Using Online Video Marketing to Build Your Business

Let me get to know you a little better… Website? have one? use it? CMS website? have one? reap the reward? Video camera? have it? use it? Existing footage? have it? use it? Existing video editing software? have it? use it? YouTube account? have it? use it? Using other marketing tools for video have it? use it?

Website? have one? use it?

CMS website? have one? reap the reward?

Video camera? have it? use it?

Existing footage? have it? use it?

Existing video editing software? have it? use it?

YouTube account? have it? use it?

Using other marketing tools for video have it? use it?

Background on online video History Flash Player 6 was the first player to support video on demand and streaming video YouTube Arrived late 2005 Now #2 as a search engine only behind Google User generated content Internet speeds – now improving Quality is now shifting from user generated content to more professionally produced content Mobile technology – another medium now growing fast

History

Flash Player 6 was the first player to support video on demand and streaming video

YouTube

Arrived late 2005

Now #2 as a search engine only behind Google

User generated content

Internet speeds – now improving

Quality is now shifting from user generated content to more professionally produced content

Mobile technology – another medium now growing fast

Why should you consider video marketing? Save time and money – video can be distributed to, or accessed by, an unlimited number of customers. High impact messaging ( Australia Zoo Daily Video Diaries ) Ensure consistent delivery and accuracy of procedures and instructions to a wide audience. Customers can watch as many times as they want, anytime and at their own pace. Tackle difficult subjects in a way that engages the viewer. Demonstrate complex procedures using animations and simulations. Content can be structured for maximum effectiveness Reach audiences worldwide using multiple languages and voiceovers. High speed transmission/communication. Brilliant accompanied with social network marketing.

Save time and money – video can be distributed to, or accessed by, an unlimited number of customers.

High impact messaging ( Australia Zoo Daily Video Diaries )

Ensure consistent delivery and accuracy of procedures and instructions to a wide audience.

Customers can watch as many times as they want, anytime and at their own pace.

Tackle difficult subjects in a way that engages the viewer.

Demonstrate complex procedures using animations and simulations.

Content can be structured for maximum effectiveness

Reach audiences worldwide using multiple languages and voiceovers.

High speed transmission/communication.

Brilliant accompanied with social network marketing.

What types of people are using video marketing? Real estate/sales/professional people – to build the profile Retail outlets Big companies with HR/training requirements i.e. mining companies, large corporate, safety issues Manufacturing – to show product development/manufacture Celebrities/musicians/artists – to showcase their works/build a following/build their profile ‘ Experts’ – to promote their key knowledge area In reality, there’s not too many who wouldn’t benefit from having video resources and using them to their advantage!

Real estate/sales/professional people – to build the profile

Retail outlets

Big companies with HR/training requirements i.e. mining companies, large corporate, safety issues

Manufacturing – to show product development/manufacture

Celebrities/musicians/artists – to showcase their works/build a following/build their profile

‘ Experts’ – to promote their key knowledge area

In reality, there’s not too many who wouldn’t benefit from having

video resources and using them to their advantage!

Types of video products Training/Eductional Promotional Australia Zoo Free Trip Competition Product Reviews/eCommerce Cnet.com Event coverage Live streaming (Steve Irwin Day) TV commercial Music video Documentary Internet/ Channel providers Revision3.com Hulu now 2 nd behind YouTube Video podcasts (vodcasts) Revision3.com Viral Videos ( http://www.youtube.com/watch?v=eP0iSJQLfJ4 )

Training/Eductional

Promotional

Australia Zoo Free Trip Competition

Product Reviews/eCommerce

Cnet.com

Event coverage

Live streaming (Steve Irwin Day)

TV commercial

Music video

Documentary

Internet/ Channel providers

Revision3.com

Hulu now 2 nd behind YouTube

Video podcasts (vodcasts)

Revision3.com

Viral Videos ( http://www.youtube.com/watch?v=eP0iSJQLfJ4 )

Output options Hard copy Single DVD Multiple DVD set Soft copy (electronic) Powerpoint - example Emailable - example Corporate network/intranet - example Social media – Youtube, Vimeo, Facebook etc Interactive profile on your website i.e. clear cut body/face featuring overlaid on your website (example) Live (Flash Media Server)

Hard copy

Single DVD

Multiple DVD set

Soft copy (electronic)

Powerpoint - example

Emailable - example

Corporate network/intranet - example

Social media – Youtube, Vimeo, Facebook etc

Interactive profile on your website i.e. clear cut body/face featuring overlaid on your website (example)

Live (Flash Media Server)

Formats and their applications For play back on DVD player offline Blu-ray – high definition – most masters will be in this version and it’s ideal if selling high quality hard copy products – not everyone can play – has to be special player DVD – standard definition – suitable if selling hard copy products – standard for hard copy For computer only – but suitable for online play back Flash (FLV/F4V/H264) MP4 Others for computer only .wmv – windows media video file – limited to Microsoft .avi – windows based codec – large file size, not great for internet, will play on computer only .mov – Quicktime movie, started with Apple now works all over. .mpg – high compression, large file size, mainly used for high definition off the camera. Not suitable for web

For play back on DVD player offline

Blu-ray – high definition – most masters will be in this version and it’s ideal if selling high quality hard copy products – not everyone can play – has to be special player

DVD – standard definition – suitable if selling hard copy products – standard for hard copy

For computer only – but suitable for online play back

Flash (FLV/F4V/H264)

MP4

Others for computer only

.wmv – windows media video file – limited to Microsoft

.avi – windows based codec – large file size, not great for internet, will play on computer only

.mov – Quicktime movie, started with Apple now works all over.

.mpg – high compression, large file size, mainly used for high definition off the camera. Not suitable for web

Duration Fast and hard rules (though variations apply) if online: Online - From 10 seconds i.e. ‘welcome to my website’ to 2.5 minutes i.e. YouTube UNLESS it’s VERY engaging content Hard copy – unlimited – from 10-20 minutes for training/promotional videos right up to as many DVDs in the set as you want i.e. HOURS worth!

Fast and hard rules (though variations apply) if online:

Online - From 10 seconds i.e. ‘welcome to my website’ to 2.5 minutes i.e. YouTube UNLESS it’s VERY engaging content

Hard copy – unlimited – from 10-20 minutes for training/promotional videos right up to as many DVDs in the set as you want i.e. HOURS worth!

Key considerations before you get started Deadline Budget (equipment examples) Ideas regarding the creative approach, brainstorm Scripted/story boarded/spontaneous? – do you need help with these? Talent – feature yourself or get models/voice over/actors/professionals Location for shoot? ( consider lighting and noise ) What is the purpose of the video – key objectives you want to achieve from the exercise What key message/s do you want to convey

Deadline

Budget (equipment examples)

Ideas regarding the creative approach, brainstorm

Scripted/story boarded/spontaneous? – do you need help with these?

Talent – feature yourself or get models/voice over/actors/professionals

Location for shoot? ( consider lighting and noise )

What is the purpose of the video – key objectives you want to achieve from the exercise

What key message/s do you want to convey

Target audience Age Gender Country Video Size for internet speeds (mentioned earlier also effected by country) Education (Schools, Universities, Government) Do they already know you/what you’re offering Where they will view final version ( YouTube? )

Age

Gender

Country

Video Size for internet speeds (mentioned earlier also effected by country)

Education (Schools, Universities, Government)

Do they already know you/what you’re offering

Where they will view final version ( YouTube? )

The ‘nice touches’ Voice over Blue Screen Overlays Captions Music – copyright music Animations Simulations Intro ( Rescue Unit Intro ) Outro – upsell, cross-sell, contact details, lead to website, specific page on website etc?

Voice over

Blue Screen Overlays

Captions

Music – copyright music

Animations

Simulations

Intro ( Rescue Unit Intro )

Outro – upsell, cross-sell, contact details, lead to website, specific page on website etc?

Packaging considerations (hard copy only) – people do judge a book by it’s cover! What will you put it in – plastic single cases, CD cases, slim-line, standard DVD black case, paper sleeves, plastic sleeves, plastic cases for multiple inserts Who will design… the disk (and what will it be one - imprint/sticker) The cover artwork – front and back Who will copy-write…. The title(a juicy title can sell a product!) Sub title Back cover Author bio Credits ISBN/bar code Copyright information

What will you put it in – plastic single cases, CD cases, slim-line, standard DVD black case, paper sleeves, plastic sleeves, plastic cases for multiple inserts

Who will design…

the disk (and what will it be one - imprint/sticker)

The cover artwork – front and back

Who will copy-write….

The title(a juicy title can sell a product!)

Sub title

Back cover

Author bio

Credits

ISBN/bar code

Copyright information

Also consider for packaging… Number of disks required for larger products and chaptering (sometimes more disks make package look more valuable) Any accompanying resources i.e. workbooks, cd-roms with additional files/content i.e.word, powerpoint slides, excel etc. Quantities - Initial and plans if receive bulk orders

Number of disks required for larger products and chaptering (sometimes more disks make package look more valuable)

Any accompanying resources i.e. workbooks, cd-roms with additional files/content i.e.word, powerpoint slides, excel etc.

Quantities - Initial and plans if receive bulk orders

Distribution considerations Can be distributed direct from manufacture point Online distribution – sold/free download – how this works Subscription, to subscribe or not to subscribe Video on demand Streaming Video and the security behind streaming Difference between progressive and pure streaming

Can be distributed direct from manufacture point

Online distribution – sold/free download – how this works

Subscription, to subscribe or not to subscribe

Video on demand

Streaming Video and the security behind streaming

Difference between progressive and pure streaming

Video marketing options You Tube There are 3 format options for You Tube: Standard definition - default settings 320 x 240 pixels – square look. High quality - medium quality – 640 x 480 pixels – square or 640 x 360 if wide screen. You need to have a data rate of at least 2000 – 4000 kbps. High definition – highest quality – 1280 x 1024 pixels – only wide screen - You need to have a data rate of at least 2000 – 4000 kbps. YouTube can now view 16:9 format HD video Note - MP4 is the best format for YouTube for the bottom 2 settings. Small file size but clearer image.

You Tube

There are 3 format options for You Tube:

Standard definition - default settings 320 x 240 pixels – square look.

High quality - medium quality – 640 x 480 pixels – square or 640 x 360 if wide screen. You need to have a data rate of at least 2000 – 4000 kbps.

High definition – highest quality – 1280 x 1024 pixels – only wide screen - You need to have a data rate of at least 2000 – 4000 kbps. YouTube can now view 16:9 format HD video

Note - MP4 is the best format for YouTube for the bottom 2 settings.

Small file size but clearer image.

SEO Considerations for You Tube Review most viewed to see traffic Thumbnail is VERY important YouTube uses middle images of the video as the frame Insert your web address in the description first. Make sure you use http://www to make the link live Display the web address throughout the video and give them the call to action At the end of the video, point over to the info box and TELL them to click on the link in the description box …CALL TO ACTION or use a BIG ARROW At the end of the video you can make the video repeat or insert a title image at the end that has call to action Headlines need to be keyword rich and provocative Under original description insert keywords or text from the top Google listings on Google to make the description keyword rich Use a good domain if promoting affiliate products which are easy to remember Cool new feature to help with SEO New CS4 transcript output options (http://www.nytimes.com/interactive/2009/02/25/us/politics/20090225-OBAMA-CONGRESS.html)

Review most viewed to see traffic

Thumbnail is VERY important

YouTube uses middle images of the video as the frame

Insert your web address in the description first. Make sure you use http://www to make the link live

Display the web address throughout the video and give them the call to action

At the end of the video, point over to the info box and TELL them to click on the link in the description box …CALL TO ACTION or use a BIG ARROW

At the end of the video you can make the video repeat or insert a title image at the end that has call to action

Headlines need to be keyword rich and provocative

Under original description insert keywords or text from the top Google listings on Google to make the description keyword rich

Use a good domain if promoting affiliate products which are easy to remember

Cool new feature to help with SEO

New CS4 transcript output options (http://www.nytimes.com/interactive/2009/02/25/us/politics/20090225-OBAMA-CONGRESS.html)

To convert videos to settings for You Tube Super Video Converter YouTube also converts a lot of formats on the fly Free program

To convert videos to settings for You Tube

Super Video Converter

YouTube also converts a lot of formats on the fly

Channel set ups on YouTube Show samples live on screen Marketing YouTube Videos Embedding videos YouTube URL tricks (http://www.makeuseof.com/tag/10-youtube-url-tricks-you-should-know-about/)

Show samples live on screen

Marketing YouTube Videos

Embedding videos

YouTube URL tricks (http://www.makeuseof.com/tag/10-youtube-url-tricks-you-should-know-about/)

Other places to upload to (video networks): Vimeo Google Video – but being absorbed YouTube Yahoo! MySpace Metacafe Dailymotion Blip Veoh Viddler Hulu Also industry specific sites Auto Sites: Sports Sites: Music Sites: Humor Sites: Instructional Sites:

Vimeo

Google Video – but being absorbed

YouTube

Yahoo!

MySpace

Metacafe

Dailymotion

Blip

Veoh

Viddler

Hulu

Also industry specific sites

Auto Sites:

Sports Sites:

Music Sites:

Humor Sites:

Instructional Sites:

Here’s a tip… You can set up an account and upload individually to all of them OR come to The Creative Collective and we’ll upload through our professional account enmass to all of them, and report on the results on a monthly basis.

Methodology recap Create Edit Produce final version Market Report

Create

Edit

Produce final version

Market

Report

My Details www.brucelevick.com www.twitter.com/brusca www.linkedin.com/in/brusca

www.brucelevick.com

www.twitter.com/brusca

www.linkedin.com/in/brusca

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