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Paul Casinelli Director, Product Marketing Brightcove Inc.
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Agenda • Brightcove Overview • The Power of Video Marketing • Common Challenges • Best Practices • Q&A
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Brightcove Overview 2015
5,500 in 70+ countries
1.4 Billion Average monthly Video Cloud streams
$125.5M in 2014
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Brightcove Facts
• NASDAQ-listed as BCOV in 2012
• 400+ employees across 13 regional offices
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Brightcove in APAC
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Tomer Azenkot General Manager, Asia
Ben Morrell Senior Technical Consultant, Media
Xavier Marle Media Account Director
Antoine Bouchacourt Regional Sales Manager, Asia
Pavel Rebrov Technical Consultant, Asia
Mann Chawla Senior Account Manager, Asia
Radha K Raman Marketing Director, Asia-Pacific
Janice Toh Senior Marketing Specialist, Asia
Brightcove Digital Marketing Customers
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helps you deliver impressive marketing results
with video
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Video is one of the most powerful ways to drive marketing results
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of the buyer journey is driven through digital channels and content
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Which means Your content is the critical marketing asset
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the year 2002
TODAY
Average adult attention span?
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REASONS • You are SEO-focused
and want results • It’s where the viewers are • You want to get “likes” and
share content • It’s free! CHALLENGES • Not your branded property • You give up control, scalability, integration and support
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The “Do It Yourself” Play
REASONS • We are tech savvy and we have an IT department • We know our own systems the best • We won’t have to invest a lot of
time and money in this… CHALLENGES • A clunky system that provides a bad experience • It is only works with some of the other stuff you use • You invest a lot of time and energy…
on something that is always outdated
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Best Practice
Review corporate brand guidelines How does brand/voice fit into your video? How will your video strategy fit in with
your other content?
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Who are your target viewers? Will they like your content?
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Email Social Blog
Best Practice Email
Add “video” to the email subject line Engaging image with a play button A/B test different subject lines,
thumbnails and/or copy Calls to action: “watch now” and “play”
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55% increase in click-through rates
Best Practice Social
Choose the social channels that are best for you Treat each channel differently Distribute shareable, short-form video Calls to action back to your own website
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1200% more shares than text and
images combined
Best Practice Blogging
Teaser videos to drive traffic to other assets or campaigns Full video assets to drive engagement Use the word “video” in the headline Embed a call to action to drive results
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Best Practice Create unique URLs for each video
that play inline on the page Create a video XML sitemap Use metadata and smart content
organization to get the most from your video library
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Transcriptions can also be useful in driving video SEO!
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Best Practice
Organize video content into logical collections Make your portal brand
compliant Plug it into your other systems
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Develop as many video portals as you need!
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Create
Publish
Measure
Optimize
Best Practice Macro level analytics Total views Engagement scores Play rates Device types Referral sources Micro level analytics Engagement rates Time viewed
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What’s happening?
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Best Practice Create your campaign…include
video! Viewer metrics from your video players Integrate your video platform into your
marketing automation system
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What the contact has watched How much of the video was watched Apply scoring to leads Measure ROI of video marketing programs Tune your communication to your viewers
Watches…
ROI Video Product Video
Send Product Email
Send ROI Email
Opens…
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The most comprehensive suite of video technologies for the needs
of the modern marketer
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Video Content Management Player Experiences Global Video Delivery Lightning Fast Encoding Social Sharing Real-time analytics Content Protection Calls to action Technology Partner Marketing Automation Video Portals Support & Services
Your Video Content
Your Marketing Results
Your Audience
Hyundai Video Live streaming marketing campaign
Thank You
Paul Casinelli @PaulCasinelli @Brightcove
