B2B Video Tips for YouTube

Cisco Confidential 1© 2013 Cisco and/or its affiliates. All rights reserved.

How to Get the Most from Your YouTube ChannelLeslie Drate/@lesliedrateSocial Media Team Lead, Cisco

February, 2014

© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

Cisco and Video

“It would take an individual over 5 million years to watch the amount of

video that will cross global IP networks each month in 2017.

Every second, nearly a million minutes of video content will cross

the network in 2017.”*

Cisco is the worldwide leader in IT that helps companies seize the opportunities of tomorrow by proving that amazing things can happen when you

connect the previously unconnected*Cisco Visual Networking Index: Forecast and Methodology, 2012–2017


Video Traffic Is Growing

• Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012

• The ratio of Internet video viewing to TV doubled in 2012

• Internet video to TV will continue to grow at a rapid pace, increasing fivefold by 2017

Source: Cisco Visual Networking Index, May, 2013

http://techcrunch.com/2013/10/17/youtube-goes-mobile/


Cisco Is One of the 10 Most “Productive” Brands on YouTube


Cisco on YouTube:FY13• 4,812 videos

• Average view time is 2 minutes 12 seconds

• We doubled our subscribers to 62K last year

• 4 million+ views -- a 56% increase Y/Y

12k+ likes -- a 26% increase Y/Y

2k+ comments -- a 15% increase Y/Y

Sharing was flat at ~6k

• The top 2 videos on the channel were brand campaign videos

• The channel drove ~5k clicks on calls to action to Cisco.com in Q4 FY13)


Video on Cisco.com - CY13

• 4k+ videos – a 68% increase Y/Y

• 2.4M views – an 87% increase Y/Y

• 31% completion rate in the US – 41% for global

• Average view time is 1 minute 54 seconds

(Corporate Website)4M views/year

2M views/year

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Trends in B2B Video


2014 Online Video Trends

• Online video audiences are on the rise and expected to double by 2016YouTube reaches more US adults aged 18-24 than any cable network

• We will rely more and more on video to tell our brand story — because that’s where the people are

Consumers are watching video in more locations and across more channels

• Video content is more likely to be watched and shared than other kind of content

Video Sharing was up 7% Q1/Q2 CY13 (source: UnRuly)

Videos shared socially are more likely to be watched to completion

• Consumers will spend the greatest amount of time on product/category video that provides educational value

Sources:: What Are the Top Trends In Online Video for 2014 and Etailing Group Q4‘12 Research Study

http://www.reelseo.com/online-video-2014/





Video Traffic Referrals• Most video traffic is direct (links)

• 81.9% of views are discovered via direct traffic or navigation within a brand’s own site

Source: TubeMogul Video Ad Playbook, 2013

• Views driven by Social Media are more likely to be completed

* source: Adobe Digital Index, 2012


CEOs Watch a Lot of Video• 75% of executives watch work-related videos at least once/week

50% of CEOs watch work-related videos on YouTube at least once/week

• 65% of CEOs visit the marketer’s website after viewing a video

• CEOs want new ideas that will add value to their businessInspiration, information, and value-drivers

• CEOs get business-related news through social media channels, just like the rest of us

LinkedIn, Twitter, blogs, RSS feeds

*BundlePost blog, Sept. 2013 citing Forbes Magazine


Video Viewing Is Going Mobile*• Small screens made up 40% of

YouTube traffic in 2013 compared to 25% in 2012

• 41% of adult cell phone users in the United States say they watch videos on their phones

• Between 2012 and 2013, the average time spent watching videos on smartphones doubled, and tripled on tablets

• 73% of Facebook users are mobile

• What does your video look like on your phone?

Source: Google and TechCrunch,Oct.2013, and Reel SEO Dec 2013

http://techcrunch.com/2013/10/17/youtube-goes-mobile/


Device Size and Video Length Are Related

Users view longer form content on larger screens – tablets vs. mobile phones


Source: comScore: 2013 US digital future in focus

http://wearesocial.net/blog/2013/02/comscore-2013-digital-future-focus/

http://wearesocial.net/blog/2013/02/comscore-2013-digital-future-focus/


Video Works on Social MediaOffer more video on social media to achieve better reach and engagement

* Adobe Digital Index,2012


The Myth of the Viral Video

Fewer than 1% of videos ever exceed one million views

* TubeMogul Video Ad Playbook, 2013


Repurposing Ads for the Web

It doesn’t make much of a difference if you repurpose a 15 and 30-second television ad for the Web vs. making custom creative specifically for the Web

“There is no one superior production format. Repurposed

TV spots typically result in higher impact on awareness metrics, while made-for-web

video content more ably persuades its viewers.”



Vine vs. Instagram

• 6 vs. 15 seconds

• Vine loops/Instagram

doesn’t

• Shoot the video from within

the applications

• Vine is best suited to videos that work in a loop

• Vine has ~40 million users – youth appeal

• Instagram has ~150 million users

* Chart from 360i Blog


Case Study• Cisco Partner Marketing ran a Vine

contest at the Cisco Partner Summit in June, 2013

We asked Partners to tell us what the Summit meant to them via Vine We asked them to include our hashtags when posting the video

• We announced the contest on Cisco blogs

• The winner won $ credits for Cisco training

• Featured entries on screens at the Cisco Partner Summit

Some of them forgot to include the hashtags

• Announced winner at the Summit

http://blogs.cisco.com/channels/love-prizes-participate-in-our-cisco-partner-summit-contests/


Vine Entries Were Featured on Social Listening Screens at the Summit

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How-to: YouTube

Cisco ConfidentialCisco Confidential© 2013 Cisco and/or its affiliates. All rights reserved. 21

InVideo Graph and Text

Ask viewers to subscribe

Showcase Annotations

SEO: Keywords in Titles, tags, description

Full URL is clickable in the description

5 Tips for YouTube Video Optimization

1

2

3

4

5


Annotations on YouTube

• Annotations are free

• CTRs vary from 0–20% depending on the Call to Action

• We use them for all of our videos on YouTube

One style of font, a few different sizes, and multiple color backgrounds

No character limit

Can be placed anywhere

@lesliedrate


Showcase Annotations

• Created 3 videos under 1 minute each

• Annotated using “showcase annotations”

Hyperlinked a button that is natively part of the video

• Placed additional Calls to Action at ~:30 sec in each video

• In the first 30 days, annotations achieved a 7.85% click-thru rate --

more than quadruple the average


In-Video Programming

Sign in to your YouTube account and click your username located in the top right corner of any pageFrom the dropdown menu select My ChannelClick the pencil icon on the right side of your Channel just below your banner and select Channel settingsFrom left bar under Channel settings, click on InVideo Programming

http://www.youtube.com/user


Source: ReelSEO

Choose Your YouTube Thumbnail Carefully

• Thumbnails act as mini-marketing posters for your content

• Choose an image from your video or design one in Photoshop

• Add words to thumbnails for better click rates

2-3 words with a face or product Should be big enough to see in a thumbnail


The Importance of YouTube Subscribers (And Thumbnails)


• The first 3 weeks - 40% of the total video views

• 4-12 weeks - 30% of video views

• 12-52 weeks - 30% of video views

* Pixability Key Lessons for Success on YouTube, August, 2013


New: YouTube Comment Hubhttps://www.youtube.com/comments

Don’t forget: social media is SOCIAL


The YouTube Analytics Button

Cisco Confidential© 2013 Cisco and/or its affiliates. All rights reserved. 29

Best Practices


Good Marketers Use Different Video Content for Various Customer Engagement Touch Points

Types of Video Productions Definition of Video Type Sales Stage

1. Advertisement High production value Awareness

2. Thought Leadership Talking head or interview Awareness

3. Business Challenges Industry trends Consideration

4. Case Study Customer or Cisco product stories Consideration

5. Demo Product/Solution deep dive Design

6. Technology Solution Multiple product solution Design

7. Video Data Sheet Product specifications Design

8. Training Course curriculum, How-to Post-sale

9. Event Presentation Event All

10. Program Series Program series All

11. Other Other All


Search Basics for YouTube

YouTube is the second largest search engine on the Web

Within Google search, video content has been measured as 53X more likely to achieve organic, first-page ranking than traditional web pages (Pixability, August, 2013)

• 7 Basics of Search for YouTube:1. Title

2. Description

3. Tags

4. Categories

5. Annotations

6. Closed Captions

7. Engagement

• Be consistent– use the keyword at the beginning of the title, description, and tagWhen tagging on YouTube, the first keyword you use is weighted most heavily

Use relevant tags – 2 to 4 keywords – don’t keyword spam

• Search engines recognized text in captions – create your own


Video Completion Rates

• We generally see a ~31% completion rate on videos on Cisco.com (41% globally)

• Use a Calls to Action early in the video!


Don’t Forget to Use Captions

• Captions increase completion rates on Cisco.com by 31%


Invest Once – Use Many Times

• Marketing the video is as important as video production for YouTube success

• Most brands fail to effectively market the video content they produce

• Remember to link to videos from other pages and sites

• Video is an important asset for:

Social media: Facebook, Twitter, LinkedIn

Blogs

Corporate website

@lesliedrate


5 Things to Think About Before You Produce a Video

1. Who is your audience and how much time do they have to watch your video?

2. Where are they in the customer journey and what do they need to know?

3. Where were they before they watched your video and where should they go after they watch your video?

4. What is the key takeaway for your video?

5. Do you NEED to produce a new video for this purpose?


How to Reach Me

@lesliedrate on Twitter

Recommend Subscribing to ReelSEO: http://www.reelseo.com/

Thank you.

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