This document discusses the benefits and strategies for using video marketing. It notes that video is more engaging and memorable for viewers compared to text. It provides statistics showing the growth of online video viewing and its effectiveness for marketing goals like increasing website views, conversion rates, and sales leads. The document also offers tips for video marketing such as defining goals, choosing the right platform, setting key performance indicators, and focusing on viewer pleasure to help content go viral.

1. VIDEO
& ANIMATION
#mhvideo

2. what we’re going to cover

3. what we’re going to cover
Why use video – what are the benefits?
getting the basics right
the dreaded word... viral
off site engagement
what’s new and exciting...

4. 2007 Online video strategy
Make a corporate film and put it on your website

5. 5 years, big changes
2007 2012
16bn page views per month 100bn page views per month
9.9% of eu population 67% of eu population
20,000 per day 340M per day

6. 2012 Online video strategy
the possibilities are endless!

7. 19-25
Month
4 5 out
of
million videos
are viewed each month
on mobile devices like the
people online in the UK
watch online video every mobile video
iPhone, iPad or equivalent month, equating to more than has the highest growth rate
5.5 billion of any application over
mobile networks
video views
Video is...
68%
Approximately
53 X
more likely to appear on the 1st page
of Google search results than
of the top 50
internet retailers display
50%
of people who watch a “Quality”
video will take whatever action that
a traditional web page videos on their websites video asks them to do
SOURCE: marketingzen.com, fact and fable.com, comscore and forester research

8. USERS are
4 X
USERS are 12%
more likely to look at a video on your
website than anything else
4X
more likely to convert to a sale if your
of people
going to a site that uses video
to market its products or services...
will end up buying from that site
video includes a clear call to action
35-64
1 minute
The average length of time,
per visitor, spent on text-only sites
6 minutes
The average length of time,
per visitor, spent on sites
65%
with video content
of the people viewing videos
online are between these ages
SOURCE: marketingzen.com, fact and fable.com, comscore and forester research

9. why use video?
because your competitors are probably already using video,
if they aren’t they will be soon, so take the opportunity to get ahead
consumers are beginning to expect video information to be available
we like to be spoon fed – A video contains ‘bite-sized’ information

10. why use video?
there is proof that moving image is more effective at converting
customers... as we will demonstrate
it is more easily accessible
it helps seo
it’s more cost effective than ever before
it can communicate your brand personality like no other medium

11. it can communicate your brand personality like no other medium

12. research into teaching methods

13. 50%
SEEN &
HEARD
26% 30% SEEN
10%
HEARD
READ
research into teaching methods
RESPONDENTS RETAIN;
SOURCE: NORTH CAROLINA STATE UNIVERSITY

14. B2B EMAIL MARKETING CASE STUDY
video is more effective than text

15. week 1 week 2
a a
21% a a
4.5%
B B
1.6% B B
25%
video is more effective than text

16. video is more effective than text
video is enticing
video is quick
video is a break: sit back, relax and watch
video is mobile friendly: it’s easier to watch a video than
read text on a tiny screen
SOURCE: forbes insight, december 2011

17. where are businesses using video?

18. posting video to 67%
organisation’s website
posting video on
social media sites 61%
email marketing 52%
generating sales leads 33%
Internal communications
by senior mgmt 17%
0% 10% 20% 30% 40% 50% 60% 70% 80%
where are businesses using video?
SOURCE: 2012 video marketing council

19. GETTING THE RIGHT...

20. DEFINE WHAT YOU’RE TRYING TO ACHIEVE

21. DEFINE WHAT YOU’RE TRYING TO ACHIEVE
LAUNCH A NEW PRODUCT
REDUCE NUMBER OF CALLS TO A CALL CENTRE
EXPLAIN A COMPLEX SUBJECT WITHOUT RESORTING TO
DOWNLOADS AND PAGES OF TEXT

22. k3 cloud

23. ASK YOURSELF

24. ASK YOURSELF
what do you want IT to do?
who is it for?
how are you going to reach them?
what channels do you need to use?

25. ASK YOURSELF
what are you trying to achieve?
how much do you have to spend?
how are you going to measure its success?
number of views or number of customers?
what does good really look like?
what does really bad look like?

26. what does really bad look like?

27. picking the perfect partner

28. picking the perfect partner
like any other brief:
be clear about what you and stakeholders need to see to
make a decision – a treatment, scripts, storyboards
be clear about where production ends and distribution begins
or, just ask madhouse!

29. SETTING KPIS

30. SETTING KPIS
What DOes your video need to do:
REACH MASS AUDIENCE
DELIVER KEY MESSAGES
ENCOURAGE CLICK THROUGH
UPLIFT SALES
Or CREATE MASSIVE EXPOSURE FOR Your BRAND

31. most sucessful exposure strategies
deliver viewing pleasure

32. most sucessful exposure strategies
deliver viewing pleasure
humour
surprise
shock - but be careful not to damage the brand
might not be directly related to the product or brand

33. bodyform

34. the dreaded word... viral
Something that happens to your video rather than an inherent quality of it

35. buyral

36. tnt belgium

37. what makes a video go viral?
focus on viewing pleasure– don’t cram too much in
make sure it’s easy to share
ditch the sales speak
ugc generally gets more cut-through
never underestimate the weirdness of people’s tastes
make sure you have a clear call to action

38. delivering information more effectively

39. 59% 80% USERS
ARE 4X
SENIOR EXECS EXECUTIVES MORE LIKELY
prefer to watch video are watching more online to look at a video on your website
instead of reading text video than a year ago than anything else
delivering information more effectively

40. increasing conversion

41. does the length of a video matter?

42. 100%
80%
average % viewed
60%
40%
20%
0% 0-30 .30-1 1-2 2-3 3-4 4-5 5-10 10-20 20-30 30-45 45-60 60+
SEC min min min min min min min min min min min
video length
does the length of a video matter?

43. how much do people actually watch?

44. 100%
80%
under 1 min
audience engagement 60% 1-2 min
2-3 min
3-4 min
40% 4-5 min
5-10 min
10-20 min
20% 20-30 min
30-45 min
0% 45-60 min
60+ min
beginning OF VIDEO 50% THE END
how much do people actually watch?

45. some things to consider to improve conversion

46. some things to consider to improve conversion
is video better put in the hands of consumers (reviews)
than the brand (product videos)
which products should you try first
where do you want the video to sit in user journey
video seo is key – be sure to include on-site search in your planning
does the video need to contain interactive options to buy
the products within it

47. DWELL TIME, BASKET SIZE
AND REPEAT VISIT RATE

48. 1 minute
The average length of time,
per visitor, spent on text-only sites
6 minutes
The average length of time,
per visitor, spent on sites
with video content
of CONSUMERS
52% say that watching product videos makes them more confident
in their online purchase decisions.
(Internet Retailer, 2012)

49. m&S
tv
delivering longer dwell times, repeat visits and a
significant uplift in conversions
13million minutes of content viewed
increased basket size by average of 30%
increased conversion by 15%

50. the importance of content

51. the importance of content
‘old world’ rules still apply
2nd, 3rd and 4th screens
produce content people actually want to watch
think about what the customer needs not what the brand wants
make it interesting, entertaining or useful
serve it up when they want it

52. the importance of content

53. off site engagement

54. off site engagement
good content only strategy
content seeding half the battle - even the best content wont get
watched just becauseyou can reach via existing channels
audit who it’s posted on youtube
start small
seeding agencies
seeding tools
customers are 3x more likely to watch a shared video than a paid view

55. “The artful dodger”
Vs “Dirty, nerdy, birdy”
VIMEO YOUTUBE

56. which platform?
youtube
pros audience range cons competition
channel customisation flagging
revenue sharing inappropriate comments
unlimited uploads inappropriate recommendations

57. which platform?
vimeo
pros priority uploading cons lower traffic
video player branding paid access/
analytics– much better commercial restrictions
than youtube upload restrictions
community engagement

58. video seo

59. video seo
video is 53x more likely to rank on page 1 of google
make sure you develop a video sitemap
upload it to your website
tell google it’s there
youtube seo
video advertising

60. time for a coffee!
#mhvideo