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
