Video Seminar presentation 1

& 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

bodyform

Something that happens to your video rather than an inherent quality of it

the dreaded word... viral

buyral

tnt belgium

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