How to Use Video for Your Business

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PowerPoint deck from the recent seminar on how to use video for your business.

PowerPoint deck from the recent seminar on how to use video for your business.

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  • Hi my name is Peter Matejcek and I want to thank everyone for your time today. I am very excited to have so many people join us today from around North America! A bit of House Keeping before we begin- I will have time for questions at the end of the webinar, so please use the questions box to type in your questions during the webinar and I will address as many as possible at the end. For those questions that I do not get to, we will follow up directly with you after the webinar and provide you with the answers you seek. So let’s get started….
  • Most common website product demonstration challengesthat companies face online
  • According to comScore In March of 2012 nearly 37 billion video views occurred and the average viewer watched 21.7 hours of online video content that month. We know web visitors prefer video as the form of communication
  • As the web visitors engagement times are growing shorter, video is playing a more dominant role because of it’s ability to deliver much deeper communication, then text and pictures alone. (read quote)
  • As a result of the increased communication effectiveness of video ( read quote )
  • Properly integrating video into your product demonstration isn’t only about clearly communicating your values to your web visitors but it’s primary focus is increasing sales.
  • Exploring live examples of effective product walkthroughs and persona driven demonstrations that lead to calls to action
  • Exploring live examples of effective product walkthroughs and persona driven demonstrations that lead to calls to action
  • Let’s look at some fundamentals for create effective video for any use on the internet. Engaging and authentic go hand in hand. Giving people value, being passionate about it, and delivering it in a very real way is the best thing you can do to ensure people will engage. People on video trying to be someone else, or saying words that aren't’ theirs is not only awkward for the person delivering the message but also very apparent for the viewer that the person in the video isn’t authentic. Every time we work with client to help them produce videos, we use internal talent.. I call this real people not actors. The people from your company are the most passionate about the products thus most engaging and authentic.
  • Examining how to effectively measure video and it’s ROI. Looking at analytics from views, times spend viewing and flow popularity – viewer behavior
  • Examining how to effectively measure video and it’s ROI. Looking at analytics from views, times spend viewing and flow popularity – viewer behavior
  • Examining how to effectively measure video and it’s ROI. Looking at analytics from views, times spend viewing and flow popularity – viewer behavior
  • Examining how to effectively measure video and it’s ROI. Looking at analytics from views, times spend viewing and flow popularity – viewer behavior
  • Examining how to effectively measure video and it’s ROI. Looking at analytics from views, times spend viewing and flow popularity – viewer behavior
  • A very simple solution to increase the effectiveness of any video placed on a website is to make the play button visible at a very quick glance. Human beings are very visual in nature, and we scan websites for markers that capture the attention of the eye. A play button is the international symbol for video. If you can’t easily find a play button graphic for you software video demo, then it will dramatically decrease viewership.
  • The one metric that most people focus on is number of views. This is just a basic metric to understand the ROI of your videos. Analyzing and learning from the information is as important as the content in the video it self.
  • Most importantly I will reveal key essentials through out the webinar to consider when creating videos for successful communication. Lastly we will finish with Q&A and you have my personal guarantee to be done in the 30 minutes…….So let’s get started…..
  • Most importantly I will reveal key essentials through out the webinar to consider when creating videos for successful communication. Lastly we will finish with Q&A and you have my personal guarantee to be done in the 30 minutes…….So let’s get started…..
  • Most importantly I will reveal key essentials through out the webinar to consider when creating videos for successful communication. Lastly we will finish with Q&A and you have my personal guarantee to be done in the 30 minutes…….So let’s get started…..
  • The most effective way to guide product demo visitors to the information they are looking for is to fully integrate; video with a personal guide, presenting value bout understanding their business, all at the same time showcasing your software. This is done by presenting interactive choices to more relevant, more detailed information on in your demo right from within the video at the time the topic is being discussed.Make the demonstration, Interactive, engaging & Informative at the same time give them calls to action to increase conversions, and the results are that visitors remain engaged 5x Longer then any other video or product demonstration.
  • When demonstrating any software product the key is not to over load your audience. Any product takes time to digest, understand, and fully appreciate. So the questions is how do you capture a web visitors attention long enough to show value in what you are offering but at the same time not overloading them with information that may not be relevant at the moment? Pick specific areas that resonates with the targeted audience enough to answer the questions “ can this solve what I am looking for”. Here we see the video clips guides the viewer deeper into specific areas that the viewer will most likely connect with, but at the same time doesn’t cover everything.
  • It is vital to have the appropriate calls to actions for your product demonstration videos. Linking to product pages, shopping carts, trial sign ups is one thing. Collecting hard data is the most predominant lead generation system and In this case you see direct form fields inserted right inside the video were the viewer types the information directly inside the video with out having to go to another page. All the fields can be customized based on your requirements to get the correct balance of high conversion and optimal data collection.
  • When it comes to video analytics most people look at number of views as the measurement for ROI. Building ROI on number of views is like measuring success by the number of hits your website receives, it’s just not enough to properly understand the success of your video.
  • Here we see the relation between viewership and the amount of content they have consumed: measuring “active engagement”. HuStream analytics provide all the necessary data to measure proper ROI on the interactive videos.
  • This is what we call flow popularity. This shows the path the viewers chose and provide great insight in the the segments of the video that the viewers are most interested. This is very similar to the most popular web pages of a web site, but in interactive video.
  • Popular topics are a great way to see which video clips are the most popular over all. Since these videos are interactive, they are fully modular and build like a puzzle. So making updates to certain sections is easy extends the life of you videos that explain your software. Plus when the video segments are swapped out it doesn’t effect to the live system and updates automatically.
  • Lead generation has evolved over time and interactive video has given a sales representative additional information for their follow up call. Currently a representative will get a lead that says this person is interested in your product. With interactive video there is more detail.
  • Now I want to thank you for your time, I see there are plenty of questions coming in so let’s get started with Q&A

Transcript

  • 1. How To Use Video For Your Businessby Peter Matejcek & Jordy Starling
  • 2. Topics• Why is video so important• Top ways to use video for your business• What goes into creating a video• Howmuch does business video cost to make• How does video fit in to your social media
  • 3. Why VideoVideo is the preferred form of communication
  • 4. Why Video "online video is only second to word-of-mouth for its ability toinfluence decision makers in every stage of the consideration and purchase cycle" Forrester
  • 5. Why Video"52% of people had taken action as a result of a video." Publishers Assoc.
  • 6. Why Video "...average sales uplift of 30%across categories where product video supports the sale."Marks & Spencer via Forrester
  • 7. Uses• Sales & Marketing – Promotion, Product Demos, Lead Generation Tell a story, evangelize, build trust, brand awareness• Customer Service - FAQ• Testimonials• Recruitment – Students, employees, volunteers, members• Events - promotion, capture• Instructional / Educational
  • 8. Where to use it• Website• YouTube, Vimeo• Trade shows, Mobile / Tablets for Presenting• Blogs, social media updates, email campaigns• Onsite, digital brochure, waiting room visuals
  • 9. Basic Video Must Do’s Authentic & Engaging
  • 10. 3 steps1. Pre-Production – “Scope and Design”2. Production – “Shooting”3. Post-Production – “Editing & Deployment”
  • 11. Step 1 – Pre Production• Setting of goals for video – purpose, uses• What type of video? Short form (>8 mins), long form (8+mins), entertaining, interactive/multi-clip?• Deciding style, location, creating timeline• Scripting – establish your audience and speak to them in language natural to that relationship• Talent - establish your audience and choose someone who will resonate with that persona
  • 12. Scripting Tips• Authentic, natural speak, re-create your real-life conversations• Give Value, get to the point, boil down the message• Translate a 3 Min conversation off-line into 1 Min online• 140 – 190 words can be spoken per minute. Copy and paste any script into Word and do a word count.• Make sure the script has a Call to Action !
  • 13. Step 2 - Production• Going off script – sometimes good stuff perculates on set. Don’t be afraid to change things up• Hit all the marks – make sure there is adequate audio, lighting to match the message and delivery• Gear and the people involved – who do you need on set, more importantly who do you NOT need• Have fun!
  • 14. Step 3 - Post Production• Compile all your assets (still pics, logos,) and mockup the design• Don’t be scared to show people your edits• View it through your audiences eyes• iMovie works for do-it yourself
  • 15. Launch Tips• Make an image with a big video playbutton so people know that it is a video nota picture.• Placement – don’t bury it! Put it on yourhome page and give it solid real estate• Promotion – get the word out! Socialmedia updates, email a link to webpagewith video, drive traffic to the video• Perhaps time the launch of video withother marketing initiatives. Give it morebang and get more eyeballs.
  • 16. Return on Investment• Analyze, learn & adapt• # of Views• Average time viewed
  • 17. Cost• $800 - $100,000+• Depends on quality and style• Similar to building a house where layout /materials / contractor fees / finishings willdictate cost, in video the length of shoot /location / props / gear / editingrequirements, will dictate cost.
  • 18. Video and Social Media• “In-Bound Marketing” – drive traffic and eyeballs back to your website where people are more likely to contact you• Use video as pure blog content (no text) OR insert video to supplement a text based blog• Add video to your Facebook updates• Tweet out links to your video / video blog• People love to watch good videos! Don’t be shy about sharing your digital assets.
  • 19. Useful Sites www.reelseo.comhttp://www.reelseo.com/online-video-101-for- small-business/http://www.youtube.com/yt/creators/playbook .html
  • 20. Thank you! Thasamples of our work @ www.hustream.com more questions? peter@hustream.com