This deck was presented at IDG Digital Marketing Conference 2013 which was held @ Conrad Seoul on Feb. 6, 2013. It includes best practices of video marketing across customer lifecycle. Local examples are also showcased as well.
Brightcove - Video Marketing Trend Across Customer Lifecycle
BRIGHTCOVE KOREA2| Brightcove, Inc.
5 BIG CHALLENGES DEVICES? CONVERSION? SOCIAL? INSIGHT? SCALE?다양한 단말을 소비하는 어떻게 리치미디어로 Facebook, Twitter 다양한 채널에 걸친 자체 DIY인프라를유저에게 어떻게 접근? 트래픽, 관여도, YouTube 같은 컨텐츠의 퍼포먼스를 어떻게 확대해앱, 모바일웹, 마이크로 컨버전을 늘릴까? 소셜미디어와 비디오 어떻게 측정하고, 나가고, 새로운사이트? 공유사이트를 활용할 통합된 Big Data 혁신과 변화에 것인가? 전략을 구축할 빠르게 적응할 것인가? 것인가? 3| Brightcove, Inc.
The Shift in Brand Strategies Represents one of the most critical issues facing Digital Marketers as well as Media Companies Yesterday Today OWNED PAID OWNED EARNED PAID EARNED4| Brightcove, Inc.
Content Consumption is Evolving (1)Cisco Visual Networking Index: Forecast and Methodology, 2010–20155| Brightcove, Inc. (2)IDC, 2011; Wall Street Research
WHAT CONTENT TYPES GREW THE MOSTFROM 2011 TO 2012?2012 RESEARCH REPORTS 44%2011 25% VIDEO 70% 52% MOBILE CONTENT 33% 15% VIRTUAL CONFERENCES 28% 10%2013 B2B Content Marketing Benchmark, CMI/Marketing Profs 6| Brightcove, Inc.
FORRESTER – BOOST YOUR CONTENT ECOSYSTEM WITH VIDEO Video Works – Consumers engage with a company’s branded videos as often as their ads Video Always - Brands should use video at every stage of their customer lifecycle Video Everywhere – Brands must extend their content to their entire brand ecosystem7| Brightcove, Inc.
Driving Business Results Across theCustomer Life Cycle…
FOR AWARENESS SEO Social Sharing Live Events Video PR Blog/Viral Marketing YouTube/Distribution Online and Offline9| Brightcove, Inc.
DISCOVERY: SEO 비디오 컨텐츠를 이용한 검색 결과 최적화 • 인기 검색어를 비디오의 제목, 설명문, 메타태그에 사용 • 비디오 컨텐츠의 XML 피드를 만들어 구글 비디오 사이트 맵에 제출 • 검색 결과에 노출도 향상 “비디오는 텍스트 페이지 보다 검색 결과의 첫 번째 페이지에 노출될 확률이 53배나 높다” Pages with video attracted 2-3x as many monthly visitors, doubled time on site, and achieved a 157% increase in organic traffic from search engines (MarketingSherpa, December 2011)10 | Brightcove, Inc.
AHNLAB – VIDEO SEO Queried with term “security trend” Ahnlab TV is listed on the top11 | Brightcove, Inc.
IMPROVE SEO AND USER EXPERIENCE WITH INTERACTIVE TRANSCRIPTS12 | Brightcove, Inc.
AWARENESS – SEM TO LANDING PAGE TO VIDEO GALLERY13 | Brightcove, Inc.
INCREASE AWARENESS WITH SOCIAL14 | Brightcove, Inc.
DIAGEO BA CAMPAIGN – FACEBOOK APP Agency : Mog Interactive15 | Brightcove, Inc.
DISCOVERY: SOCIAL SHARING 생중계시 SNS 로그인. 아이디를 이용해 댓글 남기기 – 7600개의 댓글16 | Brightcove, Inc.
DISCOVERY: SOCIAL SHARING SNS를 통한 2차 바이럴 효과17 | Brightcove, Inc.
MIX: BLENDING ON-DEMAND AND LIVE WORKS WELL < 생중계-VoD Halo Effect> < 생중계 후 VoD로 서비스하면 트래픽이 일정기간 유지됨>19 | Brightcove, Inc.
LIVE ON FACEBOOK INCREASES AWARENESS20 | Brightcove, Inc.
SAMSUNG – GALAXY S-III LIVE DISTRIBUTION Concurrent User : 200K+ which is bigger than NBC Vancouver Olympics Live21 | Brightcove, Inc.
SAMSUNG – LIVE PLAYER DISTRIBUTION TO MULTI SITES22 | Brightcove, Inc.
BOSS – 3D LIVE EXPERIENCE 3D Player Customization DVR23 | Brightcove, Inc.
FENDI - GROW YOUR AUDIENCE WITH LIVE24 | Brightcove, Inc.
CHUNGJUNGWON – VIDEO PR Agency : PRONE25 | Brightcove, Inc.
P&G ORAL-B BLOG MARKETING & RECOMMENDATION Agency : Agency W < Tistory Blog> < Daum Blog> < Naver Blog>26 | Brightcove, Inc.
VEVO’S CONTENT DISTRIBUTION STRATEGY Brightcove의 주요 배포 파트너 네트워크를 활용 주요 비디오 포털, 소셜 네트워크 및 위젯을 통한 트래픽 생성 주요 검색 엔진 내의 콘텐츠 검색 개선 #1 trafficked music video site Top 5 iPhone app27 | Brightcove, Inc.
INTEGRATED ONLINE AND OFFLINE28 | Brightcove, Inc.
FOR ENGAGEMENT Video Portals and Playlists Engaging Content Great Viewer Experiences29 | Brightcove, Inc.
ENGAGEMENT Time on site - Websites that contain videos hold a viewer’s attention two+ minutes longer than sites without video content – Comscore Time on site - Increased from 30 seconds to 6 minutes – Cars.com More than three out of five consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase, and 37% will watch three for more than three minutes. (MarketingCharts.com, 2012)30 | Brightcove, Inc.
FOR CONVERSION/PURCHASE Video landing pages Video in email In-player calls-to-action63 | Brightcove, Inc.
CONVERSION / PURCHASE Landing Page Conversion - 32%-85% increase for landing pages with video – AB test of same page with and without video – 28% increase in conversion rates – AB Test by Visual Web Video in email marketing has been shown to increase click- through rates by over 96%. (Implix Email Marketing Survey) Purchase Conversion- 30-90% increase in product conversions with video Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010) In one campaign including video in an email campaign drove a 51% increase in subscriber-to-lead conversion. (Blue Sky Factory Webinar, 2010)64 | Brightcove, Inc.
“Video in emails will drive more clicks. Email click-thru rates increased by 50% when video was included. Up from 18% without it.”65 | Brightcove, Inc.
VIDEO SPURS ACTION 랜딩 페이지나 이메일 내의 비디오는 소비자의 행동을 자극 “비디오는 Interaction을 증대시키는데 좋은 수단이 됩니다. 특히 이메일 마케팅에 비디오를 활용하는 것은 Interaction을 200~300% 증가 시킵니다.”66 | Brightcove, Inc.
SIGNIFICANTLY IMPROVE CONVERSION RATES67 | Brightcove, Inc.
SIGNIFICANTLY IMPROVE CONVERSION RATES68 | Brightcove, Inc.
JOYUS – VIDEO SHOPPING PORTAL73 | Brightcove, Inc.
BRIGHTCOVE COMMERCE TEMPLATE (CLICK-TO-ACTION)74 | Brightcove, Inc.
FOR LOYALTY Corporate Communications Customer care Internal Communications Mobile apps75 | Brightcove, Inc.
VIDEO FOR CORPORATE COMMUNICATIONS76 | Brightcove, Inc.
CHEIL WORLDWIDE – RECRUIT SEMINAR 제일기획이 업계 최초로 TEDx식 채용강연 주제를 `MAGIC Cheil`로 잡고 인재(Manpower), 광고(Advertising), 글로벌 비즈니스(Global Business), 아이디어(Idea), 창의성(Creativity) 총 5개 분야의 세션을 페이스북 생중계77 | Brightcove, Inc.
YOURTUBE EGC PORTAL Engaging Employees through Live and On-Demand Online Video85 | Brightcove, Inc.
VIDEO AT EVERY STAGE OF THE CUSTOMER LIFE CYCLE86 | Brightcove, Inc.
VIDEO IS INCREASINGLY COMPLEX87 | Brightcove, Inc.
VIDEO IS INCREASINGLY COMPLEX88 | Brightcove, Inc.
THREE CHOICES FOR DELIVERING ONLINE VIDEO EXPERIENCES First stop for large, First stop for small, well-resourced organizations. under-resourced organizations. Change motivators include: Change motivators include: • Escalating development costs • Loss of brand / ad control • Talent and knowledge gaps • Limited feature set • Falling behind on innovation • Poor customer service experience and core features89 | Brightcove, Inc.