video in internet marketing
DESCRIPTION
I gave this presentation on 21 July at the Social Media Academy in Manchester, England. I will add a voiceover going forward to give it more context, but the basic business case for video, platforms to use and dos and don'ts are included.TRANSCRIPT
![Page 1: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/1.jpg)
The importance of video content to engage audiences online
Chris Lee, managing director, Planet Content
![Page 2: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/2.jpg)
Agenda- Introducing online video- Examples of online video success - The business case for video- How to create, manage and optimise online video- Measuring success- Questions
![Page 3: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/3.jpg)
About me- Run my own online PR consultancy- 12 years in technology PR and journalism- Write for New Media Knowledge- Won “Best Business Blog 2007” from Communicators in Business
![Page 4: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/4.jpg)
Introducing online videoEngagement - video offers tremendous opportunity to engage audience groups online
Media thirst – traditional media sites are constantly trying to compete with the BBC’s extensive libraries of content
PR opportunity – creates opportunity for high-profile story placement
Creative extension – opportunity to add further depth to a story
![Page 5: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/5.jpg)
It’s not just about YouTube...
Communities - embed and shareSyndicate video - use sites that syndicate and seed on other social networksRelevance - make sure video is accurately targetedMonitor - comments and reach
![Page 6: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/6.jpg)
Examples
Old Spice (2010)Stats
Samsung LED TVs(2009)
![Page 7: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/7.jpg)
Building communitiesSocial networks – more than just video postingShared interests – people connect to other users who like similar content, or post videos they like Channels – YouTube channels create audience bases that are informed when new content is uploadedComments – people post comments and views on videos. Star ratings are a powerful determination of ranking in YouTube and whether it achieves the all-important feature on the front-page
![Page 8: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/8.jpg)
Business case for online videoReach new audiences – creating and seeding content offers new search traffic possibilitiesEngage - video offers tremendous opportunity to engage audience groups onlineCost effective – creating and seeding video need not be expensivePersonal touch – creating video adds a human face to your organisation and makes your own website that much more appealingMarket trends – people research online more before making a purchase. Let them see your product or service in actionGrowing trend – in 2009, 67 per cent of US marketing managers said video would be an important part of their digital marketing*
* www.btobonline.com
![Page 9: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/9.jpg)
Getting started in online videoObjectives – what do you want to get out of your video marketing?Strategy – how are you going to position/integrate your video marketing within your wider marketing mix?Budget – how much time and money are you willing to spend on video creation and seeding?Content – what type of content are you going to create and how will you brand it?Seeding – aside from video sites, which other social platforms do you plan to use to push your video content?Measurement – how do you intend to measure the success of your video campaigns?
![Page 10: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/10.jpg)
Potential contentTraining videosProduct reviewsContestsCustomer testimonialsVideo blogsPress announcementsCompany presentations
How to play Flamenco guitar (YouTube)
![Page 11: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/11.jpg)
How to create online videoWhat you need:
IdeasVideo camera* Sound equipmentVideo editing suiteFile converterClue up on copyright law*Demo **iPhone 4
![Page 12: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/12.jpg)
Video production
Affordable quality – the explosion of video consumption online has brought with it a reduction in the expectancy of video quality and resolution Script writer – finding a good script writer is a very valuable exercise. Substantially reduces expensive to and froProduction – hiring a video producers is extremely important – more often that not they will manage the whole project, including editingBudget – costs can be in the hundreds, depending on the scope of work Length – it is best if videos do not shoot past one minute in length online – further reducing production costs
![Page 13: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/13.jpg)
Creating a channel
Create accountPersonalise your pageUpload videoOptimise contentShare contentManage comments
![Page 14: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/14.jpg)
Optimise your videosWhat’s the objective: home or hosted?Think of your audienceMake title relevantUse keywords and tags: classic SEO best practiceBalancing video hosted both on your domain and third party sites
![Page 15: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/15.jpg)
ModerationHugely active sites such as YouTube attract a large number of ‘spammers’ – people posting inappropriate links and content in comments to capture people’s attention
Popular videos can also attract abusive comment as a means to scandalise and shock
When it is your own video post, it is possible to control the following:- Removal of inappropriate comments- Complete removal of ability to comment
![Page 16: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/16.jpg)
Measuring successWhat metrics to consider when measuring success:ViewsChannel subscribersEmbedsSocial media posting (e.g. Tweets)Inbound trafficLink backsUse analytics tools
![Page 17: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/17.jpg)
In summary
Do:Agree objectivesKeep it short and compellingOptimise contentMake it socially sharable Moderate commentsMeasure, test and adjust accordingly
![Page 18: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/18.jpg)
In summaryDon’t:Plagiarise Hard sellUse audio/video content you have no right to useUse same keywords on third party sites if hosting on your ownTake yourself too seriously
![Page 19: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/19.jpg)
Small Business Case StudyEscape Studios (visual effects firm) - offers VFX coursesChannels - YouTube with Twitter and Facebook Campaign - Competition to win work placement and free courses
* Video watched 3,000+ times on YouTube* Overall site registration/conversion goals increased by 63.36% month on month* Contact requests increased by 35.16% * Purchases increased by 209.09% * e-Learning service subscriptions increased by 107.62%
![Page 20: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/20.jpg)
Useful sites
YouTube Insights: http://www.youtube.com/t/advertising_insight YouTube blog: http://youtube-global.blogspot.com How to make a YouTube video: http://www.youtube.com/t/howto_makevideo Xtranormal: http://www.xtranormal.com Flip Video: http://www.theflip.com/en-gb/ Royalty Free Music: http://www.royaltyfreemusic.com
![Page 21: Video in internet marketing](https://reader033.vdocuments.site/reader033/viewer/2022060108/554cf14bb4c90513118b4cc2/html5/thumbnails/21.jpg)
Thank You
Any Questions...?
www.planetcontent.co.uk@cmrlee
www.runmarketing.co.uk @RunMarketing