Learn how to use video content to help educate, engage and convert your audience into loyal customers. Video marketing is fast becoming one of the most effective and engaging marketing channels and this presentation gives you the know-how to start a video marketing campaign today! (The presentation has been modified with video examples removed from the original presentation.)

1. Using
VIDEO
to transform
your business
ENGAGE ENTERTAIN EDUCATE EVOLVE
Presented by Paul Chappell, Business Director, CATFISH
At ADMA Forum 2010

2. THE INSIGHTS
Video allows you to connect
with your audience as close to the
consumer experience as you can deliver
Video is a people magnet. Create it and they will come
Video is now expected
Video is now creating a new point of difference.
ADMA FORUM 2010 - VIDEO OVERVIEW

3. WEB VIDEO
ADMA FORUM 2010 - VIDEO OVERVIEW

4. THE BASICS
Increase or Improve
Branding/Marketing/Advertising
Conversions
Authority, Credibility, Thought Leadership & Fame
Raise Awareness
ADMA FORUM 2010 - VIDEO OVERVIEW

5. THE EXPERIENCE
Documentary style video seems to
work best for information-heavy
content
Video content/production has not
featured in marketing budgets for
many clients
Time and cost are the two most
influencing factors
Lack of knowledge in terms of
process involved
Perception that quality is not
important
Still educating the Australian market
ADMA FORUM 2010 - VIDEO OVERVIEW

6. VIDEO
THE
NUMBERS

7. ADMA FORUM 2010 – THE NUMBERS

8. ADMA FORUM 2010 – THE NUMBERS

9. VIDEO
101

10. Humour How‐To Demonstra,on Tes(monial
Commercial (Branding) Documentary Short Film
Interview Abstract
ADMA FORUM 2010 – VIDEO 101

11. VIDEO: EDUCATION
Education Video establishes Trust and
thought-leadership.
Educational videos can simplify a
process and reduce buyer concerns or
second thoughts.
Educational videos enlighten and clarify.
Metrics might be:
Increase product/process knowledge
Reduce the number of calls to service
centre
How-Tos Induction Safety Benefits & Features eLearning
ADMA FORUM 2010 - VIDEO 101

12. VIDEO: CONVERSION
Conversion Video is goal-oriented.
It might be financial or beneficial in nature.
It should be measurable
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ADMA FORUM 2010 - VIDEO 101

13. VIDEO: VIRAL
ADMA FORUM 2010 - VIDEO 101

14. VIDEO: VIRAL
Viral Video is not a strategy.
It is a result.
If you’re adamant about trying to make a viral video, be prepared to spend the
money and be…
Original
Unusual
Unexpected
Funny / Mysterious / Sexy
ADMA FORUM 2010 - VIDEO 101

15. VIDEO

16. WTF IS VIDEO SEO
Video SEO is the process of submitting videos to search
engines so that the video content is displayed in the
Web (default) results.
A recent study by Forrester Research found that videos,
properly submitted, were 53 times more likely to
generate a first page Google ranking than traditional
SEO techniques.
ADMA FORUM 2010 – VIDEO SEO

17. ADVANTAGES OF VIDEO SEO
1. Most search engines like Google are keen to offer
blended search results – a mix of web content.
2. There is a black hole in terms of the amount of
optimised video content available and the video
content that does exist is often poorly submitted to
search engines.
ADMA FORUM 2010 – VIDEO SEO

18. “ Done right, Video SEO can
increase search engine
performance by over 5000%
and provide a powerful new
marketing tool for your
“
organisation.
‐ FLIQZ
ADMA FORUM 2010 – VIDEO SEO

19. CHANCES ARE…
Video has about an 11,000-to-1 chance of making it
onto the first page of Google results
Text pages have about a 500,000-to-1 chance of
appearing on the first page of results.
ADMA FORUM 2010 – VIDEO SEO

20. THE SECRETS OF GOOD VIDEO SEO
Video Site Maps are crucial for a
good Video SEO strategy.
By submitting an XML-based
video site map, you are
effectively telling the search
engine that video exists on your
site, and pointing to the exact
location where it resides.
ADMA FORUM 2010 – VIDEO SEO

21. THE SECRETS OF GOOD VIDEO SEO
Make sure your video filenames include keywords.
Host your videos for free on YouTube, then embed those
YouTube videos into your own site.
Optimise your YouTube videos by adding keywords into your
videos titles, descriptions and tags.
Embed videos into relevant text pages on your site.
Create a video library on your site, so Google knows where to
find your video content.
ADMA FORUM 2010 – VIDEO SEO

22. VIDEO
CONVERSION

23. “ …we found that the conversion rate for our
clients increased upon the introduction of
a carefully considered video compared to
the same page without video. In some
cases the boost in conversion was over
80% and the client was able to enjoy a “
return on his investment in video within the
first week of the video going live.
‐ EyeView, USA
ADMA FORUM 2010 – VIDEO CONVERSION

24. VIDEO CONVERSION
1. Do You Need Video?
2. Press Play or Auto start?
3. Call To Action
4. Video Duration
5. Triggers & Hotspots
6. Language
7. Voice & Music
8. Real life or Animation?
9. Message Relevance
ADMA FORUM 2010 – VIDEO CONVERSION

25. VIDEO CONVERSION
Zappos is the biggest video retailer on the web
In 2010 Zappos will make some 50,000 product videos for their
website
Zappos’ existing video content on product pages has been able to
increase sales (compared to product sites without video) by between
6 to 30%!
By the end of 2010, Zappos plans to have 10 video studios in
operation.
ADMA FORUM 2010 – VIDEO CONVERSION

26. “Clients are more inclined
to make a hefty purchase
after watching a video
that explains a premium
“
product’s benefits
Source: Treepodia Jan 2010
ADMA FORUM 2010 - VIDEO 101

27. VIDEO
CONTESTS

28. VIDEO CONTESTS
More than 20% of online
advertisers have run campaigns
asking users to submit online
content in the past year.
UGC brings the brand and
consumer together in an intimate
and revealing way.
Video contests can help
marketers achieve a huge range
of marking objectives.
Forrester Research
ADMA FORUM 2010 – VIDEO CONTESTS

29. VIDEO CONTESTS
(FORRESTER RESEARCH BASED ON 102 ONLINE VIDEO CONTESTS)
ADMA FORUM 2010 – VIDEO CONTESTS

30. VIDEO CONTESTS
PREMISE
PRIZE
PROMOTION
Other Considerations:
Voting structure
Vendor Selection
Setting a schedule
Establishing a budget
Internal buy-in
Measuring the results
ADMA FORUM 2010 – VIDEO CONTESTS

31. VIDEO &
SOCIAL
MEDIA

32. “86% of Australian
Internet Users are
looking to their fellow
Internet users for
opinions and
information on
products, services
and brands…”
Melanie Ingrey, Director for
Nielsen’s online business
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

33. ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

34. Facebook is now the 5th largest provider of videos.
Over 41 million unique video views in the month of April
2010
(That’s videos hosted on FB – not shared on Facebook!)
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

35. Facebook is now the second highest referrer of traffic
to YouTube.
1.Google 18%
2. Facebook 16%
3. Myspace 4%
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

36. A recent survey by TubeMogul
suggests that Facebook video ads had
5.4% - 9.43% higher completion
Hyundai, 20th Century Fox,
rates, and ¾ of the sampled Facebook Microsoft, and Symantec were
units had lower average cost per view. some of the client brands involved
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

37. Facebook users spend 27% of
online time on Facebook
Facebook users spending an
average of 3.26 times longer on
the Internet than non-Facebook
users – 25.8 hours compared to
7.91 hours respectively.
Facebook users are still spending
2.5 times more on average per
Month (excluding Facebook time)
than those who aren’t on Facebook.
Nielsen Netratings, April 2010
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

38. The first rule of YouTube
Is that any content submitted to YouTube is OWNED by YouTube.
The second rule of YouTube
Is any video hosted on YouTube and embedded on your site will
return search results for YouTube NOT your site.
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

39. Twitter is a huge referral source for
online video.
Relevance of content is driving
longer view times.
Twitter makes finding video content
easy and results are more targeted
Retweets also make video content
easy to spread around.
ADMA FORUM 2010 – VIDEO & SOCIAL MEDIA

40. INTERACTIVE
VIDEO

41. VIDEO CLICK THROUGHS
Click on any object in the video to find out more
CUSTOMISABLE ONLINE
INTERACTIVE VIDEO
User can adjust some variables and then play a
video customised to their preferences http://www.wirewax.com/
CONVERSATIONAL ONLINE
INTERACTIVE VIDEO
Conversational video allows the user to interact
with a video in a turn-based manner
EXPLORATORY ONLINE
INTERACTIVE VIDEO
View an object in a virtual sense using video
loops to create a ‘real’ simulation
http://www.youtube.com/watch?v=i6X7oTd4Dv4
ADMA FORUM 2010 – INTERACTIVE VIDEO

42. VIDEO
MEASUREMENT

43. Total Views Engagement Rate
Full Play‐Through Data Full Site List
Organic vs Paid Views Total # of Organic Plays & Plays per Instance
Total Number of Paid Site Placements Item Clicks
and Click‐Throughs
“Buy It” clicks
Number of views by % Watched
Sales Conversions
Click‐Through Rates
Total Sales
Map of Territories Showing Loca,ons
List of Recent Comments & Tweets by Day,
of Video Plays
Site and Channel
Share Sta(s(cs by Type
(Facebook forwards, downloads, emails)
ADMA FORUM 2010 – VIDEO MEASUREMENT

44. VIDEO
STRATEGY

45. DEVELOPING YOUR VIDEO STRATEGY
1. What do you want your video to do for you?
Be as specific as possible.
The Purpose of our Video is to…
Streamline our customer service process
Introduce our key people
Inject humor into the early stages of our sales process
Move people through our sales funnel
Demonstrate how our product works
ADMA FORUM 2010 – VIDEO STRATEGY

46. DEVELOPING YOUR VIDEO STRATEGY
2. Who is your audience and how do they learn?
Who will watch the videos you make?
Where do they watch them?
What style of content do they respond best to?
Are they passive or active in their response to viewing?
ADMA FORUM 2010 – VIDEO STRATEGY

47. DEVELOPING YOUR VIDEO STRATEGY
3. What is the message you want to deliver to your
audience?
Do you have one target audience or multiple audience groups?
Will your message be different for each group?
How many versions will you need?
Can you re-purpose your content or need to shoot multiple versions?
ADMA FORUM 2010 – VIDEO STRATEGY

48. DEVELOPING YOUR VIDEO STRATEGY
4. How will you measure Treepodia claims that if you
success? add a simple link to video
from any given product
page, you can expect
Your efforts to produce video content something between a 5%-
deserve a return on investment. Define 15% video view rate, while
what returns you want and implement an embedded video player
tools to measure the success. on the same page will
deliver a view rate ranging
from
10%-35%
ADMA FORUM 2010 – VIDEO STRATEGY

49. KEY CONSIDERATIONS FOR ONLINE VIDEO
It must have a purpose.
It must target a specific audience.
It must be relevant.
It must be valuable.
It must be searchable & accessible
ADMA FORUM 2010 – VIDEO STRATEGY

50. Thank You
385 Bay St, Port Melbourne, Victoria 3207.
www.catfish.net.au
P: +61 3 96769264