C3 2014 Breakout Michael Weissman

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  • DRIVING VALUE THROUGH VIDEO

    Michael Weissman

    General Manager

  • 2

    #C3NY

    AGENDA Driving Value Through Video

    1. Intro to Vimeo

    2. Fun Stats

    3. Three Stories

    4. Q&A

  • 3

    #C3NY

    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 Pros &

    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

  • 4

    #C3NY

    INTRO TO VIMEO Vimeo Reaches ~170M Global Viewers per Month (and growing fast)

    60

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    180Sep-1

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    Source: ComScore Video Metrix

    (MM)

  • 5

    #C3NY

    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)

  • 6

    #C3NY

    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?

  • 7

    #C3NY

    STORY ONE: CONVERSION AND SALES Using video to drive conversion and sale on site through service or product

    description

    Gilt.com Homepage TeslaMotors.com

  • 8

    #C3NY

    STORY TWO: ORIGINAL CONTENT PRODUCTION Emergence of the brand as original, quality content producer

  • 9

    #C3NY

  • 10

    #C3NY

    STORY THREE: FEATURE LENGTH FILM PRODUCTION Brand becomes feature length film producer and sponsor

  • 11

    #C3NY

  • 12

    #C3NY

    INSIDER TIPS Some basics to remember

    1. Authenticity is key

    2. Passionate storytelling

    3. Make use of new technology

    4. Sometimes its OK to give up control

    5. Be vague with your creative brief

  • MICHAEL WEISSMAN | VIMEO General Manager, Creator Platform

    mike@vimeo.com