Liveclicker Webinar with Kevin Ertell and Justin Foster

Kevin Ertell Former SVP E-Business, Borders Books & Music Former SVP, Online Operations, Tower Records Justin Foster Co-Founder & VP Market Development, Liveclicker Founder & President, Video Commerce Consortium

Video Commerce Consortium

Largest consortium of interactive professionals dedicated to advancing the art and science of video commerce @ www.video-commerce.org

Free Membership – 300+ eRetail Members!

Liveclicker Video Commerce Webinar Series, Part II

Channel Intelligence: Using syndication and leverage to overcome organizational barriers to cross-channel video commerce: April 14, 2009

First Annual Video Commerce Summit

Interactive Format w/eRetail Case Studies

Contact [email_address] to see if you qualify for an exclusive, private invitation. April 30, 2009 in Seattle WA.

Cost is Free!

Video Commerce Workshop @ Shop.org

“ Video Commerce from the Trenches” May 6, 2009, Scottsdale AZ

Alison Jeske, Director Product Management @ drugstore.com

Pinny Gniwisch, Founder & EVP Marketing @ Ice.com

Justin Foster

Co-Founder & VP Market Development at Liveclicker

Founder & President of the nonprofit Video Commerce Consortium

Currently working on the following initiatives:

Actively studying the impact of video on e-commerce performance

Building Liveclicker and the VCC into world-class resources for professionals seeking to advance in video commerce

Communicating the value of video commerce through case studies, whitepapers, webinars, industry reports, events, blogging, and general industry thought leadership

Kevin Ertell

20+ year veteran of specialty retail

12 years in e-commerce

Former SVP Online Operations for Tower Records

Former SVP E-Business for Borders

Keynote & Featured Speaker, Shop.org, eTail, Internet Retailer, etc.

What is Video Commerce?

Numbers & Validation

E-Commerce Video Cases, Examples

Video via Software as a Service

Distributed Shopping Applied to Video

Re-examining the ROI of E-Commerce Video

Content Sources

Distribution Outlets

Strategies to Lower Costs & Increase Revenues

Whitepapers, best practices, etc

Q&A

Video Commerce is the practice of using video content to market, sell and support commercial products or services on the Internet.

Q: In your opinion, what are the biggest roadblocks facing video commerce within your organization?

Source: Video Commerce Consortium Survey. January 21, 2009

http://video-commerce.org/2009/more-retail-video-examples/

http://video-commerce.org/2009/which-online-retailers-are-using-video/

Salaries & Contractors Video Cameras Lighting & Audio Opportunity Cost Management Time Screw-Ups Set & Location Costs Actors, Talent Scriptwriting IT Resources Post-Production / Editing Licenses

Self-Produced

Supplier-Sourced

Discovered Online

Customer-Sourced

CONTENT REVENUE

Artificial Video

Crowd-Sourced

Product Pages

Video Destination

Search Engines

Social Services

Established Channels

Video Services

VIDEO COMMERCE PLATFORM

Self-Produced

Don’t overcomplicate it!

Focus on process

Focus on top revenue products from profitability standpoint

Supplier-Sourced

Use leverage when possible

Lean on suppliers to customize and edit content

Minimize the burden on suppliers to distribute content

Customer-Sourced

Test incentives, discounts, offers

Not all compensation is monetary; use vanity and the prospect of celebrity to your advantage when possible

Discovered Online

Focus on highest revenue from profitability standpoint first

Use minimal resources to filter content

Crowd-Sourced

Leverage the VCC and other peer-to-peer networks

Review terms and conditions carefully

Artificial Video

Start with a small pilot

Assess branding implications

Whitepapers & Case Studies

“ Building An Effective Video Commerce Strategy”

http://www.video-commerce.org/Building_an_Effective_Video_Commerce_Strategy_2.pdf

“ Video Commerce: A New Paradigm for Marketing, Selling, and Servicing Commercial Products on the Internet”

http://www.video-commerce.org/Video_Commerce_and_ECommerce_Video_Disruptive_Innovations_in_E-Commerce.pdf

“ ShopNBC.com – Video Commerce: Leveraging Web Video to Merchandise and Sell Products Online”

http://blip.tv/file/1823825

“ Panel Discussion with BillardEx, OnlineShoes.com, and eBags.com : Successful Revenue-Driving Visualization Technologies in the Online Space”

http://www.videoretailer.org

Best Practices Videos

Lower the Cost of Producing Video for E-Commerce

http://video-commerce.org/2009/strategies-to-lower-the-cost-of-producing-video-for-e-commerce-new-ideas-tips-tricks-for-sourcing-video-commerce-content/

Building a Video Content Strategy

http://videoretailer.org/content/video-commerce-chronicles-episode-3-the-importance-of-a-good-content-strategy/

The Intersection of Online Video and Email Marketing

http://video-commerce.org/2009/the-intersection-of-online-video-and-email-marketing/

Kevin Ertell Former SVP E-Business, Borders Books & Music Former SVP, Online Operations, Tower Records Justin Foster Co-Founder & VP Market Development, Liveclicker Founder & President, Video Commerce Consortium