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Presentation given by The Buddy Group's CEO & Chief Buddy, Pete Deutschman, at the 2009 PRSA Western District Conference in Orange County, California.
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PROPRIETARY & CONFIDENTIAL
Presented By:
Pete DeutschmanChief Buddy
Play It – Don’t Say ItThe Power of Digital Video for Communications
PROPRIETARY & CONFIDENTIAL
Who is this Guy?
→ BA Theater Arts, Pepperdine University
→ MFA Producing, Columbia University
→ Experience
– First online short-film festival (Universal Studios)
– Director of Marketing - Melanie Griffith
– Agency Executive, Creative Director, Strategist
– Chief Buddy, The Buddy Group
→ Specialty
– Generational Marketing
– Digital Communications
– Creative Strategy
Meet Pete Deutschman
PROPRIETARY & CONFIDENTIAL
―Trying to understand online video today is like
taking a Polaroid photo of a moving train – it’s a
blur.‖-Vivi Zigler, President, NBC Universal digital entertainment division
*Source: Streaming Media, April 2009
PROPRIETARY & CONFIDENTIAL
First, let’s look at the research released just
yesterday….
Source: Neilsen, April 2009
PROPRIETARY & CONFIDENTIAL
Time Spent Increase—
Video and Social Media
PROPRIETARY & CONFIDENTIAL
Technology empowers lift
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Hulu
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PROPRIETARY & CONFIDENTIAL
Year-over-Year Increases in Video Usage
PROPRIETARY & CONFIDENTIAL
Accessibility is great, right? :: Dominos
1,000,000 views in ONE DAY 600,000 views in ONE WEEK
PROPRIETARY & CONFIDENTIAL
Long-form Video Sites, Unique Audience
PROPRIETARY & CONFIDENTIAL
Comparing TV and Online Recall
PROPRIETARY & CONFIDENTIAL
What does this mean?
While the content landscape is changing, audiences are
expecting to have increasing amounts of CONTROL over how
they use and consume content.
→ Watch on site
→ Watch off site
→ Comment
→ Share
→ Respond
→ Affinity
Keeping consumers engaged is key to delivering your
message
PROPRIETARY & CONFIDENTIAL
Pick the right platform for your content
Your website should be
viewed as the repository
not the destination
Brightcove platform
PROPRIETARY & CONFIDENTIAL
Customer Life Cycle (Typical?)
→ Marketers use video at every stage of the customer lifecycle and it has become a key part of the overall marketing mix. While every business organizes the lifecycle in different ways, the simplified process illustrated in Figure A is typical of most organizations. At each stage in the lifecycle, marketers deploy tactics to address their customers’ needs and move them through to the next stage.
PROPRIETARY & CONFIDENTIAL
It’s Not Just a Video – It’s An Engagement
Opportunity!
The current video options available no longer require linear
production. In fact, working with the right team you can
create content that engages audiences in your story using
some new technologies:
→ Snagging
→ Pause-to-Play
→ Informational Hotspotting
→ Choose your own Adventure
The best part, all of this can be tracked and measured!
PROPRIETARY & CONFIDENTIAL
Let’s look at some examples…
PROPRIETARY & CONFIDENTIAL
Making Content FROM Content
PROPRIETARY & CONFIDENTIAL
Developing Out of the Box
So that’s the basics, but your imagination is the limit. Here’s some other interesting video applications…
PROPRIETARY & CONFIDENTIAL
What are you doing with video?
Challenge:
Think through your current communications program and consider the following:
→ What content are you creating or have you created already?
→ How can or should the content be modified for different platforms?
→ How is it being consumed today?
– Check analytics. Know your audience.
→ How are you measuring success?
PROPRIETARY & CONFIDENTIAL
The Bottom Line
Digital Video tells a story consistently and supports all forms of editorial, regardless of the format.
Pete Deutschman
Chief Buddy, The Buddy Group
Twitter: @mybuddypeted
