This webinar discussed using video and multimedia in online news releases. Survey results showed that 94% of respondents think bundling video with press releases is valuable, but only 12% have done it. The webinar speakers were Mark Robertson, founder of ReelSEO, and Amy Mauzy, PR manager for Malibu Boats. They discussed how online video viewing is growing rapidly, the importance of video for search engine results and social media marketing, and tips for creating and promoting business video content online.

1. Using Video and Multimediain Online News Releases Webinar Moderator: Jiyan Wei, Product Manager, PRWeb

2. Survey Results 1) Do you think it’s valuable to bundle video with your press release distribution? YES 94% NO 6% 2) Have you ever bundled video with your press release? YES 12% NO 88%

6. Online Video Continues Rapid Growth Online Video is at all time high Largest audience ever recorded 1 158M US Internet users 21.4B videos viewed in – July 2009 40 percent of the total were videos watched on YouTube Online video viewing has grown across all age groups 2 Time spent viewing video online up 50% since 2008 3 Sources - 1 Comscore Video Metrix 7/2009 | 2 Pew Internet & American Life Project Survey “The Audience for Online Video-Sharing Sites Shoots” 5/2009 | 3 Nielsen Online Video Census – 6/2009

7. Types of Online Video Content Viewed - US Active Online Video Viewers, August 2008 (% Respondents) 55% of those who watched more than 1hr of online video content per week, watched news related video 25% watched commercials or promotional business videos Source: Veoh Networks, conducted by Forrester Consulting - “Watching the web, How online video engages audiences” 10/8/2008

8. Web Search Volume: “Video(s)” vs. “News” vs. “God” vs. “Sex”

9. Online Video Works

10. Video is Most Effective Content for SMR 64% of those marketers surveyed declared video the most effective content in a multimedia press release Benefits: Timely indexing of media elements “Link juice” to YouTube Video Video drives business SMR = Social Media Release = Press Release + Web 2.0 Sources - Marketing Sherpa “Social Media Marketing and PR Benchmark Survey” – 12/2008

11. Of people who watched an online video 1 55% took one or more actions 43% visited a website 22% requested more information 18% went to physical location 15% made a purchase 11% forwarded to family or friend 9% signed up for product/service trial 46% of shoppers who viewed online video had a larger overall order size 2 Real Estate videos increase perceived property values by 6% 3 Online Video Drives Business Sources - 1Kelsey Group – “Online Video: A New Local Advertising Paradigm” – 3/2007 | 2Internet Retailer | 3Property Reviews - 9/2009

12. Online Video as a source of business information is growing in importance for C-Level Executives “...when you’re dealing with complex concepts, it’s sometimes better to stop talking and just use a video. It’s very much a picture being worth a thousand words.” - Rob Shaddock, CTO, Tyco electronics C-Level Executives Turn To Web Video Source – Forbes Insights “The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information” 6/2009

14. Online Video Marketing

15. Fun With Pets Dramatic Gopher The Keyboard Cat Skateboard Dog

16. Video Use for Business

17. Focus on Quality and Engagement Lean Back vs. Lean Forward "It's got to be 30 sec?" My answer is, Let's tell the story first Remember Shorter is almost always sweeter Focus on first 15 sec Telling a story: Engage customers Educate customers Prominent branding Point of differentiation Entertain customers http://www.youtube.com/user/Blendtec Sales increased 700%, 5X the company's old record

18. Identify the Target Audience Think about the words users would type to find your pages, and make sure that your site actually includes those words within it." (Google Guidelines) Do your keyword research Not everyone searches the same way Tools Google Search Insight SEOBook.com YouTube Searches “Related Searches”

19. Leverage The 1.6B lb Gorilla = YouTube YouTube = Major Search Engine #2 largest search engine in terms of search queries #1 search engine for video discovery 54% of online consumers reported using the site to discover video1 July 2009 – 3.6 Billion search queries, 27% of all Google queries2 YouTube Keeps Going & Going Sources: 1JupiterResearch/NPD Group Individual User Survey (6/08) – 2Comscore Search Rankings (7/09)

20. Publish and Syndicate Consider submitting videos, especially those of a viral appeal to video sharing sites

21. Tips for Publishing Use services like Tubemogul/HeySpread to upload your videos to multiple sites. Titles are extremely important Trade-off - SEO vs. Social = Keywords + Enticing Try variations in titles – duplicate content Goal – add descriptive text around video Leverage descriptions field liberally (”more info” in YouTube) max characters Leverage tags – use tags liberally – optimize & de-optimize

22. YouTube Specific Tips Drive Interaction Add URLs to your descriptions Create a branded channel Include branding & URL Allow and encourage Embedding Commenting Rating Engage and respond

23. Annotations & Captions Leverage annotations to drive viewers to your other videos Closed captions can help with indexing, accessibility and global reach

24. Have a Call to Action Teasers Coupons Promo codes Call tracking #’s Unique URLs Etc…

25. Tips for Promotion Leverage social networks Post to your blog Tweet your video Post to Facebook profile/page status For SEO: More links + Embeds = >PR >PR = Better Rank

26. Tips for Promotion Encourage your company to help seed/spread the word

27. YouTube Promoted Videos PPV – pay per view Keyword targeted Gives ability to add overlay Drive user to your site

28. Remember – Success = Quality & Value YouTube Ranking Factors Title Description Tags Views Ratings Playlist additions Flagging Shares Comments Age of video Channel views Subscribers Embeds & inbound links

29. Thank You Mark R. Robertson, Founder www.reelseo.com Twitter.com/reelseo Facebook.com/reelseo

30. MALIBU BOATS ON VIDEO

32. Proof

33. Illusion G3 Tower

34. Fun

35. Lifestyle

36. Information

37. Tutorials

38. Humor

39. Wakeboard Wally

40. Aspiration

42. Listen in online communities

43. The Malibu Crew

44. Docking and trailering

45. Learn from analytics

46. Insight

47. Tips videos

48. E-newsletter click-throughs

49. Develop a system

50. What are your customers posting?

52. Not perfect… ON POINT!

53. Believable

54. Camera set-up

55. Editing

56. Be opportunistic - in a good way

57. You’ll do it if it’s convenient

58. iPhone®

59. Use existing content

60. Product videos

61. Digital owner’s manuals

62. Home videos

63. Get partners shooting

65. News releases

66. E-newsletters

67. B to B and B to C

68. Blog posts

69. Tweets

70. Friends

71. Photo repositories

72. Internal web sites

76. Pioneer in direct-to-consumer distribution, search engine optimized press releases and multimedia news.

77. Used by more than 40,000 organizations to increase the visibility of their news, improve their search engine rankings and drive traffic to their Web site.

78. Wholly owned subsidiary of Vocus, Inc., a leading provider of on-demand public relations management software.