Marketing & Tech Innovation Conference - Paul Casinelli

The Video Marketing PlaybookGet your video marketing into shape and drive success

Paul Casinelli

Director, Product Marketing

Brightcove

©2015 Brightcove Inc1

54%of the buyer journey

is driven through digital

channels and content


the year 2002

TODAY

Average adult attention span?


helps you deliver

impressive marketing results

with video

4 ©2015 Brightcove Inc

Video is one of the most powerful

ways to drive marketing results


©2015 Brightcove Inc

The “YouTube is Good Enough” Play


REASONS

• SEO-Focused

• It’s where the people are

• Like and share content

• It’s free!


The “YouTube is Good Enough” Play

REASONS

• SEO-Focused

• It’s where the people are

• Like and share content

• It’s free!

CHALLENGES

• Not your branded property

• YouTube-land…

• Give up control, security, scalability, integration and support.

7


The “Do It Yourself” Play

REASONS

• We have an IT department

• We know our systems the best

• We won’t have to invest a lot of

time and money in this…

8


The “Do It Yourself” Play

REASONS

• We have an IT department

• We know our systems the best

• We won’t have to invest a lot of

time and money in this…

CHALLENGES

• Clunky system with a bad experience

• You invest a lot of time and energy…

on something that is always outdated.

9


Five questions to ask yourself

1. Video converting to business results?

2. Delivering great video experiences on every device?

3. Video content integrated into the web experience?

4. Video technology integrated with marketing tools?

5. Internal teams struggling with organizing and managing large video libraries?



Drive Toward Business Results

UNDERSTAND YOUR VIDEOS

• What is engaging?

• Where can I make changes?

• What should I do next time?

11

UNDERSTAND YOUR AUDIENCE

• Best-performing videos

• Most popular video landing pages

• Most popular days to publish videos



Delivering Results, Wherever Your Audience Is

HIGH QUALITY VIDEO IS MORE IMPORTANT THAN EVER

• 20% of total online video consumption is mobile … it will be 40% in 2018

• 32% of brands identified mobile optimization and content marketing as their main goals



Best-of-Breed Video Experiences

13

66% of consumers have more

positive view of professional platforms vs. YouTube

Control the Player experience

CREATE BRANDED VIDEO

EXPERIENCES EVERYWHERE

CREATE BRANDED VIDEO

EXPERIENCES EVERYWHERE


Best-of-Breed Video Experiences

14

• Create engaging video portals

• 100% increase in time on site

• Reduced bounce rate 12%

• Increased conversion rate


Video Solutions Must be Team PlayersTake advantage of the power of video to strengthen

your marketing workflow.

15


Help with the Long Play

THE SOLUTION MUST

SCALE AS YOU GROW

• Content management

• User management

• Strategy Resources

• Support organization to

help you at a moment’s

notice


Video Quick Wins Playbook5 plays you should run immediately!


Video Quick Wins Playbook

Play #1

Add video to homepage

and landing pages.

300% increase in

conversion!



Play #2

Track performance.

Shape marketing strategy

and effectiveness!



Play #3

Push videos to

social channels.

Extend reach and

build audience!



Play #4

Plug your video strategy

into your workflow.

Make it easy!



Play #5

Create a video portal plan.

Double time on site and

conversion rates!


It’s so easy…

Within a week!

The Marketing & Technology

Innovation Summit will have one…


Brightcove Video Marketing Suite

• Video Marketing Suite Pitch Slide

24



The most comprehensive suite

of video technologies for the needs

of the modern marketer

25


Video Content Management Player Experiences Global Video Delivery

Lightning Fast Encoding Social Sharing Real-time analytics

Content Protection Calls to action Technology Partner

Your Video

Content

Your Marketing

Results

Your Audience

Thank [email protected]

@PaulCasinelli

@brightcove

Visit brightcove.com/vms to

• Watch some cool videos!

• Download the ExactTarget case study

• Access video marketing resources