John Jantsch, author of "Duct Tape Marketing" and "The Referral Engine" at the 2011 NYXPO.
I attended the 2011 NYXPO and was able to catch John Jantsch, author of “Duct Tape Marketing” and “The Referral Engine” provide some great social media tips for your business. Watch the video below.
Since the last few posts have revolved around video I came across this eMarketer stat of “Methods for Watching Video Content as per College Student Internet Users” and I thought the desktop would be #1 but interesting to note that mobile is #2. Watching via laptop means (mom and dad) that the students are watching videos during class when they should be participating!
A very very old video cassette recorder. May not be needed for YouTube.
Photo via deltaMikeD
Every day, 48,960 hours of video content is uploaded to YouTube and two billion online videos are viewed. By 2015, the demand for online video is expected to grow by 81 percent. The New York chapter of the Public Relations Society held a panel offering techniques to create, distribute and market high- impact online video that draws eyeballs and drives results. Here is the second part that featured Jake Finkelstein of Method Savvy and Jonah Minton of Ustream.
Jake Finkelstein, Method Savvy began with some statistics:
- 180+ million Americans watch videos online (57% of US residents)
- Video is 53 times more likely to receive an organic first page rank in Google search engine results
- YouTube users account for 3 billion views every day making YouTube the second largest search engine
How can you optimize your videos for SEO success? Jake recommends you focus on content that grabs and holds the viewer’s attention. When setting up your YouTube page placing thumbnails is a big influencer and your video titles should include at least three to five keywords. In the description place the url first, and include tags and categories for users to easily discover your videos. Jake also suggests that if your videos get more ratings and comments they will get a higher ranking.
Since videos are invisible to search engines creating transcriptions will put you ahead of everyone else since not many YouTube users take the time to create transcripts. For your website be sure to include a video site map for search engine bots to help index your video. In closing Jake suggested that YouTube promoted videos are like Google ad words and users do not know the difference between the sponsored videos that appear at the very top and the regular videos below.
You can follow Jake on Twitter @tundro.
Jonah Minton of Ustream concluded the evening’s presentation with tips on how to best use Ustream for your live event. Ustream began live streaming in 1997 and in 2011 attained the most viewed live video (200 million views) with Decorah Eagles. Other successful Ustream events include Nike sponsored live chat with Kobe Bryant which resulted in average viewer time of 30 minutes, and Budweiser sponsored chat with Kiss that averaged 43 minutes. Jonah began with the question why should your company/organization live stream? If you want to have a live event for your message livestreaming stands out from the online clutter and brings in the audience.
With livestreaming there is more interactivity and participation from users and your organization also has a social aspect to the event by integrating Facebook and Twitter. The best practice for live streaming is to have your event live and not scripted. As with any live event there may be technical problems that arise so be prepared with a plan to resolve them. Jonah also recommends having a moderator push questions so the dialogue flows smoothly and the guest can focus on a conversation with participants. To create the best user experience Jonah advises having your webpage promoting the event, and video-on-demand so users that may have missed the live event be able to view it.
You can follow Jonah on Twitter @jonahmatthew.
Every day, 48,960 hours of video content is uploaded to YouTube and two billion online videos are viewed. By 2015, the demand for online video is expected to grow by 81 percent. The New York chapter of the Public Relations Society held a panel offering techniques to create, distribute and market high- impact online video that draws eyeballs and drives results. Here is the first part that featured Jim Sulley of newscast US and Mark Rotblat of TubeMogul.
Jim Sulley, newscast US began with some stats:
When a viewer starts watching a video online:
- After ten seconds twenty percent of your viewers will move on to something else
- After thirty seconds thirty-three percent of your viewers will move on to something else
- After one minute forty-four percent of your viewers will move on to something else
- After two minutes sixty percent of your viewers are gone from watching video
Viewing times by device:
- iPad users spend five minutes
- Symbian OS for mobile devices spend four minutes
- Android OS users spend three minutes
- iPhone users spend two minutes
- Desktop users spend under two minutes
- 84% of Internet users are spending 870 minutes watching video online each month with Netflix accounting for 30% of all Internet traffic during peak hours.
Jim stated that users watch video for entertainment and to get information so you will have ten seconds to grab the viewers attention, but are not likely to keep it more than two minutes.
Since you will such a brief time it is important to know:
- What is your message?
- What is the action?
- What do you want your viewer to do?
Jim advises that to create compelling video tell a story, plan what you want to do, and create biscuits (little surprises along the way in your video.) In telling your story, don’t give away the ending up front as it is best to build the story and be truthful. Also, keep it simple from a visual point of view as there will be people watching on the small screen (smartphones) and the big screen (desktop computer monitor.)
Mark broke down the marketing/promotion aspect for online video where there is paid, earned, and owned media. YouTube would be used for earned media, paid would be for a seeking out a target audience by using pre-roll or video in a banner, and owned would be your own YouTube or Vimeo channel. Paid media drives earned media but before you decide on which avenue to pursue you must answer: What is our brand looking to accomplish? At TubeMogul they sell to brands, PR agencies and Mark stated that companies are now getting higher budgets for paid media. Online video drives on- site conversions for web retailers as viewers spend more time on the website and those same online retailers are getting lower return rates of merchandise. More brands are re-purposing their TV spots for YouTube to increase awareness. And the optimal length of the video? 60 to 90 seconds. You can follow Mark Rotblat onTwitter @rotblat.
Stay tuned for Part 2 in an upcoming post.
Left to Right: Lou Tosto from CNBC.com, Adam Carey from Imano, David Weiner from PepsiCo, Sarah Meron from American Express
Is it time for your company to think about a mobile strategy? Here are the stats: 5.3 billion mobile subscriptions worldwide, and 70% of execs under the age of forty consider mobile their primary communication tool. How does your company grab your share of the mobile budget and master the mobile tools? I found some answers after attending the IABC New York chapter panel, “Go Mobile: How the Best Brands Are Harnessing Mobile Commerce, Marketing and Communications.”
Panelists:
Adam Carey, Client Services Director, Imano
David Weiner, Digital Media Manager, PepsiCo
Lou Tosto, SVP Digital & Mobile Sales, CNBC.com
Sarah Meron, Vice President, Corporate Affairs and Communications, American Express Company
Imano Client Services Director Adam Carey stated that since the mobile marketplace is quickly evolving he has to be on top of all mobile platforms to find the right solutions for clients. Is there a one size fits all mobile solution? It depends on your budget, and just how much wedding cake you can afford. Carey suggests that you have to jump in and start somewhere and do it. Adam felt Apple has set the bar high but be wary that users will give negative reviews of your app if it fails to provide a great user experience. His advice: know your market and set your price range between $2.99 to $8.99. You can follow Adam on Twitter @adamncarey.
Sarah Meron, VP of Corporate Affairs and Communications at American Express spoke about American Express moving the user experience from customers using a physical plastic card to those customers having a mobile experience with their smartphone. Before you create a mobile app Meron advised you should ask, “How will people consume our content? Would it be better as an app or a mobile website?” She sees the trend of mobile payments growing as the smartphone replaces the wallet. Sarah also recommends that since Apple takes anywhere from two to ten days to review your app be prepared if your app receives a negative rating. You can follow Sarah on Twitter @SEB8.
David Weiner, Digital Media Manager, at PepsiCo looks at apps and the user experience to best create content that can be consumed across all devices. David advises patience as the cost of creating a mobile app versus the user expectation may not be huge now, but the market will grow. David also suggested that you need to determine what is the right mix: Print, television, and/or digital? For the metrics and return on investment listen to what your consumers are saying. You should also be asking: How are we investing money into the content that can be consumed anywhere that makes your channel the destination. You can follow David on Twitter @davidweiner.
Lou Tosto of CNBC stated that since breaking news and data as it happens is in CNBC’s DNA it was not a question of if but when to get in the mobile space. The challenge is in figuring out how to monetize these apps but the digital staff at CNBC is discovering that mobile ads are working as there is more response on mobile versus click through’s via the web. The CNBC iPad app is real-time and CNBC can see a pattern where users use the app on certain days times such as at the opening and closing bell of the stock market. You can follow Lou on Twitter @loutosto.
