Why Online Video Should Be Part Of Your E-Marketing Strategy

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

WHY ONLINE VIDEO?

700 Billion Video Views – At YouTube Alone 700,000,000,000 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 Source = Limelight Networks, 2010 Financial Analyst Presentation Video = 51% Internet Traffic

Growing While Traditional Media Declines

WHY IS VIDEO SO POPULAR?

Video Makes It Easy To Absorb Information
The moving picture is the most compelling way to tell a story.
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
“ ...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

THE BENEFITS OF VIDEO

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%.
Video Sells Products & Services Sources - 1 Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2 Internet Retailer

Work-Related Video Can Drive Senior Executives To Take Action
Video Drives Engagement & Action Source = Forbes Insights – Video in the C-Suite, Dec. 2010 Survey of 306 executives at U.S. companies with annual sales exceeding $500 million.

Advertising With Video Works Better Vs. 0.1%

Break Through the Clutter – Video SEO Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008
Videos 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

Power To The People Vs. Controlling Your Own Brand
UNITED BREAKS GUITARS
Reportedly cost United $180M off their share price
Reputation Management

TYPES OF VIDEO FOR EMARKETING

Viral Videos?

99.67% of YouTube videos have less than 1M views - TubeMogul .
“… most YouTube videos get less than a couple of hundred views.” – YouTube Help
Viral Video Strategies = Russian Roulette

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

Reach Throughout The Customer Life Cycle Product Demonstrations Customer Testimonials Customer Support Company Introductions

You 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
It's has become very affordable
Outsource high quality video production & marketing to professionals
~1000 EUR/video vs. 50,000 EUR for broadcast commercial
In-house production – only good idea for 100’s videos.
Comprehensive Strategy = Lots of Video

WHERE SHOULD YOU PUT YOUR VIDEOS?

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
It’s Easy To Spread Your Video Everywhere

YOUTUBE MARKETING STRATEGY

DRIVING VIEWS AND INTEREST

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

What Content Works On YouTube
Create Magnetic Content:
Content that naturally attracts consumers Vs. interruption marketing
Tell 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

INCREASE VISIBILITY & DISCOVERY

Success = More than Keywords & Text
YouTube 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

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

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

DRIVING ENGAGEMENT & RESPONSE

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

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

YOUTUBE CONVERSION TIPS
How to YouTube Viewers Home

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

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

Drive Views + Conversions - YouTube Promote
Promoted 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

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

Video - 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
Need Help? Strategic Online Video Consulting

CONTACT US [email_address] http: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 Your E-Marketing Strategy

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