Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 [email_address]

The State of Video and E-Commerce Using Persuasive Techniques with Video Motivation, Simplicity, and Triggers 8-Step Process for Creating Persuasive Video Q & A

The State of Video and E-Commerce

Using Persuasive Techniques with Video

Motivation, Simplicity, and Triggers

8-Step Process for Creating Persuasive Video

Q & A

Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008 Practitioner Revenue Lift 1 133% - 200% 200% 40% “ Substantial Lift.” “ It Works.”

Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008 Practitioner Revenue Lift 1 88% Returns down 10% 50% 44% 50.1% - 138.9%

Engage shoppers with storytelling Humanize the selling process Show products as they appear in “real life” Entertain and educate Reduce uncertainty and fear Provide a richer customer experience

Engage shoppers with storytelling

Humanize the selling process

Show products as they appear in “real life”

Entertain and educate

Reduce uncertainty and fear

Provide a richer customer experience

Fogg Behavior Model

Fogg Behavior Model

Every product solves a problem Pleasure/Pain, Hope/Fear, Acceptance/Rejection Consider leveraging personas with video

Every product solves a problem

Pleasure/Pain, Hope/Fear, Acceptance/Rejection

Consider leveraging personas with video

Save customers the physical effort by bringing video to them

Save customers the physical effort by bringing video to them

Three Characteristics of Successful Triggers Must be noticeable. Must be associated with the target behavior. Occurs when we are both motivated and are able to perform the target behavior.

Three Characteristics of Successful Triggers

Must be noticeable.

Must be associated with the target behavior.

Occurs when we are both motivated and are able to perform the target behavior.

Choose a simple behavior to target.

Choose a simple behavior to target.

2. Find a receptive audience (placement, cat, product) Product Pages Site Search Targeted Email Category Pages Brand Pages Untargeted Email Untargeted Display (Loyalty) Purchase Preference Consideration Awareness

2. Find a receptive audience (placement, cat, product)

3. Find what is preventing the target behavior

3. Find what is preventing the target behavior

4. Ensure the video fits the context of the channel Service/Support Product Pages Site Search Targeted Email Category Pages Brand Pages Untargeted Email Untargeted Display (Loyalty) Purchase Preference Consideration Awareness How-To, Troubleshoot Educate, Feature & Benefit Feature & Benefit, Making Choices Product Viewpoint Special Offers / Opportunities Branding w/Call To Action Contextual/Behavioral Targeted w/Product or Offer Feature

4. Ensure the video fits the context of the channel

5. Find relevant examples of persuasive video http://video-commerce.org/2009/more-retail-video-examples/ http://video-commerce.org/2009/which-online-retailers-are-using-video/

5. Find relevant examples of persuasive video

http://video-commerce.org/2009/more-retail-video-examples/

http://video-commerce.org/2009/which-online-retailers-are-using-video/

Imitate successful examples Test & iterate quickly, using lower-cost production methods at first (if you can) Expand on success

Imitate successful examples

Test & iterate quickly, using lower-cost production methods at first (if you can)

Expand on success

Persuasive Technology 8 step process for designing persuasive tech : BJ Fogg, Ph.D. Fogg Behavior Model : BJ Fogg, Ph.D. Video Commerce Consortium Largest and fastest-growing consortium of interactive marketers seeking to learn about and advance the use of video in e-commerce

Persuasive Technology

8 step process for designing persuasive tech : BJ Fogg, Ph.D.

Fogg Behavior Model : BJ Fogg, Ph.D.

Video Commerce Consortium

Largest and fastest-growing consortium of interactive marketers seeking to learn about and advance the use of video in e-commerce

Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 [email_address]