Online Video: Content and Distribution

Wednesday 16th March 2011

What We Will Cover Today

Digital Video Content and Building Value:

• Video content and consumer engagement.

• Content:– Defining content types and functions.– Creating social assets and interaction.

• Content Distribution:– Defining digital distribution models and

characteristics.– Viral and social content distribution models.– Paid/free/blended distribution strategies.

About Me

• More than 7 years digital communication and strategy experience.

• Product strategist and business development manager at Television New Zealand Digital Media.

• Commercial and content strategist for TVNZ Ondemand, Australasia’s first Web Television service launched in March 2007.

• Managing Partner at Northward Digital video content and strategy house.

• Digital content and communications consultant at Poets and Plumbers and Think International.

Video Content and Consumer Engagement

Changing Consumers Expectations

• +70% of global online consumers watch online video. More than half of global online consumers watch online video in the workplace.Nielsen, Q4 2010.

• 90% of global internet traffic will be video by 2013.Cisco, Q3 2010

• +90 percent of all social network users access content due to the recommendations of friends in their online social network. The Diffusion Group (TDG), Q3 2010.

Video is Not Only Branding

“Video created a 30% average uplift in e-comm sales. Up to a 90% increase across some product categories.”

“Video in email marketing has been shown to increase click-through rates by over 96%”

“Video content is 53 times more discoverable on Google than text content.”

Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.

Social Media and Content Saturation

• +35 hours of video is uploaded to YouTube each minute.

• Constant generation of text, image, video, sound and conversational content.

• The challenge for brands and marketers:

Creating content that can be discovered and then actively shared by audiences and consumers.

Source: Eloqua. http://blog.eloqua.com/the-content-grid-i-all-so-meta/

Measuring and Optimizing

• Analytics and Optimization:– Goal-oriented. – Quantitative +

Qualitative.– Content metrics.– Distribution metrics.– Informed decision-

making.– User path analysis.

• Track business outcomes e.g. Sales lift measurement or database signups.

• Robust, actionable and auditable.

Engaging the Right Audience

“Even if you reach a hundred people with a video, if that’s

your target audience and you change their behavior, then

you’ve succeeded better than if you reach a million people

and you don’t change anybody’s behavior with the

video.”

Dr. BJ Fogg, Director of Stanford University’s Persuasive Technology Lab.

Source: DesignDamage. http://www.designdamage.com/the-evolution-of-media-content-distribution-circulation-1-0-to-2-0/

Content

Content Creation

– Finding your authentic stories.

– Creating value for your audience.

– Fostering sharing.

– Building engagement.

– Guiding consumer outcomes.

– “A minute of video is worth 1.8 million words.”Dr. James McQuivey, Forrester Research January 2009.

Defining Video Content Types

Greeting= Value Proposition

Conversation= Engagement

Conversion= Education

Regus NYC: "You May Need an Office"

http://www.youtube.com/watch?v=dC8lUnSWtfA

• Niche and geo-specific target audience using content, traditional and digital advertising.

• 40,000 YouTube views.

• 30% uplift in leads to Regus’ Manhattan locations and 114% increase in revenue YOY.

• 175% increase in Manhattan location conversion rate.

Content Check List

Define your goals and how they will be measured.

Create videos based on content types and how they function.

Consider your audience and the content value proposition.

Design content according to how and where you want it to be consumed.

Find your stories: Ensure that they are genuine and authentic.

Encourage engagement: foster participation, interaction and sharing.

Integrate video content with other marketing materials and ensure consistency of messaging.

Create content to be usable and shareable across multiple channels.

Content Distribution

Video Content Distribution: Fishing where the Fish Are

“Taking branded content to consumers at portals or on social

media sites has emerged as an answer to the problem of finding

or aggregating the perfect audience.”

Source: MediaPost, Oct 2010.

Video and Social Recommendation

Source: Forrester Research, Q4 2009.

Content Distribution Seeding

Paid Media

Proprietary Media

Earned Media

• FB ads• Youtube ads• Sponsored tweets• Ad words• Banner ads• Professional seeding networks.

• Email databases• CRM assets• Company blogs• Employee WoM.• company-owned ad spaces.• Competitions/incentives.

• Digital PR.• Blogger/influencer outreach.• Social media communities/feeds.• Social Bookmarking/Discovery sites.

Social Media Communities and Organic Seeding

• Engaging with influencers.

• Creating lasting communities of advocates.

• Expanding reach.

• Stimulating sharing.

• Developing and testing content/ Crowd-sourcing.

• Driving traffic to your content/site.

Copenhagen Bicycle Film Festival

• Seeded via organic outreach across niche blogs and facebook community.

• 25,000 views across vimeo, facebook.

• Significantly raised the profile of the inaugural CPH event.

http://www.vimeo.com/17120388

Paid Seeding and Distribution Providers

• Extend audience reach.

• Link into existing communities across specific niche or broad audiences.

• Stimulate the viral effect with active content seeding.

• Set up profiles & brand.

• Publish once to where your audience is.

• Can be paid or free placements.

Visit Denmark: ‘That’ campaign

• Paid content seeding service used.

• 800,000 YouTube views in first 5 days.

• 1.9 million Google searches.

• Made international news; picked up by BBC and Fox as well as numerous publications and blogs.

http://www.youtube.com/watch?v=F8Seo5j_mNU

Blended Distribution Strategies

• Brand Site:– Engagement and conversion.– Optimized for engagement

and action.– Single brand voice.– Full creative control and

outcome management.

• Distributed Platforms:– Awareness and reach building.– Optimized for discovery and

sharing.– Mixed brand voice.– Limited customization options.

Serena Software: “Go @#$% Yourself“

http://www.youtube.com/watch?v=qLTs6jlbkjE

• Hybrid distribution model.

• +2,000,000 video views across youtube and brand site.

• Attributed revenue of $10 million with $40 million in opportunities.

• Attributed product trials of 100,000, and extensive database acquisition.

Content Distribution Checklist

Define your goals and how they will be measured.

Assess the pros and cons of distribution options for the content.

Consider audience fit and usage across potential distribution platforms.

Ensure resourcing is in place to deliver distribution strategies and partnerships.

Test and optimize distribution channels based on analytics.

Use existing proprietary and earned channels like email and social media but prepared to pay for seeding if necessary.

Make content sharing easy.

Reuse assets across all of your communication channels.

Thank You