EXPLOITING VIDEO AS AN OPPORTUNITY TO BUILD PERSONAL RELATIONSHIPS
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EXPLOITING VIDEO AS AN OPPORTUNITY TO BUILD PERSONAL RELATIONSHIPS - by Amanda Jobbins - Vice President - Technology & Corporate Marketing Europe – Cisco - at www.kgsglobal.com conference • Discussing how brands can capitalize on the opportunities of digital video • Understanding the power of video communications and how to harness it effectively • Using video to enhance customer relations and customer experience • Building personal relationships and creating excitement and fun through video • Maximising and marketing new products, new enhancements, new ways of doing things and new services through online video • Examining the role of video in engaging new audiences • How video will change the way we engage with customers in the future
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EXPLOITING VIDEO AS AN OPPORTUNITY TO BUILD PERSONAL RELATIONSHIPS
- 1. Amanda Jobbins, Vice President, Marketing, Cisco Europe © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
- 2. • Why is video so powerful? • Video in the Social ecosystem • Role of social video in business • How to use social video • Future video trends © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
- 3. http://www.cisco.com/en/US/netsol/ns1007/index.htm l © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
- 4. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
- 5. another option another option © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
- 6. Landmark study by Albert Mehrabian Perceptions of a person are based on… 53% 40% 7% Behaviour and Credibility and Body Language Personality Spoken Words © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
- 7. A minute of video is worth 1.8 million words 49% of people who purchased technology cited online video as Brands using online video “influential collateral” to have seen lifts of 20-40% prepare to make a in incremental buying over purchasing decision other ad forms © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
- 8. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
- 9. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
- 10. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
- 11. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
- 12. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
- 13. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
- 14. Social networks cisco.com User Communities Virtual Events Cisco Blogs Blogs Blogs Home Base Outposts Passports Listening Station Tuning in to online Conversations © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
- 15. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
- 16. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
- 17. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
- 18. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
- 19. “ Everyone on Earth will have 15 megabytes of fame. ” M.G. Sriram, PhD © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
- 20. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
- 21. Social video is much more than broadcast Video is becoming pervasive Good storytelling is more important than ever Know your objectives, select the right approach © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
- 22. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
- 23. Thank you. © 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
Notas do Editor
- iStock istockphoto_11447143-on-air-sign.jpg Start with a Flip video excercise: A bit of audience participation – Amanda uses Flip video to film audience doing a “Mexican Wave” (Show video of Wave later on near end of presentation. (purpose: energise & engage audience, bring video to the fore, demonstrate ease of using Flip) Session duration: 30 mins Approx 5 mins 23 sec (minumum) of video content Remove the Barriers between Space and Time (2 mins) HeathPresence – NHS Trial (1 min) - optional Beckham (1 min 30 sec) Future of Shopping (49 sec) Most Interesting Intern (1 min 42 sec) – end at 1 min 4 sec Audience Mexican Wave video from Flip – approx 15 sec
- #619419 - istockphoto Presentation Narrative Why is video powerful? Understand what video can do for Marketing Video as a component of the new Social ecosystem Video is becoming pervasive – video for broadcast and multi-way communication Understand how to harness the power of Video – challenges and advantages: what sort of video works best for different objectives Video types / categories with Cisco examples – how we are using video. Video for Creating Relationships (HealthPresence) Video extends live events to the virtual world (Beckham) Video for Storytelling (Future of Shopping) Video for Sharing (Flip, Most Interesting Intern) Future trends for video (mobile, HD, pervasive)
- OPEN WITH Short VIDEO – REMOVING THE BARRIERS BETWEEN SPACE AND TIME (2 mins) A video about video – social, mobile, video, virtual includes some facts and figures about video 34% of global workforce will be mobile information workers by 2012 Sound & vision is 92% of face to face communication 1 in 3 knowledge workers use social media daily for their job By 2013, web access worldwide will be dominated by mobile phones The Top 10 jobs today didn’t exist in 2004 In 2013, 90% of traffic on networks will be video. http://www.cisco.com/en/US/netsol/ns1007/index.html
- Why is video such a powerful medium? First of all, sight is our most dominant sense: Of the 5 senses, our visual sense is thought to provide the largest proportion of the information we receive about the world. 75% of a person’s sensory input is Sight. Visual messages are also retained 5x more than verbal messages.
- Why is video such a powerful medium? First of all, sight is our most dominant sense: Of the 5 senses, our visual sense is thought to provide the largest proportion of the information we receive about the world. 75% of a person’s sensory input is Sight. Visual messages are also retained 5x more than verbal messages.
- Visual cues are also the most important component to communications, allowing us to build rapport and trust between people. A landmark study on rapport by Albert Mehrabian measured the impact of voice tone and body language on perceptions of the trustworthiness of other people. He found that: 53% of the impression made on another person derives from behaviour and body language 40% of the impression made derives from who people are – through credibility and personality Only 7% of the impression made derives from the spoken words
- It is no wonder then that video is such a powerful communications tool for marketers. With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, January 2010) A minute of video is worth 1.8 million words according to Dr. James McQuivey of Forrester Research. (Forrester, January 2009) Video in email marketing has been shown to increase click-through rates by over 96%. Implix 2010 Video b oosts customers’ interaction by as much 200-300% in email marketing (Ogilvy Consulting) E-commerce sites that use product videos sell up to 45% more (Sources: ReelSEO, Internet Retailer) Video is the fastest-growing web site feature, according to a survey of 12,000 growing businesses. 33% of online retailers plan to add video to their sites in 2010, more than any other website feature. (Source: WebVisible, Forrester) 2011 – CES sees the race to the flatscreen. Web video is set free, users consuming video on devices and flatscreens.
- Video descends from the long human tradition of storytelling, we are all storytellers, by nature, and we all love to hear stories. With video and social media, story-telling can be so much more effective. (a minute of video = 1.8 million words) Video also brings personal and human elements into the virtual world, enriching it immensely.
- New tools have made video production, editing, posting and syndicating, simpler than ever.
- With You Tube, Video has gone social, with more people creating, sharing, watching and curating more video than ever before
- The phenomenon of YouTube exemplifies how readily people will engage in content creation and syndication
- And how much people will watch!
- Video is a core component in Cisco’s social ecosystem. Video is our voice. We’re turning voices, into video. Used extensively on cisco.com, our blogs, our internal social networks for product demos, keynotes, ads, video blogs, events, data sheets, etc. In an increasing virtual world – video ‘humanises’ the way we communicate Precious humanising commodity in a new, fast-moving digital economy
- Videos are created and syndicated across our outposts and via passports
- There are many different uses for social video in the enterprise In-person virtual meetings are now possible with TelePresence. (Cisco also uses video extensively in internal communications – Show and Share is our Corporate You Tube. It’s integrated with Cisco Quad, a enterprise social networking platform – similar to Facebook) Video allows us to extend live events to a global virtual audience (Cisco now hold hybrid live/virtual events. Cisco Live Europe had 5,800 attendees, over 25,000 video streams downloaded from virtual platform.) Video, done properly, is the most effective way of telling a story The large proportion of personal videos on YouTube show how video is used for sharing experiences – we have an example of how this also worked for business. But all video has a unique power to build relationships, to bring people together, ideas together. Let’s look at the different ways you can leverage the power of video, to transform your communications
- Live, interactive video technologies enable people to meet face to face, improving trust and engagement But it’s not just about what Skype can do to bring families in different parts of the world together. There are also good business applications using higher end video, such as TelePresence. Real examples include: Cisco Healthpresence – bringing patients and health professionals together. Scottish NHS – video and real results / testimonials http://www.youtube.com/watch?v=iFpglYzqEzY (1 min) Other examples of using telepresence for business (following up for details): Wealth Management – TP example – Geir Olsen (Credit Suisse – not yet public?)
- Extending reach of live events into the virtual world to reach new audiences – a very powerful way of using the multiplier effect of social video The World Interviews David Beckham also is a great example of how compelling life-size video technology can be. [Play video – 1 min 30 sec] Social Media opened up new opportunities for Cisco to partner with other companies. Last July, at the end of the World Cup, Cisco and Yahoo! staged The World Interviews David Beckham In partnership with Yahoo!, Cisco staged a world-first to connect international sporting icon, David Beckham, with fans around the world in a live, virtual in-person, interview event. Key Facts 19 TelePresence locations, 5 continents, 16 time zones Network bandwidth required for live high-definition video links and live feed for video streaming to Yahoo! website in excess of 500Mbps Broadcast live on Yahoo.com sites to millions of viewers, 1500 Cisco viewers tuned in live on CiscoTV (Cisco’s internal webTV network) Live video signal from Cisco TV Bedfont Lakes to Cisco TV San Jose and out to Yahoo! in Dallas. Global coverage exceeded 4,000 pieces on TV, print, online and social media with total reach in hundreds of millions. 111 TV items broadcast around the world included prime time TV broadcasts on the BBC news channels, Sky News , ITN and NBC .
- The approach for storytelling through video uses well-established skills. Storytelling through video builds narrative through a carefully crafted script, images, text, and animation These are genuine stories, with a real plot, a hero, a problem and a resolution. They don’t always talk about technology, but about human situations, human interactions and human benefit. But - Just because you have a camera doesn’t make it a good story. It’s important that the story is well crafted and that you maximise production quality to get traction (you’re competing with an over-whelming amount of video content that’s out there) 1 - The Future of Shopping (see 5.25 million views on YouTube) http://www.youtube.com/watch?v=jDi0FNcaock 2 – Just released – using cartoons to tell the story (of Borderless Networks) http://www.youtube.com/watch?v=urWgQU1DCH8
- Easy to use tools and instant sharing through web and social media make communicating with video ... “democratised”. "Looking at the proliferation of personal web pages on the Net, it looks like very soon everyone on Earth will have 15 megabytes of fame." -M.G. Sriram, PhD M.G. Sriram's milestone prediction has long since passed. Each of us now has much more than 15 megabytes of fame: there is a gigabyte of traffic that crosses the Internet every month per capita. One-third of that gigabyte is comprised of video content, and by 2014, approximately 60 percent of consumer Internet will be video. Greg Justice, a Cisco intern created “The World’s Most Interesting Intern” video at the start of his internship. It was picked up in the Silicon Valley press and has 110,000 views so far, throwing down the gauntlet to other like-minded geeks. Presents Cisco as a place where employees have the space to be creative and experiment with social media (and all the technology at an employee’s disposal). We can laugh at ourselves too. http://www.youtube.com/watch?v=LuPA9Nrnz7U&feature=channel and also spinning off a series of ‘Interesting Intern’ videos including this one shot at the Cisco Live event in Las Vegas. http://www.youtube.com/watch?v=-87j7xWJUdw&feature=channel The World’s Most Interesting Intern – Las Vegas Cisco Live Edition
- The growth of video will continue unabated, we believe there will be more people viewing video on mobile devices (as mobile bandwidth continues to improve and smartphone sales grow), Google reports that the number of YouTube videos delivered to mobile devices tripled in 2010, reaching 200 million video views per day. (Cisco VNI Research) By 2015, there will be more than 7.1 billion mobile-connected devices, nearly equal to the world's projected population by that time. The quality of video experiences will be driven by more HD and 3D content, (Cisco VNI Research) Advanced Internet video (3D and HD) will increase 23-fold between 2009 and 2014 . By 2014, 3D and HD Internet video will comprise 46 percent of consumer Internet video traffic. Video coverage of the London 2012 will be 100% HD. We will also see more places where video will be shown – on digital signage, gaming consoles, even on sat nav screens... (Cisco VNI Research) In addition to acquiring more and larger TV and PC screens, digital screens are proliferating along with other consumer devices: e-book readers, handheld gaming consoles, large-screen mobile handsets, in-vehicle GPS display screens, digital picture frames, picoprojectors, TelePresence screens, IP phone screens, and digital advertising and sales displays. The total surface area of all digital screens across the world in 2014 will be 1.7 times what it was at the end of 2009. There will be 1.6 square feet of screen space per capita in 2014. So the way video is used, consumed and spread will continue to evolve as the places that video can be seen is growing exponentially. Video will be pervasive but that also presents challenges as we compete for ‘eyeballs’
- Social video is much more than broadcast (and You Tube) Understand the power of bringing video and social media together Be a great story teller – people will want to hear (and see) your story. The production quality of video will also be important to grab viewers’ attention. From DIY Flip videos to professional video, it depends on what you want to achieve. Set clear objectives, so you can use the right style, channel, form of video.
- To close, Cisco is about bringing people Together. We do this through the transformational power of technology, especially video. Sharing today’s experience together - Show Flip video recorded at start of session showing Audience doing Mexican wave.