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Why Online Video Should Be Part Of Your E-Marketing Strategy

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Find out why online video needs to be part of your e-marketing strategy.
Tips and trick from leading online video expert Mark Robertson (in collaboration with Videoagency.

http://www.videoagency.com is pleased to announce it is teaming up with the leading American expert in online video strategy, Mark Robertson (Founder of ReelSEO – “The online video marketer’s guide”) in a collaboration aimed at bringing European brands the best support in online video strategy development.

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  • Find out why online video needs to be part of your e-marketing strategy.
    Tips and trick from leading online video expert Mark Robertson (in collaboration with Videoagency.

    Videoagency is pleased to announce it is teaming up with the leading American expert in online video strategy, Mark Robertson (Founder of ReelSEO – “The online video marketer’s guide”) in a collaboration aimed at bringing European brands the best support in online video strategy development.

    www.videoagency.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Why Online Video Should Be Part Of Your E-Marketing Strategy

  1. 1. WHY ONLINE VIDEO NEEDS TO BE A PART OF YOUR E-MARKETING STRATEGY
  2. 2. WHY ONLINE VIDEO?
  3. 3. 700 Billion Video Views – At YouTube Alone 700,000,000,000 6,895,656,577 = 100 videos/human Source = YouTube Blog – Dec 2010
  4. 4. 35 Hours Video Uploaded Per Minute 13,000,000 50,400 hours uploaded to YouTube every day (51k miles of 35mm film) which would wrap around the Earth at the equator...2X. By the time this presentation is over >1050 hours new video = 525 full-length Hollywood movies Source = YouTube Blog – Dec 2010
  5. 5. Video Keeps Growing and Growing Source = Limelight Networks, 2010 Financial Analyst Presentation Video = 51% Internet Traffic
  6. 6. Growing While Traditional Media Declines
  7. 7. WHY IS VIDEO SO POPULAR?
  8. 8. Video Makes It Easy To Absorb Information <ul><li>The moving picture is the most compelling way to tell a story. </li></ul><ul><li>If a picture is worth 1000 words, what’s a video worth? </li></ul><ul><ul><li>1 min. video (30fps) = 60 sec. x 30 pictures x 1000 words = 1.8 million words </li></ul></ul>“ ...when you’re dealing with complex concepts, it’s sometimes better to stop talking and just use a video. It’s very much a picture being worth a thousand words.” Rob Shaddock, CTO, Tyco electronics
  9. 9. THE BENEFITS OF VIDEO
  10. 10. <ul><li>Of people who watched online video: </li></ul><ul><ul><li>55% took one or more actions </li></ul></ul><ul><ul><ul><li>43% visited a website </li></ul></ul></ul><ul><ul><ul><li>22% requested more information </li></ul></ul></ul><ul><ul><ul><li>18% went to physical location </li></ul></ul></ul><ul><ul><ul><li>15% made a purchase </li></ul></ul></ul><ul><ul><ul><li>11% forwarded to family or friend </li></ul></ul></ul><ul><ul><ul><li>9% signed up for product/service trial </li></ul></ul></ul><ul><li>46% of shoppers who viewed online video had a larger overall order size. </li></ul><ul><li>Zappos Product Videos have had a sales impact of 6 to 30%. </li></ul>Video Sells Products & Services Sources - 1 Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2 Internet Retailer
  11. 11. <ul><li>Work-Related Video Can Drive Senior Executives To Take Action </li></ul>Video Drives Engagement & Action Source = Forbes Insights – Video in the C-Suite, Dec. 2010 Survey of 306 executives at U.S. companies with annual sales exceeding $500 million.
  12. 12. Advertising With Video Works Better Vs. 0.1%
  13. 13. Break Through the Clutter – Video SEO Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008 <ul><li>Videos Dominate Universal Search </li></ul><ul><ul><li>38% of users who searched Google were served video in Universal search engine results pages. </li></ul></ul>“ Any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index” - Forrester
  14. 14. <ul><li>Power To The People Vs. Controlling Your Own Brand </li></ul><ul><li>UNITED BREAKS GUITARS </li></ul><ul><li>Reportedly cost United $180M off their share price </li></ul>Reputation Management
  15. 15. TYPES OF VIDEO FOR EMARKETING
  16. 16. Viral Videos?
  17. 17. <ul><ul><li>99.67% of YouTube videos have less than 1M views - TubeMogul . </li></ul></ul><ul><ul><li>“… most YouTube videos get less than a couple of hundred views.” – YouTube Help </li></ul></ul>Viral Video Strategies = Russian Roulette
  18. 18. <ul><li>Use video for virtually every aspect of your e-marketing communications. </li></ul>Other Ways To Use Online Video
  19. 19. Reach Throughout The Customer Life Cycle Product Demonstrations Customer Testimonials Customer Support Company Introductions
  20. 20. <ul><li>You can not do complete e-marketing without video </li></ul><ul><li>The best way to leverage video is with a comprehensive, ongoing strategy </li></ul><ul><ul><ul><li>Realistic goals and objectives </li></ul></ul></ul><ul><ul><ul><li>Produce video - ongoing basis </li></ul></ul></ul><ul><ul><ul><ul><li>10 videos = good start. </li></ul></ul></ul></ul><ul><ul><ul><li>Integrate video w/e-marketing initiatives </li></ul></ul></ul><ul><ul><ul><ul><li>Social media, search, website presence, etc… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>YouTube channel </li></ul></ul></ul></ul><ul><ul><ul><li>Integrate with off-line </li></ul></ul></ul><ul><li>It's has become very affordable </li></ul><ul><ul><li>Outsource high quality video production & marketing to professionals </li></ul></ul><ul><ul><ul><li>~1000 EUR/video vs. 50,000 EUR for broadcast commercial </li></ul></ul></ul><ul><ul><li>In-house production – only good idea for 100’s videos. </li></ul></ul>Comprehensive Strategy = Lots of Video
  21. 21. WHERE SHOULD YOU PUT YOUR VIDEOS?
  22. 22. <ul><li>Embeddable = sharing video is inherently simple and you can reach your target customers, wherever they are. </li></ul><ul><ul><li>Your website </li></ul></ul><ul><ul><li>Industry blogs </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Linkedin </li></ul></ul></ul><ul><ul><li>Video websites </li></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><li>Dailymotion </li></ul></ul></ul><ul><ul><ul><li>Metacafe </li></ul></ul></ul><ul><ul><li>Other distribution channels </li></ul></ul>It’s Easy To Spread Your Video Everywhere
  23. 23. YOUTUBE MARKETING STRATEGY
  24. 24. DRIVING VIEWS AND INTEREST
  25. 25. <ul><li>Online Video = Lean Forward vs. Lean Back </li></ul><ul><ul><li>The classic disruptive marketing approach does not work. </li></ul></ul>What Doesn’t Work On YouTube?
  26. 26. What Content Works On YouTube <ul><li>Create Magnetic Content: </li></ul><ul><li>Content that naturally attracts consumers Vs. interruption marketing </li></ul><ul><li>Tell a Story </li></ul><ul><li>Is the content unique? </li></ul><ul><li>Is the content useful? </li></ul><ul><li>Is the content well executed? </li></ul><ul><li>Is the content fun? </li></ul><ul><li>Is the content honest? </li></ul><ul><li>Tips </li></ul><ul><li>Consider well-known talent </li></ul><ul><li>Dedicate resources </li></ul><ul><li>Don’t play viral roulette </li></ul><ul><li>Avoid using copyrighted assets </li></ul>
  27. 27. INCREASE VISIBILITY & DISCOVERY
  28. 28. Success = More than Keywords & Text <ul><li>YouTube Ranking Factors </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Views & frequency </li></ul></ul><ul><ul><li>Likes, dislikes </li></ul></ul><ul><ul><li>Playlist additions </li></ul></ul><ul><ul><li>Flagging </li></ul></ul><ul><ul><li>Shares </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Age of video </li></ul></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Favorites </li></ul></ul><ul><ul><li>Embeds & inbound links </li></ul></ul><ul><ul><li>Social media buzz </li></ul></ul>
  29. 29. <ul><li>More Possible YouTube Ranking Factors </li></ul>YouTube Ranking Factors – Holistic Effort <ul><li>Social Media Activity & Buzz </li></ul><ul><li>Degree & frequency of community interaction </li></ul><ul><li>Playlists </li></ul><ul><li>Flagging </li></ul><ul><li>Honors </li></ul><ul><li>Insight/Trends/Analytics indicators </li></ul><ul><li>Bulletins </li></ul><ul><li>Authority Channel (Ex: BMW) </li></ul><ul><li>Google & YouTube searches </li></ul><ul><li>Channel Views </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>News/Press/Press Release </li></ul><ul><li>Crowd Sourcing – Influencers & Media </li></ul><ul><li>YouTube Partner Program </li></ul><ul><li>Close Captioning/transcriptions </li></ul>
  30. 30. Tips for YouTube SEO – Don’t Be Lazy <ul><li>Titles are important </li></ul><ul><li>Trade-off = keywords vs. enticing </li></ul><ul><li>Maximize descriptive text </li></ul><ul><li>Descriptions (5000 characters) </li></ul><ul><li>Tags – optimize & de-optimize (no spam) </li></ul><ul><li>Keywords first in titles, descriptions & tags </li></ul><ul><li>Other Considerations </li></ul><ul><li>Uploading in HD 720p+ </li></ul><ul><li>Leverage Annotations -  views </li></ul><ul><li>Upload manually – be an active member </li></ul><ul><li>Closed captions/subtitles </li></ul><ul><li>Create playlists to organize </li></ul>
  31. 31. DRIVING ENGAGEMENT & RESPONSE
  32. 32. Engage & Drive Audience Interaction <ul><li>Subscribe to relevant users </li></ul><ul><li>Add video responses when appropriate </li></ul><ul><li>Encourage embedding </li></ul><ul><li>Allow commenting, rating - respond ! </li></ul>
  33. 33. <ul><li>Use most popular YouTube channel available to you </li></ul><ul><li>YouTube Promoted Videos </li></ul><ul><li>Post to your blog & social networks </li></ul><ul><li>Reach out to “Key Influencers” </li></ul><ul><li>Spread internally </li></ul>Seed And Promote Inside & Outside YouTube
  34. 34. YOUTUBE CONVERSION TIPS <ul><li>How to YouTube Viewers Home </li></ul>
  35. 35. Drive YouTube Viewers Home <ul><li>URL in Description Field </li></ul><ul><ul><li>Must include http:// </li></ul></ul><ul><ul><li>Use URL shortener – tracking, nofollow </li></ul></ul>
  36. 36. Drive YouTube Viewers Home <ul><li>In-Video Calls to Action </li></ul><ul><ul><li>Teasers, Coupons, Promo codes, Call tracking, Unique URLs, Etc… </li></ul></ul><ul><ul><li>Consider using annotations (dynamic) </li></ul></ul>
  37. 37. Drive Views + Conversions - YouTube Promote <ul><li>Promoted Videos </li></ul><ul><li>Pay per view -keyword </li></ul><ul><ul><li>Starts at $0.01 CPC </li></ul></ul><ul><li>Drives video views </li></ul><ul><li>Drives viewers back to you </li></ul><ul><li>Free call-to-action overlay ad </li></ul><ul><ul><li>Cost per click off-site? $0 </li></ul></ul><ul><li>Trick = FREE </li></ul>
  38. 38. <ul><li>ReelSEO.com - The Online Video Marketer’s Guide </li></ul><ul><li>Our focus is to help businesses and marketers to best leverage the power of online video. </li></ul><ul><li>Other great resources: </li></ul><ul><ul><li>StreamingMedia.com </li></ul></ul><ul><ul><li>Advertising Age’s – Video Insider </li></ul></ul><ul><ul><li>Vimeo.com/videoschool/ </li></ul></ul><ul><ul><li>YouTube’s Blog </li></ul></ul><ul><ul><li>NewTeeVee.com </li></ul></ul><ul><ul><li>VideoMaker.com </li></ul></ul>Online Video Resources – Learn All You Can Video Marketing Video Advertising Video SEO Video Technology Video Search Video Production Research & Trends E-Commerce Video Mobile Video Tools and Software
  39. 39. <ul><li>Video - key component for real e-marketing: </li></ul><ul><ul><li>Establish goals </li></ul></ul><ul><ul><li>Produce quality videos </li></ul></ul><ul><ul><li>Diffuse wherever customers are </li></ul></ul><ul><ul><li>Measure, track, learn </li></ul></ul><ul><li>Our agency is 100% dedicated to video. </li></ul><ul><li>What we can provide? </li></ul><ul><ul><li>Consulting Strategy </li></ul></ul><ul><ul><li>Video Production </li></ul></ul><ul><ul><li>Optimization & Diffusion </li></ul></ul><ul><ul><li>Video SEO </li></ul></ul><ul><ul><li>Social Video Marketing </li></ul></ul>Need Help? Strategic Online Video Consulting
  40. 40. CONTACT US [email_address] http:www.videoagency.com 39 Rue Anatole France 92300 Levallois-Perret
  41. 41. CONCLUSION?
  42. 42. Do Video in 2011 – Or Else!

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