McLuhan and 5 P’s of Video
Jen Grogono, uStudio Inc.
@jengrogono @ustudio #sxsw
Marshall McLuhan urged
▪ Think ahead. This does not
mean identifying with existing
trends!
▪ Awareness and responsibility ...
Resisting change…
@jengrogono @ustudio #sxsw
▪ Messer Hubbard and Bell want to install one of their “telephone devices” in...
Thinking ahead…Video
▪ “The power of video is the power of the mind itself. A
huge chunk of the brain power we have sittin...
Production
© uStudio, Inc. 2013-2014
@jengrogono @ustudio #sxsw
Production &
Video
Management
Sell more, sell
faster
Just-in-time
resolution,
reduce time on
calls
Integrate with
enterpri...
Budget Considerations
▪ $ User-Created
▪ $$ Internal teams
▪ $$$ Production firms
▪ $$$$ Agency
▪ $$-$$$$ Live
@jengrogono...
Packaging
© uStudio, Inc. 2013
@jengrogono @ustudio #sxsw
© uStudio, Inc. 2013-2014
What is your viewing experience?
@jengrogono @ustudio #sxsw
▪ Metadata: title, description, thumbnail
▪ Player
▪ Branding
...
Publishing
@jengrogono @ustudio #sxsw
© uStudio, Inc. 2013-2014
Where’s my audience?
@jengrogono @ustudio #sxsw
Video
Support
Portals
Prospects
Customers
Developers
Leads
Employees
Promotion
© uStudio, Inc. 2013-2014
@jengrogono @ustudio #sxsw
How do they know a video is there?
@jengrogono @ustudio #sxsw
Put video in their line of sight:
▪Social network integratio...
Profit
@jengrogono @ustudio #sxsw
© uStudio, Inc. 2013-2014
How well is it working?
@jengrogono @ustudio #sxsw
▪ How much time has your audience spent with your video?
– With your br...
Contact
@jengrogono @ustudio #sxsw
▪ Want to Continue the conversation?
– @jengrogono
– @ustudio
– info@ustudio.com
– www....
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SXSW 2014: McLuhan and the 5 Ps of Video. Huh?

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The medium is the message. Blah blah. Old news. Think again: McLuhan’s famous statement isn’t a full frontal attack on content. It’s about the change a specific medium can cause. It’s about impact. When Forrester’s Dr. James McQuivey noted a minute of video is worth 1.8M words, he was also talking impact. Are you accounting for that impact in your video strategies? Are you really? Again back to Mr. McLuhan, are you “anticipating” it, “deflecting and controlling” it or are you just along for the ride? The challenge for video leaders cum entrepreneurs, marketers, and producers is to build a video strategy based on anticipatory changes online video is bringing -- from OTT to monetization and engagement patterns -- and incorporate them into results. Just like the “P”s of marketing, there are actually 5 P’s of Video -- things you must consider to capture the opportunity that McLuhan put forth. Know them.

presented at SXSW Interactive 2014 by Jen Grogono, CEO at uStudio

Published in: Business
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SXSW 2014: McLuhan and the 5 Ps of Video. Huh?

  1. 1. McLuhan and 5 P’s of Video Jen Grogono, uStudio Inc. @jengrogono @ustudio #sxsw
  2. 2. Marshall McLuhan urged ▪ Think ahead. This does not mean identifying with existing trends! ▪ Awareness and responsibility are critical to understanding our future. ▪ Anticipation allows us to find “control over change…moving not with [change] but ahead of it.” ▪ Give up resistance and allow your mind to travel ahead of changes ... @jengrogono @ustudio #sxsw
  3. 3. Resisting change… @jengrogono @ustudio #sxsw ▪ Messer Hubbard and Bell want to install one of their “telephone devices” in every city. ▪ The idea is idiotic on the face of it. Furthermore, why would any person want to use this ungainly and impractical device when he can send a messenger to the telegraph office … ▪ We see no reason why a group of outsiders, with extravagant and impractical ideas, should be entertained, when they have not the slightest idea of the true problems involved. ▪ …wild-eyed imagination and … a posture of ignoring the obvious limitations of his device, which is hardly more than a toy … ▪ This device is inherently of no use to us. ▪ We do not recommend its purchase.
  4. 4. Thinking ahead…Video ▪ “The power of video is the power of the mind itself. A huge chunk of the brain power we have sitting on our shoulders is devoted to processing visual images. It's how we communicate. It's how we share information. It defines who we are.” ▪ Enterprise video industry is growing at 25% CAGR and is expected to reach $35B by 2019 @jengrogono @ustudio #sxsw Source: Michio Kaku, American theoretical physicist Research & Markets
  5. 5. Production © uStudio, Inc. 2013-2014 @jengrogono @ustudio #sxsw
  6. 6. Production & Video Management Sell more, sell faster Just-in-time resolution, reduce time on calls Integrate with enterprise systems & network Educate, inform and train Brand, engage customers, and drive leads SALES SUPPORT IT MARKETING HR/TRAINING @jengrogono @ustudio #sxsw What’s your Video goal?
  7. 7. Budget Considerations ▪ $ User-Created ▪ $$ Internal teams ▪ $$$ Production firms ▪ $$$$ Agency ▪ $$-$$$$ Live @jengrogono @ustudio #sxsw
  8. 8. Packaging © uStudio, Inc. 2013 @jengrogono @ustudio #sxsw © uStudio, Inc. 2013-2014
  9. 9. What is your viewing experience? @jengrogono @ustudio #sxsw ▪ Metadata: title, description, thumbnail ▪ Player ▪ Branding ▪ Calls to action ▪ Pre-rolls, overlays ▪ Sharing ▪ Tags, annotations ▪ Captions, translations ▪ Playlist or single video ▪ Support for all formats
  10. 10. Publishing @jengrogono @ustudio #sxsw © uStudio, Inc. 2013-2014
  11. 11. Where’s my audience? @jengrogono @ustudio #sxsw Video Support Portals Prospects Customers Developers Leads Employees
  12. 12. Promotion © uStudio, Inc. 2013-2014 @jengrogono @ustudio #sxsw
  13. 13. How do they know a video is there? @jengrogono @ustudio #sxsw Put video in their line of sight: ▪Social network integration ▪Announcements/PR ▪Contests ▪Email Marketing ▪Video Ad Networks ▪In-app links and icons ▪Business system integration
  14. 14. Profit @jengrogono @ustudio #sxsw © uStudio, Inc. 2013-2014
  15. 15. How well is it working? @jengrogono @ustudio #sxsw ▪ How much time has your audience spent with your video? – With your brand, your product, your message ▪ How much have you learned about them and your message? – Data entry – subscriptions, information – Pass along to others ▪ How much money have you directly or indirectly earned? Spent? – Product or service purchase – Reduced churn – TCVO [Total Cost of Video Ownership] understood
  16. 16. Contact @jengrogono @ustudio #sxsw ▪ Want to Continue the conversation? – @jengrogono – @ustudio – info@ustudio.com – www.ustudio.com
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