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Online Video: Extend the Reach of Your Brand and Ultimately Grow Your Business

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Online Video: Extend the Reach of Your Brand and Ultimately Grow Your Business

  1. 1. Online Video: How to ExtendYour Brand and UltimatelyGrow Your Business.Presentation to Future of Marketing, LinkedIngroup at Fogo de Chao, Washington, DC.Thursday, November 10 2011 Ronan Keane Social Media Marketing Manager, XO Communications @ronankeane
  2. 2. Video/YouTube Stats• YouTube is second biggest search engine• 65% of C-suite executives visit vendor‟s website after watching their video – Forbes• Average person spends 15 minutes per day on YouTube• Auto-share tweet results in 7 new YouTube sessions• “NigaHiga” has the most subscribers – 2,159,651Source: Website Monitoring
  3. 3. “Push” vs “Pull” Marketing
  4. 4. Content MarketingPROCESS TOOLSGet Found Get Found Get Found Publish  Content Mgmt Promote  Blogging Optimize  Social Media  SEOConvert  Analytics Test Target Convert Nurture  Offers / CTAs  Landing Pages  Email  Lead Intelligence Convert  Lead Mgmt  Analytics
  5. 5. Online Video Marketing Publish Optimize Promote Analyze
  6. 6. Online Video MarketingPublish
  7. 7. Online Video MarketingPublish
  8. 8. Online Video Marketing Video Content TradeoffInformative Entertaining• Interviews • Comedy• Webinars • Music Video• Demos • Drama
  9. 9. Online Video Marketing Video Content Tips Short is sweet Focus on first 10 secondsCamera shy? Try screen recording Be yourself, outline not script Live videos require no editing Iterate
  10. 10. Online Video MarketingAttention Declines Quickly• Shorter almost always better• Command attention at start• Fast pace keeps attentionData from EyeView Digital(www.EyeViewDigital.com)
  11. 11. Avoid These for Video• Backlight or window backgrounds• Expensive camera• Tile floors or empty rooms (echo!)• Expensive editing software
  12. 12. Video Format Shortcuts• Record and edit video in any format • Use what works with your camera & software• Upload to video sharing sites • YouTube, Blip.tv, Vimeo, Viddler, Metacafe…• They convert the file for you • They all use flash as their format• Embed from video sharing sites • Just cut and paste the javascript code – easy!
  13. 13. Publish Easily Blogs Websites Embed in… Landing pages Emails Newsletters Intranets
  14. 14. Prompt CTAs [Like this video], [Add to Favorites], [Share] Subscribe to XO’s channelLink to„Subscribe‟function
  15. 15. Online Video Marketing Publish Optimize Promote Analyze
  16. 16. Online Video Marketing Video Optimization TradeoffSearch (SEO) Social/Viral• Descriptive • Enticing• Straightforward • Fun• Relevant keywords • Mysterious
  17. 17. Online Video Marketing Search Focused • 627 views • “Enterprise SIP” – 2nd. position page 1 Google • Top result on YouTube • Embedded on other sites + Polycom FB fan page
  18. 18. Online Video Marketing Social FocusedXO customer, Kawasaki • 2,500 views • Shared on Facebook, Twitter and LinkedIn • Not optimized for search • Embedded
  19. 19. Online Video Marketing SEO For YouTube • Title and description • Tags • Popularity/views • Inbound links/embeds • “Like” and comments
  20. 20. Online Video Marketing SEO For YouTube TitleDescription Tags
  21. 21. Online Video Marketing Publish Optimize Promote Analyze
  22. 22. Promote!XO customer, Kawasaki
  23. 23. Promote!  Status updates on LinkedIn“Watching this cool videoabout how XO helped  Wall updates on FacebookKawasaki…”  Tweets (couple of times)  Ask employees  Your LinkedIn group  Stumbleupon  Bookmark sites (Digg)  bit.ly for tracking  „Share‟ button
  24. 24. Online Video Marketing Publish Optimize Promote Analyze
  25. 25. YouTube InsightsWhere did views come from?
  26. 26. YouTube InsightsWho is watching my video?
  27. 27. YouTube InsightsWhat is engaging about my video?
  28. 28. Thank you!@ronankeane Ronan Keane Social Media Marketing Manager, XO Communications @ronankeane

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