WHY, WHAT AND HOW OF ONLINE VIDEO

SUCCESS

MCKEE SMITH,PRESIDENT, MODERN MEDIA ANSWERS, LLC

ABOUT MCKEE

Senior Editor on team that launched “Barney the Dinosaur” on PBS

Senior Editor for HIT Entertainment with brands including “Thomas the Tank Engine,” “Bob the Builder” and “Angelina Ballerina”

President of Modern Media Answers, LLC

BA from UNT, MBA from Baylor University

WHY USE VIDEOYOU’VE GOT TO JUSTIFY THE COSTS!

STUDIES SHOW PEOPLE WATCH

80% of senior executive are watching more video than in 2009

75% watch work-related videos on business-related sites at least weekly

65% visited a vendor’s website after watching a video

Over 50% share work-related videos with colleagues at least weekly

SENIOR EXECUTIVES WATCH

Forbes Insights, Video in the C-Suite, 2010

STUDIES SHOW PEOPLE WATCH

95% of B2B tech buyers watch tech-related videos

82% of them will post, forward and/or share these videos with colleagues

TECH BUYERS WATCH

IDG Research Services, What Media and Devices Motivate B2B Tech buyers, Dec. 4, 2012

STUDIES SHOW PEOPLE WATCH

187 million Americans watched 48 billion online content videos in July, 2013

55.4% of total US population watched 19.6 billion online video ads

At is an average of 114.3 ads per viewer last July, or 3.69 per day

CONSUMERS WATCH

http://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Releases_July_2013_U.S._Online_Video_Rankings

STUDIES SHOW VIDEO IS EFFECTIVE“Best in class” means to 20% of company performance

BIC are 38% more likely to use video for external communications

Marketing contributions to the sales forecasted pipeline for BIC is 40% verses 17% for others

Customer retention for BIC is 89% verses 48% for others

Website conversion for BIC is 4% verses 2% for others

Aberdeen Group, Lights, Camera, Call-to-Action: Trends in Video Marketing, Sept. 2012

STUDIES SHOW VIDEO IS EFFECTIVEBIC use video through out the sales cycle:

Marketing/brand awareness - 67%

Marketing conversions - 60%

Market nurturing - 53%

Sales qualification - 47%

Sales closing - 33%

Post sales - 33%

Aberdeen Group, Lights, Camera, Call-to-Action: Trends in Video Marketing, Sept. 2012

STUDIES SHOW VIDEO INCREASES SALESStatement respondents agree strongly/somewhat:

57% - I am more confident when I watch a product video in advance of making a purchase online and therefore less likely to return that product

44% - I purchase more products on websites that allow me to learn about them via video

40% - I purchase products on websites as a result of being influenced by videos on these sites

Invodo E-Tailing Group, How Consumers Shop With Video: 2012 Survey

STUDIES SHOW VIDEO INCREASESWEBSITE ENGAGEMENT

Statement respondents agree strongly/somewhat:

52% - I am willing to stay on a website longer because the retailer or brand manufacturer makes product videos available

45% - I am more likely to return to a retailer who integrates video into their website experience

Invodo E-Tailing Group, How Consumers Shop With Video: 2012 Survey

WHAT TO PUT INTO A VIDEOIDEAS TO SUCCEED

PLAN BEFORE YOU START!

Decide the message you wish to communicate!

Learn all you can about your audience

Tailor your video to your audience

SOME TYPES OF VIDEOS

Brand awareness

basic brand

what you’ve done lately

your future plans

live events

fun branding - viral videos

SOME TYPES OF VIDEOS

Product awareness

product announcements

product ads

product information and training

SOME TYPES OF VIDEOS

What you do is only limited by your imagination!

(and budget, bosses, time, standards and practices and etc.)

HOW TO OF VIDEOSUCCESS SUGGESTIONS!

SET SMART GOALS FOR YOU VIDEO

Specific

Measureable

Achieveable

Relevant

Time bound

CHECK YOU GOALS AFTER VIDEO IS IN USE

Did it actually meet the goals?

Why or why not?

Don’t forget to study analytics of who actually watched

Adjust next time to emphasize what worked and change what didn’t

HOW LONG TO MAKE IT?

How long is a string? Long enough to be useful without being so long as to tangle up

Aberdeen says average is 3 1/2 minutes

YouTube Partner Channel videos average from <30 seconds to over 1 hour

Wistia.com research found most drop out occur in first 15% of the video regardless of total duration. The rates flatten then till the end regardless of length

Aberdeen Group, Lights, Camera, Call-to-Action: Trends in Video Marketing, Sept. 2012http://wistia.com/blog/does-length-matter-it-does-for-video-2k12-edition

DO IT YOURSELFOR US A PROFESSIONAL

Both work and “Best in Class” companies do both!

Outsourcing to professional - BIC 25% Others 22%

In-house professional - BIC 38% Others 26%

Webcam conferencing - BIC 25% Others 16%

Consumer grade equipment - BIC 29% Others 35%

Screen capture with sound - BIC 38% Others 42%

Aberdeen Group, Lights, Camera, Call-to-Action: Trends in Video Marketing, Sept. 2012

THREE DO IT YOURSELF SUGGESTIONS

If using a camera on you phone, turn it horizontally!

Turn on every light and generally bring in clamp lights to boost lighting. Dark faces and sceens don’t work well

Get an external microphone as close to your subjects as possible

USING A PROFESSIONAL

Specialized equipment

Be up front about your budget and timeline

Look at more than one provider

Look at their demos to see if they have done something similar to what you need

DISTRIBUTING YOUR VIDEO

You need a way to be on all screens - desktops, tablets and phones

Vimeo and YouTube are free but have limits

Paid content delivery networks give extra features that are worth it to some users

IN SUMMARY

Lots of studies show video is a great tool with a proveable ROI

Plan, plan and follow up on you plan

Follow the path of the “Best in Class” companies