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Brightcove Inc.
INTRO
2
Who are you?
Brightcove Inc.
INTRO
3
My company paid for the trip?
Learn new things?
See cool new tech?
Learn how to make money?
Why are you here?
Brightcove Inc.
INTRO
4
Who am I?
Brightcove Inc.
INTRO
5
• Why is video important?• What videos do we need to make?• How to create video?• How to drive action from video?• How to measure results?
What are we talking about today?
Brightcove Inc.
INTRO
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Why do we care about video?
Billions of Views 79% of the Internet 65% CTR Increase
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157% 105% 2x
Video is one of the most powerful ways to drive marketing results
increase in ORGANIC TRAFFICfrom search engines
increase in TIME ON SITE the OVERALL CONVERSIONfrom sites without video
INTRO
Brightcove Inc.
INTRO
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Video changes minds
Video drives action
Video is measurable
Why do we care about video?
Brightcove Inc.
JOURNEY
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Where is video used in the customer journey?
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Awareness• Shorter, high quality videos• Explainers, thought leadership,
stats and fact animations• Teasers for social media• Social sharing buttons in player
Engagement• Longer, detailed content
for researchers• How to, product demos,
customer success stories• Gate video with lead forms mid
or post roll• Integrate with MAP and CRM
Conversion• Product-specific content• Integrate with CRM• Shoppable video players• Place video by the order button
Retention• High quality product support videos• Related video pathways• Tie video with personalization
on website
Advocacy• Customer testimonials• UGC• Attach to a social community
GOALSSWhat are you trying to accomplish?
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Awareness• Shorter, high quality videos• Explainers, thought leadership,
stats and fact animations• Teasers for social media• Social sharing buttons in player
Engagement• Longer, detailed content
for researchers• How to, product demos,
customer success stories• Gate video with lead forms mid
or post roll• Integrate with MAP and CRM
Conversion• Product-specific content• Integrate with CRM• Shoppable video players• Place video by the order button
Retention• High quality product support videos• Related video pathways• Tie video with personalization
on website
Advocacy• Customer testimonials• UGC• Attach to a social community
CONTENT
Which ones are for you? (Pick 2-4)
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• Support• Testimonials• Explainer• Teaser
Start with the easiest content to make.CONTENT
EASY
HARD
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ScreencastPRODUCTION
Quicktime Player (free)You already have this!
AirServer:https://www.airserver.com/Download/MacPCX-Mirage:http://www.x-mirage.com/x-mirage/Reflector:http://www.airsquirrels.com/reflector/
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Mobile RecordingPRODUCTION
HD Camera
Audio First!
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Distribute widely and wiselyPUBLISH
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Video Analytics and ROI
Macro level analytics• Total views• Referral sources
Micro level analytics• User identification• Conversion event• Time viewed
ANALYTICS
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Brightcove Platform
CMS
Marketing AutomationCustomer Relationship Management
EmailSocial Platform Interactive, CTA, forms
1:1 Personalization Profiling and Targeting
Internet Of
Things
TECH
Integrating Video With Your Tech Stack
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Brightcove Ecosystem | Marketers
INTERACTIVE VIDEO
CONTENT MANAGEMENT SYSTEMS
MARKETING AUTOMATION PLATFORMS
CUSTOMER RELATIONSHIP MANAGEMENT ANALYTICS SOCIAL
CONTENT DELIVERY NETWORKS
DISTRIBUTION & SYNDICATION
CAPTIONS & TRANSCRIPTS
Brightcove Inc.
TAKE AWAY
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What is your next step?
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