Uploaded byLaSandra Brill
Video Best Practices: Beyond the Basics
The document provides best practices for using YouTube based on Cisco's experience. It finds that video is an important part of online marketing, with minutes of video conveying as much information as 1.8 million written words and online video influencing 49% of technology purchases. Cisco creates about 1,000 new videos per year which average 2.7 minutes of viewing time and a 30% completion rate. The document outlines strategies for creating effective video content, optimizing videos for sharing and discovery, analyzing video campaign performance, using annotations to increase engagement, and promoting videos.
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Video Best Practices: Beyond the Basics
- 1. YouTube Best Practices: Beyondthe Basics LaSandra Brill @LaSandraBrill Sr. Manager, Social Media Marketing February 6, 2013 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
- 3. A minute ofvideo is worth 1.8 million words 49% of people who purchased technology cited online video as Brands using online video “influential collateral” to have seen lifts of 20-40% prepare to make a in incremental buying over purchasing decision other ad forms
- 4. • Video consumptionis up 43% from just a year ago • Videos are being watched on multiple devices • Video will account for 91% of Internet traffic within three years Source: eMarketer; Google & Compete B2B © 2010 Cisco and/or its affiliates. All rights reserved. Customer Study, June 2011 & 2012; Cisco VNI Cisco Confidential 4
- 5. Cisco creates ~1,000new videos a year! Average video view time is 2.7 minutes with a ~30% completion rate Cisco has 30K YouTube subscribers; that’s 50% more than it’s closest competitor Top 5 traffic referrer for recent brand campaign © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
- 6. © 2010 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 6
- 7. View 44% morepages while on Cisco.com Are twice as likely to engage with high-value conversion activities on Cisco.com Are 41% more likely to return to Cisco.com Are 5 times more likely to click-through on a blog post with video Video viewers © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
- 8. Inspiration Discovery Design Purchase © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
- 10. • Good storytellingis more important than ever • 90-seconds is the sweet spot but not always • Popular Video Content Types at Cisco: Commercials Industry stats, growth, trends, future Product Demos Interviews (customers, industry expert, internal SME) Events – Man on the Street © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
- 12. • Think Outsideof YouTube – 10x more video views are shared on Facebook vs. Twitter • Optimize for mobile - There will be over 73 million mobile video viewers in 2013 • Be consistent– use the keyword at the beginning of the title, description, and tag When tagging on YouTube, the first keyword you use is weighted most heavily • Keep the important part of the title to 50 characters – that’s what shows up in search • Consider a paid promotion for key videos © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
- 13. • Results fromYouTube’s TrueView InStream: • Impressions – 626,147 • Completed at least :30s– 126,090 • Clicks to website – 12,177 • Total investment of $15,048 • Average cost per completed view - $0.12 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
- 14. © 2010 Ciscoand/or its affiliates. All rights reserved. Cisco Confidential 14
- 15. • Embed othervideo content as thumbnails into existing videos • Use Notes and Speech Bubbles annotation as calls to action – link to your website, related blog posts, more videos, sharing, etc. • Increase engagement - Make a game from your videos using annotations • Allow viewers to personalize their experience (branching story-lines) • Video eBook – create chapters, connect series, choose your ending • Add your own recommended video page at the end of your videos © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
- 16. It’s not justcontent, it’s a STORY! Promote it and People will Come! Annotations are Awesome! © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
- 17. © 2010 Ciscoand/or its affiliates. All rights reserved. cs.co/SocialMediaTraining Cisco Confidential 17
- 19. • Mark Robertsonof ReelSEO • Cisco’s Video & YouTube Expert – Leslie Drate © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
Editor's Notes
- #2 OPEN WITH Short VIDEO – REMOVING THE BARRIERS BETWEEN SPACE AND TIME (2 mins)(Click on black box to play video)To give you some context to what I mean by social video, here is a short video about video.We asked experts in technology and human behaviour for their views on how our world will be shaped and how our lives will be changed by what technology enables us to do.Video includes some facts and figures about video34% of global workforce will be mobile information workers by 2012Sound & vision is 92% of face to face communication1 in 3 knowledge workers use social media daily for their jobBy 2013, web access worldwide will be dominated by mobile phonesThe Top 10 jobs today didn’t exist in 2004In 2013, 90% of traffic on networks will be video.
- #3 Why is video such a powerful medium?First of all, sight is our most dominant sense: Of the 5 senses, our visual sense is thought to provide the largest proportion of the information we receive about the world. 75% of a person’s sensory input is Sight.Visual messages are also retained 5x more than verbal messages.
- #4 It is no wonder then that video is such a powerful communications tool for marketers.With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, January 2010)A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009)Video in email marketing has been shown to increase click-through rates by over 96%. Implix 2010 Video boosts customers’ interaction by as much 200-300% in email marketing (Ogilvy Consulting)E-commerce sites that use product videos sell up to 45% more (Sources: ReelSEO, Internet Retailer)Video is the fastest-growing web site feature, according to a survey of12,000 growing businesses. 33% of online retailers plan to add videoto their sites in 2010, more than any other website feature. (Source: WebVisible, Forrester)2011 – CES sees the race to the flatscreen. Web video is set free, users consuming video on devices and flatscreens.
- #5 More people are watching more videosThephenomenon of YouTube exemplifies how readily people will engage in content creation and syndication
- #6 Decreased video viewing on Cisco.com, increased on YouTube (not all videos are posted to CDC – about 1/3)Video length sweet spot – 90secondsVideo completion rates:Conference invitation – 53%Case studies – 29%Data sheets – 28%IBM – 15,663 subscribersHP – 12, 359 subscribersHuawei – 4,424 subscribersJuniper – 2,669 subscribers
- #10 Video descends from the long human tradition of storytelling, we are all storytellers, by nature, and we all love to hear stories. With video and social media, story-telling can be so much more effective. (a minute of video = 1.8 million words)Video also brings personal and human elements into the virtual world, enriching it immensely.
- #11 1 to 3 minutes in general4 minutes for data sheets2 minutes for global videos
- #12 With You Tube, Video has gone social, with more people creating, sharing, watching and curating more video than ever before
- #16 http://www.brainshark.com/ideas-blog/brainshark-articles/2012/April/Video-Annotations-Creative-Ideas.aspxThe easy way to do this is to simply add image thumbnails to your video before uploading to YouTube, then highlight them as clickable images using the Spotlight or Label annotation.http://www.youtube.com/watch?v=57dxjWf2gP4http://www.youtube.com/watch?v=LSUkU7y4LD4
- #20 http://mlrockwell.com/video-marketing/50-creative-video-marketing-ideas/