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WORDCAMP KANSAS CITY 2017
DEVELOPING
A VIDEO
STRATEGY
THAT WILL
CHANGE YOUR
BUSINESS
ANDREA ZOELLNER
D I G I T A L C O N T E N T C R E A T O R
2
@ANDREAZOELLNER
ANDREAZOELLNER.COM
CAPSULESUITCASE.COM
4
5
DEVELOPING A
VIDEO
STRATEGY
THAT WILL
CHANGE
YOUR BUSINESS
STRATEGY CHANGE
BUSINESS
VIDEO
6
VIDEO
STRATEGY CHANGE
BUSINESS
VIDEO
7
STRATEGY
STRATEGY CHANGE
BUSINESS
VIDEO
8
CHANGE
STRATEGY CHANGE
BUSINESS
VIDEO
9
YOUR BUSINESS
STRATEGY CHANGE
BUSINESS
VIDEO
WHY
VIDEO?
1 min
of video is
equal to
1.8 million
words.
F o r r e s t e r R e s e a r c h
11
12
BY 2017, ONLINE
VIDEO WILL
ACCOUNT FOR 74%
OF ALL ONLINE
TRAFFIC.
K l e i n e r P e r k i n s C a u f i e l d & B y e r...
13
ENGAGEMENT
14
Combining
video with
full-page ads
boosts
engagement
by 22%.
92% of video
consumers
share videos
with others.
CONVERSIO...
15
CONVERSION
16
After watching
a video, 64%
of users are
more likely to
buy a product
online.
CONVERSION
Enjoyment
of video ads
increas...
17
87% of online
marketers use
video content.
18
19
WHERE CAN
YOU USE

VIDEO?
6
TELEVISION
SPOTS
1
WEBSITE
CONTENT
4
SOCIAL
NETWORKS
3
EMAIL
MARKETING
2
LANDING
PAGES
5
AD...
20
1
WEBSITE CONTENT
90% of users say that
product videos are
helpful in the decision
process.
21
VIDEO HEADERS
ABOUT PAGE
CUSTOMER STORIES
RESOURCE CENTER/
WEBINARS
HOMEPAGE
PRODUCT PAGES
H O M E PA G E
22
V I D E O H E A D E R S
23
A B O U T PA G E
24
P R O D U C T PA G E
25
R E S O U R C E C E N T R E
26
C U S T O M E R S T O R I E S
27
28
2
LANDING PAGES
Including video on a
landing page can
increase conversion by
80%.
29
Do’s
C o n n e c t y o u r v i d e o t o o n e d i re c t a c t i o n
Te l l a n e n g a g i n g , e m o t i o n - d r ...
30
3
EMAIL MARKETING
Video in an email leads
to 200-300% increase
in click-through rate.
31
EMAIL MARKETING
EMBEDDED
LINKED
GIFS
32
4
SOCIAL NETWORKS
ADVERTISEMENT/PAID NATIVE/ORGANIC
33
SOCIAL
NETWORK
LANDSCAPE
34
MONTHLY
ACTIVE USERS
600 million
VIDEOS
LIVE
STORIES
VIDEO ADS
35
VIDEO STORIES ADSLIVE
36
MONTHLY
ACTIVE USERS
1.8 billion
VIDEOS
LIVE
STORIES
VIDEO ADS
37
FACEBOOK
LIVE
ADDRESS BLOG COMMENTS
GIVE AN INSIDE LOOK AT YOUR
BUSINESS
PROMOTE YOUR UPCOMING EVENT
TEASE NEW PRODUCTS...
38
MONTHLY
ACTIVE USERS
1 billion
VIDEOS
VIDEO ADS
INFLUENCERS
39
5
AD NETWORKS
WHAT IS AN AD NETWORK?
WHATTOLOOKFORWHENCHOOSINGANADNETWORK
40
FORMATS/DEVICES EXISTING CLIENTS ANALYTICSTARGETING
41
SOME AD
NETWORKS
Undertone
HaxHax
Adobe Auditude
VidRoll
Fidelity Media
Conversant
Adobe Auditude
SpotXchange
VeohClick...
42
6
TELEVISION
There are two main
options for purchasing 

TV ads:
Purchase directly from your local broadcast station
or...
43
YOUR VIDEO
STRATEGY
C R E A T I N G
WHO, WHAT, WHY, WHEN,
AND…DID IT WORK?
WHO IS YOUR

TARGET?


WHAT DO
YOU WANT
THEM TO DO?
44
CREATING
VIDEO
CONTENT
PRODUCTIONSCHEDULE
46
PRODUCTION POST-PRODUCTION DISSEMINATIONPLANNING
47
IDEASFOR
PRE-RECORDED
VIDEOCONTENT
• Product videos
• Demos
• Tutorials and webinars
• Promos for new features
• Fun us...
48
IDEASFOR
LIVEVIDEO
CONTENT
• Product demos
• Product pre-launch sneak
peeks
• Live launch events
• Live webinars
PRODUC...
49
DO

• Research
• Adapt and repurpose your
content for the right channel
• Know when to invest in
quality
• Test
ATTENTIONSPANS
50
WEBSITE YOUTUBE FACEBOOK INSTAGRAM
5 min 2 min 1 MIN 30s
51
52
DON’T

• Be random
• Hire just anybody
• Be in a hurry
• Stop listening
53
FUTURE

TRENDS
AUGMENTED REALITY
360 VIDEO
LIVE
Hi@andreazoellner
a@andreazoellner.com
54
Developing a Video Strategy That Will Change Your Business
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Video is one of the hottest mediums in marketing today. It can also be one of the most confusing and expensive. From low-cost channels like Facebook Live or Snapchat, to YouTube ads and TV spots, there are many ways you can integrate video into your marketing plan and see immediate results. In this talk, I’ll give an overview of the current video landscape and offer tools to develop a video content plan that works for your audience, objectives, and budget. Whether you’re an independent professional, a non-profit, or a business, find out how video can help you achieve your goals.

This presentation was given at WordCamp Kansas City 2017.

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Developing a Video Strategy That Will Change Your Business

  1. 1. WORDCAMP KANSAS CITY 2017 DEVELOPING A VIDEO STRATEGY THAT WILL CHANGE YOUR BUSINESS
  2. 2. ANDREA ZOELLNER D I G I T A L C O N T E N T C R E A T O R 2
  3. 3. @ANDREAZOELLNER ANDREAZOELLNER.COM CAPSULESUITCASE.COM 4
  4. 4. 5 DEVELOPING A VIDEO STRATEGY THAT WILL CHANGE YOUR BUSINESS STRATEGY CHANGE BUSINESS VIDEO
  5. 5. 6 VIDEO STRATEGY CHANGE BUSINESS VIDEO
  6. 6. 7 STRATEGY STRATEGY CHANGE BUSINESS VIDEO
  7. 7. 8 CHANGE STRATEGY CHANGE BUSINESS VIDEO
  8. 8. 9 YOUR BUSINESS STRATEGY CHANGE BUSINESS VIDEO
  9. 9. WHY VIDEO?
  10. 10. 1 min of video is equal to 1.8 million words. F o r r e s t e r R e s e a r c h 11
  11. 11. 12 BY 2017, ONLINE VIDEO WILL ACCOUNT FOR 74% OF ALL ONLINE TRAFFIC. K l e i n e r P e r k i n s C a u f i e l d & B y e r s ( K P C B ) , I n t e r n e t T r e n d s 2 0 1 6
  12. 12. 13 ENGAGEMENT
  13. 13. 14 Combining video with full-page ads boosts engagement by 22%. 92% of video consumers share videos with others. CONVERSION I n s i v i a . c o m
  14. 14. 15 CONVERSION
  15. 15. 16 After watching a video, 64% of users are more likely to buy a product online. CONVERSION Enjoyment of video ads increase purchase intent by 97%. I n s i v i a . c o m
  16. 16. 17 87% of online marketers use video content.
  17. 17. 18
  18. 18. 19 WHERE CAN YOU USE
 VIDEO? 6 TELEVISION SPOTS 1 WEBSITE CONTENT 4 SOCIAL NETWORKS 3 EMAIL MARKETING 2 LANDING PAGES 5 AD
 NETWORKS VIDEO
 OUTLETS
  19. 19. 20 1 WEBSITE CONTENT 90% of users say that product videos are helpful in the decision process.
  20. 20. 21 VIDEO HEADERS ABOUT PAGE CUSTOMER STORIES RESOURCE CENTER/ WEBINARS HOMEPAGE PRODUCT PAGES
  21. 21. H O M E PA G E 22
  22. 22. V I D E O H E A D E R S 23
  23. 23. A B O U T PA G E 24
  24. 24. P R O D U C T PA G E 25
  25. 25. R E S O U R C E C E N T R E 26
  26. 26. C U S T O M E R S T O R I E S 27
  27. 27. 28 2 LANDING PAGES Including video on a landing page can increase conversion by 80%.
  28. 28. 29 Do’s C o n n e c t y o u r v i d e o t o o n e d i re c t a c t i o n Te l l a n e n g a g i n g , e m o t i o n - d r i v e n s t o r y Tra c k m e a n i n g f u l m e t r i c s R e a c h o u t t o t h o s e w h o e n g a g e d
  29. 29. 30 3 EMAIL MARKETING Video in an email leads to 200-300% increase in click-through rate.
  30. 30. 31 EMAIL MARKETING EMBEDDED LINKED GIFS
  31. 31. 32 4 SOCIAL NETWORKS ADVERTISEMENT/PAID NATIVE/ORGANIC
  32. 32. 33 SOCIAL NETWORK LANDSCAPE
  33. 33. 34 MONTHLY ACTIVE USERS 600 million VIDEOS LIVE STORIES VIDEO ADS
  34. 34. 35 VIDEO STORIES ADSLIVE
  35. 35. 36 MONTHLY ACTIVE USERS 1.8 billion VIDEOS LIVE STORIES VIDEO ADS
  36. 36. 37 FACEBOOK LIVE ADDRESS BLOG COMMENTS GIVE AN INSIDE LOOK AT YOUR BUSINESS PROMOTE YOUR UPCOMING EVENT TEASE NEW PRODUCTS ANSWER FAQS
  37. 37. 38 MONTHLY ACTIVE USERS 1 billion VIDEOS VIDEO ADS INFLUENCERS
  38. 38. 39 5 AD NETWORKS WHAT IS AN AD NETWORK?
  39. 39. WHATTOLOOKFORWHENCHOOSINGANADNETWORK 40 FORMATS/DEVICES EXISTING CLIENTS ANALYTICSTARGETING
  40. 40. 41 SOME AD NETWORKS Undertone HaxHax Adobe Auditude VidRoll Fidelity Media Conversant Adobe Auditude SpotXchange VeohClick Matomy VDOPIA PropellerAds Selectmedia advertising.com YuMe AdoTube BrightRoll RhythmOne
  41. 41. 42 6 TELEVISION There are two main options for purchasing 
 TV ads: Purchase directly from your local broadcast station or local cable provider. Use an advertising agency to purchase spots on your behalf.
  42. 42. 43 YOUR VIDEO STRATEGY C R E A T I N G WHO, WHAT, WHY, WHEN, AND…DID IT WORK?
  43. 43. WHO IS YOUR
 TARGET? 
 WHAT DO YOU WANT THEM TO DO? 44
  44. 44. CREATING VIDEO CONTENT
  45. 45. PRODUCTIONSCHEDULE 46 PRODUCTION POST-PRODUCTION DISSEMINATIONPLANNING
  46. 46. 47 IDEASFOR PRE-RECORDED VIDEOCONTENT • Product videos • Demos • Tutorials and webinars • Promos for new features • Fun use-cases PRODUCT RELATED • Behind the scenes videos • Office tours • Q&A • PR and Charity programs • Employee showcase COMPANY-RELATED • Customer interviews • Case Studies • Event-related video • Customer shoutouts • User-generated content CUSTOMER-FOCUSED • Ads of 10s, 30s, 1m, to longer- form • Gif ads • TV Ads • Targeted calls to action ADVERTISEMENTS
  47. 47. 48 IDEASFOR LIVEVIDEO CONTENT • Product demos • Product pre-launch sneak peeks • Live launch events • Live webinars PRODUCT RELATED • Behind the scenes videos • Office tours • Q&A • Ask me anything sessions • Employee showcase COMPANY-RELATED • Customer interviews • Contest videos • User-generated content • Addressing comments and questions live CUSTOMER-FOCUSED • Celebrity videos • Event videos • Influencer marketing videos • Sponsored marketing video BRAND AWARENESS
  48. 48. 49 DO
 • Research • Adapt and repurpose your content for the right channel • Know when to invest in quality • Test
  49. 49. ATTENTIONSPANS 50 WEBSITE YOUTUBE FACEBOOK INSTAGRAM 5 min 2 min 1 MIN 30s
  50. 50. 51
  51. 51. 52 DON’T
 • Be random • Hire just anybody • Be in a hurry • Stop listening
  52. 52. 53 FUTURE
 TRENDS AUGMENTED REALITY 360 VIDEO LIVE
  53. 53. Hi@andreazoellner a@andreazoellner.com 54

Video is one of the hottest mediums in marketing today. It can also be one of the most confusing and expensive. From low-cost channels like Facebook Live or Snapchat, to YouTube ads and TV spots, there are many ways you can integrate video into your marketing plan and see immediate results. In this talk, I’ll give an overview of the current video landscape and offer tools to develop a video content plan that works for your audience, objectives, and budget. Whether you’re an independent professional, a non-profit, or a business, find out how video can help you achieve your goals. This presentation was given at WordCamp Kansas City 2017.

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