Video Creation for B2B Marketers
-
Upload
salesforce -
Category
Technology
-
view
10 -
download
81
description
Transcript of Video Creation for B2B Marketers
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
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Safe Harbor
Feb
2009
May 2
009
Aug 2
009
Nov 2
009
Feb
2010
May 2
010
Aug 2
010
Nov 2
010
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