Why Boosting Audience Retention With Video Will Do Wonders For Your Business

Why Audience Retention?
Retaining an audience is perhaps the most crucial act any website can do to achieve their goals and conversions. If audiences are bouncing from your site there is very little chance they’ll come back again. This is where video comes in, not just to make websites “stickier”, but to retain those visitors in both the short and long term. [Read more...]

5 Things to Consider Before Developing Web Videos

Guest Post by Tristan Pelligrino

Based on figures released in January of 2012, YouTube now reaches 4 billion hits per day. Needless to say, there are a ton of people watching web videos on a daily basis. Furthermore, people now expect to see video content discussing the types of products and services they are looking to purchase. So, if you are a company who is looking to reach your audience online, how do you get started with web video content?

Before developing your web video content, do these five things

Video can be fun to watch and produce. Most people are just excited to get started with video and integrate the material throughout their website. However, there are a few things you should think about before venturing down the video production path. Here are five things you should do before starting a web video:

  1. Identify your audience – First and foremost, determine who you are speaking to with the video. Are these new website visitors? Are they returning customers? What is their mindset? How much do they know about your product or service already?
  2. Develop key messages – Video is fun to create, but it can also get expensive if you don’t focus. By developing a set of key messages, you give yourself a solid foundation for a concise message. People don’t like long articles and they don’t enjoy long videos either.
  3. Draft a creative brief – There are some videos you can self-produce. However, in most cases you should enlist a professional to complete the job. Develop a creative brief, or a short description of the project objectives, to share with potential video vendors. This type of information helps ensure all parties are on the same page before the expensive production process begins.
  4. Create a schedule – If your project doesn’t have a target date, then you’ll likely get frustrated. You should match the excitement of video by developing a firm project schedule.
  5. Determine where the video will be distributed – It’s funny, but many organizations don’t plan out where the video will be shared online. This is certainly something you need to consider before the video production begins. Figure out the sections of the website where the video will be included. Identify the content that will surround the video. Think about the information that will be available to the viewer once the video is complete.

In summary, you should just plan out your video production before jumping in. The costs of video increase when you ignore key elements like the audience, schedules and key messages. Save yourself some money and get the most out of your video production vendors by going through this 5-step checklist.

Tristan Pelligrino is the co-owner of

Tools to Streamline Your Video Marketing

Guest Post by Neil Davidson

We hear a lot nowadays about how video marketing is becoming more and more important, both for traffic generation & SEO as well as for site performance.

This is true, but getting value through your video marketing in the early stages can be challenging and causes many to give up entirely.

As with most things getting started is the hardest thing; how do you produce and market your videos in a short space of time and on a tight budget?

This post will give you some pointers to 4 tools that will enable you to produce and market a video within 2 hours – often less. The plan is that there will also be no on-going costs apart from the time that you put in.

Screenflow/Camtasia

A quick and easy entry point into producing your own videos is to create “How to” videos using videos of your computer screen. This means that you do not have to worry about lighting, green screens, dressing well, make-up etc etc. You simply need to install a screen capture video program onto your computer and get going.
I have highlighted 2 of the most well known products here; Camtasia and Screenflow. Both are easy to get to grips with and both cost just $99 for a lifetime license.

With a screen cast video you can add music, voice over, intro’s, outro’s, annotations, images. This all allows a great deal of creativity, but it is also simple to just get started with the basics of videoing your computer screen.

From both of these tools you can publish direct to Youtube or Vimeo. Hopefully they will also start allowing direct publishing to Oneload soon (see below).

Oneload (AKA TubeMogul)

Oneload (http://www.oneload.com/) is a tool that allows you to publish your videos to multiple video sites from a single upload. This means that you can send your video to Youtube, Vimeo, Metacafe, Viddler, BlipTV, DailyMotion etc all at the same time. Initially you will need to visit all of these websites to set up an account. This can be pretty time consuming as you need to ensure that you take the time to get your channel looking nice and well optimised for showcasing your video content once it is there (allocate a day to doing this). Then once you have an account on each of these video sites you will need to link them all to your Oneload account – this is very straightforward, although quite time consuming (maybe 1 hour).

Once you have everything looking good and linked together then you will simply need to upload your videos to Oneload and hit publish for them all to be sent off to your channels on these sites in one easy action (taking about 5 minutes in total each time you upload a video).

Hootsuite

Hootsuite (http://hootsuite.com/dashboard) is a social media management tool that allows you to manage your Twitter, Linkedin and Facebook accounts all in one place. Once you have created a video and uploaded it to all of the video sites then you can send out tweets and Facebook updates that link to your video on these sites.

You should also take the embed code for the video from Youtube (or another one of the sites) and put it onto a page on your website and link to this from Twitter, Facebook and Linkedin. Your site should become the primary location for the video marketing.

Shareaholic / Addthis

If you have a website/blog then you have probably already put on social sharing buttons using an app such as Addthis (http://www.addthis.com/) or Shareaholic (http://www.shareaholic.com/). If not then you should get them on there fast. However, both of these tools come with browser applications too that allow you to share content with 100’s of social networks and social media sites such as Digg, Delicious, Reddit and Stumble Upon. It is simply a 10-20 second job to publish your pages to each of these sites so within 5 minutes you can list to about 20 or 30 sites. That said, in order to get real value (traffic) from these websites you will need to spend some time networking and sharing fun/interesting content on them.

If you have any more quick tips on tools to help you market your video content then please let us know in the comments?

Neil Davidson is the Founder of My Web Presenters, who are a leading Online Video Production specialist. They work with businesses of all sizes to create and market compelling and emotive video that helps them to communicate with their specific audience.

Online Video Rankings for February 2011; Hulu Generates 1 Billion Video Ad Impressions

comScore has released the online video rankings for the month of February, 2011 in the United States. The comScore Video Metrix service shows that 170 million U.S. Internet users watched online video content in February 2011 for an average of 13.6 hours per viewer. The total U.S. Internet audience engaged in more than 5.0 billion viewing sessions during the course of the month.

Google’s web sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in February with 141.1 million unique viewers.

Microsoft’s web sites captured the #2 ranking (up from #7) with 48.8 million viewers, followed by Yahoo! Sites with 46.7 million viewers.

Facebook.com came in fourth with nearly 46.7 million viewers, while VEVO ranked fifth with 45.9 million viewers. Google Sites had the highest number of viewing sessions with 1.8 billion, and average time spent per viewer at 262 minutes, or 4.4 hours.

Views of Video Ads
When it comes to the number of video ads viewed, however, Hulu generated the highest number of video ad impressions at more than 1.1 billion.

Time spent watching videos ads totaled 1.7 billion minutes during the month, with Hulu delivering the highest duration of video ads at 454 million minutes. Video ads reached 42 percent of the total U.S. population an average of 30 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 48 over the course of the month.

Study: User-Generated Video Reviews Just As Effective as Professionally Produced TV Ads

The results of a study was released today that shows that user-generated videos are just as effective for sales as professionally-produced videos. If that is the case, then why do we need to hire a professional to produce a video?

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, and EXPO Communications, Inc., a leading consumer-generated video platform, today announced the results of a study on the marketing potential of user-generated video content.

The results indicate that the highest performing user-generated product reviews contained many of the sales effective elements seen in professionally-produced television commercials. Furthermore, the rates of presence of many of these elements were greater than those typically seen in the rival digital format of banner and rectangle display ads. Videos were scored using comScore ARS’s content assessment methodology, ARS Zipline, which is used in the marketing industry as a means of quantifying the potential of advertising creative to be recalled and to persuade consumers.

User-Generated Video Reviews Exhibit Sales Effective Content

In the research, a sample of twenty-five video product reviews across various categories (including electronics and consumer packaged goods) was selected and evaluated according to their inclusion of content known to be key drivers of persuasiveness and memorability. The product reviews were drawn from the EXPO online product review database in a manner similar to that used by advertisers when searching the database for marketing content. The TV and digital ads were selected from the ARS database, which includes ads that were pre-screened by clients and then submitted for qualification via copy-testing.

To further quantify the results, the videos were scored on a scale of 1-100 based on comScore ARS’s validated elements of video persuasiveness and memorability, such as the presence of rational, emotional and structural attributes. The distribution of scores for the 25 select cases demonstrated that there is potentially much marketing value to be mined from user-generated video content. Among the highest performing videos were reviews for Clairol, Gain, Mr. Clean Magic Eraser, LG Electronics and Apple. (See example videos here: http://corp.expotv.com/comscore-ars-ugc-video-study)

User-Generated Video Reviews Complement Television and Display Advertising

The study also revealed that the user-generated videos displayed their greatest strengths in areas different from other forms of media. When conveying their experiences, the product reviewers were naturally more apt to focus on the product and its attributes. This resulted in a strong branding presence and communication of such elements as product convenience and quality, which are key rational elements in increasing an ad’s persuasiveness to a prospective buyer.

Best Practices for Video Optimization

video-camera
Photo courtesy akolmetz on Flickr.com

I’ve talked a lot about Search Engine Optimization in the past, and even a little bit about Social Media Optimization, optimizing your social media presence. My list of popular social media websites include sites like YouTube and MetaCafe. When submitting your video to these online video sites, did you know that you can optimize those videos so that they are bound to get more views? We all want our videos to get more views, right? Well, let’s talk a bit about video optimization and optimizing your videos for the online video sites.

Marketing Jive has a bunch of great tips here that are still relevant today, including:

- Make sure that your video clips are relevant and informative
- Give your video a Catchy Title
- Use Video as a Portal to other Content on Your Site
- Optimize your video for Important Key Phrases
- Provide Transcripts of your Videos
- Offer the Option to Embed Your Video

You might also want to check out the article from Stone Temple that include where to upload your videos (more about this below) and more tips about optimizing your video and even how to publicize your video.

Want to be a featured video on the YouTube home page? Well, go on over to David Dalka’s article and read up on getting to the front page of YouTube. He also offers tips about ranking well on the metrics, such as Most Viewed, Most Discussed, Top Favorites on YouTube.

Recently, I have noticed that http://www.break.com is a great place to add your video, if you put your keywords in the title of your video there’s a good chance that it will rank well in Google. Whenever uploading a video, try to pay attention to tagging the video properly with the appropriate anchor text, title the video with anchor text and make sure you add your website’s URL to your profile page. I also like to send it out to all my friends, as well, so they know I’ve just added it.

Here is a list of online video sites where you can publicize your video. [Read more...]

Cranberry Launches PeoplePond.com Search Engine Optimization for People Service

peoplepond logo
Cranberry, a company led by led by Internet visionary David McInnis (formerly of PRWeb), has launched PeoplePond, an Internet service that provides search engine optimized (SEO) profiles and online identity verification services for individuals. It was officially launched to the general public during the annual South by Southwest conference and festival in Austin, Texas.

PeoplePond allows you to create an online profile complete with an “About Me” biography–it will then link to your social media content. Using your PeoplePond profile, you can then promote your verified identity and authenticated ownership of your social media content. PeoplePond claims that this will thwart attempts to hijack your online identity.

peoplepond-homepage

PeoplePond also recently created and released a PeoplePond WordPress plugin. A Drupal plugin is expected soon. Using the Drupal plugin, you can display your complete PeoplePond profile on websites that you own.

Here are a few sample profiles from PeoplePond:
Tony Wright
Tasha Bourgeois
Peter Joles
Carlos Urreta
Eric Dorsett
Stephan Uebelhör
shoyi Cheng
Larry Pelty

Check out PeoplePond and reserve your name before someone else takes it and hijacks your online identity…or signs up with PeoplePond in your name before you do.

BrightTALK Hosts Social Media Marketing Summit

BrightTalk is hosting a Social Media Marketing Summit asked me to present. At 2:15pm Pacific Time on October 7th, 2008 I talked about Social Media and Search and how your search engine marketing efforts can benefit from social media marketing.

I’ve embedded my presentation right here so you can watch it. If you’re reading this after the event, then you can still be able to view the presentation.

Here are all the details of today’s Social Media Marketing Summit:

WHAT: Social Media Marketing Summit hosted by BrightTALK™

BrightTALK hosts live webcast summits each week around themes that matter to business professionals. At this summit, experts will share information on trends in social media, answer questions, and offer strategies and tips to marketing professionals.

WHEN: Tuesday, October 7, 2008 @ 7:15 a.m. Pacific Time

WHO: Presenters for the Social Media Marketing Summit include:

– Bill Hartzer, head of social media marketing at Vizion Interactive
– Chris Kenton, CEO of SocialRep
– Dave Evans, vice president of social media at Digital Voodoo
– Edith Yeung, vice president of marketing at Clue Market, Inc. and founder of SFEntrepreneur.com
– Frank Cutitta, general manager at IDG Connect
– Jennifer Jacobson, author of “42 Rules of Social Networking for Business”
– Jerry Hart, partner and vice president of sales and marketing at Power to be Found
– Mary Lou Roberts, Harvard University Extension School instructor and author of “DIY-Marketing” and “eBrandMarketing”
– Sean Mulholland, director of emerging media at Atomic Public Relations

WHERE: The Social Media Marketing Summit is available on brighttalk.com:

Here are some additional presentations on social media marketing that you might also want to watch.

WeShow Brings the Online Videos to Facebook, MySpace and Your PC’s Desktop

WeShow

WeShow, a human-powered guide to online videos, is attempting to make it easier for you to enjoy a collection of ever-changing online videos tailored your specific interests.

Officially launching today, WeShow onDesktop is a mini-application that sits on your PC’s desktop. You can launch it at any time, without having to open a web browser, and view up to 200 channels. There are also new widgets that are designed for social networking like Facebook, MySpace, Hi5 and Ning. These widgets allow you to easily choose your favorite entertainment categories and broadcast automatically updated videos directly on your profile pages.

Starting today, you also have the ability to select and stream your favorite videos, from video repository websites such like YouTube, Dailymotion and Metacafe directly through WeShow’s widgets and mini-applications. This new feature gives you even greater freedom to customize and share your favorite videos in one simple, convenient place–on a blog, on your desktop, or inside of MySpace, Facebook and other social networks.

WeShow Widgets

You can download WeShow onDesktop for free here. WeShow onDesktop displays the ten most recent videos featured on a selected channel and allows you to play videos on your desktop by clicking on a video thumbnail. You’re only taken to the WeShow portal if you choose to click on the “more videos” link.

In addition to choosing the subject(s) of the videos from any of WeShow’s 200 channels to be showcased on the desktop, you can customize your content by choosing to display your personal list of video favorites from just about anywhere on the internet. To display a specific video feed, you can select from different visual formats–like a vertical or horizontal strip — as well as various colors.

The social networking widgets make it easy to share your favorite and ever-changing video collection with friends, especially if you have a MySpace, Hi5 or Ning account. You can customize the widget with your favorite WeShow channels or videos from just about anywhere on the internet. The widget can also be configured to visually match the look and feel of your page.

Also starting today, if you’re a Facebook user, you have the option of integrating the WeShow widget application in your profile by choosing it from the list of applications available on Facebook. Different from the widget setup on most of the other social networks, on Facebook you have to configure the application with your selected videos and visual options from within your Facebook profile.

With headquarters in New York, NY, WeShow is attempting to create a revolution in video consumption on the internet.

WeShow is a human-powered entertainment guide that provides a simple and personalized view of the top quality videos from around the world. WeShow simplifies the process of finding and viewing your favorite videos by adding a human touch. It is an easy to navigate site that provides a window into the world’s most popular video depositories including: YouTube, MetaCafe, Google Video, MySpace, Facebook, Dailymotion and more.

With a team of web editors categorizing and filtering content, WeShow offers visitors quality, relevance and simplicity across 200 channels of video content customized for a variety of different countries and cultures. WeShow also provides a comprehensive collection of widgets, enabling users to broadcast their video selections. WeShow is backed by funding from The Pilot Group and other investors.

Flvorful Launches in Beta; Monetizes Online Video Content

Flvorful

Flvorful, a new video ad marketplace, has launched in beta. Flvorful attempts to revolutionize the video ad marketplace by allowing advertisers to place ads on videos and paying video content producers for their content.

In this beta phase, Flvorful is inviting advertisers and publishers to try out the service that matches publishers with the needs of advertisers. According to Flvorful, “Flvorful provides one marketplace where advertisers and publishers can come together to swap ads.”

Flvorful home page

Advertisers choose targeted keywords and categories to place their advertisements. Flvorful makes it “once click away”; rather than having to contact each network and negotiating rates, advertisers can use Flvorful.com and choose where they want to advertise to their max CPM per commercial. They are then able to track the number of times a commercial is played and clicked on and even track which shows played them and how many times. Advertisers determine how much they want to pay for their commercials.

Advertisers can play their video commercials automatically in Flash videos (up to 30 seconds in length) all over the internet, and they only pay when their ads run.

Content producers (video publishers) can sign up with Flvorful and use Flvorful to monetize their Flash videos. Publishers can set the price; payment is made through Paypal.

Currently, the following content categories are available:

– arts and entertainment
– education
– health
– real estate
– travel
– technology

Advertisers register once on the site and have access to full reports about where commercials are playing. Publishers also register once; Flvorful says that it takes minimal time to add new material.