WHY ONLINE VIDEO NEEDS WHY ONLINE VIDEO NEEDS TO BE A PART OF YOUR E-TO BE A PART OF YOUR E-

MARKETING STRATEGYMARKETING STRATEGY

WHY ONLINE VIDEO NEEDS WHY ONLINE VIDEO NEEDS TO BE A PART OF YOUR E-TO BE A PART OF YOUR E-

MARKETING STRATEGYMARKETING STRATEGY

WHY ONLINE VIDEO?WHY ONLINE VIDEO?

700 Billion Video Views – At YouTube Alone700 Billion Video Views – At YouTube Alone

700,000,000,0006,895,656,577

= 100 videos/human

Source = YouTube Blog – Dec 2010

35 Hours Video Uploaded Per Minute35 Hours Video Uploaded Per Minute

13,000,00050,400 hours uploaded to YouTube every day (51k miles of 35mm film) which would wrap

around the Earth at the equator...2X.

By the time this presentation is over >1050 hours new video = 525 full-length Hollywood movies

Source = YouTube Blog – Dec 2010

Video Keeps Growing and GrowingVideo Keeps Growing and Growing

Source = Limelight Networks, 2010 Financial Analyst Presentation

Video = 51% Internet Traffic

Video = 51% Internet Traffic

Growing While Traditional Media DeclinesGrowing While Traditional Media Declines

WHY IS VIDEO SO POPULAR?WHY IS VIDEO SO POPULAR?

Video Makes It Easy To Absorb InformationVideo Makes It Easy To Absorb Information

1. The moving picture is the most compelling way to tell a story.

2. If a picture is worth 1000 words, what’s a video worth?– 1 min. video (30fps) = 60 sec. x 30 pictures x 1000 words = 1.8 million words

“...when you’re dealing with complex concepts, it’s sometimes better to stop talking and just use a

video. It’s very much a picture being worth a thousand words.” Rob Shaddock, CTO, Tyco

electronics

THE BENEFITS OF VIDEOTHE BENEFITS OF VIDEO

• Of people who watched online video:– 55% took one or more actions

• 43% visited a website• 22% requested more information • 18% went to physical location• 15% made a purchase• 11% forwarded to family or friend• 9% signed up for product/service trial

• 46% of shoppers who viewed online video had a larger overall order size.

• Zappos Product Videos have had a sales impact of 6 to 30%.

Video Sells Products & ServicesVideo Sells Products & Services

Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer

Work-Related Video Can Drive Senior Executives To Take Action

Video Drives Engagement & ActionVideo Drives Engagement & Action

Source = Forbes Insights – Video in the C-Suite, Dec. 2010

Survey of 306 executives at U.S. companies with annual

sales exceeding $500 million.

Advertising With Video Works BetterAdvertising With Video Works Better

Vs. 0.1%Vs. 0.1%

Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008

Videos Dominate Universal Search • 38% of users who searched Google were served video in Universal search engine results pages.

Break Through the Clutter – Video SEOBreak Through the Clutter – Video SEO

“Any given video in the index stands about a 50 times

better chance of appearing on the first page of results than

any given text page in the index”

- Forrester

Power To The People Vs. Controlling Your Own Brand

UNITED BREAKS GUITARS

Reportedly cost United $180M off their share price

Reputation ManagementReputation Management

TYPES OF VIDEO FOR EMARKETINGTYPES OF VIDEO FOR EMARKETING

Viral Videos?Viral Videos?

99.67% of YouTube videos have less than 1M views - TubeMogul.

“…most YouTube videos get less than a couple of hundred views.” – YouTube Help

Viral Video Strategies = Russian RouletteViral Video Strategies = Russian Roulette

Use video for virtually every aspect of your e-marketing communications.

Other Ways To Use Online VideoOther Ways To Use Online Video

Product Demonstrations Customer Testimonials

Customer Support Company Introductions

Reach Throughout The Customer Life CycleReach Throughout The Customer Life Cycle

You can not do complete e-marketing without video

• The best way to leverage video is with a comprehensive, ongoing strategy• Realistic goals and objectives• Produce video - ongoing basis

– 10 videos = good start.• Integrate video w/e-marketing initiatives

– Social media, search, website presence, etc… – YouTube channel

• Integrate with off-line

• It's has become very affordable1. Outsource high quality video production & marketing to professionals

• ~1000 EUR/video vs. 50,000 EUR for broadcast commercial

2. In-house production – only good idea for 100’s videos.

Comprehensive Strategy = Lots of VideoComprehensive Strategy = Lots of Video

WHERE SHOULD YOU PUT YOUR VIDEOS?

WHERE SHOULD YOU PUT YOUR VIDEOS?

• Embeddable = sharing video is inherently simple and you can reach your target customers, wherever they are.

– Your website– Industry blogs– Social networks

• Twitter• Facebook• Linkedin

– Video websites• YouTube• Dailymotion• Metacafe

– Other distribution channels

It’s Easy To Spread Your Video EverywhereIt’s Easy To Spread Your Video Everywhere

YOUTUBE MARKETING STRATEGYYOUTUBE MARKETING STRATEGYYOUTUBE MARKETING STRATEGYYOUTUBE MARKETING STRATEGY

DRIVING VIEWS AND INTERESTDRIVING VIEWS AND INTEREST

• Online Video = Lean Forward vs. Lean Back– The classic disruptive marketing approach does not work.

What Doesn’t Work On YouTube?What Doesn’t Work On YouTube?

What Content Works On YouTubeWhat Content Works On YouTube

Create Magnetic Content:• Content that naturally attracts consumers Vs. interruption marketing

Tell a Story• Is the content unique?• Is the content useful?• Is the content well executed?• Is the content fun?• Is the content honest?

Tips• Consider well-known talent• Dedicate resources• Don’t play viral roulette• Avoid using copyrighted assets

INCREASE VISIBILITY & DISCOVERYINCREASE VISIBILITY & DISCOVERY

Success = More than Keywords & TextSuccess = More than Keywords & Text

YouTube Ranking Factors– Title – Description– Tags– Views & frequency– Likes, dislikes– Playlist additions– Flagging– Shares– Comments– Age of video– Subscribers– Favorites– Embeds & inbound links– Social media buzz

• More Possible YouTube Ranking Factors

YouTube Ranking Factors – Holistic Effort YouTube Ranking Factors – Holistic Effort

• Social Media Activity & Buzz• Degree & frequency of community

interaction• Playlists• Flagging• Honors• Insight/Trends/Analytics indicators• Bulletins• Authority Channel (Ex: BMW)• Google & YouTube searches• Channel Views• Social Bookmarking

• Blogs• News/Press/Press Release• Crowd Sourcing – Influencers &

Media• YouTube Partner Program• Close Captioning/transcriptions

Tips for YouTube SEO – Don’t Be LazyTips for YouTube SEO – Don’t Be Lazy

Titles are important• Trade-off = keywords vs. enticing

Maximize descriptive text• Descriptions (5000 characters)

• Tags – optimize & de-optimize (no spam)• Keywords first in titles, descriptions & tags

Other Considerations• Uploading in HD 720p+• Leverage Annotations - views• Upload manually – be an active member• Closed captions/subtitles• Create playlists to organize

DRIVING ENGAGEMENT & RESPONSEDRIVING ENGAGEMENT & RESPONSE

Engage & Drive Audience InteractionEngage & Drive Audience Interaction

• Subscribe to relevant users

• Add video responses when appropriate

• Encourage embedding

• Allow commenting, rating - respond!

• Use most popular YouTube channel available to you

• YouTube Promoted Videos

• Post to your blog & social networks

• Reach out to “Key Influencers”

• Spread internally

Seed And Promote Inside & Outside YouTubeSeed And Promote Inside & Outside YouTube

YOUTUBE CONVERSION TIPSYOUTUBE CONVERSION TIPS

How to YouTube Viewers HomeHow to YouTube Viewers Home

Drive YouTube Viewers HomeDrive YouTube Viewers Home

URL in Description Field – Must include http://– Use URL shortener – tracking, nofollow

Drive YouTube Viewers HomeDrive YouTube Viewers Home

In-Video Calls to Action– Teasers, Coupons, Promo codes, Call tracking, Unique URLs, Etc…– Consider using annotations (dynamic)

Drive Views + Conversions - YouTube PromoteDrive Views + Conversions - YouTube Promote

Promoted Videos • Pay per view -keyword

– Starts at $0.01 CPC• Drives video views• Drives viewers back to you

Free call-to-action overlay ad• Cost per click off-site? $0

• Trick = FREE

ReelSEO.com - The Online Video Marketer’s GuideOur focus is to help businesses and marketers to best leverage the power of online video.

• Other great resources:– StreamingMedia.com – Advertising Age’s – Video Insider – Vimeo.com/videoschool/– YouTube’s Blog– NewTeeVee.com– VideoMaker.com

Online Video Resources – Learn All You CanOnline Video Resources – Learn All You Can

Video Marketing Video Advertising

Video SEO Video Technology

Video Search Video Production

Research & Trends E-Commerce Video

Mobile Video Tools and Software

Video - key component for real e-marketing:– Establish goals– Produce quality videos– Diffuse wherever customers are– Measure, track, learn

•Our agency is 100% dedicated to video.

•What we can provide? Consulting Strategy Video Production Optimization & Diffusion Video SEO Social Video Marketing

Need Help? Strategic Online Video ConsultingNeed Help? Strategic Online Video Consulting

CONTACT USCONTACT US

contact@videoagency.comcontact@videoagency.com

http:www.videoagency.comhttp:www.videoagency.com39 Rue Anatole France39 Rue Anatole France92300 Levallois-Perret92300 Levallois-Perret

CONTACT USCONTACT US

contact@videoagency.comcontact@videoagency.com

http:www.videoagency.comhttp:www.videoagency.com39 Rue Anatole France39 Rue Anatole France92300 Levallois-Perret92300 Levallois-Perret

CONCLUSION?CONCLUSION?

Do Video in 2011 – Or Else!Do Video in 2011 – Or Else!