Leveraging Video for Conversational Marketing Moderator: Joseph Jaffe, crayon Panelists: Mike Griffin, eyeWonder Michael Donnelly, The Coca-Cola Company John McWeeny, TurnHere Scott Witt, Droga5

Moderator:

Joseph Jaffe, crayon

Panelists:

Mike Griffin, eyeWonder

Michael Donnelly, The Coca-Cola Company

John McWeeny, TurnHere

Scott Witt, Droga5

Conversational Marketing is… John: Making an authentic connection with consumers Mike: Creating meaningful and transparent conversation (with feedback) Scott Jargon?; Creating content that people care about (with versus at) Michael Listening; Bottom-Up versus Top-Down Transparent; open; learning & sharing

John:

Making an authentic connection with consumers

Mike:

Creating meaningful and transparent conversation (with feedback)

Scott

Jargon?; Creating content that people care about (with versus at)

Michael

Listening; Bottom-Up versus Top-Down

Transparent; open; learning & sharing

Do consumers want to have conversations with marketers? Difference between hearing and listening Different agendas… Consumers want to have conversations with brands (not marketers on behalf of brands) Shopping Mall analogy Brands are a part of our lives… Experiential environment Can you handle the conversation? Being prepared to take the feedback you ask for Products versus Brands? Consumer Expectations

Difference between hearing and listening

Different agendas…

Consumers want to have conversations with brands (not marketers on behalf of brands)

Shopping Mall analogy

Brands are a part of our lives…

Experiential environment

Can you handle the conversation?

Being prepared to take the feedback you ask for

Products versus Brands?

Consumer Expectations

What role does content play in this new environment? 6 C model  7 C: Cartel (Limited access!) Making the brand widely available with safer boundaries Giving assets to consumers to create is restrictive Allowing consumers to express themselves freely The conversation doesn’t have to manifest itself in video…

6 C model  7 C: Cartel (Limited access!)

Making the brand widely available with safer boundaries

Giving assets to consumers to create is restrictive

Allowing consumers to express themselves freely

The conversation doesn’t have to manifest itself in video…

What about video? Video is what video does Consumers are incredibly forgiving Failure is relative A $120 camera is just as viable as a $500K produced commercial Democratization of creativity/content/video J&J: Having a baby changes everything Letting consumers express themselves Extends the conversation Video is still richest form of “communication” Sight + Sound + Motion Is Interactivity Mandatory?

Video is what video does

Consumers are incredibly forgiving

Failure is relative

A $120 camera is just as viable as a $500K produced commercial

Democratization of creativity/content/video

J&J: Having a baby changes everything

Letting consumers express themselves

Extends the conversation

Video is still richest form of “communication”

Sight + Sound + Motion

Is Interactivity Mandatory?

What’s its role? Sometimes “linear” video can be a conversation starter e.g. Dove’s Campaign for Real Beauty Video most imitates life (our lives)

Sometimes “linear” video can be a conversation starter

e.g. Dove’s Campaign for Real Beauty

Video most imitates life (our lives)

Future of the 30-second spot? Need a better word for “sponsored content” Is it the content or the “context”? Not about the time but more the environment Future is not overlay ads on YouTube i.e. 30-second spots within 30-second spots Control and choice are mandatory Economic argument So much money is tied into the status quo Mortgages and private schools are at stake 

Need a better word for “sponsored content”

Is it the content or the “context”?

Not about the time but more the environment

Future is not overlay ads on YouTube

i.e. 30-second spots within 30-second spots

Control and choice are mandatory

Economic argument

So much money is tied into the status quo

Mortgages and private schools are at stake 

Future for Video Podcasting So much opportunity online… SO???? If Websites are an index of 1000, then blogs are 100, audio podcasts are 12-15 and video podcasts are 2-3 (if that) Figure out where the content should live instead of being cornered into discrete silos Come on people….make a move already! Oh Lord, I’ve become Bill O Reilly…

So much opportunity online…

SO????

If Websites are an index of 1000, then blogs are 100, audio podcasts are 12-15 and video podcasts are 2-3 (if that)

Figure out where the content should live instead of being cornered into discrete silos

Come on people….make a move already!

Oh Lord, I’ve become Bill O Reilly…

Examples Eyewonder Example of embedding video into Facebook (apps) Coke EepyBird Response to Virtual Thirst TurnHere The Glass Castle by Jeannette Walls InterContinental Hotels Insider Profiles

Eyewonder

Example of embedding video into Facebook (apps)

Coke

EepyBird

Response to Virtual Thirst

TurnHere

The Glass Castle by Jeannette Walls

InterContinental Hotels

Insider Profiles