Monday, 31 March 2014

How to Analyze the ROI of Video Marketing

Today, video is at the heart of many companies' marketing strategies. In fact, 95 percent of best-in-class marketers are using video as a content marketing tactic. This makes sense; video is dynamic, it's engaging, it increases your SEO, and it helps your audience learn about you in a different way.

We know video marketing works, because that's what the data tells us. The average cost per marketing-generated lead is $93 for companies that are using video. For companies that are not? That cost is $115 per lead. Video content users enjoy an average of 4.8% website conversion rate, compared to 2.9% for non-users.

But how do you know if it's working for you? Unfortunately, with many aspects of digital marketing, measuring ROI for yourself isn't always easy, but there are a few things you can do as well as a few indicators you can look for which can give you a hint whether your video is paying off or not.

1. Set measurable goals.

You can't know if you're achieving anything if you don't know what it is you want to achieve. If you're brand new to video, there may be a bit of a learning curve to determine what goals are realistic, but you must start somewhere. Will you measure new fans? Shares? Clicks to your website? No matter what it is, every campaign should start with a goal. It is the seed that directs the growth of every aspect of your project.

2. Track your campaign with analytic tools.

Say you've decided to measure how many people share your video on Facebook, LinkedIn, and Twitter, and at the end of the campaign you've fallen dramatically short of your goal. However, using simple analytic tools like HootSuite, you might notice that while your video received few shares on Facebook or LinkedIn, Twitter users were tweeting it like mad at a certain time of day. Now you've learned something; this campaign can be successful, you just need to refocus your targeting.

3. Look for unintended results.

Google Analytics is just one of the many analytic tools
available for measuring ROI.
Using the aforementioned example, say you're measuring your video's total shares and it doesn't happen, but thanks to Google Analytics, you find out that this video has a ridiculously high referral rate to your website. All is not lost!

4. Sometimes quality beats quantity.

Measuring ROI is, of course, a numbers game, but bigger isn't always better. Your video may resonate highly with one particular segment of your market to an extreme, whereas it falls flat with others. Much like in life, you can't please all people at all times, so don't beat yourself up about it, be grateful for the extreme positive impact it had on that group, and get to work thinking about how you can reach other segments of your audience as well!

How do you measure the ROI of your videos? What tools do you use for measurement? Share with us in the comments below and be sure to subscribe for more Swagger-y goodness.

Monday, 24 March 2014

The Top Ten TV Characters with SWAG

*WARNING: Spoiler Alerts.

1.         Jax Teller- Sons of Anarchy

It sure isn't, Jax. It sure isn't.
No one in Charming has as much SWAG as Jax Teller. His swift walk and smooth talk has landed him at the head of the table.  Last season, his SWAG saved his family and club; let’s hope he has enough SWAG to keep them legit.

2.         Don Draper- Mad Men

Every lady wants him, every man wants to be him. Don Draper's SWAG is undeniable. Whether it's selling ice to an eskimo, or sweet talking the next notch in his belt, Don Draper ALWAYS gets what he wants.

3.         Walter White as Heisenberg- Breaking Bad

Who knew a hat could give so much SWAG? Walter White as 'Heisenberg' proved that Swagger isn’t just something you have to be born with, it's also something you can gain. Being diagnosed with cancer, cooking meth to pay for treatment, and killing anyone that came between him and his money, gained him more SWAG than he could handle.

4.         Frank Underwood- House of Cards

Frank Underwood getting to the White House without ONE SINGLE VOTE is the definition of SWAG. First time I saw Frank walk into the Oval Office, I knew that one day he would OWN it.

5.         Jack Donaghy- 30 Rock

Jack Donaghy knows he has SWAG, and that's reason enough to add him to the list.

6.         Jaime Lannister- Game of Thrones

Jaime Lannister’s SWAG took us from hating him in Season One and Two to falling in love with him in Season Three. Now let’s hope the King Slayer doesn’t lose the love in Season Four.

7.         Darryl Dixon- Walking Dead

Now that's SWAG.
I only hope that when the Zombie Apocalypse arrives, I have enough SWAG to face the walkers like Darryl.  

8.         Stephen Holder- The Killing

Every word out of Holder’s mouth drips with SWAG. Thanks to his street SWAG we finally found out (after two seasons) who killed Rosie Larson. 

9.         Jack Bauer- 24

Jack Bauer has so much SWAG not even a clock can get in his way.

10.       Claire Underwood- House of Cards

Claire Underwood is the baddest (shut your mouth) to ever hit the White House. There is no one more cunning than Frank Underwood, except for Claire Underwood. In less than a year, Claire went from a Senator’s wife to a first lady. Now that has SWAG written all over it.

Who belongs in your top ten of TV characters with the most SWAG? Comment below or tweet to us @swagger_media!

Thursday, 20 March 2014

Our Work: Swagger Marketing

Here at SWAGGER, we're known for our award-winning video production, post-production, animation and web development, but we also offer many other marketing services to help complement your brand's overall campaign, including market research, strategic planning, SEO services, CPC campaigns, website optimization, media planning, and social media management

Take a look at our video to find out what SWAGGER can do for you!

Monday, 17 March 2014

The Real Reasons Why People Buy Stuff

I’m going to start by quoting Zig Ziglar: 
“People don’t buy for logical reasons, they buy for emotional reasons.”

Most successful marketing begins with knowing your audience’s logical reasons to purchase something and understanding the emotions or values behind them. An effective method to gather this information is called laddering research, and it is based on the idea that a brand or product achieves consumer loyalty after having given their consumers three levels of benefits.

How Laddering Research Works
Brand Ladder is a term that defines the three different levels of benefits that a brand or product provides to its consumers: attributes, functional benefits, and emotional benefits. Laddering research can help marketers get to the core values and emotions that truly drive purchases.

a) Attributes: this refers to the features of a product that are most easily recognized by consumers. More often than not these are the physical attributes of a product or brand. For example: “I like this phone because it has a touchscreen.”

b) Functional Benefits or Consequences: this refers to the benefits that the consumer receives directly from the attributes. There might be more than one consequence per attribute. For example: “I like the touchscreen because it’s the latest in technology.”

c) Emotional Benefits or Values: this refers to the core values to which each consequence is linked and that effectively drive consumers’ purchasing behavior. For example: “Having the latest in technology is important to me because all my friends have it.” Following this rationale, we can infer that a sense of belonging is an important value for this consumer.

How to Conduct a Laddering Interview
A laddering interview is usually conducted with a focus group of people who represent your product's or brand’s target audience.

First, you should start by asking each participant what kind of features are most important to them in a certain product. Following our previous example, you would ask: “What is your favorite feature on this phone?” 

Based on their response, you can then turn to ask questions that will reveal the Functional Benefits of the product. To achieve this, you should ask questions such as: “Why is the touchscreen your favorite feature?” “How does having a phone with a touchscreen benefit you?”

Finally, to reveal the Emotional Benefits or core values that drive purchases, ask the same type of why questions based on their answers about the Functional Benefits. For example: “Why is having the latest in technology important to you?” “How does having the latest in technology benefit you?”

By asking “why?” based on previous answers you will elicit more thoughtful responses that will eventually reveal the emotional values of the consumer.

Applications for Laddering Research
Once the research is done, you can typically pool all the different responses and map them into a Hierarchical Value Map, which illustrates the attribute-consequence-value connections by listing the many product attributes mentioned, then linking those to a smaller set of consequences, which are then linked to a core set of emotional values. You should then be able to pin-point the core values that you can use to develop unique selling propositions in your ads.

And that, my friends, is how you find the real reasons people buy stuff.

Have you used the laddering interview method with a focus group? Have you used laddering to come up with advertising campaign? If so, was it helpful? Let me know in the comments below or tweet @swagger_media.

Monday, 10 March 2014

Her, She, It

One of my favorite moments from the 86th Academy Awards was definitely when Spike Jonze’s film, Her, was awarded Best Original Screenplay of the year. If you haven’t watched it yet, no worries, this post is not going to spoil anything for you, but I suggest you take a sneak peek at the trailer, go out there and WATCH IT! Believe me, it’s for your own good.

So here I am to tell you why this film should be on your MUST-WATCH list:

Screenplay (is this too obvious?)
Well yes, I completely agree with the Academy on this one. In my humble opinion, Her has everything a good script should have: a compelling story that not only makes you wonder about the character’s decisions but your own choices in life along with a subtle analysis that reflects how the world could have more open-minded ways (in this case technological) to live and relate with each other, getting us out of that comfortable, conservative, and boring zone we’re usually inside of. This story definitely excels at demonstrating the multitude of layers we possess as human beings: we are adaptable, vulnerable, complex, dependent, and in need of existential fulfillment.

Production Design & Art Direction
I was in awe of the beautiful color palette, ambiance, and set dressing of this movie. Vibrant and soft red, yellow, and orange colors fill the screen in such creative and appealing ways that it’s impossible not to stare fascinated at every detail composed by the crew. From Theodore’s modern clothes to the furniture in his office and apartment, all the elements of this story are perfectly put in place to reinforce and embrace its context.

Arcade Fire and The Breeders are some of the artists that bring life to the film with their touching lyrics and melodies. 

However, there’s no doubt that one of the most significant and lovely moments of the piece takes place when both Joaquin Phoenix and Scarlett Johansson sing along ‘The Moon Song’, by Karen O (feat. Ezra Koenig). As many of you may know, this song was one of the Academy Awards Best Original Song nominees. Tip: if you want to purchase it, you can find both the original and the film version on iTunes.

Joaquin Phoenix as Theodore
This post could not be completed if I didn’t mention what a great choice Joaquin Phoenix was for Theodore’s role. 

Oh, Joaquin.

Known for his performance in movies like Gladiator (2000), Walk the Line (2005) and The Master (2012), Joaquin does an amazing job when embodying Theodore as a nostalgic, and melancholic yet hopeful man whose vulnerability allows him to enter into a whole new way to feel, question himself, trust, and love again.

These are some of the aspects I can highlight from the movie, but it’s only fair to add that it also has a refreshing cinematography and a very well-thought direction. Overall, Her is one of those films that reinforces my passion for storytelling and reassures me in the revolutionary power of film, media, and visual arts.

Random recommendation: While doing some research about the film, I found ‘Everything about Everything’, a Spike Jonze blog. This blog not only compiles fun facts, ideas and anecdotes about the film Her but also re-posts of articles, pictures, designs, and illustrations. It’s worth taking a look at to see Jonze’s influence on people around the world.

So tell me, have you watched the film Her? What do you think of it? What did you like or not like about it? If you haven’t watched it, I hope this post encourages you to do so. And then come back and share your thoughts and comments in the section below or tweet @Swagger_Media!

¡Hasta la próxima!

Thursday, 6 March 2014

Our Work: Pasha Snoring & Sinus Center

CLIENT: The Pasha Snoring & Sinus Center, Houston's center focusing on minimally invasive (in-office) techniques as well as more advanced surgical procedures to manage and treat snoring, sleep apnea, allergy-, and sinus-related disorders, helmed by double board certified Dr. Raza Pasha.

GOAL: To demonstrate Dr. Pasha's expertise in his field by creating a series of videos to be shared through social media which offers brief explanations for common allergy-, sinus- and snoring-related questions.

SPOT: The first of many videos to be released via the Pasha Facebook and Twitter accounts, "Why Do I Sound Stuffy When I Have Allergies?"

Monday, 3 March 2014

Reddit: The Professional Networking Tool You’re Missing Out On

I still remember being utterly confused and disappointed the first time I was introduced to I had heard so many great things about this magical website that was an even bigger time suck than YouTube. There I was attempting to browse, lost in an endless sea of unfiltered information. It was like someone had opened the floodgates to the Internet and pushed me in. I quickly decided it wasn’t for me and went back to browsing my regular sites. Fast forward two and a half years and now Reddit is my daily source of information whether it’s news, entertainment, or work-related. There really isn’t much you can’t learn with Reddit. So sit back and prepare to discover how awesome Reddit really is.

Your face when you discover some of Reddit's weirder subs...

At this point I feel like I should issue a small disclaimer: Reddit is a huge community. I cannot overstate this enough. There are millions of users every day, each one with vastly different opinions, ideas, and tastes. It’s very easy to find yourself in some parts of Reddit you did not want to be in. If you’re inexperienced with Reddit and intend to use it as a business tool I suggest turning on all of the filters that make it more safe for use at work, such as hiding all NSFW content and hiding comments with a negative karma threshold. If you intend to use it for both work and personal use I also recommend you make a separate account for work. RES, which I’ll cover later, makes it very easy to switch between accounts.

So how can you make Reddit an effective business tool? The first step, as with most things, is learning the interface and interpreting the design of the site. The entire site is, but the information you’re trying to get at is stored in community pages known as 'subreddits', or subs. Once you understand how subs work and the different ways to filter/view the subs you’ll be able to find the target information and users you were looking for.

For example, some of the subs that I frequent that are relevant to my job are /r/photography, /r/videography, /r/editors, /r/movies, and /r/television. You may have noticed the /r/ in front of each sub. This designates the page as a subreddit and is a quick way to identify or find them in a search. If I wanted to search ‘movies’ on Reddit I could just type that into the search bar, but if I wanted to find a sub specifically dedicated to movies I would search for /r/movies.

Once you’ve found some subreddits that appeal to you, you may find yourself wanting to view all of them at once. After all, why browse just one when you can browse them all? This is where the real power of Reddit starts to surface. Once you make an account you can subscribe to the different subreddits so that the content from each is displayed right on your front page. When you first make an account you’ll notice that by default you’re subscribed to a set of subreddits such as /r/pics and /r/funny. These are largely entertainment based and can be unsubscribed from (which I recommend) if you don’t wish to have them at work.

I would also strongly recommend installing the Reddit Enhancement Suite (RES) plug-in on either Chrome or Firefox. It adds a ridiculous amount of features that would need several blog posts to delve into. The great thing is that most of the features you’d want are turned on by default so you don’t have to go poking around through the menus if you don’t want to. It’s also fairly intuitive so learning how to change even the complex stuff is pretty simple.

Everything I’ve talked about is still only 30% of what makes Reddit such an incredible tool. The best part about Reddit is the interaction with other Reddit users. Think about it; you’re one of thousands, if not millions, of people browsing content that is interesting to all of you. Every post on Reddit has an individual comment section where users can interact and discuss the post. This is the real power of Reddit: networking and community-building.

Any professional will tell you that networking is one of the most important keys to success, if not the most important. What better way to network than through a website with thousands of users that all want to talk about your field? You can even find and meet other people who work in your field in your local area!

Many subs are link focused, meaning people post links to other websites to provide most of the content, but some subs are focused purely on discussion. /r/editors, for example, is largely based around editors asking one another about workflow or problems they’re having. In the extremely rare event you don’t find a subreddit that meets your needs, you can create one! All content and subreddits are user driven, so all the subs you see are run by users just like you. All of Reddit is one big community brought together by the ease in which Reddit lets you filter and view only the information you want to view. It’s truly exceptional.

Second disclaimer time: you should never get all of your information from one source, ever. As powerful as it is, Reddit is an anonymous website and just because someone puts forth information does not mean they know what they’re talking about. Reddit is a tool, a single tool on a belt that should include many. Forums are one of the oldest site types on the Internet. If you’re interested in photography don’t just subscribe to /r/photography and be done with it, check out the Photo Forum or a blog centered around your interests like Eric Kim: International Street Photographer.

The point is that in your quest to become better than good at what you do, you should never stop seeking information that could give you an edge. We live in a time where information is largely free yet people want to look at pictures of cats or watch a funny video. Next time you want to kill some time on the Internet try instead learning something interesting about your field; you may like what you find!

What are some ways you stay in touch with the changes in your career field? Are there any websites that help you condense information similar to Comment below or tweet to us at @Swagger_Media!