This is a presentation that I gave at the Think International IV event - Copenhagen - Mar, 2011. The presentation has been modified i.e. text added, substituting me talking. Love to hear your feedback.

1. NI ES
PA ED
COM NE
N ’T AT
DO UCK
O S AL
T CI !
SO IA
M ED
Presenta(on
made
for
Think
Interna(onal
IV
-­‐
Copenhagen

2. eople and
sp
way ate, wo s isrk,
The u nic lve
m se ng.
com ize them changi
organ entally
und am
f

3. The ways people
communicate, work, and
organize themselves are
fundamentally changing.
And the change is visual.
And the
change is
visual.

4. What makes
social media
di erent?

5. REACH

6. Social media is decentralized and able
to reach all corners of the world.
Just look at what has happened lately,
#egypt, #christchurch, #libya and
#japan.

7. ACCESSIBILITY

8. The means of production for social
media is not owned by governments or
private organizations. The tools are
available to everyone for free or little
cost.

9. USABILITY

10. Social media has few barriers as anyone
with the ability to use a computer or a
mobile phone can create content and be
producers of social media.

11. IMMEDIACY

12. Social media allows for instantaneous
creation and response.

13. PERMANENCE

14. Unlike traditional media, social media
allows for instantaneous editing,
sharing or commenting.

15. Ok, so now we’ve established what
social media is I’m going to focus on
Video and why....

16. Video is
the new
black

17. and how
it’s Humanizing
the web

18. Video isn’t going to disrupt corporate
marketing some time in the future
IT ALREADY
IS!

19. VIDEO IS
MORE ENGAGING

20. ‣For social marketing, online
video is second only to
Facebook for % of people using
it.
(Source: Content Caboodle)

21. ‣Cisco: By 2013 Video Will Be 90
Percent Of All Consumer IP
Tra c And 64 Percent
of Mobile

22. Don’t be
caught
unaware...
What’s
that
bright
shiny
light?

23. Video can be
used for almost
anything

24. Now, let’s see what video can actually
do for an organization.

25. ENGAGEMENT NEWSLETTER CLICK-THROUGH
771.262 17.4%
Minutes of engagement Higher click-throughs in newsletters with
video
VIDEO LINK RECORD EMBEDS
10x 112
More popular to click on video link than Number of sites that embed their
the next-most popular link in newsletter videos including google.com’s own
(Source: 23 Video) search engine result page

26. SALES INCREASE SALES 2010
30% 1.2B
Using videos to describe and Zappos’ CEO attributes this success to
demonstrate products online video: “Products with
accompanying video sell better”
CURRENT VIDEOS GOAL FOR 2011
8,000 50,000
They feature employees instead of Zappos strive to have even more videos
actors or models next year, and they will need around 10
(Source: Zappos) studios.

27. ENGAGEMENT PRODUCT VIEWS
3 mil 3x
3x product views
Minutes of engagement
when supported with video
REPEAT VISITS SALES INCREASE
2x 23%
Double repeats compared with website 23% higher basket/check out value
only visits. Also double dwell times.
(Source: TubeMogul)

28. CASES

29. This
danish
Ecommerce
store,
uses
video
as
a
key
sales
tool
by
providing
viewers
with
unbiased
and
engaging
product
reviews.
Community Building

30. They
have
also
have
built
a
strong
community
of
engaged
users,
by
le?ng
them
submit
their
own
product
reviews,
allowing
users
to
build
their
own
social
authority
within
the
community.
Community Building

31. Carlsberg
gives
their
fans
a
place
to
share
themselves.
User Generated Content

32. Other
viewers
can
then
vote
and
share
the
videos
around
the
web.
User Generated Content

33. Saxo
Bank
is
trying
to
become
a
thought
leader
and
resource
for
their
customers
and
potenEal
customers.
Demand Driven Content

34. Novozymes
use
video
to
ensure
their
stakeholders,
both
external
&
internal,
get
a
chance
see
who
they
are
and
how
they
do
things.
Stakeholder Communication

35. TED
and
their
sponsors
have
realized
that
the
audience
isn’t
just
limited
to
those
people
that
aKend.
Audience Extension

36. Audience Extension

37. To
help
determine
which
frames
suit
them,
this
danish
optometrist
allows
customers
to
share
video
with
friends.
Creating Social Objects

38. Kilroy
uses
video
produced
by
students
for
students.
Connecting your audience

39. How do you know
if it’s working?
... and how can you keep improving?

40. See
all
your
video
assets
&
key
staEsEcs
Visual overview

41. Understand
how
your
videosite
is
performing
Quantify user engagement

42. See
where
your
video
are
ge?ng
the
most
plays
Track clips across the social web

43. Understand
your
videos
performance
Drill-down reporting

44. Discover
where
in
the
video
people
stop
watching
Drop-o rates

45. Set
up
your
videosite
to
automaEcally
distribute
your
content
to
your
various
social
media
channels
Distribution to all your channels

46. RECAP
Video is the new black.
‣Build a community
‣Allow users to create content for you
‣Be a thought leader
‣Engage your stakeholders
‣Extend your audience
‣Create social objects
‣Connect with your audience
‣Measure, analyze and improve

47. Try 23 Video yourself at
23video.com
And see how we humanize the web.

48. Gus // gus@23company.com // @ideasoutloud
Ste en // ste en@23company.com // @ste entchr