Video in internet marketing

The importance of video content to engage audiences online
Chris Lee, managing director, Planet Content

Agenda
Introducing online video
Examples of online video success
The business case for video
How to create, manage and optimise online video
Measuring success
Questions

About me
Run my own online PR consultancy
12 years in technology PR and journalism
Write for New Media Knowledge
Won “Best Business Blog 2007” from Communicators in Business

Introducing online video
Engagement - video offers tremendous opportunity to engage audience groups online
Media thirst – traditional media sites are constantly trying to compete with the BBC’s extensive libraries of content
PR opportunity – creates opportunity for high-profile story placement
Creative extension – opportunity to add further depth to a story

It’s not just about YouTube...
Communities - embed and share
Syndicate video - use sites that syndicate and seed on other social networks
Relevance - make sure video is accurately targeted
Monitor - comments and reach

Examples
Old Spice (2010)
Stats
Samsung LED TVs(2009)

Building communities
Social networks – more than just video posting
Shared interests – people connect to other users who like similar content, or post videos they like
Channels – YouTube channels create audience bases that are informed when new content is uploaded
Comments – people post comments and views on videos. Star ratings are a powerful determination of ranking in YouTube and whether it achieves the all-important feature on the front-page

Business case for online video
Reach new audiences – creating and seeding content offers new search traffic possibilities
Engage - video offers tremendous opportunity to engage audience groups online
Cost effective – creating and seeding video need not be expensive
Personal touch – creating video adds a human face to your organisation and makes your own website that much more appealing
Market trends – people research online more before making a purchase. Let them see your product or service in action
Growing trend – in 2009, 67 per cent of US marketing managers said video would be an important part of their digital marketing*
* www.btobonline.com

Getting started in online video
Objectives – what do you want to get out of your video marketing?
Strategy – how are you going to position/integrate your video marketing within your wider marketing mix?
Budget – how much time and money are you willing to spend on video creation and seeding?
Content – what type of content are you going to create and how will you brand it?
Seeding – aside from video sites, which other social platforms do you plan to use to push your video content?
Measurement – how do you intend to measure the success of your video campaigns?

Potential content
Training videos
Product reviews
Contests
Customer testimonials
Video blogs
Press announcements
Company presentations
How to play Flamenco guitar (YouTube)

How to create online video
What you need:
Ideas
Video camera*
Sound equipment
Video editing suite
File converter
Clue up on copyright law
*Demo
**iPhone 4

Video production
Affordable quality – the explosion of video consumption online has brought with it a reduction in the expectancy of video quality and resolution
Script writer – finding a good script writer is a very valuable exercise. Substantially reduces expensive to and fro
Production – hiring a video producers is extremely important – more often that not they will manage the whole project, including editing
Budget – costs can be in the hundreds, depending on the scope of work
Length – it is best if videos do not shoot past one minute in length online – further reducing production costs

Creating a channel
Create account
Personalise your page
Upload video
Optimise content
Share content
Manage comments

Optimise your videos
What’s the objective: home or hosted?
Think of your audience
Make title relevant
Use keywords and tags: classic SEO best practice
Balancing video hosted both on your domain and third party sites

Moderation
Hugely active sites such as YouTube attract a large number of ‘spammers’ – people posting inappropriate links and content in comments to capture people’s attention
Popular videos can also attract abusive comment as a means to scandalise and shock
When it is your own video post, it is possible to control the following:
- Removal of inappropriate comments
- Complete removal of ability to comment

Measuring success
What metrics to consider when measuring success:
Views
Channel subscribers
Embeds
Social media posting (e.g. Tweets)
Inbound traffic
Link backs
Use analytics tools

In summary
Do:
Agree objectives
Keep it short and compelling
Optimise content
Make it socially sharable
Moderate comments
Measure, test and adjust accordingly

In summary
Don’t:
Plagiarise
Hard sell
Use audio/video content you have no right to use
Use same keywords on third party sites if hosting on your own
Take yourself too seriously

Small Business Case Study
Escape Studios (visual effects firm) - offers VFX courses
Channels - YouTube with Twitter and Facebook
Campaign - Competition to win work placement and free courses
* Video watched 3,000+ times on YouTube
* Overall site registration/conversion goals increased by 63.36% month on month
* Contact requests increased by 35.16%
* Purchases increased by 209.09%
* e-Learning service subscriptions increased by 107.62%

Useful sites
YouTube Insights: http://www.youtube.com/t/advertising_insight
YouTube blog: http://youtube-global.blogspot.com
How to make a YouTube video: http://www.youtube.com/t/howto_makevideo
Xtranormal: http://www.xtranormal.com
Flip Video: http://www.theflip.com/en-gb/
Royalty Free Music: http://www.royaltyfreemusic.com

Thank YouAny Questions...?
www.planetcontent.co.uk
@cmrlee
www.runmarketing.co.uk
@RunMarketing

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Video in internet marketing

by Planet Content Ltd

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Video in internet marketing Presentation Transcript