Game-Planning Your Online Video Strategy (Content Marketing Institute Webcast)

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Today’s Webinar:Game-Planning Your Online Video Strategy: Advice from the Experts 

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Before We Get Started

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Hi I’m Joe Pulizzi(@juntajoe)

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CMI teaches marketers how to effectively own their media channels to attract and retain customers.

EVENTS MEDIA CONSULTING

CCO Magazine

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Today’s Agenda:

• 6 key steps in video production process

• Must-have video strategy components

• Managing the production process• Overview best practices

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Today’s Speakers:

Michael KolowichStu Siegal

@MichaelKolowich@VideoLinkLLC

The world’s most flexible online presentation platform

Game-Planning YourOnline Video Strategy

Michael Kolowich - Founder/CEOKnowledgeVision@MichaelKolowich

Stuart Siegal - Director, VLStrategiesVideoLink@VideoLinkLLC

Joe Pulizzi – FounderContent Marketing Institute@JuntaJoe

Sponsored by…

Video is now used by 70% of B2B content marketers

#CMI @MichaelKolowich @KnowledgeVision

Video is on a rapid rise as a B2B content marketing tactic

#CMI @MichaelKolowich @KnowledgeVision

Video is also used by 70% of B2C content marketers

#CMI @MichaelKolowich @KnowledgeVision

Growing confidence that video works

Video ranks ahead of white papers, eBooks, and website articles in perceived effectiveness.

Still, confidence in video (and most other tactics) has some way to go.

Online video works…

Video works for content marketing…because: it engages more senses it caters to different

information gathering styles

it often lends a personality to a brand and its concepts

it “touches a chord” Result: more

memorable message imprint

#CMI @MichaelKolowich @KnowledgeVision

…and that creates a challenge

Video’s effectiveness has sharply increased demand for video content

Recent research:Corporate video producersin 2012:--56% more demand,--24% more budget

Video demand growth

Video budget growth

0%

10%

20%

30%

40%

50%

60%

Growth in demand vs. budget

Source: Interactive Media Strategies Video producer study, 2012#CMI @MichaelKolowich @KnowledgeVision

The challenge is evolving

• The challenge is no longer how to get the video up and back out again…

• The new challenges are:• how to create it

efficiently• how to make it

work harder#CMI @MichaelKolowich @KnowledgeVision

WANTED: A VIDEO GAMEPLAN

#CMI @MichaelKolowich @KnowledgeVision

Our agenda today

What’s changed in video creation

The two biggest mistakes video content creators make

Components of a video game plan

How to measure impact Key lessons from a

practitioner Most important take-aways

#CMI @MichaelKolowich @KnowledgeVision

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What’s Changed?

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“We are all media companies now.” – Nick Thomas, Forrester Research

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“We are all media companies now (minus the budgets, resources, and experience).”

-Most Marketing Directors

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Video on the web has been around for a while… what’s different now?

• The digital video production revolution happened, and video became easier to create.

• Delivery methods got better. Encoding and infrastructure improved, processors got faster, storage got cheaper, and it became easier to host and stream video.

• A generation that speaks video came of age, and moved from key influencers to decision makers.

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The paradigm shiftTraditional video was…

a one-way medium that enabled organizations to talk about themselves.

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The paradigm shift

Online video is…

a fluid mix of content creation, marketing, and engagement.

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Best practices have dramatically changed

Viewers no longer want to be sold, they want:• Entertainment• Information• Respect• Value• Fresh Content• A Voice in the Conversation

The Two Biggest Mistakes Content Marketers Make with Video

#CMI @MichaelKolowich @KnowledgeVision

Television has “upped the ante” on production values

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Common Mistake #1

Feeling you need to do a “Full Spielberg” on every piece of video

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Key to survival

“Divideto

Conquer”

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The “Long Tail” Theory

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“Long Tail” Theory + The Buyer’s Journey

DemandGenerati

on

LeadNurturin

g

SalesSupport

The Buyer’s Journey

#CMI @MichaelKolowich @KnowledgeVision

“Divide to Conquer”:Segment Your Video Needs into 3 Tiers

ShowpieceVideos

•High-visibility•Universal concepts•Big impression•Demand generation

WorkhorseVideos

• Medium-visibility•Product, service, ortechnology-specific• Lead nurturing

Long TailVideos

• Highly specialized• Detailed Explainers

•Often feature subject-experts• Lead nurture/sales support

$1k-$10k+ perfinished minute

$200-1000 perfinished minute

$20-300 perfinished minute

#CMI @MichaelKolowich @KnowledgeVision

Content Strategy & Hierarchy

ContentDeliveryChannels

1

3

2

Target audience: CXO, business management

Message Style: Short, conceptual, creative. Speak to the business need. Establish vision & credibility.

SOLUTION FOCUSED - SALES SUPPORT Detailed solution content – validate purchase decisions

Target Audience: business management, CIO, technical

Message Style: Informative, focused, address business drivers and benefits. Support core value propositions.

AWARENESS / EDUCATIONThought Leadership, unique proposition

VALIDATION / EXPLORATION Validate Thought Leadership and support discovery process

Target Audience: IT Managers, network administrators

Message Style: Informative, comprehensive. Designed to support sales efforts and validate solutions to decision makers & influencers

#CMI @MichaelKolowich @KnowledgeVision

Doing more with less demands that you: segment/triage your

videos; map them onto the

buyer’s journey; match production

methods to the segment;

match distribution to the stage.

Avoiding Mistake #1: Triage & Match

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Common Mistake #2

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Avoiding Mistake #2:Every video needs definition

Precisely who is it for?

What exactly do you want that person to do or think differently after they’ve watched?

How does this advance the buyer’s journey?

#CMI @MichaelKolowich @KnowledgeVision

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What is video?

Your Video Assets

Social

Rich Media

Webcasts

Internal Communications

Lead Generation

E-learning

Live Television

Content Marketing

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Core Components of a Video Strategy

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Creating content is only one piece of the puzzle

Successfully using video to drive business goals requires more than producing video. It involves:

Development&

Pre-ProductionProduction Post Production Distribution Discovery

Measurement&

ROI

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Development and Pre-production

• What’s appropriate creative/content?• Do you have buy-in?• Are you following current best practices?

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Production

• Done a reality check?• Created an efficient workflow?• Can you scale?

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Post -Production

• Created a realistic post-production timeline?• Created a cost-effective workflow?• Created a realistic review process?• Planned to manage and archive assets?

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Distribution

• Where do you need to be? • Has security been addressed?• Can you be viewed on all platforms?• What level of analytics do you need?

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Discovery

• Have you mapped your audience?• Have you identified key influencers?• Do you have a plan to reach them?

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Measurement & ROI

• Have you defined success for each unique asset?• Determined meaningful metrics for each video?• Set up a plan to track metrics over time?

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The strategic planning process

Define your goals

Identify internal stakeholders

Profile your audiences

Build creative plan/define best practices

Create a realistic workflow

Know your competition

Determine ROI

Key lessons as a practitioner Lesson #1: Broaden your definition of

video

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Example: Video, Broadly Defined

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Example: The Video Chalk-Talk(created on an iPad)

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Example: Online Video Presentations

Plain old video

Enhanced, interactive online video presentation

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Key lessons as a practitioner Lesson #1: Broaden your definition of

video Lesson #2: Capture the video-ready

content your organization already generates

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Marketing content is all around us!

New forms of video:“Thinking outside the frame”…

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…creates treasure-troves of marketing content for every stage of the buyer’s journey

#CMI @MichaelKolowich @KnowledgeVision

Key lessons as a practitioner Lesson #1: Broaden your definition of

video Lesson #2: Capture the video-ready

content your organization already generates

Lesson #3: Don’t give in to conventional wisdom

#CMI @MichaelKolowich @KnowledgeVision

Key lessons as a practitioner Lesson #1: Broaden your definition of

video Lesson #2: Capture the video-ready

content your organization already generates

Lesson #3: Don’t give in to conventional wisdom

Lesson #4: Beware the vanity metric – it’s not about views!

#CMI @MichaelKolowich @KnowledgeVision

“Content Telemetry” – tracking detailed viewing data & turning it into actionable insight

- 56 -

Who watched When they watched How long they watched How deep they got What reference links they clicked What handouts they downloaded Where they’re from

Engagement Score0-10

Key lessons as a practitioner Lesson #1: Broaden your definition of

video Lesson #2: Capture the video-ready

content your organization already generates

Lesson #3: Don’t give in to conventional wisdom

Lesson #4: Beware the vanity metric – it’s not about views!

Lesson #5: In “do it yourself” productions, avoid the “seven deadly sins”

#CMI @MichaelKolowich @KnowledgeVision

The Seven Deadly Sins ofDo-It-Yourself Video

Audio Stability Lighting Background Webcam trance Length Compression

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Planning it all out

Allocate your projects to tiers showpiece workhorse long-tail

Allocate your budget (both time and $$) to tiers

Inventory and collect repurposable assets Partner with a trusted professional on the

high-end productions Get to know the emerging tools on the low-end

#CMI @MichaelKolowich @KnowledgeVision

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Top Two Takeaways

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#1. Why should your audience watch your video?

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This is how your video looks on your web page

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This is how video looks on your viewer’s desktop

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#2. Know why you are producing each video.

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Video - strategy =

• High expenditure of time and effort to create video • Production of “clutter” content• Frustration with lack of measureable results• Abandonment of the strategic use of video

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Video + strategy =

• Time and cost efficient production process• Creation of content your audiences value• Generation of meaningful metrics to track efforts• Advancement of your business goals

The world’s most flexible online presentation platform

Game-Planning YourOnline Video Strategy

Michael Kolowich - Founder/CEOKnowledgeVision@MichaelKolowich

Stuart Siegal - Director, VLStrategiesVideoLink@VideoLinkLLC

Joe Pulizzi - FounderContent Marketing Institute@JuntaJoe

Sponsored by…

#CMI @KnowledgeVision @VideoLinkLLC

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#CMI @juntajoe @MichaelKolowich @VideoLinkLLC

Questions & AnswersKeep your questions coming. Type into the “ask a question” text area and click submit.

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Thank you for attending today’s webinar!

A link to the archive will be sent to you in a day or two after the event.

For more on the Content Marketing Institutevisit: http://ContentMarketingInstitute.com

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