Online business TV and the transformation of business development strategy


Obviously as a professional speaker I think
live, you know, face-to-face is the best version of doing that. But second to that is then
the video, because it’s not just the voice and it’s certainly not just the written
communication, but you actually get to see the person and … and you get to … to see
their body language and …and the visual communication in addition to all the other
fancy things you can do with extra additional visuals and the … the fast moving screens
that especially young people are used to. That is very powerful and provocative. But
the second reason I think that video is … is important is because it is the format that
younger people are more comfortable with. This is how information gets sent and processed
to them. So the younger your staff, the younger your clients, the more likely it is that video
is their preferred means of processing information and processing data. Being forced to … to
chunk your data up into smaller pieces and being forced to think about more than just
the actual words, but also how those words are packaged will increase the power and effectiveness
of the communication and that in turn will impact on the impact that it has in changing
and influencing behaviour and mind-set. So for me really is an absolutely vital, piece
of … or a cog in the whole machine of communication, engagement and connection. We can use it in multiple different places
so I need it for the website, so I can make the website more engaging. I can use it for
campaigns because I can email video clips to people and track all that through Salesforce.com.
So it allows me to use video for our sales training, for big events, and of course we
can syndicate it through other channels. So it has got multiple uses. It’s not just
a one track pony. Digital video has hugely changed the way things
can be done. I mean I was just … I was chatting with a friend the other day who said, “I
reminded him of somebody at some company somewhere halfway around the world.” And I said, “Well
what’s his name?” And he gave me his name, he gave his company, and right away I was
on YouTube and there he was. And I said, “Really, you thought of me when you saw him?” And
it’s the best … it’s just something that’s at our fingertips. The whole online
experience, the whole video experience, I thought Jed Simmonds captured … from YouTube
captured it really well. This is another transformation that we’re only just scratching the surface
in terms of how we use it. I think video has a strong role to play in
engagement. There’s a lot of research now, I’m not going to tell you the numbers, but
the numbers are staggering about the use of YouTube, for instance. One of YouTube’s secrets
is the apps that allow you to put the YouTube video on your own site and so forth. But another
secret is the fact that video is inherently engaging to people because it’s much more
like real life than a still photo or a disembodied voice on the a podcast or whatever. The more
authentically real life you are, the better off you’re going to be. I think, also, video in terms of engagement,
I think also video has taught marketers that it’s not so much the production value that
is engaging. It’s the story. It’s the story that engages. Consumers know it’s coming down
a pipe. It’s not in the cable system, it’s not coming–. It’s called broadband but it’s
not quite as broad as high definition. We know that. Consumers know that, they’re not
stupid. But what they’re interested in is the story, and I think video allows companies
and brands to tell more interesting stories

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