Online Video is exploding, fueled by statistics that demonstrate its power to engage and hold the attention of prospects and clients. In the webinar, developed and conducted by Barbara Alba on behalf of TSRI, we review the landscape of online video and offer recommendations for its use both online as well as in traditional marketing settings.

1. Technology Sales Resource
Interactive (TSRI)
Unleash the Power of Video in
your IT Marketing Efforts

2. Today’s Agenda
• The explosive growth of online video
• Why online video is relevant in the IT/B2B marketing space
• Options/formats for video production
• Delivering your video message
• Best practices to maximize the ROI of your video message

3. The Explosive Growth in Online Video
A 2011 CISCO study
predicts that video
will increase from
30% of online traffic
to 90% by 2013.
From 2011 to 2012,
the number of videos
watched increased by
660%.
84% of the 179 million
U.S. internet users
watched 38 billion
videos & 7.5 billion
video ads in Feb. ’12
alone.

4. Why is this Explosive Growth
Happening?
Ever-improving
technology and
increasing
bandwidth has
allowed for faster
video downloads
Conversely,
Video has driven
the need for ever-
increasing
bandwidth and
improved
technology

5. Why is this Explosive Growth
Happening?
Society is on overload from the written word…..
Averages for U.S. Adults (2011):
41.5 texts per day
105 business emails per day
89 websites per month
60 hours online per month
24 minutes per day on social media

6. • 75% of senior execs watch work-related videos at least
weekly
• 80% have increased their viewing over the last year
• More than half share videos with colleagues at least weekly
• 65% visited a vendor's website based on a video
• 42% made a business purchase decision based on a video
• 59% prefer video when the same material is available in
either print or video
The majority of executives now
prefer video vs. the written word
2010 study of online video use by 300 C-level
executives conducted by Forbes Insight and Google.

7. Bottom Line: Video Works!
• Properly optimized video can increase the
chances of a front page Google listing by
53%
• Video in email marketing can increase click-
through rates by over 96%
• While the average time that someone spends
on a website is 48 seconds, that time period
increases to 5 minutes and 50 seconds when
a video is present

8. Bottom Line: Video Works!
• A well-produced video increases information retention by 50% and speeds up
buying decisions by 72% over a print brochure
• Viewers are 6 times more likely to respond to an offer for more information
• 40% of prospects who watched a marketing video watched it with other
professionals
• In cases where a video is sent to them in error, 50% of recipients
will passed it on to the right person in their company
• Opportunity for “viral” marketing

9. IN SUMMARY:
• The online video is exploding, thanks to technology advances
• Business executives are increasing using video as a critical information
source.
• Study after study has demonstrated that video can have a dramatic
impact on time spent on websites, click-through rates in email
marketing, shorter time periods for decision making and
information retention

10. • Walk-on Video
• “Framed Out” Video
• Live Video Conferencing
• Video in Email Marketing
• Video in Corporate Presentations
• Interactive Video/Multi-Media Presentation
• Video Blogs
• Video Advertising (pre-roll, site sponsorships)
Options and Formats for Video Production

11. • Product Demonstrations
• Product/Solution Education for Prospects
• Company Overview
• Training Videos
• Customer/Client Testimonials
• Subject Matter Expert Interview
• Product/Solution/Program Announcements
• Recruitment Videos (employees, channel partners, etc.)
• “How to” Videos
Content Options and Formats
for Video Production

12. Creative Approach/Production Style
Dramatization Unscripted client
testimonial
On-Screen Company
Spokesperson
Paid Company
Spokesperson
Full Screen
Graphics/Animation
Interviews with
company employees

13. Case Study: Salesforce
Salesforce Video

14. Latest Innovation: The TSRI Video Messenger
This technology breakthrough combines the intrigue of a
dimensional mailer, with the added “wow” factor of an embedded
LCD screen which plays a prerecorded video when opened.

15. Case Study: TSRI Video Mailer Promotion
Video Mailer Video

16. TSRI Video Messenger: Turn-key
Campaign Option
Targeted List
Research/
Sourcing
Production
of
Messenger
Brochure and
Video
Distribution
of Video
Messenger
via FedEx
Professional
Telesales
Follow-up/
Appointment
Setting
6 months of
Lead
Nurturing

17. Best Practices for Online Video
• Don’t skimp on production quality!
• Professional Video production ranges from $2,500 (walk-on video) to
$15,000 + (location shoot; graphic animation; 2 – 3 days of editing).
• Consider advantages/disadvantages of online video sharing sites
• YouTube has the largest reach but your video will show up
with “competing” videos and ads beside it (unless you have
your own YouTube channel)
• May want to consider smaller, more business-focused sites
(Vimeo, Google Video, Viddler, Vzaar, etc.)
• Consider services that allow you to upload video to multiple sites
in one step (i.e., OneLoad.com, brightcove.com)

18. Best Practices for Online Video
• Optimize Your Video for Search Engines; include well-researched
keywords in the video upload page of your sharing site:
Title tag
Video description
Category listing
Keyword tags
Subtitles or captions
• Review and utilize your site’s analytics package to continually improve
your videos
• Stretch your investment in video by using it in various settings:
office lobby, trade shows, open houses, email marketing, social
media sites, etc.

19. Mobile Considerations
• Currently 20% of online video is viewed on a mobile device; need to
factor that into production decisions:
• Video dimension
• Size of Type/graphics
• Music Selection
• Image size
• File size of video itself (may need to be compressed to play well on
smaller/slower devices)
• Plenty of Resources to help you keep up with changing video landscape
• www.reelseo.com has an excellent daily/weekly video release
• Most video sharing sites have strong “How to” sections
• Most video production teams will be well-versed on the topic

20. Thank you!
For More Information:
Karla Winter
609-365-3067
kwinter@tsrweb.com
www.tsrweb.com
www.tsrweb.com/videomessenger