Published on October 8, 2009
Using Video and Multimedia in Online News Releases Webinar Moderator: Jiyan Wei, Product Manager, PRWeb
Survey Results 1) Do you think it’s valuable to bundle video with your press 100 release distribution? 90 80 YES 94% 70 NO 6% 60 No 50 Yes 40 2) Have you ever bundled video 30 with your press release? 20 10 YES 12% NO 88% 0 Is It Valuable? Have You Used It?
Guest Speaker: Mark Robertson Founder and Publisher, ReelSEO.com • Founder of ReelSEO.com. – An online resource dedicated to internet video marketing. ReelSEO.com provides information and insight into the latest and greatest news, trends, tips and best practices for online video. • Specializes in online video publishing, video marketing and video SEO, organic search engine optimization, local search marketing, social media marketing, and blogging.
Guest Speaker: Amy Mauzy PR Manager, Malibu Boats & Axis Wake Research • Public Relations Manager for Malibu Boats as well as a new sub-brand of Malibu, Axis Wake Research. Responsible for creating and distributing news and multi-media in and out of the water sports industry, for both companies. • Specializes in public relations, social media marketing, blogging, media relations, public speaking, marketing material creation and direction as well as multi-media planning and design.
The Era of Online Video
Online Video Continues Rapid Growth Online Video is at an all time high • Largest audience ever recorded 1 – 158M US Internet users – 21.4B videos viewed in – July 2009 – 40 percent of the total were videos watched on YouTube • Online video viewing has grown across all age groups 2 • Time spent viewing video online up 50% since 2008 3 Sources - 1 Comscore Video Metrix 7/2009 | 2 Pew Internet & American Life Project Survey “The Audience for Online Video- Sharing Sites Shoots” 5/2009 | 3 Nielsen Online Video Census – 6/2009
Types of Online Video Content Viewed - US Active Online Video Viewers, August 2008 (% Respondents) • 55% of those who watched more than 1hr of online video content per week, watched news related video • 25% watched commercials or promotional business videos Source: Veoh Networks, conducted by Forrester Consulting - “Watching the web, How online video engages audiences” 10/8/2008
C-Level Executives Turn To Web Video • Online Video as a source of business information is growing in importance for C-Level Executives “...when you’re dealing with complex concepts, it’s sometimes better to stop talking and just use a video. It’s very much a picture being worth a thousand words.” - Rob Shaddock, CTO, Tyco electronics Source – Forbes Insights “The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information” 6/2009
Web Search Volume: “Video(s)” vs. “News” vs. “God” vs. “Sex”
Online Video Works
Video is Most Effective Content for SMR SMR = Social Media Release = Press Release + Web 2.0 • 64% of those marketers surveyed declared video the most effective content in a multimedia press release • Benefits: – Timely indexing of media elements – “Link juice” to YouTube Video – Video drives business Sources - Marketing Sherpa “Social Media Marketing and PR Benchmark Survey” – 12/2008
Online Video Drives Business Of people who watched an online video 1 – 55% took one or more actions – 43% visited a website – 22% requested more information – 18% went to physical location – 15% made a purchase – 11% forwarded to family or friend – 9% signed up for product/service trial 46% of shoppers who viewed online video had a larger overall order size 2 Real Estate videos increase perceived property values by 6% 3 Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” – 3/2007 | 2Internet Retailer | 3Property Reviews - 9/2009
Break Through the Clutter – Video SEO Videos Dominate Universal Search • 38% of users who searched Google were served video in Universal search engine results pages Source – “Google Universal Search Results Searcher Penetration by Result Type” ComScore –1/2008
Online Video Marketing
Video Use for Business Informative Entertaining • Product Demonstrations • Create something fun • Support, Instructional/How-to • Boring - repurposed commercials, corporate video • Testimonials PR • Don’t have to get out all your distinct • Company Culture message points • Video Blogging • “It’s about first getting your audience’s attention” • Company Seminars/Webinars Tips • Community Involvement • Camera shy? Try screen recording • Sales, E-commerce • Be yourself, outline not script
Focus on Quality and Engagement Lean Back vs. Lean Forward • "It's got to be 30 sec?" • My answer is, Let's tell the story first • Remember – Shorter is almost always sweeter – Focus on first 15 sec Telling a story: – Engage customers – Educate customers – Prominent branding http://www.youtube.com/user/Blendtec – Point of differentiation Sales increased 700%, 5X the company's old record – Entertain customers
Identify the Target Audience Think about the words users would type to find your pages, and make sure that your site actually includes those words within it." (Google Guidelines) Do your keyword research • Not everyone searches the same way • Tools – Google Search Insight – SEOBook.com – YouTube Searches – “Related Searches”
Leverage The 1.6B lb Gorilla = YouTube YouTube = Major Search Engine • #2 largest search engine in terms of search queries • #1 search engine for video discovery – 54% of online consumers reported using the site to discover video1 – July 2009 – 3.6 Billion search queries, 27% of all Google queries2 YouTube Keeps Going & Going Sources: 1JupiterResearch/NPD Group Individual User Survey (6/08) – 2 Comscore Search Rankings (7/09)
Publish and Syndicate Consider submitting videos, especially those of a viral appeal to video sharing sites
Tips for Publishing • Use services like Tubemogul/HeySpread to upload your videos to multiple sites. • Titles are extremely important – Trade-off - SEO vs. Social = Enticing + Keywords – Try variations in titles – duplicate content • Goal – add descriptive text around video – Leverage descriptions field liberally (”more info” in YouTube) • max characters – Leverage tags – use tags liberally – optimize & de-optimize
YouTube Specific Tips Drive Interaction • Add URLs to your descriptions • Create a branded channel • Include branding & URL • Allow and encourage – Embedding – Commenting – Rating • Engage and respond
Annotations & Captions • Leverage annotations to drive viewers to your other videos • Closed captions can help with indexing, accessibility and global reach
Have a Call to Action • Teasers • Coupons • Promo codes • Call tracking #’s • Unique URLs • Etc…
Tips for Promotion • Leverage social networks • Post to your blog • Tweet your video • Post to Facebook profile/page status • For SEO: – More links + Embeds = >PR – >PR = Better Rank
Tips for Promotion • Encourage your company to help seed/spread the word
YouTube Promoted Videos • PPV – pay per view • Keyword targeted • Gives ability to add overlay – Drive user to your site
Remember – Success = Quality & Value YouTube Ranking Factors • Title • Description • Tags • Views • Ratings • Playlist additions • Flagging • Shares • Comments • Age of video • Channel views • Subscribers • Embeds & inbound links
Thank You Mark R. Robertson, Founder www.reelseo.com Twitter.com/reelseo Facebook.com/reelseo
MALIBU BOATS ON VIDEO
Picture = 1,000 | Video = 1,000,000 • Video can communicate a ton in minutes • Proof • Illusion G3 Tower • Fun • Lifestyle • Information • Tutorials • Humor • Wakeboard Wally • Aspiration • Malibu Corvette
Golden Rule Of Video Content • Make videos your customers want to watch • Listen in online communities • The Malibu Crew • Docking and trailering • Learn from analytics • Insight • Tips videos • E-newsletter click-throughs • Develop a system • What are your customers posting? • Passion
Do More With Less • No time or money for video tasks? • Not perfect… ON POINT! • Believable • Camera set-up • Editing • Be opportunistic - in a good way • You’ll do it if it’s convenient • iPhone® • Use existing content • Product videos • Digital owner’s manuals • Home videos • Get partners shooting • Professional video
Kill Lots Of Birds With Your Video • Get as much as you can out of your videos • News releases • E-newsletters • B to B and B to C • Blog posts • Tweets • Friends • Photo repositories • Internal web sites • Apps
Questions & Comments?
Contact Information Guest Speakers: • Mark Robertson, Founder and Publisher, ReelSEO Website: http://www.reelseo.com Twitter: @markrrobertson & @reelseo Facebook: http://www.facebook.com/reelseo Linkedin: http://www.linkedin.com/in/markr • Amy Mauzy, Public Relations Manager, Malibu Boats & Axis Wake Research Email: firstname.lastname@example.org Website: http://www.malibuboats.com & http://www.axiswake.com Twitter: @kamimauzy, @malibuboats & @axiswake Facebook: http://facebook.com/amymauzy, http://facebook.com/malibuboats & http://facebook.com/axiswake LinkedIn: http://linkedin.com/in/amymauzy Moderator: • Jiyan Wei, Product Manager, PRWeb Email: email@example.com Twitter: @prweb Blog: http://www.newinfluencer.com/
About PRWeb • The Leading online news and news release distribution service worldwide. • Pioneer in direct-to-consumer distribution, search engine optimized press releases and multimedia news. • Used by more than 40,000 organizations to increase the visibility of their news, improve their search engine rankings and drive traffic to their Web site. • Wholly owned subsidiary of Vocus, Inc., a leading provider of on-demand public relations management software.
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