The Value of Online Video Winning Strategies for B2B Marketers July 22, 2010 Sponsored by: #BTOBWC
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Online Video for B2B Marketers CHALLENGE: Online video can be used to acquire, engage and convert visitors on your website, but what are the most effective ways marketers can easily incorporate video?
Today s Panel Gary Lombardo Director of Product Marketing Brightcove Linda Crowe Former Group Manager, Media & Production Sun Microsystems
Live Polling Question What is your main interest in using video as a marketer? [select one] 1. To raise awareness or drive interest in your company or product 2. To drive prospects to trial your product 3. To get customers to purchase your product 4. To retain customers 5. All of the above
Gary Lombardo Director of Product Marketing Brightcove
Video Marketing Across the Customer Lifecycle Gary Lombardo Director of Product Marketing glombardo@brightcove.com Twitter: @garylombardo
Video will become as pervasive as text on the web.
Marketers across all industries are utilizing video Consumer Products Technology Hardware & Software Financial Services Travel, Tourism, & Recreation Non-profit Higher Education Healthcare / Life Sciences Government Professional Services
Video is essential throughout the customer lifecycle 2010 Brightcove, Inc. All Rights Reserved. 15
Awareness Search Optimization ViralVideo Blended Distribution UGC Participation Live Events 2010 Brightcove, Inc. All Rights Reserved. 16
Video dramatically improves SEO Videos are 53 times more likely than text pages to appear on the first page of search results 2010 Brightcove, Inc. All Rights Reserved. 17
The Blended Distribution Strategy On YouTube.com On my mybrand.com Goal is awareness building Content and environment tuned for viral sharing Mixed brand voice Limited customization options Basic analytics Goal is interest and conversion Content and environment tuned for engagement and action Single brand voice Complete creative control Deep analytics 2010 Brightcove, Inc. All Rights Reserved. 18
User Generated Content INTUIT SMALL BUSINESS GRANT COMPETITION Inspirational stories Moderation User voting Social media promotion 2010 Brightcove, Inc. All Rights Reserved. 19
Live Video Events U.S. DEPARTMENT OF STATE Pre-event media blitz Simple camera setup High quality live streaming Post-event ondemand viewing 2010 Brightcove, Inc. All Rights Reserved. 20
Interest Product Demos Product Tours Video White Papers Customer Case Studies 2010 Brightcove, Inc. All Rights Reserved. 21
Bring products to life by placing them in context KOHLER DESIGNER ROOMS PROJECT Branded video portal Leading designers create rooms around Kohler products Places the product in a solution context 2010 Brightcove, Inc. All Rights Reserved. 22
Bring the product to life with video story-telling RHODE ISLAND SCHOOL OF DESIGN Letting the personalities shine through 33% increase in page views 20% increase in marketing efficiency 2010 Brightcove, Inc. All Rights Reserved. 23
Trial & Engagement Landing pages In-player calls to action 2010 Brightcove, Inc. All Rights Reserved. 24
Channel Sun Demo 2010 Brightcove, Inc. All Rights Reserved. 25
Video drives action on landing pages and email 10 to 15% of shoppers who look at videos click. Without the videos we get about a 1.5% conversion rate - Fireplace supply e-store Video is a great way to increase interaction, adding video to email marketing boosts customers interaction by as much as 200% to 300% 2010 Brightcove, Inc. All Rights Reserved. 26
Purchase Conversion In-player BUY links Hotspot overlays Product details Demos of complex products 2010 Brightcove, Inc. All Rights Reserved. 27
Purchase Conversion THOMAS PINK Model and stylist explore new line Close-up details In-player BUY links 2010 Brightcove, Inc. All Rights Reserved. 28
Purchase Conversion REEBOK Facebook fan page Edgy viral video In-player BUY links 2010 Brightcove, Inc. All Rights Reserved. 29
Purchase Conversion KMART DESIGN Trend merchandising Stylist narration HotspotBUY links Return to video 2010 Brightcove, Inc. All Rights Reserved. 30
40% increase In web sales - Online Computer Store 24% reduction in product returns - Consumer Goods eretailer 36% annual sales increase with video - Online Camera Store 45% sales increase for products with video - Online Bridal Store 40% revenue increase with video - Online Jewelry Store 2010 Brightcove, Inc. 31All
Loyalty Communities Customer Care Corporate Image
Loyalty ORACLE MEDIA NETWORK Event catch up footage Webcast recordings Community videos 2010 Brightcove, Inc. All Rights Reserved. 33
Video is essential throughout the customer lifecycle 2010 Brightcove, Inc. All Rights Reserved. 34
Thank you. 2010 Brightcove, Inc. All Rights Reserved.
Polling Question 1. Are you currently using online video for any of the following [check all that apply]: a. Product demos b. Customer testimonials c. Interviews with experts d. Event promotion e. Other
Linda Crowe Former Group Manager, Media & Production Sun Microsystems
MULTIMEDIA COMMUNICATIONS @ SUN MICROSYSTEMS Linda Crowe Former Group Manager Multimedia Strategy & Production Group 38 1
Comprehensive Multimedia Focus Marketing Strategies Audiences Messages KPIs CTA Project Management Metrics Scalable business model Contract crews Standardized Rates In-house studios Live event and field production Strategy Production Infrastructure Presentation Architecture (Channel Sun) Multiple sites Consistent players Simplified syndication SEO of individual assets Digital Asset Management System streamline production and post manage asset location expiration policy meta data policy 39
Audiences and Content Architecture Flexible Infrastructure > modular hosting, presentation, and asset management Multiple Audience types Internal and external content > LDAP and CWP authentication > Personalization Corporate-created, User Generated and Employee Generated Flexible presentation layer > Multimedia portal > program/product pages > third party sites > syndication 40
Media Hosting, Presentation, and Management Strategy Integrating best-of-breed technology, not built from scratch Flexible and fast, with low cost of ownership 41
Channel Sun Consistent presentation on all Sun web properties Content syndication to other sites, including social media Easily monetized (revenue opportunity) LDAP integration Video translations (subtitles) iphone support > Channel customized Sun interface > progressive download for on-line viewing > single source for metrics tracking Channel You for Employee Created Content > $0 cost for content > Simple, self-service upload > Multiple file formats Results: >28% reduction in cost >Reduced hosting time ~12 hours to >10 minutes >Improved metrics # of hits Call-To-Action (CTA) conversion Time viewed Geographic distribution of viewers Referring pages etc. Browser interface iphone/ipodtouch interface 42
Channel You: Employee Created Content Leveraging Sun's most knowledgeable experts -- employees Shouting in the Datacenter 33,400 views* = viral success *Jan '09 through Jun '09 $0 cost for content Simple, self-service upload > multiple file formats Consistent with Channel Sun > Presentation > Syndication blogs social media partners third party sites > Metrics > Management 43
User Generated Content User-submitted videos for campaigns/programs > 'DWMP?' deployed within 30 minutes of request Submission and approval tools > content management > editorial decisions Consistent presentation with Channel Sun and other Sun properties > could be part of, or separate from, Channel Sun 'Dude, Where's My Pass?' JavaOne Contest 54 videos submitted for JavaOne Contest, resulting in nearly 17,000 views 44
Multimedia Metrics: Video Segments Viewed Helps measure which content works with which audiences Allows for continual improvement to messages, content, and CTAs This video shows good retention, as viewers do not drop dramatically until the 4:50 mark. 45
Multimedia Metric: CTAs and Sales Leads Measures ROI of multimedia assets # of viewers who clicked on the related pop-up CTA for this video # of TACOs requested and downloaded in the same session as a video view. Estimated dollar value of the sales leads. * December 1 22, 2009. * BANT = Budget, Authority, Need, and Timeline 46
Channel Sun Impact Sun Audiences were more inclined to watch multimedia than many media company audiences Sun consistently ranked in top 50 of 650 Brightcove customers (which includes most top media companies Fox Entertainment, HBO, Showtime, Discovery Channel, A&E, etc.) Number of video plays on Channel Sun and sun.com consistently exceeded: > The Washington Post > Wired Magazine > BBC World Wide > The Hollywood Reporter > The Houston Chronicle Compared to Washington Post, Sun.com averaged half the number of unique visitors per month (8M vs. 4M). Yet, Channel Sun exceeded Washington Post in video views Source: Brightcove (Channel Sun presentation tool vendor) 47
more info: www.box.net/channelsun Linda Crowe 415-215-9815 llcrowe@gmail.com www.linkedin.com/in/llcrowe 48 18
Q&A Sponsored by:
Contact the Panel Gary Lombardo Director of Product Marketing Brightcove glombardo@brightcove.com Linda Crowe Former Group Manager, Media & Production Sun Microsystems 415-215-9815 llcrowe@gmail.com