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whwytriright 32 Web Video
who swapped their real uniforms
for a body painted version. Th e
clever spots were quickly picked
up by a host of other websites
and blogs (this is what’s meant
by “going viral”), and have
found a permanent home on
YouTube:
www.youtube.com/
watch?v=elD38pJX7iE.
Another potential use of
video is training clips for internal
staff . Th ese can be a useful means
for explaining to employees a
company’s preferred approach to
customer service, sales objectives,
and so on. One such example can
be found here: www.actionvideo-
group.com/dragondemo.html.
Once a company has determined
what its video objectives are, it will be bett er positioned to kicking the tires. All the providers off er free solutions or free
fi nd and contact the OVPs that are most relevant. “If you just trials, many of which you can access within a few minutes of
Google ‘online video hosting or streaming,’ you’re going to registering your name and email, and then boom! You can
get a ton of garbage,” Drey says. “Th at’s only going to confuse start exploring.”
you further.” At this point, you can begin experimenting with upload-
ing videos or at least wandering around the site to familiarize
yourself with the OVP’s tools. “It’s important to be comfort-
able with it and to understand it,” Drey says. “Th ese providers
Clips of new products
are eager enough for your business that they’ll answer any
or video messages about questions or uncertainties that you have. You need to fi nd out
how their player works and what you can do with it without
upcoming deals can
gett ing confused. Some of them have way too many options
all be eff ective. for a small business.” Questions to ask oneself, he adds, are:
‘Is the navigation clear?’ ‘Can you get where you need to go,
or fi nd what you’re looking for within one or two clicks?’
Drey recommends coming up with a “Top Five Wants/ ‘Are the features obviously exposed and readily accessible?’
Needs” list before the search begins, including such possibili- If not, move on.
ties as whether you’re looking for an OVP that syndicates to As is the case with any website, search engine optimiza-
the major search engines and YouTube or one that off ers deep tion (SEO) is crucial. SEO involves the use of certain key-
analytics to measure user engagement and viewer behavior words that consumers are likely to use as they search for a
to track such variables as when users stop watching, or where particular product or service via Google, Yahoo!, Bing and the
they rewind or pause. With those objectives in hand, it will like. Using targeted keywords when titling and tagging your
be easier to narrow down your search. Once you’ve found videos, and creating a number of videos that each focus on a
some OVPs that seem like real possibilities, Drey says, “Start diff erent search term, are two relatively simple ways to make
Continued On 36 whwytriright
34 December 2009
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