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The 80/20 of Online Video

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Arik Abel
Arik Abel

The presentation delivered to the Triangle IABC (International Association of Business Communicators) in January 2012 by Arik Abel. The 20% you need to know about video, to do it better than 80% of everyone else.

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The 80/20 of Arik Abel VP, Digital Online Video French/West/Vaughan @arikabel aabel@fwv-us.com
Online Video is an Experience.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
Online Video is About Your Audience.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
Online Video Follows a Formula.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
WHOLE ANGRY! IOWA ! FOODS! BIRDS! CAUCUS! ((TOPIC) + (Timing) + (Talent) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
BLACK! EASTER! HALLOWEEN! FRIDAY! ((Topic) + (TIMING) + (Talent) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
((Topic) + (Timing) + (TALENT) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
((Topic) + (Timing) + (Talent) + (TECHNIQUE)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
The cat/baby/ I Loved It!! I Hated It!! celebrity is wasted!! Fat guy in a How do little coat! you…?! Howʼd they Is it real?! Or is it do that?! fake?! ((Topic) + (Timing) + (Talent) + (Technique)) * TENSION! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
1. On Air! 2. On-line! 3. In Person! Online Video Follows a Rule of 3ʼs.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
…and the Law of Distributed Influence.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
DEMAND! LOVE! FAKE! REAL! HATE! SUPPLY! To Create a Natural Word-of-Mouth Phenomenon.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
How Do You Take Advantage of This?! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
•  What are they talking about?! •  Who are they talking about?! •  When are they talking about?! •  How can you create or resolve tension?! Know Your Audience and Their Five Tʼs! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
! •  Make your first videos on your phone! •  React real-time to trends and be the first! •  Use popular techniques liberally! •  Invest nothing until youʼve proven a model! Experiment Quickly and Often! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
•  Think of video as a search pattern! •  Describe videos so someone else can! •  Focus on content, not production value! •  Make it public, everywhere you can! Distribute Your Video Using Best Practices! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
Q & A! Thank You!! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

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The 80/20 of Online Video

  • 1. The 80/20 of Arik Abel VP, Digital Online Video French/West/Vaughan @arikabel aabel@fwv-us.com
  • 2. Online Video is an Experience.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 3. Online Video is About Your Audience.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 4. Online Video Follows a Formula.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 5. WHOLE ANGRY! IOWA ! FOODS! BIRDS! CAUCUS! ((TOPIC) + (Timing) + (Talent) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 6. BLACK! EASTER! HALLOWEEN! FRIDAY! ((Topic) + (TIMING) + (Talent) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 7. ((Topic) + (Timing) + (TALENT) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 8. ((Topic) + (Timing) + (Talent) + (TECHNIQUE)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 9. The cat/baby/ I Loved It!! I Hated It!! celebrity is wasted!! Fat guy in a How do little coat! you…?! Howʼd they Is it real?! Or is it do that?! fake?! ((Topic) + (Timing) + (Talent) + (Technique)) * TENSION! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 10. 1. On Air! 2. On-line! 3. In Person! Online Video Follows a Rule of 3ʼs.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 11. …and the Law of Distributed Influence.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 12. DEMAND! LOVE! FAKE! REAL! HATE! SUPPLY! To Create a Natural Word-of-Mouth Phenomenon.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 13. How Do You Take Advantage of This?! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 14. •  What are they talking about?! •  Who are they talking about?! •  When are they talking about?! •  How can you create or resolve tension?! Know Your Audience and Their Five Tʼs! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 15. ! •  Make your first videos on your phone! •  React real-time to trends and be the first! •  Use popular techniques liberally! •  Invest nothing until youʼve proven a model! Experiment Quickly and Often! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 16. •  Think of video as a search pattern! •  Describe videos so someone else can! •  Focus on content, not production value! •  Make it public, everywhere you can! Distribute Your Video Using Best Practices! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com
  • 17. Q & A! Thank You!! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com