Second Nature Marketing
not your typical marketing... www.wsocialmarketing.com
not your typical marketing... www.wsocialmarketing.com
In the past couple of years, videos have become a vital part of any and all
marketing campaigns. Video sharing sites like YouTube & Vimeo
have even made videos easily accessible and interactive.
Creativity has also reached new heights when it comes to incorporating video
to peak people's interests in brands.
Below is an interview with Roger Wu, Founder & CEO of Klickable.tv,
a site that allows users to make their own interactive videos.
GENERAL INTERACTIVE VIDEO QUESTIONS: · Are lifestyle companies in beauty, fashion, and health/fitness industries uniquely positioned to use video as a marketing tool? RW: Yes. All three industries have been marketing using images for years. With the rise of Internet video, we can now take these images and bring them to life. We can see our favorite celebrity wearing or using some type of non descriptor product and learn what it is. Overall we will be able to see in action what we've only been able to read about in words. · In your personal opinion, what is the most creative e-commerce campaign that used interactive video as a driving force? What about viral? RW: Personally, and perhaps I'm biased, I like the campaign for the film Miss Pettigrew Lives For a Day, a film that skews 30-40 female. The interactive Klickable trailer was sent out to a bunch of 20 year old guys, in which they were told that a secret object in the trailer would lead them to free movie tickets. The next day we received a bunch of emails saying, "I've been watching this trailer for over an hour and can't find the tickets, but what happens to Miss Pettigrew?" Other videos that I really like from a viral aspect include the Diet Coke and Mentos experiment. Although the campaign was not created by either, it lifted sales of both. It was something that is so fun and easy and got people saying "Does that really happen?" that thousands of video replies were created. Another branding campaign I enjoyed was "Will It Blend," where the company's founder asked viewers what object he should blend in his blender next. He blended everything from iPods to golf balls to garden rakes... · What is the ideal length of an interactive video? RW: There's been a lot of debate about this. I think the length won't matter if you've reached the right audience and provided a high level of engagement. That being said, there's a TubeMogul study that shows that after 10 seconds of video you lose 10% of audience, 30 seconds you lose 35%, and 1 minute later you lose 55%. This definitely tells you to skew your video length toward the shorter end. However, I think that the reason for this is the strange feeling you get when you are watching a short video clip (not Hulu). You are being passive in front of an active machine (your computer). * The reason I say not Hulu is that typically when Hulu is watched you put your computer further back and recreate your TV screen. · What are important SEO considerations for producers to create and share interactive video content? RW: Most of the basic SEO tips for your site also apply to your video, at least the page that surrounds your video. Flash now allows for your video to be crawled by search engines so be sure to embed your keywords and metadata into the Flash portion. I think that SEO will begin to play a smaller role in content discovery and that "viral" or "social" will play a larger role. That being said, make sure to upload your video to the other video sharing sites and seed your video through Facebook and Twitter. Klickable TV QUESTIONS · For those unfamiliar with your company, Klickable TV, could you give us the run-down of how the Klickable TV video platform creates a more interactive experience for users compared to “flat” video? RW: Klickable TV allows users to click directly on the video to receive more information on what they are clicking on. If you see an actor you don't recognize clicking on him could take you to IMDB. If you see a great shirt you might like to purchase, you could click on it and go to an ecommerce opportunity. The concept is similar to when television executives promised us that we'd one day be able to see Jennifer Aniston's sweater on Friends and buy it. In addition, we have a full suite of analytics that show you when and what people are clicking on. The impetus for this was because when you are video snacking (watching short 2-5 minute clips of video) you are in an active environment (in front of your computer) while video only provides a passive one and I noticed many people began to Google things while they were watching. Why not let the content producer direct the viewer to where they want them to go (and receive credit for)? · Let’s talk analytics and measurability—how can companies or marketing professionals learn about their viewers if they create a Klickable TV video? RW: Analytics was one of the first areas that we added a lot of emphasis to. Viewers are given the ability to essentially vote on their interest level simply by clicking. Like Google, you will click on what you are interested in. We can see what people might find interesting since they can click on an item once to get a quick summary. We can also see what people are truly interested in by capturing the secondary clicks; these clicks take the viewer to the underlying website. We can also see the timing of when users click with what is on the video. The most interesting thing we can look at it is the data in aggregate which surprisingly shows that most people click on pretty much the same items at the same times…. · How does Klickable TV’s value-added information nuggets about viewers and click throughs differ from the YouTube’s Insight data metrics? RW: We're capturing more engagement metrics than viewing metrics. The key is that if you aren't actively in front of your computer you cannot click. You could still be technically viewing a video even though you got up to walk the dog. We're also taking common web page metrics like click thru rates and applying them to video, instead of basic simple metrics like views. · How did you come up with the concept for Klickable TV?
RW: I was editing a video one day when I realized that watching video on the computer was an odd experience. You were in a lean forward atmosphere with lean back media. I wanted to make a sitcom I wrote and shot into a "klickable" web series but began to realize that if I wanted to do this there were other filmmakers that wanted to as well. I dusted off the old programming skills and worked at a tea shop with free wifi and uncomfortable plastic chairs for almost 9 months until I got the thing to work….
