Video Sharing for Optimum Growth & Brand Exposure #OptSum
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Transcript of Video Sharing for Optimum Growth & Brand Exposure #OptSum
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
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