The Story with Online Video

The Story With Video: Change Your Company‟s Narrative Kathy Klotz-Guest MA, MBA, MLA Marketing Strategist and Storyteller, SNCR Founding Fellow @kathyklotzguest kathy@keepingithuman.com

SNCR „Best Practices‟Video definition (public facing) Education, brand awareness, communications Emphasis was external facingNo single template for “success” 39% was small biz*, 39% large business – 125+ cos. Decision makers, influence, manage implementation Across all industries All rights reserved 2011. Klotz-Guest 4

Plan (and Risk) SuccessSuccess requires clear objectives Top 2 reasons: Awareness and education What does success look like to you?Take some risks “To skate you must fall on your ass.” Falling Skating on ass Learning All rights reserved 2011. Klotz-Guest 9

Let Go! Empower the Best Storytellers 50%+ use employee generated video  40%+ develop with customers, partners  Still a challenge Internal: Intuit Outside: Ford Fiesta Movement All rights reserved 2011. Klotz-Guest 13

Experiment, Learn, Repeat! Marketing ‘art’ is reinventing your template Newscasts e. Other (please specify): f. Hasnt and does not plan tod. Serial storytelling (sequentially released parts of a story) c. Whiteboard narrative approach b. Humor / levity a. Off-brand stories 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5Humor is used externally and internally across all target groups (p < .01) All rights reserved 2011. Klotz-Guest 14

Scrappy, Not Crappy Time sensitive (ex: JetBlue) Tradeshows, video blogs (ex: Cisco/Greg Justice) Produced dominates, Scrappy is growing 79% say scripted / produced in-house is most strategic Content trumps production All rights reserved 2011. Klotz-Guest 17

Momentum• A great story has legs• Allow users, employees to extend narrative• Frequency – multiple times per week was most frequent answer – Multiple times per month All rights reserved 2011. Klotz-Guest 19

Get it Out There YouTube (2nd largest search, also a community)  iTunes (mobile / iPads), using Twitter SEO: Title, description, size (video sitemap) Focus: your tribe, key influencers, communities All rights reserved 2011. Klotz-Guest 22

Views Dominate, Yet Many Ways to Measure Tweets, comments, links to, awards, behavior j. Other (please specify):i. We do not measure the ROI on our video initiatives h. Dont know g. Sales f. Leads e. Clickthroughs d. Press / blog coverage c. RSS Subscriptions b. Views a. Downloads 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 All rights reserved 2011. Klotz-Guest 24

Summary: Think, Feel, Do Call to action Goals and Content Strategy Brief human story Fun, humor Think „community‟ Integration Mix of produced, scrappy Measurement and Distribution Experiment Empower others Integrate Distribute Measure flexibly All rights reserved 2011. Klotz-Guest 27

My Story: Keeping Marketing Human Video storytelling survey report (SNCR) – look for that soon! Twitter: @kathyklotzguest Email: kathy@keepingithuman.comCheck us out on Facebook: “Keeping it Human” All rights reserved 2011. Klotz-Guest 28

MethodologyPurpose• To research how a diverse group of organizations (by size, industry) use video for storytelling and to uncover what‟s working• To make research / info available to a wider audience of orgsMethodology• Link to survey distributed to SNCR‟s panel of 18,000 + organizations using video + via social media• Quantitative survey and interviews were conducted between June and October 2010• 11 in-depth qualitative interviews: Eleven Inc., NetApp, Ford, DoD, Cisco, Goodwill Industries Int‟l, Mayo Clinic, Tim Washer, Detroit Free Press among others All rights reserved 2011. Klotz-Guest 29

Participant Composition• 126 respondents completed online survey; 11 in-depth qualitative interviews• Diverse sample across industries: academia, non-profit, high-tech, healthcare, gov‟t, small / large biz, B2B, B2C, Mfg• 11 countries represented: 86% of respondents in the US (Canada, UK, Germany, India)• 39% of orgs represented had fewer than 100 employees, and 39% of organizations had 1,000 employees on up to over 50,000 employees• 18% are CEOs / Partners / Presidents of their organization; “VP” (15%), “Director” (19%) or “Manager” (19%)• Age was well distributed with the greatest proportion in the 36-45 range (34%)• Gender: 48% female, 52% male• Respondents: decision makers, influence the decision process, or are responsible for implementation of video All rights reserved 2011. Klotz-Guest 30

The Story with Online Video

by Society for New Communications Research (SNCR)

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