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Some of you might have noticed a recent blog conversation initiated by prominent ex-Microsoft blogger Robert Scoble regarding video demos. Scoble cites many powerful reasons for corporate marketers to be paying attention to the power of multi-media....
In Scoble's own words:
1. Cost: "The investment needed here is so small it isn’t even funny."
2. Target Audience: "Sizeable? In a pool as large as Microsoft has? I don’t think so. The audience sizes here are too small to make that claim directly. But I saw my videos get quoted in newspapers and on TV shows which went to millions of poeple. So, who knows?"
3. Success Rate: "Well, remember that Adobe Acrobat 8 video demo I put up last week? Turns out it had 50% more visits than our other podcasts last week."
4. Effectiveness: "By the way, when I was in London, England, I met a company that changed its entire development methodology because of one of my video demos. So, anecdotally, at least, video is a pretty persuasive way to convince people that your new product or service rocks."
(Source: Robert Scoble's Blog)
Dave McClure, Silicon Valley entrepreneur chimes in, regarding a similar success:
"We just uploaded the oDesk product demo to YouTube a few weeks ago, and almost instantly it was in the top 10 results on Yahoo for oDesk. darn impressive."
Over the past week, you may have also noticed a trend with the launch of Web-based high-tech media shows such as Rev3 and ScobleShow. It left me wondering how all this is going to impact corporate marketing machinery (marketing collateral, events, etc...) that most Fortune 500 companies have assembled over time and what developments we may see in the near future.
If startups can leverage the enormous popularity of video collaboration sites like YouTube, surely tech behemoths can emulate their success. A cursory look at a Fortune 500 Web site throws open enormous opportunities.
Here are some areas that multi-media will creep in (with appropriate links to samples of early-adopters):
1. Product Demos - Screencasts, Demo videos, Tutorials, Flash Demos
2. Customer Success - Case studies, Customer Videos, Partner Success
3. Investor Relations - ViewPoint
4. Training Videos - RedHat training videos
5. PR - Second Life
6. Events - Mockumentary, TV feed
If I were to pick an example of a company that's been pretty forward-thinking from a multi-media marketing perspective, it'd have to be RedHat. Check out their comprehensive corporate multi-media site here.
I believe, it is but a matter of time before the rest of corporate America jumps onto the YouTube bandwagon. What do you think?
Do you have any examples of your organization incorporating multi-media into your marketing mix? Feel free to share your thoughts, concerns, and questions via comments below.
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Comments
There is potential with video and multimedia ... and while the distribution is cheap via YouTube or similar, to put together a quality multimedia piece takes time and a well put together story. Oh, and then there is "talent" too.
Many executives are fine talking to their teams and direct reports, but put a camera in front of them and watch them squirm ... and every movement is amplified on video. Every rapid shift of the eyes makes you look untrustworthy. Every pause makes you look indecisive.
Sure, go ahead and use the tools, just make sure you have someone who can help ensure the message you give out is the one intended.
Posted by: Gavin Heaton | 10.04.06
Hi Mario --
Great round-up of what's out there. I used the Text 100 Island video shot in Second Life in a recent presentation -- like Karl Long said on this site, I thought it was downright inspirational -- even though I'd previously been skeptical of Second Life. In other words, when you watch the Text 100 video, you instantly "get it." That's something many articles I'd read on the topic had failed to do. Which is I guess one of the larger points you are making.
One quibble: I wouldn't call Webex's videos "case studies"...they are really little more than filmed testimonials.
And finally -- to Gavin's point -- well, good point, Gavin!
Posted by: Ann Handley | 10.05.06
Mario,
Good article. My impression is that the concept of desktop computers being a motion picture storytelling medium for corporate America is starting to catch on - finally! At the risk of "plugging" my company, I can tell you that we've done web videos, like one starring John Cleese for LiveVault, that increased our client's website traffic by a factor of ten. But even video testimonials on websites, if they're well done, can make a big difference in connecting with customers. We've put together our own interactive online presentation that kind of demystifies web video and viral marketing. If anyone is interested in taking a look I'd love to get your feedback. It's at www.captainsofindustry.com/whatisviral/
Posted by: Ted Page | 10.05.06
Gavin,
You're so right. The experience you suggested is so accurate in that not everyone would be great before a camera but I've worked for agencies whose main job is to identify people who are not camera-shy for such multi-media projects.
I think Multi-media is just another tool to market your service/product but it surely has its limitations as well.
Mario
Posted by: Mario Sundar | 10.05.06
Hi Ann,
Exactly. I see multi-media similar to tv with a few subtle differences. Primarily, the attention span of web-users is much lesser than required for tv-viewing.
I agree with you that webex videos are more like testimonials, but I think it's a great teaser video for the printed case study which the reader can then download on the same page.
Mario
Posted by: Mario Sundar | 10.05.06