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Best Practices-Online Video Within Webinars

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As webinars become a standard go-to marketing tool, marketers continue to look for ways to improve the experience and leverage existing assets. The use of recorded video clips during webinars enable …

As webinars become a standard go-to marketing tool, marketers continue to look for ways to improve the experience and leverage existing assets. The use of recorded video clips during webinars enable marketers use existing marketing videos—short commercials, customer testimonials, funny clips, etc.—while engaging audiences more fully. Additionally, recording webinars provide marketing departments with additional assets that can be leveraged for content marketing, shared on social media, embedded in the blog, etc. Learn more from this presentation that Brandon Hess gave at Digital Summit 2010.

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  • 1. Online Video Best Practices Recorded Videos Within Webinars & Recorded WebinarsDigital East #deast12 Brandon Hess @brandonhess 1
  • 2. Online Video | Recorded Video in Webinars Defined: Placing a recorded video within a Webinar for playback to an audience.  Advertisement/Sponsorship  Product Demo / Tutorial  Visual Engagement  Recorded Presenter  IntermissionDigital East #deast12 Brandon Hess @brandonhess 2
  • 3. Online Video | Recorded Video in Webinars Keep in Mind:  Relevance to content type.  Audience engagement.  Compression & pre-loading risks.  Pace & presentation flow.  Ownership & copyright.  Transcription & Accessibility.  Longevity.Digital East #deast12 Brandon Hess @brandonhess 3
  • 4. Online Video | Recorded Video in Webinars 20% of online video views click away from a video in the first 10 seconds or less. *Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video ContentDigital East #deast12 Brandon Hess @brandonhess 4
  • 5. Online Video | Recorded Video in Webinars 33% of online video views click away from a video in the first 30 seconds. *Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video ContentDigital East #deast12 Brandon Hess @brandonhess 5
  • 6. Online Video | Recorded Video in Webinars 60% of online video views click away from a video in the first 120 seconds. *Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video ContentDigital East #deast12 Brandon Hess @brandonhess 6
  • 7. Online Video | Recorded Video in Webinars Best Practices:  Post-compression quality.  Audio matching (commercial volume).  Production versus Produce.  Expectations & post video “engagers”.  Targeted Clips (10-30 seconds)  Relevance versus Trendiness.  Help first, Favor second.  Mute your conference line to avoid reverb.Digital East #deast12 Brandon Hess @brandonhess 7
  • 8. Online Video | Recorded Video in Webinars Uses:  Sponsored webinars.  Intermission/lobby content.  Product demo/comparison.  Tutorial clips.  Pre-recorded audience questions.  Education/Interactive tutorial.  Introduction/Closing.Digital East #deast12 Brandon Hess @brandonhess 8
  • 9. Online Video | Recorded Video in Webinars Things to Avoid:  The Inception Webinar.  Hiding reference data or answers in a video.  “Regurgitation” effect.  Potential copyright contention.  Loss of in-video analytics.  Removing contextDigital East #deast12 Brandon Hess @brandonhess 9
  • 10. Online Video | Recorded Webinars Defined: Post-webinar recordings and their promotion, execution.  Simulive Webinars.  Archived Marketing Content.  Reuse of Top Performing Webinars.  Content Syndication.  Second Close Content/Value.  Educational/Training Portals.Digital East #deast12 Brandon Hess @brandonhess 10
  • 11. Online Video | Recorded Webinars Keep in Mind:  Registration new and return viewers.  Social “triggers” for audience promotion.  Transcription services.  Analytics.  Ownership of recordings.  3rd Party versus Integrated.  Audio and Video.Digital East #deast12 Brandon Hess @brandonhess 11
  • 12. Online Video | Recorded Webinars Best Practices:  5-second pre/post pauses.  Create a storyboard/script.  Continuous visual change.  The Best Speaker for the Job vs the Speaker with the Best Job.  Record Twice, Cut Once.  5-6 minute maximum webinar “episodes”.  Sound room with stable signal, power.Digital East #deast12 Brandon Hess @brandonhess 12
  • 13. Online Video | Recorded Webinars Uses:  Tutorial / Education Resource.  Recurring Registration.  Simulive Webinars.  Building a Pre-Existing History.  Co-Presenter Value.  Content Syndication.  Transcription & SEO Content.Digital East #deast12 Brandon Hess @brandonhess 13
  • 14. Online Video | Recorded Webinars Things to Avoid:  Sensitive/Copyrighted Material.  Secret Recording of Audience.  Speaker Audio Quality.  Low-Resolution Recording.  Promoting Raw Recordings.  Proprietary Recording & Hosting.Digital East #deast12 Brandon Hess @brandonhess 14