Posted by Scott Maxworthy in web video, Video, internet video, internet strategy, internet marketing, innovation, Imagination, Ideas, Experiencial, Engagement, digital marketing, Differentiation, Creative, Content Strategy, Competitve Advantage, collaborative creation, CLIVEvideo, CLIVE, Business Development, audience
This blog is the ongoing chronicle of our own application to our business of the theories; ideas and lessons we are sharing and recommending with our clients.
If you're not taking risks then you're playing it safe. It's one or the other.
Yes, it's hard for some people/ companies/ brands to take risks - there's the natural fear of failure, but today, the paradox is it is more risky to maintain the status quo - you risk become commoditised and irrelevant - easily replaced.
"If you or your brand does not have relevance and create passion from your customers and fans then long term you're in trouble - you're no different than washing powder." Franklyn Un
Much of the current marketing talk today is about online social media, building and connecting with fans but social media is more than just about setting up a Facebook fan page or Twitter account. It's about creating social objects says Gaping Void's Hugh MacLeod.
I faced a problem with the CLIVE stuff we were creating - namely potential customers where comparing us with inferior produced competitors. Our key messages were not being heard.
The reason - our website - (which is where most of our customers find out more about us) did not clearly communicate our unique selling points - we looked like our competitors - ie just selling the technical video production ability instead of where we wanted to play - our creativity, our online marketing understanding, our script writing, our production quality, presenter coaching, technology platform and analytics.
We had to change the way we sold and move from a volume production view of the world towards a very customer centric, creative, niche approach. Less how many video jobs but more about developing the whole of customer experience - right through to their customers experience.
Seeds take a while to germinate
It took a very long time (in web years) for my team to actually understand what I was saying (and I suppose my deeper understanding of the space and ability to communicate).
Lonely Girl 15 (2006)
We'd all seen the Lonely Girl thing way back in 2006 but what was the end result today? Did it eventually ever sell anything beyond building the Directors profile? Was/ where's the long tail benefit to fans? What's the point if those no end in sight?
I'd seen the clips years ago but the guys appeared on one of the national morning TV shows - I sent the interview to my guys - it's when they saw the commercial return from the books "they got it". In many ways many businesses are like this - they need to see someone else successful before they have a go - it reduces their perceived risk - they need to be sold and convinced.
For every huge success there will tens of thousands of failures - today there's 37 hours of video uploaded to Youtube every minute.
"It ain't viral till it's viral" but there are some common elements to viral video success - low budget; humour; topicality; provocation; surprises and strategies - piggybacking on trends or celebrities; kids and cute animals.
If you focus purely on the $$$ then customers will soon see through your work.
2010 - Doing Incredibly Boring Work and the Creative Stuff that inspired.
My video guys were stuck on a very boring government job - we done a hundred simple presenter to camera CLIVE clips, it was the creative ones like Wendell's Dancing Reebok that got the most Click Thrus and results - social media was focused on how many fans or Twitter followers - the next metric is engagement.
2011 - Focus on Creative Inspiration
Less now on volume and more focused on customer experience. The development of characters to deliver key communications messages to targeted audiences; a platform for companies and brands to engage online; a framework for new talent to be involved.
Introducing The Characters
Each character went through a behavioural profiling approach (60 questions) used by Human Resource consultants around the world - developed to hopefully resonate with each customer segment.
Each character a Facebook fan page; Twitter account created and behind the scenes video element created.
The rest to unfold - I'll keep you posted.