July 10, 2010

Web Video Marketing – Highest Return on Investment

In the continuing tradition of making all of our statistics point towards gloom and doom, BurstMedia released a study pointing to the bad news that just barely over half of all viewers of online video will tune out after seeing an instream advertisement. Even though the statistical analysis ends on a down note, they do deem fit to include a number of positive numbers in the report as well.

According to Burst Media’s numbers, slightly more than half of all online viewers recall seeing an instream advertisement (defined as either a pre-roll, mid-roll or post-roll advertisement). Those at the younger end of the spectrum, in the 18-24 demographic, have a greater ability to tune out the ad, where as the older set retains both the content and the advertisement.

The most encouraging news from the study is that seven of ten respondents ranging in age from 18 to over 65 sought out viewing video content online, though the bulk of those who did seek out online video content skewed predictably young and male.

The information that was presented as the ‘bad news’ was that of all respondents, 50.7% stop watching an online video once they encounter an in-stream advertisement, and only 43.2% stay to watch the ad and the rest of the video. The study didn’t delve at all into response ratios at all, which is one of the reasons I think the report tends to skew the results a bit too far into the negative category.

Ken Rutkowski last summer published an IQ Report based on numbers gathered by the Online Publishers Association that looked at the key factors that drove video advertising success. It found that of those that watched a video advertisement online, 45% had some sort of measurable response from the ad, and 31% followed through on the advertisement enough to go to the company website. Of those that watched the advertisement, 16% ended up making a purchase, and separate 13% either signed up for a free trial or ordered a subscription.

That’s a lot of numbers, so I’ll try to make sense of them by combining results from the two studies together. If under half watch the advertisement, and then 45% of those folks respond, you’ve got around a 25% viewer to response ratio, a not insignificant number. Likewise, of all the folks that will view a video, 12.9% will end up buying the product, requesting a free trial, or ordering a subscription.

Essentially, what I’m saying is that we’re looking at a glass half-full/half-empty situation here, but video advertisement still has the highest return on investment of all other forms of advertising when you disregard issues of targeting. As such, the results of the survey look much more like a net positive upon deeper digging than they might on first blush

March 9, 2013

Thank You Designated Capital Partners

“We contracted with XoPlanet Media Inc. to develop a video product for our startup business. Jason David Raya and his production team at XO worked professionally and diligently on our production from start to finish. The resulting product was of very high quality, yet was reasonably priced to fit our budget. Importantly, Jason exhibits a business efficiency and “on-time” attitude which is not always common in the creative media businesses, but likely reflects his background in the U.S. military. I recommend XO Planet MediaXoplanet Media | Jason David Raya for the production of cutting-edge film/digital media projects for business and entertainment.”

-Hollis Taylor (CEO) Designated Capital Partners February 8, 2010  http://www.linkedin.com/in/hollistaylor

July 10, 2010

Video SEO Guide – VSEO Tips & Techniques for Online Video

The following is a set of links to some of our more popular video search engine optimization (Video SEO, VSEO, video search optimization – whatever you want to call it) tips, tutorials, guidelines, presentations, articles, etc…. Learn everything from distribution techniques for VSEO; to MRSS feeds and XML sitemaps for optimizing hosted video for universal search video thumbnails; to YouTube optimization best practices and more. I hope that these will help you with your video search marketing and optimization efforts. Good luck!

We will update this list from time to time as we post additional video SEO tips, tutorials, guidelines, etc….

Feel free to bookmark and Enjoy:

SEO for Video (hosted) Tips & Tutorials

Video Sharing & Youtube Optimization Tips (VSEO)

Video SEO Tips from Friends

General Tips & Techniques

Additional Resources

Of course, we dont stop…. Expect more from us. We plan to continue with updated tips and information, the latest research and trends, case studies, and more… Including a forum for users to discuss advance strategies and tactics. Stay tuned for more ;-) http://www.reelseo.com/seo-for-video/

Feel free to search and browse our site for more information.

Click here for you very own advertising video: http://www.xoplanetmedia.com/ or see a sample here

July 10, 2010

The Three Types of Online Video for Business

So much has changed about the way we absorb information in the past few years. Can you even remember what accessing the Internet was like ten years ago? In 1999 one of the most used features in Netscape’s Navigator was the ability to uncheck Autoload Images. Once you did that you would only get text, no pictures. Page load times were crucial as users were often paying per minute to their phone service provider in addition to whatever they were paying their Internet service provider.

Jump forward to 2004 and everyone was starting to sign up for broadband, but no one was watching video online, it was still too heavy. Short clips would be distributed via email inevitably resulting in your inbox getting clogged up trying to download 5 Mb attachments from the server.

Then in early 2006, things started to change – instead of video being attached to emails people started sending links to a mysterious new site called YouTube. Even more exciting was when people started sending links to sites and blogs other than YouTube that had embedded videos that were hosted by YouTube.

By the time YouTube was acquired by Google for $1.65 billion in September 2006, everyone who used the Internet regularly had seen one of their videos. Once it became common practice for people to watch video online, it was only a short time before it became an essential part of the experience. As the commercial world started to exploit the power of the Internet for business, it became clear that online video would be co-opted into that fight and made available by almost every business with an online presence which, by 2009, meant every business.

Why Video

Brightcove recently published their “Top 6 Reasons B-to-B Marketers Need Videos” as follows:

  1. Grab people’s attention instantly
  2. Tell your story in less time
  3. Bring your ideas to life
  4. Make your site stickier
  5. Create a buzz with viral video
  6. Bring your website into the 21st century

Parsing that list into three types of video based on their natural homes – embedded offsite, on the site’s homepage and within the site – helped to identify the three kinds of online video for business:

The Three Types of Online Video for Business 3 types business video

Viral Video

If online video got its first big break with the advent of YouTube, then Viral Video was the first breakout star for the medium. It’s a classic case of business noticing what’s going on in the real world and then trying hard to catch up.

Viral videos were the natural result of the culture of sharing that began once everyone you knew and/or did business with went online. Before there were viral videos, people shared jokes or inspirational PowerPoint presentations. The first viral videos were just evolved versions of the same.

As the demand for content grew, people started crafting video with one eye on making them go viral. There were several factors to consider. In order for a video to have a chance at becoming viral it needed to be most of the following:

  • Original
  • Unusual
  • Unexpected
  • Funny / Mysterious / Sexy

In addition there was one more ingredient, a compound of timing, luck and Internet serendipity, that was required for true online ubiquity. Almost impossible to fabricate, this elusive quality is still the thing that prevents most attempts at creating a viral video from succeeding. Nevertheless businesses leapt at the chance of promoting themselves through video usually by replicating a formula that had already achieved some success or notoriety.

Viral video differs from the other types of video in terms of its location. Viral video is at its best when it is found outside the company’s site. Viral video is all about distribution and promotion. The company’s aim is for the video to be embedded in many different sites to reach as wide an audience as possible. This is not always a good thing. Once a video can be embedded outside the company’s site the company loses control over the surrounding text and, perhaps more worryingly, the surrounding pictures and ads. If you allow your video to be watched anywhere, you have to consider that viewers may see your logo and messaging juxtaposed with less savory images.

Metrics for Success

How do you measure the success of a viral video? It’s not enough to consider the number of views only, although this is important. If you are looking at views, you need decide “how much is enough?” The most popular videos on YouTube have been seen tens of millions of times. In order for your video to be considered a viral success, you might not need anywhere near those kinds of numbers. It depends who your products are targeting and whether or not you were noticed by the right kind of audience. If the video is hosted on a video sharing site like YouTube, you might want to look at the number of comments your video receives to get an idea of the level of “buzz” you have created.

You can use a company like TubeMogul to upload and track your video across the internet but you probably need to combine that with your existing site analytics to judge whether or not it has an impact on your traffic. If you’re aiming for a success metric that is even more intangible such as brand-building or buzz-making you will have to work out your own metric for success.

Creating a viral video is a bit like catching a fish… with your hands. It’s slippery and almost impossible, but if you manage it, you’ll feel fantastic.

Conversion Video

With all the uncertainty surrounding viral video, it seems much safer to manage video with moretangible goals. There are a number of reasons why site owners would want to place a video on their site. Video is a great way of engaging site visitors. Engaged visitors spend more time on websites. More time spent on websites means more opportunities to make money.

The most important thing for a commercial website is to identify the goals of the site. As you build multiple points of entry to your site you should carefully define the conversion goal for each. These are some of the most commonly seen conversion goals for commercial websites:

  • Enter Your Details – the aim of the site is to get visitors to give you contact details that can be used immediately or later to contact the customer and initiate business
  • Download This File – installing the file may be the first stage in turning the site visitor into a customer
  • Buy This Product – a direct inducement to the site visitor to pay money in return for a product or service
  • Deposit Now –used by companies to establish the financial relationship that turns browsers into committed customers

The Three Types of Online Video for Business 2009 11 25 1319Once you have a clear conversion goal for your landing page, a good conversion video should focus on driving users to that goal. Video does that in a number of ways. To begin with, a conversion video, like any other kind of video, should be an engaging experience drawing viewers in and helping them to spend more time on the site. A successful conversion video should carry a clear call to action. This can be part of the script, part of the visual, part of the player or any combination of the three. The call to action in the video must be aligned with the conversion goal for the page the video sits in to ensure that there is a clear path for the viewer to follow.

A brief review of the available material on the Internet throws up an abundance of lists of tips for making your corporate video. If you have questions about any aspect of video making from the perfect duration to the perfect volume, you will find someone with an opinion on the subject. The best thing you can do is to start with what you think makes sense and to test it on your site.

But before you can test the effectiveness of your video, you need to make sure people are watching. There are many ways to promote the viewing of your video on your site. Once you have produced a video that you are happy with, you owe it to yourself to exploit as many of these methods as you can. First of all you want to ensure that people can find your video. Make it visible and accessible. If the video is a key part of your conversion strategy for a page then make sure people know where it is. Once you are happy with its location on the page, you should consider having the video autoplay. If autoplay seems too aggressive there are variations you can try such as having the video autoplay without sound (but with subtitles) until the viewer opts in to listening as well as watching.

Metrics for Success

The Three Types of Online Video for Business 2009 11 25 1319 001 300x236If the goal for your conversion video is to increase conversions then the metric for success should be easy. When the number, or the percentage, of your conversions rises then the video is a success. Depending on the conversion goal, increased conversion can have a direct impact on the revenues of your company. It is no wonder that more and more companies are focusing on conversion video as the most likely to provide a return on their investment.

Educational Video

Educational video probably doesn’t sit on your homepage. There are a number of reasons for adding educational videos to your site and, unlike viral and conversion videos your educational video can help you achieve multiple goals without detracting from the video’s success. That means your educational video doesn’t have to be quite as tightly focused on a single goal. With educational video you have the freedom to build towards a number of achievements.

Primarily an educational video is there to educate. But, educational video can also help to establish trust and thought-leadership. Visitors to your site who move beyond the landing page and begin to delve deeper into everything your site has to offer may be looking for more information. We know that video is an excellent medium for distilling information and enquiring visitors can find much to satisfy their curiosity in a well made video.

Good video can be a real differentiator for your company against your competitors. You can use the videos to do things that other people in your market are failing to do well. If a visitor learns everything he needs from you, he’s more likely to come back when he’s ready to become a consumer.

Educational video can also take the strain away from your customer support team. Linking your videos to an FAQ or any other part of your online support can help answer some of the questions and pain points that would otherwise make their way to a customer representative. The interaction can often be even more satisfying with the customer feeling they were able to get the answer they wanted in a format they are at ease with.

Educational videos can guide viewers through a difficult process and help to ease the concerns of nervous browsers. Educational videos can help to build a mentor-mentee relationship between the site and its visitors which must have a positive impact.

There are fewer restrictions in Educational video in terms of duration and messaging. It’s probably not smart to load your Educational videos with sales messaging, but beyond that there is a freedom to communicate clearly knowing that anyone watching is doing so with less enticement that other forms of video.

Metrics for Success

Educational video may be one of the hardest types of video to manage in terms of ROI. The production costs are as high as other forms of video but success should not be measured by the number of views. There are other metrics that should be captured such as ‘time spent on video’ or how many chapters of your video were viewed. Not every player will provide you with this kind of data, but it can be invaluable for establishing ROI.

viewer engagementEducational videos are less likely to be promoted than other kinds of videos. They are more correctly positioned and targeted to specific customers at different stages in the sales cycle. Educational videos are designed to prevent customer confusion and deliver clarity.

If your Educational video is aimed at reducing the number of referrals to customer support then, then a clear reduction is the best measure of success. Beyond that tangible proof, the success of educational videos is notoriously difficult to determine.

Summary

Once you are committed to making video part of your corporate marketing strategy, there are still a number of questions to be asked. Choosing which kind of video you want to produce may depend on how you measure the return on your marketing spend. There are risks and rewards for each kind of video, but there is no denying the potential impact of the medium. Harnessing that impact and using it to your advantage is one of the key challenges facing online marketers today.

http://www.reelseo.com/types-online-video-business/

July 10, 2010

How Viewers Discover Video Online

You’re reading ReelSEO where we talk about how important search engine optimization is for online video marketing and advertising. Sometimes we wonder if anyone ever listens. Sometimes we know you are. Today we present you with evidence as to why you should have been paying attention all along (not saying that you weren’t, just offering proof).

Knowledge Networks just put out a report How People Use Video Navigation. The report looks at how US video viewers chose videos to watch and what platforms to watch them on. The number one way they found video? We’ll get to that in a minute.

How Viewers Discover Video Online video discovery 300x310First we want to talk about the number two way that people found streaming video content, search engines. A full one-third (32%) of respondents said they use search engines to find streaming video online. Yes, THIRTY-TWO PERCENTAGE of video viewers use search engines. Now do you see why ReelSEO is so important?

The number one way? Real-world word-of-mouth, which means perhaps that a large portion of those telling others about videos online are actually finding them on Search Engines themselves. 41% of respondents found out about videos online from someone else, another 27% found them by stories or reviews of those videos online.

Those stories and reviews would contain backlinks, one of the major ways that ReelSEO often tells video content publishers to generate traffic. So now in the top three ways people are finding videos online, two major ways are often the top of the tip lists for Video SEO here at ReelSEO (ahhh yes, basking in the glow of affirmation that our work is valuable).

Just behind those three ways are stories and reviews on TV (broadcast might not be dead yet), TV advertisements and social media. Actually, if you compile the two social media stats together – friends/family and others – they would total up 36% making it second only to the watercooler (verbal word-of-mouth). So Social networks, search engines and backlinks all form a strong campaign to get your video in front of people. If the video is good then they’ll tell their friends face-to-face and TV still plays a major portion as well with 24% citing ads and 24% citing stories (where I bet they show URLs or mention where the videos are).

In regards to television watching choices, TV ads were the top of the heap at 46% with verbal word-of-mouth second at 38% and stories and reviews on TV. So obviously TV viewers are looking for information on TV or from other television viewers while online viewers are certainly looking online.

More than 50% of online full-length TV program viewers go looking specifically for the content they watch (56%) while only 44% of TV viewers do and 22% who watch ‘amateur’ content online find it on purpose.

What does that mean? It means that when people want to watch something, they go find it. On occasion they get sidetracked by something else. OK, maybe that’s not exactly what it means. It means that certainly a lot of content that is perceived as being professional is being found on purpose while a lot of content that is not seen as professional is found on accident. That’s odd considering the popularity of YouTube where the majority of content is traditionally considered amateur.

So that puts one of the final pieces of the puzzle into place. Professional video content that is search engine optimized, has a lot of backlinks to it and can be found via the social networks is what people are watching online. Now we’re not the types to say we told you so but, no wait, yes we are.

We told you so.

http://www.reelseo.com/viewers-discover-video/

July 10, 2010

The Majority of Web Video Viewers Have No Problem with Ads

Hallelujah, right? I mean, that’s part of what we’re all doing here at ReelSEO, video online for advertising and marketing. So it’s good to know that our target demographics aren’t angry about it. Our erstwhile pals over at eMarketer (I’m not really sure if we’re pals or not, but I like to think so) did some research and found out that younger viewers mind ads less then us old stodgy types.

The Majority of Web Video Viewers Have No Problem with Ads 117012 300x328Well not quite the youngest of the young, more along the middle-demographics who are more tolerant. Of course, those age groups are probably also more pragmatic and understand that without ad support a lot of online video wouldn’t be so free. I mean it’s the main reason I am tolerant of it most of the time, especially when it’s very short or I can close it before it’s done.

The 18-24 demo in both genders found ads more acceptable than their younger and older counterparts. They also differentiate between them and TV ads more than the age groups around them, but not by much. The least tolerant of online ads? Old men, little girls and young women. A strange combination if you pooled them all together. It makes me think that something is wrong with that research somewhere really. Granted what do the 8-17 year-olds really know about advertising aside from the fact that it’s holding them back from their favorite Miley Cyrus video or keeping them from seeing some porn. Seriously, the Internet was made for porn, not video ads…right? (It’s Friday…give me some slack).

The Majority of Web Video Viewers Have No Problem with Ads 117010 300x207Overall, about 50% said that online video ads are just as acceptable as their TV counterparts. Makes sense doesn’t it? We all need that quick run to the toilet or the fridge, or the toilet then the fridge before the action commences once again in our favorite video stream, so ads help in that regard.

Only 7% said they are more acceptable (a surprisingly large percentage if you ask me) and 22% simply couldn’t be bothered to form an opinion on the matter. Well, at least that’s only half as many that couldn’t bother to get out and vote.

Check out this quote from the report:

comScore reported a “sweet spot” of online video advertising of about 6 to 7 minutes per hour, significantly more ad time than the current norm of about 4 minutes per hour shown against online TV content.

Of course that doesn’t add up to quite as much as the 20 minutes per hour we tolerate in television. Hell, if I could get the TV at the same time or slightly after it was aired on broadcast, and was forced to sit through 10 minutes of ads, even that would be a bonus I think. How’s that for pragmatism? It’s still the same content with half the ads…sounds like a winning TV streaming site slogan to me. All the caffeine, half the advertising. http://www.reelseo.com/web-video-viewers-problem-ads/

click here  to have your business add produced and distributed

July 10, 2010

YouTube’s Ponies Up $5 Million To Help Partners Produce Better Videos

YouTube has a lot to say this week.  First they announced a new mobile version of their site—and it rocks.  Then they officially released Leanback into the wild—it’s also very cool.  Now they’ve announced a new grant program designed to help members of the Partner program make better and better videos.

It’s called YouTube Partner Grants, and it’s essentially a $5 Million grant fund.  And it’s intended to help level the playing field between the major brands, who often have near limitless resources for creating great videos, and the lesser-known partners who often create videos on a shoestring budget.

The thinking seems to be this:  There are a ton of great videos created with small budgets by relatively unknown resourceful filmmakers… how much better could their films be if they had the kind of monetary and equipment resources that the big boys have?

And I’m sure there are some cynics out there who will scoff at a multi-billion-dollar company like YouTube/Google “donating” a sum of $5 Million.  But $5 Million isn’t chump change.  That’s a sizable allotment, and I think it shows a true commitment to helping the YouTube community gain access to the kinds of resources they’ve long been denied.

While numerous popular videos have come from major production houses, the truth is that there are far more “little guys” creating videos on YouTube than professionals.  Some use a camera that is less than cutting edge.  Some have to coerce friends to assist in the video production, or spend countless hours perfecting their content.  The end result is that a lot of really talented people struggle to find the audience the big brands have.  And YouTube wants to even things up a bit.

YouTubes Ponies Up $5 Million To Help Partners Produce Better Videos movie cameraYou can use the funds from the Partner Grants program for equipment, software, marketing and advertising expenses, talent, and more.

The only real bad news in this whole announcement is this:  It’s not open to everyone.  YouTube is going to pick Partners based on views, subscribers, growth rate, engagement, and expertise.  Then, that chosen group will be contacted and invited to submit a Grand proposal.  The proposals deemed the best—based on things like marketing plans, project appeal, cost projections, etc.—will be awarded grants.

Cue the YouTube users whining about not getting an invitation.  Which is understandable.  Not every aspiring and talented filmmaker will find themselves among the chosen few to be invited.  But the program has to start somewhere.  What begins as a $5Million invite-only grant fund might well turn into a $50 Million open-application grant fund.  You never know.  And the tone of YouTube’s announcement suggests that they’re quite serious about pumping some funds back into the community in order to improve the overall quality of the videos on the site.  Expect this program, if it’s even mildly successful, to grow moving forward.

I think it’s a great idea.  It’s a shame that people who aren’t currently Partners will have no shot at this, but you can’t begrudge YouTube opening this first to the users that have shown the most commitment to the site… the Partners.  Aside from the invite-only submission process, I’m struggling to find any problem with this program.  Will we see better videos as a result?  It’s hard to imagine that we won’t.

July 10, 2010

Strange Google Search Results Spotted – Reminder To Add Video To Google Places

Some well-known SEO folks are seeing some drastic changes to local-result queries on Google, including Frank Reed over at Marketing Pilgrim.  The results are clearly part of a testing phase, as not all users are seeing the same thing.  But the changes are huge and could have rippling impact for all kinds of businesses.

Apparently this new local results page format was first spotted in the wild by Mike Blumenthal, which is where it caught Frank’s attention.  But Andy was able to recreate the result on his own—something I have not been able to do yet myself.

The major change being tested is the “local map” being pushed to the right sidebar… above the sponsored listings.  In Frank’s test, the lettered results that typically sit next to the map box are still rolled into the standard results—but they’re significantly expanded.

For comparison, here is the page I get when I search “dentist Raleigh” (no quotes):

You’ll see the standard “Google local box” (as it’s referred to commonly) just below the horizontal sponsored listings and above the first organic result.  That’s where it typically is for all of us.  And next to the map, you’ll see a series of lettered listings—each one a different dentist in Raleigh, North Carolina.

But on the new results page being tested, the map is gone, and each of the lettered listings contains far more detail, as you can see in Andy’s screenshot here:http://maps.google.com/maps/place?cid=3465183970801331549&q=xoplanet+media&gl=us&hl=en&cd=1&cad=src:pplink&ei=lWs6TOTZGZH4oASjhLGxDQ&sig2=XhGenLTy07wUQlXiLW0GYg

They’re fuller than standard organic listings now.  You get the title and description, and the green URL—all things a standard organic listing gets—but you also get a physical address, the business phone number, and a testimonial!  Each lettered listing also has a star-rating, signifying its average rating by users of Google Places.

I’m inclined to agree with Mr. Reed, that this is a very strong signal from Google that Places (formerly called Google Local) is about to become far more important in terms of search placement.  All the added information being used to expand those lettered listings (phone, address, testimonial) is being pulled from the companies’ Places data.  And I’d imagine it seduces the user to click more than a traditional search result, simply because you’re getting so much more information at a glance.

So… why am I writing about this? Because many of you care about SEO, particularly SEO for your video offerings.  And any time Google lets changes this massive slip out into the wild during testing phase, it’s a good idea to talk about their potential impact.  If these expanded lettered results are going to become more common, then it means all other organic listings could be affected, including video.  Just in my own limited testing, I’ve seen the lettered listing next to the Google Places map have a much greater impact on my clients’ overall traffic than you might think—people click on these at alarming rates.

How will this impact universal results like VideoThat remains to be seen, at least for organic results.  But this much seems obvious:  Google is placing more importance on Places data moving forward.  And what is one huge step that most businesses skip when setting up their Google Places account?  That’s right… video.

Did you even know you can upload or embed a video in your Google Places account? I bet many of you didn’t.  Most companies just input the business name, the address, and some keywords, and then call it a day.

Look… this screenshot could just be a test… or even an anomaly of some kind.  There’s no guarantee this kind of local search result will ever see the light of day.  But let’s take this screenshot from Marketing Pilgrim as a warning, shall we?  The future of search results is likely to be impacted by Google’s ever-expanding Places service, even if it doesn’t look exactly like this screenshot.  Content from Places has already been receiving special placement at the top of organic results for nearly two years… and it will probably only increase in importance moving forward.  Oh, and that very Places service allows you to add video.

I wasn’t a math whiz in school, but even I can add all that up.  It’s time to take advantage of the five slots Google gives you inside Places to add or embed videos related to your business. Then… if this crazy new SERP ever goes from secret beta to live roll-out… you’ll be in the driver’s seat moving forward.

http://www.reelseo.com/strange-search-results-serve-reminder-add-video-google-places-account/

July 10, 2010

Case Study: How Colgate Used Online Video, Social Media and Mobile to Drive Engagement and Purchase Intent

Colgate-Palmolive had a unique marketing challenge in launching Colgate Wisp, its new mini disposable toothbrush. Colgate began introducing the mini brush in April 2009 with help from Big Fuel, a social media marketing agency. The mini brush created a new product category for Colgate and meant marketing to a young, urban target—18- to 25-year-old men and women—a demographic the personal care giant doesn’t typically focus dedicated attention on. It was clear that the company needed to figure out how to introduce the product into relevant conversations and contexts where its college student and young professional target hangs out.

Challenge: Colgate wanted to get Wisp into the hands of young, urban consumers who are active daters. The audience is active and mobile and dating opportunities can be created in an instant via text. “Wisp is almost a brand new product category,” said Avi Savar, Founding Partner and CEO of Big Fuel. “It’s an on-the-go product. The biggest challenge for us was making the product and brand relevant to the young consumer market.”

Not surprisingly, Colgate turned to social media to help it launch a multi-pronged campaign. But who wants to “friend” or follow a disposable toothbrush on Facebook? Colgate and Big Fuel tackled the challenge by conducting a lot of research. Big Fuel worked up several creative strategies and testing the concepts. “We wanted to know, what does this product represent or mean to the audience?” Savar said.

Typically, Colgate talks to moms, but with Wisp, the marketer knew it needed unique social media components to introduce the product and seed interest. Big Fuel worked closely with Y&R and VML, Colgate’s creative and digital agencies respectively on the TV campaign, microsite, online banners and social media elements.

Strategy:Big Fuel came up with a “Be More Kissable” creative platform that positioned Colgate Wisp as a kind of technology advancement that it believed would connect with the target audience. The idea centered around self-confidence: “Everyone wants to be more kissable not just within the context of a physical kiss, but all the time. Feeling kissable is about feeling confident. From a social media standpoint, we thought it was a good platform,” Savar explained. Colgate thought so too.

The concept, one of four that Big Fuel developed, was tested in four different markets. The linchpin involved creating irreverent online video content and syndicating it on YouTube and other video-sharing hubs. Along with a strategy focus on online video, Colgate Wisp developed a Facebook application and a Be the Face of Wisp photo contest.

At the heart of the strategy—online video. Big Fuel developed a series of viral videos, partnering with eight different publishers including CollegeHumor and YourTango and Web celebrities like Kip Kay, known for his how-to and prank videos, to syndicate the content. It released eight wacky videos targeting niche interests among the target audience, contextually integrating Colgate Wisp into how-to, comedy and talkshow-genre video content. The goal was to achieve a seamless content integration with no heavy brand sell. Online video syndication offered Colgate the potential to scale its vast consumer target.

The photo contest sought to identify the most kissable person in America: Participants who entered the contest uploaded a photo to colgatewisp.com and received a widget that enabled friends to vote for them. The widget was shared via the Facebook and MySpace networks and via the microsite. “It was like a syndicated version of ‘Are you hot or not?’, Savar said.

Big Fuel turned the contest into a social experience by enabling the widget to syndicate the photo content. Participants uploaded their photo, chose a specific Wisp color and placed it in the photo as an overlay. The contest enabled segmentation by geographic area as well. For example, when a man entered the contest, he could choose to look only at women in Chicago who entered the contest and decide whether they were kissable or not. On average, Big Fuel reports that there were 11 votes cast per person or one individual voting on 11 different people.

To drive brand engagement further, Big Fuel created a Facebook app called Spin the Wisp. Once the app was installed, it had the names of the consumer’s Facebook friends. Consumers could have the app randomly pick Facebook friends for the game or they could handpick up to 16 people to fill it. The Wisp landed on exotic locations and flavors—a woman could send a virtual kiss from Paris to her crush. Spin the Wisp became a novel way to flirt.

Results: Big Fuel reports that a Real Life Twitter video produced with CollegeHumor netted more than 1.7 million plus views. The video featured man-in-the-street style interviews by a standup comic who walked around blurting out things like: “I just found this new wisp. Anybody want a kiss?”

The Kip Kaye video “Quick Draw Gadget” in which Kip constructs a quick draw gadget out of a Colgate Wisp, has generated more than 1 million views. In total, the eight videos in the “Be More Kissable” series racked up more than 4.1 million views on YouTube as of late June 2010.

The two most recent videos for Colgate Wisp are College Humor POV “New Year’s Eve” which logged 1,255,872 views and Michelle Phan’s “Kissable Lips” video which has 1,791,352 views as of late June. All the videos were seeded on multiple video-sharing sites.

The game saw a 10% click-through rate. Each time someone received a virtual kiss, they got a notification that appeared on their wall. The 10% click-through rate was based on the total number engagements vis-à-vis the notifications.

The average number of spins per install on Spin the Wisp was 7.6. There were more than 100,000 engagements and 40,000 + installations of the widget and more than 1 million unique impressions of the widget. There were 500,000 views of a faux Wisp infomercial.

Overall, as of May, 2010, Big Fuel reported 6 million+ total engagements with the Wisp campaign (widget installs, video views, game plays, pass-alongs). Big Fuel considered “engagement” as active participation, meaning someone played the game, shared it, watched a video—there was a 10-second minimum on viewing—and commented on a video, Savar said.

Key Takeaways: Colgate learned the value of what an engagement is, according to Savar. “It was the first time they ever measured anything based on engagements. They are accustomed to the number of impressions.”

Now, Colgate is working to extend the engagement metric to its more mature brands. The brand has begun to understand what the value of video, game and other content is vs. framing content only within the context of an ad buy, Savar explained.

While the campaign was in the market for four months, the videos and game continue to run.

Next Steps: Colgate has moved forward with content marketing and social marketing for others of its product brands. Colgate shot new videos for the Wisp product site and two additional viral video. The brand says it’s looking to turn customers into audiences and its brands into social identities.

Msrketing and Advertising Video Online

July 10, 2010

10 Tips For Maximizing Your Discoverability On YouTube

10 Tips For Maximizing Your Discoverability On YouTube

You want people to find and watch the videos that you are posting, but how do you make yourself and your videos more discoverable? YouTube recently added a section to their Partner Communications Hub with tips for discoverability on the site. We’ve compiled a list of 10 tips for maximizing your discoverability made up of YouTube’s partner presentation, as well as some of our own. Read more after the jump and get ready to be discovered!

Create Lots Of Content

If you really want to get noticed on YouTube then one of the best ways is to create lots of content. YouTube tells its partners, “The more content, the more related video clicks, the bigger the reach.”

Additionally, the more videos that you have on different topics, the more searches your videos will come up in.

Think about it this way: If you have a single video on YouTube, let’s say it is about an orangutan playing the flute, your video will only show up in very specific searches (i.e. orangutan, flute, monkeys). However, if you have other videos about Chihuahuas, ducks, zebras and koalas then your videos will show up in a much larger variety of search results. People watching your koala video may even decide to see what else you’ve uploaded and share your Frisbee orangutan video with their friends!

Optimize Your Metadata

When it comes time to write your video title, description and tags don’t rush it. You should spend some time thinking about how you can maximize the SEO of this metadata as well ensure that your title and description will be attractive to potential viewers. YouTube provides a few tips for how to optimize this information.

Title
The title is incredibly important. You want to create a title that is not only catchy, but also describes what your video is by using highly relevant and searched for words. If you need help coming up with keywords, you can use the YouTube Keyword Tool to get keyword ideas.

Description
In your description you should focus on detailed and precise accounts of what your video is about. Include information about places, people and background. You should also account for common misspellings and capitalizations and different languages and use synonyms for words and ideas that are frequently said in different ways. You want to ensure that your video can be found by people no matter how they search, so try to think of all the possible ways people may look for content on the topic of your video.

Tags
When writing tags in YouTube, account for related topics, places, people, brands and commonly misspelled words and typos. Again, you can use the YouTube Keyword Tool if you need help coming up with tag ideas.

Utilize Your Social Networks

Don’t rely on YouTube searches alone when it comes to people discovering your content. Share your videos on your social networks—

Twitter, Facebook, Digg and more. Email bloggers who write blogs on topics related to your video and send them a link. The more coverage that you can get outside of YouTube the better!

Take Advantage of Annotations

Annotations are one of the most useful YouTube features. With annotations, you can create notes and links within your videos. Ask viewers questions, provide links to direct your viewers to other videos that you have created, link to your subscription page and more. Sure, it may take a few extra minutes of your time to add annotations to your video, but the results are definitely worth it.

Ask Your Viewers To Subscribe

When you upload a new video, add an annotation or a note in the description asking your viewers to subscribe if they like your clip. When a user subscribes to your videos they are more likely to come back and watch more of your videos in the future, share videos with their friends and become a loyal fan. Note that not all viewers will subscribe simply because you are asking, but there are a lot of people who will subscribe because you are asking when they may not have thought of doing so otherwise.

Respond To Feedback

On YouTube, viewers like to feel like they are involved. They like to feel like they are getting to know the power users that they have come to know and love over months of watching their clips. One of the best ways to strengthen the relationship between yourself and your viewers is by responding to their feedback. Read the comments on your clips. Are people making suggestions? Asking you why you did a certain thing? Respond to these people. You can also ask your viewers questions to get them involved in your creation process. By responding to their feedback you are not only making them feel involved, but also improving the quality of your videos by giving the viewers what they want.

Don’t Underestimate the Power of the Bulletin

YouTube recently launched a new social bulletin feature, which allows content creators to post links and communicate with subscribers. When you post a new bulletin it will appear on the homepage of all of your subscribers. Each time you post a new video, post a bulletin. Of course, if you don’t have any subscribers this won’t help you. However, even if you have no or few subscribers, start posting bulletins to get in the habit. Once your subscriber base grows you’

ll start to see the effects.

Create Playlists

YouTube suggests creating playlists “to group your content by themes and which take users automatically to your next videos.”

This is especially helpful once you have a lot of videos on your channel, as it helps your viewers to sift through and find the videos about the subjects they are most interested in. Additionally, it will keep viewers on your channel for longer as they will be directed from one video to the next.

Choose The Best Thumbnail

After you upload your video to YouTube you will have a choice of which thumbnail you want to appear before your viewers click to play your video. This is also the thumbnail that will appear in the search results. Choose the option that is the most attention grabbing. Unfortunately, only YouTube partners have the ability to create custom thumbnails and from time to time you may not have any amazing thumbnails to choose from. However, do your best to choose the best option available.

Create Captions and Subtitles

You want your video to be available to as many viewers as possible. If you add captions to your videos, not only will hearing impaired viewers be able to watch them, but people who speak different languages will be able to use YouTube’s automatic translation feature to translate your videos into their native language so that they can watch too!

By following these ten simple tips you can greatly increase your discoverability on YouTube. Have you used any of these methods? What has the result been?

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