ISSUE 15 - MARKETING WITH VIDEO
Where B2B marketers get informed
Group Leader Video
Jon Baade - Group leader Video - BBN USA
firstname.lastname@example.org Instagram: @jonbaade
I’m pretty sure my team over at BR hates it when I say “back in MY day …” since they know they’re going to have to listen to me wax poetic about having to load actual film into motion picture cameras or some classic montage editing technique or some other archaic bit of nonsense. I try to present it as if I’m sharing little insights and pearls of wisdom from my way too many years in film and video production. Which I truly am. But I also love the medium. I mean, I REALLY love the medium.
Since the first time I grabbed my dad’s old Super 8 film camera and pulled that trigger, I was hooked. I felt empowered. I felt like I had captured a little moment of time and froze it forever. I felt like a superhero. But if you noticed, I said I love the medium, not the media. It was the ability to capture and tell stories that had me hooked. Whether it was a Maysles brothers documentary, a major Hollywood blockbuster or a photo collection like Dorothea Lange’s epic journey across America in the Depression, it was the characters and stories that held me. It didn’t matter if it was shot in IMAX[AS1] , Super 8 or a Polaroid Land Camera[AS2] . The media didn’t matter. It was the medium that allowed us to enter that world and, if done right, experience what they experienced and feel what they felt.
But in the early days, the creation, delivery and sharing of those stories was always the problem. For even for the most inspired creator, the technology was expensive and complicated, which was a huge hurdle to overcome that most people couldn’t. And if you could overcome that, the issue of sharing your masterpiece was just as daunting.
Darkened theaters brought many of these tales to light. Many stories were left untold. Technology responded in kind, and soon video tape would allow us to connect directly with viewers in the comfort of their own homes. In step with these advancements came a host of more accessible ways to capture and create these stories. Higher-quality, less expensive video cameras and editing systems that would fit in a small office fueled the fire in the young and old alike. Media creation swelled. Interactive CD-ROMs integrated with full-motion video (gasp!!!) became the standard for wowing customers, and the desire for and production of video swelled. The internet. The first use of postage-stamp-sized, 15-frame-per-second video blew everyone’s mind. All the while, the technology to capture video moved forward with leaps and bounds.
Then the magic moment happened. YouTube. I don’t have to tell you what happened. Case studies and thesis papers and entire conferences have been built around that revolution. Again, technology responded to the demand for more and more content, and soon came higher-quality camera phones, drones, 4K cameras, micro action cameras, bigger and more complicated 6K cameras, simple VR rigs, complicated VR rigs. Again, content creation leapt forward, now becoming an integral part of our everyday lives. Heck, who could make it through a day without an afternoon cat video pick-me-up?
Video is ubiquitous. To me, that doesn’t really properly express it. Video isn’t just ubiquitous, it’s table stakes to play in today’s modern game of communications.
To stand out, we now create more and more content, desperately hoping to raise our voices above the crowd. We reach out to the newest, latest, greatest tech to set ourselves apart. We shoot a VR video because our client’s competitors haven’t. We throw drones willy-nilly into the air and capture buildings and campuses and harvesters cutting swaths of golden grain and, heck, anything we can slap a logo over. And we, ourselves, become part of the problem. We become part of the noise we are so desperately trying to rise above.
And here is where Old Man Baade stands up and screams “back in MY day …” and everyone in the room groans. We have to remember that technology (be it what we use to capture our content or deliver our content) is merely a tool. And it will come and go and ebb and flow. But when the sun sets on the day, as communicators, we must communicate. We must connect with our audiences, and we do that through stories. We do that by understanding that our audiences are getting smarter and more savvy and can smell self-indulgent bullshit [AS3] a mile away. We have to go back to the basics and remember that stories connect people, and through those stories we, and our clients, will stand out and truly connect. And ultimately, that’s what moves someone to action, right? Isn’t that what we’re ultimately trying to do? Well … that and watch some cat videos as an afternoon pick-me-up.
in video marketing to watch
10 TRENDS TO WATCH
1. Live Stream. Live-streaming is a great way to show your customers an authentic side to your brand. Don’t be fooled, however. Doing it the right way is key and takes more set-up and production behind the scenes to make it work than you think. The plus side is that you get to save costs on the editing phase.
2. 360 Degrees. Being able to put the customer in the scene, beyond just a static image, is a game changer for marketing. 360 is a spherical video of a space that takes you beyond a simple still image and allows you to pan across the landscape as if you were right there.
3. E-Learning. A how-to list isn’t going to cut it anymore. People are turning to video more than ever as a learning tool. Companies can use this both as an internal and external way of training employees and customers in a clear, visual way.
4. Virtual Reality. One of the most fun trends heating up in the marketing world is VR. It has been around for a while, but now brands are learning how to use it to interact in an effective way with their target audiences and taking them to the virtual world through a pair of goggles.
5. Videos Without Sound. This may seem a bit odd, but this trend is new for social media platforms. If you scroll through Facebook and a video catches your eye, you might not necessarily want to have the sound on to play it, rather just watch. The key here is to clearly grab and engage your audience without needing sound, yet still get your point across.
6. Drones. These are not just fun toys to play around with in parks. Drones are becoming an essential in a video toolkit to capture sweeping landscapes and overhead shots with ease that would have previously required a crane or plane.
7. Shoppable videos. Companies are starting to use shoppable videos on social where after viewing an ad on Instagram or Snap Chat, viewers can instantly swipe to buy. For a culture that keeps wanting more things more immediately, I think this will prove to be successful for brands in the future.
8. Projection Mapping. Projecting a video onto a 3-D surface adds life to something that would normally be just 2-D. This trend is being used at tradeshows, product launches, conferences and on buildings to captivate the audience and add a dramatic effect.
9. Augmented Reality. This is still unchartered territory for many, but with the release of the latest iPhone last fall, AR will certainly be something that people will want to play around with and explore more this year.
10. Square-shaped videos Traditionally, videos were made to be in a horizontal form and more recently, vertical was all the rage. Now to work universally across phones and tablets, square-shaped videos offer a solution. With people turning to their phones and tablets more than computers to watch videos, if you’re not compatible with mobile devices, then you simply cannot compete.
If you're not using video you are missing out.
Video is everywhere
Annette Fernandes-Poyser, Executive Director, BBN
What do the analytics tell us about video?
Recent statistics shared by Facebook indicate video is currently the most engaging form of digital content and predictions are that appetite for video will only increase - according to Cisco, 75% of the world's mobile data traffic will be video by 2020.
But do people really watch videos that relate to their jobs? And of those who do, how many are decision makers? Can we really believe that CEOs are sitting at their desks surfing YouTube? A study on video in the C-suite from Forbes and Google found that 75% of executives watch work-related videos on business-related websites weekly (and 52% watch work-related videos on YouTube weekly).
The rise in video consumption is particularly evident across Facebook's apps – according to latest data from the social giant, daily watch time for Facebook Live broadcasts has quadrupled in the last year, while time spent watching video on Instagram has increased by 80% in the same period. On top of this, Instagram reports that the number of videos posted per day on the platform has continued to increase by 4X year-on-year, and that trend looks set to continue as Instagram Stories continues to gain traction.
At a time when having a multi-channel strategy is key to B2B marketing success, it’s not surprising that video is becomingly increasingly included.
The rise of video is even less surprising when you consider it in light of all the content we are producing. WebDAM’s findings showed that 81% of people skim instead of read online and that people only remember 20% of what they read without visuals. Based on these figures alone, rich visual content in the form of video, would seem to be an obvious choice.
The results for using video in B2B marketing are compelling:
- Visual content like video can help increase message association, brand awareness and engagement
- 73% of B2B organisations say that video has positively impacted marketing results
- The transition from analog to digital – Digital and more specifically online video distribution has created increased revenue opportunities for more broadcast content.
- Higher quality and lower cost – high quality video content generation and distribution is easier now than ever before and less costly.
- Wider Distribution channels and devices – There are dozens of channel options today through cable, internet and social viewable on an increasing array of devices like TV, computers, mobile phones and tablets.
- User generated content - Social channels like YouTube, Facebook, snapchat, Instagram and Twitter have fueled user generated content through mobile devices that can produce high quality video, sound and editing features.
Steps to ubiquity - video everywhere
With more creators of video and a wider accessibility, video content can literally reach almost everywhere with internet, phone or cable connectivity.
High compression processors, computing power, software and video infrastructure solutions have helped video reach the same ubiquity that other digital mediums have had over the past few years.
Improved DSP (Digital Signal Processor) based technology that delivers the highest quality video image requiring the least amount of bandwidth consumption will propel digital video consumption even further.
By 2019, Cisco projected that 80% of internet content will be video. And as Jon Baade stated in the intro, Video isn’t just ubiquitous, "it’s table stakes to play in today’s modern game of communications." As such, this is one medium you can’t afford to ignore.
A simple but powerful video message from the heart
Leica Microsystems develops and manufactures microscopes and scientific instruments for the analysis of microstructures and nanostructures. Widely recognized for optical precision and innovative technology, the company is one of the market leaders in confocal laser scanning and super-resolution microscopy.
The Leica TCS SP8 DLS (Digital LightSheet) was one of the core product launches in 2015. With the DLS you get a full confocal system with gentle single plane illumination in one microscope.
The challenge was to develop a single-minded key message out of many product features, that both explained the innovation to “newcomers” and pointed out the competitive advantage compared to other systems. The launch concept had to address sales arguments without being too complex.
We produced a simple but emotional video that showed a small zebrafish heart beat, observed with the DLS module.
The product launch was highly regarded by the scientific community and the campaign enabled the sales team to address the key features precisely and with an emotional approach – not easy in a highly academic and critical target group.
THE STATE OF VIDEO
The 2018 Guide to Integrating Video Into Your Digital Marketing Technology Stack
The year of video marketing
In this article Tom Patton breaks down where marketers can bring video into the main tools in their tech stack and why it matters in 2018.
Tom Patton Head of Comms / Story at TwentyThree
After a significant climb in popularity in 2017, video continues to grow into a medium that marketers cannot ignore. That’s why 2018 is the year of bringing video into the digital marketing tech stack, a year where it’s no longer acceptable to measure just views, impressions or shares. Similarly to the emergence of email and inbound marketing, it’s time to measure the real impact of video:
- Who watched a video, when, and how long that user engaged
- The ability to manage all video from one central location
- Using video for lead generation, increased engagement, and all inbound marketing efforts
- A/B testing and lead scoring based on behavior
A traditional tech stack might include a marketing automation system, CMS, CRM, email system, various social channels, advertising/attribution and a number of other tools that marketers use for their campaigns.
Arguably the most important of all the technologies that should be integrated with video, marketing automation softwares allow marketers to lead score prospects based on video engagement data, automate activities around behavior, and nurture users down the funnel.
Most marketing automation systems can be integrated into a video marketing platform to pass along valuable attribution data and allows marketers to build workflows around their video data.
With pre-built integrations into marketing automation systems, it’s only a few clicks to start sending data back and forth to a video marketing platform, making for a seamless setup to immediately start measuring success.
Integrating video into a marketing automation system is the first step to using video for full-funnel marketing; across the entire marketing technology stack. It will set up marketing departments to start tracking the 50% of all website data that comes from video.
Including video in your CMS goes hand-in-hand with integrating video into a marketing automation system, as these embeds on any blog, landing page, or website page will need to be properly tracked for engagement and conversions. By embedding video codes into these various pages – marketers can improve SEO (through hard-coded captions and transcripts) and engagement.
We found that video centric blogs have 300% more engagement than blogs that don’t feature videos prominently. And including a video on a landing page can increase conversions by 86%.
By building video hubs and embedding videos across your CMS, marketers will get full-funnel attribution data about their video marketing campaigns.
As mentioned before, half of all website data now comes from video, and Cisco projects that by 2019 that number will rise to 80%. This data is invaluable for sales teams looking to engage prospects based on their behavior. It also allows for marketing departments to attribute their video campaigns to revenue. By integrating through a marketing automation system, this data can be sent to CRM’s like Salesforce.
Email has been a reliable channel for marketers for decades. It allows marketers to directly tell their story to customers, without the noise of other channels like social media or search.
And adding a video or animated thumbnail to an email can improve click-through-rates by 63%.
State of Online Video 2017 report by TwentyThree
This can be done by embedding a customized code for each email provider, or by integrating directly to send personalized video: “Clicking Send video presents you with a video picker, allowing you pick any video that has been uploaded to your site before writing a personal message to the recipient.”
By including video into your email tech stack, marketers can expect to see higher CTR’s – which ultimately leads to more website engagement.
Just like a CMS, marketing automation system, CRM, or email, social video must now be properly managed and measured. According to Buffer, “a Facebook video receives, on average, 135% more organic reach than a Facebook photo.” This trend of higher reach is why brands are focusing on social video in 2018. Facebook, Instagram YouTube, Twitter, and LinkedIn are all seeing increased video engagement year after year. This presents an opportunity for marketers to run video everywhere, across all social networks to the maximize the reach of their video content.
Bringing social video into the tech stack through a video marketing platform will centralize all metrics in one place, along with the ability to distribute video across all these channels with a few clicks. Direct integrations with the Facebook Pixel and Twitter Website tag will ensure the most accurate data for marketers:
Advertising & Attribution
Tools such as Mixpanel, AdRoll, Adobe Analytics, Segment, and Google Analytics are all invaluable for marketers measuring their sources. These can all be integrated into your video data through pre-built integrations with a few clicks. As mentioned, measuring video can improve your data by up to 50% to test and optimize.
As video continues to grow, it’s essential for companies to include video across their entire marketing technology stack. Whether that’s a CMS, CRM, email system, marketing automation, social management, or advertising/attribution, video will play a larger and larger role in 2018 for any marketer looking to fully harness the power of visual storytelling.
TwentyThree has rethought the online video workflow from the ground up and is passionate about helping businesses to succeed in video marketing. Create, publish, measure—every video, across all your social media networks, all your social media platforms, all from one place.
Flying Drones Into Unchartered Territory
We had just crashed our drone into a door on the campus of the Milwaukee School of Engineering. It was a risky manoeuvre, but we needed the shot. If it was broken, we had a big problem on our hands. There was still a half-day left of shooting, and the drone was one of the main characters in the film. Fortunately, it survived with a minor injury. Exhale. We could finish the shoot.
It was a story I pitched a couple months earlier. The client wanted to use a drone to capture some of the beautiful panoramas of their underrated urban campus in Milwaukee. That was the brief. But we’re not just a production house. We wanted a story.
But what’s a story?
I teach the creative process to second-graders at an after-school program. One of the 8-year-olds answered that question precociously, “A story has a beginning, a middle and a twist.” Sometimes I think kids understand this business better than we do. It gave me an idea. The drone would somehow escape the control of its owner. He would give chase, which would take us on a beautiful tour of campus, and then in a last-minute twist, the audience would understand how it got away. The perfect crime!
I spent a lunch hour blocking the scene with one of our art directors. We rode our bikes around campus scouting potential shots for the film. With small productions like this one, it’s essential that everyone do three jobs. Besides writing and directing, I drew the storyboards and found the student actors. Our account executive did everything else. She got the props, created the call sheets, locked down the locations and kept us on time.
The client had only one specific request: They wanted their chemistry lab as a location. The solution we found for blocking the scene was to have the drone fly down the hallway, past the lab, where the student-scientists would be oblivious, but the audience would be in on the gag. We just had to see the drone fly through the door to establish that we went inside. This would be the hardest shot of the day.
It wasn’t just a relief that my drone didn’t sustain a fatal injury, we got the shot I needed on the collision flight. I’m not sure I would have opted to go through that doorway again.
One thing became obvious to me while we were shooting this film. Although we typically think of drones soaring through the sky, capturing a bird’s-eye view of our world, drones are perhaps more valuable when they’re shooting at eye level. Shots that would have once required building rail or employing a crane can now be captured with a drone — requiring far less coordination and budget. Just try not to crash.
The piece was released just before the holidays and continues to garner a lot of views. We’ll know by January 28 if it’s selected for the New York City Drone Film Festival — which would be a lot of fun to attend.
And here's the finished story. It’s called “Chasing Possibilities.”
This story was told by Nicholas Cialdini. He's a creative director at BBN USA (Bader Rutter). He enjoys vexing his superiors by trying stuff that seems impossible!
The bold new generation of B2B agency
The World’s B2B Agency
The world’s most talented and experienced B2B marketing professionals united by a single proposition:
BBN. The bold new generation of B2B agency.
BBN is a collaborative agency-owned organisation, with every agency-partner an equity shareholder – all sharing the same genuine passion for B2B. Our combined knowledge and understanding of communications in the sector is almost impossible to match.
Working together, our combined advantage means we significantly influence what can be achieved when a business talks to another business. We’re proud to stand for full service capability, spanning strategy, creativity, technology and implementation. It’s not just brilliant but also surprising.
The BBN attraction
BBN is a vibrant organisation, bursting with energy and enthusiasm for what we do.We’re driven by a passion for developing and sharing industry-leading processes, systems and intellectual property for the greater good. Our dynamic entrepreneurial spirit is infectious and inherent.
Our core strength lies in our highly structured approach, underpinned by focused management. We are a model for all organisations in the alignment of large numbers of people working across five continents.
We collaborate daily in real time across multiple territories to support our clients in every discipline. Our global service matrix model ensures that our clients have access to the exact skills, services, industry expertise and geographic footprint, that they need, where and when they need it.
But it’s not just collaboration and focus that makes us stand out. We constantly innovate, and have created the world’s only truly integrated B2B marketing toolkit, called BBN Navigator. Navigator defines best practice B2B marketing methodologies, processes and tools, and enabled by our international learning and development program, has been adopted in all agency locations.
“When we had to launch our brand communication campaign across 4 different countries, having access to a communication agency network was a must. BBN partners provide very professional support in terms of coordination and consistency.”
Etienne Bouquet, General Manager, Dow Seeds Europe
The benefits of BBN
The BBN benefit is clients get the best of both worlds. It’s revelling in the creativity and personal attention of dealing with a locally based agency, while being backed by the might of a large, international organisation. This intriguing combination delivers campaigns through the extensive reach of an international framework, coupled with the creative and entrepreneurial flair of independent agencies, enabling worldwide marketing strategies to be rolled out efficiently and effectively.
BBN's future's bright
We were delighted to welcome five new partners in Mexico, India, Switzerland, Spain and Denmark last year. But, never content to stand still, we are actively building on our strong foundation and boldly moving forward. Having just completed the most successful year in our 30 year history, we’re embarking upon further expansion in 2018.
To ensure we continue to successfully implement new international client projects across multiple territories, our ambitious future plans include expansion into other key global locations, giving us more scope, with the integration of more agencies, to help more clients.
- BBN spans 27 countries, worldwide
- 1,130 people strong, and growing
- With total revenues exceeding $130million - that would put us #1 in the global B2B agency league table
- In the last 2 years BBN partners have won over 160 industry awards