Presented By: Pete Deutschman Chief Buddy Play It – Don’t Say It The Power of Digital Video for Communications

Who is this Guy? BA Theater Arts, Pepperdine University MFA Producing, Columbia University Experience First online short-film festival (Universal Studios) Director of Marketing - Melanie Griffith Agency Executive, Creative Director, Strategist Chief Buddy, The Buddy Group Specialty Generational Marketing Digital Communications Creative Strategy Meet Pete Deutschman

BA Theater Arts, Pepperdine University

MFA Producing, Columbia University

Experience

First online short-film festival (Universal Studios)

Director of Marketing - Melanie Griffith

Agency Executive, Creative Director, Strategist

Chief Buddy, The Buddy Group

Specialty

Generational Marketing

Digital Communications

Creative Strategy

“ Trying to understand online video today is like taking a Polaroid photo of a moving train – it’s a blur.” -Vivi Zigler, President, NBC Universal digital entertainment division *Source: Streaming Media, April 2009

First, let’s look at the research released just yesterday…. Source: Neilsen, April 2009

Time Spent Increase— Video and Social Media

Technology empowers lift Flash 8 YouTube Hulu Flash 9

Year-over-Year Increases in Video Usage

Accessibility is great, right? :: Dominos 1,000,000 views in ONE DAY 600,000 views in ONE WEEK

Long-form Video Sites, Unique Audience

Comparing TV and Online Recall

What does this mean? While the content landscape is changing, audiences are expecting to have increasing amounts of CONTROL over how they use and consume content. Watch on site Watch off site Comment Share Respond Affinity Keeping consumers engaged is key to delivering your message

While the content landscape is changing, audiences are expecting to have increasing amounts of CONTROL over how they use and consume content.

Watch on site

Watch off site

Comment

Share

Respond

Affinity

Keeping consumers engaged is key to delivering your message

Pick the right platform for your content Your website should be viewed as the repository not the destination Brightcove platform

Customer Life Cycle (Typical?) Marketers use video at every stage of the customer lifecycle and it has become a key part of the overall marketing mix. While every business organizes the lifecycle in different ways, the simplified process illustrated in Figure A is typical of most organizations. At each stage in the lifecycle, marketers deploy tactics to address their customers’ needs and move them through to the next stage.

Marketers use video at every stage of the customer lifecycle and it has become a key part of the overall marketing mix. While every business organizes the lifecycle in different ways, the simplified process illustrated in Figure A is typical of most organizations. At each stage in the lifecycle, marketers deploy tactics to address their customers’ needs and move them through to the next stage.

It’s Not Just a Video – It’s An Engagement Opportunity! The current video options available no longer require linear production. In fact, working with the right team you can create content that engages audiences in your story using some new technologies: Snagging Pause-to-Play Informational Hotspotting Choose your own Adventure The best part, all of this can be tracked and measured!

The current video options available no longer require linear production. In fact, working with the right team you can create content that engages audiences in your story using some new technologies:

Snagging

Pause-to-Play

Informational Hotspotting

Choose your own Adventure

The best part, all of this can be tracked and measured!

Let’s look at some examples…

Making Content FROM Content

Developing Out of the Box So that’s the basics, but your imagination is the limit. Here’s some other interesting video applications …

What are you doing with video? Challenge: Think through your current communications program and consider the following: What content are you creating or have you created already? How can or should the content be modified for different platforms? How is it being consumed today? Check analytics. Know your audience. How are you measuring success?

Challenge:

Think through your current communications program and consider the following:

What content are you creating or have you created already?

How can or should the content be modified for different platforms?

How is it being consumed today?

Check analytics. Know your audience.

How are you measuring success?

The Bottom Line Digital Video tells a story consistently and supports all forms of editorial, regardless of the format. Pete Deutschman Chief Buddy, The Buddy Group [email_address] Twitter: @mybuddypeted