Moderne consument
Invloed van internet
Consument gedrag
Perceptie Convenient
87% Easy to find
Good Quality
Have a Positive Perception of Auto Videos
Wish there were more!
92%
Makes me aware of new brands
68% Helps to narrow my choices
Wish there were More videos
Say Auto Videos have a Positive Impact on Brands
Makes me more interested in a brand
Video marketing
Conversion
Explainers Model intros
Information
Video marketing
Inventory Special offers Lead conversion (personalization) Aftersales ((transparancy) p y) Pre-roll advertising
Loyality
Testimonials (conversion) Incentives (promotions)
Branding Testimonials T ti i l (reputation) ( t ti ) Staff clips (personalization) Messages (value drivers) Pre-roll / Trueview advertising
15-30 seconden call to action
http://www.youtube.com/watch?v=XcizXLhy2eY
Strategie
Maak plannen Doelstelling €, clicks, views
g Budget DIY of uitbesteden, pro camera of handycam
Publiek Boodschap “Create video for the consumer’s needs, not yours!” –
Frequentie / continuïteit! 1 a 2 keer p/wk nieuwe content
Platform waar zet je video online
Traffic inzet SM
Meten
Afwegingen Tekst of video ideo is video juiste medium voor mijn boodschap?
Type video animatie, interview, voice over, muziek
Draaiboek (DIY) verhaallijn, j , type yp camera,, camera standpunten, p , microfoon,, belichting, videoduur en call to action
Editing (DIY) screening, editing (beeld en geluid), pré – post roll
Sales funnel Video’s in search genereren 41% hogere click thru rate dan tekst www.xyz.nl Mobile – 54 miljoen views in 2012, views 3xs langer Website geschikt?
Persoonlijke tumbnails hebben hogere click thru Viewing time
Video ingrediënten Persoonlijk tumbnail met persoon (seo)
Deel kennis klanten zoeken informatie
Wees relevant unieke content content, invalshoek
Call to action next step
ENGAGE Laat klanten aan het woord kl klanten d delen l graag ervaring i
Feedback j g p leer van jje kijkers / doelgroep
Verzoeken vraag om content, zoek interactie
Hosting en conversie
VSEO AVSEO
http://goanimate.com/video-maker-tips/8-best-youtube-alternatives-for-business-video-hosting/
Meten Kijkd r Kijkduur Verkeersbronnen Demografie Apparaten Feedback / reacties Stemmen Delen / insluiten Sturen op CPV / CPC
VSEO tech tips Create Relevant Relevant, Unique, Unique Informative Videos relevantie bepaalt aantrekkelijkheid Video thumbnails niet alle video sharing website bieden een keuze in tumbnail, tumbnail experimenteer vooral Videos <5 min. het maximum Sitemaps mett keywords k d als l anchor h ttextt Surrounding HTML pagina met relevante tekst en informatie Optimize URLs pagina per video met unieke optimale url Descriptive Meta Data herhaal keywords in meta description binnen de meta descriptions Title herhaal keywords in een zo uniek mogelijke titel
Tags – tag je video met relevante woorden en zinnen • Keyword “auto” gebruik in dit geval ook “auto” in titel, description, meta data, etc. • Optimize your video for Important Key Phrases gebruik zoektermen die in de branche / bij consumenten gebruikelijk zijn Branding verwerk logo in video Inbound Linking g link naar video’s met keywords in de anchor text Syndicate voeg je video’s toe aan RSS feeds Upload to Video Sharing Sites zorg vervolgens voor backlinks naar je eigen website met video’s Allow Embed Code laat anderen gebruik maken van jouw video s video’s Encourage Ratings and Reviews ratings zijn belangrijk voor indexatie + interactie
• Bepaal juiste tijdstip voor posten van video • Beschrijf B h ijf waarom je j video id h hett b bekijken kijk waard d is i • Tags belangrijk bij ranking (18 is gemiddeld, 4x meer views)
Toekomst
Who will be buying cars in 2022? Roughly born 1980 and 1998 1998. They grew up with computers and find communicating on them as natural as b thi breathing.
Today they represent two car buyers (2012 – Deloitte)
of five
Some estimates them purchasing 75% of vehicles by 2025
http://www.autonews.com/apps/pbcs.dll/article?AID=/20120806/RETAIL07/308069962/1422/marketing-to-millennials-make-it-online-fast-easy
What do they expect? They visit Th i i with i h their th i minds i d made d up to buy a specific vehicle at a specific price, not negotiate a deal deal. The Deloitte study found that 50% of the millennials it surveyed would never consider a car brand again if they had a bad experience with a salesperson.
95% of the 'selling' selling will be through the dealers dealers'
online presence
http://www.autonews.com/apps/pbcs.dll/article?AID=/20120806/RETAIL07/308069962/1422/marketing-to-millennials-make-it-online-fast-easy
Technology Trends - Automotive 'Vi t l' d 'Virtual' dealerships l hi become b more important
Augmented reality lets you see the car outside t id your h house Interactive car configurator - video can be manipulated to show the colour/spec you'd like Complete transaction happens online, car delivered to your door, trade in taken away Virtual realityy (Google) ( g )g glasses p provide immersive interior, including audio, driving simulation etc. http://www.ted.com/talks/matt_mills_image_recognition_that_triggers_augmented_reality.html
3d rendering g of
Technology Trends - General More smartphone ownership – 80% of the world‘s population in 5 years Mobile broadband (4G) or Wifi coverage easy y access to high g quality y video Faster broadband easier to publish better quality videos Live presentation easier and accepted Consumers will C ill expectt TV production d ti quality, even for personal videos
CitNOW Netherlands Meer informatie? Ruud Prins Telefoon: 06 – 43 670 695 StudioRuud www.studioruud.nl
[email protected]
