MAD Perspectives Blog

Last week I shared some thoughts about aligning your video marketing with your overall strategy. Now, assuming you've done your homework and have defined your goals for creating a video, you actually have to create and share the video. This is the fun part, but it is also the most challenging. There are a LOT of companies who will help you create video.  You may even consider doing it yourself. However, please consider using a professional. They will help you with:

    - Concept: This is the brainstorming phase. The concept stems from the purpose for creating the video but incorporates different perspectives.  Your story may best be told through casual interviews of executives, employees and customers in real life settings. Or, it may include abstract concepts involving video shots of places or things. Or, it may include animation and voice overs. A professional can walk you through the options and help you make your business come alive!

     - Content:The only way to create video content is to use a camera. There are many inexpensive cameras available today. The FlipCam (may it rest in peace), Digital Point & Shoot Cameras and Smartphones all have the capability to capture video quickly and easily. However, while the quality provided through these devices may be great for posting content to Facebook or YouTube, is that casual format aligned with your goal? A professional will use higher quality cameras. They will understand how to stage the shoot, taking into account lighting, sound levels, background views, background noise, etc. The results will be worth the effort.

     - Editing - This is perhaps the most important stage. This is where the story really comes together. A shoot may involve many versions of the same concept. During the editing stage, a professional will select the pieces of content that best tell your story, as per your guidelines. While there are many affordable editing tools available to the consumer, again, deciding the sequence of scenes, seamlessly editing the content can be challenging.

     - Sharing - Underlying this whole process is the use of technology that enables the video to be seen and shared across online or mobile networks. This includes decisions about codecs (the format in which the content is saved and viewed) and distribution platforms at the very least. You content should be accessible via pc, smartphone or tablet. You'll need to think about how you will share content on your website, using social media or email. Each of these devices or platforms has different requirements for allowing consumption by your customers. 

B2B use of video marketing is on the rise for a lot of very good reasons. For me, number one is the power of video in expressing your business value. For others it may be as pragmatic as the fact that video improves SEO. For further insights on the rise in B2B use of video, check out the Savvy B2B Marketing blog. Are you ready to take the plunge to take your story telling to the next level?  I hope so!

What's your perspective?

Thanks again to Glenn Zimmerman and Mad Bear Productions for helping me think through these thoughts on companies using video to share their stories.  

Do you or your company use an Online Video Platform?  Video is a pervasive part of our lives from the content we watch on TV to the content we watch online.  Whether for business or for pleasure we consume a LOT of video content. According to Forrester Research, 71% of today's online audience watches video.  All of the Fortune 500 use video for both internal and external communications.   For business, video provides a forum to:

Leading OVP vendor, targeting the enterprise market, include (but are not limited to):

•  - BrightCove
•  - DigitalSmiths
•  - EdgeCast
•  - Fliqz
•  - Kaltura
•  - Kontiki
• - Limelight
•  - Move Networks
•  - Oooyala
•  - Sorensen Media
•  - thePlatform
•  - Twistage
•  - VMix
• If this is overwhelming, the site Vid Compare, can help you narrow down your options based your functional requirements.  However, it is more important to think about how and why you are going to use video.  Like every other communication strategy, video usage must be thoughtful and requires planning.   What are your tangible goals for using video?  Who is your target audience?  What kind of information are they interested in? Do you have a budget?  Do you have executive support?  These are just of few of the questions that should be driving your overall video strategy. 
• Assuming your strategy is defined, Mark Brodie, at MIB MediaWorks, suggests the following when considering using online video for your communication efforts:
  
  Believability --- Make sure what you say is credible and that the visuals support and enhance that message.  Above all, demonstrate that you believe in your product or service.
  
  Visually Striking --- Images are the key to delivering a positive message.  Your vido must look professional and provide the view with a clear picture and understanding of your product or service.
  
  Look Professional --- Whoever you choose to produce your video, ensure that they know how to put your message and product or service in the best light.
  
  Words are Important --- The script needs to attract the ear as well as the eye.
  
  Personality counts --- Whoever is featured in should be able to project a positive, thoughtful image of your company.
  
  Where you shoot the video is important --- make sure the location reflects your product or service.
  
  
• Additional thoughts, from Mark, related to planning your video production:
  
  
•    - Video production can be complicated and expensive or simple and straightforward. The only way to keep it the time and money you spend reasonable is to take the time to answer the questions outlined below and give those answers to the professional producer or production company.
•    - What is the specific purpose of the video?
•    - Who is the audience?
•    - What are the objectives of the video?
•    - Where is the video to be shot?

   - Who is writing the script?

•    - Who is making the final decision on the video?
•    - Who is performing on camera, actors or staff?
•    - What possible titles and graphics will be needed?
•    - What is the deadline?
•  
•    - What type of distribution?
•  
•    - How will the video program be used or shown?
•  
•    - Are DVD’s or tape duplications required?

What’s your perspective?