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Leveraging Video For Conversational Marketing


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This presentation includes notes from the panel I moderated at the OMMA Conference in New York City on September 26th, 2007

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Leveraging Video For Conversational Marketing

  1. 1. Leveraging Video for Conversational Marketing <ul><li>Moderator: </li></ul><ul><li>Joseph Jaffe, crayon </li></ul><ul><li>Panelists: </li></ul><ul><li>Mike Griffin, eyeWonder </li></ul><ul><li>Michael Donnelly, The Coca-Cola Company </li></ul><ul><li>John McWeeny, TurnHere </li></ul><ul><li>Scott Witt, Droga5 </li></ul>
  2. 2. Conversational Marketing is… <ul><li>John: </li></ul><ul><ul><li>Making an authentic connection with consumers </li></ul></ul><ul><li>Mike: </li></ul><ul><ul><li>Creating meaningful and transparent conversation (with feedback) </li></ul></ul><ul><li>Scott </li></ul><ul><ul><li>Jargon?; Creating content that people care about (with versus at) </li></ul></ul><ul><li>Michael </li></ul><ul><ul><li>Listening; Bottom-Up versus Top-Down </li></ul></ul><ul><ul><li>Transparent; open; learning & sharing </li></ul></ul>
  3. 3. Do consumers want to have conversations with marketers? <ul><li>Difference between hearing and listening </li></ul><ul><li>Different agendas… </li></ul><ul><li>Consumers want to have conversations with brands (not marketers on behalf of brands) </li></ul><ul><li>Shopping Mall analogy </li></ul><ul><ul><li>Brands are a part of our lives… </li></ul></ul><ul><ul><li>Experiential environment </li></ul></ul><ul><li>Can you handle the conversation? </li></ul><ul><ul><li>Being prepared to take the feedback you ask for </li></ul></ul><ul><li>Products versus Brands? </li></ul><ul><li>Consumer Expectations </li></ul>
  4. 4. What role does content play in this new environment? <ul><li>6 C model  7 C: Cartel (Limited access!) </li></ul><ul><li>Making the brand widely available with safer boundaries </li></ul><ul><ul><li>Giving assets to consumers to create is restrictive </li></ul></ul><ul><li>Allowing consumers to express themselves freely </li></ul><ul><li>The conversation doesn’t have to manifest itself in video… </li></ul>
  5. 5. What about video? <ul><li>Video is what video does </li></ul><ul><li>Consumers are incredibly forgiving </li></ul><ul><li>Failure is relative </li></ul><ul><li>A $120 camera is just as viable as a $500K produced commercial </li></ul><ul><li>Democratization of creativity/content/video </li></ul><ul><li>J&J: Having a baby changes everything </li></ul><ul><ul><li>Letting consumers express themselves </li></ul></ul><ul><li>Extends the conversation </li></ul><ul><li>Video is still richest form of “communication” </li></ul><ul><ul><li>Sight + Sound + Motion </li></ul></ul><ul><li>Is Interactivity Mandatory? </li></ul>
  6. 6. What’s its role? <ul><li>Sometimes “linear” video can be a conversation starter </li></ul><ul><ul><li>e.g. Dove’s Campaign for Real Beauty </li></ul></ul><ul><li>Video most imitates life (our lives) </li></ul>
  7. 7. Future of the 30-second spot? <ul><li>Need a better word for “sponsored content” </li></ul><ul><li>Is it the content or the “context”? </li></ul><ul><ul><li>Not about the time but more the environment </li></ul></ul><ul><li>Future is not overlay ads on YouTube </li></ul><ul><ul><li>i.e. 30-second spots within 30-second spots </li></ul></ul><ul><li>Control and choice are mandatory </li></ul><ul><li>Economic argument </li></ul><ul><ul><li>So much money is tied into the status quo </li></ul></ul><ul><ul><li>Mortgages and private schools are at stake  </li></ul></ul>
  8. 8. Future for Video Podcasting <ul><li>So much opportunity online… </li></ul><ul><ul><li>SO???? </li></ul></ul><ul><li>If Websites are an index of 1000, then blogs are 100, audio podcasts are 12-15 and video podcasts are 2-3 (if that) </li></ul><ul><li>Figure out where the content should live instead of being cornered into discrete silos </li></ul><ul><li>Come on people….make a move already! </li></ul><ul><li>Oh Lord, I’ve become Bill O Reilly… </li></ul>
  9. 9. Examples <ul><li>Eyewonder </li></ul><ul><ul><li>Example of embedding video into Facebook (apps) </li></ul></ul><ul><li>Coke </li></ul><ul><ul><li>EepyBird </li></ul></ul><ul><ul><li>Response to Virtual Thirst </li></ul></ul><ul><li>TurnHere </li></ul><ul><ul><li>The Glass Castle by Jeannette Walls </li></ul></ul><ul><ul><li>InterContinental Hotels </li></ul></ul><ul><ul><ul><li>Insider Profiles </li></ul></ul></ul>