Video Creation for B2B Marketers<br />Marketing Professionals<br />Jamie Grenney: salesforce.com<br />Sarah Patterson: sal...
Online Video Is Become More Accessible<br />Improved Online Video Experience<br />Growth of the Mobile Internet<br />TV an...
Agenda<br />How to Salesforce Uses Online Video for B2B Marketing<br />Magic Formula for Creating Successful Videos<br />P...
Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may c...
11,000+<br />Views Per Day<br />
66<br />Hyper-efficient Reps<br />11,000 video views a day =             <br />a) average video view is 2 minutes<br />b) ...
<ul><li>Enterprise Administration
Extendable Data Model
Customizable Dashboards</li></li></ul><li>What’s in Store for the Year To Come<br />
YouTube Advertising<br />
Call-to-Action Overlays<br />
Fall-Back Solution<br />98.6%<br />1.4%<br />Fall-Over<br />Primary<br />
Helping Other Groups Leverage Video<br />
Video Localization<br />
Crowdsourcing Video<br />
Text-To-Movie Video Creation<br />
Salesforce Live<br />
These Are Our Top 72 Videos<br />
What’s the Magic Formula?<br />
Demo Videos<br />Webinars<br />Events<br />Testimonials<br />Magic Formula for Creating a Successful Video<br />Objective<...
Sarah Patterson <br />salesforce.com<br />
1<br /><ul><li> Product Demo</li></li></ul><li>2<br /><ul><li> Production Timeline</li></ul>Demo Videos<br />Video Product...
3<br /><ul><li> Promotional Strategy</li></ul>Demo Videos<br />Demo Videos<br />YouTube<br />Advertising<br />YouTube<br /...
3<br /><ul><li> Promotional Strategy</li></ul>Demo Videos<br />YouTube<br />Advertising<br />YouTube<br />Channel<br />You...
4<br /><ul><li> Return on Investment</li></ul>1<br />Hyper-efficient Reps<br />5,625 video views a month =             <br...
4<br /><ul><li> Return on Investment</li></ul>Views  on YouTube<br />150,000 Views<br />Form Completes<br />X,000 Per Mont...
4<br /><ul><li> Return on Investment</li></ul>Form Completes<br />XX,000 Per Month<br />
Sheridan Gaenger<br />salesforce.com<br />
1<br /><ul><li>Traditional Live Webinars</li></li></ul><li>1<br /><ul><li> On-Demand Webinar</li></li></ul><li>Registratio...
2<br /><ul><li> Production</li></ul>Record Your Presentation<br />Record Your Script<br />Edit Your Recording<br />Animate...
3<br /><ul><li> Promotion</li></ul>YouTube Watch Page<br />YouTube Search 18%<br />Related Videos  15%<br />Google Search ...
3<br /><ul><li>Promotion</li></ul>Webinars<br />Test<br />9<br />Identify Winners<br />2-3<br />=<br />
4<br /><ul><li> Return on Investment</li></ul>Pipeline<br />$50,000 (depends on avg. deal size)<br />Form Completes<br />5...
4<br /><ul><li> Return On Investment</li></ul>1<br />Hyper-efficient Rep<br />165 video views a day =             <br />As...
Bryan Ebzery<br />salesforce.com<br />
1<br /><ul><li>Customer Video</li></li></ul><li>
2<br /><ul><li> Production</li></ul>Post Production<br />Catalog Your Recordings<br />Get Transcripts Made<br />Create Com...
2<br />3<br /><ul><li> Promotional Tactics</li></ul>YouTube Search 18%<br />Related Videos  15%<br />Google Search  7%<br ...
4<br /><ul><li> Return on Investment</li></ul>Engagement<br />23,600 views<br />Pipeline<br />$XXX,000,000<br />Conversion...
Charlie Smith  filling in forKevin Wood<br />salesforce.com<br />
1<br /><ul><li> Live Events</li></li></ul><li>1<br /><ul><li> Live Events</li></li></ul><li>2<br /><ul><li> Production</li...
3<br /><ul><li> Promotion</li></ul>YouTube Watch Page<br />YouTube<br />Advertising<br />Mobile<br />YouTube Channel<br />...
4<br /><ul><li> Return on Investment</li></ul>Form Completes<br />X,000k Depends on Promotion<br />Pipeline<br />$X00,000,...
4<br /><ul><li> Return On Investment</li></ul>1<br />Hyper-efficient Exec<br />166 video views a day =             <br />A...
Event Video<br />Product Demos<br />On-Demand Webinars<br />Customer Testimonials<br />Content<br />Your Site<br />YouTube...
Questions<br />Jamie Grenney<br />Charlie Smith<br />Sheridan Gaenger<br />Sarah Patterson<br />
Video Creation for B2B Marketers
Video Creation for B2B Marketers
Video Creation for B2B Marketers
Video Creation for B2B Marketers
Video Creation for B2B Marketers
Video Creation for B2B Marketers
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Video Creation for B2B Marketers

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165 video views per day = 1 hyper-efficient sales rep. A well-produced video lets you deliver clear and concise messages 24/7 in a format that's easily viewed and shared by millions of customers and prospects. That's why online video is such a compelling medium for B2B marketers. In this session, we'll walk you through salesforce.com’s video strategy and provide tips on how to produce product demos, testimonials, and event videos. We'll also highlight ways to grow your distribution and manage your video catalog most effectively.

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  • Welcome everyone. I’m excited to see so many people here for this session. Hopefully it proves to be a valuable one.
  • We’ve seen an explosion of video in the last year. YouTube content has doubled year over year. It’s become a little bit easier to create content with the Flip and the camera on your iPhone but what’s also driving it is the increased consumption of online video.
  • Before we get started this is Salesforce.com’s safe harbor statement. Because we are a publicly traded company we need to remind you that this presentation may contain forward looking statement. Any purchase decisions should be made upon existing functionality.
  • A great example is a video we posted called what is cloud computing. Over the last year it’s be viewed over 200k times and been instrumental in educating the market on our core value proposition.
  • Across all our videos we’ve seen our YouTube views grow from 350 a day to up over 11,000.
  • To put that in perspective if the average video view is 2 minutes, that’s roughly equivalent to 66 hyper efficient sales reps on the phone.Reps who are answering questions or demoing the product 8 hours a day no breaks.
  • When we approached YouTube about a year ago we were looking for a cohesive video strategy. At the time we had videos spread across our site running through custom players and we had a subset of our videos on YouTube,But it was difficult to manage and report on.
  • We looked at a number of different options one of which was Brightcove. They have a great on-demand video solution that powers many of the magazine, music labels, and newspaper sites.Brightcove is great if you want to make your site the destination and monetize content but at the time there weren’t many customers who were using both Brightcove or YouTube. For us the primary goal of video was to drive awareness and so we wanted to see how far we could get focusing on YouTube.
  • 72 percent of all video streams flow through google so we knew YouTube was a platform we couldn’t ignore.
  • When people receive a YouTube link in their inbox, they have an expectation of what they’re going to get when they click on it. They know how the player works and how to share it with their friends. We also felt that people were far more likely to embed a YouTube video vs. custom code from our site.
  • When people receive a YouTube link in their inbox, they have an expectation of what they’re going to get when they click on it. They know how the player works and how to share it with their friends. We also felt that people were far more likely to embed a YouTube video vs. custom code from our site.
  • Today all our content is hosted on YouTube and we use the YouTube API to serve up video in branded players on our website. We’ve been really impressed by the YouTube APIs. We expected we might run into some snags, but so far it’s been a great experience. By consolidating our library on YouTube....
  • and serving up the same videos in multiple places.
  • We were able to get fantastic analytics right out of the box with no setup required. The first time people dive into YouTube insights they’re pretty amazed at the information that’s available right out of the box. We could drill down into a specific piece of content and understand where the videos were coming from and where attention drops off. We were also able to see what percentage of our views were coming from our site vs. youtube, vs. embeds on 3rd party sites.
  • There were some important things we couldn’t get from insight, but we’ve bridged the gap with an app we built called Salesforce for YouTube. To be clear this isn’t a standard product the we offer. It was built on custom objects and the open APIs that the two services offer. By pulling YouTube data into Salesforce we were able to extend the data model and add custom fields to the video and playlist records. That gave us the ability to create custom dashboards to track things like the number of views our training content has received or which videos have the best cost per view. The other thing the Salesforce for YouTube app helps us with is the management of our content producers. If you only have 2 or 3 people producing videos you can probably get by sharing a YouTube password, but today we have over 1,400 videos on YouTube, a number that is growing fast. These videos range from product introductions, to events, to online training, and customer testimonials. The application we developed lets us to track our video projects, manage the approval process for uploads and playlists, and measure the cost per view.
  • So what’s in store for the year to come?
  • Last year we experimented with YouTube advertising and I expect this is something we’ll do quite a bit more of going forward. For example if someone is searching on Mobile CRM we want our video to turn up there in context. Or another example, if someone is watching a YouTube video on the Best and Word of Customer Service, we want our video there alongside the story. These campaigns can be very cost effective. We ran a campaign recently that generated about 30 million brand impressions and drove 25,000 video views to our content for $30. That’s pretty amazing, just a little more than a dollar a view.This is a great way to promote videos.
  • When you advertise on a YouTube video they also give you the option of creating call-to-action overlays which are little ads which pop up at the 20 second mark. The hope is that by offering a free trial or a similar offer on hundreds of thousands of video views we can convert some of them into leads. This is a test that we’re just kicking around.
  • From an infrastructure perspective we’ve started building a fall back solution for YouTube. We’ve found that a relatively small number of our customers have YouTube blocked, but it’s often the big customers, so we know that we’ve got to work on a fallback solution. Right now we’re using Brightcove for the fallback solution and it’s working pretty well. Unless you’re using a lot of bandwidth their pricing is pretty cost effective. The biggest challenge is managing our catalog in multiple places.
  • In the coming year we are going to try to expand the success we’ve had with video to other departments. For example should we be doing more recruiting videos or many 1:1 video briefings for prospects or key accounts. Many of these departments probably don’t have a lot of experience with video creation so we need to share best practices and offer up production resources.
  • The same is true with our global partners. We’ve figured a pretty good system for localizing the top pieces of content. If we think a video is going to get 50,000 views in English then it probably makes sense to localize it into other languages where you might get 10,000 views. A lot of the production and promotion needs to take place in region to be successful though so we have to do best practice sharing.
  • We’ve been looking at some new was of creating content. We recently ran a PopTent campaign. Poptent has a community of semi-professional videographers and Poptent will help run a campaign on your behalf. They have you fill out a creative brief, upload your assets, and then you let the campaign run for 45 days or so. We were able to get over 50 submissions for the contest we ran. There are lots of ideas but only a couple quality submissions.
  • Another one that’s kind of interesting is xtranormal. They have an authoring tool where you can type out a script and it creates a pretty good movie complete with animations and different camera angles. It’s an interesting concept.
  • And then we’ve got Salesforce Live. This year we generated over 24,000 unique users with our live broadcast at Dreamforce.That almost doubles the number of people who experienced the Keynote in person. Given how much production already goes into this event the incremental cost of live streaming is well worth it. We want to figure out how to grow our live audiences and potentially put this technique to work with weekly or daily studio broadcasts from HQ. So those are just a couple of the initiatives we’re thinking through.
  • So there are lots of things you could go run off. The question is where to begin. Over the past year or so we’ve produced about 1,000 videos. Some of them will eke out 200 views but others seem to take off. These are our top 72 videos. As you can see many of them are product demos, along with some webinars, event video, and customer testimonials.
  • Today we’ll try to uncover the magic formulaand identify why some take off while others fall flat.
  • We will today we’ll break it down four types of videos. Demos, Webinars, Testimonials, and Event Video.We’ll start by playing a short clip of the content and describe the business objective. We’ll then talk about how they’re produced and what it typically costs. Next we’ll look at where these videos get their traffic and the importance of promotion. Finally, for each set of videos we’ll talk about how you might think about ROI. You want to prove the value so you can get more resources to focus on video.
  • Thanks Jamie. Today I’m going to talk about a video I did called the Salesforce Small Business Demo.Lets watch the first 30 seconds or so to give you a flavor of what it looks like.(Play Video)The goal of producing a video like this is to educate prospects and customers on the product and our core value proposition.If promoted well these videos can generate lots of views and even pipeline.
  • When producing a high quality demo this is a look at the typical production calendar. We start by framing the project. We define the objective, write out slide titles and a script.From there the next step is to build the demo and slides. In some cases the slides might be placeholders for images and animations you want build. We often then work with an outside production company to develop the video. They have a recording studio and are pros at programs like after effects so they can bring a video to life.
  • One of the most important parts of creating a successful video is thinking through the promotional strategy so when you get it uploaded you’re ready with your marketing plan. The light blue spike which you see here to the left caused by the YouTube Channel is because we promoted it on our YouTube homepage for a couple weeks. YouTube also lets you advertising against your videos so that’s how we got our second and third spikes. Next you’ve got the dark blue line which are views generated on the YouTube watch page. This is the page people land on when they search for your video or email the link around. When you first push your video out you want to make sure that you get people to tweet it out, add it to their favorites list, and incorporate it into their email templates. The purple area there in the middle represents your embedded views, largely those from the Salesforce.com website. The long term success of your product demos is largely based upon your ability to find the right pages to embed it on. Maybe you can even put it in the on the login page or in the application. Maybe it’s somewhere just outside of the application like the knowledgebase. The first thing to think about is where is it going to go on our corporate website? Can you put it in the application itself or just outside so that your customers discover the information when they need it. Over the long run this will be the most important part of your marketing strategy. Now, if a video is good and it racks up the inbound links and view counts, YouTube starts to play a bigger and bigger role in your videos success.
  • Here is the ultimate success story. This is a video called “What is Cloud Computing” which was produced by Eric Stahl. His video now generates significantly more organic YouTube Traffic than it does from our website. It’s getting 18% of it’s traffic from YouTube, 155 from related videos, and 7% from Google Search. This is the same mental model as we’ve used for years thinking about link building and capturing organic search results on Google to drive traffic to our website. As you can see the estimated cost per view for a video like this might get as low as 5 cents per view.
  • Now when thinking about product demos you can start to think about the ROI through this lens. 160 views a day, or 5,600 a month is equivalent to 1 Hyper-efficient rep, pitching your product 8 hours a day with no breaks. What would a Hyper-efficient rep be worth to your business? Once again someone who is pitching 8 hours a day to a captive audience? $200,000?$100,000?$67,000?Well we know that we can buy that much time with a captive audience through YouTube for about $67,500. If the video can fuel itself with organic traffic even better.
  • The next thing we’re thinking about with regards to an ROI story is what we call Call-To-Action Overlays. We recently started asking ourselves, if we have 150,000 views on YouTube a month would it be possible to convert some portion of them over to leads? If you advertise with YouTube they have a feature called Call to Action Overlays which pop up at the 15 second mark and offer you a free trial or a contact me. We don’t have results of those tests just yet, but it could be promising.
  • The final ROI story for demo video and probably the strongest is the idea of putting video behind gates. About a year ago we moved our Demo center to YouTube and put select videos behind a form. This accounts for nearly 20,000 form completes on our website a month which is a huge percentage of our leads.So that’s what demos are all about.
  • At Salesforce we’ve produced a lot of live webinars. They’re great because there aren’t hard costs to produce them but they’re put strains on areas of our business such as email marketing. For customers the live webinars can also be challenge because they’re at a fixed time on a fixed date, and the recorded hour long replays are painful to watch.
  • We’ve been trying to get our campaign managers to instead think about creating short 3-5 minute videos optimized for the web first. That way you can see which ones get the best feedback.
  • We can then leverage them in evergreen campaigns promoting through though email and even generating leads with a registration page.
  • To produce a demo like we just saw here is the equipment you need. You can go out to Guitar Center to get the mic and from a software perspective I like to use Keynote and Camtashia for my videos.The whole setup should cost you about $500.
  • My production cycle looks a lot like a product demo but since it’s me doing everything the timeline is compressed and it costs a good bit less. I figure most people can produce a pretty good 3 minute video in 4 days. Some people might be able to do it a bit faster, but there are a lot of steps. This technique takes time to master because it requires someone who’s good at creating slides and demos. You might have someone who can hack their way through it, but the quality of your video is going to be linked to the talent of the individual.
  • With this first video I ran a test to figure out what an average video could produce, promoted exclusively on YouTube, without the marketing muscle of email drop and promotion on the corporate website.By tweeting it out, writing a blog post, and posting it to Facebook I generated 410 for this video during the first 30 days.By putting in good keywords I’m also seeing some level of organic Google traffic to the video as well.
  • Once again the strategy here is to test 9 videos and identify 2-3 winners which deserve more prominent promotion. This one here got 19 positive ratings and no negative ratings so that’s a pretty good sign.
  • From a return on investment perspective it’s then a matter of how successful you are at promoting that content. Are you driving traffic to the offer using social channels, email, buttons on your website?It’s not unreasonable to think that with a good piece of content you could generate 50 form completes a month or 50k in pipeline.
  • Or you might just look at these videos as an awareness tool to scale your message. Across a handful of videos it’s not unreasonable to think you can get to 100 views a day which is almost a full hyper-efficient reps.
  • For us it is animportant way in which we validate our message. The audience want to hear from other real-word people about their experiences. Lets take a quick look at a clip.
  • Creating beautiful videos like these requires a lot of equipment and knowledge. You can book time at a studio or if you’re ambitious you can build out a studio of your own.You can certainly try interviews with camcorders or flip cameras, but for us it’s important to have the production quality match the brand.
  • The other thing that’s really important is to make sure you’ve got a sticky story. This is from an Author who has shaped a lot of Salesforce.com’s marketing. It’s a guy named Chip Heath who wrote Made to Stick.You can download this PDF off his site but I also recommend reading his book. It’s easy to do a shoot and come away with a bunch of footage, but nothing compelling. For a message to be sticky it needs to be simple, unexpected, concrete, credible, and emotional. You want to find stories that can be re-told by others.
  • The production process is going to very depending on what type of video you’re producing. Capturing stories on location and walking the halls as they say often has the greatest impact, but sometimes it is easier to get 30 minutes of your customers time when they are at an event like Dreamforce. This we’ll interview hundreds of customers and get thousands of clips, which can be composited together or use as a playlist of sound bites. It’s important to note that one of the biggest variables to this form of video is getting approvals. It can be very difficult to get companies to sign off as references.At Salesforce we’re in a fortunate situation because we’ve been able to give our reference customers positive PR and position them as thought leaders within their industry. The question came up in the session, do we pay any of our reference customers and the answer is no. For us that would undermine our goal of making video authentic and credible.
  • Withthis particular customer testimonial video, a montage of several customer videos, we started by promoting it on our YouTube channel, but the big spike you can see is the embedded players. A guy named Charlie Smith took it upon himself to embed the video on one of our highly trafficked product pages and it took off. You can see what happened when the video was removed from the page. This video has averaged 1,500 views for about 18 months so it’s safe to say the cost per view is somewhere close to $1 per view. That’s not bad, but keep in mind this is one of our most successful customer videos.
  • The return on investment is harder to figure out.You wouldn’t put a form in front of this type of content so you kind of have to measure it based upon the lift in conversion or close rates. This video here, which is one of our most successful customer videos was viewed 23,600 times. That’s pretty impressive. You could make the argue that leads who watch customer video convert at a higher rate or maybe you use it to help improve win rate.
  • As you know all the Keynotes at Dreamforce this year were broadcast live online. In the room there were roughly 14,000 people and with the live broadcast we were able to extend it’s reach to more than 24,000 people.Since we already had plans to record the event and post the segments on YouTube, the incremental cost of broadcasting live isn’t terribly significant. It adds cost and complexity to be sure, but we get to expand the audience and create a lot of buzz on twitter about what’s happening. We’ve got the activity stream there so we’ve got all kinds of people posting to Twitter and Facebook their thoughts on what’s being announced.This year we also had a live studio outside the expo floor so as soon as the Keynote was done we cut back to studio just like a football game or any other sporting event. Our Live Studio broadcast for about 6 hours a day with all kinds of special guests appearing.
  • As soon as the live broadcasts are done we push the video up to YouTube. A live event like this will see most of it’s views in the first month so it’s key that you get it optimized. We update the titles, add custom thumbnails, insert YouTube annotations, and add them to playlists.
  • From a production standpoint there is a lot of work that goes into producing a big time live event. You have to scope out the venue and figure out the show flow. You need to promote the event with email blasts and website promo. You’ll probably want to do a dry run the day before and then there’s the live broadcast itself.You’re dealing with variables ranging from the cameras and lighting to the pipe out to the internet to the streaming provider, so there are a lot of variables that can go wrong. After the event you’ll want to push the content to YouTube and they you start a second round of promotion.The production costs I have here are not for Dreamforce. This is an example of what it might cost for a mid-tier event.
  • The graph above is a video of a talk Marc gave at Oracle OpenWorld. You can see the majority of this traffic is from people sending links around. You can see we also promoted it on our YouTube channel for a while as the promoted video. This video which probably cost $20,000 to produce generated nearly 10k views in the first 30 days, but it falls off pretty dramatically. Event video typically doesn’t have the same longevity as other forms of content.
  • With live events there are a couple of ways to look at the ROI. One might be the number of email addresses or fans you collect. This is an offer which you can gate with a form or maybe put it behind a reveal page on Facebook.
  • You can also to look at the ROI as in investment in the executive team. Is it worth it for us to spend $3 for each person who hears Marc’s message?Your executives time is valuable and this gives them a way of connecting with tens of thousands of people.
  • When thinking about your strategy, start with what content makes sense for your company to produce, then make sure you’ve got a promotional plan and well developed distribution channels. And finally have a good ROI story so your executives fun the investment in video.
  • Video Creation for B2B Marketers

    1. 1. Video Creation for B2B Marketers<br />Marketing Professionals<br />Jamie Grenney: salesforce.com<br />Sarah Patterson: salesforce.com<br />Sheridan Gaenger: salesforce.com<br />Bryan Ebzery: salesforce.com<br />Charlie Smith: salesforce.com<br />
    2. 2.
    3. 3. Online Video Is Become More Accessible<br />Improved Online Video Experience<br />Growth of the Mobile Internet<br />TV and Internet Converge<br />
    4. 4. Agenda<br />How to Salesforce Uses Online Video for B2B Marketing<br />Magic Formula for Creating Successful Videos<br />Product Demos<br />Webinars<br />Customer Testimonials<br />Event Video<br />
    5. 5. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    6. 6.
    7. 7.
    8. 8.
    9. 9. 11,000+<br />Views Per Day<br />
    10. 10. 66<br />Hyper-efficient Reps<br />11,000 video views a day = <br />a) average video view is 2 minutes<br />b) average hyper-efficient rep pitches 8 hours a day, no breaks<br />Assumptions<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19. <ul><li>Enterprise Administration
    20. 20. Extendable Data Model
    21. 21. Customizable Dashboards</li></li></ul><li>What’s in Store for the Year To Come<br />
    22. 22. YouTube Advertising<br />
    23. 23. Call-to-Action Overlays<br />
    24. 24. Fall-Back Solution<br />98.6%<br />1.4%<br />Fall-Over<br />Primary<br />
    25. 25. Helping Other Groups Leverage Video<br />
    26. 26. Video Localization<br />
    27. 27. Crowdsourcing Video<br />
    28. 28. Text-To-Movie Video Creation<br />
    29. 29. Salesforce Live<br />
    30. 30. These Are Our Top 72 Videos<br />
    31. 31. What’s the Magic Formula?<br />
    32. 32. Demo Videos<br />Webinars<br />Events<br />Testimonials<br />Magic Formula for Creating a Successful Video<br />Objective<br />1<br />2<br /> Production<br />Promotion<br />3<br />4<br />ROI<br />
    33. 33. Sarah Patterson <br />salesforce.com<br />
    34. 34. 1<br /><ul><li> Product Demo</li></li></ul><li>2<br /><ul><li> Production Timeline</li></ul>Demo Videos<br />Video Production<br />Record Your Script<br />Animating<br />Editing <br />Transitions<br />Add Background Music<br />Deliver an to MPEG4<br />Localization<br />Send Draft of Script<br />Localize Script and Demo<br />Record Voiceover<br />Record Localized Demo<br />Deliver an to MPEG4<br />Frame the Project<br />Define Your Objectives<br />Write Your Slide Titles<br />Write Your Script<br />3 Days<br />3 Weeks<br />3 Weeks<br />5 Days<br />1 Day<br />Promote Your Video<br />Upload to YouTube<br />Add Annotations<br />Push it Out Through Social Channels<br />Add it to the Website<br />Promote Inside (or Just Outside) the Product<br />Build Slides<br />Build Slides<br />Rehearse Your Script<br />Headcount<br />15<br />Person-Days Invested Per Video<br />Production Costs<br />$14,000<br />Per Video<br />Program Dollars<br />$5,000<br />Fixed Cost<br />+<br />=<br />
    35. 35. 3<br /><ul><li> Promotional Strategy</li></ul>Demo Videos<br />Demo Videos<br />YouTube<br />Advertising<br />YouTube<br />Channel<br />Embedded on salesforce.com<br />YouTube Watch Page<br />Should you be advertising against this video? <br />Is this a video which sales is going to send to customers?<br />What page on your website is this video going to go on?<br />Average Views Per Month<br />5,100<br />Longevity<br />9-18 Months<br />Est. Cost Per View<br />$0.20 Per View<br />=<br />+<br />
    36. 36. 3<br /><ul><li> Promotional Strategy</li></ul>Demo Videos<br />YouTube<br />Advertising<br />YouTube<br />Channel<br />YouTube Search 18%<br />Related Videos 15%<br />Google Search 7%<br />YouTube Watch Page<br />Embedded Players<br />YouTube Watch Page<br />Does your content have appeal beyond your core customers?<br />Can you trendjack a hot topic?<br />Have you optimized your video for search? <br />Average Views Per Month<br />12,000<br />Longevity<br />24-36 Months<br />Est. Cost Per View<br />$0.5 Per View<br />=<br />+<br />
    37. 37. 4<br /><ul><li> Return on Investment</li></ul>1<br />Hyper-efficient Reps<br />5,625 video views a month = <br />Assumptions<br />a) average video view is 2 minutes<br />b) average hyper-efficient rep pitches 8 hours a day, no breaks<br />Virtual Salary<br />$67,500 Per Year<br />
    38. 38. 4<br /><ul><li> Return on Investment</li></ul>Views on YouTube<br />150,000 Views<br />Form Completes<br />X,000 Per Month<br />=<br />*<br />Est. Conversion Rate<br />0.X%<br />
    39. 39. 4<br /><ul><li> Return on Investment</li></ul>Form Completes<br />XX,000 Per Month<br />
    40. 40. Sheridan Gaenger<br />salesforce.com<br />
    41. 41. 1<br /><ul><li>Traditional Live Webinars</li></li></ul><li>1<br /><ul><li> On-Demand Webinar</li></li></ul><li>Registration Page<br />Offer<br />1<br /><ul><li> On-Demand Webinar</li></li></ul><li>2<br /><ul><li> Production</li></ul>Webinars<br />
    42. 42. 2<br /><ul><li> Production</li></ul>Record Your Presentation<br />Record Your Script<br />Edit Your Recording<br />Animate Slide Transitions<br />Record Your Video<br />Add Background Music<br />Export to MPEG4<br />Frame the Project<br />Define Your Objectives<br />Write Your Slide Titles<br />Write Your Script<br />Webinars<br />1 Day<br />1 Day<br />1 Day<br />1 Day<br />Promote Your Video<br />Upload to YouTube<br />Add Annotations<br />Push it Out Through Social Channels<br />Add it to the Website<br />Build Slides<br />Build Slides<br />Rehearse Your Script<br />Headcount<br />4 Person-Days <br />Per Video<br />Program Dollars<br />$500 Fixed Costs<br />Home Studio<br />Production Costs<br />$1,200<br />Per Video<br />+<br />=<br />
    43. 43. 3<br /><ul><li> Promotion</li></ul>YouTube Watch Page<br />YouTube Search 18%<br />Related Videos 15%<br />Google Search 7%<br />YouTube Watch Page<br />Webinars<br />YouTube Channel<br />Embedded Players<br />Have you pushed it out through social channels?<br />Can you trendjack a hot topic?<br />Have you optimized your video for search? <br />Views First 30 Days<br />410<br />Longevity<br />3-12 Months<br />Cost Per View<br />$0.50 Per View<br />=<br />+<br />
    44. 44. 3<br /><ul><li>Promotion</li></ul>Webinars<br />Test<br />9<br />Identify Winners<br />2-3<br />=<br />
    45. 45. 4<br /><ul><li> Return on Investment</li></ul>Pipeline<br />$50,000 (depends on avg. deal size)<br />Form Completes<br />50 (depends on promotion)<br />=<br />
    46. 46. 4<br /><ul><li> Return On Investment</li></ul>1<br />Hyper-efficient Rep<br />165 video views a day = <br />Assumptions<br />a) average video view is 2 minutes<br />b) average hyper-efficient rep pitches 8 hours a day, no breaks<br />Virtual Payroll<br />$67,500 Per Year<br />
    47. 47. Bryan Ebzery<br />salesforce.com<br />
    48. 48. 1<br /><ul><li>Customer Video</li></li></ul><li>
    49. 49.
    50. 50. 2<br /><ul><li> Production</li></ul>Post Production<br />Catalog Your Recordings<br />Get Transcripts Made<br />Create Composite Videos<br />Add Background Music<br />Export to MPEG4<br />Frame the Project<br />Define Your Objectives<br />Identify Your Speakers<br />Schedule the Shoot<br />Write Your Questions<br />0.25-4.0 Day Per Video<br />1 Day<br />5 Days<br />.5 Days Per Video<br />Promote Your Video<br />Upload to YouTube<br />Add it to a Playlist<br />Add it to the Website<br />Add it to Email Campaigns<br />Use it at Events<br />Record Customers<br />Setup Equipment<br />Prep Customers<br />Record the Interview<br />Testimonials<br />Headcount<br />10<br />Person-Days Invested Per Event<br />Program Dollars<br />$20,000<br />On-Site Production<br />Production Costs<br />$30,800<br />Per Video<br />+<br />=<br />
    51. 51. 2<br />3<br /><ul><li> Promotional Tactics</li></ul>YouTube Search 18%<br />Related Videos 15%<br />Google Search 7%<br />Embedded Players<br />YouTube Watch Page<br />Is it a video sales is going to send out?<br />Is it embedded on a highly trafficked page on your site?<br />Testimonials<br />Average Video Views<br />1,500<br />Cost Per View<br />$1 Per View<br />Longevity<br />1 – 2 Years<br />=<br />+<br />
    52. 52. 4<br /><ul><li> Return on Investment</li></ul>Engagement<br />23,600 views<br />Pipeline<br />$XXX,000,000<br />Conversion Uplift<br />5%<br />=<br />*<br />
    53. 53. Charlie Smith filling in forKevin Wood<br />salesforce.com<br />
    54. 54. 1<br /><ul><li> Live Events</li></li></ul><li>1<br /><ul><li> Live Events</li></li></ul><li>2<br /><ul><li> Production</li></ul>Frame the Project<br />Venue<br />Production Setup<br />Show Flow<br />Record the Keynote<br />Capture Live Broadcast<br />Respond to Twitter Stream<br />Export Recorded Segments<br />Promote the Event<br />Email Blasts<br />Website Promos<br />Week Before<br />Day Of The Event<br />Day Before<br />60 Days Out<br />Day After Event<br />Promote Your Video<br />Add Annotations<br />Push it Out Through Social Channels<br />Add it to the Website<br />Create Highlight Reels<br />Dry Run<br />Rehearse the program<br />Events<br />Headcount<br />10<br />Man-Days Invested Per Event<br />Production Costs<br />$30,800<br />Per Video<br />Program Dollars<br />$20,000<br />On-Site Production<br />+<br />=<br />
    55. 55. 3<br /><ul><li> Promotion</li></ul>YouTube Watch Page<br />YouTube<br />Advertising<br />Mobile<br />YouTube Channel<br />Have you built the buzz up on social media channels?<br />Are you promoting the event on your website?<br />Events<br />Views First 30 Days<br />9,265<br />Cost Per View<br />$3 Per View<br />=<br />Longevity<br />1-4 Months<br />+<br />
    56. 56. 4<br /><ul><li> Return on Investment</li></ul>Form Completes<br />X,000k Depends on Promotion<br />Pipeline<br />$X00,000,000<br />=<br />
    57. 57. 4<br /><ul><li> Return On Investment</li></ul>1<br />Hyper-efficient Exec<br />166 video views a day = <br />Assumptions<br />a) average video view is 2 minutes<br />b) average hyper-efficient rep pitches 8 hours a day, no breaks<br />Virtual Payroll<br />$20,000 Per Month<br />
    58. 58.
    59. 59. Event Video<br />Product Demos<br />On-Demand Webinars<br />Customer Testimonials<br />Content<br />Your Site<br />YouTube Organic<br />Promoted Videos<br />Email Templates<br />Social Media<br />Email Marketing<br />PR Outreach<br />Promotion<br />Your Site<br />Private Videos<br />YouTube<br />Third Party Embeds<br />Distribution<br />Rep Productivity<br />Pipeline<br />Conversion<br />ROI<br />
    60. 60. Questions<br />Jamie Grenney<br />Charlie Smith<br />Sheridan Gaenger<br />Sarah Patterson<br />
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