Transcript
Online Video Marketing BE a Brand, BEcome a Media
The New Strategy which brings RealTRANSFORMATION...
1.Who is speaking?2.Internet Marketing
Reminder3.What’s Video Marketing?4.Best positioning in OVM
5.Some Tips6.Targeting Matters
7.Case Studies8.Be Patient9.Contact
Arnaud Belhamou• From Central America• Master of Science• Information Technology – Sp. Marketing• International Management
• Co-founder of FindYourWayInTheWorld• Experience in Classic & Internet Media (*8
years)
• Regional Marketing Manager – Cegedim (*2 years)
Have you ever wonder…….why Magazine and Newspaper Advertising Space became so expensive?
- We all need to survive!
Market Outlook – SG Media
ROI
COST
eDM
Street Booth
Banner Ads
Advertising – Online VS Print
Splash VS Targeting
• Newsletter (eDM) - Max Return 2/2.5% e.g. 4000 email sent only 80-100 reached
• Magazine - Max Return 1/2% e.g. 30,000 printed 300/600 reached
• Blog Banner - Max Return 4/5% e.g. 10,000 unique visitors 400/500 reached
• Video Marketing - Max Return 10/15% e.g. 100,000 targeted (*keyword + profiling) 10/15,000 reached
What is Internet Marketing?
Web 1.0: Website, Banner, Blogging…“The main difference with the Web 1.0 and the Web 2.0 is that in 2000, if you did
not advertise you were a nobody, but now if you advertise in a classic way…you are a nobody.”
- Martin Varsavsky – Founder of Fon (largest WiFi Provider - Latin America)
Web 2.0: SEO, Adsense, Social Media, Video Marketing, Apps…
Most used Online Tools Social Media is a many-to-many instrument of
communication. Users can now be involved in the information received.
REMINDER - most Popular SM Platforms: Facebook - 150 million people engage with Facebook on external websites.
YouTube - receives more than 2 billion viewers per day.
Twitter - 75% of total users use Twitter through third-party apps.
LinkedIn – over 70 million users worldwide.
Google+ - Over 60 percent of Google+ users use Google products on a daily basis.
WordPress Sharing Platform - 77% of Internet users read blogs through random searches or direct subscriptions.
Bonus Facts (Statistics from Online Media Gazette)
90% of Internet users know at least one social network. The average social user has 195 friends.
What is Video Marketing?We Produce Video, We Market Video!
PRODUCE BROADCAST PLATFORMS
Results in Reaching Your Dedicated KOLs (Key Opinion Leaders)
…in video
Online Video Marketing
The Interest(s)?
Low-Cost Marketing / Highly Affordable Better Targeting Reach Fast ROI Attractiveness of the Content Including Promotion Direct ROI Develop a Network of KOLs (Key Opinion Leaders) Impressive Range of Analytics Broadcasting can be On-Going Can become a Stand Alone Solution
Most Popular Online Video Formats
SHOP
Lifestyle
F&B
Travel
EVENT
F&B
TRAVEL
REAL . Est
iPlatfor
m
Motion Graphics
F&B
Travel
EVENT
B2B
TRAVEL
APPS
Is there “Best Positioning”?
• Apply the new SEO: CRO (*Conversation Rate Optimization)
• Yes BE OBJECTIVE• Do not go into the ‘Big Mac Effect’!• You need to be proud of your product, to generate
consumers…
≠
Simply present your business
Evolve – Mixed Martial Arts
Some Tips…
Make your title countProvide excellent content (quality matters)
Include your URL in your videoGo beyond YouTube (website / newsletter / social
media…)
Do not under-estimate the power of Interviews
Beyond views:Audience Retention User InteractionsEngaging Content Emotion - Ratio of
Shares
Targeting = KOLs• Who are your customer?• Who could be interested in your product?• The interest is to cross-match between platforms &
network• Smaller is the seed, higher will be the buzz.• A buzz always starts among KOLs (Key Opinion Leaders
)
Targeting by YouTube Press Play means Business
Success Story…
B2C - Case StudiesManHunt 2012 –
EventBeam Artistes
Teaser
Time: 1 Weeks
Video: 22,000+ VwsFB: 80,000 ImpsFB: 650 Clk/Act
Event: 4,000 ivtsTotal - 600+ attendees
Event Coverage
DreamzHouse - Shop
Retro FashionPARTY PACK PUSH PACK PUSH PACK Ex-PUSH PACK
Cebu PB - TravelBoat Party Experience
Prelude – F&BRooftop Bar/Bistro
Teaser Teaser Teaser2 x ARTICLE 1 x ARTICLE
Time: 4 Weeks
Video: 6,800+ Vws
YT: 140,000 ImpsYT: 500 Clk/Act
FB: 230,000 ImpsFB: 1,100 Clk/Act
Direct - 35 buyers
1 x ARTICLE 3 x ARTICLE
Time: 4 Weeks
Video: 12,000+ Vws
YT: 156,000 ImpsYT: 600 Clk/Act
FB: 620,000 ImpsFB: 2,400 Clk/Act
Direct- Fully Booked
Time: 7 Weeks
Video: 14,500+ Vws
YT: 205,000 ImpsYT: 950 Clk/Act
FB: 980,000 ImpsFB: 3,200 Clk/Act
Direct – 135 cons
Case Studies (C’d)B2B & Creativity…
An App ThingVerticalResponse.com
2,500+ views in 24hrs
Business Has Meltdown
Cisco
80,000+ views in 1 week
Our Recent Creations!Evolve Martial Art
Sport
Teaser
Joined: 25 Sept, 2008
T. Views: 500,000
WEBSITE
Barrio ChinoBar
LIFESTYLE F & B F & B
EtnaRestaurant
Teaser Teaser
YOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL
Joined: 25 Nov, 2012
T. Views: 5,000
No Website
Joined: 9 Nov, 2012
T. Views: 2,000
WEBSITE
Successful SG YouTube ChannelGreat Eastern Life
SGFinance
Teaser
Joined: 10 Nov, 2011
Subs: 69T Views: 732,743Total Videos: 27
WEBSITE
SG Youth OlympicSport
CONSULTING ENTERTAINMENT CONS. PRODUCT
TOURISM
SkyHobbieHobby
Singapore AirlinesTravel
Teaser Teaser TeaserYOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL
Joined: 3 May, 2010
Subs: 10,838T Views: 13,990,955Total Videos: 442
WEBSITE
Joined: 17 Oct, 2006
Subs: 699T Views: 1,942,221Total Videos: 382
WEBSITE
Joined: 15 Aug, 2012
Subs: 1,163T Views: 91,682
Total Videos: 60
WEBSITE
Quicker than SEO, but still..
Just Created your Channel?• Single video(s) hit -- rarely becomes a buzz
(direct)• Multiple content, brings multiple viewers• Direct results always appear after 2/3 months PERSISTANCE
“Just be patient. Let the game come to you. Don't rush. Be quick, but don't hurry.”
- Earl Monroe
Interesting Readings NY Times:
http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.html?_r=0
Business Insider: http://www.businessinsider.com/ads-on-tv-and-online-ads-are-about-to-become-the-same-thing-2012-9
Mashable: http://mashable.com/2012/09/21/how-derrick-rose-and-adidas-turned-misfortune-into-great-marketing-video/
Social Media Today: http://socialmediatoday.com/robert-weiss/857841/how-marketing-video-will-improve-conversion-rates-across-your-sales-cycle?utm_source=linkedin&utm_medium=social&utm_content=81f77115-9037-4e5a-b8dc-fe37d1fb3896
Thanks!
info@findyourwayintheworld.comCONTACTS
A New Media Enterprise, the forefront of future is Visual Conversation and now, the future is within
your reach.Time to contact us…
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