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July 09, 2008

Comments

kern

Sorry you weren't happy, I thought they were pretty useful. Why didn't you drag the slider at the bottom until you were past the advertisement?
Also the other two I watched did not have the promo in the beginning.

Harold Jarche

What, no comments yet? Well, I could say that it's possible that you're "poorly socialized", but what would I know? Anyway, you lasted 9 1/2 minutes longer than I would have. To think that the video could have been chunked-up and each piece annotated using something like Vimeo.

PS: Regards to Beckett, the real video star!

Christian Long

Kern, no worries, fella. The underlying content is still valuable...so the link was still very valuable. As for dragging the slider, that gets to the point: why does the audience have to slide past 10 MINUTES of fluff to get to the actual content that the link is named after? Not good marketing, not good logic. Finally, glad the other 2 did not have the promo silly business.

***

Harold: Regards back to you, my friend! Long time not chat! Feel free to memorize the transcript I provided since you didn't watch the full 10 or so min that I did. Happy to give it away.

Kern

What exactly is good marketing in the realm of "sliders" (DVRs etc.). Maybe a little product placement would be better? I'm sure there would have been raves had the presenter been wearing @network t-shirts ;)

Christian Long

Kern: We're talking about 2 different considerations: The 1st is about technology (i.e. the slider gets moved right, past the content one wants to ignore) while the 2nd is about judging your audience's purpose in being there in the first place.

The 1st is an easy 'fix' for any viewer. I agree with you. Problem solved.

The 2nd, however, is a matter of business (or organizations of any type) figuring out that what they consider to be the purpose of their video is often in conflict with why the audience came in the first place. Audiences are no longer static folks content to accept whatever comes their way; they expect -- no, demand -- in this day and age a bit more meat on the bone. No?

***

Let me sit in the conf. planning video editing team's chair for a second. They have 3 simultaneous goals happening in this video (with many sub-goals to follow):

1. Get people to watch the content (esp. if it is called out in a title and a link) of the keynote speaker. One should have little problem assuming this is the primary goal. To this, however, they failed.

2. They need to honor the sponsors and vendors who pay a larger percentage of the conf. planning/hosting bills than the members who buy tix. To this, they succeeded...sort of. It wasn't tailored to one or two sponsors (save for the video editing/hosting team which is not necessarily the same as the group(s) who man the vendor floor, the bread-n-butter of the trade show world). And it seemed like silly visual/auditory noise to at least this one viewer. Skip me, I imagine others would also be weary of 10 min of noise before any real signal came through.

3. They want to honor their members who attended the full conference. The intro is in many ways a poorly crafted 'highlight show' of the 3 day event, and on some level it makes sense to use it to front the 'closing' keynote speaker...'cept for the fact that it could easily have been a shorter /separate piece with an appropriate "Celebrating our Members Highlights" video title to make it pretty clear that if you choose it, that's what you get. All others could jump to the closing keynote speaker link and be happy in their own selection. So, I'm not sure they receive much past a C+ on the end either.

***

But I'll go back to you, Kern, and say that I appreciate you sending me the original link...and for reminding all that the literal tool (the "slider") allows 99.99999% of viewers to ignore all that I am stating or hinting at...and rush to the content without any additional blogger voice 'noise' thrown between the 'signal' tracks.

(wink)

kern

So with your business hat on, how do you market to people in a world of "sliders". If you were sitting in that room how would you have addressed your 3 issues.

Christian Long

Fair challenge, Kern, so here's what comes to mind in spirit (not in full development):

1. Make it brilliantly clear in a short summary (next to the link itself) that the first 10 min was something other than the actual 'advertised' content (i.e. the keynote itself). This is super easy, but I figured it wouldn't hurt to state it. There are other ways, but this example should work fine.

2. Allow a short -- 30 sec or so -- 'ad' for a key sponsor (like the TED videos do with BMW), perhaps; likewise, list all the key secondary-sponsors at the beginning (i.e. "with generous support from...") and/or at the end. Likewise, put the sponsors name next to the original link. Again, infinite ways this can be done, but you get the picture.

3. Create a separate "best of" video link in the "let's celebrate you the conference participants" yearbook sort of way. Again, easy and professional.

Thanks for the question. Did I miss anything obvious in your request?

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