online audio and video marketing
DESCRIPTION
This is a speech I gave at the University of Westminster, London, on 16 March 2011 on how small businesses can best capitalise on online audio and video marketing. I will add a voiceover when I get a second to add context.TRANSCRIPT
(C) Planet Content 2011
Creative Futures
Audio and Video Online Content for SMEs
16 March 2011
(C) Planet Content 2011
Chris Lee, Planet Content
@CMRLeewww.planetcontent.co.uk
(C) Planet Content 2011
Audio and Video
• Online hosted video: YouTube, Vimeo, Metacafe etc• Embedded video: web pages, blogs etc• Hosted podcasts and RSS feeds: iTunes• Embedded podcast players: web pages, blogs
(C) Planet Content 2011
Content Marketing
Website
Video
Web Publishers
Slideshare
Content Sites
Social Networks
Flickr
Blog
Audio
Industry Blogs
(C) Planet Content 2011
Video: Why does it matter?
• YouTube receives 490 million unique users per month• These viewers view 92 billion page views each month• Users spend around 2.9 billion hours on YouTube each month – more than 325,000 years!• 400 tweets per minute contain YouTube clips• 150 years worth of video is watched on Facebook each day
That’s just visits to the website and does NOT include videos embedded on sites or watched on mobile devices.
(C) Planet Content 2011
It’s not all about YouTube
(C) Planet Content 2011
Video: Benefits
Engagement - video offers tremendous opportunity to engage audience groups onlineMedia thirst – traditional media sites are constantly trying to compete over content librariesPR opportunity – creates opportunity for high-profile story placementCreative extension – opportunity to add further depth to a story SEO – video is awesome for search (universal search)
(C) Planet Content 2011
Building communities
Social networks – more than just video postingShared interests – people connect to other users who like similar content or post videos they like Channels – YouTube channels create audience bases that are informed when new content is uploadedComments – people post comments and views on videos. Star ratings are a powerful determination of ranking in YouTube and whether it achieves the all-important feature on the front-page
(C) Planet Content 2011
Business case for online video
Reach new audiences – creating and seeding content offers new search traffic possibilitiesEngage - video offers tremendous opportunity to engage audience groups onlineCost effective – creating and seeding video need not be expensivePersonal touch – creating video adds a human face to your organisation and makes your own website that much more appealingMarket trends – people research online more before making a purchase. Let them see your product or service in actionGrowing trend – in 2009, 67 per cent of US marketing managers said video would be an important part of their digital marketing*
* www.btobonline.com
(C) Planet Content 2011
Getting started in online video
Objectives – what do you want to get out of your video marketing?Strategy – how are you going to position/integrate your video marketing within your wider marketing mix?Budget – how much time and money are you willing to spend on video creation and seeding?Content – what type of content are you going to create and how will you brand it?Seeding – aside from video sites, which other social platforms do you plan to use to push your video content?Measurement – how do you intend to measure the success of your video campaigns?
(C) Planet Content 2011
Potential content
Training videosProduct reviewsContestsCustomer testimonialsVideo blogsPress announcementsCompany presentations
How to play Flamenco guitar (YouTube)
(C) Planet Content 2011
How to create online video
What you need:
IdeasVideo camera Sound equipmentVideo editing suiteFile converterClue up on copyright law
(C) Planet Content 2011
Cameras
Budget
Mid-range
£1,000+
(C) Planet Content 2011
Video production
Affordable quality – the explosion of video consumption online has brought with it a reduction in the expectancy of video quality and resolution Script writer – finding a good script writer is a very valuable exercise. Substantially reduces expensive to and froProduction – hiring a video producers is extremely important – more often that not they will manage the whole project, including editingBudget – costs can be in the hundreds, depending on the scope of work Length – it is best if videos do not shoot past one minute in length online – further reducing production costs
(C) Planet Content 2011
Editing suites
Free
Paid for
(C) Planet Content 2011
Creating a channel
Create accountPersonalise your pageUpload videoOptimise contentShare contentManage comments
(C) Planet Content 2011
Optimise your videos
• What’s the objective: home or hosted?• Think of your audience• Make title relevant• Use keywords and tags: classic SEO best practice• Balancing video hosted both on your domain and third party sites
(C) Planet Content 2011
Moderation
Hugely active sites such as YouTube attract a large number of ‘spammers’ – people posting inappropriate links and content in comments to capture people’s attention
Popular videos can also attract abusive comment as a means to scandalise and shock
When it is your own video post, it is possible to control the following:- Removal of inappropriate comments- Complete removal of ability to comment
(C) Planet Content 2011
Measuring success
What metrics to consider when measuring success:ViewsChannel subscribersEmbedsSocial media posting (e.g. Tweets)Inbound trafficLink backsUse analytics tools
(C) Planet Content 2011
YouTube Insights
(C) Planet Content 2011
The Numbers
• 55 per cent of people who watch an online video will go on to visit the company’s site• 30 per cent will visit a physical store•24 per cent will make a purchase as a result
- Kelsey Group 2010
(C) Planet Content 2011
Case study
Initial budget: $50Channel views: 6.5 million and risingImpact on sales: 700% increase
(C) Planet Content 2011
Podcasts
(C) Planet Content 2011
Just what is a podcast?
-mp3 audio file that can be downloaded onto a portable device or played from a website- Radio content is often made available as a podcast- Often episodic- Undervalued social media channel?- Targeted podcast search on iTunes
(C) Planet Content 2011
Why podcast?-250 million+ iPods -58 million podcast listeners-Reach new audiences-Entertain-Engage, add a personal touch, build relationships-Demonstrate thought leadership (new business)-Educate-Niche, interested audience-Add interactive content-Easy to build a subscriber base-Multiple verticals
(C) Planet Content 2011
Who’s podcasting?
(C) Planet Content 2011
Case studies
Business: Motley FoolLanguage: RadioLinguaTravel industry: VisitBath, Visit ScotlandMarketing: Internet Marketing PodcastMuseums: British MuseumTV: Discovery ChannelUniversities: iTunes UPolitics: No.10, AmnestyReligion: TheBiblePodcastTechnology: Apple Keynote
(C) Planet Content 2011
How to create podcasts
• Microphone
• Editing suite
• Podcast host (e.g. Podbean, Libsyn)
• iTunes RSS feed
• Something to say
• Someone to say it!
(C) Planet Content 2011
Recording/Editing
• Mic recording/call recording via Skype• Upload to editing suite• Cut and save as mp3 file• Upload to podcast host
(C) Planet Content 2011
Editing
• Take out anything you're not happy with• Tighten: remove and waffle and umming and erring• Keep it natural• Adjust levels if required• Top and tail (intro/outro)• Keep podcast to a palatable length
(C) Planet Content 2011
Hosting and seeding
(C) Planet Content 2011
What makes a good podcast?
• A passion and knowledge for your topic• Good equipment• Good editing• Erudite guests• Preparation• Enjoyment
(C) Planet Content 2011
Perfect delivery
• Practice• Listen to other podcasters• Develop your own style over time• Get comfortable with the microphone• Get comfortable asking and answering questions• Get comfortable answering questions• Have notes, facts and research to hand
(C) Planet Content 2011
Show me the money...
“Podcasting stats are weird things, it’s almost like it doesn’t matter if you see it working and you’re getting feedback from the podcast, and people are phoning up and saying ‘I’ve been listening to the podcast, you guys seem to know what you’re talking about, can we talk about blah, blah, blah?’, when they’ve already made the decision to do business with you, who cares about the stats?”
- Andy White, WireWorldMedia
(C) Planet Content 2011
Missed opportunity?
- Not indexed by search engines- iTunes is big but YouTube is bigger- Barriers to creation - So much rubbish out there – how do you get to the good stuff?- Dominated by traditional media (e.g. radio and print media)
(C) Planet Content 2011
Extra channel – extra visitors
(C) Planet Content 2011
Content creates links
“Links are still king. Not content. Content is just the king’s bitch.”
- Mikkel deMib
(C) Planet Content 2011
Podcast PR
- Sync up with your other activities – e.g. Create a hashtag on Twitter for your show -Seed wherever possible, build a blog around your podcast to add extra content, context and SEO benefits-Largely untapped: Why not pitch to podcasters to interview you or your client?- What about advertising or sponsorship? (e.g. Audible)
(C) Planet Content 2011
Case Study: Site Visibility
-A series of insider tips and practical advice on how to get the best from digital and search engine marketing- UK’s most popular Internet marketing podcast downloaded by over half a million people- Has led to significant new business wins- Added “Premium” package (new revenue stream)
http://www.sitevisibility.co.uk/impodcast/
(C) Planet Content 2011
Conclusion
- Good tactic if targeted, compelling, informative and sales-free- Provides a human face to organisation- Adds value to customer experience- Demonstrates thought leadership- Ripens customers for sale- Cheap and simple- You can compete with the big boys
(C) Planet Content 2011
Thank You
Any questions?
www.planetcontent.co.uk