Play It, Don't Say It: The Power of Digital Video for Communications

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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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

pete@thebuddygroup.com

Twitter: @mybuddypeted