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Using

                       VIDEO
                to transform
               your business
                       ENGAGE ENTERTAIN EDUCATE EVOLVE



Presented by Paul Chappell, Business Director, CATFISH
At ADMA Forum 2010
THE INSIGHTS


Video allows you to         connect
                                with your audience as close to the
consumer experience as you can deliver


Video is a    people magnet.               Create it and they will come


Video is now      expected
Video is now creating a            new point of difference.



ADMA FORUM 2010 - VIDEO OVERVIEW
WEB VIDEO




ADMA FORUM 2010 - VIDEO OVERVIEW
THE BASICS


Increase or Improve
Branding/Marketing/Advertising

Conversions

Authority, Credibility, Thought Leadership & Fame

Raise Awareness




ADMA FORUM 2010 - VIDEO OVERVIEW
THE                                  EXPERIENCE

Documentary style video seems to
work best for information-heavy
content

Video content/production has not
featured in marketing budgets for
many clients

Time and cost are the two most
influencing factors

Lack of knowledge in terms of
process involved

Perception that quality is not
important

Still educating the Australian market


  ADMA FORUM 2010 - VIDEO OVERVIEW
VIDEO
  THE
NUMBERS
ADMA FORUM 2010 – THE NUMBERS
ADMA FORUM 2010 – THE NUMBERS
VIDEO
 101
Humour    How‐To         Demonstra,on         Tes(monial
               Commercial
(Branding) 


Documentary   
Short
Film
                             Interview     Abstract


ADMA FORUM 2010 – VIDEO 101
VIDEO: EDUCATION

Education Video establishes Trust and
thought-leadership.

Educational videos can simplify a
process and reduce buyer concerns or
second thoughts.

Educational videos enlighten and clarify.

Metrics might be:
Increase product/process knowledge
Reduce the number of calls to service
centre



   How-Tos Induction          Safety   Benefits & Features   eLearning

ADMA FORUM 2010 - VIDEO 101
VIDEO: CONVERSION

Conversion Video is goal-oriented.

It might be financial or beneficial in nature.

It should be measurable

             Enter Your Details

             Download This File

             Buy This Product

             Deposit Now




ADMA FORUM 2010 - VIDEO 101
VIDEO: VIRAL




ADMA FORUM 2010 - VIDEO 101
VIDEO: VIRAL



  Viral Video is not a strategy.
           It is a result.
If you’re adamant about trying to make a viral video, be prepared to spend the
money and be…
                                      Original
                                      Unusual
                                    Unexpected
                              Funny / Mysterious / Sexy

ADMA FORUM 2010 - VIDEO 101
VIDEO
WTF IS VIDEO SEO


Video SEO is the process of submitting videos to search
engines so that the video content is displayed in the
Web (default) results.


A recent study by Forrester Research found that videos,
properly submitted, were 53 times more likely to
generate a first page Google ranking than traditional
SEO techniques.



ADMA FORUM 2010 – VIDEO SEO
ADVANTAGES OF VIDEO SEO


1. Most search engines like Google are keen to offer
   blended search results – a mix of web content.

2. There is a black hole in terms of the amount of
   optimised video content available and the video
   content that does exist is often poorly submitted to
   search engines.




ADMA FORUM 2010 – VIDEO SEO
“     Done right, Video SEO can
              increase search engine
            performance by over 5000%
            and provide a powerful new
               marketing tool for your
                                         “
                   organisation.
                              
‐
FLIQZ



ADMA FORUM 2010 – VIDEO SEO
CHANCES ARE…




Video has about an 11,000-to-1 chance of making it
onto the first page of Google results

Text pages have about a 500,000-to-1 chance of
appearing on the first page of results.




ADMA FORUM 2010 – VIDEO SEO
THE SECRETS OF GOOD VIDEO SEO


Video Site Maps are crucial for a
good Video SEO strategy.
By submitting an XML-based
video site map, you are
effectively telling the search
engine that video exists on your
site, and pointing to the exact
location where it resides.




ADMA FORUM 2010 – VIDEO SEO
THE SECRETS OF GOOD VIDEO SEO

Make sure your video filenames include keywords.

Host your videos for free on YouTube, then embed those
YouTube videos into your own site.

Optimise your YouTube videos by adding keywords into your
videos titles, descriptions and tags.

Embed videos into relevant text pages on your site.

Create a video library on your site, so Google knows where to
find your video content.



ADMA FORUM 2010 – VIDEO SEO
VIDEO
CONVERSION
“   …we found that the conversion rate for our
         clients increased upon the introduction of
         a carefully considered video compared to
           the same page without video. In some
          cases the boost in conversion was over
           80% and the client was able to enjoy a      “
        return on his investment in video within the
              first week of the video going live.
                                     
‐
EyeView,
USA




ADMA FORUM 2010 – VIDEO CONVERSION
VIDEO CONVERSION

1.      Do You Need Video?
2.      Press Play or Auto start?
3.      Call To Action
4.      Video Duration
5.      Triggers & Hotspots
6.      Language
7.      Voice & Music
8.      Real life or Animation?
9.      Message Relevance




ADMA FORUM 2010 – VIDEO CONVERSION
VIDEO CONVERSION


Zappos is the biggest video retailer on the web

In 2010 Zappos will make some 50,000 product videos for their
website

Zappos’ existing video content on product pages has been able to
increase sales (compared to product sites without video) by between
6 to 30%!

By the end of 2010, Zappos plans to have 10 video studios in
operation.


ADMA FORUM 2010 – VIDEO CONVERSION
“Clients are more inclined
         to make a hefty purchase
           after watching a video
          that explains a premium
                                                           “
             product’s benefits
                              Source: Treepodia Jan 2010




ADMA FORUM 2010 - VIDEO 101
VIDEO
CONTESTS
VIDEO CONTESTS

More than 20% of online
advertisers have run campaigns
asking users to submit online
content in the past year.

UGC brings the brand and
consumer together in an intimate
and revealing way.

Video contests can help
marketers achieve a huge range
of marking objectives.

Forrester Research




ADMA FORUM 2010 – VIDEO CONTESTS
VIDEO CONTESTS




                              (FORRESTER RESEARCH BASED ON 102 ONLINE VIDEO CONTESTS)




ADMA FORUM 2010 – VIDEO CONTESTS
VIDEO CONTESTS

PREMISE

PRIZE

PROMOTION
Other Considerations:
Voting structure
Vendor Selection
Setting a schedule
Establishing a budget
Internal buy-in
Measuring the results


ADMA FORUM 2010 – VIDEO CONTESTS
VIDEO &
SOCIAL
 MEDIA
“86% of Australian
 Internet Users are
 looking to their fellow
 Internet users for
 opinions and
 information on
 products, services
 and brands…”
                      Melanie Ingrey, Director for
                      Nielsen’s online business




ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
Facebook is now the 5th largest provider of videos.

  Over 41 million unique video views in the month of April
  2010

  (That’s videos hosted on FB – not shared on Facebook!)




ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
Facebook is now the second highest referrer of traffic
  to YouTube.

  1.Google 18%

  2. Facebook 16%

  3. Myspace 4%



ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
A recent survey by TubeMogul
  suggests that Facebook video ads had
  5.4% - 9.43% higher completion
                                           Hyundai, 20th Century Fox,
  rates, and ¾ of the sampled Facebook     Microsoft, and Symantec were
  units had lower average cost per view.   some of the client brands involved




ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
Facebook users spend 27% of
online time on Facebook

Facebook users spending an
average of 3.26 times longer on
the Internet than non-Facebook
users – 25.8 hours compared to
7.91 hours respectively.

Facebook users are still spending
2.5 times more on average per
Month (excluding Facebook time)
than those who aren’t on Facebook.
                       Nielsen Netratings, April 2010




ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
The first rule of YouTube
Is that any content submitted to YouTube is OWNED by YouTube.



The second rule of YouTube
Is any video hosted on YouTube and embedded on your site will
return search results for YouTube NOT your site.




ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
Twitter is a huge referral source for
online video.

Relevance of content is driving
longer view times.

Twitter makes finding video content
easy and results are more targeted

Retweets also make video content
easy to spread around.




ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
INTERACTIVE
   VIDEO
VIDEO CLICK THROUGHS
Click on any object in the video to find out more


CUSTOMISABLE ONLINE
INTERACTIVE VIDEO
User can adjust some variables and then play a
video customised to their preferences               http://www.wirewax.com/



CONVERSATIONAL ONLINE
INTERACTIVE VIDEO
Conversational video allows the user to interact
with a video in a turn-based manner


EXPLORATORY ONLINE
INTERACTIVE VIDEO
View an object in a virtual sense using video
loops to create a ‘real’ simulation
                                                    http://www.youtube.com/watch?v=i6X7oTd4Dv4




ADMA FORUM 2010 – INTERACTIVE VIDEO
VIDEO
MEASUREMENT
Total
Views   Engagement
Rate
                     Full
Play‐Through
Data         Full
Site
List
                       Organic
vs
Paid
Views        Total
#
of
Organic
Plays
&
Plays
per
Instance
    Total
Number
of
Paid
Site
Placements            Item
Clicks
                     and
Click‐Throughs
                                                    “Buy
It”
clicks
           Number
of
views
by
%
Watched
                                                    Sales
Conversions
                         Click‐Through
Rates
                                                    Total
Sales
   Map
of
Territories
Showing
Loca,ons
                                                    List
of
Recent
Comments
&
Tweets
by
Day,
                         of
Video
Plays
                                                    Site
and
Channel
               Share
Sta(s(cs
by
Type
(Facebook
forwards,
downloads,
emails)




ADMA FORUM 2010 – VIDEO MEASUREMENT
VIDEO
STRATEGY
DEVELOPING YOUR VIDEO STRATEGY

1.      What do you want your video to do for you?
        Be as specific as possible.


        The Purpose of our Video is to…
        Streamline our customer service process
        Introduce our key people
        Inject humor into the early stages of our sales process
        Move people through our sales funnel
        Demonstrate how our product works




ADMA FORUM 2010 – VIDEO STRATEGY
DEVELOPING YOUR VIDEO STRATEGY

2.  Who is your audience and how do they learn?
      Who will watch the videos you make?

      Where do they watch them?

      What style of content do they respond best to?

      Are they passive or active in their response to viewing?




ADMA FORUM 2010 – VIDEO STRATEGY
DEVELOPING YOUR VIDEO STRATEGY

3. What is the message you want to deliver to your
   audience?
    Do you have one target audience or multiple audience groups?

    Will your message be different for each group?

    How many versions will you need?

    Can you re-purpose your content or need to shoot multiple versions?




ADMA FORUM 2010 – VIDEO STRATEGY
DEVELOPING YOUR VIDEO STRATEGY

4. How will you measure                      Treepodia claims that if you
   success?                                     add a simple link to video
                                                  from any given product
                                                    page, you can expect
    Your efforts to produce video content      something between a 5%-
    deserve a return on investment. Define     15% video view rate, while
    what returns you want and implement       an embedded video player
    tools to measure the success.                   on the same page will
                                               deliver a view rate ranging
                                                                      from
                                                        10%-35%



ADMA FORUM 2010 – VIDEO STRATEGY
KEY CONSIDERATIONS FOR ONLINE VIDEO


      It must have a purpose.

      It must target a specific audience.

      It must be relevant.

      It must be valuable.

      It must be searchable & accessible



ADMA FORUM 2010 – VIDEO STRATEGY
Thank You

      385 Bay St, Port Melbourne, Victoria 3207.
                            www.catfish.net.au
                             P: +61 3 96769264

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Using Video to Transform Your Business and Improve ROI

  • 1. Using VIDEO to transform your business ENGAGE ENTERTAIN EDUCATE EVOLVE Presented by Paul Chappell, Business Director, CATFISH At ADMA Forum 2010
  • 2. THE INSIGHTS Video allows you to connect with your audience as close to the consumer experience as you can deliver Video is a people magnet. Create it and they will come Video is now expected Video is now creating a new point of difference. ADMA FORUM 2010 - VIDEO OVERVIEW
  • 3. WEB VIDEO ADMA FORUM 2010 - VIDEO OVERVIEW
  • 4. THE BASICS Increase or Improve Branding/Marketing/Advertising Conversions Authority, Credibility, Thought Leadership & Fame Raise Awareness ADMA FORUM 2010 - VIDEO OVERVIEW
  • 5. THE EXPERIENCE Documentary style video seems to work best for information-heavy content Video content/production has not featured in marketing budgets for many clients Time and cost are the two most influencing factors Lack of knowledge in terms of process involved Perception that quality is not important Still educating the Australian market ADMA FORUM 2010 - VIDEO OVERVIEW
  • 7. ADMA FORUM 2010 – THE NUMBERS
  • 8. ADMA FORUM 2010 – THE NUMBERS
  • 10. Humour How‐To Demonstra,on Tes(monial Commercial
(Branding) 


Documentary 
Short
Film Interview Abstract ADMA FORUM 2010 – VIDEO 101
  • 11. VIDEO: EDUCATION Education Video establishes Trust and thought-leadership. Educational videos can simplify a process and reduce buyer concerns or second thoughts. Educational videos enlighten and clarify. Metrics might be: Increase product/process knowledge Reduce the number of calls to service centre How-Tos Induction Safety Benefits & Features eLearning ADMA FORUM 2010 - VIDEO 101
  • 12. VIDEO: CONVERSION Conversion Video is goal-oriented. It might be financial or beneficial in nature. It should be measurable Enter Your Details Download This File Buy This Product Deposit Now ADMA FORUM 2010 - VIDEO 101
  • 13. VIDEO: VIRAL ADMA FORUM 2010 - VIDEO 101
  • 14. VIDEO: VIRAL Viral Video is not a strategy. It is a result. If you’re adamant about trying to make a viral video, be prepared to spend the money and be… Original Unusual Unexpected Funny / Mysterious / Sexy ADMA FORUM 2010 - VIDEO 101
  • 15. VIDEO
  • 16. WTF IS VIDEO SEO Video SEO is the process of submitting videos to search engines so that the video content is displayed in the Web (default) results. A recent study by Forrester Research found that videos, properly submitted, were 53 times more likely to generate a first page Google ranking than traditional SEO techniques. ADMA FORUM 2010 – VIDEO SEO
  • 17. ADVANTAGES OF VIDEO SEO 1. Most search engines like Google are keen to offer blended search results – a mix of web content. 2. There is a black hole in terms of the amount of optimised video content available and the video content that does exist is often poorly submitted to search engines. ADMA FORUM 2010 – VIDEO SEO
  • 18. Done right, Video SEO can increase search engine performance by over 5000% and provide a powerful new marketing tool for your “ organisation. 
‐
FLIQZ ADMA FORUM 2010 – VIDEO SEO
  • 19. CHANCES ARE… Video has about an 11,000-to-1 chance of making it onto the first page of Google results Text pages have about a 500,000-to-1 chance of appearing on the first page of results. ADMA FORUM 2010 – VIDEO SEO
  • 20. THE SECRETS OF GOOD VIDEO SEO Video Site Maps are crucial for a good Video SEO strategy. By submitting an XML-based video site map, you are effectively telling the search engine that video exists on your site, and pointing to the exact location where it resides. ADMA FORUM 2010 – VIDEO SEO
  • 21. THE SECRETS OF GOOD VIDEO SEO Make sure your video filenames include keywords. Host your videos for free on YouTube, then embed those YouTube videos into your own site. Optimise your YouTube videos by adding keywords into your videos titles, descriptions and tags. Embed videos into relevant text pages on your site. Create a video library on your site, so Google knows where to find your video content. ADMA FORUM 2010 – VIDEO SEO
  • 23. …we found that the conversion rate for our clients increased upon the introduction of a carefully considered video compared to the same page without video. In some cases the boost in conversion was over 80% and the client was able to enjoy a “ return on his investment in video within the first week of the video going live. 
‐
EyeView,
USA ADMA FORUM 2010 – VIDEO CONVERSION
  • 24. VIDEO CONVERSION 1. Do You Need Video? 2. Press Play or Auto start? 3. Call To Action 4. Video Duration 5. Triggers & Hotspots 6. Language 7. Voice & Music 8. Real life or Animation? 9. Message Relevance ADMA FORUM 2010 – VIDEO CONVERSION
  • 25. VIDEO CONVERSION Zappos is the biggest video retailer on the web In 2010 Zappos will make some 50,000 product videos for their website Zappos’ existing video content on product pages has been able to increase sales (compared to product sites without video) by between 6 to 30%! By the end of 2010, Zappos plans to have 10 video studios in operation. ADMA FORUM 2010 – VIDEO CONVERSION
  • 26. “Clients are more inclined to make a hefty purchase after watching a video that explains a premium “ product’s benefits Source: Treepodia Jan 2010 ADMA FORUM 2010 - VIDEO 101
  • 28. VIDEO CONTESTS More than 20% of online advertisers have run campaigns asking users to submit online content in the past year. UGC brings the brand and consumer together in an intimate and revealing way. Video contests can help marketers achieve a huge range of marking objectives. Forrester Research ADMA FORUM 2010 – VIDEO CONTESTS
  • 29. VIDEO CONTESTS (FORRESTER RESEARCH BASED ON 102 ONLINE VIDEO CONTESTS) ADMA FORUM 2010 – VIDEO CONTESTS
  • 30. VIDEO CONTESTS PREMISE PRIZE PROMOTION Other Considerations: Voting structure Vendor Selection Setting a schedule Establishing a budget Internal buy-in Measuring the results ADMA FORUM 2010 – VIDEO CONTESTS
  • 32. “86% of Australian Internet Users are looking to their fellow Internet users for opinions and information on products, services and brands…” Melanie Ingrey, Director for Nielsen’s online business ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 33. ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 34. Facebook is now the 5th largest provider of videos. Over 41 million unique video views in the month of April 2010 (That’s videos hosted on FB – not shared on Facebook!) ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 35. Facebook is now the second highest referrer of traffic to YouTube. 1.Google 18% 2. Facebook 16% 3. Myspace 4% ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 36. A recent survey by TubeMogul suggests that Facebook video ads had 5.4% - 9.43% higher completion Hyundai, 20th Century Fox, rates, and ¾ of the sampled Facebook Microsoft, and Symantec were units had lower average cost per view. some of the client brands involved ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 37. Facebook users spend 27% of online time on Facebook Facebook users spending an average of 3.26 times longer on the Internet than non-Facebook users – 25.8 hours compared to 7.91 hours respectively. Facebook users are still spending 2.5 times more on average per Month (excluding Facebook time) than those who aren’t on Facebook. Nielsen Netratings, April 2010 ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 38. The first rule of YouTube Is that any content submitted to YouTube is OWNED by YouTube. The second rule of YouTube Is any video hosted on YouTube and embedded on your site will return search results for YouTube NOT your site. ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 39. Twitter is a huge referral source for online video. Relevance of content is driving longer view times. Twitter makes finding video content easy and results are more targeted Retweets also make video content easy to spread around. ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA
  • 40. INTERACTIVE VIDEO
  • 41. VIDEO CLICK THROUGHS Click on any object in the video to find out more CUSTOMISABLE ONLINE INTERACTIVE VIDEO User can adjust some variables and then play a video customised to their preferences http://www.wirewax.com/ CONVERSATIONAL ONLINE INTERACTIVE VIDEO Conversational video allows the user to interact with a video in a turn-based manner EXPLORATORY ONLINE INTERACTIVE VIDEO View an object in a virtual sense using video loops to create a ‘real’ simulation http://www.youtube.com/watch?v=i6X7oTd4Dv4 ADMA FORUM 2010 – INTERACTIVE VIDEO
  • 43. Total
Views Engagement
Rate Full
Play‐Through
Data Full
Site
List Organic
vs
Paid
Views Total
#
of
Organic
Plays
&
Plays
per
Instance Total
Number
of
Paid
Site
Placements Item
Clicks and
Click‐Throughs “Buy
It”
clicks Number
of
views
by
%
Watched Sales
Conversions Click‐Through
Rates Total
Sales Map
of
Territories
Showing
Loca,ons List
of
Recent
Comments
&
Tweets
by
Day, of
Video
Plays Site
and
Channel Share
Sta(s(cs
by
Type (Facebook
forwards,
downloads,
emails) ADMA FORUM 2010 – VIDEO MEASUREMENT
  • 45. DEVELOPING YOUR VIDEO STRATEGY 1. What do you want your video to do for you? Be as specific as possible. The Purpose of our Video is to… Streamline our customer service process Introduce our key people Inject humor into the early stages of our sales process Move people through our sales funnel Demonstrate how our product works ADMA FORUM 2010 – VIDEO STRATEGY
  • 46. DEVELOPING YOUR VIDEO STRATEGY 2.  Who is your audience and how do they learn? Who will watch the videos you make? Where do they watch them? What style of content do they respond best to? Are they passive or active in their response to viewing? ADMA FORUM 2010 – VIDEO STRATEGY
  • 47. DEVELOPING YOUR VIDEO STRATEGY 3. What is the message you want to deliver to your audience? Do you have one target audience or multiple audience groups? Will your message be different for each group? How many versions will you need? Can you re-purpose your content or need to shoot multiple versions? ADMA FORUM 2010 – VIDEO STRATEGY
  • 48. DEVELOPING YOUR VIDEO STRATEGY 4. How will you measure Treepodia claims that if you success? add a simple link to video from any given product page, you can expect Your efforts to produce video content something between a 5%- deserve a return on investment. Define 15% video view rate, while what returns you want and implement an embedded video player tools to measure the success. on the same page will deliver a view rate ranging from 10%-35% ADMA FORUM 2010 – VIDEO STRATEGY
  • 49. KEY CONSIDERATIONS FOR ONLINE VIDEO It must have a purpose. It must target a specific audience. It must be relevant. It must be valuable. It must be searchable & accessible ADMA FORUM 2010 – VIDEO STRATEGY
  • 50. Thank You 385 Bay St, Port Melbourne, Victoria 3207. www.catfish.net.au P: +61 3 96769264