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Why do Video???
A strategic approach to leveraging the interplay of search and video
Online VideoOnline video is an international phenomenon
growing rapidly on the tail of greater broadband penetration.
US – Overall Online Video Usage
January 2009 Findings - Comscore
76.8% of the total U.S. Internet audience viewed online video
The average online video viewer watched 356 minutes of video (up 15%)
100.9M viewers watched 6.9B videos on YouTube
The duration of average video was up 10% to 35 minutes
Stanford Continuing StudiesInternet Marketing – May 2009
Stanford Continuing StudiesInternet Marketing – October 2008
Stand-alone Marketing – NOT!
“Shrewd marketers will utilize a multi-channel strategy to capitalize on these adjacent ‘primetime’ blocks in order to maximize their marketing impact”
Direct Navigation
5 – 8 pm Internet
8 – 11pm TV
• ComScore ReportStanford Continuing Studies
Internet Marketing – October 2008
What Are They Watching?
Title of Document/Subject/Conference/Presentation
Video Paid Advertising Examples
Stanford Continuing StudiesInternet Marketing – May 2009
Stanford Continuing StudiesInternet Marketing – May 2009
Video Only Lives On YouTube?
YouTubeOther Video Search Engines/Aggregators
BannerLive Streaming Banners…
EmailGoogle SERPSocial Media SitesBranded Websites/Microsites
Stanford Continuing StudiesInternet Marketing – October 2008
Banners
Stanford Continuing StudiesInternet Marketing – October 2008
Stanford Continuing StudiesInternet Marketing – October 2008
iPhone
How Often is Video in the SERP?
According to comScore, 38% of searchers received video results in January 2008!
Stanford Continuing StudiesInternet Marketing – October 2008
1. Compelling Content
2. Entertain
3. Have a sense of Humour!
What is VSEO? Why Bother?
Video Search Engine Optimization (VSEO)
SEO can be as basic as making your existing video searchable and relevant to more viewers (customers).
Video is FREEResults in blended search can help you
“own” more of the SERP
Stanford Continuing StudiesInternet Marketing – October 2008
Title of Document/Subject/Conference/Presentation
Video Search Optimization - Strategies & TacticsStrategy
Informed by the goals of your brandDriving exposure?DR Metrics?Leads?Contributions?
VSEO is a toolbox: Choose the right tools for the job.
VSEO should complement an existing strategy
Dove
http://www.youtube.com/watch?v=iYhCn0jf46U
http://www.youtube.com/watch?v=7-kSZsvBY-A
Stanford Continuing StudiesInternet Marketing – October 2008
Stanford Continuing StudiesInternet Marketing – October 2008
Strategies & TacticsTactics
Compelling Content (relevant and entertaining)Consider length and subject
VSEO (our focus)Seeding & Distribution (VSEO?)Offline CoordinationWOM/PRPaid SearchViral (tactic or aspiration?)
BlendTec Example
Video – You have to look at it as content. You’re not
trying to interrupt the “Friends” television schedule; you’re trying to replace “Friends.” You’re trying to replace the content. And if you provide good content, people will watch it. They’ll watch it all by itself.”
http://www.reelseo.com/blendtec/
Schweppes
Stanford Continuing StudiesInternet Marketing – October 2008
Overview of Basic VSEO
Title of Document/Subject/Conference/Presentation
Stanford Continuing StudiesInternet Marketing – October 2008
Tactics: Where To Begin…
Basic VSEO principles are similar to SEOTargeted keywords in meta dataPlace on site and optimize that fileFormat
SWF – Do not use Active X controlsJuly 2008 Google & Yahoo announced will work with
Adobe to make Flash “searchable”
Name files with keywords and be consistentTag with relevant, targetted keywords
Title of Document/Subject/Conference/Presentation
Tactics: Where To Begin…
If hosting, create a video sitemap linked from homepageCreate individually optimized pages for each videoCross-link pages with anchor text
If using thumbnails, include brand or actionYouTube
Place URL in your YouTube descriptionCreate YouTube ChannelUse annotations/captioningAllow comments
Submissions
Title of Document/Subject/Conference/Presentation
Promotion: Paid Search
Keyword ResearchUse Google InsightsMcCain/Biden Example
Paid Search Rules ApplyQualityRelevanceBudget to your goals
Title of Document/Subject/Conference/Presentation
Obama Campaign Made Video Respectable
Stanford Continuing StudiesInternet Marketing – May 2009
Direct Response, Brand, Engagement
Stanford Continuing StudiesInternet Marketing – May 2009
Politics Popularized Video
Title of Document/Subject/Conference/Presentation
Measurement
How do you know if you have succeeded?Brand or Direct Response MetricsYouTube InsightVideo Syndication and Tracking Tool –
Tube Mogul
Conclusion & POVOnline video is both a phenomenon and an
opportunity for both brand and direct response marketers.
Successful campaigns have compelling content and leverage the social medium.
Coordinating VSEO early into the overall marketing plan is crucial.
Video is inevitably a part of every future marketing plan
