online video for business
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Using Online Video for Your BusinessLeveraging the power of online video to grow your business
Learning Objective & Goals
Understand: Inspire & Motivate:•Benefits of online video•Uses, types, tools & styles •Basic processes• Itʼs not as mysterious or difficult as
you might think• It doesnʼt have to break your budget
• Inspired & Motivated to get started•Have ideas for your own business
Why Use Online Video?
Online Video Landscape (Who, What, Where)
Process (How)
Exercises & Demonstrations
Agenda
Huge spike in traffic when I published new videos onlineVideos Published
What Got Me Hooked on Online Video
Perceptions
What comes to mind when you hear the words “Online Video”
Expectations
There’s a lot to learn but you don’t need to know everything to be successful
Online Video SkillsetPlanning, storytelling, scripting...
Shooting video
Editing
Publishing
SEO
Promoting and Marketing
You don’t have to be an expert in all of these. Focus on your strengths.
??? ?WHYshould you get into online video ?
Of the 1.73 Billion Internet users worldwide
80% watch online videos
84% watch online videos
in the U.S.
http://www.reelseo.com/146-hours-online-video-viewer-59b-online-video-ads-december-2010/
In March 2011, 174 million U.S. Internet users watched online video
The average American Internet user watched 889 minutes of online video in March 2011
The duration of the average online video
was 5 minutes
By 2013 video will be 90% of all consumer traffic and 64% of mobile
http://techcrunch.com/2009/06/09/cisco-by-2013-video-will-be-90-percent-of-all-consumer-ip-traffic-and-64-percent-of-mobile/
Video gets people’s ATTENTION
Average time spent on a website without video
57 Seconds
Average time spent on a website WITH VIDEO
6 Minutes
1 min 2 min 3 min 4 min 5 min 6 min
“video simply engages people in a way that static text and images cannot...
...dozens of studies that show the power of video to boost customer interaction, drive sales, encourage viral
sharing, and build brand awareness.
Source: http://mashable.com/2009/12/09/business-video-tips/
Video will help you rank better
in Google
Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking
http://techcrunch.com/2010/03/10/video-seo-top-google-search/
Universal Search Results
“Videos in universal search results have a 41% higher click through rate than their plain text counterparts.”
http://www.reelseo.com/videos-ranking-universal-search-results-video-seo-study/
http://www.youtube.com/watch?v=39ip0XowwRA
Video Sells
Products
Buy Now!
Click!
46% increase in conversion rates with
video on a page - whether watched or not
Buy Now!Click!
Source: www.reelseo.com/videos-sell-products-watch/
Source: http://visualwebsiteoptimizer.com/split-testing-blog/video-conversion-rate/
WSI Superior Web Solutions report that “52% of online video ad viewers take action and 16% make purchases” (Marketing Sherpa).
Benefits - SummaryYou’ll rank better in Google
More people will find your site or brand
Once on your site, people will tend to stay longer
People will be more engaged and connected with you
Your conversion rate will probably improve
People will understand your product or service better
You can reduce the time you spend answering questions
WHOis using it?
All over the world, business are using online video to:
InformEducateEntertain &Connect with
Their Customers
WhoBig businesses
Small businesses
Non-profits
Entrepreneurs and consultants
... every type of business entity of all shapes and sizes is using online video in some way
WHATkinds and types of videos are they producing ?
Advertising
How-Tos
Product Descriptions & Demos
Types and Styles
Live Action ScreencastsAnimation &
Motion Graphics
Photo Slideshows
Live Streaming
How Business Are Using Online Video - Some Examples
What different styles are used in these videos?
Do any of the styles or types resonate with you and your business?
Which videos are made with just software, no video camera?
Are these video hard-selling or soft-selling?
How successful do you think these videos have been for the companies who produced them?
Some Examples
http://digitalsplashmedia.com
Review ExamplesWhat different styles were used in these videos?
Do any of the styles or types resonate with you and your business?
Which videos were made with just software, no video camera?
Are these video hard-selling or soft-selling?
How successful do you think these videos have been for the companies who produced them?
TrainingCustomer Testimonials
EventsVLOGS
Video Podcasts...
More Ways to Use Online Video
More Ways to Use Online Video42 Ways To Use Online Video For
Business Marketing
http://www.reelseo.com/42-ways-online-video-business/
Secret:“Your video does not have to be professionally produced to be successful and tell a story.”
Steve Garfield - Get Seen: Online Video Secrets to Building Your
Business
WHEREshould you upload your videos?
VenuesYouTube - 2nd largest search engine
Tubemogul - upload once, distribute to others
Brightcove, Wistia, et al - $, keep from being shared, stats-galore
Self-hosted - not easily shareable, more technically involved
Venues
YouTube most popular video platform for embedded & linked videos with 81.9% market share.Sysomos.com YouTube Report
Want to promote your brand? Upload to YouTube
Venues - Facebook
http://www.reelseo.com/facebook-video-marketing/
Facebook is the 2nd largest referral source for video.
Recording Video Directly In Facebook - poor quality
Embed video in your Facebook business page - easy to share and by “liking” the video, they become a fan
Post YouTube videos as links on your wall. YouTube views plus easily shareable and likeable in Facebook
Screen Convergence
ComputersVideo Content
Mobile
TVs
Online video is coming to has arrived on your
TV
That means your videos can be on
TV!
Don’t Forget MobileVideo accounts for 35% of mobile usagehttp://www.reelseo.com/youtube-mobile-data-usage/
http://www.reelseo.com/mobile-sticky-video/
Mobile video is “stickier” than online video
Don’t Forget MobileIf you're publishing video content and want to keep your audience growing and connected to your content, you will need to make sure that your video is available via all manner of mobile devices.Hint: YouTube does a good job at this.http://www.reelseo.com/mobile-video-grows/
HOWdo you create your own online videos ?
Good content - Content is kingPlan aheadDon’t blatantly market yourselfQuality (But content trumps quality)Keep it short!
Some Keys to Good Online Video
The Basic ProcessIdentifyGoals
PickStyle
Pre-Production
Production
Post-ProductionSharePromoteMeasure
Identify Your Goals
Increase traffic to websiteIncrease conversions. i.e. $Educate and inform your customersShow how your products workBuild brand awareness & loyalty
What are your business needs?
http://www.reelseo.com/types-online-video-business/
Identify a Style
http://www.reelseo.com/choosing-video-style/
Identify the type of video & style that’s appropriate for your business.
Identify a StyleFrom ReelSEO.com:
HumorInformational/InstructionalDemonstrationTestimonialCommercialInterviewPerformanceArtisticInspirationalDocumentaryShockingCombinations
http://www.reelseo.com/choosing-video-style/
Identify a Style
Choose a style that’s consistent with who you are and what your business is.
Be Genuine.
Don’t try to be something you’re not
Pre-Production - Story & PlanningThe planning stageBefore camera starts rolling Create scripts & storyboardsScout locationsDetermine budget
Pre-Production - Story & PlanningSome videos about storyboarding:
http://www.youtube.com/watch?v=vcXfgBLRv_E
http://www.youtube.com/watch?v=pWPjjoOFIu8
http://www.youtube.com/watch?v=e-yeI83fN6s
ProductionThe shooting stageShooting with video camera if live actionCapturing computer screen for screencastsCreating & animating for animated infographics
ProductionGreat resource for learning more about video production:
VideoMaker.com
http://www.videomaker.com/video/
Vimeo Video Schoolhttp://vimeo.com/videoschool/101
ProductionWant to learn more about videography on Maui?
Take a class at Akaku Community Television - Akaku.org
What kind of video camera should I buy?
That Depends...
But start with what you have - smartphone, digital camera
ToolsVideo camera & accessories (tripod, microphone, etc.)
Screen capture software
Editing software
PowerPoint & Keynote!
Tools
Don’t get hung up on needing expensive camera gear.
Some great videos have been produced with just some simple software ...
... or an inexpensive video camera and iMovie (free)
Flip VideoAquatic Fitness Concepts shows how
they install their swim spas by shooting video with an inexpensive Flip Video
camera
http://technology.inc.com/hardware/articles/201003/flip.html
Thai food brand Curry Simple, uses his Flip to ask customers what they think of his products
Anybody know who Gary Vaynerchuck is?
Anybody know who Gary Vaynerchuck is?
Yeah, but...Iʼve heard it takes hours
and hours of shooting just to come up with a few minutes of
video...
...not necessarilyJeff: “How much time is it taking to do those Shockles videos?”
Eric: “The script is pretty much in my head. I jot down some notes (5 minutes), do a dry run or two (5 minutes), and then we shoot. We might do 2-3 takes, sometimes from a different angle. So each one takes perhaps a total of 20 minutes. Max. Then it takes Rod (a professional videographer) another 20 minutes each to edit and tweak.
Now if we were to do something a bit more upscale, I would figure around an hour each. That would include shooting from different angles, overdubbing the voice, etc. If you wanted to get real fancy with a script, good lighting, and more pro studio time, 2 hours each (for a 40-60 second spot).”
In other words...
http://technology.inc.com/hardware/articles/201003/flip.html
Focus more on developing your story and message than on the technology
Production - Video Sizes
1280 x 720 (HD 720p) 16:9 Aspect Ratio
1920 x 1080 (HD 1080p) 16:9 Aspect Ratio
720 x 480 (SD) 4:3 Aspect Ratio
Post-Production - EditingSelect the shots you wantArrange the shots to tell the storyTrimAdd transitionsIncorporate, text, music and narrationAdd effects
Post-Production - Encoding
CODECH.264
.mov
mp4flvavi
Quicktime16:9
NTSC
1080iNeed to compress video to share onlineCODEC - Compressor/DecompressorLots of file formats and CODECs
720p
HD 16:9 Aspect Ratio Recommended (4:3) letter boxedResolution
HD = 1280x720 or 1080pElse = 640x360 (16:9), 480x360 (4:3)
Mp4 file format .h264 video compression AAC or MP3 audio compression Frames per second: 30 Maximum length: 15min (recommend 2-3 minutes) Maximum file size: 2 GB
Sharing - Uploading & PublishingToo Complex?
Current editing software export QuickTime to YouTube
Stick with the basics for YouTubehttp://help.youtube.com/support/youtube/bin/answer.py?hl=en&answer=55744
Not complex enough?
Post-Production - Encoding
http://www.slideshare.net/ReelSEO/encoding-video-for-the-web-webinar-from-reelseocom
Video SEOVideo SEO is a set of techniques designed to make sure that:
•Google finds your video content•Google successfully indexes your video content•Google will display your video content when specific keywords are entered as search terms
Sharing - OptimizingYouTube Ranking FactorsTitle Description Tags Views & frequency Likes, dislikes Playlist additions FlaggingShares Comments Age of video Video ResponsesSubscribers
Favorites Embeds & inbound links
Use YouTube Annotations
http://www.reelseo.com/youtube-marketing-tips-partners-annotations-playlists/
http://www.youtube.com/watch?v=UxnopxbOdic
Add annotations
Solicit feedback
Add links to send viewers to more of your videos
Learn more:
Optimizing for YouTube
Learn more...
http://www.slideshare.net/ReelSEO/dfw-semyoutubeonlyfinal
YouTube Tips for Partnershttp://youtube-global.blogspot.com/search/label/tips%20for%20partners
PromotingOnce your video is published online...
Blog it Embed it Tweet it Share it Facebook it
20 Free Tips to Get Your Videos Seen on YouTube and Beyond
1. Hook viewer in first 10 seconds (teasing highlights)2. Keep it short. A one-minute video will almost always trump a 3.3. Encourage interactions. Controversial questions to viewers can jolt views.4. Personalize it. Look at camera as if it’s a friend’s eyes Read more --> http://willvideoforfood.com/2011/04/06/20-free-tips-to-get-your-videos-seen/
Twitter Video Marketing
http://www.reelseo.com/twitter-video-marketing-tips/http://www.reelseo.com/twitter-micro-video-twitvid/
Embed “micro-videos” on your Twitter page10 - 30 second clipsGreat for smartphonesIndexed by Google very quickly
Google Video SitemapsA great way to provide Google with information about your videos is to create and submit whatʼs known as a video sitemap to Google. Google video sitemaps tell Google all about the video content on your website.
http://digitalsplashmedia.com/2011/01/google-video-sitemaps/
How To Embed a YouTube VideoClick on the Embed buttonPick your desired sizeCopy the embed codePaste it into your blog or website
YouTube or Vimeo Video Gallery
Easily create video galleries on your site
Measuring & TrackingWho’s watching?Where are they watching?How much are they watching?Links followed
Video AbandonmentExpect to Lose 20% of Your Audience Within the First 10 Seconds of Playback
http://corp.visiblemeasures.com/news-and-events/blog/bid/14410/Benchmarking-Viewer-Abandonment-in-
Online-Video
Assess
Figure out what worked and what didn’t Make adjustments for next video
WHENis the best time to upload your video?
When to Post Video
Stay away from weekends and Friday afternoon (when there’s a lot of viewing but heavy competition).
Mornings are good and Tuesday is a heavy consumption day.
Exercises &Demonstrations
Online Video SkillsetPlanning, storytelling, scripting...
Shooting video
Editing
Publishing
SEO
Promoting and Marketing
Where are your strengths? Start there!
Exercise 1: Brainstorming SessionEach person say what their business is
Identify business need that video can support (goals)
What style would suit your business?
Do you have any ideas for videos for your business?
Everyone else, brainstorm more video ideas for that business
Exercise 2: Script & StoryboardWe’ll take a video idea and identify some key story elements textually
Then we’ll sketch some storyboard ideas for that
Exercise 3: iMovie, Keynote & Camtasia Demo
5 Tips for Using Video to Grow Your Business in 2010: http://mashable.com/2009/12/09/business-video-tips/
YouTube Your Business With Online Video: http://sbinformation.about.com/od/marketingsales/a/videoads.htm
The Three Types of Online Video for Business: http://www.reelseo.com/types-online-video-business/
34 Ways to Use YouTube for Business: http://webworkerdaily.com/2009/07/28/34-ways-to-use-youtube-for-business/
YouTube for Your Business: http://www.pcworld.com/article/133278/youtube_for_your_business.html
How To Use YouTube To Drive Business: http://www.businessinsider.com/youtube-business-2010-2
Using Viral Video to Boost Sales: http://www.inc.com/magazine/20100201/using-viral-video-to-boost-sales.html
5 Ways Small Businesses Can Take Advantage of YouTube: http://www.reelseo.com/5-ways-small-businesses-advantage-youtube/
Online Video Marketing Myths Busted!: http://onlinevideopublishing.com/2010/05/01/online-video-marketing-myths-busted.aspx
Video = Fastest Growing Website Feature for Small Businesses: http://www.reelseo.com/video-small-business-advertisers/
Online Video Marketing Basics: Part 1 - The Case For Online Video & Why You Should Get Involved: http://www.reelseo.com/case-online-video/
Online Video Marketing Basics: Part 2 – Choosing A Video Style: http://www.reelseo.com/choosing-video-style/
Online Video Marketing Basics Part 3 – Self-Produce Or Hire A Professional? http://www.reelseo.com/basics-3-produce-hire/
Online Video Marketing Basics: Part 4 – Choosing The Right Video Production Equipment http://www.reelseo.com/online-video-marketing-basics-part-4-choosing-video-production-equipment/
Online Video Marketing Basics: Part 5 Video Distribution: Where Should You Upload Your Videos? Online Video Marketing Basics Part 5 http://www.reelseo.com/video-marketing-basics-5-distribution/
Video Demos: Powerful, Effective, & Yet Still Pretty Rare http://www.reelseo.com/video-demos-elevator-pitch/
Five Ways Pocket Video Betters Business: http://technology.inc.com/hardware/articles/201003/flip.html
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YouTube’s Tips for Partners Series: http://youtube-global.blogspot.com/search/label/tips%20for%20partners
Vimeo vs. YouTube vs. Facebook vs. Viddler vs. SmugMug: Who reigns supreme in online HD video hosting?: http://www.starksilvercreek.com/2009/04/vimeo-youtube-facebook-viddler-smugmug-review-comparison-reigns-supreme-online-hd-video-hosting.html
HOW TO: Create a Call to Action in Small Business Video: http://www.reelseo.com/call-action-small-business-video/
5 Tools For Integrating HTML5 Video in Your Website: http://mashable.com/2010/05/18/html5-video-tools/
How to Host Video with WordPress: Advantages of YouTube vs. Self-Hosted:http://www.mcbuzz.com/2010/how-to-host-video-with-wordpress-advantages-of-youtube-vs-self-hosted/
E-Commerce Retailers Find Value in Online Video: http://www.reelseo.com/retailers-find-online-video/
Video SEO Guide – VSEO Tips & Techniques For Online Video: http://www.reelseo.com/seo-for-video/
Whe
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Whe
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Team up with others with
complementary skill sets and knowledge
Whe
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http://www.amazon.com/gp/product/0470525460/ref=oss_product#reader_0470525460
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