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/

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Team up with others with

complementary skill sets and knowledge

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