Video Creation for B2B MarketersMarketing Professionals

Jamie Grenney: salesforce.comSarah Patterson: salesforce.comSheridan Gaenger: salesforce.comBryan Ebzery: salesforce.comCharlie Smith: salesforce.com

Online Video Has Become More Accessible

Improved Online Video Experience

Growth of the Mobile Internet

TV and Internet Converge

Agenda

How to Salesforce Uses Online Video for B2B

Marketing

Magic Formula for Creating Successful Videos– Product Demos

– Webinars

– Customer Testimonials

– Event Video

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Safe Harbor

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Views Per Day11,000+11,000+

11,000 video views a day =

a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks

Assumptions

Hyper-efficient Reps6666

Enterprise Administration

Extendable Data Model

Customizable Dashboards

What’s in Store for the Year To Come

YouTube Advertising

Call-to-Action Overlays

Fall-Back Solution

Fall-Over

98.6% 1.4%Primary

Helping Other Groups Leverage Video

Video Localization

Crowdsourcing Video

Text-To-Movie Video Creation

Salesforce Live

These Are Our Top 72 Videos

What’s the Magic Formula?

Demo Videos

Webinars

Events

Testimonials

Magic Formula for Creating a Successful Video

Objective1

Promotion3

Production2

ROI4

Sarah Patterson

salesforce.com

Product Demo1

Production Timeline

3 Weeks

Video ProductionRecord Your ScriptAnimatingEditing TransitionsAdd Background MusicDeliver an to MPEG4

5 Days

Build SlidesBuild SlidesRehearse Your Script

3 Days

Frame the ProjectDefine Your ObjectivesWrite Your Slide TitlesWrite Your Script

1 Day

Promote Your VideoUpload to YouTubeAdd AnnotationsPush it Out Through Social ChannelsAdd it to the WebsitePromote Inside (or Just Outside) the Product

Headcount15

Person-Days Invested Per Video

Program Dollars$5,000

Fixed Cost+

2

Production Costs$14,000

Per Video=

3 Weeks

LocalizationSend Draft of ScriptLocalize Script and DemoRecord VoiceoverRecord Localized DemoDeliver an to MPEG4

Demo Videos

Promotional Strategy

YouTubeChannel

YouTubeAdvertising

Embedded on salesforce.comYouTube Watch Page

Average Views Per Month5,100

Longevity9-18 Months

Est. Cost Per View$0.20 Per View+ =

3

1) Should you be advertising against this video?

2) Is this a video which sales is going to send to customers?

3) What page on your website is this video going to go on?

Demo VideosDemo Videos

Demo Videos Promotional Strategy

YouTubeChannel

YouTubeAdvertising

YouTube Watch Page

3

1) Does your content have appeal beyond your core customers?

2) Can you trendjack a hot topic?

3) Have you optimized your video for search?

YouTube Watch Page

Embedded Players

YouTube Search 18%Related Videos 15%Google Search 7%

Average Views Per Month12,000

Longevity24-36 Months

Est. Cost Per View$0.5 Per View+ =

5,625 video views a month =

a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks

Assumptions

Hyper-efficient Reps11

Return on Investment4

Virtual Salary$67,500 Per Year

Return on Investment4

Views on YouTube150,000 Views

Form CompletesX,000 Per Month

=* Est. Conversion Rate0.X%

Return on Investment4

Form CompletesXX,000 Per Month

Sheridan Gaenger

salesforce.com

Traditional Live Webinars1

On-Demand Webinar1

On-Demand Webinar1

Registration Page Offer

Production2 Webinars

Production

1 Day

Record Your PresentationRecord Your ScriptEdit Your RecordingAnimate Slide TransitionsRecord Your VideoAdd Background MusicExport to MPEG4

1 Day

Build SlidesBuild SlidesRehearse Your Script

1 Day

Frame the ProjectDefine Your ObjectivesWrite Your Slide TitlesWrite Your Script

1 Day

Promote Your VideoUpload to YouTubeAdd AnnotationsPush it Out Through Social ChannelsAdd it to the Website

Headcount4 Person-Days

Per Video

Program Dollars$500 Fixed Costs

Home Studio+

Production Costs$1,200

Per Video=

2 Webinars

YouTube Watch Page

YouTube Search 18%Related Videos 15%Google Search 7%

YouTube Watch Page

YouTube Channel Embedded Players

1) Have you pushed it out through social channels?

2) Can you trendjack a hot topic?

3) Have you optimized your video for search?

Promotion

Views First 30 Days410

Longevity3-12 Months+

Cost Per View$0.50 Per View=

3 Webinars

Promotion

Test9

Identify Winners2-3=

3 Webinars

Return on Investment4

Pipeline$50,000 (depends on avg. deal size)=

Form Completes50 (depends on promotion)

165 video views a day =

a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks

Assumptions

Hyper-efficient Rep11

Return On Investment4

Virtual Payroll$67,500 Per Year

Bryan Ebzery

salesforce.com

Customer Video1

Testimonials

0.25-4.0 Day Per Video

Post ProductionCatalog Your RecordingsGet Transcripts MadeCreate Composite VideosAdd Background MusicExport to MPEG4

1 Day

Record CustomersSetup EquipmentPrep CustomersRecord the Interview

5 Days

Frame the ProjectDefine Your ObjectivesIdentify Your SpeakersSchedule the ShootWrite Your Questions

.5 Days Per Video

Promote Your VideoUpload to YouTubeAdd it to a PlaylistAdd it to the WebsiteAdd it to Email CampaignsUse it at Events

Headcount10

Person-Days Invested Per Event

Program Dollars$20,000

On-Site Production+

Production Costs$30,800

Per Video=

Production2

1) Is it a video sales is going to send out?

2) Is it embedded on a highly trafficked page on your site?

Promotional Tactics23

Average Video Views1,500

Longevity1 – 2 Years+

Cost Per View$1 Per View=

Embedded Players

YouTube Watch Page

YouTube Search 18%Related Videos 15%Google Search 7%

Testimonials

Return on Investment4

Engagement23,600 views

Conversion Uplift5%

* Pipeline$XXX,000,000

=

Charlie Smith filling in for

Kevin Wood

salesforce.com

Live Events1

Live Events1

Production

Day Of The Event

Record the KeynoteCapture Live BroadcastRespond to Twitter StreamExport Recorded Segments

Day Before

Dry RunRehearse the program

60 Days Out

Frame the ProjectVenueProduction SetupShow Flow

Day After Event

Promote Your VideoAdd AnnotationsPush it Out Through Social ChannelsAdd it to the WebsiteCreate Highlight Reels

Promote the EventEmail BlastsWebsite Promos

Week Before

Headcount10

Man-Days Invested Per Event

Program Dollars$20,000

On-Site Production+

Production Costs$30,800

Per Video=

2 Events

YouTube Watch Page

YouTubeAdvertising

YouTube ChannelMobile

1) Have you built the buzz up on social media channels?

2) Are you promoting the event on your website?

Promotion

Views First 30 Days9,265

Longevity1-4 Months

+Cost Per View$3 Per View

=

3 Events

Return on Investment4

Form CompletesX,000k Depends on Promotion

Pipeline$X00,000,000=

166 video views a day =

a) average video view is 2 minutesb) average hyper-efficient rep pitches 8 hours a day, no breaks

Assumptions

Hyper-efficient Exec11

Return On Investment4

Virtual Payroll$20,000 Per Month

Email MarketingYour Site YouTube Organic Promoted Videos Email Templates Social Media PR Outreach

Promotion

Event VideoProduct Demos On-Demand Webinars Customer Testimonials

Content

Your Site Private VideosYouTube Third Party Embeds

Distribution

Rep Productivity Pipeline Conversion

ROI

Questions

Sarah Patterson

Jamie Grenney Charlie Smith

Sheridan Gaenger