Driving Value Through Video - Michael Weissman – General Manager, Creator Platform, Vimeo
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Everyone is telling you to invest in video, but how do you craft a successful campaign? Seasoned professional and General Manager of Vimeo Michael Weissman provides insight into the different ways video can drive value for your business. Discover how iconic retailers, both online and brick and mortar, incorporate video marketing strategies to develop meaningful relationships with their audiences worldwide.
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Driving Value Through Video - Michael Weissman – General Manager, Creator Platform, Vimeo
- 1. DRIVING VALUE THROUGH VIDEO Michael Weissman General Manager
- 2. #C3NY 2 AGENDA Driving Value Through Video 1. Intro to Vimeo 2. Fun Stats 3. Three Stories 4. Q&A
- 3. #C3NY 3 INTRO TO VIMEO The Quality Platform for Video Creators and their Audiences Creator Platform Audience Networks • Best-in-class, customizable HD player • Clutter-free, no ad experience • Simple, rock-solid privacy controls • VOD monetization tools • Supportive, positive community Consumers & Enthusiasts Video Pro’s & Video Sellers Businesses & Marketers Family & Friends Fans & Patrons Customers & Clients Professional grade tools for all skill levels Inspiring premium content for all interests Create and view on any device
- 4. 4 #C3NY INTRO TO VIMEO Vimeo Reaches ~170M Global Viewers per Month (and growing fast) 60 80 100 120 140 160 180 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Source: ComScore Video Metrix (MM)
- 5. #C3NY 5 FUN STATS ABOUT VIDEO And, yes, its true. Video does work. 1.8 millio n 1 minute of video equates to 1.8 million words (1) 64% Consumers are 64% more likely to purchase after viewing videos (2) 53x Videos are 53x more likely to appear on 1st SERP versus text (3) 3x Social posts with video drive 3x more inbound links versus text (4) 1. Forrester Research, Dr. James McQuivey 2. Comscore, August 2013 3. GigaOm.com, “The Great Video SEO Frontier” 4. SEOMoz, “What Makes a Link Worthy” 5. Forrester Research 200- 300% Email with explainer video increases CTR by 200-300% (5)
- 6. #C3NY 6 THREE STORIES How are major retailers and brands using video? 1. Using video to drive conversion and sales on-site (Gilt, Tesla) 2. Brand as original content producer (Filson) 3. Retailer as feature length film producer (Patagonia, Arcteryx)
- 7. #C3NY 7 STORY ONE: CONVERSION AND SALES Using video to drive conversion and sale on site through service or product description Gilt.com Homepage TeslaMotors.com
- 8. #C3NY 8 STORY TWO: ORIGINAL CONTENT PRODUCTION Emergence of the brand as original, quality content producer
- 9. #C3NY 9
- 10. #C3NY 10 STORY THREE: FEATURE LENGTH FILM PRODUCTION Brand becomes feature length film producer and sponsor
- 11. #C3NY 11
- 12. #C3NY 12 INSIDER TIPS Some basics to remember 1. Authenticity is key 2. Passionate storytelling 3. Make use of new technology 4. Sometimes it’s OK to give up control 5. Be vague with your creative brief
- 13. MICHAEL WEISSMAN | VIMEO General Manager, Creator Platform mike@vimeo.com
Editor's Notes
- Everyone is telling you to invest in video, but how do you craft a successful campaign? Seasoned professional and General Manager of Vimeo Michael Weissman provides insight into the different ways video can drive value for your business. Discover how iconic retailers, both online and brick and mortar, incorporate video marketing strategies to develop meaningful relationships with their audiences worldwide.