adding some fight into your story with video
DESCRIPTION
You can't just "tell" your story anymore. You need to jazz it up. You need to get above the noise of everyone else being a storyteller. How do you do that? Video. This slide presentation provides 5 helpful tips on using video to "add some fight" to your story! Check out the recorded webinar and a slide-by-slide walkthrough at: http://blog.limelight.com/2013/02/add-some-fight-into-your-story-with-video/TRANSCRIPT
Adding Some Fight Into Your Story with Video
Digital Marketing is Changing
Marketing 2013: You Are a Storyteller
And It’s All About Engaging
But There’s a Lot of “Noise” Out There
Video Gives Your Story Some Fight
Feel the sting of myvideo! No way your Internet
noise is going to ruin mystory!
Evil super villain(aka “your competitors”) distracting users from your story withtheir noise.
But Do People Really Watch Online Video?
Cisco’s fifth annual Visual Networking Index Forecast predicts online video will account for two-thirds of all consumer traffic by 2015.
It’s a “Multi-Screen” Fight
The “TV” is Not Dead
Thanks to SmartTVs, Apple TV, and devices like Roku, people can watch your videos on their big screen!
Online Video Impacts the Bottom Line
From increased page views to increased conversion, video can make a significant impact to your revenue
Mobile is Where It’s At
Mobile devices, like tablets and smartphones, are driving online video consumption
TV, Mobile, and Online
So Your Video Has to Be Everywhere
“The Multi-Screen World.” Google. 2012.
What Can Video Do For You?
“52% of consumers say that watching product videos makes them more confident in their online purchase decisions”
Internet Retailer, 2012
“…shoppers who viewed video were 174% more likely to purchase than viewers who did not…”
Retail Touchpoints Channel Innovation Awards, 2012
“Online video now accounts for 50% of all mobile traffic and up to 69% of traffic on certain networks.”
Bytemobile Mobile Analytics Report, 2012
Stop Just TELLING Your Story
Tips
Tip #1: Live Creates Demand Tip #2: Make Video a Social Experience Tip #3: Publish Once, Deliver Anywhere Tip #4: Video In Content, Not Just Video As Content Tip #5: Getting the Most out of Third-Party Sites
Tip #1: Live Creates Demand
When an event has a set time and date, desire for the content is enhanced
Technology barriers are low Ustream LiveStream
Stream to multiple devices simultaneously
Kinds of live events: Product demonstrations
(Google Hangout is Great!) Discussions with customers Field/Trade-show activity
Tip #2: Make Video a Social Experience
Enabling all of your video with social features enables users to engage with each other and with you
Engagement is the key to the success of your video (and your digital presence)
How to integrate: In player (during live video) In page (for VOD) Through apps (on mobile
devices) Can you monetize? Sure!
“Social features brought to you by {sponsor name}.”
Tip #3: Publish Once, Deliver Anywhere
Different file formats for different devices combined with multiple bitrates for adaptive streaming = HUGE HEADACHE
Produce h.264-based master files (MP4)
Utilize software/service provider to automatically convert master file into multiple bitrates for target device at the time of request
Result? Kick your feet up.
Tip #4: Video in Content, Not Just As Content
Having a video library is great but it requires your users to find it
Integrate video directly into article content Increases video views (as
users are already interacting with the content)
Increases time spent on page
USA Today Sports Section
Tip #5: Getting the Most out of Third-Party Sites
YouTube gets 4 billion video views per day. This is where the users are!
Drive traffic to your site from YouTube, Vimeo, and other sites by posting 20s clips with a “call to action” at the end “Want to see what happens
next? Click on the button to see the whole video!”
Video Has to be Part of Your Digital DNA
What Do You Need to Make This All Happen?
Creation—a process to create your video content
Management—an online tool that manages your video files
Publishing—an online tool that publishes your video assets to your website and third-party sites (like YouTube) A good tool will also convert the
video automatically to mobile formats Monetization—features in your
management/publishing software that enable you to advertise in and around your videos
Measurement—any software you use to manage your video assets should provide detailed reports
Something to Keep in Mind (about Mobile)
It Used to be About “From Point A to Point B”
Now it’s From “Point A to Point B, C, D, and E”
Mobile is the New Way to SHOW Your Story
Users Start Video on Mobile…
So The Experience Has to be Consistent
But It Should Also be Unique to the Device
Thank [email protected]