using online video marketing to build your business

Web Wednesdays presented by http://www.thecreativecollective.com.au

Using Online Video Marketing to Build Your Business

Let me get to know you a little better…

• Website? have one? use it?• CMS website? have one? reap the

reward?• Video camera? have it? use it?• Existing footage? have it? use it?• Existing video editing software? have it? use it?• YouTube account? have it? use it?• Using other marketing tools for video have it? use it?

Background on online video

• History• Flash Player 6 was the first player to support video on demand and

streaming video• YouTube

– Arrived late 2005– Now #2 as a search engine only behind Google– User generated content

• Internet speeds – now improving• Quality is now shifting from user generated content to more

professionally produced content• Mobile technology – another medium now growing fast

Why should you consider video marketing?

• Save time and money – video can be distributed to, or accessed by, an unlimited number of customers.

• High impact messaging (Australia Zoo Daily Video Diaries)

• Ensure consistent delivery and accuracy of procedures and instructions to a wide audience.

• Customers can watch as many times as they want, anytime and at their own pace.

• Tackle difficult subjects in a way that engages the viewer.

• Demonstrate complex procedures using animations and simulations.

• Content can be structured for maximum effectiveness

• Reach audiences worldwide using multiple languages and voiceovers.

• High speed transmission/communication.

• Brilliant accompanied with social network marketing.

What types of people are using video marketing?

• Real estate/sales/professional people – to build the profile• Retail outlets• Big companies with HR/training requirements i.e. mining

companies, large corporate, safety issues• Manufacturing – to show product development/manufacture • Celebrities/musicians/artists – to showcase their works/build a

following/build their profile• ‘Experts’ – to promote their key knowledge area

In reality, there’s not too many who wouldn’t benefit from having

video resources and using them to their advantage!

Types of video products

• Training/Eductional• Promotional

– Australia Zoo Free Trip Competition

• Product Reviews/eCommerce– Cnet.com

• Event coverage– Live streaming (Steve Irwin Day)

• TV commercial• Music video• Documentary• Internet/Channel providers

– Revision3.com– Hulu now 2nd behind YouTube

• Video podcasts (vodcasts)– Revision3.com

• Viral Videos (http://www.youtube.com/watch?v=eP0iSJQLfJ4)

Output options

• Hard copy

– Single DVD

– Multiple DVD set

• Soft copy (electronic)

– Powerpoint - example

– Emailable - example

– Corporate network/intranet - example

– Social media – Youtube, Vimeo, Facebook etc

– Interactive profile on your website i.e. clear cut body/face featuring overlaid on your website (example)

• Live (Flash Media Server)

Formats and their applications• For play back on DVD player offline

– Blu-ray – high definition – most masters will be in this version and it’s ideal if selling high quality hard copy products – not everyone can play – has to be special player

– DVD – standard definition – suitable if selling hard copy products – standard for hard copy

• For computer only – but suitable for online play back– Flash (FLV/F4V/H264)– MP4

• Others for computer only– .wmv – windows media video file – limited to Microsoft– .avi – windows based codec – large file size, not great for internet, will play on

computer only– .mov – Quicktime movie, started with Apple now works all over. – .mpg – high compression, large file size, mainly used for high definition off the

camera. Not suitable for web

Duration

Fast and hard rules (though variations apply) if online:

• Online - From 10 seconds i.e. ‘welcome to my website’ to 2.5 minutes i.e. YouTube UNLESS it’s VERY engaging content

• Hard copy – unlimited – from 10-20 minutes for training/promotional videos right up to as many DVDs in the set as you want i.e. HOURS worth!

Key considerations before you get started

• Deadline• Budget (equipment examples)• Ideas regarding the creative approach, brainstorm• Scripted/story boarded/spontaneous? – do you need

help with these?• Talent – feature yourself or get models/voice

over/actors/professionals• Location for shoot? (consider lighting and noise)• What is the purpose of the video – key objectives you

want to achieve from the exercise• What key message/s do you want to convey

Target audience

• Age• Gender• Country• Video Size for internet speeds (mentioned earlier also

effected by country)• Education (Schools, Universities, Government)• Do they already know you/what you’re offering• Where they will view final version (YouTube?)

The ‘nice touches’

• Voice over• Blue Screen Overlays• Captions• Music – copyright music• Animations• Simulations• Intro (Rescue Unit Intro)• Outro – upsell, cross-sell, contact details, lead to

website, specific page on website etc?

Packaging considerations (hard copy only) – people do judge a book by it’s cover!

• What will you put it in – plastic single cases, CD cases, slim-line, standard DVD black case, paper sleeves, plastic sleeves, plastic cases for multiple inserts

• Who will design…– the disk (and what will it be one - imprint/sticker)– The cover artwork – front and back

• Who will copy-write….– The title(a juicy title can sell a product!)

– Sub title

– Back cover

– Author bio

– Credits

– ISBN/bar code

– Copyright information

Also consider for packaging…

• Number of disks required for larger products and chaptering (sometimes more disks make package look more valuable)

• Any accompanying resources i.e. workbooks, cd-roms with additional files/content i.e.word, powerpoint slides, excel etc.

• Quantities - Initial and plans if receive bulk orders

Distribution considerations

• Can be distributed direct from manufacture point

• Online distribution – sold/free download – how this works– Subscription, to subscribe or not to subscribe

– Video on demand

– Streaming Video and the security behind streaming• Difference between progressive and pure streaming

Video marketing optionsYou Tube

There are 3 format options for You Tube:

1. Standard definition - default settings 320 x 240 pixels – square look.

2. High quality - medium quality – 640 x 480 pixels – square or 640 x 360 if wide screen. You need to have a data rate of at least 2000 – 4000 kbps.

3. High definition – highest quality – 1280 x 1024 pixels – only wide screen - You need to have a data rate of at least 2000 – 4000 kbps.YouTube can now view 16:9 format HD video

Note - MP4 is the best format for YouTube for the bottom 2 settings.

Small file size but clearer image.


SEO Considerations for You Tube

• Review most viewed to see traffic• Thumbnail is VERY important• YouTube uses middle images of the video as the frame• Insert your web address in the description first. Make sure you use http://www to

make the link live• Display the web address throughout the video and give them the call to action• At the end of the video, point over to the info box and TELL them to click on the link in

the description box …CALL TO ACTION or use a BIG ARROW• At the end of the video you can make the video repeat or insert a title image at the

end that has call to action• Headlines need to be keyword rich and provocative• Under original description insert keywords or text from the top Google listings on

Google to make the description keyword rich• Use a good domain if promoting affiliate products which are easy to remember

Cool new feature to help with SEO

New CS4 transcript output options (http://www.nytimes.com/interactive/2009/02/25/us/politics/20090225-OBAMA-CONGRESS.html)


• To convert videos to settings for You Tube – Super Video Converter

• YouTube also converts a lot of formats on the fly

Free program

Channel set ups on YouTube

• Show samples live on screen• Marketing YouTube Videos

– Embedding videos– YouTube URL tricks (http://www.makeuseof.com/tag/10-youtube-

url-tricks-you-should-know-about/)

Other places to upload to (video networks):

• Vimeo•Google Video – but being absorbed •YouTube •Yahoo! •MySpace •Metacafe •Dailymotion •Blip •Veoh •Viddler•Hulu

Also industry specific sites•Auto Sites: •Sports Sites: •Music Sites: •Humor Sites: •Instructional Sites:

Here’s a tip…

You can set up an account and upload individually to all of them OR come to The Creative Collective and we’ll upload through our professional account enmass to all of them, and report on the results on a monthly basis.

Methodology recap

• Create• Edit• Produce final version• Market• Report

My Details

• www.brucelevick.com

• www.twitter.com/brusca

• www.linkedin.com/in/brusca

QUESTIONS

Back to Yvette

• Packages CC offer


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