ONLINE VIDEOTHE SWISS ARMY KNIFE OF INTERACTIVE

Source = YouTube Blog – Dec 2010 – total #video views worldwide

700,000,000,0006,895,656,577

= 100 videos/human

OPPORTUNITIES & BENEFITSWITH ONLINE VIDEO

Generate Response – Video Advertising

Vs. 0.1%For text/image ads

Work-Related Video Can Drive Senior Executives To Take Action

Drive Engagement & Action - Communication

Source = Forbes Insights – Video in the C-Suite, Dec. 2010

Survey of 306 executives at U.S. companies with annual sales exceeding

$500 million.

Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008 | Forrester Blog

Videos Dominate Universal Search

38% of users were served video inGoogle’s Universal Search

Break Through the Clutter – Video SEO

“Any given video in the index stands about a 50 times better

chance of appearing on the first page of results than any given text page in the index”

– James L. McQuivey,Vice President, Principal Analyst -

Forrester

Control Your Brand - Reputation Management

Power To The People – United Breaks Guitars

Reportedly cost United $180M off their share price

Source: HuffingtonPost.com 7/24/2009

Sell Products & Services - Conversions

Of people who watched video:• 55% took one or more actions

– 43% visited website– 22% requested info– 18% went to physical location– 15% made a purchase– 11% forwarded to friend– 9% signed up for product/service

trial

46% of shoppers who view video purchase larger orders.

Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” | 2Internet Retailer

76% of top 200 North American retailers have no presence in Google Video

The E-Commerce Video SEO Opportunity

Source: State of Video in E-commerce Report Q2, 2010

Top 10 retailers by number of videos indexed by Google

Embracing Online Video Like It’s Going Out Of Style

Zappos.com Video Strategy - Comprehensive

Zappos Video Initiatives• 2009 – Initial testing• 2010 – Goal = 50K videos

– 57,509

• 2011 – Goal = 100K videos

Zappos Video Strategy• Product videos• How-to videos• Brand marketing• Internal communications• User-generated product reviews (2011)

Zappos.com Video Results - Powerful

Zappos Video Results• Product page conversion• Returns• Customer satisfaction

Zappos Keys To Success• Honest, personal, informative• Diffusion everywhere

– Website, YouTube– Facebook - 2011

“What works the best is the fact that our videos are very real. There is value in being candid. There's an emotional connection that can’t be captured via

photograph or text”

– Laurie Williams, Zappos.com Video Product Manager

VIDEO = SOCIAL MEDIA

Online Video Is Inherently Social Media

Sources = Jun Group 2010 Trends and Insights From Social Video – Jan, 2011 | YouTube Blog – Jan 25, 2011

150 years worth of YouTube video is watched on Facebook every day.

YouTube “Enhanced” User Channel YouTube “Carousel ” Brand Channel

Don’t Forget Your YouTube Brand Presence

What Happens When You Ignore YouTube?

DRIVING VIEWS AND INTEREST

WHAT CONTENT WORKS BEST FOR ONLINE VIDEO?

99.67% of YouTube videos have less than 1M views - TubeMogul.

“…most YouTube videos get less than a couple of hundred views.” – YouTube Help

You Want To Go Viral? = Russian Roulette

What Video Content Works?

Create Magnetic Content:• Content that naturally attracts consumers Vs. interruption marketing

Tell a Story• Is the content unique?• Is the content useful?• Is the content well executed?• Is the content fun?• Is the content honest?

Tips• Be candid• Consider well-known talent• Dedicate resources• Don’t play viral roulette

What Video Content Usually Doesn’t Work?

Online Video = Lean Forward vs. Lean Back Experience– The classic disruptive marketing approach often = FAIL

THANK YOUMARK ROBERTSONmark@reelseo.com