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Video & Photo Sharing for Optimum Growth & Brand Exposure<br />Erica Campbell<br />For Rent Media Solutions™<br />Sr. Mana...
Agenda<br />State of Video & Photo<br />Goals<br />Best Practices<br />Q&A<br />Publish Your Video/Photo<br />Optimizing Y...
State of Video & Photo<br />
Does online video work?<br />
YES.<br />
Oh wait.<br />	Did you want proof?<br />
Photos & Videos<br />Photos<br />4 billion – Photos hosted by Flickr<br />2.4 million –  Things tagged this month on Flick...
Every min, 20 hrs of video are uploaded to YouTube<br />173 millionU.S. Internet users watched an average of 187 videos pe...
2009 Total U.S. OnlineVideo Market<br />Online video viewing accelerated in 2009, with 19 percent more people in the U.S. ...
Video is # 1 Growth Segment<br />
Who is Watching Video?<br />Two-thirds of U.S. online users watch video each month<br />
U.S. online video advertising will surpass<br /> $1 billion in 2010<br />Video Ad Spend<br />
Video Streams<br />The number of video streams consumed online set to double over next 5 years<br />Source: Forrester<br />
ForRent.com® Videos<br />>3,900 videos<br />>1.6m views in Feb<br />>20m lifetime views<br />Premier packages with video i...
2010 Trends<br />Search: Increased integration of real-time (i.e. Twitter, Facebook, and MySpace) and vertical-specific se...
Goals<br />
Social Media Marketing Goals<br />Increase Brand Awareness<br />Increase Consideration <br />Increase Preference <br />Inc...
Best Practices<br />
Content Creation Essentials<br />Earn consumer trust. Stop talking, start listening<br />Quality over quantity. Visitors n...
Q&A<br />
Publish Your Video & Photo<br />
Types of Content<br />Branded<br />Viral<br />User Generated Content<br />Product/Service Announcements<br />Vlogging/Blog...
Branded Video<br />
Consumer Generated Video<br />
‘09 Contest Winner<br />
Product / Service Announcement s<br />
Vlogging/Blogging<br />
Episodic Video Series<br />
Events<br />
Training<br />
Video Tips<br />
Video Shooting Tips<br />Make sure your camera’s recording speed is set to SP, and the aspect is set to 16:9<br />Press th...
VideoEquipment<br />
Video Equipment<br />FlipShare software makes it easy to email videos, edit individual clips, make custom movies, capture ...
Video Editing Programs<br />
Video Editing Programs<br />Movie Maker<br />Window’s free video editing software, which comes installed on new PCs. Use t...
Photo Tips<br />
Grainy Photos<br />Sometimes cameras can produce grainy<br />images like this one. When production<br />receives grainy ph...
Vertical Photos<br />Vertical pictures are great to show the height of a building or size of something tall and narrow for...
Sizing Photos for Video<br />Print: 300 dpi and higher is essential. Bigger the better.<br />Video: dpi doesn’t matter. Wh...
PhotoEquipment<br />
Photo Equipment<br />
PhotoEditingPrograms<br />
Photo Editing Programs<br />Flickr<br />Picasa<br />Photoscape<br />Microsoft Office Picture Manager<br />Adobe Photoshop ...
Optimize for Search Engines<br />
Video SEO<br />Google finds your video content<br />Google successfully indexes your video content<br />Google will displa...
Video SEO<br />Video optimization allows your video content to achieve maximum visibility among your target audience<br />...
How SEO Works: Spiders<br />How Spiders Work <br />Consumers use Google, Yahoo!, AOL, MSN or another search engine to loca...
How Does a Spider Work?<br />
How SEO Works: Relevancy<br />Relevancy means choosing the keywords that best describes what the site or media asset offer...
Include keywords frequently throughout the page, near the top of the                                         description, ...
Keyword Generation<br />SEO copywriting is just like conventional copywriting… but with the search engines in mind. Place ...
Plural, tenses, abbreviations, slang, synonyms, etc…
Different listings can target different keywords
Be descriptive vs. generic
Do not keyword stuff the short description</li></li></ul><li>Keyword Research Tools<br />AdWords<br />Google Insights<br /...
Yahoo Keyword
Google Analytics
Alexa.com</li></li></ul><li>How to Make Video SEO Work For Your Web Site<br />Create your video, create video landing page...
HTML Code: Meta Tags<br />
Meta Tags<br />
What the Consumer Views<br />
What the Spider Views<br />
Optimizing Photos for Web <br />Use the “Save for Web” feature<br />Reduce image file sizes without sacrificing the qualit...
Distribute Your Video & Photo<br />
Video Sharing Sites<br />
Automated Video Distribution<br />Automated Video Distribution services allow you to upload your video to multiple video s...
Photo Sharing Sites<br />
Photobucket: One Click Sharing<br />
Examples<br />
Facebook: Sharing Videos<br />
Facebook: Sharing Videos<br />
Facebook: Sharing Photos<br />
Facebook: Sharing Photos<br />
Twitter: Sharing Videos<br />Video sharing services make it easy to share video with your Twitter followers.<br />
Twitter: Sharing Photos<br />Photo sharing services take care of shortening the photo URL and posting the URL and your mes...
MySpace<br />
Flickr<br />
Maps & Geotagging<br />View photos on a map and search photos by location <br />
Promote via Syndication<br />
LinkedIn<br /><ul><li>Post a YouTube link to your status
Send link to your groups and specific connections
Encourage company and residents to post it</li></li></ul><li>Blog<br /><ul><li> Embed it to your blog
 Include SEO text and meta tags
 Encourage people to blog it</li></li></ul><li>Widgets<br />Promote your videos, photos, contests or online promotions wit...
Widgets<br />
Make Stuff<br />
Mobile<br />65m active users access FB thru mobile devices<br />People who use mobile devices are 50%more active on SN’s<b...
Mobile<br />
Print<br />
Print<br />
Share Feature<br />
Share Feature<br />
Real Simple Syndication (RSS)<br />=<br />
what?<br />
RSS is your online paper boy<br />
Real Simple Syndication (RSS)<br />
Real Simple Syndication (RSS)<br />
Real Simple Syndication (RSS)<br />
Video & Photo Search<br />
Why The Shift To Search?<br />People are used to using search engines to find content online<br />Consumers add the word “...
2009 U.S. Core Search Trend<br />
Share of Search Market<br />	The chart below shows the percentage of searches done by US web surfers at home, work and at ...
Video Dominates Universal Search<br />58% of those who searched Google saw a universal result at least one time<br />38% w...
Images & Universal Search<br />Images make up 13% of share of Google Universal Search Results<br />
Video Integrated Into SERP’s<br />
Image Search<br />
Google Universal Search<br />
Universal Search: TwitterReal-Time Results<br />
Images, News, Videos, Tweets<br />
Images, News, Videos, Tweets<br />
Long Tail Search<br />
YouTube Search<br />Promotional Video Ads<br />Advertisers bid on these positions<br />Organic “Natural” Search Results<br...
Comments, Ratings & Views<br />
Q&A<br />
Video Advertising<br />
Video Ads on Your Web Site<br />
Google AdSense<br />
Google AdSense Pre/Post Roll<br />
YouTube<br />
YouTube Channel<br /><ul><li>Free outlet for PSA’s, testimonials, events, product launches, training & viral videos
Promote a video contest
Use RSS to syndicate videos</li></ul>Tip: Promote your channel on marketing collateral, email signature and social media p...
YouTube Annotations<br />
YouTube Captions & Subtitles<br />
YouTube Audio Swap<br />When you add a new soundtrack, the audio track on your video will be permanently replaced. You may...
YouTube Playlists<br />
YouTube Partner Program<br />
YouTube Branding Options<br />
InVideo Ads & Companion Ads<br />
Text Overlay Ads<br />
In-Video Ad Formats<br />More than four in five US Web sites accept in-stream video ads<br />
In-Video Ad Formats<br />Users prefer in-stream ads to any other in-video ad format<br />
Q&A<br />
Contests & Sweepstakes<br />
Why do them?<br />Your viewers want to help – just give them the incentive<br />New ideas take shape<br />Give customers a...
Contest Ideas<br />Best decorated apartment<br />Most creative use of space<br />Best 30 sec spot promoting the property<b...
High Level Contest Checklist<br />Objective<br />Concept<br />Creative<br />Official Rules & Details<br />Prizes<br />Lega...
Case Studies/Examples<br />
Video Contests<br />
’08 Video Contest<br />“If Only Your Apartment Furniture Could Talk”<br />
‘08 Grand Prize Winner<br />
Our Objective & Concept<br />Objective<br />	The consumer promotion was created to reinforce our position as a leader in c...
Our Objective<br />Video-Centric Social Media Contest	<br />Designed to entertain, engage & drive repeat visits <br />Posi...
Contest Phases<br /><ul><li>Phase 1: Drove contest submissions and entries of consumer-created content
Phase 2: Encouraged voting, rating and commenting for strong member interaction
Phase 3: Narrowed the winners to only the top      submissions
Phase 4: Featured the winning submissions and highlighted the promotion success</li></li></ul><li>‘08 Video Contest Stats<...
‘09 Video Contest<br />
‘09 Contest Promo Video<br />
Objectives & Benefits<br />Increase brand awareness, consideration and preference<br />Increase traffic to ForRent.com<br ...
Selection of Winners and Finalists<br />	Sponsor’s internal review panel choose 1Grand Prize Winner, 3 Finalists and one 1...
‘08 vs. ‘09 Video Contest Results<br />Source: Vitrue and Google Analytics<br />
Contest PR<br />According to Vocus, a PR software and news distribution service, the ForRent.com video contest generated $...
Press Conference<br />
Photo Contests<br />
Facebook Photo Contest<br />
Facebook Contest Results<br />Total Photos Submitted: 32<br />Total Photo Votes (Likes): 2,100<br />Total Photo Comments: ...
Facebook Contest Results<br />
Followed The Winner<br />
PR After the Contest<br />
Event Contest<br />The ForRent.com Facebook Fan page saw a 92% increase in fans in August <br />17% increase in pageviews<...
Flickr Photo Contest<br />
Q&A<br />
Strategies<br />
Strategies<br />Connect with your consumers<br />Be present on online social networks and create a profile for your brand<...
Resources<br /><ul><li>Assign internal social media guru
Establish policies and guidelines internally
Leverage existing content
Integrate with traditional marketing
Use tracking tools
Get employees and residents involved</li></li></ul><li>Metrics & Analysis<br />
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Video & Photo Sharing for Optimum Growth & Brand Exposure

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With shoot-and-upload video getting easier by the day, and more and more consumers sharing their digital photos; the explosive use of video and images on the web is only going to increase. This Optimization Summit #optsum session reveals the secrets behind using video and images online and how to take advantage of the popular video and image-sharing platforms like YouTube, Facebook, Flickr, Snapfish, Shutterfly, and more. You’ll learn video consumption trends; and tips for getting your images in the top of customer search results; editing apps and tips; strategies for optimizing your visual media assets to better engage your audience and potential customers to take action.

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Video & Photo Sharing for Optimum Growth & Brand Exposure

  1. 1. Video & Photo Sharing for Optimum Growth & Brand Exposure<br />Erica Campbell<br />For Rent Media Solutions™<br />Sr. Manager, New Media Marketing <br />@ericacampbell<br />
  2. 2. Agenda<br />State of Video & Photo<br />Goals<br />Best Practices<br />Q&A<br />Publish Your Video/Photo<br />Optimizing Your Video/Photo for Search Engines<br />Distribute Your Video/Photo<br />Promote Your Video/Photo<br />Video & Photo Search<br />Q&A <br />Video Advertising <br />Q&A<br />Case Studies/Examples<br />Q&A<br />Strategies/Integrated Marketing Approaches<br />Metrics & Analysis<br />Q&A<br />Lessons Learned<br />
  3. 3. State of Video & Photo<br />
  4. 4. Does online video work?<br />
  5. 5. YES.<br />
  6. 6. Oh wait.<br /> Did you want proof?<br />
  7. 7. Photos & Videos<br />Photos<br />4 billion – Photos hosted by Flickr<br />2.4 million – Things tagged this month on Flickr (March 2010)<br />3 billion – Photos uploaded each month to Facebook<br />30 billion – At the current rate, the number of photos uploaded to Facebook per year.<br />Videos<br />32.4 billion – Total videos watched in the US (January 2010)<br />1 billion – The total number of videos YouTube serves in one day<br />12.7 billion – Videos viewed per month on YouTube in the US (January 2010)<br />903 million – Videos viewed per month on Hulu in the US (January 2010)<br />187 – The number of online videos the average US Internet user watches in a month (January 2010)<br />82% – Percentage of Internet users that view videos online (USA)<br />39.5% – YouTube online video market share (USA)<br />81.9% – Percentage of embedded videos on blogs that are YouTube videos<br />
  8. 8. Every min, 20 hrs of video are uploaded to YouTube<br />173 millionU.S. Internet users watched an average of 187 videos per viewer during Jan1<br />135.4 million viewerswatched12.7 billion videos on YouTube.com1<br />The average online video viewer watched 453 minutesof video (Nearly 7.6 hours of video) 1<br />The duration of the average online video was 4.1 min1<br />Marketers are set to spend more than $1billion <br />on online video advertising in 20102<br />Source: 1 comScore Media Metrix Jan ’10, 2 Forrester Feb ’10, 3 YouTube <br />
  9. 9. 2009 Total U.S. OnlineVideo Market<br />Online video viewing accelerated in 2009, with 19 percent more people in the U.S. viewing more videos for longer<br />periods of time<br />
  10. 10. Video is # 1 Growth Segment<br />
  11. 11. Who is Watching Video?<br />Two-thirds of U.S. online users watch video each month<br />
  12. 12. U.S. online video advertising will surpass<br /> $1 billion in 2010<br />Video Ad Spend<br />
  13. 13. Video Streams<br />The number of video streams consumed online set to double over next 5 years<br />Source: Forrester<br />
  14. 14. ForRent.com® Videos<br />>3,900 videos<br />>1.6m views in Feb<br />>20m lifetime views<br />Premier packages with video increased LEADS 19%<br />Premier Extra packages with video increased LEADS 7%<br />Premier Extra packages with video increased LEADS 24%<br />
  15. 15. 2010 Trends<br />Search: Increased integration of real-time (i.e. Twitter, Facebook, and MySpace) and vertical-specific search results<br />Content: Higher quality video and more seamless integration of video ads are emerging and adding value to the digital advertising market<br />Mobile: Up-tick in mobile Web usage offers significant opportunity for marketers especially with increase in access to mobile video and social networking sites <br />Behavioral Targeting: Social networks collect behavioral information allowing marketers to target people based on their expressed interests<br />Metrics: Marketers need to go from tracking audience reach and segment reach to tracking influence reach —how many people are witnessing your campaigns and what they’re doing as a result<br />
  16. 16. Goals<br />
  17. 17. Social Media Marketing Goals<br />Increase Brand Awareness<br />Increase Consideration <br />Increase Preference <br />Increase Traffic<br />Reputation Management<br />Improve Search Engine Rankings<br />Improve Service/Sales<br />
  18. 18. Best Practices<br />
  19. 19. Content Creation Essentials<br />Earn consumer trust. Stop talking, start listening<br />Quality over quantity. Visitors need to be impressed with your content<br />Offer value. Validate your commitment to knowledge and not sales<br />Keep it relative. Fresh relative content increases search and attention<br />Get friends. Gain a fan base in advance<br />Don’t over do it. Content should be relative to your overall theme<br />If at first you don’t succeed… Try again and again and again. Experiment with the call to action<br />Cut out the noise. Keep your content clear, simple and easy to understand<br />Keep your voice in tune. You’ll connect more effectively with your consumer<br />Integration is key. Don’t forget traditional marketing<br />
  20. 20. Q&A<br />
  21. 21. Publish Your Video & Photo<br />
  22. 22. Types of Content<br />Branded<br />Viral<br />User Generated Content<br />Product/Service Announcements<br />Vlogging/Blogging<br />Episodic Series <br />Events<br />Training<br />
  23. 23. Branded Video<br />
  24. 24. Consumer Generated Video<br />
  25. 25. ‘09 Contest Winner<br />
  26. 26. Product / Service Announcement s<br />
  27. 27. Vlogging/Blogging<br />
  28. 28. Episodic Video Series<br />
  29. 29. Events<br />
  30. 30. Training<br />
  31. 31. Video Tips<br />
  32. 32. Video Shooting Tips<br />Make sure your camera’s recording speed is set to SP, and the aspect is set to 16:9<br />Press the record button, wait 5 seconds then make the move (pan, tilt or zoom). Once the move is finished, wait 5 seconds leaving the camera still, and then pause the video. Establish the next shot, and do the same for every recording<br />Ensure you make slow smooth pans and zooms<br />Make sure the camera lens is clean<br />Record time codes as you go and take directors notes<br />
  33. 33. VideoEquipment<br />
  34. 34. Video Equipment<br />FlipShare software makes it easy to email videos, edit individual clips, make custom movies, capture still-image snapshots, and upload video to Facebook™, MySpace™ , YouTube™ and other sharing sites.<br />
  35. 35. Video Editing Programs<br />
  36. 36. Video Editing Programs<br />Movie Maker<br />Window’s free video editing software, which comes installed on new PCs. Use the program to create and share high-quality movies.<br />iMovie<br />Comes free with new Macs. iMovie offers many options for editing video and audio, and adding photos, music and narration to your movies.<br />Final Cut Studio $$ (Final Cut Express) $<br />Apple program that allows you to import video, edit, make composites, add effects adjust audio, and add dynamic animated text.<br />Adobe $$<br />Adobe Premiere Pro CS4 software offers a start-to-finish video production solution. Compatible with PCs and Macs.<br />
  37. 37. Photo Tips<br />
  38. 38. Grainy Photos<br />Sometimes cameras can produce grainy<br />images like this one. When production<br />receives grainy photos, there is nothing they can do to make it look crisp and clean.<br />This photo was shot correctly and is clean<br />with no visible grain<br />
  39. 39. Vertical Photos<br />Vertical pictures are great to show the height of a building or size of something tall and narrow for the web or print. Video however has a horizontal display and will not allow the full frame to be shown.<br />This picture is stretched to fill the black sides but crops off the top & bottom.<br />Vertical pictures result in black sides if not stretched.<br />
  40. 40. Sizing Photos for Video<br />Print: 300 dpi and higher is essential. Bigger the better.<br />Video: dpi doesn’t matter. What does matter is the aspect ratio. Keep image size around 1700x960 <br />(i.e) 853x480 (16:9 Wide Screen) aspect ratio<br />High quality and vertical photos straight from the camera are a challenge to make look good at that ratio<br />Avoid vertical & panoramic pictures<br />3072x2304 sized down to fit 853x480. Notice the black sides.<br />Stretching to fill the sides crops the top & bottom areas.<br />
  41. 41. PhotoEquipment<br />
  42. 42. Photo Equipment<br />
  43. 43. PhotoEditingPrograms<br />
  44. 44. Photo Editing Programs<br />Flickr<br />Picasa<br />Photoscape<br />Microsoft Office Picture Manager<br />Adobe Photoshop $$<br />
  45. 45. Optimize for Search Engines<br />
  46. 46. Video SEO<br />Google finds your video content<br />Google successfully indexes your video content<br />Google will display your video content when specific keywords are entered as search terms<br />
  47. 47. Video SEO<br />Video optimization allows your video content to achieve maximum visibility among your target audience<br />Plays an important role in your overall video strategy<br />Should be used in conjunction with best practices for general SEO<br />Its not just about syndicating your videos to multiple sites<br />
  48. 48. How SEO Works: Spiders<br />How Spiders Work <br />Consumers use Google, Yahoo!, AOL, MSN or another search engine to locate an apartment<br />The search engine sends out a spider to relevant web sites<br />The spider reads content found on the pages and follows links to other pages within the site<br />The search engine collects this information and stores it in an “index”, which usually includes most of the content visitors see<br />To ensure the complete search engine index remains up-to-date, the spider regularly revisits all pages. Any changes are recorded and reflected in an updated index (time frame varies engine to engine)<br />Source: SearchEngineWatch.com<br />
  49. 49. How Does a Spider Work?<br />
  50. 50. How SEO Works: Relevancy<br />Relevancy means choosing the keywords that best describes what the site or media asset offers. Quality traffic depends on relevancy.<br />Target Your Audience<br /><ul><li> If you're researching “apartments for rent in Seattle” and the word “apartments for rent in Seattle" appears multiple times in a Web document, it's reasonable to assume that the document will contain useful information. Therefore, a document that repeats the word “apartments for rent in Seattle" over and over is likely to turn up near the top of your search results list.
  51. 51. Include keywords frequently throughout the page, near the top of the description, and in headlines. </li></li></ul><li>Search Engine Ranking Factors<br />Keyword use in title tag<br />Overall popularity of site- “Trust” & “Authority”<br />Anchor text of inbound link<br />Age of site<br />Internal link structure<br />Keyword use in page content<br />Outbound links to quality/relevant sites<br />Age of page<br />Keyword use in heading tags (H1, H2, H3)<br />Age of link <br />
  52. 52. Keyword Generation<br />SEO copywriting is just like conventional copywriting… but with the search engines in mind. Place keywords in descriptions, headers, tags, titles, call to action links (hyperlinks) etc…<br /><ul><li>Use specific “key phrases” not “keywords”. “Expand” terms where appropriate</li></ul>- Use “apartments for rent,” not just “apartments”<br /><ul><li>Use location, property name, landmarks, call to action
  53. 53. Plural, tenses, abbreviations, slang, synonyms, etc…
  54. 54. Different listings can target different keywords
  55. 55. Be descriptive vs. generic
  56. 56. Do not keyword stuff the short description</li></li></ul><li>Keyword Research Tools<br />AdWords<br />Google Insights<br />Google Suggest<br />Compete.com<br /><ul><li>Wordtracker
  57. 57. Yahoo Keyword
  58. 58. Google Analytics
  59. 59. Alexa.com</li></li></ul><li>How to Make Video SEO Work For Your Web Site<br />Create your video, create video landing pages and surround video with content<br />Submit video to Google using a Video Sitemap via Google’s Web Master Tools<br />Use a robots.txt file on all video pages<br />Include meta tags (Title tags should align with Title’s on video pages)<br />Include Long Tail Search terms<br />Videos were 53X more likely than traditional web pages to receive an organic first-page ranking1<br />Source: Forrester<br />
  60. 60. HTML Code: Meta Tags<br />
  61. 61. Meta Tags<br />
  62. 62. What the Consumer Views<br />
  63. 63. What the Spider Views<br />
  64. 64. Optimizing Photos for Web <br />Use the “Save for Web” feature<br />Reduce image file sizes without sacrificing the quality of the images<br />Use image specification tags- make small photos larger which saves space<br />Use an online image compressor- reduces photo size without reducing the quality<br />Use image editing program to convert images to a GIF or JPEG- loads faster<br />Make the image names of your files match what is actually represented in the file<br />Use special contextual tags for social sites with image search (captions, comments, cross-grouping, location, and themes)<br />Use Alt Tags<br />Optimize the page the image is on and use a robots.txt file<br />
  65. 65. Distribute Your Video & Photo<br />
  66. 66. Video Sharing Sites<br />
  67. 67. Automated Video Distribution<br />Automated Video Distribution services allow you to upload your video to multiple video sharing sites in an automated way. Many of the services above allow you to easily track the performance of your videos in real time such as viewership, engagement, comments, ratings, search rankings and more. <br />
  68. 68. Photo Sharing Sites<br />
  69. 69. Photobucket: One Click Sharing<br />
  70. 70. Examples<br />
  71. 71. Facebook: Sharing Videos<br />
  72. 72. Facebook: Sharing Videos<br />
  73. 73. Facebook: Sharing Photos<br />
  74. 74. Facebook: Sharing Photos<br />
  75. 75. Twitter: Sharing Videos<br />Video sharing services make it easy to share video with your Twitter followers.<br />
  76. 76. Twitter: Sharing Photos<br />Photo sharing services take care of shortening the photo URL and posting the URL and your message to your Twitter account. Many also let you tweet a photo from your mobile phone.<br />
  77. 77. MySpace<br />
  78. 78. Flickr<br />
  79. 79. Maps & Geotagging<br />View photos on a map and search photos by location <br />
  80. 80. Promote via Syndication<br />
  81. 81. LinkedIn<br /><ul><li>Post a YouTube link to your status
  82. 82. Send link to your groups and specific connections
  83. 83. Encourage company and residents to post it</li></li></ul><li>Blog<br /><ul><li> Embed it to your blog
  84. 84. Include SEO text and meta tags
  85. 85. Encourage people to blog it</li></li></ul><li>Widgets<br />Promote your videos, photos, contests or online promotions with unique and engaging widgets. Embed it on your site, blog, or social network profile. <br />
  86. 86. Widgets<br />
  87. 87. Make Stuff<br />
  88. 88. Mobile<br />65m active users access FB thru mobile devices<br />People who use mobile devices are 50%more active on SN’s<br />Facebookjust named the most visited social network site on mobile internet increased >600% in ‘09<br />20% of tweets come from mobile devices<br />
  89. 89. Mobile<br />
  90. 90. Print<br />
  91. 91. Print<br />
  92. 92. Share Feature<br />
  93. 93. Share Feature<br />
  94. 94. Real Simple Syndication (RSS)<br />=<br />
  95. 95. what?<br />
  96. 96. RSS is your online paper boy<br />
  97. 97. Real Simple Syndication (RSS)<br />
  98. 98. Real Simple Syndication (RSS)<br />
  99. 99. Real Simple Syndication (RSS)<br />
  100. 100. Video & Photo Search<br />
  101. 101. Why The Shift To Search?<br />People are used to using search engines to find content online<br />Consumers add the word “video” or “image” to the end of their search queries<br />Universal/Blended Search<br />
  102. 102. 2009 U.S. Core Search Trend<br />
  103. 103. Share of Search Market<br /> The chart below shows the percentage of searches done by US web surfers at home, work and at universities in February 2010 that were performed at a particular web site or a network of web sites:<br />Source: comScore February 2010 <br />
  104. 104. Video Dominates Universal Search<br />58% of those who searched Google saw a universal result at least one time<br />38% who searched Google were served video in the universal Search page<br />
  105. 105. Images & Universal Search<br />Images make up 13% of share of Google Universal Search Results<br />
  106. 106. Video Integrated Into SERP’s<br />
  107. 107. Image Search<br />
  108. 108. Google Universal Search<br />
  109. 109. Universal Search: TwitterReal-Time Results<br />
  110. 110. Images, News, Videos, Tweets<br />
  111. 111. Images, News, Videos, Tweets<br />
  112. 112. Long Tail Search<br />
  113. 113. YouTube Search<br />Promotional Video Ads<br />Advertisers bid on these positions<br />Organic “Natural” Search Results<br />No cost; results are based on YouTube algorithm of relevance to search query<br />
  114. 114.
  115. 115. Comments, Ratings & Views<br />
  116. 116. Q&A<br />
  117. 117. Video Advertising<br />
  118. 118. Video Ads on Your Web Site<br />
  119. 119.
  120. 120.
  121. 121. Google AdSense<br />
  122. 122. Google AdSense Pre/Post Roll<br />
  123. 123. YouTube<br />
  124. 124. YouTube Channel<br /><ul><li>Free outlet for PSA’s, testimonials, events, product launches, training & viral videos
  125. 125. Promote a video contest
  126. 126. Use RSS to syndicate videos</li></ul>Tip: Promote your channel on marketing collateral, email signature and social media profiles<br />
  127. 127. YouTube Annotations<br />
  128. 128. YouTube Captions & Subtitles<br />
  129. 129. YouTube Audio Swap<br />When you add a new soundtrack, the audio track on your video will be permanently replaced. You may want to upload a few videos to experiment with.<br />
  130. 130. YouTube Playlists<br />
  131. 131. YouTube Partner Program<br />
  132. 132. YouTube Branding Options<br />
  133. 133. InVideo Ads & Companion Ads<br />
  134. 134. Text Overlay Ads<br />
  135. 135. In-Video Ad Formats<br />More than four in five US Web sites accept in-stream video ads<br />
  136. 136. In-Video Ad Formats<br />Users prefer in-stream ads to any other in-video ad format<br />
  137. 137. Q&A<br />
  138. 138. Contests & Sweepstakes<br />
  139. 139. Why do them?<br />Your viewers want to help – just give them the incentive<br />New ideas take shape<br />Give customers a voice<br />Build brand awareness <br />Increase traffic and leads<br />Increases engagement<br />Increases fan & followers<br />Gain advocates<br />
  140. 140. Contest Ideas<br />Best decorated apartment<br />Most creative use of space<br />Best 30 sec spot promoting the property<br />Most organized closet<br />Best shoe closet<br />How you live the life<br />Best how-to-video<br />Green living tips<br />What’s your cause & how do you support it?<br />
  141. 141. High Level Contest Checklist<br />Objective<br />Concept<br />Creative<br />Official Rules & Details<br />Prizes<br />Legal<br />Seeding to contest submission sites<br />Internal/External Communication Plan <br />Promotion<br />PR<br />Judging/Voting<br />Measurement<br />
  142. 142. Case Studies/Examples<br />
  143. 143. Video Contests<br />
  144. 144. ’08 Video Contest<br />“If Only Your Apartment Furniture Could Talk”<br />
  145. 145. ‘08 Grand Prize Winner<br />
  146. 146. Our Objective & Concept<br />Objective<br /> The consumer promotion was created to reinforce our position as a leader in cutting edge marketing solutions and to prove that ForRent.com is “the” online destination for apartment searching. <br />Concept<br /> The ForRent.com “If Only Your Apartment Furniture Could Talk” consumer video contest encourages apartment renters to create a short video that tells ForRent.com through the eyes and voice of their apartment furniture why they deserve to win $10,000. The grand prize winner will receive $10,000. The top 10 finalists will take home an iPod Shuffle.<br />
  147. 147. Our Objective<br />Video-Centric Social Media Contest <br />Designed to entertain, engage & drive repeat visits <br />Positions ForRent.com as video leader in the industry <br />Seamless branding of products and services <br />Consumers engage and interact with the brand <br />Long-term value resulting from loyal users<br />Personalized profile with pictures and interact with others via commenting, voting, rating and adding favorites <br />
  148. 148. Contest Phases<br /><ul><li>Phase 1: Drove contest submissions and entries of consumer-created content
  149. 149. Phase 2: Encouraged voting, rating and commenting for strong member interaction
  150. 150. Phase 3: Narrowed the winners to only the top submissions
  151. 151. Phase 4: Featured the winning submissions and highlighted the promotion success</li></li></ul><li>‘08 Video Contest Stats<br />Direct nav increased<br />57%<br />20%<br />boost in college-age visitors to site<br />
  152. 152. ‘09 Video Contest<br />
  153. 153. ‘09 Contest Promo Video<br />
  154. 154. Objectives & Benefits<br />Increase brand awareness, consideration and preference<br />Increase traffic to ForRent.com<br />Increase qualified LEADS™ to advertisers<br />Represent competitive edge and position ForRent.com as video leader in multi-family housing industry<br />Encourage consumer engagement, interaction & viral distribution<br />Build up content to repurpose<br />
  155. 155. Selection of Winners and Finalists<br /> Sponsor’s internal review panel choose 1Grand Prize Winner, 3 Finalists and one 1 randomly selected Voter. <br /> CONTEST: Contest winners will be selected according to the following judging criteria:<br /> - 20% Creativity and originality <br /> - 15% Overall quality and appearance of videos <br /> - 20% Relevance to contest theme ‘Ready2Move?’<br /> - 24% Promotion of ForRent.com and/or  For Rent Magazine and the usage of the branded billboard with tagline<br /> - 21% The total number of user generated Internet votes received     <br /> SWEEPSTAKES: The Sponsor will randomly select the potential Sweepstakes winner from all eligible voting entries received during Phase II and Phase III. <br />
  156. 156. ‘08 vs. ‘09 Video Contest Results<br />Source: Vitrue and Google Analytics<br />
  157. 157. Contest PR<br />According to Vocus, a PR software and news distribution service, the ForRent.com video contest generated $216,393.67 in free publicity.<br />
  158. 158. Press Conference<br />
  159. 159. Photo Contests<br />
  160. 160. Facebook Photo Contest<br />
  161. 161. Facebook Contest Results<br />Total Photos Submitted: 32<br />Total Photo Votes (Likes): 2,100<br />Total Photo Comments: 388<br />Total Wall Post Comments: 196<br />Total Wall Likes: 39<br />
  162. 162. Facebook Contest Results<br />
  163. 163. Followed The Winner<br />
  164. 164. PR After the Contest<br />
  165. 165. Event Contest<br />The ForRent.com Facebook Fan page saw a 92% increase in fans in August <br />17% increase in pageviews<br />32% increase in unique views<br />2,200% increase in photo views<br />14,700% increase in video views<br />
  166. 166. Flickr Photo Contest<br />
  167. 167. Q&A<br />
  168. 168. Strategies<br />
  169. 169. Strategies<br />Connect with your consumers<br />Be present on online social networks and create a profile for your brand<br />Replay offline campaigns on the Internet <br />Post your last TV campaign on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand... <br />Set up collaborative tools <br />Answer comments left by users on blogs and videos. Read what they say about your brand<br />Make sure you offer tools to your customers to share your content<br />Cross linking is critical<br />
  170. 170. Resources<br /><ul><li>Assign internal social media guru
  171. 171. Establish policies and guidelines internally
  172. 172. Leverage existing content
  173. 173. Integrate with traditional marketing
  174. 174. Use tracking tools
  175. 175. Get employees and residents involved</li></li></ul><li>Metrics & Analysis<br />
  176. 176. Social Media Marketing Goals<br />Increase Brand Awareness, Consideration & Preference <br />Increase Traffic<br />Reputation Management<br />Improve Search Engine Rankings<br />Improve Service/Sales<br />
  177. 177. Categorize Your Metrics<br />Reach- how far and wide your messages spread<br />Impact- how your efforts change consumers’ actions or opinions<br />Quantity- how many consumers interact with your initiatives<br />Quality- strength and depth of consumers’ interactions with your initiatives <br />
  178. 178. Increase Awareness, Consideration & Preference<br />Measurement<br />Reach, frequency , impact, visits, repeat visits, # of referrals, # of conversions, time spent on site, # of referrals closed, # of advocates, mentions, Re-Tweets, comments, ratings, video views, when do users stop watching?<br />Tools<br />Web analytics, internal data, Twilerts, Google Alerts, bit.ly, Facebook Analytics, Blog Analytics<br />
  179. 179. Increase Traffic<br />Measurement:<br />Visits, unique visits, pageviews, linkbacks, % of new visits, impressions, referring traffic sources, ROI and conversion rates<br />Tools<br />Google Analytics, Facebook Insights, YouTube Insights, Google Insights, Web Trends, Omniture, Compete, Quantcast<br />
  180. 180. Reputation Management<br />Measurement<br />Press mentions, customer feedback, comments, ratings, @replies<br />Tools<br />Google Alerts, YouTube Comment Alerts & Twitter Search, Twilerts, TweetDeck, Buzz Tracking, Tweetbeep, Tweetburner<br />
  181. 181. Increase Search Rankings<br />Measurement<br />Linkbacks, referrals, video views, ratings, comments (the more you have, the better chance you have of being placed highly on Google, resulting in lots of ongoing traffic)<br />Tools<br />Keyword tracking reports, SEO Quake, Yahoo Site Explorer, Google Webmaster Tools, Web analytics, Alexa, SeoQuake, Thumbshots Ranking, SEOToolbox, Google AdWords Keyword Tool <br />
  182. 182. Improve Sales/Services<br />Measurement<br /># of conversions, consumer insight, customer feedback, ratings, reviews, testimonials <br />Tools<br />% increase in phone leads, % increase in email leads, % increase in leases, % increase in walk-ins, % in testimonials, % increase in referrals<br />
  183. 183. YouTube Insights<br />
  184. 184. YouTube Insights: Demo’s<br />
  185. 185. YouTube Insights: Discovery<br />
  186. 186. Facebook Insights<br />
  187. 187. Lessons Learned<br />
  188. 188. Lessons Learned<br />Your viewers want to help – just give them incentive<br />Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions<br />One media or one profile is not enough to see the effects <br />With depleted resources you must be creative<br />Top management must be on board<br />Everyone needs to work together<br />Set realistic goals and don’t expect overnight results<br />Resolve to respond to customer service issues within three hours<br />Its ok to fail<br />Have fun<br />
  189. 189. Q&A<br />
  190. 190. Questions?<br />Contacting Me<br />Twitter: http://twitter.com/ericacampbell or @aptsforrent<br />Facebook: http://www.facebook.com/aptsforrent<br />LinkedIn: http://www.linkedin.com/in/ericawcampbell<br />YouTube:http://www.youtube.com/user/apartmentsforrent<br />MySpace: http://www.myspace.com/aptsforrent<br />Blog: http://blog.forrent.com<br />

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