1. Session Topic
• Online video is exploding. But are marketers
truly using it to their best advantage.
• Is the site visitor or user-experience enhanced
or hindered by videos?
• Are videos contributing to the bottom line?
• Does embedding greater contextual relevance
into online videos drive the decision making
process.
2. Baseline
• To reach people now takes an incredible
amount of intelligence, relevance, value and
persistence.
– Social is replacing search.
– It’s about identifying groups of customers and reverse
engineering where they exchange information, learn and
transact.
– Enable both “you find it” and “it finds you”
– Information must appear multiple times before we “see”
and respond to it
3. Baseline
• Attention is a precious commodity.
– Competing for attention is now competing for the
moment…in our always on world content is
always competing for the moment.
– Earning attention is all about how its invited,
treated, focused (managing distractions) and
reinforced/rewarded.
4. Point of View
• In the New World, Commodity Content Providers
may be out of luck.
– Content is abundant/context and relevance are the scarce
commodity.
– To earn the attention and business of the connected consumer, the
brand, product or service must connect with the consumer personally,
emotionally and intellectually.
• Content Value is defined in terms of:
– Fact-filled, Interesting and Transcending editorial (“FIT" )
– That is delivered in a way that is engaging, efficient and easy-to-access
(“Fun”)
– And unleashes action (“Responses”)
5. Point of View
• The more FIT and Fun, the more attractive and
profitable.
– Attractive information gets shared
– Shared information gets attention
– FIT/Fun information gets acted upon (code word: Profitable)
• Contextual Linking of FIT and Fun video is the game
changer.
– Combines the immediate gratification of video with the value of
deeper information
– Gateway to Responses …action and compulsion to share
6. By the Numbers
Current Contextually Enabled
Plays Engagement time = 2 x plays and increases with
experience
Engagement Engagement time x 5
time
Clicks to Action Clicks to Action = 4 x plays and increases with
experience
Shares Shares = 3x and increases with experience
Transactions Transactions = n and increases with experience
Page Views Page Views = 1.2 and increases with experience
ROI = ? ROI = Measurable / Direct Driver
7. Contextually Enabled Video Bonus Round…
Multiply “Easy To Access”
You Find It It Finds You
Destination: Delivery across all appliances
Micro-Site iOS, Android, etc.
Video
Text
Facebook Search
Video to Microsite
Twitter Social
Digg Ego graph
Other Social graph
Interest graph
Interest streams
Attention Streams
9. Session Topic – The Short Answers
• Online video is exploding. But are marketers truly
using it to their best advantage. NO
• Is the site visitor or user-experience enhanced or
hindered by videos? ENHANCED
• Are videos contributing to the bottom line? IT
DEPENDS
• Does embedding greater contextual relevance
into online videos drive the decision making
process. ABSOLUTELY - YES
