2. How is online video different
from TV commercials?
• TV commercials are 30 seconds of sales tactics,
marketing lingo, and persuasive calls-to-
action.
• Online videos must be informative,
entertaining, and/or share-worthy in order to
succeed.
• TV commercials do not promote branding and
user engagement as well as online video.
• People share interesting, entertaining videos,
not commercials.
3. Why is online video valuable?
a) Improved User Engagement
a) Perception -> Emotional Response -> Appraisal of Meaning ->
Evaluation of Meaning
b) Brand Awareness
a) Display “human” side of the company; stronger connection to
audience
b) Professionalism and Brand Quality
c) SEO
a) Generate traffic
b) Improve conversions
c) Build Links
d) Improve online presence
4. When does online video work?
• Video is an integration of text, image,
and sound toward a unified goal.
• Ask yourself:
o Would this content lose something if it were just text and
image?
o Does this idea or content require aesthetic as well as
conceptual engagement?
• If the answer is YES, make the video!
• If the answer is NO, try a different medium.
5. Goals
• What do you want to achieve?
• Pick out the core purpose of your content:
o Improved User Engagement
o Brand Awareness
o Search Engine Optimization
• Should you build different bits of content
to achieve different goals?
• Can you hit all goals with one video?
6. Goals
• Who is your target audience?
• What style of content will work well to achieve for your
goals?
• If your goal is:
o Improving User Engagement – Create thought-provoking, useful information or
creative value and invite further action following playback.
• Consider appropriate placement of video content on the page.
• Consider social responses and comments.
o Branding – Create engaging ad, generate buzz, create informational content.
Interviews with staff to improve brand trust. EMOTIONALLY ENGAGE.
o Search Engine Optimization
• Conversions - Enrich an existing page with content. Aid users in decisions
about taking the next step.
• Building Links – Make exceptional, useful, share-worthy content.
o News Releases
• Presence on Video Search Engines – Entertain, Instruct, Provide
Useful/Interesting information
7. Phase One – Clean Up
• Go through existing online videos and
determine which are still relevant, which are not.
• Make Private/Unpublish old, irrelevant videos
• Determine which videos can be used on the
website to supplement pages/material and
improve SEO and conversions
o Are they informative? Are they entertaining? Are they
share-worthy?
o If there are no videos that will benefit the website,
consult with video team to produce new videos
STRICTLY for the web!
8. Phase Two - Implementation
• After choosing which videos are helpful for the
website, determine where and how to embed
them to maximize SEO benefits.
• Upload/Embed on pages with highest potential
for ranking
• Embed with custom iframe codes and social
sharing buttons to make it easy for others to
share directly from the website
9. Phase Three - Syndication
• After the videos have been established on
the website, THEN we make them public
and share on YouTube, Vimeo,
Dailymotion, and other social video sites.
• Share and upload to Facebook, Google
Plus, Twitter, and other social networks,
crediting the website as the source
10. Measuring Success
• Continuous monitoring of data and analytics
will have to be performed during each stage to
see which videos are the most successful at
driving traffic and conversions.
• Video analytics software will help determine
these metrics in the first two stages, so we know
which videos might be best to share in the third
stage.
• Accurate testing and measurement of
engagement cannot be achieved without the aid
of this software.
