The 80/20 of Online Video
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description
The presentation delivered to the Triangle IABC (International Association of Business Communicators) in January 2012 by Arik Abel. The 20% you need to know about video, to do it better than 80% of everyone else.
Transcript of The 80/20 of Online Video
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
Online Video is an Experience.!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
Online Video is About Your Audience.!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
Online Video Follows a Formula.!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
((TOPIC) + (Timing) + (Talent) + (Technique)) * Tension!
IOWA !CAUCUS!
WHOLE FOODS!
ANGRY!BIRDS!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
((Topic) + (TIMING) + (Talent) + (Technique)) * Tension!
BLACK!FRIDAY!EASTER! HALLOWEEN!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
((Topic) + (Timing) + (TALENT) + (Technique)) * Tension!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
((Topic) + (Timing) + (Talent) + (TECHNIQUE)) * Tension!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
((Topic) + (Timing) + (Talent) + (Technique)) * TENSION!
I Loved It!! I Hated It!!
Howʼd they do that?!
How do you…?!
Is it real?! Or is it fake?!
The cat/baby/celebrity is
wasted!!
Fat guy in a little coat!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
Online Video Follows a Rule of 3ʼs.!
1. On Air! 2. On-line! 3. In Person!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
…and the Law of Distributed Influence.!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
To Create a Natural Word-of-Mouth Phenomenon.!
DEMAND!
SUPPLY!
LOVE!
HATE!REAL!FAKE!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
How Do You Take Advantage of This?!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
Know Your Audience and Their Five Tʼs!
• What are they talking about?!
• Who are they talking about?!
• When are they talking about?!
• How can you create or resolve tension?!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
Experiment Quickly and Often!
!
• Make your first videos on your phone!
• React real-time to trends and be the first!
• Use popular techniques liberally!
• Invest nothing until youʼve proven a model!
Arik Abel VP, Digital French/West/Vaughan @arikabel [email protected]
Distribute Your Video Using Best Practices!
• Think of video as a search pattern!
• Describe videos so someone else can!
• Focus on content, not production value!
• Make it public, everywhere you can!
