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How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
How To Make Videos Your Audience Will Stay Awake For - Scot McKee
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How To Make Videos Your Audience Will Stay Awake For - Scot McKee

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Presentation given by Scot McKee, CEO, Birddog on behalf of RBI Visual at Reed Business Information, 2012. …

Presentation given by Scot McKee, CEO, Birddog on behalf of RBI Visual at Reed Business Information, 2012.

McKee demonstrates how video can be used in B2B communications as an extension of brand creativity. With increases in audience demand for and consumption of video, business markets must use video to to engage audiences across multiple online and social channels.

A video of the original presentation is available at: http://www.birddog.co.uk

McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

Published in: Business, Technology
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  • 1. How To Make Videos Your Audience Will Stay Awake For Scot McKee, CEO, Birddog Jan. 2012 @scotmckee
  • 2. Look into my eyes
  • 3. I know what you’re thinking…
  • 4. You’re thinking, “Birddog? Where’s that then…?”
  • 5. You could figure it out
  • 6. Maybe pictures would help?
  • 7. Or how about a map?
  • 8. They all workThey’ll all get you to the destinationBut the experience sucks
  • 9. However we travel, the destination is importantBut so is the journey
  • 10. There is function
  • 11. And there is form
  • 12. Form and function engages audiences
  • 13. A movie, about a taxi, becomes artArt is entertainmentAudiences like to be entertained
  • 14. Next time you’re tempted to draw a mapMaybe you could be more creative
  • 15. That’s what we did back in 2008
  • 16. Instead of a map, we videoed ‘the journey’…
  • 17. …and the people…
  • 18. (yes, this is where it all began… and probably ends)
  • 19. In other words,we used video to entertain people
  • 20. BirddogMapMovie: http://youtu.be/EQfWBeU1_ysHere’s what we ended up with
  • 21. This doesn’t mean you don’t need a mapBut you can be more creative…
  • 22. …and reach a wider audience for you brand
  • 23. Your content is dull
  • 24. Don’t panic – so is everyone else’s
  • 25. Oooooh, how inspired are you so far…?
  • 26. And when we say ‘inspiring’ we don’t mean this
  • 27. All content can be presented through videoProducts, courses, events, news, knowledge…
  • 28. Dry data (however ‘worthy’) will only ever have ltd. appealSo you have to work harder at interpreting data
  • 29. By way of example then…For a technology company with technical solutionVideo helps keep the brand ‘live’
  • 30. Conceived to present complex info, simplyand quickly
  • 31. You’re the Kcom ‘Go To’ guyYou’ve set a dream lunch meeting with a CEOAll you have with you is a pen and your napkin
  • 32. Oh yes, and there’s no meeting and no CEO(And no lunch)
  • 33. Go!
  • 34. As the video runs, the story unfolds
  • 35. Kcom Napkin Diaries: ‘The Mobile Workforce’ - http://youtu.be/CYMpVoWH_qs ‘What is The Cloud?’ - http://youtu.be/abr4UC04FJA ‘Personal Devices at Work’ - http://youtu.be/Z_3msNaqHcg ‘The Flexible Network’ - http://youtu.be/tFqMhigPzhAHere’s what we ended up with
  • 36. Unless people see it, it’s useless
  • 37. A series creates multiple/growing opportunitiesDon’t reinvent the wheel every time
  • 38. Only Fools & Horses almost axed after 2nd seriesBecame the most popular britcom series ever
  • 39. The Napkin Diaries continue to attract hundredsof views – all from one imaginary lunch…
  • 40. Distribute your videos across multiple platformsDon’t leave them rotting in a dead-end silo
  • 41. What’s a rotting dead-end silo?Well, this is…
  • 42. But so’s this… and this… and this… and the restAnd why are they all silo’s? Well…
  • 43. Because the web is deadSource: Cisco/Wired 2010
  • 44. Internet traffic is increasing, but not to websitesVideo is by far the most popular data consumedSource: Cisco/Wired 2010
  • 45. You no longer have a choiceVideo must form part of your content planningAnd it needs to be accessible outside the ‘silo’
  • 46. That means you need video distributionNot from your website… from the crowd
  • 47. m m mVideo distribution ‘Hub & Spoke’ for Kcom
  • 48. Central hub aggregates content
  • 49. Streaming live content including video
  • 50. Achieving multi-platform, social distributionAttracting audiences for the video
  • 51. Engaging audiences and achieving advocacy
  • 52. Same distribution model applies to other platforms
  • 53. It’s fine to host video and content on websites
  • 54. But it needs to be accessible everywhere else too
  • 55. Planning the Unplannable
  • 56. Video briefs are often planned last minute andexecuted in hasteOr they’re over-planned by those with insufficienttalent/experience
  • 57. In both instances the results are the same
  • 58. Video is integral to marketing, not an afterthoughtDon’t ‘make a video’ – create customer experiences
  • 59. Phrases to avoid:“Can you just…”
  • 60. Phrases to avoid:“Tomorrow works for me…”
  • 61. Get it wrong and you end up with, Zzzzz…
  • 62. Get it right and the audience stays awake
  • 63. Not least because you keep poking them
  • 64. A couple of examples from a planned video campaign
  • 65. Promoting conference calling as an alternative tofrustrating commuter travel
  • 66. Still waiting when you could be more productive?We could have videoed the CEO of PWN preachingBut this was more interesting.
  • 67. PWN DitchTheGym: http://youtu.be/H6j_SMXgqpQHere’s what we ended up with
  • 68. 2nd Video example is very differentBut still integrates with the overall content plan
  • 69. Product sample bags were to be handed out anywayPlanning the video maximized the brand opportunity
  • 70. PWN Commuter Aid: http://youtu.be/V0TcAGSQ4ckHere’s what we ended up with
  • 71. The ‘Spartacus’ Effect
  • 72. Not every video has to be an ‘epic’(However tempting…)Relevance and customer engagement is influenced by morethan just content
  • 73. Your video doesn’t just have to be goodIt has to be better than everything else going on
  • 74. We no longer watch videos at our desk for longSource: Ooyala Global Video Index 2011
  • 75. We use mobile devices for video, for longerSource: Ooyala Global Video Index 2011
  • 76. It doesn’t mean you can’t produce long videosIt means you have to understand your audience
  • 77. Your audience is easily distracted on a desktopGRAB their attention – do it fast (1st minute)Source: Ooyala Global Video Index 2011
  • 78. Chances of your video being seen on mobiledevices are more than doubledSource: Ooyala Global Video Index 2011
  • 79. Moral: To make epic videos, beware hessian pantsThey chaff (apparently…)
  • 80. There’s a lot you can pack into 30 secondsCommercials are 30 seconds (not 30 minutes) for a reason
  • 81. Hahn Beer: http://youtu.be/WVpDTyelBJoHere’s an entire epic in 30 secs. For Hahn Beer
  • 82. Look into my eyes
  • 83. When I snap my fingers and you wake upHere’s what I want you to remember…
  • 84. How to make videos your audience will stayawake for?• Use professionals whenever you can• Your audience likes video (preferably good video)• We are all producers in the entertainment business• Your content is dull – start with that truth
  • 85. How to make videos your audience will stayawake for?• Unless people see it, it’s useless – make it accessible and shareable• Plan ahead to create customer experiences• Don’t be a cheapskate all your life• Make it short, if you can’t keep it short, make sure it’s amazing• Go crazy – everyone else is
  • 86. How to make videos your audience will stayawake for?• And finally…• Try to stay open-minded• But not too open-minded
  • 87. Scot McKeeThank you (and be social…)

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