Transcript:
In today’s video we’re going to talk about why video has become such an important part of modern market and communications I’ll highlight some steps that you can take to help you use video more and more successfully welcome to profile tree TV here we are today with peter craven from blue sky video marketing and very welcome would you liked it would you like did you teach yourself and tell us a little bit about what do you do yeah okay um i find at least gary video marketing two years ago coming up to two years ago in June 2017 and we are a video marketing agency so it’s all the elements of the video production service from from helping people figure out what I used to make in the first place really executing as many your projects and they and they get a nice on them I feel like and making sure the audience acquisition is there so the videos deliver the results that people need for them okay so you basically it’s mostly video and you just talk about video marketing so what’s the difference between video production and video marketing well I I find of the booster company two years ago out and spent about 20 years and global marketing rules and I was marketing manager with our matata ceramic tile retailer and distributor for almost eight years and then I was head of marketing at @cd for ten years and over the course of that time we saw that the growth of better you really I mean we set up the first youtube channel for CBA in 2008 and I wonder there’s nobody else really doing that at that stage and we did quite a lot of stuff ourselves internally um but we also commissioned quite a lot of video and my frustration with that process largely was that the video itself was seen as the end result and in the early days it it probably was because because there were so few people doing it and the early adopters got a benefit from and it did get more exposure on YouTube on websites and across social media channels but as the volume of it increased the video itself wasn’t enough I feel like it became more important to try and sure people watch the thing and at the end the doctor llevaron on the on the what the business needed to deliver because you guys know society there’s an awful lot of preparation and time and effort goes into making good value of content so with like the appropriate amount of effort post-production and it ends up being wasted and then people jump to the wrong conclusion that Betty or doesn’t work and when I always liken if they if he stood up in an empty room and delivered a PowerPoint presentation and didn’t get a response it wouldn’t necessarily be because the PowerPoint wasn’t very good it would be because there was nobody in the room and so what I thought about doing was trying to offer more elements of that service so it was more focused on crafting the story in the first instance producing the video but then making sure that it got eyes on how they ended up delivering on the business results that were needed if we were to be able to go again and that’s what businesses really wanted from it so that was that was where we positioned the agency whenever we started ya know and it’s really interesting because you know we are seeing the rise over the popularity of video marketing becoming more and more popular people people want that people think that they need a video on their website but as you say it’s maybe not the right mindset that they’ve got a bite the video it’s a boy – II then what you do with it once you have it well there’s a there’s a misconception out there sometimes the I focus on the asset if you like rather than I focus on on what you want it to do and what the story is so I think people see video is some sort of silver bullet that’s gonna fix all their marketing problems and might science change for somebody running a company whose business is selling that you to say this but it’s not and and that’s not to say that any of them work at doors and works very well when it’s done right but the the focusing on the video itself is the wrong thing to do it’s not it’s not a case of our video any video will do with the amount of car video content of an eye is right there I mean the last figures I saw were 400 hours of new content uploaded to YouTube every minute no what’s crazy isn’t it 80% of a little social media content being video by you yes at the end of this year that mr. Zuckerberg said that was gonna happen if you pick yourself if you put your one single video that you’ve is your labor of love for however long you’ve taken over and you put it into that context and not see that ocean of other material it’s beyond needle in the haystack stuff so if it’s if it’s just a single asset and it’s produced and you think the job is done well you have to work harder than a Voronoi to first of all make people pay attention to you but second of all post production to make sure that the video delivers what you actually need it to deliver ya know it’s so interesting and obviously we’re seeing a rise in video marketing how do you think that’s worth is its place with traditional marketing um again I’m a marketer he happens to be specializing in video the minute rather than rather than the other way around so so I I fell to the VA that nothing exists in isolation and there’s a requirement for for a new mix of things but video I think has changed how people consume and how people want to consume the messages that we’re trying to deliver um and I think there’s a number of reasons for that the barriers to entry are and I lower than they’ve ever been most of us are now walking around tethered to a video camera and for most of the time we’re awake with the phones that we have in our pockets there’s numerous examples out there of you know films that have been shot on iPhones and launched that become Film Fest of all things so so the bars the entry by remember back in the bottle days of the corporate video where it took four or five months to prepare squad of people that arrived up with boom mics and dollies and trucks and lorries and it would take weeks to organize the office to get it filmed it would be a ten minute video that was very self congratulatory was premiered in the boardroom but never saw the light of day again and thankfully those days our dad and it’s not about volume of content and consistency I think so the technology factor has changed that on a think without Stalinist is is changed the way people want to consume marketing messages now and we’ve never brands have never been I’ve never existed in in such a low trust environment where people are bombarded with so many marketing messages every day that they’re very quick to spot a tail when they’re being spun one so I think whereas I mean I I worked in market internals for 20 years and websites that I would have worked on would have featured customer testimonials on our website I rode every single one of them um with customer approval but you know you wrote it you asked the customer to approve it they signed off on it and you put it on your website that happens all the time and I think people are aware that that happens take a video testimonial for example you can’t fake laugh if you can get a customer on camera and he doesn’t have to see or she doesn’t have to say a lot of they say I bought that it works and that’s all you need so it’s much more powerful a thing and it allows people to make up their own mind and how they’re being communicated to and whether they believe the story that they’re being told I think that’s the critical part is is it’s keeping it credible and keeping your story credible and that it was a the most authentic way to do that equally it is it shows up any holes in your story right so so if your company doesn’t have a great culture or if your product isn’t really that good or if your customers aren’t that happy it’s very hard to do it um I think that’s a good thing because I think that focuses you back on address and the real problem I’m not trying to maybe cover over something I’m brush something under the carpet with a good marketing campaign but address and what what the real problems are because I’m sure like make you you know you you you want to work with clients that have a really really good story to tell I’m really good people working for them on a really great culture analyze and that story and that’s why I think that it works I think it is the most authentic you would expect me to say this but I think it’s the most authentic medium that we have there are of course places for for all the others so it’s a very powerful medium personal do you’re right and and because people have so much access to information you know even people are just buying something small or go on to Amazon they’ll get a review they’ll go on to Google they’ll get a review they’ll check out the website there’s so many different avenues where as you say when you go on there and you see a video or a video testimonial or something something that somebody’s actually powerfully said or showing you in action it’s so much more meaningful than just reading a review you but as you say really anybody could have written and who knows what who did to write it it has the potential to move people through that whether it’s a sales funnel our recruitment form or whatever it may be if it has it has the potential to move them more quickly than any other piece of content Isles I think because like you said if you go and see that review you’re read up blog post it’ll take a little bit of the proof box for you but you’ll want to go on supplement it with something else and just to give yourself comfort there’s not I read a great book recently by a guy called and Tom Goodwin called digital Darwinism there’s one better the book that really stuck with me and he said we within our working environments we have unfortunately evolved into a species that seeks to minimize losses rather than maximize gains most sales decisions or company investment decisions are based around what’s the least risky thing to do and every bad decision whether that be a piece of kept fur for worker or recruiting somebody new to the business or buying a new pair shoes we do it ourselves we’re we’re we’re trying to reduce the risk of what could possibly go wrong with this purchase and they often testily our video content I think allows you to remove quite a lot of those risks for people quite quickly yeah no you’re totally right and obviously as you say their access to video and business has been able to access video as you say they don’t need the 24 person film crew that they use you know why do you think small businesses do you need video content as part of their marketing plan I think it comes right back to the earlier point of its people’s choosing consumption um medium not and I we were to Jennifer to work with a client at the military was developing a program for for undergrad undergraduate students and we did a workshop with them on what distribution channels we should be using for firm or hidden content and it wasn’t it wasn’t exclusively a video project but we were saying this is the key messaging we have and I was all agreed okay what distribution channel should we use to reach here and they all said YouTube I was like what he explained to me how you use YouTube in there were like well we find your YouTube channel and we just watch everything on earth and you look at the watch time statistics and you know and the average view time on YouTube is 40 minutes per session so if you don’t have content to keep people for that watch yours and then they’ll bind some will go to somebody else’s but if you have content that’s all linked to each other on an unenforceable period of time so when the one hand you’re here in Orion social media video it’s got to be 60 seconds or less if you look at actually the watch time metrics on channels like YouTube and how people consume it it’s it’s not being careful not to apply one rule that you hear about how people’s attention spans of social media and I worse than a goldfish to say every piece of value content that you’re producing because the consumption patterns are different charm old clothes are vastly different so it’s no one what your distribution channel and I mean what I what I’d say would say to clients on a weekly daily weekly basis is if our consumers chosen communication medium is not value of content it’s not a case of asking yourself well we did or what we did you have to because with the volume of stuff that’s out there now it’s invisible and up you’re invisible if you don’t do it it’s not a case of you know you have to pay if you want to do it yourself do it yourself but you have to do it you know the results are there for themselves all the statistics are writing it it’s consumption are there so it’s it’s just an essential part it’s not of its it’s not a well we won’t be decision for Manson it’s just an essential part of of your overall marketing strategy whatever that might be yeah what would you say to people who as you say have their mobile phone and they feel if they can make their own videos for their YouTube channel or their Facebook or Instagram would you advise that or not very dependent on its clan specific I mean the first thing I’d say to people is one of my favorite lines that are above her don’t even know he said it originally was well do you think you can oh you can’t you’re probably raped and so if you think you’ve got the capability to go and do it then give it a go we did that’s how I started with see the arrows but it was at a very basic level we were back in 2008 we had very limited marketing budget because there was no nobody after the construction industry crashed there was nobody bad in the machines that we were selling so we have no money to invest and in a bargain fortune so we had to do everything ourselves and we were using not years and old blackberries and horrible footage and just to get started and get your one and it’s that the tourists hire would work so so what I tell people is obviously I would recommend that they bring in the professionals but if you need to give yourself the confidence that it can work go and try a few things yourself but it’s not just a case of you know half camera well making video it it needs it’s there’s there’s a process to go through to make sure you’re making stuff that people want to watch what did you say it’s a good start if someone is thinking of video content not 100% sure maybe don’t have the budget at the minute but as you say better to have something rather than nothing just look at the engagement gets look at when you’re screwin through your any of your social media channels now if you compare the engagement metrics on video content versus static images or posts that are there with links and if you look at all the research that there is unless the engagement is so much higher one of one of the things that I would would always say to people and that’s a particular soapbox of mine is subtitles on social yeah because I speak to people over there now I don’t have time to put the fueler doing their own videos so I don’t have time to put some tiles on social but you don’t have time not to because you’ve got to a point where you’ve gone to the trouble of making the video content not together I’m I’m getting at their point we’re happy to release it I’m with 85% of people on social or watch and videos with the signed off you know you’re you’re taking all that time and effort to be invisible to 85% of your audience and um we were doing quite a lot of research on this last year and hence the page who do that custom design landing pages from a marketing campaign did quite a lot of research on us in the middle of last year and what they find was that the viewing metrics didn’t actually shift that much with subtitles so views I think increased by 5% watch time increased by something like 3% when I saw those I was surprised and I thought I thought it would be more than that but where they noticed the big lift was on the engagement metrics so the reactions were 15 percent higher the sheriff or 16 percent higher the comments were 17 percent higher but the big one was the the clicks on the call to action were 26 percent higher whenever soap tales were there and I think if you said the people would you like to increase your conversion rate for 26 percent I think you probably would say yeah and if you said that I’m up all you have to do in order to do that I spent two or three hours I’m subtitle your videos that’s what you only you don’t have to be some new brilliant idea this is odd you gonna do would you be interested so I think it’s under the statistic around 85% of people watch videos social with assigned office time but I think people are sort of immune to 6:9 I think that research for me really brought at home in terms of the potential business and practical I’ll yeah and is against that it’s really thinking about your target audience and what they’re gonna do once they’ve watched the video it’s not back to just having that asset it’s what do you want people to do when you’ve got that video where you want them to go after it and what’s the call to action as you say with the sub tails if they’re just watching the video it’s nice video there’s no call to action cat ears well that’s I mean if you think about your own video consumption file there might be people I say this tender I call yeah I do that you’re on the boss of the trend the way home from work and you don’t want everybody around you yeah you’re setting an open plan office so you don’t want to be annoying people next year you may be sitting in an office watching videos when you shouldn’t be and so you and you don’t want people to know so there’s there’s all of those reasons why subtitles are gonna do another reason why it’s a good idea listen I mean it might be a potentially less of an impact but the accessibility issue yeah um for it for people who are you know hard of hearing or deaf you know you’re you know you’re making your content invisible essentially to those people there’s no sometimes oh so it’s a very that’s very quick way and it’s very easy fix to make that content accessible to people and I think if people went back and took the time to go through facts really their social media metrics for Danny video posit that have compared it to others and if they had any subtitled videos versus non sometimes be interested to see does that research from instapage play actually in terms of people’s own experience fuzzy that’s one common mistake and the people make with video content what other common mistakes T and see people making before they come to your but when they come to you they’re things that they’re a bite to make but you fix it for them well I’m always reluctant to call them mistakes because I mean you anyway the only reason we’ve been able to get to where we get them we’ve got to is we that can guarantee anybody who’s making videos that any mistake you’ve made we’ve made them off before you and I think that’s just the way you end up and prove and I think that there is maybe not enough time for people before taking they come right I think there’s a tendency to rush sometimes into let’s get to come right in start filming even but you know people here remember last year there was a lot of talk for a period of time around because the Facebook I’m particularly was pushing the like video thing and people who said well you need to do life video and doing live video well takes an awful lot of planning and and there were a lot of instances of people just that was back to their a video any video will do almost and Russian ended on a live campaign where they really understand and what’s the optimum length of this why should it be structured one of the key things success metrics with lay very it was obviously your ability to respond to questions and comments that are being asked at the time but it’s not life so how you facilitating that you need probably three people there because if you’re gonna be the person on the camera or somebody else says somebody else gonna need to be operating the camera but then you’re gonna need somebody else feeding you the information around the comments because that’s what makes life better you’re successful because it creates that interactive element to it so I would I think in relation to any value project it’s largely we get clients and a us all time you know you’ve been here ages and we haven’t seen a camera um it’s because we we spend a lot of time not to begin another process making sure that we get their point that we understand on the client understands and is happy with the video that we’re making yeah you know it’s all been detailed and storyboard it and we know that it’s it’s taken people on the journey that you want to take them on asking them to do something at the end then even beyond that being aware of what device are they use and when there yeah when they’re watching this and is that webpage that we’re sending them to move I’ll optimized all the ways it’s a very worst thing you could do is get a lot of people to put their hand up and say yeah I want to buy that and then you make it very difficult for them so it’s it’s thinking about that whole process is one of the things we’ve encouraged people today and not necessarily just rush in to start making videos yeah and what is the process so some wanted to get video for the deer video marketing campaign what would be the process that they would go through we tend to get two types of two categories of inquiries the first would be people who approaches you have a very specific with you ideas so so they have a new product launch they have an event that they’re going to and they have a subject that they want to talk or write and that they’re very easy because the customer has an idea of that those a video that they want to make and it’s just a question of going in and working out what their distribution channel is trying to craft the story with them and then executing that project the second one which is increasingly common is where people are approaching us and saying we knew we should be doing more of this stuff but we don’t really know where to start and that is their the really interesting projects for us because they’re the ones where you get to go in and talk to a lot of really interesting people here doing really interesting things and find out some of the fantastic businesses some things that are operating around you think he just didn’t know or doesn’t fit businesses that existed or you can actually you know have a business do you know and and at that stage it’s very much going in the same or one of the objectives or the sales objectives are they recruitment objectives what are they and they had understand and as I say people’s purchase decisions or recruitment decisions or learn to eat risk reduction exercises so we would always be trying to find out well what what are the things where are the areas where you might be perceived as a risk or that or the the the things that are preventing you sale or prevent a new recruit effectively and for the information gaps the people have because we say you know in the absence of any information about you people will create their own impression on their own information about you based on their own assumptions so we hi can we plug that information gap to make sure that you’re taking a little bit of control back in terms of what people’s perception is okay and then it’s it’s into crafting the story developing like a Content plan we would always warn me we’re selling video so it’s easy for us to be expected to say this but we would warn against that random act of video where it’s sort of like people here when they’re managing their social media accounts themselves and they think you know I haven’t posted anything LinkedIn for three days I must do something now that ends up just being loved around them not really connected anything in particular um and it doesn’t really do anything for other people hear consumer that’s who largely gets ignored so we would always encourage people that try and invest in this on an ongoing basis as go back to us Arabic people’s preferred consumption medium and and then develop a Content plan that’s linked to some real business objectives so not linked to likes and shares and comments and but because you can’t take those to Tesco’s it’s it’s linked to you know we’re trying to recruit those ten people that’s here or we’re trying to sell X number of these units in that country this year or we’re trying to set up tiny distributors in this place this year or we’re going to this exhibition and want to generate 300 leads from from the show and that’s there I prefer being involved and because coming from marketing rules have always existed and not more than ever being tied to those sort of metrics because of that if you know what you’ve got at the lever it’s easier to do what you – easier I know what sort of stuff you need today Anna puts you in a position where you can have a conversation with as I say I don’t think what we’re doing what we got here is quite good enough yet to help us achieve that um nothing works on its own so I think following this we need to do this and and of course you have to get people you have to show people that it works so you tend to do one project with a clan and then you’ll know you’ll work on a smaller package of stuff for the clan and then we’re working with people on video as a service contracts and eyewear but they’ve they’ve their agree and content plans over the course of 12 months linked to their overall business objectives and we’re able to run without and all that goes it just gets better and better because the embedded knowledge thing then starts to really show benefit because we’re in talking to more people learning more about the business coming up with more ideas they’re getting more comfortable with video more people are getting more comfortable with the idea of being in front of a camera or at least being filmed in something and so you get more engagement from people up and as a result as a consequence the results just get better yeah and so obviously you move from marking the into video and and you get them see yourself going back just a traditional marketing now you’ve you’ve experienced the video side of us no I mean it’s as I say I always I always sort of describe us as a as a as a marketing agency specialize in a billion and I think like most startups will tell you and whenever you start I you you’re not quite your focus maybe isn’t just as narrow as a campaign exact and because pressures on and tells to pay at the end of every month thing so but but as we’ve sort of grown up I think over the last almost two years and where we’re now much more focused and much more relentless than our focus and ruthless about saying no that’s an hour specialisms video and we want to do that we’re on that Ulster Bank entrepreneur accelerator and I know Jon Farriss was on then one of these before and one of the things they talked to you very early ever thought is you know that I love concept the bench right mile deep so so whenever we decided that we wanted to do video we sort of made it our objective to just write let’s just do that we will get asked as a result of the market and experience we will get pulled in different place how people ask us about photography and websites and we would use and our network of people that we would refer people to you’ll not set of things but we’re we’re getting better I’m saying no to the things that we should say no to you and saying you know no our focus is making sure we understand this right it’s important to be able to say no because you don’t make too especially you’ve got a client and you know that you know they need help and you want to help them but sometimes you have to say no look it’s not all she need you do need help but it’s one of the things I was nervous me to help you um in my market and career I’ve noticed hi its pitch I mean I started marketing I worked in the market and the information center it led you go Wally back in 1999 and I was doing a presentation recently and I went looking for the lagi logo and Google and wasn’t couldn’t find it that’s was you had long ago decree if it doesn’t exist in Google Images you wonder did it really happen but in backing up when I was doing that too of marketing was you know organizing events print brochures doesn’t card stationery few pop-up stuff the internet was still very young smartphones didn’t exist the idea of only only the largest companies could even contemplate doing a video so it’s just shifted beyond anything that I could did you get comprehend and back then and I think it’s developed into such a complex discipline I that there are so many specialisms and a lot of Holly jarvis books when they have the first future marketing event last year and he described most market and graduate marketing job descriptions is I was looking for unicorns and um and I couldn’t agree more with them because if you look for most marketing those were advertised or looking for somebody he can do a video somebody he can develop websites can do the PR can run events can manage internal columns can help him with the cream no one person can do all of that it’s capable of do you know about all of those special isn’t whether it be website or blog or video or PR or recruitment Morgan have all become so specialized and I am with so many technologies there to help every single those processes so my belief is neither it’s a bike those individual specialisms now I don’t think that’s your increasingly seeing that on the way of marketing teams are structured its people employed with a specific specialist and whether that be PPC or or website building are that PR and comms or or video or whatever might be so I think that’s a big shift for me in terms of how the marketing role has changed as a result of what technology um the the birth of the social media channels has done this and she say amis not how quickly it’s changed you know over the past 20 years it’s just went from we had not really much internet no access to all these different channels and social and online and it’s just boomed it has and and and it’s I think that’s a difficult one to know what it looks like in the future as well because I suppose if you look at you better work with your enterprise and if you look at the top 10 most popular jobs in the UK last year none of them existed 10 years ago so I think that’s that skills question around how you make sure that we’re producing graduates etc although and it’s one of those arguments that comes back to marketing things all the time you know Gary Vee talking about I should be teaching people how to use Instagram in university um it’s I mean I just did it I just don’t I’m not buying up because what what marketing degrees are supposed to do is teach you the you know the principles of effective marketing strategy and all that good stuff the rest of the stuff you learn can you imagine if university degrees were teaching people how to use MySpace yeah a number of years ago when those people were unemployable 24 months later and my eyes didn’t exist so I think at all that the education the formal education piece has always got to be around up basic good theory and principles and strategy and I think the tactics will invariably change over time its Facebook and snapchat and linked down and Instagram etc cetera no no but what is in 10 years who knows anybody who tells you they doing I would be very doubtful of whether they actually do or not yeah and you’re right and those things are just totals mm-hmm they’re just tools to help justice traditional energy say they could change tomorrow you just don’t know what Facebook might change tomorrow changes algorithm everything’s changed so it’s just a bite as you say having that really basic good understanding and that foundation and taking it from there that’s quite similar the way the way drone technology emerged and whenever it first came out you saw people say oh no we need a drone video and um and they worked for the first number years just a camera up in the sky I felt like those things because it was a new perspective the people had never seen before and because of that fire you wanted you needed a helicopter previously if you wanted to do that stuff no it was accessible and it was new but it’s got to the point now where I’ve seen the chance cause away from a drone 25 times no do I really need to see it again and when people would talk to us about we need a drone video it’s like okay well a drones just a camera so let’s actually work out what the video should be um if we think of any point of using the drone and getting without footage would make it better of course then we do it but it’s it’s not putting the cart before the horse and I’m using the technology for the technology sick so one of the things I would say you asked question earlier about what I would say to people who were thinking about go and hate them and start in using video don’t let the absence of any equipment get in your way is one of the first thing you know do not start putting together less some expensive cameras and lights and tripods and microphones and all that stuff because it’s it you’ll find out if it works was right at all you can establish the principle of whether it can do stuff for you with AI expending any money beyond what your phone will cost you ya know and the technologies and the phones are amazing and we would always say exactly the same to people the best camera you have is the one you have with you rather than the one that you have that you spent a lot of money on but Josh you don’t know how to use it so what does the future hold for yourself and your biz would be how to crystal ball you know wait where we’re still about very early stage as opposed to two years old and and them in June we’ve built up a solid base of plants here which was always our initial objective was established some credibility on a foothold and in the local market and then the sake to to sort of expand that right so so we thought that would work over in England and Scotland and the Republic of Ireland so far and I visited the states there and for every for the first time I worked in my work with CDA we did quite a lot of travel and only I can see as a result of that well I think anybody that does that makes you first of all it makes you appreciate home and off a lot more about I think it it also makes you appreciate how small this place really is so I’m fully aware of the opportunities that exist elsewhere for us and I think a big challenge for us over the next while is getting the time me in particular together getting a time to go on I’ll try and capitalize on those in places where we already have connections and already have a network but just largely that construction materials and manufacture and an engineering sector it’s a big global expansion that’s the hope the humming we’re tryna we really believe in what we’re doing and we’re working with some great people already and we just it doesn’t feel like working and people always said that to me before I started you know whenever you change something level and it doesn’t feel like working you know you’re doing the right thing and I always thought to myself while I was working I mean I loved working on the places that I worked in but I always thought it’s not really true does that really happen um I like it does it surprises me that it does but it does so it’s just keep doing that keep doing more of the stuff we want to do you keep fighting the good fight and trying to win our fair share and trying to convince people of the para been able to help them transform and I don’t that might sound dramatic to some people but I really do think it has the power to transform the business’s performance yeah no totally and if anyone wanted to contact you what’s the best way all our contact details are on our website a police came in are you done mm or you’ll find me across all of the social media channels probably far too frequently thank you so much for coming in today Peter and I think people have gained a massive insight into world video and what they should be doing and what they possibly should not be doing as well and so thank you so much for giving up your time and popping in to see us today it’s been really really interesting and that’s all from us today at profile tree TV at the innovation Factory on the Springfield Road I really hope you enjoyed watching it and we will see you guys
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