Adding Some Fight Into Your Story
with Video

Digital Marketing is Changing

Marketing 2013: You Are a Storyteller

And It’s All About Engaging

But There’s a Lot of “Noise” Out There

Video Gives Your Story Some Fight
Feel the sting of my
video! No way your Internet
noise is going to ruin my
story!
Evil super villain
(aka “your
competitors”)
distracting users from
your story with
their noise.

But Do People Really Watch Online Video?
Cisco’s fifth annual Visual Networking Index Forecast predicts online video will
account for two-thirds of all consumer traffic by 2015.

It’s a “Multi-Screen” Fight
The “TV” is Not
Dead
Thanks to SmartTVs,
Apple TV, and
devices like Roku,
people can watch
your videos on their
big screen!
Online Video Impacts
the Bottom Line
From increased page
views to increased
conversion, video can
make a significant
impact to your revenue
Mobile is Where It’s
At
Mobile devices, like
tablets and
smartphones, are
driving online video
consumption
TV, Mobile, and Online

So Your Video Has to Be Everywhere
“The Multi-Screen World.” Google. 2012.

What Can Video Do For You?
“52% of consumers say that watching product videos makes them more
confident in their online purchase decisions”
Internet Retailer, 2012
“…shoppers who viewed video were 174% more likely to purchase than
viewers who did not…”
Retail Touchpoints Channel Innovation
Awards, 2012
“Online video now accounts for 50% of all mobile traffic and up to 69% of
traffic on certain networks.”
Bytemobile Mobile Analytics Report, 2012

Stop Just TELLING Your Story

Tips
 Tip #1: Live Creates Demand
 Tip #2: Make Video a Social Experience
 Tip #3: Publish Once, Deliver Anywhere
 Tip #4: Video In Content, Not Just Video As Content
 Tip #5: Getting the Most out of Third-Party Sites

Tip #1: Live Creates Demand
 When an event has a set time
and date, desire for the content
is enhanced
 Technology barriers are low
 Ustream
 LiveStream
 Stream to multiple devices
simultaneously
 Kinds of live events:
 Product demonstrations
(Google Hangout is Great!)
 Discussions with customers
 Field/Trade-show activity

Tip #2: Make Video a Social Experience
 Enabling all of your video with
social features enables users
to engage with each other and
with you
 Engagement is the key to the
success of your video (and
your digital presence)
 How to integrate:
 In player (during live video)
 In page (for VOD)
 Through apps (on mobile
devices)
 Can you monetize? Sure!
 “Social features brought to you
by {sponsor name}.”

Tip #3: Publish Once, Deliver Anywhere
 Different file formats for
different devices combined
with multiple bitrates for
adaptive streaming = HUGE
HEADACHE
 Produce h.264-based master
files (MP4)
 Utilize software/service
provider to automatically
convert master file into multiple
bitrates for target device at the
time of request
 Result? Kick your feet up.

Tip #4: Video in Content, Not Just As Content
 Having a video library is great
but it requires your users to
find it
 Integrate video directly into
article content
 Increases video views (as
users are already interacting
with the content)
 Increases time spent on page
USA Today Sports Section

Tip #5: Getting the Most out of Third-Party
Sites
 YouTube gets 4 billion video
views per day. This is where
the users are!
 Drive traffic to your site from
YouTube, Vimeo, and other
sites by posting 20s clips with
a “call to action” at the end
 “Want to see what happens
next? Click on the button to
see the whole video!”

Video Has to be Part of Your Digital DNA

What Do You Need to Make This All Happen?
 Creation—a process to create your
video content
 Management—an online tool that
manages your video files
 Publishing—an online tool that
publishes your video assets to your
website and third-party sites (like
YouTube)
 A good tool will also convert the
video automatically to mobile
formats
 Monetization—features in your
management/publishing software
that enable you to advertise in and
around your videos
 Measurement—any software you
use to manage your video assets
should provide detailed reports

Something to Keep in Mind (about
Mobile)

It Used to be About “From Point A to Point B”

Now it’s From “Point A to Point B, C, D, and E”

Mobile is the New Way to SHOW Your Story

Users Start Video on Mobile…

So The Experience Has to be Consistent

But It Should Also be Unique to the Device

Thank You!
jt@llnw.com