Video Marketing | Unskippable - Marketing Keynote Speaker - Jim Kukral - Part 3

Category Archives for "Video Marketing"

Online Videos Convert For My Marketing Consulting Business

I just finished writing up a piece over at ReveNews about how online video converts… well. I’m sure you’re getting the point I keep driving in, over and over, and over?

Online video is where it’s at. Check out this chart.

As I said at ReveNews…

So first look at the left pie chart on the left. 59% of the people surveyed admitted to having seen a video on the Internet. Not sure what planet the “I don’t know” 14% live on.

Now to the right. Of those 59% who watched an online video…

22% requested information, 18% went to a store, 15% made a purchase, 9% signed up for a trial, 3% ordered a subscription

Would you call those conversion goals? Would you kill for those off-the-chart conversion numbers? I sure as heck would!

Let me tell you a story about video conversion. I created these five simple videos with my home camera earlier this year. I shot them in my office, with lights I bought from the Home Depot for $50.

Each short video was done without a script, in one take, and took me about 10 minutes to shoot. Here’s one of those videos.

These simple videos promoting my online marketing consulting business consistently generate about 3-5 consulting phone calls A WEEK! No advertising at all.

People are finding my videos on YouTube. Yes, I said they are searching in YouTube and finding me, and then calling me (converting). The best part is, they call me and say, “Your video talked “to” me. I watched it and immediately felt that you understand my problems and could help me, so I called.”

Powerful? I think so.

Make a video today. You won’t regret it.

You Need 500,000 Viewers A Month To Quit Your Job & Be An Online Video Star!

That what an executive from Blip.tv said in an article at TVweek.com.

“There is a very good chance that people creating shows that reach 500,000 viewers a month or more will be able to go full-time,” Ms. Kaplan said. “I don’t know if you should quit your job, but if you reach 500,000 people a month or more, you will have opportunities to monetize it.”

Furthermore…

If a show has an audience of only 20,000 people per month, the creator should spend his or her time building an audience rather than finding a sponsor, she advised.

I find this type of analysis fascinating because this is what I do for a living. I help online businesses monetize.

So I tend to agree with the numbers talked about above. It is VERY difficult right now to monetize online video, but… it’s early in the game. VERY early. Give it a year or so and we’ll see many more “regular” people break out into the scene and start to earn from their video shows.

More great tidbits from the article…

On iJustine

Her video blog, TastyBlog Snack.com, averages between 30,000 and 100,000 viewers per video. Ms. Ezarik publishes two to three segments per week, generating less than $1,000 a month. She also works as a freelance graphic artist and a consultant on viral marketing.

On Gary V

Gary Vaynerchuk, host of WineLibrary.tv, draws 40,000 viewers each day to his unscripted, off-the-cuff show about wine. His online identity, as America’s un-snooty wine guy, has caught on by making knowledge about wine accessible to average Joes and Janes.

Finally, some great advice on how to make it as a video blogger.

How to Make It as a Video Blogger
A successful video blog needs to have three things.

First: The first is a topic that is sustainable, said Michael Hayes, senior VP of interactive at Initiative North America. “You can write on cats, but kitty cats aren’t too sustainable. But politics, at least this year, is sustainable, or entertainment news.”

Second: A video blog needs a revenue model—advertising, in most cases.

Third: But to attract ads, a blogger must have the third element—an audience. “You need to have enough traffic to generate eyeballs and interest,” he said. Mr. Hayes advises prospective bloggers to link up with a network of blogs, like the Huffington Post, or to start developing a reputation as a blogger by posting entries to sites such as About.com, which pay for expert commentary on various topics.

Here’s a link to the author of this excellent article.

Want Something Reviewed On The Daily Flip?

My new daily webshow called The Daily Flip begins airing next week. Here’s a page that talks more about what the show is going to be.

The Daily Flip

The Daily Flip will be short, daily videos that focus on the world I live and play in online. Things like…

* Online marketing news & analysis
* Reviews of books, websites, software, tools, etc…
* Rants
* Definitions of common industry terms
* Whatever else I can think of

I’ve already scripted out the first 20 or so shows, but I’m looking for more things to review or talk about. Want me to review your website, or service, or whatever on the show? Just contact me with your idea.

Chasing Viral Videos Is As Dumb As Chasing Web Traffic

If you read this “guide to viral video” at Techcrunch, there are actually some really good tips in there about tags, and other tips about how to create videos that people want to watch.

But in the end, the article is crap for you and me… why?

Because viral videos are a waste of your time, just like traffic.

You tell me something. How do you monetized a viral video? Seriously, I want you to explain to me how to do it? That article didn’t explain it. In fact, that article specifically points that “they make money by taking other people’s videos and making them get viewed a lot”.

A. That’s not viral really. Views aren’t viral per say. Sharing is what really makes something viral.
B. That’s a good model if you can sell it and find clients, but is that really your thing?

Again, that article tells you nothing about how to make money from your “viral” videos. Why? Because it’s really, really hard to do, unless you’re a porn site.

People, stop chasing b.s. dreams like “viral” and “traffic”!

I’m here to tell you, that it’s a complete and utter waste of time. The odds of going viral are extremely low, and even if you do, it’s hard to monetize it.

Now, let me just say that if your goal is to become famous… then you should absolutely attempt to make videos that go “viral”. But to monetize… forget it.

More from Mathew, the dudes at Commoncraft chime in as well, and Centernetworks writes a great headline.

The Flip Donates One Million Video Cameras

This is a neat story. The Flip video camera, you know, the one I keep pimping out which you can buy at BuytheFlip.com.

the flip

They’re going to donate cameras to charity. One million of them to be exact.

Pure Digital Technologies Launches Five Year, One Million Flip Video Camcorder Giveaway To Benefit Non-Profit Organizations Worldwide

Hat tip to NewTeeVee.com.

The Jim Show Episode One – Reckless Driving While Videoing

There are two things painfully obvious when watching my new video blog called “The Jim Show”. 1. I’m no ZEfrank, and 2. I need to lose some weight (announcement on that coming soon). Nothing like seeing yourself in front of a camera at weird angles to make you realize you need to hit the gym more often.

So here you go, the very first episode of The Jim Show, my new daily (hopefully) show where I post up a video blog about… well… something. Why? Because I gotta walk the walk dude. I talk about videos a lot, and I’ve been doing a lot of behind the camera work (marketing, blogging, metrics, production, etc…), and not enough in front of it. Hope you enjoy.

By the way, I’m using this new camera called the Flip Video Camcorder: 30-Minutes (White) to film this and all Jim Show episodes. That’s an affiliate link, go buy it, pretty cool product. Review coming soon.

Why I Fired Billionaire Mark Cuban & What Hollywood Doesn’t Understand About Marketing 2.0

It was an extremely tough decision to write this. I mean, who wants to cheese off a billionaire? And frankly, I’m worried that many will read this and take it as me trying to create link-bait, or whatever.

I have to have full-disclosure; I have a history of baiting Mr. Cuban. So take that in stride when you read this blog post. However, that bait actually did bring about my ability to work out a testing deal with him (which you will read about below), so I suppose you could say it worked to my advantage.

markcuban.jpg

I can honestly tell you that I’m haven’t written this for publicity, or to be mean spirited at all. Sure, the headline is probably the best link-bait headline I’ve ever constructed, except for the fact that it’s true, but I can implicitly say that there’s a lesson learned from my experience and I felt it needed to be shared.

That all being said, Jim, did you really fire Mark Cuban?

Well, yeah. The short story is this. Last fall I contacted Mark about a blog post he wrote where he asked for creative ideas for how to “sell more tickets” to movies online. He got back to me (and the network I used to own) and put me in touch with the movie studio he owns called Magnolia Pictures with the instructions to make a test work.

I sold a plan to them, and that was to setup a test of selling movie tickets to Magnolia Pictures movies on blogs, through affiliate marketing techniques. For example, a blogger would earn a few bucks if they could refer a reader to buy a ticket for a movie online.

The whole concept is pretty simple right? Magnolia Pictures makes smaller independent films, you know, the kind that live and die based on their buzz because they simply don’t have the huge Hollywood marketing budgets to get the word out. So it made perfect sense to let bloggers, who were already talking about these films, attempt to sell a few tickets and be compensated for it if they wished. (Note: we’re not talking about writing fake content for cash.)

For example, they had a movie called Jesus Camp that generated thousands of pages of blog fodder for them, and what did they get out of it besides some links to the movie home page? Nada, zip, zilch.

So the “test” was on. We all agreed to run the test to see if the technology would work. It did. Through the month of December 2006 we ran CPA banner creatives on a handful of movie-related blogs, including one of the biggest in the industry, across millions of impressions.

As I mentioned, the technology worked perfectly of course, the problem with “the test” was that the future success of the initiative was setup to fail without the rest of the plan being put in place at some point.

So What Was The Problem Then?

The problem was in the definition of “the test”. For us, it was very clear that the technology part of the test was easy to accomplish, and we did. That wasn’t what we pitched though. We pitched a complete solution to managing the affiliate program, which in essence was going to be a large community of bloggers and web citizens who weren’t going to be affiliates, but rather customer evangelists and uber content producers.

Too bad money got in the way, because they believed in the plan somewhat, yet didn’t want to pull the trigger.

Anyone in the affiliate marketing business knows the golden rule. You can’t just throw up a program and expect it to just work, right? Right. To be fair, I’m pretty sure that Mark realizes this, I mean, you don’t get to be that successful by not knowing one of the basic rules of business, which is effort=success. I mean, the guy is extremely smart.

Our long-term business plan was solid, and I believe it was exactly what needed to be done, and from our initial conversations with Mark and the gang at Magnolia Pictures, it was something we all agreed would work. However, we were asked to follow through with our plan to create this program (after the technology test), we were asked if we could do it for almost nothing monetarily.

Here Comes The Firing Part

I have to admit, I thought about it for a day. The lure of being on Mark Cuban’s blogroll and circle of influence was attractive, however, the obvious answer was there was no way we could commit unpaid resources to the project in “hopes” of it working, even with the possible shout-outs we might get, but weren’t even guaranteed.

So that was that, we had to fire Mark Cuban. Not because he doesn’t get it; it’s not that at all. He simply didn’t want to pay for it.

A Huge Missed Opportunity For Small Budget Hollywood?

I’m certainly no movie business guru. I don’t read the trades, or know much about the actual business of marketing movies, except for watching Entourage. So there is of course a chance that I’ve got this completely wrong, and I’m stupid. I’m sure you’ll correct me if so.

However, what I do know is online marketing, customer evangelism, user generated content, passion, attention, and blogging, and specifically how to combine all of those to be successful, regardless of the industry.

That being said, let’s look at the issues facing a small movie studio like Magnolia Pictures.

1. They don’t have the huge marketing budgets that large studios have.
2. They aren’t usually able to get the huge stars in their films who can carry a picture almost by themselves.
3. Their movies don’t usually get released nationwide, or even on multiple theatres.

So… how do they overcome those problems? Have they REALLY tried?

What are the big, or small, movie studios doing to market their movies besides throwing cash at a wall of media and hoping the reach enough eyeballs?

My solution was simple, and it involved bringing the bloggers and movie fans together to evangelize and promote the movies through social media and video sharing sites like Magnify.net, all processed through an “affiliate” channel that allowed “fans” to help sell tickets to movies online and get commissions from their indirect efforts.

It was building a community of fans and bloggers based around Magnolia’s small, yet powerfully charged films. In other words, simply tapping into their minds and the tools they are already using to spread the word.

If you don’t have a huge budget to promote the movie, what’s a better way than to enable your viewers to be part of the conversation and promotion?

Opportunity missed, perhaps.

Is Hollywood missing the marketing 2.0 boat? I think so. Can small movie studios like Magnolia Pictures continue to survive and thrive without marketing 2.0? I’m not sure they can.

You can view the original PowerPoint presentation presented to Magnolia here.

The 1938Media Saga Continues: Attention Wins, Again

Perhaps the best summary of the entire Loren Feldman vs. Podtech and angry mob following him to Blip.tv is in blockquote below, from a comment in the Blip.tv blog.

Loren is a racist in the same as Colbert is a right-wing, fundamentalist-christian, Bush suporter.

My take? He tried to do satirical comedy and it worked for 50% got it, and the other 50% didn’t. Such is comedy.

FYI, we’ll be talking about this on the Video Ninjas online video radio show today at 4pm est on WebmasterRadio.fm. Tune in to hear Steve and my take on the topic.

Bottom line? He’s an entertainer trying to get attention. And it’s working. Go ahead, keep trying to kick him off the Internets, it’s giving him more attention.

FYI, here is the original video in question that caused the big uproar. And below, that, Loren’s response to people wanting to kick him off the Internet.