互联网视频营销精要

HowtoUseOnlineVideoforMarketingMikeVolpeVPMarketing@HubSpotTwitter:@mvolpeKarenRubinProductOwner@HubSpotTwitter:@karenrubin第1页OutboundMarketing第2页OutboundMarketingisBroken800-555-1234AnnoyingSalesperson第3页MarketingHasChanged1950--2050第4页InboundMarketingBlogSEOSocialMedia第5页InboundMarketingConvertGetFoundGetFoundPublishPromoteOptimizeConvertTestTargetNurtureProcessToolsGetFoundContentMgmtBloggingSocialMediaSEOAnalyticsConvertOffers/CTAsLandingPagesEmailLeadIntelligenceLeadMgmtAnalytics第6页OnlineVideoMarketingPublishOptimizePromoteAnalyze第7页OnlineVideoMarketing

Publish

OptimizePromoteAnalyze第8页WhattoPublish?BlogPodcastVideosPhotosPresentationseBooksNewsReleasesAnything…第9页WheretoPublish?第10页VideoContentTrade-OffInformativeInterviewsWebinarsDemosEntertainingMusicvideosSpoof/comedyDrama第11页VideoContentTipsShortissweetFocusonfirst10secondsLivevideosrequirenoeditingCamerashy?TryscreenrecordingBeyourself,outlinenotscriptIterate第12页ShortisSweet/watch?v=Q3yCB7AvvAk第13页FocusonFirst10Seconds/watch?v=4-lGe5MnBlY第14页AttentionDeclinesRapidlyShorteralmostalwaysbetterCommandattentionatstartFastpacekeepsattentionDatafromEyeViewDigital()第15页LiveVideoRequiresNoEditing/watch?v=t74O5rACAP4第16页CameraShy?TryScreenRecording/watch?v=0glUGk81Kyg第17页BeYourself/watch?v=R6duq7Z3zO4第18页Iterate/watch?v=CnNsy5W7FuY第19页CameraCheapisfine(under$500)ExternalmicrophonejackHDisnotrequiredforwebWidescreen(16:9)isagoodidea第20页OtherGearLightinghelpsalotTarget,WalmartorCraigslistCheapermicrophonesareokTripodScreenrecordingCamtasia($)orCamStudio(opensource)第21页EditingFreesoftwareisfineMaciMovieorWindowsMovieMakerTimeconsumingAllocatetimetotherightvideos第22页ThingstoAvoidforVideoBacklightorwindowbackgroundsExpensivecameraTilefloorsoremptyrooms(echo!)Expensiveeditingsoftware/watch?v=4R49OWIMvbY第23页TechnicalVideoFormats.WMVWindowsformatfortheweb.MOVAppleformatforiTunesandtheweb.M4VAppleformatforiTunes,iPodsandiPhonesFlashMostcompatible-useforallwebposting!第24页TechnicalVideoFormats-ShortcutRecordandeditvideoinanyformatUsewhatworkswithyourcamera&softwareUploadtovideosharingsitesYouTube,Blip.tv,Vimeo,Viddler,Metacafe…TheyconvertthefileforyouTheyalluseflashastheirformatEmbedfromvideosharingsitesJustcutandpastetheHTMLcode第25页PublishingEverywhereEasilyIfyouareinterestedintestingVisibleMeasuresupcomingproduct,emailalpha@withsubject“HubSpot”第26页OnlineVideoMarketing

Publish

OptimizePromoteAnalyze第27页VideoOptimizationTrade-OffSearch(SEO)DescriptiveStraight-forwardRelevantkeywordsSocial/ViralEnticingFunMysterious第28页VideoTitleOptimizationTrade-OffSearch(SEO)Social/Viral“OptimizeLinkedInProfileforSEO”“Dude,ColdCallingisforLosers”第29页VideoSEOforBloggingEmbedvideoinblogAdd“shownotes”ortranscription第30页SEOforYouTubeTitle&DescriptionTagsPopularity/ViewsInboundLinks/EmbedsRatings&Comments第31页YouTubeSEO–Title&DescriptionTitleDescriptionIncludealink第32页YouTubeSEO–TagsTagsNotvisibleonpublicvideopage第33页YouTubeSEO–Popularity/ViewsViewsNotalwaysrealtimeMorepopular=morepromotion第34页YouTubeSEO–Links/EmbedsBettervideosPromoteyourvideos第35页YouTubeSEO–Ratings&CommentsControversialorshockingEncouragepeopletorate第36页SEOforiTunesTitle,Artist,DescriptionReviewsSubscribers/popularityAppealingimage第37页iTunesSEO–Title,Artist,DescriptionTitleArtistDescription第38页iTunesSEO–Reviews&PopularityReviews:Askyourviewers!Subscribers/Popularity:Promotion!第39页iTunesSEO-AppealingImage第40页OnlineVideoMarketing

Publish

Optimize

PromoteAnalyze第41页PromoteEverywhere第42页TwitterTweetaboutit(acoupletimesisOK)UseaURLshortenertotrackAdda“TweetThis”buttonnexttoitAskyourcompanytoTweetit第43页FacebookPosttheYouTubelinkinyourstatusPostthevideotoyourbusinesspageand/orgroupEncourageyourcompanytopostit第44页LinkedInPostaYouTubelinkinyourstatusSendittoyourLinkedIngroupEncourageyourcompanytopostit第45页StumbleUponSubmittheYouTubeURLasvideoPlaywithStumbleUponalittlebitfirst/blog/tabid/6307/bid/4108/28-Tips-To-Make-You-a-StumbleUpon-Superstar.aspx第46页BlogEmbedinyourblogAddtextforSEORespondtocommentsEncourageyourcompanytoblogit第47页LeverageYourWholeCompany第48页PaidPromotionUsuallynotworththetimeYouTubehasPPCprogramStumbleUponis$0.05pervisitor第49页WhatisViral?Stalled:Neverbreak1millionviewsEmbraced:Around4millionviewsBreakout:Longtime,ultimately10+millionviews–Rare

DatafromVisibleMeasures(/news-and-events/blog/bid/8920/The-Anatomy-of-a-Viral-Video-Ad-Campaign-in-Today-s-Advertising-Age)ForB2B,HubSpotconsidersitasuccessifyougetjust10,000viewsonYouTube.第50页OnlineVideoMarketing

Publish

OptimizePromote

Analyze第51页YouTubeInsightsWheredidmyviewscomefrom?第52页YouTubeInsightsWhoiswatchingmyvideos?第53页YouTubeInsightsWhatisengaginginmyvideos?第54页Blip.tvStats第55页VisibleMeasures/TubeMogul第56页TryaCalltoActionattheEnd/watch?v=4-lGe5MnBlY第57页HubSpot: