Video Seminar presentation 1
Post on 19-Jan-2015
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& ANIMATIONVIDEO
#mhvideo
what we’re going to cover
Why use video – what are the benefits?
getting the basics right
the dreaded word... viral
off site engagement
what’s new and exciting...
what we’re going to cover
2007 Online video strategy Make a corporate film and put it on your website
5 years, big changes
16bn page views per month
9.9% of eu population
20,000 per day
20122007100bn page views per month
67% of eu population
340M per day
Online video strategy the possibilities are endless!2012
4 5outof
people online in the UKwatch online video every
month, equating to more than
5.5 billionvideo views
19-25million videosare viewed each month
on mobile devices like theiPhone, iPad or equivalent
Month
of the top 50internet retailers displayvideos on their websites
68%of people who watch a “Quality” video will take whatever action that
video asks them to do
50%ApproximatelyVideo is...
more likely to appear on the 1st pageof Google search results than
a traditional web page
53 X
mobile videohas the highest growth rate
of any application overmobile networks
SOURCE: marketingzen.com, fact and fable.com, comscore and forester research
1 minuteThe average length of time,
per visitor, spent on text-only sites
6 minutesThe average length of time,
per visitor, spent on siteswith video content
SOURCE: marketingzen.com, fact and fable.com, comscore and forester research
of the people viewing videosonline are between these ages
35-6465%
12%of people
going to a site that uses videoto market its products or services...will end up buying from that site
USERS are
more likely to convert to a sale if yourvideo includes a clear call to action
4X
USERS are
more likely to look at a video on yourwebsite than anything else
4 X
consumers are beginning to expect video information to be available
we like to be spoon fed – A video contains ‘bite-sized’ information
why use video?
because your competitors are probably already using video, if they aren’t they will be soon, so take the opportunity to get ahead
why use video?
there is proof that moving image is more effective at convertingcustomers... as we will demonstrate
it is more easily accessible
it’s more cost effective than ever before
it can communicate your brand personality like no other medium
it helps seo
it can communicate your brand personality like no other medium
research into teaching methods
10%READ
26%HEARD
30%SEEN
50%SEEN & HEARD
RESPONDENTS RETAIN;SOURCE: NORTH CAROLINA STATE UNIVERSITY
research into teaching methods
B2B EMAIL MARKETING CASE STUDYvideo is more effective than text
21%1.6%
week 1
a a
B B
4.5%25%
week 2
a a
B B
video is more effective than text
video is enticing
video is quick
video is a break: sit back, relax and watch
video is mobile friendly: it’s easier to watch a video than read text on a tiny screen
SOURCE: forbes insight, december 2011
video is more effective than text
where are businesses using video?
where are businesses using video?SOURCE: 2012 video marketing council
10%0%
Internal communicationsby senior mgmt
generating sales leads
email marketing
posting video on social media sites
posting video to organisation’s website
20% 30% 40% 50% 60% 70% 80%
67%
61%
52%
33%
17%
GETTING THE RIGHT...
DEFINE WHAT YOU’RE TRYING TO ACHIEVE
LAUNCH A NEW PRODUCT
REDUCE NUMBER OF CALLS TO A CALL CENTRE
EXPLAIN A COMPLEX SUBJECT WITHOUT RESORTING TODOWNLOADS AND PAGES OF TEXT
DEFINE WHAT YOU’RE TRYING TO ACHIEVE
k3 cloud
ASK YOURSELF
ASK YOURSELF
what do you want IT to do?
who is it for?
how are you going to reach them?
what channels do you need to use?
ASK YOURSELF
what are you trying to achieve?
how much do you have to spend?
how are you going to measure its success? number of views or number of customers?
what does good really look like?
what does really bad look like?
what does really bad look like?
picking the perfect partner
like any other brief:
be clear about what you and stakeholders need to see to make a decision – a treatment, scripts, storyboards
be clear about where production ends and distribution begins
or, just ask madhouse!
picking the perfect partner
SETTING KPIS
What DOes your video need to do:
REACH MASS AUDIENCE
DELIVER KEY MESSAGES
ENCOURAGE CLICK THROUGH
UPLIFT SALES
Or CREATE MASSIVE EXPOSURE FOR Your BRAND
SETTING KPIS
most sucessful exposure strategiesdeliver viewing pleasure
humour
surprise
shock - but be careful not to damage the brand
might not be directly related to the product or brand
most sucessful exposure strategiesdeliver viewing pleasure
Something that happens to your video rather than an inherent quality of it
the dreaded word... viral
what makes a video go viral?
focus on viewing pleasure– don’t cram too much in
make sure it’s easy to share
ditch the sales speak
ugc generally gets more cut-through
never underestimate the weirdness of people’s tastes
make sure you have a clear call to action
delivering information more effectively
delivering information more effectively
SENIOR EXECSprefer to watch video instead of reading text
59%EXECUTIVES
are watching more online video than a year ago
80% 4 XMORE LIKELY
USERSARE
to look at a video on your website than anything else
increasing conversion
does the length of a video matter?
does the length of a video matter?
0-30SEC
0%
20%
40%
60%
80%
100%
.30-1min
1-2min
2-3min
3-4min
4-5min
5-10min
10-20min
20-30min
30-45min
45-60min
60+min
video length
aver
age
% v
iew
ed
how much do people actually watch?
audi
ence
eng
agem
ent under 1 min
1-2 min
2-3 min
3-4 min
4-5 min
5-10 min
10-20 min
20-30 min
30-45 min
45-60 min
60+ min50%beginning OF VIDEO THE END0%
20%
40%
60%
80%
100%
how much do people actually watch?
some things to consider to improve conversion
is video better put in the hands of consumers (reviews)than the brand (product videos)
which products should you try first
where do you want the video to sit in user journey
video seo is key – be sure to include on-site search in your planning
does the video need to contain interactive options to buythe products within it
some things to consider to improve conversion
DWELL TIME, BASKET SIZE AND REPEAT VISIT RATE
of CONSUMERSsay that watching product videos makes them more confident in their online purchase decisions. (Internet Retailer, 2012)
52%
1 minuteThe average length of time,
per visitor, spent on text-only sites
6 minutesThe average length of time,
per visitor, spent on siteswith video content
m&Stv
delivering longer dwell times, repeat visits and a significant uplift in conversions
13million minutes of content viewed
increased basket size by average of 30%
increased conversion by 15%
the importance of content
the importance of content
‘old world’ rules still apply
2nd, 3rd and 4th screens
produce content people actually want to watch
think about what the customer needs not what the brand wants
make it interesting, entertaining or useful
serve it up when they want it
the importance of content
off site engagement
good content only half the battle - even the best content wont getwatched just because it’s posted on youtube
off site engagementcontent seeding strategy
audit who you can reach via existing channels
start small
seeding agencies
seeding tools
customers are 3x more likely to watch a shared video than a paid view
VsVs“The artful dodger”
VIMEO“Dirty, nerdy, birdy”
YOUTUBE
which platform?youtube
audience range
channel customisation
revenue sharing
unlimited uploads
pros competition
flagging
inappropriate comments
inappropriate recommendations
cons
which platform?vimeo
priority uploading
video player branding
analytics– much betterthan youtube
community engagement
pros lower traffic
paid access/ commercial restrictions
upload restrictions
cons
video seo
video is 53x more likely to rank on page 1 of google
make sure you develop a video sitemap
upload it to your website
tell google it’s there
youtube seo
video seo
video advertising
time for a coffee!
#mhvideo
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