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1 The audio portion of today s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): Participants (international):
2 Check out the AMA website
3 Commonly Asked Questions 1. Will I be able to get copies of the slides after the event? 2. Is this web seminar being taped so I or others can view it after the fact? Continue today s discussion on Twitter: #b2bvideo
4 Six Reasons Why B2B Marketers Need Online Video A Practical Guide to Getting Started with Video Steve Rotter, Sr. Director Product Marketing, Brightcove Courtney Pierce, Sr. Marketing Manager, Brightcove
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7 The Growth of Online Video 78% of Internet users watch video averaging 5.5 hours per month 14 billion streams / month 3.4 minutes (average video length) Sources: comscore; Interpublic Group s Magna
8 The Growth of Online Video Online video ad revenue will grow 32% this year $699 million by 2009 and $1 billion by 2011 Sources: comscore; Interpublic Group s Magna
9 Video will become as ubiquitous as text on the web.
10 42% of B2B Marketers used video last year up 10% 44% of Medium Companies 57% of Large Companies Marketers allocate 5% of their budget for video
11 Online Video Tops All But Facebook in Social Media Marketing Usage
12 6 Reasons B2B Marketers Need Online Video Today
13 Reason #1 Grab their attention in seconds
14 Decreasing Time on Site
15 Reason #2 Tell your story in less time
16 What % of your marketing white papers are read end-to-end? Less than 5% 5%-25% 25%-50% 50%-75% 75%-100%
17 Reason #3 Bring ideas to life
18 or
19 Reason #4 Make your site stickier & increase time on site
20 53% increase in average viewers with video
21 Reason #5 Generate buzz through viral sharing
22 How modern is the following web site?
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24 Reason #6 Bring your website into the 21 st century!
25 Who s doing it?
26 Marketers Across Every Industry Are Using Video Consumer Products Technology Hardware & Software Financial Services Travel, Tourism, & Recreation Non-profit Higher Education Healthcare / Life Sciences Government Professional Services Media Companies Publications News Portals Publishers Premium TV Channels Record Labels
27 Getting Practical
28 How? The power of video at every stage of the Customer Lifecycle Awareness Interest Trial Purchase Loyalty
29 Awareness Interest Trial Purchase Loyalty Blended Distribution Viral Search
30 AWARENESS IT Serena Software campaign combines video and Web 2.0 marketing to drive great results and win the OMMA 2008 award for Best B2B Integrated Online Campaign Serena
31 AWARENESS Blended Distribution Reach your audience where they are. Video Syndication Viral Distribution
32 AWARENESS 50% had negative perception of YouTube due to quality, clutter and lack of control 2009 Online Video Study
33 AWARENESS Videos are 53 times more likely than text pages to appear on the first page of search results
34 Awareness Interest Trial Purchase Loyalty Product Tours Customer Case Studies Contextual Video
35 INTEREST Completely branded experience
36 INTEREST Bring your products to life with online video
37 INTEREST Communicate with constituents
38 INTEREST Educate your audience
39 INTEREST 33% increase in Page Views 20% increase in Marketing Efficiency Rhode Island School of Design
40 Awareness Interest Trial Purchase Loyalty Conversions Trials Increase Marketing Effectiveness
41 TRIAL IT Serena Software 200% Increase in Product Trials Serena
42 TRIAL 10 to 15% of shoppers who look at videos click. Without the videos, we get about a 1.5% conversion rate Fireplace Supply estore "Video is a great way to increase interaction," Adding video to marketing boosts customers' interaction by as much as 200% to 300% Ogilvy Consulting.
43 Awareness Interest Trial Purchase Loyalty Product Details Compare Features Demonstrate Complex Products
44 PURCHASE Put a face on your products Help foster a personal connection to shorten the sales cycle
45 PURCHASE Inform your prospects and help make the decision easier
46 PURCHASE 40% increase in web sales 24% reduction in product returns 36% annual sales increase with video Online Computer Store Consumer Goods eretailer Online Camera Store 45% sales increase for products with video Online Bridal Store 40% revenue increase with video Online Jewelry Store Brands using online video have seen lifts of anywhere from 20%- 40% in terms of incremental buying with online video and rich media over other ad forms
47 PURCHASE 40% increase in web sales 45% sales increase for products with video 24% reduction in product returns Brands using online video Online Computer Store Consumer Goods eretailer have seen lifts of anywhere from 20%-40% in terms of 40% revenue increase incremental buying with video with Online Bridal Store Online Jewelry Store online video and rich media over other ad forms 36% annual sales increase with video Online Camera Store Brands using online video have seen lifts of anywhere from 20%- 40% in terms of incremental buying with online video and rich media over other ad forms
48 Awareness Interest Trial Purchase Loyalty Communities Consumer Media Care Corporate
49 LOYALTY Build a community with online video Intuit
50 LOYALTY Consumer Generated Media
51 LOYALTY Communities 30,000 employees can post video A new kind of customer care. Sun Microsystems
52 LOYALTY Tell your company s story
53 The power of video at every stage of the Customer Lifecycle Awareness Interest Trial Purchase Loyalty
54 Tips for making the most of online video
55 Spotlight Video Too often, a Web site will include video under a separate tab.
56 Frequency is key Consider a weekly or even monthly strategy to release videos
57 Leverage Viral and Social Outlets Give your users the ability to , link to, or post your videos in their blogs on facebook or on their own websites.
58 Make it look like you Customize your player and the look and feel of your videos to suit your business
59 The Fundamentals Matter Audience Objectives Message Creative Execution
60 Join us for the next Brightcove webcast - September 17, 2pm ET Register now:
61 Thank you! (888)
62 Question & Answer
63 Thank you for your Participation! Questions for Today s Speakers Steve: srotter@brightcove.com Courtney: cpierce@brightcove.com Questions for the AMA alibb@ama.org Continue the Conversation on Twitter #b2bvideo For More Information on our host, ReadyTalk, visit ReadyTalk.com/ama
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