Video Trends for Business Marketers


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This presentation shows real world examples to help you understand and master the entire B2B video process from what to create, how to optimize, how to market it with search and social media and how to measure the real business impact.

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Video Trends for Business Marketers

  1. 1. Keys to Success withB2B VideoLeslie DrateCiscoSocial Media Team LeadSan Francisco| August 13–17
  2. 2. San Francisco | August 13–17, 2012 | #sessf Trends in Video• More people are watching video• Each person is watching more videos• People are using multiple devices to watch video @lesliedrate
  3. 3. San Francisco | August 13–17, 2012 | #sessfVideo Consumption Is Up• Video consumption is up 43% from just a year ago• The average viewer in the US watched ~4 videos/day in Jan. ‘12• 84% of the US audience watched videos online in Jan. ‘12 @lesliedrate
  4. 4. San Francisco | August 13–17, 2012 | #sessfMobile Is Emerging – Fast!!• The percentage of non-desktop video plays more than doubled in Q4 ’11• Viewers are more than twice as likely to complete a video when watching on a non-desktop device @lesliedrate
  5. 5. San Francisco | August 13–17, 2012 | #sessfVideo Is a Valuable Marketing Asset for CiscoView 44% more pages while on Cisco.comAre twice as likely to engage with high-value conversionactivities on Cisco.comAre 41% more likely to return to Cisco.comAre 5 times more likely to click-throughon a blog post with videoAre twice as likely to click-through on email Video viewers @lesliedrate
  6. 6. San Francisco | August 13–17, 2012 | #sessfVideo on – Case Study• There are currently ~3,000 videos on • We make ~1,000 videos a year at Cisco• Total number of global video views for those videos is around 2 million• Decreased video viewing on, increased on YouTube• Average completion rates hover around 30-33%, per the industry standard *, August 2011 to April 2012 @lesliedrate
  7. 7. San Francisco | August 13–17, 2012 | #sessfIT Decision Makers Watch and Share Videos 96% of tech buyers watch tech-related videos! 84% forward, share or post tech-related videos! @lesliedrate
  8. 8. San Francisco | August 13–17, 2012 | #sessf Shared Videos Sell More Product • When someone watches a recommended video, their brand recall goes up 7% and enjoyment goes up 14% • Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent 10X more videos are shared on Facebook vs. Twitter @lesliedrate*Unruly video study, January, 2012
  9. 9. San Francisco | August 13–17, 2012 | #sessfTech-related Video Downloads Are Not Limited to the Work Day S M T W Th F S 92% watch or download tech-related videos during the work week 50% on the 27% before 53% during 61% after 50% on the weekends normal business normal business normal business weekends hours hours hours @lesliedrate *IDG 2012 study with 6,622 B2B IT decision makers
  10. 10. San Francisco | August 13–17, 2012 | #sessfVideo Types/Stage of Sales ProcessTypes of Video Productions Definition of Video Type Sales Stage1. Advertisement High production value Awareness2. Thought Leadership Talking head or interview Awareness3. Business Challenges Industry trends Consideration4. Case Study Customer or Cisco product stories Consideration5. Demo Product/Solution deep dive Design6. Technology Solution Multiple product solution Design7. Video Data Sheet Product specifications Design8. Training Course curriculum, How-to Post-sale9. Event Presentation Event All10. Program Series Program series All11. Other On location event recording All @lesliedrate
  11. 11. San Francisco | August 13–17, 2012 | #sessfHigh Cost = More Clicks• There’s no relationship between the cost of a video and the number of views or completion rates • A video datasheet can easily receive more clicks than a high-end, agency-produced video over time• There are visitors who browse and visitors who are fact finding • Browsers are more likely to look at video overviews • Fact finders want to drill down, so they will look at datasheets @lesliedrate
  12. 12. San Francisco | August 13–17, 2012 | #sessfClickable Calls to Action on YouTube Paid• Paid - Call to Action Overlays – – Can ONLY appear at the bottom half of a video player – Character limits: • Headline – 25 • Description line 1 – 35 • Description line 2 – 35 Non-paid• Unpaid - Annotation – One style of font, a few different sizes, and multiple color backgrounds – No character limit – Can be placed anywhere – Can link OFF of YouTube if you have a YouTube Partner account @lesliedrate
  13. 13. San Francisco | August 13–17, 2012 | #sessf Length of Video Is KeyTubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in thesample, which spans video sites and platforms @lesliedrate
  14. 14. San Francisco | August 13–17, 2012 | #sessfInvest Once – Use Many Times• All videos are posted to (preferably in more than one place) and YouTube• Remember to link to videos from other pages and sites• Video is also a big asset for our blog posts, Facebook, and other social media @lesliedrate
  15. 15. San Francisco | August 13–17, 2012 | #sessfTop 7 Tips for B2B Video1. Site visitors who view video are more valuable to your sales efforts2. Invest once and post your videos in many places3. Make it easy for your customers to share videos – especially on Facebook4. Keep your video content flowing – even on weekends5. Use different types of videos at different stages of the sales process6. There’s no relationship between the cost of the video and the number of views7. Contain the length of your video 1. 90 seconds on YouTube 2. 2 or 3 minutes on your site @lesliedrate