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Posts Tagged ‘video’

Blogger Video Sharing Data

November 6th, 2009
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Knowing which bloggers are most likely to embed or link to a video can help focus your pitching strategy. Take a look at a new report from social media business intelligence provider Sysomos to find out which bloggers are sharing videos.

Sysomos analyzed over 100 million blog posts from July to September 2009 to measure bloggers’ video sharing. The report breaks down the bloggers’s demographics and the services they use.

Below is some U.S. data from the report. Check out the full report if you want more detail and international data.

– U.S. Market Share
o YouTube – 81.6% of bloggers use YouTube to embed or link to video
o Vimeo – 10.6%
o Dailymotion – 1.8%

– Top U.S. Cities for Video Sharing Via Blogs
o New York, NY – number one worldwide
o Los Angeles, CA – number six worldwide
o Chicago, IL – number 10 worldwide

– Top U.S. States for Video Sharing Via Blogs
o CA – 19.0%
o NY – 10.9%
o TX – 5.4%
o PA – 5.0%
o FL – 4.8%

– Age of North American Bloggers who Embed Video
o 20 to 35 – 62.7%
o 35 to 60 – 25.9%
o 13 to 19 – 9.5%
o Over 60 – 1.9%
o Under 13 – 0.0%

Worldwide, males (60.33%) are more actively sharing video through blogs than females (39.67%). The most active days are Tuesday, Wednesday and Monday, respectively. The most active hours are 11 a.m. to noon, followed by noon to 1 p.m.

If you’re making viral videos, this data helps show who is most likely to share them on a blog. You can use it to help guide your pitching strategy, and possibly help decide if viral video is the right strategy for your audience.

Big Returns on Low-Cost SEO

September 1st, 2009
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We’ve had a couple of great search marketing articles come through the pipeline recently, and we have one more this week on the way. Since our articles are available for one week before being added to our membership library, I thought I’d highlight a few key points while our readers can still peruse the pieces for free.

Last Tuesday, we featured Dan Tate, COO, The Concrete Network, and his team’s video SEO strategy. The team has uploaded over 220 short videos about concrete design to YouTube. The videos are:
o Branded
o High quality
o Generally less than 5 minutes

Tate’s team optimizes the videos’ metadata, adds them to relevant pages on ConcreteNetwork.com, and hosts them on their YouTube channel. Many of the videos show up in Google’s universal search results for broad phrases such as “concrete pool decks,” giving the team multiple links on the results page.

The videos capture thousands of views daily, have about a 17.9% clickthrough rate, and have about a 12% conversion rate among those who clickthrough to the site. That’s pretty amazing for not spending one dollar on advertising! (Details are in the article here)

Today, we published an article featuring Sean Reardon, Director, Sales and Marketing, The Liberty Hotel, and his team’s efforts to enhance their Google Maps result. The Boston luxury hotel opened about two years ago. Around that time, the team checked their result in the local search engine and noticed that it had the wrong address. Yikes!

The team jumped into action to take ownership of the result through Google’s Local Business Center and fix the address. They also started adding loads of descriptive content and pictures.

After building up their result, the team noticed that they were ranking high in local searches for terms such as “Boston hotels,” and increased their traffic from Google Maps by several thousand percent.  (Details are in the article here)

The two campaigns mentioned above are great examples of the low-cost, high-effort nature of SEO. Natural search often involves a little research, a little cash investment, and a heaping load of elbow grease–but it can pay off with time.

Lastly, keep an eye on our business-to-consumer newsletter this week, as we will feature Jennifer Brady, Director of Marketing, UMassOnline, and her team’s PPC strategy. Brady’s team started with a single generic landing page, expanded into dozens of search-specific pages, and used multivariate testing to further strengthen results. Their cost-per-lead plummeted and their per-month lead volume shot up over 80%.

Market Research via Social Media

April 17th, 2009
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Consumers are expressing themselves in thousands of ways online, including in videos, images, forums, and blogs. The diary-like style of blogs can offer unique insight into a person’s life and opinions. And, since they’re written in text, blogs can be more easily aggregated and mined for insights than other media, such as video.

I recently had the pleasure of interviewing Janet Eden-Harris, VP of Web Intelligence, J.D. Power and Associates, on this topic. Eden-Harris works in a division of the market research firm that is responsible for mining social media for market insights. Information gathered this way can, at times, be more valuable than a survey, she says.

“People go to their blogs, to message boards, chat rooms, and forums, really, to talk to one another. And they talk spontaneously about products, services, and their lives… You’re not prejudicing them by asking a question. You are listening in, or overhearing conversations that are taking place spontaneously.”

Well-read bloggers also tend be very passionate and knowledgeable about a specific topic, she says. “These are the people that you very likely want to listen to most because they are more or less your thought leaders and opinion leaders.”

Eden-Harris and her team gather data from publicly available social media sites across the Web. They do not gather information from any sources that require a password, such as Facebook. Other social media sites, such as MySpace, do not always require a password. The team is not concerned with the gathering information about specific bloggers, she says. Instead, they are concerned with their topics and opinions.

“Essentially what we’re doing is collecting [this information] into a database, and we mine millions of posts every week and continually mine them,” she says. “It goes beyond demographics. It goes into what motivations do people have for buying or using a product or responding to a trend.”

Her team uses Natural Language Processing, a branch of computer science, to scan the posts for insights. NLP can be used to analyze text for subject matter, sentiment, and assumptions about a person’s background, such as sex and age. By scanning millions of posts, the team can uncover who is saying what about products and companies, and create reports.

Types of Reports

There are four main categories of information that companies ask J.D. Power to research that can involve mining social media, Eden-Harris says. They are:

1. Brand monitoring – This is the most common type. Marketers want to know what consumers are saying about their companies and their competitors. Marketers could survey their own customers, but it is much more difficult to survey their competitors’ customers themselves.

2. Trend analysis – Marketers also ask for analysis on the current trends in a market, and where the market is heading. It can be difficult to pick up on trends in surveys, but you can often pick up on them through blog and social media research, Eden-Harris says.

3. Customer information – Marketers also ask for more information about their current and potential customers. Blogs provide particular insight in this category since many consumers will identify themselves as a customer in one post, and talk about their personal lives in other posts. The posts can also provide information on the best language to use when communicating to customers.

4. Unmet needs – it is also possible to collect information about what products consumers wish they had. “Consumers are classically not particularly good at coming up with product innovations, but, boy, are we good at saying what annoys us and what we wish we had,” Eden-Harris says.

Embed a Video to Put More Life in Your Blog

June 20th, 2008
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Embedding video — you should try it.  You can use any one of the millions of videos on YouTube to liven up a blog post for nothing. Just copy the “embed” HTML code, paste it into a blog and bam — content that doesn’t cost a dime.

YouTube’s TOS says you can embed videos in a blog as long as you’re not:

Read more…

Get Out Ahead with Universal Search Strategy

June 6th, 2008
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Online video producer Jim Kukral, of JFK Services, has some interesting thoughts on YouTube and Google Universal Search.

Search competition is not as strong in YouTube as in Google, Jim says. For example, searching “refinance mortgage” in YouTube returns 964 results. Searching in Google returns 11.6 million results. Some other examples:

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