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The StoryWith Video: Change Your Company‟s Narrative

The StoryWith Video: Change Your Company‟s Narrative

Kathy Klotz-Guest MA, MBA, MLA
Marketing Strategist and Storyteller, SNCR Founding Fellow

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The Story with Online Video Presentation Transcript

  • 1. 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
  • 2. Video as Storytelling…All Great Marketing is Storytelling All rights reserved 2011.@kathyklotzguest 2
  • 3. “Story” is in Our DNA All rights reserved 2011. Klotz-Guest 3
  • 4. Video Narrative Differs• Content, structure, diffusion• Co-created with users who share• Narrative is bigger than company, product All rights reserved 2011. Klotz-Guest 4
  • 5. 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
  • 6. What Organizations Rock?• Apple, Intel, Cisco, TOMS, Nike, Southwest, BlendTec, P&G, TED, GM, Google, Red Cross, Goodwill…and others All rights reserved 2011. Klotz-Guest 6
  • 7. Video MenuI. Content*II. Integration / DistributionIII. Measurement Goals and Content Strategy Integration Measurement and Distribution All rights reserved 2011. Klotz-Guest 7
  • 8. I. StrategyForget viral. Much of what goes viral is luck. Luck is a poor strategy. - Guy Kawasaki All rights reserved 2011. Klotz-Guest 8
  • 9. 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
  • 10. Learning Matters• 60% with 5+ years experience said strategy was “successful”• 30% with 2 years or less said strategy was “successful” All rights reserved 2011. Klotz-Guest 10
  • 11. Content is King, Story is Queen Start with „story‟ 2 Keys: Relevance and Quality Fun Be brief: 2 min or less All rights reserved 2011. Klotz-Guest 11
  • 12. Think BiggerNarrative is bigger than product or company  Grasshopper Examples: Home Depot, J&J Health Channel, TOMS All rights reserved 2011. Klotz-Guest 12
  • 13. 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
  • 14. 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
  • 15. Lighten Up! (B2B, Listen Up)IBM‟s „Art of the Sale‟ Serial Success Objectives: New mainframe, humanize brand Outcome: 25X increase in blog traffic, coverage All rights reserved 2011. Klotz-Guest 15
  • 16. „Un-Product‟ Surprise Your AudienceCisco Valentine‟s Day: Start a Conversation All rights reserved 2011. Klotz-Guest 16
  • 17. 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
  • 18. Think „Community’Focus on interests, human needs of your tribeSegment stories Goodwill DC J&J Health Channel All rights reserved 2011. Klotz-Guest 18
  • 19. 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
  • 20. II. Integration & Distribution “We make great video, and we do a lousy job promoting it. We’re not artists, we’re business people.” -Survey participant All rights reserved 2011. Klotz-Guest 20
  • 21. Integration Call to action  Track it, tie to lead gen (funnel) Connect across all properties  Let users create, interact, share Google Analytics All rights reserved 2011. Klotz-Guest 21
  • 22. 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
  • 23. III. MeasurementA video is a conversation starter, not a sales end point. Measure ROI, yet be flexible. – SVP, Cisco All rights reserved 2011. Klotz-Guest 23
  • 24. 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
  • 25. A Video-d Future80% - ‘increasingly significant’ to social strategy for next 3-5 years – High-tech and media/publishing: highest priority All rights reserved 2011. Klotz-Guest 25
  • 26. Challenges• Decentralizing storytelling• Management buy-in• Getting creative with scrappy• Experimenting• Distributing and tie-in to measured ROI All rights reserved 2011. Klotz-Guest 26
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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