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New technology and improved processes have brought the cost and complexity of video marketing so it is now accessible to organizations of all sizes. This presentation is packed with helpful tips, examples, and statistics that show how video marketing can help improve all your marketing efforts: SEO, email, and social media.
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© Tubifi 2012
How to Create Affordable Videos and Drive Revenue
Sponsored by:
© Tubifi 2012
Ian Brower
• He has worked on many global accounts including:–BMW, Kraft International, Swatch, Barclays Bank, Perrier,
Vodafone, Cadbury, Ford
• His work has been celebrated with awards including:–Clios, Sharks, Loeries, recognition at the New York and Cannes
festivals
• Chief Creative Officer and Co-Founder of Tubifi
• Former Executive Creative Director of Ogilvy and Mather
• He has over 30 years of experience in advertising
© Tubifi 2012
Micha Barnum
• At Avid he initiated the first ever integration between a video editing toolset and leading stock footage providers to drive down costs and unleash creative possibility
• He has led various innovative solutions for the media creation space in collaboration with leading industry technology partners and the MIT Media Lab
• Micha holds an MBA from MIT Sloan School of Management and a B.S. in Finance
• VP of Sales & Business Development at Tubifi
• Micha’s focus has been on innovative solutions in the digital media space
• He has over 15 years experience in the media, technology, and finance industries
© Tubifi 2012
Outline of Webinar
•Do you really need video?
•How to make video affordable
•How to make high impact video
•How best to use your video and how to measure its impact
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Video Example
• Please click the link to watch this video (will open in a new window/tab)
http://blog.tubifi.com/tubifi/babson-college-2/
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Do You Need Video?
© Tubifi 2012
Old Media
“Video is voice” to reach internet and mobile audiences
The Video “Perfect Storm”
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New Media
Newspapers
MagazinesTV stations
Radio
Attention Shift
Rapid growth of mobile devices, smartphones, and tablets
+ Broadband, 3G networks - streaming content
+ Social networks
= Pervasive use of video, power of viral video sharing
© Tubifi 2012
Video - The New Ticket to Play
8
Video increases engagement across key internet marketing channels
SOCIAL Website
© Tubifi 2012
Search Engine Optimization (SEO)
• ‘Video increases the chance of a front-page Google result by 53x’ Nate Elliott, VP and Principal Analyst, Forrester Research
• “Video results appear in about 70% of the top 100 listings” Marketingweek, 2011
• “If your competition has a video and you don’t, the competition wins. So I think we’re going to see video on almost every site that at least wants to rank.” Bruce Clay, SEO guru/consultant, CEO, Bruce Clay, Inc.
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Video is an essential part of any SEO Strategy
© Tubifi 2012
Website
• “Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.” Comscore
• “59% of senior executives prefer to watch video instead of reading text, if both are available on the same page.
• 80% of executives are watching more online video today than they were a year ago.” Forbes Insight
10
Video improves website engagement
© Tubifi 2012
Email Marketing
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Video improves email marketing effectiveness
200-300% increase in
click-throughs
75% decrease in opt-outs
• “Video increased email click-through rates 200-300%.“ Forrester Research
• “Video in an introductory email campaign led to a 75% reduction in subscriber opt-outs.” Eloqua
• "The number of marketers planning to use video in email campaigns has increased 5x [in the past year].“ Implix 2010 Email Marketing Trends Survey
© Tubifi 2012
Social Marketing
• “Viral Marketing” coined by Professor Jeffrey F. Rayport at Harvard Business School
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• “Marketing campaigns that use existing social networks to create brand awareness” – 400 tweets/minute with YouTube
links
– 200B videos viewed online per month
– “Charlie Bit My Finger” 282 million views “Video is easily shareable, a critical
element in viral marketing”
© Tubifi 2012
Awareness
Interest
Evaluation
Commitment
Referral
Repeat
Marketing Campaigns
How Does Video Impact your Funnel?
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Video aids each step in the conversion from prospect to
customer
Gets attention, SEO
Engaging, generates interest
Easy to learn product benefits
Increases likelihood to try
Easier to recommend, Facebook
Builds your brand
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How “Good” Should Your Video Be?
• How valuable is your brand?– We are all “video experts” Anyone flipping through the channels can
instantly detect poor quality video – ‘Customers viewing high quality video perceive companies and
products as more credible, trustworthy, and enduring’ (various studies)
Good video gets great results
• How important is ROI to you?– High quality video reduces bounces
and turns clicks into conversions– “If your advertising goes unnoticed,
everything else is academic.” Bill Bernbach, Co-founder, Doyle, Dane, Bernbach
• What is “good” ?– Elevates brand– Resonates with target market– Effective, has impact
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• “Cheesy Video Awards”– Engage, don’t enrage!
What to Avoid!
Elevate your brand, high-impact video is now affordable!
Animated photo montages
Long videos
– (aim for :30 to 1:00) 2:07!
• Low quality video
Shaky, grainy, bad lighting, bad acting
“Clipart” video
– Glorified Powerpoint
Dry videographer segments
© Tubifi 201116
How to Create High Impact, Affordable Video
© Tubifi 201217
Video Example
• Please click the link to watch this video (will open in a new window/tab)
http://blog.tubifi.com/tubifi/eme-international/
© Tubifi 2012
Produce Affordable Video
• It all starts with lowering your investment in production
• People no longer watch the same things at the same time
• Per second, advertising is more expensive that any major movie
• Online media costs are way lower than broadcast
• By 2012 online video will be a $40 Billion market
+1 (888) 988 – 2434 www.tubifi.com
© Tubifi 2012
Produce Affordable Video
Production costs have to come down
Quality has to stay up
© Tubifi 2012
Stock Footage
• Examples of leading content vendors that we partner with–Access to millions of clips unleashes creativity at low cost–HD quality footage at 90-95% lower cost
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Video Creation Process
• Quality video production is complex and expensive– 2 to 6 months to create– Can easily cost $100,000 and up
• Innovative process using existing content – Professional quality in as fast as 1 week and a fraction of the cost!– Collaborative concept development – see the video as its created!
High impact video marketing is now accessible to companies of all sizes
Low cost, Fast time-to-market
© Tubifi 2012
Video Production
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“Stock Footage” Replaces Production
• “Almost everything worth shooting has already been shot.”
Extensive libraries, millions of clips – ready to use for creative, compelling video
advertising
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Video Starts with a Great Idea
• The ‘story’–A creative concept–Script that tells a ‘story’ based on the concept
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How to Distribute Your Video and Measure its
Impact
© Tubifi 2012
How do People See Your Ad?
• Email campaigns– Add video link or video player to emails
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Video enables all of these distribution options
• Website : – Embed ‘video player’ on website– Online video platform (OVP) optimizes video
stream • Youtube, Metacafe, or Vimeo – Enable search for keywords that lead to your
video– Free, but they have other companies’ ads
• Social Networks – Facebook, Twitter– Video can be shared, and possibly “go viral”!
• Ad server technology– “pre-roll” for other video content (eg Hulu,
YouTube)
© Tubifi 2012
Measuring Success
• Performance metrics are essential to learning from experience and improving results
• Internet video provides unprecedented analytics
• Key metrics
27
–Entry: How many people exposed to the video watch it?–Engagement : How much of the video do they watch? – Impact: How many respond to a “call to action”? What is the
impact on sales, registrations, requests for more info, etc.
• Viewer data– Device type, geo, browser,
bandwidth, referrer, ISP, platform, screen resolution
© Tubifi 201228
Video Example
• Please click the link to watch this video (will open in a new window/tab)
http://blog.tubifi.com/tubifi/the-wow-initiative-for-stem/
© Tubifi 2012
Thank You
Ian Brower– Linkedin: Ian Brower– Email:
[email protected]– Twitter: @IanBrower
Micha Barnum– Linkedin: Micha Barnum– Email:
[email protected]– Twitter: @MichaBarnum
• We would like to open the floor for questions. Please type in your questions to the chat window on your Go To Webinar
• Please feel encouraged to connect with us and let us know if you have additional questions about your next step in creating high-impact video
Tubifi
– Website: www.Tubifi.com
– Email: [email protected]
– Facebook: Facebook.com/Tubifi
– Twitter: @tubifi
– Phone: (888) 988-2434
(888) 9Tubifi
© Tubifi 2012
Tubifi Inc.
Tubifi Creates, Publishes and Measures video in an agile, collaborative, stress-free way.
Our reason for being is to level the playing field and enable companies of all sizes, not just those with deep pockets, to capitalize on the power of video, to get real
value and quality, and drive revenue.
(888) 9Tubifi
(888) 988 – 2434
www.tubifi.com
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