Why Online Video Should Be Part Of EMarketing Strategies

WHY ONLINE VIDEO NEEDS TO BEA PART OF YOUR E-MARKETING STRATEGY

WHY ONLINE VIDEO?

700 Billion Video Views – At YouTube Alone700,000,000,000 6,895,656,577 = 100 videos/human Source = YouTube Blog – Dec 2010

35 Hours Video Uploaded Per Minute 13,000,000 50,400 hours uploaded to YouTube every day (51k miles of 35mm film) which would wrap around the Earth at the equator...2X.By the time this presentation is over >1050 hours new video = 525 full-length Hollywood movies Source = YouTube Blog – Dec 2010

Video Keeps Growing and Growing Video = 51% Internet Traffic Source = Limelight Networks, 2010 Financial Analyst Presentation

Growing While Traditional Media Declines

WHY IS VIDEO SO POPULAR?

Video Makes It Easy To Absorb Information1. The moving picture is the most compelling way to tell a story. “...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 electronics2. If a picture is worth 1000 words, what’s a video worth? – 1 min. video (30fps) = 60 sec. x 30 pictures x 1000 words = 1.8 million words

THE BENEFITS OF VIDEO

Video Sells Products & Services• Of people who watched online video: – 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.• Zappos Product Videos have had a sales impact of 6 to 30%. Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer

Video Drives Engagement & ActionWork-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

Advertising With Video Works Better Vs. 0.1%

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

Reputation Management Power To The People Vs. Controlling Your Own BrandUNITED BREAKS GUITARSReportedly cost United $180M off their share price

TYPES OF VIDEO FOR EMARKETING

Viral Video Strategies = 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

Other Ways To Use Online VideoUse video for virtually every aspect of your e-marketing communications.

Reach Throughout The Customer Life CycleProduct Demonstrations Customer Testimonials Customer Support Company Introductions

Comprehensive Strategy = Lots of VideoYou can not do complete e-marketing without video• The best way to leverage video is with a comprehensive, ongoing strategy • Realistic goals and objectives • Produce video - ongoing basis – 10 videos = good start. • Integrate video w/e-marketing initiatives – Social media, search, website presence, etc… – YouTube channel • Integrate with off-line• Its has become very affordable 1. Outsource high quality video production & marketing to professionals • ~1000 EUR/video vs. 50,000 EUR for broadcast commercial 2. In-house production – only good idea for 100’s videos.

WHERE SHOULD YOU PUT YOUR VIDEOS?

It’s Easy To Spread Your Video Everywhere• Embeddable = sharing video is inherently simple and you can reach your target customers, wherever they are. – Your website – Industry blogs – Social networks • Twitter • Facebook • Linkedin – Video websites • YouTube • Dailymotion • Metacafe – Other distribution channels

YOUTUBE MARKETING STRATEGY Quality content SEO Audience Basics

Quality contentDRIVING VIEWS AND INTEREST

What Doesn’t Work On YouTube?• Online Video = Lean Forward vs. Lean Back – The classic disruptive marketing approach does not work.

What Content Works On YouTubeCreate 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• Consider well-known talent• Dedicate resources• Don’t play viral roulette• Avoid using copyrighted assets

SEO BasicsINCREASE VISIBILITY & DISCOVERY

Success = More than Keywords & TextYouTube Ranking Factors – Title – Description – Tags – Views & frequency – Likes, dislikes – Playlist additions – Flagging – Shares – Comments – Age of video – Subscribers – Favorites – Embeds & inbound links – Social media buzz

YouTube Ranking Factors – Holistic Effort• More Possible YouTube Ranking Factors• Social Media Activity & Buzz • Blogs• Degree & frequency of community • News/Press/Press Release interaction • Crowd Sourcing – Influencers &• Playlists Media• Flagging • YouTube Partner Program• Honors • Close Captioning/transcriptions• Insight/Trends/Analytics indicators• Bulletins• Authority Channel (Ex: BMW)• Google & YouTube searches• Channel Views• Social Bookmarking

Tips for YouTube SEO – Don’t Be LazyTitles are important• Trade-off = keywords vs. enticingMaximize descriptive text• Descriptions (5000 characters)• Tags – optimize & de-optimize (no spam)• Keywords first in titles, descriptions & tagsOther Considerations• Uploading in HD 720p+• Leverage Annotations - views• Upload manually – be an active member• Closed captions/subtitles• Create playlists to organize

AudienceDRIVING ENGAGEMENT & RESPONSE

Engage & Drive Audience Interaction• Subscribe to relevant users• Add video responses when appropriate• Encourage embedding• Allow commenting, rating - respond!

Seed And Promote Inside & Outside YouTube• Use most popular YouTube channel available to you• YouTube Promoted Videos• Post to your blog & social networks• Reach out to “Key Influencers”• Spread internally

YOUTUBE CONVERSION TIPS How to YouTube Viewers Home

Drive YouTube Viewers HomeURL in Description Field – Must include http:// – Use URL shortener – tracking, nofollow

Drive YouTube Viewers HomeIn-Video Calls to Action – Teasers, Coupons, Promo codes, Call tracking, Unique URLs, Etc… – Consider using annotations (dynamic)

Drive Views + Conversions - YouTube PromotePromoted Videos• Pay per view -keyword – Starts at $0.01 CPC• Drives video views• Drives viewers back to you Free call-to-action overlay ad • Cost per click off-site? $0 • Trick = FREE

Online Video Resources – Learn All You CanReelSEO.com - The Online Video Marketer’s GuideOur focus is to help businesses and marketers to best leverage the power of online video. Video Marketing Video Advertising Video SEO Video Technology Video Search Video Production Research & Trends E-Commerce Video Mobile Video Tools and Software• Other great resources: – StreamingMedia.com – Advertising Age’s – Video Insider – Vimeo.com/videoschool/ – YouTube’s Blog – NewTeeVee.com – VideoMaker.com

Need Help? Strategic Online Video ConsultingVideo - key component for real e-marketing: – Establish goals – Produce quality videos – Diffuse wherever customers are – Measure, track, learn• Our agency is 100% dedicated to video.• What we can provide?  Consulting Strategy  Video Production  Optimization & Diffusion  Video SEO  Social Video Marketing

CONTACT UScontact@videoagency.comhttp:www.videoagency.com 39 Rue Anatole France 92300 Levallois-Perret

CONCLUSION?

Do Video in 2011 – Or Else!

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Why Online Video Should Be Part Of EMarketing Strategies

by Mark Robertson

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Why Online Video Should Be Part Of EMarketing Strategies Presentation Transcript