how to make videos your audience will stay awake for - scot mckee

How To Make Videos Your Audience Will Stay Awake For

Scot McKee, CEO, BirddogJan. 2012

@scotmckee

Look into my eyes

I know what you’re thinking…

You’re thinking, “Birddog? Where’s that then…?”

You could figure it out

Maybe pictures would help?

Or how about a map?

They all workThey’ll all get you to the destinationBut the experience sucks

However we travel, the destination is importantBut so is the journey

There is function

And there is form

Form and function engages audiences

A movie, about a taxi, becomes artArt is entertainmentAudiences like to be entertained

Next time you’re tempted to draw a mapMaybe you could be more creative

That’s what we did back in 2008

Instead of a map, we videoed ‘the journey’…

…and the people…

(yes, this is where it all began… and probably ends)

In other words, we used video to entertain people

Here’s what we ended up with

BirddogMapMovie: http://youtu.be/EQfWBeU1_ys

This doesn’t mean you don’t need a mapBut you can be more creative…

…and reach a wider audience for you brand

Your content is dull

Don’t panic – so is everyone else’s

Oooooh, how inspired are you so far…?

And when we say ‘inspiring’ we don’t mean this

All content can be presented through videoProducts, courses, events, news, knowledge…

Dry data (however ‘worthy’) will only ever have ltd. appealSo you have to work harder at interpreting data

By way of example then…For a technology company with technical solutionVideo helps keep the brand ‘live’

Conceived to present complex info, simplyand quickly

You’re the Kcom ‘Go To’ guyYou’ve set a dream lunch meeting with a CEOAll you have with you is a pen and your napkin

Oh yes, and there’s no meeting and no CEO(And no lunch)

Go!

As the video runs, the story unfolds

Here’s what we ended up with

Kcom Napkin Diaries:‘The Mobile Workforce’ - http://youtu.be/CYMpVoWH_qs‘What is The Cloud?’ - http://youtu.be/abr4UC04FJA‘Personal Devices at Work’ - http://youtu.be/Z_3msNaqHcg‘The Flexible Network’ - http://youtu.be/tFqMhigPzhA

Unless people see it, it’s useless

A series creates multiple/growing opportunitiesDon’t reinvent the wheel every time

Only Fools & Horses almost axed after 2nd seriesBecame the most popular britcom series ever

The Napkin Diaries continue to attract hundreds of views – all from one imaginary lunch…

Distribute your videos across multiple platformsDon’t leave them rotting in a dead-end silo

What’s a rotting dead-end silo?Well, this is…

But so’s this… and this… and this… and the restAnd why are they all silo’s? Well…

Because the web is deadSource: Cisco/Wired 2010

Internet traffic is increasing, but not to websitesVideo is by far the most popular data consumedSource: Cisco/Wired 2010

You no longer have a choiceVideo must form part of your content planningAnd it needs to be accessible outside the ‘silo’

That means you need video distributionNot from your website… from the crowd

Video distribution ‘Hub & Spoke’ for Kcom

m

m m

Central hub aggregates content

Streaming live content including video

Achieving multi-platform, social distributionAttracting audiences for the video

Engaging audiences and achieving advocacy

Same distribution model applies to other platforms

It’s fine to host video and content on websites

But it needs to be accessible everywhere else too

Planning the Unplannable

Video briefs are often planned last minute and executed in hasteOr they’re over-planned by those with insufficient talent/experience

In both instances the results are the same

Video is integral to marketing, not an afterthoughtDon’t ‘make a video’ – create customer experiences

Phrases to avoid:“Can you just…”

Phrases to avoid:“Tomorrow works for me…”

Get it wrong and you end up with, Zzzzz…

Get it right and the audience stays awake

Not least because you keep poking them

A couple of examples from a planned video campaign

Promoting conference calling as an alternative to frustrating commuter travel

Still waiting when you could be more productive?We could have videoed the CEO of PWN preachingBut this was more interesting.

Here’s what we ended up with

PWN DitchTheGym:http://youtu.be/H6j_SMXgqpQ

2nd Video example is very differentBut still integrates with the overall content plan

Product sample bags were to be handed out anywayPlanning the video maximized the brand opportunity

Here’s what we ended up with

PWN Commuter Aid:http://youtu.be/V0TcAGSQ4ck

The ‘Spartacus’ Effect

Not every video has to be an ‘epic’(However tempting…)Relevance and customer engagement is influenced by more than just content

Your video doesn’t just have to be goodIt has to be better than everything else going on

We no longer watch videos at our desk for longSource: Ooyala Global Video Index 2011

We use mobile devices for video, for longerSource: Ooyala Global Video Index 2011

It doesn’t mean you can’t produce long videosIt means you have to understand your audience

Your audience is easily distracted on a desktopGRAB their attention – do it fast (1st minute)Source: Ooyala Global Video Index 2011

Chances of your video being seen on mobile devices are more than doubledSource: Ooyala Global Video Index 2011

Moral: To make epic videos, beware hessian pantsThey chaff (apparently…)

There’s a lot you can pack into 30 secondsCommercials are 30 seconds (not 30 minutes) for a reason

Here’s an entire epic in 30 secs. For Hahn Beer

Hahn Beer:http://youtu.be/WVpDTyelBJo

Look into my eyes

When I snap my fingers and you wake upHere’s what I want you to remember…

How to make videos your audience will stay awake for?

• Use professionals whenever you can• Your audience likes video (preferably good

video)• We are all producers in the entertainment

business• Your content is dull – start with that truth

How to make videos your audience will stay awake for?

• Unless people see it, it’s useless – make it accessible and shareable

• Plan ahead to create customer experiences• Don’t be a cheapskate all your life• Make it short, if you can’t keep it short, make

sure it’s amazing• Go crazy – everyone else is

How to make videos your audience will stay awake for?

• And finally…• Try to stay open-minded

• But not too open-minded

Thank you (and be social…)

Scot McKee