Enhancing customer experience - Video evolution

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Videos are the quick source of content specific to subject matter. How do i make the most of it? What is the criteria to create a video? How do i promote my videos, so that it is visible and useful to the viewers? How to build a brand for my product using videos? Is there an evolution in creating videos? How does it help me? and many more queries.....

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Enhancing Customer Experience
A Case Study on Product Video Evolution
Mainak Roy
Deepak Ravishankar

Call Log Analysis Marketing
Feedback
Listen to your
Audience
Assessment
Video
Essentials

Foundation
SEO
Trusted
Links
Playlist
Multi-Lang
Support

Trust Worthy Links
Research on Keyword
Keywords in
images
Don’t demand;
send invitations
Don’t lose your
audience, keep
engaging
Create a buzz!

Increased
RFI (Request
for
Information)
calls
Real time
interaction
Ease of
Access
Simplification
of complex
user scenario

Analytics on Firmware Update Using FTP Server

Audience Retention
Avg. industry
standard is 35-45%

Traffic Sources
Google, Bing, Yahoo, Baidu etc
Traffic with no referrals, for e.g. email footer
Search result from YouTube
YouTube Suggestion
Views from videos embedded on other websites.

Year on Year Analysis
4500
4000
3500
3000
2500
2000
1500
1000
500
0
70
60
50
40
30
20
10
0
2011-2012 2012-2013 2013-2014 2014-2015
Avg. view duration in % Avg. views for top videos

References
• http://dip9.aaschool.ac.uk/wp-content/uploads/2014/01/Industrial-warehouse-inside-portrait.
jpg
• http://stuckincustoms.smugmug.com
• http://files.hostgator.co.in/hostgator191409/image.jpg
• www.flickr.com

Call log Analysis – Scrub call logs, to know more about the customer’s pain points and field issues. Listen to your Audience - Follow the discussions over multiple forums. Try to understand the real time scenario by interacting with the customers. What the user is expecting (product guidance, installation procedure etc)? Feedback - Ask for the marketing feedback. When to Launch - Synchronize your videos according to the Release schedule. Information needs time to flow through different channels. Generate Social Signals. Assessment - Revisit the top calls after 2 Qs. Try to identify the calls on that particular product/topic again and measure the influence.
SEO Implement SEO to boost the rankings of your content, searchers tend to click on first 3 results of the search page. Pillars of SEO – Keywords in the content and trusted links. Search engines understand what a video is by reading the source code associated with it. Emphasize on including the most important keywords in the Video title Video description Video Alt content Filenames Tags Playlist Multiple product videos are posted from Dell to YouTube. How do we influence the BRAND? A single playlist, can offer an end- to-end solution. Playlist are being used as a repository for the technical and product marketing team. Existing playlist provides improved search results for the newly added videos. Ask yourself: what message must be conveyed through the YouTube channel? Playlist is indexed separately in Google. Increase customer experience by placing related videos together. Multi-lang Support We are using the YouTube Analytics tool to understand the demographics, how our products are spreaded across. The fact is that the data is actually matching the reports which we are receiving from the sales teams. Based on that fact, we are developing scripts in multiple languages so that native users can actually use the videos with ease. The result is awesome, the viewership is soa ringhigh as the information is spreading. Trusted Links Trusted links: Links that redirects you towards a reliable page. Usually, links from a reliable source get a click. What is a trustworthy source? – influential individuals/groups/companies/organizations. Don’t demand; send invitations to your community members. Quality content cannot just be created in minutes, it needs to be promoted—create a buzz! Work on outbound links as well.
Conduct KeyWord research before you name the videos. Use the KeyWords in titles, tags, and descriptions to optimize the SEO techniques. Implement the KeyWords in images (yes, search engines can extract KeyWords from images). Don’t lose your audience, keep engaging.
Connect with the audience. Spread the videos through multiple social media platforms. Thinking for the people, bots are not our audiences Design naturally. Focus on readability and marketability. Trusted Links. Being unique No duplication - Unique naming convention and content for each video. Being focused To the point content and description helps the Search Engines to locate the videos effortlessly. Use the search algorithms in your indulgence. Being indexable Ensure key messages can be crawled easily. Focus on primary keywords. Redirecting Use existing trusted links for redirection.
Takeaway Video content needs to be unique. Accurately describe the videos with targeted keywords. Promote them using authentic/company owned channels. Let the others spread the videos through their own accounts. Recollect, there is a character limit of 60 words for the title, place keywords in the heading. Generate stream of traffic, via social signals. Reach multiple time zone at a time. Attract your followers from different platforms. Remember, number of view is more important than like; generate VIEWERs. Different social media platform has different ranking factors, make use of that. Evaluate after 2-4 weeks and re-work on the indexing if required.

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