Download - Video Trends for Business Marketers

San Francisco| August 13–17

Keys to Success with B2B VideoLeslie DrateCiscoSocial Media Team Lead

San Francisco | August 13–17, 2012 | #sessf

@lesliedrate

Trends in Video• More people are watching video

• Each person is watching more videos

• People are using multiple devices to watch video


Video Consumption Is Up

@lesliedrate

• Video consumption is up 43% from just a year ago

• The average viewer in the US watched ~4 videos/day in Jan. ‘12

• 84% of the US audience watched videos online in Jan. ‘12


Mobile Is Emerging – Fast!!

• The percentage of non-desktop video plays more than doubled in Q4 ’11

• Viewers are more than twice as likely to complete a video when watching on a non-desktop device

@lesliedrate


Video Is a Valuable Marketing Asset for Cisco

@lesliedrate

View 44% more pages while on Cisco.com

Are twice as likely to engage with high-value conversion activities on Cisco.comAre 41% more likely to return to Cisco.com

Are 5 times more likely to click-through on a blog post with video

Video viewers

Are twice as likely to click-through on email


Video on Cisco.com – Case Study

• There are currently ~3,000 videos on Cisco.com• We make ~1,000 videos a year at Cisco

• Total number of global video views for those videos is around 2 million

• Decreased video viewing on Cisco.com, increased on YouTube

• Average completion rates hover around 30-33%, per the industry standard

@lesliedrate*Cisco.com, August 2011 to April 2012


IT Decision Makers Watch and Share Videos

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96% of tech buyers watch tech-related videos!

84% forward, share or post tech-related

videos!


Shared Videos Sell More Product

• When someone watches a recommended video, their brand recall goes up 7% and enjoyment goes up 14%

• Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

@lesliedrate

10X more videos are shared on Facebook

vs. Twitter

*Unruly video study, January, 2012


@lesliedrate

Tech-related Video Downloads Are Not Limited to the Work Day

27% before normal business

hours

53% during normal business

hours

61% after normal business

hours

S T W Th F50% on the weekends

M S50% on the weekends

92% watch or download tech-related videos during the work week

*IDG 2012 study with 6,622 B2B IT decision makers


Video Types/Stage of Sales Process

@lesliedrate

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 On location event recording All


High Cost = More Clicks• There’s no relationship between the cost of a video and the number

of views or completion rates

• A video datasheet can easily receive more clicks than a high-end, agency-produced video over time

• There are visitors who browse and visitors who are fact finding

• Browsers are more likely to look at video overviews

• Fact finders want to drill down, so they will look at datasheets

@lesliedrate


@lesliedrate

Clickable Calls to Action on YouTube

• Paid - Call to Action Overlays – – Can ONLY appear at the bottom half of a

video player

– Character limits:

• Headline – 25

• Description line 1 – 35

• Description line 2 – 35

• Unpaid - Annotation– One style of font, a few different sizes,

and multiple color backgrounds

– No character limit

– Can be placed anywhere

– Can link OFF of YouTube if you have a YouTube Partner account

Non-paid

Paid


Length of Video Is Key

@lesliedrate

TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the sample, which spans video sites and platforms


Invest Once – Use Many Times

• All videos are posted to Cisco.com (preferably in more than one place) and YouTube

• Remember to link to videos from other pages and sites

• Video is also a big asset for our blog posts, Facebook, and other social media

@lesliedrate


Top 7 Tips for B2B Video

1. Site visitors who view video are more valuable to your sales efforts

2. Invest once and post your videos in many places 3. Make it easy for your customers to share videos –

especially on Facebook4. Keep your video content flowing – even on weekends5. Use different types of videos at different stages of the

sales process6. There’s no relationship between the cost of the video

and the number of views7. Contain the length of your video

1. 90 seconds on YouTube2. 2 or 3 minutes on your site

@lesliedrate