http://www.northwarddigital.com Presentation exploring the use of digital video content in building value for brands. Contents: Introduction: Video content and consumer engagement. Content: -Defining content types and functions. -Creating social assets and interaction. Content Distribution: -Defining digital distribution models and characteristics. -Viral and social content distribution models. -Paid/free/blended distribution strategies.

1. Online Video: Content and Distribution Wednesday 16th March 2011

2. What We Will Cover Today Digital Video Content and Building Value: Video content and consumer engagement. Content: Defining content types and functions. Creating social assets and interaction. Content Distribution: Defining digital distribution models and characteristics. Viral and social content distribution models. Paid/free/blended distribution strategies.

3. About Me More than 7 years digital communication and strategy experience. Product strategist and business development manager at Television New Zealand Digital Media. Commercial and content strategist for TVNZ Ondemand, Australasia’s first Web Television service launched in March 2007. Managing Partner at Northward Digital video content and strategy house. Digital content and communications consultant at Poets and Plumbers and Think International.

4. Video Content and Consumer Engagement

5. Changing Consumers Expectations +70% of global online consumers watch online video. More than half of global online consumers watch online video in the workplace.Nielsen, Q4 2010. 90% of global internet traffic will be video by 2013. Cisco, Q3 2010 +90 percent of all social network users access content due to the recommendations of friends in their online social network. The Diffusion Group (TDG), Q3 2010.

6. Video is Not Only Branding “Video in email marketing has been shown to increase click-through rates by over 96%” “Video created a 30% average uplift in e-comm sales. Up to a 90% increase across some product categories.” “Video content is 53 times more discoverable on Google than text content.” Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.

8. Constant generation of text, image, video, sound and conversational content.

9. The challenge for brands and marketers: Creating content that can be discovered and then actively shared by audiences and consumers. Source: Eloqua. http://blog.eloqua.com/the-content-grid-i-all-so-meta/

10. Measuring and Optimizing Analytics and Optimization: Goal-oriented. Quantitative + Qualitative. Content metrics. Distribution metrics. Informed decision-making. User path analysis. Track business outcomes e.g. Sales lift measurement or database signups. Robust, actionable and auditable.

11. Engaging the Right Audience “Even if you reach a hundred people with a video, if that’s your target audience and you change their behavior, then you’ve succeeded better than if you reach a million people and you don’t change anybody’s behavior with the video.” Dr. BJ Fogg, Director of Stanford University’s Persuasive Technology Lab. Source: DesignDamage. http://www.designdamage.com/the-evolution-of-media-content-distribution-circulation-1-0-to-2-0/

12. Content

13. Content Creation Finding your authentic stories. Creating value for your audience. Fostering sharing. Building engagement. Guiding consumer outcomes. “A minute of video is worth 1.8 million words.” Dr. James McQuivey, Forrester Research January 2009.

14. Defining Video Content Types Conversion = Education Greeting = Value Proposition Conversation = Engagement

16. 40,000 YouTube views.

17. 30% uplift in leads to Regus’ Manhattan locations and 114% increase in revenue YOY.

18. 175% increase in Manhattan location conversion rate.http://www.youtube.com/watch?v=dC8lUnSWtfA

20. Create videos based on content types and how they function.

21. Consider your audience and the content value proposition.

22. Design content according to how and where you want it to be consumed.

23. Find your stories: Ensure that they are genuine and authentic.

24. Encourage engagement: foster participation, interaction and sharing.

25. Integrate video content with other marketing materials and ensure consistency of messaging.

27. Video Content Distribution: Fishing where the Fish Are “Taking branded content to consumers at portals or on social media sites has emerged as an answer to the problem of finding or aggregating the perfect audience.” Source: MediaPost, Oct 2010.

28. Video and Social Recommendation Source: Forrester Research, Q4 2009.

30. Blogger/influencer outreach.

31. Social media communities/feeds.

33. Youtube ads

34. Sponsored tweets

35. Ad words

36. Banner ads

37. Professional seeding networks.

38. Email databases

39. CRM assets

40. Company blogs

41. Employee WoM.

42. company-owned ad spaces.

44. Creating lasting communities of advocates.

45. Expanding reach.

46. Stimulating sharing.

47. Developing and testing content/ Crowd-sourcing.

49. 25,000 views across vimeo, facebook.

50. Significantly raised the profile of the inaugural CPH event. http://www.vimeo.com/17120388

51. Paid Seeding and Distribution Providers Extend audience reach. Link into existing communities across specific niche or broad audiences. Stimulate the viral effect with active content seeding. Set up profiles & brand. Publish once to where your audience is. Can be paid or free placements.

53. 800,000 YouTube views in first 5 days.

54. 1.9 million Google searches.

55. Made international news; picked up by BBC and Fox as well as numerous publications and blogs.http://www.youtube.com/watch?v=F8Seo5j_mNU

57. Engagement and conversion.

58. Optimized for engagement and action.

59. Single brand voice.

60. Full creative control and outcome management.

61. Distributed Platforms:

62. Awareness and reach building.

63. Optimized for discovery and sharing.

64. Mixed brand voice.

66. +2,000,000 video views across youtube and brand site.

67. Attributed revenue of $10 million with $40 million in opportunities.

68. Attributed product trials of 100,000, and extensive database acquisition. http://www.youtube.com/watch?v=qLTs6jlbkjE

70. Assess the pros and cons of distribution options for the content.

71. Consider audience fit and usage across potential distribution platforms.

72. Ensure resourcing is in place to deliver distribution strategies and partnerships.

73. Test and optimize distribution channels based on analytics.

74. Use existing proprietary and earned channels like email and social media but prepared to pay for seeding if necessary.

75. Make content sharing easy.