To gain access to the full video recording, register for free access at: http://pixvid.tv/Vs44Gq Content marketing is hot. YouTube is even hotter. Put them both together and you’re going to have a great 2013 no matter if you’re a brand marketer or a performance marketer. In this session you’ll learn how to: -Effectively incorporate video into your content marketing plan -Seamlessly integrate video with your content and social media -Establish a content marketing plan for video that delivers measureable results -Leverage YouTube as a pillar of your content marketing strategy Pixability is regarded as one of the top YouTube marketing companies in the world. Please join us as we share our experience of over 10,000 YouTube channels and millions of business videos. Nobody knows online video content marketing better than Pixability. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | info@pixability.com phone | 1-888-PIX-VIDEO

1. Content Marketing Meets YouTube
How to
• Plan
• Budget
• Execute
Without Agita
Pixability TV 27
Webinar
January 16, 2013

2. Agenda
 Admin and Agita
 Content Redux
 YouTube and Content
 Plan Holistically
 Budget on Metrics
 Execute with Precision
2

3. Admin & Agita
3

4. Questions?
 webinar@pixability.com
 Twitter: @pixability #pixtv27
 Speakers:
 @robciampa & @moretheresa
4

5. Pixability: About Us
 Conceived at MIT, based in Cambridge, MA
 Drives YouTube results for business
 Marketing platform for brand content marketing
 Big data keyword/audience analysis for ad buyers
 Extensive YouTube experience
 9,000+ brand YouTube Channels analyzed
 Authors of “Video Marketing for Dummies”
 Over 500 customers
5

6. Pixability
We solve YouTube for marketers and agencies
Advertising Content Marketing
Solutions Solutions
Drive targeted traffic quickly Build a long-term audience
On
6

7. 7

8. Content Redux
8

9. Source: http://www.marketingprofs.com/articles/2011/4381/five-b2b-trends-in-content-social-media-in-2011 9

10. How do Prospects Perceive Your Content?
Source: http://img.timeinc.net/time/photoessays/2008/naples_garbage/garbage_naples_04.jpg
10

11. Content marketing on the rise: Video is #1
Most Preferred Content
by US Brand/Agency Marketers
(Source: Outbrain, March 2012)
87%
Videos
67%
Blog Posts
44% 44%
Slideshows Articles
22%
Other
11

12. Doing it the Wrong Way
Big brands like Liberty Mutual produce expensive videos no one watches
Most corporations (and agencies) struggle with the management of their YouTube channel
12

13. YouTube & Content
13

14. Doing it the Right Way
14

15. Your YouTube Brand Channel:
Like Having Your Own Cable TV Station
15

16. YouTube is the dominant video platform
Dominating in monthly video views Attracting younger viewers than TV
Yahoo
Facebook 33%
Vevo
YouTube VS.
Viacom 67%
Microsoft
AOL
 154M U.S. Amazon
VS. Ages 18-49 Ages 50+
viewers
Turner
 18.2B U.S. video
views per month
Vimeo
Prime 24%
 55% of the U.S.
online video Time
market by video
views TV 76%
16

17. YouTube is a major marketing channel
Audiences are shifting from TV to YouTube
 #2 search engine, #1 video platform
 Now serving 4 billion hours of video per
month, up from 3B earlier this year (Wall
Street Journal, 7/31/2012)
 Over half of senior executives say they
watch work-related videos on YouTube
at least weekly (Forbes Insights, 2010)
Brands are following and being rewarded
 Content marketing is on the rise and
video content marketing is the most
preferred by marketers
 99 of 100 top global brands and 36% of
U.S. businesses over 100 employees
already use YouTube for marketing
(eMarketer, 8/2012)
 4 in 10 shoppers visited a store online or
in-person as a direct result of watching a
video online (ReelSEO, 8/2012)
17

18. Business video on YouTube is skyrocketing
The biggest marketers in the world are already using YouTube to
reach their customers
Monthly videos published on YouTube by global Top 100 Brands
(Source: Pixability Video Radar)
18

19. Most Businesses Fail to Optimize Video
Views per Video
Top 100 Brands on YouTube
Less 1K to 10K to 100K to Over
than 1K 10K 100K 1Million 1 Million
49.6% 30.4% 15.6% 3.9% 0.5%
Almost 50% of videos published by the top 100 global
brands got fewer than 1,000 views, meaning they failed to
reach their audience.
Source: Pixability Online Video Grader Sample of 150,000 business videos
on 1270 YouTube channels belonging to Top 100 Global Brands 19

20. Bad Content Marketing
20

21. Plan Holistically
21

22. get the in front of the to trigger the
Right Right Right
VIDEO AUDIENCE ACTION
CONTENT
22

23. Content Fuels Paid, Owned, Earned
Paid Media Owned Media Earned Media
Promoted
Video Ad
YouTube Ads YouTube Channel Social Sharing
Highly targeted, more A video channel Build a community
cost effective than that you own and around your video
traditional media control fully content
Website
Driving conversions
through highly qualified
website traffic
23

24. What makes a channel successful?
Channel Success Business Success
 Great Content  Brand awareness
 Loyal subscribers  New Leads
 Sustained viewership  Conversions
24

25. Video delivers throughout marketing funnel
Video Marketing Impacts Smoothly Integrates
Every Stage of Marketing Funnel With Conversion Practices
Display Ads
AWARENESS
Social Media
CONSIDERATION Retargeting
SEM / SEO
TRANSACTION
Landing Page
Optimization
SERVICE
Customer
Portal
25

26. The Marketing Funnel For Video:
 Prove you are the industry leader
 Educate your audience about your products
 Provide support and guidance for purchasing
Educational Promotional
Videos Videos
In-depth content
Promotional
Videos/ Product
Videos
26

27. Budget on Metrics
27

28. Producing Content
Content Creation Options Pros / Cons
 Hire a local studio to produce and  Pro - You will have someone to call
create the content  Con – Price
 Hire a local videographer to shoot  Pro – Cheaper price point when
and edit working with an individual
 Con – You get what you pay for,
make sure it is very clear what is
expected to be done
 Purchase your own camera and  Pro – You will be able to make more
editing gear for a team member to affordable videos
use  Con – You will need to hire someone
experienced to manage this or train
an employee
28

29. Look at conversions – not just views

Pixability Campaign Start +380% For-profit beauty school
chain with 100+ locations
 Relies on online promotion
to drive enrollment
 600+ YouTube videos cost
$300k + to create but were
ineffective
 Pixability increased Empire
conversions by 380% in just
3 months
June, 2011 July, 2011 August, 2011 September, 2011
29

30. YouTube + Pixability = lower-cost
conversions
Organic Search
$36
$37 AFTER Pixability
YouTube
$67 BEFORE Pixability
Lead Gen Sites
$132
Local Directories
$150
Social Media
$430
$0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500
Cost per online lead
30

31. Conversion rates: YouTube is highly effective in
converting new prospects
Conversion Rates (Site visit to lead) by Traffic Source
8.0%
7.1% 7.2%
7.0%
6.1%
6.0%
5.0% 4.8%
4.0% 3.8%
3.0%
2.2%
2.0%
1.2%
1.0%
0.3%
0.1%
0.0%
SEO Search for brand Direct traffic Lead gen sites Local directories YouTube Social media Mobile ads Display ads
Traffic from users who already Traffic from users who just
know what they’re looking for. discovered the brand.
31

32. Customer Example: Private College
 Private college in
Conversion rate Boston
Local search 25.4%  Online conversion rate
for YouTube ads
Organic search 14.8% equally high as organic
search, clearly beating
YouTube 13.8%
social media.
Facebook 6.0%
 7x better performance
Direct traffic
than social ads
6.0%
 Pixability deliverables:
Twitter 4.1%
 YouTube ad campaign
Social ads 2.0%  Audience analysis,
content strategy
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
 Video SEO
 YouTube channel
optimization
Conversions: defined as expressed interest in admission details
32

33. Execute with Precision
33

34. Combine YouTube with other Content
34

35. The Traditional Ad Model
• Show a lot of ads
• Maximize Reach x Frequency
• Customer buys (maybe)
35

36. YouTube TrueView ad formats
Skippable* In-stream Display Ads Keyword Search Display Ads
(in-stream) (in-slate) (in-search) (in-display)
•Skippable after 5 seconds
• if video is over 30 seconds
 Value for money: Charged per engaged video view, not per click or impression
 Extremely flexible: Very different cost per view (CPV) ranges available
depending on format and targeting
36

37. Content & Social Video Sharing
 Up to 50% of a YouTube video’s views (on
average) are generated by external sites
 YouTube’s algorithms increasingly prioritize
frequently shared videos
 Better search rankings
 Higher visibility in “Suggested Videos”
37
Source: Pixability Caffeine Analytics

38. YouTube Videos on Facebook
38

39. YouTube Videos on Twitter
39

40. YouTube Videos on Pinterest
40

41. Now What? Making Analytics Actionable
Don’t stop at analysis, but define clear actions
 Produce better / more / different content
 Watch carefully what people like
 Invest in advertising and SEO
 Improve social media outreach
 Improve calls-to-action
 Tell people what they should do next
 Make it easy to contact you
 Make sure you track all clicks, e.g. with bit.ly
41

42. We use ‘big data’ algorithms to do it
INPUT
Data about millions of YouTube videos  Big data analytics software for
Social data YouTube marketing
 Provides multi-dimensional insights:
 Audience analysis:
“How many people watch videos
about this topic?”
 Topic identification:
“Which sub-topics are particularly popular?”
Video Social
Video Search sentiment  Competitive monitoring and
Performance Analysis and sharing
Analysis benchmarking:
analysis
“Who has the most successful videos
in this space?”
 SEO/Automated keyword research &
Audience, to Video SEO tracking:
pic and Ad Hyper- and social
competition Targeting “Which keywords should I optimize for?”
outreach
analytics  Hyper-precise ad targeting:
“Where do I have to put my ads to reach
the relevant audience?”
Right Right Right
 Patent-pending software
CONTENT AUDIENCE ACTION
42

43. Conclusions
 Video is the #1 choice of content for
marketers
 Integrate and complement video with other
assets and platforms, including your web
site
 Video doesn’t market itself, so don’t spend
your entire budget on production
 YouTube facilitates video markets better
than any other platform
 YouTube must be part of your content
marketing strategy
43

44. Video Grader: video performance benchmarking
Measures the Effectiveness of Video Marketing based on Best Practices
 Empirical database of
9000+ companies
 Real-time monitoring
of competitors’
activities
 No comparable
information source in
the industry
 Free version at
onlinevideograder.com
44

45. Resource: Video Marketing for Dummies
 Available in
paperback and as
ebook
 408 pages,
$16.32 paperback
$14.00 Kindle
45

46. Questions?
webinar@pixability.com
Twitter: @pixability #pixtv27
@robciampa
@moretheresa
46

47. Thank You!
www.pixability.com
888-PIX-VIDEO
888-749-8433
theresa@pixability.com - @moretheresa
rob@pixability.com - @robciampa