Post on 21-Oct-2014
description
Not Your Father's Video Program: What's Next In
Visual Commerce
#ValueOfVideo
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Panelists
Alicia Fiorletta Senior Editor
Retail TouchPoints
MODERATOR
Russ Somers VP of Marketing
Invodo
Tena Crock Director of Digital Strategy
The Step2 Company
9/9/14 6
About Us • The Step2® Company, LLC, headquartered in
Streetsboro, OH, is the largest American manufacturer of preschool and toddler toys and the world's largest rotational molder of plastics.
Mission • To be the leading innovator of children's products
that build imaginations and enrich the family's celebration of childhood.
History • Step2 began operations in 1991 with five
employees and has grown to its present 800-plus full-time employees.
Products • If you are looking for a play kitchen, playhouse,
wagon, push buggy, coaster, ride-on, art desk or art easel, picnic table, swingset, climber or anything in between, our products can be purchased at Toys R Us, Walmart, Target, Amazon or Direct to Consumer through Step2.com.
About Step2
9/9/14 7
Visual experiences for every step of the customer journey.
9/9/14 8
Visual Commerce Platform A Complete Solution
9/9/14 9
info
info info
MediaPost, 2013
If Consumers Are Visual…
90% of consumers watch
online video
74% of all Internet traffic in 2017 will be
video Cisco 2014
9/9/14 10
info
info. info.
info.
Commerce Is Visual Too Video Impact Metrics
11.4% of site visitors view videos
78% of video viewers thought that video
was helpful. 1.8x More likely to buy after
viewing video.
10% sales lift
when video is present on the page.
67% Of video viewers watch
to 80% completion.
9/9/14 11
Most Companies Already Have Video
My company currently has a video program in place.
28%
25%23%
13%
11%
Yes, we have 1-10 videosYes, we have 11-50 videosYes, we have 51+ videosNoNo, but plan to add
9/9/14 12
Most Use Video to Drive Sales
We use video to advance the following goals(Respondents who chose 1 or 2 out of 9)
55%
52%
24%
24%
15%
9%
9%
6%
Sales
Customer Engagement
Customer Retention / Loyalty
Brand Awareness
Customer Acquisition
Thought Leadership
How To / DIY
Customer Support
9/9/14 13
Video Ranks Third
How does video rank in priority as comparedto these other marketing tactics?
(Respondents who chose 1, 2 or 3 out of 11)
Soci
al M
edia
(Oth
er th
an b
logs
)Em
ail M
arke
ting
Vide
oA
dver
tisem
ents
(onl
ine)
Adv
ertis
emen
ts (o
fflin
e)Pa
id S
earc
hIn
-per
son
Even
tsE-
New
slette
rsM
obile
Con
tent
SMS
Text
Mes
sagi
ngBl
og P
osts
Info
grap
hics
Arti
cles
on
your
com
pany
web
site
56%
50%47% 47%
31%
25%
16%
9%6%
3% 3% 3% 3%
9/9/14 14
Video Mostly Used for Promotion, Social, & Education
We use video for the following strategies:(Check all that apply)
Promotion of SpecificProducts or Services
Social Engagement
Education
Advertising / Retargeting
Internal StaffDevelopment
Pure Entertainment
Customer Service /Support
Gift Guides
61%
61%
58%
52%
42%
36%
36%
29%
9/9/14 15
Step2 Uses Video
9/9/14 16
Take Customers Where You Want Them To Go
We are using interactive elements to allow shoppers to click thru to:(Check all that apply)
53% 47%
42% 42%
Campaign specific landing pages
Cart and purchase pages
Product pages Social sites
9/9/14 17
Video on Your Site, Social & Email
We leverage video using the following channels:(Check all that apply)
Our Website
Social Channels
In-store
Advertisementson other websites
Mobile app
68%
57%
54%
39%
32%
21%
9/9/14 18
Step2 Uses Video Across Channels
We leverage video using the following channels:(Check all that apply)
Our Website
Social Channels
In-store
Advertisementson other websites
Mobile app
68%
57%
54%
39%
32%
21%
We leverage video using the following channels:(Check all that apply)
Our Website
Social Channels
In-store
Advertisementson other websites
Mobile app
68%
57%
54%
39%
32%
21%
We leverage video using the following channels:(Check all that apply)
Our Website
Social Channels
In-store
Advertisementson other websites
Mobile app
68%
57%
54%
39%
32%
21%We leverage video using the following channels:
(Check all that apply)
Our Website
Social Channels
In-store
Advertisementson other websites
Mobile app
68%
57%
54%
39%
32%
21%
We leverage video using the following channels:(Check all that apply)
Our Website
Social Channels
In-store
Advertisementson other websites
Mobile app
68%
57%
54%
39%
32%
21%
We leverage video using the following channels:(Check all that apply)
Our Website
Social Channels
In-store
Advertisementson other websites
Mobile app
68%
57%
54%
39%
32%
21%
9/9/14 19
Videos Get Social With Facebook, YouTube, & Twitter
We use the following social channels to distribute video content:(Check all that apply)
71%
68%
43%
32%
29%
18%
18%
4%
4%
4%
YouTube
Google+
Slideshare
Tumblr
Flickr
9/9/14 20
Step2 Uses Video Variety of Social Channels
9/9/14 21
Video Success is Mostly Based On Views
We measure the success of our video program by evaluating:(Respondents who chose 1 or 2 out of 5)
59% 48%
44% 37%
Video viewing time Conversion / Dollar value of customers
Video ratingsand comments
Improvement in customer engagement
9/9/14 22
Video Budgets are Increasing
Our video budget will:
In 2014
In 2015
By 2016
Increase
Decrease
Stay the same
77%
0%
0%
0%
23%
75%
25%
76%
24%
Increase
Decrease
Stay the same
Increase
Decrease
Stay the same
9/9/14 23
Step2 Uses Video
9/9/14 24
Product Marketing Managers & CMO Involved Most
9/9/14 25
In-House Video Teams Most Popular
Do you use in-house staff to create your videos?
68%
32%
YesNo
9/9/14 26
Step2 Uses Video Team Work Makes the Dream Work
9/9/14 27
YouTube is the Player Use Most
We utilize the following players for our videos:(Check all that apply)
YouTube In-house created players
Third-party video platform company
74% 44%
30%
9/9/14 28
Step2 Uses Video Watch Metrics- Analytics to Optimize
9/9/14 29
Thank you!
#ValueOfVideo
Q & A // Panelists
Alicia Fiorletta Senior Editor
Retail TouchPoints
MODERATOR
Russ Somers VP of Marketing
Invodo
Tena Crock Director of Digital Strategy
The Step2 Company
#ValueOfVideo
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