Video & Photo Sharing for Optimum Growth & Brand Exposure

Video & Photo Sharing for Optimum Growth & Brand Exposure Erica Campbell For Rent Media Solutions™ Sr. Manager, New Media Marketing @ericacampbell

Agenda State of Video & Photo Goals Best Practices Q&A Publish Your Video/Photo Optimizing Your Video/Photo for Search Engines Distribute Your Video/Photo Promote Your Video/Photo Video & Photo Search Q&A Video Advertising Q&A Case Studies/Examples Q&A Strategies/Integrated Marketing Approaches Metrics & Analysis Q&A Lessons Learned

Photos & Videos Photos 4 billion – Photos hosted by Flickr 2.4 million – Things tagged this month on Flickr (March 2010) 3 billion – Photos uploaded each month to Facebook 30 billion – At the current rate, the number of photos uploaded to Facebook per year. Videos 32.4 billion – Total videos watched in the US (January 2010) 1 billion – The total number of videos YouTube serves in one day 12.7 billion – Videos viewed per month on YouTube in the US (January 2010) 903 million – Videos viewed per month on Hulu in the US (January 2010) 187 – The number of online videos the average US Internet user watches in a month (January 2010) 82% – Percentage of Internet users that view videos online (USA) 39.5% – YouTube online video market share (USA) 81.9% – Percentage of embedded videos on blogs that are YouTube videos

Every min, 20 hrs of video are uploaded to YouTube 173 millionU.S. Internet users watched an average of 187 videos per viewer during Jan1 135.4 million viewerswatched12.7 billion videos on YouTube.com1 The average online video viewer watched 453 minutesof video (Nearly 7.6 hours of video) 1 The duration of the average online video was 4.1 min1 Marketers are set to spend more than $1billion on online video advertising in 20102 Source: 1 comScore Media Metrix Jan ’10, 2 Forrester Feb ’10, 3 YouTube

2009 Total U.S. OnlineVideo Market Online video viewing accelerated in 2009, with 19 percent more people in the U.S. viewing more videos for longer periods of time

Who is Watching Video? Two-thirds of U.S. online users watch video each month

U.S. online video advertising will surpass $1 billion in 2010 Video Ad Spend

Video Streams The number of video streams consumed online set to double over next 5 years Source: Forrester

ForRent.com® Videos >3,900 videos >1.6m views in Feb >20m lifetime views Premier packages with video increased LEADS 19% Premier Extra packages with video increased LEADS 7% Premier Extra packages with video increased LEADS 24%

2010 Trends Search: Increased integration of real-time (i.e. Twitter, Facebook, and MySpace) and vertical-specific search results Content: Higher quality video and more seamless integration of video ads are emerging and adding value to the digital advertising market Mobile: Up-tick in mobile Web usage offers significant opportunity for marketers especially with increase in access to mobile video and social networking sites Behavioral Targeting: Social networks collect behavioral information allowing marketers to target people based on their expressed interests 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

Social Media Marketing Goals Increase Brand Awareness Increase Consideration Increase Preference Increase Traffic Reputation Management Improve Search Engine Rankings Improve Service/Sales

Content Creation Essentials Earn consumer trust. Stop talking, start listening Quality over quantity. Visitors need to be impressed with your content Offer value. Validate your commitment to knowledge and not sales Keep it relative. Fresh relative content increases search and attention Get friends. Gain a fan base in advance Don’t over do it. Content should be relative to your overall theme If at first you don’t succeed… Try again and again and again. Experiment with the call to action Cut out the noise. Keep your content clear, simple and easy to understand Keep your voice in tune. You’ll connect more effectively with your consumer Integration is key. Don’t forget traditional marketing

Types of Content Branded Viral User Generated Content Product/Service Announcements Vlogging/Blogging Episodic Series Events Training

Product / Service Announcement s

Video Shooting Tips Make sure your camera’s recording speed is set to SP, and the aspect is set to 16:9 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 Ensure you make slow smooth pans and zooms Make sure the camera lens is clean Record time codes as you go and take directors notes

Video Equipment 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.

Video Editing Programs Movie Maker Window’s free video editing software, which comes installed on new PCs. Use the program to create and share high-quality movies. iMovie Comes free with new Macs. iMovie offers many options for editing video and audio, and adding photos, music and narration to your movies. Final Cut Studio $$ (Final Cut Express) $ Apple program that allows you to import video, edit, make composites, add effects adjust audio, and add dynamic animated text. Adobe $$ Adobe Premiere Pro CS4 software offers a start-to-finish video production solution. Compatible with PCs and Macs.

Grainy Photos Sometimes cameras can produce grainy images like this one. When production receives grainy photos, there is nothing they can do to make it look crisp and clean. This photo was shot correctly and is clean with no visible grain

Vertical Photos 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. This picture is stretched to fill the black sides but crops off the top & bottom. Vertical pictures result in black sides if not stretched.

Sizing Photos for Video Print: 300 dpi and higher is essential. Bigger the better. Video: dpi doesn’t matter. What does matter is the aspect ratio. Keep image size around 1700x960 (i.e) 853x480 (16:9 Wide Screen) aspect ratio High quality and vertical photos straight from the camera are a challenge to make look good at that ratio Avoid vertical & panoramic pictures 3072x2304 sized down to fit 853x480. Notice the black sides. Stretching to fill the sides crops the top & bottom areas.

Photo Editing Programs Flickr Picasa Photoscape Microsoft Office Picture Manager Adobe Photoshop $$

Video SEO Google finds your video content Google successfully indexes your video content Google will display your video content when specific keywords are entered as search terms

Video SEO Video optimization allows your video content to achieve maximum visibility among your target audience Plays an important role in your overall video strategy Should be used in conjunction with best practices for general SEO Its not just about syndicating your videos to multiple sites

How SEO Works: Spiders How Spiders Work Consumers use Google, Yahoo!, AOL, MSN or another search engine to locate an apartment The search engine sends out a spider to relevant web sites The spider reads content found on the pages and follows links to other pages within the site The search engine collects this information and stores it in an “index”, which usually includes most of the content visitors see 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) Source: SearchEngineWatch.com

How SEO Works: Relevancy Relevancy means choosing the keywords that best describes what the site or media asset offers. Quality traffic depends on relevancy. Target Your Audience ,[object Object]

Include keywords frequently throughout the page, near the top of the description, and in headlines. ,[object Object]

Keyword Generation 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… ,[object Object],- Use “apartments for rent,” not just “apartments” ,[object Object]

Plural, tenses, abbreviations, slang, synonyms, etc…

Different listings can target different keywords

Do not keyword stuff the short description,[object Object]

Optimizing Photos for Web Use the “Save for Web” feature Reduce image file sizes without sacrificing the quality of the images Use image specification tags- make small photos larger which saves space Use an online image compressor- reduces photo size without reducing the quality Use image editing program to convert images to a GIF or JPEG- loads faster Make the image names of your files match what is actually represented in the file Use special contextual tags for social sites with image search (captions, comments, cross-grouping, location, and themes) Use Alt Tags Optimize the page the image is on and use a robots.txt file

Automated Video Distribution 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.

Photobucket: One Click Sharing

Twitter: Sharing Videos Video sharing services make it easy to share video with your Twitter followers.

Twitter: Sharing Photos 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.

Maps & Geotagging View photos on a map and search photos by location

Send link to your groups and specific connections

Encourage company and residents to post it,[object Object]

Include SEO text and meta tags

Encourage people to blog it,[object Object]

Mobile 65m active users access FB thru mobile devices People who use mobile devices are 50%more active on SN’s Facebookjust named the most visited social network site on mobile internet increased >600% in ‘09 20% of tweets come from mobile devices

Real Simple Syndication (RSS) =

Why The Shift To Search? People are used to using search engines to find content online Consumers add the word “video” or “image” to the end of their search queries Universal/Blended Search

Share of Search Market 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: Source: comScore February 2010

Video Dominates Universal Search 58% of those who searched Google saw a universal result at least one time 38% who searched Google were served video in the universal Search page

Images & Universal Search Images make up 13% of share of Google Universal Search Results

Video Integrated Into SERP’s

Universal Search: TwitterReal-Time Results

YouTube Search Promotional Video Ads Advertisers bid on these positions Organic “Natural” Search Results No cost; results are based on YouTube algorithm of relevance to search query

YouTube Channel ,[object Object]

Use RSS to syndicate videosTip: Promote your channel on marketing collateral, email signature and social media profiles

YouTube Audio Swap 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.

In-Video Ad Formats More than four in five US Web sites accept in-stream video ads

In-Video Ad Formats Users prefer in-stream ads to any other in-video ad format

Why do them? Your viewers want to help – just give them the incentive New ideas take shape Give customers a voice Build brand awareness Increase traffic and leads Increases engagement Increases fan & followers Gain advocates

Contest Ideas Best decorated apartment Most creative use of space Best 30 sec spot promoting the property Most organized closet Best shoe closet How you live the life Best how-to-video Green living tips What’s your cause & how do you support it?

High Level Contest Checklist Objective Concept Creative Official Rules & Details Prizes Legal Seeding to contest submission sites Internal/External Communication Plan Promotion PR Judging/Voting Measurement

’08 Video Contest “If Only Your Apartment Furniture Could Talk”

Our Objective & Concept Objective 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. Concept 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.

Our Objective Video-Centric Social Media Contest Designed to entertain, engage & drive repeat visits Positions ForRent.com as video leader in the industry Seamless branding of products and services Consumers engage and interact with the brand Long-term value resulting from loyal users Personalized profile with pictures and interact with others via commenting, voting, rating and adding favorites

Contest Phases ,[object Object]

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,[object Object]

Objectives & Benefits Increase brand awareness, consideration and preference Increase traffic to ForRent.com Increase qualified LEADS™ to advertisers Represent competitive edge and position ForRent.com as video leader in multi-family housing industry Encourage consumer engagement, interaction & viral distribution Build up content to repurpose

Selection of Winners and Finalists Sponsor’s internal review panel choose 1Grand Prize Winner, 3 Finalists and one 1 randomly selected Voter. CONTEST: Contest winners will be selected according to the following judging criteria: - 20% Creativity and originality - 15% Overall quality and appearance of videos - 20% Relevance to contest theme ‘Ready2Move?’ - 24% Promotion of ForRent.com and/or For Rent Magazine and the usage of the branded billboard with tagline - 21% The total number of user generated Internet votes received SWEEPSTAKES: The Sponsor will randomly select the potential Sweepstakes winner from all eligible voting entries received during Phase II and Phase III.

‘08 vs. ‘09 Video Contest Results Source: Vitrue and Google Analytics

Contest PR According to Vocus, a PR software and news distribution service, the ForRent.com video contest generated $216,393.67 in free publicity.

Facebook Contest Results Total Photos Submitted: 32 Total Photo Votes (Likes): 2,100 Total Photo Comments: 388 Total Wall Post Comments: 196 Total Wall Likes: 39

Event Contest The ForRent.com Facebook Fan page saw a 92% increase in fans in August 17% increase in pageviews 32% increase in unique views 2,200% increase in photo views 14,700% increase in video views

Strategies Connect with your consumers Be present on online social networks and create a profile for your brand Replay offline campaigns on the Internet Post your last TV campaign on YouTube, announce your coming event on Twitter, post feeds on Facebook, Blog about your brand... Set up collaborative tools Answer comments left by users on blogs and videos. Read what they say about your brand Make sure you offer tools to your customers to share your content Cross linking is critical

Establish policies and guidelines internally

Integrate with traditional marketing

Get employees and residents involved,[object Object]

Video & Photo Sharing for Optimum Growth & Brand Exposure

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