MWP Webinar: Online Video Marketing by Neil Davidson


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MWP Webinar: Online Video Marketing by Neil Davidson

  1. 1. MWP Webinar: Online Video Marketing How to transform online Conversion Engagement and Advocacy
  2. 2. Today’s agenda 1. The case for video 2. Creating your video plan • Why should you consider video as a key part of your online marketing? • What do you need to do? 3. Executing your video plan • How do you go about it? • How do you develop your perfect pitch? 4. Getting results • How do you optimise returns?
  3. 3. How is video as a business tool evolving? Phase 2: Tactical Phase 1: Experimentation •Technology bounded – visionaries only •Innovative approach to video for quick win business opportunities •Leaders showing the way Phase 3: Strategic •Strategy to deliver real business benefit •Integrated & results focused – managed like the rest of the business •Integral part of the marketing mix •Considered by every business
  4. 4. Online video The Swiss Army Knife of Online Marketing with thanks to Reel SEO
  5. 5. Why video? Because video is now being used as a genuine sales tool. In an Adobe survey of almost 2,000 Interactive Marketers, video and other multi-media product viewing options were rated more effective than any other site initiatives. – Adobe, May 2011 You can (and should) treat it like any other sales & marketing tool: • Plan & manage it • Measure it • Optimise it
  6. 6. 1. The case for Video Why should you consider video as a key part of your online marketing?
  7. 7. Video is a journey, not a single step Awareness Branded Video Instructional Video Commercials Consideration Corporate Video Product/Service Video Case Studies Conversion Presenter Video Product/Service Video Loyalty Training Video Thank You / Rewards Video Customer Service Video Advocacy Product Reviews Testimonial Videos
  8. 8. Why video? Awareness • Video results appear in about 70% of the top 100 listings, the type of content most often displayed in universal or blended search results. – Marketingweek, 2011 • With proper optimisation, video increases the chance of a front-page Google result by 53x. – Forrester, January 2010
  9. 9. Case Study P&G created an internet ad for Tide detergent in response to an accident during a NASCAR race in the US. • "We weren't sponsoring it and nobody was hurt, but the track had oil all over it. The crew came out and used Tide to clean it, so our guys started tweeting about it" • "In 72 hours we created an online ad that we put out on social media. The exposure was worth $8.5m but it cost us $100,000.” • “[Online video] will become dominant in the online world. Digital and television will merge and then the ads can be much more targeted because they will be based on what people are doing online as well as what they're watching.” – Marc Pritchard, P&G’s global brand building officer
  10. 10. Case Study • New product launch for MaybellineNY in the UK • Smoky Eyes mascara & pen • Created a 1 minute teaser video to stimulate interest • Facebook, Twitter, Pinterest • 48,000 views within 2 weeks
  11. 11. Case Study • $4,500 to make • Used to help secure venture capital financing • In the first ten days Dollar Shave Club signed-up 20,000 subscribers. • In less than a month the video has been seen 4 million times (now 7m).
  12. 12. Why video? Consideration • Consumers are willing to watch videos 60% of the time they are found – Website Magazine, 2012 • More than three out of five consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase –, 2012
  13. 13. Case Studies Zappos – They use video to describe and demonstrate their products with real Zappos employees and not models or actors. – Zappos claim a sales impact of 6 to 30% and a reduction in returns.
  14. 14. Case Studies Ref – Video 1 • 2% REDUCTION in click throughs • No change to sign ups – Video 2 • 14.5% INCREASE in click throughs • 2.5% INCREASE in sign ups
  15. 15. Why video? Conversion • Visitors who view product videos are 85% more likely to buy than visitors who do not. – Internet Retailer, April 2010 • Retail sites with video increase conversion by 30% and boost average basket size by 13%. – L2 Specialty Retail Report, September 2010
  16. 16. Case Studies National IT Learning • • • Nearly doubled their online sales conversions Improved engagement through a bounce rate reduced by 50% View online: 90% Virgin Holidays • • • Year on year 30% uplift in seat upgrades The project won an eConsultancy Innovation award in 2011 View demo: Virgin Demo 30%
  17. 17. Case Studies • 15% increase in membership applications • 40% increase in room upgrades • 20% increase in online conversions
  18. 18. Why video? Loyalty • Dell credits video with reducing service call volumes by 5%. – Dell
  19. 19. Case study Rite Aid created a “Video Values” programme, featuring informative, educational and, in some cases, entertaining videos. • • • • By watching videos, customers earn video credits for savings on products. E.g. viewers of a clip for a Brita Water Filtration product earn a $2 coupon off one of the Brita items offered. They must print the coupon and present it at the store. 500,000 - 600,000 video views each month. Redemption rates average nearly 20%. People learn about the program from e-mails, coupon sites, shopping sites and blogs. This buzz, and the ensuing viral effects, drives new traffic to – John Learish, SVP Marketing at Rite Aid
  20. 20. Why video? Advocacy • Over 700 YouTube videos are shared on Twitter every minute. – YouTube • 78% of respondents said they trusted - either completely or somewhat the recommendation of other consumers. – Nielson 2009
  21. 21. So, have you missed the boat? Last month we carried out our own research with one of our partners, global business coaching firm Shirlaws – • They surveyed 500 of their customers and found that only 7.7% of their clients had any type of video content on their home page. So the answer is NO the boat hasn’t left yet…there is a HUGE opportunity! Video helps you get more traffic, engage more & sell more – but our research tells us that most companies are still not using it.
  22. 22. Where will you see the benefits? 1. Differentiation gain an advantage over the competition service existing clients in a whole new way 4. Service 2. Engagement increase time on site and reduce bounce rate drive calls to action and reduce drop-offs 3. Conversion
  23. 23. 2. Connecting the dots Your video plan: What do you need to consider?
  24. 24. Connecting the dots
  25. 25. It’s easy when you know how Manage and Control - How you manage the production, approvals, deployment and then maintenance of your video assets alongside your other business content. People and Partners Assess where and how you can use video to train, educate, engage and support your staff, suppliers and customers. Measure for Success - Track, analyse and test all elements of your video strategy, just as you do with all other components of your marketing strategy. Brand Awareness - Consider the platforms you use for your video (private IPTV to public YouTube & Vimeo), as well as using video as the medium – video ads, advertising on video platforms and exploiting social video. Driving Traffic - Review how you use video to improve SEO rankings, actively drive targeted traffic, your strategy for YouTube/other video platforms and video PPC Improving Response Evaluate how you use video on your site throughout the user experience - to engage & drive calls to action. Increasing Revenue - Ensure you are using video at key points in the journey to maximise conversions.
  26. 26. 3. Taking action Developing your perfect pitch
  27. 27. Developing your perfect pitch Arrive at Home Page “What do these guys do? Is it what I am looking for? Is it worth my time? What do I do next?” “FEEL” space
  28. 28. Developing your perfect pitch Arrive at Home Page Go to product/ services page “What do these guys do? Is it what I am looking for? Is it worth my time? What do I do next?” “FEEL” space “Is this really what I need? How does it work?” “THINK” space “So who are these guys? Would I buy from them? Take a look at Do I trust them? Do other people trust them?” About Us Contact Us / Buy Process “I would like to know some more, but can I really be bothered? Is it worth it? What will happen next?” “THINK” space “KNOW” space
  29. 29. Developing your perfect pitch Arrive at Home Page WEB PRESENTER VIDEO “FEEL” space THOUGHT LEADERSHIP Go to product/ / PRODUCT VIDEO “THINK” space VIDEO BLOG / Take a look at CORPORATE VIDEO “THINK” space services page About Us Contact Us / Buy Process CALL TO ACTION / CLEAR HURDLES VIDEO “KNOW” space
  30. 30. 4. Getting results What you cannot measure, you cannot improve.
  31. 31. Measure, Improve, Measure, Improve Video marketing without measurement is like flying blind on a rocket cycle
  32. 32. Measure, Improve, Measure, Improve Video marketing without measurement is like flying blind on a rocket cycle • To justify the investment, measure: – Commercials metrics: • Online conversion rate • Sales per conversion • Average sale value – User behaviour metrics: • Bounce rate • Time on page/site • Drop offs at each stage of conversion funnel • Then calculate cost per acquisition pre & post video • Then optimise, learn and optimise again
  33. 33. 5 steps to increasing returns using video 1. Analyse • Review website user journeys • Analyse online stats • Identify video revenue opportunities 2. Plan • Create video assets plan to fit brand, message, bus objs & wider marketing • Video production plan 3. Produce • Optimise Shoot Time • Storyboard • Select presenters • Write scripts • Filming • Editing • Post production 4. Track • Track & report performance stats for each video against business objectives 5. Optimse • Analyse & identify new opps to increase returns • Assess business case • Feed back into on-going plan
  34. 34. 7 key tips to drive video conversions 1 2 3 Focus on the viewer, not yourself or your company Explain how you have helped others Answer most common questions Keep it flowing and punchy Make it educational (valuable) Pay attention to quality Finish with compelling call to action 4 5 6 7
  35. 35. MWP Webinar: Online Video Marketing Thank You! Any questions?