This is a presentation that I gave at the Omnicom Group meeting in Paris, France. It's all about why brands should be leveraging online video across their interactive marketing initiatives.

1. ONLINE VIDEO
THE SWISS ARMY KNIFE OF INTERACTIVE

2. 700,000,000,000
6,895,656,577
= 100 videos/human
Source = YouTube Blog – Dec 2010 – total #video views worldwide

3. OPPORTUNITIES & BENEFITS
WITH ONLINE VIDEO

4. Generate Response – Video Advertising
Vs. 0.1%
For text/image ads

5. Drive Engagement & Action - Communication
Work-Related Video Can Drive Senior Executives To Take Action
Survey of 306 executives
at U.S. companies with
annual sales exceeding
$500 million.
Source = Forbes Insights – Video in the C-Suite, Dec. 2010

6. Break Through the Clutter – Video SEO
Videos Dominate Universal Search
38% of users were served video in
Google’s Universal Search
“Any given video in the index
stands about a 50 times better
chance of appearing on the
first page of results than any
given text page in the index”
– James L. McQuivey,
Vice President, Principal Analyst -
Forrester
Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008 | Forrester Blog

7. Control Your Brand - Reputation Management
Power To The People – United Breaks Guitars
Reportedly cost United $180M off their share price
Source: HuffingtonPost.com 7/24/2009

8. Sell Products & Services - Conversions
Of people who watched video:
• 55% took one or more actions
– 43% visited website
– 22% requested info
– 18% went to physical location
– 15% made a purchase
– 11% forwarded to friend
– 9% signed up for product/service
trial
46% of shoppers who view video
purchase larger orders.
Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer

9. The E-Commerce Video SEO Opportunity
76% of top 200 North American retailers have no presence in Google Video
Top 10 retailers by number of
videos indexed by Google
Source: State of Video in E-commerce Report Q2, 2010

10. Embracing Online Video Like It’s
Going Out Of Style

11. Zappos.com Video Strategy - Comprehensive
Zappos Video Initiatives
• 2009 – Initial testing
• 2010 – Goal = 50K videos
– 57,509
• 2011 – Goal = 100K videos
Zappos Video Strategy
• Product videos
• How-to videos
• Brand marketing
• Internal communications
• User-generated product reviews (2011)

12. Zappos.com Video Results - Powerful
Zappos Video Results
•  Product page conversion
•  Returns
•  Customer satisfaction
Zappos Keys To Success
• Honest, personal, informative
• Diffusion everywhere
– Website, YouTube
– Facebook - 2011
“What works the best is the fact that our videos are very real. There is value in
being candid. There's an emotional connection that can’t be captured via
photograph or text”
– Laurie Williams, Zappos.com Video Product Manager

13. VIDEO = SOCIAL MEDIA

14. Online Video Is Inherently Social Media
150 years worth of YouTube video is
watched on Facebook every day.
Sources = Jun Group 2010 Trends and Insights From Social Video – Jan, 2011 | YouTube Blog – Jan 25, 2011

15. Don’t Forget Your YouTube Brand Presence
YouTube “Enhanced” User Channel YouTube “Carousel ” Brand Channel

16. What Happens When You Ignore YouTube?

17. WHAT CONTENT WORKS BEST FOR
ONLINE VIDEO?
DRIVING VIEWS AND INTEREST

18. You Want To Go Viral? = Russian Roulette
99.67% of YouTube videos have less than 1M views - TubeMogul.
“…most YouTube videos get less than a couple of hundred views.” – YouTube Help

19. What Video Content Works?
Create Magnetic Content:
• Content that naturally attracts consumers Vs. interruption marketing
Tell a Story
• Is the content unique?
• Is the content useful?
• Is the content well executed?
• Is the content fun?
• Is the content honest?
Tips
• Be candid
• Consider well-known talent
• Dedicate resources
• Don’t play viral roulette

20. What Video Content Usually Doesn’t Work?
Online Video = Lean Forward vs. Lean Back Experience
– The classic disruptive marketing approach often = FAIL

21. THANK YOU
MARK ROBERTSON
mark@reelseo.com