campaign, give your customers Ask your customers to find something “off the beaten path” easy-to-execute everyday parameters to work with. Don’t or to stage an elaborate production. Some of the most crowd up the message or execution; keep in mind they only successful marketing Vines yet have been “How-to” videos have six seconds! that show a quick and easy process. SUGGESTION: Embrace the ‘action-before -> experience with your brand -> action-after’ video production structure. An easy flow to follow, this lends itself to the stop-motion functionality, and allows for creativity. You want the majority of your customers’ brainpower to be left to the execution of making an interesting 6-second brand statement. 6 seconds www.aerva.com - © Copyright Aerva, Inc. Page 9/14 TIP #2 DO: DON’T: Use at least one (and no more than three) relevant hashtags Forget to incorporate Vine into other marketing channels to so your customers’ creativity will be seen and easily found provide your audience the “omni-channel” experience they by others. desire and will respond to. SUGGESTION: Be sure to display these Vine videos outside the mobile experience – such as on digital OOH screens, on your website or on screens wherever you interact with your customers. Exposing your brand’s UGC to a general OOH audience is a great way to maximize views and tie in your Paid, Owned and Earned media channels. Vine’s ecosystem is still relatively small. By integrating this campaign with OOH, web or place-based displays, you’ll enable the online/offline customer experience and open up the program to a much larger audience. www.aerva.com - © Copyright Aerva, Inc. Page 10/14 TIP #3 DO: DON’T: Aggrigate your campaign’s best Vine videos and displaying Be overly critical of which Vines you approve to be part them together to provide a fast-paced, engaging display that of your campaign. While inappropriate, offensive and can lead to higher returns on your marketing investment. damaging content should always be rejected, you should embrace the variety created by your customers and fans. Not every Vine needs to be Agency-quality in creativity and execution. They’ll probably vary as much as your audience does themselves. SUGGESTION: When aggregating Vines for Digital OOH displays or online destinations, consider sequencing the approved submissions (running one after another) in a constant loop. This format provides an exciting, fast-moving visual experience that will translate well on most displays and engage new consumers to consider your brand. Also, be sure the moderation process (1. access, 2. review, 3. approve/ reject, 4. publish, 5. analyze) is seamless and expedient. Marketers want to be able to review everything UGC that’s associated with the brand and don’t want to be hit with a backlog of submissions or complicated moderation process. Quick Link: #SuperJump Go to http://channel.aerva.com/superjump/ to see a great example of a Vine collage sample campaign www.aerva.com - © Copyright Aerva, Inc. Page 11/14 What does this mean for marketers? Vine campaigns need to capture the emotion of your brand that appeals to your customers – which is why they love you and want to participate in the first place. As social video sharing continues its exponential growth rate, and strengthens its position as the premiere channel for engaging, building awareness and educating consumers, more companies will use this medium for advancing their brand. Extraordinary ROI Opportunity Right now, Vine represents an extraordinary ROI opportunity as essentially free ad space. Marketers, and their brand advocates, can post as many 6-second videos as they would like - for free! If managed correctly, through proper tagging, promotion, moderating and distribution, the platform has tremendous potential for a skyrocketing return on your marketing time and financial investment. At Aerva, we help top brands develop and execute engagement campaigns that can leverage Vine’s potential. Aerva recently launched AerVine for digital out-of-home displays allowing integration of streaming user-generated videos. AerVine, integrating Vines with billboards, microsites and other display channels. It is simple for advertisers, marketers and enterprises to use and build better brand communities by leveraging Vine to directly engage their customers. www.aerva.com - © Copyright Aerva, Inc. Page 12/14 AerVine: AerVine is the newest in a line of useful widgets created to run on the AerWave platform. Other widgets include AerTweet, Pic2Screen, Poll2Screen, Text2Screen, QR Code, Weather, Mobile Coupons, Mobile Contest, YouTube, Flickr and more. The technology behind AerVine is designed to support high-profile campaigns flawlessly, allowing marketers to moderate Vines, get results and report metrics. Aerva’s platform offers brands and display network operators a highly customizable streaming Vine video feed that easily integrates with any type of digital display. This integration engages the consumer, brings them closer to the brand and increases the number of individual touch-points with any one particular display. www.aerva.com - © Copyright Aerva, Inc. Page 13/14 Aerva’s Solution for Effective (and Safe) Integration of Social Media with your Brand Aerva’s easy-to-use web-based platform helps brands engage customers one-on-one by integrating social media, user-generated content, real- time data feeds, mobile interactivity, and digital display networks (Digital Out of Home, place-based, enterprise-wide, web-based, etc.) with multi-channel. Top brands, and their agencies, partner with Aerva to effectively align their Paid, Owned and Earned media and to easily and safely manage their multi-channel campaigns’ digital content. To learn how Aerva can help your brand better engage your customers, please contact me at: Scott Cronin Vice President, Interactive Campaigns Email: [email protected] Call: 877.777.9910 x81 www.aerva.com www.aerva.com Aerva, Inc. 675 Massachusetts Avenue Find us on: Cambridge, MA 02139 USA Facebook Twitter LinkedIn YouTube Customer sampling www.aerva.com - © Copyright Aerva, Inc.