Wacom is one of Funnelbox’s oldest and dearest clients. We’ve grown with them over the years and made some incredible video magic happen in that time. When the Electronic Retailing Association asked if we wanted to present about online video to their audience, Wacom was the first partner we thought of to present with. We spent several weeks putting our heads together and were lucky enough to present to a room full of awesome marketers at the Electronic Retailing Associaton’s conference in Vegas last week. So, in case you missed it, here’s our very own Robb Crocker co-presenting with Charles Voloshin from Wacom, about the “Five Things You Need to Know About Online Video.” Here’s a look at his presentation, as well as a transcript to the slides if you’d like to follow along!
If you wish you were there in person, here’s a transcript that will help you follow along!
Robb: Okay, I’m going to get started and just let you guys know that I’m a big fan of managing expectations. So Charles and I, we’re not professional speakers, so let’s manage the expectations right away and move your expectations of our speaking ability from here, down to here, right? I also want to say that we are not D.R. experts. We are not direct response TV experts, so our experience comes from a more mainstream digital marketing and content marketing perspectives. So hopefully, you will be able to draw from our experience and our knowledge, and mix that with your D.R. experience and hopefully, come up with a hybrid to really help you optimize your online video efforts.
So I also want to say that one of our core values in Funnelbox is to under-promise and over-deliver. And if you guys are all brave enough to stick with us through this session, I promise we will present you guys with some, at least one nugget of wisdom, some, some insider take away that’s going to help you with your online efforts to make them more effective with your video. So this presentation is going to be split into three parts.
I’m going to start and give you an overview of the five things you need to know about online video. After that, I’m going to hand it over to Charles Voloshin. He’s the digital marketing manager at Wacom and he’s going to walk you through a case study about how he used the five things you need to know about online video to launch a product for Wacom called the Cintiq. After that then, we will do a quick Q-and-A, and we’ll get out of here, and have some fun.
So, let’s get started. The five things you need to know about online video. Number one, it all starts with strategy. Specifically, you need to think about what’s your objective. Most of us in here would obviously say, “The first objective is to make a sale,” and that’s actually the case, but it might also be as simple as getting the click through to a landing page or it might be to get social video shares. Whatever it is, you need to be clear upfront what that strategy is for you and what that objective is, so you can make sure to build a solid strategy and reach that objective.
Number two, measurement matters. So just like direct response TV, it’s highly, highly important to make sure you understand what you are measuring to see if you are being effective with your online video efforts. There’s many different ways to measure effectiveness when it comes to online video, and we are going to talk about those. There’s also some standard metrics that you need to keep in mind as well, and we’ll talk about those.
Number three, customers rule. You know, your viewers are your customers. Initially, when they’re viewing your online video, they are paying you to watch that with your attention. So hopefully, if you do a good job with your video, they are going to pay with their cash to buy your product or service. It’s important to understand your viewers, it’s important to understand what they want, what they need out of your video and the best way to do that is to build some viewer personas, and we are going to talk about how to do that.
Number four, technology is a double-edged sword. There are a ton of different online video technologies that can be employed ranging from streaming technologies, to interactive technologies, to distribution and measurement technologies. Now, we don’t have enough time to dive deep into any of these but we definitely, will open your eyes to the possibilities of what we can do with online video technology, and also illustrate the fact that just because you can, doesn’t necessarily mean you should use any of these different technologies.
And finally, number five, never stop learning. As with anything in life, it’s critical that you hypothesize, try things out, measure, tweak, and then re-try it over again. I don’t think I need to talk about that with the direct response industry, because D.R. is probably better than anybody at the trying and testing. But we are definitely going to talk about how that is different a little bit in online video, and then Charles is going to share about some experiences that he has had with Wacom.
So let’s get into it. It all starts with strategy. So Abraham Lincoln once said that if he had six hours to chop down a tree, he’d spend the first four sharpening the ax, and that’s basically what strategy is. You know, just like any successful business, social, personal, or marketing campaign, it’s important to start with a good, solid strategy. Yeah, absolutely, we want to sell something but when it comes to online video it’s rarely, with D.R., a one-call-close; it’s rarely they are going to watch a video, and then just seal the deal and they’re going to click buy, or they’re going to call a phone number and go to phone service. That doesn’t happen very often. As a matter of fact, when it comes to online video, there are a lot of different types of videos that you are going to want to use in your online video campaign.
John Klaff who’s the head of media solutions on YouTube, Google actually categorizes the commercial online videos into three categories. He calls them “hero videos,” “hub videos” and “hygiene videos.” Let’s talk first about hero videos. So hero videos are your big brand videos. They are as flashy as flashy and they appeal to the viewers emotions. The goal is to get a viewer after they watch it to say, “I want that” or “I need that.” In many ways, they’re a lot like direct response. Some hero videos can have a really strong call to action like direct response videos, or some hero videos are strictly brand eccentric so it’s just full of flash and sex appeal.
At Wacom, they use brand videos in the form of product trailers. So whenever they come out with a new product, you know, a $3,000 interactive display, they’ll produce a grand trailer, much like what you see in here, to help drive that emotional desire as a matter of fact, you can go to the YouTube page for Wacom, you can see in the comments, it’s all about people saying, “Wow, I’m drooling right now,” or, “I must have this,” or, “I’d give my left arm to have this new product.” This is what these grand trailers, these product trailers do for Wacom.
The next type of video is a hub video. A hub video really appeases the logical side of a viewer’s brain so they support that emotional desire, and really give that customer that additional information they need to give themselves permission to buy. So hub videos are packed with proof about why a customer should buy, and they provide substance as to why they should buy. You know, an example might be a very straight forward features and benefits video. It’s not sexy, it’s just straight features and benefits aimed purely at the logical side of somebody’s mind.
Another example might be a testimonial video. Testimonial videos are used in D.R. all the time and just like D.R., they use real people with their real experiences to give people permission to buy. And then, a third example might be a celebrity endorsement video. So again, just like you do in D.R., you know the power of a celebrity can go a long way when it comes to making a sale. A perfect hub video, you know, really gives the viewers a sense like they are being listened to. So in a perfect world with your hub video, you would be able to proactively answer the questions someone might have about your product or service. So you could do that through the features and benefits video, you could do that through the testimonials, or you could do that through celebrity endorsements.
You know, Wacom uses hub videos in a number of ways. They do straight features and benefits videos, they definitely do customer testimonial videos where people see how it’s actually being used for the market, and then they also do some celebrity videos, and Charles will talk about those. Again, a great hub video can be absolute instrumental in helping to influence, persuade and actually close a sale.
And then finally, the third type of video is hygiene video. So hygiene videos are those that support a viewer and a customer after the purchase. So they not only show a customer how to use a new product, but they also help to proactively answer any question that they might have about the product once they get it. So an example would be a customer care video.
Wacom uses customer care videos to actually show their customers how to resolve common challenges when setting up a product. For instance, if somebody buys a $2,000 Cintiq, the customer care video would show them how to install the drivers or set up the express keys on the Cintiq. So what they’re trying to do is to prevent people from having the frustration of not being able to set it up properly. Another example of a hygiene video would be a tips and tricks video. For instance, somebody after they buy their Cintiq might go to the Wacom webpage, and see tricks and tips on how to optimize the express keys, or how to get the most out of their new purchase.
There’s two primary goals to hygiene videos. One, it allows customers to quickly and easily resolve common challenges that they might have with the product and the benefits of this, and really, when you get a product especially an expensive product, it reduces that customer service load, that real time call center and Wacom saw that when they started doing [inaudible 00:10:11] customer care videos that the call center volume went down.
The other thing that these hygiene videos do is to help prevent returns, because if people actually know how to use it and they can solve their problems on their own by watching the video at 2 a.m., it helps prevent that frustration of thinking it needs to be returned. And then another goal that the hygiene videos do result you know, is really ensure a positive experience with your product. You know, if people are able to use and optimize that product that you sold them, they are going to have a better experience and hopefully, leave positive reviews for you online, which as we all know, reviews in online retail are extremely important. That’s important to know.
Again, there are three categories; hero videos, hub videos, and hygiene videos. When it comes to strategy, when you want to talk about online video strategy, there is really a lot more to think about, specifically, the non-video elements of your video marketing campaign. Rob Ciampa is an online video expert at Pixability, and he spoke at our Reel Summit conference a month ago, and he presented us data that basically says “brand decisions are made on YouTube.” So just like the hero videos, when people watch a video on YouTube, they make an emotional connection with that brand, but buying decisions are made on Google. So they might watch your brand video make an emotional connection, but then what they’re going to do is go and research whatever it is they just watched on Google to make a determination, whether or not, they want to buy it.
So what does this mean? It means video is an element in your much broader sales, marketing and retention campaign, and you need to think about all of the elements in that online campaign and experience. How are they going to work together and how are you going to move that viewer down the path to actually purchase what it is you are selling? With that in mind, before you tune your offer or your call to action, you really need to do the work to think about your viewer persona, which we are going to talk about, your distribution strategy, and your supporting conscience strategy.
You see the thing about, who are your viewers? What’s important to them? And just importantly, how will they find your video and where will they view it? And then finally, what’s even more important is what will they want to see, read, and download after they watch your video? Very, very important to have this in place so after they watch something, you give them that easy opportunity to go, learn more and actually make that purchase. Again, strategy, sharpen your ax. It’s all about strategy.
Next is measurement, measurement matters. It’s not likely that I need to talk about measurement much with this crowd because I think the D.R. industry does it better than anyone, but just like broadcast direct response, you really need to know how it is you are going to go about measuring the effectiveness of your online video campaign. It’s really important that you think about the different ways for you to measure it. It might be sales I mean, sales is obvious, but it also had been click through. So click through after watching the video to a landing page, it might be social media shares, or it might be frankly downloads of a piece of content after somebody watches your video, so how many times are people downloading that content that you want them to read afterwards.
Now, depending on your strategy, your measurement might be pretty straightforward, but it also might be actually quite complex. So if you have a simple D.R. type video online that has a low price product, as well as a really strong offer and call to action, it might be as easy as just figuring out how many times you actually sold the product. But if you have a more expensive and specialized product, it might be much more difficult to measure because the video in itself might only be one part of dozens of pieces of digital content that you are actually going to need to develop to actually help them so that people make that purchase.
For instance, the Wacom Cintiq is a $2,000 or $3,000 product, people aren’t going to watch one video and decide to buy it. So if you do have dozens of pieces of digital content, it might only include a couple of videos. For instance, if you are selling the Dapper Dandy Juicer, somebody might watch a video online and it might be good enough to get them to click through to your website with a white paper that they download written by a famous physician with all of the benefits of juicer. That might be a way to get them to make a purchase.
The video was just a catalyst to get them to do the download to actually instigate the purchase. You know, another thing that might happen is you might produce a piece of content that goes on Pinterest like an infographic, and maybe that infographic had no intention of buying your juicer, but they saw your infographic that peaked their interest, and they went to a landing page where they watched a video, and they saw how easy it was to actually use the juicer.
So after they buy it, you know, you’re going to have issues. Which part of this whole campaign is actually the tipping point for them to buy your product? When it comes to online video and online digital marketing strategy, you are going to have to be okay with sometimes having a little bit of fuzzy logic in regards to measurement and attribution. And Charles is going to talk more about this. An important part of measuring also comes into play when you guys are doing your online media buying.
An Online video media buying is definitely a different beast and I’m sure many of you know this, than buying broadcast D.R. For the purpose of simplifying things, there are basically two ways you can buy online media. There’s pre-roll slash syndicated media, and then there’s YouTube tribute. You know, the pre-roll slash syndicated media is basically a lot like online, or a lot like broadcast or direct response. You are basically buying a network of websites with show videos and your video is playing in front of a piece of content that people want to watch, and people are forced to watch that video just like they might be on TV, [inaudible 00:16:02].
So for instance, Betty Crocker might run a frosting video in front of a cake video on cakemasters.com that shows people how to make a teddy bear birthday cake. People are forced to watch that video before they can watch the content they want to watch. And the other way to buy media is through TrueView, it’s a YouTube product. Many of you probably already know about this but the TrueView model provides a number of different ways for viewers to actually choose to watch your video content. So they can do it through in-slate, in-search, or in-display options. What that basically is it’s taking your video content, it’s taking a thumbnail of your video as well as the titles or text and hopefully, if you do a good enough job about the thumbnail, that text will get people interested enough to actually click on your video and watch it. And if they do, you are going to pay for that.
Another option when it comes to TrueView is to do the in-stream or pre-roll video, which I’m sure most us are familiar with, and that is your video plays or starts to play before a YouTube video somebody wants to watch, and you’re given the option to skip it after five seconds. Charles is going to talk a lot more about this. Again, TrueView is basically a media buying mechanism that invites viewers to watch your content as opposed to forcing them to watch it and I think it’s a very, very valuable tool, and something you should be aware of when it comes to your strategy.
Next, I want to talk about customers. They absolutely rule. I learned this the hard way that it doesn’t matter what I think I’m communicating to others. The only thing that matters is what others hear me communicating to them, and it’s very important for us to be clear on that. I learned this the hard way. You can just talk to my wife about how long it took me to realize that. You know, with this in mind, it’s important to understand as completely as possible who you are communicating to before you write, shoot, or upload a single frame of video.
This is primarily done through the creation of viewer personas. So a standard viewer persona might include something like age, gender, or socioeconomic status, but it also might include cultural or regional biases, language preferences, or even taste in music or entertainment. Wacom, they aren’t so concerned with regards to age or gender but they are more concerned with job duties and descriptions. For instance, they need to know that what’s important in features and benefits to a photographer with their products is different than what’s important in features and benefits to a graphic designer, and Wacom customizes their content including their videos based on the buyer personas of those professionals.
So once you understand your viewer personas, you can make more effective and creative production decisions, you know, from the tone of your writing of your scripts, to the tone of your lighting and how you actually produced the video. It’s also going to influence your distribution decisions. Through the viewer personas, will you be able to target people simply through TrueView, or are you going to need to syndicate your content on a website like a luxury yachting website, which might be the case?
Again, it’s important to understand that your viewer’s perception of what you are communicating is all that matters, and it’s important to establish your viewer persona so you know that what you are saying is indeed what you are intending them to hear. Which brings us to technology; when it comes to online video and technology, it’s definitely a double-edged sword.
Technology is awesome but it can also become your flaw. If used correctly, technology with online video can do some amazing things, it really can. It can allow for easy measurement, it can allow for easy social sharing, it can allow for optimized streaming and better viewing of your content, and the minimization of bandwidth to help you manage your expenses. It can allow you to customize your video playlist based on the information of a users web browser, there’s new technology that allows hot-spots in live video like literally, you can watch a video, click on somebody’s shirt and get information and a link on where to buy it, and it also allows for remarketing opportunities which I’m sure most of you know about but if not, Charles is going to talk about that as well.
If used improperly, technology, something that may seem really cool, for instance the live clickable video might actually be a real pain in the ass, and Charles has some experience with that and he’s going to talk about that. So it’s important, you know, before you endeavor into any new video technologies that you understand what your commitment of time, money, and resources is going to be, and how it can potentially benefit you when it comes to your online protectiveness and, you know, that’s it.
Sometimes, a new technology will come out and you need to take a calculated guess, an educated guess as to, you know, this might work and just try it out. Try it out and test, and see if it works. If it does, keep it. If it doesn’t, dump it. Again, technology is awesome but be wary of technology. Which brings us to never stop learning. So Greg Jarboe is a popular blogger on a website called ReelSEO. At the Reel Summit, he gave a talk, he talked about the ever-changing landscape of online video.
Basically, what he said was, “A third of what we know about the online video today if going to be obsolete in a year.” It basically means that everything we know about online video today is going to be obsolete in three years, it’s always changing; always changing. For instance, a great example is the use of video rich snippets, I’m sure a lot of you are familiar with the effectiveness or the former effectiveness of video rich snippets which is basically, if you create a video content that was easily searchable by the Googlebot, or if it was relevant to any search in Google at all, they would put that video content near the top of the search results, which is awesome especially if you knew how to use that and how to optimize it.
It was a very, very valuable and powerful video marketing tool. That was all made obsolete about three months ago when Google decided to change their search algorithm, so now it’s almost worthless, well, probably not completely worthless but who knows, maybe a year from now it will be incredibly valuable again. All I have to say is very, very important for you to keep learning when it comes to online video. With that in mind, as you keep learning you are going to continue to hypothesize, test, measure, tweak, and re-hypothesize on what you should be doing.
You are going to have a ton of online variables. Much more than simply tweaking your call to action or your offer, or your media file, you’re going to have production variables when it comes to producing content or pre-roll versus syndication. You’re going to have distribution strategies in regards to syndication versus TrueView. You’re going to have even TrueView buying strategies as to what types of TrueView are you going to buy. You’re going to have interactive viewing strategies. I mean, there’s some pretty cool viewing technology that Charles will talk about involving interactive stuff that you are going to determine, whether or not, that’s worth it.
Even social media viewing strategies will earn viewing strategies which is pretty important because, if you can earn views because your content is compelling enough or educational enough, or entertaining enough but still delivers the ROI that you need to get people to a landing page, or get them to convert to an actual purchase. If you can make content that is sharable or being shared, that can be extremely valuable to you and you won’t have to do as much media buying, or you’re media buying and then your actual purchase will become much more valuable.
The thing about online video and all these options is you can tweak to your heart’s content. With so many variables, one of the downsides is you can spend all this time, money, and resources to tweak and tweak, and tweak, and frankly, it can become an absolute bear. On the other hand, if you have the patience and determination, you can really generate some incredible results if you are willing to actually do the work and actually, absolutely maximize your return to your online video investment. I’m going to hand it over to Charles Voloshin who’s the digital manager at Wacom, and he’s actually going to walk us through his experiences in using online video in the full digital marketing ecosystem at Wacom to launch the product, the Cintiq. Charles.
Charles: Hi, I’m Charles Voloshin. I’m the digital marketing manager at Wacom. I don’t know if many of you are familiar with Wacom. We are primarily a pen and hardware technology which means we build hardware that puts the ability to use pens to interact with computers. Now, that might not mean much to you folks who are working in offices, it’s a huge benefit for professional photographers, illustrators, graphic designers, animators. We’re the world’s leader in that and we produce some of the best pen computer technologies.
In fact, every time you see it you probably wouldn’t know, but chances are it is Wacom. So Wacom for a long time has been the leader in this technology and in order to sell it, it’s a bit difficult because it needs someone to utilize it or actually show how you can use it and all of these different elements, so you can’t just use it static. We have to be able to allow others to watch it and video is great for us because it actually takes our product, shows how to use and then allow other people to talk about how much they actually love our product. The best part about the video is it can actually but put across multiple channels. For a limited production budget, we can actually take an asset and put it across YouTube, or put it in front of a web-conference and we can put it in front of other online videos.