what we’re going to cover Why use video – what are the benefits? getting the basics right the dreaded word... viral off site engagement what’s new and exciting...
2007 Online video strategy Make a corporate film and put it on your website
5 years, big changes 2007 2012 16bn page views per month 100bn page views per month 9.9% of eu population 67% of eu population 20,000 per day 340M per day
2012 Online video strategy the possibilities are endless!
19-25 Month 4 5 out of million videos are viewed each month on mobile devices like the people online in the UK watch online video every mobile video iPhone, iPad or equivalent month, equating to more than has the highest growth rate 5.5 billion of any application over mobile networks video views Video is... 68% Approximately 53 Xmore likely to appear on the 1st page of Google search results than of the top 50 internet retailers display 50% of people who watch a “Quality” video will take whatever action that a traditional web page videos on their websites video asks them to do SOURCE: marketingzen.com, fact and fable.com, comscore and forester research
USERS are 4 X USERS are 12%more likely to look at a video on your website than anything else 4X more likely to convert to a sale if your of people going to a site that uses video to market its products or services... will end up buying from that site video includes a clear call to action 35-64 1 minute The average length of time, per visitor, spent on text-only sites 6 minutes The average length of time, per visitor, spent on sites 65% with video content of the people viewing videos online are between these ages SOURCE: marketingzen.com, fact and fable.com, comscore and forester research
why use video? because your competitors are probably already using video, if they aren’t they will be soon, so take the opportunity to get ahead consumers are beginning to expect video information to be available we like to be spoon fed – A video contains ‘bite-sized’ information
why use video? there is proof that moving image is more effective at converting customers... as we will demonstrate it is more easily accessible it helps seo it’s more cost effective than ever before it can communicate your brand personality like no other medium
it can communicate your brand personality like no other medium
50% SEEN & HEARD 26% 30% SEEN10% HEARDREAD research into teaching methods RESPONDENTS RETAIN; SOURCE: NORTH CAROLINA STATE UNIVERSITY
B2B EMAIL MARKETING CASE STUDY video is more effective than text
week 1 week 2 a a 21% a a 4.5% B B 1.6% B B 25% video is more effective than text
video is more effective than text video is enticing video is quick video is a break: sit back, relax and watch video is mobile friendly: it’s easier to watch a video than read text on a tiny screen SOURCE: forbes insight, december 2011
posting video to 67% organisation’s website posting video on social media sites 61% email marketing 52% generating sales leads 33%Internal communications by senior mgmt 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% where are businesses using video? SOURCE: 2012 video marketing council
ASK YOURSELF what do you want IT to do? who is it for? how are you going to reach them? what channels do you need to use?
ASK YOURSELF what are you trying to achieve? how much do you have to spend? how are you going to measure its success? number of views or number of customers? what does good really look like? what does really bad look like?
picking the perfect partnerlike any other brief: be clear about what you and stakeholders need to see to make a decision – a treatment, scripts, storyboards be clear about where production ends and distribution begins or, just ask madhouse!
what makes a video go viral? focus on viewing pleasure– don’t cram too much in make sure it’s easy to share ditch the sales speak ugc generally gets more cut-through never underestimate the weirdness of people’s tastes make sure you have a clear call to action
59% 80% USERS ARE 4XSENIOR EXECS EXECUTIVES MORE LIKELYprefer to watch video are watching more online to look at a video on your websiteinstead of reading text video than a year ago than anything else delivering information more effectively
100% 80% under 1 minaudience engagement 60% 1-2 min 2-3 min 3-4 min 40% 4-5 min 5-10 min 10-20 min 20% 20-30 min 30-45 min 0% 45-60 min 60+ min beginning OF VIDEO 50% THE END how much do people actually watch?
some things to consider to improve conversion is video better put in the hands of consumers (reviews) than the brand (product videos) which products should you try first where do you want the video to sit in user journey video seo is key – be sure to include on-site search in your planning does the video need to contain interactive options to buy the products within it
1 minute The average length of time, per visitor, spent on text-only sites 6 minutes The average length of time, per visitor, spent on sites with video content of CONSUMERS52% say that watching product videos makes them more confident in their online purchase decisions. (Internet Retailer, 2012)
m&S tv delivering longer dwell times, repeat visits and a significant uplift in conversions 13million minutes of content viewed increased basket size by average of 30% increased conversion by 15%
the importance of content ‘old world’ rules still apply 2nd, 3rd and 4th screens produce content people actually want to watch think about what the customer needs not what the brand wants make it interesting, entertaining or useful serve it up when they want it
off site engagementgood content only strategycontent seeding half the battle - even the best content wont getwatched just becauseyou can reach via existing channels audit who it’s posted on youtube start small seeding agencies seeding toolscustomers are 3x more likely to watch a shared video than a paid view
“The artful dodger” Vs “Dirty, nerdy, birdy”VIMEO YOUTUBE
which platform?youtube pros audience range cons competition channel customisation flagging revenue sharing inappropriate comments unlimited uploads inappropriate recommendations
which platform? vimeo pros priority uploading cons lower traffic video player branding paid access/ analytics– much better commercial restrictions than youtube upload restrictions community engagement