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 (http://videocommercesummit)

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Video Commerce Summit: Justin Foster Keynote Presentation

  1. 1. Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 [email_address]
  2. 2. <ul><li>The State of Video and E-Commerce </li></ul><ul><li>Using Persuasive Techniques with Video </li></ul><ul><ul><li>Motivation, Simplicity, and Triggers </li></ul></ul><ul><ul><li>8-Step Process for Creating Persuasive Video </li></ul></ul><ul><li>Q & A </li></ul>
  3. 8. Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008 Practitioner Revenue Lift 1 133% - 200% 200% 40% “ Substantial Lift.” “ It Works.”
  4. 9. 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%
  5. 11. <ul><li>Engage shoppers with storytelling </li></ul><ul><li>Humanize the selling process </li></ul><ul><li>Show products as they appear in “real life” </li></ul><ul><li>Entertain and educate </li></ul><ul><li>Reduce uncertainty and fear </li></ul><ul><li>Provide a richer customer experience </li></ul>
  6. 12. <ul><li>Fogg Behavior Model </li></ul>
  7. 14. <ul><li>Every product solves a problem </li></ul><ul><ul><li>Pleasure/Pain, Hope/Fear, Acceptance/Rejection </li></ul></ul><ul><li>Consider leveraging personas with video </li></ul>
  8. 16. <ul><li>Save customers the physical effort by bringing video to them </li></ul>
  9. 18. <ul><li>Three Characteristics of Successful Triggers </li></ul><ul><ul><li>Must be noticeable. </li></ul></ul><ul><ul><li>Must be associated with the target behavior. </li></ul></ul><ul><ul><li>Occurs when we are both motivated and are able to perform the target behavior. </li></ul></ul>
  10. 22. <ul><li>Choose a simple behavior to target. </li></ul>
  11. 23. <ul><li>2. Find a receptive audience (placement, cat, product) </li></ul>Product Pages Site Search Targeted Email Category Pages Brand Pages Untargeted Email Untargeted Display (Loyalty) Purchase Preference Consideration Awareness
  12. 24. <ul><li>3. Find what is preventing the target behavior </li></ul>
  13. 25. <ul><li>4. Ensure the video fits the context of the channel </li></ul>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
  14. 26. <ul><li>5. Find relevant examples of persuasive video </li></ul><ul><li>http://video-commerce.org/2009/more-retail-video-examples/ </li></ul><ul><li>http://video-commerce.org/2009/which-online-retailers-are-using-video/ </li></ul>
  15. 27. <ul><li>Imitate successful examples </li></ul><ul><li>Test & iterate quickly, using lower-cost production methods at first (if you can) </li></ul><ul><li>Expand on success </li></ul>
  16. 28. <ul><li>Persuasive Technology </li></ul><ul><ul><li>8 step process for designing persuasive tech : BJ Fogg, Ph.D. </li></ul></ul><ul><ul><li>Fogg Behavior Model : BJ Fogg, Ph.D. </li></ul></ul><ul><li>Video Commerce Consortium </li></ul><ul><ul><li>Largest and fastest-growing consortium of interactive marketers seeking to learn about and advance the use of video in e-commerce </li></ul></ul>
  17. 29. Justin Foster Co-Founder, VP Market Dev, Liveclicker Founder/President, Video Commerce Consortium 253-988-3183 [email_address]

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