Digital Video Content Marketing and Distribution


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Presentation exploring the use of digital video content in building value for brands.


Introduction: Video content and consumer engagement.

-Defining content types and functions.
-Creating social assets and interaction.

Content Distribution:
-Defining digital distribution models and characteristics.
-Viral and social content distribution models.
-Paid/free/blended distribution strategies.

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  • Ray Kurtzweil: Law of Accelerating Returns:“what fit into a building 20 years ago now fits into this. What now fits into this in 10-15 years will fit into a bloodcell.Technology is accelerating but when we are thinking about social networks and social media we are talking about fundamental human psychologyIf you take nothing away from my talk today, please take this: your industry is perfectly placed to take advantage of social media, tell your stories, mobilize you customers and harness the power of advocacy.
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  • Digital Video Content Marketing and Distribution

    1. 1. Online Video: Content and Distribution <br />Wednesday 16th March 2011<br />
    2. 2. What We Will Cover Today<br />Digital Video Content and Building Value:<br />Video content and consumer engagement.<br />Content:<br />Defining content types and functions.<br />Creating social assets and interaction.<br />Content Distribution:<br />Defining digital distribution models and characteristics.<br />Viral and social content distribution models.<br />Paid/free/blended distribution strategies.<br />
    3. 3. About Me<br />More than 7 years digital communication and strategy experience.<br />Product strategist and business development manager at Television New Zealand Digital Media.<br />Commercial and content strategist for TVNZ Ondemand, Australasia’s first Web Television service launched in March 2007.<br />Managing Partner at Northward Digital video content and strategy house.<br />Digital content and communications consultant at Poets and Plumbers and Think International.<br />
    4. 4. Video Content and Consumer Engagement<br />
    5. 5. Changing Consumers Expectations<br />+70% of global online consumers watch online video. More than half of global online consumers watch online video in the workplace.Nielsen, Q4 2010.<br />90% of global internet traffic will be video by 2013.<br /> Cisco, Q3 2010<br />+90 percent of all social network users access content due to the recommendations of friends in their online social network. <br />The Diffusion Group (TDG), Q3 2010.<br />
    6. 6. Video is Not Only Branding<br /> “Video in email marketing has been shown to increase click-through rates by over 96%”<br /> “Video created a 30% average uplift in e-comm sales. Up to a 90% increase across some product categories.”<br /> “Video content is 53 times more discoverable on Google than text content.”<br /> Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. <br />
    7. 7. Social Media and Content Saturation<br /><ul><li> +35 hours of video is uploaded to YouTube each minute.
    8. 8. Constant generation of text, image, video, sound and conversational content.
    9. 9. The challenge for brands and marketers: </li></ul>Creating content that can be discovered and then actively shared by audiences and consumers.<br />Source: Eloqua.<br />
    10. 10. Measuring and Optimizing<br />Analytics and Optimization:<br />Goal-oriented. <br />Quantitative + Qualitative.<br />Content metrics.<br />Distribution metrics.<br />Informed decision-making.<br />User path analysis.<br />Track business outcomes e.g. Sales lift measurement or database signups.<br />Robust, actionable and auditable.<br />
    11. 11. Engaging the Right Audience <br /> “Even if you reach a hundred people with a video, if that’s your target audience and you change their behavior, then you’ve succeeded better than if you reach a million people and you don’t change anybody’s behavior with the video.” <br />Dr. BJ Fogg, Director of Stanford University’s Persuasive Technology Lab.<br />Source: DesignDamage.<br />
    12. 12. Content <br />
    13. 13. Content Creation<br />Finding your authentic stories.<br />Creating value for your audience.<br />Fostering sharing.<br />Building engagement. <br />Guiding consumer outcomes.<br />“A minute of video is worth 1.8 million words.”<br />Dr. James McQuivey, Forrester Research January 2009.<br />
    14. 14. Defining Video Content Types <br />Conversion<br />= Education<br />Greeting<br />= Value Proposition<br />Conversation<br />= Engagement<br />
    15. 15. Regus NYC: "You May Need an Office"<br /><ul><li> Niche and geo-specific target audience using content, traditional and digital advertising.
    16. 16. 40,000 YouTube views.
    17. 17. 30% uplift in leads to Regus’ Manhattan locations and 114% increase in revenue YOY.
    18. 18. 175% increase in Manhattan location conversion rate.</li></ul><br />
    19. 19. Content Check List<br /><ul><li>Define your goals and how they will be measured.
    20. 20. Create videos based on content types and how they function.
    21. 21. Consider your audience and the content value proposition.
    22. 22. Design content according to how and where you want it to be consumed.
    23. 23. Find your stories: Ensure that they are genuine and authentic.
    24. 24. Encourage engagement: foster participation, interaction and sharing.
    25. 25. Integrate video content with other marketing materials and ensure consistency of messaging.
    26. 26. Create content to be usable and shareable across multiple channels. </li></li></ul><li>Content Distribution<br />
    27. 27. Video Content Distribution: Fishing where the Fish Are<br /> “Taking branded content to consumers at portals or on social media sites has emerged as an answer to the problem of finding or aggregating the perfect audience.”<br />Source: MediaPost, Oct 2010.<br />
    28. 28. Video and Social Recommendation<br />Source: Forrester Research, Q4 2009.<br />
    29. 29. Content Distribution Seeding<br /><ul><li> Digital PR.
    30. 30. Blogger/influencer outreach.
    31. 31. Social media communities/feeds.
    32. 32. Social Bookmarking/Discovery sites. </li></ul>Earned Media<br />Paid Media<br />Proprietary Media<br /><ul><li> FB ads
    33. 33. Youtube ads
    34. 34. Sponsored tweets
    35. 35. Ad words
    36. 36. Banner ads
    37. 37. Professional seeding networks.
    38. 38. Email databases
    39. 39. CRM assets
    40. 40. Company blogs
    41. 41. Employee WoM.
    42. 42. company-owned ad spaces.
    43. 43. Competitions/incentives.</li></li></ul><li>Social Media Communities and Organic Seeding<br /><ul><li>Engaging with influencers.
    44. 44. Creating lasting communities of advocates.
    45. 45. Expanding reach.
    46. 46. Stimulating sharing.
    47. 47. Developing and testing content/ Crowd-sourcing.
    48. 48. Driving traffic to your content/site.</li></li></ul><li>Copenhagen Bicycle Film Festival<br /><ul><li> Seeded via organic outreach across niche blogs and facebook community.
    49. 49. 25,000 views across vimeo, facebook.
    50. 50. Significantly raised the profile of the inaugural CPH event. </li></ul><br />
    51. 51. Paid Seeding and Distribution Providers<br />Extend audience reach.<br />Link into existing communities across specific niche or broad audiences.<br />Stimulate the viral effect with active content seeding.<br />Set up profiles & brand.<br />Publish once to where your audience is.<br />Can be paid or free placements.<br />
    52. 52. Visit Denmark: ‘That’ campaign <br /><ul><li> Paid content seeding service used.
    53. 53. 800,000 YouTube views in first 5 days.
    54. 54. 1.9 million Google searches.
    55. 55. Made international news; picked up by BBC and Fox as well as numerous publications and blogs.</li></ul><br />
    56. 56. Blended Distribution Strategies<br /><ul><li>Brand Site:
    57. 57. Engagement and conversion.
    58. 58. Optimized for engagement and action.
    59. 59. Single brand voice.
    60. 60. Full creative control and outcome management.
    61. 61. Distributed Platforms:
    62. 62. Awareness and reach building.
    63. 63. Optimized for discovery and sharing.
    64. 64. Mixed brand voice.
    65. 65. Limited customization options.</li></li></ul><li>Serena Software: “Go @#$% Yourself“ <br /><ul><li> Hybrid distribution model.
    66. 66. +2,000,000 video views across youtube and brand site.
    67. 67. Attributed revenue of $10 million with $40 million in opportunities.
    68. 68. Attributed product trials of 100,000, and extensive database acquisition. </li></ul><br />
    69. 69. Content Distribution Checklist<br /><ul><li>Define your goals and how they will be measured.
    70. 70. Assess the pros and cons of distribution options for the content.
    71. 71. Consider audience fit and usage across potential distribution platforms.
    72. 72. Ensure resourcing is in place to deliver distribution strategies and partnerships.
    73. 73. Test and optimize distribution channels based on analytics.
    74. 74. Use existing proprietary and earned channels like email and social media but prepared to pay for seeding if necessary.
    75. 75. Make content sharing easy.
    76. 76. Reuse assets across all of your communication channels. </li></li></ul><li>Thank You<br />