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HowtoUseOnlineVideoforMarketingMikeVolpeVPMarketing@HubSpotTwitter:@mvolpeKarenRubinProductOwner@HubSpotTwitter:@karenrubinOutboundMarketingOutboundMarketingisBroken800-555-1234AnnoyingSalespersonMarketingHasChanged1950-20002000-2050InboundMarketingBlogSEOSocialMediaInboundMarketingConvertGetFoundGetFound•Publish•Promote•OptimizeConvert•Test•Target•NurtureProcessToolsGetFound•ContentMgmt•Blogging•SocialMedia•SEO•AnalyticsConvert•Offers/CTAs•LandingPages•Email•LeadIntelligence•LeadMgmt•AnalyticsOnlineVideoMarketingPublishOptimizePromoteAnalyzeOnlineVideoMarketingPublishOptimizePromoteAnalyzeWhattoPublish?•Blog•Podcast•Videos•Photos•Presentations•eBooks•NewsReleases•Anything…WheretoPublish?VideoContentTrade-OffInformative•Interviews•Webinars•DemosEntertaining•Musicvideos•Spoof/comedy•DramaVideoContentTipsShortissweetFocusonfirst10secondsLivevideosrequirenoeditingCamerashy?TryscreenrecordingBeyourself,outlinenotscriptIterateShortisSweet=Q3yCB7AvvAkFocusonFirst10Seconds=4-lGe5MnBlYAttentionDeclinesRapidly•Shorteralmostalwaysbetter•Commandattentionatstart•Fastpacekeepsattention•DatafromEyeViewDigital()LiveVideoRequiresNoEditing=t74O5rACAP4CameraShy?TryScreenRecording=0glUGk81KygBeYourself=R6duq7Z3zO4Iterate=CnNsy5W7FuYCameraCheapisfine(under$500)ExternalmicrophonejackHDisnotrequiredforwebWidescreen(16:9)isagoodideaOtherGearLightinghelpsalot•Target,WalmartorCraigslistCheapermicrophonesareokTripodScreenrecording•Camtasia($)orCamStudio(opensource)EditingFreesoftwareisfine•MaciMovieorWindowsMovieMakerTimeconsuming•AllocatetimetotherightvideosThingstoAvoidforVideoBacklightorwindowbackgroundsExpensivecameraTilefloorsoremptyrooms(echo!)Expensiveeditingsoftware=4R49OWIMvbYTechnicalVideoFormats.WMV•Windowsformatfortheweb.MOV•AppleformatforiTunesandtheweb.M4V•AppleformatforiTunes,iPodsandiPhonesFlash•Mostcompatible-useforallwebposting!TechnicalVideoFormats-ShortcutRecordandeditvideoinanyformat•Usewhatworkswithyourcamera&softwareUploadtovideosharingsites•YouTube,Blip.tv,Vimeo,Viddler,Metacafe…Theyconvertthefileforyou•TheyalluseflashastheirformatEmbedfromvideosharingsites•JustcutandpastetheHTMLcodePublishingEverywhereEasilyIfyouareinterestedintestingVisibleMeasuresupcomingproduct,[e-mail]“HubSpot”OnlineVideoMarketingPublishOptimizePromoteAnalyzeVideoOptimizationTrade-OffSearch(SEO)•Descriptive•Straight-forward•RelevantkeywordsSocial/Viral•Enticing•Fun•MysteriousVideoTitleOptimizationTrade-OffSearch(SEO)Social/Viral“OptimizeLinkedInProfileforSEO”“Dude,ColdCallingisforLosers”VideoSEOforBloggingEmbedvideoinblogAdd“shownotes”ortranscriptionSEOforYouTubeTitle&DescriptionTagsPopularity/ViewsInboundLinks/EmbedsRatings&CommentsYouTubeSEO–Title&DescriptionTitleDescription•IncludealinkYouTubeSEO–TagsTags•NotvisibleonpublicvideopageYouTubeSEO–Popularity/ViewsViewsNotalwaysrealtimeMorepopular=morepromotionYouTubeSEO–Links/EmbedsBettervideosPromoteyourvideosYouTubeSEO–Ratings&CommentsControversialorshockingEncouragepeopletorateSEOforiTunesTitle,Artist,DescriptionReviewsSubscribers/popularityAppealingimageiTunesSEO–Title,Artist,DescriptionTitleArtistDescriptioniTunesSEO–Reviews&PopularityReviews:Askyourviewers!Subscribers/Popularity:Promotion!iTunesSEO-AppealingImageOnlineVideoMarketingPublishOptimizePromoteAnalyzePromoteEverywhereTwitter•Tweetaboutit(acoupletimesisOK)•UseaURLshortenertotrack•Adda“TweetThis”buttonnexttoit•AskyourcompanytoTweetitFacebook•PosttheYouTubelinkinyourstatus•Postthevideotoyourbusinesspageand/orgroup•EncourageyourcompanytopostitLinkedIn•PostaYouTubelinkinyourstatus•SendittoyourLinkedIngroup•EncourageyourcompanytopostitStumbleUpon•SubmittheYouTubeURLasvideo•PlaywithStumbleUponalittlebitfirst••Embedinyourblog•AddtextforSEO•Respondtocomments•EncourageyourcompanytoblogitLeverageYourWholeCompanyPaidPromotionUsuallynotworththetimeYouTubehasPPCprogramStumbleUponis$0.05pervisitorWhatisViral?Stalled:Neverbreak1millionviewsEmbraced:Around4millionviewsBreakout:Longtime,ultimately10+millionviews–RareDatafromVisibleMeasures()ForB2B,HubSpotconsidersitasuccessifyougetjust10,000viewsonYouTube.OnlineVideoMarketingPublishOptimizePromoteAnalyzeYouTubeInsightsWheredidmyviewscomefrom?YouTubeInsightsWhoiswatchingmyvideos?YouTubeInsightsWhatisengaginginmyvideos?Blip.tvStatsVisibleMeasures/TubeMogulTryaCalltoActionattheEnd=4-lGe5MnBlYHubSpot:Traffic,Leads,CustomersVisitorsLeadsCustomersSEO5,28975412YouTube834723SocialMedia511281VisitorsfromYouTubeThankYou!