prioritizing marketing resources - video production matrix

Prioritizing Marketing Resources:Focus on Global, Social Video

@ShaunHolloway

Social Media in Combat

• Connecting and sharing from the battle• Video can show accuracy and build trust– http://bit.ly/RfOaub

Courtesy of the U.S. Army

Visual Revolution• Video can be immersive and engaging• Has the potential to tell and show a story• Content is accessible over multiple platforms– http://bit.ly/9R6bVF

Integrated Marketing Communicationswith video

• Targets the long-term impact of the message on the customer – a tactic within the plan!

• Utilizes a common approach across all media channels – must work together!

• A few attributes…

Start with the Customer

• Persuasive video should be designed from the viewers’ perspective

• Story board and topic planning– Video: http://bit.ly/V1yiiY

Achieve Synergy

• Single Voice = Same Message– Avoid contradictory messages

• Formulate the Goal – Make It Measurable– Idea of what the message’s call-to-action is– Conveyed at every chance and occasion

Utilize and Sync All Channels• Media that reaches the target market– Internet, email, print, radio, television, mobile

• Reach the market efficiently and effectively– Through planned and unplanned resources

E*Trade Baby - http://bit.ly/Rd0XD5

ID Your Key Audiences

• Primary Target Market• Secondary Target Market• Tertiary Target Market

• Friends and Fans• Professional Interest Groups• Government• General Public

Think Distribution• Website Media Galleries and Page Content• Email Newsletters • YouTube Channel and Playlists• “Favorites” Lists• Niche websites and forums• Twitter, Facebook, LinkedIn, etc.• Reference in campaign materials and letters

Examples of Integration and Alignment

Video can be complex and expensive.The Strategic Video Matrix

helps define priorities and allocate resources.

Strategic Video Matrix

Video Quality Expected

Strategic Alignment

Amateur Production Professional Production

Aligns to key

message and brand

Hyper-local target

audience

Niche target

audience

Mixed Production

Video Quality Expected

Strategic Alignment

Amateur Production

• Individual story• User produced• Low involvement• Not organization-wide

• Routine event• Desire personal feel• Non-local locations• Planned approach

• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list

Vietnam Field Study

Strategic Video Matrix

Aligns to key

message and brand

Hyper-local target

audience

Niche target

audience

http://bit.ly/SStQpi

Video Quality Expected

Strategic Alignment

• On-location and b-roll• Editorial value is high• Broad marketing use

• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget

• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights

Mixed Production

Strategic Video Matrix

Aligns to key

message and brand

Hyper-local target

audience

Niche target

audience

Empowering Haiti

http://bit.ly/QiXyk5

Video Quality Expected

Strategic Alignment

Mixed Production

• On-location and b-roll• Editorial value is high• Broad marketing use

• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget

• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights

Strategic Video Matrix

Aligns to key

message and brand

Hyper-local target

audience

Niche target

audience

Conference Recap

http://bit.ly/PInmWU

Video Quality Expected

Strategic Alignment

Professional Production

• Resources unreliable• “Favorite” the video• Use as-needed

• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven

• Narrow topic focus• One, primary client• Recurring event• Capture as happens

Strategic Video Matrix

Aligns to key

message and brand

Hyper-local target

audience

Niche target

audience

MBA Ropes Course

http://bit.ly/Qv4isZ

Video Quality Expected

Strategic Alignment

Amateur Production Mixed Production Professional Production

• Individual story• User produced• Low involvement• Not organization-wide

• Routine event• Desire personal feel• Non-local locations• Planned approach

• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list

• Resources unreliable• “Favorite” the video• Use as-needed

• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven

• Narrow topic focus• One, primary client• Recurring event• Capture as happens

• On-location and b-roll• Editorial value is high• Broad marketing use

• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget

• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights

Strategic Video Matrix

Aligns to key

message and brand

Hyper-local target

audience

Niche target

audience