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B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
B2B Video Tips for YouTube
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B2B Video Tips for YouTube

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Here's the presentation I shared last week at the Social Media Strategies Summit in Las Vegas. Included are tips on how to get the most from YouTube and statistics about the emergence of mobile in …

Here's the presentation I shared last week at the Social Media Strategies Summit in Las Vegas. Included are tips on how to get the most from YouTube and statistics about the emergence of mobile in video.

Published in: Marketing, Technology, Education
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  • 1. Leslie Drate/@lesliedrate Social Media Team Lead, Cisco February, 2014 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  • 2. ―It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2017. Every second, nearly a million minutes of video content will cross the network in 2017.‖* Cisco is the worldwide leader in IT that helps companies seize the opportunities of tomorrow by proving that amazing things can happen when you connect the previously unconnected *Cisco Visual Networking Index: Forecast and Methodology, 2012–2017 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  • 3. • Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012 • The ratio of Internet video viewing to TV doubled in 2012 • Internet video to TV will continue to grow at a rapid pace, increasing fivefold by 2017 Source: Cisco Visual Networking Index, May, 2013 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  • 4. ―Productive‖ © 2013 Cisco and/or its affiliates. All rights reserved. 10 Cisco Confidential 4
  • 5. • 4,812 videos • Average view time is 2 minutes 12 seconds • We doubled our subscribers to 62K last year • 4 million+ views -- a 56% increase Y/Y 12k+ likes -- a 26% increase Y/Y 2k+ comments -- a 15% increase Y/Y Sharing was flat at ~6k • The top 2 videos on the channel were brand campaign videos • The channel drove ~5k clicks on calls to action to Cisco.com in Q4 FY13) © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  • 6. • 4k+ videos – a 68% increase Y/Y • 2.4M views – an 87% increase Y/Y • 31% completion rate in the US – 41% for global • Average view time is 1 minute 54 seconds 2M views/year (Corporate Website) 4M views/year © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  • 7. • Online video audiences are on the rise and expected to double by 2016 YouTube reaches more US adults aged 18-24 than any cable network • We will rely more and more on video to tell our brand story — because that‘s where the people are Consumers are watching video in more locations and across more channels • Video content is more likely to be watched and shared than other kind of content Video Sharing was up 7% Q1/Q2 CY13 (source: UnRuly) Videos shared socially are more likely to be watched to completion • Consumers will spend the greatest amount of time on product/category video that provides educational value Sources:: What Are the Top Trends In Online Video for 2014 and Etailing Group Q4‗12 Research Study © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  • 8. • Most video traffic is direct (links) • 81.9% of views are discovered via direct traffic or navigation within a brand‘s own site Source: TubeMogul Video Ad Playbook, 2013 • Views driven by Social Media are more likely to be completed * source: Adobe Digital Index, 2012 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  • 9. • 75% of executives watch work-related videos at least once/week 50% of CEOs watch work-related videos on YouTube at least once/week • 65% of CEOs visit the marketer‘s website after viewing a video • CEOs want new ideas that will add value to their business Inspiration, information, and value-drivers • CEOs get business-related news through social media channels, just like the rest of us LinkedIn, Twitter, blogs, RSS feeds *BundlePost blog, Sept. 2013 citing Forbes Magazine © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  • 10. • Small screens made up 40% of YouTube traffic in 2013 compared to 25% in 2012 • 41% of adult cell phone users in the United States say they watch videos on their phones • Between 2012 and 2013, the average time spent watching videos on smartphones doubled, and tripled on tablets • 73% of Facebook users are mobile • What does your video look like on your phone? © 2013 Cisco and/or its affiliates. All rights reserved. Source: Google and TechCrunch,Oct.2013, and Reel SEO Dec 2013 Cisco Confidential 11
  • 11. Users view longer form content on larger screens – tablets vs. mobile phones © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  • 12. Source: comScore: 2013 US digital future in focus © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  • 13. Offer more video on social media to achieve better reach and engagement * Adobe Digital Index,2012 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  • 14. Fewer than 1% of videos ever exceed one million views * TubeMogul Video Ad Playbook, 2013 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  • 15. It doesn‘t make much of a difference if you repurpose a 15 and 30-second television ad for the Web vs. making custom creative specifically for the Web “There is no one superior production format. Repurposed TV spots typically result in higher impact on awareness metrics, while made-for-web video content more ably persuades its viewers.” * TubeMogul Video Ad Playbook, 2013 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  • 16. • 6 vs. 15 seconds • Vine loops/Instagram doesn‘t • Shoot the video from within the applications • Vine is best suited to videos that work in a loop • Vine has ~40 million users – youth appeal • Instagram has ~150 million users * Chart from 360i Blog © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  • 17. • Cisco Partner Marketing ran a Vine contest at the Cisco Partner Summit in June, 2013 We asked Partners to tell us what the Summit meant to them via Vine We asked them to include our hashtags when posting the video • We announced the contest on Cisco blogs • The winner won $ credits for Cisco training • Featured entries on screens at the Cisco Partner Summit Some of them forgot to include the hashtags • Announced winner at the Summit © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  • 18. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
  • 19. Showcase Annotations 1 InVideo Graph and Text 2 SEO: Keywords in Titles, tags, description 3 Full URL is clickable in the description Ask viewers to subscribe © 2013 Cisco and/or its affiliates. All rights reserved. 4 5 Cisco Confidential 21
  • 20. • Annotations are free • CTRs vary from 0–20% depending on the Call to Action • We use them for all of our videos on YouTube One style of font, a few different sizes, and multiple color backgrounds No character limit Can be placed anywhere @lesliedrate © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  • 21. • Created 3 videos under 1 minute each • Annotated using ―showcase annotations‖ Hyperlinked a button that is natively part of the video • Placed additional Calls to Action at ~:30 sec in each video • In the first 30 days, annotations achieved a 7.85% click-thru rate -- more than quadruple the average © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  • 22. • Sign in to your YouTube account and click your username located in the top right corner of any page • From the dropdown menu select My Channel • Click the pencil icon on the right side of your Channel just below your banner and select Channel settings • From left bar under Channel settings, click on InVideo Programming © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
  • 23. • Thumbnails act as mini- marketing posters for your content • Choose an image from your video or design one in Photoshop • Add words to thumbnails for better click rates 2-3 words with a face or product Should be big enough to see in a thumbnail Source: ReelSEO © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  • 24. • The first 3 weeks - 40% of the total video views • 4-12 weeks - 30% of video views • 12-52 weeks - 30% of video views * TubeMogul Video Ad Playbook, 2013 * Pixability Key Lessons for Success on YouTube, August, 2013 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  • 25. Don‘t forget: social media is SOCIAL © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  • 26. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  • 27. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  • 28. Types of Video Productions Definition of Video Type Sales Stage 1. Advertisement High production value Awareness 2. Thought Leadership Talking head or interview Awareness 3. Business Challenges Industry trends Consideration 4. Case Study Customer or Cisco product stories Consideration 5. Demo Product/Solution deep dive Design 6. Technology Solution Multiple product solution Design 7. Video Data Sheet Product specifications Design 8. Training Course curriculum, How-to Post-sale 9. Event Presentation Event All 10. Program Series Program series All 11. Other Other All © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  • 29. YouTube is the second largest search engine on the Web Within Google search, video content has been measured as 53X more likely to achieve organic, first-page ranking than traditional web pages (Pixability, August, 2013) • 7 Basics of Search for YouTube: 1. 2. 3. 4. 5. 6. 7. Title Description Tags Categories Annotations Closed Captions Engagement • 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 Use relevant tags – 2 to 4 keywords – don‘t keyword spam • Search engines recognized text in captions – create your own © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  • 30. • We generally see a ~31% completion rate on videos on Cisco.com (41% globally) • Use a Calls to Action early in the video! © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  • 31. • Captions increase completion rates on Cisco.com by 31% © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
  • 32. • Marketing the video is as important as video production for YouTube success • Most brands fail to effectively market the video content they produce • Remember to link to videos from other pages and sites • Video is an important asset for: Social media: Facebook, Twitter, LinkedIn Blogs Corporate website @lesliedrate © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
  • 33. 1. Who is your audience and how much time do they have to watch your video? 2. Where are they in the customer journey and what do they need to know? 3. Where were they before they watched your video and where should they go after they watch your video? 4. What is the key takeaway for your video? 5. Do you NEED to produce a new video for this purpose? © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
  • 34. @lesliedrate on Twitter Recommend Subscribing to ReelSEO: http://www.reelseo.com/ © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
  • 35. Thank you.

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