video production: soup to nuts -...
TRANSCRIPT
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VIDEO PRODUCTION: Soup to Nuts Getting the most from your video assets.
November 17, 2015
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Video works
70% of marketers say
video drives better
conversions
66% Like Video
From Brands
2X Click Through Rates
41% Higher Click
Throughs With Search 80% Increase in
Page Conversions 2 Mins Longer
on Websites
97% Increase in
Purchase Intent
20% Lower
Cost Per Lead
Courtesy of Vidyard
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Next to face-to-face meetings, video is the most successful
medium to build relationships. “
” Sourabh Kothari Head of Rich Media Marketing at Cisco
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• Brand awareness & lift
• Thought leadership
• Insights & Market updates
• Lead generation
• Deeper relationships
• Decreasing deal time
• Client onboarding
• Onboarding
• Product training
• Customer testimonials
MARKETING SALES SUCCESS / SUPPORT
Video across the enterprise Connecting your customers across the entire journey
• Employee conferences
• Executive communications
INTERNAL COMMUNICATIONS
Distribution matters!
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Main learning points
• It starts with storytelling
• Content matters – every time
• Managing compliance
• Distribution
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“What if we made a video?”
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Who would make it?
Where would they watch it?
What would I
say?
Who would watch it?
What is success?
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Stories engage. Monologues bore.
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https://www.fidelity.com/learning-center/investment-products/fixed-income-bonds/muni-bonds-illustrated-video
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Know your audience. Understand their attitudes.
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https://vimeo.com/unitedcp/finlife
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Know your audience. Appeal to emotion.
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Working with Compliance: an asset managers point of view
http://www.videolinktv.com/resources/videos/#how-to-manage-the-challenge-of-compliance
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Compliance is your friend
• Engage compliance early and often
• Broad topics for website; specific topics for other platforms
• Keep video approval process consistent with current processes
• Ensure vendors understand processes and time frames
• Disclosure for lowest common denominator
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Compliance & distribution
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Distribution strategy as important as the content.
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Distribution matters
• Know where your audience lives
• It’s iterative – test and experiment
• Multi-media, multi-platform campaigns
• Different regions, channels, firms
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Distribution: Experiment & Analyze
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Contemporary Relevant
Know your audience
1. Create conversations
2. Emotion is powerful
3. Authenticity matters
4. Consistent messaging
Best practices
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http://www.videolinktv.com/resources/videos/#customer-buying-journey
Video and the customer buying journey: Video creates stronger relationships with customers
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“Let’s make that video!”
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Workflow & production process
• Streamline the process
• Create video content calendars
• Leverage time-sensitive responses
• Capture your storytellers whenever possible
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Create thought leadership video | Produce more short-form video | Access remote storytellers
Workflow process examples
http://www.nuveen.com/Commentary/Video/EconomicMarket.aspx
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HD Sony camera, professional lighting and audio, teleprompter, backdrop and recording options
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Time, resources and savings streamlined
workflows
1. Consistency in branding values, delivering higher production values
2. Estimated 67% savings per finished, single-camera video
3. More efficient and productive video staff
4. One - two day turn-around vs. two weeks
5. Better video and audio production quality control
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Marianne Rocco Director of Marketing @mwrocco | [email protected]
Deb Wetherbee VP of Business Development [email protected]