AAUP 2009: Content About Content (A. Kaplan)

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  • Video is a natural SEO tool….
  • AAUP 2009: Content About Content (A. Kaplan)

    1. 1. TurnHere Book Videos
    2. 3. The Video-Centric Web is here…
    3. 4. Consumers are Demanding Video YouTube is now the number two search engine by search query volume. Video has become a dominant content format online. Source: comScore , October 2008 <ul><li>Google </li></ul><ul><li>YouTube </li></ul><ul><li>Yahoo! </li></ul>
    4. 5. Video Increases Search Visibility A video is 50x more likely than a text page to appear on first page of search results Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
    5. 6. Online Video Drives Response MarketingSherpa, Video Marketing Survey, November 2008
    6. 7. Video Increases Message Recall <ul><li>Video can add 15 points of lift above TV in Brand Recall and 18 points of lift in Message Recall </li></ul>Nielsen IAG: 6/3/08
    7. 8. Our Filmmakers Live Everywhere <ul><ul><li>Filmed in 60+ countries and all 50 states </li></ul></ul><ul><ul><li>Over 8,000 filmmakers in TurnHere network </li></ul></ul><ul><ul><li>Thousands of videos produced each month </li></ul></ul>
    8. 9. What Makes a Good Video? Authenticity Storytelling Great Visuals (Studio v. Location) Clean transitions Personality
    9. 10. Content Needs to be Distributed
    10. 11. Reach People on Many Platforms <ul><ul><li>Video can supplement textual content </li></ul></ul><ul><ul><li>Email blasts (CTR >12% in test case) </li></ul></ul><ul><ul><li>Embed on author blogs and Facebook pages </li></ul></ul><ul><ul><li>AdWords (CTR about 10% in test cases) </li></ul></ul><ul><ul><li>Video podcasts </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>iPhone apps (i.e.: Vook) </li></ul></ul><ul><ul><li>In-store video screens </li></ul></ul>
    11. 12. High-quality, not high-cost BookVideos.tv and TurnHere User-gen Hollywood
    12. 15. Select Publishing Clients
    13. 16. <ul><li>Contact </li></ul><ul><li>Andrew Kaplan </li></ul><ul><li>Business Development Manager </li></ul><ul><li>510-250-8202 </li></ul><ul><li>[email_address] </li></ul>

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