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Principles of Internet Marketing
Principles of Internet Marketing
Video as a Social Media Tool (continued)
Video as a Social Media Tool (continued)
Video as a Social Media Tool (continued)
Video as a Social Media Tool (continued)
Web-Based Video as a Marketing Tool (continued)
Web-Based Video as a Marketing Tool (continued)
Off the Web: What Goes Into Video Production (continued)
Off the Web: What Goes Into Video Production (continued)
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Principles of Internet Marketing

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1Principles of Internet Marketing. 18Marketing: New Tools and Methods for Web
Chapter 5 Web-Based Video. Developers. 18. 18.
2Objectives. In this chapter you will 19Video as a Social Media Tool
learn about: The various formats available (continued). People post videos to
for Web-based video, the factors that video-sharing sites for many reasons,
determine which one to use when, and why including: (continued) Fame With video
Flash is often the best option The sharing, anyone can be a star Home videos
demographics of the viewing audience, what Skits Music Gimmicks. Principles of
they’re watching, and why The reasons why Internet Marketing. Principles of Internet
people post videos to video-sharing sites, Marketing: New Tools and Methods for Web
how video sites have incorporated other Developers. 19. 19.
social media tools, and how video is used 20Video as a Social Media Tool
as part of other social media sites. (continued). Figure 5-4: The YouTube video
Principles of Internet Marketing: New of Chris Crocker crying “leave Britney
Tools and Methods for Web Developers. 2. alone!” made him an overnight sensation.
3Objectives (continued). In this Principles of Internet Marketing.
chapter you will learn about: (continued) Principles of Internet Marketing: New
How and why companies are using Web-based Tools and Methods for Web Developers. 20.
video, and how audiences are responding to 20.
these efforts What goes into producing 21Video as a Social Media Tool
professional videos. Principles of (continued). People post videos to
Internet Marketing: New Tools and Methods video-sharing sites for many reasons,
for Web Developers. 3. including: (continued) Re-broadcast Major
4Figuring Out the Format. Online video TV networks use Web to re-broadcast
has been around since early days of web popular shows after they have first aired
commercialization but struggled gain on TV Attracts more viewers to their shows
footing Slow connection speeds Formats Introduces shows to wider audiences
conflicted with operating systems and Rapidly growing segment on online viewers
browsers 1990’s did lay groundwork for 65% of viewers prefer online content to be
later video revolution Macromedia (later professionally produced. Principles of
purchased by Adobe) released the Flash Internet Marketing. Principles of Internet
player 2006 release of version 9 helped Marketing: New Tools and Methods for Web
online video reach critical mass. Developers. 21. 21.
Principles of Internet Marketing: New 22Video as a Social Media Tool
Tools and Methods for Web Developers. 4. (continued). People post videos to
5Figuring Out the Format (continued). video-sharing sites for many reasons,
Flash (.flv) format is most commonly used, including: (continued) Street journalism
but file consideration in based on many Rise of cell phone video cameras has
factors Platform compatibility To ensure created an army of amateur journalists
widest possible viewing audience File size Easy uploading from cell to YouTube
Because video files can be large, there Amateur news footage often gets national
are two ways of delivering: Progressive or international attention. Principles of
downloads: Video housed on standard Internet Marketing. Principles of Internet
servers and are downloaded to viewers hard Marketing: New Tools and Methods for Web
drive before playing Streaming video: Developers. 22. 22.
Videos housed on special server that 23Video as a Social Media Tool
established unique connection with each (continued). Figure 5-6: An amateur
viewer. Principles of Internet Marketing. journalist captured this moment during a
Principles of Internet Marketing: New political debate, when a heckler fought
Tools and Methods for Web Developers. 5. with police. His plea, “Don’t tase me,
5. bro!” gained global attention. Principles
6Figuring Out the Format (continued). of Internet Marketing. Principles of
Flash (.flv) format is most commonly used, Internet Marketing: New Tools and Methods
but file consideration in based on many for Web Developers. 23. 23.
factors (continued) Video quality Because 24Video as a Social Media Tool
as file sizes are reduced, quality is (continued). Video sharing sites integrate
often lost, so a balance needs to be other social media tools by allowing
struck between them Accessibility and cost significant user interaction Leave written
of conversion software Once a video is comments on videos Upload video responses
made, it still needs to be edited and to posted videos Maintain lists of
converted to appropriate format, which favorites Rate content Create personalized
could require high costs and time to profile pages. Principles of Internet
learn. Principles of Internet Marketing. Marketing. Principles of Internet
Principles of Internet Marketing: New Marketing: New Tools and Methods for Web
Tools and Methods for Web Developers. 6. Developers. 24. 24.
6. 25Web-Based Video as a Marketing Tool.
7Figuring Out the Format (continued). Marketers are increasingly looking to
Which player will likely be used will also web-based video as part of their marketing
play a part in determining format Numerous strategy 13% of U.S. companies planning to
players that play video Flash Windows upload videos in 2007 (up from only 4% in
Media Player (WMP) QuickTime Player 2006) Often upload videos to video-sharing
RealPlayer Each player works better on or sites as well as their own sites.
comes pre-installed on different operating Principles of Internet Marketing.
systems Each player works with different Principles of Internet Marketing: New
formats. Principles of Internet Marketing. Tools and Methods for Web Developers. 25.
Principles of Internet Marketing: New 25.
Tools and Methods for Web Developers. 7. 26Web-Based Video as a Marketing Tool
7. (continued). Online video provides number
8Figuring Out the Format (continued). benefits to marketers, including: Better
The Flash format (.flv) is most popular audience retention People more likely to
format for many reasons: Wide-scale stay engaged with message if presented in
compatibility Flash player comes video as opposed to reading it More
pre-installed in both PC’s and Macs The effective messaging Through various camera
Flash compression system Can reduce the angles, voiceovers, music, animations, and
file size of each video without terribly more, video can send a more compelling and
deteriorating image quality Flash videos informative message. Principles of
can be created for either streaming or Internet Marketing. Principles of Internet
progressive downloads. Principles of Marketing: New Tools and Methods for Web
Internet Marketing. Principles of Internet Developers. 26. 26.
Marketing: New Tools and Methods for Web 27Web-Based Video as a Marketing Tool
Developers. 8. 8. (continued). Online video provides number
9Figuring Out the Format (continued). benefits to marketers, including:
Flash format (.flv) is most popular format (continued) Improved marketing support Use
for many reasons (continued): Developers online video to support and supplement
can create their own custom playback offline campaigns Allow users to better
control Custom look and feel of the engage in campaigns Deeper, more effective
playback button Progress bars, Playback messaging Promote a product’s culture and
widow Volume control With a single touch, personality rather than just information
viewers can watch Flash videos in full by integrating online video into an
screen. Principles of Internet Marketing. offline campaign. Principles of Internet
Principles of Internet Marketing: New Marketing. Principles of Internet
Tools and Methods for Web Developers. 9. Marketing: New Tools and Methods for Web
9. Developers. 27. 27.
10Figuring Out the Format (continued). 28Web-Based Video as a Marketing Tool
Only one negative to using Flash format: (continued). Figure 5-9: The popular Geico
Extra step needed to convert other file cavemen, who became widely know through
formats (such as .mov or .wmv) to the .flv numerous TV commercials, invite consumers
format Can be accomplished either through into their online home with streaming
using an online service such as YouTube, video. Principles of Internet Marketing.
or running simple conversion software on Principles of Internet Marketing: New
developer’s computer. Principles of Tools and Methods for Web Developers. 28.
Internet Marketing. Principles of Internet 28.
Marketing: New Tools and Methods for Web 29Web-Based Video as a Marketing Tool
Developers. 10. 10. (continued). Marketers need to be careful
11Who’s Watching What. Online video not to injure their reputation through
viewing audience has exploded By end of improper use of online video Consumers are
2007, nearly 80% of U.S. internet picky as to how video integrates with
audiences watched at least one online online ads Viewers: Have grown accustomed
video per month That’s over half the to watching content for free online Accept
population of U.S., or about 154 million that surrounding banner ads are necessary
people. Principles of Internet Marketing. to keep content available at no cost Are
Principles of Internet Marketing: New less tolerant of advertising that disrupts
Tools and Methods for Web Developers. 11. the viewing experience. Principles of
11. Internet Marketing. Principles of Internet
12Who’s Watching What (continued). Marketing: New Tools and Methods for Web
Demographically, online viewership is more Developers. 29. 29.
universal, with males and females of all 30Off the Web: What Goes into Video
age categories getting involved Although Production. Prior to uploading a video to
younger viewers dominate online video a site, the video has to be produced Cell
usage Similar to demographic breakdowns of phone and amateur videos may be quick and
other social media tools. Principles of easy Professional content such that a
Internet Marketing. Principles of Internet marketer would produce can be far more
Marketing: New Tools and Methods for Web complex. Principles of Internet Marketing.
Developers. 12. 12. Principles of Internet Marketing: New
13Who’s Watching What (continued). Can Tools and Methods for Web Developers. 30.
be helpful to understand audiences and 30.
behavior as broken into categories based 31Off the Web: What Goes into Video
on frequency of viewership: Heavy viewers Production (continued). Professional video
( top 20%) Watch over 14 hours each month production involves many steps, including:
More discriminating, often choosing Concept creation Developing the idea,
smaller, niche sites rather than large characters and storyline
sites, such as YouTube Moderate viewers Scripting/Storyboarding Writing dialog and
(next 30%) Watch average of 77 minutes illustrating different scenes Casting
each month Light viewers, (remaining 50%) Finding the right talent to appear in the
Spend less than 6 minutes per month video Location scouting Checking the
watching, but tend to be the heaviest location where the video will be shot.
consumers of TV. Principles of Internet Principles of Internet Marketing.
Marketing. Principles of Internet Principles of Internet Marketing: New
Marketing: New Tools and Methods for Web Tools and Methods for Web Developers. 31.
Developers. 13. 13. 31.
14Who’s Watching What (continued). Users 32Off the Web: What Goes Into Video
have a wide selection of content Production (continued). Figure 5-12:
categories to choose from News clips, Sample storyboard. Principles of Internet
short amateur videos, and music videos Marketing. Principles of Internet
lead the way in popularity ‘News’ is also Marketing: New Tools and Methods for Web
most popular blog category, indicating Developers. 32. 32.
that social media users in general look 33Off the Web: What Goes Into Video
for updated information about the world Production (continued). Professional video
around them. Principles of Internet production involves many steps, including:
Marketing. Principles of Internet (continued) Shooting Getting all of the
Marketing: New Tools and Methods for Web actors, crew, props, lighting, etc.
Developers. 14. 14. together to shoot the footage for use in
15Who’s Watching What (continued). Table the final video Digitizing Transferring
5-6: The different genres of videos, and footage from tape to a computer Graphics
percentage breakdown of viewers who watch Creating any necessary graphic elements
them. Principles of Internet Marketing. Editing Piecing all elements together for
Principles of Internet Marketing: New final output. Principles of Internet
Tools and Methods for Web Developers. 15. Marketing. Principles of Internet
15. Marketing: New Tools and Methods for Web
16Who’s Watching What (continued). Developers. 33. 33.
Online video viewers are also active users 34Summary. Many different formats and
Over 27 million comments being left on players are available for presenting
video sharing sites in 2007 Significant to online videos Flash (.flv) format is far
marketers, because active users are also and away the favorite of video-sharing
engaged users who can form strong sites Ability to reach a broad audiences
emotional connections to content and their Compress files to small sizes without
providers. Principles of Internet significantly harming the playback.
Marketing. Principles of Internet Principles of Internet Marketing: New
Marketing: New Tools and Methods for Web Tools and Methods for Web Developers. 34.
Developers. 16. 16. 35Summary (continued). Largest audience
17Video as a Social Media Tool. People for Web-based video is younger males
post videos to video-sharing sites for However every other age group consumes
many reasons, including: Marketing Expand significant amount of videos As with
viewership of TV commercials Engage blogging, news and current event again
audiences in online training Announce new tops the list of the reasons why people
products Provide corporate overviews More. watch online video, underscoring people’s
Principles of Internet Marketing. thirst for up-to-date information.
Principles of Internet Marketing: New Principles of Internet Marketing: New
Tools and Methods for Web Developers. 17. Tools and Methods for Web Developers. 35.
17. 36Summary (continued). Many reasons why
18Video as a Social Media Tool people post videos online: Educational
(continued). People post videos to Marketing Street journalism Desire for
video-sharing sites for many reasons, fame Marketers must be careful to create
including: (continued) Education How to high quality, professional productions
videos Online classrooms Professor to These productions can be very complex, but
student Business to consumer Business to results are often worthwhile. Principles
business. Principles of Internet of Internet Marketing: New Tools and
Marketing. Principles of Internet Methods for Web Developers. 36.
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