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

1. McLuhan and 5 P’s of Video
Jen Grogono, uStudio Inc.
@jengrogono @ustudio #sxsw

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. 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. 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. Production
© uStudio, Inc. 2013-2014
@jengrogono @ustudio #sxsw

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. Budget Considerations
▪ $ User-Created
▪ $$ Internal teams
▪ $$$ Production firms
▪ $$$$ Agency
▪ $$-$$$$ Live
@jengrogono @ustudio #sxsw

8. Packaging
© uStudio, Inc. 2013
@jengrogono @ustudio #sxsw
© uStudio, Inc. 2013-2014

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. Publishing
@jengrogono @ustudio #sxsw
© uStudio, Inc. 2013-2014

11. Where’s my audience?
@jengrogono @ustudio #sxsw
Video
Support
Portals
Prospects
Customers
Developers
Leads
Employees

12. Promotion
© uStudio, Inc. 2013-2014
@jengrogono @ustudio #sxsw

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. Profit
@jengrogono @ustudio #sxsw
© uStudio, Inc. 2013-2014

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. Contact
@jengrogono @ustudio #sxsw
▪ Want to Continue the conversation?
– @jengrogono
– @ustudio
– info@ustudio.com
– www.ustudio.com