Marketing & Tech Innovation Conference - Paul Casinelli
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Presentation given at Marketing & Tech Innovation Conference in January 2015
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Marketing & Tech Innovation Conference - Paul Casinelli
- 1. The Video Marketing Playbook Get your video marketing into shape and drive success Paul Casinelli Director, Product Marketing Brightcove ©2015 Brightcove Inc1
- 2. 54%of the buyer journey is driven through digital channels and content ©2015 Brightcove Inc2
- 3. the year 2002 TODAY Average adult attention span? ©2015 Brightcove Inc3
- 4. helps you deliver impressive marketing results with video 4 ©2015 Brightcove Inc
- 5. Video is one of the most powerful ways to drive marketing results 5 ©2015 Brightcove Inc
- 6. ©2015 Brightcove Inc The “YouTube is Good Enough” Play 6 ©2015 Brightcove Inc REASONS • SEO-Focused • It’s where the people are • Like and share content • It’s free!
- 7. ©2015 Brightcove Inc The “YouTube is Good Enough” Play REASONS • SEO-Focused • It’s where the people are • Like and share content • It’s free! CHALLENGES • Not your branded property • YouTube-land… • Give up control, security, scalability, integration and support. 7
- 8. ©2015 Brightcove Inc The “Do It Yourself” Play REASONS • We have an IT department • We know our systems the best • We won’t have to invest a lot of time and money in this… 8
- 9. ©2015 Brightcove Inc The “Do It Yourself” Play REASONS • We have an IT department • We know our systems the best • We won’t have to invest a lot of time and money in this… CHALLENGES • Clunky system with a bad experience • You invest a lot of time and energy… on something that is always outdated. 9
- 10. ©2015 Brightcove Inc Five questions to ask yourself 1. Video converting to business results? 2. Delivering great video experiences on every device? 3. Video content integrated into the web experience? 4. Video technology integrated with marketing tools? 5. Internal teams struggling with organizing and managing large video libraries? 10 ©2015 Brightcove Inc
- 11. ©2015 Brightcove Inc Drive Toward Business Results UNDERSTAND YOUR VIDEOS • What is engaging? • Where can I make changes? • What should I do next time? 11 UNDERSTAND YOUR AUDIENCE • Best-performing videos • Most popular video landing pages • Most popular days to publish videos ©2015 Brightcove Inc
- 12. ©2015 Brightcove Inc Delivering Results, Wherever Your Audience Is HIGH QUALITY VIDEO IS MORE IMPORTANT THAN EVER • 20% of total online video consumption is mobile … it will be 40% in 2018 • 32% of brands identified mobile optimization and content marketing as their main goals 12 ©2015 Brightcove Inc
- 13. ©2015 Brightcove Inc Best-of-Breed Video Experiences 13 66% of consumers have more positive view of professional platforms vs. YouTube Control the Player experience CREATE BRANDED VIDEO EXPERIENCES EVERYWHERE
- 14. CREATE BRANDED VIDEO EXPERIENCES EVERYWHERE ©2015 Brightcove Inc Best-of-Breed Video Experiences 14 • Create engaging video portals • 100% increase in time on site • Reduced bounce rate 12% • Increased conversion rate
- 15. ©2015 Brightcove Inc Video Solutions Must be Team Players Take advantage of the power of video to strengthen your marketing workflow. 15
- 16. ©2015 Brightcove Inc Help with the Long Play THE SOLUTION MUST SCALE AS YOU GROW • Content management • User management • Strategy Resources • Support organization to help you at a moment’s notice 16 ©2015 Brightcove Inc
- 17. Video Quick Wins Playbook 5 plays you should run immediately!
- 18. ©2015 Brightcove Inc Video Quick Wins Playbook Play #1 Add video to homepage and landing pages. 300% increase in conversion!
- 19. ©2015 Brightcove Inc Video Quick Wins Playbook Play #2 Track performance. Shape marketing strategy and effectiveness!
- 20. ©2015 Brightcove Inc Video Quick Wins Playbook Play #3 Push videos to social channels. Extend reach and build audience!
- 21. ©2015 Brightcove Inc Video Quick Wins Playbook Play #4 Plug your video strategy into your workflow. Make it easy!
- 22. ©2015 Brightcove Inc Video Quick Wins Playbook Play #5 Create a video portal plan. Double time on site and conversion rates!
- 23. ©2015 Brightcove Inc23 It’s so easy… Within a week! The Marketing & Technology Innovation Summit will have one…
- 24. ©2015 Brightcove Inc Brightcove Video Marketing Suite • Video Marketing Suite Pitch Slide 24 ©2015 Brightcove Inc24
- 25. ©2015 Brightcove Inc25 The most comprehensive suite of video technologies for the needs of the modern marketer 25
- 26. 26 ©2015 Brightcove Inc Video Content Management Player Experiences Global Video Delivery Lightning Fast Encoding Social Sharing Real-time analytics Content Protection Calls to action Technology Partner Your Video Content Your Marketing Results Your Audience
- 27. Thank you pcasinelli@brightcove.com @PaulCasinelli @brightcove Visit brightcove.com/vms to • Watch some cool videos! • Download the ExactTarget case study • Access video marketing resources
Editor's Notes
- This is our introduction slide. We can set the tone here. The point of this webinar is to identify some common challenges to video strategies, some indicators that you may need to make a change, and how you can implement some quick wins to drive results immediately.
- No change here. Setting up the pitch for video.
- This will be where I say that given the importance of content for marketing, Brightcove is focused on helping you achieve your marketing goals through video marketing. And, we believe in video marketing because it has a demonstrable effect on driving real marketing results.
- REASONS SEO-Focused It’s where the people are Like and share content It’s free!
- CHALLENGES Not your branded property YouTube-land… Give up control, security, scalability, integration and support.
- REASONS We have an IT department We know our systems the best We won’t have to invest a lot of time and money in this…
- CHALLENGES Clunky system with a bad experience You invest a lot of time and energy… on something that is always outdated.
- Video converting to business results? Delivering great video experiences on every device? Video content integrated into the web experience? Video technology integrated with marketing tools? Internal teams struggling with organizing and managing large video libraries?
- UNDERSTAND YOUR AUDIENCE Best-performing videos Most popular video landing pages Most popular days to publish videos UNDERSTAND YOUR VIDEOS What is engaging? Where can I make changes? What should I do next time?
- HIGH QUALITY VIDEO IS MORE IMPORTANT THAN EVER 20% of total online video consumption is mobile … it will be 40% in 2018 32% of brands identified mobile optimization and content marketing as their main goals
- A branded video player is superior to a generic, unbranded one. Why? When video is branded with Youtube and/or some other company’s brand, it impacts credibility. You also cannot create rich, in-player experiences with the Youtube player.
- Secondly, why a portal is so important. Why? Video portals significantly accelerate the effects of video. Portals done right increase engagement and conversion immensely. Look at ExactTarget.
- THE SOLUTION MUST SCALE AS YOU GROW Content management User management Strategy Resources Support organization to help you at a moment’s notice
- Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!