video marketing presentation
TRANSCRIPT
Online Video MarketingBe a Brand, Become a Media
… The New Strategy which brings about Real Transformation!
Summary Content1. Who am I?
2. Internet Marketing Reminder
3. What’s Video Marketing?
4. Best positioning in OVM
5. Some Tips
6. Targeting Matters
7. Case Studies
8. Be Patient
9. Contact
Arnaud Belhamou• From Central America
• Master of Science• Information Technology – Sp. Marketing• International Management
• Co-founder of FindYourWayInTheWorld
• Experience in Classic & Internet Media (8 years)
• Regional Marketing Manager – Cegedim (2 years)
Have you ever wonder…….why Magazine and Newspaper Advertising Space became so expensive?
- We all need to survive!
Advertising – Online VS Print
Ads TV vs Online Ads
Measurable Audience vs AnalyticsScalable Blast vs TargetingNew Thinking Usual vs Creativity
“According to comScore Video Metrix, more than 184 million U.S. Internet users watched online video content in October 2011, for an average of 21.1 hours per
viewer”- Paul Shread | June 2012 | Business Time
“Online video advertising is expected to grow 40 percent this year”- Robert Haskitt | Extreme Reach | Sep 18, 2012 | Business Insider
“The PR firm of 2017 will be different than the PR firm of today”- Jim Weiss | W20 Group | Oct 12, 2012 | PR Week
What is Internet Marketing?Web 1.0: Website, Banner, Blogging…“The main difference with the Web 1.0 and the Web 2.0 is that in 2000, if you did
not advertise you were a nobody, but now if you advertise in the old way…you are a nobody.”
- Martin Varsavsky – Founder of Fon (largest WiFi Provider - Latin America)
Web 2.0: SEO, Adsense, Social Media, Video Marketing, Apps…
Most used Online ToolsSocial Media is a many-to-many instrument of
communication. Users can now be involved in the information received.
REMINDER - most Popular SM Platforms:Facebook - 150 million people engage with Facebook on external websites.
YouTube - receives more than 2 billion viewers per day.
Twitter - 75% of total users use Twitter through third-party apps.
LinkedIn – over 70 million users worldwide.
Google+ - Over 60 percent of Google+ users use Google products on a daily basis.
WordPress Sharing Platform - 77% of Internet users read blogs through random searches or direct subscriptions.
Bonus Facts (Statistics from Online Media Gazette)90% of Internet users know at least one social network.The average social user has 195 friends.
What is Video Marketing?
Results in Reaching Your Dedicated KOLs (Key Opinion Leaders)
PRODUCE BROADCASTCHANNELS
The Interest(s)? Low-Cost Marketing / Highly Affordable Better Targeting Reach Fast ROI Attractiveness of the Content Including Promotion Direct ROI Develop a Network of KOLs (Key Opinion Leaders) Impressive Range of Analytics Broadcasting can be On-Going Can become a Stand Alone solution
Most Popular Video FormatsLifestyle
Motion Graphic
Mash-Up
Cllike.com
Jooix.com
Cebu Party Boat
Is there “Best Positioning”?Yes Be ObjectiveDo not go into the ‘Big Mac Effect’!You need to be proud of your product, to have
customers..
≠
Simply present your business
Evolve – Mixed Martial Arts
Some TipsMake your title countProvide excellent content (quality matters)
Include your URL in your videoGo beyond YouTube (website / newsletter / social
media…)
Do not under-estimate the power of InterviewsBeyond views:
Audience Retention User InteractionsEngaging Content Emotion - Ratio of
Shares
Targeting = KOLsWho are your customer?Who could be interested in your product?The interest is to cross-match between platforms & networkSmaller is the seed, higher will be the buzz.A buzz always starts among KOLs (Key Opinion Leaders)
Targeting by YouTube Press Play means Business
Success Story…
Case Studies (B2C)ManHunt 2012
Bean Artistes
Teaser
Time: 1 Weeks
Video: 22,000+ VwsFB: 80,000 ImpsFB: 650 Clk/Act
Event: 4,000 ivtsTotal - 600+ attendees
Event Coverage
FLVRZ Hip Hop Fashion
EVENT SHOPPING TRAVEL F & B
Cebu PB Boat Party Experience
PreludeRooftop Bar/Bistro
Teaser Teaser Teaser2 x ARTICLE 1 x ARTICLE
Time: 4 Weeks
Video: 7,000+ Vws
YT: 50,000 ImpsYT: 700 Clk/Act
FB: 750,000 ImpsFB: 350 Clk/Act
Direct - 65 buyers
1 x ARTICLE 3 x ARTICLE
Time: 4 Weeks
Video: 12,000+ Vws
YT: 156,000 ImpsYT: 600 Clk/Act
FB: 620,000 ImpsFB: 2,400 Clk/Act
Direct- Fully Booked
Time: 7 Weeks
Video: 14,500+ Vws
YT: 205,000 ImpsYT: 950 Clk/Act
FB: 980,000 ImpsFB: 3,200 Clk/Act
Direct – 135 cons
Case Studies (B2B & Creativity)An App ThingVerticalResponse.com
2,500+ views in 24hrs
Business Has Meltdown
Cisco
80,000+ views in 1 week
Successful SG YouTube ChannelEvolve Martial Art
Sport
Teaser
Joined: 25 Sept, 2008
Subs: 1,235T Views: 500,000
Total Videos: 69
WEBSITE
SG Youth OlympicSport
LIFESTYLE ENTERTAINMENT CONS. PRODUCT
TOURISM
SkyHobbieHobby
Singapore AirlinesTravel
Teaser Teaser TeaserYOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL
Joined: 12 July, 2006
Subs: 1,217T Views: 1,993,924Total Videos: 442
WEBSITE
Joined: 17 Oct, 2006
Subs: 609T Views: 1,844,898Total Videos: 370
WEBSITE
Joined: 15 Aug, 2012
Subs: 417T Views: 12,763
Total Videos: 57
WEBSITE
Other Interesting Channels…
• SG Open Rice• Burger King SG• Resorts World Sentosa• JobDB• Asian Food Channel• On Coffee Makers• Travel Channel TV• Import Food Channel
Quicker than SEO, but still..With just a newborn channel:Single video(s) hit -- rarely becomes a buzz
(direct)Multiple content, brings multiple viewersDirect results always appear after 2/3 months
“Just be patient. Let the game come to you. Don't rush. Be quick, but don't hurry.”
- Earl Monroe
Interesting readings NY Times:
http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.html?_r=0
Business Insider: http://www.businessinsider.com/ads-on-tv-and-online-ads-are-about-to-become-the-same-thing-2012-9
Mashable: http://mashable.com/2012/09/21/how-derrick-rose-and-adidas-turned-misfortune-into-great-marketing-video/
Social Media Today: http://socialmediatoday.com/robert-weiss/857841/how-marketing-video-will-improve-conversion-rates-across-your-sales-cycle?utm_source=linkedin&utm_medium=social&utm_content=81f77115-9037-4e5a-b8dc-fe37d1fb3896
¡Thanks!
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