5 steps for creating winning b2b videos

a

Summit 2014

Presented by:

Anne Marsden - Principal, Marsden & Associates

5-Steps for Creating Winning B2B Videos

80%

60%

40%

20%

0%

Video’s Hot

WEBSITE EMAIL SOCIALMEDIA

VIDEO SEARCH WEBCASTS /WEBINARS

MOBILE BANNERS SPONSOR-SHIPS

-4%+2.6%

-2.2%

+7.9%

+2.5%+9.4%

+7.3%

+7.0%

+4.6%

2013

2014

And…“Viral” is the new mandate

SOURCE: http://www.socmedsean.com/

Is Viral the

Right Objective?

B2B: It’s not about views.It’s about connections.

Strategy1

34

Audience2Budget

5Style

Placements & Promotion

Making Video Connections in 5 Steps

1 Your Video Strategy

CONTENTMARKETING

VIDEO DOCUMENTEDSTRATEGY

Content Marketing Institute & Marketing Profs 2014

100%

50%

0%

B2BMarketers

93%

70%

44%

» What’s the goal of the video?

» What should viewers come away with?

» What do you want them to do next?

» How do you want them to feel?

» What are the supporting assets and

actions to get them to take the next step?

» How will they encounter your video?

The 6Questions

That

SHAPEYour

Video

Strategy

Audience:B2B are people, too

Audience characteristics

Demographics

Education levels & types

of degrees

Pain points

Vocabulary

Social hangouts Facts Tell. Stories Sell.

2

Distribution

Promotion

T&E

Production

3 Budget

Be realistic.

4

TALKING HEADS

PRODUCTSIN ACTION

ON LOCATION STOP MOTION

MOTION GRAPHICS

WHITEBOARD

KINETIC SCREEN CAPTURE

Style Selection:Objective + Audience + Budget

SOURCE: YouTube.com

TALKING HEADS

PRODUCTSIN ACTION

ON LOCATION STOP MOTION

MOTION GRAPHICS

WHITEBOARD

KINETIC SCREEN CAPTURE

4 Style Selection:Objective + Audience + Budget

CenturyLink Technology Solutions 03.07.14

VIDEO

AUDIO

CenturyLink Technology Solutions Video 5/13/14

Page 1 of 3

1. 1 GRAPHICS:

CLTS logo

(Possible bug: Formerly Savvis)

Music up: high tech and up-tempo

2. 20%

V/O: There are reasons why 20% of the world’s internet traffic runs on the network of a single, steadfast provider…

3. Colocation

V/O: …And why thousands of global enterprises trust their colocation assets to that same respected company.

4. DISSOLVE TO GRAPHICS: A U.S. Map with key DCs already located and others adding continuously. The U.S. map expands to the world and adds centers in European and Asian markets.

Our world-class Data Centers are within 50 miles of most metropolitan areas in North America. Our 55 master-planned facilities reach into Europe and Asia …. making us the world’s Number Two provider of colocation services … and Number One in financial services. We are CenturyLink…

5. CUT TO:

Wide shot, possible high angle, of data center floor

TEXT:

2.5 Million SF Tier III or above

The global footprint …

6. CUT TO:

Pan of cooling system (with graphics) TEXT:

100% Uptime N+1

The redundant infrastructure …

7. CUT TO:

Shot of someone reading a monitor on a UPS; zoom out to reveal an array of UPSs (and/or a shot of generators) TEXT:

100% Global Power SLA

The scalability and the power to deliver.

The Story Board

• Tone

• Key Take-Aways

• Branding

• Calls to Action

• Length

Length…

5 Placement & Promotion Take an integrated approach

PARTNER NETWORKSPublisher editorial

Influencer outreach

Word-of-mouth

Social networks

DIGITAL PROPERTIES

Website(s)

YouTube Channel

Blog

Mobile apps

Social presence

ADVERTISINGPaid search

Display ads

Content Discovery

Platforms:

• Outbrain

• StumbleUpon

• Zemanta

PaidMedia

EarnedMedia

OwnedMedia

CenturyLink Data Center Story Board

VIDEO STORY BOARD

Title of piece: CenturyLink data centers extend beyond just space, power and cooling

Audience: Program managers, web manager, executives, web developers, content managers

Purpose: To expand awareness of Data Services

Length: 57 seconds


VIDEO AUDIO

CenturyLink Technology Solutions Video 5/13/14 Page 1 of 3

1. 1 GRAPHICS:

CLTS logo



2. 20% V/O: There are reasons why 20% of the world’s internet traffic runs on the network

of a single, steadfast provider…

3. Colocation V/O: …And why thousands of global enterprises trust their colocation assets to

that same respected company.

4. DISSOLVE TO GRAPHICS:

A U.S. Map with key DCs already located and others adding continuously. The U.S. map

expands to the world and adds centers in European and Asian markets.

Our world-class Data Centers are within

50 miles of most metropolitan areas in North America. Our 55 master-planned

facilities reach into Europe and Asia …. making us the world’s Number Two

provider of colocation services … and Number One in financial services.

We are CenturyLink…

5. CUT TO:


TEXT:

2.5 Million SF

Tier III or above


6. CUT TO:

Pan of cooling system (with graphics)

TEXT:

100% Uptime

N+1


7. CUT TO:

Shot of someone reading a monitor on a UPS; zoom out to reveal an array of UPSs (and/or a

shot of generators)

TEXT:



OBJECTIVE:

Increase visibility of data center services among non-traditional markets

VIDEO STORY BOARD

Title of piece: CenturyLink data centers extend beyond just space, power and cooling

Audience: Program managers, web manager, executives, web developers, content managers

Purpose: To expand awareness of Data Services

Length: 57 seconds


VIDEO AUDIO

CenturyLink Technology Solutions Video 5/13/14 Page 1 of 3

1. 1 GRAPHICS:

CLTS logo



2. 20% V/O: There are reasons why 20% of the world’s internet traffic runs on the network

of a single, steadfast provider…

3. Colocation V/O: …And why thousands of global enterprises trust their colocation assets to

that same respected company.

4. DISSOLVE TO GRAPHICS:

A U.S. Map with key DCs already located and others adding continuously. The U.S. map

expands to the world and adds centers in European and Asian markets.

Our world-class Data Centers are within

50 miles of most metropolitan areas in North America. Our 55 master-planned

facilities reach into Europe and Asia …. making us the world’s Number Two

provider of colocation services … and Number One in financial services.

We are CenturyLink…

5. CUT TO:


TEXT:

2.5 Million SF

Tier III or above


6. CUT TO:

Pan of cooling system (with graphics)

TEXT:

100% Uptime

N+1


7. CUT TO:

Shot of someone reading a monitor on a UPS; zoom out to reveal an array of UPSs (and/or a

shot of generators)

TEXT:



CTL & CTS WebsitesYouTube Channel

BlogSocial Media Accounts

Owned EarnedPaid

Banner adsForbes.com blog

Pay-per-click

Article Placement/

PR Outreach

Social Sharing

Strategy1

34

Audience2Budget

5Style

Placements & Promotion


Random

Acts of

Video
