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Maximise your video ROI by following these tricks from experts in the App and video marketing industry.
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Orama’s video for our collaborative app ZOHO Pulse has been watched over 100,000 times since launch and is helping draw viewers to our website and convert traffic into
subscribers. Raffic Aslam,
Creative Director, Zoho
Pictures from Shoot for Zoho.com – 10 Million Users
Tech Looks Even Smarter On Film • Boost traffic and downloads: MagicSolver increased its conversion rate with Orama’s
videos
• PR appeal: Our videos have been featured in BBC Click, CCTV (Chinese National TV), AppleDaily (Taiwan) Le Monde, Le Parisien, and more
• Attract investors: On Kickstarter, projects with a video have a 50% higher success rate. On Crowdcube video is required.
“Gaming is the industry that dominates on YouTube”
Pixability Report – February2014
An integrated solution for Tech & App Videos • Creation
• Scripts, Storyboards, Storytelling • Filming or capture of actual screen footage • Animation • Voices
• Optimization • Video SEO • YouTube optimization and channel management • Content management
• Performance • Reporting and analytics • Consulting • Guaranteed views and engagement
Shooting for success: video marketing in the mobile app economy Picture taken from Clash of Clans advert Mobile apps, such as video
games, have now realised there is an audience in video marketing. This game even runs commercials on television.
An example where your app could be promoted...or not, if you are not in the top
list. How will you make yourself stand out?
Mechanisms that will spread your mobile app games: challenge friends, reward achievements, incentivise
sharing
Recently, App Previews have included App trailers, making it a new vital element in your marketing strategy
à
1,10%
3,00%
13,40%
Banner Ads Inters<<als Video
Click Through Rate, Mobile Ad Formats
Framework for ROI ex: KONY
Awareness Apprecia<on Advocacy Ac<on
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ROI: The 4 As- IAB
awareness appreciation
action advocacy
awareness Awareness of social
media platform
appreciation Engagement and appreciation of
content on social media platform
APPRECIATION
action Solicits a response or influences purchase
behaviour in some way
advocacy Creates WOM or
stimulates advocacy
KPIs can be assigned to one or more of these 4 As to tell a bigger story
Define and measure core KPI metrics by
social media platform (soft metrics & hard
financials)
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Framework for ROI ex: KONY
Awareness Appreciation
Advocacy Action
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Video ROI: KPI
Awareness Watch time
Views = Proxy
Appreciation Likes
SUBSCRIBERS Views/subs
Advocacy Shares
Comments
Action Downloads
Click
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1% of videos on YouTube will reach 1000 views
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The traditional process (TV)
Marketing Video Concept Production
Broadcasting choice ROI?
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At Orama.tv: >12K views on average <1K views when we “just film”
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A new process for online
Marke<ng Video Concept Produc<on Broadcas<ng
choice ROI Op<miza<on
YouTube Vine Self Hos<ng
Of Channel Of Videos
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The social video world
UGC +
Views Link building Engagement
SAAS +
Control SEO
Call to Ac<on
Yourself?
Everywhere? (seeding)
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Hosting in practice
To YoutuBE or not
To YoutuBE?
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The social video world
Best for AWARENESS ADVOCACY
Aim for:
• Views • Subscribers growth
Best for ACTION
Aim for: • Educa<on • Ac<on
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Hosting in practice
To YoutuBE or
To Wistia?
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Getting closer to the ACTION
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Content & Format
The mediocre teacher tells. The good teacher explains.
The superior teacher demonstrates.
The great teacher inspires.
William Arthur Ward
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Storytelling
The mediocre VIDEO tells. The good VIDEO explains.
The superior VIDEO demonstrates. The great VIDEO inspires.
ReelSEO
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Content management: Orama.tv case studies
Growth: Unlocked • Webinars: unlisted • Tutorials: unlisted • Keep the promotional videos and case studies on YouTube • Improve content
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Content management: Orama.tv case studies
Sustainable growth • Optimize channel • Create content strategy and calendar • Standardize production values • Improve formats and story
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Summary
Video marketing • Is here to stay • Is effective • Getting bigger
Go beyond viral • Grow your community • Scale your relationships • Mix data with emotions, visuals,
personal connections
Never “just post” a video • Optimize • Measure • Iterate
Contact Details
George Osborn
[email protected] Twitter: @MobileMavs
Newsletter: bit.ly/mmvnews
George Aliferis
[email protected] Twitter: @OfficialOrama
Newsletter: bit.ly/1uVGxAl
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