Video & Photo Sharing for Optimum Growth & Brand Exposure

Video & Photo Sharing for Optimum Growth & Brand Exposure
Erica Campbell
For Rent Media Solutions™
Sr. Manager, New Media Marketing
@ericacampbell

Agenda
State of Video & Photo
Goals
Best Practices
Q&A
Publish Your Video/Photo
Optimizing Your Video/Photo for Search Engines
Distribute Your Video/Photo
Promote Your Video/Photo
Video & Photo Search
Q&A
Video Advertising
Q&A
Case Studies/Examples
Q&A
Strategies/Integrated Marketing Approaches
Metrics & Analysis
Q&A
Lessons Learned

State of Video & Photo

Does online video work?

Oh wait.
Did you want proof?

Photos & Videos
Photos
4 billion – Photos hosted by Flickr
2.4 million – Things tagged this month on Flickr (March 2010)
3 billion – Photos uploaded each month to Facebook
30 billion – At the current rate, the number of photos uploaded to Facebook per year.
Videos
32.4 billion – Total videos watched in the US (January 2010)
1 billion – The total number of videos YouTube serves in one day
12.7 billion – Videos viewed per month on YouTube in the US (January 2010)
903 million – Videos viewed per month on Hulu in the US (January 2010)
187 – The number of online videos the average US Internet user watches in a month (January 2010)
82% – Percentage of Internet users that view videos online (USA)
39.5% – YouTube online video market share (USA)
81.9% – Percentage of embedded videos on blogs that are YouTube videos

Every min, 20 hrs of video are uploaded to YouTube
173 millionU.S. Internet users watched an average of 187 videos per viewer during Jan1
135.4 million viewerswatched12.7 billion videos on YouTube.com1
The average online video viewer watched 453 minutesof video (Nearly 7.6 hours of video) 1
The duration of the average online video was 4.1 min1
Marketers are set to spend more than $1billion
on online video advertising in 20102
Source: 1 comScore Media Metrix Jan ’10, 2 Forrester Feb ’10, 3 YouTube

2009 Total U.S. OnlineVideo Market
Online video viewing accelerated in 2009, with 19 percent more people in the U.S. viewing more videos for longer
periods of time

Video is # 1 Growth Segment

Who is Watching Video?
Two-thirds of U.S. online users watch video each month

U.S. online video advertising will surpass
$1 billion in 2010
Video Ad Spend

Video Streams
The number of video streams consumed online set to double over next 5 years
Source: Forrester

ForRent.com® Videos
>3,900 videos
>1.6m views in Feb
>20m lifetime views
Premier packages with video increased LEADS 19%
Premier Extra packages with video increased LEADS 7%
Premier Extra packages with video increased LEADS 24%

2010 Trends
Search: Increased integration of real-time (i.e. Twitter, Facebook, and MySpace) and vertical-specific search results
Content: Higher quality video and more seamless integration of video ads are emerging and adding value to the digital advertising market
Mobile: Up-tick in mobile Web usage offers significant opportunity for marketers especially with increase in access to mobile video and social networking sites
Behavioral Targeting: Social networks collect behavioral information allowing marketers to target people based on their expressed interests
Metrics: Marketers need to go from tracking audience reach and segment reach to tracking influence reach —how many people are witnessing your campaigns and what they’re doing as a result

Social Media Marketing Goals
Increase Brand Awareness
Increase Consideration
Increase Preference
Increase Traffic
Reputation Management
Improve Search Engine Rankings
Improve Service/Sales

Best Practices

Content Creation Essentials
Earn consumer trust. Stop talking, start listening
Quality over quantity. Visitors need to be impressed with your content
Offer value. Validate your commitment to knowledge and not sales
Keep it relative. Fresh relative content increases search and attention
Get friends. Gain a fan base in advance
Don’t over do it. Content should be relative to your overall theme
If at first you don’t succeed… Try again and again and again. Experiment with the call to action
Cut out the noise. Keep your content clear, simple and easy to understand
Keep your voice in tune. You’ll connect more effectively with your consumer
Integration is key. Don’t forget traditional marketing

Publish Your Video & Photo

Types of Content
Branded
Viral
User Generated Content
Product/Service Announcements
Vlogging/Blogging
Episodic Series
Events
Training

Branded Video

Consumer Generated Video

‘09 Contest Winner

Product / Service Announcement s

Vlogging/Blogging

Episodic Video Series

Events

Training

Video Tips

Video Shooting Tips
Make sure your camera’s recording speed is set to SP, and the aspect is set to 16:9
Press the record button, wait 5 seconds then make the move (pan, tilt or zoom). Once the move is finished, wait 5 seconds leaving the camera still, and then pause the video. Establish the next shot, and do the same for every recording
Ensure you make slow smooth pans and zooms
Make sure the camera lens is clean
Record time codes as you go and take directors notes

VideoEquipment

Video Equipment
FlipShare software makes it easy to email videos, edit individual clips, make custom movies, capture still-image snapshots, and upload video to Facebook™, MySpace™ , YouTube™ and other sharing sites.

Video Editing Programs

Video Editing Programs
Movie Maker
Window’s free video editing software, which comes installed on new PCs. Use the program to create and share high-quality movies.
iMovie
Comes free with new Macs. iMovie offers many options for editing video and audio, and adding photos, music and narration to your movies.
Final Cut Studio $$ (Final Cut Express) $
Apple program that allows you to import video, edit, make composites, add effects adjust audio, and add dynamic animated text.
Adobe $$
Adobe Premiere Pro CS4 software offers a start-to-finish video production solution. Compatible with PCs and Macs.

Photo Tips

Grainy Photos
Sometimes cameras can produce grainy
images like this one. When production
receives grainy photos, there is nothing they can do to make it look crisp and clean.
This photo was shot correctly and is clean
with no visible grain

Vertical Photos
Vertical pictures are great to show the height of a building or size of something tall and narrow for the web or print. Video however has a horizontal display and will not allow the full frame to be shown.
This picture is stretched to fill the black sides but crops off the top & bottom.
Vertical pictures result in black sides if not stretched.

Sizing Photos for Video
Print: 300 dpi and higher is essential. Bigger the better.
Video: dpi doesn’t matter. What does matter is the aspect ratio. Keep image size around 1700x960
(i.e) 853x480 (16:9 Wide Screen) aspect ratio
High quality and vertical photos straight from the camera are a challenge to make look good at that ratio
Avoid vertical & panoramic pictures
3072x2304 sized down to fit 853x480. Notice the black sides.
Stretching to fill the sides crops the top & bottom areas.

PhotoEquipment

Photo Equipment

PhotoEditingPrograms

Photo Editing Programs
Flickr
Picasa
Photoscape
Microsoft Office Picture Manager
Adobe Photoshop $$

Optimize for Search Engines

Video SEO
Google finds your video content
Google successfully indexes your video content
Google will display your video content when specific keywords are entered as search terms

Video SEO
Video optimization allows your video content to achieve maximum visibility among your target audience
Plays an important role in your overall video strategy
Should be used in conjunction with best practices for general SEO
Its not just about syndicating your videos to multiple sites

How SEO Works: Spiders
How Spiders Work
Consumers use Google, Yahoo!, AOL, MSN or another search engine to locate an apartment
The search engine sends out a spider to relevant web sites
The spider reads content found on the pages and follows links to other pages within the site
The search engine collects this information and stores it in an “index”, which usually includes most of the content visitors see
To ensure the complete search engine index remains up-to-date, the spider regularly revisits all pages. Any changes are recorded and reflected in an updated index (time frame varies engine to engine)
Source: SearchEngineWatch.com

How Does a Spider Work?

How SEO Works: Relevancy
Relevancy means choosing the keywords that best describes what the site or media asset offers. Quality traffic depends on relevancy.
Target Your Audience
If you're researching “apartments for rent in Seattle” and the word “apartments for rent in Seattle" appears multiple times in a Web document, it's reasonable to assume that the document will contain useful information. Therefore, a document that repeats the word “apartments for rent in Seattle" over and over is likely to turn up near the top of your search results list.
Include keywords frequently throughout the page, near the top of the description, and in headlines.

Search Engine Ranking Factors
Keyword use in title tag
Overall popularity of site- “Trust” & “Authority”
Anchor text of inbound link
Age of site
Internal link structure
Keyword use in page content
Outbound links to quality/relevant sites
Age of page
Keyword use in heading tags (H1, H2, H3)
Age of link

Keyword Generation
SEO copywriting is just like conventional copywriting… but with the search engines in mind. Place keywords in descriptions, headers, tags, titles, call to action links (hyperlinks) etc…
Use specific “key phrases” not “keywords”. “Expand” terms where appropriate
- Use “apartments for rent,” not just “apartments”
Use location, property name, landmarks, call to action
Plural, tenses, abbreviations, slang, synonyms, etc…
Different listings can target different keywords
Be descriptive vs. generic
Do not keyword stuff the short description

Keyword Research Tools
AdWords
Google Insights
Google Suggest
Compete.com
Wordtracker
Yahoo Keyword
Google Analytics
Alexa.com

How to Make Video SEO Work For Your Web Site
Create your video, create video landing pages and surround video with content
Submit video to Google using a Video Sitemap via Google’s Web Master Tools
Use a robots.txt file on all video pages
Include meta tags (Title tags should align with Title’s on video pages)
Include Long Tail Search terms
Videos were 53X more likely than traditional web pages to receive an organic first-page ranking1
Source: Forrester

HTML Code: Meta Tags

Meta Tags

What the Consumer Views

What the Spider Views

Optimizing Photos for Web
Use the “Save for Web” feature
Reduce image file sizes without sacrificing the quality of the images
Use image specification tags- make small photos larger which saves space
Use an online image compressor- reduces photo size without reducing the quality
Use image editing program to convert images to a GIF or JPEG- loads faster
Make the image names of your files match what is actually represented in the file
Use special contextual tags for social sites with image search (captions, comments, cross-grouping, location, and themes)
Use Alt Tags
Optimize the page the image is on and use a robots.txt file

Distribute Your Video & Photo

Video Sharing Sites

Automated Video Distribution
Automated Video Distribution services allow you to upload your video to multiple video sharing sites in an automated way. Many of the services above allow you to easily track the performance of your videos in real time such as viewership, engagement, comments, ratings, search rankings and more.

Photo Sharing Sites

Photobucket: One Click Sharing

Examples

Facebook: Sharing Videos

Facebook: Sharing Photos

Twitter: Sharing Videos
Video sharing services make it easy to share video with your Twitter followers.

Twitter: Sharing Photos
Photo sharing services take care of shortening the photo URL and posting the URL and your message to your Twitter account. Many also let you tweet a photo from your mobile phone.

MySpace

Flickr

Maps & Geotagging
View photos on a map and search photos by location

Promote via Syndication

LinkedIn
Post a YouTube link to your status
Send link to your groups and specific connections
Encourage company and residents to post it

Blog
Embed it to your blog
Include SEO text and meta tags
Encourage people to blog it

Widgets
Promote your videos, photos, contests or online promotions with unique and engaging widgets. Embed it on your site, blog, or social network profile.

Widgets

Make Stuff

Mobile
65m active users access FB thru mobile devices
People who use mobile devices are 50%more active on SN’s
Facebookjust named the most visited social network site on mobile internet increased >600% in ‘09
20% of tweets come from mobile devices

Mobile

Share Feature

Real Simple Syndication (RSS)
=

RSS is your online paper boy

Real Simple Syndication (RSS)

Video & Photo Search

Why The Shift To Search?
People are used to using search engines to find content online
Consumers add the word “video” or “image” to the end of their search queries
Universal/Blended Search

2009 U.S. Core Search Trend

Share of Search Market
The chart below shows the percentage of searches done by US web surfers at home, work and at universities in February 2010 that were performed at a particular web site or a network of web sites:
Source: comScore February 2010

Video Dominates Universal Search
58% of those who searched Google saw a universal result at least one time
38% who searched Google were served video in the universal Search page

Images & Universal Search
Images make up 13% of share of Google Universal Search Results

Video Integrated Into SERP’s

Image Search

Google Universal Search

Universal Search: TwitterReal-Time Results

Images, News, Videos, Tweets

Long Tail Search

YouTube Search
Promotional Video Ads
Advertisers bid on these positions
Organic “Natural” Search Results
No cost; results are based on YouTube algorithm of relevance to search query

Comments, Ratings & Views

Video Advertising

Video Ads on Your Web Site

Google AdSense

Google AdSense Pre/Post Roll

YouTube

YouTube Channel
Free outlet for PSA’s, testimonials, events, product launches, training & viral videos
Promote a video contest
Use RSS to syndicate videos
Tip: Promote your channel on marketing collateral, email signature and social media profiles

YouTube Annotations

YouTube Captions & Subtitles

YouTube Audio Swap
When you add a new soundtrack, the audio track on your video will be permanently replaced. You may want to upload a few videos to experiment with.

YouTube Playlists

YouTube Partner Program

YouTube Branding Options

InVideo Ads & Companion Ads

Text Overlay Ads

In-Video Ad Formats
More than four in five US Web sites accept in-stream video ads

In-Video Ad Formats
Users prefer in-stream ads to any other in-video ad format

Contests & Sweepstakes

Why do them?
Your viewers want to help – just give them the incentive
New ideas take shape
Give customers a voice
Build brand awareness
Increase traffic and leads
Increases engagement
Increases fan & followers
Gain advocates

Contest Ideas
Best decorated apartment
Most creative use of space
Best 30 sec spot promoting the property
Most organized closet
Best shoe closet
How you live the life
Best how-to-video
Green living tips
What’s your cause & how do you support it?

High Level Contest Checklist
Objective
Concept
Creative
Official Rules & Details
Prizes
Legal
Seeding to contest submission sites
Internal/External Communication Plan
Promotion
PR
Judging/Voting
Measurement

Case Studies/Examples

Video Contests

’08 Video Contest
“If Only Your Apartment Furniture Could Talk”

‘08 Grand Prize Winner

Our Objective & Concept
Objective
The consumer promotion was created to reinforce our position as a leader in cutting edge marketing solutions and to prove that ForRent.com is “the” online destination for apartment searching.
Concept
The ForRent.com “If Only Your Apartment Furniture Could Talk” consumer video contest encourages apartment renters to create a short video that tells ForRent.com through the eyes and voice of their apartment furniture why they deserve to win $10,000. The grand prize winner will receive $10,000. The top 10 finalists will take home an iPod Shuffle.

Our Objective
Video-Centric Social Media Contest
Designed to entertain, engage & drive repeat visits
Positions ForRent.com as video leader in the industry
Seamless branding of products and services
Consumers engage and interact with the brand
Long-term value resulting from loyal users
Personalized profile with pictures and interact with others via commenting, voting, rating and adding favorites

Contest Phases
Phase 1: Drove contest submissions and entries of consumer-created content
Phase 2: Encouraged voting, rating and commenting for strong member interaction
Phase 3: Narrowed the winners to only the top submissions
Phase 4: Featured the winning submissions and highlighted the promotion success

‘08 Video Contest Stats
Direct nav increased
57%
20%
boost in college-age visitors to site

‘09 Video Contest

‘09 Contest Promo Video

Objectives & Benefits
Increase brand awareness, consideration and preference
Increase traffic to ForRent.com
Increase qualified LEADS™ to advertisers
Represent competitive edge and position ForRent.com as video leader in multi-family housing industry
Encourage consumer engagement, interaction & viral distribution
Build up content to repurpose

Selection of Winners and Finalists
Sponsor’s internal review panel choose 1Grand Prize Winner, 3 Finalists and one 1 randomly selected Voter.
CONTEST: Contest winners will be selected according to the following judging criteria:
- 20% Creativity and originality
- 15% Overall quality and appearance of videos
- 20% Relevance to contest theme ‘Ready2Move?’
- 24% Promotion of ForRent.com and/or For Rent Magazine and the usage of the branded billboard with tagline
- 21% The total number of user generated Internet votes received
SWEEPSTAKES: The Sponsor will randomly select the potential Sweepstakes winner from all eligible voting entries received during Phase II and Phase III.

‘08 vs. ‘09 Video Contest Results
Source: Vitrue and Google Analytics

Contest PR
According to Vocus, a PR software and news distribution service, the ForRent.com video contest generated $216,393.67 in free publicity.

Press Conference

Photo Contests

Facebook Photo Contest

Facebook Contest Results
Total Photos Submitted: 32
Total Photo Votes (Likes): 2,100
Total Photo Comments: 388
Total Wall Post Comments: 196
Total Wall Likes: 39

Facebook Contest Results

Followed The Winner

PR After the Contest

Event Contest
The ForRent.com Facebook Fan page saw a 92% increase in fans in August
17% increase in pageviews
32% increase in unique views
2,200% increase in photo views
14,700% increase in video views

Flickr Photo Contest

Strategies

Strategies
Connect with your consumers
Be present on online social networks and create a profile for your brand
Replay offline campaigns on the Internet
Post your last TV campaign on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand...
Set up collaborative tools
Answer comments left by users on blogs and videos. Read what they say about your brand
Make sure you offer tools to your customers to share your content
Cross linking is critical

Resources
Assign internal social media guru
Establish policies and guidelines internally
Leverage existing content
Integrate with traditional marketing
Use tracking tools
Get employees and residents involved

Metrics & Analysis

Social Media Marketing Goals
Increase Brand Awareness, Consideration & Preference
Increase Traffic
Improve Search Engine Rankings
Improve Service/Sales

Categorize Your Metrics
Reach- how far and wide your messages spread
Impact- how your efforts change consumers’ actions or opinions
Quantity- how many consumers interact with your initiatives
Quality- strength and depth of consumers’ interactions with your initiatives

Increase Awareness, Consideration & Preference
Measurement
Reach, frequency , impact, visits, repeat visits, # of referrals, # of conversions, time spent on site, # of referrals closed, # of advocates, mentions, Re-Tweets, comments, ratings, video views, when do users stop watching?
Tools
Web analytics, internal data, Twilerts, Google Alerts, bit.ly, Facebook Analytics, Blog Analytics

Increase Traffic
Measurement:
Visits, unique visits, pageviews, linkbacks, % of new visits, impressions, referring traffic sources, ROI and conversion rates
Tools
Google Analytics, Facebook Insights, YouTube Insights, Google Insights, Web Trends, Omniture, Compete, Quantcast

Measurement
Press mentions, customer feedback, comments, ratings, @replies
Tools
Google Alerts, YouTube Comment Alerts & Twitter Search, Twilerts, TweetDeck, Buzz Tracking, Tweetbeep, Tweetburner

Increase Search Rankings
Measurement
Linkbacks, referrals, video views, ratings, comments (the more you have, the better chance you have of being placed highly on Google, resulting in lots of ongoing traffic)
Tools
Keyword tracking reports, SEO Quake, Yahoo Site Explorer, Google Webmaster Tools, Web analytics, Alexa, SeoQuake, Thumbshots Ranking, SEOToolbox, Google AdWords Keyword Tool

Improve Sales/Services
Measurement
# of conversions, consumer insight, customer feedback, ratings, reviews, testimonials
Tools
% increase in phone leads, % increase in email leads, % increase in leases, % increase in walk-ins, % in testimonials, % increase in referrals

YouTube Insights

YouTube Insights: Demo’s

YouTube Insights: Discovery

Facebook Insights

Lessons Learned

Lessons Learned
Your viewers want to help – just give them incentive
Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions
One media or one profile is not enough to see the effects
With depleted resources you must be creative
Top management must be on board
Everyone needs to work together
Set realistic goals and don’t expect overnight results
Resolve to respond to customer service issues within three hours
Its ok to fail
Have fun

Questions?
Contacting Me
Twitter: http://twitter.com/ericacampbell or @aptsforrent
Facebook: http://www.facebook.com/aptsforrent
LinkedIn: http://www.linkedin.com/in/ericawcampbell
YouTube:http://www.youtube.com/user/apartmentsforrent
MySpace: http://www.myspace.com/aptsforrent
Blog: http://blog.forrent.com

http://thejoywriter.typepad.com	264
http://www.slideshare.net	11
http://webcache.googleusercontent.com	2
http://www.lmodules.com	1
http://www.typepad.com	1
http://translate.yandex.net	1
http://www.google.com	1

Video & Photo Sharing for Optimum Growth & Brand Exposure

by Erica Campbell on Apr 05, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 281

Statistics

Video & Photo Sharing for Optimum Growth & Brand Exposure — Presentation Transcript