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Video Sharing for Optimum Growth & Brand Exposure #OptSum


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With shoot-and-upload video getting easier by the day, and more and more consumers sharing their digital photos; the explosive use of video and images on the web is only going to increase. This …

With shoot-and-upload video getting easier by the day, and more and more consumers sharing their digital photos; the explosive use of video and images on the web is only going to increase. This Optimization Summit session reveals the secrets behind using video and images online and how to take advantage of the popular video and image-sharing platforms like YouTube, Facebook, Flickr, Snapfish, Shutterfly, and more. You’ll learn video consumption trends; and tips for getting your images in the top of customer search results; editing apps and tips; strategies for optimizing your visual media assets to better engage your audience and potential customers to take action.

“Look for instant content. With shoot-and-upload video getting easier and easier, everyone’s going to jump onto YouTube. The video rush of the last few years will look like a trickle.” ~ Ian Lurie

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  • Mobile media is quickly becoming essential to thetechnologically advanced marketing plan.• Smartphone users are driving growth in browser andapplicationsBrowser and app growth are up Social Networking: Fastest-growing category accessedvia browser-150 million users access Facebook thru their mobile phone
  • Not only more people are watching video but the number of streams per person is on the rise.
  • Old tried and true tactics that use new tools to create a strategy that creates strong brands Use new tactics and tools with old processes to create a strong brand Top process steps
  • Who is talking about you • What are they saying • Is it positive or negative • Where are the conversations taking place • What are your competitors doing • What’s the buzz about them • What content resonates with your audience • Where else is your audience talking • What social sites have the most conversations • Who are the thought leaders you should connect with • What are your opportunities and threats Who is talking about you?What are people saying?Are they positive or negative?Where are they happening?What site has the most conversations being said you?
  • TERM BIKE STUNTS: Any advertiser's text overlay ads may be displayed within videos as part of a contextually targeted campaign or placed by the advertiser.For text ads, only one ad will appear in this space at a time, cycling through up to ten text ads for 20 seconds each during the video stream. Users can hide or show the ad while they watch the video. Users can reopen the text overlay by mousing over the bottom 20% of the video stream's play space. They can also close the ad permanently by clicking the close button within the text overlay ad frame. If the user doesn't click on the final ad after all ten ads appear, the text overlay will automatically minimize. Three relevant text ads will load in the video stream screen when the video has finished playing.
  • Any site with video on it can have Google serve targeted ads into those videos using Ad Sense for video
  • Ensure your contest is easily sharable by embedding “share this” links on the contest site, on Twitter, Facebook, YouTube and everywhere else people will come across it.
  • 120+ videos 99,000+ visits24,000+ votes 79,000+ unique visitors4,800+users 335,000+ pageviews
  • Cost is Low Return is high and the level of involvement is highFacebook Photo Contest StatsTotal Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196Total Wall Likes Related to the Contest: 39(contest time frame)Twitter Sweepstakes Stats100+ RT’s of the Tweet which included the RENT twitter handle name, FRC twitter handle name, the message and Hashtag #SaveonRENTThe Twitter profile saw a 35.5% increase in followers due to the sweepstake(Time frame Oct 14th-January 19th)
  • Objective: The 2010 consumer promotion was designed to entertain, engage & drive repeat visits with the intention of ultimately increasing brand awareness, preference and consideration. Concept: The “Pet Pads Unleashed” Photo Contest encourages apartment renters to submit a photo of how their pet lives the apartment life for a chance to win $1,500. Three Finalists will take home a $400 gift card to a local pet store. 560photos submitted and 2,500+ votes300+ new Facebook Fans and 14,000+ pageviews and 2,700photo views16,000+ photo views on Flickr
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Transcript

    • 1. Video & Photo Sharing for Optimum Growth & Brand Exposure
      Erica Campbell
      Sr. Manager, New Media Marketing
      For Rent Media Solutions
    • 2. Agenda
      Did you know?
      State of Video & Photo
      12 Steps for Building a Great Brand Using Photos & Videos
      Case Studies
      Lessons Learned
    • 3. Did you know?
    • 4. Over 50% of the world’s population is under 30 years old
      Source: US Census Bureau
    • 5. 96% of Millennials have joined a social networking site
      Source: Mr. Youth and RepNation Media (April 2008)
    • 6. Average family phone call today
    • 7. YouTube is the second largest search engine
    • 8. YouTube is the most popular video platform for video engagement in the blogosphere with 81.9% of total embedded and linked videos; followed by Vimeo (8.8%), Daily Motion (4%) and MySpace (1.1%).
      Source: YouTube Report
    • 9. 4 billion+ photos hosted & 4.8 million things were geotagged this month
      Source: Flickr
    • 10. 50 million tweets per day — that's an average of 600 tweets per second
      Source: Twitter Blog
    • 11. 99% of companies use social media for recruitment
      Source: Survey by OSCAR, talential, usage
    • 12. More than 30 billion pieces of content are shared each month
      Average user is connected to 80 community pages, groups and events.
      If Facebook were a country, it would be the 3rd largest country in the world
      (behind China and India)
      Source: Facebook
    • 13. People who use mobile devices are 50% more active on social sites
      4 mobile phones were sold for every
      PC sold in 2009
    • 14. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content
      Source:: MarketingVox and Nielsen BuzzMetrics
    • 15. State of Video & Photo
    • 16. 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
    • 17. Video is # 1 growth segment
    • 18. Who is Watching Video?
      Two-thirds of U.S. online users watch video each month
    • 19. U.S. online video advertising will surpass
      $1 billion in 2010
      Video Ad Spend
    • 20. Video Streams
      The number of video streams consumed online set to double over next 5 years
      Source: Forrester
    • 21. 12 Steps for Building a Great Brand Using Videos & Photos
    • 22. 12 Steps for Building a Great Brand Using Videos & Photos
      Develop Internal Resources
      Define Objectives & Goals
      Follow Best Practices
      Develop a Content Strategy
      Publish your Content
      Optimize for Search
      Promote & Seed your Content
      Engage your Customers & Critics
      Discover Influencers
      Measure Results
      Tweak Strategy
    • 23. Step 1
    • 24. Listen:
      Monitor and protect your brand on the Internet
      using these tools:
      Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis
      Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter
      Facebook: Facebook Insights, SocialOomph
      Video Sharing Sites: YouTube Insights, Tubemogul, YouTube Comment Alerts
      Paid Services: Nielsen BuzzMetrics, Radian6
    • 25. Social Media Training
      Step 2
      Develop Internal
    • 26. Develop Internal Resources:
      Publish and Distribute a New Media Policy
      When are your employees your employees?
      Are you responsible for their actions when they are “on the clock”?
      Are you responsible for their actions when they are on their own time?
      Consider your audience and be authentic
      Remember to protect proprietary and confidential information
      Develop a Training Program
      What training are you going to provide for your employees?
      Proper use of your social media
      Proper use of social media in their lives
    • 27.
    • 28. Friending your manager on Facebook and then complaining about your job can get you fired
    • 29.
      There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend.
      ~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics

    • 30. Step 3
      Define Objectives
      & Goals
    • 31. Define Objectives & Goals:
      Increase Brand Awareness: Create a general hype & enhance a product or service
      Increase Reach: Broaden reach of core company's target audience
      Generate Leads & Data: Improve referrals & repeat purchases
      Gain Content or Consumer Insight: Repurpose for future marketing initiatives
      Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition
      Gain Competitive Edge: Offset new competition
    • 32. Step 4
      Follow Best Practices
    • 33. Follow 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
    • 34. Step 5
      Develop a Content Strategy
    • 35. Develop a Content Strategy:
      Things to consider in your strategy:
      What is your mission statement, brand position or brand promise?
      What is your brand personality?
      What is your brand identify?
      What differentiates your brand?
      What is your company story?
      What do want your customer experience to feel like?
      Identify types of content
    • 36. Use the power of storytelling and information to market your ideas
    • 37. Content strategies must be supported by tactics:
      Strategy: Communicate
      Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets
      Strategy: Connect
      Tactics: social networks, print, Internet, mobile, outdoor, radio, TV
      Strategy: Collect/Categorize
      Tactics: social bookmarks
      Strategy: Customize
      Tactics: RSS, Widgets, Share
      Strategy: Conversation
      Tactics: comments, Q&A sites, reviews, forums
    • 38. Step 6
      Publish your Content
    • 39. Publish your Content:
      Types of Content
      User Generated Content (Contests/Surveys)
      Product/Service Announcements
      Episodic Series
      Personal Experience Stories
    • 40. Step 7
      Optimize for Search
    • 41.
    • 42. YouTube Ranking Factors
      Views & frequency
      Likes, dislikes
      Playlist additions
      Age of video
      Video responses
      Embeds & inbound links
    • 43. More Possible YouTube Ranking Factors
      Social Media Activity & Buzz
      News/Press/Press Release interaction
      Crowd Sourcing – Influencers & Media
      YouTube Partner Program
      Close Captioning/transcriptions
      Insight/Trends/Analytics indicators
      Authority Channel (Ex: BMW)
      Google & YouTube searches
      Channel Views
      Social Bookmarking
    • 44. Tips for Uploading to YouTube
      Create enticing titles are important
      Optimize the description text
      Maximize descriptive text (5,000 characters)
      Leverage tags
      Include most important keywords in the front of the titles, descriptions, and tags
      Allow commenting and rating
      Add tracking URLs to the descriptions (tiny URLs)
      Use annotations
      Respond to video comments
    • 45. Optimize Videos
    • 46. Recommendations for Uploading to YouTube
      Take advantage of HD
      HD – quality, multiple options
      16:9 Aspect Ratio Recommended (4:3) letterboxed
      HD = 1280x720 or 1080p
      Else = 640x360 (16:9), 480x360 (4:3)
      Mp4 file format
      .h264 video compression
      AAC or MP3 audio compression
      Frames per second: 30
      Maximum length: 10:59 (recommend 2-3 minutes)
      Maximum file size: 2 GB
    • 47. 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
    • 48. 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.
      Comes free with new Macs. iMovie offers many options for editing video and audio, and adding photos, music and narration to your movies.
      Snapz Pro X $
      Ambrosia software that allows you to effortlessly record anything on your screen, saving it as a QuickTime® movie or screenshot that can be e-mailed, put up on the web, or passed around however you want.
      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.
    • 49. 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
    • 50. Photo Editing Programs
      Microsoft Office Picture Manager
      Adobe Photoshop $$
    • 51. Some Examples
    • 52. Long Tail Search
    • 53. Image Search
    • 54. Video Integrated into SERP’s
    • 55. Google Universal Search
    • 56. 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
    • 57. Comments, Ratings & Views
    • 58. YouTube Annotation Players
    • 59. YouTube Annotations
    • 60. YouTube Audio Swap
    • 61. YouTube Closed Captions & Subtitles
      CC help with long tail search, don’t require audio, and are indexed by YouTube and Google
    • 62. YouTube Playlists
    • 63. Driving Traffic Back to your Site:
      InVideo Ads & Companion Ads
    • 64. Driving Traffic Back to your Site:
      Text Overlay Ads
    • 65. In-Video Ad Formats
      More than four in five US Web sites accept in-stream video ads
    • 66. In-Video Ad Formats
      Users prefer in-stream ads to any other in-video ad format
    • 67. Step 8
      Promote & Seed your Content
    • 68. Promote & Seed your Content:
      Have an integrated strategy
    • Video Sharing Sites
    • 85. 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.
    • 86. Photo Sharing Sites
    • 87. Twitter: Sharing Videos
      Video sharing services make it easy to share video with your Twitter followers.
    • 88. 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.
    • 89. Some Examples
    • 90. Make Print More Interactive
    • 91. Optimize for the Mobile Space
    • 92. iPad App
    • 93. Facebook
    • 94.
    • 95.
    • 96. Video Ads on
      your Website
    • 97. Companion Ads
    • 98. Google AdSense
    • 99. Google AdSense Pre/Post Roll
    • 100. Hello!
      Step 9
      Engage your Customers & Critics
    • 101. Engage your Customers & Critics:
      Tips to help increase engagement:
      • Have a human voice
      • 102. Vary content types and sources
      • 103. Determine your frequency
      • 104. Add value
      • 105. Keep content timely
      • 106. Post credible content
      • 107. Offer incentives and reward customers
      • 108. Ask for feedback
      • 109. Encourage re-posting
    • Encourage Sharing
    • 110. Encourage Sharing
    • 111. Encourage Sharing, Voting & Commenting
    • 112. Use RSS
    • 113. Step 10
      Discover the Influencers
    • 114. Discover the Influencers:
      Here are some tips on how to identify them:
      Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters, celebrities, locals?
      Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys
      Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting?
      Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates
    • 115. Step 11
      Measure your Results
    • 116. Measure your Results:
      Categorize your metrics:
      • Reach- how far and wide your messages spread
      • 117. Impact- how your efforts change consumers’ actions or opinions
      • 118. Quantity- how many consumers interact with your initiatives
      • 119. Quality- strength and depth of consumers’ interactions with your initiatives
    • 120.
    • 121. Step 12
      Tweak your Strategy
    • 122. Tweak your Strategy:
      Constantly refine your strategy and tactics:
      • Evaluate your metrics
      • 123. Evaluate the contest type
      • 124. Evaluate the landscape
      • 125. Trends come and go
      • 126. Be nimble and adaptive
      • 127. Consider your budget
      • 128. Continue to identify key influencers
    • 129.®
      Case Studies
    • 130. YouTube
      70+ city playlists and city specific videos
      42,000+ channel views and 637,000+video views
      5,000+ videos
      280 subscribers
    • 131. If Only Your Apartment Furniture
      Could Talk
      Direct navigation increased
      boost in college age visitors to site
    • 132. Grand Prize Winner
      Other Fun Videos:
      True Lease
      Your Apartment is Looking for You
    • 133. Ready2Move?
      Unique Visitors
    • 134. Grand Prize Winner
      All Contest Videos
    • 135. 2008 vs. 2009 Contest Stats
    • 136. Keep the Momentum Going
    • 137. Video Contest PR
      According to Vocus, a PR software and news distribution service, the video contest generated $216,393.67 in free publicity.
    • 138. Promotion Format
      1. micro-site:
      – Contest Web site lived on
      – Users could watch and share videos without registration
      – Upload and voting function required user email registration
      – Watermarked logo clicked through to FRC from each video
      – E-mail a friend and social networking profile widget
      2. Facebook application:
      – Application lived on an application page which was referenced
      from the existing Facebook page
      – Requires user to “allow access” to see and use all functions of
      the application (upload, gallery, etc) instead of email registration.
      – Major benefit: integrated “allowing access” will generate a
      Facebook news feed item for viral discovery (e.g. “Erica might
      win $10,000 in the “Ready2Move?” video contest)
    • 139. Selection of Winners & Finalists
      On or about June 24, 2009 Sponsor’s internal review panel
      selected one (1) Grand Prize Winner, three (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 and/or  For Rent Magazine
      and the usage of the branded billboard with tagline
      - 21% The total number of user generated Internet votes
      SWEEPSTAKES: The Sponsor will randomly select the
      potential Sweepstakes winner from all eligible voting entries
      received during Phase II and Phase III.
    • 140. Viva La Vie Boheme
    • 141. Pet Pads Unleashed
    • 142. Social Media Event Contest
      The Facebook Fan page saw a 92% increase in fans in August 09’
      17% increase in pageviews
      32% increase in unique views
      2,200% increase in photo views
      14,700% increase in video views
    • 143. Consumer
      Contest Comparison
    • 144. Lessons Learned
    • 145. Contest Lessons Learned
      Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules)
      Test: Test the full functionality of your campaign prior to the start. (Both front end and back end)
      Advanced Seeding: Begin blogger outreach 1-2 weeks prior to the contest versus during the contest.
      Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest period.
      Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.
    • 146. ContestLessons Learned
      Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. Include an allocation for promotions, both planned and contingency. Think about hidden promotional costs.
      Prizes: Make sure the prizes are motivating, relevant & the contest concept is FUN.
      Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners and entrants.
      Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive.
    • 147. General 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
      It’s ok to fail
      Have fun
    • 148. Q&A
    • 149. Follow Me
    • 150.
      Photo Credits