The Next Wave:
Video, Its Not Just for
YouTube Anymore
Linda Sedloff Orton
President & Chief Creative Officer
Intelligent Video Solutions

B2B Video
 Forrester Research, eMarketer, comScore
 Expert perspectives from John Medina, Albert
Mehrabian, Paul Gladen
 Examples of recruitment, marketing and
communications web videos
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

Forrester
“Tap the Potential of YouTube
for the Enterprise” Jan 13, 2009
 Consumer generated video is exploding
 Media formats and video players are everywhere
 comScore research: 100 million US consumers
watched 13.6 billion videos on YouTube alone (in
October 2008)
 Technology Populism
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

“Unlock the Potential of Employee-Generated Videos
for HR Initiatives”, Feb 17, 2009
Specific potential to:
 Retain tribal knowledge
 Build inexpensive training materials
 Support onboarding process
 Enhance recruitment brand
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

eMarketer.com, November 2008
http://www.emarketer.com/Article.aspx?R=1006813
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

Types of Business Videos
 Recruitment – Creative, Personal, Scripted
 Business Development – Formal, Educational, Clients
 Branding – Linked, Message based, Ad-like
 Communications/Training – Traditional, Historical,
Cost-Effective, Educational
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

Unusual Branding
http://www.youtube.com/watch?v=6_MF11QYyjk
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

John Medina
Introduction
12 rules for “Surviving and Thriving at
Work, Home and School”
Relevance to video?
10 Minute Teaching Model =
2.5 minute video
ECS – Emotionally Competent
Stimuli
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

Clever Recruiting
http://www.youtube.com/born2consult
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

PracticeView™ - Video Trends
Muzeview Competitive Intelligence
The Emergence of Video – May 2009
Analysis of law, accounting and consulting firm use of video in marketing:
• Video is on a long term upward trend in professional services marketing
• The 120 firms monitored produced 103 videos during Q1 2009
• The 120 firms monitored produced 147 videos in all of 2008
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

What Makes a Video Viral?
“Less than 1% of [professional services
firms] marketing outputs are currently
video. This number is poised to explode in
the coming years.”
- Paul Gladen, President and Founder, Muzeview, Missoula,
MT
http://lsorton.wordpress.com
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

Business Development
http://www.muzeview.com
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

Video is appealing to our brains because of
its motion, our short attention spans, and
accepted non-verbal communication styles.
 Professor Albert Mehrabian’s communication model – over simplified and
misquoted – the gist for spoken communications developed in 1964 at UCLA
 Mehrabian’s findings of the “message pertaining to feelings and attitudes”
 7% are the actual words spoken
 38% is the way the words are said
 55% is in the facial expression
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

Video SEO
 Video can live on a firm’s site but should also live as
part of the web
 Video SEO is different than regular SEO
 Your rankings for Video will show up much higher than
a regular web page will
http://video.google.com/videosearch?q=corporate+speaker+women+leadership&em
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009

If a picture is
worth a thousand words,
a video will communicate
your entire story
- linda sedloff orton
Linda Sedloff Orton, IntelligentVideoSolutions.com © 2009