1) Video content is very effective for marketing through social media platforms like YouTube, Twitter, and Pinterest as people consume large amounts of video on these sites. 2) Case studies like Gangnam Style show how viral videos can generate billions of views across the internet and rank highly in search engines. 3) To optimize video marketing, videos should be properly tagged, transcribed, distributed across sites and search engines, and promoted through advertising to drive user engagement and social sharing.

1. Case Study:
Video Content for Social
Media Rankings
Mei Lee Twitter: @himeilee
BDI Search and Social Leadership Forum Presentation
NYU | January 30, 2013
Twitter: @himeilee

2. What Is Video Content Marketing
“Content marketing is an umbrella term encompassing all marketing formats that involve the creation and
sharing of content in order to attract, acquire and engage clearly defined and understood current and potential
consumer bases with the objective of driving profitable customer action.” ~ Wikipedia
Social Media Platforms:
Search Engines:
Content Sharing Tools:
Syndication Partners:
Twitter: @himeilee

3. How Videos Feed Into Social Media
YouTube
Videos
• 800 million
monthly UVs
• 4 billion
hours of video
consumption
per month
• 500 years of
video watched
daily on
Facebook
• 700+ videos
shared on
Twitter each
minute Twitter: @himeilee

4. How Videos Feed Into Social Media
Twitter Videos
• Twitter does not host
video files
• Direct post of video
URL on Twitter.com
• Telly.com (“Twitter for
video”) organize videos
into collections
regardless of source
Twitter: @himeilee

5. How Videos Feed Into Social Media
Pinterest Videos
• Online pinboard
to organize and
share your favorite
videos (endlessly)
• Like, Tweet,
Embed, Repin,
Comment
Twitter: @himeilee

6. Case Study: Gangnam Style
If you still don’t get why video is the NEW “big deal” in marketing…
L ET
ME
SH OW
YOU
Twitter: @himeilee

7. First Video In Internet History To Be
Viewed More Than A Billion Times
Videos often drive the highest social
engagement out of all media types
Twitter: @himeilee

8. A Search For “Gangnam Style”
" YouTube: 492,000 video results
" Google: 395,000,000 search results
" Bing: 4,460,000 search results
" Facebook: endless public posts and pages
" Twitter: endless scrolls of tweets
" Pinterest: endless scrolls of pins
Twitter: @himeilee

9. Twitter: @himeilee

10. Video Optimization Basics
" Video Asset Tagging
" File name
" Title
" Tags
" URL
" Link text
" Video Transcript
" Video Feeds To Search Engines
" Video Syndication To Social Media Platforms
" Distribution to video-sharing sites as well as social media sites
" Link building with other videos in blog posts and relevant web pages (embed)
" Video Advertising
" Drive call-to-actions (like, share, subscribe, comment)
Twitter: @himeilee

11. Key Takeaways
" Video is the King in content as we continue shifting from a static
Web to a dynamic digital ecosystem
" Video gives you instant feedback to optimize your strategy
" Video drives traffic to site and increases social media rankings
through a higher level of user engagement
Don’t get left behind without a video presence across key search
engines and social media platforms!
Twitter: @himeilee