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Information about video_commerce_consortium_roi_of_online_

Published on January 22, 2009

Author: liveclicker


2009 VCC Video Commerce Webinar SeriesThe ROI of Online VideoJanuary 22, 2009 : 2009 VCC Video Commerce Webinar SeriesThe ROI of Online VideoJanuary 22, 2009 Justin Foster Founder & President, Video Commerce Consortium Co-Founder, Liveclicker Jimmy Healey Product Manager, Upcoming VCC Events : Upcoming VCC Events Video Commerce Consortium Largest consortium of interactive professionals dedicated to advancing the art and science of video commerce Feb 10 2009: The Intersection of Video and Email Marketing – DMA/EEC Feb 12 2009: Video Commerce in the Newspaper Industry – SNA March 2 2009: Video Commerce Thought Leadership Series Launch May 6 2009: Online Marketing Workshop w/CompUSA, – About the Presenters : About the Presenters Jimmy Healey Sr. Product Manager at 9+ years in e-commerce business and technology development Manages in-house video production studio & Focus on developing social and rich media products that accomplish the following: Educate customers Engage customers Entertain customers Justin Foster Founder of the Video Commerce Consortium Co-Founder at Video Commerce Services Provider Currently working on the following initiatives: Actively studying the impact of video on e-commerce performance Building the VCC into a world-class resource for professionals seeking to advance video commerce knowledge Communicating the value of video commerce through case studies, whitepapers, webinars, industry reports, events, blogging, and general industry thought leadership Program : Program Justin Foster Solving real-world video commerce challenges Actual results and examples from online retailers Tips and lessons learned across the e-commerce spectrum Jimmy Healey’s vision of video Educational & product page examples ROI of online video Q & A Challenges Facing Video Commerce : Challenges Facing Video Commerce Q: In your opinion, what are the biggest roadblocks facing video commerce within your organization? Source: Video Commerce Consortium Survey. January 21, 2009 Making video work : Making video work 1/21/2009: YouTube announces expansion of click-to-buy, 23,000% sales increase of Monty Python videos E-commerce mainstream Brand marketer mainstream Part I: Liberating video content : Part I: Liberating video content Trapped within the enterprise In-store Television commercials Isolated self-shot footage Collaboration is key Supplier video content Supplier DVDs Discovered on YouTube Content syndication networks Electronically transferred Leverage is key User generated video On-site reviews Webcam comments “Crowd sourced” discovery Incentive is key Self-Produced Educational video/how-to Promotional content Service content Education & evangelism are key Part II: Harnessing Video Across Channels : Part II: Harnessing Video Across Channels .com .tv Part III: Add Interactivity & Relevance : Part III: Add Interactivity & Relevance .com .tv Part IV: Creating Personalized Dialogues : Part IV: Creating Personalized Dialogues .com .tv ROI Examples : ROI Examples Source: Video Commerce Consortium, “Building an Effective Video Commerce Strategy,” Nov. 2008 SEO in video commerce : SEO in video commerce Launched in 2008 Prominent SEO placement Liquidated inventory of key product “We quickly validated the SEO pilot.” - Jon Nordmark, Founder of Take-away statistics : Take-away statistics Online video is increasingly becoming part of our everyday lives. Usage cuts across age demographics ~ 75% stream at least 1X/mo in 18 – 54 demos. Source: Nielsen Research, July 8, 2008. Stats for May 2008, US only. Source: eMarketer, Ipsos Insight March 2007. Vision of video : Vision of video Telling a story: Engage customers Entertain customers Educate customers (sit and fit experience) Branding Point of differentiation Conversion SEO benefit Educational video : Educational video 78% of customers view the Fitwiz biomechanics video Fitwiz conversion rate is 45% higher than site average Product page video : Product page video Scripting a video Animated Categorical Introduction Product Introduction/Brand name and model Available in various color ways for both men and women Intended User Activity type (what are the key traits that this shoes wearer would posses?) Feature Set (What activities would a user buy these shoes for? i.e. uses, occasion, value proposition) Fit and feel (Sizing, cushioning, and support) Technologies of the shoe and any product updates Product page video : Product page video Product page video : Product page video : Brand focus blog post stats Dansko post: How do you Dansko? Visitors: 12,999 (10/27/2008 – 01/21/2009) Reader submitted comments: 257 Average comment: 50 words Merrell post: Readers share their favorite Merrell moments Visitors: 10,361 (09/16/2008 – 01/21/2009) Reader submitted comments: 193 Average comment: 60 words ROI of online video : ROI of online video Investment Resources Staff Planning Scripting Sourcing of product for shooting Capturing video/audio Editing video Uploading and syndicating finished video product Studio space Equipment Lighting Backdrop Camera(s) Editing software Microphone(s) ROI of online video : ROI of online video Return Improved customer experience Increased revenue Customer lifetime value Brand recognition Improved brand relationships Co-op Marketing opportunities

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