Online Video - The Swiss Army Knife Of Interactive Marketing

ONLINE VIDEOTHE SWISS ARMY KNIFE OF INTERACTIVE

700,000,000,000 6,895,656,577 = 100 videos/human Source = YouTube Blog – Dec 2010 – total #video views worldwide

OPPORTUNITIES & BENEFITS WITH ONLINE VIDEO

Generate Response – Video Advertising Vs. 0.1% For text/image ads

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

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

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

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

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

Embracing Online Video Like It’s Going Out Of Style

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)

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

VIDEO = SOCIAL MEDIA

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

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 get less than a couple of hundred views.” – YouTube Help

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

What Video Content Usually Doesn’t Work?Online Video = Lean Forward vs. Lean Back Experience – The classic disruptive marketing approach often = FAIL

THANK YOU MARK ROBERTSON mark@reelseo.com

Online Video - The Swiss Army Knife Of Interactive Marketing

by Mark Robertson

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