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[Editor's Note: Written by Magnet's Senior VP of Business Development, this article asks marketers interested in video the crucial question: is your video campaign based on assumptions or derived from data?]

Many, if not most, marketing organizations do research into customer (or prospect base) demographics, into the buying motivations of those groups, and into other relevant data meant to inform the marketers and help development of a targeted, efficient marketing strategy.

Once the strategy is developed and ready to go, tactics are employed to accomplish the organization’s objectives. One of the increasingly common and key components of most strategies is video marketing, as marketers are recognizing that B2C and B2B clients and prospects are not only viewing video, but are also being influenced to take action after viewing the video.

When it comes time to implement video into an overall marketing strategy, it’s suddenly time for production. At this point, the marketer has already set budget parameters, which leads to the next and crucial point at which the following question arises: is your video Assumption-Based or Data-Informed?

Many naturally gravitate toward on an Assumption-Based model, meaning there’s heavy reliance on internal assumptions about what messages should be communicated to the target audience and how. These decisions are often based on assumptions about clients or prospects and/or gathered from general marketing research done during strategic development.

Assumption-Based video has higher potential to miss key information that could contribute to the success of your video campaign. Information like how the target audience consumes video content, what video content they like to consume, what messages resonate with the target audience, on which platforms they consume video content, and much more.

For an example of a video created based on assumptions, see below. The European Commission aimed to create a video encouraging women to get more involved in science and mathematics, but packaged and delivered it in such a way that left women feeling stereotyped and marginalized. Increased data analysis could have indicated the targeted audience wouldn’t respond well to the message delivered as it was.

Or read here for more about the outcry over Hyundai’s video depicting a failed suicide attempt (in order to showcase a new car’s low emissions). In both of these examples, the companies managed to reach their target audiences, but delivered the wrong messages.

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This week on the Magnet Minute, I talk about using analytics on YouTube to improve video content.

If you’ve posted videos in the past, then you might know the value (and I’d say necessity) in studying analytics from your previous posts before you begin the creative process for all future videos. Studying that data can help to determine how effective your messages have been and can also suggest ways to improve upon those as needed.

Here are four key areas to analyze on YouTube:

Audience Retention
This graph shows the exact times when people stopped watching your videos. This will help you discover weaknesses in your videos or will inform you of ideal length. If you consistently lose the bulk of your audience halfway through a video, you’ll need to place your most important content in the first half.

Playback locations
This feature tells you how much of your audience views your content on mobile devices — through an embedded player, or on your YouTube channel.

Demographics
This page breaks down your viewership by age group and gender. If you have a specific target audience in mind, and it turns out that those individuals are not watching your videos, you may have to improve your content or find other ways to get it in front of those individuals. Or who knows? You may discover a potentially new customer-base watching your content. Then you’ll be able to target them more deeply as well.

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Join us next Thursday, April 24th for the next installment of VideoInk Chats co-presented and hosted by Magnet Media and BigScreen LittleScreen. Get your ticket now for a night of drinks (open bar!), food, screenings, and great conversation on the topic of Understanding Analytics + Benchmarking Success – Which metrics matter?

Following a screening of three independent projects of varying lengths and formats, VideoInk founder Jocelyn Johnson will lead a chat with an expert panel of analytics and data experts. One such screened project will be Magnet Media Originals’ premiere episode of Dear Buddha, a series executive produced for Scripps ulive network. The show explores alternative therapy through the eyes of comic host Carey Reilly.

The panel:

Questions to be answered:

  • Was your video successful? (That’s not an easy question to answer, especially considering the ever-increasing number of metrics and tools available to help content creators measure “success” and build audience.)
  • With that in mind, we’ll answer: Which metrics matter?
  • Does it change if you’re an independent creator, a studio, a brand, or a network?

Get tickets ($20) and more information HERE!

Any thoughts on the the event? Will you attend? (We hope so!) Let us know in the comments and connect with us on Twitter, Facebook, Google+, and LinkedIn.

Register for our FREE Resource Center and Newsletter to access our growing library of valuable Guide Books, Tip Sheets, and more!

To learn how MAGNET MEDIA can help with your social media/interactive marketing or video solutions, contact info@magnetmediafilms.com, 646-486-7109, or visit magnetmediafilms.com/what-we-do

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Events_Apr14

Spring has finally sprung. Warmer weather means happier people, and happier people means happier hours, so get out and enjoy this week’s mixers and events! Grab a drink and mingle at iMentor Happy HourGaming, Demos & DrinksFinTech Dive-bar Networking & Happy HourAlleyNYC Happy Hour Showcase powered by SquadUPBrooklyn Entrepreneurs DrinkupSpring Fashion + Tech Mixer, and more.

Aside from happy hours, you can learn more about video journalism at an informative panel discussion — with special guests from FRONTLINE, Detroit Free Press, NowThisNews, Seattle Free Press, and Vice — at  State of Video. Or get a rare look Inside David Cronenbergs Head with Lance Weiler, and learn more about the collaboration between the technologist and sci-fi director.

These events and more below!

NEW YORK:

State Of Video
Monday, Apr 14, 06:30 PM @ Columbia University School of Journalism
Free
2950 Broadway, New York

NYC Open Data
Monday, Apr 14, 07:00 PM @ Thoughtworks
Free
99 Madison Ave, 15th Fl, New York

Mobile Advertising is NOT difficult
Tuesday, Apr 15, 05:00 PM @ Appssavvy
Free
594 Broadway, New York

iMentor Happy Hour
Tuesday, Apr 15, 05:30 PM @ Huge Brooklyn
Free
45 Main St, Ste 220, Brooklyn

Data Driven NYC #26
Tuesday, Apr 15, 05:30 PM @ Bloomberg LP
Free
731 Lexington Ave, 7th Fl, New York

Gaming Demos & Drinks
Tuesday, Apr 15, 06:30 PM @ Reichenbach Hall
Free
5 W 37th St, New York

Inside David Cronenbergs Head with Lance Weiler
Tuesday, Apr 15, 07:00 PM @ 360i HQ
Free
32 Ave of the Americas, 6th Fl, New York

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online-video
We’re (obviously) huge fans of online video around here. We wanted to find out where Magnet employees get their daily dose of great video on the web, so we sent out an all-company email to see which websites are favorites for discovery. The results varied (with some overlaps), combining for a master list ranging from silly homemade Vine videos, to beautifully produced GoPro outdoor adventure videos, to compelling video ads telling branded stories, and much more.

See our full list below and enjoy traveling down a rabbit hole of entertaining and/or informative online video on this Friday afternoon.

Where do you go to discover new online videos?

Any thoughts on our list? Where do you go to find online video? Let us know in the comments and connect with us on Twitter, Facebook, Google+, and LinkedIn.

Register for our FREE Resource Center and Newsletter to access our growing library of valuable Guide Books, Tip Sheets, and more!

To learn how MAGNET MEDIA can help with your social media/interactive marketing or video solutions, contact info@magnetmediafilms.com, 646-486-7109, or visit magnetmediafilms.com/what-we-do

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Toyota wanted a live Google+ Hangout On Air to showcase its newest 4Runner model. In order to do so, Magnet produced a live event to send the car off-roading through the uneven terrain of the California desert, while answering audience questions live and responding to each not with words, but by showcasing the car’s capabilities.

We’ve produced many G+ Hangouts for clients at Magnet, as its a useful platform for conversations — but for obvious reasons (connectivity, camera portability, complexity of action) — they can be challenging for capturing video action. Working with Saatchi & Saatchi LA, we were able to come up with a plan that worked.

During the first-ever off-road Google+ Hangout On Air, professional stunt driver Andy Bell went behind the wheel. As he drove, host Rutledge Wood (of History channel’s Top Gear) communicated with him through a headset. Using a multi-camera setup (10 cameras, a Google Glass cam, remote feeds, fiber optics, and a microwave signal), the hour-long hangout worked to reply to questions on the fly and to demonstrate the answers with action as Bell showcased how the 4Runner aptly handles various off-road obstacles.

Read the full case study here for more information on the Hangout and check out the highlights video below.

Any thoughts on the case study? Let us know in the comments and connect with us on Twitter, Facebook, Google+, and LinkedInRegister for our FREE Resource Center and Newsletter to access our growing library of valuable Guide Books, Tip Sheets, and more! To learn how MAGNET MEDIA can help with your social media/interactive marketing or video solutions, contact info@magnetmediafilms.com, 646-486-7109, or visit magnetmediafilms.com/what-we-do
EmilyWilsonEmily Wilson is a writer and editor from Long Beach, California. She earned a B.A. in English at Chapman University and an M.A. in online journalism at the University of Southern California. She’s done writing and/or digital marketing for The Port of Long Beach, Entertainment Technology Center, Anthem Magazine, Instituto Fazer Acontecer, and others. She now works as Managing Editor of Content at Magnet Media and eats an awful lot of NYC pizza.

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Back in 2012, Magnet produced the successful Internet Explorer 10 “Do you know this guy?” video, which has nearly 3 million YouTube views to date. This week, the video found its way back in the news, embedded in an article on The Verge about the death of Internet Explore 6, titled “The Most Hated Browser in the World is Finally Dead.”

In the article, it states: “IE6 is almost universally reviled, and for good reason. Microsoft got cocky in the mid-aughts after beating down Netscape Navigator; because Internet Explorer overall held more than 90 percent of the market, it took a solid five years before IE7 debuted.”

Magnet’s IE10 video used humor and self-awareness to acknowledge just how bad things were with IE6, openly admitting how much the browser was disliked across the board, while also working to show off the benefits (and vast improvements) that made up the new IE10.

Check out the video below and see our case study for the project here.

Any thoughts on the Shorty Awards? Let us know in the comments and connect with us on Twitter, Facebook, Google+, and LinkedIn.Register for our FREE Resource Center and Newsletter to access our growing library of valuable Guide Books, Tip Sheets, and more!To learn how MAGNET MEDIA can help with your social media/interactive marketing or video solutions, contact info@magnetmediafilms.com, 646-486-7109, or visit magnetmediafilms.com/what-we-do

EmilyWilsonEmily Wilson is a writer and editor from Long Beach, California. She earned a B.A. in English at Chapman University and an M.A. in online journalism at the University of Southern California. She’s done writing and/or digital marketing for The Port of Long Beach, Entertainment Technology Center, Anthem Magazine, Instituto Fazer Acontecer, and others. She now works as Managing Editor of Content at Magnet Media and eats an awful lot of NYC pizza.

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blog-magnetminute_APRIL09

This week on the Magnet Minute, I talk about why and how you should reach out to online influencers.

Influencers are those people with large followings on social media. They’ve earned a lot of credibility and their content is read and forwarded by a substantial audience, which keeps growing with each new piece of content. Their blogs and videos usually rise to the top of search engines. The right influencer has a solid audience perfect for your brand or business. Influencers can help you spread your message and grow your audience organically.

You should begin by mining all of social media for the influencers who speak to your industry. Make a list, then study them to find out what’s most important to them. Take notes on where they’re spreading their content, be it Facebook, YouTube, or via their own blog. What trends and topics can you glean from their postings?

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At last night’s 6th Annual Shorty Awards, the best of the best in social media was honored and celebrated. Held at the New York Times Center in NYC and hosted by actress/comedian Natasha Leggero (pictured above) it was a night of laughs and jabs mixed with genuine acknowledgments.

The show highlights individuals, groups, and agencies using social media in creative, successful, and innovative ways. A variety of awards were given under the umbrella categories Entertainment, News & Media, Tech & Innovation, Arts & Design, Global Issues, and Countries.

Outside of those categories, the Shorty’s also award social media agencies and their work done throughout the previous year. Awards like Best Brand on Facebook, Twitter, Pinterest, etc., Best Use of a Hashtag on Twitter, Best Use of Video in a Social Media Campaign, Best Use of Animated GIFs, Best Use of Social Media for Sports, are given, along with tons more.

Here are some highlights:

Best Use of Social Media for Travel: WestJet Christmas Miracle: Real-Time Giving

Best Use of Social Media In Real Life: United Nation’s #theworldneedsmore – Leo Burnett New York

Best Use of Social Media for Retail or E-Commerce: DollarShaveClub.com – Conversocial

Best Twitter Campaign: #SFBatKid, Greater Bay Area Make-A-Wish Foundation – Clever Girls Collective

It’s great to see this Awards show grow year over year, as social media continues to expand in influence throughout the personal and professional lives of many. You can stream the entire 90 min awards show here and can check out the full list of winners here.

shorty02(Retta – known for her role as Donna on NBC’s Parks and Recreation, accepts her award for Best Actress.)

shorty03(Founder of Tumblr David Karp presents at the Shorty’s)

Jerry Seinfeld accepts the award for Best Web Show for his Comedians in Cars Getting Coffee:

Any thoughts on the Shorty Awards? Let us know in the comments and connect with us on Twitter, Facebook, Google+, and LinkedIn.Register for our FREE Resource Center and Newsletter to access our growing library of valuable Guide Books, Tip Sheets, and more! To learn how MAGNET MEDIA can help with your social media/interactive marketing or video solutions, contact info@magnetmediafilms.com, 646-486-7109, or visit magnetmediafilms.com/what-we-do

EmilyWilsonEmily Wilson is a writer and editor from Long Beach, California. She earned a B.A. in English at Chapman University and an M.A. in online journalism at the University of Southern California. She’s done writing and/or digital marketing for The Port of Long Beach, Entertainment Technology Center, Anthem Magazine, Instituto Fazer Acontecer, and others. She now works as Managing Editor of Content at Magnet Media and eats an awful lot of NYC pizza.

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