Aan de slag met online video - VLCM

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The document discusses strategies for online video marketing. It explains that the impact and return on investment of online video can be measured using a formula that considers behavior change, reach, and conversion rate. It provides tips for how to increase reach, conversion rate, and decrease costs such as focusing on quality content, thinking in series, working with real people, telling real stories, using the right technique, and optimizing YouTube channels. An example is given of a real estate agent's goals for using online video to reach a new audience, increase property sale speed and trust in their office, increase sales ratio, and increase property volume in a profitable way.

Business

ONLINE VIDEOOVER STRATEGIE, IMPACT & RENDEMENT
VLCM MEETUP ANIMATIE & VIDEO
4 MEI 2015 - HERENTALS

AAN DE SLAG MET

Hans Mathieu
@hansmathieu
hans@storycatchers.be

ONLINE VIDEO?
WAAROM WIL JE AAN DE SLAG MET

WERKT

IS DE TOEKOMST

TOF VOOR SOCIAL MEDIA

MEER EFFECT

. . .

VIDEO IS DUUR

WE KENNEN NIETS VAN VIDEO

ONZE PARTNERS OOK NIET

WE HEBBEN GEEN ERVARING MET VIDEO

WE KUNNEN DAT NIET ZELF

WE HEBBEN GEEN BUDGET

. . .

KEN JE DOELSTELLING
MEET JE RESULTAAT
DENK & WERK IN €

WAT IS
IMPACT
I = Δ∆G x B x CRIMPACT = GEDRAGSVERANDERING x BEREIK x CONVERSIERATIO

WAT IS
ECONOMISCHE IMPACT
€I = €Δ∆G x B x CRECONOMISCHE IMPACT = TOEGEVOEGDE WAARDE GEDRAGSVERANDERING x BEREIK x CONVERSIERATIO

WAT IS
ECONOMISCH RENDEMENT
€R = (€Δ∆G x B x CR)- €KECONOMISCH RENDEMENT = (TOEGEVOEGDE WAARDE GEDRAGSVERANDERING x BEREIK x CONVERSIERATIO) – KOSTEN

DENK VOORAF NA OVER
DOEL
IMPACT
RENDEMENT

VERGROTEN BEREIK
VERHOGEN CONVERSIERATIO
VERLAGEN KOSTEN

VERGROTEN BEREIK
VSEO – ADVERTISING - LIKEABILITY
VERHOGEN CONVERSIERATIO
VERLAGEN KOSTEN

VERGROTEN BEREIK
VSEO – ADVERTISING - LIKEABILITY
VERHOGEN CONVERSIERATIO
GERICHTE TARGETING – MEERDERE VIDEO’S –
AUTHENTICITEIT – CONNECTIE MET KIJKER
VERLAGEN KOSTEN

VERGROTEN BEREIK
***
VERHOGEN CONVERSIERATIO
*****
VERLAGEN KOSTEN
*

FOCUS OP INHOUD

VERGROTEN BEREIK
*****
VERHOGEN CONVERSIERATIO
****
VERLAGEN KOSTEN
****

DENK IN REEKSEN

VERGROTEN BEREIK
***
VERHOGEN CONVERSIERATIO
****
VERLAGEN KOSTEN
***

WERK MET (ECHTE) MENSEN

VERGROTEN BEREIK
**
VERHOGEN CONVERSIERATIO
*****
VERLAGEN KOSTEN
*

VERTEL (ECHTE) VERHALEN

VERGROTEN BEREIK
**
VERHOGEN CONVERSIERATIO
****
VERLAGEN KOSTEN
****

DE JUISTE TECHNIEK

VERGROTEN BEREIK
*****
VERHOGEN CONVERSIERATIO
**
VERLAGEN KOSTEN
*

OPTIMALISEER
YOUTUBE KANAAL

VERGROTEN BEREIK
*
VERHOGEN CONVERSIERATIO
*****
VERLAGEN KOSTEN
*

IMPACT, IMPACT, IMPACT

DOELEN

NIEUW PUBLIEK AANSPREKEN

SNELLERE VERKOOP PANDEN

VERTROUWEN WINNEN ALS KANTOOR

VERKOOPSRATIO VERHOGEN

VOLUME AANGEBODEN PANDEN VERHOGEN

RENDABEL (ROI)

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Aan de slag met online video - VLCM

1. ONLINE VIDEOOVER STRATEGIE, IMPACT & RENDEMENT VLCM MEETUP ANIMATIE & VIDEO 4 MEI 2015 - HERENTALS AAN DE SLAG MET

2. Hans Mathieu @hansmathieu hans@storycatchers.be

3. ONLINE VIDEO? WAAROM WIL JE AAN DE SLAG MET

4. WERKT IS DE TOEKOMST TOF VOOR SOCIAL MEDIA MEER EFFECT . . .

5. ONLINE VIDEO? DOE JE AL IETS MET

6. EUH… NEE

7. WAT IS HET PROBLEEM?

8. VIDEO IS DUUR WE KENNEN NIETS VAN VIDEO ONZE PARTNERS OOK NIET WE HEBBEN GEEN ERVARING MET VIDEO WE KUNNEN DAT NIET ZELF WE HEBBEN GEEN BUDGET . . .

9. START

10. ALLE BEGIN IS MOEILIJK

11. KEN JE DOELSTELLING MEET JE RESULTAAT DENK & WERK IN €

12. IMPACT

13. IT’s ALL ABOuT SCIENCE

14. I = Δ∆G x B x CR

15. WAT IS IMPACT I = Δ∆G x B x CRIMPACT = GEDRAGSVERANDERING x BEREIK x CONVERSIERATIO

16. WAT IS ECONOMISCHE IMPACT €I = €Δ∆G x B x CRECONOMISCHE IMPACT = TOEGEVOEGDE WAARDE GEDRAGSVERANDERING x BEREIK x CONVERSIERATIO

17. WAT IS ECONOMISCH RENDEMENT €R = (€Δ∆G x B x CR)- €KECONOMISCH RENDEMENT = (TOEGEVOEGDE WAARDE GEDRAGSVERANDERING x BEREIK x CONVERSIERATIO) – KOSTEN

18.

19. DENK VOORAF NA OVER DOEL IMPACT RENDEMENT

20. RENDEMENT VERhogEN

21. VERGROTEN BEREIK VERHOGEN CONVERSIERATIO VERLAGEN KOSTEN

22. VERGROTEN BEREIK VSEO – ADVERTISING - LIKEABILITY VERHOGEN CONVERSIERATIO VERLAGEN KOSTEN

23. VERGROTEN BEREIK VSEO – ADVERTISING - LIKEABILITY VERHOGEN CONVERSIERATIO GERICHTE TARGETING – MEERDERE VIDEO’S – AUTHENTICITEIT – CONNECTIE MET KIJKER VERLAGEN KOSTEN

24. VERGROTEN BEREIK VSEO – ADVERTISING - LIKEABILITY VERHOGEN CONVERSIERATIO GERICHTE TARGETING – MEERDERE VIDEO’S – AUTHENTICITEIT – CONNECTIE MET KIJKER VERLAGEN KOSTEN PRODUCTIEKOSTEN VERLAGEN

25. GOUDEN TIPS

26. VERGROTEN BEREIK *** VERHOGEN CONVERSIERATIO ***** VERLAGEN KOSTEN * FOCUS OP INHOUD

27. VERGROTEN BEREIK ***** VERHOGEN CONVERSIERATIO **** VERLAGEN KOSTEN **** DENK IN REEKSEN

28. VERGROTEN BEREIK *** VERHOGEN CONVERSIERATIO **** VERLAGEN KOSTEN *** WERK MET (ECHTE) MENSEN

29. VERGROTEN BEREIK ** VERHOGEN CONVERSIERATIO ***** VERLAGEN KOSTEN * VERTEL (ECHTE) VERHALEN

30. VERGROTEN BEREIK ** VERHOGEN CONVERSIERATIO **** VERLAGEN KOSTEN **** DE JUISTE TECHNIEK

31. VERGROTEN BEREIK ***** VERHOGEN CONVERSIERATIO ** VERLAGEN KOSTEN * OPTIMALISEER YOUTUBE KANAAL

32. VERGROTEN BEREIK * VERHOGEN CONVERSIERATIO ***** VERLAGEN KOSTEN * IMPACT, IMPACT, IMPACT

33. VOORBEELD IMMOMAKELAAR

34. DOELEN NIEUW PUBLIEK AANSPREKEN SNELLERE VERKOOP PANDEN VERTROUWEN WINNEN ALS KANTOOR VERKOOPSRATIO VERHOGEN VOLUME AANGEBODEN PANDEN VERHOGEN RENDABEL (ROI)

35. Hans Mathieu hans@storycatchers.be

Editor's Notes

Voorstelling Verleden web online communicatie Live streaming
Eerste vraag aan klanten “wij willen iets met video doen” Vraag aan de zaal stellen
- Check zaal
Doe het (nu) Momentum Je kan nog experimenteren Nog maar paar jaar video overal op elk moment
samenvatting
Centrale vraag - voorbeelden: product kopen webshop, stopcontact kunnen plaatsen, lid worden natuurvereniging
Einstein Impact
LOL
Seo – meta – youtube optimalisatie Adwords videoads, facebook campagnes Shareablity … viraal gaan ;)
Targeting met iemand voor hogen Verbinding (banbi)
Productiekosten wegen door = arbeidsintensief Eventueel ook kosten advertising (YT), maar ff buiten beschouwing
Welke informatie wil je brengen Techniek is niet zo belangrijk Vertrek uit vragen van je doelgroep (ref how to video’s)
Focus op één doelpubliek / type klant / nichecommunicatie Goedkoper te produceren Totaal bereik is groter dan 1 lange video Deelbaarheid (sharebilty neemt toe)… Soms varianten voor adwords op andere targets (ook video voor facebook)
Autenticiteit is crutiaal Je legt verbinding Gezicht aan een merk (belangrijk) Ambassadeurs (klantencases,…) – opportuniteit community managers Acteurs zijn prof maar niet authentiek
Beelden en muziek zijn tof… maar zonder verhaal geen effect Storytelling ja, Storywashing nee -> Storycathers  Premisse?
Belangrijk & niet belangrijk Efficientie is must Kijk hoe nieuws en reportages worden gemaakt vs videoproductie Geen overkill, maar basis juist doen (audio bijvoorbeeld)
VSEO Playlist per reeks Custom thumbnails voor conversie Meer effect uit videocampagnes
Stop met kijken naar views of shares (enkel ondersteunend) Kijk naar je doelstelling en de gedrachtsveranderingen

Aan de slag met online video - VLCM

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