Kevin ErtellFormer SVP E-Business, Borders Books

& MusicFormer SVP, Online Operations, Tower

Records

Justin FosterCo-Founder & VP Market Development,

LiveclickerFounder & President, Video Commerce

Consortium

Video Commerce Consortium▪ Largest consortium of interactive professionals dedicated to advancing the

art and science of video commerce @ www.video-commerce.org ▪ Free Membership – 300+ eRetail Members!

Liveclicker Video Commerce Webinar Series, Part II▪ Channel Intelligence: Using syndication and leverage to overcome

organizational barriers to cross-channel video commerce: April 14, 2009

First Annual Video Commerce Summit▪ Interactive Format w/eRetail Case Studies▪ Contact summit@liveclicker.com to see if you qualify for an exclusive,

private invitation. April 30, 2009 in Seattle WA.▪ Cost is Free!

Video Commerce Workshop @ Shop.org▪ “Video Commerce from the Trenches” May 6, 2009, Scottsdale AZ▪ Alison Jeske, Director Product Management @ drugstore.com▪ Pinny Gniwisch, Founder & EVP Marketing @ Ice.com

Justin Foster Co-Founder & VP Market Development at Liveclicker Founder & President of the nonprofit Video Commerce Consortium Currently working on the following initiatives:

Actively studying the impact of video on e-commerce performance Building Liveclicker and the VCC into world-class resources for

professionals seeking to advance in video commerce Communicating the value of video commerce through case studies,

whitepapers, webinars, industry reports, events, blogging, and general industry thought leadership

Kevin Ertell 20+ year veteran of specialty retail 12 years in e-commerce Former SVP Online Operations for Tower Records Former SVP E-Business for Borders Keynote & Featured Speaker, Shop.org, eTail, Internet Retailer, etc.

What is Video Commerce? Numbers & Validation E-Commerce Video Cases, Examples

Video via Software as a Service Distributed Shopping Applied to Video

Re-examining the ROI of E-Commerce Video Content Sources Distribution Outlets Strategies to Lower Costs & Increase Revenues

Whitepapers, best practices, etc Q&A

Video Commerce is the practice of using video content to market, sell and

support commercial products or services on the Internet.

Q: In your opinion, what are the biggest roadblocks facing video commerce within your organization?

0% 5% 10% 15% 20% 25%

General lack of interest

Lack of distribution channels

Unsure how to attribute revenues

Lack of central ownership

IT/technical issues

Accessing relevant content

No budget

Lack of perceived value

Too expensive to produce

Lack of best practices

Analytics in their infancy

Lack of production experience

ROI still unproven

Politics/conflicting strategies

Source: Video Commerce Consortium Survey. January 21, 2009

28

http://video-commerce.org/2009/more-retail-video-examples/

http://video-commerce.org/2009/which-online-retailers-are-using-video/

Salaries & Contractors

Video Cameras

Lighting & Audio

Opportunity Cost

Management Time

Screw-Ups

Set & Location Costs

Actors, Talent

Scriptwriting

IT Resources

Post-Production / Editing

Licenses

• Self-Produced

• Supplier-Sourced

• Discovered Online

• Customer-Sourced

CONTENT REVENUE

• Artificial Video

• Crowd-Sourced

• Product Pages

• Video Destination

• Search Engines

• Social Services

• Established Channels

• Video Services

VIDEO COMMERCE PLATFORM

Self-Produced Don’t overcomplicate it! Focus on process Focus on top revenue products from profitability standpoint

Supplier-Sourced Use leverage when possible Lean on suppliers to customize and edit content Minimize the burden on suppliers to distribute content

Customer-Sourced Test incentives, discounts, offers Not all compensation is monetary; use vanity and the prospect of

celebrity to your advantage when possible

Discovered Online Focus on highest revenue from profitability standpoint first Use minimal resources to filter content

Crowd-Sourced Leverage the VCC and other peer-to-peer networks Review terms and conditions carefully

Artificial Video Start with a small pilot Assess branding implications

Whitepapers & Case Studies “Building An Effective Video Commerce Strategy”

http://www.video-commerce.org/Building_an_Effective_Video_Commerce_Strategy_2.pdf “Video Commerce: A New Paradigm for Marketing, Selling, and Servicing Commercial Products

on the Internet” http://www.video-commerce.org/Video_Commerce_and_ECommerce_Video_Disruptive_Innovations_in_E-

Commerce.pdf “ShopNBC.com – Video Commerce: Leveraging Web Video to Merchandise and Sell Products

Online” http://blip.tv/file/1823825

“Panel Discussion with BillardEx, OnlineShoes.com, and eBags.com : Successful Revenue-Driving Visualization Technologies in the Online Space”

http://www.videoretailer.org

Best Practices Videos Lower the Cost of Producing Video for E-Commerce

http://video-commerce.org/2009/strategies-to-lower-the-cost-of-producing-video-for-e-commerce-new-ideas-tips-tricks-for-sourcing-video-commerce-content/

Building a Video Content Strategy http://videoretailer.org/content/video-commerce-chronicles-episode-3-the-importance-of-a-good-content-strategy/

The Intersection of Online Video and Email Marketing http://video-commerce.org/2009/the-intersection-of-online-video-and-email-marketing/

Kevin ErtellFormer SVP E-Business, Borders Books

& MusicFormer SVP, Online Operations, Tower

Records

Justin FosterCo-Founder & VP Market Development,

LiveclickerFounder & President, Video Commerce

Consortium