How to Invest in Video and Demonstrate Marketing ROI
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Video + Brightcove = Business ROI, a presentation from Brightcove at Salesforce's Dreamforce conference (2016). Learn how to create a video marketing strategy that speaks to customers and prospects across the customer journey, how to create videos quickly and easily, and how to track engagement and measure the success/demonstrate ROI of your video marketing programs.
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How to Invest in Video and Demonstrate Marketing ROI
- 1. Brightcove Inc. Video + Brightcove = Business ROI 1 Kieran Farr kfarr@brightcove.com
- 2. Brightcove Inc. INTRO 2 Who are you?
- 3. Brightcove Inc. INTRO 3 My company paid for the trip? Learn new things? See cool new tech? Learn how to make money? Why are you here?
- 5. Brightcove Inc. INTRO 5 • Why is video important? • What videos do we need to make? • How to create video? • How to drive action from video? • How to measure results? What are we talking about today?
- 6. Brightcove Inc. INTRO 6 Why do we care about video? Billions of Views 79% of the Internet 65% CTR Increase
- 7. Brightcove Inc. 7 157% 105% 2x Video is one of the most powerful ways to drive marketing results increase in ORGANIC TRAFFIC from search engines increase in TIME ON SITE the OVERALL CONVERSION from sites without video INTRO
- 8. Brightcove Inc. INTRO 8 Video changes minds Video drives action Video is measurable Why do we care about video?
- 9. Brightcove Inc. JOURNEY 9 Where is video used in the customer journey?
- 10. Brightcove Inc. 10 Awareness • Shorter, high quality videos • Explainers, thought leadership, stats and fact animations • Teasers for social media • Social sharing buttons in player Engagement • Longer, detailed content for researchers • How to, product demos, customer success stories • Gate video with lead forms mid or post roll • Integrate with MAP and CRM Conversion • Product-specific content • Integrate with CRM • Shoppable video players • Place video by the order button Retention • High quality product support videos • Related video pathways • Tie video with personalization on website Advocacy • Customer testimonials • UGC • Attach to a social community GOAL SS What are you trying to accomplish?
- 11. Brightcove Inc. 11 Awareness • Shorter, high quality videos • Explainers, thought leadership, stats and fact animations • Teasers for social media • Social sharing buttons in player Engagement • Longer, detailed content for researchers • How to, product demos, customer success stories • Gate video with lead forms mid or post roll • Integrate with MAP and CRM Conversion • Product-specific content • Integrate with CRM • Shoppable video players • Place video by the order button Retention • High quality product support videos • Related video pathways • Tie video with personalization on website Advocacy • Customer testimonials • UGC • Attach to a social community CONTENT Which ones are for you? (Pick 2-4)
- 12. Brightcove Inc. 12 • Support • Testimonials • Explainer • Teaser Start with the easiest content to make. CONTENT EASY HARD
- 13. Brightcove Inc. 13 Screencast PRODUCTION Quicktime Player (free) You already have this! AirServer: https://www.airserver.com/Download/MacPC X-Mirage: http://www.x-mirage.com/x-mirage/ Reflector: http://www.airsquirrels.com/reflector/
- 14. Brightcove Inc. 14 Mobile Recording PRODUCTION HD Camera Audio First!
- 15. Brightcove Inc. 15 Distribute widely and wisely PUBLISH
- 16. Brightcove Inc. 16 Video Analytics and ROI Macro level analytics • Total views • Referral sources Micro level analytics • User identification • Conversion event • Time viewed ANALYTICS
- 17. Brightcove Inc. 17 Brightcove Platform CMS Marketing AutomationCustomer Relationship Management EmailSocial Platform Interactive, CTA, forms 1:1 Personalization Profiling and Targeting Internet Of Things TECH Integrating Video With Your Tech Stack
- 18. Brightcove Inc. 18 Brightcove Ecosystem | Marketers INTERACTIVE VIDEO CONTENT MANAGEMENT SYSTEMS MARKETING AUTOMATION PLATFORMS CUSTOMER RELATIONSHIP MANAGEMENT ANALYTICS SOCIAL CONTENT DELIVERY NETWORKS DISTRIBUTION & SYNDICATION CAPTIONS & TRANSCRIPTS
- 19. Brightcove Inc. TAKE AWAY 19 What is your next step?
- 20. Brightcove Inc. 20 Thank you! Come see us at Booth #246 kfarr@brightcove.com
Notas do Editor
- Sales? Marketing? Developer? Customer support? Admin? IT? Ops?
- I have an (old) dog and (new) wife I love online video and computers I started a few companies kfarr@brightcove.com
- Facebook video is exploding (over 4 Billion daily views) By 2018, 79% of all internet traffic will be video Just mentioning “video” in an email subject line increases CTRs by 65%
- SEGUE: IN ORDER TO BE EFFECTIVE AND BE HEARD ABOVE THE NOISE, MARKETERS NEED TO USE EFFECTIVE MODES OF COMMUNICATION. ONE OF THE MOST EFFECTIVE MARKETING TOOLS IS VIDEO We say VIDEO MOVES for many reasons. First, it moves people on an emotional way, which means those people are connecting at a much deeper level with the content and messaging. But most importantly to today’s marketers who are delivering bottom line business results, VIDEO MOVES BUSINESS. Organizations using video for marketing see a huge increase in 3 key metrics (throughout the customer journey): it’s bringing people to your site, it’s keeping them there and it’s converting it offers an effective thought leadership platform for your executives and intellectual property it explains complicated content easily through the combination of auditory and visual
- What is the universe of content goals for B2b? - Let's review the content goals and possible content types - You may already have some of this content - do you have webinar recordings gathering virtual dust on your hard drive? They should be generating leads.
- We’ve shown you a little bit about specific video marketing tactics in two particular areas. Here is a very quick overview of video considerations at each stage of the customer journey.
- Start with a storyboard Then make a slide show with voiceover Record this Try it out on people Then invest time to make a video GoAnimate: https://goanimate.com/ AWESOME for explainer videos Teaser consists of small clips of what you made already How to make? BEST – For most: Use mobile editing apps ADVANCED – For hardcore users: Final Cut Pro Adobe Premiere OKAY – Web editing tools: Stupeflix.com Wevideo.com Fiverr – voiceovers and talent (min $5) Example: https://www.fiverr.com/tamerak/be-your-video-spokesperson-in-hd--2 Videopixie – cloud editing service (min $200) https://www.videopixie.com/
- - Screencast is
- Great for testimonials! You have an HD camera in your pocket Worry about AUDIO FIRST APPS iMovie Clips (acq by Google), gone Cameo (acq by Vimeo) still here! VHS Cam - fun Videolicious – advanced
- Facebook! YOUR OWN WEBSITE YouTube Instagram EMAIL Twitter
- Online video has analytics built into it because it’s a digital native. You can tell how many people viewed a specific title, how long it was played for by these viewers, what type of devices was used to view it, and where the viewer came from On a micro level, you can tell how a person engaged with that video and how long a specific viewer viewed it If someone downloads a pdf, you can’t be sure if they actually read it or how much they read. You download a pdf, you put it into a “stuff” file and never read it. Or maybe you look at it, realize it wasn’t what you meant to download and put it in the trash. Then a sales person contacts you about what you read. How do you score that properly as a lead? How do you determine what was effective? With video, you know if a viewer watched the whole video, if the viewer then watched another video, and can judge interest.
- To enable this 24/7 cross functional communication strategy, technology has to do a better job exposing content and enabling a decentralized workflow across the enterprise. We have systems that are deeply specialized in a particular function like video management or audience tracking but we have to expose elements of those systems across the tech stack to allow less specialized roles and support staff access to what they need. At Brightcove we have over 200 Technology Partnerships in over 20 ecosystem categories. Some our integrations are highly customizable and some are more straightforward single purpose plugins. We’ve invested in building CMS connectors to help our customers streamline their workflow. Time Inc. is leveraging Brightcove's Drupal connector to extend the video publishing workflow to web producers across many of Time Inc.'s iconic brands. The ability to access video assets from within Drupal has reduced the time it takes their producers to make video content available to audiences. The open source connector can be highly customized for their specific workflow. One customer commented that they anticipate the integration between Brightcove and their CMS to reduce their production workflow by 70%. On other hand we’ve built a player integration with both Oracle Eloqua and Marketo to enable marketers to expose video playback data to their Marketing Automation platform for lead qualification and profiling and to push that data into their CRM. So, we’re seeing this flow of data from web content publishing to marketing automation and then closing the loop with the sales organization. These systems support different functions in the organization but when integrated they can quickly illuminate a clearly established process and policy. Likewise, you need your analytics available to inform publishing decisions. Which of my assets traffic has begun to die down? Maybe it’s time to give a social media boost?
- - What is your action? - What is the 1 thing that you'll do