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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
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
The Growth of Online Video Online video ad revenue will grow 32% this year $699 million by 2009 and $1 billion by 2011 Sources: comscore; Interpublic Group s Magna
Video will become as ubiquitous as text on the web.
42% of B2B Marketers used video last year up 10% 44% of Medium Companies 57% of Large Companies Marketers allocate 5% of their budget for video
Online Video Tops All But Facebook in Social Media Marketing Usage
6 Reasons B2B Marketers Need Online Video Today
Reason #1 Grab their attention in seconds
Decreasing Time on Site
Reason #2 Tell your story in less time
What % of your marketing white papers are read end-to-end? Less than 5% 5%-25% 25%-50% 50%-75% 75%-100%
Reason #3 Bring ideas to life
or
Reason #4 Make your site stickier & increase time on site
53% increase in average viewers with video
Reason #5 Generate buzz through viral sharing
How modern is the following web site?
Reason #6 Bring your website into the 21 st century!
Who s doing it?
Marketers Across Every Industry Are Using Video Consumer Products Technology Hardware & Software Financial Services Travel, Tourism, & Recreation Non-profit Higher Education Healthcare / Life Sciences Government Professional Services Media Companies Publications News Portals Publishers Premium TV Channels Record Labels
Getting Practical
How? The power of video at every stage of the Customer Lifecycle Awareness Interest Trial Purchase Loyalty
Awareness Interest Trial Purchase Loyalty Blended Distribution Viral Search
AWARENESS JUST @#$% 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
AWARENESS Blended Distribution Reach your audience where they are. Video Syndication Viral Distribution
AWARENESS 50% had negative perception of YouTube due to quality, clutter and lack of control 2009 Online Video Study
AWARENESS Videos are 53 times more likely than text pages to appear on the first page of search results
Awareness Interest Trial Purchase Loyalty Product Tours Customer Case Studies Contextual Video
INTEREST Completely branded experience
INTEREST Bring your products to life with online video
INTEREST Communicate with constituents
INTEREST Educate your audience
INTEREST 33% increase in Page Views 20% increase in Marketing Efficiency Rhode Island School of Design
Awareness Interest Trial Purchase Loyalty Conversions Trials Increase Marketing Effectiveness
TRIAL JUST @#$% IT Serena Software 200% Increase in Product Trials Serena
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 email marketing boosts customers' interaction by as much as 200% to 300% Ogilvy Consulting.
Awareness Interest Trial Purchase Loyalty Product Details Compare Features Demonstrate Complex Products
PURCHASE Put a face on your products Help foster a personal connection to shorten the sales cycle
PURCHASE Inform your prospects and help make the decision easier
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
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
Awareness Interest Trial Purchase Loyalty Communities Consumer Media Care Corporate
LOYALTY Build a community with online video Intuit
LOYALTY Consumer Generated Media
LOYALTY Communities 30,000 employees can post video A new kind of customer care. Sun Microsystems
LOYALTY Tell your company s story
The power of video at every stage of the Customer Lifecycle Awareness Interest Trial Purchase Loyalty
Tips for making the most of online video
Spotlight Video Too often, a Web site will include video under a separate tab.
Frequency is key Consider a weekly or even monthly strategy to release videos
Leverage Viral and Social Outlets Give your users the ability to email, link to, or post your videos in their blogs on facebook or on their own websites.
Make it look like you Customize your player and the look and feel of your videos to suit your business
The Fundamentals Matter Audience Objectives Message Creative Execution
Join us for the next Brightcove webcast - September 17, 2009 @ 2pm ET Register now: www.brightcove.com
Thank you! www.brightcove.com (888) 882 1880
Question & Answer
Thank you for your Participation! Questions for Today s Speakers Email Steve: srotter@brightcove.com Email Courtney: cpierce@brightcove.com Questions for the AMA Email: alibb@ama.org Continue the Conversation on Twitter #b2bvideo For More Information on our host, ReadyTalk, visit ReadyTalk.com/ama