Using Online Video for Your Business


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Online video is booming. If you’re doing business online and you’re not using video, you’re missing a HUGE opportunity! Explaining or demonstrating your product or services with video on the web is more engaging than text or pictures alone. Online video has the power to boost customer interaction, drive sales, encourage viral sharing and build brand awareness.

This is is the set of slides accompanying a 3 hour workshop given on Maui on October 19, 2010.

Using Online Video for Your Business

  1. 1. Using Online Video for Your Business Leveraging the power of online video to grow your business
  2. 2. Learning Objective & Goals Understand: Inspire & Motivate: • Benefits of online video • Inspired & Motivated to get started • Uses, types, tools & styles • Have ideas for your own business • Basic processes • Itʼs not as mysterious or difficult as you might think • It doesnʼt have to break your budget
  3. 3. What Got Me Hooked on Online Video Huge spike in traffic when I published new videos online Videos Published
  4. 4. Agenda Online Video Why Use Landscape Process Exercises & Online Video? 2010 (How) Demonstrations (Who, What, Where)
  5. 5. Expectations There’s a lot to learn but you don’t need to know everything to be successful
  6. 6. Depth of Knowledge Shallow Deep Planning, storytelling, scripting... Shooting video Editing Publishing Expectations SEO Promoting g and Marketing
  7. 7. Depth of Knowledge Shallow Deep Planning, storytelling, scripting... Shooting video Editing Publishing Expectations SEO Promoting g and Marketing
  8. 8. Depth of Knowledge Shallow Deep Planning, storytelling, scripting... Shooting video Editing Publishing Expectations SEO Promoting g and Marketing
  9. 9. Why should your business BE using online Video ?
  10. 10. Some Stats and Compelling Reasons to Use Online Video
  11. 11. Of the 1.73 Billion Internet users worldwide 80% watch online videos
  12. 12. 84% watch online videos in the U.S.
  13. 13. The average American Internet user watches 6+ online videos every day, 11 hours each month
  14. 14. In May, 183 million U.S. Internet users watched online video
  15. 15. 84.8% of the total U.S. Internet audience viewed online video.
  16. 16. The duration of the average online video was 4.3 minutes.
  17. 17. Video gets people’s ATTENTION
  18. 18. 57 Seconds Average time spent on a website without video 1 min 2 min 3 min 4 min 5 min 6 min 6 Minutes Average time spent on a website WITH VIDEO
  19. 19. “ video simply engages people in a way that static text and images cannot... ...dozens of studies that show the power of video to boostcustomer interaction, drive sales, encourage viral sharing, and build brand awareness. 95 percent of the companies that have used online video marketing are happy with the results and expect to use it again in the future.” Source:
  20. 20. Video will help you rank better in Google
  21. 21.
  22. 22. Buy Now! Click! Video Sells Products
  23. 23. 46% increase in Click! conversion rates with Buy Now! video on a page - whether watched or not Source:
  24. 24. All over the world, business are using online video to: Inform Educate Entertain & Connect with Their Customers
  25. 25. ??? How?
  26. 26. Advertising
  27. 27. How-Tos
  28. 28. Product Descriptions & Demos
  29. 29. We’ll look at some examples later
  30. 30. Screen Convergence T Vs Video Content Computers Mo bil e
  31. 31. Online video is coming to your TV
  32. 32. That means your videos can be on TV!
  33. 33. Don’t Forget Mobile Video accounts for 35% of mobile usage
  34. 34. Benefits - Real World Examples Front Point Security - 250% increase in monthly sales leads iPhone App maker Smule 1.5 million views resulting in 1.5 million downloads at 99 cents each Kiva Systems video - watched more than 55,000 times Source:
  35. 35. “…what I think is under-reported is the significance of the rise of online video. This is the technology thatʼs going to allow the rest of the worldʼs talents to be shared digitally, thereby launching a whole new cycle of crowd-accelerated innovation. ” Chris Anderson: How YouTube is driving innovation
  36. 36. Is any of this compelling?
  37. 37. Online Video Landscape 2010 Online Video Landscape 2010 Mobile Venues Goals Types Uses Tools
  38. 38. Purposes & Goals of Online Video Inform Educate Entertain Connect with Your market
  39. 39. Types and Styles Live Action Screencasts Animation & Photo Slideshows Animated Infographics
  40. 40. How Business Are Using Online Video - Some Examples What different styles are used in these videos? Do any of the styles or types resonate with you and your business? Which videos are made with just software, no video camera? Are these video hard-selling or soft-selling? How successful do you think these videos have been for the companies who produced them?
  41. 41. Marketing & Advertising Front Point Security Girl Scouts Tom Tom GPS
  42. 42. Explaining a Product Drop Box Kiva Systems
  43. 43. Product Demonstrations Zappos v=m8JQSOeKqs0&feature=player_embedded uA8n0&feature=player_embedded Shockles d8&feature=player_embedded
  44. 44. Explaining Concepts Digital Convergence v=6ILQrUrEWe8&playnext=1&videos=8m_CxyPKmpY Hawaii Clean Energy Initiative CommonCraft
  45. 45. How-Tos WordPress wordpresscom-blog/ Home Depot
  46. 46. Entertaining & Connecting Smule Old Spice
  47. 47. Review Examples What different styles were used in these videos? Do any of the styles or types resonate with you and your business? Which videos were made with just software, no video camera? Are these video hard-selling or soft-selling? How successful do you think these videos have been for the companies who produced them?
  48. 48. More Ways to Use Online Video Training Customer Testimonials Events VLOGS Video Podcasts...
  49. 49. More Ways to Use Online Video 42 Ways To Use Online Video For Business Marketing
  50. 50. Secret: “Your video does not have to be professionally produced to be successful and tell a story.” Steve Garfield - Get Seen: Online Video Secrets to Building Your Business
  51. 51. Yeah, but... Iʼve heard it takes hours and hours of shooting just to come up with a few minutes of video...
  52. 52. ...not necessarily Jeff: “How much time is it taking to do those Shockles videos?” Eric: “The script is pretty much in my head.  I jot down some notes (5 minutes), do a dry run or two (5 minutes), and then we shoot.  We might do 2-3 takes, sometimes from a different angle.  So each one takes perhaps a total of 20 minutes.   Max.  Then it takes Rod (a professional videographer) another 20 minutes each to edit and tweak. Now if we were to do something a bit more upscale, I would figure around an hour each.  That would include shooting from different angles, overdubbing the voice, etc.  If you wanted to get real fancy with a script, good lighting, and more pro studio time, 2 hours each (for a 40-60 second spot).”
  53. 53. Tools Video camera & accessories (tripod, microphone, etc.) Screen capture software Editing software PowerPoint & Keynote!
  54. 54. What kind of video camera should I buy?
  55. 55. That Depends...
  56. 56. Tools Don’t get hung up on needing expensive camera gear. Some great videos have been produced with just some simple software ... ... or an inexpensive video camera and iMovie (free)
  57. 57. Tools - a Word from Freddie
  58. 58. Flip Video Aquatic Fitness Concepts shows how they install their swim spas by shooting video with an inexpensive Flip Video camera Thai food brand Curry Simple, uses his Flip to ask customers what they think of his products
  59. 59. Venues YouTube - 2nd largest search engine Tubemogul - upload once, distribute to others Brightcove, Wistia, et al - $ but lots of stats Self-hosted
  60. 60. Venues YouTube most popular video platform for embedded & linked videos with 81.9% market share. YouTube Report
  61. 61. Venues - Facebook Facebook is the 2nd largest referral source for video. Recording Video Directly In Facebook - poor quality Embed video in your Facebook business page - easy to share and by “liking” the video, they become a fan
  62. 62. Process OK, so, how do I create my own online videos?
  63. 63. Some Keys to Good Online Video Good content - Content is king Plan ahead Don’t blatantly market yourself Quality (But content trumps quality) Keep it short!
  64. 64. The Basic Process Identify Pick Pre- Production Goals Style Production Post- Measure Promote Share Production
  65. 65. Identify Your Goals What are your business needs? Increase traffic to website Increase conversions. i.e. $ Educate and inform your customers Show how your products work Build brand loyalty
  66. 66. Identify a Style Identify the type of video & style that’s appropriate for your business.
  67. 67. Identify a Style From Humor Informational/Instructional Demonstration Testimonial Commercial Interview Performance Artistic Inspirational Documentary Shocking Combinations
  68. 68. Identify a Style Choose a style that’s consistent with who you are and what your business is. Be Genuine. Don’t try to be something you’re not
  69. 69. Pre-Production - Story & Planning The planning stage Before camera starts rolling Create scripts & storyboards Scout locations Determine budget
  70. 70. Pre-Production - Story & Planning Some videos about storyboarding:
  71. 71. Production The shooting stage Shooting with video camera if live action Capturing computer screen for screencasts Creating & animating for animated infographics
  72. 72. Production Great resource for learning more about video production:
  73. 73. Production Want to learn more about videography on Maui? Take a class at Akaku Community Television -
  74. 74. Production - Video Sizes 1920 x 1080 (HD 1080p) 16:9 Aspect Ratio 1280 x 720 (HD 720p) 16:9 Aspect Ratio 720 x 480 (SD) 4:3 Aspect Ratio
  75. 75. Post-Production - Editing Select the shots you want Arrange the shots to tell the story Trim Add transitions Incorporate, text, music and narration Add effects
  76. 76. Post-Production - Encoding Need to compress video to share online CODEC - Compressor/Decompressor Lots of file formats and CODECs mp4 flv HD 16:9 Aspect Ratio Recommended (4:3) letter boxed Resolution HD = 1280x720 or 1080p NTSC Else = 640x360 (16:9), 480x360 (4:3) CODEC Mp4 file format .h264 video compression H.264 AAC or MP3 audio compression Frames per second: 30 Maximum length: 15min (recommend 16:9 Quicktime 2-3 minutes) Maximum file size: 2 GB
  77. 77. Sharing - Uploading & Publishing Too Complex? Current editing software export QuickTime to YouTube Stick with the basics for YouTube youtube/bin/ hl=en&answer=55744
  78. 78. Post-Production - Encoding Not complex enough?
  79. 79. Sharing - Optimizing YouTube Ranking Factors Title Description Tags Views & frequency Likes, dislikes Playlist additions Flagging Shares Comments Age of video Video Responses Subscribers Favorites Embeds & inbound links
  80. 80. Use YouTube Annotations Add annotations Solicit feedback Add links to send viewers to more of your videos Learn more:
  81. 81. Optimizing for YouTube Learn more...
  82. 82. YouTube Tips for Partners http://youtube- label/tips%20for%20partners
  83. 83. When to Upload During the week Wednesday or Thursday are best Submit video so that it’s available for peak 2pm viewing time (use the time zone where you expect your largest audience is)
  84. 84. Promoting Once your video is published online... Blog it Embed it Tweet it Share it Facebook it
  85. 85. How To Embed a Video Click on the Embed button Pick your desired size Copy the embed code Paste it into your blog or website
  86. 86. Measuring & Tracking Who’s watching? Where are they watching? How much are they watching? Links followed
  87. 87. Video Abandonment Expect to Lose 20% of Your Audience Within the First 10 Seconds of Playback 14410/Benchmarking-Viewer-Abandonment-in-Online-Video
  88. 88. Assess Figure out what worked and what didn’t Make adjustments for next video
  89. 89. Exercises & Demonstrations
  90. 90. Exercise 1: Brainstorming Session Each person say what their business is Identify business need that video can support (goals) What style would suit your business? Do you have any ideas for videos for your business? Everyone else, brainstorm more video ideas for that business
  91. 91. Exercise 2: Script & Storyboard We’ll take a video idea and identify some key story elements textually Then we’ll sketch some storyboard ideas for that
  92. 92. Exercise 3: iMovie, Keynote & Camtasia Demo
  93. 93. But wait, there’s more ...
  94. 94. Twitter Video Marketing Embed “micro-videos” on your Twitter page 10 - 30 second clips Great for smartphones Indexed by Google very quickly
  95. 95. Where to learn more 5 Tips for Using Video to Grow Your Business in 2010: YouTube Your Business With Online Video: The Three Types of Online Video for Business: 34 Ways to Use YouTube for Business: YouTube for Your Business: How To Use YouTube To Drive Business: Using Viral Video to Boost Sales: 5 Ways Small Businesses Can Take Advantage of YouTube: Online Video Marketing Myths Busted!: Video = Fastest Growing Website Feature for Small Businesses: Online Video Marketing Basics: Part 1 - The Case For Online Video & Why You Should Get Involved: Online Video Marketing Basics: Part 2 – Choosing A Video Style: Online Video Marketing Basics Part 3 – Self-Produce Or Hire A Professional? Online Video Marketing Basics: Part 4 – Choosing The Right Video Production Equipment Online Video Marketing Basics: Part 5 Video Distribution: Where Should You Upload Your Videos? Online Video Marketing Basics Part 5 Video Demos: Powerful, Effective, & Yet Still Pretty Rare Five Ways Pocket Video Betters Business:
  96. 96. Where to learn more YouTube’s Tips for Partners Series: Vimeo vs.YouTube vs. Facebook vs.Viddler vs. SmugMug: Who reigns supreme in online HD video hosting?: HOW TO: Create a Call to Action in Small Business Video: 5 Tools For Integrating HTML5 Video in Your Website: How to Host Video with WordPress: Advantages of YouTube vs. Self-Hosted: E-Commerce Retailers Find Value in Online Video: Video SEO Guide – VSEO Tips & Techniques For Online Video:
  97. 97. Where to learn more Team up with others with complementary skill sets and knowledge
  98. 98. Where to learn more