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Online Video Marketing
                   Be a Brand, Become a Media




… The New Strategy which brings about
Real Transformation!
Summary Content
1. Who am I?

2. Internet Marketing Reminder

3. What’s Video Marketing?

4. Best positioning in OVM

5. Some Tips

6. Targeting Matters

7. Case Studies

8. Be Patient

9. Contact
Arnaud Belhamou
• From Central America

• Master of Science
    •   Information Technology – Sp. Marketing
    •   International Management


• Co-founder of FindYourWayInTheWorld

• Experience in Classic & Internet Media
  (8 years)

• Regional Marketing Manager – Cegedim
  (2 years)
Have you ever wonder…
….why Magazine and Newspaper Advertising Space became
so expensive?

                              - We all need to survive!
Advertising – Online VS Print
Ads TV vs Online Ads

 Measurable  Audience vs Analytics

 Scalable  Blast vs Targeting

 New Thinking  Usual vs Creativity

 “According to comScore Video Metrix, more than 184 million U.S. Internet users watched
          online video content in October 2011, for an average of 21.1 hours per viewer”
                                                        - Paul Shread | June 2012 | Business Time


            “Online video advertising is expected to grow 40 percent this year”
                                - Robert Haskitt | Extreme Reach | Sep 18, 2012 | Business Insider


                   “The PR firm of 2017 will be different than the PR firm of today”
                                             - Jim Weiss | W20 Group | Oct 12, 2012 | PR Week
What is Internet Marketing?
 Web 1.0: Website, Banner, Blogging…
    “The main difference with the Web 1.0 and the Web 2.0 is that in 2000, if you did not
 advertise you were a nobody, but now if you advertise in the old way…you are a nobody.”
                            - Martin Varsavsky – Founder of Fon (largest WiFi Provider - Latin America)


 Web 2.0: SEO, Adsense, Social Media, Video Marketing,
  Apps…
Most used Online Tools
 Social Media is a many-to-many instrument of
  communication. Users can now be involved in the
  information received.
 REMINDER - most Popular SM Platforms:
     Facebook - 150 million people engage with Facebook on external websites.
     YouTube - receives more than 2 billion viewers per day.
     Twitter - 75% of total users use Twitter through third-party apps.
     LinkedIn – over 70 million users worldwide.
     Google+ - Over 60 percent of Google+ users use Google products on a daily
      basis.
   WordPress Sharing Platform -                 77% of Internet users read blogs through
      random searches or direct subscriptions.

 Bonus Facts         (Statistics from Online Media Gazette)

   90% of Internet users know at least one social network.
   The average social user has 195 friends.
What is Video Marketing?

PRODUCE                CHANNELS                  BROADCAST




Results in Reaching Your Dedicated KOLs (Key Opinion Leaders)
…in video




            Online Video Marketing
The Interest(s)?
 Low-Cost Marketing / Highly Affordable

 Better Targeting  Reach

 Fast ROI

 Attractiveness of the Content

 Including Promotion  Direct ROI

 Develop a Network of KOLs (Key Opinion Leaders)

 Impressive Range of Analytics

 Broadcasting can be On-Going

 Can become a Stand Alone solution
Most Popular Video Formats
 Lifestyle

              Motion Graphic

                                Mash-Up
  Jooix.com



                 Cllike.com



                               Cebu Party Boat
Is there “Best Positioning”?
 Yes  Be Objective

 Do not go into the „Big Mac Effect‟!

 You need to be proud of your product, to have customers..




                             ≠
Simply present your business




          Evolve – Mixed Martial Arts
Some Tips
 Make your title count

 Provide excellent content   (quality matters)

 Include your URL in your video

 Go beyond YouTube   (website / newsletter / social media…)

 Do not under-estimate the power of Interviews

 Beyond views:

       Audience Retention            User Interactions
        Engaging Content         Emotion - Ratio of Shares
Targeting = KOLs
 Who are your customer?

 Who could be interested in your product?

 The interest is to cross-match between platforms & network

 Smaller is the seed, higher will be the buzz.

 A buzz always starts among KOLs (Key Opinion Leaders)




Targeting by YouTube   Press Play means Business   Success Story…
Case Studies (B2C)
   ManHunt 2012                FLVRZ                 Cebu PB                Prelude
    Bean Artistes          Hip Hop Fashion     Boat Party Experience    Rooftop Bar/Bistro

        EVENT                SHOPPING                TRAVEL                   F&B




        Teaser                 Teaser                 Teaser                  Teaser
     2 x ARTICLE             1 x ARTICLE            1 x ARTICLE            3 x ARTICLE

    Time: 1 Weeks
                            Time: 4 Weeks         Time: 4 Weeks           Time: 7 Weeks
 Video: 22,000+ Vws
                         Video: 7,000+ Vws    Video: 12,000+ Vws       Video: 14,500+ Vws
   FB: 80,000 Imps
    FB: 650 Clk/Act
   Event: 4,000 ivts      YT: 50,000 Imps       YT: 156,000 Imps        YT: 205,000 Imps
                           YT: 700 Clk/Act       YT: 600 Clk/Act         YT: 950 Clk/Act
Total - 600+ attendees

   Event Coverage        FB: 750,000 Imps      FB: 620,000 Imps         FB: 980,000 Imps
                           FB: 350 Clk/Act       FB: 2,400 Clk/Act      FB: 3,200 Clk/Act

                         Direct - 65 buyers   Direct- Fully Booked     Direct – 135 cons
Case Studies (B2B & Creativity)

  An App Thing           Business Has Meltdown
  VerticalResponse.com             Cisco

2,500+ views in 24hrs     80,000+ views in 1 week
Successful SG YouTube Channel
Evolve Martial Art      SG Youth Olympic            SkyHobbie          Singapore Airlines
       Sport                   Sport                   Hobby                 Travel

     LIFESTYLE          ENTERTAINMENT            CONS. PRODUCT              TOURISM




       Teaser                 Teaser                  Teaser                 Teaser
YOUTUBE CHANNEL         YOUTUBE CHANNEL          YOUTUBE CHANNEL        YOUTUBE CHANNEL



Joined: 25 Sept, 2008   Joined: 12 July, 2006   Joined: 17 Oct, 2006   Joined: 15 Aug, 2012


     Subs: 1,235             Subs: 1,217             Subs: 609              Subs: 417
  T Views: 500,000       T Views: 1,993,924     T Views: 1,844,898       T Views: 12,763
  Total Videos: 69       Total Videos: 442       Total Videos: 370       Total Videos: 57

      WEBSITE                 WEBSITE                WEBSITE                 WEBSITE
Other Interesting Channels…


 •   SG Open Rice
 •   Burger King SG
 •   Resorts World Sentosa
 •   JobDB
 •   Asian Food Channel
 •   On Coffee Makers
 •   Travel Channel TV
 •   Import Food Channel
Quicker than SEO, but still..
 With just a newborn channel:

  Single video(s) hit -- rarely becomes a buzz (direct)

  Multiple content, brings multiple viewers

  Direct results always appear after 2/3 months




“Just be patient. Let the game come to you.
Don't rush. Be quick, but don't hurry.”
                                - Earl Monroe
Interesting readings
 NY Times:
  http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.ht
  ml?_r=0

 Business Insider: http://www.businessinsider.com/ads-on-tv-and-online-
  ads-are-about-to-become-the-same-thing-2012-9

 Mashable: http://mashable.com/2012/09/21/how-derrick-rose-and-
  adidas-turned-misfortune-into-great-marketing-video/

 Social Media Today: http://socialmediatoday.com/robert-
  weiss/857841/how-marketing-video-will-improve-conversion-rates-
  across-your-sales-
  cycle?utm_source=linkedin&utm_medium=social&utm_content=81f77115
  -9037-4e5a-b8dc-fe37d1fb3896
¡Thanks!
Any Question?




                      CONTACTS
      arnaud.belhamou@findyourwayintheworld.com

www.findyourwayinsg.com | www.findyourwayinbangkok.com

       35 Mayo St, #02-01 S208316 - (+65) 9271 6496

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Video Marketing Presentation

  • 1. Online Video Marketing Be a Brand, Become a Media … The New Strategy which brings about Real Transformation!
  • 2. Summary Content 1. Who am I? 2. Internet Marketing Reminder 3. What’s Video Marketing? 4. Best positioning in OVM 5. Some Tips 6. Targeting Matters 7. Case Studies 8. Be Patient 9. Contact
  • 3. Arnaud Belhamou • From Central America • Master of Science • Information Technology – Sp. Marketing • International Management • Co-founder of FindYourWayInTheWorld • Experience in Classic & Internet Media (8 years) • Regional Marketing Manager – Cegedim (2 years)
  • 4. Have you ever wonder… ….why Magazine and Newspaper Advertising Space became so expensive? - We all need to survive!
  • 6. Ads TV vs Online Ads  Measurable  Audience vs Analytics  Scalable  Blast vs Targeting  New Thinking  Usual vs Creativity “According to comScore Video Metrix, more than 184 million U.S. Internet users watched online video content in October 2011, for an average of 21.1 hours per viewer” - Paul Shread | June 2012 | Business Time “Online video advertising is expected to grow 40 percent this year” - Robert Haskitt | Extreme Reach | Sep 18, 2012 | Business Insider “The PR firm of 2017 will be different than the PR firm of today” - Jim Weiss | W20 Group | Oct 12, 2012 | PR Week
  • 7. What is Internet Marketing?  Web 1.0: Website, Banner, Blogging… “The main difference with the Web 1.0 and the Web 2.0 is that in 2000, if you did not advertise you were a nobody, but now if you advertise in the old way…you are a nobody.” - Martin Varsavsky – Founder of Fon (largest WiFi Provider - Latin America)  Web 2.0: SEO, Adsense, Social Media, Video Marketing, Apps…
  • 8. Most used Online Tools  Social Media is a many-to-many instrument of communication. Users can now be involved in the information received.  REMINDER - most Popular SM Platforms:  Facebook - 150 million people engage with Facebook on external websites.  YouTube - receives more than 2 billion viewers per day.  Twitter - 75% of total users use Twitter through third-party apps.  LinkedIn – over 70 million users worldwide.  Google+ - Over 60 percent of Google+ users use Google products on a daily basis.  WordPress Sharing Platform - 77% of Internet users read blogs through random searches or direct subscriptions.  Bonus Facts (Statistics from Online Media Gazette)  90% of Internet users know at least one social network.  The average social user has 195 friends.
  • 9. What is Video Marketing? PRODUCE CHANNELS BROADCAST Results in Reaching Your Dedicated KOLs (Key Opinion Leaders)
  • 10. …in video Online Video Marketing
  • 11. The Interest(s)?  Low-Cost Marketing / Highly Affordable  Better Targeting  Reach  Fast ROI  Attractiveness of the Content  Including Promotion  Direct ROI  Develop a Network of KOLs (Key Opinion Leaders)  Impressive Range of Analytics  Broadcasting can be On-Going  Can become a Stand Alone solution
  • 12. Most Popular Video Formats Lifestyle Motion Graphic Mash-Up Jooix.com Cllike.com Cebu Party Boat
  • 13. Is there “Best Positioning”?  Yes  Be Objective  Do not go into the „Big Mac Effect‟!  You need to be proud of your product, to have customers.. ≠
  • 14. Simply present your business Evolve – Mixed Martial Arts
  • 15. Some Tips  Make your title count  Provide excellent content (quality matters)  Include your URL in your video  Go beyond YouTube (website / newsletter / social media…)  Do not under-estimate the power of Interviews  Beyond views: Audience Retention User Interactions Engaging Content Emotion - Ratio of Shares
  • 16. Targeting = KOLs  Who are your customer?  Who could be interested in your product?  The interest is to cross-match between platforms & network  Smaller is the seed, higher will be the buzz.  A buzz always starts among KOLs (Key Opinion Leaders) Targeting by YouTube Press Play means Business Success Story…
  • 17. Case Studies (B2C) ManHunt 2012 FLVRZ Cebu PB Prelude Bean Artistes Hip Hop Fashion Boat Party Experience Rooftop Bar/Bistro EVENT SHOPPING TRAVEL F&B Teaser Teaser Teaser Teaser 2 x ARTICLE 1 x ARTICLE 1 x ARTICLE 3 x ARTICLE Time: 1 Weeks Time: 4 Weeks Time: 4 Weeks Time: 7 Weeks Video: 22,000+ Vws Video: 7,000+ Vws Video: 12,000+ Vws Video: 14,500+ Vws FB: 80,000 Imps FB: 650 Clk/Act Event: 4,000 ivts YT: 50,000 Imps YT: 156,000 Imps YT: 205,000 Imps YT: 700 Clk/Act YT: 600 Clk/Act YT: 950 Clk/Act Total - 600+ attendees Event Coverage FB: 750,000 Imps FB: 620,000 Imps FB: 980,000 Imps FB: 350 Clk/Act FB: 2,400 Clk/Act FB: 3,200 Clk/Act Direct - 65 buyers Direct- Fully Booked Direct – 135 cons
  • 18. Case Studies (B2B & Creativity) An App Thing Business Has Meltdown VerticalResponse.com Cisco 2,500+ views in 24hrs 80,000+ views in 1 week
  • 19. Successful SG YouTube Channel Evolve Martial Art SG Youth Olympic SkyHobbie Singapore Airlines Sport Sport Hobby Travel LIFESTYLE ENTERTAINMENT CONS. PRODUCT TOURISM Teaser Teaser Teaser Teaser YOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL Joined: 25 Sept, 2008 Joined: 12 July, 2006 Joined: 17 Oct, 2006 Joined: 15 Aug, 2012 Subs: 1,235 Subs: 1,217 Subs: 609 Subs: 417 T Views: 500,000 T Views: 1,993,924 T Views: 1,844,898 T Views: 12,763 Total Videos: 69 Total Videos: 442 Total Videos: 370 Total Videos: 57 WEBSITE WEBSITE WEBSITE WEBSITE
  • 20. Other Interesting Channels… • SG Open Rice • Burger King SG • Resorts World Sentosa • JobDB • Asian Food Channel • On Coffee Makers • Travel Channel TV • Import Food Channel
  • 21. Quicker than SEO, but still.. With just a newborn channel:  Single video(s) hit -- rarely becomes a buzz (direct)  Multiple content, brings multiple viewers  Direct results always appear after 2/3 months “Just be patient. Let the game come to you. Don't rush. Be quick, but don't hurry.” - Earl Monroe
  • 22. Interesting readings  NY Times: http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.ht ml?_r=0  Business Insider: http://www.businessinsider.com/ads-on-tv-and-online- ads-are-about-to-become-the-same-thing-2012-9  Mashable: http://mashable.com/2012/09/21/how-derrick-rose-and- adidas-turned-misfortune-into-great-marketing-video/  Social Media Today: http://socialmediatoday.com/robert- weiss/857841/how-marketing-video-will-improve-conversion-rates- across-your-sales- cycle?utm_source=linkedin&utm_medium=social&utm_content=81f77115 -9037-4e5a-b8dc-fe37d1fb3896
  • 23. ¡Thanks! Any Question? CONTACTS arnaud.belhamou@findyourwayintheworld.com www.findyourwayinsg.com | www.findyourwayinbangkok.com 35 Mayo St, #02-01 S208316 - (+65) 9271 6496