using online video

Show, Don't Tell!Using Video to Tell Your Story

Photo credit: http://www.flickr.com/photos/46632302@N06/4280222302/

Who We Are

Amanda O’BrienInbound Marketing Manageramanda@hallme.com

Hall Web Serviceswww.hallme.comwww.hallme.com/blog

• 10+ Years in Business• Online Suite of Tools

Got Questions?

• Use GoToWebinar “Chat” or “Ask a Question”• Twitter with @hall_web

Tim e to R e-th ink Your M arketing S trategy!

O ld/O utbound M a rk e ting

• TV R ad io A d s• P rin t A ds• D ire ct M a il• Te lem a rke ting

N ew /Inbound M a rke ting

• S o cia l M ed ia• S E O /S E M• B lo gg in g• O nlin e V id eo s

A n Inte rac tionA n Inte rruption

Why is the Time Right for Video?

• The technology is there• Expectations are growing• Allows you to say a lot, quickly• Production costs are declining

Why Does Steve Garfield Think Video is Important?

Steve Garfield

Author: Get Seen - Online Video Secrets to Building Your Business

Stevegarfield.com

Research buying and video

• P eop le a re lo ok in g BE FO R E th ey b uy• G ive the m so m eth ing to find• C orp o ra te tran sp a ren cy• P erso na lized b uy ing• Low ering risk

People do business w ith P EO P LE!

Benefits of Using Video• Visual Learners• Storytelling• Mix it up• New touch point• Content more important then budget• Brand• Move traffic to your site• Easy to share• Build trust with your audience

“Everything has to work together to bring your chosen message to your chosen customer and generate the desired results. You can’t just shoot a video and throw it on the YouTube site; you need to develop a plan.”

Michael Miller, YouTube for Business Author

What you may NOT know• Poll of 400 senior marketing and media executives, 67% identified online video as a primary focus of their 2009 digital marketing campaigns

• 100,000 YouTube Videos viewed per day*

• 4th most vis ited site on the Internet (above MSN and Live.com)

• 13 Hours of v ideo uploading to YO UTUBE every m inute*

Video Basics

• Be professional (quality)• Stay focused – short and sweet (you do have 10 minutes)• Make it useful• Inexpensive• Simple distribution• Focus on the first 10 seconds (capture)• Be yourself

Measure: YouTube Insights• Free tool• How often videos are viewed in different

geographic regions• How popular they are relative to all videos in that

market over a given period of time• How long it takes for a video to become popular• What happens to video views as popularity

peaks

Content Possibilities

• Im prove custom er service• Reduce ad spend? HUG E exam ple Evian W ater• Brand recognition• Put a face to your brand

Content Ideas

• Presentations• Training videos• Help• Marketing• Events• Interviews with experts (pssst... you are an expert too)• Contests• Video Blog• Testimonials• Message from the president• Shy? Screen recordings

Tools you need

• Ideas• Creativity• Video camera - Flip Cam, Web cam • External microphone jack• Microphone• Editing software• Tripod - Great if one person• Screen recording - Camtasia

SEO for your videos

• Video title– Inform ational – to be found– Viral – to be c licked on

• Video description– Add a link

• Keywords• Tagging

– Not public – W hat videos sho w up near your v ideo

Owning your search terms with video

• F ind search term• Kno w ho w your custom ers are searching• G reat for

– Ho w to 's– A nswer questions– P roduct dem os

Creating a Channel

• Sign up• Usernam e - branding• Key word dense description• W ebsite• Keywords• Location• Education, Interests etc. etc. etc• Have a channel? Upgrade

Embedding video into your site

Going Viral

• What does going viral mean to you?• Content, content, content• Fresh, daring, exciting, funny• Get it out to industry influencers• Make it share-able• Track progress – respond quickly• World Wide Rave – David Meerman Scott

“You can create a World Wide Rave too – Just create something valuable, that people want to share and make it easy for them to do so.” - David Meerman Scott

Benefits of Non-viral

• A picture is worth a thousand words• Give your company a voice• The views keep coming• Long tail

Texas Instruments – Thank an engineer

March Campaign Results– 151,000 Video Views– 25,000 Further action/landing page– Average time on site 4:21

Promotion

• Social Media sites – spread the word– Use a URL shortener to measure (bit.ly)

• Encourage ratings• Ask friends and coworkers• Website• Blog• Respond to comments

Be Original• Competitors, other industries great for ideas• Do what someone else did but better• What makes you and your company unique?• Find your voice

Photo credit: http://www.flickr.com/photos/pmtorrone/6208920/sizes/l/

Don't

• Sell, Sell, Sell• Forget your audience• Try to be somebody else• Get lost in the tools• Take too long (short and sweet)• Forget to have a plan• Take yourself too seriously

Recap

• People are researching before they buy• The internet is social and more engaging• Have a plan• Measurable Goals• Decide what's important• Pick the right tools for you• Make it about you• Make it valuable!

Get Started!

• SEO Vision Blog - http://www.hallme.com/blog• Webinars – http://www.hallme.com/webinars

– Using Analytics to Drive More Business 2/2 with Kasi

• Call us: 1-877-425-5932 (HALL-WEB)• amanda@hallme.com

Get Seen: www.stevegarfield.com

World Wide Rave: http://www.worldwiderave.com/

YouTube Help: http://www.google.com/support/youtube/