Contenu connexe Similaire à Business Video (20) Business Video1. Leslie Drate, April, 2012
© 2010 Cisco and/or its affiliates. All rights reserved.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
2. • Cisco is the worldwide leader in
networking. We transform how
people connect, communicate
and collaborate
• Our customers include world-
class enterprises, global service
providers, small businesses and
consumers
• #62 in the 2011 Fortune 500 with
$40B in revenue
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3. • Video accounts for half (51%) of total
U.S. Internet traffic across multiple
devices (Nielsen, 2012)
• Video-related traffic is growing
exponentially and is expected to
account for 91 percent of Internet data *John Chambers, CEO of Cisco
flow within three years
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4. Communications + Content + Security
Video-enabled Phones
Signage Video Surveillance
Cisco IP Cameras
& Video Analytics
Enterprise Video Sharing
Web Conferencing IP Dispatch Video Security
Telepresence and (video ,UC, data) Apps & Endpoints
Video Conferencing
Video Analytics
Security Ops
Manager
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5. • Video consumption is up
43% from just a year ago
• The average viewer in the
US watched ~4 videos/day in Jan. „12
• 84% of the US audience
watched videos
online in Jan. „12
*Source: ReelSEO, Internet Retailer
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6. • The percentage of non-desktop video
plays more than doubled in Q4 ‟11
• Viewers are more than twice as likely
to complete a video when watching
on a non-desktop device
• Videos 10 minutes or longer
accounted for 30% of hours watched
on mobile devices, 42% on
tablets, and 75% on connected TV
devices and game consoles.
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7. 96% of tech buyers watch
tech-related videos!
84%
forward, share or
post tech-related
videos!
*IDG 2012 study with 6,622 B2B IT decision makers
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8. • YouTube is the second largest
search engine on the web
• Web pages with video have a 50%
better chance showing up on the first
page of Google than pages with just
text (Forrester Research)
• Cisco features videos prominently,
and they are usually in the top
clicked-on items on the page
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9. S M T W Th F S
92% watch or download tech-related videos during the work week
50% on the 27% before 53% during 61% after 50% on the
weekends normal business normal business normal business weekends
hours hours hours
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*IDG 2012 study with 6,622 B2B IT decision makers
10. =
• There‟s no relationship between the cost of a video and the number of views or
completion rates
• A video datasheet can easily receive more clicks than a high-end, agency-
produced video over time
• There are visitors who browse and visitors who are fact finding
• Browsers are more likely to look at video overviews
• Fact finders want to drill down, so they will look at datasheets
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11. • Evaluate the metrics to determine where the video received the most
views
• Does it get more clicks on your site or social media?
• Keep videos intended for social media short – 90 seconds
• Make the length appropriate for the medium and content type
• Cisco.com videos range from 1 minute to 45 minutes
• Invested decision makers will invest more time in videos with
product information
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12. TubeMogul study in Q1 CY‟10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the
sample, which spans video sites and platforms
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13. Fewer than 1% of YouTube videos ever break one million views
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14. • All videos are posted to Cisco.com
(preferably in more than one place) and
YouTube
• Remember to link to videos from other
pages and sites
• Video is also a big asset for our blog
posts, Facebook, and other social media
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15. • Cisco has 86 global sites
• Localization is not always an ROI decision because site visitors expect a well-
rounded experience
• We always try to translate video on global homepages
Cisco
China
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16. YouTube is the second largest search engine on the Web
• Use your keyword at the beginning of the title, description, and
tag
• When tagging on YouTube, the first keyword you use is weighted
most heavily
• Use relevant tags – 2 to 4 keywords – don‟t keyword spam
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17. 1. More people are watching more video, and using multiple devices to do
it
2. Site visitors who view video are more valuable to your sales efforts
3. There‟s no relationship between the cost of the video and the number
of views
4. Invest once and post your videos in many places – your website (in
multiple places), YouTube, blogs, Facebook, etc.
5. Contain the length of your video
1. 90 seconds on YouTube
2. 2 or 3 minutes on your site
6. Optimize your video for search
7. Don‟t allow your stakeholders to set out to make a “viral video”
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Notes de l'éditeur The three main categories that comprise Enterprise Video are: Video Communications, Video Content and Video Security.Enterprise Video Communications incorporates telepresence, video conferencing, video telephony and video-enabled desktop messaging applications. The Cisco solutions for video communications include Cisco TelePresence, the video components of Unified Communications and Cisco WebEx.Enterprise Video Content is a rapidly growing market category that refers to a subset of Enterprise Video technologies. This subset enables organizations to capture, transform and share video-based knowledge with solutions such as recording and streaming, transcoding and analytics, enterprise content distribution and desktop video sharing. The Cisco solutions for video content include Digital Media Systems and Media Transformation and Analytics.Enterprise Video Security is the third category included in Enterprise Video. Enterprise Video Security is comprised of the Cisco Physical Security portfolio including video surveillance, incident response, and integrated access control.One of the key take-aways from Cisco’s video strategy is to evolve from the traditional, silo-ed way of thinking about these technologies to taking a more comprehensive and architectural approach to your video strategy. This architectural approach enables interoperability across your entire video portfolio and a networked set of media services, opening opportunities to explore a new ways to use video in your organization.