Game-Planning Your Online Video Strategy (Content Marketing Institute Webcast)

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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.

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Game-Planning Your Online Video Strategy (Content Marketing Institute Webcast)

  1. 1. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCToday’s Webinar:Game-Planning Your Online VideoStrategy: Advice from the Experts
  2. 2. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLC• Interact with the presenters anytime – ask questions!• Type into the questions area at bottom left – click submit.• The slides will advance automatically throughout the event.• Having trouble? Enter your issue in the questions area.Before We Get Started
  3. 3. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCHi I’m Joe Pulizzi(@juntajoe)
  4. 4. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCCMI teaches marketers how to effectively own theirmedia channels to attract and retain customers.EVENTS MEDIA CONSULTINGCCO Magazine
  5. 5. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
  6. 6. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCToday’s Agenda:• 6 key steps in video productionprocess• Must-have video strategycomponents• Managing the production process• Overview best practices
  7. 7. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCToday’s Speakers:Michael Kolowich Stu Siegal@MichaelKolowich @VideoLinkLLC
  8. 8. Game-Planning YourOnline Video StrategyMichael Kolowich - Founder/CEOKnowledgeVision@MichaelKolowichStuart Siegal - Director, VLStrategiesVideoLink@VideoLinkLLCJoe Pulizzi – FounderContent Marketing Institute@JuntaJoeSponsored by…
  9. 9. Video is now used by 70% of B2Bcontent marketers#CMI @MichaelKolowich @KnowledgeVision
  10. 10. Video is on a rapid rise as a B2Bcontent marketing tactic#CMI @MichaelKolowich @KnowledgeVision
  11. 11. Video is also used by 70% of B2Ccontent marketers#CMI @MichaelKolowich @KnowledgeVision
  12. 12. Growing confidence that videoworks Video ranks ahead ofwhite papers, eBooks,and website articles inperceivedeffectiveness. Still, confidence invideo (and most othertactics) has some wayto go.
  13. 13. Online video works… Video works for contentmarketing…because: it engages more senses it caters to differentinformation gathering styles it often lends a personality toa brand and its concepts it “touches a chord” Result: more memorablemessage imprint#CMI @MichaelKolowich @KnowledgeVision
  14. 14. …and that creates a challenge Video’s effectiveness hassharply increased demandfor video content Recent research:Corporate video producersin 2012:--56% more demand,--24% more budget0%10%20%30%40%50%60%Video demandgrowthVideo budgetgrowthGrowth in demand vs.budgetSource: Interactive Media StrategiesVideo producer study, 2012#CMI @MichaelKolowich @KnowledgeVision
  15. 15. The challenge is evolving• The challenge is nolonger how to get thevideo up and backout again…• The new challengesare:• how to create itefficiently• how to make itwork harder#CMI @MichaelKolowich @KnowledgeVision
  16. 16. WANTED: A VIDEO GAMEPLAN#CMI @MichaelKolowich @KnowledgeVision
  17. 17. Our agenda today What’s changed in videocreation The two biggest mistakesvideo content creators make Components of a video gameplan How to measure impact Key lessons from apractitioner Most important take-aways#CMI @MichaelKolowich @KnowledgeVision
  18. 18. when your image is on the line™What’s Changed?
  19. 19. when your image is on the line™“We are all media companies now.”– Nick Thomas, Forrester Research
  20. 20. when your image is on the line™“We are all media companies now(minus the budgets, resources, and experience).”-Most Marketing Directors
  21. 21. when your image is on the line™Video on the web has been around for a while…what’s different now?• The digital video production revolution happened, andvideo became easier to create.• Delivery methods got better. Encoding and infrastructureimproved, processors got faster, storage got cheaper, and itbecame easier to host and stream video.• A generation that speaks video came of age, and movedfrom key influencers to decision makers.
  22. 22. when your image is on the line™The paradigm shiftTraditional video was…a one-way medium that enabled organizationsto talk about themselves.
  23. 23. when your image is on the line™The paradigm shiftOnline video is…a fluid mix of content creation, marketing,and engagement.
  24. 24. when your image is on the line™Best practices have dramatically changedViewers no longer want to be sold, they want:• Entertainment• Information• Respect• Value• Fresh Content• A Voice in the Conversation
  25. 25. The Two Biggest Mistakes ContentMarketers Make with Video#CMI @MichaelKolowich @KnowledgeVision
  26. 26. Television has “upped the ante” onproduction values#CMI @MichaelKolowich @KnowledgeVision
  27. 27. Common Mistake #1Feeling youneed to do a“Full Spielberg”on every pieceof video#CMI @MichaelKolowich @KnowledgeVision
  28. 28. Key to survival“DividetoConquer”#CMI @MichaelKolowich @KnowledgeVision
  29. 29. The “Long Tail” Theory#CMI @MichaelKolowich @KnowledgeVision
  30. 30. “Long Tail” Theory + The Buyer’sJourneyDemandGenerationLeadNurturingSalesSupportThe Buyer’s Journey#CMI @MichaelKolowich @KnowledgeVision
  31. 31. “Divide to Conquer”:Segment Your Video Needs into 3 TiersShowpieceVideos•High-visibility•Universal concepts•Big impression•Demand generationWorkhorseVideos•Medium-visibility•Product, service, ortechnology-specific•Lead nurturingLong 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
  32. 32. Content Strategy & HierarchyContentDeliveryChannels132Target audience: CXO, business managementMessage Style: Short, conceptual, creative. Speak to thebusiness need. Establish vision & credibility.SOLUTION FOCUSED - SALES SUPPORTDetailed solution content – validate purchase decisionsTarget Audience: business management, CIO, technicalMessage Style: Informative, focused, address businessdrivers and benefits. Support core value propositions.AWARENESS / EDUCATIONThought Leadership, unique propositionVALIDATION / EXPLORATIONValidate Thought Leadership and support discovery processTarget Audience: IT Managers, network administratorsMessage Style: Informative, comprehensive. Designed to supportsales efforts and validate solutions to decision makers & influencers#CMI @MichaelKolowich @KnowledgeVision
  33. 33. Doing more with lessdemands that you: segment/triage yourvideos; map them onto thebuyer’s journey; match productionmethods to thesegment; match distribution to thestage.Avoiding Mistake #1: Triage &Match#CMI @MichaelKolowich @KnowledgeVision
  34. 34. Common Mistake #2#CMI @MichaelKolowich @KnowledgeVision
  35. 35. Avoiding Mistake #2:Every video needs definition Precisely who is itfor? What exactly do youwant that person todo or think differentlyafter they’vewatched? How does thisadvance the buyer’s#CMI @MichaelKolowich @KnowledgeVision
  36. 36. when your image is on the line™What is video?YourVideoAssetsSocialRich MediaWebcastsInternalCommunicationsLeadGenerationE-learningLiveTelevisionContentMarketing
  37. 37. when your image is on the line™Core Components of aVideo Strategy
  38. 38. when your image is on the line™Creating content is only one piece of the puzzleSuccessfully using video to drive business goals requires morethan producing video. It involves:Development&Pre-ProductionProduction Post Production Distribution DiscoveryMeasurement&ROI
  39. 39. when your image is on the line™Development and Pre-production• What’s appropriate creative/content?• Do you have buy-in?• Are you following current best practices?
  40. 40. when your image is on the line™Production• Done a reality check?• Created an efficient workflow?• Can you scale?
  41. 41. when your image is on the line™Post -Production• Created a realistic post-production timeline?• Created a cost-effective workflow?• Created a realistic review process?• Planned to manage and archive assets?
  42. 42. when your image is on the line™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?
  43. 43. when your image is on the line™Discovery• Have you mapped your audience?• Have you identified key influencers?• Do you have a plan to reach them?
  44. 44. when your image is on the line™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?
  45. 45. when your image is on the line™The strategic planning processDefine your goalsIdentify internal stakeholdersProfile your audiencesBuild creative plan/define best practicesCreate a realistic workflowKnow your competitionDetermine ROI
  46. 46. Key lessons as a practitioner Lesson #1: Broaden your definition of video#CMI @MichaelKolowich @KnowledgeVision
  47. 47. Example: Video, BroadlyDefined#CMI @MichaelKolowich @KnowledgeVision
  48. 48. Example: The Video Chalk-Talk(created on an iPad)#CMI @MichaelKolowich @KnowledgeVision
  49. 49. Example: Online Video PresentationsPlain old videoEnhanced, interactive online video presentation#CMI @MichaelKolowich @KnowledgeVision
  50. 50. Key lessons as a practitioner Lesson #1: Broaden your definition of video Lesson #2: Capture the video-ready contentyour organization already generates#CMI @MichaelKolowich @KnowledgeVision
  51. 51. Marketing content is all aroundus!
  52. 52. New forms of video:“Thinking outside the frame”…#CMI @MichaelKolowich @KnowledgeVision
  53. 53. …creates treasure-troves of marketingcontent for every stage of the buyer’sjourney#CMI @MichaelKolowich @KnowledgeVision
  54. 54. Key lessons as a practitioner Lesson #1: Broaden your definition of video Lesson #2: Capture the video-ready contentyour organization already generates Lesson #3: Don’t give in to conventionalwisdom#CMI @MichaelKolowich @KnowledgeVision
  55. 55. Key lessons as a practitioner Lesson #1: Broaden your definition of video Lesson #2: Capture the video-ready contentyour organization already generates Lesson #3: Don’t give in to conventionalwisdom Lesson #4: Beware the vanity metric – it’s notabout views!#CMI @MichaelKolowich @KnowledgeVision
  56. 56. “Content Telemetry” – tracking detailedviewing data & turning it into actionableinsight- 56 - Who watched When they watched How long they watched How deep they got What reference links theyclicked What handouts theydownloadedEngagement Score0-10
  57. 57. Key lessons as a practitioner Lesson #1: Broaden your definition of video Lesson #2: Capture the video-ready contentyour organization already generates Lesson #3: Don’t give in to conventionalwisdom Lesson #4: Beware the vanity metric – it’s notabout views! Lesson #5: In “do it yourself”productions, avoid the “seven deadly sins”#CMI @MichaelKolowich @KnowledgeVision
  58. 58. The Seven Deadly Sins ofDo-It-Yourself Video Audio Stability Lighting Background Webcam trance Length Compression#CMI @MichaelKolowich @KnowledgeVision
  59. 59. 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
  60. 60. when your image is on the line™Top Two Takeaways
  61. 61. when your image is on the line™#1. Why should your audiencewatch your video?
  62. 62. when your image is on the line™This is how your video looks on your web pageThe Very Prestigious University School of MedicineHOME NEWS DONATE CONTACT USCAMPUSSTUDENTS DOCTORSLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiat nullafacilisis at vero eros et accumsan et iusto odio dignissim qui blanditpraesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Nam liber tempor cum soluta nobis eleifend option conguenihil imperdiet doming id quod mazim placerat facer possim assum.Typi non habent claritatem insitam; est usus legentis in iis qui faciteorum claritatem. Investigationes demonstraverunt lectores legereme lius quod ii legunt saepius. Claritas est etiam processusdynamicus, qui sequitur mutationem consuetudium lectorum.Mirum est notare quam littera gothica, quam nunc putamus parumclaram, anteposuerit litterarum formas humanitatis per seaculaquarta decima et quinta decima. Eodem modo typi, qui nunc nobisvidentur parum clari, fiant sollemnes in futurum.Media Contact:John Doe555-555-5555jdoe@university.eduNews ReleasesArchiveCurrentRelated ResourcesContact MediaRelationsUniversity Completes Breakthrough Surgery
  63. 63. when your image is on the line™This is how video looks on your viewer’s desktop
  64. 64. when your image is on the line™#2. Know why you areproducing each video.
  65. 65. when your image is on the line™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
  66. 66. when your image is on the line™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
  67. 67. Game-Planning YourOnline Video StrategyMichael Kolowich - Founder/CEOKnowledgeVision@MichaelKolowichStuart Siegal - Director, VLStrategiesVideoLink@VideoLinkLLCJoe Pulizzi - FounderContent Marketing Institute@JuntaJoeSponsored by…#CMI @KnowledgeVision @VideoLinkLLC
  68. 68. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCQuestions & AnswersKeep your questions coming. Type into the“ask a question” text area and click submit.
  69. 69. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCThank you for attendingtoday’s webinar!A link to the archive will be sent to you in a day or twoafter the event.For more on the Content Marketing Institutevisit: http://ContentMarketingInstitute.com
  70. 70. #cmi#CMI @juntajoe @MichaelKolowich @VideoLinkLLCSupercharging Your WebinarDemand Generation(Part 2)Mike Argon@WebinarReadyJune 261 PM EST/10 AM PSTRegister at:http://contentmarketinginstitute.com/events/webinars/Sponsored by:Register todayfor CMI’s next webinar!

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