Video Commerce Summit: Justin Foster Keynote Presentation
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Video Commerce Summit: Justin Foster Keynote Presentation

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Justin Foster from the Video Commerce Consortium and Liveclicker discusses the importance of persuasive video in the context of eCommerce, at the video commerce summit in Seattle ...

Justin Foster from the Video Commerce Consortium and Liveclicker discusses the importance of persuasive video in the context of eCommerce, at the video commerce summit in Seattle (http://videocommercesummit)

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    Video Commerce Summit: Justin Foster Keynote Presentation Video Commerce Summit: Justin Foster Keynote Presentation Presentation Transcript

    • 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
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    • 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%
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      • 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
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      • Every product solves a problem
        • Pleasure/Pain, Hope/Fear, Acceptance/Rejection
      • Consider leveraging personas with video
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      • Save customers the physical effort by bringing video to them
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      • 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.
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      • 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
      • 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
      • 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
      • 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]