http://www.reelseo.com/ Online video marketing and social media marketing are converging at a rapid pace. To successfully market your business with video, it’s now crucial to embrace a more integrated video marketing strategy that takes advantage of video as a social medium. Fortunately, video itself is inherently social and works well with social media to address a wide-range of business marketing goals across the customer life-cycle. This presentation presents research that reinforces the importance of an integrated social media and video marketing strategy. We'll also walk you through several successful case-studies of companies like Reebok, Phillips, Calvin Klein, PGi and more who are using video to drive awareness, engagement, leads and to increase the stickiness of their site. See real-world examples of how video can: - Attract and keep customers on your website. - Spur customers to take action and increase inbound leads. - Increase the impact of your SEO and social media strategy. - Engage your customers to investigate your product more thoroughly. - Shorten your sales cycle. - Create a community of your prospects and customers.

1. LIKE, LINK, SHARE, TWEET:
CREATING YOUR VIDEO MARKETING
& SOCIAL VIDEO STRATEGY
September 29th, 2011
Audio Access:
United States: 1 (516) 453-0014
Canada: 1 (778) 783-0791
United Kingdom: 44 (0) 203 535 0620
Access Code: 220-237-861

2. 1
•Welcome, Introduction
2
•Trends in Discovery
3
•What is “Social Video”
4
•Video throughout the Life-Cycle
5
•Case Studies & Strategies
6
•Q&A

3. Courtney Pierce
Courtney Pierce, Director of Marketing, Brightcove
• For over 10 years, Courtney Pierce has been helping B2B
organizations increase brand awareness and drive
demand.
• Her focus is helping to establish online video as a
meaningful marketing and revenue-generation tool for
online businesses.
• Prior to Brightcove, Courtney was a Sr. Marketing
Manager for FAST, a Microsoft Subsidiary.
• She holds a BA in Advertising from Xavier University and
is in her second year of the Northeastern MBA program.
© 2011 ReelVideo, LLC. All Rights Reserved.

4. DISCOVERY CONVERGENCE
Search + Social
00:09

5. Search Now Looks Beyond Search & Gets Social
© 2011 ReelVideo, LLC. All Rights Reserved.

6. Social = More Important Now Than Ever
© 2011 ReelVideo, LLC. All Rights Reserved.

7. Video IS More “Social” Than Other Media
“Video has become one of the most
effective ways to motivate people
• More entertaining
towards certain behaviors.
• More emotional Video is a highly effective
• More interactive persuasion technology.”
• More engaging
• More empowering
• More persuasive
• More egalitarian
• More personal
• More impactful with sharing
© 2011 ReelVideo, LLC. All Rights Reserved.

8. Video is Inherently Social
Unique Visitors (millions)
1000
900 880
800
800
700
600
500
400
300
200 160
100 80
46
0
Facebook YouTube Twitter Linkedin Myspace
Source: Google DoubleClick Ad Planner, July 2011
© 2011 ReelVideo, LLC. All Rights Reserved.

9. YouTube Social Stats
• 17 M connected their account to at least one social site
(Facebook, Twitter, Orkut, Buzz, etc)
– >12M auto-share to at least one social network
• 150 years of YouTube video watched/day on FB (2.5x YOY)
• > 500 tweets/minute contain YouTube links (3x YOY)
– An auto-shared tweet results in 6 new youtube.com sessions
on average
• 100M users take a social action (likes, shares, comments,
etc) every week
– >1/2 of YouTube videos have been rated or include
comments
Source http://www.youtube.com/t/press_statistics
© 2011 ReelVideo, LLC. All Rights Reserved.

10. WHAT IS SOCIAL VIDEO?
00:18

11. What is Social Video Marketing?
“Social video marketing (SVM) is a component of
an integrated marketing communications plan
designed to increase audience engagement
through social activity around a given video. “
Requires a balance of entertaining consumers & caring for customers:
– Listening to them
– Helping them out
– Sustaining the relationship
– Making them feel like part of a real community
© 2011 ReelVideo, LLC. All Rights Reserved.

12. Create Conversations Throughout The Cycle
Strategies
Video Advertising, Video SEO, Live Video Events, Social
Video, Video Distribution
Video SEO, Social Video, Video Chat
Website Video, Video Chat
Website Video
Video Sharing/Social Video/UGC
MAKE ALL VIDEOS SHAREABLE
© 2011 ReelVideo, LLC. All Rights Reserved.

13. COURTNEY PIERCE
00:36

14. Like, Link, Share, Tweet:
Creating your Video Marketing & Social Media Strategy
Courtney Pierce, Director of Marketing, Brightcove

15. Video is… Driving Business Value
Improving Communication With Buyers
Expanding Audiences and Into Stakeholders
Converting Browsers Building Brands
Bringing Products to Life and Increasing Engagement
© 2011 Brightcove, Inc. All Rights Reserved. 15

16. Social Media and Video
© 2011 Brightcove, Inc. All Rights Reserved. 16

17. Video is… Complex
© 2011 Brightcove, Inc. All Rights Reserved. 17

18. Brightcove Video Cloud Eliminates Complexity and
Helps You Drive More Value with Video

19. The Brightcove Online Video Platform
Easily Upload Easily Deliver
Videos to any
Manually or Device, Destination,
Programmatically or Distribution
Partner
Encoding, Store and Organize
Custom Branded Players
Advertising, Analytics
Live, Mobile and more
© 2011 Brightcove, Inc. All Rights Reserved. 19

20. Video and Social Media Throughout the Customer Life cycle
© 2011 Brightcove, Inc. All Rights Reserved. 20

21. Awareness
SEO
YouTube
Social video
Live video
User generated content
© 2011 Brightcove, Inc. All Rights Reserved. 21

22. Video dramatically improves SEO driving top line traffic
“ Videos are 53 times more likely
than text pages to appear on the
first page of search results”
© 2011 Brightcove, Inc. All Rights Reserved. 22

23. Brightcove Video SEO Playbook
De-mystifying Video SEO
Contextual Publishing
Inbound Links
Video Feeds & Sitemaps
Metadata
Site Architecture
Emerging Techniques
© 2011 Brightcove, Inc. All Rights Reserved. 23

24. You Tube for Awareness
YouTube Growth Search Engine Share
© 2011 Brightcove, Inc. All Rights Reserved. 24

25. The Blended Distribution Strategy
On YouTube.com On Phillips.com
Goal is awareness building Goal is interest and conversion
Content and environment tuned for Content and environment tuned for
viral sharing engagement and action
Mixed brand voice Single brand voice
Limited customization options Complete creative control
Basic analytics – can’t track Deep analytics
engagement or geography http://live.philips.com/index.php/global/video/philips-vs-the-sun/27525662001
© 2011 Brightcove, Inc. All Rights Reserved. 25

26. What’s the first organization that comes to
mind when you think of innovating with
online video?

27. Live Events to Drive Awareness
© 2011 Brightcove, Inc. All Rights Reserved. 27

28. … with Integrated Social Media
© 2011 Brightcove, Inc. All Rights Reserved. 28

29. Reebok – Live Events
REEBOK Launch
Live Events
Video Chat
Drive awareness and
traffic
© 2010 Brightcove, Inc. All Rights Reserved. 29

30. Drive Awareness with User Generated Content
© 2011 Brightcove, Inc. All Rights Reserved. 30

31. Holland America
Project: Holland America –
Tourism
Campaign leverages QR
codes and extensive video
and social sharing
Take a picture of QR code in
magazine – launches videos
© 2011 Brightcove, Inc. All Rights Reserved.

32. Interest
Product demos
Video case studies
Expert testimonials
© 2011 Brightcove, Inc. All Rights Reserved. 32

33. Branded Portal – Bring Products to Life
© 2011 Brightcove, Inc. All Rights Reserved.

34. Driving Engagement and Sharing

35. Increase Trust with Video Case Studies
SYMANTEC
Over 70% of IT buyers use
video to research technology
Video customer success
stories and testimonials
Related video content,
product overviews
Integrated with multi-touch
marketing campaigns
Click-thru rates of 45-48%,
and a gated (lead creation)
conversion rate of 15%.
http://www.symantec.com/tv/products/details.jsp?vid=43856568001&subcategory=all_products
© 2011 Brightcove, Inc. All Rights Reserved. 35

36. © 2011 Brightcove, Inc. All Rights Reserved. 36

37. Impact of Social Media
Month over Month Growth Rate for
Video Traffic Referral by Source
Bing 3% Google 15% Yahoo 35% Twitter 38% Facebook 40%

38. Impact of Trust
% Longer View Time
Referred Videos vs Found Through Search
Magazine 8% Broadcast 10% Online Media 18%

39. Trial & Engagement
Video landing pages
Video in email
In-player calls to action
© 2011 Brightcove, Inc. All Rights Reserved. 39

40. Video Drives Action on Landing Pages and Email
“ Video is a great way to increase interaction,
adding video to email marketing boosts
customers’ interaction by as much as
200% to 300%”
© 2011 Brightcove, Inc. All Rights Reserved. 40

41. © 2011 Brightcove, Inc. All Rights Reserved. 41

42. Massive Increase in views – 2,500,000 minutes watched

43. Up to 90% Increase In Product Sales

45. Purchase Conversion
In-player purchase links
Shoppable Videos
Product detail videos
Social Sharing
© 2011 Brightcove, Inc. All Rights Reserved.

46. Shoppable Videos
http://www.us.thomaspink.com/PinkTV/content/fcp-content
© 2011 Brightcove, Inc. All Rights Reserved.

47. © 2011 Brightcove, Inc. All Rights Reserved.

48. Loyalty
Communities
Customer care
Corporate image
Calls-to-action
Mobile apps
© 2011 Brightcove, Inc. All Rights Reserved. 48

49. Loyalty
HOOVER VIDEO INSTRUCTION
GUIDE
Assembly videos
Operation videos
Maintenance videos
Directly online catalog
integration
http://hoover.com/support/video-instruction-guides/
© 2011 Brightcove, Inc. All Rights Reserved. 49

50. Loyalty
INTEL
Corporate communications
Community service
CEO updates
© 2011 Brightcove, Inc. All Rights Reserved. 50

51. Mobile Apps for Customer Loyalty
WAREHOUSE
Leading UK retailer with 320 stores
countrywide
Interactive website with video
demonstrations
UK retailers seeing click through
rates in online shopping increase
by 30 percent with video
Expands reach with video rich
iPhone app
© 2011 Brightcove, Inc. All Rights Reserved.

52. 52

53. 53

54. 54

55. Video / Social Media Checklist
Enable social sharing buttons in
players.
Enable embed codes for sharing.
Promote sharing at video
completion.
Create dedicated social sharing
templates.
Embed clickable calls to action.
Use your metadata. Having
complete titles, descriptions, and
tags will make it easier for your
videos to be found in the first place.
Review performance
© 2011 Brightcove, Inc. All Rights Reserved. 55

56. Next Steps
1. Get Inspired
2. Get Educated
3. Get Started
4. Get Connected
cpierce@brightcove.com
© 2011 Brightcove, Inc. All Rights Reserved. 56

57. FREE SOCIAL VIDEO WHITEPAPER
http://bit.ly/social-video-whitepaper
00:54

58. Q&A
00:40

59. THANK YOU
Please Visit:
www.ReelSEO.com
www.BrightCove.com
01:00