Online Video_ Streaming_ YouTube_ and Beyond

Online Video: Streaming, YouTube, and Beyond Presented by: Patrick Bedall Metro Productions Opening Thoughts  Why Video? – – – – Video is Dynamic Reaches a Passive Audience Video is no longer “out of the box” thinking Quality video is no longer cost-prohibitive What We’ll Learn        Why video matters Targeting your video to your audience Budgeting for video Video styles and your company’s image Online video Viral video Using YouTube Advantages of video       Emotional Personal Motivating Consistent Message Powerful Cost effective Internal vs. External Applications INTERNAL EXTERNAL -Training -Orientation -Safety -Motivational -Informational -Marketing -Advertising -Recruitment -Investor Relations -Awareness/PSA -Trade Shows Who is your audience?  Demographic – – – – Age Gender Culture Location Home or Work TV or Computer Public Venue  Viewing environment – – –  Needs / Motivation – – – – Personal / Business Family Financial Security Today’s audience        Media Savvy Tech Savvy Distracted Busy Skeptical Short attention span Exposed to cluttered media channels Capturing this Audience So, how do we capture an audience with video?    Quality of message and production Audiences tune out poorly produced media Shared experiences Audience wants you to have “felt their pain” Personality People buy from people, not companies  Short and Sweet Get to the point Production Value  What is Production Value? – – Video Quality (lighting, audio, acting, graphics etc.) Message Quality (copy, style, theme)  Why is it important? – – – Credibility Effectiveness Longevity  How do you maximize Production Value? – – – Professional Partner Coordination and Planning Direction and Goal for the production Budget Thoughts Content  High end – – – Drama with Actors Animation Multiple Locations  Lower end – – – Using employees Existing graphics Testimonials Budget Thoughts  Length – – – DVD- 5-10 Minutes Tradeshow- 1 Minute Streaming video- 1-2 Minutes  Turnaround Time – – – Standard turnaround- 2-3 months Shortest turnaround- 2 weeks “Good, Fast, or Cheap… Pick 2” Production Considerations       Standard Definition vs. High Definition Use of stock footage Existing footage vs. New Footage Use of still photography Repurpose existing graphics Planning for the future saves money Developing Your Message  The best videos are short. Use video to motivate more than educate. Speak in terms of benefits, not features. Chose a video Style that fits your message.    What the Style Says About You  Video is representative of you/your company What does your video say about your brand?   What sort of video makes sense for you? Video Styles        Dramatic Video Testimonial Narration driven Music video Animation Facility Tour Reality Video delivery methods         VHSDead CDROMDead Broadcast/Cable- Expensive DVDMainstream Blu-RayToo new Streaming video- Quality increasing with Bandwidth Pod CastingNarrow application YouTube etcGrowing Online / Streaming Video  What is the advantage of Online Video? – – – – Reaches a large audience affordably Trackable Flexible Easily Updated CASE STUDY -MediCorp Viral Video: BREAKING THE RULES  What is a Viral Video? Has it been used successfully?   Can you benefit from viral video marketing? Viral Video Styles In order for a video to become “Viral” the subject matter needs to be:    Shocking Sexy Funny How do these styles fit your brand? Top Viral Video Viral Video: Tips        Content beats quality in a Viral Video Don’t make it an advertisement Keep it short Don’t use copyrighted material Experiment with title optimization (“exclusive, behind the scenes”) Experiment with thumbnails (exact middle of the video) Produce multiple videos and post them all at once Keep trying. Viral video popularity is unpredictable Integrate viral video into your marketing mix   Viral Video: Tips  Put your video everywhere. YouTube is not the only option. – – – – – MySpace Google Video Facebook Digg Blogs and Forums      Consider video sharing sites like TubeMogul Promote your video. Send it to everyone you know Make comments on your videos. Create controversy Link to your website. Better yet a custom landing page Track it, change it, track it, change it. Viral Video: YouTube  Traffic on YouTube: – – People are watching hundreds of millions of videos every day Hundreds of thousands of new videos uploaded daily Age range: 18-55 Gender: evenly divided between men and women 51% of users go to YouTube weekly or more often 52% of 18-34 year-olds share videos often with friends and colleagues.  Demographics of YouTube: – –  Frequency of Use: – – Dancing Matt- Success Story? Different approach to Viral Video.  Original Viral Video  Stride Gum Sponsored Video Stride Website  Creating a YouTube Channel   Basic set-up Diving deeper: other functions – – – – Link your blog Add favorites, subscribe to other channels Join a group to discuss videos Embed into your website  Facebook- upload video and/or drive traffic to your YouTube channel Selecting a Production Partner   Most important factor: past performance Resources – – People Equipment  Always get bids… see what everyone has to offer, compare, and then choose the best fit. – Lowest price ≠ Best value Online Video Success: Questions? Thanks for joining us!