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Search Marketing And Using Video for Visibility
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Search Marketing And Using Video for Visibility

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A strategic approach to leveraging the interplay of search and video.

A strategic approach to leveraging the interplay of search and video.

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  • Dr and brand – he’s doing it all – contributions and votes - engagement

Transcript

  • 1. Why do Video??? A strategic approach to leveraging the interplay of search and video
  • 2. Online Video
    • Online video is an international phenomenon growing rapidly on the tail of greater broadband penetration.
  • 3. US – Overall Online Video Usage
  • 4. January 2009 Findings - Comscore
    • 76.8% of the total U.S. Internet audience viewed online video
    • The average online video viewer watched 356 minutes of video (up 15%)
    • 100.9M viewers watched 6.9 B videos on YouTube
    • The duration of average video was up 10% to 35 minutes
    Stanford Continuing Studies Internet Marketing – May 2009
  • 5. Stanford Continuing Studies Internet Marketing – October 2008
  • 6. Stand-alone Marketing – NOT!
        • “ Shrewd marketers will utilize a multi-channel strategy to capitalize on these adjacent ‘primetime’ blocks in order to maximize their marketing impact”
        • Direct Navigation
        • 5 – 8 pm Internet
        • 8 – 11pm TV
          • ComScore Report
    Stanford Continuing Studies Internet Marketing – October 2008
  • 7. What Are They Watching?
  • 8. Title of Document/Subject/ Conference/Presentation
  • 9. Video Paid Advertising Examples Stanford Continuing Studies Internet Marketing – May 2009
  • 10. Stanford Continuing Studies Internet Marketing – May 2009
  • 11. Video Only Lives On YouTube?
    • YouTube
      • Other Video Search Engines/Aggregators
    • Banner
      • Live Streaming Banners…
    • Email
    • Google SERP
    • Social Media Sites
    • Branded Websites/Microsites
    Stanford Continuing Studies Internet Marketing – October 2008
  • 12. Banners Stanford Continuing Studies Internet Marketing – October 2008
  • 13. Email Stanford Continuing Studies Internet Marketing – October 2008
  • 14. iPhone
  • 15. How Often is Video in the SERP?
    • According to comScore, 38% of searchers received video results in January 2008!
    Stanford Continuing Studies Internet Marketing – October 2008
  • 16. Why Not More?
  • 17.
    • Compelling Content
    • Entertain
    • Have a sense of Humour!
  • 18. What is VSEO? Why Bother?
    • Video Search Engine Optimization (VSEO)
    • SEO can be as basic as making your existing video searchable and relevant to more viewers (customers).
    • Video is FREE
    • Results in blended search can help you “own” more of the SERP
    Stanford Continuing Studies Internet Marketing – October 2008
  • 19. Video Search Optimization - Strategies & Tactics
    • Strategy
      • Informed by the goals of your brand
        • Driving exposure?
        • DR Metrics?
        • Leads?
        • Contributions?
      • VSEO is a toolbox: Choose the right tools for the job.
      • VSEO should complement an existing strategy
    Title of Document/Subject/ Conference/Presentation
  • 20. Dove
    • http://www.youtube.com/watch?v=iYhCn0jf46U
    • http://www.youtube.com/watch?v=7-kSZsvBY-A
    Stanford Continuing Studies Internet Marketing – October 2008
  • 21. Strategies & Tactics
    • Tactics
      • Compelling Content (relevant and entertaining)
        • Consider length and subject
      • VSEO (our focus)
      • Seeding & Distribution (VSEO?)
      • Offline Coordination
      • WOM/PR
      • Paid Search
      • Viral (tactic or aspiration?)
    Stanford Continuing Studies Internet Marketing – October 2008
  • 22. BlendTec Example
          • Video –
            • You have to look at it as content. You’re not trying to interrupt the “Friends” television schedule; you’re trying to replace “Friends.” You’re trying to replace the content. And if you provide good content, people will watch it. They’ll watch it all by itself.”
          • http://www.reelseo.com/blendtec /
  • 23. Schweppes Stanford Continuing Studies Internet Marketing – October 2008
  • 24. Overview of Basic VSEO Title of Document/Subject/ Conference/Presentation
  • 25. Tactics: Where To Begin…
    • Basic VSEO principles are similar to SEO
      • Targeted keywords in meta data
      • Place on site and optimize that file
      • Format
        • SWF – Do not use Active X controls
        • July 2008 Google & Yahoo announced will work with Adobe to make Flash “searchable”
      • Name files with keywords and be consistent
      • Tag with relevant, targetted keywords
    Stanford Continuing Studies Internet Marketing – October 2008
  • 26. Tactics: Where To Begin…
      • If hosting, create a video sitemap linked from homepage
        • Create individually optimized pages for each video
        • Cross-link pages with anchor text
      • If using thumbnails, include brand or action
      • YouTube
        • Place URL in your YouTube description
        • Create YouTube Channel
        • Use annotations/captioning
        • Allow comments
    Title of Document/Subject/ Conference/Presentation
  • 27. Submissions Title of Document/Subject/ Conference/Presentation
  • 28. Promotion: Paid Search
    • Keyword Research
      • Use Google Insights
      • McCain/Biden Example
    • Paid Search Rules Apply
      • Quality
      • Relevance
      • Budget to your goals
    Title of Document/Subject/ Conference/Presentation
  • 29. Obama Campaign Made Video Respectable Stanford Continuing Studies Internet Marketing – May 2009
  • 30. Direct Response, Brand, Engagement
  • 31. Politics Popularized Video Stanford Continuing Studies Internet Marketing – May 2009
  • 32. Measurement
    • How do you know if you have succeeded?
        • Brand or Direct Response Metrics
        • YouTube Insight
        • Video Syndication and Tracking Tool – Tube Mogul
    Title of Document/Subject/ Conference/Presentation
  • 33. Conclusion & POV
    • Online video is both a phenomenon and an opportunity for both brand and direct response marketers.
    • Successful campaigns have compelling content and leverage the social medium.
    • Coordinating VSEO early into the overall marketing plan is crucial.
    • Video is inevitably a part of every future marketing plan