Marketing Professionals International TechCon event on February 19, 2013, at the Illinois Institute of Technology -- http://mpitechcon.com SESSION INFO Engage and Convert? Social Video Strategies for Real World ROI What do businesses mean when they say they do “social video”? Is it just about creating an interesting video and distributing it on YouTube and other social networks? Or, is it more importantly about genuinely listening, engaging, and helping others in ways that turns visitors into followers, prospects into clients, critics into evangelists, and individuals into communities? This session will explain the unique opportunities and advantages to applying social video for any business or professional, and best practices with online video for getting targeted traffic and stakeholder engagement towards measurable conversions. Topics will include: -- What social video is, and why you need to do it. -- The myths and facts about video “engagement.” -- How to build your “social video playbook” –with customized video strategies and tactics tailored to your business goals. --The video KPIs you should know and measure Top video tips for every online professional (and how to avoid the big mistakes!) ABOUT GRANT CROWELL Grant Crowell is a highly regarded corporate strategist, content marketer, and thought leader in the online video industry dating back to 2005; and with roots in the online marketing industry since 1996. His online video best practices helps clients reach targeted audiences that convert with real-world business goals, including specialties of R&D, SEO, social media, content marketing, e-commerce, usability, ROI, legal, relationship marketing, and reputation management. He serves as a consultant, trainer, and media director to both large enterprises and startups, with clients including Sears and Insurance Auto Auctions. He is also a regularly featured speaker at conferences including Blogworld / New Media Expo, Search Engine Strategies, Search Marketing Expo (SMX), Streaming Media, Mediabistro, ad:tech, PubCon, and the American Bar Association (ABA). His long-time coverage of the online video space includes being one of the first regular columnists and media producers for ReelSEO.com, the #1 Google-ranked publication dedicated to covering the business, culture, and technology of online video. He was also

1. Engage and Convert!
Social
Video
Strategies
for Real-
World ROI
Featuring your host: the multi-passionate, Superfessional Videologist Grant Crowell

2. Engage and Convert!
Featuring your host: the multi-passionate, Superfessional Videologist Grant Crowell

3. Engage and Convert!
Featuring your host: the multi-passionate, Superfessional Videologist Grant Crowell

4. @GRANTCROWELL

8. reelseo.com/video/social

11. Key Questions
• What videos should we create?
• What should we create them for?
• Which visitors should we create them for?
• What should be our priority?
• What content should be our priority?
• How to provide the best context to the visitor?
• What video experiences on the will persuade
visitors to convert?

13. VIDEOLOGY 101
SOCIAL VIDEO MARKETING

14. “Social Video”
What’s
that?

15. Another
AUDIENCE POLL!

16. Is THIS a “social video?”

17. What is
“social business?”
I thought this was
supposed to be about
video???

19. From the book Socialized!™ by Mark Fidelman

20. Increased speed of access to knowledge
Reduced communication costs
Reduced operational costs
Reduced time to market for Decreased travel costs
products/services
Increased customer satisfaction and
loyalty
Increasing number of
successful innovations for
new products/services
Increased influence
Increased employee satisfaction
Increased revenue

21. What is it, really?

23. “social
video”
according
to
Wikipedia
(sort of…)

24. The Wiki
“Social video marketing (SVM)
is a component of an integrated
marketing communications plan
designed to increase audience
engagement through social
activity around a given video.”

26. Social Video
Why do it?

27. Video marketing
holds the top
spot for future
plans:
A significant 76% of marketers
plan on increasing their use of
YouTube and video marketing,
making it the top area
marketers will invest in for the
coming years.
-- Social Media Examiner,
2012 Social Media Marketing
Industry Report

28. Video augments our human nature

29. “Video has
become one of the
most effective
ways to motivate
people towards
certain behaviors.
Video is a highly
effective
persuasion
technology.”

30. “Video is one of the
greatest ways to help
personalize the
brand and create a
trusted
experience. We tend
to trust humans, not
some corporate logo
and video is the best
way to do that on a
scaled basis.”

32. Video is more “social” than text and
graphics combined
• More entertaining
• More emotional
• More interactive
• More engaging
• More empowering
• More persuasive
• More egalitarian
• More personal
• More impactful with sharing
• Low entry barrier for participation (Fast, cheap, easy!)

33. Big Mistakes in Social Video
• Not being genuine
• Not being transparent
• Not listening
• Not engaging personally
• Not looking for feedback
• Not having a response plan
• Doing what everyone else is doing
• “Viral Video Mentality”

34. How to tell if your company suffers
from “Viral Video Mentality”
• A chronic compulsion to ask speakers at
marketing conferences, “How do I make a viral
video?”
• A failure to demonstrate an understanding of,
or point to a direct relationship with, actual
business objectives.
• Always “swinging for the fences” instead of
looking for many singles and doubles.

35. ROI has become the top priority
Courtesy of http://www.leadformix.com

37. Social Video in the Audience Funnel
Attract Excite Engage Inform Nurture
Feature/benefit rich Build visitor loyalty
Generate and build Direct participation content that through genuine help
Purpose Get attention
interest and dialogue persuades shoppers and interest in making
towards purchase their lives better
Video
Content
Strategy Point visitor to more
In-video Provide touch points
Provide highly visible, Show unique video helpful and
acknowledgements of with both audio and
quality presentation content in an interesting videos,
visitor, and an visual highlights in the
of video innovative way and video-enabled
invitation to connect video
conversations

41. Orabrush: Social Video Success

43. Engagement
vs.
Conversion
Videos

44. Conversion videos
have a DIRECT marketing approach
• For Orabrush, they are similar to entertaining,
short-form infomercials.
• They educate people, teach them about our
story, and show our personality. They also have a
clear call-to-action for a purchase to be made.
• Success is measured in actual sales. They’re
really focused around ROI, meaning if they don’t
get a positive ROI, or at least break even, then
they’re considered a “fail.”

45. Engagement videos
have a SOCIAL marketing approach
• Engagement videos are meant to build human
connections with the viewer, nurture relationships, and
build up “social capital” that will eventually convert to
sales and lots of word-of-mouth.
• Orabrush’s engagement videos start new
conversations, bring people back, get them to
subscribe, or endear them to their brand.
• They also exist to buy “mind share” with viewers.
• The goal is to get viewers to interact with the brand
more, and understand their culture and story.

46. Engagement Video Types

47. “Excite” video: WillitBlend

48. “Explainer” videos

49. “Explainer” Videos Benefits
• Needed hand-holding for shoppers
being introduced to Golfsmith
new, innovative, and/or complex
products, services, or offerings.
• Good at keeping shoppers’
attention. The average explainer
video is watched on average for
about 2.7 minutes.
• A memorable way to make an Keratase
impact on visitors and help them
with important information they
need to make a decision.
• Greater shareability from enriched
information and creative
opportunities.

50. Explainer Video Example: Dropbox

51. The “Apology” video

52. Why Apologize with video?

53. Benefits of apologizing with video
• A sense of ownership
• A sense of responsibility
• Directly saying what it is you're taking
responsibility for.
• A degree of emotional sympathy
• An actual remedy you intend to implement (or
have already implemented.)

54. Don’t be afraid to
get emotional

55. In-Player Video Feedback:
Video Ratings & Comments
Collect viewer feedback & gauge video effectiveness
write your comments
Click the “tell us why” button to
write your opinions on why the
video was or was not helpful

56. In-Player Video Feedback

57. In-Player Feedback Example:
OnlineShoes.com

58. What to measure in social video…
Dan Greenberg, President of
ShareThrough, Content,
says it’s about measuring
these 3 things… not Ads
Shares,
not clicks
Views, not
impressions
http://www.reelseo.com/social-video-advertising/

59. KPIs that Matter
• Have clearly defined goals before you start
• Define the KPIs early and measure on an
ongoing basis
• Clearly define and distinguish between social
and financial KPIs
• Segment different content and engagement
types
• Do both internally and externally

60. Primary Video KPIs
• Click-to-play
• Total videos
• Completed videos
• “Conversions”

61. KPI Definitions
Always have a clear understanding, both
internally and with each vendor of how we
choose to define these terms:
– “Lift”
– “Engagement”
– “Conversions”
– “Views”

62. Social Video KPI examples
Content Types
• User generated videos vs professionally produced videos
• Both professional and user-generated videos
Performance
• Financial (Conversions to purchases/sales)
• Engagement (Views, completion of video, visits, time spent watching
videos, time spent on site where a video was watched, Facebook “likes”
other CTAs)
Web Analytics Integration and Tracking
• A/B Testing: compare performance of pages with video against pages
without video

63. KPI categories
Hard KPIs (Financial Value) Soft KPIs (Engagement)
• Total Revenue • Views (Video, Pages)
• Average Revenue per Visitor • New visitors
• Average Order Value (AOV) • Time spent
• Decrease in returns • Video shares (total, types)
• Reviews, ratings, likes, follows,
comments
• User video submissions
Hybird KPIs
Customer Engagement, Customer satisfaction, search engine visibility

64. Social Video KPI Example
Conversion Rate Step 1: Define and measure success
64.6%
metrics based on business objective
Direct Sales
Uplift Order Value Step 2: Conduct A/B testing
55.9%
– Decide Control and
New Customers Experiment size (50-50,
38.6% other)
Add to Cart – Decide time period;
Business 21.2%
Unit’s Goals Customer
recommended to measure
Engagement results every week for at
Time Spent least 3 months, bi-weekly at
27.3% very minimum.
Step 3: Conduct survey research to get
Page Views
12.58% qualitative feedback
Customer
Satisfaction Step 4: Derive insights from results and
Returns leverage the learnings to launch more
(was not
measured) effective content in future

65. Social Video ROI Recommendations
• Set two different ROI standards for video: 1 for conversion videos (direct
marketing), and one for engagement videos (social). Social videos should
be built around loyalty metrics
• Understand the buying cycle and the customer lifecycle for related and
distinctive KPI sets around the video experience.
• Integrate video KPIs with channel-specific and campaign-specific KPIs
• Measure the impact of video on sales (conversions):
– Buy Lift: Are viewers more likely to convert?
• Measure the impact of video on engagement:
– Time of engagement
– Sharing – Track how consumers are sharing the video (social channels,
– Feedback – how they are commenting on

67. Social
Video
Playbook
• NOT a static document
• A dynamic collaboration on
an social platform
• Everyone designs the plays!
• Always adaptable for
handing disruption.

69. Social Video Business Tips
• Research, listen, engage, and give feedback
• Select a video marketer
• Create a media center
• Have a content calendar
• Have a shoot plan
• Encourage and incentivize participation
• Utilize social media and business networks.

70. 2013 Social Video Playbook “Plays”
• Use internal stakeholders
• Practice customer care. (Listening, feedback,
service-driven instead of sales-driven
• Create your own video learning center.
• Participating on social media channels with
“seeding,” sharing, and cultivating
relationships around community-driven
video.

72. Staff as presenters

73. • Product videos are hosted
by content coordinators
who create their own
scripts, matching their
personality and the item
they’re talking about.
• The effect is liking talking
to a good friend explaining
what he or she likes, with
unexpected mistakes
sometimes left in.

74. Do “business-quality” video
“Business-quality” videos refers to
video that meets all of these
requirements:
– Technical and content standards that
match up with professional
standards of video by your industry,
and your audience’s expectations
with your brand and channel.
– A accurate representation of your Many businesses have seen strong
brand ROI by using in-house talent and
handling some pre-production and
Professional videos do NOT require… production work.
– Ceding all production work to
outside agencies
– Using only professional talent

75. User-Generated
User-generated video content (UGC) is also referred to as user-
generated videos (UGV), or “consumer videos.”
User-generated videos comes from each of the following:
• Actual members
• Non-members, but
• Fans of your brand and social networks
• Enthusiasts around the topics, themes, and points-of-view you create.
User-generated Video Content Types
• Testimonials / Member stories
• Questions and comments
• Announcements

76. User Generated Videos, Benefits
– Trust – many visitors are more likely to trust reviews their peers
over brands.
– Lowered expectations – visitors have less demanding expectations
by consumers with the technical quality and presentation.
– Social sharing –visitors can can record and share videos with her
social graph (on Facebook, Twitter, Email, etc.). This can help build a
social media fan base.
– SEO – user generated videos can be optimized for search traffic,
with many showing up under Google search results with the word
“review,” “demo,” or “how to.”
– Popular with younger shoppers – GenYs, or millennials, are the fast-
growing customer segment. (More info)
– Free – no production cost your company

77. User-generated video vendors
• VideoGenie – user generated platform for
creating and distributing product video and
testimonials across websites and social
networks
– Case study: Levi’s
– Case study: ShoeDazzle
– Case study: Bud Light
• Bravo – creates microsites for clients where
shoppers record their own videos and
submit for our consideration to feature in
reviews.
– Client example: 2nd Wind Exercise

78. Recommendations for User Generated
Videos
Video Upload Program
– Offer incentive program
with the user-submitted
video.
– Provide explainer videos and
helpful guide for how to
record and submit videos.
– Collect videos over time
through email marketing
("Tell us what you love
about your _____?”)

79. Business Context: “Prosumer” Videos
“Prosumer is a combination of producer and consumer that perfectly describe
the millions of participants in the Web 2.0 revolution”
– TechCrunch
“Prosumer” is a contraction of the words “professional” and “consumer.
While the term is often used to describe electronic products meant for serious
hobbyists,
“prosumer” is also used by video marketers to refer to all of the following
– A cross between professional-grade and consumer-grade video production
– Pairing real consumers, employees, non-actors with professionally-grade
video direction and production.
– Experts and influencers by profession, instead of solely video production and
video “talent.”
Zappos and Crutchfield, two leaders in video commerce, have nearly all
prosumer videos on their own shopping websites.

80. Business Context: “Prosumer” Videos
There are many benefits for why every business should be doing prosumer
videos:
– More trustworthy to consumers:
• More genuine and knowledgeable than actors
• Real stakeholders who engage directly with visitors
• Accessible people for consumers to personally engage with.
– Quicker turnaround time
• Can shoot at your workplace or local studio
– More participation = more videos
• More videos online for the business solutions and products that matter to most to your
visitors and your bottom line.
• Internal stakeholders more inclined to participate when they feel like they have more
control
– Content you OWN!

81. Recommendation: “Pro-Sumer” Videos
Use real people with real connections to your brand
– People who deal with your audience, clients, and customers on a daily basis
– Employees who are savvy, passionate, love to help, and have stories to share around the solutions you
provide (and the people who use them)
– Influencers and personalities on your social and community sites.
Encourage these people to do video
– Start them with some with professional-grade video production resources. (Camera, some studio time,
practice with professional producers, etc.)
– Give them some basic training and a resource guide for collaborating with others.
Set up quality control standards
– Technical quality
– Custom standards by video content type, page type, and business type.
– Script templates
– Give them some freedom to make mistakes and improve. (Sometimes better to leave in minor non-
technical mistakes, since it feels more genuine.)
Create online bios of the customer care specialists
– Show a link series to their videos (product demos, product FAQs, etc.)
– Share on our YouTube channel, which will point people back to your landing pages on your website.

82. Overall Style Recommendations: Be
“Pro-Sumer”
Tone
• Have an educational and personal tone at first, mixed with customer service. This is how you earn
and build on people’s trust.
• Don’t be talking about that you’re the “best.” Be focused on your visitors’ needs, desires, pain
points, and overall enjoyment.
Be personality-driven
• Using real internal stakeholders memorable personality will make visitors remember the brand and
the video better, and be interested to engage more with the video content. (This includes watching
more videos of someone they’re interested in and trust.)
Include a POV
• Have the “talent” express what they like about the solution (product, service, etc.) as their own
personal experience with it. Allow them to talk in the first person and use “I…”
Include real names and titles
• This shows the authenticity of the message and builds trust with visitors.

83. Presentation Recommendations
• Keep a consistent experience between products in the same product line or
category.
• The introduction of branding ,slogans, catch phrases, jingles is often viewed
as a negative.
• Keep in mind the different motivations visitors have per product type, just
like their preference for video content types will vary based on their own
personas. This is why you need to design and present variable video context
types.
• Infuse personality and some unique content

84. Focus on Contextual Video Experiences
Provide as much context as possible around our PDP video that still makes it easy for shoppers to find
and use to their ability.
• Multiple related and relevant video content
• Dynamic and responsive video players, with categorized and prioritized video content
• Related/targeted content and shopping offers appearing along the video in a synchronized fashion
(time stamped)
• Social engagement buttons and sharing links
• Clickable links in or around the video (related to the content of the video)
• In-video feedback (ratings and reviews)
• Closed-captioning
• Global/multiple languages (audio and text)
• Automated and interactive transcriptions – either within the video player in a separate window, or in a
separate location on the same page
• In-video keyword search (for indexing video content in search results)

85. Distributing social video
Search
engines
Direct Websites
URL
Social
E- video Blogs
mail
Social Offline
Media / WOM

86. 10 Social Video Optimization Tips
1. Simplify Captioning
2. Go Mobile 8. YouTube promoted videos
3. In-house studio and promotional tools
4. Collaborate 9. Live and Recorded Video
5. Curate Chat (Including Hangouts)
6. Feature customers and key 10. Facebook “Like” of Videos
influencers for Fans
7. Transcripts / Closed

87. 12 MORE Social Video Optimization Tips
1. Be listening 7. Be helpful
2. Be responsive 8. Be concise
3. Be personal 9. Be transparent
4. Be relevant 10. Have a purpose!
5. Be interesting 11. Have a clear call-to-action
6. Context 12. Have a point of view

88. My 12 Big C’s of Social Video
1. Communicate 7. Community
2. Content 8. Customization
3. Conversations 9. Concise
4. Connections 10. Clarity
5. Care 11. Considerate
6. Collaborate 12. Can I get an amen? ;-)

90. YouTube Creator Playbook
http://www.youtube.com/yt/playbook/index.html

92. Social video business resources
• 10 Reasons Facebook Video Marketing
Is Valuable for Business
• Facebook Video Marketing Tips
for a “Socialized Business Strategy”
• Facebook Video Marketing Tips
with Social Media Expert Mari Smith
• Best Facebook Apps for Video
More tips available at
http://www.onlinevideo.net/2013/01/facebook-and-twitter-video-
marketing-tips-for-social-businesses/

93. Social video business resources
• 5 Top Twitter Video Marketing Strategies
for Every Business
• What’s the Business Value of Twitter Video Marketing?
• Twitter Micro-Video Marketing Strategies for Business
• Twit Happens: Tips to Overcome
Legal Dangers with Video on Twitter
More tips available at
http://www.onlinevideo.net/2013/01/facebook-and-twitter-video-
marketing-tips-for-social-businesses/

94. 2013 Video Marketing Playbook
http://bit.ly/2013VideoMarketingPlaybook

95. Conclusion
• Communication before Content!
• Have both a social ROI plan and a financial ROI plan for your
video.
• Build rational and emotional video experiences that generate a
positive overall customer experience.
• Don’t just tell, show!
• Provide an optimized video experience into your websites, and
across all distribution channels, targeted at stakeholders with
real purchase intent; and with the primary goal of nurturing
visitors and cultivating conversions.

96. Final Thought…

97. OPTIMIZE YOURSELF!
Take some the time to engage with your
audience one-on-one with video.

99. grantast
grantcrowell
Me@GrantCrowell.com
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