ONLINE VIDEOTHE SWISS ARMY KNIFE OF INTERACTIVE
700,000,000,000       6,895,656,577                     = 100 videos/human   Source = YouTube Blog – Dec 2010 – total #vid...
OPPORTUNITIES & BENEFITS   WITH ONLINE VIDEO
Generate Response – Video Advertising                                      Vs. 0.1%                                For tex...
Drive Engagement & Action - CommunicationWork-Related Video Can Drive Senior Executives To Take Action                    ...
Break Through the Clutter – Video SEOVideos Dominate Universal Search 38% of users were served video in Google’s Universal...
Control Your Brand - Reputation ManagementPower To The People – United Breaks Guitars               Reportedly cost United...
The E-Commerce Video SEO Opportunity76% of top 200 North American retailers have no presence in Google Video              ...
Embracing Online Video Like It’s     Going Out Of Style
Zappos.com Video Strategy - ComprehensiveZappos Video Initiatives•   2009 – Initial testing•   2010 – Goal = 50K videos   ...
Zappos.com Video Results - PowerfulZappos Video Results•     Product page conversion•     Returns•     Customer satisfa...
VIDEO = SOCIAL MEDIA
Don’t Forget Your YouTube Brand PresenceYouTube “Enhanced” User Channel   YouTube “Carousel ” Brand Channel
What Happens When You Ignore YouTube?
WHAT CONTENT WORKS BEST FOR       ONLINE VIDEO?     DRIVING VIEWS AND INTEREST
You Want To Go Viral? = Russian Roulette99.67% of YouTube videos have less than 1M views - TubeMogul.“…most YouTube videos...
What Video Content Works?Create Magnetic Content:•   Content that naturally attracts consumers Vs. interruption marketingT...
What Video Content Usually Doesn’t Work?Online Video = Lean Forward vs. Lean Back Experience   – The classic disruptive ma...
THANK YOU MARK ROBERTSON mark@reelseo.com
Online Video - The Swiss Army Knife Of Interactive Marketing
Online Video - The Swiss Army Knife Of Interactive Marketing
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Online Video - The Swiss Army Knife Of Interactive Marketing

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This is a presentation that I gave at the Omnicom Group meeting in Paris, France. It's all about why brands should be leveraging online video across their interactive marketing initiatives.

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Online Video - The Swiss Army Knife Of Interactive Marketing

  1. 1. ONLINE VIDEOTHE SWISS ARMY KNIFE OF INTERACTIVE
  2. 2. 700,000,000,000 6,895,656,577 = 100 videos/human Source = YouTube Blog – Dec 2010 – total #video views worldwide
  3. 3. OPPORTUNITIES & BENEFITS WITH ONLINE VIDEO
  4. 4. Generate Response – Video Advertising Vs. 0.1% For text/image ads
  5. 5. Drive Engagement & Action - CommunicationWork-Related Video Can Drive Senior Executives To Take Action Survey of 306 executives at U.S. companies with annual sales exceeding $500 million. Source = Forbes Insights – Video in the C-Suite, Dec. 2010
  6. 6. Break Through the Clutter – Video SEOVideos Dominate Universal Search 38% of users were served video in Google’s Universal Search “Any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index” – James L. McQuivey, Vice President, Principal Analyst - Forrester Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008 | Forrester Blog
  7. 7. Control Your Brand - Reputation ManagementPower To The People – United Breaks Guitars Reportedly cost United $180M off their share price Source: HuffingtonPost.com 7/24/2009
  8. 8. Sell Products & Services - ConversionsOf people who watched video:• 55% took one or more actions – 43% visited website – 22% requested info – 18% went to physical location – 15% made a purchase – 11% forwarded to friend – 9% signed up for product/service trial46% of shoppers who view videopurchase larger orders. Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer
  9. 9. The E-Commerce Video SEO Opportunity76% of top 200 North American retailers have no presence in Google Video Top 10 retailers by number of videos indexed by Google Source: State of Video in E-commerce Report Q2, 2010
  10. 10. Embracing Online Video Like It’s Going Out Of Style
  11. 11. Zappos.com Video Strategy - ComprehensiveZappos Video Initiatives• 2009 – Initial testing• 2010 – Goal = 50K videos – 57,509• 2011 – Goal = 100K videosZappos Video Strategy• Product videos• How-to videos• Brand marketing• Internal communications• User-generated product reviews (2011)
  12. 12. Zappos.com Video Results - PowerfulZappos Video Results•  Product page conversion•  Returns•  Customer satisfactionZappos Keys To Success• Honest, personal, informative• Diffusion everywhere – Website, YouTube – Facebook - 2011 “What works the best is the fact that our videos are very real. There is value in being candid. Theres an emotional connection that can’t be captured via photograph or text” – Laurie Williams, Zappos.com Video Product Manager
  13. 13. VIDEO = SOCIAL MEDIA
  14. 14. Online Video Is Inherently Social Media 150 years worth of YouTube video is watched on Facebook every day. Sources = Jun Group 2010 Trends and Insights From Social Video – Jan, 2011 | YouTube Blog – Jan 25, 2011
  15. 15. Don’t Forget Your YouTube Brand PresenceYouTube “Enhanced” User Channel YouTube “Carousel ” Brand Channel
  16. 16. What Happens When You Ignore YouTube?
  17. 17. WHAT CONTENT WORKS BEST FOR ONLINE VIDEO? DRIVING VIEWS AND INTEREST
  18. 18. You Want To Go Viral? = Russian Roulette99.67% of YouTube videos have less than 1M views - TubeMogul.“…most YouTube videos get less than a couple of hundred views.” – YouTube Help
  19. 19. What Video Content Works?Create Magnetic Content:• Content that naturally attracts consumers Vs. interruption marketingTell a Story• Is the content unique?• Is the content useful?• Is the content well executed?• Is the content fun?• Is the content honest?Tips• Be candid• Consider well-known talent• Dedicate resources• Don’t play viral roulette
  20. 20. What Video Content Usually Doesn’t Work?Online Video = Lean Forward vs. Lean Back Experience – The classic disruptive marketing approach often = FAIL
  21. 21. THANK YOU MARK ROBERTSON mark@reelseo.com

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