Video. Discover its full power and potential. 38 examples of video in action. Copyright Focus Business Communications Limited

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1 Video Discover its full power and potential 38 examples of video in action Copyright Focus Business Communications Limited 1

2 Introduction My first exposure to the power and flexibility of video occurred in I was an accountant working for a major UK manufacturer, project managing the development and deployment of a new IT system. As it had a significant impact on the operations and profitability of the business, we wanted to explain to employees the new system and its value and benefits to the company. Travelling to speak at all the offices and factories in the UK was just not practical or financially viable, so I commissioned an employee communication video. The production company explained to me that with careful planning, filming and editing they could also create a version for external audiences. This way, investors and business partners would understand the value to the company and hence to them. I was dubious as I thought it was a clever ploy by the production company to charge more, but I decided to try it. It was one of the best decisions I ever made. It was favourably received by employees and external stakeholders. Marketing, Corporate Communications, HR and management were pleased too. I was fascinated by the whole process of video production, audience segmentation and content customisation and so commissioned updates as the project progressed. By 1981 I had moved into Project Management and Business Development within the IT industry and could see the potential of video. Over the next 23 years I commissioned many hundreds of videos on VHS tape, CD and DVD. The more I looked, the more ways I could see to use video marketing, sales, customer service, employee training and communication - so the more productions I commissioned. By 2004 digital video production, the internet and faster broadband speeds meant that it was becoming technically feasible and cost effective to deliver content online. Not using tapes and DVDs etc resulted in a massive saving in shipping and logistics costs. In many cases, the saving was enough to pay for the cost of video production itself. It was time for me to move into video production and studio management. Here we are eight years later and now working for a wide range of clients in the UK. This guide captures my 23 years experience working for organisations commissioning video and the last eight years working in production. If you want to learn more about our work, or visit our studios and meet the team, just give us a call on , or check our web site to see examples of our work for clients. Best wishes Adrian Moss 2

3 Content Background. 4 Sales and Marketing. 6 Employee Communications 14 Employee Recruitment, Education and Training. 16 PR and Corporate Communications.. 18 Customer Service and Support.. 20 Health and Safety Training

4 Background Video consumption has continued to grow rapidly over the last few years. This has been driven by three things: Faster internet connections Growth of smart phones with mobile internet connections Emergence of tablet devices ComScore 1 published research in mid comparing video viewing via smart phones and tablets. It showed that three times as many people used tablets to watch video, compared to smartphones. This large difference is probably due to the enhanced viewing experience of tablet screens versus smart phones. The recent launch of 7 inch tablets will further drive mobile device growth. The next generation of ultra- laptops and notebooks will also help drive mobile video consumption. As can be seen in the table below, consumers of video on both tablets and smartphones are fairly evenly split between males and females. Within age groups, it is not the youngest (18 24) but older age groups (25 44 and for males only) that are the largest user groups. Age Group % Share Smartphones % Share Tablets Male 49.2% 51.6% Female 50.8% 48.4% % 16.9% % 25.3% % 21.2% % 15.7% % 9.2% % 5.3% Source: comscore NielsenWire 2 published research in August 2012 that showed that in the US YouTube was the most popular site for accessing videos (4 out of 5 videos watched) and that Netflix was the site where people watched for the longest period of time (over 10 hours v under 5 hours for YouTube per month). This is because Netflix is used for watching full length videos (Long Form video) whilst YouTube has video of varying sources and lengths, very often generated by consumers rather than professional video producers and film makers. YouTube videos are watched on average for just over 10 minutes each. This could change over the next few years as a number of content producers and broadcasters have recently signed deals with YouTube to carry their feature films and TV programs. 4

5 Increased video consumption will continue to grow as consumers replace their current phones and computers with devices that have the ability to easily access online content. Many games consoles now have internet connections. This will mean that advertisers can start to look at pre- roll and mid- roll type ad breaks within content. Corporate sponsorship of established programs will become viable. With greater numbers of people online and a growing consumption of video content, specially commissioned programs become more feasible. Ooyala in their Q Global Video Index Report 3 found that in the UK 15% of all online content is consumed via smart phone and tablet. This is second only to Japan, with the US running at only half the UK rate. The lower rate in the US is probably because public transport to travel to work plays a bigger role in the UK and Japan, compared to the US. Austria and France are also big consumers of mobile content. Italy and Germany consume about 1/3 rd of what the UK does. Ooyala research also showed that consumers of Long Form video content watched three times as much pre- roll video adverts, compared to short form content. They also showed that the peak viewing time in EU countries is usually between 5pm and 10pm. The rapid growth and developing patterns of viewing behaviour creates opportunities for organisations to produce their own video content and leverage social media to help promote awareness of its availability. At Focus, we always recommend clients use YouTube and other video hosting platforms to maximise discovery by putting short form edited highlights of their videos online with suitable search terms and key words. Links back to their web site are provided, which is where a full (Long Form) version of the video is made available. Once visitors have come to your web site, you are able to promote further information more effectively. This guide contains many practical ideas on ways organisations can create video content that will be of interest to a growing online audience Watch_Video_on_their_Device top- u- s- video- sites/ 3. video- index/infographic- q

6 Sales & Marketing Communications 1. Customer Testimonials Testimonials from current customers are very powerful. We are used to seeing written comments all the time and sometimes a mini case study with pictures. However, nothing compares to seeing and hearing one of your customers explain how they use your products and services and the value they bring to their business. It has a power and authenticity all of its own. These videos usually run for a few minutes and are typically combined with factual information about the organisation and your products and services, and how they help your customers. 2. Video (linked and embedded) Research into the effectiveness of direct mails has shown that open rates increase if you include a link to video in your . This could be a short info- video embedded in the e- mail, but as many firewalls block visual content it is better to have a URL link to a custom built landing page. This is where the video will be hosted, together with other information people would find useful. This could include other videos as well as ways to subscribe to social media accounts, newsletters and sign- up to RSS updates to your web sites. The video should contain sufficient information of value to encourage people to subscribe for additional videos in addition to the landing, page creating a desire to subscribe to the other resources highlighted. 3. Information and Solutions Educational Video This type of video avoids direct promotion (and sometimes any mention) of your product or services, and instead addresses customer problems in the form of a How To instructional video. For example, an accountant could produce a video on how a VAT return is completed by a business, highlighting common mistakes and how to avoid them. A garden centre or gardening service could produce a monthly video diary on what is best done in the garden. The content can be from any business that can provide Tips and Advice to prospective clients. Your logo, as the company commissioning the video, is clearly on display at the start and at the end, but there is no attempt to promote the company products or services directly. The critical need is to understand the issues your customers face and address the solutions in the video. Your organisations brand is then associated positively with the information provided. 6

7 4. Advertorials & Promotional Videos Essentially these are just like the Information & Education Videos above, except that in this case your organisation s products and services are more distinctly referenced or seen in the video. Whilst an audience would get real value from the topics and information covered in the video there would be some form of call to action. This could be in the form of free advice or whitepaper. It could be an invite to a seminar or webinar, or an information pack. The information or materials delivered could themselves include an incentive to buy, such as a free gift, discount or upgrade voucher redeemable for company products and services. This would be instead of How To guides or more generic information. 5. Sponsored Video There are many opportunities for companies to have their brand associated with third party content. These can be one- off productions, a series, or more unusually a single program in a series. There are also opportunities to co- sponsor, so sharing the cost with others. Programmes on commercial TV and radio, including the weather and popular soaps, are sponsored by companies that show a short identity ad or logo at either at the start or end of the program and at commercial breaks. Even the BBC commissions content from third party commercial organisations and clearly acknowledges that fact. The logo of the third party appears at the end of a program together with a statement such as A Focus Business Production for the BBC. On BBC Radio the continuity announcer would verbally make the statement. The same type of sponsorship opportunities exist within online video. The challenge is finding a third party producer or programme owner who has content that matches your target market segment, and attracts a large enough audience to justify your sponsorship. There are also potential issues over editorial control and damage to your brand due to inappropriate content. If these can be solved, the opportunity is huge and growing. A couple of years ago we produced a monthly newsletter for a maritime industry client. Over a 12 month period we built its monthly audience to over 30,000. The client was a Government Agency so did not wish to accept advertising or commercial sponsorship, but atv that level of viewers it would have interested a number of commercial suppliers within the maritime industry. 6. Event and Conference Video Industry events and conferences have opinion leaders and experts presenting and chairing sessions. This is a great opportunity for you to arrange a series of interviews with them. The interviews could be about the topics they are speaking on, or a more generic subject relevant to the industry even about the conference itself. 7

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