Besides the watermark, one of the other complaints about embedding a YouTube video is that when grabbing the embed code from the YouTube site, you can’t have the video start automatically–when the visitor hits the page. Now, to be sure, there are arguments for and against doing so. To really understand the value of autoplaying a video, you should do some A/B testing to see which technique helps best improve the results of your call-to-action.

The good news is that you can autoplay a YouTube video. And it’s very easy to do. Simply add “autoplay=1” to the embed code.  That’s it!  Easy, peasy, 1-2-Threesy. 

That’s the good news.  The bad news, as is demonstrated by the embedded YouTube video below, is that I cannot set the volume programmatically.  For me, I consider this a show stopper.  There is something to be said for autostarting a video, with the sound off, to create curiosity.  But, if I’m blasting audio to a visitor who did not ask for it, that’s a problem. 

Besides autoplay, there are many other parameters available for embedding a YouTube video.  For a list of all the parameters, go here.

(Speaking about iPad/iPod video delivery, my next blog post will likely be about that very subject. Specifically, what to use to deliver website video to the iPxx family of products without having to use YouTube.)

That’s the good news.

The bad news is that most of these videos come across to me as a little too commercial-ish.  The scripted delivery, or paid spokesperson, or deer-in-the-headlights/teleprompter-reading presentation found in most corporate videos destroy any opportunity to demonstrate authenticity.

I wanted to share the formula for, and an example of, the type of video I like to see today.  One that does away with the overly-produced videos I see and focuses on what’s important to the viewer.

You Bond With People on Their Problems, Not Your Solution

When we shoot a Web TV show, develop a podcast episode, or shoot one of our Vid·EEE·o’s (a new example of which is below) for a corporate customer, we take folks through a simple story-telling process:

1. What is the problem facing our customers?
2. What are they doing to solve it (that isn’t working)?
3. What is the solution that fixes the problem?

The acronym is P.A.S. – Problem, Alternative solution, Solution.

1. Problem

By beginning our video (or podcast or Web TV episode) with the Problem, we bond with our audience.  We help them understand that we know what they’re going through.  By doing so, we establish our credibility not by claiming it (“we’re a world-class service provider of. . . .blah blah woof woof”) but by demonstrating it.

The video below is for UpMo, a career-management service in the Bay Area.  The video begins with a brief review of the problems facing those looking for a job.

Video Time: 00:00 – 00:15

2. Alternative Solution

After the problem is addressed, we speak about the Alternative Solution.  There are two goals in reviewing the Alternative Solutions with our viewer;

1. Prove we are aware of the viewer’s efforts to solve the problem (which, in turn, shows that I recognize we have competition)
2. Subtly poison that competition

Video Time: 00:16 – 00:37

3. The Solution

Once we’ve established our credibility by reviewing the problem(s) facing a client, along with the efforts they may have taken to solve it, I’ve painted a relatively bleak picture.  To relieve that tension, I normally begin the Solution segment of my story with this statement:

“This is a problem we solve.”

Once I’ve said that, I am free to detail (in the short time allotted), how it is we solve the problems they face.

Video Time: 00:38 – 01:33

One More Step: A Risk-Free Call to Action

Once I’ve stated my case, I want to take a moment and invite the viewer to accept my Call to Action.  (Not doing so is a mistake, I believe.)

Now, your call-to-action could be as innocuous as inviting somebody to visit a certain section of your website.  Ultimately, the reason you do a web-based video (or podcast or Web TV program) is to either make money or motivate people to take action on your behalf.  Now is the time to make that happen.

With this type of video, I’m a big fan of the risk-free Call to Action.  It may be a bit hard to motivate somebody to part with their money after a two-minute video but, if you did a good job, you should be able to motivate a number of viewers to do something that will ultimately benefit them risk-free.

Video Time: 01:34 – 01:48

That’s it, basically.  Although there is a bit more to it, this is pretty much the process I go through for every bit of audio/video content PodWorx produces.  It appears to be very simple (it is) but is incredibility effective in differentiating yourself from the competitive herd.

I hope you find this “tutorial” helpful.  If you have any questions or comments give me a shout or comment below.

Here’s the video:

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As a new Chamber member myself, I just recently received the March edition of Business Voice (my first!), which includes my article.  For those thinking about whether or not a Live Streaming Video production might make sense for you and your business, I’ve reprinted a copy of the article below.

Using Live Streaming Video to Increase Website Revenue

It’s interesting…websites have been around for over fifteen years…yet the websites of today aren’t performing any better than the websites of the mid-nineties. The reason? We’re still creating what amounts to a bunch of electronic brochures. And nobody cares about our electronic brochure.

Here’s the rub – the goal of every business website is the same: increase the probability of engagement with your visitor while at the same time reducing the risk of “exit” – leaving your website, and heading off to the competition. Unfortunately, the average amount of time somebody spends on a website is ONE MINUTE, and half those people leave in eight seconds or less. (Which is bad news if you have a story that takes more than eight seconds to tell.)

There’s another bit of trouble as well. It has to do with a company’s perceived approachability.

Most people think approachability is a big-company problem. And it is. But it’s actually a problem for ANY COMPANY that has a website.

Why?

Before you had a website, if I wanted to learn about your company, I’d pick up the phone and speak to somebody who had been taught how to help me understand who you are, what you do, and the problems you solve.

Today, your website acts like a brick wall. I never have to talk to an employee when deciding whether or not your business will make my short list. Instead, I’ll judge your company’s capabilities based on the 8-60 seconds I spend on your website.

It’s a Question of Impact

Instead of doing the same thing online as your competitors, ask yourself this question — Which do you think has more impact on your customers and prospects – reading about how great your company is, or seeing and hearing from the very people who make it great?

A Live Streaming Video Production (LSVP), when done correctly, delivers the kind of personal one-to-one (or one-to-many) experience that has been the cornerstone to effective sales. It will separate your company from the competitive herd and completely change your website from “brochure-ware” to a tool that accelerates the sales process.

Video + Chat = High ROI

To get the biggest return on investment, your LSVP should include both live video plus live chat. Offering both human-enables your website and breaks down the wall between you and your website visitors. Imagine how much more effective your website would be if you could interact with your viewers in real-time–answering their questions, providing advice, and establishing your credibility, not by claiming it but by demonstrating it.

LSVP: What Are They Good For?

There is a long list of ideas that would make for a great LSVP. Here’s a few of the 40+ ideas we give to our customers:

1. Enhanced Webinars
2. Seminars/Conferences
3. Trade Shows
4. Distance Learning
5. New Product Launch
6. Talk Show
7. Tips & Tricks
8. Customer Interviews

The Transformation

The transformation we see when producing a professional-level LSVP is amazing. A few examples:

• Become Approachable Online: People want to buy from people they know.  A LSVP human-enables your website.
  • Accelerate the “getting to know you” phase of your sales cycle
  • Reduce the chance of being skipped in favor of a competitor due to a lack of “connection”
• Extend Engagement Length: A LSVP gives you an opportunity to take your time and deliver a compelling, results-driven message.
  • Increase time to move people from a passive need to an active need.
  • Decrease risk associated with visitors only spending seconds on your website before moving on.
• Establish Credibility: Claiming your own credibility is the weakest way to establish it.  A great LSVP allows you to demonstrate your expertise and credibility, the strongest way to establish it.
  • Enhance perceived expertise in the eyes of your customers and prospects
  • Lessen problems associated with trying to convince somebody they should work with you.

Ultimately, a great Live Streaming Video Production will allow your website to do one (or both) of the following:

1. Make Your Business More Money
2. Motivate Your Visitors to Take Action on Your Behalf

And when it comes to your website, wasn’t that the point in the first place?

Scott Whitney is president of PodWorx, Inc., an Internet broadcasting company that specializes in podcasts and live streaming video productions. Visit his website at www.PodWorx.com.

Here’s the description of the presentation:

For many, the concept of developing an effective online marketing strategy is intimidating. As a result, we find companies unintentionally distancing themselves from their customers and prospects instead of bringing the two groups closer together. Fortunately, there are a number of online marketing techniques that will introduce the real value of your company to your prospects and customers, motivating these important people towards a new (or additional) working relationship with your organization.

This presentation offers those techniques.

Come to this session ready to look at your existing marketing efforts in a new, fresh way. We will share proven marketing techniques that take advantage of:

· Your Website

· Search Engines

· Email Marketing

· Social Networks

· Blogs

· Podcasts

You will learn new methods to reach out and grab additional business. Be prepared to take notes!

This is a very well received presentation as it delivers tips that can be immediately implemented.

If you’re a Las Vegas local, and you’re responsible for the effectiveness of your website, come take a listen.