sxsw 2014: mcluhan and the 5 ps of video. huh?
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The medium is the message. Blah blah. Old news. Think again: McLuhan’s famous statement isn’t a full frontal attack on content. It’s about the change a specific medium can cause. It’s about impact. When Forrester’s Dr. James McQuivey noted a minute of video is worth 1.8M words, he was also talking impact. Are you accounting for that impact in your video strategies? Are you really? Again back to Mr. McLuhan, are you “anticipating” it, “deflecting and controlling” it or are you just along for the ride? The challenge for video leaders cum entrepreneurs, marketers, and producers is to build a video strategy based on anticipatory changes online video is bringing -- from OTT to monetization and engagement patterns -- and incorporate them into results. Just like the “P”s of marketing, there are actually 5 P’s of Video -- things you must consider to capture the opportunity that McLuhan put forth. Know them. presented at SXSW Interactive 2014 by Jen Grogono, CEO at uStudioTRANSCRIPT
McLuhan and 5 P’s of Video
Jen Grogono, uStudio Inc.@jengrogono @ustudio #sxsw
Marshall McLuhan urged
▪ Think ahead. This does not mean identifying with existing trends!
▪ Awareness and responsibility are critical to understanding our future.
▪ Anticipation allows us to find “control over change…moving not with [change] but ahead of it.”
▪ Give up resistance and allow your mind to travel ahead of changes ...
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Resisting change…
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▪ Messer Hubbard and Bell want to install one of their “telephone devices” in every city.
▪ The idea is idiotic on the face of it. Furthermore, why would any person want to use this ungainly and impractical device when he can send a messenger to the telegraph office …
▪ We see no reason why a group of outsiders, with extravagant and impractical ideas, should be entertained, when they have not the slightest idea of the true problems involved.
▪ …wild-eyed imagination and … a posture of ignoring the obvious limitations of his device, which is hardly more than a toy …
▪ This device is inherently of no use to us.▪ We do not recommend its purchase.
Thinking ahead…Video
▪ “The power of video is the power of the mind itself. A huge chunk of the brain power we have sitting on our shoulders is devoted to processing visual images. It's how we communicate. It's how we share information. It defines who we are.”
▪ Enterprise video industry is growing at 25% CAGR and is expected to reach $35B by 2019
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Source:Michio Kaku, American theoretical physicistResearch & Markets
Production
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Production & Video
Management
Sell more, sell faster
Just-in-time resolution,
reduce time on calls
Integrate with enterprise systems &
network
Educate, inform and train
Brand, engage customers, and
drive leads
SALES
SUPPORT
IT
MARKETING
HR/TRAINING
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What’s your Video goal?
Budget Considerations
▪ $ User-Created▪ $$ Internal teams▪ $$$ Production firms▪ $$$$ Agency▪ $$-$$$$ Live
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Packaging
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© uStudio, Inc. 2013-2014
What is your viewing experience?
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▪ Metadata: title, description, thumbnail▪ Player▪ Branding▪ Calls to action▪ Pre-rolls, overlays▪ Sharing▪ Tags, annotations▪ Captions, translations▪ Playlist or single video▪ Support for all formats
Publishing
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Where’s my audience?
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Video
Support Portals
Prospects
Customers
Developers
Leads
Employees
Promotion
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How do they know a video is there?
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Put video in their line of sight:▪Social network integration▪Announcements/PR▪Contests▪Email Marketing▪Video Ad Networks▪In-app links and icons▪Business system integration
Profit
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How well is it working?
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▪ How much time has your audience spent with your video?– With your brand, your product, your message
▪ How much have you learned about them and your message?
– Data entry – subscriptions, information– Pass along to others
▪ How much money have you directly or indirectly earned? Spent?
– Product or service purchase– Reduced churn– TCVO [Total Cost of Video Ownership] understood
Contact
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▪ Want to Continue the conversation?– @jengrogono– @ustudio– [email protected]– www.ustudio.com