1. Online Video: How to Extend
Your Brand and Ultimately
Grow Your Business.
Presentation to Future of Marketing, LinkedIn
group at Fogo de Chao, Washington, DC.
Thursday, November 10 2011
Ronan Keane
Social Media Marketing Manager, XO Communications
@ronankeane

2. Video/YouTube Stats
• YouTube is second biggest search engine
• 65% of C-suite executives visit vendor‟s
website after watching their video – Forbes
• Average person spends 15 minutes per day
on YouTube
• Auto-share tweet results in 7 new YouTube
sessions
• “NigaHiga” has the most subscribers –
2,159,651
Source: Website Monitoring

3. “Push” vs “Pull” Marketing

4. Content Marketing
PROCESS TOOLS
Get Found
Get Found Get Found
 Publish  Content Mgmt
 Promote  Blogging
 Optimize  Social Media
 SEO
Convert  Analytics
 Test
 Target Convert
 Nurture  Offers / CTAs
 Landing Pages
 Email
 Lead Intelligence
Convert  Lead Mgmt
 Analytics

5. Online Video Marketing
Publish
Optimize
Promote
Analyze

6. Online Video Marketing
Publish

7. Online Video Marketing
Publish

8. Online Video Marketing
Video Content Tradeoff
Informative Entertaining
• Interviews • Comedy
• Webinars • Music Video
• Demos • Drama

9. Online Video Marketing
Video Content Tips
 Short is sweet
 Focus on first 10 seconds
Camera shy? Try screen recording
 Be yourself, outline not script
 Live videos require no editing
 Iterate

10. Online Video Marketing
Attention Declines Quickly
• Shorter almost always
better
• Command attention at start
• Fast pace keeps attention
Data from EyeView Digital
(www.EyeViewDigital.com)

11. Avoid These for Video
• Backlight or window backgrounds
• Expensive camera
• Tile floors or empty rooms (echo!)
• Expensive editing software

12. Video Format Shortcuts
• Record and edit video in any format
• Use what works with your camera & software
• Upload to video sharing sites
• YouTube, Blip.tv, Vimeo, Viddler, Metacafe…
• They convert the file for you
• They all use flash as their format
• Embed from video sharing sites
• Just cut and paste the javascript code – easy!

13. Publish Easily
Blogs
Websites
Embed in…
Landing pages
Emails
Newsletters
Intranets

14. Prompt CTAs
[Like this video], [Add to Favorites], [Share]
Subscribe to XO’s channel
Link to
„Subscribe‟
function

15. Online Video Marketing
Publish
Optimize
Promote
Analyze

16. Online Video Marketing
Video Optimization Tradeoff
Search (SEO) Social/Viral
• Descriptive • Enticing
• Straightforward • Fun
• Relevant
keywords • Mysterious

17. Online Video Marketing
Search Focused
• 627 views
• “Enterprise SIP” – 2nd.
position page 1 Google
• Top result on YouTube
• Embedded on other
sites + Polycom FB fan
page

18. Online Video Marketing
Social Focused
XO customer, Kawasaki
• 2,500 views
• Shared on Facebook,
Twitter and LinkedIn
• Not optimized for
search
• Embedded

19. Online Video Marketing
SEO For YouTube
• Title and description
• Tags
• Popularity/views
• Inbound links/embeds
• “Like” and comments

20. Online Video Marketing
SEO For YouTube
Title
Description
Tags

21. Online Video Marketing
Publish
Optimize
Promote
Analyze

22. Promote!
XO customer, Kawasaki

23. Promote!
 Status updates on
LinkedIn
“Watching this cool video
about how XO helped  Wall updates on Facebook
Kawasaki…”  Tweets (couple of times)
 Ask employees
 Your LinkedIn group
 Stumbleupon
 Bookmark sites (Digg)
 bit.ly for tracking
 „Share‟ button

24. Online Video Marketing
Publish
Optimize
Promote
Analyze

25. YouTube Insights
Where did views come from?

26. YouTube Insights
Who is watching my video?

27. YouTube Insights
What is engaging about my video?

28. Thank you!
@ronankeane
Ronan Keane
Social Media Marketing Manager, XO Communications
@ronankeane