The 80/20 of Online Video

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The presentation delivered to the Triangle IABC (International Association of Business Communicators) in January 2012 by Arik Abel. The 20% you need to know about video, to do it better than 80% of everyone else.

Diseño Tecnología Empresariales

The

80/20
of

Arik Abel VP, Digital
Online Video
French/West/Vaughan @arikabel aabel@fwv-us.com

Online Video is an Experience.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

Online Video is About Your Audience.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

Online Video Follows a Formula.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

WHOLE ANGRY! IOWA !
FOODS! BIRDS! CAUCUS!

((TOPIC) + (Timing) + (Talent) + (Technique)) * Tension!

Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

BLACK!
EASTER! HALLOWEEN!
FRIDAY!

((Topic) + (TIMING) + (Talent) + (Technique)) * Tension!

Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

((Topic) + (Timing) + (TALENT) + (Technique)) * Tension!

Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

The cat/baby/
I Loved It!! I Hated It!! celebrity is
wasted!!

Fat guy in a How do
little coat! you…?!

Howʼd they Is it real?! Or is it
do that?! fake?!

((Topic) + (Timing) + (Talent) + (Technique)) * TENSION!

Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

1. On Air! 2. On-line! 3. In Person!

Online Video Follows a Rule of 3ʼs.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

…and the Law of Distributed Inﬂuence.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

DEMAND!

LOVE!
FAKE!
REAL!
HATE!

SUPPLY!

To Create a Natural Word-of-Mouth Phenomenon.!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

How Do You Take Advantage of This?!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

•  What are they talking about?!

•  Who are they talking about?!

•  When are they talking about?!

•  How can you create or resolve tension?!

Know Your Audience and Their Five Tʼs!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

!

•  Make your ﬁrst videos on your phone!

•  React real-time to trends and be the ﬁrst!

•  Use popular techniques liberally!

•  Invest nothing until youʼve proven a model!

Experiment Quickly and Often!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

•  Think of video as a search pattern!

•  Describe videos so someone else can!

•  Focus on content, not production value!

•  Make it public, everywhere you can!

Distribute Your Video Using Best Practices!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

Q & A!

Thank You!!
Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

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The 80/20 of Online Video

1. The 80/20 of Arik Abel VP, Digital Online Video French/West/Vaughan @arikabel aabel@fwv-us.com

2. Online Video is an Experience.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

3. Online Video is About Your Audience.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

4. Online Video Follows a Formula.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

5. WHOLE ANGRY! IOWA ! FOODS! BIRDS! CAUCUS! ((TOPIC) + (Timing) + (Talent) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

6. BLACK! EASTER! HALLOWEEN! FRIDAY! ((Topic) + (TIMING) + (Talent) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

7. ((Topic) + (Timing) + (TALENT) + (Technique)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

8. ((Topic) + (Timing) + (Talent) + (TECHNIQUE)) * Tension! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

9. The cat/baby/ I Loved It!! I Hated It!! celebrity is wasted!! Fat guy in a How do little coat! you…?! Howʼd they Is it real?! Or is it do that?! fake?! ((Topic) + (Timing) + (Talent) + (Technique)) * TENSION! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

10. 1. On Air! 2. On-line! 3. In Person! Online Video Follows a Rule of 3ʼs.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

11. …and the Law of Distributed Inﬂuence.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

12. DEMAND! LOVE! FAKE! REAL! HATE! SUPPLY! To Create a Natural Word-of-Mouth Phenomenon.! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

13. How Do You Take Advantage of This?! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

14. •  What are they talking about?! •  Who are they talking about?! •  When are they talking about?! •  How can you create or resolve tension?! Know Your Audience and Their Five Tʼs! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

15. ! •  Make your ﬁrst videos on your phone! •  React real-time to trends and be the ﬁrst! •  Use popular techniques liberally! •  Invest nothing until youʼve proven a model! Experiment Quickly and Often! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

16. •  Think of video as a search pattern! •  Describe videos so someone else can! •  Focus on content, not production value! •  Make it public, everywhere you can! Distribute Your Video Using Best Practices! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

17. Q & A! Thank You!! Arik Abel VP, Digital French/West/Vaughan @arikabel aabel@fwv-us.com

The 80/20 of Online Video

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The 80/20 of Online Video