8. Video:
Opportunities
Increase direct traffic to your website
Provide great content to feed social media and email
newsletters
Great for gaining rankings on search
Promote your brand via stories
More engagement with social media audiences and
stakeholders
9. Video:
Challenges
The Myth of the ‘Viral Video’
Resources
Getting the stories and formats right
Marketing your online video
12. “A viral video is a video that becomes
popular through the process of internet
sharing typically through video sharing
websites, social media and email”
‘Viral’ Video
23. Viral Agency
Targeting: Carefully chosen online networks aimed at
the right audience
Promotion: Online PR to promote the video with the
aim of it going viral and gaining shares, comments etc
Results: 1m + views
How Seeding
Works
24. Planned seeding via a Viral Video Agency plays a vital
role in most ‘viral’ videos.
Expensive!
How Seeding
Works
71. • Build a series of social media posts around the launch
• Encourage social media fans to share with their fans
• Increase times you post (within reason) – repeating posts
Increasing social
media posts
74. Why include
video in email
newsletters?
Videos receive double the clicks that text links
Significantly increase traffic to the website
Increase videos views
Benefit from existing database
75. The word “video” in the subject line of
an email was shown to increase click-
through-rates by anywhere from 7
percent to 13 percent……
Remember
subject
headlines
78. Leverage the power of existing contacts and
stakeholders.. Eg - Culture NI, Community
Arts Partnership etc.
Ask them to include in promo material – esp
their own Website, Email and Social Media
Leverage power of
partner arts
organisations
79. Opportunity to
promote videos to
important arts
journalists
“@marielouisemuir
check out our new
video for one city
one book
Approach top online
influencers
89. Metrics for
Video
Marketing
On You Tube / Vimeo
• Views
• Interactions
Social Media
• Twitter: Retweets
• Twitter: comments and mentions
• Facebook: Engagement factors
91. Recap on Video
Marketing
Need to Redesign Email Newsletter
Invest in Promoting Videos on Facebook
Optimise Videos for Search
Leverage Power of Arts Partners
92. Video Strategy
Goals
What do you want to do?
Who is it for?
How are you going to reach them?
How much do you have to spend?
Who else needs to be involved?
What does really good look like?
What does really bad look like?
93. Have to Invest as much in Distribution as
production
What external skills do you require?
Cost of locally produced Human Interest film?
Costs
98. Common
Metrics for
Video
For Viral Video – surge in website visits…..
For Human Interest…….
• Social / Online Buzz
• Rise in social media community building