This is my presentation on YouTube marketing and video marketing overall given at the 2011 e-marketing conference in Paris

1. WHY ONLINE VIDEO NEEDS TO BE
A PART OF YOUR E-MARKETING
STRATEGY

2. WHY ONLINE VIDEO?

3. 700 Billion Video Views – At YouTube Alone
700,000,000,000
6,895,656,577
= 100 videos/human
Source = YouTube Blog – Dec 2010

4. 35 Hours Video Uploaded Per Minute
13,000,000
50,400 hours uploaded to YouTube every day (51k miles of 35mm film) which would wrap
around the Earth at the equator...2X.
By the time this presentation is over >1050 hours new video = 525 full-length Hollywood movies
Source = YouTube Blog – Dec 2010

5. Video Keeps Growing and Growing
Video = 51%
Internet Traffic
Source = Limelight Networks, 2010 Financial Analyst Presentation

6. Growing While Traditional Media Declines

7. WHY IS VIDEO SO POPULAR?

8. Video Makes It Easy To Absorb Information
1. The moving picture is the most compelling way to tell a story.
“...when you’re dealing with complex concepts, it’s
sometimes better to stop talking and just use a
video. It’s very much a picture being worth
a thousand words.” Rob Shaddock, CTO, Tyco
electronics
2. If a picture is worth 1000 words, what’s a video worth?
– 1 min. video (30fps) = 60 sec. x 30 pictures x 1000 words = 1.8 million words

9. THE BENEFITS OF VIDEO

10. Video Sells Products & Services
• Of people who watched online video:
– 55% took one or more actions
• 43% visited a website
• 22% requested more information
• 18% went to physical location
• 15% made a purchase
• 11% forwarded to family or friend
• 9% signed up for product/service trial
• 46% of shoppers who viewed online video
had a larger overall order size.
• Zappos Product Videos have had a sales
impact of 6 to 30%.
Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer

11. Video Drives Engagement & Action
Work-Related Video Can Drive Senior Executives To Take Action
Survey of 306 executives at U.S.
companies with annual sales
exceeding $500 million.
Source = Forbes Insights – Video in the C-Suite, Dec. 2010

12. Advertising With Video Works Better
Vs. 0.1%

13. Break Through the Clutter – Video SEO
Videos Dominate Universal Search
• 38% of users who searched Google were served video in Universal search engine results pages.
“Any given video in the index
stands about a 50 times
better chance of appearing
on the first page of results
than any given text page in
the index”
- Forrester
Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008

14. Reputation Management
Power To The People Vs. Controlling Your Own Brand
UNITED BREAKS GUITARS
Reportedly cost United $180M off their share price

15. TYPES OF VIDEO FOR EMARKETING

16. Viral Video Strategies = Russian Roulette
99.67% of YouTube videos have less than 1M views - TubeMogul.
“…most YouTube videos get less than a couple of hundred views.” – YouTube Help

17. Other Ways To Use Online Video
Use video for virtually every aspect of your e-marketing communications.

18. Reach Throughout The Customer Life Cycle
Product Demonstrations Customer Testimonials
Customer Support Company Introductions

19. Comprehensive Strategy = Lots of Video
You can not do complete e-marketing without video
• The best way to leverage video is with a comprehensive, ongoing strategy
• Realistic goals and objectives
• Produce video - ongoing basis
– 10 videos = good start.
• Integrate video w/e-marketing initiatives
– Social media, search, website presence, etc…
– YouTube channel
• Integrate with off-line
• It's has become very affordable
1. Outsource high quality video production & marketing to professionals
• ~1000 EUR/video vs. 50,000 EUR for broadcast commercial
2. In-house production – only good idea for 100’s videos.

20. WHERE SHOULD YOU PUT YOUR
VIDEOS?

21. It’s Easy To Spread Your Video Everywhere
• Embeddable = sharing video is inherently simple and you can reach
your target customers, wherever they are.
– Your website
– Industry blogs
– Social networks
• Twitter
• Facebook
• Linkedin
– Video websites
• YouTube
• Dailymotion
• Metacafe
– Other distribution channels

22. YOUTUBE MARKETING STRATEGY
Quality
content
SEO
Audience
Basics

23. Quality
content
DRIVING VIEWS AND INTEREST

24. What Doesn’t Work On YouTube?
• Online Video = Lean Forward vs. Lean Back
– The classic disruptive marketing approach does not work.

25. What Content Works On YouTube
Create Magnetic Content:
• Content that naturally attracts consumers Vs. interruption marketing
Tell a Story
• Is the content unique?
• Is the content useful?
• Is the content well executed?
• Is the content fun?
• Is the content honest?
Tips
• Consider well-known talent
• Dedicate resources
• Don’t play viral roulette
• Avoid using copyrighted assets

26. SEO Basics
INCREASE VISIBILITY & DISCOVERY

27. Success = More than Keywords & Text
YouTube Ranking Factors
– Title
– Description
– Tags
– Views & frequency
– Likes, dislikes
– Playlist additions
– Flagging
– Shares
– Comments
– Age of video
– Subscribers
– Favorites
– Embeds & inbound links
– Social media buzz

28. YouTube Ranking Factors – Holistic Effort
• More Possible YouTube Ranking Factors
• Social Media Activity & Buzz • Blogs
• Degree & frequency of community • News/Press/Press Release
interaction • Crowd Sourcing – Influencers &
• Playlists Media
• Flagging • YouTube Partner Program
• Honors • Close Captioning/transcriptions
• Insight/Trends/Analytics indicators
• Bulletins
• Authority Channel (Ex: BMW)
• Google & YouTube searches
• Channel Views
• Social Bookmarking

29. Tips for YouTube SEO – Don’t Be Lazy
Titles are important
• Trade-off = keywords vs. enticing
Maximize descriptive text
• Descriptions (5000 characters)
• Tags – optimize & de-optimize (no spam)
• Keywords first in titles, descriptions & tags
Other Considerations
• Uploading in HD 720p+
• Leverage Annotations - views
• Upload manually – be an active member
• Closed captions/subtitles
• Create playlists to organize

30. Audience
DRIVING ENGAGEMENT & RESPONSE

31. Engage & Drive Audience Interaction
• Subscribe to relevant users
• Add video responses when appropriate
• Encourage embedding
• Allow commenting, rating - respond!

32. Seed And Promote Inside & Outside YouTube
• Use most popular YouTube channel available to you
• YouTube Promoted Videos
• Post to your blog & social networks
• Reach out to “Key Influencers”
• Spread internally

33. YOUTUBE CONVERSION TIPS
How to YouTube Viewers Home

34. Drive YouTube Viewers Home
URL in Description Field
– Must include http://
– Use URL shortener – tracking, nofollow

35. Drive YouTube Viewers Home
In-Video Calls to Action
– Teasers, Coupons, Promo codes, Call tracking, Unique URLs, Etc…
– Consider using annotations (dynamic)

36. Drive Views + Conversions - YouTube Promote
Promoted Videos
• Pay per view -keyword
– Starts at $0.01 CPC
• Drives video views
• Drives viewers back to you
Free call-to-action overlay ad
• Cost per click off-site? $0
• Trick = FREE

37. Online Video Resources – Learn All You Can
ReelSEO.com - The Online Video Marketer’s Guide
Our focus is to help businesses and marketers to best leverage the power of online video.
Video Marketing Video Advertising
Video SEO Video Technology
Video Search Video Production
Research & Trends E-Commerce Video
Mobile Video Tools and Software
• Other great resources:
– StreamingMedia.com
– Advertising Age’s – Video Insider
– Vimeo.com/videoschool/
– YouTube’s Blog
– NewTeeVee.com
– VideoMaker.com

38. Need Help? Strategic Online Video Consulting
Video - key component for real e-marketing:
– Establish goals
– Produce quality videos
– Diffuse wherever customers are
– Measure, track, learn
• Our agency is 100% dedicated to video.
• What we can provide?
 Consulting Strategy
 Video Production
 Optimization & Diffusion
 Video SEO
 Social Video Marketing

39. CONTACT US
contact@videoagency.com
http:www.videoagency.com
39 Rue Anatole France
92300 Levallois-Perret

40. CONCLUSION?

41. Do Video in 2011 – Or Else!