Justin Foster Founder & President, Video Commerce Consortium Co-Founder, Liveclicker Jimmy Healey Product Manager, OnlineShoes.com

Video Commerce Consortium Largest consortium of interactive professionals dedicated to advancing the art and science of video commerce www.video-commerce.org Feb 10 2009: The Intersection of Video and Email Marketing – DMA/EEC Feb 12 2009: Video Commerce in the Newspaper Industry – SNA March 2 2009: Video Commerce Thought Leadership Series Launch May 6 2009: Online Marketing Workshop w/CompUSA, Ice.com – Shop.org

Video Commerce Consortium

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

Feb 10 2009: The Intersection of Video and Email Marketing – DMA/EEC

Feb 12 2009: Video Commerce in the Newspaper Industry – SNA

March 2 2009: Video Commerce Thought Leadership Series Launch

May 6 2009: Online Marketing Workshop w/CompUSA, Ice.com – Shop.org

Jimmy Healey Sr. Product Manager at Onlineshoes.com 9+ years in e-commerce business and technology development Manages in-house video production studio & OnlineShoes.tv Focus on developing social and rich media products that accomplish the following: Educate customers Engage customers Entertain customers Justin Foster Founder of the Video Commerce Consortium Co-Founder at Video Commerce Services Provider Liveclicker.com Currently working on the following initiatives: Actively studying the impact of video on e-commerce performance Building the VCC into a world-class resource for professionals seeking to advance video commerce knowledge Communicating the value of video commerce through case studies, whitepapers, webinars, industry reports, events, blogging, and general industry thought leadership

Jimmy Healey

Sr. Product Manager at Onlineshoes.com

9+ years in e-commerce business and technology development

Manages in-house video production studio & OnlineShoes.tv

Focus on developing social and rich media products that accomplish the following:

Educate customers

Engage customers

Entertain customers

Justin Foster

Founder of the Video Commerce Consortium

Co-Founder at Video Commerce Services Provider Liveclicker.com

Currently working on the following initiatives:

Actively studying the impact of video on e-commerce performance

Building the VCC into a world-class resource for professionals seeking to advance video commerce knowledge

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

Justin Foster Solving real-world video commerce challenges Actual results and examples from online retailers Tips and lessons learned across the e-commerce spectrum Jimmy Healey OnlineShoes.com’s vision of video Educational & product page examples Onlineshoes.tv ROI of online video Q & A

Justin Foster

Solving real-world video commerce challenges

Actual results and examples from online retailers

Tips and lessons learned across the e-commerce spectrum

Jimmy Healey

OnlineShoes.com’s vision of video

Educational & product page examples

Onlineshoes.tv

ROI of online video

Q & A

Q: In your opinion, what are the biggest roadblocks facing video commerce within your organization? Source: Video Commerce Consortium Survey. January 21, 2009

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

1/21/2009: YouTube announces expansion of click-to-buy, 23,000% sales increase of Monty Python videos E-commerce mainstream Brand marketer mainstream

1/21/2009: YouTube announces expansion of click-to-buy, 23,000% sales increase of Monty Python videos

Trapped within the enterprise In-store Television commercials Isolated self-shot footage Collaboration is key Supplier video content Supplier DVDs Discovered on YouTube Content syndication networks Electronically transferred Leverage is key User generated video On-site reviews Webcam comments “ Crowd sourced” discovery Incentive is key Self-Produced Educational video/how-to Promotional content Service content Education & evangelism are key

Trapped within the enterprise

In-store

Television commercials

Isolated self-shot footage

Collaboration is key

Supplier video content

Supplier DVDs

Discovered on YouTube

Content syndication networks

Electronically transferred

Leverage is key

User generated video

On-site reviews

Webcam comments

“ Crowd sourced” discovery

Incentive is key

Self-Produced

Educational video/how-to

Promotional content

Service content

Education & evangelism are key

.com .tv

.com .tv

.com .tv

Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008 Practitioner Revenue Lift 1 50.1% - 138.9% 133% - 200% 12% + 200% 40% “ Substantial Lift” “ It Works.”

Launched in 2008 Prominent SEO placement Liquidated inventory of key product

Launched in 2008

Prominent SEO placement

Liquidated inventory of key product

Online video is increasingly becoming part of our everyday lives. Usage cuts across age demographics ~ 75% stream at least 1X/mo in 18 – 54 demos. Source: Nielsen Research, July 8, 2008. Stats for May 2008, US only. Source: eMarketer, Ipsos Insight March 2007.

Online video is increasingly becoming part of our everyday lives.

Usage cuts across age demographics

~ 75% stream at least 1X/mo in 18 – 54 demos.

Telling a story: Engage customers Entertain customers Educate customers (sit and fit experience) Branding Point of differentiation Conversion SEO benefit

Telling a story:

Engage customers

Entertain customers

Educate customers (sit and fit experience)

Branding

Point of differentiation

Conversion

SEO benefit

78% of customers view the Fitwiz biomechanics video Fitwiz conversion rate is 45% higher than site average

78% of customers view the Fitwiz biomechanics video

Fitwiz conversion rate is 45% higher than site average

Scripting a video Animated Categorical Introduction Product Introduction/Brand name and model Available in various color ways for both men and women Intended User Activity type (what are the key traits that this shoes wearer would posses?) Feature Set (What activities would a user buy these shoes for? i.e. uses, occasion, value proposition) Fit and feel (Sizing, cushioning, and support) Technologies of the shoe and any product updates

Scripting a video

Animated Categorical Introduction

Product Introduction/Brand name and model

Available in various color ways for both men and women

Intended User

Activity type (what are the key traits that this shoes wearer would posses?)

Feature Set (What activities would a user buy these shoes for? i.e. uses, occasion, value proposition)

Fit and feel (Sizing, cushioning, and support)

Technologies of the shoe and any product updates

Brand focus blog post stats Dansko post: How do you Dansko? Visitors: 12,999 (10/27/2008 – 01/21/2009) Reader submitted comments: 257 Average comment: 50 words Merrell post: Readers share their favorite Merrell moments Visitors: 10,361 (09/16/2008 – 01/21/2009) Reader submitted comments: 193 Average comment: 60 words

Brand focus blog post stats

Dansko post: How do you Dansko?

Visitors: 12,999 (10/27/2008 – 01/21/2009)

Reader submitted comments: 257

Average comment: 50 words

Merrell post: Readers share their favorite Merrell moments

Visitors: 10,361 (09/16/2008 – 01/21/2009)

Reader submitted comments: 193

Average comment: 60 words

Investment Resources Staff Planning Scripting Sourcing of product for shooting Capturing video/audio Editing video Uploading and syndicating finished video product Studio space Equipment Lighting Backdrop Camera(s) Editing software Microphone(s)

Investment

Resources

Staff

Planning

Scripting

Sourcing of product for shooting

Capturing video/audio

Editing video

Uploading and syndicating finished video product

Studio space

Equipment

Lighting

Backdrop

Camera(s)

Editing software

Microphone(s)

Return Improved customer experience Increased revenue Customer lifetime value Brand recognition Improved brand relationships Co-op Marketing opportunities

Return

Improved customer experience

Increased revenue

Customer lifetime value

Brand recognition

Improved brand relationships

Co-op Marketing opportunities