Why do Video??? A strategic approach to leveraging the interplay of search and video
Online Video <ul><li>Online video is an international phenomenon growing rapidly on the tail of greater broadband penetrat...
US – Overall Online Video Usage
January 2009 Findings - Comscore <ul><li>76.8% of the total U.S. Internet audience viewed online video </li></ul><ul><li>T...
Stanford Continuing Studies Internet Marketing – October 2008
Stand-alone Marketing – NOT! <ul><ul><ul><li>“ Shrewd marketers will utilize a multi-channel strategy to capitalize on the...
What Are They Watching?
Title of Document/Subject/ Conference/Presentation
Video Paid Advertising Examples Stanford Continuing Studies Internet Marketing – May 2009
Stanford Continuing Studies Internet Marketing – May 2009
Video Only Lives On YouTube? <ul><li>YouTube </li></ul><ul><ul><li>Other Video Search Engines/Aggregators </li></ul></ul><...
Banners Stanford Continuing Studies Internet Marketing – October 2008
Email Stanford Continuing Studies Internet Marketing – October 2008
iPhone
How Often is Video in the SERP? <ul><li>According to comScore, 38% of searchers received video results in January 2008! </...
Why Not More?
<ul><li>Compelling Content </li></ul><ul><li>Entertain </li></ul><ul><li>Have a sense of Humour! </li></ul>
What is VSEO? Why Bother? <ul><li>Video Search Engine Optimization (VSEO) </li></ul><ul><li>SEO can be as basic as making ...
Video Search Optimization  - Strategies & Tactics <ul><li>Strategy </li></ul><ul><ul><li>Informed by the goals of your bra...
Dove  <ul><li>http://www.youtube.com/watch?v=iYhCn0jf46U </li></ul><ul><li>http://www.youtube.com/watch?v=7-kSZsvBY-A   </...
Strategies & Tactics <ul><li>Tactics </li></ul><ul><ul><li>Compelling Content (relevant and entertaining) </li></ul></ul><...
BlendTec Example <ul><ul><ul><ul><li>Video –  </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>You have to look at it as c...
Schweppes Stanford Continuing Studies Internet Marketing – October 2008
Overview  of Basic  VSEO Title of Document/Subject/ Conference/Presentation
Tactics: Where To Begin… <ul><li>Basic VSEO principles are similar to SEO </li></ul><ul><ul><li>Targeted keywords in meta ...
Tactics: Where To Begin… <ul><ul><li>If hosting, create a  video sitemap  linked from homepage </li></ul></ul><ul><ul><ul>...
Submissions Title of Document/Subject/ Conference/Presentation
Promotion: Paid Search <ul><li>Keyword Research </li></ul><ul><ul><li>Use Google Insights </li></ul></ul><ul><ul><li>McCai...
Obama Campaign Made  Video Respectable Stanford Continuing Studies Internet Marketing – May 2009
Direct Response, Brand, Engagement
Politics Popularized Video Stanford Continuing Studies Internet Marketing – May 2009
Measurement <ul><li>How do you know if you have succeeded? </li></ul><ul><ul><ul><li>Brand or Direct Response Metrics </li...
Conclusion & POV <ul><li>Online video is both a phenomenon and an opportunity for both brand and direct response marketers...
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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.

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  • Dr and brand – he’s doing it all – contributions and votes - engagement
  • Search Marketing And Using Video for Visibility

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