Kevin Ertell Former SVP E-Business, Borders Books & Music Former SVP, Online Operations, Tower Records Justin Foster Co-Fo...
<ul><ul><li>Video Commerce Consortium </li></ul></ul><ul><ul><ul><li>Largest consortium of interactive professionals dedic...
<ul><li>Justin Foster </li></ul><ul><ul><li>Co-Founder & VP Market Development at Liveclicker </li></ul></ul><ul><ul><li>F...
 
 
 
<ul><li>What is Video Commerce? </li></ul><ul><li>Numbers & Validation </li></ul><ul><li>E-Commerce Video Cases, Examples ...
Video Commerce is the practice of using video content to market, sell and support commercial products or services on the I...
 
 
 
<ul><li>Q: In your opinion, what are the biggest roadblocks facing video commerce within your organization? </li></ul>Sour...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
<ul><li>http://video-commerce.org/2009/more-retail-video-examples/ </li></ul><ul><li>http://video-commerce.org/2009/which-...
Salaries & Contractors Video Cameras Lighting & Audio Opportunity Cost Management Time Screw-Ups Set & Location Costs Acto...
 
 
 
 
 
<ul><li>Self-Produced </li></ul><ul><li>Supplier-Sourced </li></ul><ul><li>Discovered Online </li></ul><ul><li>Customer-So...
<ul><li>Self-Produced </li></ul><ul><ul><li>Don’t overcomplicate it! </li></ul></ul><ul><ul><li>Focus on process </li></ul...
<ul><li>Discovered Online </li></ul><ul><ul><li>Focus on highest revenue from profitability standpoint first </li></ul></u...
 
<ul><li>Whitepapers & Case Studies </li></ul><ul><ul><li>“ Building An Effective Video Commerce Strategy” </li></ul></ul><...
Kevin Ertell Former SVP E-Business, Borders Books & Music Former SVP, Online Operations, Tower Records Justin Foster Co-Fo...
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Liveclicker Webinar with Kevin Ertell and Justin Foster

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On March 3, 2009, Liveclicker kicked off its webinar series, "Video Commerce in a Down Economy." The webinar was designed to illustrate case studies, examples, and strategies for lowering the cost of e-commerce video production while increasing the revenue potential of online video. Attendees were asked to participate in polls, and I think there were some great takeaways overall. More information on the poll results will be shared on www.video-commerce.org.

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  • Liveclicker Webinar with Kevin Ertell and Justin Foster

    1. 1. 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
    2. 2. <ul><ul><li>Video Commerce Consortium </li></ul></ul><ul><ul><ul><li>Largest consortium of interactive professionals dedicated to advancing the art and science of video commerce @ www.video-commerce.org </li></ul></ul></ul><ul><ul><ul><li>Free Membership – 300+ eRetail Members! </li></ul></ul></ul><ul><ul><li>Liveclicker Video Commerce Webinar Series, Part II </li></ul></ul><ul><ul><ul><li>Channel Intelligence: Using syndication and leverage to overcome organizational barriers to cross-channel video commerce: April 14, 2009 </li></ul></ul></ul><ul><ul><li>First Annual Video Commerce Summit </li></ul></ul><ul><ul><ul><li>Interactive Format w/eRetail Case Studies </li></ul></ul></ul><ul><ul><ul><li>Contact [email_address] to see if you qualify for an exclusive, private invitation. April 30, 2009 in Seattle WA. </li></ul></ul></ul><ul><ul><ul><li>Cost is Free! </li></ul></ul></ul><ul><ul><li>Video Commerce Workshop @ Shop.org </li></ul></ul><ul><ul><ul><li>“ Video Commerce from the Trenches” May 6, 2009, Scottsdale AZ </li></ul></ul></ul><ul><ul><ul><li>Alison Jeske, Director Product Management @ drugstore.com </li></ul></ul></ul><ul><ul><ul><li>Pinny Gniwisch, Founder & EVP Marketing @ Ice.com </li></ul></ul></ul>
    3. 3. <ul><li>Justin Foster </li></ul><ul><ul><li>Co-Founder & VP Market Development at Liveclicker </li></ul></ul><ul><ul><li>Founder & President of the nonprofit Video Commerce Consortium </li></ul></ul><ul><ul><li>Currently working on the following initiatives: </li></ul></ul><ul><ul><ul><li>Actively studying the impact of video on e-commerce performance </li></ul></ul></ul><ul><ul><ul><li>Building Liveclicker and the VCC into world-class resources for professionals seeking to advance in video commerce </li></ul></ul></ul><ul><ul><ul><li>Communicating the value of video commerce through case studies, whitepapers, webinars, industry reports, events, blogging, and general industry thought leadership </li></ul></ul></ul><ul><li>Kevin Ertell </li></ul><ul><ul><li>20+ year veteran of specialty retail </li></ul></ul><ul><ul><li>12 years in e-commerce </li></ul></ul><ul><ul><li>Former SVP Online Operations for Tower Records </li></ul></ul><ul><ul><li>Former SVP E-Business for Borders </li></ul></ul><ul><ul><li>Keynote & Featured Speaker, Shop.org, eTail, Internet Retailer, etc. </li></ul></ul>
    4. 7. <ul><li>What is Video Commerce? </li></ul><ul><li>Numbers & Validation </li></ul><ul><li>E-Commerce Video Cases, Examples </li></ul><ul><ul><li>Video via Software as a Service </li></ul></ul><ul><ul><li>Distributed Shopping Applied to Video </li></ul></ul><ul><li>Re-examining the ROI of E-Commerce Video </li></ul><ul><ul><li>Content Sources </li></ul></ul><ul><ul><li>Distribution Outlets </li></ul></ul><ul><ul><li>Strategies to Lower Costs & Increase Revenues </li></ul></ul><ul><li>Whitepapers, best practices, etc </li></ul><ul><li>Q&A </li></ul>
    5. 8. Video Commerce is the practice of using video content to market, sell and support commercial products or services on the Internet.
    6. 12. <ul><li>Q: In your opinion, what are the biggest roadblocks facing video commerce within your organization? </li></ul>Source: Video Commerce Consortium Survey. January 21, 2009
    7. 28.
    8. 30. <ul><li>http://video-commerce.org/2009/more-retail-video-examples/ </li></ul><ul><li>http://video-commerce.org/2009/which-online-retailers-are-using-video/ </li></ul>
    9. 31. Salaries & Contractors Video Cameras Lighting & Audio Opportunity Cost Management Time Screw-Ups Set & Location Costs Actors, Talent Scriptwriting IT Resources Post-Production / Editing Licenses
    10. 37. <ul><li>Self-Produced </li></ul><ul><li>Supplier-Sourced </li></ul><ul><li>Discovered Online </li></ul><ul><li>Customer-Sourced </li></ul>CONTENT REVENUE <ul><li>Artificial Video </li></ul><ul><li>Crowd-Sourced </li></ul><ul><li>Product Pages </li></ul><ul><li>Video Destination </li></ul><ul><li>Search Engines </li></ul><ul><li>Social Services </li></ul><ul><li>Established Channels </li></ul><ul><li>Video Services </li></ul>VIDEO COMMERCE PLATFORM
    11. 38. <ul><li>Self-Produced </li></ul><ul><ul><li>Don’t overcomplicate it! </li></ul></ul><ul><ul><li>Focus on process </li></ul></ul><ul><ul><li>Focus on top revenue products from profitability standpoint </li></ul></ul><ul><li>Supplier-Sourced </li></ul><ul><ul><li>Use leverage when possible </li></ul></ul><ul><ul><li>Lean on suppliers to customize and edit content </li></ul></ul><ul><ul><li>Minimize the burden on suppliers to distribute content </li></ul></ul><ul><li>Customer-Sourced </li></ul><ul><ul><li>Test incentives, discounts, offers </li></ul></ul><ul><ul><li>Not all compensation is monetary; use vanity and the prospect of celebrity to your advantage when possible </li></ul></ul>
    12. 39. <ul><li>Discovered Online </li></ul><ul><ul><li>Focus on highest revenue from profitability standpoint first </li></ul></ul><ul><ul><li>Use minimal resources to filter content </li></ul></ul><ul><li>Crowd-Sourced </li></ul><ul><ul><li>Leverage the VCC and other peer-to-peer networks </li></ul></ul><ul><ul><li>Review terms and conditions carefully </li></ul></ul><ul><li>Artificial Video </li></ul><ul><ul><li>Start with a small pilot </li></ul></ul><ul><ul><li>Assess branding implications </li></ul></ul>
    13. 41. <ul><li>Whitepapers & Case Studies </li></ul><ul><ul><li>“ Building An Effective Video Commerce Strategy” </li></ul></ul><ul><ul><ul><li>http://www.video-commerce.org/Building_an_Effective_Video_Commerce_Strategy_2.pdf </li></ul></ul></ul><ul><ul><li>“ Video Commerce: A New Paradigm for Marketing, Selling, and Servicing Commercial Products on the Internet” </li></ul></ul><ul><ul><ul><li>http://www.video-commerce.org/Video_Commerce_and_ECommerce_Video_Disruptive_Innovations_in_E-Commerce.pdf </li></ul></ul></ul><ul><ul><li>“ ShopNBC.com – Video Commerce: Leveraging Web Video to Merchandise and Sell Products Online” </li></ul></ul><ul><ul><ul><li>http://blip.tv/file/1823825 </li></ul></ul></ul><ul><ul><li>“ Panel Discussion with BillardEx, OnlineShoes.com, and eBags.com : Successful Revenue-Driving Visualization Technologies in the Online Space” </li></ul></ul><ul><ul><ul><li>http://www.videoretailer.org </li></ul></ul></ul><ul><li>Best Practices Videos </li></ul><ul><ul><li>Lower the Cost of Producing Video for E-Commerce </li></ul></ul><ul><ul><ul><li>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/ </li></ul></ul></ul><ul><ul><li>Building a Video Content Strategy </li></ul></ul><ul><ul><ul><li>http://videoretailer.org/content/video-commerce-chronicles-episode-3-the-importance-of-a-good-content-strategy/ </li></ul></ul></ul><ul><ul><li>The Intersection of Online Video and Email Marketing </li></ul></ul><ul><ul><ul><li>http://video-commerce.org/2009/the-intersection-of-online-video-and-email-marketing/ </li></ul></ul></ul>
    14. 42. 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

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