This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: We’ll explore why you should be using video and more importantly how to most effectively implement your video strategy across your various marketing channels.

1. Affiliate Summit East
How and Why to Use Video in Your
Marketing Strategy
Hillel Scheinfeld, COO .
@hschein, @viewbix

2. Why Video?

3. Why Video?
• Blendtec VP of Sales and Marketing
George Wright- Story Goes that
George only had a $50 budget and
needed something creative and
inexpensive and so Will It Blend was born!
• increased sales over *500% since WIB.
Source: Social Video Marketing Lessons via BlendTec’s “Will it Blend?” http://www.reelseo.com/social-video-willitblend/#ixzz2aMrRsVh4
©ReelSEO.com, All Rights Reserved
Follow us: @ReelSEO on Twitter | ReelSEO on Facebook

4. Web Video Statistics
• Video would soon be considered 90% of internet traffic. (Cisco)
• 89 million people in the United States are going to watch 1.2 billion online
videos today. (ComScore)
• Online video users are expected to double to 1.5 billion in 2016. (Cisco)
• 76 percent of marketers plan to add video to their sites, making it a higher
priority than Facebook, Twitter and blog integration.
• 84% of the US audience watched videos online in Jan. ’12
• Video consumption is up 43% from just a year ago
Source:http://brandongaille.com/10-awesome-web-video-statistics/
Source: ReelSEO, Internet Retailer

5. Video Outranks all other web activities
0% 10% 20% 30% 40% 50% 60% 70%
Watch Video & Video Sharing
Social Ntworks
Online banking
Upload Photos
IM
Games
Music purchase
Blogging
Twitter
Percentage of time spent

6. Top Search Engines
#1
#2

7. Who is watching Video: EVERYONE!
Sources: ReelSEO, wikipedia.org, fastcompany, Pew Research Center

8. Mobile + Video=
• Mobile and tablet shoppers are three times as
likely to view a video as laptop or desktop
users. (NPD)
• Viewers are more than twice as likely to
complete a video when watching on a non-
desktop device

9. So Video is BIG, great!
BUT does it help???

10. What am I trying to get out of
my video??

11. What do people do with Videos
about products they ….
• They share them on:
Source:(Invodo)
Is there an
ROI on these
Social Shares? 0%
10%
20%
30%
40%
50%
Where Videos Are Shared

12. Shared Videos Sell More Product
• When someone watches a recommended video, their brand
recall goes up 7% and enjoyment goes up 14%
• Purchase intent goes up - video enjoyment increased
purchase intent (for consumer products) by 97 percent and
brand association by 139 percent
10 times more videos are shared on
Facebook vs. Twitter
*Unruly video study, January, 2012

13. Video LIFTS Email Click-
through

14. Cisco case study
View 44% more pages while on Cisco.com
Are twice as likely to engage with high-value conversion activities on Cisco.com
Are 41% more likely to return to Cisco.com
Are 5 times more likely to click through
on a blog post with video
Video viewers

15. Your Video will be your Website

16. I’m Convinced but HOW?

17. 3 steps in video marketing
• 1. content creation
– Capture
– Import
– Create
• 2. content management
– SEO
– Metadata
– Analytics
• 3. content delivery
– Multi platform
– Player skin
– Video rights (top reason not to use YT)

18. Content creation
DON’T FORGET TO TEST!!
• Planning
• Script
• Talent
• Location
• Videography
• Read John Cecil’s book
• Watch Anthony Wong’s webinar on
Viewbix's Blog about shooting video
• Video Length is Key

19. Planning
Most important step that will save you time
and Money!!!
What is the
Video about
What is your
message
Call to Action
Beginning Middle End

20. Script
• Purpose
– Informational
– Sales
– Training
– Advertisement
• Tone
– Comical, Professional, Personal

21. Video Types/Stage of Sales Process
Types of Video Productions Definition of Video Type Sales Stage
1. Advertisement High production value Awareness
2. Thought Leadership Talking head or interview Awareness
3. Business Challenges Industry trends Consideration
4. Case Study Customer or Cisco product stories Consideration
5. Demo Product/Solution deep dive Design
6. Technology Solution Multiple product solution Design
7. Video Data Sheet Product specifications Design
8. Training Course curriculum, How-to Post-sale
9. Event Presentation Event All
10. Program Series Program series All
11. Other On location event recording All

22. Talent
Male vs. Female
Company Representative vs. Actor
Younger vs. Older
Dress code: Professional vs. casual
Test using the same script
Try multiple talents if possible (wide range)
TEST! TEST! TEST!

23. Videography
• Personal Equipment vs. hired professional
– You can use your Iphone or Ipad
• Light it
• Mic it
• Stabilize it
Location
• Onsite vs. Offsite
• Indoors vs. Outdoors
• Sound and Lighting
• These choices can add

24. Length of Video Is Key
TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included
in the sample, which spans video sites and platforms

25. CONTENT CREATION SUMMARY
TIPS BY JIM KUKRAL
•Keep it under 2 minutes
•ABC’s: Ask for the action
(subscribe, click, download, etc…)
•Get animated!
• Tell a story infomercial like oxiclean state problem, show
solution, then ask for call to action
•Be authentic… nobody wants an ad

26. Video is no longer Passive
Internet Marketing Dictionary.com
“Video Marketing is to include Video into one’s
marketing efforts to promote an offer. This can be done via
a full motion Video or a screen-capture Video.”
PROMOTE AN OFFER!!!!
BUT
An Offer with no ability to take an action is a
lost opportunity

27. CTAs on YouTube
• Paid - Call to Action Overlays –
– Can ONLY appear at the
bottom half of a video player
– Character limits:
– Headline – 25
– Description line 1 – 35
– Description line 2 – 35
• Unpaid (use for all videos on
YouTube) - Annotation
– One style of font, a few
different sizes, and multiple
color backgrounds
– No character limit
– Can be placed anywhere
– Only links to another YT Video
Non-paid
Paid

28. Video without a CTA is a wasted view
TRX Case Study from Sierra Tierra
#convcon @sierratierra1. YouTube CTA Overlays #convcon @sierratierra
2. Other YouTube CTAs
YouTube Overlay CTA Other YouTube CTA

29. Video without a CTA is a wasted view
Content CTA
65%
decrease
in CPA
TRX Case Study Results

30. Order
Tickets
Custom
Branding
Share on
Facebook
Share on
Twitter
Embed on
web site
Apps
Transform your video into a mini-website

31. Non Profit
13x ROI, 33% CTR, 30% App Usage
20% + Engagement Rates
Huge increase in mailing list
sign ups
Travel Entertainment
Real Estate
Drives Leads and Sales via Apps like:
Maps, Weather, Photos, Mailing Lists
Increased Tickets Sales via:
Custom Branding, Click to Order

32. Source of Data
2012 Video Engagement Report
- Companies Surveyed: 800+
- Impressions: 6 Million +
- Business Size: 86% <10 employees

33. Do Calls to Action
on Videos Work?
FACT OR FICTION?
FACT
~11.5% of Views result in a Click on the CTA
More than 22% average engagement rate
with all apps
Case Studies show up to 13x ROI

34. Is the Web Better than Social?
FACT OR FICTION?
FICTION
Engagement Rates on Social ~46%
Engagement Rates on Website ~21%

35. Is the Web better than Mobile?
FACT OR FICTION?
FACTION
iPhone Engagement Rates: ~17%
Website Engagement Rates: ~21%
Tablets Engagement Rates: ~45-47%
Android - iPad

36. And One More Fact...
Lead Gen Works as Well!

37. Choosing the right OVP
• Moving beyond the YT channel – why spend more?
– OVP is used to deliver your own content rather than
sharing someone else’s
– Consider Rights and Security
– Most popular OVP’s
– Vimeo
– YT
– Ooyala
– Brightcove
– Kaltura

38. Video companies to help
create content
• Funnervids.com
• Goanimate
• Rappidfire
• Animoto

39. Video SEO
• Using video content to enhance “regular” SEO
• Getting ranked higher on YouTube
• Getting your videos to rank in Organic SEO results with a video
snippet

40. Video SEO
• Yes! You still need “regular” SEO
• Video SEO is a part of your on page SEO strategy – not a replacement
• Great content
• Quality Inbound Links etc….
• You Need a Video Site MAP!!
• http://support.google.com/webmasters/bin/answer.py?hl=en&answer=80472
• These are lists of videos on your site with meta data that help Google understand
what the video is about.
• Minimum configuration must include:
• Video Title
• Video Description
• Page video is being hosted on
• Thumbnail of the video (to show in SERPS)
• Location of raw video file (swf, m4v, mov, etc)
• There are about 10-15 additional parameters that can be listed

41. Video helps conversion
• Retail sites with web video increase their conversions by
30%.
• Video and other multi-media product viewing options are
rated more effective than any other site initiative.
• Over 90% of shoppers found web video useful in making
purchase decisions.
• Video in email marketing has been shown to increase
click-through rates by over 96%.
• People who view a web video are 64% more likely to
purchase than other site visitors.
Source:http://brandongaille.com/10-awesome-web-video-statistics/

42. Thank You!!
Q&A
Contact me
hillel@viewbix.com
@hschein
Facebook.com/hillels