Technology has made. less human

Transcription

1 Technology has made commercial relationships less human

2

3

4

5

6 How have we tried to fix this?

7 Demonstrate Legitimacy

8

9 Demonstrate Credibility

10

11 Demonstrate Professionalism

12

13 #NATANDNOTT Phil Nottingham All material THE WEB PSYCHOLOGIST LTD No unauthorised reproduction @PHILNOTTINGHAM

14 Enter Video

15

16 TV Model: What, When, Where

17 Social Model: What, When, Where, Why and How

18 These are now all video platforms

19 Restricted Media Type Active Browsing Passive Browsing Fluid Media Type

20 Someone in the audience BUT PHIL, WE DON T KNOW HOW TO DO VIDEO

21 wistia.com/library/diy-office-video-studio

22 Platform First C R E A T E C O N T E N T F O R T H E P L A T F O R M

23 1. Work out where your target market are active (and when) Platform First Approach 2. Choose the platforms to focus on 3. Create content for the platform 4. Cross promote on other platforms - by linking, not republishing

24 Most Content Strategies

25 Pick one or two platforms, and actually do a good job

26 Today s Agenda On-Site

27 My mission To give you something today that you can immediately put into action on Monday to improve your video marketing

28

29 THE WORLD S SECOND BIGGEST SEARCH ENGINE AFTER GOOGLE! Lots of incredulous people at Marketing conferences

30 Facebook

31 Google

32 Bing

33 YouTube

34 Video = Aural + Visual

35 Aural YouTube = + Visual

36 Test before you invest

37 Lean testing for YouTube 1. Upload some generic video content on a dummy account 2. Change title, description and thumbnail to match proposed creative

38 Lean testing for YouTube 1. Upload some generic video content on a dummy account 2. Change title, description and thumbnail to match proposed creative 3. See how many views you get from YouTube search and YouTube suggested videos 4. Go and actually produce the videos which gain the most views

39 You can take the same approach with TrueView ads

40 What shall I do with my existing library of videos? Should I put them on YouTube? S O M E P E O P L E I N T H E A U D I E N C E

41

42 How to Optimise for YouTube Create videos that meet the needs of your audience Ensure your videos stand out from the pack Build a channel with a compelling value proposition

43 OF THE 17 ARTICLES YOU'VE READ ABOUT YOUTUBE OPTIMISATION, YOU WON T BELIEVE THE ONE THING THEY VE ALL GOT WRONG. Phil Nottingham

44 Clicks > Keywords

45

46 Best Practice for YouTube titles Clicky title < 55 characters Explicit value proposition Thumbnail is congruent with title

47 YouTube Suggested Video Traffic Operation Buzzfeed

48

49

50 Custom thumbnail = 35% increase in play rate

51 Think of thumbnails like movie posters

52 How to Optimise for YouTube Create videos that meet the needs of your audience Ensure your videos stand out from the pack Build a channel with a compelling value proposition

53 A Typical Brand YouTube Channel

54

55 YouTube Channel Framewo rk Hygiene Hub Hero

56 YouTube Channel Framewo rk Hygiene - Traffic from Search Hub - Traffic from Browsing Hero - Traffic from Social shares

57 Use Annotations to drive next actions

58

59 Typical CTR.. 1.3%

60 If you include the word click 2.6% (+202%!)

61

62 Use cards to encourage users to watch other videos

63

64 Use playlists to rank for topical queries

65

66

67

68

69

70 Facebook video is Mobile video

71

72

73 Aural YouTube = + Visual

74 Visual Facebook = Aural +

75

76

77

78

79 PAY TO PLAY = PAY TO GET ON THE WAITING LIST

80 Content is a starting point for conversation

81 Why will people care? How will people engage?

82 Why will people care? Surprises Provides amusement Thrills or excites Supports political/social views Educates / informs Makes them look good Parasocial relationships Provides shared experience

83 How will people engage? Share to own timeline Leave a comment Share on friend s timeline Like the video Share via /dm Visit the page

84

85 Best Practice for Facebook titles Provide counterpoint or context Indicate reward for viewing with sound Can be nuanced and suggestive CTA included in text

86 On-Site Video VIDEO ON YOUR W EBSITE

87 CULTURE VIDEOS This is who we are

88 CULTURE VIDEOS PRODUCT VIDEOS This is who we are THIS IS WHAT WE SELL

89 CULTURE VIDEOS PRODUCT VIDEOS LEARNING VIDEOS This is who we are THIS IS WHAT WE THIS IS WHAT WE SELL KNOW

90 Don t use these platforms for your on-site video

91 A paid platform will give you much better data

92

93 Video SEO still matters

94 Ways of getting videos indexed VIDEO SITEMAP In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA MICRO DATA IN THE <BODY> OF THE PAGE SCHEMA.ORG MARKUP VIA JSON-LD IN THE <HEAD> OF THE PAGE

95 Ways of getting videos indexed VIDEO SITEMAP In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA MICRO DATA IN THE <BODY> OF THE PAGE SCHEMA.ORG MARKUP VIA JSON-LD IN THE <HEAD> OF THE PAGE Awkward and time-consuming to manage

96

97 Ways of getting videos indexed VIDEO SITEMAP In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA MICRO DATA IN THE <BODY> OF THE PAGE SCHEMA.ORG MARKUP VIA JSON-LD IN THE <HEAD> OF THE PAGE Awkward and time-consuming to manage Unreliable and can affect page speed Fast, reliable and unobtrusive

98 Customise your video player

99 Branded player colour = 19% increase in play rate

100 Use Turnstiles & CTAs to drive next actions

101 Turnstile Conversion Rate by Location x x 0.

102 Average CTR %

103 verage CTR % (+18%)

104

105

106 Video in

107 300% increase in clicks (vs regular image)

108 Summary Split test everything Optimise content for retention Authentic > Professional Use long-form learning video for lead-gen Embed video high up the page Turnstile 20% of the way through Embed at px wide Annotations - Click Here Match the player to the brand CTAs - Click Create movie poster Thumbnails Use video thumbnails in

109 Thank