I’m still working through my notes from the Marketing Profs Digital Mixer in Scottsdale, Arizona and wanted to share the ones I took from CC Chapman’s presentation on video. Listening to CC speak is a treat. His natural state of energetic curiosity and enthusiasm is infectious. Checkout any of his New Media productions at Accident Hash, Managing the Gray, or his New Media Agency called The Advanced Guard.
The talk that I attended occurred on October 22, 2008 (Yeah, I know. I’m really late!)
Here are the Top Ten things that I noted from CC’s talk:
- Our viewing habits are changing
With innovations such as Tivo and DVRs, we really don’t care WHEN something is on TV. All we need to know is that our favorite shows will be recorded and then be waiting for us when we’re ready to watch them. Time-shifting is a cultural phenomenon that online video producers must account for when creating their video programming.
- No standalone marketing; Tie your marketing to your video
Most attempts at using new a medium like online video results in a company building islands of content with no connections to other more traditional marketing efforts. Online video offers companies new ways to tell their stories. Use it’s unique capabilities to augment your company’s other marketing efforts.
- Hypersyndicate your content. Do not force people to come to your website to see your video.
New video hosting sites are popping up all over the place. We have Youtube, Vimeo, Seesmic, Viddler, Ustream, Blip, qik, just to name a few. Rather than choosing one or two hosts to make it easy on yourself, put your videos everywhere for people to find them — on their terms not yours. Tools such as TubeMogul help take the monotony out of the equation by giving you the ability to publish once yet syndicate to many.
- Don’t censor criticism.
Criticism is good. Poor manners are bad. Nuff said.
- Tag Well, Tag Often
Search engines are very good at indexing text, but they still have a while to go before they can index audio and video. And although much work is being done in these areas, by far, the easiest way to get your corporate videos indexed is to write descriptive text and tags.
- Keep PR and the Lawyers away
PR wants to control the message. Attorneys want to eliminate all risk. Both are impossible in New Media. So don’t even try.
- Don’t be afraid to have conversations with people.
As a culture, we’ve really gotten too familiar with communicating via email. Pick up the damn phone and talk with a human once in a while. Even better, take a real live customer out to lunch. Perhaps you can use your Flip Camera and record a short interview with them afterward. (Just make sure that they remove that spinach from their teeth first.)
- Don’t be afraid to experiment
By definition, New Media means that the rules haven’t been established yet. The next killer app of video is just around the corner, but if nobody is trying to find it, we never will. Be creative. Do things with video that would be impossible in any other medium. Have fun. Experiment. And remember: “Never confuse recording with releasing.”
- You can never duplicate the success of something novel
You aren’t going to create the next Diet Coke and Mentos video. You aren’t going to create the next Will It Blend? And you shouldn’t want to. Your company is unique. Use online video to demonstrate the unique aspects of YOUR company, not someone else’s.
- The quality in it is more important than the quality of it.
Perfect exposure is not required. Perfect sound isn’t either. A good story with compelling content will overcome any imperfections in the representation of it. As long as the imperfections aren’t a distraction, consider the video good to go.