How is online video differentfrom TV commercials?• TV commercials are 30 seconds of sales tactics,marketing lingo, and persuasive calls-to-action.• Online videos must be informative,entertaining, and/or share-worthy in order tosucceed.• TV commercials do not promote branding anduser engagement as well as online video.• People share interesting, entertaining videos,not commercials.
Why is online video valuable?a) Improved User Engagementa) Perception -> Emotional Response -> Appraisal of Meaning ->Evaluation of Meaningb) Brand Awarenessa) Display “human” side of the company; stronger connection toaudienceb) Professionalism and Brand Qualityc) SEOa) Generate trafficb) Improve conversionsc) Build Linksd) Improve online presence
When does online video work?• Video is an integration of text, image,and sound toward a unified goal.• Ask yourself:o Would this content lose something if it were just text andimage?o Does this idea or content require aesthetic as well asconceptual engagement?• If the answer is YES, make the video!• If the answer is NO, try a different medium.
Goals• What do you want to achieve?• Pick out the core purpose of your content:o Improved User Engagemento Brand Awarenesso Search Engine Optimization• Should you build different bits of contentto achieve different goals?• Can you hit all goals with one video?
Goals• Who is your target audience?• What style of content will work well to achieve for yourgoals?• If your goal is:o Improving User Engagement – Create thought-provoking, useful information orcreative value and invite further action following playback.• Consider appropriate placement of video content on the page.• Consider social responses and comments.o Branding – Create engaging ad, generate buzz, create informational content.Interviews with staff to improve brand trust. EMOTIONALLY ENGAGE.o Search Engine Optimization• Conversions - Enrich an existing page with content. Aid users in decisionsabout taking the next step.• Building Links – Make exceptional, useful, share-worthy content.o News Releases• Presence on Video Search Engines – Entertain, Instruct, ProvideUseful/Interesting information
Phase One – Clean Up• Go through existing online videos anddetermine which are still relevant, which are not.• Make Private/Unpublish old, irrelevant videos• Determine which videos can be used on thewebsite to supplement pages/material andimprove SEO and conversionso Are they informative? Are they entertaining? Are theyshare-worthy?o If there are no videos that will benefit the website,consult with video team to produce new videosSTRICTLY for the web!
Phase Two - Implementation• After choosing which videos are helpful for thewebsite, determine where and how to embedthem to maximize SEO benefits.• Upload/Embed on pages with highest potentialfor ranking• Embed with custom iframe codes and socialsharing buttons to make it easy for others toshare directly from the website
Phase Three - Syndication• After the videos have been established onthe website, THEN we make them publicand share on YouTube, Vimeo,Dailymotion, and other social video sites.• Share and upload to Facebook, GooglePlus, Twitter, and other social networks,crediting the website as the source
Measuring Success• Continuous monitoring of data and analyticswill have to be performed during each stage tosee which videos are the most successful atdriving traffic and conversions.• Video analytics software will help determinethese metrics in the first two stages, so we knowwhich videos might be best to share in the thirdstage.• Accurate testing and measurement ofengagement cannot be achieved without the aidof this software.