The slides for my presentation about online video at the Dallas Digital Summit, Dec. 11, 2013.

1. WHY, WHAT AND HOW
OF ONLINE VIDEO
SUCCESS
MCKEE SMITH,
PRESIDENT, MODERN MEDIA ANSWERS, LLC

2. ABOUT MCKEE
Senior Editor on team that launched
“Barney the Dinosaur” on PBS
Senior Editor for HIT Entertainment with
brands including “Thomas the Tank Engine,”
“Bob the Builder” and “Angelina Ballerina”
President of Modern Media Answers, LLC
BA from UNT, MBA from Baylor
University

3. WHY USE VIDEO
YOU’VE GOT TO JUSTIFY THE COSTS!

4. STUDIES SHOW PEOPLE WATCH
SENIOR EXECUTIVES WATCH
80% of senior executive are watching more video than in 2009
75% watch work-related videos on business-related sites at least
weekly
65% visited a vendor’s website after watching a video
Over 50% share work-related videos with colleagues at least weekly
Forbes Insights, Video in the C-Suite, 2010

5. STUDIES SHOW PEOPLE WATCH
TECH BUYERS WATCH
95% of B2B tech buyers watch tech-related videos
82% of them will post, forward and/or share these videos with
colleagues
IDG Research Services, What Media and Devices Motivate B2B Tech buyers, Dec. 4, 2012

6. STUDIES SHOW PEOPLE WATCH
CONSUMERS WATCH
187 million Americans watched 48 billion online content videos in July,
2013
55.4% of total US population watched 19.6 billion online video ads
At is an average of 114.3 ads per viewer last July, or 3.69 per day
http://www.comscore.com/Insights/Press_Releases/2013/8/
comScore_Releases_July_2013_U.S._Online_Video_Rankings

7. STUDIES SHOW VIDEO IS EFFECTIVE
“Best in class” means to 20% of company performance
BIC are 38% more likely to use video for external communications
Marketing contributions to the sales forecasted pipeline for BIC is 40%
verses 17% for others
Customer retention for BIC is 89% verses 48% for others
Website conversion for BIC is 4% verses 2% for others
Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012

8. STUDIES SHOW VIDEO IS EFFECTIVE
BIC use video through out the sales cycle:
Marketing/brand awareness - 67%
Marketing conversions - 60%
Market nurturing - 53%
Sales qualification - 47%
Sales closing - 33%
Post sales - 33%
Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012

9. STUDIES SHOW VIDEO INCREASES SALES
Statement respondents agree strongly/somewhat:
57% - I am more confident when I watch a product video in advance
of making a purchase online and therefore less likely to return that
product
44% - I purchase more products on websites that allow me to learn
about them via video
40% - I purchase products on websites as a result of being influenced
by videos on these sites
Invodo E-Tailing Group, How Consumers Shop With Video: 2012 Survey

10. STUDIES SHOW VIDEO INCREASES
WEBSITE ENGAGEMENT
Statement respondents agree strongly/somewhat:
52% - I am willing to stay on a website longer because the retailer or
brand manufacturer makes product videos available
45% - I am more likely to return to a retailer who integrates video
into their website experience
Invodo E-Tailing Group, How Consumers Shop With Video: 2012 Survey

11. WHAT TO PUT INTO A VIDEO
IDEAS TO SUCCEED

12. PLAN BEFORE YOU START!
Decide the message you wish to
communicate!
Learn all you can about your audience
Tailor your video to your audience

13. SOME TYPES OF VIDEOS
Brand awareness
basic brand
what you’ve done lately
your future plans
live events
fun branding - viral videos

14. SOME TYPES OF VIDEOS
Product awareness
product announcements
product ads
product information and training

15. SOME TYPES OF VIDEOS
What you do is only limited by
your imagination!
(and budget, bosses, time, standards and
practices and etc.)

16. HOW TO OF VIDEO
SUCCESS SUGGESTIONS!

17. SET SMART GOALS FOR YOU VIDEO
Specific
Measureable
Achieveable
Relevant
Time bound

18. CHECK YOU GOALS
AFTER VIDEO IS IN USE
Did it actually meet the goals?
Why or why not?
Don’t forget to study analytics of who
actually watched
Adjust next time to emphasize what
worked and change what didn’t

19. HOW LONG TO MAKE IT?
How long is a string? Long enough to be useful without being so long as
to tangle up
Aberdeen says average is 3 1/2 minutes
YouTube Partner Channel videos average from <30 seconds to over 1
hour
Wistia.com research found most drop out occur in first 15% of the
video regardless of total duration. The rates flatten then till the end
regardless of length
Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012
http://wistia.com/blog/does-length-matter-it-does-for-video-2k12-edition

20. DO IT YOURSELF
OR US A PROFESSIONAL
Both work and “Best in Class” companies do both!
Outsourcing to professional - BIC 25% Others 22%
In-house professional -
BIC 38%
Others 26%
Webcam conferencing -
BIC 25%
Others 16%
Consumer grade equipment - BIC 29%
Others 35%
Screen capture with sound - BIC 38%
Others 42%
Aberdeen Group, Lights, Camera, Call-to-Action:Trends in Video Marketing, Sept. 2012

21. THREE DO IT YOURSELF SUGGESTIONS
If using a camera on you phone, turn it
horizontally!
Turn on every light and generally bring
in clamp lights to boost lighting. Dark
faces and sceens don’t work well
Get an external microphone as close to
your subjects as possible

22. USING A PROFESSIONAL
Specialized equipment
Be up front about your budget and
timeline
Look at more than one provider
Look at their demos to see if they have
done something similar to what you
need

23. DISTRIBUTING YOUR VIDEO
You need a way to be on all screens desktops, tablets and phones
Vimeo and YouTube are free but have
limits
Paid content delivery networks give
extra features that are worth it to some
users

24. IN SUMMARY
Lots of studies show video is a great tool with a proveable ROI
Plan, plan and follow up on you plan
Follow the path of the “Best in Class” companies