Global InfoDev

Mainak RoyDeepak Ravishankar

Enhancing Customer Experience - A Case Study on Product Video Evolution

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Agenda

• How we changed our approach?

• Write how you talk, not how you write

• Build your brand Implement SEO Advantages of Playlist Trusted Links

• How do we Build Trustworthy Links?

• Case study Analysis Advancement

• Defining a topic for a video

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How we changed our approach

• Increasing the spread of the videos through multiple social media platforms

• Connecting with the audience

• Thinking for the people, bots are not our audiences• Design naturally• Focus on readability and marketability

• Being unique• No duplication - Unique naming convention and content for each

video

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How we changed our approach (Cont…)

• Being focused• To the point content and description helps the Search Engines to

locate the videos easily• Use the search algorithms in your indulgence

• Being indexable• Ensure key messages can be crawled easily• Focus on primary keywords

• Redirecting• Use existing trusted links for redirection

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Write how you talk, not how you write

• Include an introduction to the video. Build your story.

• If there are any prerequisites, state them at the beginning.

• State the purpose of the step, wherever necessary.

• Ensure that there is logical flow between steps.

• Use the active voice.

• Write clearly; use concise sentences and simple language.

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Write how you talk, not how you write (Cont…)

• It’s acceptable to use contractions in the video script.

• Avoid acronyms unless you are sure they will be understood by the audience.

• Spell out symbols or units.

• Don’t use jargon.

• Don’t use parentheses.

• Read out your script loud to ensure that it sounds natural.

• Keep in mind that you are not writing a technical manual.

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Build your brand – SEO

• Multiple product videos are posted from Dell to YouTube and DTC on a daily basis. How do we influence our BRAND by creating soft channels?

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Build your brand – adv. Of playlist

• Multiple product videos are posted from Dell to YouTube. How do we influence our BRAND?

• A single playlist, can offer an end- to-end solution.

• Playlist are being used as a repository for the technical and product marketing team.

• Existing playlist provides improved search results for the newly added videos.

• Ask yourself: what message should be sent through the YouTube channel to the viewers?

• Playlist is indexed separately in Google.

• Increase customer experience by placing related videos together.

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Build your brand – Trusted Links

• Trusted links: Links that redirects you towards a reliable page.

• Usually, links from a reliable source get a click.

• What is a trustworthy source? – influential individuals/groups/companies/organizations.

• Don’t demand; send invitations to your community members.

• Quality content cannot just be created in minutes, it needs to be promoted—create a buzz!

• Promote quality content to build.

• Work on outbound links as well.

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How do we Build Trustworthy Links?

• Conduct KeyWord research before you name the videos.• Use the KeyWords in titles, tags, and descriptions to optimize the SEO techniques.• Implement the KeyWords in images (yes, search engines can extract KeyWords from

images).• Don’t lose your audience, keep engaging.

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Case Study – Analysis

Device Type

Views Avg. View

Duration

Computer 3136 1:33

Mobile 276 1:18

Tablet 131 1:24

TV 4 2:29

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Case Study – Advancement

2011 2012 2013 2014Average View Duration

42% 66% 58% 62%

Traffic Sources

Google Search

0.5% 6.8% 9.3% 14%

Embedded Player (DTC)

28% 62% 37% 20%

YouTube Search

23% 5.3% 19% 16%

External Website

17% 16% 29% 32%

Unknown 29% 7.1% 7.8% 22%

YouTube Suggestions

37% 2% 1.3% 2.5%

Estimated Minutes Watched

111 4651 4698 1729

Average Views for Top Videos

200 4784 3300 1101

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Defining a topic for video

• Call log Analysis – Scrub call logs, to know more about the customer’s pain points and field issues.

• Listen to your Audience - Follow the discussions over DTC forums. Try to understand the real time scenario by interacting with the customers. What the user is expecting (product guidance, installation procedure etc)?

• Feedback - Ask for the marketing feedback.

• When to Launch - Synchronize your videos according to Release schedule. Information needs time to flow through different channels.

• Generate Social Signals.

• Assessment - Revisit the top calls after 2 Qs. Try to identify the calls on that particular product/topic again and measure the influence.

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Takeaways

• Video content needs to be unique.• Accurately describe the videos with targeted keywords. Promote them using

authentic/company owned channels. Let the others spread the videos through their own accounts.

• Recollect, there is a character limit of 60 words for the title, place keywords in the heading.• Generate stream of traffic, via social signals.• Reach multiple time zone at a time.• Attract your followers from different platforms.• Remember, number of view is more important than like; generate VIEWERs.• Different social media platform has different ranking factors, make use of that.• Evaluate after 2-4 weeks.• Re-work on the indexing if required.

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• http://origemedestino.org.br

• http://24.media.tumblr.com

• http://www2c.cdc.gov/podcasts/AudioScriptWritingGuide.pdf

• http://info.sagitec.com/Portals/108364/docs/Script_Writing_for_Video_Tutorials_Intercom_Magazine_Feb_Issue.pdf

References