Here's the presentation I shared last week at the Social Media Strategies Summit in Las Vegas. Included are tips on how to get the most from YouTube and statistics about the emergence of mobile in video.

1. Leslie Drate/@lesliedrate
Social Media Team Lead, Cisco
February, 2014
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2. ―It would take an individual over 5
million years to watch the amount of
video that will cross global IP
networks each month in 2017.
Every second, nearly a million
minutes of video content will cross
the network in 2017.‖*
Cisco is the worldwide leader in IT that helps
companies seize the opportunities of tomorrow by
proving that amazing things can happen when you
connect the previously unconnected
*Cisco Visual Networking Index: Forecast and Methodology, 2012–2017
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3. • Globally, consumer Internet
video traffic will be 69 percent
of all consumer Internet traffic
in 2017, up from 57 percent
in 2012
• The ratio of Internet video
viewing to TV doubled in
2012
• Internet video to TV will
continue to grow at a rapid
pace, increasing fivefold by
2017
Source: Cisco Visual Networking Index, May, 2013
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4. ―Productive‖
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5. • 4,812 videos
• Average view time is 2 minutes 12 seconds
• We doubled our subscribers to 62K last year
• 4 million+ views -- a 56% increase Y/Y
12k+ likes -- a 26% increase Y/Y
2k+ comments -- a 15% increase Y/Y
Sharing was flat at ~6k
• The top 2 videos on the channel were brand campaign videos
• The channel drove ~5k clicks on calls to action to Cisco.com in Q4 FY13)
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6. • 4k+ videos – a 68% increase Y/Y
• 2.4M views – an 87% increase Y/Y
• 31% completion rate in the US – 41% for global
• Average view time is 1 minute 54 seconds
2M views/year
(Corporate Website)
4M views/year
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8. • Online video audiences are on the rise and expected to double by 2016
YouTube reaches more US adults aged 18-24 than any cable network
• We will rely more and more on video to tell our brand story — because
that‘s where the people are
Consumers are watching video in more locations and across more
channels
• Video content is more likely to be watched and shared than other kind of
content
Video Sharing was up 7% Q1/Q2 CY13 (source: UnRuly)
Videos shared socially are more likely to be watched to completion
• Consumers will spend the greatest amount of time on product/category
video that provides educational value
Sources:: What Are the Top Trends In Online Video for 2014 and Etailing Group Q4‗12 Research Study
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9. • Most video traffic is direct (links)
• 81.9% of views are discovered via direct traffic or navigation
within a brand‘s own site
Source: TubeMogul Video Ad Playbook, 2013
• Views driven by Social Media are more likely to be completed
* source: Adobe Digital Index, 2012
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10. • 75% of executives watch work-related videos at least once/week
50% of CEOs watch work-related videos on YouTube at least once/week
• 65% of CEOs visit the marketer‘s website after viewing a video
• CEOs want new ideas that will add value to their business
Inspiration, information, and value-drivers
• CEOs get business-related news through social media channels,
just like the rest of us
LinkedIn, Twitter, blogs, RSS feeds
*BundlePost blog, Sept. 2013 citing Forbes Magazine
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11. • Small screens made up 40% of
YouTube traffic in 2013 compared
to 25% in 2012
• 41% of adult cell phone users in
the United States say they watch
videos on their phones
• Between 2012 and 2013, the
average time spent watching
videos on smartphones doubled,
and tripled on tablets
• 73% of Facebook users are
mobile
• What does your video look like on
your phone?
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Source: Google and TechCrunch,Oct.2013, and Reel SEO Dec 2013
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12. Users view longer form content on larger screens – tablets vs.
mobile phones
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13. Source: comScore: 2013 US digital future in focus
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14. Offer more video on social media to achieve better reach and
engagement
* Adobe Digital Index,2012
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15. Fewer than 1% of videos ever exceed one million views
* TubeMogul Video Ad Playbook, 2013
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16. It doesn‘t make much of a
difference if you repurpose a 15
and 30-second television ad for
the Web vs. making custom
creative specifically for the Web
“There is no one superior
production format. Repurposed
TV spots typically result in
higher impact on awareness
metrics, while made-for-web
video content more ably
persuades its viewers.”
* TubeMogul Video Ad Playbook, 2013
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17. • 6 vs. 15 seconds
• Vine loops/Instagram
doesn‘t
• Shoot the video from within
the applications
• Vine is best suited to
videos that work in a loop
• Vine has ~40 million
users – youth appeal
• Instagram has ~150
million users
* Chart from 360i Blog
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18. • Cisco Partner Marketing ran a Vine
contest at the Cisco Partner Summit
in June, 2013
We asked Partners to tell us what the
Summit meant to them via Vine
We asked them to include our hashtags
when posting the video
• We announced the contest on Cisco
blogs
• The winner won $ credits for Cisco
training
• Featured entries on screens at the
Cisco Partner Summit
Some of them forgot to include the hashtags
• Announced winner at the Summit
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19. © 2013 Cisco and/or its affiliates. All rights reserved.
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21. Showcase Annotations
1
InVideo Graph and Text
2
SEO: Keywords in Titles, tags,
description
3
Full URL is clickable in the
description
Ask viewers to subscribe
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22. • Annotations are free
• CTRs vary from 0–20% depending
on the Call to Action
• We use them for all of our videos
on YouTube
One style of font, a few different sizes,
and multiple color backgrounds
No character limit
Can be placed anywhere
@lesliedrate
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23. • Created 3 videos under 1 minute each
• Annotated using ―showcase annotations‖
Hyperlinked a button that is natively part of the video
• Placed additional Calls to Action at ~:30 sec in each video
• In the first 30 days, annotations achieved a 7.85% click-thru rate --
more than quadruple the average
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24. • Sign in to your YouTube account and click your username located in the
top right corner of any page
• From the dropdown menu select My Channel
• Click the pencil icon on the right side of your Channel just below your
banner and select Channel settings
• From left bar under Channel settings, click on InVideo Programming
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25. • Thumbnails act as mini-
marketing posters for your
content
• Choose an image from your
video or design one in
Photoshop
• Add words to thumbnails for
better click rates
2-3 words with a face or product
Should be big enough to see in a
thumbnail
Source: ReelSEO
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26. • The first 3 weeks - 40% of the total video views
• 4-12 weeks - 30% of video views
• 12-52 weeks - 30% of video views
* TubeMogul Video Ad Playbook, 2013
* Pixability Key Lessons for Success on YouTube, August, 2013
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27. Don‘t forget: social media is SOCIAL
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28. © 2013 Cisco and/or its affiliates. All rights reserved.
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29. © 2013 Cisco and/or its affiliates. All rights reserved.
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30. Types of Video Productions
Definition of Video Type
Sales Stage
1. Advertisement
High production value
Awareness
2. Thought Leadership
Talking head or interview
Awareness
3. Business Challenges
Industry trends
Consideration
4. Case Study
Customer or Cisco product stories
Consideration
5. Demo
Product/Solution deep dive
Design
6. Technology Solution
Multiple product solution
Design
7. Video Data Sheet
Product specifications
Design
8. Training
Course curriculum, How-to
Post-sale
9. Event Presentation
Event
All
10. Program Series
Program series
All
11. Other
Other
All
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31. YouTube is the second largest search engine on the Web
Within Google search, video content has been measured as 53X more likely to achieve
organic, first-page ranking than traditional web pages (Pixability, August, 2013)
• 7 Basics of Search for YouTube:
1.
2.
3.
4.
5.
6.
7.
Title
Description
Tags
Categories
Annotations
Closed Captions
Engagement
• Be consistent– use the keyword at the beginning of the title, description, and tag
When tagging on YouTube, the first keyword you use is weighted most heavily
Use relevant tags – 2 to 4 keywords – don‘t keyword spam
• Search engines recognized text in captions – create your own
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32. • We generally see a ~31% completion rate on videos on
Cisco.com (41% globally)
• Use a Calls to Action early in the video!
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33. • Captions increase completion rates on Cisco.com by 31%
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34. • Marketing the video is as important as
video production for YouTube success
• Most brands fail to effectively market the
video content they produce
• Remember to link to videos from other
pages and sites
• Video is an important asset for:
Social media: Facebook, Twitter, LinkedIn
Blogs
Corporate website
@lesliedrate
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35. 1. Who is your audience and how much time do
they have to watch your video?
2. Where are they in the customer journey and
what do they need to know?
3. Where were they before they watched your
video and where should they go after they watch
your video?
4. What is the key takeaway for your video?
5. Do you NEED to produce a new video for this
purpose?
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36. @lesliedrate on Twitter
Recommend Subscribing to ReelSEO:
http://www.reelseo.com/
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37. Thank you.