This is my presentation from the 2011 Video Commerce Summit in San Francisco. I walked the audience through strategies for leveraging online video across the consumer purchase life-cycle/funnel. You can learn more about e-commerce video at ReelSEO - http://www.reelseo.com/video/retail-ecommerce/

1. WELCOME TO
THE “REEL” WEB
The Evolution of Video Marketing

2. Agenda
1
•Search Evolves - 2010 & 2011 Trends
2
•The New SEO Paradigm
3
•The State of V-Commerce
4
•The V-Commerce Marketing Funnel
5
•Creative V-Commerce Examples
6
•Q&A

3. Who’s That Handsome Dude?
Mark Robertson - ME
• ReelSEO.com | CEO, Founder, Webmaster,
Customer Service Rep, Author, etc…
• Internet marketing consultant - focus on
video, search, & social media marketing.
• Expertise
– Search engine optimization
– Web video publishing & marketing
– Procrastination
• Not so much
– Dynamic speaking
– Baseball

4. 2010/2011 TRENDS
Search, Social, Mobile, etc…
00:09

5. Search Engine Evolution
http://www.youtube.com/watch?v=Pt7wsPARyCo

6. Search Engines Rapidly Mature
Google
• “Caffeine” index – 6/2010
• Instant Search – 9/2010
• Google Places (local, mobile) – 4/2010
• Panda/Farmer algorithm update (quality, uniqueness) –
4/2011
• Google confirms social signals – 4/2010
• Google Plus – 6/2011
Yahoo & Bing
• Yah-Bing-o! – 4/2010
• Bing confirms social signals matter – 12/2010
• Bing + Yahoo + Google team up for web tag standards –
6/2/2011

7. Search Looks Beyond Search & Gets Social

8. Search Looks Beyond Search & Gets Social

9. Universal Search Gets More Dynamic
Transactional keywords
• Words like “buy,” “cheap,”
“free,” or “sale”
Informational keywords
• Comparative (this versus that)
• Instructional (“how to” or
“learn”)
• Educational (“what is” or
“history of”)
Navigational
• website addresses, brand
names, brand descriptions, etc…
Source: aimClear Video SEO Whitepaper, April 2011

10. Universal Video Results – What’s The Intent?

11. Even YouTube’s Search Looks Outside
Influencers
Social
Paid
Media &
Promotion
Buzz
YouTube
Rankings
Frequency Inbound
Freshness linking

12. Search Needs Social? It Makes Perfect Sense
• When consumers were exposed to both search and social media influenced by
a brand that overall search CTR went  94%.
• 40% of consumers who use search in their path to purchase are motivated to
use social media to further their decision making process.
Source: GroupM & comScore – “The Virtuous Circle: The Role Of Search And Social Media In The Purchase Pathway“ - 2/2011

13. THE NEW VIDEO SEO PARADIGM
Good SEO = Outside the Box
00:21

14. SEO = Moving Outside of Direct Control

15. Social = More Important Now Than Ever

16. What Are The Implications?
• Search is a moving target, and moving faster
than ever.
• Universal video search is becoming less
effective for e-commerce transactional
queries.
• Social media engagement now enhances SEO
rankings, a lot.
• Marketers’ must embrace social video &
produce video that lends itself to social

17. THE STATE OF V-COMMERCE
Product Videos Galore
00:36

18. The State Of Retail Web Video
Retailers Have Embraced Product Video
• 73% of US retailers feature video on
product pages in Q4 2010.  vs. 55%
2009.
• # retailers > 1,000 videos on their
websites  10% from Q4 2010 to Q1
2011.
•  37% YOY growth in video views for
LiveClicker retail sites live with video >1
year.
Source: eMarketer's "Video for Ecommerce" report | Sunday Sky’s “State of Video in Ecommerce Q1 2011” | MediaPost, Justin Foster
7/2011

19. Time To Invest Beyond Product Videos Alone
• Myopic approach with focus on product videos (my observation)
– They’re a must for e-commerce websites.
– There is a Hard R.O.I. and it’s measurable.
– They’re cost effective and a great starting point.
• However
– Product videos don’t typically work well for social.
– Product video SEO may be a less effective approach moving forward.
• PLUS
– There are many more things that can be done with video.

20. CONVERSIONS

21. CONVERS IONS

22. CONVERSATIONS

23. V-COMMERCE MARKETING FUNNEL
Going Beyond Product Video
00:40

24. Video = Swiss Army Knife Of Web Marketing

25. The Video Marketing Purchase Funnel
Strategies Video Types
Video Commercials, Branded
Video Advertising, Video SEO,
Video, Instructional (How-to)
Live Video Events, Social Video,
Videos, UGC Videos, Lifestyle
Video Distribution
Content
Company profiles, Product
Video SEO, Social Video, Video
Demos, Video Case Studies, Video
Chat
Testimonials, Video Comparisons,
Website Video, Video Chat Product Videos
Training Videos, User Generated
Videos, Video FAQs, Corporate
Website Video Image/Culture, Customer
Support, Thank you/rewards
videos
Video Sharing/Social Video/UGC Product Video
MAKE ALL VIDEOS SHAREABLE Reviews/Testimonials

26. Reach Throughout The Customer Life Cycle
Product Demonstrations Customer Testimonials
Customer Support Company Introductions

27. CREATIVE V-COMMERCE MARKETING
Example Video Commerce Marketing Strategies
00:54

28. Providing Community Value w/ Lifestyle Series
"In challenging socio-economic times, people are searching for authenticity, even in
the brands they buy. Consumers want to be given something more than forced
advertising. They want community and trust. Producing original branded video
content is one way to provide value back to the community and grow brand
awareness and loyalty at the same time." - Stacy Bellew, ThinkProducts, Inc.

29. Go Inside the thinkKitchen
http://www.youtube.com/thinkThinTV

30. Branded Video Distribution Strategies
Prominent Website Visibility
Unique Social Channels
• YouTube channel
• Facebook page
• Twitter profile
Outreach Partnerships
• Featured on relevant
YouTube channels
(http://www.youtube.com/user/diethealth)
• Syndication to niche target
sites like diet.com

31. How & Tying Back to Product Sales
How it is executed
• In-house production
• Produces 8 episodes over course of day,
every other month
• 1 episode released /week
• Simultaneous release across all channels
How does it tie back into sales? ???
• Carefully - Viewers want value
• Indirectly – Brand awareness, Loyalty =
soft ROI
• “Download the recipe” – takes viewers
to product website.
– ASK: for email information, Facebook likes,
etc…
– Incentive: 20% coupon

32. Hyper-Targeting with Existing Communities
“We reached out to the top 50 people on YouTube who were making videos and
created a network of video bloggers. …92% of our traffic is organic and most
comes from YouTube,” said Jordan Blum, President - BeautyChoice.com”
views in < 2 years
WARNING:
Excellent strategy, but don’t just rely upon others. Control your brand reputation!

33. Supporting Customers & Teaching Potentials
“Our goal with our videos is to really try to clarify things with our customers and
our potential customers. We do things with our videos that will show our
customers the best features of a product, or explain exactly how a product works,
or just answer any general questions they may have about consumer electronics...”
- Jon Schroeder, Crutchfield

34. Supporting Customers w/ Video – Crutchfield
Distribution Strategy:
• Website - 400 videos
– Relevant product pages
– Video learning center
• YouTube
– 250 most popular videos
• Facebook
– 115 videos
• Twitter
– Tweets for each new video

35. Gets Fitted With Video Like It’s Going Out Of Style
01:00

36. Zappos – Broad Video Marketing Strategies
Zappos Video Initiatives
• 2009 – Initial testing
• 2010 – Goal = 50K videos
– 57,509
• 2011 – Goal = 100K videos
Zappos Video Strategy
• Product videos
• How-to videos
• Brand marketing
• Internal communications
• Corporate culture
• User-generated product reviews (planned)

37. Zappos.com Video Results - Powerful
Zappos Video Results
•  Product page conversion
•  Returns
•  Customer satisfaction
Zappos Keys To Success
• Honest, personal, informative
• Diffusion everywhere
– Website, YouTube
– Facebook - 2011
“What works the best is the fact that our videos are very real. There is value in
being candid. There's an emotional connection that can’t be captured via
photograph or text”
– Laurie Williams, Zappos.com Video Product Manager

38. Please Love Us & Get Reel With Video!
ReelSEO = The Online Video Marketer’s Guide
Our focus is to help businesses and
marketers to best leverage the power of
online video.
Video Marketing Video Advertising
Video SEO Video Technology
Video Search Video Production
Research & Trends E-Commerce Video
Mobile Video Tools and Software
Facebook.com/reelseo
Twitter.com/reelseo
Youtube.com/reelseo

39. QUESTIONS?