Video Online Marketing by FindYourWayInTheWorld Pte Ltd - Singapore

1. Online Video Marketing
Be a Brand, Become a Media
… The New Strategy which brings about
Real Transformation!

2. Summary Content
1. Who am I?
2. Internet Marketing Reminder
3. What’s Video Marketing?
4. Best positioning in OVM
5. Some Tips
6. Targeting Matters
7. Case Studies
8. Be Patient
9. Contact

3. Arnaud Belhamou
• From Central America
• Master of Science
• Information Technology – Sp. Marketing
• International Management
• Co-founder of FindYourWayInTheWorld
• Experience in Classic & Internet Media
(8 years)
• Regional Marketing Manager – Cegedim
(2 years)

4. Have you ever wonder…
….why Magazine and Newspaper Advertising Space became
so expensive?
- We all need to survive!

5. Advertising – Online VS Print

6. Ads TV vs Online Ads
 Measurable  Audience vs Analytics
 Scalable  Blast vs Targeting
 New Thinking  Usual vs Creativity
“According to comScore Video Metrix, more than 184 million U.S. Internet users watched
online video content in October 2011, for an average of 21.1 hours per viewer”
- Paul Shread | June 2012 | Business Time
“Online video advertising is expected to grow 40 percent this year”
- Robert Haskitt | Extreme Reach | Sep 18, 2012 | Business Insider
“The PR firm of 2017 will be different than the PR firm of today”
- Jim Weiss | W20 Group | Oct 12, 2012 | PR Week

7. What is Internet Marketing?
 Web 1.0: Website, Banner, Blogging…
“The main difference with the Web 1.0 and the Web 2.0 is that in 2000, if you did not
advertise you were a nobody, but now if you advertise in the old way…you are a nobody.”
- Martin Varsavsky – Founder of Fon (largest WiFi Provider - Latin America)
 Web 2.0: SEO, Adsense, Social Media, Video Marketing,
Apps…

8. Most used Online Tools
 Social Media is a many-to-many instrument of
communication. Users can now be involved in the
information received.
 REMINDER - most Popular SM Platforms:
 Facebook - 150 million people engage with Facebook on external websites.
 YouTube - receives more than 2 billion viewers per day.
 Twitter - 75% of total users use Twitter through third-party apps.
 LinkedIn – over 70 million users worldwide.
 Google+ - Over 60 percent of Google+ users use Google products on a daily
basis.
 WordPress Sharing Platform - 77% of Internet users read blogs through
random searches or direct subscriptions.
 Bonus Facts (Statistics from Online Media Gazette)
 90% of Internet users know at least one social network.
 The average social user has 195 friends.

9. What is Video Marketing?
PRODUCE CHANNELS BROADCAST
Results in Reaching Your Dedicated KOLs (Key Opinion Leaders)

10. …in video
Online Video Marketing

11. The Interest(s)?
 Low-Cost Marketing / Highly Affordable
 Better Targeting  Reach
 Fast ROI
 Attractiveness of the Content
 Including Promotion  Direct ROI
 Develop a Network of KOLs (Key Opinion Leaders)
 Impressive Range of Analytics
 Broadcasting can be On-Going
 Can become a Stand Alone solution

12. Most Popular Video Formats
Lifestyle
Motion Graphic
Mash-Up
Jooix.com
Cllike.com
Cebu Party Boat

13. Is there “Best Positioning”?
 Yes  Be Objective
 Do not go into the „Big Mac Effect‟!
 You need to be proud of your product, to have customers..
≠

14. Simply present your business
Evolve – Mixed Martial Arts

15. Some Tips
 Make your title count
 Provide excellent content (quality matters)
 Include your URL in your video
 Go beyond YouTube (website / newsletter / social media…)
 Do not under-estimate the power of Interviews
 Beyond views:
Audience Retention User Interactions
Engaging Content Emotion - Ratio of Shares

16. Targeting = KOLs
 Who are your customer?
 Who could be interested in your product?
 The interest is to cross-match between platforms & network
 Smaller is the seed, higher will be the buzz.
 A buzz always starts among KOLs (Key Opinion Leaders)
Targeting by YouTube Press Play means Business Success Story…

17. Case Studies (B2C)
ManHunt 2012 FLVRZ Cebu PB Prelude
Bean Artistes Hip Hop Fashion Boat Party Experience Rooftop Bar/Bistro
EVENT SHOPPING TRAVEL F&B
Teaser Teaser Teaser Teaser
2 x ARTICLE 1 x ARTICLE 1 x ARTICLE 3 x ARTICLE
Time: 1 Weeks
Time: 4 Weeks Time: 4 Weeks Time: 7 Weeks
Video: 22,000+ Vws
Video: 7,000+ Vws Video: 12,000+ Vws Video: 14,500+ Vws
FB: 80,000 Imps
FB: 650 Clk/Act
Event: 4,000 ivts YT: 50,000 Imps YT: 156,000 Imps YT: 205,000 Imps
YT: 700 Clk/Act YT: 600 Clk/Act YT: 950 Clk/Act
Total - 600+ attendees
Event Coverage FB: 750,000 Imps FB: 620,000 Imps FB: 980,000 Imps
FB: 350 Clk/Act FB: 2,400 Clk/Act FB: 3,200 Clk/Act
Direct - 65 buyers Direct- Fully Booked Direct – 135 cons

18. Case Studies (B2B & Creativity)
An App Thing Business Has Meltdown
VerticalResponse.com Cisco
2,500+ views in 24hrs 80,000+ views in 1 week

19. Successful SG YouTube Channel
Evolve Martial Art SG Youth Olympic SkyHobbie Singapore Airlines
Sport Sport Hobby Travel
LIFESTYLE ENTERTAINMENT CONS. PRODUCT TOURISM
Teaser Teaser Teaser Teaser
YOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL YOUTUBE CHANNEL
Joined: 25 Sept, 2008 Joined: 12 July, 2006 Joined: 17 Oct, 2006 Joined: 15 Aug, 2012
Subs: 1,235 Subs: 1,217 Subs: 609 Subs: 417
T Views: 500,000 T Views: 1,993,924 T Views: 1,844,898 T Views: 12,763
Total Videos: 69 Total Videos: 442 Total Videos: 370 Total Videos: 57
WEBSITE WEBSITE WEBSITE WEBSITE

20. Other Interesting Channels…
• SG Open Rice
• Burger King SG
• Resorts World Sentosa
• JobDB
• Asian Food Channel
• On Coffee Makers
• Travel Channel TV
• Import Food Channel

21. Quicker than SEO, but still..
With just a newborn channel:
 Single video(s) hit -- rarely becomes a buzz (direct)
 Multiple content, brings multiple viewers
 Direct results always appear after 2/3 months
“Just be patient. Let the game come to you.
Don't rush. Be quick, but don't hurry.”
- Earl Monroe

22. Interesting readings
 NY Times:
http://www.nytimes.com/2011/03/17/business/smallbusiness/17sbiz.ht
ml?_r=0
 Business Insider: http://www.businessinsider.com/ads-on-tv-and-online-
ads-are-about-to-become-the-same-thing-2012-9
 Mashable: http://mashable.com/2012/09/21/how-derrick-rose-and-
adidas-turned-misfortune-into-great-marketing-video/
 Social Media Today: http://socialmediatoday.com/robert-
weiss/857841/how-marketing-video-will-improve-conversion-rates-
across-your-sales-
cycle?utm_source=linkedin&utm_medium=social&utm_content=81f77115
-9037-4e5a-b8dc-fe37d1fb3896

23. ¡Thanks!
Any Question?
CONTACTS
arnaud.belhamou@findyourwayintheworld.com
www.findyourwayinsg.com | www.findyourwayinbangkok.com
35 Mayo St, #02-01 S208316 - (+65) 9271 6496