why online video should be part of emarketing strategies
DESCRIPTION
This is my presentation on YouTube marketing and video marketing overall given at the 2011 e-marketing conference in ParisTRANSCRIPT
WHY ONLINE VIDEO NEEDS TO BE
A PART OF YOUR E-MARKETING
STRATEGY
WHY ONLINE VIDEO?
700 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 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 Growing
Source = Limelight Networks, 2010 Financial Analyst Presentation
Video = 51%
Internet Traffic
Growing While Traditional Media Declines
WHY IS VIDEO SO POPULAR?
Video 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 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 & 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 & 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 Better
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 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 Management
TYPES OF VIDEO FOR EMARKETING
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 Roulette
Use video for virtually every aspect of your e-marketing communications.
Other Ways To Use Online Video
Product Demonstrations Customer Testimonials
Customer Support Company Introductions
Reach 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 affordable
1. 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 Video
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
– Video websites
• YouTube
• Dailymotion
• Metacafe
– Other distribution channels
It’s Easy To Spread Your Video Everywhere
Quality content
AudienceSEO
Basics
YOUTUBE MARKETING STRATEGY
Quality content
DRIVING 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 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
SEO Basics
INCREASE VISIBILITY & DISCOVERY
Success = 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
• 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 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
Audience
DRIVING ENGAGEMENT & RESPONSE
Engage & 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 YouTube
YOUTUBE CONVERSION TIPS
How to YouTube Viewers Home
Drive YouTube Viewers Home
URL in Description Field
– Must include http://
– Use URL shortener – tracking, nofollow
Drive 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 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 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 Consulting
CONCLUSION?
Do Video in 2011 – Or Else!