Technology has made. less human
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- Horace Evans
- 5 years ago
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Transcription
1 Technology has made commercial relationships less human
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6 How have we tried to fix this?
7 Demonstrate Legitimacy
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9 Demonstrate Credibility
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11 Demonstrate Professionalism
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13 #NATANDNOTT Phil Nottingham All material THE WEB PSYCHOLOGIST LTD No unauthorised reproduction @PHILNOTTINGHAM
14 Enter Video
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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
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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
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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
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59 Typical CTR.. 1.3%
60 If you include the word click 2.6% (+202%!)
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62 Use cards to encourage users to watch other videos
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64 Use playlists to rank for topical queries
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70 Facebook video is Mobile video
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73 Aural YouTube = + Visual
74 Visual Facebook = Aural +
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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
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