Search Marketing And Using Video for Visibility

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

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    Search Marketing And Using Video for Visibility - Presentation 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?
      • 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
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