MGT 6311 - Final Exam Study Guide 2024

Youtube Stats - - First video aired on 4/23/05 - over 1 billion unique visitors/month, 6 billion hours of videos/month - 25% of views come from mobile devices - Second largest search engine behind Google - 17% of all internet traffic - 56% of vides are 2mins Most common videos - - Explainers - Product Demos - How-Tos - Testimonials Video Stats - 4/5 Twitter users watch video content on Twitter 10billion videos/day are watched on Snapchat 500million people/day watch videos on Facebook 85% of videos watched on Facebook are watched without sound Video Views - A video is considered a view on Facebook if it runs for at least 3 seconds Impact on Video on email - Including video in email increase consumer engagement and has an overall positive impact on the channel The word "video" in email subject line - increases open rates by ~20% - increases CTRs by ~65% - reduces unsubscribes by 26% A video included in the email increases CTR by 200-300% Impact of Video on Websites - Video has a roughly 100% increase in conversion rates Online Video Stats - - online videos will account for 80% of all consumer web traffic by 2020 - 83% of consumers indicate they're willing to share videos they like with their friends and peers - 85% of the US internet audience watches videos online. Business goals for using online video - - Communication - Sales - Lead Generation - Customer Service - Promotion Customer preference/behaviors - - 2/3 consumers prefer watching explainer videos - 3/4 millennials say video helps them in comparison shopping - 40% of consumers say videos increases the chance of purchasing a product through their mobile devices - 69% of users prefer to watch a video to learn a product/service than reading about it Video Content Tips - - Capture attention early - Shorter is typically better (30secs - 2mins) - Keep it casual - Maintain relevance Onsite Video - Onsite videos are a use of videos on an organizations website Online Video - Online videos are videos residing on a third-party site such as YouTube Benefits of Onsite Video - - Make Website Stickier: makes customers spend more time on our site - Capture Customer/Prospect Attention: help pull the customer deeper into the buyer journey - Create Buzz: create new awareness and interest via viral advocacy - Disseminate Information More Clearly: easier for a customer to see a product in action - Build product/service interest: Seeing and hearing a person talk can be a more engaging process - Entice Conversion/Purchase: help the influence of conversion or purchase Onsite Video Best Practices - - Providing Control: make it easy for users to control the video - Context: think about the overall context to the video and potentially use text, music, imagery and so forth to further enhance the video - Highlights: make it very easy for users to understand the topic or topics and the length of the video - Ease of Dissemination: make it super easy for viewers to share our videos VSEO (Video Search Engine Optimization) Components - - Keyword Relevance: we want to consider the best keywords to use that correlate with our videos - Title: specify a title for the video - Description: Users will see this when video results are returned, and they may show in search engine results as well - Meta Tags: metadata associated with the video to help the platform better understand what the video is about - Keep Channel Content Fresh: set up a brand account - Within this account, we can create a channel that's specific to our business or organizationThis is where we want to house our videos - Encourage Likes and Sharing: This might be done within the video itself, and we can also encourage this behavior in the video description - HD: Upload videos using a high-definition format VSEO - Consumer Driven Components - - Rating: Viewers of videos can rate a video by giving it a thumbs-up or thumbs-down - Comments: Consumers can also provide comments for the video. Comment count has been shown to strongly correlate with higher rankings - Views: The total number of video views is also a ranking factor - Shares: By encouraging users to share the video, we entice advocacy and drive more views. Shares have also been shown to have a strong tie to first page rankings - Playlist Additions: - Subscribes: users can subscribe to a channel. There's a moderate level of correlation between subscriber size and rankings - Flags: Users can flag videos with the report feature