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 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. “Look for instant content. With shoot-and-upload video getting easier and easier, everyone’s going to jump onto YouTube. The video rush of the last few years will look like a trickle.” ~ Ian Lurie

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

2. Agenda Did you know? State of Video & Photo 12 Steps for Building a Great Brand Using Photos & Videos Case Studies Lessons Learned

3. Did you know?

4. Over 50% of the world’s population is under 30 years old Source: US Census Bureau

5. 96% of Millennials have joined a social networking site Source: Mr. Youth and RepNation Media (April 2008)

6. Average family phone call today

7. YouTube is the second largest search engine

8. YouTube is the most popular video platform for video engagement in the blogosphere with 81.9% of total embedded and linked videos; followed by Vimeo (8.8%), Daily Motion (4%) and MySpace (1.1%). Source: Sysomos.com YouTube Report

9. 4 billion+ photos hosted & 4.8 million things were geotagged this month Source: Flickr

10. 50 million tweets per day — that's an average of 600 tweets per second Source: Twitter Blog

11. 99% of companies use social media for recruitment Source: Survey by OSCAR, talential, squeaker.net usage

12. More than 30 billion pieces of content are shared each month Average user is connected to 80 community pages, groups and events. If Facebook were a country, it would be the 3rd largest country in the world (behind China and India) Source: Facebook

13. People who use mobile devices are 50% more active on social sites 4 mobile phones were sold for every PC sold in 2009

14. 25% of search results for the world’s Top 20 largest brands are linked to user-generated content Source:: MarketingVox and Nielsen BuzzMetrics

15. State of Video & Photo

16. 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

17. Video is # 1 growth segment

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

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

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

21. 12 Steps for Building a Great Brand Using Videos & Photos

22. 12 Steps for Building a Great Brand Using Videos & Photos Listen Develop Internal Resources Define Objectives & Goals Follow Best Practices Develop a Content Strategy Publish your Content Optimize for Search Promote & Seed your Content Engage your Customers & Critics Discover Influencers Measure Results Tweak Strategy

23. Step 1 Listen

24. Listen: Monitor and protect your brand on the Internet using these tools: Global Internet: Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis Blogs and Microblogs: Twillerts, Technorati, Twitter Search, Google Blog Search, SocialOomph, TweetDeck, HootSuite, Seesmic, IceRocket, Monitter Facebook: Facebook Insights, SocialOomph Video Sharing Sites: YouTube Insights, Tubemogul, YouTube Comment Alerts Paid Services: Nielsen BuzzMetrics, Radian6

25. Social Media Training Step 2 Develop Internal Resources

26. Develop Internal Resources: Publish and Distribute a New Media Policy When are your employees your employees? Are you responsible for their actions when they are “on the clock”? Are you responsible for their actions when they are on their own time? Consider your audience and be authentic Remember to protect proprietary and confidential information Develop a Training Program What training are you going to provide for your employees? Proper use of your social media Proper use of social media in their lives

28. Friending your manager on Facebook and then complaining about your job can get you fired

29. “ There’s nothing new about employees behaving badly, but technology will always offer up new avenues to shock, intimidate and offend. ~ Shanti Atkins, CEO of ELT, Inc., specialists in online ethics ”

30. Step 3 Define Objectives & Goals

31. Define Objectives & Goals: Increase Brand Awareness: Create a general hype & enhance a product or service Increase Reach: Broaden reach of core company's target audience Generate Leads & Data: Improve referrals & repeat purchases Gain Content or Consumer Insight: Repurpose for future marketing initiatives Humanize your Voice: Engage socially, build relationships, reward your customers, and drive fan acquisition Gain Competitive Edge: Offset new competition

32. Step 4 Follow Best Practices

33. Follow Best Practices: 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

34. Step 5 Develop a Content Strategy

35. Develop a Content Strategy: Things to consider in your strategy: What is your mission statement, brand position or brand promise? What is your brand personality? What is your brand identify? What differentiates your brand? What is your company story? What do want your customer experience to feel like? Identify types of content

36. Use the power of storytelling and information to market your ideas

37. Content strategies must be supported by tactics: Strategy: Communicate Tactics: content, blogging and microblogging, video sharing, photo sharing, podcasting, media assets Strategy: Connect Tactics: social networks, print, Internet, mobile, outdoor, radio, TV Strategy: Collect/Categorize Tactics: social bookmarks Strategy: Customize Tactics: RSS, Widgets, Share Strategy: Conversation Tactics: comments, Q&A sites, reviews, forums

38. Step 6 Publish your Content

39. Publish your Content: Types of Content Branded Viral User Generated Content (Contests/Surveys) Product/Service Announcements Vlogging/Blogging Episodic Series Events Training Personal Experience Stories

40. Step 7 Optimize for Search

42. YouTube Ranking Factors Title Description Tags Views & frequency Likes, dislikes Playlist additions Flagging Shares Comments Age of video Video responses Subscribers Favorites Embeds & inbound links

43. More Possible YouTube Ranking Factors Social Media Activity & Buzz Blogs News/Press/Press Release interaction Crowd Sourcing – Influencers & Media Playlists YouTube Partner Program Close Captioning/transcriptions Insight/Trends/Analytics indicators Bulletins Authority Channel (Ex: BMW) Google & YouTube searches Channel Views Subscribers Social Bookmarking

44. Tips for Uploading to YouTube Create enticing titles are important Optimize the description text Maximize descriptive text (5,000 characters) Leverage tags Include most important keywords in the front of the titles, descriptions, and tags Allow commenting and rating Add tracking URLs to the descriptions (tiny URLs) Use annotations Respond to video comments

45. Optimize Videos

46. Recommendations for Uploading to YouTube Take advantage of HD HD – quality, multiple options 16:9 Aspect Ratio Recommended (4:3) letterboxed Resolution HD = 1280x720 or 1080p Else = 640x360 (16:9), 480x360 (4:3) Mp4 file format .h264 video compression AAC or MP3 audio compression Frames per second: 30 Maximum length: 10:59 (recommend 2-3 minutes) Maximum file size: 2 GB

47. 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

48. 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. Snapz Pro X $ Ambrosia software that allows you to effortlessly record anything on your screen, saving it as a QuickTime® movie or screenshot that can be e-mailed, put up on the web, or passed around however you want. 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.

49. 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

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

51. Some Examples

52. Long Tail Search

53. Image Search

54. Video Integrated into SERP’s

55. Google Universal Search

56. 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

57. Comments, Ratings & Views

58. YouTube Annotation Players

59. YouTube Annotations

60. YouTube Audio Swap

61. YouTube Closed Captions & Subtitles CC help with long tail search, don’t require audio, and are indexed by YouTube and Google

62. YouTube Playlists

63. Driving Traffic Back to your Site: InVideo Ads & Companion Ads

64. Driving Traffic Back to your Site: Text Overlay Ads

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

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

67. Step 8 Promote & Seed your Content

69. Internet

70. Email

71. Display Ads

72. Video sharing sites

73. Photo sharing sites

74. Mobile

75. PR

76. Internal promotion

77. Blogs & Social networking sites

78. Social bookmarking sites

79. Outdoor

80. Radio

81. TV

82. On-Site

83. Contest & sweepstake sites

85. 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.

86. Photo Sharing Sites

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

88. 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.

89. Some Examples

90. Make Print More Interactive

91. Optimize for the Mobile Space

92. iPad App

93. Facebook

96. Video Ads on your Website

97. Companion Ads

98. Google AdSense

99. Google AdSense Pre/Post Roll

100. Hello! Step 9 Engage your Customers & Critics

102. Vary content types and sources

103. Determine your frequency

104. Add value

105. Keep content timely

106. Post credible content

107. Offer incentives and reward customers

108. Ask for feedback

110. Encourage Sharing

111. Encourage Sharing, Voting & Commenting

112. Use RSS

113. Step 10 Discover the Influencers

114. Discover the Influencers: Here are some tips on how to identify them: Identify key players online and off: Are they young, tech-savvy professionals, bloggers, trendsetters, celebrities, locals? Conduct research: Use search, keyword and analytic tools, consider inbound links, surveys Look for patterns: Who is retweeting, Facebooking, bookmarking and commenting? Share of voice: Look for high follower/subscriber counts, multiple active discussion threads or responses, frequent posts/updates

115. Step 11 Measure your Results

117. Impact- how your efforts change consumers’ actions or opinions

118. Quantity- how many consumers interact with your initiatives

119. Quality- strength and depth of consumers’ interactions with your initiatives

121. Step 12 Tweak your Strategy

123. Evaluate the contest type

124. Evaluate the landscape

125. Trends come and go

126. Be nimble and adaptive

127. Consider your budget

128. Continue to identify key influencers

129. ForRent.com® Case Studies

130. YouTube 70+ city playlists and city specific videos 42,000+ channel views and 637,000+video views 5,000+ videos 280 subscribers

131. If Only Your Apartment Furniture Could Talk 20% Direct navigation increased 57% boost in college age visitors to site

132. Grand Prize Winner http://www.youtube.com/watch?v=sLnbt0N3et8 Other Fun Videos: True Lease http://www.youtube.com/watch?v=OhbjJEHnaT0 Your Apartment is Looking for You http://www.youtube.com/watch?v=1I9-ZFh89xI

133. Ready2Move? 24,000 79,000 335,000 Votes Unique Visitors Pageviews

134. Grand Prize Winner http://www.youtube.com/watch?v=IbYYhTkhcrA All Contest Videos http://www.youtube.com/view_play_list?p=37B2D71B803E8D0E

135. 2008 vs. 2009 Contest Stats

136. Keep the Momentum Going

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

138. Promotion Format 1. ForRent.com micro-site: – Contest Web site lived on www.Contest.ForRent.com – Users could watch and share videos without registration – Upload and voting function required user email registration – Watermarked logo clicked through to FRC from each video – E-mail a friend and social networking profile widget 2. ForRent.com Facebook application: – Application lived on an application page which was referenced from the existing ForRent.com Facebook page – Requires user to “allow access” to see and use all functions of the application (upload, gallery, etc) instead of email registration. – Major benefit: integrated “allowing access” will generate a Facebook news feed item for viral discovery (e.g. “Erica might win $10,000 in the ForRent.com “Ready2Move?” video contest)

139. Selection of Winners & Finalists On or about June 24, 2009 Sponsor’s internal review panel selected one (1) Grand Prize Winner, three (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.

140. Viva La Vie Boheme

141. Pet Pads Unleashed

142. Social Media Event Contest The ForRent.com Facebook Fan page saw a 92% increase in fans in August 09’ 17% increase in pageviews 32% increase in unique views 2,200% increase in photo views 14,700% increase in video views

143. ForRent.com Consumer Contest Comparison

144. Lessons Learned

145. Contest Lessons Learned Metrics and Rules: Establish clear metrics and contest rules before you begin your program. (Have legal review rules) Test: Test the full functionality of your campaign prior to the start. (Both front end and back end) Advanced Seeding: Begin blogger outreach 1-2 weeks prior to the contest versus during the contest. Resources: Estimate the amount of time and effort it takes to sustain social media momentum throughout the contest period. Timing of Announcement: Leave 1-2 weeks before announcing the winner in order to get winners scheduled for an interview.

146. ContestLessons Learned Budget: Promotional spend is critical to the success of the campaign. Don’t underestimate budget. Include an allocation for promotions, both planned and contingency. Think about hidden promotional costs. Prizes: Make sure the prizes are motivating, relevant & the contest concept is FUN. Continue the Momentum: Dedicate time to engage in long term social media by following up with the contest winners and entrants. Refine your Strategy: Learn from your mistakes, evaluate your metrics and the landscape. Trends come and go. Be nimble and adaptive.

147. General Lessons Learned Your viewers want to help – just give them incentive Content is king and contacts are queen – make connections with your brand advocates, local film schools and media institutions One media or one profile is not enough to see the effects With depleted resources you must be creative Top management must be on board Everyone needs to work together Set realistic goals and don’t expect overnight results Resolve to respond to customer service issues within three hours It’s ok to fail Have fun

148. Q&A

149. Follow Me slideshare.net/ericacampbell @ericacampbell linkedin.com/in/ericawcampbell facebook/ericawcampbell blog.forrent.com

150. http://www.flickr.com/photos/markkenny/4612192724/ http://www.flickr.com/photos/spacelion/2875145978/sizes/l/in/photostream/ http://www.flickr.com/photos/giesenbauer/3954123536/sizes/l/in/photostream/ http://www.flickr.com/photos/scarlet-ortiz/2908128232/ http://www.flickr.com/photos/zachklein/90665127/sizes/m/in/pho http://cdn.mashable.com/wp-content/uploads/2009/12/facebook-world.jpgtostream/ http://www.flickr.com/photos/sparktography/2485147794/ http://www.flickr.com/photos/markknol/2568436053/sizes/o/in/photostream/ http://robertallen.com/blog/?cat=12 http://www.flickr.com/photos/lindes/270568027/sizes/o/in/photostream/ http://www.flickr.com/photos/darrenhester/3901158717/sizes/m/in/photostream/ http://www.flickr.com/photos/vipulmathur/471634239/sizes/l/in/photostream/ Photo Credits