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DRIVING VALUE THROUGH VIDEO
Michael Weissman
General Manager
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#C3NY
AGENDA Driving Value Through Video
1. Intro to Vimeo
2. Fun Stats
3. Three Stories
4. Q&A
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INTRO TO VIMEO The Quality Platform for Video Creators and their Audiences
• Best-in-class, customizable HD player
• Clutter-free, no ad experience
• Simple, rock-solid privacy controls
• VOD monetization tools
• Supportive, positive community
Consumers &
Enthusiasts
Video Pro’s &
Video Sellers
Businesses &
Marketers
Family &
Friends
Fans &
Patrons
Customers &
Clients
Creator Platform Audience Networks
Professional grade tools
for all skill levels
Inspiring premium content
for all interests
Create and view on any device
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INTRO TO VIMEO Vimeo Reaches ~170M Global Viewers per Month (and growing fast)
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Source: ComScore Video Metrix
(MM)
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FUN STATS ABOUT VIDEO And, yes, its true. Video does work.
1.8
millio
n
1 minute of video equates
to 1.8 million words (1)
64%
Consumers are 64% more likely to
purchase after viewing videos (2)
53x
Videos are 53x more likely to
appear on 1st SERP versus text (3)
3x
Social posts with video drive 3x
more inbound links versus text (4)
1. Forrester Research, Dr. James McQuivey
2. Comscore, August 2013
3. GigaOm.com, “The Great Video SEO Frontier”
4. SEOMoz, “What Makes a Link Worthy”
5. Forrester Research
200-
300%
Email with explainer video
increases CTR by 200-300% (5)
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1. Using video to drive conversion and sales on-site (Gilt, Tesla)
2. Brand as original content producer (Filson)
3. Retailer as feature length film producer (Patagonia, Arcteryx)
THREE STORIES How are major retailers and brands using video?
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STORY ONE: CONVERSION AND SALES Using video to drive conversion and sale on site through service or product
description
Gilt.com Homepage TeslaMotors.com
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STORY TWO: ORIGINAL CONTENT PRODUCTION Emergence of the brand as original, quality content producer
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STORY THREE: FEATURE LENGTH FILM PRODUCTION Brand becomes feature length film producer and sponsor
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INSIDER TIPS Some basics to remember
1. Authenticity is key
2. Passionate storytelling
3. Make use of new technology
4. Sometimes it’s OK to give up control
5. Be vague with your creative brief
MICHAEL WEISSMAN | VIMEO General Manager, Creator Platform