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ONLINE VIDEOTHE SWISS ARMY KNIFE OF INTERACTIVE
Source = YouTube Blog – Dec 2010 – total #video views worldwide
700,000,000,0006,895,656,577
= 100 videos/human
OPPORTUNITIES & BENEFITSWITH ONLINE VIDEO
Generate Response – Video Advertising
Vs. 0.1%For text/image ads
Work-Related Video Can Drive Senior Executives To Take Action
Drive Engagement & Action - Communication
Source = Forbes Insights – Video in the C-Suite, Dec. 2010
Survey of 306 executives at U.S. companies with annual sales exceeding
$500 million.
Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008 | Forrester Blog
Videos Dominate Universal Search
38% of users were served video inGoogle’s Universal Search
Break Through the Clutter – Video SEO
“Any given video in the index stands about a 50 times better
chance of appearing on the first page of results than any given text page in the index”
– James L. McQuivey,Vice President, Principal Analyst -
Forrester
Control Your Brand - Reputation Management
Power To The People – United Breaks Guitars
Reportedly cost United $180M off their share price
Source: HuffingtonPost.com 7/24/2009
Sell Products & Services - Conversions
Of people who watched video:• 55% took one or more actions
– 43% visited website– 22% requested info– 18% went to physical location– 15% made a purchase– 11% forwarded to friend– 9% signed up for product/service
trial
46% of shoppers who view video purchase larger orders.
Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer
76% of top 200 North American retailers have no presence in Google Video
The E-Commerce Video SEO Opportunity
Source: State of Video in E-commerce Report Q2, 2010
Top 10 retailers by number of videos indexed by Google
Embracing Online Video Like It’s Going Out Of Style
Zappos.com Video Strategy - Comprehensive
Zappos Video Initiatives• 2009 – Initial testing• 2010 – Goal = 50K videos
– 57,509
• 2011 – Goal = 100K videos
Zappos Video Strategy• Product videos• How-to videos• Brand marketing• Internal communications• User-generated product reviews (2011)
Zappos.com Video Results - Powerful
Zappos Video Results• Product page conversion• Returns• Customer satisfaction
Zappos Keys To Success• Honest, personal, informative• Diffusion everywhere
– Website, YouTube– Facebook - 2011
“What works the best is the fact that our videos are very real. There is value in being candid. There's an emotional connection that can’t be captured via
photograph or text”
– Laurie Williams, Zappos.com Video Product Manager
VIDEO = SOCIAL MEDIA
Online Video Is Inherently Social Media
Sources = Jun Group 2010 Trends and Insights From Social Video – Jan, 2011 | YouTube Blog – Jan 25, 2011
150 years worth of YouTube video is watched on Facebook every day.
YouTube “Enhanced” User Channel YouTube “Carousel ” Brand Channel
Don’t Forget Your YouTube Brand Presence
What Happens When You Ignore YouTube?
DRIVING VIEWS AND INTEREST
WHAT CONTENT WORKS BEST FOR ONLINE VIDEO?
99.67% of YouTube videos have less than 1M views - TubeMogul.
“…most YouTube videos get less than a couple of hundred views.” – YouTube Help
You Want To Go Viral? = Russian Roulette
What Video Content Works?
Create Magnetic Content:• Content that naturally attracts consumers Vs. interruption marketing
Tell a Story• Is the content unique?• Is the content useful?• Is the content well executed?• Is the content fun?• Is the content honest?
Tips• Be candid• Consider well-known talent• Dedicate resources• Don’t play viral roulette
What Video Content Usually Doesn’t Work?
Online Video = Lean Forward vs. Lean Back Experience– The classic disruptive marketing approach often = FAIL
THANK YOUMARK [email protected]