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Supercharge Your Video
Room 214 |
           Marketing & Distribution
Room 214 || SuperchargeFOR BRANDS
            INSTAGRAM Your Video Marketing & Distribution



A Perfect Time for Video
There is no doubt that video has become one the most important components
of a successful content marketing strategy. Consumers are demanding more
video content as smart phone usage, tablet adoption, and internet download
speeds skyrocket. The explosion of social media has enabled people to easily share content and
has illustrated that video is often one of the biggest drivers of engagement.


“60% of business people said they would rather watch a video explanation than read the
text on a webpage.” [source Forbes.com]


                                                  Benefits of video as a content vehicle:
                                                  • Higher retention rates
                                                  • Lower website bounce rates
                                                  • Easy to embed
                                                  • Increased engagement and sharing

      Random Acts of Kindness Video
                                                  What brands are doing with great videos:
                                                  • Increase brand awareness and interest
                                                  • Entertain with a compelling story
                                                  • Complex products/services explained
                                                  • Introduce ideas that inspire change
                                                  • Drive action

      Animated Whiteboard Video




Before You Begin
Outlining a video marketing and distribution strategy is an important step to consider before a video
is produced. Taking this step provides a gut check that your investment will be well spent and also
helps to lay the groundwork for a successful video campaign.




ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
Room 214 || SuperchargeFOR BRANDS
            INSTAGRAM Your Video Marketing & Distribution


I’ve Just Made a Video, Now What?
Let’s assume you have a high quality video with a clear message that resonates with your target
audience and contains a strong call to action. How will you get that video in front of the right
eyeballs? Let’s take a look at how paid, owned, shared and earned media can be integrated for
maximum effect.



                                                                                   ADVERTISING
                                                                                   YOUTUBE
                                                                                   VIDEO AD PLATFORMS

                                                   PAID
                                                                                   SOCIAL SEEDING


   DIGITAL                                          MEDIA
PROPERTIES
       WEBSITES
           BLOG
         MOBILE                                                                                       CONTENT
          EMAIL                                                                                       VIDEO CONTENT
  PRESS RELEASE
                           OWNED                                 EARNED
                            PROPERTIES                                 MEDIA
      EMBASSIES
           FACEBOOK
             TWITTER
            YOUTUBE
             TUMBLR
            LINKEDIN


                                              SHARED
                                                   PLATFORMS
                                                                                        INFLUENCER
                                                                                        ENGAGEMENT
                                                                                        EXCLUSIVITY




Paid Media:                                             Owned Media:
Digital advertising, banners, Pay-Per-View, rich        Website, blog, emails, social networks, press
media, in-stream or social paid promotions.             releases, campaign microsite, mobile web, games,
                                                        in-store, displays, employees



Shared Media:                                           Earned Media:
Interactions between participants and brand owned       Trusted connections, influencers, brand communities,
social content on platforms such as Facebook,           user generated content, word-of-mouth.
Twitter, YouTube.




ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
Room 214 || SuperchargeFOR BRANDS
            INSTAGRAM Your Video Marketing & Distribution



Paid Media
Paid advertising is a great way to kick-start activity in these all-important factors in Google’s
search engine ranking algorithm: video views, engagement and sharing. It’s not about trying to
prove the worth of a video by paying money to increase the view count. The goal is to get views
from the right audience that lead to engagement and earned media such as likes, shares,
mentions and embeds.


Some popular paid options include:

• YouTube Pay Per View: Google Adwords for Video is a good
  place to start, as set-up is simple and the costs-per-view are
  relatively low.




• Video Advertising Platforms: Check out YuMe, spotXchange
  and TubeMogul. If your video is on YouTube, it is beneficial
  when the ad platform can serve your video in the YouTube
  player to increase total views.



• Social Seeding: Target people who are active on social networks.
  Facebook offers a Premium Video Unit and you can pay for “Stumbles” of
  your video on StumbleUpon. Also, consider the platform sharethrough,
  which specializes in distributing brand videos across the social web.




Use caution when choosing video advertising platforms. There are a number of services
that will guarantee very cheap views but it is important to understand exactly where
these views are coming from.




ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
Room 214 || SuperchargeFOR BRANDS
            INSTAGRAM Your Video Marketing & Distribution


Owned Media
Perform an audit of your owned channels and determine how they can be utilized to drive visibility
for your video. Here are some of the top owned media channels to leverage:


• Facebook: Post the video on Facebook with copy that asks questions or encourages actions. We
  recommend embedding YouTube videos versus uploading videos directly to Facebook.


                                                                  “Retail site visitors who view video
• Twitter, Linkedin, Tumblr: Post a link to the video
  multiple times from other owned social networks.                stay 2 minutes longer on average
                                                                  and are 64% more likely to purchase
                                                                  than other site visitors.”
• Blog: Create a blog post and embed your video.
                                                                  [source: comScore]


• Email: Embed or link to the video in an email blast to customers and employees. Include a link to
  the video for a set period of time in employee email signatures.



• Optimized Press Release: Consider writing an optimized press release announcing the video or
  related campaign activities with the video embedded.



Youtube: Optimize the title, description and               Website or Microsite: Embed videos on your
tags with relevant keywords for search                     website via YouTube or host your own videos
                                                           and utilize a custom player, such as
visibility.
                                                           Flowplayer.
  • The Adwords Keyword Tool and
                                                           Tips for improved search visibility:
    YouTube Keyword Tool are good
    resources for keyword phrase ideas.                        • Add a keyword optimized title above
                                                                 video & related content nearby.
  • Add annotations to videos encouraging
                                                               • Use keywords in the video file name.
    viewers to like and/or comment below the
    video.                                                     • Implement Schema.org video markup.
  • Add an annotation encouraging visitors to                  • Create video sitemaps.
    subscribe to your channel.



ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
Room 214 || SuperchargeFOR BRANDS
            INSTAGRAM Your Video Marketing & Distribution


Shared Media (Social)
As viewers “like,” comment, and share your video content, these actions become shared media. It is
defined as “shared” media because these actions create visibility within your brand-owned social
profiles and also in the profiles of engaged fans. For example, if someone comments on your
brand’s Facebook status update, that comment lives on your wall and the user’s Timeline.




   “It is important to monitor online mentions and respond to them to fuel
                                       further engagement.”

Earned Media
Earned media is the desired outcome from many of the above-mentioned activities. Influencer
engagement is an additional activity to drive earned media.
   •   Leverage any existing relationships and pitch relevant, influential
       bloggers with your new video content.
   •   Consider providing incentives such as video exclusivity to the
       influencer’s audience before releasing to everyone.



                                                                                   “Projection Screen,” John Caserta,

Final Thoughts                                                                     from The Noun Project



As more brands recognize the benefits of creating video content, the more competitive it will be to
get views in front of the right audience. An integrated video marketing and distribution approach will
ensure well produced videos are easily found by viewers at multiple relevant digital touch points and
ultimately drive intended business goals.




ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
Room 214 || INSTAGRAM FOR BRANDS




            Supercharge Your Video
 Room 214 |
            Marketing & Distribution


  Author:
   •   Ben Castelli
   •   bcastelli@room214.com
   •   @BenCastelli


  Connect With Us:
   •   Email
   •   Facebook
   •   Twitter




  Subscribe to future Reports and Digital Marketing
  Insights: Room214.com/Subscribe




ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214

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Supercharge Your Video Marketing and Distribution

  • 1. Supercharge Your Video Room 214 | Marketing & Distribution
  • 2. Room 214 || SuperchargeFOR BRANDS INSTAGRAM Your Video Marketing & Distribution A Perfect Time for Video There is no doubt that video has become one the most important components of a successful content marketing strategy. Consumers are demanding more video content as smart phone usage, tablet adoption, and internet download speeds skyrocket. The explosion of social media has enabled people to easily share content and has illustrated that video is often one of the biggest drivers of engagement. “60% of business people said they would rather watch a video explanation than read the text on a webpage.” [source Forbes.com] Benefits of video as a content vehicle: • Higher retention rates • Lower website bounce rates • Easy to embed • Increased engagement and sharing Random Acts of Kindness Video What brands are doing with great videos: • Increase brand awareness and interest • Entertain with a compelling story • Complex products/services explained • Introduce ideas that inspire change • Drive action Animated Whiteboard Video Before You Begin Outlining a video marketing and distribution strategy is an important step to consider before a video is produced. Taking this step provides a gut check that your investment will be well spent and also helps to lay the groundwork for a successful video campaign. ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
  • 3. Room 214 || SuperchargeFOR BRANDS INSTAGRAM Your Video Marketing & Distribution I’ve Just Made a Video, Now What? Let’s assume you have a high quality video with a clear message that resonates with your target audience and contains a strong call to action. How will you get that video in front of the right eyeballs? Let’s take a look at how paid, owned, shared and earned media can be integrated for maximum effect. ADVERTISING YOUTUBE VIDEO AD PLATFORMS PAID SOCIAL SEEDING DIGITAL MEDIA PROPERTIES WEBSITES BLOG MOBILE CONTENT EMAIL VIDEO CONTENT PRESS RELEASE OWNED EARNED PROPERTIES MEDIA EMBASSIES FACEBOOK TWITTER YOUTUBE TUMBLR LINKEDIN SHARED PLATFORMS INFLUENCER ENGAGEMENT EXCLUSIVITY Paid Media: Owned Media: Digital advertising, banners, Pay-Per-View, rich Website, blog, emails, social networks, press media, in-stream or social paid promotions. releases, campaign microsite, mobile web, games, in-store, displays, employees Shared Media: Earned Media: Interactions between participants and brand owned Trusted connections, influencers, brand communities, social content on platforms such as Facebook, user generated content, word-of-mouth. Twitter, YouTube. ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
  • 4. Room 214 || SuperchargeFOR BRANDS INSTAGRAM Your Video Marketing & Distribution Paid Media Paid advertising is a great way to kick-start activity in these all-important factors in Google’s search engine ranking algorithm: video views, engagement and sharing. It’s not about trying to prove the worth of a video by paying money to increase the view count. The goal is to get views from the right audience that lead to engagement and earned media such as likes, shares, mentions and embeds. Some popular paid options include: • YouTube Pay Per View: Google Adwords for Video is a good place to start, as set-up is simple and the costs-per-view are relatively low. • Video Advertising Platforms: Check out YuMe, spotXchange and TubeMogul. If your video is on YouTube, it is beneficial when the ad platform can serve your video in the YouTube player to increase total views. • Social Seeding: Target people who are active on social networks. Facebook offers a Premium Video Unit and you can pay for “Stumbles” of your video on StumbleUpon. Also, consider the platform sharethrough, which specializes in distributing brand videos across the social web. Use caution when choosing video advertising platforms. There are a number of services that will guarantee very cheap views but it is important to understand exactly where these views are coming from. ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
  • 5. Room 214 || SuperchargeFOR BRANDS INSTAGRAM Your Video Marketing & Distribution Owned Media Perform an audit of your owned channels and determine how they can be utilized to drive visibility for your video. Here are some of the top owned media channels to leverage: • Facebook: Post the video on Facebook with copy that asks questions or encourages actions. We recommend embedding YouTube videos versus uploading videos directly to Facebook. “Retail site visitors who view video • Twitter, Linkedin, Tumblr: Post a link to the video multiple times from other owned social networks. stay 2 minutes longer on average and are 64% more likely to purchase than other site visitors.” • Blog: Create a blog post and embed your video. [source: comScore] • Email: Embed or link to the video in an email blast to customers and employees. Include a link to the video for a set period of time in employee email signatures. • Optimized Press Release: Consider writing an optimized press release announcing the video or related campaign activities with the video embedded. Youtube: Optimize the title, description and Website or Microsite: Embed videos on your tags with relevant keywords for search website via YouTube or host your own videos and utilize a custom player, such as visibility. Flowplayer. • The Adwords Keyword Tool and Tips for improved search visibility: YouTube Keyword Tool are good resources for keyword phrase ideas. • Add a keyword optimized title above video & related content nearby. • Add annotations to videos encouraging • Use keywords in the video file name. viewers to like and/or comment below the video. • Implement Schema.org video markup. • Add an annotation encouraging visitors to • Create video sitemaps. subscribe to your channel. ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
  • 6. Room 214 || SuperchargeFOR BRANDS INSTAGRAM Your Video Marketing & Distribution Shared Media (Social) As viewers “like,” comment, and share your video content, these actions become shared media. It is defined as “shared” media because these actions create visibility within your brand-owned social profiles and also in the profiles of engaged fans. For example, if someone comments on your brand’s Facebook status update, that comment lives on your wall and the user’s Timeline. “It is important to monitor online mentions and respond to them to fuel further engagement.” Earned Media Earned media is the desired outcome from many of the above-mentioned activities. Influencer engagement is an additional activity to drive earned media. • Leverage any existing relationships and pitch relevant, influential bloggers with your new video content. • Consider providing incentives such as video exclusivity to the influencer’s audience before releasing to everyone. “Projection Screen,” John Caserta, Final Thoughts from The Noun Project As more brands recognize the benefits of creating video content, the more competitive it will be to get views in front of the right audience. An integrated video marketing and distribution approach will ensure well produced videos are easily found by viewers at multiple relevant digital touch points and ultimately drive intended business goals. ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214
  • 7. Room 214 || INSTAGRAM FOR BRANDS Supercharge Your Video Room 214 | Marketing & Distribution Author: • Ben Castelli • bcastelli@room214.com • @BenCastelli Connect With Us: • Email • Facebook • Twitter Subscribe to future Reports and Digital Marketing Insights: Room214.com/Subscribe ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214