Online Video Marketing and Optimization

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Martin Rincon and Elizabeth Adams of Martini Media detail why you should include video in your online marketing, the types of videos your can produce, how to increase exposure through seeding and search, and how to measure success. This presentation occurred on March 18, 2010 at the Greater Seattle Chamber of Commerce.

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Online Video Marketing and Optimization

  1. 1. Online Video Marketing and Optimization March 18, 2010 Seattle Chamber of Commerce
  2. 2. "Marketingwood" or "Vidazzle Your Brand March 18, 2010 Seattle Chamber of Commerce
  3. 3. <ul><li>Best Video: Slap Chop </li></ul><ul><ul><li>How can this help your business? </li></ul></ul>
  4. 4. Business Film… “ What’s a Business Film?” <ul><ul><li>A business film is transferable, compact online video content that communicates a part of your brand. </li></ul></ul>
  5. 5. <ul><li>What makes a great business film? </li></ul><ul><ul><li>Relevant to Audience </li></ul></ul><ul><ul><li>Teaches Your Competitive Advantage </li></ul></ul><ul><ul><li>Production Value: Script, lighting etc… </li></ul></ul>
  6. 6. <ul><li>What you’ll learn… </li></ul><ul><ul><li>Why should you be using video to market your business? </li></ul></ul><ul><ul><li>The types of sales-oriented Business Films you can create </li></ul></ul><ul><ul><li>Understanding analytics and how to measure success </li></ul></ul><ul><ul><li>Using social networks and search to increase views </li></ul></ul>
  7. 7. <ul><li>1. Why use video to market </li></ul><ul><li>your business? </li></ul>
  8. 8. <ul><li>Typical Objections: </li></ul><ul><ul><li>It's complicated. I don't understand it. </li></ul></ul><ul><ul><li>I've seen horrible examples on the internet. </li></ul></ul><ul><ul><li>• I don't have the skills to update it. </li></ul></ul><ul><ul><li>Will it help my business? </li></ul></ul><ul><ul><li>Does it work with my search optimization? </li></ul></ul><ul><ul><li>• It costs too much! </li></ul></ul><ul><ul><li>My marketing is fine the way it is. </li></ul></ul>
  9. 9. <ul><li>A Business Film can record an emotion. </li></ul><ul><ul><li>Ask yourself: </li></ul></ul><ul><ul><li>How many times have you done the ultimate pitch and said… </li></ul></ul><ul><ul><li>“ Damn, I wish I'd recorded that?” </li></ul></ul>
  10. 10. Michelle 1 <ul><li>Imagine… </li></ul><ul><ul><li>Does it work with my Search optimization.! </li></ul></ul>
  11. 11. <ul><li>Imagine a Business Film… </li></ul><ul><ul><li>Does it work with my Search optimization.! </li></ul></ul>
  12. 12. <ul><li>Imagine… </li></ul><ul><ul><li>Does it work with my Search optimization.! </li></ul></ul>
  13. 13. <ul><li>Imagine… </li></ul><ul><ul><li>Does it work with my Search optimization.! </li></ul></ul>
  14. 14. Michelle 2 <ul><li>Imagine… </li></ul><ul><ul><li>Does it work with my Search optimization.! </li></ul></ul>
  15. 15. <ul><li>Press… </li></ul>
  16. 16. <ul><li>Press… </li></ul>
  17. 17. Stats… <ul><ul><li>Costs: $1,500 - $2,500 </li></ul></ul><ul><ul><li>Script: Basic pre-built outline </li></ul></ul><ul><ul><li>Time: 1/2 day shooting, script 1 day </li></ul></ul><ul><ul><li>One camera </li></ul></ul><ul><ul><li>2 lights </li></ul></ul>
  18. 18. Evelyn Taylor, Actress & Mother of 2
  19. 19. <ul><li>2. Types of sales-oriented videos you can create? </li></ul>
  20. 20. <ul><li>2. Types of sales-oriented videos you can create? </li></ul><ul><ul><li>High concept </li></ul></ul><ul><ul><li>Low concept </li></ul></ul>
  21. 21. Low Concept: Include the &quot;infomercial” style, what does the product do? Show me the mechanics, show me the value, show me the product or service, demo the product. Potlifter
  22. 22. Potlifter: What’s a Potlifter?
  23. 23. High Concept: Include story line concepts, closer to the traditional commercial or film. They have characters, plots, drama, sophisticated or slapstick humor. Seattle Chamber: It’s Time for Business SQL vs. Oracle
  24. 24. <ul><li>3. Using social networks </li></ul><ul><li>and search to increase views </li></ul>
  25. 25. <ul><li>Seeding and Search </li></ul><ul><ul><li>A business film is compact and transferable, so you can use one piece of content in multiple places. </li></ul></ul>
  26. 26. Videos shares <ul><li>YouTube </li></ul><ul><li>Vimeo </li></ul><ul><li>Metacafe </li></ul><ul><li>Dailymotion </li></ul><ul><li>Yahoo </li></ul><ul><li>Other specialty sites </li></ul><ul><ul><li>eBaums World (humor) </li></ul></ul><ul><ul><li>Howcast (instructional) </li></ul></ul><ul><ul><li>GrindTV (sports) </li></ul></ul><ul><li>TubeMogul </li></ul>
  27. 27. Social networks <ul><li>Get your video out to your friends (and their friends, and their friends…). </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Myspace </li></ul><ul><li>Others (Bebo, HiFive, Friendster) </li></ul>
  28. 28. Social bookmarking <ul><li>Get your video out to bloggers and other online influencers. </li></ul><ul><li>Digg </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Delicious </li></ul><ul><li>Reddit </li></ul><ul><li>Others (Buzzfeed) </li></ul>
  29. 29. Bloggers are VERY important Via TechCruch/TubeMogul
  30. 30. Database Taste Challenge Know your audience and provide them with CONTENT that your users will spread.
  31. 31. <ul><li>SQL VS ORACLE </li></ul><ul><ul><li>Does it work with my Search optimization.! </li></ul></ul>
  32. 34. Search Use relevant and meaningful keywords when describing your video to help with your search results.
  33. 35. <ul><li>Filename </li></ul><ul><li>Title </li></ul><ul><li>Description </li></ul><ul><li>Tags </li></ul><ul><li>No restrictions </li></ul><ul><li>Upload a script </li></ul>Search 101
  34. 38. Search 201 Have a lot of video on your site? SEO all video content. Submit a video Sitemap to Google and other search engines.
  35. 39. <ul><li>4. Understanding Business Film analytics and how to measure success </li></ul>
  36. 40. Understanding analytics and measuring success <ul><li>Know your starting position. </li></ul><ul><li>Begin each project with clear goals. </li></ul><ul><li>Sample goals: </li></ul><ul><li>Increased traffic to your website </li></ul><ul><li>Increased sales </li></ul><ul><li>Increase awareness </li></ul><ul><li>Change perception </li></ul>
  37. 41. Increase traffic to your website Start with analytics installed on your site (Google Analytics is free and easy to use). All Video Content
  38. 42. Increased sales Use an offer code. Use funnel analysis in Google Analytics.
  39. 43. Awareness Track views
  40. 47. Use bit.ly to track clicks
  41. 48. <ul><li>Perception </li></ul><ul><li>Are you trying to change the way your audience thinks ? </li></ul><ul><li>Use comments </li></ul><ul><li>Google Alerts </li></ul><ul><li>Social Mention </li></ul>
  42. 49. <ul><li>YouTube comments or </li></ul><ul><li>“ The gift that keeps on giving.” </li></ul><ul><ul><li>Comments can show you the level of interaction between your audience and your message. </li></ul></ul><ul><ul><li>Maintain and direct the conversation </li></ul></ul><ul><ul><li>Adding our own comments to a video helps to produce and sustain dialogue with users way beyond the initial conversation. </li></ul></ul>
  43. 50. <ul><li>Objections… </li></ul><ul><ul><li>It's complicated. I don't understand it. </li></ul></ul><ul><ul><li>I've seen horrible examples on the internet. </li></ul></ul><ul><ul><li>• I don't have the skills to update it. </li></ul></ul><ul><ul><li>Will it help my business? </li></ul></ul><ul><ul><li>Does it work with my search optimization? </li></ul></ul><ul><ul><li>It costs too much! </li></ul></ul><ul><ul><li>My marketing is fine the way it is. </li></ul></ul>
  44. 51. Flash Today Flash 10
  45. 52. Final thoughts… • Remember the kind of video you’re producing high or low. • Partner with experienced video/film marketers. • Have a plan for the business film when you are done. • Don’t get left behind!
  46. 53. “ It’s Time for Business” THE CONTEST: • Make an outline of what you like about Office. • Storyboard: stick figures ok. • Grab any camera, no need for HD. • Get a mic! We need to hear you. Music? • Funny sells! Who’s your target audience? • Big idea is most important value.
  47. 54. Thank you from Martini Media Martin Rincon, [email_address] Elizabeth Adams, [email_address] BLOG/VLOG: www.martinimedia.com/blog twitter: @martinivideo

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