Fullscreen is a social content company that develops social and creative strategies for talent and brands. They mainly work with popular Youtubers like Cody Ko, Ninja, Sierra Schultzzie, the Dobre Brothers, Louie Castro, and many more. For these Youtubers, Fullscreen will help them grow their audience while finding ways to monetize their content. They offer two main services, creator labs and management. The creator labs offer creative services and social video for big and small talent through focusing on rights management, media sales, optimization, syndication and brand partnerships. The management services offer full-service management for some of their more well know clients through, film and tv, books and music, and podcasting management. Along with offering to manage live events, consumer products, and brand partnerships for their larger clients.
During our visit at the Fullscreen office, we learned a lot about KPI's, how to set them and how to analyze them. First, we took a full tour of the office and got to meet a few of the M-School alumni who are now working there full-time. It seemed like a great, open, and friendly office environment and kind of reminded me of the Youtube spaces. I even recognized some of the talent that they work with when I saw posters of them on their walls which was exciting. They then did a short presentation about who they were and then got into the presentation on KPI's.
KPI's are key performance indicators that an advertiser or brand can set throughout their branding process as a way to set a metric that'll later define if they are succeeding in the branding efforts. They taught us the four steps to do when setting a KPI:
1) Determine your objectives: this is when you will want to look at the stages of a funnel to determine which part of the funnel you want to focus on the most. These stages include, awareness, consideration, and conversion.
2) What are my key metrics? In this stage you will want to set a specific number that you will want your metrics or data to reach.
3) Define success: In this stage you will set a goal for your metrics to meet, if they are met then that determines if your campaign efforts are successful or not.
4) Decide on a measure: In this stage you will want to decide how to measure these metric and KPI goals you have set. Will it be through Instagram, website analytics, video views?
For our exercise of the night, we were asked to set some KPI's for our own Marketing for Good, Dog Days team. We decided that we wanted to focus on the earlier part of the funnel and focus on awareness for our brand. This is because no one really knows about Dog Days yet and we would rather focus on spreading the word of our cause before we focus on sales. We decided that we would drive awareness through our Instagram and by connecting with other people in the dog and shelter dog community through direct message and hashtags. We also came up with content ideas for our Instagram such as, posting a survey or poll on our story about peoples thoughts and knowledge on shelter dogs. We also thought to post to our own personal Instagram accounts about Dog Days and find out how many of our friends knew about what we were doing to kind of gauge how far we would need to set our awareness metric. More specifically, we set the goal of our KPI to be at least 100 Instagram followers with at least 1,000 impressions. We thought that would be the most feasible plan of action, but we ended up doubling those metrics at the end of our project! This presentation really helped me set a specific goal for the Instagram and it was exciting to not only meet that goal, but exceed it.
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