Video
Cisco’s strategy doesn’t seem to be about going viral and getting millions of views, but simply engaging a valuable audience.
“We found that for the most part our audience is very active in Facebook and very active in Twitter, and also very active or engaged in watching videos. When we have a video on our web page or blog sites, we see upwards of five times the engagement.” says La Sandra Brill, a Manager in the Global Social Media team.
Measuring Engagement
While platforms like YouTube or Vimeo are free and well known, increasingly businesses are turning to professional video engagement tools like Wistia or Flimp Video. As well as hosting, these provide detailed analytics and integrate with CRM and emailing marketing tools (e.g SalesForce. com)
According to Adam Zais, of Wistia, the driver is the need to have clear measurement to inform your video strategy. So when you incorporate video in your email campaigns you get to see exactly how much of the video each recipient watches, Or a sales person can get an email alert to their smartphone when a potential customer looks at a video. These kinds of insights better inform follow up compared to the anonymous YouTube where you don’t know exactly who is watching.
The rise and rise of online video According to Forrester and Comscore
○ Video is 96% more likely to put you on the first page of search engines ○ Video on a web page increases response rates by an average of 45% ○ When watched by visitors, video makes them 95% more likely to buy
Senior executives love video
○ 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. (Forbes Insight, December 2010)
From the Google Blog, April 2011:
○ 93% of smartphone users use their devices in the home ○ Almost 50% of users watch videos on their smartphones. ○ 90% of smartphone searches result in an action such as a purchase or a visit to a business.
Video is powerful in email marketing …
○ A recent study by Forrester showed that video increased email click-through rates 2x-3x.(Forrester, 2010) ○ In tests, marketing automation provider Eloqua found that video in an introductory email campaign led to a 75% reduction in subscriber opt-outs. (Eloqua, 2010)
Video is great for online shopping …
○ 46% of frequent online shoppers prefer shopping on sites with video, compared with 30% of infrequent online shoppers. (Internet Retailer, November 2010) ○ Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010) ○ Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)
Irrational. Obsessive. Julie Meyer on the deal makers who will lead Britain out of recession:
“People betray their lack of persistence in many ways.... it’s been everything I have done when the market has gone south that has helped me make money” Julie Meyer, CEO, Ariadne Capital
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