Citizens Bank Web Vide Recommendatio
Presented December 21, 2
today / agenda Web video strategy Web video best practices Web video competitive audit Content approach Distribution approach Next steps Appendix Web video audit YouTube features and functions
video / strategy
video is a part of the larger digital space and, as such, is influencing consumer behavior
Web Video Is Part of digital and social marketing Enabling consumers Uniquely achieving business and social goals for Citizens
Web Video Is Not • A place for duplication
• Solely for push messaging • A stand-alone medium
Role
ptimization
Benefits SEO-Optimized content will point to .com
Brand wareness
Increase views of brand spots
cialize video content
Drive traffic to newly-launched YouTube channel
B2B and ommercial
Promote webinars and video content
Web video a an extension marketing an internal departments
om brand-centric:
Marketing channel with brand spots
To consumer-centric:
Enabler of rich experiences a connections around:
Personal Finance Success
Being a Good Citizen
Realizing Your Goals
Financial Confidence
b video is an enhancement of all other marketing initiatives prove the experience of consumers and influence their havior
we engage via video, we anticipate encountering the followi nsumer mindsets as they search for content
ormation/Education-seeking
tertainment-seeking
ansactional
b video / best practices
gh web video is diverse across brands, companies, and individuals are some common and accepted best practices and standards acr main areas:
ionality and Operations
ch
ent
eral, users expect video to be able to do and/or have these feature
very video created will have all of these standards however, videos gone viral� or have multiple thousands of views have many of these es, as we’ll see in later sections with examples
tional/Operational:
gation tools: the ability to pause the video, rewind or fast forwa os should load quickly and play without jerking or pausing
the length of the video before clicking “play� button
ch:
os should contain keywords and phrases, tags, and be properly orized for SEO.
ould be relatively easy to find video content through a YouTube sea e will search for videos in similar ways to articles, so videos must b ized.
os should turn up in a website if a search is conducted for content t ed in the video. Users may not search for “demos” but may watch come up in a search for “how to use online banking”
ent:
or - funny videos are easy to remember and often get shared
essional quality and amateur quality - both types have their place an will watch both
os must have a point and get to it quickly
os should have movement - even demos. Static slides are not a be ice
aging stories
native videos: infographics, illustration, speaker series
at makes a good video? Whether the main goal of a video is to cate or entertain, there are several things all videos can include make them more creative, memorable and shareable. We’ve ntified several popular videos across various types of content mmercials, education, series, etc.) and found that they contain at t one of the following:
thenticity
nking outside the box
namic speakers/hosts
sic and lots of moving parts
mor
s with other forms of social communication, authenticity is a way to score big ith audiences. successful example of “being real� is Jennifer Aniston for Smartwater:
Thinking outside the box - presenting “ordinary” content in a unique way can m simple idea catch on: “What Motivates Us?” Illustration content.
http://www.youtube.com/watch?v=oWiRQmlAlqg&feature=channel_video_title
http://www.youtube.com/watch?v=jp4hHZB0XWw&feature=channel_video_tit
ngaging personalities tell good stories - A dynamic speaker who is ngaged with the material with an open/humorous/interactive way can bring story to life for the viewer: Gary Vaynerchuck Wine Education Series.
se music and lots of moving parts. Music evokes emotion - even if applied o a lot of statistics to compile an infographic: “Did You Know 3.0� ocialnomics.
ttp://www.youtube.com/user/AmericanExpress#p/c/33304BF055EFBD39/ /2khgMZVR87s
Humor is good in commercials. So is pop-culture. - People will watch funny ommercials - even the longer versions - over and over and over again: Volksw The Force� Commercial.
b video / competitive audit
assessed the performance of our competitors (TD Bank, Bank of America, PN Wells Fargo, and Chase) from a content and distribution perspective using the g important criteria for web video: Web video should be a seamless part of digital and social communities Videos should be easy-to-find anywhere online - including the .COM, Video content should be interesting and meaningful for the audience.
stem and Distribution:
etitors are using video, but its fragmented across channels: poorly organized, ized, and/or distributed.
media generally, and YouTube specifically, is not called out or mentioned on t except in the case of TD Bank, which has social chicklets on homepage.
nt:
mpetitors are using video to showcase a variety of content.
all competitors, video is difficult to find even when looking for it, and does not to be embedded from YouTube, contributing to consistency issues.
has video/demos that are easier to find, in that they show up very quickly as t vigates through the Personal Banking section.
has structured video content through YouTube channels around their cards a mmunity giving. The other competitors have a variety of content on YouTube ls, mostly organized into playlists.
video is used on the .COM, it is not the same as YT content, often focused on and education, and difficult to find
YouTube Brand Channel
YouTube Custom Brand Channel
.COM
Facebook Facebook Wall Tab
TD Bank Bank of America PNC Bank Wells Fargo Chase Citizens Bank
Note: Facebook Wall refers to brand-owned videos shared via their Facebook Wall.
Community
TD Bank Bank of America PNC Bank Wells Fargo Chase Citizens Bank
Small Biz
Sponsorships/ Education/ Internal/ Products Commercials Events Careers
61 YouTube videos focusing on: •Community & CSR •Sponsorships/Chicago Marathon •Small Business •Products •Commercial •The
videos are of mixed quality - so professional and some are amateur/ style and quality •The majority of video content is abo Community and CSR on YouTube •Videos on .COM are under Careers focus on employee stories, etc. - the on YouTube •BofA does not call out their YouTub their philanthropic/community videos .COM •BofA does share videos from their Y channel as posts on their Facebook does not have dedicated video cont custom tab
12 YouTube Videos •Product tutorial videos •Corporate communications on em environment, customers, etc. •Commercials • • •
TD does call out YouTube comm website homepage .COM has voice tutorials for Ret sections, but no video accompa Overall web video presence is v
62 YouTube Videos: •Commercials •“Great Week” Children’s initia series •Small Business Success Stor •Products & Services - Wealth •Community & CSR •General Info •Career/Internal •Not
all videos are properly titl organized across channels. •CFO Videos are organized in on the .COM, but called some on YouTube, making it hard to content. •One of the few brands featuri on both .COM and YouTube
48 YouTube Videos: •Commercials •Community •Credit and Financial Education •History •Events/fun happenings •Videos
on the .COM are in a se the “Business Insight Resource and are all focused on financial/ information for businesses. •.COM business videos are not YouTube channel •.COM videos are accessed by hand sidebar callout for “Busine Resources” making it easy to fin content •Wells Fargo shares YouTube co its Facebook Wall and calls out YouTube channel on a Faceboo •The YouTube channel includes to Facebook and Twitter for con but branding is very different ac channels - user may wonder if t the right place.
Video on social: •3 YouTube Channels: •Chase Community Giving - 36 videos •Chase Freedom - 11 videos •Chase Blueprint - 4 videos •Social content organized by products/c Freedom, Sapphire), by CSR (Commun and by service (Bluepoint) •There is a “Video” tab on Facebook Pa Community Giving, Freedom, Sapphire, (which has more video content than its Y and Blueprint. •Not all videos from YouTube channels respective Facebook tabs •Comments feature is disabled on Bluep Community Giving YT channels, but ena Freedom YT channel
Video across .COM sites: •Chase.com videos are demos focusing use various aspects of personal banking mobile apps and online bill pay •Chasesapphire.com has a video under “Exclusive Events” content •Chaseslate.com has videos/commercia “Press Room” section •Chaseblueprint.com features video stor customers/users on main page of site
video / content
videos will follow the content strategy and‌.
e searchable
ontain interesting and meaningful subject matter
uild upon themes and existing videos that can be easily veraged
r on the .COM, Facebook, YouTube, Rich Media, etc., web video can be easily by following SEO best practices and through online advertising and SE s:
scriptions, keywords, and tags to all videos once uploaded to YouTube
te optimized video from YouTube throughout the digital ecosystem
y optimized video content will be indexed by search engines
e consumer experience by adding video to paid rich media units
cebook’s video comment ads to drive engagement and brand awareness
ucket
ts & igns
Video Themes
Proposed Video Features •
• • • • • • • •
Savings Community Citizens for Homes Product Demos (EZ Synch, OLB) Education videos (Home Equity) Customer testimonials (Lending) B2B webinar series Loan officer spotlights Testimonials
• • • • • •
Videos to educate and entertain the audience, and influen purchase intent Savings Community and Alexander Hamilton videos Feature home/community improvement projects for CFH Make it Real Demos and education videos feature illustration and creat callouts Interviews/testimonials/discussions, etc. to have real peop feature real solutions to customer needs B2B webinars to be hosted by an engaging speaker Loan officers focus on ways to help small businesses and business owners - feature real-life situations and solutions videos as part of the overall story
Bucket
Video Themes
Proposed Video Features
•
• •
unity •
Employees volunteering at the Food Bank TruFit scholarship winners Testimonials/feedback from recipients
• •
•
Videos will be of both professional and amateur qu feature a variety of corporate and more “real life” community outreach Videos taken at branch-level of their local outreach - amateur quality will give grassroots feel Professional-quality videos of larger-scale commu efforts, such as annual “giving back” events, etc. Interview and document real people who are work Citizens Bank/Charter One to improve their comm and the lives of others Create videos of TruFit scholarship winners - this series with interviews, back stories and potential “documentary” to track their college experience as TruFit winner. Interviews and back stories can be professional quality, documentary can be amateur
ucket
& rships
Video Themes
•
•
• •
Citizens employees giving presentations at conferences Citizens Bank Park events/special nights/ticket giveaways Citizens Bank Performing Arts Series Branch Openings
Proposed Video Features
• •
•
•
Videos will be of professional quality and will showcase fu relevant content A “Speaker Series” can capture he knowledge of Citizens Bank/Charter One employees and executives as they give presentations and speeches at conferences/industry even Other PR-type events such as branch opening, performin series, etc. will be good content for video by featuring the and the people who are making it happen Videos around the happenings at Citizens Bank Park will and interesting, as well as beneficial for SEO
video / distribution
video distribution will
rovide a hub and distribution network for web video to be visible
asily serve web video content across digital channels
rovide for ability to manage, edit, moderate and report on web vide tiatives Facebook & Twitter
.com
YouTube
Content
deo must be managed and distributed properly
zens request Studiocom has examined several popular distribution ms in detail
Brightcove - Video management and distribution tool - partnership wi Limelight and Akamai for CDN
Limelight Networks - Video management and distribution tool. Offers highly customizable usage with many add-on features to basic plan.
Visible Measures/Viewable Media - Video ad network. Focused on en goal of driving consumer engagement by offering open choice viewin
YouTube - World’s 2nd largest search engine. Upload and manage v distribute into other web properties, and track views.
ove
ht Networks Measures
be
Pricing
Clients
$99-$499/month or Enterprise-level in low thousands/month
American Family Insurance, Ticketmaster, Intuit
$600/month (Add on costs such as $500/month for mobile, etc)
Microsoft, Mydeo, MSNBC.com
Ad network with CPV b/w $0.35 and $0.60
Auto device Mobile Analytics Detection Delivery
CDN Delivery
YouTube Sync
AdvertisingAge, Motor Trend
Brand Channel - Free Wells Fargo, PNC Custom Brand Bank, TD Bank, Channel - Minimum Bank of America, 300k media spend Chase, CITI
N/A
commendation for web video distribution for Citizens Bank is to use be as the platform for video distribution and management as it will
Allow us to cost-effectively test and learn the viability of web video through the creation, production and management of content
Optimize videos to be searchable across search engines, websites etc.
Create a centralized hub for video placement and playlists at a corporate or grass roots levels
Provide you with a tried-and-true source of best practices for consumer engagement
Act as a social channel, fitting into the larger integrated marketing strategy for Citizens Bank
hank you.