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Redefine Your Global Video Strategy


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Jeffrey Constantin, Business Consultant at SDL, presents on Video Strategy at the 2-15 SDL Customer Success Summit in Colorado.

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Redefine Your Global Video Strategy

  1. 1. SDL Proprietary and Confidential Redefine Your Global Video Strategy Jeffrey Constantin Business Consultant, SDL SDL Language Customer Success Summit 2015 Video Localization
  2. 2. 2 Agenda ○ State of video ○ Hurdles impacting your video strategy ○ A new way to think about your global video strategy ○ Case study ○ How SDL can help ○ Q&A
  3. 3. 3 The need for global video strategy 50% 69%89 Million people are expected to watch online videos today (Comscore) Globally, online video traffic will be 69% of all consumer Internet traffic in 2017 (Cisco) Online video now accounts for 50% of all mobile traffic (Bytemobile Mobile Analytics Report) 2 billion video views per week are mobilized on YouTube 70% of traffic comes from outside the US (YouTube)
  4. 4. 4 “Online Video Ads Outperform TV Ads on All Measured Effectiveness Metrics” –
  5. 5. 5 30% Who needs video? Marketing …of visitors who view product videos are more likely to buy than visitors who don’t Source: StretfordDigitalMedia infographic “Why Use Video? …retail sites with video increased conversions by 40% and boosted average ticket by 13% With proper optimization, video increases the chance of a front- page Google result by 53 times Email click-through rates increase by 96% when video is used in email marketing Zappos reported a 6% to 30% increase in sales for products with video Forbes Insight found that 59% of senior execs prefer to watch video instead of reading text, if both are available on the same page 85% 53 Times 96% 40% 59%
  6. 6. 6 Who needs video? Training 20% 20% 25% 26% 27% 28% 38% 41% 52% 55% Ukraine Colombia Indoneia Brazil Czech Republic Poland Romania Malaysia China India Top 10 Growth Rates by Country …of USA companies offer online corporate training to improve the professional development of their employees. 77% Companies using eLearning & on-the-job training generate 26% more revenue per employee. Source: New Ambient Insight Report 8.2% o Middle East $560.7M expected by 2016 14.6% o Western Europe $8.1B expected by 2015 5.8% o Latin America $2.29B expected by 2016 30- 35% o Asia $11.5B expected by 2016
  7. 7. 7 Top 100 Global Brands have: o YouTube video publishing rates are growing at an annual clip of 73% with 8,000 NEW videos per month o Seasonal patterns have emerged, signaling the integration of YouTube into brand marketing activities 13.8 YouTube Channels Each 187 Videos in Each Channel 37,000 Views per Video (Average) Source: 73%
  8. 8. 8 Opportunities from a global video strategy Engage your audiences in an ongoing dialog Increase internal & external engagement Repurpose videos across new avenues “Pictorial Superiority Effect” Distribute shareable, short-form video to expand reach via Social channels Develop video portals & improve online presence Lengthen on-site experience & boost your SEO
  9. 9. 9 Hurdles to realizing your global video strategy ○ Building a global video strategy takes too long ○ Struggle to maintain brand control while empowering localization ○ Limited budget for localization does not allow for high-end video services ○ Complexity of localization processes hinders focus on video localization
  10. 10. 10 VIDEO Create content with international references that appeal to a global audience
  11. 11. 11 VIDEO Obtain, preserve and re-use audio narration scripts
  12. 12. 12 VIDEO Limit text appearing in the bottom third of the frame
  13. 13. 13 VIDEO When posting to YouTube, always provide metadata for translation (title, description, tags)
  14. 14. 14 VIDEO Consider using voice-over while limiting the use of on-screen speakers
  15. 15. 15 CASE STUDY: Better For It – Inner Thought
  16. 16. 16
  17. 17. 17 Thoughts on “Inner Thought” Visibility: o English: o Russian: o Turkish: o Spanish: o French: o Chinese: o Greek (sub): (# of views) 8.4M 4.9M 4M 3M 1M 700K 300K Distribution: + Short spin-offs + Nike+Training Club App in 16 languages Video Breakdown: 70 Word script On-screen text 5 Off-screen multicultural voices Closed captions 15+ Languages
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  19. 19. 19 How to approach video localization End-to-end media solution Brand voice to all markets Global strategy
  20. 20. 20 SDL’s Network offices: Global footprint & language coverage THE NETHERLANDS BELGIUM UKIRELAND FRANCE SPAIN ITALY SLOVENIA CROATIA HUNGARY GREECE TURKEY LEBANON ROMANIA CZECH REP GERMANY POLAND DENMARK NORWAY SWEDEN FINLAND RUSSIA PR CHINA INDIA THAILAND SINGAPORE TAIWAN SOUTH KOREA JAPAN BRAZIL CHILE UNITED STATES CANADA Americas Europe Asia o 350 employees in 9 offices o 1,100 employees in 23 offices o 670 employees in 12 offices SDL resources also include: In-House Translators 1,100 In-house Professional Studios 4 Voice Talents 300+ Audio/Video Engineers 60 Partner Studios 50
  21. 21. 21 SDL provides video localization to Global Brands
  22. 22. 22 Shelflife Media services to support your every need TV Shows Video Games Feature Films Product Videos eLearning Social Media Video Case Studies Just-in-time Training HR Training Executive InterviewsInterviews & Focus Groups Webinars Visibility Commercial & Ads Subtitling Voice-over Dubbing
  23. 23. 23 Budgeting for video localization SDL provides bundled rates to evaluate bottom-line cost Subtitling Voice-Over Professional Dubbing Objectives Translate media at low cost Make a greater impact with translated media without all the cost Professional media production for high-profile projects Type Internal communications, Tutorials YouTube, Podcast, Product overview Web campaign, Broadcast Turnaround 2-3 days 3-5 days 5-10 days Cost $65/min. $115/min. $190/min. Services: (Starting rates – 5 minutes minumum) Cost includes: File preparation, Transcription, Translation, Audio editing and/or Video editing, Quality Assurance and Project Management.
  24. 24. 24 Increasing ROI of existing video content Project brief $360.00 Script creation $720.00 Voice over $1,250.00 Sound effects $200.00 Sound track $500.00 Illustration/Animation $780.00 Video editing $840.00 Video rendering $240.00 Total: $4,890.00 Creation of a 5-minute video: 1 2 3 4 5 6 7 8 Subtitling $325.00 per language Voice-Over $575.00 per language Professional Dubbing $950.00 per language Opportunity to deploy into: 14Additional Markets 8Additional Markets 5Additional Markets Localization of a 5-minute video:
  25. 25. 25 SDL’s key differentiators SDL Media Services utilizes some of the best linguistic and audio resources to produce high-end multimedia products via its professional sound production hubs Our Media Services unit provides consulting services to implement a strategic approach to multimedia localization, while supporting customers with industry best-practices. SDL uses native voice talents to capture the tone, style & feel of your content SDL technology maps out a range of multimedia options to fulfill all content types and needs
  26. 26. Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL. Global Customer Experience Management