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Presented at Morgantown, WV May 31, 2014.
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@joegura
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Integrated Video forInnovative MarketingJoe GuraSr. Communications Manager, Digital AssetsTrustworthy Computing
@joegura
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How Did I Get Here?
1997-98
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
How Did I Get Here?
1997-98
1999-2001KPIX-TV San Francisco
2006-2008KSTW-TV Seattle
2001-2006KGO-TV San Francisco
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
How Did I Get Here?
1997-98
1999-2001KPIX-TV San Francisco
2006-2008KSTW-TV Seattle
2001-2006KGO-TV San Francisco
2008-Present
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
How Did I Get Here?
1997-98
1999-2001KPIX-TV San Francisco
2006-2008KSTW-TV Seattle
2001-2006KGO-TV San Francisco
2008-Present
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
How Did I Get Here?
1997-98
1999-2001KPIX-TV San Francisco
2006-2008KSTW-TV Seattle
2001-2006KGO-TV San Francisco
2008-Present
2015
MA
STER
OF S
CIE
NC
ES
PR
OG
RA
MIn
teg
rate
d M
arke
ting
Com
munica
tions
@joegura
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#INTEGRATE14
Importance of Digital Video
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Importance of Digital Video
86%Brands That Increased Video Spend in 2014
Source: VidYard, October 30, 2013
@joegura
#INTEGRATE14@joegura
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Importance of Digital Video
86%Brands That Increased Video Spend in 2014
61%Of younger executives say they will rely more on video marketing within next 5-10 years
Source: VidYard, October 30, 2013
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
Importance of Digital Video
86%Brands That Increased Video Spend in 2014
61%Of younger executives say they will rely more on video marketing within next 5-10 years
70%Amount of consumer Internet traffic used for online video by 2017.
Source: VidYard, October 30, 2013
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
Importance of Digital Video
@joegura
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#INTEGRATE14
Importance of Digital Video
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Digital Content Effectiveness
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Digital Content Effectiveness
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We Have A Need…
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We Have A Need… But How Do We Feed The
Beast?
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We Can Hire Out…
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We Can Hire Out…
• “Cast of Thousands”
• “To look good, we have to spend a lot of money.”
@joegura
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#INTEGRATE14
We Can Hire Out…
• “Cast of Thousands”
• “To look good, we have to spend a lot of money.”
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
We Can Hire Out…
• “Cast of Thousands”
• “To look good, we have to spend a lot of money.”
@joegura
#INTEGRATE14@joegura
#INTEGRATE14
We Can Hire Out…
• “Cast of Thousands”
• “To look good, we have to spend a lot of money.”
• How well can you “feed the beast” in this outsourced model?
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Marketing Teams
Product Marketing Team
“A”
Product Marketing Team “C”
Product Marketing Team
“B”
Product Marketing Team “D”
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Each Group Hires Out For Video
Product Marketing Team
“A”
Product Marketing Team “C”
Product Marketing Team
“B”
Product Marketing Team “D”
Video
Video
Video
Video
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Four Teams, Four Videos, Four Channels
Product Marketing Team
“A”
Product Marketing Team “C”
Product Marketing Team
“B”
Product Marketing Team “D”
Video
Video
Video
Video
Channel
Channel
Channel
Channel
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Looks Like It’s Time To Integrate…Here’s How We Did It
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Product Marketing Team
“A”
Product Marketing Team “C”
Product Marketing Team
“B”
Product Marketing Team “D”
Time To Integrate…
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Product Marketing Team
“A”
Product Marketing Team “C”
Product Marketing Team
“B”
Product Marketing Team “D”
Integrated Video
Production & Distribution
Time To Integrate…
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Time To Integrate…
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Learning & Applying Lessons From Data Consumption Rate
How long the average viewer stays with a particular video.
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We Scaled To The Needs of the Business
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We Scaled To The Needs of the Business
On-site “boutique studio” and defined processes help get critical information to customers quickly.
Rapid Response
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We Scaled To The Needs of the Business
On-site “boutique studio” and defined processes help get critical information to customers quickly.
Showing how our technologies are driven by passionate subject matter experts.
Rapid Response Humanizing Technology & Policy
@joegura
#INTEGRATE14@joegura
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We Scaled To The Needs of the Business
On-site “boutique studio” and defined processes help get critical information to customers quickly.
Turning what could be a press release into a can’t miss “event”.
Rapid Response Humanizing Technology & Policy
@joegura
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We Scaled To The Needs of the Business
On-site “boutique studio” and defined processes help get critical information to customers quickly.
Telling the stories of people using our technologies to overcome odds and connect with others.
Rapid Response Humanizing Technology & Policy
@joegura
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We Scaled To The Needs of the Business
On-site “boutique studio” and defined processes help get critical information to customers quickly.
Showing how our technologies are driven by passionate subject matter experts.
Rapid Response Humanizing Technology & Policy
If you’re there, we’re there, helping demonstrate global impact and engagement.
Remote Production
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@joegura
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Nobody Knows It Like You Do
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Opportunity
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Thank you!joegura@microsoft.com
@joeguraLinkedin.com/in/joeguraFacebook.com/joegura
© 2014 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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