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WELCOME TO
  THE “REEL” WEB
The Evolution of Video Marketing
Agenda


1
    •Search Evolves - 2010 & 2011 Trends

2
    •The New SEO Paradigm

3
    •The State of V-Commerce

4
    •The V-Commerce Marketing Funnel

5
    •Creative V-Commerce Examples

6
    •Q&A
Who’s That Handsome Dude?

Mark Robertson - ME
•   ReelSEO.com | CEO, Founder, Webmaster,
    Customer Service Rep, Author, etc…
•   Internet marketing consultant - focus on
    video, search, & social media marketing.

•   Expertise
     – Search engine optimization
     – Web video publishing & marketing
     – Procrastination


•   Not so much
     – Dynamic speaking
     – Baseball
2010/2011 TRENDS
Search, Social, Mobile, etc…




                               00:09
Search Engine Evolution

http://www.youtube.com/watch?v=Pt7wsPARyCo
Search Engines Rapidly Mature

Google
•   “Caffeine” index – 6/2010
•   Instant Search – 9/2010
•   Google Places (local, mobile) – 4/2010
•   Panda/Farmer algorithm update (quality, uniqueness) –
    4/2011
•   Google confirms social signals – 4/2010
•   Google Plus – 6/2011


Yahoo & Bing
•   Yah-Bing-o! – 4/2010
•   Bing confirms social signals matter – 12/2010
•   Bing + Yahoo + Google team up for web tag standards –
    6/2/2011
Search Looks Beyond Search & Gets Social
Search Looks Beyond Search & Gets Social
Universal Search Gets More Dynamic

Transactional keywords
•    Words like “buy,” “cheap,”
    “free,” or “sale”


Informational keywords
•   Comparative (this versus that)
•   Instructional (“how to” or
    “learn”)
•   Educational (“what is” or
    “history of”)


Navigational
•   website addresses, brand
    names, brand descriptions, etc…
                           Source: aimClear Video SEO Whitepaper, April 2011
Universal Video Results – What’s The Intent?
Even YouTube’s Search Looks Outside


                                   Influencers




                                                             Social
                   Paid
                                                            Media &
                Promotion
                                                              Buzz
                                   YouTube
                                   Rankings




                       Frequency                 Inbound
                       Freshness                  linking
Search Needs Social? It Makes Perfect Sense

•      When consumers were exposed to both search and social media influenced by
       a brand that overall search CTR went  94%.

•      40% of consumers who use search in their path to purchase are motivated to
       use social media to further their decision making process.




    Source: GroupM & comScore – “The Virtuous Circle: The Role Of Search And Social Media In The Purchase Pathway“ - 2/2011
THE NEW VIDEO SEO PARADIGM
    Good SEO = Outside the Box




                                 00:21
SEO = Moving Outside of Direct Control
Social = More Important Now Than Ever
What Are The Implications?

• Search is a moving target, and moving faster
  than ever.

• Universal video search is becoming less
  effective for e-commerce transactional
  queries.

• Social media engagement now enhances SEO
  rankings, a lot.

• Marketers’ must embrace social video &
  produce video that lends itself to social
THE STATE OF V-COMMERCE
    Product Videos Galore




                            00:36
The State Of Retail Web Video

    Retailers Have Embraced Product Video

•     73% of US retailers feature video on
      product pages in Q4 2010.  vs. 55%
      2009.

•     # retailers > 1,000 videos on their
      websites  10% from Q4 2010 to Q1
      2011.

•      37% YOY growth in video views for
      LiveClicker retail sites live with video >1
      year.
Source: eMarketer's "Video for Ecommerce" report | Sunday Sky’s “State of Video in Ecommerce Q1 2011” | MediaPost, Justin Foster
                                                            7/2011
Time To Invest Beyond Product Videos Alone

• Myopic approach with focus on product videos (my observation)
   – They’re a must for e-commerce websites.
   – There is a Hard R.O.I. and it’s measurable.
   – They’re cost effective and a great starting point.


• However
   – Product videos don’t typically work well for social.
   – Product video SEO may be a less effective approach moving forward.


• PLUS
   – There are many more things that can be done with video.
CONVERSIONS
CONVERS   IONS
CONVERSATIONS
V-COMMERCE MARKETING FUNNEL
     Going Beyond Product Video




                                  00:40
Video = Swiss Army Knife Of Web Marketing
The Video Marketing Purchase Funnel

                      Strategies                        Video Types
                                                   Video Commercials, Branded
               Video Advertising, Video SEO,
                                                   Video, Instructional (How-to)
              Live Video Events, Social Video,
                                                   Videos, UGC Videos, Lifestyle
                     Video Distribution
                                                              Content

                                                    Company profiles, Product
              Video SEO, Social Video, Video
                                                 Demos, Video Case Studies, Video
                          Chat
                                                 Testimonials, Video Comparisons,


                Website Video, Video Chat                 Product Videos


                                                 Training Videos, User Generated
                                                  Videos, Video FAQs, Corporate
                      Website Video                 Image/Culture, Customer
                                                   Support, Thank you/rewards
                                                              videos

              Video Sharing/Social Video/UGC             Product Video
                MAKE ALL VIDEOS SHAREABLE             Reviews/Testimonials
Reach Throughout The Customer Life Cycle

Product Demonstrations   Customer Testimonials




  Customer Support       Company Introductions
CREATIVE V-COMMERCE MARKETING
Example Video Commerce Marketing Strategies




                                       00:54
Providing Community Value w/ Lifestyle Series

"In challenging socio-economic times, people are searching for authenticity, even in
   the brands they buy. Consumers want to be given something more than forced
   advertising. They want community and trust. Producing original branded video
    content is one way to provide value back to the community and grow brand
    awareness and loyalty at the same time." - Stacy Bellew, ThinkProducts, Inc.
Go Inside the thinkKitchen

 http://www.youtube.com/thinkThinTV
Branded Video Distribution Strategies

Prominent Website Visibility

Unique Social Channels
•   YouTube channel
•   Facebook page
•   Twitter profile

Outreach Partnerships
•   Featured on relevant
    YouTube channels
    (http://www.youtube.com/user/diethealth)

•   Syndication to niche target
    sites like diet.com
How & Tying Back to Product Sales

How it is executed
•   In-house production
•   Produces 8 episodes over course of day,
    every other month
•   1 episode released /week
•   Simultaneous release across all channels


How does it tie back into sales?                       ???
•   Carefully - Viewers want value
•   Indirectly – Brand awareness, Loyalty =
    soft ROI
•   “Download the recipe” – takes viewers
    to product website.
     –   ASK: for email information, Facebook likes,
         etc…
     –   Incentive: 20% coupon
Hyper-Targeting with Existing Communities

“We reached out to the top 50 people on YouTube who were making videos and
 created a network of video bloggers. …92% of our traffic is organic and most
   comes from YouTube,” said Jordan Blum, President - BeautyChoice.com”



                                    views in < 2 years


                                          WARNING:
    Excellent strategy, but don’t just rely upon others. Control your brand reputation!
Supporting Customers & Teaching Potentials

  “Our goal with our videos is to really try to clarify things with our customers and
      our potential customers. We do things with our videos that will show our
 customers the best features of a product, or explain exactly how a product works,
or just answer any general questions they may have about consumer electronics...”
                            - Jon Schroeder, Crutchfield
Supporting Customers w/ Video – Crutchfield

Distribution Strategy:
•   Website - 400 videos
     – Relevant product pages
     – Video learning center
•   YouTube
     – 250 most popular videos
•   Facebook
     – 115 videos
•   Twitter
     – Tweets for each new video
Gets Fitted With Video Like It’s Going Out Of Style




                                               01:00
Zappos – Broad Video Marketing Strategies

Zappos Video Initiatives
•   2009 – Initial testing
•   2010 – Goal = 50K videos
     –   57,509
•   2011 – Goal = 100K videos


Zappos Video Strategy
•   Product videos
•   How-to videos
•   Brand marketing
•   Internal communications
•   Corporate culture
•   User-generated product reviews (planned)
Zappos.com Video Results - Powerful

Zappos Video Results
•     Product page conversion
•     Returns
•     Customer satisfaction


Zappos Keys To Success
•    Honest, personal, informative
•    Diffusion everywhere
      –   Website, YouTube
      –   Facebook - 2011



    “What works the best is the fact that our videos are very real. There is value in
      being candid. There's an emotional connection that can’t be captured via
                                 photograph or text”
                             – Laurie Williams, Zappos.com Video Product Manager
Please Love Us & Get Reel With Video!

ReelSEO = The Online Video Marketer’s Guide
Our focus is to help businesses and
marketers to best leverage the power of
online video.

    Video Marketing     Video Advertising
    Video SEO           Video Technology
    Video Search        Video Production
    Research & Trends   E-Commerce Video
    Mobile Video        Tools and Software


       Facebook.com/reelseo

       Twitter.com/reelseo

       Youtube.com/reelseo
QUESTIONS?
Using Web Video throughout the Ecommerce Purchase Funnel

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Using Web Video throughout the Ecommerce Purchase Funnel

  • 1. WELCOME TO THE “REEL” WEB The Evolution of Video Marketing
  • 2. Agenda 1 •Search Evolves - 2010 & 2011 Trends 2 •The New SEO Paradigm 3 •The State of V-Commerce 4 •The V-Commerce Marketing Funnel 5 •Creative V-Commerce Examples 6 •Q&A
  • 3. Who’s That Handsome Dude? Mark Robertson - ME • ReelSEO.com | CEO, Founder, Webmaster, Customer Service Rep, Author, etc… • Internet marketing consultant - focus on video, search, & social media marketing. • Expertise – Search engine optimization – Web video publishing & marketing – Procrastination • Not so much – Dynamic speaking – Baseball
  • 4. 2010/2011 TRENDS Search, Social, Mobile, etc… 00:09
  • 6. Search Engines Rapidly Mature Google • “Caffeine” index – 6/2010 • Instant Search – 9/2010 • Google Places (local, mobile) – 4/2010 • Panda/Farmer algorithm update (quality, uniqueness) – 4/2011 • Google confirms social signals – 4/2010 • Google Plus – 6/2011 Yahoo & Bing • Yah-Bing-o! – 4/2010 • Bing confirms social signals matter – 12/2010 • Bing + Yahoo + Google team up for web tag standards – 6/2/2011
  • 7. Search Looks Beyond Search & Gets Social
  • 8. Search Looks Beyond Search & Gets Social
  • 9. Universal Search Gets More Dynamic Transactional keywords • Words like “buy,” “cheap,” “free,” or “sale” Informational keywords • Comparative (this versus that) • Instructional (“how to” or “learn”) • Educational (“what is” or “history of”) Navigational • website addresses, brand names, brand descriptions, etc… Source: aimClear Video SEO Whitepaper, April 2011
  • 10. Universal Video Results – What’s The Intent?
  • 11. Even YouTube’s Search Looks Outside Influencers Social Paid Media & Promotion Buzz YouTube Rankings Frequency Inbound Freshness linking
  • 12. Search Needs Social? It Makes Perfect Sense • When consumers were exposed to both search and social media influenced by a brand that overall search CTR went  94%. • 40% of consumers who use search in their path to purchase are motivated to use social media to further their decision making process. Source: GroupM & comScore – “The Virtuous Circle: The Role Of Search And Social Media In The Purchase Pathway“ - 2/2011
  • 13. THE NEW VIDEO SEO PARADIGM Good SEO = Outside the Box 00:21
  • 14. SEO = Moving Outside of Direct Control
  • 15. Social = More Important Now Than Ever
  • 16. What Are The Implications? • Search is a moving target, and moving faster than ever. • Universal video search is becoming less effective for e-commerce transactional queries. • Social media engagement now enhances SEO rankings, a lot. • Marketers’ must embrace social video & produce video that lends itself to social
  • 17. THE STATE OF V-COMMERCE Product Videos Galore 00:36
  • 18. The State Of Retail Web Video Retailers Have Embraced Product Video • 73% of US retailers feature video on product pages in Q4 2010.  vs. 55% 2009. • # retailers > 1,000 videos on their websites  10% from Q4 2010 to Q1 2011. •  37% YOY growth in video views for LiveClicker retail sites live with video >1 year. Source: eMarketer's "Video for Ecommerce" report | Sunday Sky’s “State of Video in Ecommerce Q1 2011” | MediaPost, Justin Foster 7/2011
  • 19. Time To Invest Beyond Product Videos Alone • Myopic approach with focus on product videos (my observation) – They’re a must for e-commerce websites. – There is a Hard R.O.I. and it’s measurable. – They’re cost effective and a great starting point. • However – Product videos don’t typically work well for social. – Product video SEO may be a less effective approach moving forward. • PLUS – There are many more things that can be done with video.
  • 21. CONVERS IONS
  • 23. V-COMMERCE MARKETING FUNNEL Going Beyond Product Video 00:40
  • 24. Video = Swiss Army Knife Of Web Marketing
  • 25. The Video Marketing Purchase Funnel Strategies Video Types Video Commercials, Branded Video Advertising, Video SEO, Video, Instructional (How-to) Live Video Events, Social Video, Videos, UGC Videos, Lifestyle Video Distribution Content Company profiles, Product Video SEO, Social Video, Video Demos, Video Case Studies, Video Chat Testimonials, Video Comparisons, Website Video, Video Chat Product Videos Training Videos, User Generated Videos, Video FAQs, Corporate Website Video Image/Culture, Customer Support, Thank you/rewards videos Video Sharing/Social Video/UGC Product Video MAKE ALL VIDEOS SHAREABLE Reviews/Testimonials
  • 26. Reach Throughout The Customer Life Cycle Product Demonstrations Customer Testimonials Customer Support Company Introductions
  • 27. CREATIVE V-COMMERCE MARKETING Example Video Commerce Marketing Strategies 00:54
  • 28. Providing Community Value w/ Lifestyle Series "In challenging socio-economic times, people are searching for authenticity, even in the brands they buy. Consumers want to be given something more than forced advertising. They want community and trust. Producing original branded video content is one way to provide value back to the community and grow brand awareness and loyalty at the same time." - Stacy Bellew, ThinkProducts, Inc.
  • 29. Go Inside the thinkKitchen http://www.youtube.com/thinkThinTV
  • 30. Branded Video Distribution Strategies Prominent Website Visibility Unique Social Channels • YouTube channel • Facebook page • Twitter profile Outreach Partnerships • Featured on relevant YouTube channels (http://www.youtube.com/user/diethealth) • Syndication to niche target sites like diet.com
  • 31. How & Tying Back to Product Sales How it is executed • In-house production • Produces 8 episodes over course of day, every other month • 1 episode released /week • Simultaneous release across all channels How does it tie back into sales? ??? • Carefully - Viewers want value • Indirectly – Brand awareness, Loyalty = soft ROI • “Download the recipe” – takes viewers to product website. – ASK: for email information, Facebook likes, etc… – Incentive: 20% coupon
  • 32. Hyper-Targeting with Existing Communities “We reached out to the top 50 people on YouTube who were making videos and created a network of video bloggers. …92% of our traffic is organic and most comes from YouTube,” said Jordan Blum, President - BeautyChoice.com” views in < 2 years WARNING: Excellent strategy, but don’t just rely upon others. Control your brand reputation!
  • 33. Supporting Customers & Teaching Potentials “Our goal with our videos is to really try to clarify things with our customers and our potential customers. We do things with our videos that will show our customers the best features of a product, or explain exactly how a product works, or just answer any general questions they may have about consumer electronics...” - Jon Schroeder, Crutchfield
  • 34. Supporting Customers w/ Video – Crutchfield Distribution Strategy: • Website - 400 videos – Relevant product pages – Video learning center • YouTube – 250 most popular videos • Facebook – 115 videos • Twitter – Tweets for each new video
  • 35. Gets Fitted With Video Like It’s Going Out Of Style 01:00
  • 36. Zappos – Broad Video Marketing Strategies Zappos Video Initiatives • 2009 – Initial testing • 2010 – Goal = 50K videos – 57,509 • 2011 – Goal = 100K videos Zappos Video Strategy • Product videos • How-to videos • Brand marketing • Internal communications • Corporate culture • User-generated product reviews (planned)
  • 37. Zappos.com Video Results - Powerful Zappos Video Results •  Product page conversion •  Returns •  Customer satisfaction Zappos Keys To Success • Honest, personal, informative • Diffusion everywhere – Website, YouTube – Facebook - 2011 “What works the best is the fact that our videos are very real. There is value in being candid. There's an emotional connection that can’t be captured via photograph or text” – Laurie Williams, Zappos.com Video Product Manager
  • 38. Please Love Us & Get Reel With Video! ReelSEO = The Online Video Marketer’s Guide Our focus is to help businesses and marketers to best leverage the power of online video. Video Marketing Video Advertising Video SEO Video Technology Video Search Video Production Research & Trends E-Commerce Video Mobile Video Tools and Software Facebook.com/reelseo Twitter.com/reelseo Youtube.com/reelseo