Video & Photo Sharing for Optimum Growth & Brand Exposure

Erica CampbellSr. Manager, New Media Marketing

For Rent Media Solutions@EricaCampbell

Agenda

• Did you know?• State of Video & Photo• 12 Steps for Building a Great Brand

Using Photos & Videos• Case Studies• Lessons Learned

Did you know?

Over 50% of the world’s population is under 30 years old

Source: US Census Bureau

96% of Millennials have joined a social networking site

Source: Mr. Youth and RepNation Media (April 2008)

Average family phone call today

YouTube is the second largest search engine

YouTube is the most popular video platform for video engagement in the blogosphere with 81.9% of total embedded and linked videos; followed by Vimeo (8.8%), Daily Motion (4%) and MySpace (1.1%).

Source: Sysomos.com YouTube Report

4 billion+ photos hosted & 4.8 million things were geotagged this month

Source: Flickr

50 million tweets per day — that's an average of 600 tweets per second

Source: Twitter Blog

99% of companies use social media for recruitment

Source: Survey by OSCAR, talential, squeaker.net usage

If Facebook were a country, it would be the 3rd largest country in the world

(behind China and India)

Average user is connected

to 80 community pages,

groups and events.

Source: Facebook

More than 30 billion pieces of content are shared each month

4 mobile phones were sold for everyPC sold in 2009

People who use mobile devices are 50% more active on

social sites

25% of search results for the world’s Top 20 largest brands are linked to user-

generated contentSource:: MarketingVox and Nielsen BuzzMetrics

State of Video & Photo

2009 Total U.S. OnlineVideo Market

Online video viewing accelerated in 2009, with 19 percent more people in the U.S. viewing more videos for longer

periods of time

Video is # 1 growth segment

Two-thirds of U.S. online users watch video each month

Who is Watching Video?

U.S. online video advertising will surpass $1 billion in 2010

Video Ad Spend

Video StreamsThe number of video streams consumed online set

to double over next 5 years

Source: Forrester

12 Steps for Building a Great Brand Using Videos & Photos

12 Steps for Building a Great Brand Using Videos & Photos

1. Listen2. Develop Internal Resources3. Define Objectives & Goals 4. Follow Best Practices5. Develop a Content Strategy 6. Publish your Content7. Optimize for Search8. Promote & Seed your Content9. Engage your Customers & Critics 10. Discover Influencers11. Measure Results12. Tweak Strategy

ListenStep 1

Listen:Monitor and protect your brand on the Internet

using these tools:

Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis

Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter

Facebook: Facebook Insights, SocialOomph

Video Sharing Sites: YouTube Insights, Tubemogul, YouTube Comment Alerts

Paid Services: Nielsen BuzzMetrics, Radian6

Social Media Training

Develop InternalResources

Step 2

Develop Internal Resources:

Publish and Distribute a New Media Policy– When are your employees your employees?– Are you responsible for their actions when they are “on the clock”? – Are you responsible for their actions when they are on their own time?– Consider your audience and be authentic– Remember to protect proprietary and confidential information

Develop a Training Program– What training are you going to provide for your employees?– Proper use of your social media– Proper use of social media in their lives

Friending your manager on Facebook and then complaining about your job can get

you fired

There’s nothing new about employees behaving badly, but

technology will always offer up new avenues to shock, intimidate and

offend.~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics

“

”

Define Objectives & Goals

Step 3

• Increase Brand Awareness: Create a general hype & enhance a product or service

• Increase Reach: Broaden reach of core company's target audience

• Generate Leads & Data: Improve referrals & repeat purchases

• Gain Content or Consumer Insight: Repurpose for future marketing initiatives

• Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition

• Gain Competitive Edge: Offset new competition

Define Objectives & Goals:

Follow Best Practices

Step 4

Follow Best Practices:Content creation essentials

• Earn consumer trust. Stop talking, start listening

• Quality over quantity. Visitors need to be impressed with your content

• Offer value. Validate your commitment to knowledge and not sales

• Keep it relative. Fresh relative content increases search and attention

• Get friends. Gain a fan base in advance

• Don’t over do it. Content should be relative to your overall theme

• If at first you don’t succeed… Try again and again and again. Experiment with the call to action

• Cut out the noise. Keep your content clear, simple and easy to understand

• Keep your voice in tune. You’ll connect more effectively with your consumer

• Integration is key. Don’t forget traditional marketing

Develop a Content Strategy

Step 5

Develop a Content Strategy:

• What is your mission statement, brand position or brand promise?• What is your brand personality?• What is your brand identify?• What differentiates your brand?• What is your company story?• What do want your customer experience to feel like? • Identify types of content

Things to consider in your strategy:

Use the power of storytelling and information to market your ideas

Content strategies must be supported by tactics:

• Strategy: Communicate– Tactics: content, blogging and microblogging, video sharing, photo sharing,

podcasting, media assets

• Strategy: Connect– Tactics: social networks, print, Internet, mobile, outdoor, radio, TV

• Strategy: Collect/Categorize– Tactics: social bookmarks

• Strategy: Customize– Tactics: RSS, Widgets, Share

• Strategy: Conversation– Tactics: comments, Q&A sites, reviews, forums

Publish your Content

Step 6

• Branded• Viral• User Generated Content (Contests/Surveys)• Product/Service Announcements• Vlogging/Blogging• Episodic Series • Events• Training• Personal Experience Stories

Types of ContentPublish your Content:

Optimize for Search

Step 7

YouTube Ranking Factors• Title • Description• Tags • Views & frequency• Likes, dislikes • Playlist additions • Flagging

• Shares • Comments • Age of video • Video responses • Subscribers • Favorites • Embeds & inbound links

More Possible YouTube Ranking Factors

• Social Media Activity & Buzz

• Blogs • News/Press/Press Release

interaction • Crowd Sourcing –

Influencers & Media • Playlists • YouTube Partner Program • Close

Captioning/transcriptions

• Insight/Trends/Analytics indicators

• Bulletins • Authority Channel (Ex:

BMW) • Google & YouTube

searches • Channel Views • Subscribers• Social Bookmarking

Tips for Uploading to YouTube• Create enticing titles are important • Optimize the description text• Maximize descriptive text (5,000 characters) • Leverage tags • Include most important keywords in the front of the titles,

descriptions, and tags• Allow commenting and rating• Add tracking URLs to the descriptions (tiny URLs)• Use annotations• Respond to video comments

Optimize Videos

Recommendations for Uploading to YouTube

• Take advantage of HD • HD – quality, multiple options • 16:9 Aspect Ratio Recommended (4:3) letterboxed • Resolution

– HD = 1280x720 or 1080p – Else = 640x360 (16:9), 480x360 (4:3)

• Mp4 file format • .h264 video compression • AAC or MP3 audio compression • Frames per second: 30 • Maximum length: 10:59 (recommend 2-3 minutes)• Maximum file size: 2 GB

• Make sure your camera’s recording speed is set to SP, and the aspect is set to 16:9

• Press the record button, wait 5 seconds then make the move (pan, tilt or zoom). Once the move is finished, wait 5 seconds leaving the camera still, and then pause the video. Establish the next shot, and do the same for every recording

• Ensure you make slow smooth pans and zooms• Make sure the camera lens is clean• Record time codes as you go and take directors notes

Video Shooting Tips:

• Movie Maker– Window’s free video editing software, which comes installed on new PCs. Use

the program to create and share high-quality movies.• iMovie

– Comes free with new Macs. iMovie offers many options for editing video and audio, and adding photos, music and narration to your movies.

• Snapz Pro X $– Ambrosia software that allows you to effortlessly record anything on your

screen, saving it as a QuickTime® movie or screenshot that can be e-mailed, put up on the web, or passed around however you want.

• Final Cut Studio $$ (Final Cut Express) $– Apple program that allows you to import video, edit, make composites, add

effects adjust audio, and add dynamic animated text.• Adobe $$

– Adobe Premiere Pro CS4 software offers a start-to-finish video production solution. Compatible with PCs and Macs.

Video Editing Programs

Optimizing Photos for Web • Use the “Save for Web” feature• Reduce image file sizes without sacrificing the quality of the images• Use image specification tags- make small photos larger which saves

space• Use an online image compressor- reduces photo size without reducing

the quality• Use image editing program to convert images to a GIF or JPEG- loads

faster• Make the image names of your files match what is actually represented

in the file• Use special contextual tags for social sites with image search (captions,

comments, cross-grouping, location, and themes)• Use Alt Tags• Optimize the page the image is on and use a robots.txt file

Photo Editing Programs• Flickr• Picasa• Photoscape• Microsoft Office Picture Manager• Picnik • Adobe Photoshop $$

Some Examples

Long Tail Search

Image Search

Video Integrated into SERP’s

Google Universal Search

YouTube SearchPromotional Video AdsAdvertisers bid on these positions

Organic “Natural” Search ResultsNo cost; results are based on YouTube algorithm of relevance to search query

Comments, Ratings & Views

YouTube Annotation Players

YouTube Annotations

YouTube Audio Swap

YouTube Closed Captions & Subtitles

CC help with long tail search, don’t require audio, and are indexed by YouTube and Google

YouTube Playlists

Driving Traffic Back to your Site:InVideo Ads & Companion Ads

Driving Traffic Back to your Site:Text Overlay Ads

More than four in five US Web sites accept in-stream video ads

In-Video Ad Formats

Users prefer in-stream ads to any other in-video ad format

In-Video Ad Formats

Promote & Seed your Content

Step 8

Promote & Seed your Content:

• Print• Internet• Email• Display Ads• Video sharing sites• Photo sharing sites• Mobile• PR• Internal promotion

• Blogs & Social networking sites• Social bookmarking sites• Outdoor• Radio• TV• On-Site• Contest & sweepstake sites• Blogger outreach

Have an integrated strategy

Video Sharing Sites

Automated Video Distribution

Automated Video Distribution services allow you to upload your video to multiple video sharing sites in an automated way. Many of the services above allow you to easily track the performance of your videos in real time such as viewership, engagement, comments, ratings, search rankings and more.

Photo Sharing Sites

Twitter: Sharing Videos

Video sharing services make it easy to share video with your Twitter followers.

Twitter: Sharing Photos

Photo sharing services take care of shortening the photo URL and posting the URL and your message to your Twitter account. Many also let you tweet a photo from your mobile phone.

Some Examples

Make Print More Interactive

Optimize for the Mobile Space

iPad App

Facebook

Video Ads on your Website

Companion Ads

Google AdSense

Google AdSense Pre/Post Roll

Engage your Customers & Critics

Step 9

Hello!

Engage your Customers & Critics: Tips to help increase engagement:

• Have a human voice• Vary content types and sources• Determine your frequency • Add value• Keep content timely• Post credible content• Offer incentives and reward customers• Ask for feedback• Encourage re-posting

Encourage Sharing

Encourage Sharing

Encourage Sharing, Voting & Commenting

Use RSS

Discover the Influencers

Step 10

Discover the Influencers:

• Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters, celebrities, locals?

• Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys

• Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting?

• Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates

Here are some tips on how to identify them:

Measure your Results

Step 11

Measure your Results: Categorize your metrics:

• Reach- how far and wide your messages spread

• Impact- how your efforts change consumers’ actions or opinions

• Quantity- how many consumers interact with your initiatives

• Quality- strength and depth of consumers’ interactions with your initiatives  

Tweak your StrategyStep 12

Tweak your Strategy: Constantly refine your strategy and tactics:

• Evaluate your metrics• Evaluate the contest type • Evaluate the landscape • Trends come and go• Be nimble and adaptive • Consider your budget• Continue to identify key influencers

 

ForRent.com®

Case Studies

YouTube70+ city playlists and city specific videos

42,000+ channel views and 637,000+ video views

5,000+ videos280 subscribers

boost in college age visitors to site

Direct navigation increased57%

20%

If Only Your Apartment Furniture Could Talk

Grand Prize Winner

http://www.youtube.com/watch?v=sLnbt0N3et8

Other Fun Videos:True Leasehttp://www.youtube.com/watch?v=OhbjJEHnaT0

Your Apartment is Looking for Youhttp://www.youtube.com/watch?v=1I9-ZFh89xI

Ready2Move?

Votes24,000 79,000

Unique Visitors335,000

Pageviews

Grand Prize Winner• http://www.youtube.com/watch?v=IbYYhTkhcrA• All Contest Videos

http://www.youtube.com/view_play_list?p=37B2D71B803E8D0E

2008 vs. 2009 Contest Stats

Lifetime Stats 2009 2008 % VarianceUsers 4,812 530 807.92%Videos 123 51 141.18%Comments 1,510 527 186.53%Votes 24,618 2,469 897.08%Visits 99,201 60,500 63.97%Absolute Unique Visitors 79,443 49,290 61.17%Pageviews 335,978 238,766 40.71%

Keep the Momentum Going

Video Contest PR

According to Vocus, a PR software and news distribution service, the ForRent.com video contest generated $216,393.67 in free publicity.

1. ForRent.com micro-site:– Contest Web site lived on www.Contest.ForRent.com – Users could watch and share videos without registration– Upload and voting function required user email registration– Watermarked logo clicked through to FRC from each video– E-mail a friend and social networking profile widget

2. ForRent.com Facebook application:– Application lived on an application page which was referenced from the existing ForRent.com Facebook page– Requires user to “allow access” to see and use all functions of the application (upload, gallery, etc) instead of email registration.– Major benefit: integrated “allowing access” will generate a Facebook news feed item for viral discovery (e.g. “Erica might win $10,000 in the ForRent.com “Ready2Move?” video contest)

Promotion Format

On or about June 24, 2009 Sponsor’s internal review panel selected one (1) Grand Prize Winner, three (3) Finalists and one (1) randomly selected Voter.

CONTEST: Contest winners will be selected according to the following judging criteria:- 20% Creativity and originality - 15% Overall quality and appearance of videos - 20% Relevance to contest theme ‘Ready2Move?’- 24% Promotion of ForRent.com and/or  For Rent Magazine

and the usage of the branded billboard with tagline- 21% The total number of user generated Internet votes

received     

SWEEPSTAKES: The Sponsor will randomly select the potential Sweepstakes winner from all eligible voting entries received during Phase II and Phase III.

Selection of Winners & Finalists

Viva La Vie Boheme

Pet Pads Unleashed

Social Media Event Contest The ForRent.com Facebook Fan page saw a 92% increase in fans in August 09’

17% increase in pageviews

32% increase in unique views

2,200% increase in photo views

14,700% increase in video views

ForRent.com Consumer Contest Comparison

Lessons Learned

• Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules)

• Test: Test the full functionality of your campaign prior to the start. (Both front end and back end)

• Advanced Seeding: Begin blogger outreach 1-2 weeks prior to the contest versus during the contest.

• Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest period.

• Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.

Contest Lessons Learned

• Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. Include an allocation for promotions, both planned and contingency. Think about hidden promotional costs.

• Prizes: Make sure the prizes are motivating, relevant & the contest concept is FUN.

• Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners and entrants.

• Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive.

Contest Lessons Learned

General Lessons Learned• Your viewers want to help – just give them incentive• Content is king and contacts are queen – make connections with

your brand advocates, local film schools and media institutions• One media or one profile is not enough to see the effects • With depleted resources you must be creative• Top management must be on board• Everyone needs to work together• Set realistic goals and don’t expect overnight results• Resolve to respond to customer service issues within three hours• It’s ok to fail• Have fun

Q&A

Follow Me

@ericacampbell

linkedin.com/in/ericawcampbell

blog.forrent.comfacebook/ericawcampbell

slideshare.net/ericacampbell

• http://www.flickr.com/photos/markkenny/4612192724/• http://www.flickr.com/photos/spacelion/2875145978/sizes/l/in/photostream/ • http://www.flickr.com/photos/giesenbauer/3954123536/sizes/l/in/photostream/• http://www.flickr.com/photos/scarlet-ortiz/2908128232/ • http://www.flickr.com/photos/zachklein/90665127/sizes/m/in/pho• http://cdn.mashable.com/wp-content/uploads/2009/12/facebook-world.jpgtostream/ • http://www.flickr.com/photos/sparktography/2485147794/ • http://www.flickr.com/photos/markknol/2568436053/sizes/o/in/photostream/ • http://robertallen.com/blog/?cat=12 • http://www.flickr.com/photos/lindes/270568027/sizes/o/in/photostream/• http://www.flickr.com/photos/darrenhester/3901158717/sizes/m/in/photostream/• http://www.flickr.com/photos/vipulmathur/471634239/sizes/l/in/photostream/

Photo Credits