Online Video Marketing and Optimization

Online Video Marketing and Optimization March 18, 2010 Seattle Chamber of Commerce

"Marketingwood" or "Vidazzle Your Brand March 18, 2010 Seattle Chamber of Commerce

Best Video: Slap Chop
How can this help your business?

Business Film… “ What’s a Business Film?”
A business film is transferable, compact online video content that communicates a part of your brand.

What makes a great business film?
Relevant to Audience
Teaches Your Competitive Advantage
Production Value: Script, lighting etc…

What you’ll learn…
Why should you be using video to market your business?
The types of sales-oriented Business Films you can create
Understanding analytics and how to measure success
Using social networks and search to increase views

1. Why use video to market
your business?

Typical Objections:
It's complicated. I don't understand it.
I've seen horrible examples on the internet.
• I don't have the skills to update it.
Will it help my business?
Does it work with my search optimization?
• It costs too much!
My marketing is fine the way it is.

A Business Film can record an emotion.
Ask yourself:
How many times have you done the ultimate pitch and said…
“ Damn, I wish I'd recorded that?”

Michelle 1
Imagine…
Does it work with my Search optimization.!

Imagine a Business Film…

Imagine…

Michelle 2
Imagine…

Press…

Stats…
Costs: $1,500 - $2,500
Script: Basic pre-built outline
Time: 1/2 day shooting, script 1 day
One camera
2 lights

Evelyn Taylor, Actress & Mother of 2

2. Types of sales-oriented videos you can create?

2. Types of sales-oriented videos you can create?
High concept
Low concept

Low Concept: Include the "infomercial” style, what does the product do? Show me the mechanics, show me the value, show me the product or service, demo the product. Potlifter

Potlifter: What’s a Potlifter?

High Concept: Include story line concepts, closer to the traditional commercial or film. They have characters, plots, drama, sophisticated or slapstick humor. Seattle Chamber: It’s Time for Business SQL vs. Oracle

3. Using social networks
and search to increase views

Seeding and Search
A business film is compact and transferable, so you can use one piece of content in multiple places.

Videos shares
YouTube
Vimeo
Metacafe
Dailymotion
Yahoo
Other specialty sites
eBaums World (humor)
Howcast (instructional)
GrindTV (sports)
TubeMogul

Social networks
Get your video out to your friends (and their friends, and their friends…).
Facebook
Twitter
Myspace
Others (Bebo, HiFive, Friendster)

Social bookmarking
Get your video out to bloggers and other online influencers.
Digg
StumbleUpon
Delicious
Reddit
Others (Buzzfeed)

Bloggers are VERY important Via TechCruch/TubeMogul

Database Taste Challenge Know your audience and provide them with CONTENT that your users will spread.

SQL VS ORACLE

Search Use relevant and meaningful keywords when describing your video to help with your search results.

Filename
Title
Description
Tags
No restrictions
Upload a script
Search 101

Search 201 Have a lot of video on your site? SEO all video content. Submit a video Sitemap to Google and other search engines.

4. Understanding Business Film analytics and how to measure success

Understanding analytics and measuring success
Know your starting position.
Begin each project with clear goals.
Sample goals:
Increased traffic to your website
Increased sales
Increase awareness
Change perception

Increase traffic to your website Start with analytics installed on your site (Google Analytics is free and easy to use). All Video Content

Increased sales Use an offer code. Use funnel analysis in Google Analytics.

Awareness Track views

Use bit.ly to track clicks

Perception
Are you trying to change the way your audience thinks ?
Use comments
Google Alerts
Social Mention

YouTube comments or
“ The gift that keeps on giving.”
Comments can show you the level of interaction between your audience and your message.
Maintain and direct the conversation
Adding our own comments to a video helps to produce and sustain dialogue with users way beyond the initial conversation.

Objections…
It's complicated. I don't understand it.
I've seen horrible examples on the internet.
• I don't have the skills to update it.
Will it help my business?
Does it work with my search optimization?
It costs too much!
My marketing is fine the way it is.

Flash Today Flash 10

Final thoughts… • Remember the kind of video you’re producing high or low. • Partner with experienced video/film marketers. • Have a plan for the business film when you are done. • Don’t get left behind!

“ It’s Time for Business” THE CONTEST: • Make an outline of what you like about Office. • Storyboard: stick figures ok. • Grab any camera, no need for HD. • Get a mic! We need to hear you. Music? • Funny sells! Who’s your target audience? • Big idea is most important value.

Thank you from Martini Media Martin Rincon, [email_address] Elizabeth Adams, [email_address] BLOG/VLOG: www.martinimedia.com/blog twitter: @martinivideo

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Online Video Marketing and Optimization

by Elizabeth Adams on Mar 19, 2010

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Online Video Marketing and Optimization — Presentation Transcript