Video Sharing for Optimum Growth & Brand Exposure #OptSum


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With shoot-and-upload video getting easier by the day, and more and more consumers sharing their digital photos; the explosive use of video and images on the web is only going to increase. This Optimization Summit session reveals the secrets behind using video and images online and how to take advantage of the popular video and image-sharing platforms like YouTube, Facebook, Flickr, Snapfish, Shutterfly, and more. You’ll learn video consumption trends; and tips for getting your images in the top of customer search results; editing apps and tips; strategies for optimizing your visual media assets to better engage your audience and potential customers to take action.

“Look for instant content. With shoot-and-upload video getting easier and easier, everyone’s going to jump onto YouTube. The video rush of the last few years will look like a trickle.” ~ Ian Lurie

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  • Mobile media is quickly becoming essential to thetechnologically advanced marketing plan.• Smartphone users are driving growth in browser andapplicationsBrowser and app growth are up Social Networking: Fastest-growing category accessedvia browser-150 million users access Facebook thru their mobile phone
  • Not only more people are watching video but the number of streams per person is on the rise.
  • Old tried and true tactics that use new tools to create a strategy that creates strong brands Use new tactics and tools with old processes to create a strong brand Top process steps
  • Who is talking about you • What are they saying • Is it positive or negative • Where are the conversations taking place • What are your competitors doing • What’s the buzz about them • What content resonates with your audience • Where else is your audience talking • What social sites have the most conversations • Who are the thought leaders you should connect with • What are your opportunities and threats Who is talking about you?What are people saying?Are they positive or negative?Where are they happening?What site has the most conversations being said you?
  • TERM BIKE STUNTS: Any advertiser's text overlay ads may be displayed within videos as part of a contextually targeted campaign or placed by the advertiser.For text ads, only one ad will appear in this space at a time, cycling through up to ten text ads for 20 seconds each during the video stream. Users can hide or show the ad while they watch the video. Users can reopen the text overlay by mousing over the bottom 20% of the video stream's play space. They can also close the ad permanently by clicking the close button within the text overlay ad frame. If the user doesn't click on the final ad after all ten ads appear, the text overlay will automatically minimize. Three relevant text ads will load in the video stream screen when the video has finished playing.
  • Any site with video on it can have Google serve targeted ads into those videos using Ad Sense for video
  • Ensure your contest is easily sharable by embedding “share this” links on the contest site, on Twitter, Facebook, YouTube and everywhere else people will come across it.
  • 120+ videos 99,000+ visits24,000+ votes 79,000+ unique visitors4,800+users 335,000+ pageviews
  • Cost is Low Return is high and the level of involvement is highFacebook Photo Contest StatsTotal Photos Submitted: 32Total Photo Votes (Likes): 2,100Total Photo Comments: 388Total Wall Post Comments Related to the Contest: 196Total Wall Likes Related to the Contest: 39(contest time frame)Twitter Sweepstakes Stats100+ RT’s of the Tweet which included the RENT twitter handle name, FRC twitter handle name, the message and Hashtag #SaveonRENTThe Twitter profile saw a 35.5% increase in followers due to the sweepstake(Time frame Oct 14th-January 19th)
  • Objective: The 2010 consumer promotion was designed to entertain, engage & drive repeat visits with the intention of ultimately increasing brand awareness, preference and consideration. Concept: The “Pet Pads Unleashed” Photo Contest encourages apartment renters to submit a photo of how their pet lives the apartment life for a chance to win $1,500. Three Finalists will take home a $400 gift card to a local pet store. 560photos submitted and 2,500+ votes300+ new Facebook Fans and 14,000+ pageviews and 2,700photo views16,000+ photo views on Flickr
  • Let me show you how big brands are using integrated new media techniques and tools that we just covered to build strong brands
  • Video Sharing for Optimum Growth & Brand Exposure #OptSum

    1. 1. Video & Photo Sharing for Optimum Growth & Brand Exposure<br />Erica Campbell<br />Sr. Manager, New Media Marketing <br />For Rent Media Solutions<br />@EricaCampbell<br />
    2. 2. Agenda<br />Did you know?<br />State of Video & Photo<br />12 Steps for Building a Great Brand Using Photos & Videos<br />Case Studies<br />Lessons Learned<br />
    3. 3. Did you know?<br />
    4. 4. Over 50% of the world’s population is under 30 years old<br />Source: US Census Bureau<br />
    5. 5. 96% of Millennials have joined a social networking site<br />Source: Mr. Youth and RepNation Media (April 2008)<br />
    6. 6. Average family phone call today<br />
    7. 7. YouTube is the second largest search engine<br />
    8. 8. YouTube is the most popular video platform for video engagement in the blogosphere with 81.9% of total embedded and linked videos; followed by Vimeo (8.8%), Daily Motion (4%) and MySpace (1.1%). <br />Source: YouTube Report <br />
    9. 9. 4 billion+ photos hosted & 4.8 million things were geotagged this month<br />Source: Flickr<br />
    10. 10. 50 million tweets per day — that's an average of 600 tweets per second<br />Source: Twitter Blog<br />
    11. 11. 99% of companies use social media for recruitment <br />Source: Survey by OSCAR, talential, usage<br />
    12. 12. More than 30 billion pieces of content are shared each month<br />Average user is connected to 80 community pages, groups and events.<br />If Facebook were a country, it would be the 3rd largest country in the world <br />(behind China and India) <br />Source: Facebook<br />
    13. 13. People who use mobile devices are 50% more active on social sites<br />4 mobile phones were sold for every<br />PC sold in 2009<br />
    14. 14. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content<br />Source:: MarketingVox and Nielsen BuzzMetrics<br />
    15. 15. State of Video & Photo<br />
    16. 16. 2009 Total U.S. OnlineVideo Market<br />Online video viewing accelerated in 2009, with 19 percent more people in the U.S. viewing more videos for longer<br />periods of time<br />
    17. 17. Video is # 1 growth segment<br />
    18. 18. Who is Watching Video?<br />Two-thirds of U.S. online users watch video each month<br />
    19. 19. U.S. online video advertising will surpass<br /> $1 billion in 2010<br />Video Ad Spend<br />
    20. 20. Video Streams<br />The number of video streams consumed online set to double over next 5 years<br />Source: Forrester<br />
    21. 21. 12 Steps for Building a Great Brand Using Videos & Photos<br />
    22. 22. 12 Steps for Building a Great Brand Using Videos & Photos<br />Listen<br />Develop Internal Resources<br />Define Objectives & Goals <br />Follow Best Practices<br />Develop a Content Strategy <br />Publish your Content<br />Optimize for Search<br />Promote & Seed your Content<br />Engage your Customers & Critics <br />Discover Influencers<br />Measure Results<br />Tweak Strategy <br />
    23. 23. Step 1<br />Listen<br />
    24. 24. Listen:<br />Monitor and protect your brand on the Internet<br /> using these tools:<br />Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis<br />Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter<br />Facebook: Facebook Insights, SocialOomph <br />Video Sharing Sites: YouTube Insights, Tubemogul, YouTube Comment Alerts<br />Paid Services: Nielsen BuzzMetrics, Radian6<br />
    25. 25. Social Media Training<br />Step 2<br />Develop Internal<br />Resources<br />
    26. 26. Develop Internal Resources:<br />Publish and Distribute a New Media Policy<br />When are your employees your employees?<br />Are you responsible for their actions when they are “on the clock”? <br />Are you responsible for their actions when they are on their own time?<br />Consider your audience and be authentic<br />Remember to protect proprietary and confidential information <br />Develop a Training Program<br />What training are you going to provide for your employees?<br />Proper use of your social media<br />Proper use of social media in their lives<br />
    27. 27.
    28. 28. Friending your manager on Facebook and then complaining about your job can get you fired<br />
    29. 29. “<br />There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend.<br />~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics<br />”<br />
    30. 30. Step 3<br />Define Objectives <br />& Goals<br />
    31. 31. Define Objectives & Goals: <br />Increase Brand Awareness: Create a general hype & enhance a product or service<br />Increase Reach: Broaden reach of core company's target audience<br />Generate Leads & Data: Improve referrals & repeat purchases <br />Gain Content or Consumer Insight: Repurpose for future marketing initiatives <br />Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition <br />Gain Competitive Edge: Offset new competition <br />
    32. 32. Step 4<br />Follow Best Practices<br />
    33. 33. Follow Best Practices:<br />Content creation essentials<br />Earn consumer trust. Stop talking, start listening<br />Quality over quantity. Visitors need to be impressed with your content<br />Offer value. Validate your commitment to knowledge and not sales<br />Keep it relative. Fresh relative content increases search and attention<br />Get friends. Gain a fan base in advance<br />Don’t over do it. Content should be relative to your overall theme<br />If at first you don’t succeed… Try again and again and again. Experiment with the call to action<br />Cut out the noise. Keep your content clear, simple and easy to understand<br />Keep your voice in tune. You’ll connect more effectively with your consumer<br />Integration is key.Don’t forget traditional marketing<br />
    34. 34. Step 5<br />Develop a Content Strategy<br />
    35. 35. Develop a Content Strategy: <br />Things to consider in your strategy:<br />What is your mission statement, brand position or brand promise?<br />What is your brand personality?<br />What is your brand identify?<br />What differentiates your brand?<br />What is your company story?<br />What do want your customer experience to feel like? <br />Identify types of content<br />
    36. 36. Use the power of storytelling and information to market your ideas <br />
    37. 37. Content strategies must be supported by tactics:<br />Strategy: Communicate<br />Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets<br />Strategy: Connect<br />Tactics: social networks, print, Internet, mobile, outdoor, radio, TV<br />Strategy: Collect/Categorize<br />Tactics: social bookmarks<br />Strategy: Customize<br />Tactics: RSS, Widgets, Share <br />Strategy: Conversation<br />Tactics: comments, Q&A sites, reviews, forums <br />
    38. 38. Step 6<br />Publish your Content<br />
    39. 39. Publish your Content: <br />Types of Content<br />Branded<br />Viral<br />User Generated Content (Contests/Surveys)<br />Product/Service Announcements<br />Vlogging/Blogging<br />Episodic Series <br />Events<br />Training<br />Personal Experience Stories<br />
    40. 40. Step 7<br />Optimize for Search<br />
    41. 41.
    42. 42. YouTube Ranking Factors<br />Title <br />Description<br />Tags <br />Views & frequency<br />Likes, dislikes <br />Playlist additions <br />Flagging <br />Shares <br />Comments <br />Age of video <br />Video responses <br />Subscribers <br />Favorites <br />Embeds & inbound links<br />
    43. 43. More Possible YouTube Ranking Factors<br />Social Media Activity & Buzz <br />Blogs <br />News/Press/Press Release interaction <br />Crowd Sourcing – Influencers & Media <br />Playlists <br />YouTube Partner Program <br />Close Captioning/transcriptions <br />Insight/Trends/Analytics indicators<br />Bulletins <br />Authority Channel (Ex: BMW) <br /> Google & YouTube searches <br />Channel Views <br />Subscribers<br />Social Bookmarking<br />
    44. 44. Tips for Uploading to YouTube<br />Create enticing titles are important <br />Optimize the description text<br />Maximize descriptive text (5,000 characters) <br />Leverage tags <br />Include most important keywords in the front of the titles, descriptions, and tags<br />Allow commenting and rating<br />Add tracking URLs to the descriptions (tiny URLs)<br />Use annotations<br />Respond to video comments<br />
    45. 45. Optimize Videos<br />
    46. 46. Recommendations for Uploading to YouTube<br />Take advantage of HD <br />HD – quality, multiple options <br />16:9 Aspect Ratio Recommended (4:3) letterboxed <br />Resolution <br />HD = 1280x720 or 1080p <br />Else = 640x360 (16:9), 480x360 (4:3) <br />Mp4 file format <br />.h264 video compression <br />AAC or MP3 audio compression <br />Frames per second: 30 <br />Maximum length: 10:59 (recommend 2-3 minutes)<br />Maximum file size: 2 GB<br />
    47. 47. Video Shooting Tips:<br />Make sure your camera’s recording speed is set to SP, and the aspect is set to 16:9<br />Press the record button, wait 5 seconds then make the move (pan, tilt or zoom). Once the move is finished, wait 5 seconds leaving the camera still, and then pause the video. Establish the next shot, and do the same for every recording<br />Ensure you make slow smooth pans and zooms<br />Make sure the camera lens is clean<br />Record time codes as you go and take directors notes<br />
    48. 48. Video Editing Programs<br />Movie Maker<br />Window’s free video editing software, which comes installed on new PCs. Use the program to create and share high-quality movies.<br />iMovie<br />Comes free with new Macs. iMovie offers many options for editing video and audio, and adding photos, music and narration to your movies.<br />Snapz Pro X $<br />Ambrosia software that allows you to effortlessly record anything on your screen, saving it as a QuickTime® movie or screenshot that can be e-mailed, put up on the web, or passed around however you want.<br />Final Cut Studio $$ (Final Cut Express) $<br />Apple program that allows you to import video, edit, make composites, add effects adjust audio, and add dynamic animated text.<br />Adobe $$<br />Adobe Premiere Pro CS4 software offers a start-to-finish video production solution. Compatible with PCs and Macs.<br />
    49. 49. Optimizing Photos for Web <br />Use the “Save for Web” feature<br />Reduce image file sizes without sacrificing the quality of the images<br />Use image specification tags- make small photos larger which saves space<br />Use an online image compressor- reduces photo size without reducing the quality<br />Use image editing program to convert images to a GIF or JPEG- loads faster<br />Make the image names of your files match what is actually represented in the file<br />Use special contextual tags for social sites with image search (captions, comments, cross-grouping, location, and themes)<br />Use Alt Tags<br />Optimize the page the image is on and use a robots.txt file<br />
    50. 50. Photo Editing Programs<br />Flickr<br />Picasa<br />Photoscape<br />Microsoft Office Picture Manager<br />Picnik <br />Adobe Photoshop $$<br />
    51. 51. Some Examples<br />
    52. 52. Long Tail Search<br />
    53. 53. Image Search<br />
    54. 54. Video Integrated into SERP’s<br />
    55. 55. Google Universal Search<br />
    56. 56. YouTube Search<br />Promotional Video Ads<br />Advertisers bid on these positions<br />Organic “Natural” Search Results<br />No cost; results are based on YouTube algorithm of relevance to search query<br />
    57. 57. Comments, Ratings & Views<br />
    58. 58. YouTube Annotation Players<br />
    59. 59. YouTube Annotations<br />
    60. 60. YouTube Audio Swap<br />
    61. 61. YouTube Closed Captions & Subtitles<br />CC help with long tail search, don’t require audio, and are indexed by YouTube and Google<br />
    62. 62. YouTube Playlists<br />
    63. 63. Driving Traffic Back to your Site:<br />InVideo Ads & Companion Ads<br />
    64. 64. Driving Traffic Back to your Site:<br />Text Overlay Ads<br />
    65. 65. In-Video Ad Formats<br />More than four in five US Web sites accept in-stream video ads<br />
    66. 66. In-Video Ad Formats<br />Users prefer in-stream ads to any other in-video ad format<br />
    67. 67. Step 8<br />Promote & Seed your Content<br />
    68. 68. Promote & Seed your Content: <br />Have an integrated strategy<br /><ul><li>Print
    69. 69. Internet
    70. 70. Email
    71. 71. Display Ads
    72. 72. Video sharing sites
    73. 73. Photo sharing sites
    74. 74. Mobile
    75. 75. PR
    76. 76. Internal promotion
    77. 77. Blogs & Social networking sites
    78. 78. Social bookmarking sites
    79. 79. Outdoor
    80. 80. Radio
    81. 81. TV
    82. 82. On-Site
    83. 83. Contest & sweepstake sites
    84. 84. Blogger outreach</li></li></ul><li>Video Sharing Sites<br />
    85. 85. Automated Video Distribution<br />Automated Video Distribution services allow you to upload your video to multiple video sharing sites in an automated way. Many of the services above allow you to easily track the performance of your videos in real time such as viewership, engagement, comments, ratings, search rankings and more. <br />
    86. 86. Photo Sharing Sites<br />
    87. 87. Twitter: Sharing Videos<br />Video sharing services make it easy to share video with your Twitter followers.<br />
    88. 88. Twitter: Sharing Photos<br />Photo sharing services take care of shortening the photo URL and posting the URL and your message to your Twitter account. Many also let you tweet a photo from your mobile phone.<br />
    89. 89. Some Examples<br />
    90. 90. Make Print More Interactive<br />
    91. 91. Optimize for the Mobile Space<br />
    92. 92. iPad App<br />
    93. 93. Facebook<br />
    94. 94.
    95. 95.
    96. 96. Video Ads on <br />your Website<br />
    97. 97. Companion Ads<br />
    98. 98. Google AdSense<br />
    99. 99. Google AdSense Pre/Post Roll<br />
    100. 100. Hello!<br />Step 9<br />Engage your Customers & Critics<br />
    101. 101. Engage your Customers & Critics: <br />Tips to help increase engagement:<br /><ul><li>Have a human voice
    102. 102. Vary content types and sources
    103. 103. Determine your frequency
    104. 104. Add value
    105. 105. Keep content timely
    106. 106. Post credible content
    107. 107. Offer incentives and reward customers
    108. 108. Ask for feedback
    109. 109. Encourage re-posting </li></li></ul><li>Encourage Sharing<br />
    110. 110. Encourage Sharing<br />
    111. 111. Encourage Sharing, Voting & Commenting<br />
    112. 112. Use RSS<br />
    113. 113. Step 10<br />Discover the Influencers<br />
    114. 114. Discover the Influencers: <br />Here are some tips on how to identify them:<br />Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters, celebrities, locals?<br />Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys<br />Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting?<br />Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates<br />
    115. 115. Step 11<br />Measure your Results<br />
    116. 116. Measure your Results: <br />Categorize your metrics:<br /><ul><li>Reach- how far and wide your messages spread
    117. 117. Impact- how your efforts change consumers’ actions or opinions
    118. 118. Quantity- how many consumers interact with your initiatives
    119. 119. Quality- strength and depth of consumers’ interactions with your initiatives </li></ul> <br />
    120. 120.
    121. 121. Step 12<br />Tweak your Strategy<br />
    122. 122. Tweak your Strategy: <br />Constantly refine your strategy and tactics:<br /><ul><li>Evaluate your metrics
    123. 123. Evaluate the contest type
    124. 124. Evaluate the landscape
    125. 125. Trends come and go
    126. 126. Be nimble and adaptive
    127. 127. Consider your budget
    128. 128. Continue to identify key influencers</li></ul> <br />
    129. 129.®<br />Case Studies<br />
    130. 130. YouTube<br />70+ city playlists and city specific videos<br />42,000+ channel views and 637,000+video views<br />5,000+ videos<br />280 subscribers<br />
    131. 131. If Only Your Apartment Furniture <br />Could Talk<br />20%<br />Direct navigation increased<br />57% <br />boost in college age visitors to site<br />
    132. 132. Grand Prize Winner<br /><br />Other Fun Videos:<br />True Lease<br /><br />Your Apartment is Looking for You<br /><br />
    133. 133. Ready2Move?<br />24,000<br />79,000<br />335,000<br />Votes<br />Unique Visitors<br />Pageviews<br />
    134. 134. Grand Prize Winner<br /><br />All Contest Videos <br /><br />
    135. 135. 2008 vs. 2009 Contest Stats<br />
    136. 136. Keep the Momentum Going<br />
    137. 137. Video Contest PR<br />According to Vocus, a PR software and news distribution service, the video contest generated $216,393.67 in free publicity.<br />
    138. 138. Promotion Format<br />1. micro-site:<br />– Contest Web site lived on<br />– Users could watch and share videos without registration<br />– Upload and voting function required user email registration<br />– Watermarked logo clicked through to FRC from each video<br />– E-mail a friend and social networking profile widget <br />2. Facebook application:<br />– Application lived on an application page which was referenced<br /> from the existing Facebook page<br />– Requires user to “allow access” to see and use all functions of<br /> the application (upload, gallery, etc) instead of email registration.<br />– Major benefit: integrated “allowing access” will generate a <br /> Facebook news feed item for viral discovery (e.g. “Erica might <br /> win $10,000 in the “Ready2Move?” video contest)<br />
    139. 139. Selection of Winners & Finalists <br /> On or about June 24, 2009 Sponsor’s internal review panel<br /> selected one (1) Grand Prize Winner, three (3) Finalists and<br /> one (1) randomly selected Voter. <br /> CONTEST: Contest winners will be selected according to the <br /> following judging criteria:<br /> - 20% Creativity and originality <br /> - 15% Overall quality and appearance of videos <br /> - 20% Relevance to contest theme ‘Ready2Move?’<br /> - 24% Promotion of and/or  For Rent Magazine<br /> and the usage of the branded billboard with tagline<br /> - 21% The total number of user generated Internet votes <br /> received     <br /> SWEEPSTAKES: The Sponsor will randomly select the <br /> potential Sweepstakes winner from all eligible voting entries<br /> received during Phase II and Phase III. <br />
    140. 140. Viva La Vie Boheme<br />
    141. 141. Pet Pads Unleashed<br />
    142. 142. Social Media Event Contest <br />The Facebook Fan page saw a 92% increase in fans in August 09’<br />17% increase in pageviews<br />32% increase in unique views<br />2,200% increase in photo views<br />14,700% increase in video views<br />
    143. 143. Consumer <br />Contest Comparison<br />
    144. 144. Lessons Learned<br />
    145. 145. Contest Lessons Learned<br />Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules)<br />Test: Test the full functionality of your campaign prior to the start. (Both front end and back end)<br />Advanced Seeding: Begin blogger outreach 1-2 weeks prior to the contest versus during the contest.<br />Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest period.<br />Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.<br />
    146. 146. ContestLessons Learned<br />Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. Include an allocation for promotions, both planned and contingency. Think about hidden promotional costs.<br />Prizes: Make sure the prizes are motivating, relevant & the contest concept is FUN.<br />Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners and entrants. <br />Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive. <br />
    147. 147. General Lessons Learned<br />Your viewers want to help – just give them incentive<br />Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions<br />One media or one profile is not enough to see the effects <br />With depleted resources you must be creative<br />Top management must be on board<br />Everyone needs to work together<br />Set realistic goals and don’t expect overnight results<br />Resolve to respond to customer service issues within three hours<br />It’s ok to fail<br />Have fun<br />
    148. 148. Q&A<br />
    149. 149. Follow Me<br /><br />@ericacampbell<br /><br />facebook/ericawcampbell<br /><br />
    150. 150.<br /> <br /><br /> <br /><br /> <br /> <br /> <br /> <br /><br /><br /><br />Photo Credits<br />