game-planning your online video strategy (content marketing institute webcast)
DESCRIPTION
See the full interactive webcast of this presentation at http://www.knowledgevision.com/fresh-ideas/webinars-webcasts/gameplan-online-video-strategy. In this Content Marketing Institute Webcast from June, 2013, CMI Founder Joe Pulizzi hosts KnowledgeVision CEO Michael Kolowich and VideoLink's Stuart Siegal in a discussion on how to formulate and implement online video strategy for content marketing.TRANSCRIPT
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Today’s Webinar:Game-Planning Your Online Video Strategy: Advice from the Experts
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#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
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Before We Get Started
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Hi I’m Joe Pulizzi(@juntajoe)
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CMI teaches marketers how to effectively own their media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine
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Today’s Agenda:
• 6 key steps in video production process
• Must-have video strategy components
• Managing the production process• Overview best practices
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Today’s Speakers:
Michael KolowichStu Siegal
@MichaelKolowich@VideoLinkLLC
The world’s most flexible online presentation platform
Game-Planning YourOnline Video Strategy
Michael Kolowich - Founder/CEOKnowledgeVision@MichaelKolowich
Stuart Siegal - Director, VLStrategiesVideoLink@VideoLinkLLC
Joe Pulizzi – FounderContent Marketing Institute@JuntaJoe
Sponsored by…
Video is now used by 70% of B2B content marketers
#CMI @MichaelKolowich @KnowledgeVision
Video is on a rapid rise as a B2B content marketing tactic
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Video is also used by 70% of B2C content marketers
#CMI @MichaelKolowich @KnowledgeVision
Growing confidence that video works
Video ranks ahead of white papers, eBooks, and website articles in perceived effectiveness.
Still, confidence in video (and most other tactics) has some way to go.
Online video works…
Video works for content marketing…because: it engages more senses it caters to different
information gathering styles
it often lends a personality to a brand and its concepts
it “touches a chord” Result: more
memorable message imprint
#CMI @MichaelKolowich @KnowledgeVision
…and that creates a challenge
Video’s effectiveness has sharply increased demand for video content
Recent research:Corporate video producersin 2012:--56% more demand,--24% more budget
Video demand growth
Video budget growth
0%
10%
20%
30%
40%
50%
60%
Growth in demand vs. budget
Source: Interactive Media Strategies Video producer study, 2012#CMI @MichaelKolowich @KnowledgeVision
The challenge is evolving
• The challenge is no longer how to get the video up and back out again…
• The new challenges are:• how to create it
efficiently• how to make it
work harder#CMI @MichaelKolowich @KnowledgeVision
WANTED: A VIDEO GAMEPLAN
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Our agenda today
What’s changed in video creation
The two biggest mistakes video content creators make
Components of a video game plan
How to measure impact Key lessons from a
practitioner Most important take-aways
#CMI @MichaelKolowich @KnowledgeVision
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What’s Changed?
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“We are all media companies now.” – Nick Thomas, Forrester Research
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“We are all media companies now (minus the budgets, resources, and experience).”
-Most Marketing Directors
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Video on the web has been around for a while… what’s different now?
• The digital video production revolution happened, and video became easier to create.
• Delivery methods got better. Encoding and infrastructure improved, processors got faster, storage got cheaper, and it became easier to host and stream video.
• A generation that speaks video came of age, and moved from key influencers to decision makers.
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The paradigm shiftTraditional video was…
a one-way medium that enabled organizations to talk about themselves.
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The paradigm shift
Online video is…
a fluid mix of content creation, marketing, and engagement.
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Best practices have dramatically changed
Viewers no longer want to be sold, they want:• Entertainment• Information• Respect• Value• Fresh Content• A Voice in the Conversation
The Two Biggest Mistakes Content Marketers Make with Video
#CMI @MichaelKolowich @KnowledgeVision
Television has “upped the ante” on production values
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Common Mistake #1
Feeling you need to do a “Full Spielberg” on every piece of video
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Key to survival
“Divideto
Conquer”
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The “Long Tail” Theory
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“Long Tail” Theory + The Buyer’s Journey
DemandGenerati
on
LeadNurturin
g
SalesSupport
The Buyer’s Journey
#CMI @MichaelKolowich @KnowledgeVision
“Divide to Conquer”:Segment Your Video Needs into 3 Tiers
ShowpieceVideos
•High-visibility•Universal concepts•Big impression•Demand generation
WorkhorseVideos
• Medium-visibility•Product, service, ortechnology-specific• Lead nurturing
Long TailVideos
• Highly specialized• Detailed Explainers
•Often feature subject-experts• Lead nurture/sales support
$1k-$10k+ perfinished minute
$200-1000 perfinished minute
$20-300 perfinished minute
#CMI @MichaelKolowich @KnowledgeVision
Content Strategy & Hierarchy
ContentDeliveryChannels
1
3
2
Target audience: CXO, business management
Message Style: Short, conceptual, creative. Speak to the business need. Establish vision & credibility.
SOLUTION FOCUSED - SALES SUPPORT Detailed solution content – validate purchase decisions
Target Audience: business management, CIO, technical
Message Style: Informative, focused, address business drivers and benefits. Support core value propositions.
AWARENESS / EDUCATIONThought Leadership, unique proposition
VALIDATION / EXPLORATION Validate Thought Leadership and support discovery process
Target Audience: IT Managers, network administrators
Message Style: Informative, comprehensive. Designed to support sales efforts and validate solutions to decision makers & influencers
#CMI @MichaelKolowich @KnowledgeVision
Doing more with less demands that you: segment/triage your
videos; map them onto the
buyer’s journey; match production
methods to the segment;
match distribution to the stage.
Avoiding Mistake #1: Triage & Match
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Common Mistake #2
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Avoiding Mistake #2:Every video needs definition
Precisely who is it for?
What exactly do you want that person to do or think differently after they’ve watched?
How does this advance the buyer’s journey?
#CMI @MichaelKolowich @KnowledgeVision
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What is video?
Your Video Assets
Social
Rich Media
Webcasts
Internal Communications
Lead Generation
E-learning
Live Television
Content Marketing
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Core Components of a Video Strategy
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Creating content is only one piece of the puzzle
Successfully using video to drive business goals requires more than producing video. It involves:
Development&
Pre-ProductionProduction Post Production Distribution Discovery
Measurement&
ROI
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Development and Pre-production
• What’s appropriate creative/content?• Do you have buy-in?• Are you following current best practices?
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Production
• Done a reality check?• Created an efficient workflow?• Can you scale?
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Post -Production
• Created a realistic post-production timeline?• Created a cost-effective workflow?• Created a realistic review process?• Planned to manage and archive assets?
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Distribution
• Where do you need to be? • Has security been addressed?• Can you be viewed on all platforms?• What level of analytics do you need?
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Discovery
• Have you mapped your audience?• Have you identified key influencers?• Do you have a plan to reach them?
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Measurement & ROI
• Have you defined success for each unique asset?• Determined meaningful metrics for each video?• Set up a plan to track metrics over time?
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The strategic planning process
Define your goals
Identify internal stakeholders
Profile your audiences
Build creative plan/define best practices
Create a realistic workflow
Know your competition
Determine ROI
Key lessons as a practitioner Lesson #1: Broaden your definition of
video
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Example: Video, Broadly Defined
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Example: The Video Chalk-Talk(created on an iPad)
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Example: Online Video Presentations
Plain old video
Enhanced, interactive online video presentation
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Key lessons as a practitioner Lesson #1: Broaden your definition of
video Lesson #2: Capture the video-ready
content your organization already generates
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Marketing content is all around us!
New forms of video:“Thinking outside the frame”…
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…creates treasure-troves of marketing content for every stage of the buyer’s journey
#CMI @MichaelKolowich @KnowledgeVision
Key lessons as a practitioner Lesson #1: Broaden your definition of
video Lesson #2: Capture the video-ready
content your organization already generates
Lesson #3: Don’t give in to conventional wisdom
#CMI @MichaelKolowich @KnowledgeVision
Key lessons as a practitioner Lesson #1: Broaden your definition of
video Lesson #2: Capture the video-ready
content your organization already generates
Lesson #3: Don’t give in to conventional wisdom
Lesson #4: Beware the vanity metric – it’s not about views!
#CMI @MichaelKolowich @KnowledgeVision
“Content Telemetry” – tracking detailed viewing data & turning it into actionable insight
- 56 -
Who watched When they watched How long they watched How deep they got What reference links they clicked What handouts they downloaded Where they’re from
Engagement Score0-10
Key lessons as a practitioner Lesson #1: Broaden your definition of
video Lesson #2: Capture the video-ready
content your organization already generates
Lesson #3: Don’t give in to conventional wisdom
Lesson #4: Beware the vanity metric – it’s not about views!
Lesson #5: In “do it yourself” productions, avoid the “seven deadly sins”
#CMI @MichaelKolowich @KnowledgeVision
The Seven Deadly Sins ofDo-It-Yourself Video
Audio Stability Lighting Background Webcam trance Length Compression
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Planning it all out
Allocate your projects to tiers showpiece workhorse long-tail
Allocate your budget (both time and $$) to tiers
Inventory and collect repurposable assets Partner with a trusted professional on the
high-end productions Get to know the emerging tools on the low-end
#CMI @MichaelKolowich @KnowledgeVision
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Top Two Takeaways
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#1. Why should your audience watch your video?
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This is how your video looks on your web page
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This is how video looks on your viewer’s desktop
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#2. Know why you are producing each video.
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Video - strategy =
• High expenditure of time and effort to create video • Production of “clutter” content• Frustration with lack of measureable results• Abandonment of the strategic use of video
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Video + strategy =
• Time and cost efficient production process• Creation of content your audiences value• Generation of meaningful metrics to track efforts• Advancement of your business goals
The world’s most flexible online presentation platform
Game-Planning YourOnline Video Strategy
Michael Kolowich - Founder/CEOKnowledgeVision@MichaelKolowich
Stuart Siegal - Director, VLStrategiesVideoLink@VideoLinkLLC
Joe Pulizzi - FounderContent Marketing Institute@JuntaJoe
Sponsored by…
#CMI @KnowledgeVision @VideoLinkLLC
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#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Questions & AnswersKeep your questions coming. Type into the “ask a question” text area and click submit.
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For more on the Content Marketing Institutevisit: http://ContentMarketingInstitute.com
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