Using Online Video for Your Business

transcript

Using Online Video for Your BusinessLeveraging the power of online video to grow your business

Learning Objective & Goals

Understand: Inspire & Motivate:•Benefits of online video•Uses, types, tools & styles •Basic processes• Itʼs not as mysterious or difficult as

you might think• It doesnʼt have to break your budget

• Inspired & Motivated to get started•Have ideas for your own business

Huge spike in traffic when I published new videos onlineVideos Published

What Got Me Hooked on Online Video

Process(How)

Exercises &Demonstrations

Why UseOnline Video?

Online VideoLandscape

2010 (Who, What, Where)

Agenda

Expectations

There’s a lot to learn but you don’t need to know everything to be successful

ExpectationsDe

Shallow

lling,

ExpectationsDe

Shallow

lling,

ExpectationsDe

Shallow

lling,

Why should your

business BE using

online ?

Some Stats and Compelling Reasons to Use Online Video

Of the 1.73 Billion Internet users worldwide

80% watch online videos

84% watch online videos

in the U.S.

The average American Internet user watches 6+ online videos

every day, 11 hours each month

In May, 183 million U.S. Internet users watched online video

84.8% of the total U.S. Internet audience

viewed online video.

The duration of the average online video

was 4.3 minutes.

Video gets people’s ATTENTION

Average time spent on a website without video

57 Seconds

Average time spent on a website WITH VIDEO

6 Minutes

1 min 2 min 3 min 4 min 5 min 6 min

“video simply engages people in a way that static text and images cannot...

...dozens of studies that show the power of video to boost customer interaction, drive sales, encourage viral

sharing, and build brand awareness.

95 percent of the companies that have used online video marketing are happy with the results

and expect to use it again in the future.”Source: http://mashable.com/2009/12/09/business-video-tips/

Video will help you rank better

in Google

http://www.youtube.com/watch?v=39ip0XowwRA&feature=player_embedded

Video Sells

Products

Buy Now!

Click!

46% increase in conversion rates with

video on a page - whether watched or not

Buy Now!Click!

Source: www.reelseo.com/videos-sell-products-watch/

All over the world, business are using online video to:

InformEducateEntertain &Connect with

Their Customers

???How?

Advertising

How-Tos

Product Descriptions & Demos

We’ll look at some examples later

Screen Convergence

ComputersVideo Content

Mobile

Online video is coming to your

That means your videos can be on

Don’t Forget MobileVideo accounts for 35% of mobile usage

http://www.reelseo.com/youtube-mobile-data-usage/

Benefits - Real World Examples

Front Point Security - 250% increase in monthly sales leads

iPhone App maker Smule 1.5 million views resulting in 1.5 million downloads at 99 cents each

Kiva Systems video - watched more than 55,000 times

Source: http://www.inc.com/magazine/20100201/using-viral-video-to-boost-sales.html

“…what I think is under-reported is the significance of the rise of

online video. This is the technology thatʼs going to allow the rest of the worldʼs talents to

be shared digitally, thereby launching a whole new cycle of crowd-accelerated innovation. ”

Chris Anderson: How YouTube is driving innovationhttp://www.youtube.com/watch?v=X6Zo53M0lcY

Is any of this compelling?

Online Video Landscape 2010Online Video Landscape 2010

GoalsUses

Venues

Mobile

Purposes & Goals of Online Video

InformEducateEntertainConnect with Your market

Types and Styles

Live Action Screencasts Animation & Animated

Infographics

Photo Slideshows

How Business Are Using Online Video - Some Examples

What different styles are used in these videos?

Do any of the styles or types resonate with you and your business?

Which videos are made with just software, no video camera?

Are these video hard-selling or soft-selling?

How successful do you think these videos have been for the companies who produced them?

Marketing & AdvertisingFront Point Securityhttp://www.youtube.com/watch?v=Pxmf4WsrGUc

Girl Scoutshttp://www.youtube.com/watch?v=3Wy31SsNPv4

Tom Tom GPShttp://www.youtube.com/watch?v=2ljFfL-mL70

Explaining a ProductDrop Boxwww.DropBox.com

Kiva Systemshttp://www.youtube.com/watch?v=Fr6Rco5A9SM

Product DemonstrationsZapposhttp://www.youtube.com/watch?v=m8JQSOeKqs0&feature=player_embedded

Salesforce.comhttp://www.youtube.com/watch?v=9CXhw-uA8n0&feature=player_embedded

Shockleshttp://www.youtube.com/watch?v=T6l4_Kj8-d8&feature=player_embedded

Explaining ConceptsDigital Convergencehttp://www.youtube.com/watch?v=6ILQrUrEWe8&playnext=1&videos=8m_CxyPKmpY

Hawaii Clean Energy Initiativehttp://www.youtube.com/watch?v=xwi1WChxOwQ

CommonCraftwww.CommonCraft.com

How-TosWordPresshttp://wordpress.tv/2009/02/13/adding-a-paypal-button-to-your-wordpresscom-blog/

Home Depothttp://www.youtube.com/watch?v=r2aBE2vd4R0

Entertaining & ConnectingSmulehttp://www.youtube.com/watch?v=kfrONZjakRY

Old Spicehttp://www.youtube.com/watch?v=owGykVbfgUE

Review ExamplesWhat different styles were used in these videos?

Do any of the styles or types resonate with you and your business?

Which videos were made with just software, no video camera?

Are these video hard-selling or soft-selling?

How successful do you think these videos have been for the companies who produced them?

TrainingCustomer Testimonials

EventsVLOGS

Video Podcasts...

More Ways to Use Online Video

More Ways to Use Online Video42 Ways To Use Online Video For

Business Marketing

http://www.reelseo.com/42-ways-online-video-business/

Secret:“Your video does not have to be professionally produced to be successful and tell a story.”

Steve Garfield - Get Seen: Online Video Secrets to Building Your

Business

Yeah, but...Iʼve heard it takes hours

and hours of shooting just to come up with a few minutes of

video...

...not necessarilyJeff: “How much time is it taking to do those Shockles videos?”

Eric: “The script is pretty much in my head. I jot down some notes (5 minutes), do a dry run or two (5 minutes), and then we shoot. We might do 2-3 takes, sometimes from a different angle. So each one takes perhaps a total of 20 minutes. Max. Then it takes Rod (a professional videographer) another 20 minutes each to edit and tweak.

Now if we were to do something a bit more upscale, I would figure around an hour each. That would include shooting from different angles, overdubbing the voice, etc. If you wanted to get real fancy with a script, good lighting, and more pro studio time, 2 hours each (for a 40-60 second spot).”

ToolsVideo camera & accessories (tripod, microphone, etc.)

Screen capture software

Editing software

PowerPoint & Keynote!

What kind of video camera should I buy?

That Depends...

Don’t get hung up on needing expensive camera gear.

Some great videos have been produced with just some simple software ...

... or an inexpensive video camera and iMovie (free)

Tools - a Word from Freddie

http://www.freddiew.com/faq/

Flip VideoAquatic Fitness Concepts shows how

they install their swim spas by shooting video with an inexpensive Flip Video

camera

http://technology.inc.com/hardware/articles/201003/flip.html

Thai food brand Curry Simple, uses his Flip to ask customers what they think of his products

VenuesYouTube - 2nd largest search engine

Tubemogul - upload once, distribute to others

Brightcove, Wistia, et al - $ but lots of stats

Self-hosted

VenuesYouTube most popular video platform for embedded & linked videos with 81.9% market share.

Sysomos.com YouTube Report

Venues - Facebook

http://www.reelseo.com/facebook-video-marketing/

Facebook is the 2nd largest referral source for video.

Recording Video Directly In Facebook - poor quality

Embed video in your Facebook business page - easy to share and by “liking” the video, they become a fan

ProcessOK, so, how do I create my

own online videos?

Good content - Content is kingPlan aheadDon’t blatantly market yourselfQuality (But content trumps quality)Keep it short!

Some Keys to Good Online Video

The Basic ProcessIdentifyGoals

PickStyle

Pre-Production

Production

Post-ProductionSharePromoteMeasure

Identify Your Goals

Increase traffic to websiteIncrease conversions. i.e. $Educate and inform your customersShow how your products workBuild brand loyalty

What are your business needs?

Identify a Style

http://www.reelseo.com/choosing-video-style/

Identify the type of video & style that’s appropriate for your business.

Identify a StyleFrom ReelSEO.com:

HumorInformational/InstructionalDemonstrationTestimonialCommercialInterviewPerformanceArtisticInspirationalDocumentaryShockingCombinations

http://www.reelseo.com/choosing-video-style/

Identify a StyleChoose a style that’s consistent with who you are and what your business is.

Be Genuine.

Don’t try to be something you’re not

Pre-Production - Story & PlanningThe planning stageBefore camera starts rolling Create scripts & storyboardsScout locationsDetermine budget

Pre-Production - Story & PlanningSome videos about storyboarding:

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

http://www.youtube.com/watch?v=pWPjjoOFIu8

http://www.youtube.com/watch?v=e-yeI83fN6s

ProductionThe shooting stageShooting with video camera if live actionCapturing computer screen for screencastsCreating & animating for animated infographics

ProductionGreat resource for learning more about video production:

VideoMaker.com

http://www.videomaker.com/video/

ProductionWant to learn more about videography on Maui?

Take a class at Akaku Community Television - Akaku.org

Production - Video Sizes

1280 x 720 (HD 720p) 16:9 Aspect Ratio

1920 x 1080 (HD 1080p) 16:9 Aspect Ratio

720 x 480 (SD) 4:3 Aspect Ratio

Post-Production - EditingSelect the shots you wantArrange the shots to tell the storyTrimAdd transitionsIncorporate, text, music and narrationAdd effects

Post-Production - Encoding

CODECH.264

mp4flvavi

Quicktime16:9

1080iNeed to compress video to share onlineCODEC - Compressor/DecompressorLots of file formats and CODECs

HD 16:9 Aspect Ratio Recommended (4:3) letter boxedResolution

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

Mp4 file format .h264 video compression AAC or MP3 audio compression Frames per second: 30 Maximum length: 15min (recommend 2-3 minutes) Maximum file size: 2 GB

Sharing - Uploading & PublishingToo Complex?

Current editing software export QuickTime to YouTube

Stick with the basics for YouTubehttp://help.youtube.com/support/youtube/bin/answer.py?hl=en&answer=55744

Not complex enough?

Post-Production - Encoding

http://www.slideshare.net/ReelSEO/encoding-video-for-the-web-webinar-from-reelseocom

Sharing - OptimizingYouTube Ranking FactorsTitle Description Tags Views & frequency Likes, dislikes Playlist additions FlaggingShares Comments Age of video Video ResponsesSubscribers

Favorites Embeds & inbound links

Use YouTube Annotations

http://www.reelseo.com/youtube-marketing-tips-partners-annotations-playlists/

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

Add annotations

Solicit feedback

Add links to send viewers to more of your videos

Learn more:

Optimizing for YouTube

Learn more...

http://www.slideshare.net/ReelSEO/dfw-semyoutubeonlyfinal

YouTube Tips for Partnershttp://youtube-global.blogspot.com/search/label/tips%20for%20partners

When to UploadDuring the week

Wednesday or Thursday are best

Submit video so that it’s available for peak 2pm viewing time (use the time zone where you expect your largest audience is)

http://www.reelseo.com/youtube-traffic-analysis-seo/

PromotingOnce your video is published online...

Blog it Embed it Tweet it Share it Facebook it

How To Embed a VideoClick on the Embed buttonPick your desired sizeCopy the embed codePaste it into your blog or website

Measuring & TrackingWho’s watching?Where are they watching?How much are they watching?Links followed

Video AbandonmentExpect to Lose 20% of Your Audience Within the First 10 Seconds of Playback

http://corp.visiblemeasures.com/news-and-events/blog/bid/14410/Benchmarking-Viewer-Abandonment-in-Online-Video

Assess

Figure out what worked and what didn’t Make adjustments for next video

Exercises &Demonstrations

Exercise 1: Brainstorming SessionEach person say what their business is

Identify business need that video can support (goals)

What style would suit your business?

Do you have any ideas for videos for your business?

Everyone else, brainstorm more video ideas for that business

Exercise 2: Script & StoryboardWe’ll take a video idea and identify some key story elements textually

Then we’ll sketch some storyboard ideas for that

Exercise 3: iMovie, Keynote & Camtasia Demo

But wait, there’s more ...

Twitter Video Marketing

http://www.reelseo.com/twitter-video-marketing-tips/http://www.reelseo.com/twitter-micro-video-twitvid/

Embed “micro-videos” on your Twitter page10 - 30 second clipsGreat for smartphonesIndexed by Google very quickly

5 Tips for Using Video to Grow Your Business in 2010: http://mashable.com/2009/12/09/business-video-tips/

YouTube Your Business With Online Video: http://sbinformation.about.com/od/marketingsales/a/videoads.htm

The Three Types of Online Video for Business: http://www.reelseo.com/types-online-video-business/

34 Ways to Use YouTube for Business: http://webworkerdaily.com/2009/07/28/34-ways-to-use-youtube-for-business/

YouTube for Your Business: http://www.pcworld.com/article/133278/youtube_for_your_business.html

How To Use YouTube To Drive Business: http://www.businessinsider.com/youtube-business-2010-2

Using Viral Video to Boost Sales: http://www.inc.com/magazine/20100201/using-viral-video-to-boost-sales.html

5 Ways Small Businesses Can Take Advantage of YouTube: http://www.reelseo.com/5-ways-small-businesses-advantage-youtube/

Online Video Marketing Myths Busted!: http://onlinevideopublishing.com/2010/05/01/online-video-marketing-myths-busted.aspx

Video = Fastest Growing Website Feature for Small Businesses: http://www.reelseo.com/video-small-business-advertisers/

Online Video Marketing Basics: Part 1 - The Case For Online Video & Why You Should Get Involved: http://www.reelseo.com/case-online-video/

Online Video Marketing Basics: Part 2 – Choosing A Video Style: http://www.reelseo.com/choosing-video-style/

Online Video Marketing Basics Part 3 – Self-Produce Or Hire A Professional? http://www.reelseo.com/basics-3-produce-hire/

Online Video Marketing Basics: Part 4 – Choosing The Right Video Production Equipment http://www.reelseo.com/online-video-marketing-basics-part-4-choosing-video-production-equipment/

Online Video Marketing Basics: Part 5 Video Distribution: Where Should You Upload Your Videos? Online Video Marketing Basics Part 5 http://www.reelseo.com/video-marketing-basics-5-distribution/

Video Demos: Powerful, Effective, & Yet Still Pretty Rare http://www.reelseo.com/video-demos-elevator-pitch/

Five Ways Pocket Video Betters Business: http://technology.inc.com/hardware/articles/201003/flip.html

YouTube’s Tips for Partners Series: http://youtube-global.blogspot.com/search/label/tips%20for%20partners

Vimeo vs. YouTube vs. Facebook vs. Viddler vs. SmugMug: Who reigns supreme in online HD video hosting?: http://www.starksilvercreek.com/2009/04/vimeo-youtube-facebook-viddler-smugmug-review-comparison-reigns-supreme-online-hd-video-hosting.html

HOW TO: Create a Call to Action in Small Business Video: http://www.reelseo.com/call-action-small-business-video/

5 Tools For Integrating HTML5 Video in Your Website: http://mashable.com/2010/05/18/html5-video-tools/

How to Host Video with WordPress: Advantages of YouTube vs. Self-Hosted:http://www.mcbuzz.com/2010/how-to-host-video-with-wordpress-advantages-of-youtube-vs-self-hosted/

E-Commerce Retailers Find Value in Online Video: http://www.reelseo.com/retailers-find-online-video/

Video SEO Guide – VSEO Tips & Techniques For Online Video: http://www.reelseo.com/seo-for-video/

Team up with others with

complementary skill sets and knowledge

http://www.amazon.com/gp/product/0470525460/ref=oss_product#reader_0470525460