Presentation given by Scot McKee, CEO, Birddog on behalf of RBI Visual at Reed Business Information, 2012. McKee demonstrates how video can be used in B2B communications as an extension of brand creativity. With increases in audience demand for and consumption of video, business markets must use video to to engage audiences across multiple online and social channels. A video of the original presentation is available at: http://www.birddog.co.uk McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

1. How To Make Videos Your Audience
Will Stay Awake For
Scot McKee, CEO, Birddog
Jan. 2012
@scotmckee

2. Look into my eyes

3. I know what you’re thinking…

4. You’re thinking, “Birddog? Where’s that then…?”

5. You could figure it out

6. Maybe pictures would help?

7. Or how about a map?

8. They all work
They’ll all get you to the destination
But the experience sucks

9. However we travel, the destination is important
But so is the journey

10. There is function

11. And there is form

12. Form and function engages audiences

13. A movie, about a taxi, becomes art
Art is entertainment
Audiences like to be entertained

14. Next time you’re tempted to draw a map
Maybe you could be more creative

15. That’s what we did back in 2008

16. Instead of a map, we videoed ‘the journey’…

17. …and the people…

18. (yes, this is where it all began… and probably ends)

19. In other words,
we used video to entertain people

20. BirddogMapMovie:
http://youtu.be/EQfWBeU1_ys
Here’s what we ended up with

21. This doesn’t mean you don’t need a map
But you can be more creative…

22. …and reach a wider audience for you brand

23. Your content is dull

24. Don’t panic – so is everyone else’s

25. Oooooh, how inspired are you so far…?

26. And when we say ‘inspiring’ we don’t mean this

27. All content can be presented through video
Products, courses, events, news, knowledge…

28. Dry data (however ‘worthy’) will only ever have ltd. appeal
So you have to work harder at interpreting data

29. By way of example then…
For a technology company with technical solution
Video helps keep the brand ‘live’

30. Conceived to present complex info, simply
and quickly

31. You’re the Kcom ‘Go To’ guy
You’ve set a dream lunch meeting with a CEO
All you have with you is a pen and your napkin

32. Oh yes, and there’s no meeting and no CEO
(And no lunch)

33. Go!

34. As the video runs, the story unfolds

35. 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
Here’s what we ended up with

36. Unless people see it, it’s useless

37. A series creates multiple/growing opportunities
Don’t reinvent the wheel every time

38. Only Fools & Horses almost axed after 2nd series
Became the most popular britcom series ever

39. The Napkin Diaries continue to attract hundreds
of views – all from one imaginary lunch…

40. Distribute your videos across multiple platforms
Don’t leave them rotting in a dead-end silo

41. What’s a rotting dead-end silo?
Well, this is…

42. But so’s this… and this… and this… and the rest
And why are they all silo’s? Well…

43. Because the web is dead
Source: Cisco/Wired 2010

44. Internet traffic is increasing, but not to websites
Video is by far the most popular data consumed
Source: Cisco/Wired 2010

45. You no longer have a choice
Video must form part of your content planning
And it needs to be accessible outside the ‘silo’

46. That means you need video distribution
Not from your website… from the crowd

47. m m
m
Video distribution ‘Hub & Spoke’ for Kcom

48. Central hub aggregates content

49. Streaming live content including video

50. Achieving multi-platform, social distribution
Attracting audiences for the video

51. Engaging audiences and achieving advocacy

52. Same distribution model applies to other platforms

53. It’s fine to host video and content on websites

54. But it needs to be accessible everywhere else too

55. Planning the Unplannable

56. Video briefs are often planned last minute and
executed in haste
Or they’re over-planned by those with insufficient
talent/experience

57. In both instances the results are the same

58. Video is integral to marketing, not an afterthought
Don’t ‘make a video’ – create customer experiences

59. Phrases to avoid:
“Can you just…”

60. Phrases to avoid:
“Tomorrow works for me…”

61. Get it wrong and you end up with, Zzzzz…

62. Get it right and the audience stays awake

63. Not least because you keep poking them

64. A couple of examples from a planned video campaign

65. Promoting conference calling as an alternative to
frustrating commuter travel

66. Still waiting when you could be more productive?
We could have videoed the CEO of PWN preaching
But this was more interesting.

67. PWN DitchTheGym:
http://youtu.be/H6j_SMXgqpQ
Here’s what we ended up with

68. 2nd Video example is very different
But still integrates with the overall content plan

69. Product sample bags were to be handed out anyway
Planning the video maximized the brand opportunity

70. PWN Commuter Aid:
http://youtu.be/V0TcAGSQ4ck
Here’s what we ended up with

71. The ‘Spartacus’ Effect

72. Not every video has to be an ‘epic’(However tempting…)
Relevance and customer engagement is influenced by more
than just content

73. Your video doesn’t just have to be good
It has to be better than everything else going on

74. We no longer watch videos at our desk for long
Source: Ooyala Global Video Index 2011

75. We use mobile devices for video, for longer
Source: Ooyala Global Video Index 2011

76. It doesn’t mean you can’t produce long videos
It means you have to understand your audience

77. Your audience is easily distracted on a desktop
GRAB their attention – do it fast (1st minute)
Source: Ooyala Global Video Index 2011

78. Chances of your video being seen on mobile
devices are more than doubled
Source: Ooyala Global Video Index 2011

79. Moral: To make epic videos, beware hessian pants
They chaff (apparently…)

80. There’s a lot you can pack into 30 seconds
Commercials are 30 seconds (not 30 minutes) for a reason

81. Hahn Beer:
http://youtu.be/WVpDTyelBJo
Here’s an entire epic in 30 secs. For Hahn Beer

82. Look into my eyes

83. When I snap my fingers and you wake up
Here’s what I want you to remember…

84. 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

85. 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

86. How to make videos your audience will stay
awake for?
• And finally…
• Try to stay open-minded
• But not too open-minded

87. Scot McKee
Thank you (and be social…)