Demystifying the Use of Video in B2B Marketing

Transcription

1 Demystifying the Use of Video in B2B Marketing Jon DiGregory, Founding Partner Cantaloupe.tv Rick Chin, Solutions Marketing Manager Interactive Intelligence Friday, January 22, 2010

2 The King of all Internet Currency

3 Proof.

4 Proof. In 2008, there were more videos watched online then there were searches on Google. Source: MarketingSherpa / Marketing with Video Report / 2008

5 Proof. November 2009: US Consumers viewed more than 30 billion video clips. More than 12 hours or 94 videos per viewer Source: comscore / 2009

6 Source: Forrester Research / January 8, 2009 Proof. You are 53 times more likely to show up on the home page of a Google search with video

7 Proof. #2 search engine in front of Bing and Yahoo! * +30% growth in 2009 Source: ComScore / Aug Search Engine Rankings

8 Proof. Adding video to boosts customer s interaction by as much as 200% to 300% Source: Marc Fleishhacker / Managing Director / Ogilvy Consulting

9 My brother can do really cool wheelies on his motorcycle!

10 My brother can do really cool wheelies on his motorcycle! My brother Jimmy is really good at doing wheelies on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy s safety, says that if he doesn t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia s eye since Mom, who is scared for Jimmy s safety, says that if he doesn t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia s eye since Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy s safety, says that if he doesn t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad s girlfriend to him.

11 My brother can do really cool wheelies on his motorcycle! My brother Jimmy is really good at doing wheelies on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy s safety, says that if he doesn t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia s eye since Mom, who is scared for Jimmy s safety, says that if he doesn t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia s eye since.

12 My brother can do really cool wheelies on his motorcycle! INSERT LINK HERE

13 My brother can do really cool wheelies on his motorcycle! My brother Jimmy is really good at doing wheelies on his motorcycle! In fact, he can execute them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy s safety, says that if he doesn t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad s girlfriend to him. Dad was showing off on his motorcycle in the local pub parking lot when Dad s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia s eye since Mom, who is scared for Jimmy s safety, says that if he doesn t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad s girlfriend to him. Dad was showing off on his motor cycle in the local pub parking lot when Dad s not yet new girlfriend was walking out to put more money in the parking meter. Stunned by the rabbing the accelerator and popping up his front tire really caught Shelia s eye since.

14 Founded: 1994 Nasdaq: ININ 2008 Revenue: $121.4 million Approximately 600 employees Offices in 15 countries 3,500 customers in 93 countries # of Resellers: 300 in 40 countries Company Fast

15 Video + for B2B Goals: Increase interaction with subscriber base Drive click to action Innovative way to share messaging Improve overall aesthetics

16 enewsletters

17 Three Rules Glitz does not substitute for value. Must add value to subscriber s experience Must contribute to campaign objectives Must match the brand experience

18 Conversational

19 The Right Way Embedding code for remote video playback Including an image or video thumbnail Embedding the actual video file in the

20 Video in Action

21 The Results

22 The Results Delivery Rate % % 95.00% 90.00% Q1 '09 Q2 '09 Q3 '09 Q4 '09

23 Video Best Practices

24 Do this. Don t do that.

25 Don t... do commercials

26 Do... Tell stories - authentic - believable - engaging - acceptable - non-threatening

27 People use the internet to seek The Truth

28 Power of storytelling vs. commercials

29 Do... Find your Blurry Space

30 Will it blend?

31 OK to Watch... Entertaining format with marketing messages peppered-in

32 Don t... Think permanent

33 Do... Think disposable (like a magazine) - relevant - ongoing - permission - entertaining

34 Devalued... This is now acceptable content

35 Do... Make your stories episodic...

36 Keep the right people willingly stuck throughout your sales cycle

37 Permanent - can only afford one...

38 Disposable - can afford many...

39 Don t... Start or end your video with text

40

41 Don t... Ask me if it s okay to put your video in places other than your website...

42

43 Don t... Try to embed your videos via

44 it doesn t work...

45 Do... Think offline to online

46 Don t... Bury your video link in e-newsletters

47 Do... Use video in you marketing - but make it stand alone

48 Do... Include call-to-action!

49 50% who watch a quality video will take whatever action that video asks them to do

50 The future.

51 Watching an ipod

52 Nintendo DS

53 Advanced Wii / Nintendo DS interface

54 Building her own Christmas video

55 Not just a board game, but DVD interactive board game

56 My 13-year-old will soon be your prospect

57 Credits/Thank You Jon DiGregory, Founding Partner Rick Q. Chin, Solutions Marketing Manager Interactive Intelligence