The Not-So-Secrets to Getting Videos Watched Online
 

The Not-So-Secrets to Getting Videos Watched Online

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This is a first draft of my personal framework for thinking about online video distribution. ...

This is a first draft of my personal framework for thinking about online video distribution.

Please email me with feedback, suggestions, questions, or ideas -- this is a collaborative work in progress.

dan@sharethrough.com

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The Not-So-Secrets to Getting Videos Watched Online The Not-So-Secrets to Getting Videos Watched Online Presentation Transcript

  • Video Distribution 101: How do I get people to watch my videos?! Dan Greenberg dan@sharethrough.com make your media social
  • The Most Important Question: What is your GOAL?
  • EXAMPLE GOALS Spread awareness about an issue or idea Generate fans and followers online Get press, online and offline Solidify relationships with existing advocates
  • Every part of your plan should contribute towards your goal.
  • Your video distribution blueprint. The Goal Target Audience Video Content Messaging Distribution Channels Marketing Strategies Success Metrics
  • What is our goal? Make yourself choose ONE goal. (It’ll force you to focus on the most important one.) The Goal Target Audience Video Content Messaging Distribution Channels Marketing Strategies Success Metrics
  • Who do we want to influence? It’s OK to have multiple audience targets, as long as you can speak to each one. The Goal Target Audience Video Content Messaging Distribution Channels Marketing Strategies Success Metrics
  • What’s going to resonate with them? Choose a content strategy that makes sense given your audience target. The Goal Target Audience Video Content Messaging Distribution Channels Marketing Strategies Success Metrics
  • How can we frame this in the most effective way? Sometimes content doesn’t speak for itself. The Goal Target Audience Video Content Messaging Distribution Channels Marketing Strategies Success Metrics
  • What should we do with our content? Put it where your audience already spends their time. The Goal Target Audience Video Content Messaging Distribution Channels Marketing Strategies Success Metrics
  • How do we extend our reach? Like traditional marketing, reaching lots of new people costs money. The Goal Target Audience But online, getting people to Video Content Messaging spread your message Distribution is a lot easier. Channels Marketing Strategies Success Metrics
  • How do we measure success? Given a well-defined goal, it should be easy. The Goal Target Audience Video Content Messaging Distribution Channels Marketing Strategies Success Metrics
  • Video Distribution Channels & Marketing Strategies. The Nitty Gritty.
  • Distribution Channels (FREE) What should I do with my videos? Post and Pray Create a branded channel and upload to YouTube. Post to your website and blog. Email to your core email list. Post to your Facebook Fan Page. Tweet to your Twitter followers.
  • Distribution Channels (FREE) What should I do with my videos? SEO (Search Engine Optimization) Upload your videos everywhere so that you dominate search results for relevant keyword searches. Mass uploader and management tool for multiple videos on multiple sites. http://www.tubemogul.com Management tool for distributing episodic video content. http://www.blip.tv
  • Distribution Channels (FREE) What should I do with my videos? Enable Sharing In email: Bit.ly http://www.bit.ly In blog posts and on your website: AddThis http://www.addthis.com On Facebook: Sharethrough’s Fan Page App (free) http://www.sharethrough.com/products
  • Distribution Channels (FREE) What should I do with my videos? Blog & Partner Outreach Examples: Reach out to blogs and sites whose readers would be truly interested in your content. Reach out to strategic partners whose members and audiences match your target audience.
  • Marketing Strategies (PAID) How do we reach more people? Advertising Traditional Ad Networks Buy clicks to your video or webpage with the video on it. Video Ad Networks Play your video as an ad before users watch other videos. Paid Placements Pay YouTube to include your video in relevant searches.
  • Marketing Strategies (PAID) How do we reach more people? Press & PR Hire a PR firm to craft a compelling story and reach out to the press, on and offline.
  • Marketing Strategies (PAID) How do we reach more people? Influencer Outreach Harness the power of influencers to broadcast your content to the people that trust them.
  • Marketing Strategies (PAID) How do we reach more people? Paid Video Distribution http://www.sharethrough.com Pay for your video to be distributed to targeted audiences across the web.
  • Questions? Ideas? Feedback? Email me. Dan Greenberg dan@sharethrough.com