Chapter 11:
Online video and online television is the technology to watch, especially with expansion of broadband.
11.1 The small camera revolution
In past you needed big money to make a video for business. No for under $200 you can get an HD camcorder and use free software to make videos (though not as professional).
11.1.1 Bizzuka's Recession Marketing Story
Case study.
11.1.2 Mojitos as a Social Object
Another case study
11.1.3 Blendtec's "Will it Blend" Success Story
Another case study
11.1.4 Wine Library TV
Another case study
11.2 Benefits to using online video
- Online video improves search results - You Tube though not a search engine, is the 2nd largest search engine on the Internet (passed Yahoo in 2008).
- Online video appeals to the way people learn (audio and visual)
- Online video presents a 360 degree view of your company
11.3.1 Use video to drive additional traffic
Search engines now pick up videos on their first page.
11.3.2 Use videos to create a more engaging experience
Video involves more senses than the written word
11.3.3 Use video to increase rate of conversions
Implicit conversion - soft sell, contents and what surrounds it on page
Explicit conversion - video watermarks, logos on opening and closing screen
In either case, keep video short, after 90 seconds people will drop off. Online video is not migrated TV.
11.4 Six ways business can use online video
11.4.1 Video Blogging/Podcasting
Video Blogs are a form of blogging the uses video as the medium. They use RSS to syndicate the content so people (and web sites) can subscribe to it.
11.4.2 Product demonstrations
Using video this way can make material more believable, viewers see it in action.
11.4.3 How to videos
Product training by video allows for customers to train at their own pace and even back up as needed.
11.4.4 Streaming video
Best use for streaming video is livecast events and conferences.
11.4.5 Online video ads
Online video ads are becoming a strong foothold and several companies can make them for you for under $1000
11.4.6 Viral videos
Blendtec is best example with its 'will it blend' videos. It is hard to create viral videos but it is worth a try.
11.5 Equipment needed to create video content
To start with, a video camera. You can get them for around $200 that has all that you need. Connect it to the computer and copy the videos taken so that they can be edited. It is also possible to use cell phones to record video as well. Of course if you have the money buy the good equipment.
Editing software like Camtasia Studio ($299) allows for easy editing. Jing is good for screen casts of computers.
11.6 Youtube and other video sites
Where do you put it after you have made it. Youtube is the best known, but a draw back is that it is entertainment oriented. Another is Viddler. Some people use Vimeo but it is not supposed to be used for commercial purposes.
11.7 Conclusion
Read: Social Media Marketing, pages 77-88 (Media Sharing)
5.1 Introduction
Media-sharing sites allow for users to create and upload multimedia content (user generated content - UGC). Created content for use in your blog and then upload it to a video sharing site for others to see as well.
5.2 History
IFILM.net was an online collect of short videos put up by users started in 1997 during dial up days, and the error of many different video players. In 2002, Flash MX was created and took away need for multiple players.
1999 was when photo-sharing sites started. This allowed for uploading pictures to share with others. With the rise of MySpace in 2003, sires like Photbucket allowed images to be stored so they could be displayed elsewhere. In 2004 Flickr started allowing for tagging of images and the revolution was on.
5.3 Protocol
5.3.1 Tags
Tags are a word(s) assigned to content to help describe what it is. Usually multiple tags are allowed. Tags are used by search engines because the content cannot be easily searched.
Tags are either space separated (words separated by a space (or if multiple words needed as one tag, in " "), or comma separated (word or words separated by commas).
Error on the side of too many tags. Include the major content as well as things in the background.
5.3.2 Digital asset optimization
This is the act of taking digital content you have and getting it online so it can help draw traffic to you. This is not an alternative to making new content, just getting information about your company you already have out there.
5.3.3 Organic content
Organic content is when others make content about your company. It can be content they have made from scratch or content they have made by taking your content and remixing it with other content.
5.4 YouTube
It is currently the largest video-sharing site on the web and 3rd most visited site on the web.
5.4.1 Your profile
User accounts are called channels and when you create an account be aware that you cannot change them afterwards. This is important because it becomes attached to youtube URL so it should identify you. Pick something you will be happy with in five years. The title is customisable as well as the description field. Include contact information and tags that help describe your business and content. Customise colors as well but make sure they are legible.
5.4.2 Your videos
Make videos short, media demands full attention. People are sensative to product pitches so be as non-commercial as you can (unless it is entertaining). You are given the option of letting people embed your video. This should be done so people will spread the word for you. If you can get your video in the Youtube honors section this is good, do everything you can to get people to watch your video. Choose the thumbnail for your video carefully, it is what user sees first.
5.5 Flickr
Flickr is the king of photo sharing sites. It is a good place to upload charts and graphs as well as photos of your work. Read the community guidelines as they have teeth when it comes to corporate content. Tell your companies story not direct advertise. It is not a good place to put head shots of your people. You might have a few company people put up personal accounts and add images of the company and tag them with company name. This is more personal.
5.5.1 Your profile
Unlike Youtube you can change your name but you cannot change the URL so think about what you want for it. Also decide about free or paid account.
5.5.2 Your Photos
When you upload you have a chance to put information about it. Description field allows for HTML so it can be a link to your site. If phots are similar in nature put them in a set.
5.5.3 Creative Commons
Decide on what licence you want your photos to be:
- Attribution - credit the original author if used
- NoDerivs - cannot be used to remix with other things
- NonCommercial - may not be used for commercial purposes
- ShareAlike - Other uses of the content must have comparable sharing
5.5.4 Other Features
Join groups related to your company, but do not spam them. If your users make media for you and upload ot to Flickr ask them to use a special tag to help you find it. Make slide shows out of your content.
5.6 SlideShare
Slideshare allows you to upload and share presentations that become Flash like widgets that can be used in web sites.
5.6.1 Your profile
You get to choose between a company site (includes information about your company), professional speaker (allows you to add links to your talks) and the default for people who do not fit either.
5.6.2 Your presentations
Keep slide shows short because of attention span. They are small in size so make sure content is legible.
5.6.3 Other Features
Featured presentations are one that get a lot of viewing. Do what you can to promote your presentations. You tube videos can be embedded now as well.
5.7 Takeaway tips.
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