Category: Video Marketing Tips

Melissa Etheridge & HyperJamz – Furman Pictures On Location

Go behind the scenes with Furman Pictures on a project for HyperJamz, HyperPower Game Group introducing her debut music video game, “Take My Number” Phone Book Challenge. Furman Pictures, LLC handled production, post and Melissa Etheridge’s sound bites for the game.

Video Marketing: What’s Holding You Back

Here’s our latest On Location post about what might be holding you back when it comes to video marketing. It could be you. We have some tips.

Kiss the Internet Goodbye

verizon2Internet service providers can now legally block your website from showing up unless you pay them an extra fee. They can also charge you more, based on how much data you use… and that’s just the tip of the iceberg.

This month a federal appeals court struck down what is commonly known as net neutrality in Verizon vs the Federal Communication Commission. What effect will that have on your business in concrete terms?

This is concerning to companies who create or distribute video on the web because of the large bandwidth. However, with about 90 percent of all home internet traffic now being video, it should also be a concern to businesses and home users who also distribute and consume video. That doesn’t really leave anyone out.

Video and use of bandwidth is just part of the equation.

“consumers will have more choices to determine for themselves how they access and experience the Internet”

In a statement, Verizon Wireless said the decision would “allow more room for innovation, and consumers will have more choices to determine for themselves how they access and experience the Internet. Verizon has been and remains committed to the open Internet that provides consumers with competitive choices and unblocked access to lawful websites and content when, where, and how they want.”

It would seem the ruling to allow internet providers to control and limit  consumer’s content is quite literally the opposite of free choice.

Internet providers and online companies had already started to control online information. Take Google Maps for example. When a user searches for a specific service, Google doesn’t bring up all the businesses that offer that service. Instead, they only show businesses that have either directly registered with Google or who are advertising with Google. You can instead search for a specific company name or web address, but now, that option can be blocked as well.

Verizon and other service providers may now prevent customers and competitors from seeing specific websites for any number of reasons, for example, if business is not paying Verizon an advertising fee. Or Verizon may require a customer to purchase a higher tier of service with fewer limits on the number of webpages or data they view in a day, week or month. A business may have to pay a higher premium to even show up at all under a given domain name. Or, if a website is popular, it might have to pay extra for customers to view it.

The internet will become more like a cable TV station, where you don’t really have a choice of what you see, you only see what is in the service provider’s program line up. It would be more like looking at the MSN Internet or the Verizon Internet.

Internet providers can also block out competitors. For example, Comcast can now block Netflix. More likely, they will just charge Netflix more to stream content. So, expect your internet streaming service fees to rise in the near future.

Ironically, the US internet experience may now become more like China or Iran, only it will be businesses instead of government limiting what you see and how you see it. But then again, have we already started down that road?

As invasive as the NSA’s extensive information gathering has been, Google is far more invasive. After all, every service they offer – search engine, web browser, Android OS, inexpensive tablets, phones, email, wearable electronics, driverless cars, Google Maps, free phone numbers, free voice services, Google Wallet, etc. – are all focused on one simple business goal: harvesting your personal information to make a profit.

However, others like Clyde Wayne Crews Jr., Forbes, believe this is the Internet 3.0, the way of things to come.

It appears the majority of users and businesses oppose Verizon, agreeing that unrestricted internet access is essential to a free and open market. FCC Chairman Tom Wheeler is considering appealing the decision, which greatly weakens the FCC’s authority over all.

Jennifer Yeh, of freepress.net points out that the court’s ruling is based on certain missteps the FCC has take in the past by regulating the internet on a shaky legal structure.

“power to protect the open Internet may be in jeopardy”

The FCC’s “power to protect the open Internet may be in jeopardy,” Says Yeh. “Yet as this decision signals, the Commission can correct its missteps and treat broadband as a telecommunications service subject to Title II common carrier obligations.”

Perhaps Verizon has free market capitalism and it’s customers in mind, or perhaps, as factories who use child workers, internet providers are only interested in free market capitalism as it benefits themselves at the expense of others.

What do you think? How could the court’s decision effect your business or organization? Will you take action for or against net neutrality? Is limiting your access to the internet good for your business? Post your comments below.

How Video Analytics Help Your Business

Big-Double-Computer-IMG_1870Internet video has grown tremendously recently, but online video marketing dollars have not followed suit. In this post, we’ll take a look at what video analytics are and how they uncover myths that cause businesses to stumble with video marketing.

In the not so distant past, video marketing results out side of television broadcasts were difficult to measure, not to mention, barely accessible. Then came the internet. We think of the internet as having been around awhile, but we forget the rise of video has largely developed only in the recent past, really starting in 2006, growing by 73% from 71 Million to 123 million unique viewers in 1 year, then to 180 million viewers in 2009 where it has held somewhat steady.

We know those statistics because online video brings the ability for every business and individual to be able to track how many times a given video is viewed, how much of it is seen, as well as the viewer’s actions proceeding and following the viewing. That is video analytics.

Analytics have helped us understand many things, like how an online product is much more likely to sell when accompanied by a related video.

Yet studies show that as a trend, businesses are not taking advantage of the data analytics provide. Here’s an example: Businesses in general are still spending far less on ads for online video programming compared to television programming, sometime’s more than 50% less. Why is that? A report by Cisco found that most businesses still believe that video advertising in short form online content is not as effective at TV, when in fact, analytics show the opposite is true. Effectiveness of online ads are as effective as television ads. Not only that, digital and cross-media campaigns result in improved targeting.

So, how can your business or organization use analytics to improve effectiveness?

  1. At the most basic level, you can post your video on a site like Youtube or Vimeo and keep track of the number of views compared with other videos you have created.
  2. At the next level, your web master can create tracking code, or take advantage of Google Analytics, to for more advanced tracking of users actions.
  3. Beyond that, along with a significantly larger budget, there are many companies that will keep track of even more actions that users might take related to your video, website and costumers interaction with the two.

How do those numbers turn into profit? Research by comScore show that website visitors are 64% more likely to buy a product on an online retail site after watching a video. Numbers are important. In short, if your business is not taking advantage of video and analytics at some level, you are missing out. What are your numbers?

-Nikia Furman
Director, Cinematographer

Tips on How to Revive Your Creative Soul (Video)

In the creative and corporate world, we often put our best ideas out there just to have them crushed by whims and profit margins. In this video post, we will look at ways to revive our creative hearts and souls.

You can also click here to watch directly on Youtube.

What tools do you use to reset your creative focus?  Have ideas for other topics? Make your suggestions in the comments below, or reply to the e-newsletter. If you haven’t signed up for one of the e-newsletter you can using either of these:

Production and Post or Video Marketing Tips.

Budgeting for Video Marketing: Where to Start

nConnect Urban ForestryIt can be difficult knowing just how much you should budget for media marketing. Here are some factors that will help you know how much to spend.

First lets look some statistics. The Online Publishers Association says 80% of people remember watching a video on a website they visited in the last month. Of those, 46% took action and 12% purchased the specific product featured in the ad.

According to ComScore, website visitors are 64% more likely to buy a product after watching a video.

A typical business will spend between 3% and 8% on marketing.

Conservatively, you can then break that down into spending about 5% of your marketing budget specifically on video, or about 5% of the expected profits from a campaign.

However, many spend considerably more than just 5% on video marketing simply because video can be so effective. For example, if video is a key component for an event that includes your primary call to action, you could justify spending 50% or more of the event budget on the media piece.

You can also get more bang for your buck by using a specialized media company. For example, my company can usually deliver 10% to 40% greater results than media clients create in house or by using other companies. That difference is due to a 15 point analysis I’ve developed for my non profit clients. (We will save the topic of how not all video marketing or fundraising is created equal for another post.)

Lets look at a small campaign where the goal is to raise $100,000. If you use a video to make your key appeal at an event, you’ll likely increase your returns by at least 10%. So by spending under $10,000 on a video fundraising piece, you will likely still make a profit. In fact you could make $20,000 to $40,000 or more.

In a larger campaign, say a $1,000,000 campaign, the results could be even better. You could bring in as much as $200,000 to $400,000 more. Again, I have to stress these results would only come from a stratigic media piece and not likely from a video created by a volunteer or internal staff member who “does video on the side.”

Alternatively, you don’t want to spend too much on a video. If you are working on a smaller campaign and you expect the profits to be around $50,000 for example, it doesn’t really make sense to spend more than $5,000 where you would just be breaking even.

Keep in mind that a video’s worth is more than what it might bring in at a single event, since it will likely have a long shelf life and can be shown over and over again in various ways and places for a year or two.

Also, the bigger your budget is, likely the less you’ll need to spend on marketing. Walmart, for example, spends only 2-3% of its budget on advertising simply because it’s total budget is so large. However, the larger your available budget, the more you’ll want to maximize your resources by creating videos that focus on segments of your market or constituency, using surveys or focus groups to make sure you are meeting their needs and using higher end video production techniques, talent, graphics, etc. In a larger campaign, these elements will add hundreds of thousands, possibly millions of dollars, in income.

Questions or comments? Feel free to post them below or contact me personally.

Next month we’ll take a look at video analytics and what results you can expect from posting a single video versus multiple videos.

July Video Marketing Recap:
I had some good feedback from last months post, A Helpful Video Marketing Checklist. No takers on the survey however. Let me know if you have questions you would like addressed or topic suggestions for upcoming posts.