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Adding Some Fight into Your Story with Video

  1. Adding Some Fight Into Your Story with Video
  2. Digital Marketing is Changing
  3. Marketing 2013: You Are a Storyteller
  4. And It’s All About Engaging
  5. But There’s a Lot of “Noise” Out There
  6. 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.
  7. 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.
  8. 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
  9. So Your Video Has to Be Everywhere “The Multi-Screen World.” Google. 2012.
  10. 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
  11. Stop Just TELLING Your Story
  12. 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
  13. 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
  14. 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}.”
  15. 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.
  16. 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
  17. 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!”
  18. Video Has to be Part of Your Digital DNA
  19. 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
  20. Something to Keep in Mind (about Mobile)
  21. It Used to be About “From Point A to Point B”
  22. Now it’s From “Point A to Point B, C, D, and E”
  23. Mobile is the New Way to SHOW Your Story
  24. Users Start Video on Mobile…
  25. So The Experience Has to be Consistent
  26. But It Should Also be Unique to the Device
  27. Thank You!

Hinweis der Redaktion

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