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Insivia Semianr Series: Video & Animation Marketing
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  • What does “Video Marketing” really mean?Usually selling a product or serviceThis typically takes the form of incorporating video into a direct marketing campaign like a newsletter or promotion.
  • State of Video / Animation MarketingGeneral Stats: http://18-video-marketing-statistics/www.videobrewery.com/bloghttp://blog.eloqua.com/online-video-marketing-statistics/http://blog.webvideocrew.com/article/25-Video-Marketing-Statistics-to-Bolster-Your-Business-in-2013#.UZOqlIJkEXwTechnology
  • Video Ads - StatsThe video advertisement industry is booming, and its effects are certainly growing.Approximately 75% of online viewers interact with video ads in a month. (Tremor Video)An average user spends 16 minutes and 49 seconds to watch video ads in a month. (comScore)90% of online shoppers find videos useful when deciding to make a purchase. (Internet Retailer)36% of online shoppers trust video ads. (Nielsen Wire)If you use animated explanation on your videos, your conversion rate will increase by 20%. (Unbounce)80% of users remember a video ad they watched the past month, 46% of which took specific actions (e.g., looked for more information regarding the video’s subject, visited the website address provided in the video, and purchased the product or service featured) after viewing. (Online Publishers Association)If your video ads prove enjoyable to a viewer, your chances of getting a sale increase by 97%, brand preference by 35%, and brand association, 139%. (Unruly)Although Internet users are interacting with video ads more, 80% of video ads are abandoned halfway. (VINDICO)
  • Mobile VideosToday, almost everyone has a mobile device or two. How does this impact videos and video marketing?By 2016, 2/3 of the world’s mobile traffic will be from videos. (Cisco)30-second mobile video ads have an 88.3% completion rate. (Rhythm Insights)Mobile users have a longer attention span/patience when it comes to watching videos. Compared to desktop users that spend two minutes on average watching videos, iPhone users spend 2.4 minutes on average; Android users, 3 minutes; Symbian users, 4 minutes; and iPad users, 5 minutes. (MeFeedia)
  • Types of Video MarketingTestimonialsDemonstrationsPositioning/ExpertisePromotionalTrainingsLeadershipTeasersStorytelling
  • Why is video a good marketing tool? (Benefits)Is it time to incorporate videos in your marketing strategy? Base you decisions on these numbers:87% of online marketers are now using videos. (Outbrain)Social media video is seeing growth as 49% of the top 20% of B2B marketers in generating leads find using social media and videos together a must. (Aberdeen)Click-through rate for email marketers increase by 96% when videos are included in the introduction. (Implix)By providing content regularly and using videos, your email opt-outs can be reduced by as much as 75%. (Eloqua)Videos are continuously growing as the most powerful tool for sharing content and acquiring sales.
  • How can video/animation increase conversion?According to The Adobe 2013 video conversion playbook, engagement with the presentation of companies’ products and services can generate up to 90 percent conversion uplift when video content is used than when it is not used. And in the Adobe 2012 Digital Marketing Survey, 61 percent of marketers cited online video as the top optimizer to convert sales.According to KissMetrics – 64%-85% more likely to buy after watching a product videoAdvanced Auto Parts – Found that including instructional and how to videos both on its site and Facebook lead to visitors staying on the website almost twice as long and visit twice as many pages versus those who don’t.
  • What is it?Cross-linking refers to webcontent that you have on a particular pagethat links to another page on your website. Helps to direct viewers to additional information that might help them with their questions or purchase decisionKeeps the viewer on your content longer
  • A Forrester study suggested that a product page with a video on it is 53 times more likely to achieve page one listing on Google. How can video boost SEO?http://www.wordtracker.com/academy/video-for-seoVideo can make your pages more stickyGoogle has consistently indicated that the current algorithm uses time spent on a page from a click as an indicator of page quality. Thus, a high bounce rate or ‘short click’ can be seen as an indicator of a lower quality page, whilst a ‘long click’ (or more time spent on a page) identifies a better page to show a searcher.Videos can help your product rankYour chances of getting a page one listing on Google increase 53 times with video because there is still much less competition for video pages.Videos get linksHosting on sites like YouTube, Daily Motion, Metacafé and Vimeo increases views and link building opportunities. You can add links to your credits (either as part of your profile or in the video description field). Video as Content CreationText transcription The most obvious solution is to transcribe the video into text content and paste that text on your web page underneath your video. This way users and search engines can read the content. If someone can’t turn the sound on because they are at work, they can still get the information.TrafficAccording toAimClear, more people click on video results too. “Videos in universal search results have 41% higher click through rate than plain text.”
  • The Cost of Video & Importance of QualityEven with the most basic equipment, one can shoot a video and upload it on YouTube. Video sharing, generating user base, does not always take cost investment. There are other more cost effective ways of making a video viral, such as entertaining and humorous content, seeding or putting up content which has utility value.*Quality still needs to be a main concern for best results.
  • Segment:geographic areas, audience demographics or other groups.Distribute: - Video Syndication: YouTube,Vimeo (optimize these channels – title, key phrases, categories) - Other syndication - Social Media: Post, include employees and partners - Optimize for SEO - Integrate into marketing - PhysicalPaid – Owned – Earned - Shared
  • 5 Tools for Video SyndicationTubeMogul, in my experience, is the most talked-about and popular video syndication tool. It has been around since 2006 which is an eternity in the video SEO/analytics game, so it is certainly an established service that has undergone many useful revisions and enhancements.Pros: TubeMogul’s analytics software, called InPlay, is robust. This is the primary feature that sets TubeMogul apart from its larger competitors. InPlay aggregates all analytics to which it has access and puts them all in a single reporting interface. I can tell you from experience that one of the most challenging and time-consuming parts of running any video or social media campaign is collecting and digesting the data. At the agency level, InPlay’s reporting is especially useful because you can export the data directly to existing reporting templates.Cons:TubeMogul suffers from the same problem as all video syndication tools, which is that every video submission site is different. There is little standardization among sites like YouTube, Vimeo, Imeem, Yahoo! Video, etc. Therefore, the convenience of bulk submission often sacrifices the on-page nuances of each video site. This puts your brand at risk of looking careless or unsophisticated. It’s a trade-off that might or might not be worth it to your brand. Therefore, TubeMogul is definitely a syndication tool to carefully consider as part of your video syndication strategy.Your first impression of Traffic Geyser’s website might be that it has “scam” written all over it, but once you get past the aggressively sales-oriented mumbo jumbo, you will see that this service is another useful video syndication tool. Additionally, Traffic Geyser has a back-end lead generation form creator with an automated response and lead notification system. I have not used this part of the service, so I cannot recommend it one was or the other, but is an interesting feature for a syndication system. While researching this piece, I kept quietly chuckling to myself about how much Traffic Geyser reminds me of a late night infomercial with quotes like “I am making nearly $250,000 a year from one simple website using your system.” But it must be working for them, so I can’t fault them for finding an effective sales strategy.Pros: The service is relatively simple to use, and for newcomers to video syndication or marketing in general, Traffic Geyser provides tons of training videos that cover basic marketing concepts all the way through how to use and potentially profit from their service.Cons: Did I mention that their website and entire sales process rubs me the wrong way? Frankly, this would be enough of a reason for me to choose another service, but I’m sure it won’t bother everyone the way that it did me. The biggest drawback to Traffic Geyser is the same problem that still plagues all video syndication software, which is the inability to customize each video to the nuances of every video hosting platform.VideoWildfire is another infomercial-themed website, but again, it obviously works for them. This is a low-cost service, so the back-end features are anemic when compared to something like TubeMogul, but like most services, you get what you pay for, and VideoWildfire is cheap. This service will appeal to individuals more than brands or agencies, but it could certainly be a nice behind-the-scenes helper for any video marketing professional at any level.Pros: At about 20 dollars per month, VideoWildfire is inexpensive and accessible. The service is easy to use, and the online support in the form of videos and slide show presentations is robust. At the most basic level, I like VideoWildfire because it largely does what it says, which is that it submits your videos to a wide array of hosting services. There aren’t a lot of bells and whistles, but for many people there probably don’t need to be.Cons: I’m not crazy about their website, which I think will repel reputable brands and agencies. But since their target consumer is probably individuals, they likely aren’t terribly concerned with my impression of their online presence. Yet again, VideoWildfire is harmed by the inescapable reality that each video site has its own quirks. Using this or any other software-based syndication service is going to leave noticeable gaps on many of the video view pages to which they upload.Hey!Spread is similar to the three preceding tools in that it provides a one-stop shop for distributing video to a wide array of video hosting sites. The company provides several other services including one that analyzes trends in online video and another video encoding service. But the Hey!Spread service, launched in 2007, is the one that we’re interested in here.Pros: Hey!Spread has flexible pricing. There isn’t a set monthly fee. Instead, you pay for how much you use. For brands and agencies that run sporadic video campaigns, this is an appealing option. They also offer an interesting service called YouClone that takes existing YouTube videos and redistributes them across Hey!Spread’s supported network of hosting sites.Cons: I know that sound like a YouTube video on repeat, but the disadvantages of using any software service should be clear by now. Obviously, any user, whether it is an individual, a brand, or an agency, will have to weigh the assets and liabilities of using a software solution. What is more important? Do you need to place your video in as many places as possible in the smallest amount of time, or is it essential that you maintain the integrity of your brand by taking the necessary steps to customize each video to the individual platforms on which they will appear?Manual submission is obviously not a tool, but I feel that I have to cover the advantages of using low-cost interns or offshore employees. Rather than offering any automation, you can achieve similar results to the above software solutions, but then you can take it many steps further.Pros: The biggest advantage to using low-cost employees is that you can overcome the inescapable downside to using any available software solution—customization. One of the primary pitches of all of the above tools is that they will save you time and therefore money. Time will certainly be saved, but at what cost? If it is vital that your video pages be customized, there is currently no other way to achieve this than doing it all by hand. But remember that this isn’t something that requires a great deal of skill. In the past, I have written simple tutorials that guide another employee through the process of submitting and customizing videos for each targeted hosting site.Cons: Obviously, when everything is done by hand it is going to take time. And even if you are not coming out of pocket significantly for interns or offshore employees, you will have to wait first for the work to be completed, and then someone will need to Q/A the work (at least until you are comfortable with your employees’ abilities). Compared to the inexpensive or free software solutions that are available, manual submission might not even be an option. But consider, especially at the agency level, the off-peak times (like overnight) that can be used for this work to be completed.
  • Other syndication – Earned Media - content sites (convert to an article) - reach out to bloggers – influencers“Give a first look exclusive”
  • Be on all networks and build your reachinclude employees and partnersWhy Social Media?Share Factor – Major social site have made sharing media as easy as one clickAudience Factor – emarketer estimated over 1.43 billion social networking users.FacebookFacebook continues to grow and work out how to make money from its ads and mobile users.Here are the latest facts and figures from its earnings call for the first quarter of 2013Daily active users have reached 665 millionMonthly active users have passed 1.1 billion for the first time751 million mobile users access Facebook every monthMobile only active users total 189 millionMobile now generates 30% of its ad revenue up from 23% at the end of 2012TwitterTwitter is the fastest growing social network in the world by active users according to a Global Web Index Study.So how does that translate into hard numbers?44% growth from  June 2012 to March 2013288 million monthly active usersThat means that 21% of the world’s internet population are using Twitter every monthOver 500 million registered accountsTwitter’s fastest growing age demographic is 55 to 64 year olds, registering an increase in active users of 79%YouTubeWhen you wanted to watch a video it used to be VCR, then it became a  DVD player, then we moved onto cable networks and now it is YouTube.These numbers from YouTube’s own blog put some perspective on it penetration into our culture and time.1 billion unique monthly visitors6 billion hours of videos are watched every monthThis means that 50% more hours of video are watched in March 2013 compared to last August when it was 4 billion hours a month and last May when it was 3 billion.YouTube reaches more U.S. adults ages 18-34 than any cable networkGoogle+Google+ is making an impact on the social media universe and is now the second largest social network.What are some of the numbers on Google’s social network built to protect it from Facebook’s growth and data capture to ensure it remains relevant?It is Google’s social layer that enhances it’s other online assets.359 million monthly active users according to a Global Web Index studyIts active users base grew by 33% from June 2012 through to March 2013LinkedInThe largest professional business network on the planet continues to grow but not at the pace of Twitter or Google+Here are some numbers from Visual.ly.Over 200 million users2 new users join it every second64% of users are outside the USA
  • Make your title countJust like a headline to a blog post, video titles can pull powerful traffic.  There are two main reasons why the title is so important.  One, a great title can instantly grab a viewer’s attention.  Two, when you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic.  And remember Google owns YouTube, so there’s a story connection between video and searching.Provide excellent contentTake some time to think about your ideal viewer.  What do you know that they’ll find valuable?  What can you teach them?  “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert.  This is key as you continue to grow your brand.
  • Optimize your video just like you would with plain text.There’s no shortage of information online for keyword strategies.  Here are some of the basics you will want to pay attention to as you create your videos:To optimize your YouTube videos, make sure to use keywords in your videos’ titles, descriptions, and tags.Use your website’s text pages as a kind of “map” for Google. To help the search engines figure out what your videos are about, embed videos into text pages on your site that are relevant to your video.Target specific search phrases, not just search words.  For example, instead of using “cupcakes” as a keyword for an organic bakery, use “cupcakes with organic frosting” for a better chance of showing up on the front of search results.
  • Integrate into marketing: e-maillanding pages and micrositese-mail signaturesPPC and advertising campaignsSplit test and A/B testing
  • Video Technologies - In video engagement – systems that can poll results, choose another direction, collect data - in video analytics, track everything a video watcher does - text sync tools and javascript integration to change the page
  • Online video marketing is attractive to many businesses today for numerous reasons.  Making videos and posting them online is fairly inexpensive.  Plus, online videos stay online forever.  If you spend the money to record once, your video could still be getting views a year from now.In addition, social media sites and video go hand in hand and most sites encourage video posting and sharing. The viral video opportunities are endless when you use the right strategies to create and post your videos online.If you’re new to video, or have been thinking about flipping on your camera for the first time, here are some tips and strategies to get you going.
  • Planning – StoryboardStart getting ideas togetherCreate a storyboard and a structure that is in line with your objectives.Look for ways to involve your brand evangelists in the making or marketing of your products, similar to how Lands’ End uses live chat virtual representatives. Storyboards are organizational tools that help videographers, editors, animators, producers and directors create a rough visual representation of a final movie or video project. The storyboarding process is widely used in professional projects, but is often overlooked in more amateur productions.
  • ExecutionHire a professionalLook for a local company to shoot your product/service videos. You want all the benefits of proper lighting and setup.A digital camera won’t cut it.If you are producing a commercial for your business or you require video marketing that incorporates a significant amount of animation, it probably makes sense to hire a pro. Animation is incredibly difficult to take on by yourself and requires a significant time investment. If you are trying to shoot video that has a lot of movement to it your are also better off hiring a professional or else you run the risk that your video looks sloppy.Here are some examples of when it makes sense to use a video professional over trying to do it yourself:Explainer Videos/ Intro Videos. Explainer videos can be really tough to produce on your own. If you are looking for an animated video or you want some fancy effects, you are better off hiring a professional to do the work for you. Often times an explainer video can be the first impression and you want to make sure that it’s a good one.Commercials. If you are shooting a commercial video it makes sense to go pro. Even if you are just putting the video on Youtube or up on your website, you may want to hire talent or create some additional visual interest and a professional can help you to accomplish this.Animated Videos. If you are looking for animated videos of any kind, unless you have some serious skills, it makes more sense to go with a pro. Animations could include logo stingers or full length videos that are totally animated or require a mix of live action and animation.
  • Use a survey within the video to receive feedback
  • How often should you post? For generic videos 1-3 a weekHow longOther tech details
  • The Future of Online Video / AnimationIn the future, you can expect to see more of a focus shifting toward personalization of online video, such as what video technology company Eyeview has created for its clients. Personalized video allows more precise segmentation of an ad to run in a targeted demographic. But it’s not just local areas benefitting from this customized targeting.  Videos can be developed to focus on real-time deals, weather and even the time of day.The ads resulted in a 100% more favorable view of the brand, together with a 73% higher chance of recommending it, and a 37% increase in the likelihood that the customer would visit the store again.

Insivia Semianr Series: Video & Animation Marketing Insivia Semianr Series: Video & Animation Marketing Presentation Transcript

  • Video / Animation Marketing
  • “Content marketing is a marketing technique of creating anddistributing relevant and valuable content to attract, acquire,and engage a clearly defined and understood targetaudience – with the objective of driving profitable customeraction.”- Content Marketing InstituteSave the date!Promo Code:“Content101"
  • What is “Video Marketing”?“The promotional use ofvideo on a companywebsite and throughoutother online distributionchannels such as YouTubeand Vimeo.” - Veria
  • State Of VideoThe average useris exposedto an average of32.3videos in a month
  • State Of Video90% of Users Findvideos helpful whendeciding to make apurchase
  • State Of Video with MobileBy 2016, 2/3 of the world’smobile traffic will be fromvideos. - Cisco
  • Types of Video• Testimonial• Demonstration• Positioning/Expertise• Promotional
  • Why video? What are the Benefits?• Boost Conversion Rates• SEO• Cost Effective• Social Media Friendly• Become a Center of Knowledge
  • 90% Conversion Uplift-Adobe 2013 Conversion Playbook
  • Cross Linking• Conversion• Increased Views
  • 53Times More Likelyto Achieve a Page One Listing
  • A Cost Affective Medium
  • Distribution& Marketing
  • VideoSyndication
  • Other SyndicationMethods
  • Social Media6 Billion Hours of videoare watched every month
  • 5 Sharable Tips• Good Titles• Platforms that are sharable• Feature Images• Timely• Mobile/Device Friendly
  • Optimizing for Search
  • Marketing Integration
  • Physical Media• Pop Ups• Tradeshows• Point of Sale
  • Video Technologies
  • How to beMore Successful
  • Storyboard
  • Great Execution
  • Feedback / Analysis
  • How OftenShould YouPost?
  • The Future Of Online Video / Animation
  • QAStay Connected: Upcoming Seminar:Content MarketingJune 27th, 2013