Using Video and Multimedia
in Online News Releases
Webinar Moderator:
Jiyan Wei,
Product Manager, PRWeb

Survey Results
1) Do you think it’s valuable to
bundle video with your press 100
release distribution? 90
80
YES 94% 70
NO 6%
60
No
50 Yes
40
2) Have you ever bundled video
30
with your press release?
20
10
YES 12%
NO 88% 0
Is It Valuable? Have You Used It?

Guest Speaker:
Mark Robertson
Founder and Publisher, ReelSEO.com
• Founder of ReelSEO.com. – An online resource
dedicated to internet video marketing. ReelSEO.com
provides information and insight into the latest and
greatest news, trends, tips and best practices for online
video.
• Specializes in online video publishing, video marketing
and video SEO, organic search engine optimization, local
search marketing, social media marketing, and blogging.

Guest Speaker:
Amy Mauzy
PR Manager, Malibu Boats & Axis Wake Research
• Public Relations Manager for Malibu Boats as well as a
new sub-brand of Malibu, Axis Wake Research. Responsible
for creating and distributing news and multi-media in and out
of the water sports industry, for both companies.
• Specializes in public relations, social media marketing,
blogging, media relations, public speaking, marketing
material creation and direction as well as multi-media
planning and design.

The Era of Online Video

Online Video Continues Rapid Growth
Online Video is at an all time high
• Largest audience ever recorded 1
– 158M US Internet users
– 21.4B videos viewed in – July 2009
– 40 percent of the total were videos
watched on YouTube
• Online video viewing has grown
across all age groups 2
• Time spent viewing video online up
50% since 2008 3
Sources - 1 Comscore Video Metrix 7/2009 | 2 Pew Internet & American Life Project Survey “The Audience for Online Video-
Sharing Sites Shoots” 5/2009 | 3 Nielsen Online Video Census – 6/2009

Types of Online Video Content Viewed
- US Active Online Video Viewers, August 2008 (% Respondents)
• 55% of those who watched
more than 1hr of online video
content per week, watched
news related video
• 25% watched commercials
or promotional business
videos
Source: Veoh Networks, conducted by Forrester
Consulting - “Watching the web, How online video
engages audiences” 10/8/2008

C-Level Executives Turn To Web Video
• Online Video as a source of
business information is growing
in importance for C-Level
Executives
“...when you’re dealing with complex
concepts, it’s sometimes better to
stop talking and just use a video.
It’s very much a picture being
worth a thousand words.”
- Rob Shaddock, CTO, Tyco electronics
Source – Forbes Insights “The Rise of the Digital C-Suite: How Executives Locate and Filter Business
Information” 6/2009

Web Search Volume: “Video(s)” vs. “News” vs. “God” vs. “Sex”

Online Video Works

Video is Most Effective Content for SMR
SMR = Social Media Release = Press Release + Web 2.0
• 64% of those marketers
surveyed declared video the
most effective content in a
multimedia press release
• Benefits:
– Timely indexing of media
elements
– “Link juice” to YouTube Video
– Video drives business
Sources - Marketing Sherpa “Social Media Marketing and PR Benchmark Survey” – 12/2008

Online Video Drives Business
Of people who watched an online video 1
– 55% took one or more actions
– 43% visited a website
– 22% requested more information
– 18% went to physical location
– 15% made a purchase
– 11% forwarded to family or friend
– 9% signed up for product/service trial
46% of shoppers who viewed online video
had a larger overall order size 2
Real Estate videos increase perceived
property values by 6% 3
Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” – 3/2007 | 2Internet Retailer |
3Property Reviews - 9/2009

Break Through the Clutter – Video SEO
Videos Dominate Universal Search
• 38% of users who searched Google were
served video in Universal search engine
results pages
Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008

Online Video Marketing

Video Use for Business
Informative Entertaining
• Product Demonstrations • Create something fun
• Support, Instructional/How-to • Boring - repurposed commercials,
corporate video
• Testimonials PR
• Don’t have to get out all your distinct
• Company Culture message points
• Video Blogging • “It’s about first getting your audience’s
attention”
• Company Seminars/Webinars
Tips
• Community Involvement
• Camera shy? Try screen recording
• Sales, E-commerce
• Be yourself, outline not script

Focus on Quality and Engagement
Lean Back vs. Lean Forward
• "It's got to be 30 sec?"
• My answer is, Let's tell the story first
• Remember
– Shorter is almost always sweeter
– Focus on first 15 sec
Telling a story:
– Engage customers
– Educate customers
– Prominent branding
http://www.youtube.com/user/Blendtec
– Point of differentiation
Sales increased 700%, 5X the company's old record
– Entertain customers

Identify the Target Audience
Think about the words users would type to find your pages, and
make sure that your site actually includes those words within it."
(Google Guidelines)
Do your keyword research
• Not everyone searches the same way
• Tools
– Google Search Insight
– SEOBook.com
– YouTube Searches
– “Related Searches”

Leverage The 1.6B lb Gorilla = YouTube
YouTube = Major Search Engine
• #2 largest search engine in terms of search queries
• #1 search engine for video discovery
– 54% of online consumers reported using the site to discover video1
– July 2009 – 3.6 Billion search queries, 27% of all Google queries2
YouTube Keeps Going & Going
Sources: 1JupiterResearch/NPD Group Individual User Survey (6/08) – 2 Comscore Search Rankings (7/09)

Publish and Syndicate
Consider submitting videos, especially those
of a viral appeal to video sharing sites

Tips for Publishing
• Use services like Tubemogul/HeySpread to upload your
videos to multiple sites.
• Titles are extremely important
– Trade-off - SEO vs. Social = Enticing + Keywords
– Try variations in titles – duplicate content
• Goal – add descriptive text around video
– Leverage descriptions field liberally (”more info” in
YouTube)
• max characters
– Leverage tags – use tags liberally – optimize & de-optimize

YouTube Specific Tips
Drive Interaction
• Add URLs to your descriptions
• Create a branded channel
• Include branding & URL
• Allow and encourage
– Embedding
– Commenting
– Rating
• Engage and respond

Annotations & Captions
• Leverage annotations to drive
viewers to your other videos
• Closed captions can help with
indexing, accessibility and
global reach

Have a Call to Action
• Teasers
• Coupons
• Promo codes
• Call tracking #’s
• Unique URLs
• Etc…

Tips for Promotion
• Leverage social networks
• Post to your blog
• Tweet your video
• Post to Facebook profile/page
status
• For SEO:
– More links + Embeds = >PR
– >PR = Better Rank

Tips for Promotion
• Encourage your company to help seed/spread the word

YouTube Promoted Videos
• PPV – pay per view
• Keyword targeted
• Gives ability to add overlay
– Drive user to your site

Remember – Success = Quality & Value
YouTube Ranking Factors
• Title
• Description
• Tags
• Views
• Ratings
• Playlist additions
• Flagging
• Shares
• Comments
• Age of video
• Channel views
• Subscribers
• Embeds & inbound links

Thank You
Mark R. Robertson, Founder
www.reelseo.com
Twitter.com/reelseo
Facebook.com/reelseo

MALIBU BOATS
ON VIDEO

Picture = 1,000 | Video = 1,000,000
• Video can communicate a ton in minutes
• Proof
• Illusion G3 Tower
• Fun
• Lifestyle
• Information
• Tutorials
• Humor
• Wakeboard Wally
• Aspiration
• Malibu Corvette

Golden Rule Of Video Content
• Make videos your customers want to watch
• Listen in online communities
• The Malibu Crew
• Docking and trailering
• Learn from analytics
• Insight
• Tips videos
• E-newsletter click-throughs
• Develop a system
• What are your customers posting?
• Passion

Do More With Less
• No time or money for video tasks?
• Not perfect… ON POINT!
• Believable
• Camera set-up
• Editing
• Be opportunistic - in a good way
• You’ll do it if it’s convenient
• iPhone®
• Use existing content
• Product videos
• Digital owner’s manuals
• Home videos
• Get partners shooting
• Professional video

Kill Lots Of Birds With Your Video
• Get as much as you can out of your videos
• News releases
• E-newsletters
• B to B and B to C
• Blog posts
• Tweets
• Friends
• Photo repositories
• Internal web sites
• Apps

Questions & Comments?

Contact Information
Guest Speakers:
• Mark Robertson, Founder and Publisher, ReelSEO
Website: http://www.reelseo.com
Twitter: @markrrobertson & @reelseo
Facebook: http://www.facebook.com/reelseo
Linkedin: http://www.linkedin.com/in/markr
• Amy Mauzy, Public Relations Manager, Malibu Boats & Axis Wake Research
Email: amym@malibuboats.com
Website: http://www.malibuboats.com & http://www.axiswake.com
Twitter: @kamimauzy, @malibuboats & @axiswake
Facebook: http://facebook.com/amymauzy,
http://facebook.com/malibuboats & http://facebook.com/axiswake
LinkedIn: http://linkedin.com/in/amymauzy
Moderator:
• Jiyan Wei, Product Manager, PRWeb
Email: jwei@vocus.com
Twitter: @prweb
Blog: http://www.newinfluencer.com/

About PRWeb
• The Leading online news and news release distribution
service worldwide.
• Pioneer in direct-to-consumer distribution, search engine
optimized press releases and multimedia news.
• Used by more than 40,000 organizations to increase the
visibility of their news, improve their search engine rankings
and drive traffic to their Web site.
• Wholly owned subsidiary of Vocus, Inc., a leading provider
of on-demand public relations management software.