Learn more about the emergence of video in business and how to produce successful videos. This presentation explores important video factors like length, syndication, and completion rates. I delivered this presentation at the Online Marketing Summit in San Diego in February, 2012.

1. Accelerator | San Diego | Feb 9, 2012| #SESAcc
Cisco
• Cisco is the worldwide leader in networking. We transform how people
connect, communicate and collaborate
• Our customers include world-class enterprises, global service providers,
small businesses and consumers
• #62 in the 2011 Fortune 500 with $40B in revenue
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2. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
The Network Delivers Video
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3. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Cisco and Video
• Cisco produces over 1,000 videos each year for educational and marketing purposes
• We have CiscoTV production studios throughout the world
• We produce most of our videos in- house, but we also use agencies to produce videos
• We feature videos throughout Cisco.com, blogs, a custom YouTube channel, and a variety of
other social media
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4. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Video is Emerging
• The total U.S. Internet audience viewed 42.6 billion videos in Oct. 2011 (Search Engine Watch)
• Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video
content property with a record high of 20.9 billion videos viewed in Oct. 2011 (Search Engine
Watch)
• Over 70% of web users watch online content in a typical week and nearly a fifth take action
after watching an online video ad (Burst Media*)
• In Oct. 2011, 184M U.S. internet users watched online video content for an average of 21.1
hours per viewer (for the month) (Search Engine Watch)
*Burst Media study, Oct. 2011 Your loo here @lesliedrate

5. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Types of Business to Business Video
Series 1
Series 2
Series 3
Series 4
Series 5
Series 6
Series 7
Category 1 Category 2 Category 3 Category 4
eMarketer Report, July, 2010 Your loo here @lesliedrate

6. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Videos Are an Important Content Type
• YouTube is the second largest search engine on the web
• Web pages with video have a 50% better chance showing up on the first page of Google than
pages with just text (Forrester Research)
• We tend to feature videos prominently, and they are usually in the top clicked-on items on the
page
• Only a small percentage of visitors view videos during their visit to Cisco.com, but they are
valuable visitors – they spend more time on the site and view more pages
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7. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Video Facilitates the Customer Purchasing Process
Awareness Exploration Assessment Purchase
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High Cost = More Clicks
• There’s no relationship between the cost of a video and the number of views or completion
rates
• A video datasheet can easily receive more clicks than a high-end, agency-produced video
over time
• There are visitors who browse and visitors who are fact finding
• Browsers are more likely to look at video overviews
• Fact finders want to drill down, so they will look at datasheets
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9. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Video Length Should Be Based on Venue
• Evaluate the metrics to determine where the video received the most views
• Does it get more clicks on your site or social media?
• Keep videos intended for social media short – 90 seconds
• Make the length appropriate for the medium and content type
• Cisco.com videos range from 1 minute to 45 minutes
• Invested decision makers will invest more time in videos with product information
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10. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Viewer Drop-off
TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and
YouTube stars (i.e.sxephil) were included in the sample, which spans video sites and platforms
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11. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
The Myth of the Viral Video
Fewer than 1% of YouTube videos ever break one million views
TubeMogul Study - took a sample of 2,508,420 random YouTube videos in Q1 CY’10 to compare all-time views. Your loo here @lesliedrate

12. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Cisco Retail Video
TubeMogul Study - took a sample of 2,508,420 random YouTube videos in Q1 CY’10 to compare all-time views. Your loo here @lesliedrate

13. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Invest Once – Use Many Ways
• All videos are posted to Cisco.com (preferably in more than one place) and YouTube
• Remember to link to videos from other pages and sites
• Video is also a big asset for our blog posts, Facebook, and other social media
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14. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Understanding Customer Behavior
• Cisco has a lead generation program based on understanding how customers interact with our
marketing across multiple channels
• We use weighting in this program to convert more visitors into qualified leads
• Video is an asset to this program
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15. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Global and Translation
• Cisco has 86 global sites
• Localization is not always an ROI decision because site visitors expect a well-rounded
experience
• We always try to translate video on global homepages
Cisco China
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16. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Measure and Inform Video Producers
• We measure video performance 60 days after each launch
• We share the results of the evaluation with the stakeholders who produced the videos and
recommend what they can do better next time
• We review numbers like clicks on Cisco.com, YouTube, completion rates, and other factors like
poor production environments or speakers with heavy accents
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17. Accelerator | San Diego | Feb 9, 2012 | #SESAcc
Thank you for attending.
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