video commerce summit: justin foster keynote presentation

Justin FosterCo-Founder, VP Market Dev, Liveclicker

Founder/President, Video Commerce Consortium

253-988-3183justin@liveclicker.com

The State of Video and E-CommerceUsing Persuasive Techniques with

Video Motivation, Simplicity, and Triggers 8-Step Process for Creating Persuasive

VideoQ & A

Practitioner Revenue Lift1

133% - 200%

200%

40%

“Substantial Lift.”

“It Works.”Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008

Practitioner Revenue Lift1

88%

Returns down 10%

50%

44%

50.1% - 138.9%Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008

Engage shoppers with storytellingHumanize the selling processShow products as they appear in

“real life”Entertain and educateReduce uncertainty and fearProvide a richer customer experience

Fogg Behavior Model

Every product solves a problem Pleasure/Pain, Hope/Fear,

Acceptance/Rejection Consider leveraging personas with video

Save customers the physical effort by bringing video to them

Three Characteristics of Successful Triggers Must be noticeable. Must be associated with the target

behavior. Occurs when we are both motivated

and are able to perform the target behavior.

1. Choose a simple behavior to target.

Product Pages

Site Search

Targeted Email

Category Pages

Brand Pages

Untargeted Email

Untargeted Display

(Loyalty)

Purchase

Preference

Consideration

Awareness

2. Find a receptive audience (placement, cat, product)

3. Find what is preventing the target behavior

4. Ensure the video fits the context of the channel

Service/Support

Product Pages

Site Search

Targeted Email

Category Pages

Brand Pages

Untargeted Email

Untargeted Display

(Loyalty)

Purchase

Preference

Consideration

Awareness

How-To, Troubleshoot

Educate, Feature & Benefit

Feature & Benefit, Making Choices

Product Viewpoint

Special Offers / Opportunities

Branding w/Call To Action

Contextual/Behavioral Targetedw/Product or Offer Feature

5. Find relevant examples of persuasive video

http://video-commerce.org/2009/more-retail-video-examples/

http://video-commerce.org/2009/which-online-retailers-are-using-video/

6. Imitate successful examples7. Test & iterate quickly, using lower-cost production methods at first (if you can)8. Expand on success

Persuasive Technology 8 step process for designing persuasive tech: BJ

Fogg, Ph.D. Fogg Behavior Model: BJ Fogg, Ph.D.

Video Commerce Consortium Largest and fastest-growing consortium of

interactive marketers seeking to learn about and advance the use of video in e-commerce

Justin FosterCo-Founder, VP Market Dev, Liveclicker

Founder/President, Video Commerce Consortium

253-988-3183justin@liveclicker.com