Video Marketing Today: What's Working Now

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Video Marketing Success:
What’s Working Now?
with Lou Bortone

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Lou who?
 20+ years in the TV business (Fox, E! Entertainment TV)
 Have been doing video marketing since before YouTube!
 Experienced marketing and branding executive
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If a picture is worth 1,000 words…
One minute of video is said to be
worth 1.8 Million words!
– Forrester Research
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The web has gone video
 According to Cisco Systems, in the next few years 90%
of all Internet traffic will be video!
 With proper optimization, video increases the chance of
a front-page Google result by 53%
 The number of online video users will double up to 1.5
billion in 2016
 Almost 92% of viewers share the videos seen online with
others
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Video Marketing Rocks!
Generate more web traffic
Improve search engine rankings
Increase conversions and sales
Build a bigger database more quickly
Create stronger relationships with
customers
Reach a much wider audience
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Why Use Video?
 Use video to establish an immediate, personal and
powerful connection to your stakeholders
 Video accelerates the sales/decision process
 Video dramatically increases the “know, like & trust”
factor
 Video breaks through the clutter and makes you
more memorable…
© Lou Bortone
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Video Marketing Today
 Video Strategy
 Video Content
 Video Integration
 Video Distribution
 Video Engagement
 Video Tools & Resources
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Video Strategy
 Typical video marketing goals:
 Build and enhance your brand
 Increase online visibility and awareness
 Drive engagement and interaction
 Create connections and loyalty
(aka the “know, like and trust” factor)
 Move the prospect to a speciﬁc action (buy)
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Video Strategy
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Connect Engage Move to Action

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Video Content
 Short!
 Relevant
 Targeted
 Encourages interaction
 Sharable (funny wins)
 Content trumps quality
 Mobile-friendly
 CTA - What do you want the viewer to do?
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Vine.co
 Micro video!
 Mobile App
 6 seconds
 Owned by Twitter
 From Teen to Mainstream:
Dunkin Donuts just ran a Vine ad on Monday
Night Football!
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Instagram
 Started as photos only - Now video!
 Also a “social/mobile” app
 Can apply “ﬁlters” for effects
 15 second clips
 100 Million users!
 Owned by Facebook
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MixBit
 YouTube’s entry into the “micro-video”
market
 Brand new! (August, 2013)
 iPhone App
 1 second to 1 hour videos
 Collect & mix videos from other users
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Video Integration
 Use an email platform that integrates video
 One video can be “auto-shared” to numerous platforms
- usually with one click!
YouTube/Vimeo
Facebook
Twitter
Pinterest
Google+
LinkedIn
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Video in
e-mail!
Video in
email
increases
click-thru by
200-300%

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Video Distribution
 Use Vimeo for social distribution
Facebook, Twitter, LinkedIn, Pinterest, G+
 Use YouTube for additional SEO beneﬁts
 Use on your own website
 Create “mini vids” for Vine, Instagram, etc.
 Continue to use Twitter & FB to promote
 Also consider Slideshare.net
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Video Distribution
 Facebook is the 3rd largest site for watching
videos!
 1 auto-shared Tweet on Twitter results in 6
new YouTube sessions.
 You can share videos to LinkedIn via
Slideshare.net (or via YouTube)
 Pinterest also takes video
 Google Hangouts are taking off
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Slideshare: Just Add Video!

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Video Engagement
 Driving video views and interaction
YouTube - Use YouTube Creator Handbook
 Annotations, captions, customization, etc.
Optimize your Your YouTube videos
Use social video and SEO
Consider Google Adwords and YouTube ads
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Video SEO
 Schema.org video mark-up
 "Videos are one of the most common types of results on Google and we
want to make sure that your videos get indexed. Today, we're also
launching video support for schema.org. ...now the recommended way to
describe videos on the web." - said Henry Zhang, Product Manager for
Google Videos
 You can review the full speciﬁcation regarding VideoObject at schema.org.
If you're already familiar with schema markup, this will be easy.
Essentially, all you need to do is to include some additional HTML markup
when you embed or publish a video on your page
 Or, just get LeadPlayer!
 http://www.leadplayer.com/
 http://www.leadplayer.com/update-new-leadplayer-seo-features/
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Video Tools (the fun part)
 Lead Player
 Viewbix
 Easy Video Player
 Wistia
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Why use a video player?
 Much more control & customization
 Better viewer experience
 You control the video environment
 Enable sharing, redirects, list-building, CTA’s
 Rich analytics
 Many include video hosting
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37 http://bit.ly/veep
EasyVideo Suite

38 http://bit.ly/veepEasyVideo Suite

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Best Practices
 Combo of self-hosting plus Vimeo/YouTube
 Drive all social & video site traffic back to YOUR
website (where you control real estate)
 Leverage content - One video---many sites
 Use short, “quick hit” content for mobile and
social/mobile sites
 Vine, Instagram, Qwiki
 Include a clear, compelling Call to Action in every
video
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Key Takeaways
 Biz strategy should drive video plans
 You don’t have to be everywhere to look like
you’re everywhere - Leverage is key
 A video is only as good as its call to action
 “Quick hits” are driving mobile video
 Video is no-longer just talking heads
Video email, photo montages, slide shows,
animation, video conferencing, etc.
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Thank You!
 CONTACT INFO:
 vip@loubortone.com
 www.LouBortone.com
 @loubortone on Twitter
 https://www.facebook.com/
OnlineVideoBranding
 https://www.youtube.com/user/lbpromo
 603.498.9254
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