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Creating a Complete Video Marketing StrategyJonathan CagleDirector Sales Northern Europehttps://uk.linkedin.com/in/joncagle@jonathancagle

Good morning everyone, my name is Jon Cagle, Im an Sales Director at Brightcove.

For any of you who are not familiar with Brightcove, we provide solutions to host, manage and publish professional video content online, tools that help marketers be successful with video marketing.

Today Im going to talk about how you can get the most from your video marketing investments. 1

Online Video is Everywhere2

Video represents the majority of traffic on the web today and it is growing! Video is exploding on mobile devices Video is proliferating on social media services: Facebook, Twitter, Snapchat, etc.Why?Impactful in engaging peopleRapid technological innovations: bandwidth, improving tools / standards for creation, distribution, management

Brightcove Inc.So why am I talking to you about video? Well, because consumers want video. Its predicted that 80% of all consumer internet traffic will be video by 2019. But video is already everywhere online, on desktop, mobile and connected devices. Internet users consume tens of billions of videos a day.

So its crucial that marketers are comfortable with video, knowing which types of video to produce, where and how to distribute them, and how to measure their success2

Brightcove Inc.Which is where video comes in. Video has proven ROI, can impact on a whole host of marketing metrics, and is one of the richest content types you can offer your audience. 3

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Video Drives Marketing Results

Brightcove Inc.At Brightcove, we believe that the best video marketing strategies are those that closely align with the customer lifecycle, using it at each stage of interaction with the customer.

Here you can see just a few of the benefits that companies using video on their websites typically enjoy, including more organic traffic, more time spent with their visitors, and double the conversion rates.

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Video Increases Awareness

Brightcove Inc.So lets start with awareness. How do you use video to get people to your website.

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Brightcove Inc.Here is a great example of how Chase is using video and interactive transcripts to boost their search engine optimization and improve their user experience. This is a great way to make your company more easily found on search engines 1. by having video on your site, and 2. by incorporating transcripts along with your video. Another less time consuming way to increase SEO with video is to make sure you properly tag all of your videos and use keywords in the title of and description of your videos.

Some of their videos include interactive transcripts that are searchable giving viewers the ability to find content that is relevant to them and to skip ahead to portions of the video that interest them. The great thing about transcripts is that they beef up your SEO strategy by adding more findable content on your site.

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Brightcove Inc.Show Apple TV app, tell about 10K jumpstart deal, explain its connected to a demo VC instance so anything we add there will show on the device.11

Brightcove Inc.Video Encourages Engagement

So now that we have discussed how to get people to your site in the first place, we now need to take a look at how to make visitors stick around, and engage with your brand.

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Portals as well as playlists and microsites, are particularly powerful ways to increase engagement and time on site.14

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Brightcove Inc.Video in subject line increased open rates from 7% to 13%

Brightcove Inc.Range of stats shows videos effectiveness in boosting other areas of marketing19

COMPARISONEMAIL

LANDING PAGE20

Brightcove Inc.Wiley is a global publishing company that wanted to pulse check their existing databasesee if the database quality was good also gain deeper insight into the individuals on it and how they engaged with video. To do this, they sent out email to watch a Dummies B2B talk.

That drove traffic to a very simple landing page with an Brightcove Audience player.

Received information:The person that clicked the email all video engagement events are associated with their contact record.All page activity and future clicks in and around the video player

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COMPARISONEMAILLANDING PAGE21

Brightcove Inc.Wiley is a global publishing company that wanted to pulse check their existing databasesee if the database quality was good also gain deeper insight into the individuals on it and how they engaged with video. To do this, they sent out email to watch a Dummies B2B talk.

That drove traffic to a very simple landing page with an Brightcove Audience player.

Received information:The person that clicked the email all video engagement events are associated with their contact record.All page activity and future clicks in and around the video player

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22Video Moves Conversion

Which is how companies are using video to drive conversion and purchase.

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Significantly Improve Conversion RatesConversion

Brightcove Inc.PLAYER CUSTOMIZATION: CALLS TO ACTION

Guided SellingConversion Tools

Brightcove Inc.Interactive Video Experiences

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Brightcove Inc.Engagement is the stage in which you send information thats of use to your prospect and leads the prospect down a prescribed path to conversion.

Email campaigns are extremely important to marketers. Studies show video increases your email click-thru rates by 55% (stat)One easy way to start actively marketing with video is look at existing nurture tracks and emails. Where can you add video?

Wiley is a publishing company starting its video marketing practice. Wiley wanted to pulse check their existing database, seeing if the database quality was good and also gain deeper insight into the individuals on it and how they engaged with video. To do this, they sent out email to watch Dummies B2B talk. drove traffic to a very simple landing page with a Brightcove Audience player. This player is part of our integration with marketing automation platforms.They have also integrated Brightcove with their Salesforce CRM for streamlined information to all marketing and sales

Two types of information received:which prospects/customers clicked on the email - thus they know if that database entry is still goodall video engagement metrics for viewing this video

By integrating their site with both their MAP and CRM, their demand gen marketers had information to nurture the leads and the Sales team has information when they reach out .27

28Video Moves Retention & Advocacy

Brightcove Inc.The last area we will look at is video for customer loyalty and retention.Generally, offering rich media content that makes communication with your audience easier will help to grow loyalty, but there are some specific ways you can use video for this. 28

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User Generated Content

The first one I want to speak about is User Generated Content. UGC deepens the connection that you have with the customer. It is also very sharable, as customers will want to share with their friends, especially if there is a competition in place around it. It is then a very genuine and effective endorsement of your brand.

This is a UGC campaign run by scholastic books. Theyve asked school children to speak about their favourite books and their reading habits. 30

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User Generated Content

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The final thing I want to speak about is analytics, because you need to have a strong idea of how your campaigns are making an impact, in order to improve on them, and in order to prove your ROI. 32

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How Do YouKnow If This Is Success?

Now, views and likes and shares are important indicators of how a video is performing on a high level, but you should really be looking at more than that to see what action your videos are inspiring, and how people are actually interacting with your video content.

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Best PracticesMacro level analytics Total viewsPlay ratesDevice typesReferral sourcesMicro level analyticsEngagement ratesTime viewed

You need to know where they are coming from, which pages are seeing the most views, which videos work well in which locations.

Referal sources & on page play rate can help you here. You want to know how many times a video player was displayed, versus how many times people actually watched the video. This can help you fine tune things like thumbnails and player appearance, and other calls to action.

And metrics like engagement rates can show you where the viewers are dropping off. And help you adjust your content immediately, or for future campaigns.

If youre using Marketing Automation Platforms like Marketo and Eloqua, its possible to track individual users to segment your audience, and develop very targeted nuture campaigns based on viewer behaviour. If you are already using MAP, then we can discuss this at the roundtables.

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Brightcove Video Marketing Suite

Brightcove Inc.How does this work?

The platform Video Cloud is like Mission Control of your video:You upload your video content to Video Cloud one asset at a time or in bulkVideo Cloud optimizes that video to play anywhere (any device), organizes your content, and keeps it secure.Then it lets you choose the types of players and experiences you want to provide, and lets you create calls-to-actionYou can publish it to your own site, or share it across social channels.You get deep metrics and analytics that you can use on their own, or feed into your Marketing Automation PlatformOn TOP of the VideoCloud platform, you see the marketing-specific products.VideoCloud PLUS the marketing functionality is called VIDEO MARKETING SUITEGallery is our product that lets you create video portals and microsites in minutes (YOU SAW GALLERY IN HERBALIFE AND ACCUWEATHER)Brightcove LIVE is our live streaming Brightcove AUDIENCE is the integration with marketing automation platforms (YOU SAW AN ELOQUA INTEGRATION WITH WILEY)

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