WHY, WHAT AND HOW
OF ONLINE VIDEO
SUCCESS

MCKEE SMITH,
PRESIDENT, MODERN MEDIA ANSWERS, LLC
ABOUT MCKEE
Senior Editor on team that launched
“Barney the Dinosaur” on PBS
Senior Editor for HIT Entertainment with
bran...
WHY USE VIDEO
YOU’VE GOT TO JUSTIFY THE COSTS!
STUDIES SHOW PEOPLE WATCH
SENIOR EXECUTIVES WATCH
80% of senior executive are watching more video than in 2009
75% watch w...
STUDIES SHOW PEOPLE WATCH
TECH BUYERS WATCH
95% of B2B tech buyers watch tech-related videos
82% of them will post, forwar...
STUDIES SHOW PEOPLE WATCH
CONSUMERS WATCH
187 million Americans watched 48 billion online content videos in July,
2013
55....
STUDIES SHOW VIDEO IS EFFECTIVE
“Best in class” means to 20% of company performance
BIC are 38% more likely to use video f...
STUDIES SHOW VIDEO IS EFFECTIVE
BIC use video through out the sales cycle:
Marketing/brand awareness - 67%
Marketing conve...
STUDIES SHOW VIDEO INCREASES SALES
Statement respondents agree strongly/somewhat:
57% - I am more confident when I watch a ...
STUDIES SHOW VIDEO INCREASES
WEBSITE ENGAGEMENT
Statement respondents agree strongly/somewhat:
52% - I am willing to stay ...
WHAT TO PUT INTO A VIDEO
IDEAS TO SUCCEED
PLAN BEFORE YOU START!

Decide the message you wish to
communicate!
Learn all you can about your audience
Tailor your vide...
SOME TYPES OF VIDEOS
Brand awareness
basic brand
what you’ve done lately
your future plans
live events
fun branding - vira...
SOME TYPES OF VIDEOS

Product awareness
product announcements
product ads
product information and training
SOME TYPES OF VIDEOS

What you do is only limited by
your imagination!
(and budget, bosses, time, standards and
practices ...
HOW TO OF VIDEO
SUCCESS SUGGESTIONS!
SET SMART GOALS FOR YOU VIDEO
Specific
Measureable
Achieveable
Relevant
Time bound
CHECK YOU GOALS
AFTER VIDEO IS IN USE
Did it actually meet the goals?
Why or why not?
Don’t forget to study analytics of w...
HOW LONG TO MAKE IT?
How long is a string? Long enough to be useful without being so long as
to tangle up
Aberdeen says av...
DO IT YOURSELF
OR US A PROFESSIONAL
Both work and “Best in Class” companies do both!
Outsourcing to professional - BIC 25%...
THREE DO IT YOURSELF SUGGESTIONS
If using a camera on you phone, turn it
horizontally!
Turn on every light and generally b...
USING A PROFESSIONAL
Specialized equipment
Be up front about your budget and
timeline
Look at more than one provider
Look ...
DISTRIBUTING YOUR VIDEO
You need a way to be on all screens desktops, tablets and phones
Vimeo and YouTube are free but ha...
IN SUMMARY

Lots of studies show video is a great tool with a proveable ROI
Plan, plan and follow up on you plan
Follow th...
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The Why, What and How of Online Video Success

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The slides for my presentation about online video at the Dallas Digital Summit, Dec. 11, 2013.

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The Why, What and How of Online Video Success

  1. 1. WHY, WHAT AND HOW OF ONLINE VIDEO SUCCESS MCKEE SMITH, PRESIDENT, MODERN MEDIA ANSWERS, LLC
  2. 2. ABOUT MCKEE Senior Editor on team that launched “Barney the Dinosaur” on PBS Senior Editor for HIT Entertainment with brands including “Thomas the Tank Engine,” “Bob the Builder” and “Angelina Ballerina” President of Modern Media Answers, LLC BA from UNT, MBA from Baylor University
  3. 3. WHY USE VIDEO YOU’VE GOT TO JUSTIFY THE COSTS!
  4. 4. STUDIES SHOW PEOPLE WATCH SENIOR EXECUTIVES WATCH 80% of senior executive are watching more video than in 2009 75% watch work-related videos on business-related sites at least weekly 65% visited a vendor’s website after watching a video Over 50% share work-related videos with colleagues at least weekly Forbes Insights, Video in the C-Suite, 2010
  5. 5. STUDIES SHOW PEOPLE WATCH TECH BUYERS WATCH 95% of B2B tech buyers watch tech-related videos 82% of them will post, forward and/or share these videos with colleagues IDG Research Services, What Media and Devices Motivate B2B Tech buyers, Dec. 4, 2012
  6. 6. STUDIES SHOW PEOPLE WATCH CONSUMERS WATCH 187 million Americans watched 48 billion online content videos in July, 2013 55.4% of total US population watched 19.6 billion online video ads At is an average of 114.3 ads per viewer last July, or 3.69 per day http://www.comscore.com/Insights/Press_Releases/2013/8/ comScore_Releases_July_2013_U.S._Online_Video_Rankings
  7. 7. STUDIES SHOW VIDEO IS EFFECTIVE “Best in class” means to 20% of company performance BIC are 38% more likely to use video for external communications Marketing contributions to the sales forecasted pipeline for BIC is 40% verses 17% for others Customer retention for BIC is 89% verses 48% for others Website conversion for BIC is 4% verses 2% for others Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012
  8. 8. STUDIES SHOW VIDEO IS EFFECTIVE BIC use video through out the sales cycle: Marketing/brand awareness - 67% Marketing conversions - 60% Market nurturing - 53% Sales qualification - 47% Sales closing - 33% Post sales - 33% Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012
  9. 9. STUDIES SHOW VIDEO INCREASES SALES Statement respondents agree strongly/somewhat: 57% - I am more confident when I watch a product video in advance of making a purchase online and therefore less likely to return that product 44% - I purchase more products on websites that allow me to learn about them via video 40% - I purchase products on websites as a result of being influenced by videos on these sites Invodo E-Tailing Group, How Consumers Shop With Video: 2012 Survey
  10. 10. STUDIES SHOW VIDEO INCREASES WEBSITE ENGAGEMENT Statement respondents agree strongly/somewhat: 52% - I am willing to stay on a website longer because the retailer or brand manufacturer makes product videos available 45% - I am more likely to return to a retailer who integrates video into their website experience Invodo E-Tailing Group, How Consumers Shop With Video: 2012 Survey
  11. 11. WHAT TO PUT INTO A VIDEO IDEAS TO SUCCEED
  12. 12. PLAN BEFORE YOU START! Decide the message you wish to communicate! Learn all you can about your audience Tailor your video to your audience
  13. 13. SOME TYPES OF VIDEOS Brand awareness basic brand what you’ve done lately your future plans live events fun branding - viral videos
  14. 14. SOME TYPES OF VIDEOS Product awareness product announcements product ads product information and training
  15. 15. SOME TYPES OF VIDEOS What you do is only limited by your imagination! (and budget, bosses, time, standards and practices and etc.)
  16. 16. HOW TO OF VIDEO SUCCESS SUGGESTIONS!
  17. 17. SET SMART GOALS FOR YOU VIDEO Specific Measureable Achieveable Relevant Time bound
  18. 18. CHECK YOU GOALS AFTER VIDEO IS IN USE Did it actually meet the goals? Why or why not? Don’t forget to study analytics of who actually watched Adjust next time to emphasize what worked and change what didn’t
  19. 19. HOW LONG TO MAKE IT? How long is a string? Long enough to be useful without being so long as to tangle up Aberdeen says average is 3 1/2 minutes YouTube Partner Channel videos average from <30 seconds to over 1 hour Wistia.com research found most drop out occur in first 15% of the video regardless of total duration. The rates flatten then till the end regardless of length Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012 http://wistia.com/blog/does-length-matter-it-does-for-video-2k12-edition
  20. 20. DO IT YOURSELF OR US A PROFESSIONAL Both work and “Best in Class” companies do both! Outsourcing to professional - BIC 25% Others 22% In-house professional - BIC 38% Others 26% Webcam conferencing - BIC 25% Others 16% Consumer grade equipment - BIC 29% Others 35% Screen capture with sound - BIC 38% Others 42% Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012
  21. 21. THREE DO IT YOURSELF SUGGESTIONS If using a camera on you phone, turn it horizontally! Turn on every light and generally bring in clamp lights to boost lighting. Dark faces and sceens don’t work well Get an external microphone as close to your subjects as possible
  22. 22. USING A PROFESSIONAL Specialized equipment Be up front about your budget and timeline Look at more than one provider Look at their demos to see if they have done something similar to what you need
  23. 23. DISTRIBUTING YOUR VIDEO You need a way to be on all screens desktops, tablets and phones Vimeo and YouTube are free but have limits Paid content delivery networks give extra features that are worth it to some users
  24. 24. IN SUMMARY Lots of studies show video is a great tool with a proveable ROI Plan, plan and follow up on you plan Follow the path of the “Best in Class” companies

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