Innovations in Video Marketing

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Innovations in Video Marketing

YouTube is the fourth-most searched site after Google, Yahoo and Bing. Presenters will update your knowledge of how videos are being produced, distributed and leveraged both to market apartment communities and to market the brands and the companies themselves. As a special bonus, professional actor and “super-Realtor” Stephen Foster from British Columbia will demonstrate his long-form, first person narrative videos that break all the rules and still sell real estate.

Virginia Love, Vice President of Marketing, Waterton Residential

Stephen Foster, Realtor, Macdonald Realty Victoria Inc

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Innovations in Video Marketing

  1. 1. Innovations in Video Marketing<br />Virginia Love<br />VP, Sales & Marketing <br />Waterton Residential<br />
  2. 2. Waterton’s Objective<br />Grab the attention of potential customers.<br />Results: <br /><ul><li>Video is a crowd pleaser
  3. 3. It’s not a budget buster
  4. 4. More trusted media than photography
  5. 5. More versatile than photography, but not a replacement
  6. 6. Opportunity to get point across to our audience that might not extract the info from written content</li></li></ul><li>There’s Value in Video<br />2010 to 2011 statistics:<br />Video viewing increased 45%<br />Video streaming up 28% <br />Total video streams growth up 1.5% with 14.5 billion streams<br />79% renters find videos more useful than still photos <br />Growing Trend: “ROPO Effect” - 97% use internet to research products or services in their local area<br />Communities with walk-thru videos receiving 20% more clicks <br />174 million US internet users watched 14.8 hours of video content in 3/11<br />Industry average of 230% increase in apartment video views <br />Sources: Apts.com, Apartment Guide, For Rent Media Solutions, Community Sherpa, Property Solutions, Capture the Market, Social Media Today, Nielsenwire.<br />
  7. 7. What Type Goes Where? <br />Property/Neighborhood Tour – everywhere . . . websites, mobile sites, QR coblogs, social media, You Tube, ILS’s, signature lines, electronic follow up, Level One prospect communications, auto-responders, PEP campaigns, review sites, video brochures, include link in print, on-line referral program<br />Walk thru – linked on website to specific floor plan or amenity, cataloged for future use, Craigslist.com, other ILS’s <br />Team Generated – emailed, advertising single floor plans, linked to specific floor plans on website, social media, cataloged for future use<br />Branding- company website, investor communications, Waterton You Tube channel, etc<br />
  8. 8. Build Your Brand<br />Allows viewers to identify content as part of your business<br />Simplifies managing your content <br />Helps gain organic rankings = SEO<br />Increases credibility and helps manage reputation. <br />Ties efforts back to targeted brand message<br />
  9. 9. Waterton You Tube Channel<br />
  10. 10. Benefits to SEO<br />Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking. <br />Google loves video because it’s versatile media and more engaging. <br />According to comScore Media Metrix, 38% who searched Google were served video in the universal Search page.<br />
  11. 11. Community Video <br />
  12. 12. Neighborhood Specifics<br />
  13. 13. Location, Location, Location <br />
  14. 14. Team Generated <br />
  15. 15.
  16. 16. Measure & Improve<br />Track average duration of the video play<br />Benchmark average video views per month and what site it was viewed from<br />Tracking links<br />Share tab<br />Facebook<br />Property website<br />Twitter<br />You Tube<br />Call Center tracking number <br />Tracking mobile video stats separately<br />Monitor increased traffic to website using Google Analytics <br />
  17. 17. Top 10 VLove Tips (aka what I wish I knew) <br />Have a plan. Be prepared to tell a good story. <br />Show what is unique, not just the obvious.<br />Use local points of interest to extend your community reach.<br />Ask the customer, not just the marketing department, what they want to see and collaborate.<br />Know your audience.<br />Give the facts not the fluff. <br />Diversify your content with professional, team created and resident created videos. <br />Tag, but don’t go crazy. Use relevant search terms. <br />CUSTOMIZE! You can control the message. <br />Watch your stats . . . know if your investment is working. <br />Video is a time and cost effective tool for producing leads, building value and promoting community. <br />

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