Making Video for Boring Business
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Slide deck from Matt Heder and Brenton Williamson at Wistiafest 2016. Making video for a boring business can be difficult. However, no matter your resource or creative control limitations, you can still do great work.
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Editor's Notes
- Hello, and welcome to our workshop…
- The workshop name is….
- I’m Matt Heder….. Wow Matt, not sure how to follow that…..
- We work for what many would consider a “boring business”
- However….guitar riff!!!!!!!!!!!!!!
- We’re going to address 3 things you can focus on to make better video for boring business. understand your brand what your role is what you’re up against what your resources are understand how your work can influence your brand understand the type of visibility you’ll get emotional impact there’s a lot of trial and error here, don’t be afraid to push
- We’ve found from boring business things that business people really like to draw boxes inside boxes. Most of you probably fall somewhere into one of these boxes. Can you give us an idea of how many people fall into each of these???
- a single video is not a magic bullet, it’s a regular bullet It maps well to some objects, not so well to others It maps well to some products, not so well to others It maps well to some audiences, not so well to others How do you know? Test, test, test. Identify specific objectives, then make videos for them - get granular Increase engagement with sales reps Welcome customers to a free trial Get more social media followers April fools prank Recruit like-minded candidates Instruct team on good IT practices Message from the founders Highlight an individual Engage an audience at an event Give a tour of your product so it feels like a tour
- Candidates were struggling with the video interview thing. We decided to address it.
- It’s hard to engage people in a booth with a dry presentation. We’re experimenting with a different format.
- This is the fun part
- Remember how business people like graphs and charts and such?
- This sucks, if it’s really bad you should probably find another place to work. Creative control is about building trust, and getting more resources is about proving your worth. In this case, you need to do both. Do that here by focusing on these things: Trust: Show you can do great stuff with limited resources great writing great direction in-house talent stay on brand collaborate with other teams Prove Worth: make ROI transparent Social Video - tracked the increase in social followers Careers Video - tracked traffic to the page and increase in qualified applicants Product Tour - will track leads and conversions Engagement on web pages - test pages with videos vs. pages without videos (google analytics) lead scoring in SF Measure shift in culture internal applaud energy and buzz around video Finally, push the envelope
- social promo Share your vision better - we used storyboards to get buy in
- Project Y Don’t be afraid to get a little crazy. It’s actually not as crazy as you might think
- Ah yeah, time to have some fun. Take risks creatively but don’t squander it. Focus on proving ROI. Prove Worth: make ROI transparent Social Video - tracked the increase in social followers Careers Video - tracked traffic to the page and increase in qualified applicants Product Tour - will track leads and conversions Engagement on web pages - test pages with videos vs. pages without videos (google analytics) lead scoring in SF Measure shift in culture internal applaud energy and buzz around video Don’t squander creativity take risk, be weird develop brand and story master your craft experiment, trial and error
- ITI 2 Take risk, experiment, test the brand but be careful not to squander that trust.
- BambooHR Overview Video - try new techniques
- ugh, so frustrating. But it’s about gaining trust. Building Trust: - Show you understand the brand and then push the envelope to make it better
- Product Tour Intro Do something that falls in line with what multiple parties wants, captures the brand, but still gives you creative outlet
- Product Tour Intro Do something that falls in line with what multiple parties wants, captures the brand, but still gives you creative outlet
- don’t mess this up!!! We have nothing to say, cause well…we’ve never experienced it.